February 3, 2016
I was struggling with my article for the beginning of 2016. I told my grandson, and he said that my recent articles all share the same theme: change! He suggested I share a perspective, based on my more than 50 years of business experience, on the things that remain constant—that were true in my day and still are today. So I dedicate this article to my grandson, Malcolm.
I will sum this up in the three words: ethos, pathos, and logos. Yes, they are all communications skills, and they are timeless. In simple terms, the cellphone, with all of its apps, has more than replaced the landline. A computer has replaced the fax, desk calculator, paper manuals, business letters, and chalkboards that I once used. Now there are websites, texting, emailing, and social media. Information is instantaneous and at our fingertips.
“In the business world, your reputation is your most valued asset. Do people trust what you communicate?”
With all of these new technological methods of communication, its effective use is still highly dependent on these skills:
Ethos is an appeal to ethics, and it is a means of convincing an audience based on the character or credibility of the persuader.
Pathos is an appeal to emotion and is a way of convincing an audience of an argument by creating an emotional response.
Logos is an appeal to logic and is a way of persuading an audience by reason.
Let’s discuss ethos and its importance to communication. It is not always about the college degree we have, the position we hold, or the length of service. Our credibility is based on our word, the promises we make and keep, our experiences, our credentials, our expertise, and the daily interaction with customers and co-workers. Do we follow through? When a request is made or challenges presented, are we viewed as someone who will provide answers and solutions? In the business world, your reputation is your most valued asset. When convincing people in an organization to change or a customer to buy from you, your character and credibility are most important. Do people trust what you communicate?
Next let’s discuss pathos and its importance to persuasive communication. When a person communicates with passion, enthusiasm, and conviction, people often respond with the same emotions. Back in my day, we didn’t text, tweet, or send out quick emails. We called on the phone, made in-person visits, and wrote formal letters. No matter the era, we must ask the question, “What is the purpose of the communication?” The person or persons we are communicating with must feel they are the most important, their issue has the highest priority, and we are passionate about getting it resolved. Our methods for conveying that message 50 years ago came somewhat easier, but it’s still very possible to express those emotions today. Maybe that is a good reason to follow up with a phone call, as nothing conveys emotion better than your voice. Today, we can be even more effective by using video calls with apps such as FaceTime or Skype, adding body language to the emotion in our voice.
Finally there is logos, arguably the most important of these three skills. Today’s technology provides us with a wealth of data and information. We have available through industry MIS (management data systems) and our cellphone apps enough facts to provide a wealth of supporting evidence to persuade our co-workers, direct reports, or clients. Logic can sometimes be viewed as boring. However, it is the true foundation of any argument. Ethos and pathos simply give life to the presenter’s logical communication. And, of course, good old technology in the form of the flat-screen TV in the conference room and PowerPoint are great presenting tools that also give life to data and information.
Technology has provided new ways to communicate, but what has remained the same for generations is that effective and persuasive communication requires credibility, emotional appeal, and validation through the sharing of supporting facts using logic and reason. Let’s not forget these time-tested skills and how effective they have been and continue to be for both the successful business leader and company.
Dean Mitchell is the president of The Mitchell Group with over 40 years of experience in the corrugated industry. If you have a question or a comment about doing business on a global scale, email Mitchell at tde55@aol.com.
