Creating a Case for a Value Proposition: Describe, Relate, Evaluate Format

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Creating a Case for a Value PropositionDescribe
, Relate, Evaluate Format

• Robert Trapp
• May 2006

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Describe, Relate, Evaluate

• Describe a feature of the thing to be evaluated
• Relate that feature to an effect
• Relationships of causality
• Relationships of similarity
• Evaluate the effect

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What is a Feature?

• It might be a part of the thing evaluated.
• A grizzly bear has large claws
• My car has a 409 cc engine
• With respect to policies, it might be a part of
  the law
• The US Constitution gives POTUS the authority to
  do anything necessary to defend the national
  interest.
• US immigration policy places national guard
  troups on the Mexican border.
• Capital punishment involves killing a criminal.

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How to Relate a Feature to an Effect

• Relationship of causality Show how the feature
  causes an effect.
• Relationship of similarity Show how the feature
  is similar to other features that your audience
  already evaluates positively or negatively.

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Relationship of Causality Show the Feature
Causes the Effect

• The claws of the Grizzly bear can inflict great
  injury.
• A 409 engine is capable of speeds in excess of
  100 MPH and speed kills.
• POTUS has used his authority to spy on U.S.
  citizens
• Troops on the Mexican border effect relations
  between the US and Mexico.
• Fear of being killed by capital punishment deters
  potential murderers

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Relationship of similarityShow that the
features of thing to be evaluated are similar to
features of something that the audience already
evaluates

• The claws of a Grizzly bear are like knives in
  the hands of a criminal.
• Capital punishment is like murder

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How do you evaluate an effect?

• Link the effect to your audiences values.
• How would you like to be killed by a Grizzly
  bear?
• Spying on US citizens is a violation of privacy?
• Deterrence can reduce the number of murders.
• Make an argument about consistency
• How can you be against murder yet in favor of
  capital punishment.

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Simple ExamplesA Grizzly Bear is a Dangerous
Animal

• 1. A Grizzly bear has large claws.
• 2. The claws of a Grizzly bear can cause great
  injury.
• 3. How would you like to be mauled by a Grizzly.

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Simple Examples Presidential Authority is
Excessive

• 1. POTUS has the authority to do anything
  necessary to defend the national interest.
• 2. POTUS uses this authority to spy on U.S.
  citizens.
• 3. Spying on U.S. citizens is a violation of
  their privacy.

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Simple Examples Capital Punishment is Good

• 1. Capital punishment involves killing a
  criminal.
• 2. Fear of being killed deters potential
  murderers.
• 3. Deterrence can reduce the number of murders.