How do you feel about speaking in public? Maybe you’re terrified. Maybe you love the idea. If the first is true, you might find this book compelling; in the second case, fascinating. Ted talks (from the Technology, Entertainment, Design conferences) are often brilliant. Here, Gallo analyses them. How does a good speaker persuade us? By telling good stories. And how do you tell good stories? Aristotle said you had to appeal to ethos, logos, and pathos. Or, as Gallo says, credibility, logic, and emotion. But in what proportion? One of the best talks, she says, contained 10 per cent ethos, 25 per cent logos, and 65 per cent pathos. Persuasive.