Smart
Demonstrates expertise without arrogance. Educated but accessible.
Archetypes
1✓ What to do
• • Share knowledge • Explain clearly • Use data • Be authoritative
✗ What to avoid
• • Don't complicate intentionally • Avoid snobbery • Don't overload with terms • Don't lose humanity
Example Phrases
"Research shows: 8 hours sleep = +30% productivity."
email"Simple principle: quality over quantity. Always."
social"Fact: 95% of clients stay with us. Here's why..."
adApplication Contexts
email
9/10
Educational newsletters
website
9/10
Blog, articles
social_media
8/10
Insights and facts
Brand Examples
Insights and facts
TED
EducationInsights and facts
The Economist
MediaInsights and facts