Code grooming. Use language unique to the group, and as long as you don’t apply it indecorously, you’ll get in tight with your audience. • Logic-free values. Perfectly rational speech can not only be a turn-off for some audiences but actually distract them from a values message. This is one reason why Aristotle said that logos works better in an intimate setting than in front of a large crowd. Focus on the individual values words to bring a group together and get it to identify with you.