Posted on Jul 16, 2012

Are you a marketer ready to embrace the value of sagacity?

Conventional wisdom is “never use a big word when a small word will do.” Generally, that’s not a bad rule.

But sometimes you just need to break the rules.

When selecting and developing your differentiating values, it is important that each value is a perfect match for you and/or your organization. Don’t settle for something that’s 90% OK.

If you are trying to set strategic direction that will create competitive advantage, you need to carefully select a few values that fully embody who you are and how you and everyone in your organization are expected to behave.

So throw out the rulebook and carefully consider each value.

Most of the 423 values listed in my e-book Developing Your Differentiating Values are straightforward and easy to understand. But there are likely a few not well known. That’s why the definitions are included.

So if you find a value that’s a big word and it perfectly defines you, choose it. Make it yours.

For a few marketers, sagacity is one of these big – and perfect – words.

The Value of Sagacity

As a differentiating value, Sagacity means acutely insightful and wise; able to make good decisions; keen discernment.

This is a combination of some very powerful skills: insight, wisdom, decision-making, and discernment. The last skill – discernment – is possibly of greatest importance. It is the ability to make good judgments.

Considering the constant flow of flawed, foolish, and failed products and services, marketers continually struggle with making good judgments. Something is clearly missing

However, marketers who possess the elements of sagacity tend to rise above the crowd. And more often than not, success follows.

Sagacity in Marketing

Marketers who embrace sagacity are really plugged into their customers. They’ve created open channels with customers and other partners to gather useful insight that leads to better decision-making.

And they don’t pretend to know everything themselves. Instead, they look for partners who can help fill in the gaps, challenge their thinking, and offer keen discernment of their own. In the past, such partners were often their ad agencies.

Here are three well-known examples.

Nike’s slogan “Just Do It” is one of the most famous and easily recognized slogans in advertising. It was developed by Dan Wieden, co-founder of the ad agency Wieden + Kennedy, for a 1988 Nike ad campaign. Some suggest this occurred by accident in a meeting with Nike employees, where Wieden reportedly said “You Nike guys, you just do it.” But regardless of how the phrase was first coined, the sagacity was in the execution. Both the Nike and Wieden teams proved their ability to make good judgments based on sound insights that have led to the success with this slogan up until today.
The famous slogan “Got Milk” became a household phrase that changed the way people looked at milk. Ad agency Goodby Silverstein & Partners developed this slogan in 1993 as part of an ad campaign for the California Milk Processor Board, in response to declining sales. The Goodby team leveraged the value of sagacity to uncover the anxiety and disappointment consumers felt when eating sweet, sticky snacks at home and not having any milk to go with it. The insight was sound and the focus on the missing piece (milk) was truly a wise move.
Apple’s slogan “Think Different” marked the turnaround for Apple, when it was launched in 1997. Ad agency TBWA\Chiat\Day created this as part of an ad campaign, in response to CEO Steve Jobs’ request for a campaign that reflected the philosophy of the company he co-founded. Jobs had the discernment for the right corporate culture. Chiat\Day possessed the insight and wisdom to create the right slogan and campaign. Together they made good decisions that lead to massive success.

Such marketers – and their partners – appear naturally gifted and smart. They are the envy of all business leaders.

But the value of sagacity is available to everyone. It just must be pursued, promoted, and practiced – with the right partners.