Persuasion is an ancient art — but we do it every day. This formula from Aristotle can be applied in the modern workplace.
, for example, it’s a reference to a popular metaphor he established. Buffett has said repeatedly that he looks for companies that are “economic castles” surrounded by moats that make it hard for competitors to enter the industry.
More recently, Buffett gave a speech at the 2017 Berkshire Hathaway annual shareholders meeting, stating that the growth in healthcare spending is the “tapeworm” of the American economy. Through this visceral metaphor, Warren accurately described a serious problem eating away at the foundation of our economic system. Buffett didn’t have to explain what happens when the tapeworm grows bigger.
The good news for communicators is that Aristotle believed that persuasion can be learned. In fact, according to Hall, he was viewed as “quite threatening” to the political class in ancient Greece when he made the tools of rhetoric available to the masses. They wanted to keep the formula a closely held secret. But Aristotle wanted everyone to have access to it.
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