Reference #279: The First 90 Days

When you frame your arguments, consider Aristotle's categories of rhetoric: logos, ethos, and pathos.

Logos means making logical arguments to build your case. This includes using data, facts, and well-reasoned rationales.

Ethos means elevating and upholding principles, policies, and values in making decisions.

Pathos means appealing to emotion and higher meaning, making powerful emotional connections with your audience.

Watkins. The First 90 Days, 2013. (214)

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