Which bricklayer would you choose?

Aristotle’s pick would have nothing to do with motivational speeches.

A typical self-improvement workshop often includes the tale of The Three Bricklayers. It’s the “Freebird” of keynote speeches. You may have heard it:

A builder in need of a bricklayer is walking down the street when he sees three men working on a big church project. He asks the first man what he’s doing.

“I’m laying bricks,” the man answers, showing saintly patience with the stupid question.

The builder asks the same question of the second bricklayer. “I’m earning a living and providing for my family,” he says.

The third man delivers the inspiring punchline: “I’m building a cathedral!”

Guess which one that workshop leader would choose. Aristotle’s choice, on the other hand, would be very different. And in that difference is the secret to persuasion—and self-persuasion.

Read the answer in my Substack post; it’s an excerpt of my new book. And please consider subscribing! (Hey, it’s free.)