Sages are knowledgeable but they are also wise. Sages are excellent at filtering out bias and their opinions tend to be well formed and objective.
Sages seek the truth and think about the big picture. They are less likely to be distracted or interested with more petty or trivial issues. This allows them to spot errors with established ways of thinking and can evaluate the merit of relative truths. They are gifted with calm and are rarely riled.
"The truth will set you free"
At their best Sages are wonderfully curious. They can see patterns and errors that many might miss and can rise above accepted ways of thinking to create new possibilities. Not only are they good at spotting patterns, but they do not let any personal basis influence their thinking when doing so.
When problems emerge Sages find the best possible method of addressing the issue and keenly evaluate the results.
On the flips side, this amount of knowledge can lead to Sages becoming quite opinionated. Whilst not necessary a bad thing, it can lead to ‘ivory tower syndrome’ where Sages can appear removed and disdainful of others.
Whilst Sages observe and are critical, they do not always manage to put these thoughts into action and can become trapped in their own heads.
Sages As Customers
Sage customers love to learn, purely for the sake of learning. However, they place particularly high value on free and independent learning.
Whilst a Sage brand might cater to this motivation, it is important for a Sage brand to assuage the Sage’s fear of misinformation. Credibility is therefore essential when marketing to the Sage, however it is crucial that whilst establishing your credentials, that you do not appear to be talking down to the Sage or establishing yourself as wiser than they.
Be careful not to create a situation where you make the Sage feel like they are incompetent. Although a tried and true sales technique is often to point out gaps in your customer knowledge you can fill, it would be better, with a Sage audience, to position your product as advancing their existing knowledge, rather than assuming they have none.
The Sage Profile
- Core Desire: the discovery of truth
- Goal: To use intelligence and analysis to understand the world
- Fears: Being duped, misled or ignorance
- Strategy: Seek out information and knowledge, become self reflective and understand the thinking processes
- Problems: Can study issues for ever and never act
- Gifts: Wisdom and intelligence
Motivation: Feeling confusion, doubt or being driven by a deep desire to find the truth
Stage One: Search for the absolute truth, desire for objectivity and looking to experts
Stage Two: Skepticism, critical thinking, innovative thinking and being an expert
Stage Three: Obtaining wisdom, confidence and mastery
Shadow: Dogmatism and disconnection from reality