Acumen is a word that should be familiar to you. It means sharpness of mind, the ability to make accurate and intelligent judgments. It is most often heard when describing entrepreneurs; in that they are said to have business acumen.

It is a word that has been around since the early sixteenth century when it was borrowed from the Latin word acuere to sharpen (it is closely related to acute); hence the sharpness of mind.

It might sound a bit of a pompous word for being good at something but it has some advantages over its synonyms. For instance, perspicaciousness (having characteristics of keen mental perception and understanding) has the disadvantages of complicated spelling and pronunciation.

But if you are perspicacious you will recognise the importance of sound communications in your enterprise. If you have acumen you will choose professionals to design and plan your marketing and communications.