Welch and Smith and their "rhetoric"

The use of language is linked to the action the manager undertakes: designing, motivating others, writing a request to the boss, sending a mail, and reading a report. Welch's rhetoric showed the effort typically required a deft combination ofan imaginative vision ofthefuture, a realistic portrayal ofthe present, and a selective depiction of the past, which can serve as a contrast to thefuture. Unlike Smith, Welch knows how to cook - and the recipe is rhetoric: metaphors and analogies, slogans and maxims.