The expression of Pathos is where many CEOs fall flat. Many have business or computer science degrees and have spent their careers building spreadsheets or building code. Although they are emotional beings speaking to emotional beings, they’re immersed in the world of data and often believe more data is more persuasive.
Pathos can be achieved through the stories leaders tell, the metaphors they use, the passion they demonstrate, and the vision of the future they create. In this area, Zuckerberg might benefit from painting a picture of a shared common interest. By arguing that Facebook plays an important role in the lives of billions of users, as well as trustworthy media platforms and profoundly important social movements, he can create a sense of shared purpose in a common narrative.
A recent Wall Street Journal article pointed out that Zuckerberg doesn’t often face tough questions from a group of people who do not have a sophisticated understanding of the underlying technology, as he will this week in front of congressional committees. His “performance” is all the more critical, according to the reporter. It certainly is. The structure that Zuckerberg should follow to secure Facebook’s future lies in understanding the formulas of the past.
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