The power of persuasion.

Behind all effective communication is persuasion. The three rhetorical appeals that Aristotle described in the 4th century BCE are just as relevant today.

• Ethos – the appeal to credibility

  This is grounded in the speaker’s trustworthiness, authority, and expertise. It is shaped by the way they communicate, and the respect they show to those they are addressing.

• Pathos – the appeal to emotion

  This involves the speaker engaging people at a heart level. It requires empathy – the speaker’s felt understanding of the values and beliefs of their audience.

• Logos – the appeal to reason

  This focuses on the content of an argument and its organisation. It relies on forming meaningful connections between facts, and supporting claims through evidence.

I find that relying solely on reason (logos) can feel cold and unconvincing. A message driven purely by emotion (pathos) can lack credibility. And authority alone (ethos) is meaningless without emotional connection or evidence.

Yet in many change programmes, we see an over-reliance on facts and logic – without enough emphasis on earning trust or creating a heartfelt connection.