In part one, Andrea said her favorite definition of being an expert was being someone who knows a little more about something than everyone else in the room.

I agree. Expert status is relative.

This is HUGE, folks. Particularly in terms of determining your target market. Whatever you do, there is a group of people who would consider you to be an expert. Yes you. Who you are – what you know – right now: an expert.

For all of us, for any given topic or activity, there are people ahead of us on the path, and people behind us on the path. There are always people who know more or are more skilled than we are. And there are always people who know less or are less skilled than we are.

You are an expert to those behind you. You are a member of the target market for those ahead of you on the path. So, when it comes to you being an expert, it depends on which direction you’re facing.

Turn to those on the path behind you and you’ll find people who’ll value you and what you have to offer. You’ll be able to help them solve problems with your knowledge and experience and they’ll pay you for it.

And it’s not that those ahead of you on the path don’t value you – they do, but for different reasons. To them, you are someone for whom they can solve problems with their knowledge and experience and you’ll likely be happy to pay them for it.

The bonus, if you’re facing the right group, is confidence. So, even if you’re just starting out, you can start out with confidence if you choose the right group to market your products or services to.

Remember – you don’t have to be (and really can’t be) the expert for everybody. But for your right people? You can be a hero.

Related posts:

1. On Being an Expert
2. One Person’s Benefit, Another Person’s Barrier
3. What Pages Should Your Site Have?

Those of us in business online (and offline, too, I’m sure) are pressured to “become the expert” in our fields. Our marketing is designed to portray us as experts, as the “go to” person for what we do. We work hard to plant the seed of that idea in our target market’s mind and even harder to nurture and grow it.

Yet, at the same time, we battle the nay-sayer voice in our heads. The voice assures us we don’t know enough, we’re not good enough, others will see through our bravado (and it is bravado a lot of times…the ol’ “fake it til you make it” routine…) and tells us we’ll be exposed as the frauds we are.

Merriam-Webster’s Online Dictionary defines “expert” as:

expert: one with the special skill or knowledge representing mastery of a particular subject.

Doesn’t say anything about knowing everything

Related posts:

1. On Being an Expert – Which Direction Are You Facing?

photo credit: pdxjeff

What is the purpose of a lighthouse? Webster says a lighthouse is:

a structure (as a tower) with a powerful light that gives a continuous or intermittent signal to navigators.

According to Wikipedia:

Lighthouses are often interpreted in dreams as beacons of truth.

In my business, my “job” is to be a lighthouse, as opposed to being a search light. My job is not to chase after the folks who need my services, but rather to be that powerful light that gives them a sense of security in the world of entrepreneurship. I like the idea of being there to guide them and navigate unknown waters.

Again, I defer to my favorite quote:

Our greatest fear is not that we are inadequate,
but that we are powerful beyond measure.

It is our light, not our darkness, that frightens us.
We ask ourselves, “Who am I to be brilliant,
gorgeous, handsome, talented and fabulous?”

Actually, who are you not to be?
You are a child of God.

Your playing small does not serve the world.
There is nothing enlightened about shrinking
so that other people won’t feel insecure around you.

We were born to make manifest the glory of God within us.
It is not just in some; it is in everyone.

And, as we let our own light shine, we consciously give
other people permission to do the same.
As we are liberated from our fear,
our presence automatically liberates others.

- Marianne Williamson, from her book, A Return to Love

The idea of being a lighthouse is certainly not limited to business. We can be lighthouses in all areas of our lives.

What makes our light shine brighter and brighter is learning who we really are and living that in this life. Living in the present moment makes our lights stronger, too. Being authentic (not the same as one another, but true to who we each are, individually) and fearless about shining our light is the best contribution we can make, in my opinion.

Related posts:

1. The Paradox of Authenticity in Marketing Online