In Pour Your Heart Into It, Howard Schultz uses many rhetorical appeals to communicate with his audience. He uses ethos as he draws from reliable sources to support his claims. For example, “While Wall Street has taught me a lot, its most enduring lesson is an understanding of just how artificial a stock price is. It's all too easy to regard it as the true value of your company, and even the value of yourself” (Schultz 195). Schultz also frequently presents pathos in his memoir. He immediately appeals to the reader’s emotions, using language such as, "If you want to build a great enterprise, you have to have the courage to dream great dreams. If you dream small dreams, you may succeed in building something small. For many people, that is enough.
