You make people feel
SMART
INFORMED
CONFIDENT
IN CONTROL
Values:
- Clarity
- Curiosity
- Knowledge
- Wisdom
- Intelligence
- Critical thinking
- Open-mindedness
Weaknesses:
- Can study details forever and never act
- Stress and even paranoia when the truth is not clear
- Dogmatism
- Arrogance
- Disconnection from reality
- Not expressing emotions
- Lacking charisma and social graces
“To learn is to grow.”
YOUR IDEAL CLIENTS:
- Seek expert knowledge
- Lack confidence
- Have been disappointed by past investments or decisions and are seeking certainty
- Appreciate and trust hard data, studies and facts
- Like to be told what the next steps are
- Experience a lot of confusion and don't know whom to trust
- May be in a health crisis and willing to invest in top of the line equipment or strategy to get out of pain or stay alive
- They are experiencing emotional chaos and have a high need to feel in control again
HOW TO
Embody your brand
IN GENERAL:
- Be well-read, methodical, objective, diligent and thorough
- Test all assumptions and be ready to prove your results
- Analyze patterns
- Be decisive and authoritative in your voice
- Talk about solutions, methods, science, experiments, research-based facts
YOUR ROLE:
- Position yourself as an expert in your field
- Share your knowledge with your tribe
- Share your research process
- Share stats, hard numbers and proven strategies
- Break down complex concepts into digestible and easy to understand bits
- Help your tribe discriminate and think more effectively
- Host smart discussions on deep topics
- Portray yourself as a teacher
Characters:
Bill Gates
Hermione, Harry Potter
Oprah Winfrey
Deepak Chopra
Buddha
Socrates
Albert Einstein
Sherlock Holmes
Brands:
Harvard University
Morgan Stanley
Wall Street Journal
Stanford University
Mayo Clinic
Barnes & Nobles
