By Rex Hammock

What does your company provide that’s better than what they can find from your competitor?

Here’s what the answer should be: Wisdom.

Sure, your company should provide the best products, services, quality and value in your industry. You should have the most complete and comprehensive content related to their work or passion.

But that’s not what customers are seeking from you—they’re seeking wisdom.

But wisdom is a tough thing to provide since it sometimes means you must tell a customer not to buy one of your products that you know isn’t right for them.

It’s great that you save your clients money or that your company has the best brand. However, over time, it’s the companies that provide the best insights that will always have customers knocking at their door.

Unfortunately, the challenge of collecting and sharing wisdom at the right time, in the correct context, continues to be daunting.

That’s not to say we shouldn’t keep trying. I believe we are in a period where the collection and management of wisdom will change the nature of collaboration, creativity and commerce.

In the coming months, I’ll be sharing with you some companies and concepts that are beginning to break the code on what separates wisdom from mere knowledge.

Takeaway: Review your content targeted to customers and prospects. Does it provide them with the wisdom to make better decisions related to your products or services, or the industry or cause you serve? Chances are, you’re like the rest of us and have a long way to go. Wisdom is a journey that begins each day anew.

Photo | Creative Commons (CC0)

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