This episode revisits the foundational principle of Aristotle’s Rhetoric: the concept of "ethos," or the character and credibility of the speaker. Aristotle argued that ethos was perhaps the most powerful tool of persuasion. If an audience doesn’t trust you, they will not be moved by your words, no matter how logical or emotional they may be. This episode is a deep dive into this essential but often-overlooked aspect of influence. We will explore how ethos is built, maintained, and sometimes lost. The episode draws on examples from the wide range of historical and modern speakers covered in this series, from Cicero to Brené Brown. We analyze how leaders establish their credibility through their actions, their expertise, and their demonstrated concern for the well-being of their audience. It is a timeless lesson in the importance of character-driven leadership. This is a guide to becoming a more trusted and influential voice. We explore why, in the end, who you are is just as important as what you say.