The word ethos is where we get "ethics." You build it through how you show up. Your presence, your tone, your words, whether your actions match them. Now tell me, what has actually changed? We have more technology than Demosthenes could have dreamed of. And persuasion in a complex B2B deal still comes down to the same three things it did in 400 BC. Does this person have the character I trust? Do they understand what's at stake for me? Does their logic hold up? AI can sharpen