When I use the word "Argument" what comes to mind? A verbal fight right? Well, did you know that the word argue actually refers to making your opinion known in a very direct manner? When you look the word up you find definitions such as this one "To give reasons or cite evidence in support of an idea, action, or theory, typically with the aim of persuading others to share one's view." A well thought out idea is one that you argue for. The art of the cogent argument simply refers to using ones energy to reason with another person rather than bludgeoning them to pieces. I know that we've lost this ability because I see it every day in almost every business transaction I conduct. Presently I'm in college to finish a degree I started a long time ago. I find myself at odds with professors and student alike who just want to duke it out rather than present a cogent argument for what they think, believe or feel. Thinking and reasoning are attributes of higher brain functions that society has somehow chosen to ignore. We need to get back to the art of the cogent argument.