Stories over bullets

Why power point should be banned from the meetings

“2. Stories are persuasive.

Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic–an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos–emotion.

Neuroscientists have found that emotion is the fastest path to the brain.

“I’m actually a big fan of anecdotes in business,” Bezos said at the leadership forum as he explained why he reads customer emails and forwards them to the appropriate executive. Often, he says, the customer anecdotes are more insightful than data.

He explained that Amazon uses “a ton of metrics” to measure success. “I’ve noticed when the anecdotes and the metrics disagree, the anecdotes are usually right,” he noted. “That’s why it’s so important to check that data with your intuition and instincts and you need to teach that to executives and junior executives.”

Bezos clearly understands that logic (data) must be married with pathos (narrative) to be successful.”

 


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