Smart
Demonstrates expertise without arrogance. Educated but accessible.
✓ 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..."
ad
Application Contexts
9/10
email
Educational newsletters
9/10
website
Blog, articles
8/10
social_media
Insights and facts
Brand Examples
Tech
Insights and facts
TED
Education
Insights and facts
The Economist
Media
Insights and facts
In this database
- Entries with this archetype
- Sage — 3 of 36
Archetypes
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