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Thoughts on the importance of not getting too “caught up” with guru’s.

Transcription

Experts are people too.

Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

One of the things that you’re seeing right now around the world is questioning and worshipping at the same time expertise in all its forms. In terms of people that have degrees, in terms of people that have specialized knowledge, in terms of just across the board, on all levels, you a lot of people say that experts cannot be questioned.

Here’s the thing we have to keep in mind, this is not a political issue. It’s used within the world of politics but there is no political party that is free of this. There is no political philosophy, there are no people within any given philosophy that is not prone to expert worship.

If there’s something built into the human psyche, that causes us to first hold a person up, and then pass off all of our reliance on that person for judgment on any given topic.

Oftentimes, we’ll let them go far beyond what we consider their specialized knowledge. Because if they’re smart, they’re they miss, they must be smart in other areas.

So we saw this, we saw this quite a lot, you know, regardless of what side that you were on, during the COVID 19 pandemic, a whole lot of this happened where you were not allowed to question, expertise on any given level.

Then so that leads a whole section of the population to I don’t know if you could call it overly question, but to become to where they automatically assume that the experts are wrong, because it seemed safer than going along with the experts being right.

Neither side I think is in the right in that I do think that proper questioning needs to happen. Now let’s pull it back into the business. That’s what I’m talking about very broadly, I want to talk about this in terms of business, the same thing is true.

Whoever you’re looking to bring on as an expert, whoever you’re looking to bring into the fold, or to trust or to hire any of those experts, they’re all people.

People make mistakes, right down to the person I haven’t met yet, that is not making mistakes.

I haven’t met one yet. That isn’t, in most cases, really good at something. Most people are good at something. Some people are outrageously good at certain things, but you go outside of that realm for them. And they could be very wrong, deadly wrong, in many cases on things.

If we don’t acknowledge that for one thing, the desire for expertise, the desire for the wizard, you know, for us having somebody that knows much more than us on any given topic. The desire for us to hand over the reins to that person that’s built into humans, but also built into humans is the reality that they’re that experts are people too, and they’re going to make mistakes, one way or another.

Now, how does that come back to you?

This comes back to a phrase that I’ve heard only uttered by Dan Kennedy, where he says…and if you’re not aware Dan Kennedy, as a marketing expert, has written a number of books, you can go and look him up. Dan Kennedy said to be the wizard, beware of the wizard.

In other words, while you need to be were the wizards out there those people who we give almost magical abilities because they’re so far beyond us in a given field, you also need to be that person because in a sense, if you are out there, putting forth a personality in your marketing.

The concept of content marketing is one of the things I love to talk about because if you’re providing any type of content, heavy, commercial, or material out there, that is also working as marketing then you really need a personality involved either a real personality or a fake character.

You need to have somebody, you need to have a personality tied to it.

That personality is going to be an expert about something, whether they like it or not, it’s going to tie back to your product or service in some way or fashion.

You have to acknowledge that for that personality to be useful, they have to be some type of expert. Now they don’t have to be a doctor in lab coats and they don’t need to, they don’t need to have any specific degree.

They just need to hold themselves as knowing something that somebody else may not know or that it’s having an experience that other people don’t have, this isn’t difficult to do, because we all have experiences that other people don’t have.

We all know something that a portion of the population doesn’t know. And doesn’t matter who you are.

It doesn’t matter if you’re working on a cattle ranch, or if you’ve worked, in the halls of Congress in Washington, DC. Everyone has special knowledge. And when you can build that into your marketing, and just acknowledge that you are a different person with a different point of view, you automatically will become the wizard.

At the same time you have to be were the wizard that’s out there in everybody else trying to get us to put trust, put automatic trust, unwavering trust and unquestioning trust in them.

Yes, there are people that know more than you.

Yes, you do need to trust them to an extent but it’s the trust but verify the concept.

Beware of wizards, beware your own desire to hand over responsibility to them. It’s difficult. It’s an interesting balancing act. But experts are people too. And I talk a lot about this in my book, 9 Ways to Amazon-Proof Your Business is not a very big book, but I’ve got a whole chapter on being somebody about how to stand out and and by using the personality within your content marketing.

You go pick up a copy of the book wherever you buy books amazon.com or what have you. Or you can download a free digital copy at AmazonProofBook.com

That’s, 9 Ways to Amazon-Proof Your Business gives it an AmazonProofBook.com. That’s all I have for tonight. We’ll be back here tomorrow.

In the meantime, get out there and let the magic happen.