Ethos

Definition

Establishes personal credibility through credentials, commonality and “decorum”, i.e., meeting others’ expectations.

 
Ethos is the most neglected of Aristotle’s three means of persuasion. Ethos is about the character of the speaker, and is largely about credibility. This credibility comes from a variety of sources, however, some of which are more relevant to the argument than others. For example, people find those similar to them more persuasive. People also find those high in moral character more persuasive. Presently the Leverage Inventory assesses the more directly relevant (and objectively measured) aspects of ethos around credentials.
 

Assessment items

Communicates how his/her background is relevant to the topic at hand.
Finds ways to convey his/her credentials and expertise.
Makes his/her efforts and accomplishments known.
Presents ideas with confidence.
 

Why do some struggle?

These are the main hurdles we’ve heard about from past participants. Which are most relevant to you?

Lack of confidence

“Regular feedback I get is that I lack confidence in my daily interactions. I feel more confident than I portray.”

Hierarchy

“I believe I limit my credibility because… I have a much lower title than others.”

Humility

“I pride myself on humility and hate when people are self-aggrandizing and egocentric.”

Fine line with arrogance

“For me, ethos often comes into conflict with a very important personal value: humility. I struggle to find a way to demonstrate credibility without bragging.”

 

What can you try?

Draw on past experiences and accomplishments. Look for similarities.
Share those similarities. Share them again.
Story-telling. Use Pathos to reinforce Ethos.
Imagine you are advocating for someone else.
 

Who does this well?

Shane Battier

Shane Battier played 4 years of basketball at Duke University and 13 years in the NBA, winning championships at both levels. When the coaching staff at the Miami Heat wanted to encourage Lebron James – possibly the best player of all-time – to use more analytics, they recruited Battier to act as intermediary. They knew Battier would have more credibility with James than a coach or analyst would. As a fellow player, and enthusiastic user of analytics, Battier was trustworthy.

 

Shane Battier, interviewed by Adam Grant »

 
 
Getting Started – tips from Executive Coaches for successful behavior change »
Additional Resources »