For persuasion, employ ethos, logos, and pathos.
Aristotle's work Rhetoric covers ethos, logos, and pathos. George Zachary tweets that Entrepreneurs should use all 3 in compelling presentations:
Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated of the modes of persuasion furnished by the spoken word there are three kinds.
Ethos: Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible.
Pathos: Secondly, persuasion may come through the hearers, when the speech stirs their emotions.
Logos: Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question. (Logic)
~ARISTOTLE, “Rhetoric“, 350 BCE
In summation, employ character, emotions, and logic. Any questions?
Apparently Aristotle considered mythos (narrative) to be part of Poetics, not part of Rhetoric.
As you rightly point out, a good entrepreneur needs to employ mythos, too.
In great stories we find we are not alone.
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