Logos, Ethos, Pathos: The Ancient Keys to Modern Persuasion
In this episode of Conversations on Communication, I explore three timeless principles that sit at the heart of all persuasive communication: Logos, Ethos, and Pathos.
They come from Aristotle, but their power is as relevant today in an MBA classroom, a boardroom, or a client meeting as it was in ancient Athens. When you learn to apply these three deliberately, your messages become sharper, more credible, and more emotionally resonant.
Logos: The Logic of Your Argument
Logos is the appeal to logic — the structure and reasoning that makes your audience think, “Yes, that makes sense.”
It’s not only about data; it’s about connection. Logos ensures that every statement you make clearly links to the conclusion you want your audience to draw. Facts, analysis, and evidence give your message weight, but they need to form a coherent chain of reasoning.
In business, Logos often appears through charts, models, and financial analysis. But data alone doesn’t persuade — logic does. The strongest communicators make the relationship between evidence and recommendation unmistakable.
“We recommend expanding into Austin because customer adoption is 25% higher and logistics costs are 30% lower than comparable markets.”
That single “because” captures the essence of Logos.
A final note: too much data can obscure your message. Your job isn’t to share everything you know; it’s to make the most important facts impossible to ignore.
Ethos: The Credibility of the Speaker
Ethos is the appeal to credibility and character. It answers the question, “Why should I trust you?”
Your Ethos comes from more than your credentials. It’s built through tone, preparation, and consistency. It’s how you show that you’ve done your homework, that you understand the audience’s world, and that your insights come from care as well as competence.
You build Ethos when you say,
“We didn’t have complete customer data for the past two quarters, so we supplemented it with qualitative interviews to strengthen our understanding.”
That blend of honesty and diligence communicates credibility.
Ethos is also shaped by how you sound and carry yourself. A steady pace, deliberate pauses, and confident posture project competence. Silence, used well, communicates confidence. People decide whether to trust you long before they evaluate your argument — so make sure your delivery earns that trust.
Pathos: The Emotion of Connection
Pathos is the emotional appeal — the part of communication that makes people care.
Logic makes people think, but emotion makes them act.
Pathos doesn’t mean manipulation; it means connecting your message to human values, hopes, or fears. It’s about showing why your recommendation matters beyond the numbers.
“This expansion could help 10,000 small businesses reach new customers and create jobs in underserved communities.”
The data might stay the same, but the emotional frame transforms how people receive it.
Stories, metaphors, and anecdotes are natural vehicles for Pathos. Humans are wired for narrative — it’s how we remember and share meaning. A story can make your data come alive, and it helps your audience see themselves in your message.
People may forget your exact words, but they’ll remember how you made them feel.
Bringing It All Together
The most persuasive communicators blend all three:
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Logos gives your message clarity and structure.
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Ethos builds credibility and trust.
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Pathos creates connection and motivation.
Together, they form the foundation of influence.
You can think of persuasion as an equation:
Influence = (Evidence + Economics + Emotion) ÷ Context
Your evidence is Logos.
Economics speaks to both logic and motivation — the bridge between head and heart.
Emotion is Pathos.
And Context — the audience, timing, and tone — determines whether your message lands.
Lead with logic. Reinforce with credibility. Connect with emotion.
Key Takeaway
Before your next big meeting or presentation, ask yourself:
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Is my argument logical? (Logos)
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Am I credible and authentic? (Ethos)
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Have I made my audience care? (Pathos)
If you can answer yes to all three, you’re not just informing — you’re persuading.
And that’s the difference between being heard and being remembered.
Resources
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Aristotle, Rhetoric
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Nancy Duarte, Resonate, Slide:ology, HBR Guide to Persuasive Presentations
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Scott Berinato, Good Charts
- Steve J. Martin, Influence At Work
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HBR: “The Science of Strong Business Writing,” by Bill Birchard