Marketing intelligence is important, but so is practical intelligence.
Marketing intelligence comes from gathering information on business and competition. This intelligence helps businesses understand a market, so it can develop sound strategies and develop customer relationships.
You’ve gained valuable knowledge. You’ve got a high IQ. Fantastic! But what you do with it relies on practical intelligence.
In Malcom Gladwell’s Outliers, Phychologist Robert Sternberg explains practical intelligence is: “Knowing what to say to whom, knowing when to say it, and knowing how to say it for maximum effect.”
That how is integral to any business. An organization might be brilliant. But if it says things the wrong way, that general intelligence might as well not even exist.
That’s why well-versed designers and copywriters are integral to any branding or marketing campaign. They get the how to say it.