 and if you're effective with it, and if you have the correct standing and image, then people will believe you and be persuaded to embrace your ideas based on your standing, your character. Then there's logos. This is an approach that says, here are data, here's data. Here are some statistics. This is a logical reason as to why you should believe me. Here are the facts. Look at everything that's going on. Look at what's written in this report.