{"id":234,"date":"2016-05-02T16:05:54","date_gmt":"2016-05-02T16:05:54","guid":{"rendered":"https:\/\/blog.iese.edu\/speakingasaleader\/?p=234"},"modified":"2023-10-31T21:01:42","modified_gmt":"2023-10-31T21:01:42","slug":"ethos-how-to-build-credibility","status":"publish","type":"post","link":"https:\/\/blog.iese.edu\/speakingasaleader\/ethos-how-to-build-credibility\/","title":{"rendered":"Ethos: How to Build Credibility"},"content":{"rendered":"

How to Build Credibility<\/h1>\n

A Definition:<\/p>\n

    \n
  1. credibility<\/strong> kr\u025bd\u026a\u02c8b\u026al\u026ati \/ noun<\/em> a) the quality of being trusted and believed in.<\/strong> \u00a0synonyms: trustworthiness, reliability, dependability, integrity, character;\u00a0<\/em> b) the quality of being convincing or believable.<\/strong> synonyms: plausibility, believability, acceptability, tenability, probability, likelihood, authority, authoritativeness, impressiveness, cogency, weight, validity, soundness;<\/em><\/li>\n<\/ol>\n

    In this post, we will work through Aristotle’s 11 ingredients of a credible character, taken from from his work “Nicomachean Ethics”.<\/p>\n

    Where does Nicomachean come from?<\/strong>\u00a0<\/em> It is from a name. \u00a0Aristotle’s grandfather, father and his son were each called\u00a0Nicomachus. \u00a0It is generally believed that this work was dedicated to Nicomachus junior (his son).<\/p>\n

    Aristotle on Human Purpose<\/h2>\n

    Aristotle\u2019s most significant concept in this work is that of the purposefulness\u00a0of all elements of nature. \u00a0Each part of nature has a specific purpose. The purpose of each element of nature is that for which it is uniquely capable. \u00a0In the case of human beings, Aristotle believes that\u00a0our unique\u00a0function in life is the ability to think rationally. \u00a0(Read this post<\/a> for more on Aristotle’s analysis of humanity’s unique gift)<\/p>\n

    Before we go through the 11 elements that will develop your credibility, we will look at the danger of a lack of credibility. \u00a0Let’s begin with two individuals from Greek myth. The legend of Cassandra and the legend of Orpheus. \u00a0Cassandra was never believed, Orpheus was always trusted.<\/p>\n

    No Credibility: Mad Cassandra<\/h1>\n

    Cassandra lived in the time of greek myth, before we put numbers to the years. \u00a0She was the daughter of King Priam and Queen Hecuba of the city of Troy. \u00a0She was a strong willed, beautiful red head. \u00a0Her beauty was so great that she is considered the second most beautiful woman of all greek pre-history.<\/p>\n

    Her beauty and character brought her to the attention of the god Apollo. \u00a0Apollo fell in love with her.<\/p>\n

    In order to seduce Cassandra, Apollo tried several approaches. \u00a0Finally she made clear her demand: she would marry him in exchange for the gift of prophecy. \u00a0Apollo granted her this gift and Cassandra became able to see the future, to see all that was to come.<\/p>\n

    The wedding day came, Apollo was waiting\u2026 \u00a0but Cassandra did not come. \u00a0She broke the engagement. Apollo was angry.<\/p>\n

    The rules of greek gods were clear: what the god has given, he may not take away. \u00a0Apollo could not take away prophecy. \u00a0In his anger he cursed Cassandra with a cruelty that only greek gods could achieve.<\/p>\n

    Cassandra would never be believed. \u00a0No one would ever believe her words.<\/p>\n

    Cassandra saw that her brother would die in the fight with Hercules, she saw the arrival of the greek army, she saw the truth of the Trojan horse. \u00a0She tried and tried and tried to get her parents, her friends, the leaders of Troy to listen, but none would believe.<\/p>\n

    Whenever Cassandra spoke, nobody paid attention; nobody trusted her words. \u00a0Cassandra\u00a0went insane, a fiery, frustrated, red-headed beauty.<\/p>\n

    Imagine Cassandra’s Frustration…<\/h2>\n

    Imagine knowing the future and nobody believing you. \u00a0Imagine having a plan for a project and nobody will get involved. \u00a0Imagine trying to create a new business and nobody will invest, no client will buy and no supplier will agree to work with you. \u00a0It is a maddening agony.<\/p>\n

    Cassandra was cursed by Apollo, but some of us choose the curse by not paying attention to our reputation, our character and the impression we create when we meet other people.<\/p>\n

    Credibility: How to be Orpheus<\/h1>\n

    Orpheus was always believed. \u00a0His word was trusted. \u00a0His plans were listened to. \u00a0His requests for help were met with attention, resources and committed people. \u00a0Orpheus even convinced Hades to allow his love Eurydice to return from death.<\/p>\n

    Nobody is born as Orpheus. \u00a0It is the fruit of choices about how you live your life. No matter what your role or position, Orpheus\u2019 credibility is something that you have to earn. It takes time, patience, and consistency to build credibility. \u00a0Credibility most grows when you are\u00a0helping others achieve personal success.<\/p>\n

    Aristotle\u2019s 3 Categories of Credibility<\/h4>\n

    According to Aristotle, there are three categories of ethical character. \u00a0(His exploration of character comes from an exploration of the Socratic question:\u00a0\u201chow should man best live?\u201d)<\/p>\n