Chapter 1The Big Three

My coaching career started as a side hustle. Ever since college, I'd been working with professionals to improve their leadership and communication. My role as an executive director of a nonprofit involved training my team, and I take pride in how many of them have gone on to new heights. My personal mission was and, still is, to help people realize their potential.

In my thirties, I had a career change and was finding success in consultative sales. I enjoyed my work but missed the mentoring aspect and kept finding chances to work with leaders and speakers on the side. I didn't initially think of it as a side hustle. It was more of a paid hobby.

Then I got my first big deal coaching opportunity. The CEO of a nationally known marketing firm learned about me from a referral and reached out, but she wanted more than feedback and informal coaching. She was looking for an A‐to‐Z program. So, I consolidated everything I'd learned and taught into a comprehensive system. Reaching back to my time with Professor Gillespie, I started by walking her through Aristotle's elements of persuasion.

1. Ethos

Speakers need to convince the listener of their credibility (ethos is the root of ethical). The audience needs to feel like they can trust, learn from, and connect to you. You must build rapport through relevant stories, the words you use, the way you conform to the context of the event, and your connection to your message. When the audience trusts and connects with ...

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