60:: Knowledge versus Expertise

There is a huge misconception about knowledge these days.

People think their knowledge is the most important skill-set to get a job done.
But it is not. The question is, what you are going to do with that knowledge and whether you are an expert in your field.

Just had the great fortune to host a big party. So I’ve contacted a few catering companies in preparation.

One particular caterer had been recommended to me by a friend. I’ve contacted them and they showed me their knowledge. “Check out our website and make a selection of what you want and then get back to us.” was their advice.

The one catering company I went with in the end started the conversation very differently. They asked, “Do you have a theme?” – “Yep, seafarer as in pirates, mermaids and more” was my response. Which then triggered them going. “That’s great, I immediately have a couple of ideas. Let me run you through those…
They showed me their expertise.

People don’t buy from you or hire you because of your knowledge.
People want your expertise and want that specific extra that makes you unique.

It’s all about the experience you can give to your clients.

And the same is true when it comes to your data.

It’s not about the knowledge – it’s all about the expertise to analyse the data and make sound decisions based on that analysis.

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