In our speeches, our presentations, and our debates and arguments, we tend to rely on logos above all else. We extol the use of reason and logic, statistics and data—and for good reason. We want our arguments to be based in bedrock truth. But when we’re trying to change people’s minds, that’s not enough. It’s not how our minds work. In fact, this is where I differ from the great Aristotle. He tended to give equal treatment to all three of his modes of persuasion. But the reality is that pathos beats logos almost every time.
