A formal system for understanding what makes someone say yes.
Six sentence forms that generate persuasion. Each is a production rule in our grammar.
Pick a structure, fill in the variables, watch the grammar produce.
The grammar is the abstraction layer. Everything else is just data.
Knowing the 6 structures tells you nothing about which 5,581 examples exist. Grammar ≠ corpus. The map is not the territory.
Even if someone knows the grammar, they can't reverse-engineer our clients. The specific persuasive triggers remain proprietary—locked in execution, not structure.
Persuasion science should be open. We believe in sharing foundational frameworks while protecting what makes each client's approach unique.
Open grammar means anyone can build on it. New structures emerge. New combinations appear. The system grows.
"In linguistics, a generative grammar is a system of rules that generates exactly those combinations of words that form grammatical sentences in a given language."
Just as Noam Chomsky revolutionized linguistics by proposing that humans possess an innate grammatical capacity—a finite set of rules that produces infinite sentences—we've mapped the persuasion equivalent: a finite grammar that produces infinite variations of effective appeals.
Generates all possible grammatical sentences in a language. Constrains what can be said.
Generates all possible effective appeals. Constrains what works to prompt action.
Phonological, syntactic, semantic constraints innate to language acquisition.
Cognitive triggers: reciprocity, scarcity, authority, consistency, liking, consensus.