Expertise (or lack of)

Listening in a noisy world is difficult. The internet has made everything loud.

Finding an expert today is like having a conversation in a nightclub with a pretty girl, while the base booms through your arteries.

It seems as though everyone selling themselves on the internet is an expert. The law of averages says that ain't so, Joe.

Choosing the wrong "expert" is wasteful and dangerous.

Remember when there was only one expert in every category? The expert was busy. They didn't have to advertise. Customers rewarded them with oodles of money and multitudes of referrals. 

And then one day, something changed. Choices grew. Businesses became warring factions trying to win over the customer territory.

The experts couldn't do any more commerce.
All the others brawled for the scraps.
The scrappers were plenty.
They quarrelled on price, service, and time.
Always trying to outdo the other.
Everyone claimed to be the best.

Experts said nothing.
They didn't need to.
Customers knew who was the best.
Experts didn't look for extra work.

Experts never bragged. 

I was thinking about this scenario recently as it applied to softball. When a newcomer moves to town and wants to play softball, he puts his name on a "spare" list to get picked up by an existing team. There are about 50 new names every year added to the list. When a player brags about his skill, he's often a dud. 

I watched a guy who bragged about his expertise, strike out four times in his first game. In softball, strikeouts are rare and reserved for awful players. 

I've observed other guys, with complete humility say they had played a bit and would like to come out and have some fun with new friends.  Those guys more often play above their marketed level.

In a noisy world, when a company brags, I believe they are overcompensating for something they are not. Just like in softball, the braggarts are the wrong choice. The humble ones are the winners.

Beware of the "expert" who brags. He's probably just another scrapper looking for crumbs left by the real expert.

If you're looking for marketing help. I may be able to help you. But let's get to know each other first. You can reach me at ricknicholson@wizardofads.com. I am choosey who I work with.