Module 2: SPEAK

Communicate your important thoughts through a model of persuasion

Handout PDF

Module 2: Speak


In this video, you will speaking your important thoughts through a proven model of persuasion and a “magic question.” Specifically, you will learn:

  • How to win a FREE copy of Scott Adam’s book “Win Bigly.”
  • How to channel anger, emotion, and other irrational feelings to THINK before SPEAKING.
  • How to overcome the unfortunate reality that most people do not let the research guide them.
  • The Toulmin Model and how it structures claims that are convincing and receivable by those who you are trying to persuade.
  • The three basic levels of the model (claim, warrant and qualifications) and how it structures stronger arguments.
  • How to persuade someone who is not Chris Jeub’s student and who does not care about reasoning.
  • A MAGIC QUESTION that you can ask whenever a person you are trying to persuade is stuck in the claim.

COMMENT BELOW! Those who comment will be added to a random list. Next week I will give away a brand new copy of Scott Adam’s bestseller Win Bigly: Persuasion in a world where facts don’t matter.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Justus Carnley

    Mr Jeub, glad to hear the meme I posted made your day! Thanks for making this class. I can see where this will be helpful…

    I do have a question. Can personal experience work as a warrant or qualification, depending on the question?

    • Good question! A ham sandwich can work as a warrant, but it wouldn’t be a very good one. Personal experience needs to be qualified (i.e. “qualifications”). Personal experience means nothing until you qualify it. If you were Tim Cook and had something to say about the world of computers, your personal experience would be highly qualified. But if you’re a 14 year old kid making the same claim, hardly.

      I’m glad you’re enjoying the class! Invite your buddies. I’m putting a lot of effort into it, and very happy to see you taking it seriously.

      • Justus Carnley

        P.S., I already used the magic question today! And the people I asked had the answer!
        Thanks again!

        • Sweet! In that case, I bet a great conversation/debate followed. Just as it should. I LOVE it when I debate people who, though I may fundamentally disagree, they understand the value of the Toulmin Model.

          • Justus Carnley

            Actually, it wasn’t much of a debate…because they had the answer, and we all three agreed, but it does work!

  • Autumn Schwinn

    Thank you for starting this class, Mr. Jeub! I’m already really enjoying it!
    I wanted to comment on two things. First, I love how you made room for logical arguments in your the Level 2 about warrants. Second, your magic question is brilliant! I had heard of it before but it was nice to have you discuss how the question works.
    Thanks again for all that your doing!

    • You’re very welcome, Autumn! If you liked the Magic Question, wait till you see the power of impact. Whoa, baby. Get ready.

      See you in class on Friday! 🙂

      • Autumn Schwinn

        You have me on the edge of my seat! I can’t wait! 🙂

  • Juliana Scheopner

    Thank you so much for teaching this class, Mr. Jeub! I hadn’t really considered the power of persuasion in everyday aspects of life, such as conversations. This class has really opened my eyes to the importance of persuasion. I can see where all of this will be helpful as I debate! I will definitely be using the Toulmin Model and the magic question in future debate rounds and everyday conversations. Thank you so much!

    • So true. I just wrote this in an email I sent out to my email list:

      EVERYONE persuades. Business people, salespeople, politicians…they’re the obvious ones. But as a member of the human race, you need to persuade your friends, parents, kids, neighbors…all sorts of people…of something, now and again.

      If you seriously think about it, you have had lost opportunities because of times when you could have persuaded someone else. But you failed. And you lost a job, lost money, lost a friend, whatever it was. It was painful…but it doesn’t have to be that way.

      I actually believe that people are in positions to persuade ALL DAY LONG. You may not know it, but you’re influencing, negotiating, arguing, coaxing someone about something…call it what you want, it’s “persuasion.”

  • Andra

    There are plenty of opinions in the public square. I want mine to be meaningful and able to be backed up with facts, not rhetoric. These lessons will help me enter the lion’s den. Thanks, Chris!

    • Thank YOU, Andra! I’m super glad you’re in my class.

  • Robert Mitchell

    What a great, unthreatening, inquiring, caring open ended question! Thanks! I’m on the hunt for claims with no warrants.

    • It is a great question, but it isn’t open-ended. You are asking for a specific answer. An open-ended question would be, “Why do you believe that to be true?” That would allow the explanation to perhaps solidify. “How do you?” is much better, because they then need to validate their claim.

      Does that make sense?

  • Thomas Sargent

    Toulmin model… I think his first name was Stephen. I love this model so much. I wish we all used it more.

    • Ah yes, I have to tuck that away. All I remember is “Toulmin.” Thanks!

  • Tim Hardesty

    Thanks for this class. I have learned that people make decisions based on logical and emotional reasons. You have laid out a case for logical decision making. However When I have asked emotionally based opponents about the truth of their claim, they have stated that it is their perception. It seems like they feel that their perception is correction. How can I be persuasive to an emotionally based claim-maker?

    • I am so glad you asked this question, because any course on persuasion that doesn’t answer the emotional side is not genuinely persuasion. I speak to this directly tomorrow with “Power of Impact,” where I make the case that if you don’t consider your opponent’s view, you will just be blowing hot air, no matter how “right” you are.

      Great to see you in class, Tim! 🙂

  • Joel Highfill

    Just watched the first two lessons, they’ve been helpful so far and I look forward to tomorrows lesson. Ill keep this in mind as I prepare for my first debate tournament. Thanks!

  • Jeralynne Bobinski

    For some reason I’m not able to see the videos, but I’ve been really getting a lot out of the mp3’s along with the handouts and/or transcripts. Thank you for this class!

    • Great to hear you’re getting at least the audio. I want to figure out your problem, though, because perhaps you’re not the only one missing out on the video.
      What are you using to access the page (phone? pc? mac?)…and what browser?

      • Jeralynne Bobinski

        I am using a pc and the google browser.

        • I think I know the problem. You need to sign up: https://chrisjeub.com/course

          • Jeralynne Bobinski

            That’s really weird. I did sign up, but I signed up again, and sure enough, I have video now. Thank you!

  • Jennifer Bedley Hoos

    Hi Again, Chris!

    Good stuff! I’m learning, and will be able to (in turn) teach my students. Are you planning on offering any short logic courses too? I’d be up for taking one of those, especially if it was on the basics of logic (when you’re engaging in beginning discussions for the purpose of persuading).

    • Hi Jennifer. Thanks for asking! Monday’s video will explain the whole “Training Minds University” opportunity. The first three modules will set up the framework of the university, and lessons on logic will most definitely be a part of the “think” module (video 1). As a teacher, you will find these lessons very helpful.

  • Mary Lichlyter

    I’m doing these several days late, so I bet you’ve given all the books away! Well, that’s all right. I just want to make sure this is straight in my head. The levels of this module are: 1. A simple claim – “This is what I believe, what I know, what I’m sure of, and that’s that.” 2. Asking for a warrant – “Who says that what you’re claiming to be true is true?” 3. Getting qualifiers – “This is who says that what I’m claiming is true, and this is why the warrants (the back-up information) are good.” Is that right? It leaves me with questions, but I’ll wait to ask them because you will probably answer them in the next two modules. Oh, I’d like my high-school-age granddaughters to listen to these, if they have the time and the inclination, before the 15th. How do I get them able to sign up?

  • Chris Marr

    I am enjoying these talks. Questions pop up, but you seem to be good at anticipating those. I would want hints on how to diffuse the emotional, defensive answer. Asking this question of “How do you know that to be true?” can be intimidating, and shut the other person down. (Like when I am wanting to convince my teens of something. Moms can be intimidating, especially homeschooling teaching ones.)

    • Here’s a thought: try mixing the question up a little. “Are you sure about that?” “Have you seen proof about that?” “What makes you believe that to be true?”

  • Nathaniel Hendry

    @8:31 “Claim, Warrent, Impact. Or I mean…”
    Habit from explaining 4 point refutation I assume?

  • jdasher

    Enjoyed what you had to say, would love to win the book! Scott’s writings on talent stacks were super interesting, would like to hear more of what he has to say about persuasion.

    • I should do a podcast on Scott Adams. I learned a lot from his book.

  • Justin Brautigam

    I also really liked what you had to say about persuasion! Scott Adam’s book looks really interesting to me as well. Persuasion is a thing that I think I could work on a lot and I am learning A LOT with your stuff! Thanks!!!!