You Don’t Need to Be the Smartest—Just the Closest
Hey team,
Our Virtue this week is Knowledgeable.
This doesn’t mean “the smartest person in the room.”
It means something more valuable:
- The most prepared.
- The most curious.
- The most invested in actually knowing what works.
Being knowledgeable isn’t always academic.
It’s not a theory.
It’s a practical, tested, boots-on-the-ground understanding.
That’s why this virtue matters so much to me from a marketing perspective.
Because great marketing doesn’t come from cleverness.
It comes from closeness.
Closeness to the customer. Closeness to the work. Closeness to the messy realities of jobsites, franchisee calls, and what actually happens after someone clicks an ad.
I can’t speak for you—but for me—there’s always the temptation to speak confidently before I’ve listened carefully.
But if I’ve learned anything about being knowledgeable, it’s this:
Being knowledgeable means committing to learn the thing behind the thing.
Let’s commit to becoming experts in the right things:
- Know your customer better than your competition
- Know the real problem behind the symptoms.
- Know what creates trust—not just what closes deals.
Let’s be the ones who really know—because we cared enough to find out.
Proverbs 1:5
“Let the wise hear and increase in learning, and the one who understands obtain guidance.”
