What Makes a Good Leader? — HBS Working Knowledge
“Communication is the real work of leadership,” says HBS professor Nitin Nohria, who documented the importance of persuasion in his 1992 book Beyond the Hype: Rediscovering the Essence of Management. Nohria believes effective leaders are masters of the classical elements of rhetoric, as outlined by Aristotle centuries ago. “You can reach people through logos or logic, by appealing to their sense of what is rational,” he explains. “You can use pathos, appealing to their emotions, or you can make an argument based on their sense of values or ethos.” Great leaders, he notes, “spend the bulk of their time communicating, and they know how to employ all three of Aristotle’s rhetorical elements.”
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