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?

What about narrative?

Isn't narrative the arc that strings them all together?

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.