What is tacit knowledge?

It's been a minute

You might not know the term tacit knowledge.

The opposite is explicit knowledge.

Which already makes it a little clearer.

I've been working with a client this week on their brand proposition.

The messy middle bit between what they actually do and what their customer wants.

I talked started? by talking to them?about tacit knowledge.

Why? Because this is often the reason for a disconnect between brand and customer.

Tacit knowledge refers to the things you inherently know - that are intuitive to you.

How you tie your shoe lace The order you do things to make a coffee The way you ride a bicycle to maintain balance

All of which you could argue are very straight forward.

But if you tried to explain them to someone who didn't know, it?would be far harder.

Because they work off tacit knowledge.

Unfortunately - this is the problem for many brands.

You talk about what you do as if people already know what you know.

And sometimes a step further -?

You create sayings and descriptives that nobody but you gets.

Enter explicit knowledge.

This is factual, logical and instructional.

Not what you might classify as brand speak.

But you need to be able to work explicit knowledge into your storytelling.

You do (this) for (them) to (gain).

Take the Uber One membership - a membership for people who eat food & go places.

Simple.

What does that look like for you in a very explicit, non-tacit way?

Until I see you out there.

Catherine.