Uploaded August 2025 | Updated September 2026, 2 weeks ago
The ancient art of rhetoric has shaped political policies, influenced social movements, structured legal arguments, and molded cultural narratives throughout history. It's been used for three thousand years to persuade other people to change their lives.
But what if you could use it to persuade yourself?
My guest today says you can. Jay Heinrichs is the author of Aristotle's Guide to Self-Persuasion (amzn.to/4oB66qh) , and he explains how the same rhetorical techniques that great leaders and orators have used for millennia can be turned inward to help you change your life. We discuss how to identify your "soul" as your internal audience, use the concept of kairos to turn chaos into opportunity, create hyperbolic moonshot goals that inspire action even if you fall short, and employ ethos, pathos, and logos to achieve the habits and goals you aspire to. Along the way, we talk about how Jay used these self-leadership tools to go from barely being able to walk to attempting an athletic feat physiologists told him was impossible.
Resources Related to the Podcast
• Jay's previous appearance on the AoM podcast: Episode #639 — Why You Should Learn the Lost Art of Rhetoric (artofmanliness.com/character/advice/podcast-639-why-you-should-learn-the-lost-art-of-rhetoric/)
• AoM series on Rhetoric 101 (artofmanliness.com/articles/classical-rhetoric-101-an-introduction/)
Connect With Jay Heinrichs
• Jay's website (jayheinrichs.com/)
• ArgueLab (arguelab.com/)
The ancient art of rhetoric has shaped political policies, influenced social movements, structured legal arguments, and molded cultural narratives throughout history. It's been used for three thousand years to persuade other people to change their lives.
But what if you could use it to persuade yourself?
My guest today says you can. Jay Heinrichs is the author of Aristotle's Guide to Self-Persuasion (amzn.to/4oB66qh) , and he explains how the same rhetorical techniques that great leaders and orators have used for millennia can be turned inward to help you change your life. We discuss how to identify your "soul" as your internal audience, use the concept of kairos to turn chaos into opportunity, create hyperbolic moonshot goals that inspire action even if you fall short, and employ ethos, pathos, and logos to achieve the habits and goals you aspire to. Along the way, we talk about how Jay used these self-leadership tools to go from barely being able to walk to attempting an athletic feat physiologists told him was impossible.
Resources Related to the Podcast
• Jay's previous appearance on the AoM podcast: Episode #639 — Why You Should Learn the Lost Art of Rhetoric (artofmanliness.com/character/advice/podcast-639-why-you-should-learn-the-lost-art-of-rhetoric/)
• AoM series on Rhetoric 101 (artofmanliness.com/articles/classical-rhetoric-101-an-introduction/)
Connect With Jay Heinrichs
• Jay's website (jayheinrichs.com/)
• ArgueLab (arguelab.com/)
