Rather than 100 sparkly efforts that collectively attract attention, the real value that dazzles and leaves an impression is when you see a “ROCK.”

I spoke with a Tiffany sales manager today. A two-carat diamond solitaire sells for roughly $60,000. A two-carat parcel of diamond melee (diamond chips of comparative quality) sells for $2,000. Here’s a case of more not necessarily being better: same ultimate weight, very different value to the consumer.

When it comes to the value of your story being true and authentic (i.e., believable and trustworthy), it’s clear that coherence shines brighter. Being on the same page across your campus will help with your value propositions. On the other hand, operating and marketing by silos without the benefit of an institution-wide story diminishes value. And it’s a lot more time-consuming to set a hundred stones than it is one single brilliant gem. 

-Rick Bailey is the principal and founder of Richard Harrison Bailey/The Agency and author of Coherence: How Telling the Truth Will Advance Your Cause (and Save the World). Follow him on Twitter @RichardHBailey.