Ethos, Pathos, Logos

Type of record:
  • Reflection tool
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
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The participants slip into the role of the customer or user and then examine the selected idea from this point of view with the aspects ethos, logos and pathos.

The principles of Aristotle's rhetoric are used to reflect on the relationship between the three forces and to identify possible weaknesses or imbalances.

Ethos is understood here as the credibility, sense of responsibility or awareness of responsibility that one associates with an idea, service or project.

Logic (logos) is now used to compare whether the benefits and argumentation are consistent and comprehensible from the recipient's point of view.

The emotional aspect (pathos) is used to investigate whether the company's approaches also reach customers on an emotional level.
  • Effective for all innovation types
  • Effective for incremental innovations and improvements
  • Effective for low complex challenges
  • Effective for medium complex challenges
  • Effective for radical innovations
  • P6 Idea enrichment (idea combination - idea integration)
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