Authority is a critical component in communication. Your words, ideas and products are of importance. More than 2000 years ago Aristotle coined the term ETHOS - to speak with authority. Today, I believe generosity is the most sustainable, and the only genuine way to establish authority.

Scientific arguments, clear data, and logical arguments are the foundation to a convincing argument. Expertise in your area of business is seriously important. LOGOS – appeal to reason – is both factual and deeply personal. To know the science is just as important as to know your audience.

Emotion is the third and the last component to building a long-lasting network of policy makers, politicians, and business. Aiding in the representation of your needs and values PATHOS – appeal to the heart – is about diligence. Diligently, carefully crafting your message and caring for your audience is key.