Sherlock Holmes got his logic wrong.
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When he bragged about his “deductive” powers, he was actually using a far more useful tool: inductive reasoning.
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To write a speech, write a phrase.
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Your audience won’t remember your speech, but they’ll leave with your thought.
Read MoreEthos III: The original virtue was for men.
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Aristotle made virtue the most powerful characteristic of a leader. So why did it take women so long to acquire it?
Read MoreEthos II: The Moneyball Approach
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Advertisers rely on the most powerful figure of speech: the paean, a candy-coated war cry.
Read MoreEthos is an attitude.
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Your rhetorical character comes from your audience’s impression, not your saintliness.
Read MoreWhy we all should read the unlikeable H.L. Mencken
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His unbeatable American prose can hone your own writing to a cutting edge.
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Civility isn’t the end of deliberative argument; it’s just the beginning. To get anyone even to listen to you, you have to make your audience believe you’re worth listening to.