The Sage

The expert

Thoughtful, informed, trusted for a straight answer. People come to you to understand things properly. The risk is staying so measured and understated that people miss how much you actually know.

• Truth, depth, clear thinking
• Trusted before they've checked
• Kindred brands: The Economist, Google, BBC

Knowing your subject is the foundation. A personal brand makes that depth visible, so the trust arrives before the meeting does.