Unlocking the power of data through Connection, Logic and Credibility

As some of you know, I am a woman of two worlds: part Greek and part Dutch. In my journey to find where I belonged as someone from two distinct cultures, I became fascinated by Greek history, mythology, and much more. One historical Greek figure, the philosopher Aristotle, discussed the concepts of Pathos, Logos, and Ethos in his work, “Rhetoric”. Delving deeper into these principles it has shaped my understanding of how vital they are in communication—and how relevant they are to our world of data and in our daily lives.

Pathos: Connecting Through Emotion

Pathos is the art of appealing to emotions. In communication, it can be one of the most powerful ways to help your audience connect with the story on a personal level. Numbers alone can feel very impersonal, but by weaving in real-life examples, stories, and visually strong presentations, you are able to make the data resonate emotionally.

When you use Pathos, you should think about the following:

• Who is impacted by this data that we are showing? Sharing stories or case studies, individuals or communities impacted will bring things to live.
• Did we use powerful visuals so that they fuel emotion? Use images,? soft toned colors, design elements that gives power to the emotional aspects of the story.

For example, presenting data on healthcare like the story “Call to Balloon” and how time is of the utmost essence when it comes to perform an angioplasty to save lives, improve quality of live can resonate with personal stories of individuals.? By building up your story with photos or quotes it can draw your audience into your story and that it will stay in their heads (even after a while).

But even in our meetings with customers, Pathos appeals in the things that we do. For instance, empathizing with a customer's problem or sharing a story that resonates with them emotionally can make your (our) message more relatable and memorable.

Logos: The Foundation of Facts and Logic

In the world of Data & Analytics, Logos is about making a rational, compelling appeal to our audience. Facts, numbers, and logical reasoning are the backbone of every credible (data) story. Without a clear, logical presentation, even the most engaging story loses its impact.

So, when we want to use Logos in our storytelling, where should we start? Consider these questions:

• Is our data accurate and relevant? Does it fit the purpose that we want to show, we need to present accurate data that directly speaks to our audience’s concerns
• Did we organize our data and visualizations in a correct way? Structuring insights with a clear line of reasoning helps our audience connect the dots and see the full picture.

For example, when presenting a case for a new sustainability initiative like the “Climate Risk Overview”, we might rely on data showing the vulnerability of coastal areas due to rising sea levels, the population density of those regions, and the potential impact on communities living along the coast. With a logical structure, this information creates a foundation of trust and clarity, underscoring the need for action on climate risks.

Logos, is also applicable in our daily lives, when explaining why a decision makes sense (like saving money by cooking at home), provide logical points that illustrate the benefits.

Ethos: Building Trust and Credibility

Ethos is about building trust and credibility with your audience. It’s not only important to present data and visualize it in a concise and clear manner, but also to guide your audience through it effectively. Your story and trust helps the audience to experience that the insights you present are valid and meaningful.

To strengthen Ethos in your data communication, ask yourself:

• Are my (data) sources reliable, do my visualizations tell the correct story? Using reliable sources and visualizations boosts credibility.
• Do I have the expertise to interpret this data and the crafted insights? Briefly mention your background or note that you consulted with experts to ensure that your story is trustworthy.

By addressing these questions you’re helping your audience confidently engage with the insights you provide.

For example, when presenting a data story on climate risks, you establish credibility by using reliable sources and mentioning the expertise or collaboration with others. By transparently acknowledging any (data) limitations, you practice honesty and clear communication—soft skills that build trust and help your audience confidently engage with your insights.

Ethos, is there every time when we advise our kids, or others. When offering advice, show you understand the subject through past experience or relevant knowledge, this helps your advice being more persuasive.

Let’s tie it all together

So in our world of data and combining Pathos, Logos, and Ethos we have the ability to create an amazing story. An impactful data story might begin with a personal story (Pathos), present data and evidence (Logos), and conclude with a reminder of expertise and credibility (Ethos). This blend keeps your audience engaged and builds both trust and understanding.

From my understanding, we can use this approach to all conversations, presentations and so on that we have with others. Be a presenter, advisor, or use those elements in our way of living, the way we have our conversations and so on. From here we definitely grow beyond! ??

Angelika Klidas

Trainer & Advisor Business Data Challengers, the Netherlands.