The very name of the model should give you pause. The Greeks distinguished between mythos and logos. Mythos is a foundational story, a mythical narrative. Logos is reasoning and rational argument. From Plato to the Stoics, logos displaced mythos as the proper instrument of knowledge. A company whose very name derives from the Greek anthropos named its most dangerous product Mythos, not Logos. Rather than a coincidence, it’s a communications strategy.





