Canonical · Negotiation & Persuasion · Book

Thank You for Arguing

Jay Heinrichs · 2007

"Aristotle's three levers of persuasion — ethos (credibility), pathos (emotion), and logos (logic) — still explain why arguments land or fail, and knowing which one is missing from a failed pitch tells you exactly what to fix."

The idea

A former magazine editor turned rhetoric obsessive rebuilt Aristotle's 2,300-year-old persuasion framework for modern arguments — sales pitches, political speeches, family disputes — and found it explained failures that felt mysterious in the moment.

Why it works

The takeaway — recall it first

Made to Stick

"Ideas that persuade and spread share six identifiable traits — the SUCCESS framework — while most ideas that fail to stick lack them despite being just as true or important."

Chip Heath & Dan Heath · BookContinue→