The Power of Antithesis - Best Of Tim Pollard

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On August 10, 1940, Churchill spoke at length about the heroic exploits of a remarkable, outnumbered group of fighter pilots in the Battle of Britain. I doubt anyone knows the full text of that speech, but 70 years later, almost everyone—certainly those in Britain—knows the phrase, “Never in the field of human conflict was so much owed by so many to so few.” The whole speech is actually remarkable, but it’s that one idea that stuck.

Likewise, President John F. Kennedy’s “Ask not what your country can do for you, ask what you can do for your country” is only one idea from a much more developed speech. The speech itself may not be remembered, but the idea survives.

By the way, here’s a pop quiz: Do you notice what all three of these sticky ideas have in common? Read them again and see if you can tell.

The answer is that they are all antithetical, meaning they each present two competing thoughts and then challenge you to reconcile them. It’s a powerful device for engaging an audience’s brain.

Tim Pollard is author of The Compelling Communicator: Mastering the Art and Science of Exceptional Presentation Design. He is the founder and CEO of Oratium, a communications firm helping organizations from Fortune 500 companies to law offices hone their presentation and messaging skills. In his decades-long marketing career, Tim has held key positions with Barclays Bank, Corporate Executive Board and Peacemaker Ministries - a nonprofit specializing in conflict resolution.