Mastering Persuasive Communication as a Strategic Leadership Competence

Persuasive communication is central to leadership effectiveness, shaping the capacity of executives to influence decisions, mobilize stakeholders, and inspire action. This article examines persuasion as a strategic leadership competence grounded in classical rhetorical theory—ethos (credibility), pathos (emotional appeal), and logos (logical reasoning)—and considers its application in diverse cultural and organizational contexts. Illustrative practices demonstrate how storytelling, emotional resonance, and credible evidence converge to build compelling leadership messages. The article concludes that mastering persuasive communication is indispensable for executives, particularly in resource-limited or cross-cultural contexts, where persuasion can substitute for material resources and generate collective will.