Truth
To be persuasive, we must be believable. To be believable, we must be credible. To be credible, we must be truthful. (Edward R. Murrow, 20th-century broadcast journalist)
Have you ever lost an argument because you couldn’t convince anyone of your position? Was it because your reasoning was poor or your position unbelievable? Or, as Murrow suggests, was it simply that you didn’t have credibility among your peers? If you are known for being truthful and trustworthy, you will do better in convincing others of your point of view.
Therefore, each of you must put off falsehood and speak truthfully to your neighbor (Ephesians 4:25).