The concepts that make category design so effective are deeply rooted in human behavior. They are timeless.
Around 350 BC, in ancient Greece, Aristotle introduced the concepts of pathos, logos and ethos. His intention was to lay the groundwork for persuasive rhetoric. But centuries later, those ideas apply to the techniques used in strategic category design.
A strong category point of view (POV), the cornerstone narrative of category design, requires more than facts and logic; it demands a deep emotional connection and credibility to truly shift markets. By weaving ethos, pathos, and logos into a category POV, a company can create a compelling story that can move markets, capture imaginations, and establish new categories.
Pathos: Engaging Emotion to Drive Adoption
Pathos is about connecting emotionally with your audience, a vital component of category design. Categories are more than solutions to problems – they are invitations to join a movement. This emotional connection is often the difference between incremental improvement and transformative change.
A successful category POV doesn’t just articulate a new way to do something; it awakens a deep-seated desire for change. This is achieved by focusing on the villain – the problem that frustrates, angers, or even terrifies your target audience. The emotional weight of the villain fuels the urgency to adopt the new category. By understanding the pain, aspirations, and emotions of the target audience, a category designer can craft a POV that resonates deeply, not just intellectually.
Logos: Logical Justification for Category Creation
Logos represents the logical, fact-based appeal of your POV. In category design, logos is critical for providing rational support for the problem definition and the proposed solution. It answers the “why now?” question, demonstrating the market trends, technological advancements, or shifts in context that make the new category both relevant and inevitable.
A strong POV supports its claims with hard evidence – like market research, compelling metrics, and clear ROI. Don’t overload your initial message with facts – as we’ve written before, emotion (or pathos) opens the door, and then logic (logos) seals the deal. So use a rational backbone to ground the POV in reality, providing skeptics and early adopters alike with concrete reasons to believe in the new category’s viability.
Ethos: The Credibility of a Category Creator
Ethos refers to the credibility and authority of the speaker. Establishing credibility helps others believe what you’re telling them. In the context of category design,it’s important to demonstrate that the creators of this category are uniquely qualified to lead it. Build ethos into your category POV by positioning your company as the authoritative source of insight, innovation, and expertise in the new category.
A category-defining company isn’t just selling a product. It’s educating the market, challenging the status quo, and offering a vision of a better way. It signals that the category creator is not only trustworthy but also has the expertise necessary to guide the industry in a new direction
But don’t overdo the ethos. If you do, the POV will feel more like a brand manifesto. Remember, the POV is about the category, not the brand.
Integrating Pathos, Logos and Ethos in a Category POV
Pathos builds emotional resonance, logos offers logical validation and ethos establishes trust. For a Category POV to succeed, it must lean on all three. Without pathos the POV lacks urgency and emotional connection. Without logos, it lacks rational justification. And without ethos, it lacks credibility and connection to your company.
Aristotle, it turns out, was more than a philosopher; he was a category designer as well.
– –
Want to discuss your use of pathos, logos and ethos? Book an office hours call with us now.