The document discusses the power of communication through classical rhetorical devices used by figures like Lincoln, Churchill, and Jobs. It explores Aristotle's triangle of logos, pathos, and ethos and how effective communicators are able to employ these rhetorical strategies. Key aspects of rhetoric highlighted include establishing credibility, appealing to emotions, using clear logical arguments, and the importance of both verbal and non-verbal communication.

1. THE POWER
OF
COMMUNICATION
“Let rhetoric be defined as an ability, in each particular
case, to see the available means of persuasion.”
Aristotle

2. MORE TECHNOLOGY =
LESS COMMUNICATION?

3. ARISTOTLE’S TRIANGLE

4. CLASSICAL RHETORIC
“Art or skill of persuading others through argument by appealing to
their emotions to influence their way of thinking.”
ETHOS: Character of speaker/writer
(credibility/expertise, tone of voice/body
language).
PATHOS: Appeal to emotions/values of your
audience; empathy but not negative
manipulation.
LOGOS: logical structure of argument, clarity
of outline, understandable: a beginning, a
middle and an end.

5. LINCOLN’S GETTYSBURG
ADDRESS
Anchor arguments solidly
Employ classical rhetorical devices
Repeat your most important words
Use a simple outline
State a clear call-to-action
“Character is like a tree and
reputation like a shadow. The
Sixminutes.com, Dlugan, Andrew: “Speech Analysis: shadow is what we think of it;
Gettysburg Address -- Abraham Lincoln”
the tree is the real thing.”

6. “Four score and seven years ago our fathers brought forth on this continent,
a new nation, conceived in Liberty, and dedicated to the proposition that all
men are created equal. Now we are engaged in a great civil war, testing
whether that nation or any nation so conceived and so dedicated, can long
endure. We are met on a great battle-field of that war. We have come to
dedicate a portion of that field, as a final resting place for those who here
gave their lives that that nation might live. It is altogether fitting and
proper that we should do this. But, in a larger sense, we can not dedicate,
we can not consecrate, we can not hallow, this ground. The brave men,
living and dead, who struggled here, have consecrated it, far above our poor
power to add or detract. The world will little note, nor long remember
what we say here, but it can never forget what they did here. It is for us the
living, rather, to be dedicated here to the unfinished work which they who
fought here have thus far so nobly advanced. It is rather for us to be here
dedicated to the great task remaining before us — that from these honored
dead we take increased devotion to that cause for which they gave the last
full measure of devotion — that we here highly resolve that these dead shall
not have died in vain — that this nation, under God, shall have a new birth
of freedom — and that government of the people, by the people, for the
people, shall not perish from the earth.”

7. CHURCHILL ON LEADERSHIP
The right words, nothing more
Rhythm speaks
Facts to build on
Analogies clarify, amplify
Speaker and audience; mutually
engaged
HBR, Wreden, Nick: “Language: Churchill's Key to Leadership.”
“A pessimist sees the difficulty in
every opportunity; an optimist
sees the opportunity in every
difficulty. ”

9. STEVE JOBS’ KEYNOTE
PRESENTATIONS
Inspire: viral enthusiasm
Set the theme: single headline
Provide the outline: open/close each
section with clear transitions
Visual simplicity/ meaningful data
Dramatism of memorable moment
REHEARSE
“Your time is limited, so
don’t waste it living
Youtube, Gallo, Carmine: “Present Like Steve Jobs.”
someone else’s life.”

11. QUESTIONING
COMMUNICATIONS
What COMMUNICATION issues do you see in your company? Internal? External?
How do you communicate for CRISES? How do you communicate under stable conditions?
Can you think of examples of CRISIS MANAGEMENT? Exxon in Alaska? BP oil spill?
Who is a GOOD communicator? What is CHARISMA? What can CEO’s LEARN from people
like Lincoln, Churchill, Obama, Galán?
Should business people study RHETORIC? Can you TEACH rhetorical skills? Who first
developed rhetoric?
Can you think of examples of the LOGOS, PATHOS, ETHOS triangle? Is it applicable to
business? How?
How important are NON-VERBAL cues in communicating a message? What is YOUR body
language like? Can a person communicate in silence?
BUT MOST IMPORTANT: How do YOU communicate?

12. EXPRESSING
SILENCE
“Failure is unimportant, it takes
courage to make a fool of yourself.”
Chaplin