In recent years, social scientists have come to appreciate what political, religious, and military figures have long known: that stories constitute a uniquely powerful currency in human relationships. Organisational story telling has become prominent in some workplaces, where it’s been seen as a powerful technique. Language is fluid and flexible, not static. The fabric of English is constantly changing. New words such as selfie enter the language and, once they become popular and widely used, may be added to dictionaries. Some words that have been around for a long time take on new meanings, for example, zombie, which is used to name a computer taken over by hackers. As with style, voice, and tone, ethos and persona are concepts related to how writers represent themselves textually. Academic and workplace writers need to convince their readers that they know what they’re talking about and that their documents contain accurate, comprehensive, and trustworthy information.