| One powerful framework that I have worked with for many years is Aristotle’s model based on three key principles: Ethos (credibility), Pathos (emotions) and Logos (logical reasoning). I rarely apply equal weighting to the principles, as the goal of my communication often determines which of the principles are more important. This is not delivered in a cynical, manipulative manner, more around how I want to authentically influence my communication.
When first applying this, I would set unrealistic target for myself. the fact is, it is impossible to influence everyone to think and believe in what I think and believe in. One person’s thought around what is credible (ethos) and what is not will be slightly or greatly different to another. For me, this drives me to know and understand my subject better in order that I feel credible in myself. It also highlights that we can never know everything about the subject and therefore forces me to remain focused on the overriding goal of the communication.
When this is a first time meet, to a degree I need to guess what their concerns will be. With age and experience I get better with this, although, I am not always right. That means that I need to have flexibility with my communication to pivot my message to meet their concerns, not just the transactional concerns, also their emotional concerns (pathos). And of course, I need to (definite need, this is not a desirable it is mandatory) prove that my message and goal is thought through and of course factual. This for me is a very much conscious competence process, if you were to ask my husband if I was logical? He would laugh. However, this process of gathering facts and data supports my own internal thoughts of me being credible.
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