Logos. Ethos. Pathos.

As you frame arguments, keep in mind Aristotle’s rhetorical categories of logos, ethos, and pathos.

Logos

Logical appeal - using data, facts, and reasoned rationales to build your case.

Ethos

Ethical appeal - elevating the principles that should be applied and the values that must be upheld in making decisions.

Pathos

Emotional appeal - making powerful emotional connections with your audience. For ex, putting forth an inspiring vision.