In addressing ethical concerns surrounding technologies, Europe predominantly favours the establishment of regulatory frameworks. While the merits of implementing regulations to restrain technological progress are widely recognised, it remains unclear how they genuinely foster ethical behaviour within the tech industry. Critics argue that prescribed rules merely lead to compliance with codes, rather than effectively minimising risks or cultivating one’s (sense of) responsibility. In this paper, I explore an alternative avenue for navigating potential risks and questionable ethos: I consider moral imagination as a means for collective and internal deliberation, ‘délibération intime’ (Perelman 1991[1958]). While the importance of imagination in contemporary ethics is well acknowledged, the circumstances and conditions for invoking and training this ability are subject to ongoing research. I argue that the discipline of rhetoric is worth considering for such a purpose since it intrinsically holds promise for fulfilling a heuristic as well as an ethical function. To support this argument, the paper presents and reviews an experiment conducted in the context of tech entrepreneurship at the InnovationLab of the University of Vienna. This experiment leveraged the practical dimension of rhetoric as a way to explore its potential in addressing ethical and ethos-related concerns within the technology sector.