Logos


Logos is the Greek word for logic or knowledge.

Aristotle (and others) suggested that Logos is necessary for effective persuasion. Makes sense.

I like to think about Logos as being a SME (another FAVorite word of mine)! A SME is a Subject Matter Expert. And by the way, doesn’t SME sound like an animated character? But probably a Super Hero Animated Character, right?

Well, if you read Merriam-Webster’s definition of Logos – the superhero theme might resonate:

1: the divine wisdom manifested in the creation, government, and redemption of the world and often identified with the second person of the Trinity


2
: reason that in ancient Greek philosophy is the controlling principle in the universe

When I discuss Logos in the environment of communication, whether it is speaking or writing, I think it has at least 2 different elements/ requirements. The communication should:

  • Be Logical

  • Provide Knowledge!

Aristotle further suggested that the competent and successful persuasive speaker not only has Logos, but also Ethos and Pathos. (See my previous posts for more on these!)

Whether you are writing a paper, an article, a speech, presentation or email – be logical! To me, that means being organized. And organization is pretty simple, but often underemployed.

You can easily organize all your communication by using this Trilogy:

  1. Tell the audience / reader what you are going to tell them

  2. Tell them

  3. Tell them what you told them

To say this another way:

  1. Introduce your purpose and identify key points

  2. Provide the meat, the substance, and the detail about the key points!

  3. Summarize, recap, conclude

Tips on building your Logos:

  • Listen

  • Know what you are talking about!

  • Do research

  • Be organized!

  • Be authentic

  • Become a Subject Matter Expert

  • Be ethical

And – if you are trying to establish your personal Brand, Style or Story, having Logos will never hurt.


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