As you frame your arguments, keep in mind Aristotle’s rhetorical categories of logos, ethos, and pathos.5 Logos is about making logical arguments—using data, facts, and reasoned rationales to build your case for change. Ethos is about elevating the principles that should be applied (such as fairness) and the values that must be upheld (such as a culture of teamwork) in making decisions. Pathos is about making powerful emotional connections with your audience—for example, putting forth an inspiring vision of what cooperation could accomplish.
