Ethos: how credible is your business plan? Pathos: does your business plan elicit an emotional response? Logos: is your business plan logical? Just as Aristotle divided his appeals, or means of persuasion, into the categories of Ethos, Pathos, and Logos, so will you leverage these “three musketeers” to write a convincing and successful business plan. Have you struggled to find the motivation to write a business plan? Not sure where to start? Do you feel that you might not need a business plan? The truth is that most entrepreneurs write a business plan only when they need to raise capital, but this isn’t the only purpose of a well-executed plan. You can use a business plan to bring focus and order to your new business, to grow your existing business, and of course, to present to potential investors to raise capital. If your business is new, you can’t afford not to have a plan; if your business is established, it’s important to have a plan to remember why you started the business in the first place, and to keep track of your goals and aspirations. A must read for new and established entrepreneurs, The Three Musketeers and Your Business Plan will give you the necessary tools to create an effective plan. With the help of Ethos, Pathos, and Logos, you’ll be well on your way to developing a strong business plan, and by consequence, a healthy and lucrative business.