It’s curious how we latch on to three-word lists, or attribute triplets. There’s the famous one attributed to Julius Caesar in a letter to the Roman Senate about one of his military victories: ‘Veni. Vidi. Vici.’ – I came. I saw. I conquered. In my forthcoming MOOC on Understanding Super Structures, I cite the Roman architect and engineer, Vitruvius who recommended that structures should have ‘Firmatas. Utilitas. Venustas.’ – Durability. Utility. Beauty. Perhaps these were the original soundbites. In modern times, the concept has been taken down-market by realtors (estate agents) who talk about ‘Location. Location. Location.’ And, by my leadership coach at the Center for Creative Leadership, who told us that the three laws of leadership were ‘Communication. Communication. Communication.’ This seems to represent trading content for impact . So, I was surprised to see, on the frontpage of our weekend newspaper in large type, the following: ‘Knowledge. Integrity. Discretion.’ I thought perhaps they were describing the attributes of a college tutor or a life mentor. However, they were part of an advertisement for a realtor, who was claiming ‘to have unrivalled knowledge [and to] provide a trusted and personal service’. Sounds like a college tutor again! Maybe as college professors, we should promote ourselves as having ‘Knowledge. Skills. Understanding.’ Of course, we don’t offer these attributes to our students, only the opportunity to learn how to acquire them – a subtlety that’s missed by a substantial number of our students.