Definition
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
Hierarchy
Humility
Fine line with arrogance
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.
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