Today’s guest is Helio Fred Gracia, the CEO of Logos Institute for Crisis Management and Executive, teacher of crisis communications and crisis management at the Stern School of Business and ethics at Columbia.  In addition, he is the author of Reputation Management and Words on Fire. We start our conversation by discussing how trust is built, lost, and restored. Then how patterns that arise in these actions can be studied to help give us a predictive power to help anticipate how the outcome can change when we intervene in a minor or major way. Helio discusses his work in crisis management and why we need to prepare for a disaster before it happens to ensure a proper response. We wrap up with a deeply philosophical discussion on the works of Aristotle and how his three essentials elements for a speaker to influence an audience remain true more than a thousand years later.  Learn what Ethos, Pathos, and Logos are, and why they are the cornerstone and the origin of the name of his company. Three Key Takeaways: ·         Thought Leaders can learn from studying the patterns that cause us to gain or lose trust, so we can make adjustments and avoid negative outcomes in the future. ·         The works of thought leaders from more than a thousand years ago are still relevant today. ·         Thought Leaders need to make plans to deal with disaster before they strike to avoid reacting with an emotional response instead of a well thought out one.