Persuasion: ethical influence and the Maxwell Law of Buy-In

Aristotle's published taxonomy from the Rhetoric, the foundation under everything in this chapter. Ethos: the character and credibility of the speaker. Pathos: the emotional connection with the audience. Logos: the logic of the argument. The published order: ethos first, pathos second, logos third. Most well-reasoned arguments fail because they lead with logos and skip the first two. Maxwell's Laws of Buy-In and Connection are Aristotle in 20th-century language.