Thickening your design arguments

Replace "researcher" with "designer" and think how to apply this advice to how you support design recommendations and how you can influence how you are perceived:

Readers judge your arguments not just by evidence you offer but also by how well you anticipate and address their questions and concerns. By "thickening" you argument in this way, you earn the confidence of your readers, building up what is traditionally called your ethos: the character you project in your argument. Do you seem to be the sort of person who considers issues from all sides, who supports claims with evidence that readers accept, and who thoughtfully considers other points of view? Or do you seem to be someone who sees only one point of view and dismisses or even ignores the views of others?

Excerpt from The Craft of Research, 4th edition (2016), by Booth, Colomb, Williams, Bizup, and Fitzgerald.