Author Archives: Hasnae Kerach

Aristotle’s forgotten appeals

Hasnaê Kerach explores Aristotle’s forgotten, and widely known appeals. 2400 years ago, Aristotle introduced a manuscript called “Rhetoric” to the world. It has withstood the test of time and proved to be one of the most influential works on persuasion. Aristotle defined Rhetoric as the ‘faculty of discovering in any particular case all of the […]

The Narrative Fallacy

Hasnaê Kerach explores the mind’s ability to create stories that have no grounding in reality. From the earliest cave paintings in France to Egyptian Hieroglyphics, storytelling has been used as an effective and compelling way to communicate. The same applies in business, where most of us have realised that storytelling is an essential part of […]