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JFK at 100: The Two Techniques Behind JFK's Best Speeches

Posted on May 29, 2017 at 10:25 AM

May 29, 2017 marks the 100th birthday of President John F. Kennedy (JFK). While his assassination cut his presidency and life tragically short, his legacy lives on in many ways, including his speeches. JFK was able to connect with people by explaining complex issues in an easy-to-understand and memorable way. There were two rhetorical techniques he used frequently to do that. 

Technique #1: "Not This, But That"

JFK's simplest tool to define a complex issue was to first say what it was not. This also allowed him to create some of the most simple argument constructions so they could become memorable. Examples include (with underlines added to identify the technique):

"The New Frontier of which I speak is not a set of promises-- it is a set of challenges." (Nomination Acceptance, 1960)


“Ask not what your country can do for you, ask what you can do for your country” (Inauguration, 1961)

“Let us never negotiate out of fear. But let us never fear to negotiate.” (Inauguration, 1961)


"We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard..." (Rice University 'Moon speech', 1962)


Technique #2 - The Sacrificial Strawman

A more elaborate version of the “Not this but that” tactic had JFK building arguments against his own position just to tear them down so people had to settle for his answer. They key to identifying this technique is when JFK mentioned things like "they say" or "I've heard." Examples include (with underlines added to identify the technique):

“I know that there are those who want to turn everything over to the Government. I don't at all. I want the individuals to meet their responsibilities and I want the States to meet their responsibilities. But I think there is also a national responsibility... I don't believe in big government, but I believe in effective governmental action...” (First Presidential Debate with Nixon, 1960)




“But why, some say, the moon? Why choose this as our goal? And they may well ask why climb the highest mountain? Why, 35 years ago, fly the Atlantic?” (Rice University 'Moon Speech', 1962)


This speech at the Berlin Wall in June 1963 was JFK's most rousing public speaking performance. He simplified the Cold War conflict by pointing to the Berlin Wall as the clearest example of the difference between the two sides. He also added the "Let them come to Berlin" chorus that sounded like a campaign call to action. JFK was hitting his rhetorical stride as he headed into his reelection year. It is unfortunate that he never got a chance to be reelected.

PS - Some may say that JFK’s success as an orator was due solely to the talent of his speechwriter, Ted Sorensen. To them I would say that Sorenson didn’t start working for JFK until 1953 and JFK’s first public speech in 1942 (when JFK was age 25 and Sorensen was age 14 in Nebraska) used these same techniques. Let them go to the JFK Presidential Library website to also review transcripts of his speeches.

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Categories: Communication Skills, People Leadership, Mission Statement