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Two vice presidents of a large commercial dairy farm have each developed a sustainability plan. The overview of the first plan is written in a neutral tone and contains many facts and figures related to nutrition, finances, and energy efficiency. The overview of the second plan uses more emotional language and contains alarming facts related to children’s health, animal welfare, and the farm’s future. What does each vice president hope to achieve by using neutral versus emotional facts? How effective is each style at encouraging the president to implement a sustainability plan? Which style would you use to propose a sustainability plan to your company?
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