First past the post

Before clicks, funnels, and conversion metrics, there was Aristotle.

Two thousand years ago, he laid out a simple but profound idea: persuasion isn’t random — it follows rules. Ethos, pathos, logos. Character, emotion, logic. If you want to change someone’s mind, you need to speak not just to their brain, but to their trust and their feelings too.

It’s a deceptively modern framework. We’ve dressed it up with dashboards and acronyms, but the fundamentals haven’t changed. A company with strong credentials (ethos), a clear argument (logos), and a relevant emotional current (pathos) will always outperform one that only ticks boxes or shouts the loudest.

At P Score, Aristotle is more than a reference point — he’s the blueprint. Our system breaks persuasion down across 15 dimensions, all rooted in his three pillars. And we do it with rigour: scoring not just what brands say, but how well they say it, and whether anyone’s likely to care.

So no, this isn’t a history lesson. It’s a recognition that the future of business communication may lie in ideas that pre-date email by a couple of millennia.

Aristotle gave us the architecture of influence. We’re just putting it to work.