I’ve got a very simple rhetorical technique AND it will make you a more effective communicator. (Credit goes to Manager Tools, which is a fantastic podcast)

Try obliterating the word ‘but’ from your writing and speaking, replacing it with the word 'and’ instead.

“Wow, this is simple but effective!” => “Wow, this is simple and effective!”

Essentially, you’re removing an implicit qualification or value judgement from the statement. We are moved to think that you honestly do believe that something simple can also be effective.

I can’t stress how powerful I’ve found this. Even if you don’t manage to incorporate it into your own communications, you’ll be sensitized to the way others use 'but’, uncovering their hidden value judgements along the way.