Coherence
It takes many ingredients to build a brand.
And it takes one inconsistent detail to ruin it.
This is why coherence across every aspect of your business is important, especially in those that directly face your customers.
The fundamental part of my PhD training is critical thinking – learning to look for inconsistencies at all times. It's essential in our nuclear-physics research, where any small mistake can render the work of hundreds of other people useless, if not spotted in time.
Outside of academic research, the world is much more messy, full of inconsistencies and contradictions, because people either don't have the same attention to detail or simply don't care.
I do. I notice inconsistencies immediately, and I can't ignore them until they are either fixed or justified.
When applied to business, it's a serious advantage – the ability to spot every detail in your branding, marketing, operations and user experience that is incoherent with the declared objectives.