A Few Sense
The sharpest and savviest business people are the most common sense and logic driven. It's easy to think that building an empire requires everyone to have the brain of Elon Musk but that is simply not the case. Warren Buffet, one of the richest men in the world (top 3 at any given time) is one of the most practical individuals in the game. Classic Warren Buffet advice - "Rule No. 1: Never lose money. Rule No. 2: Never forget rule No. 1."
Common sense in many cases takes years of experience to be able to simplify a complex concept into an easily digestible idea. The best leaders whether top CEO's or world leaders all have the ability to inspire emotion amongst the masses by using simple concepts (for better or for worse). This is because complexities slow down progress. In this fast paced world, most individuals don't have the attention span or willingness to untangle an unclear or cryptic message. We want our information hard, fast and to the gut. Leaders lead with strong messages that are clear and actionable.
Whether you are building a company and looking to inspire your team or you're creating a marketing message for the next breakthrough product ask yourself if your message is clear. Does it make "good common sense" to use your product or to follow your lead? Are you the obvious choice? Is it easy to buy from you? Are you more clear than you competitors? If the answer to any of these questions is no, then get to working on making the answers "yes".