USING RHETORIC TO GENERATE 2X2 MATRICES
Richard Fry
Brigham Young University
[email protected]
1. INTRODUCTION
In their goal to create “simpler, more meaningful, rewarding experiences for customers” (Swann, 2012), designers work to
organize, simplify, and clarify the essence of a problem in order to ultimately delight with their solution. Synthesis activities
are critical in this process of clarification, and give the designer a chance to understand their efforts and communicate this
value to others in preparation to head off in new, refined directions.
The brain simplifies complex tasks and data sets automatically; however, it doesn’t always simplify them in ways that are
positive or that we are conscious of. Synthesis activities make this natural synthesis process visible as a way to take back
control from our unconscious brains and deal with gaps and holes that our brain might wish to ignore. Design tools and/or
methods often force clarity and help bridge the “innovation gap” (Fry 2004). The 2x2 matrix has endured as a synthesis tool
that seems to do this simply and effectively by forcing the data into only four quadrants - thereby driving focus through
simplification (Lowey, 2004 p. 26).
A well-constructed matrix should make things easier by providing clarity to known knowledge, and insight into new
directions. However, poorly constructed 2x2s oftentimes result in a dull tool that is merely descriptive rather than a sharp
tool that is useful in creating visionary work. Two areas in the matrix construction process that are often problematic are
the definition of axes and the naming of quadrants.
The Rhetorical appeals of Ethos, Logos, and Pathos can be used as an effective method for generating a range of axis
possibilities when creating 2x2 matrices. If care is taken in the generation of the axes, this method will result in something
that is not just merely descriptive, but also insightful.
This paper will outline a basic structure for creating more effective 2x2’s by first highlighting the differences between
statements that are simply descriptive and statements that have vision/insight; second, introducing the concepts of Ethos,
Logo, and Pathos (the three appeals of rhetoric) to provide some direction in the creation of axes used in 2x2 creation;
third, provide a series of steps as a framework for creating 2x2’s; and fourth, highlight a few principles for matrix
assessment.
2. 2X2 KEY CONCEPTS
A 2x2 Matrix is a simple Cartesian space created by two intersecting axes that compare different states of two potentially
related characteristics. The overlap of these different states creates the filtering mechanism through which large amounts
of data are distilled down to provide clarity. The mixture and combination of different axes creates interesting
opportunities that often reveal unknown or hidden aspects of a given problem.
The 2x2 can be arranged where the axes represent a positive/negative dichotomy (with positive toward the top and to the
right). However, this model assumes some states are “good” while others are “bad”. Many of the situations experienced in
a design problem imply different combinations of possibilities that are not necessarily negative or positive (Fig 1).
PLUS
MINUS
PLUS
C
PLUS
PLUS
BC
PLUS
MINUS
MINUS
MINUS
AC
A
B
PLUS
MINUS
MINUS
BD
AD
D
FIG 1 Polarized 2x2 Compared to a Neutral Overlap 2x2
Dividing a data set into four quadrants is not enough to guarantee an interesting or effective outcome. The effectiveness of
a matrix is a direct result of the “Garbage in Garbage out” principle. To get an effective matrix that goes beyond mere
description, effort needs to be expended on setting things up correctly.
3. DESCRIPTION VS. VISION (CLARITY VS. INSIGHT)
When looking at the quality of the output of a 2x2 matrix, it is important to keep in mind the difference between simple
description and insightful vision. Simple description happens by routinely and repeatedly stating the obvious. Description
might be used to identify a group of objects or ideas based on physical or observable characteristics. Being obvious, these
characteristics allow an immediate way to understand differences. Something might be Blue vs. Red, or round vs. square.
A group of individuals can be identified as male or female. This provides immediate clarity, but not lasting insight.
Simple description is like demographics - the statistical data about a given population such as gender, race, age, disabilities,
mobility, home ownership, employment status, and even location. As the use of demographics ONLY provides weak insight
into market segments (Piercy, 2012), 2x2’s that rely on simple descriptive classifications fail to provide insights that have
lasting value for a project. Insight is achieved by understanding and bringing forwards the underlying or hidden
characteristics of a problem that are not immediately obvious.
The following example from the activity of defining core value for a business highlights the difference between description
and vision. (Collins, 1996)
“Some companies make the mistake of simply describing their current product lines or customer segments [when
defining a vision, for example]:”
“We exist to fulfill our government charter and participate in the secondary mortgage market by packaging
mortgages into investment securities”. The statement is merely descriptive. A far more effective statement of
purpose would be …“To strengthen the social fabric by continually democratizing home ownership.”
Visionary statements are more enduring and enlightening. The article continues:
“The secondary mortgage market as we know it might not even exist in 100 years, but strengthening the social
fabric by continually democratizing home ownership can be an enduring purpose, no matter how much the world
changes.”
4. SHORT INTRODUCTION TO RHETORIC
Traditionally, rhetoric is thought mostly to apply to verbal persuasion but the principles of rhetoric can be applied to many
different situations that require persuasive communications. Rhetoric is an aid “to enlighten the understanding, please the
imagination, move the passion, and influence the will” (Campbell, 1963). Additionally, “wherever there is persuasion, there
is rhetoric, and wherever there is rhetoric, there is meaning” (Burke, 1950).
Rhetoric is a potentially powerful tool for achieving understanding and insight.
Like Design, Rhetoric takes into account the influence/impact of the immediate situation (known as KAIROS – “the
contingencies of the moment”) and realizes that there are other people participating in this process that have particular
biases and filters (the AUDIENCE).
In moving an audience in a particular direction the designer (or rhetorician) relies on three main methods of appeal –
LOGOS, ETHOS, and PATHOS. LOGOS is the appeal to Logic; ETHOS is the appeal to character or credibility; and PATHOS is
the appeal to emotion. All three should be present in order to maximize the opportunities for persuasion and insight.
When working with a 2x2, these three appeals can be useful in the process of discovering and organizing potential matrix
axes in the effort to move beyond description to insightful vision.
5. APPLYING RHETORIC TO THE CREATION OF AXES
The following is a sample set of steps that could be followed for use in a classroom or project setting. It assumes some type
of research or data gathering activity (step 1), and moves into synthesis mode. The topic used in the example is the broad
topic of “Recreation”.
Step 1: Hold interviews with at least 10 people on the topic of recreation. Let them talk. Encourage them with
“lubricating” phrases like “How Interesting”, “What do you mean by that?” and “Could you tell me more about that?”
Gather your notes, and SHARE with the group in a large-scale format (one where everything can be seen at once, but also
where its relationship to the work of the others can be understood). Post its, 3x5 cards, a large poster of quotes. Don’t
attempt to organize it just yet.
Step 2: Review the work of your peers. What things did they discover? What are the different opinions about Recreation?
Are they the same as yours? Do you see any personal bias that might have crept into your own process? Feel free to
borrow from other participants in the group.
Step 3: Look at the topic through a particular rhetorical filter (ETHOS, LOGOS, or PATHOS) and generate a list of words or
descriptors that summarize the data while answering the following questions:
• ETHOS descriptors can be generated that answer the question “What brings credibility?” What is Valued?
• LOGOS, or the logic/functional appeal deals with the underlying structure, environmental, or physical
descriptors/drivers.
• PATHOS, the emotional/aesthetic appeal, deals with how behaviors or preferences are expressed.
Generate a list separated out by each of the three appeals (Fig 2).
ETHOS
“We”
“I”
Social
Friendship
Bonds
Quiet
Moving
Connections
Fun
Challenge
Skill
LOGOS
Physical
Mental
Sporadic
Planned
Quiet
Quiet
Active
Moving
PATHOS
Hobbies
Escape
Revive
Rest
Work to Live
Live to Work
Figure 2: Characteristic Lists Summarized from Research Activities
Step 4: Try to arrange or pair these topics in a “continuum” format (Fig 3). Can two separate characteristics be paired
together to represent a “High/Low” range of some other characteristic? Is one characteristic strong enough for its range to
be delineated with just a “High” and “Low”? Are there multiple descriptors that could be grouped under a larger, more
valuable characteristic?
The danger here would be in combining potential axes to the point where they become painfully generic. If at any time you
feel that a continuum has lost meaning, then stop, step back, and work to retrieve the intended meaning. The goal is to be
inclusive enough to reveal potentially unanticipated directions, but not so inclusive as to loose the unique identity or
original intent.
As you create the various continuum combinations, be careful of the potential ambiguity between PATHOS characteristics
and the other two (ETHOS and LOGOS). People can be emotionally charged about things that they value (ETHOS) or things
in their environment and context (PATHOS). Work to clarify and understand what the emotional drivers really are, and
whether or not they should be listed as a value, an emotion, or an environmental characteristic.
ETHOS
LOGOS
IMPROVEMENT
SOCIAL/GROUP
LEISURE
SOLO/INDIVIDUAL
INSIDE
MENTAL
PASSIVE
EQUIPMENT
PATHOS
OUTSIDE
PHYSICAL
ACTIVE
NO EQUIPMENT
SPONTANEOUS
MINDLESS
HOBBY
PRIVATE
PLANNED
CONSCIOUS
LIFESTYLE
PUBLIC
Figure 3: Continuum Using Each of the Three Appeals
Step 5 – FORMING THE MATRIX: Begin to make combinations of significant/intriguing axes. Because the goal of a 2x2 is to
uncover hidden or underlying tensions in a given situation, work to INCREASE the tensions that you are investigating. Don’t
put axes from the same categories together. Avoid a LOGOS:LOGOS matrix, or an ETHOS:ETHOS matrix.
If you try to combine all three of the rhetorical appeals (Ethos, Logos, and Pathos) into one matrix, the resulting intersection
is actually a 2x2x2. This allows you to see many combinatorial possibilities quickly. This three-dimensional space can also be
represented two-dimensionally, representing a 2x2 with additional “lenses” through which the data can be filtered. (Fig 4)
MENTAL
MENTAL
SOLO
ORGANIZED
SOLO
GROUP
SPONTANEOUS
GROUP
PHYSICAL
[SPONTANEOUS OR ORGANIZED?]
PHYSICAL
Figure 4 Three-dimensional Rhetorical Attribute Space VS Two-Dimensional Working Model
It is often easier for novices to work in the two-dimensional mode rather than with the three-dimensional “Cube Space”.
6. MATRIX SUCCESS
The four quadrants of a matrix need to be named before the whole can be evaluated. A complete discussion of naming as a
process is beyond the scope of this paper, however, the following suggestions can be made:
• Quadrant names should highlight the new condition created by the overlap of axes characteristics. For example, if a
quadrant is the result of the overlap of the color red and the color yellow, the quadrant should not be named
RED/YELLOW. The overlap of colors creates a new situation called ORANGE. Effective names should represent this new
condition.
• Names should bring with them a shared cultural response, which helps with communicating the meaning of the matrix
and its quadrants with others. Will the intended audience understand the name (and its meaning), or will it be culturally
confusing?
• Avoid names that describe solutions and that lock you into a particular mode of thought. For Example, instead of
labeling something “flashlight”, you might try “light tool”, or better yet “pathfinder”. The naming process is an attempt
to understand and communicate archetypes.
After the names have been assigned to the matrix quadrants, ask:
• Is each of the quadrants original, different, and distinct from its neighbors? Do they exhibit “Only-ness”? (Neumeier,
2007)
• Are there actually four distinct quadrants or really only two?
• Are there some that seem irrelevant? Is there something that you really care about that is not represented?"
The answers to these questions will determine whether or not you need to go back to your list of axes and see if there is
something else that you could use to create more coverage.
7. CONCLUSION
Although a 2x2 matrix is a useful tool in the synthesis process, it can often get derailed because of poor axes definition, as
well as weak naming conventions. Many different creativity tools (besides a 2x2) could be used to force flexibility into the
process, but the rhetorical appeals of Ethos, Logos, and Pathos seem to provide a means of generating axis descriptors that
helps novices and experts alike get over the initial difficulty.
Ultimately, judgment is still required to select a 2x2 that gives the most clarity, insight, and direction appropriate to the
problem statement. Judgment comes with experience and initial attempts can seem to take forever. But the more effort
that is spent up front in the definition side of things, the greater the chance of it being a useful tool used in the generating
and communicating of design directions.
REFERENCES
Burke, K. (1950), A Rhetoric of Motives, Prentice-Hall, New York, NY
Campbell, G. (1963), The Philosophy of Rhetoric, ed. Lloyd Bitzer, Southern Illinois University Press, Carbondale, IL.
Collins, J., Porris, J. (1996) Building Your Company’s Vision, Harvard Business Review, September-October; Reprint no. 96501
Fry, R., (2004) A Common Mental Model of the Design Process, Proceedings of Futureground:Design Research Society International Conference, November
17-21, Monash University, Melbourne, AU.
Lowey, A. (2004), The Power of the 2x2 Matrix; Alex Lowy and Phil Hood, San Francisco, CA: John Wiley & Sons
Neumeier, M. (2007), The Brand Gap, AIGA/New Riders, Berkeley, CA
Piercy, N., Heinrich, D. (2012) Suboptimal segmentation: Assessing the use of demographics in financial services advertising, Journal of Financial Service
Marketing, VOL - 16 ISSUE 3 p. 173 - 182 - Palgrave Macmillan, a division of Macmillan Publishers Ltd
Swann, A. (2012), Welcome to the Era of Design, Forbes Magazine, http://www.forbes.com/sites/gyro/2012/05/03/welcome-to-the-era-of-design/
Accessed Friday, June 1, 2012