Transforming organisations

The expertise imperative

So many people and organisations are out there floundering about in the market place. In personal service alone this could include accountants, solicitors, business advisers, consultants, mentors and coaches and many other denominations.

The problem is that customers want more for less in real terms and competitors can emerge from anywhere on the globe. And this information flow can happen at 186k miles per second. This week the directors of a recruitment agency asked me about one of their marketing initiatives.

I advised that there were too many words; the messages were mixed; there was no indication of expertise; the directors were entirely absent from the copy.

It’s all an accepted part of best practice, but today, you have to be an expert. I call it the ‘expertise imperative’. You have to focus on what makes you really special and then that’s what you take to market. For an organisaton it is the same. The clearer you are about what your expertise consists of, the more likely you will achieve business success, as represented by the bull’s eye that the directors sign off.

Too many people are offering too many competences and that’s what makes them average. And average isn’t good enough. It’s genuine, validated expertise that counts.

posted by Tim @ 1:40 PM