The Significance of Persuasion

An important life task we continually find ourselves facing is to instill change in how others think, feel, and act. Even though attending to our own thoughts, feelings, and behaviors is a full time endeavor we are nevertheless motivated to express ourselves toward others with the goal of affecting them in some way. We are compelled to leave our mark. Our egos need a sustenance that is only satisfied by community interplay, whether of one or of many. And from this contact we want to influence.

Are there responsibilities to be associated with the practice of persuasion, of which we should be aware? Yes, there are. They exist on two sequential levels. Foundationally we need to ask, are the grounds for attempting to persuade another justified ethically? Secondly, is the question of efficacy as in exercising best practice when endeavoring to persuade another. In this piece I would like to explore the concept of persuasion by trying to examine these ideas to see what emerges as a constructive impression. 

Persuasion as a practice is rooted in ethics. One can be a skilled influencer and adept at getting others to adopt their perspective, but if the cornerstone of the exhortation rests on deception, manipulation, and a lack of responsibility, then persuasion is perverted and corrupted. Conversely, if convictions are expressed within a principled context of virtue and decency with an eye toward improving the lives of others, then the persuasive effort is warranted. Persuasion is more than a skill. It is either a respectable exercise to add value or a tainted technique that rewards depravity.

Although I am examining persuasion as comprising two domains, ethics and efficacy, ethical underpinning and proficiency need not to be seen as separate matters. For example, we know that without building trust the intended persuader will not be effective. So how to build trust? By demonstrating fairness, honesty, and trustworthiness, which are ethical instances. A fundamental element of persuasion, establishing trust, is therefore both ethical and tactical.

Another example involves the persuader respecting the independence and freedom of the listener. Talking down to and forcibly coercing others to bend to one’s will is an egregious form of persuasion. It may accomplish inflating the ego of the persuader, but it does so at the cost of belittling other people and losing their respect. An alternative approach that utilizes the free agency of the listener will gain their respect and make them more amenable to processing and possibly accepting your position. Again, ethics and efficacy meld.

An elementary component of persuasion is to see the endeavor as an attempt to benefit both parties, the persuader and the recipient. Through initiation of openness, transparency, and making forthright what the intentions of the persuader are, the recipient can exercise their powers of reflection and reason to either make a change or adhere to an opinion. A perversion of persuasion is to have the exchange out of balance. When only one side of the equation receives value, then the interaction has devolved into manipulation and exploitation. Persuasion is best when it is a collaboration.

There are many reasons to employ persuasion. Team motivation, conflict resolution, product marketing, growing relationships, decision making, trust building, communication enhancement, and career growth are among the most common. The throughline is to encourage change — and hopefully change for the better.

Scholars who have studied persuasion come from multiple disciplines, specifically communications, social psychology, marketing, and leadership. As is the case with scholars they examine a topic like persuasion by identifying the constituent parts of the method and from those devise theories, models, and principles which when understood can better prepare one for involvement in the practice with a greater likelihood of success. It is useful to learn what conclusions they have formulated.

Persuasion is necessarily practiced as a dualistic dynamic. There is a party delivering a message and another one receiving the message. The quality and conditions of the interchange matter in determining if persuasion is reached or not by one party to the other. As with any interplay there will or will not be a fit in that a persuasive goal has been achieved, partly attained, or not fulfilled at all.

Let us look first at the party attempting to persuade. To increase chances of success the source of the messaging must be viewed as appealing as in being credible and trustworthy. Expertise does still matter, so projecting knowledge and competence is crucial. Context is also notable. If the interchange is occurring within a hierarchical order such as on the job the power dynamic is qualitatively different than if the exchange was occurring among peers. As the external power of the persuader increases so too do the chances of manipulation or coercion, whereas establishing a connection in which each party feels they are on a similar level has a greater likelihood of fruition.

Audience characteristics play a key role in the ability of the persuader to succeed no matter how good they are. It is critical to read the audience. Are they motivated to change, concede a previously held view, and comply with a new understanding? If audience motivation to change is low one of two things may occur. Either they will accept a temporary shift in their thinking in hopes something will be gained, or they will reject the message entirely. Conversely, if the audience is eager for a fresh perspective with a high prospect for reward, they are more likely to discern the logic of the message and adopt it.

Robert Cialdini of Arizona State University, a recognized expert in the field of influence, promotes tactics to make for a more persuasive fit between persuader and audience. (Above comments regarding expertise and persuader/audience parity are from him). The way the persuader hones and presents the message can make a difference. Soft skills directed to the audience like showing warmth and respect while downplaying power differences make persuasion more likely. Giving the audience permission to voluntarily accept opinion changes rather than demanding them is influential as is ethically expressing information as somehow exclusive or privileged just for them.

This brief examination of persuasion cannot be complete without mentioning its role in politics. Political discourse has always been heated, but never more so than in our always-on 24/7 modern-media saturated world. The messaging from all angles can be viewed as forms of attempted persuasion. Positions are staked, rationales are given, and arguments are made all in earnest attempts to convince an audience, which it is hoped, will lead to a building of support and diminishment of an opposition’s status.

However, as we have seen, persuasion without validation is hollow. When attempts at persuasion devolve into attacks the result most often is a fortification of opinions from those whose beliefs are meant to be changed. Rhetorical combat may clarify one’s standpoints and solidify their prestige within one’s tribe, but it rarely persuades. To be significantly influential one is required to demonstrate caring, support, and common ground with the other side. Without a significant degree of validation for one’s political opponents, attempts at persuasion are an exercise in futility.

To be persuasive, whether in politics, leadership, within a career, or among friends we hold close is not easy. To be persuasive necessitates being knowledgeable, well intentioned, skillful in communications, and above all kind. It requires stepping out of the rigid confines of one’s ego to try to make the world a better place for everyone, not only for oneself. This may be the most challenging feature of persuasion — being virtuous more than just being right.

Thoughts on Virtue and Character

Eyes flicker open. Another day dawns. The window reveals the morning sun breaking through what remains of the rain clouds. They have dominated the skies over the past few dreary days. Hope and possibility again seem likely. That familiar spark of energy is again kindled. My mind adjusts by reviewing and making plans with renewed enthusiasm and vigor. It is what gets me to stand up, stretch, and step forward.

This cycle has repeated itself countless times. It has led to much productivity and a feeling of purpose, in large part defining who I am. But today is different. This time the spirit is somewhat muted. A recognition sets in leaving me feeling that this routine has become repetitive and therefore incomplete. There is an urge to make a change—to add value and progress to a life that in many ways has atrophied. I determine to go through the day’s activities, but decide to let run in the background of my mind a self-dialogue and reflection to put meaning to this morning’s elusive sense of scarcity. Today is a day for reflection and growth. I can feel it.

There is an inner drive, a potentiality that propels us to mature, no matter what our age. This force, sometimes referred to as conscience, is our integrity speaking to us. It prods, coaxes, and ultimately compels us to be more than we are. In my personal case, I know I have had ethical lapses, which have been profoundly hurtful to those I love. My awareness of this will not let me forget. When in despair, hope is needed. There is no time better than the present to make good.

Often, we choose to be too busy to listen to our inner voice. Living in a patterned and predictable manner is easier than to change. Change is chilling. Transformation is unstable. However, despite the insecurity of mental and behavioral shifting there comes a time when one just has to face a simple, but profound life truth. Evolution and self-improvement are inherent to who we are. And life becomes richer when we welcome this elementary precept.

Life enhancement and fulfillment is congruent with virtuous living, which is the topic I would like to explore in this essay. As you will see I dig into both personal reflection and some western philosophical thought for direction and guidance in examining this topic.


We all got the message as youngsters to be good. To be good was our first lesson in assimilation to society via our families. Being good and “following the rules” meant we would be more liked, have more friends, get in less trouble, increase our chance of getting into heaven after we die, and so on. The message to be good was most often delivered in a social context, as in our goodness was measured against how good others were. We were either as good as, better than, or worse than our siblings, neighbors, classmates, etc. Being good was meant to please an extensive cast of characters ranging from our parents to God. Rarely however in my youthful experience was being good taught to me as a virtue intended for my own personal edification.

This imperfect concept of goodness from our childhood is played out in our adult lives. It leaves ethical behavior, as important as it is, limited for many to merely a set of regulations and requirements guiding our interactions with each other. The moral precepts underpinning ethics become reduced to standards gleaned from sacred texts designed to bind society into some sort of manageable order. At some fundamental point adopting a virtuous or good life has to be what we do for ourselves, each of us individually, for the simple reason that being good is exalting and noble. We glorify ourselves not merely to bolster our fragile egos, but rather to realize the potential available for us all to live what the ancient Greek philosophers referred to as the eudemonic life—a flourishing life worth living.

I have come to perceive that good is much more than a commonly used adjective, as in the opposite of bad or how we feel at a given time. My current awareness of good as a concept carrying both significant weight and having a transcendent interpretation has been a long time in coming. In short, what I am now beginning to see is that there is good and then there is The Good.

An examination of Plato’s (~423 BCE–~348 BCE) landmark work in the Theory of Forms reveals how an early conception of The Good arose. Developed during the third and fourth centuries BCE, Plato considered the notion that the wide range of physical objects which we observe and comprehend in the world are derivatives of eternal, stable, and universal concepts, which became known as Forms. The Forms are the essences of all matter, substances, common objects, and even human traits, collectively known in this theory as Particulars, which we come to know through our senses and experiences.  For example, the Form or essence of a particular aging and changing dog would be its Dogness, the Form of a particular legal trial with its outcome of innocence or guilt is Justice, and the Form of a lovely work of art would be Beauty. Forms are constant. Particulars are temporal.

Forms have been described by various philosophers as “unqualified perfection”, “real entities of an immaterial sort”, “an objective blueprint of perfection”, “essential natures”, and “the archetypal ideal”. However over time, Plato began to speculate that there must be a relationship among all of these disparate Forms, one which played a unifying function. In his work The Republic, Plato reveals his presumption by introducing the existence of a Form of the Good—a kind of Form of Forms. The Form of the Good was seen as superior to and the source of all other Forms. What we see here is that Plato came to regard an all-encompassing uncorrupted order to the cosmos with morals and virtues as having ascendant qualities best captured in the Form of the Good. It is also not difficult to see how this Platonic vision of the Form of the Good, eventually known simply as The Good, morphed into our current understanding and widespread acceptance of God.

The ancient Greeks began the tradition of constructing a metaphysics of western thought that continues to this day. The prominent philosophers of this time like Plato came to realize there was a central orderliness to the universe. It naturally followed to them that this order was based in propriety and goodness. An organic optimism and positivity about the very nature of the universe has been a fundamental legacy of this philosophical history. To the extent humankind has thrived over the millennia is in large part attributable to this preeminent belief.

Now, a crucial criticism of Plato’s Theory of Forms is not unlike the common charge leveled against a belief in God. If the universe is supported by a core consisting of The Good or God, then what explains evil? Perhaps, The Good or God is not so omnipotent after all given the existence of wickedness. Plato saw two possible explanations for this. One, is that there may be a dualism of orders in the universe, one of goodness and one of evil. However, the more plausible reason for immorality may be due to a privation or lack of goodness in some situations. For example, there is not an ideal or Form of criminality. Crime exists because of a deprivation of goodness in the criminal. In either case, good needs to be summoned or made intentional in order for it to be expressed. Virtue requires effort.

“Life is Good” is a popular contemporary proverb, which may be just a cliché for some, but for others these three unpretentious words zero in on why we bother to choose virtuous living. If we accept that the ordered universe is rooted in essential goodness, then aligning our lives with the righteous nucleus of the universe should be the principled way to act, if we so elect.

Good intentions to live a more eudemonic life are one thing. Executing them is something else. One can decide the time has come in their life to act more virtuously, but determining the best means for realizing such a transition can be very difficult without identifying a clear and unambiguous plan. Again, I call on the philosophical history of western thought for some direction and this time look to Plato’s student, Aristotle.

Aristotle (384 BCE–322 BCE) developed a rich and complex system of philosophical thought covering many areas, including science, government, economics, linguistics, aesthetics, and ethics. For purposes of this essay it is worth noting one of his memorable utilitarian concepts known as the Golden Mean. Aristotle wanted to support people on their journey to becoming virtuous. Foundationally, he claimed that developing virtuous or moral character was more important than practice of any rehearsed set of behaviors or completion of obligatory duties with an expectation of positive consequences. Rather, when faced with a decision about how to proceed with a behavior or thought, virtuous character is cultivated by applying reason to identify the middle ground or mean between two extreme options which are seen as vices.

Aristotle urged us to reason that the extremes in decision making are vices because moral determination is most often bounded by excess and deficiency. To illustrate, a reasonable response to feeling angry is an honorable restraint between fury and anxiety; a morally appropriate encounter with an attractive person would be between lasciviousness and sheepishness; and noble conflict resolution would be the equilibrium between domination and impotence. Ethics is rarely clear-cut or precise. There is no statistical mean. It requires right intent and intellectual reasoning to find that moderate sweet spot. The more practice we have establishing the proper weight between extremes the more proficient we become in producing virtuous actions.

In addition to the counsel provided by Aristotle we can also turn to the Stoics for practical assistance in living virtuously. Stoicism was a school of Greek philosophy constituted during the third century BCE. Its teachings carried into the Roman empire until the emergence of Christianity suppressed it. Interestingly, Stoicism is undergoing a revival in the 21st century western world where it is viewed as an accessible means for finding meaning and purpose in our complex world.

The concrete practicality of Stoicism in terms of learning to live the virtuous life rests on what is known as the Four Cardinal Virtues. As Massimo Pigliucci describes them in his 2017 book How To Be A Stoic they are courage, temperance, justice, and practical wisdom or prudence. All religious or quasi-religious traditions quantify their tenets in sacred listings of one sort or another. The Four Cardinal Virtues codified by the Stoics are an encapsulation of the character formation beliefs developed by the ancient Greeks. The simplicity and elegance of these virtues makes them very attainable for the average person who need not engage in any extensive or esoteric training.

Applying the Stoic’s Four Cardinal Virtues in tandem with Aristotle’s Golden Mean provides the person inclined toward an examined life with a method and resource for strengthening character. This process is likely to cover many of life’s moral predicaments. The approach can be summarized thusly:

  • When life calls for courageous acts to be performed, establishing a right balance between foolhardiness and cowardice is the moral position to take.
  • When life calls for just acts to be performed, establishing a right balance between authoritarianism and leniency is the moral position to take.
  • When life calls for temperate acts to be performed, establishing a right balance between profligacy and asceticism is the moral position to take.
  • When life calls for wise acts to be performed, establishing the right balance between bombast and ignorance is the moral decision to take.

The reader may note that these illustrations are behavioral in nature. This is deliberate. In my judgment, an effective means to reform one’s thoughts and enrich one’s emotions is to advance one’s behavior. Yes, conduct can be compelled by thinking, which is prodded by emotion. It often is. However, I contend the reverse can work as well. Mastering behavior can be the gateway to principled thoughts and a feeling of contentment. In the development of virtuous character and ethical comportment, focusing on how we actually operate can be key.


Today I awaken with hope and confidence. Atonement motivates me as does the realization my continued growth best sustains my unavoidable aging. I am encouraged that an emerging ethical nature calls for my daily engagement. There is solace in relying on an effective paradigm and structure to make this effort self-supportive and meaningful.  When challenges arise, as they inevitably do, I can identify what virtue is called for to address it, whether it be courage, temperament, wisdom, or justice. By resolving which right action to take after an assessment of the extremes I can take another step forward toward better character. Another purposeful day to be gratefully alive dawns brightly.