I have prepared a series of short videos for my IESE courses this year. This is a 3 minute video describing Aristotle’s Rhetorical Triad, the 3 pillars of persuasion. You need to connect with an audience on each of these three levels if you wish to move them to action. (The video is here on my blog).
The basic principles of persuasion were developed over hundreds of years in Ancient Greece and Rome by philosophers such as Socrates, Aristotle, Cicero and Quintilian. At the very heart of this development was Aristotle’s triad of logos, ethos and pathos. Aristotle’s innovation was to include “ethos”, or credibility, into the accepted approach to persuasion.
Over to you
Do you consider these three elements in your communication? Do you use them in emails, letters, presentations, negotiations and prepared speeches? What ways do you demonstrate credibility?