Rhetorical Triangle
Balance ethos (credibility), logos (logic), pathos (emotion).
Explanation
Ancient Greek philosopher Aristotle identified three pillars of persuasion that still work today. Ethos is credibility—why should people trust you? Logos is logic—does your argument make rational sense? Pathos is emotion—do people feel connected to your message? Most communicators rely too heavily on just one approach. The most persuasive messages blend all three.
Real-World Example
Pitch with only logic: Boring, no connection. Only emotion: Manipulative, no substance. Only credibility: 'Trust me bro.' Balanced: 'As someone who's done this 3 times (ethos), here's why the data shows it works (logos), and imagine how your team will feel when they succeed (pathos).'
How to Apply
Ethos: Share relevant experience, cite credible sources, acknowledge limitations. Logos: Use data, clear reasoning, address counterarguments. Pathos: Tell stories, use vivid examples, connect to their values. Start with what they lack: Engineers need more pathos, salespeople need more logos.