Business sense means that corporate bodies, the professional and managerial class must bend down from their ivory towers; go back to the fundamentals of doing business which we so often ignore, and  connect the consumer with storytelling. When you do that, you are using what I call “Story Sense.” There is power in storytelling. These fundamentals or common sense are readily available but hardly appreciated or used. Business sense teaches vision, mission, ethics, corporate care, charity, courage, humility and defining your business properly.

Business sense is not taught in the real sense in academic institutions and managerial courses. The approach in these places is more academic that real. This sense is acquired more through real life experiences, insightful observation, storytelling and learning the hard way in the School of Wilderness Experience. That is the essence of this article, to complement the teachings of these unique business schools, and prompt professionals to use common sense, intelligence, storytelling and what almighty God has deposited in them.

Dan Thomas, founder and president of Focus, a management consulting firm in Polo Alto, California, USA, wrote a book titled Business Sense. In the book, he shows how managers can use core management processes he calls Five Freedoms, to achieve success. As Dan s book moves through the offices of corporate America, see how Ken Blanchard, co-author of One Minute Manager, described the book: The biggest problem in business today is that common sense is seldom common practice. This book is all about using common sense in business. If you have any sense, you will read it and share it with others. No need commenting on the common sense remark of Ken. The message is clear.

For you to acquire and apply business sense in your business, you need to humble yourself, have a large heart, be of lowly spirit, keep an eye on business fundamentals, be a storyteller, and above all be close to your creator. That put’s you in the right frame of mind to recognize and apply common sense. If you are fixated on your academic achievements, total quality management, best practices and all, you will not apply common sense. No one is jettisoning these management methods. They are very necessary. But you need to lubricate their application with common sense and storytelling. That is what brings lasting results.

You may be agonizing about how to deal with that management, production, or marketing problem not knowing that the solution is storytelling or one common sense application which you have not considered.

As I sign off today, take this classic example of a common sense solution to a big problem from the scriptures which most of you know more than me. The story of David vs Goliath. This giant had instilled morbid fear into the entire army of Israel. The solution for Goliath was readily available, yet no Israeli soldier or General saw it. Even if they did, they must have written it off as some managers in the corporate world are doing now as they confront the many Goliaths in the marketplace today.

The Israeli soldiers who lacked faith in God put all their trust in their spears and other armoury which paled into significance against Goliath’s. It took the courage and common sense of a teenage boy, David who trusted almighty God. He dipped his hands into the brook there, picked five smooth stones for his sling and ran towards Goliath. You know the rest of the rest of the story. That was a simple solution for a big problem.

The common sense approach is even more real for today’s marketplace. Dear professional, this is my call to you today: begin to apply wisdom in your business today. In subsequent articles, I will share my thoughts and the insights of other professionals like you on common sense in business. Apply them and it shall be well with you.

Eric Okeke is a storyteller, editor, business writer, motivational speaker and author of the best selling book: I Want a Husband. He is one of Nigeria’s most experienced financial journalists. He has published several articles in local and foreign publications and in websites such as, and He is currently running Infomedia Company, a media consulting and information marketing company. Visit his blog at

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