Lauren Ventura has been researching persuasion, reasoning and its effects on users, customers and everyone else since her graduate school days. Way back then, in her Rhetoric program, she learned the basics—Socrates, Plato and Aristotle—and the not-so-basics—the Toulmin Model. She’s found that there’s not much difference between user experience and those old Greeks—it’s all about convincing the right people with the right strategies in the right place. Follow her on Twitter @DoItWriteNow.