The art of effective or persuasive speaking or writing, especially the exploitation of figures of speech and other compositional techniques.

The elements of persuasion

  • Ethos
  • Pathos
  • Logos
  • Kairos
  • Topos


  • Define problem and intent in your own words
  • Overcome inertia and build excitement


  • Credible and relevant
  • Visual and visceral
  • Flexible and scalable
  • Relevant context and time

Credible and relevant

Ethos (authority of subject / substance) Logos (rational sense / structure)

Visual and Visceral

Pathos (it must be felt / connection) Seize the hearts as well as impress the heads

Flexible and Scalable

Easily told in simple everyday language

Relevant context and time

Turn vision into action, Purpose into practice,

Transferor of meaning between one domain and another. Between ‘your’ world and ‘mine’, between the ‘leader’ and the ‘led’

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