3. Show, don’t just tell The orator, wrote a young Winston Churchill in his 1897 essay “The Scaffolding of Rhetoric,” “is the embodiment of the passions of the multitude. Before he can inspire them with any emotion he must be swayed by it himself. When he would rouse their indignation his heart is filled with anger. Before he can move their tears his own must flow. To convince them he must himself believe.”
