Some time ago, our group was discussing strategy and after a few hours of sharing ideas, we started to hone in on a new positioning. Everyone was a little tired with creative road-block, that comes from a discovery session.
Finally, we distilled our thoughts on the whiteboard to a new positioning for the brand. Everyone looked at each other in silence but with a growing satisfaction that the day had yielded a unique and strong result.
One of the group broke the silence with the comment that where we had arrived was “just common sense.”
We all packed up and headed back to our offices and homes.
In the days following, as we circulated the results of the day, I kept coming back to that comment that it was “just common sense.”
As I thought about it more deeply, I looked at the meaning for common sense and common.
From various respected dictionaries, I found common sense to be defined as ordinary good judgment; sound practical sense.
On its own, common can be defined as widespread; occurring frequently or habitually; most widely known; of no special quality; of mediocre or inferior quality. Common can even be defined as second-rate; unrefined or coarse.
While common sense thinking and solutions should by their definition present themselves easily, much like simplicity in strategy, design or production, common sense solutions are arrived at after much thought was applied.
From my investigations, I came to the conclusion that common sense is an oxymoron.
If it was so common, practical and widespread, why does common sense thinking and solutions not present itself to many people?
So, at giro+partners, we decided that common sense, was in fact, uncommon sense. We felt so strongly about it, that we trademarked what we do as uncommonsense® marketing.
Uncommonsense® makes the impossible and improbable, possible.