Ferrazzi uses his personal experience, from his childhood as the son of a steelworker in Pennsylvania to the CEO and founder of his own consulting and coaching firm, to help others to grow and connect in their chosen fields of business. Ferrazzi’s rhetorical style relies on personal anecdotes, an idiomatic tone, and references to historical figures, thought-leaders, politicians, and people in power who also succeed through building networks. His own experiences as a consultant and C-suite executive define his credibility as a self-help and business author.

As a self-described “country boy,” Ferrazzi relies heavily on his humble background to elucidate how someone from a small town can manifest success through the creation of powerful relationships, no matter the type of industry. This authorial ethos characterizes how Ferrazzi communicates his message to his audience. Success, he argues, is not based on background as much as people think. Instead, he champions the idea that the measure and attainment of success comes from how well an individual can connect with other people who share similar values and goals. Part of this ethos necessitates a rhetorical display that balances modesty with confidence.