Logos means logic. When you go to sell something to a customer, their reasoning behind why they need the product must be logical. The logos combined with ethos and pathos make the most effective combination in influencing someone to purchase what you’re selling. The logo itself is the logical reasoning as to why the customer needs what you’re selling. If you have a restaurant, the logos will be that someone is hungry and logically they will need the best quality food at the lowest possible cost.

You develop your logos through the product that you’re known for and what need you fill for your customer. For example: people call me when they need good salami, when they’re having a reception, or they need tasty sandwiches. This is my logos. My pathos is my ability to connect with them, understand what they’re looking for and gain their trust. My ethos is that they’re able to rely on me because I have shown that through consistent results.

When I develop a menu, I think it’s important to keep everything clear and within the same theme. I like to have something for every dietary restriction- but I am clear with what I’m selling. I like to use local products and feature local farms and utilize whatever they have available. I have seen businesses that try to offer all food, not one style of food. They offer everything in the effort to appeal to more customers and get higher sales but by doing that they never become great at anything and limit their own quality and potential for higher sales. Ultimately, customers purchase reliability. They need to fill a need in the best way that they can find.

I’ve had a few clients that get what I call Entrepreneurial A.D.D. (Attention Deficit Disorder). As someone that actually has A.D.D., I can tell you that it is essential to figure out how to take the different ideas that come into your head and try to streamline them so that you can move forward and not all over the place. Business is about simplifying and getting things done. I’ve met many amazing and focused entrepreneurs that know exactly what they want to sell and come up with a plan to reach their goal. I have also met entrepreneurs that want to make money and use that to fuel their business. The problem with that is they loose sight of what they are offering and in turn confuse the customer. They then seem unreliable because they’re not excellent at anything. Greatness is about consistency, and logos is what logical need you consistently fill.

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Pathos is a term that means that in order to sell, lead, or influence others you need to appeal to people’s emotions.

This is such a known fact these days. It’s the key to success for many businesses and we see it now more than ever with the use of social media. This is what I have seen, and why I know Pathos is so important.

Pathos is important in any industry, but I think its essential in the food industry. I’m sure everyone would agree with that. Food is art, it’s expression, and evokes emotions. Whenever I meet a client (many of you have experienced this from me), I ask them to write a vision. I ask them to sit down, relax, and just write whatever comes to mind when they think of their business. This is how I as a consultant can find the “soul” of the business, it’s the why- it’s all about how you want people to feel and doing your best to make them feel that way.

I love feeling at home and spending time with my family. My most treasured memories are when I was growing up and would spend time at home watching movies with my cousins, eating and playing card games outside, and talking about life as we spent entire days and stayed up until late at night talking. My favorite place in the world is home. I became a chef because food unites people.

Whenever I observed someone go into an environment where they felt out of place, they somehow felt welcome or at least better when the food came out. They suddenly had something in common to talk about, and that lead to other stories and substantial conversations. Food aids connection, and I think that connecting with other people is how we appreciate our chance to be humans.

Because of this, I like to create concepts where people feel at home. I do my best to make it feel like home. My customers know my name, we have conversations, they enjoy their food, and I see them the following week. I call that the third place.

The Third Place is a concept coined by Zingerman’s Delicatessen in Ann Arbor, Michigan. The third place is that place that you want to go to, and you feel welcome and a sense of belonging. It’s not your home, it’s not your work, it’s that other place where people know your name. Customers don’t always go to their third place solely for the food. In fact, they rarely go for just the food. They go because they like the service and they feel at place in the atmosphere, they find like-minded people there and they always feel excited to go.

Being a third place is a very delicate situation. Customers develop a need, a deep connection, and loyalty to the place. If you betray that connection, you will lose that customer forever. They learn to trust you and develop a certain level of reliance or comfort with the business. Pathos (appealing to the emotions of your customers) is how you make an emotional connection and develop regulars- and regulars are essential to the success of your business. In order to stay successful, you need to hire wisely and develop the proper organizational behavior that will keep that connection strong.

Make sure that when you sell something you don’t just sell the material item; you sell the idea of how that will improve the life of the person you’re selling to.

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Ethos is about character. It’s about the strength of character and your reputation. One the most effective ways to lead others is to lead by example. My dad always told me to always be good, because when I look back later being consistently good would make me excellent. I don’t know if it’s even possible to make the right decisions every time, but we can strive to make what we truly believe is the ethical decision. Many times, the ethical decisions in business are the more difficult ones to make in terms of immediate gratification.

There are many examples of businesses that come to mind when I link success stories to Ethos. The one I think of first is Patagonia – the outdoor jacket and coat company from California. They had a rough start, but the success of that company can be directly linked to how they took care of their customers. It was a revolutionary idea when they did it. They would make each coat that they sold with care and if the coats were damaged customers could send them back, they would fix the coat at no charge to the customer. Patagonia grew because customers could rely on them. They made it completely clear to their clients that Patagonia stood for more than jackets, they stand for quality and they take care of the climbers and the environment. As a result they grew into a company much larger than they had ever initially intended.

There are so many stories like Patagonia and it’s clear that Ethos is one of the most important values and one of the most challenging for people to sustain. The most gratifying decisions that we make are usually the ones that require us to work harder or to sacrifice. The decisions that are easier at the time might sometimes compromise something. Always remember that you’re battling for your customer and your employees, and you can’t ever compromise quality or reliability for immediate reward because those decisions will hurt you later.

When customers purchase your product repeatedly, they’re buying reliability. They know they can go other places and sometimes even pay less. They choose you because they can rely on you. Just look at any successful business and you will see that they need to sell a product that the customer can count on, or they will most likely fail.

When you think of selling something remember your Ethos. You need to have strong character, or you will lose your client because you won’t have the element of trust.

Your Ethos is important in every aspect of life. The way you treat others will always influence the quality of your life. You character is ultimately defined by the decisions you make when other people aren’t around. Therefore, endorsements from influential people like doctors, celebrities, or politicians can greatly affect your sales in positive way. An endorsement from the wrong person with a bad reputation can also greatly hurt your business. You need to make sure that you associate yourself with people with a strong and aligning Ethos.

I recommend a book by Dale Carnegie called How To Win Friends And Influence People. The book talks about his experiences as salesman and the importance of the way you treat other people. He’s basically talking about strengthening your character in order to lead a more successful life. It will be a happier life too because you’d be proud of the life you lead, and you’d have no regrets. Well, I guess we all have regrets and that’s unavoidable. At least you would be proud of your decisions and you wouldn’t feel shame.

So, Ethos means your character and how other people perceive you, and your character is defined through consistency.

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