Persuasion-the fundamentals

Persuasion is not about manipulation.

It is about leading the other to arrive at a decision which they recognise as beneficial for them, or at least the right decision in the circumstances.

Aristotle wrote a seminal work about persuasion and identified three elements to persuade:

  1. Logos (facts, data)
  2. Ethos (credibility, deriving from authority, energy and connection)
  3. Pathos (emotion and connection, with the use of story as a powerful tool)

I have written previously about Aristotle and persuasion.