What does it mean to be a subject matter expert? At first, it sounds like a simple question. However, the more I work with experts, the more I realize that people mean very different things when they use the term.
Some people think a subject matter expert is someone who knows a lot about a topic. Others think it is someone with years of experience, professional credentials, certifications, or a degree.
But what level of expertise do people actually need when they are looking for your help? More importantly, what level of expertise do they assume you have when you offer to help them?
In this episode, we will explore the three levels of expertise, why people sometimes trust the wrong experts, why highly qualified experts can remain invisible, and what it takes to become recognized as a subject matter expert in your industry.
The 3 Levels of Expertise
A subject matter expert can have different levels of expertise. I break expertise into three levels.
Level 1: Knowledge
A Level 1 expert has the knowledge.
They understand the details of their subject. They have read the books, studied the material, and participated in conversations and debates about the topic. This is where you might find someone with a degree or extensive academic training.
Level 1 expertise means you understand the knowledge behind the subject.
Level 2: Successful Application
Level 2 expertise goes beyond knowledge. You have taken that knowledge and successfully applied it in real life.
You have learned what works and what does not work. You have discovered exceptions and experienced challenges. When something failed, you adjusted, kept going, and eventually achieved a result.
In other words, you started at one point and successfully reached another.
To become a Level 2 expert, you need to have applied your knowledge and achieved success.
Level 3: Helping Others Succeed
Level 3 expertise is different from the first two levels.
A Level 3 expert has taken someone else by the hand and helped them achieve success. This is a major jump because every person has different strengths, weaknesses, circumstances, and challenges.
When another person begins applying the knowledge, they will encounter obstacles that may be different from the ones you experienced.
A Level 3 expert can help them navigate those obstacles, keep moving forward, and reach the desired result.
You cannot become a Level 3 subject matter expert simply because you are a Level 2 expert and now help people. You need a track record of successfully helping other people achieve results.
What Level of Expertise Do Most Experts Have?
Think of expertise as a pyramid.
The foundation is Level 1. There are many people who have extensive knowledge about a subject. Some of those people move on to Level 2 by applying that knowledge successfully.
Then, a much smaller percentage reach Level 3 by consistently helping other people achieve results.
That is why Level 3 experts are in a strong position to become thought leaders in their industries.
Universities, for example, have an abundance of Level 1 experts. These are academics who understand their subjects in great depth.
However, knowing the information is not always enough for someone who needs help getting a result.
What Level of Expertise Do People Need?
Imagine that you are a business owner who needs help retaining employees, increasing revenue, or hiring a CMO.
Would you want to hire someone who understands the theory but has never applied it?
Perhaps you would rather hire someone who has successfully done it themselves.
However, there is an even more valuable option: someone who has helped other businesses achieve the same result.
That is where Level 3 expertise becomes especially valuable.
You can ask questions such as:
- Who have you helped?
- What results have you achieved?
- Can you show me case studies?
- Do you have testimonials?
- Who have you helped go from point A to point B?
If many people have experienced the transformation you are looking for, you have much stronger evidence that the expert can deliver the result.
That track record also explains why people are often willing to pay a premium for Level 3 expertise.
Level 1, Level 2, and Level 3 Experts
A Level 1 expert primarily provides knowledge and education. They can give you information, but they may not have the experience needed to help you achieve a specific transformation.
A Level 2 expert has successfully applied the knowledge themselves. They have been in the trenches, solved problems, and achieved results. They can share their experience and explain what they did.
A Level 3 subject matter expert has gone further. They have helped other people achieve results and developed the ability to guide people through challenges they may not be able to see for themselves.
This distinction is especially important for consultants, coaches, advisors, and thought leaders.
When someone approaches you for help, they often assume you are a Level 3 expert. They assume you have helped other people achieve the outcome you are promising.
Do You Have a Track Record of Results?
Think about your program, system, business, or service.
Do you simply provide training? Or do you consistently help people reach a specific finish line?
The outcome matters.
If you want to position yourself as a consultant, advisor, or thought leader, you need to understand the difference between teaching information and helping someone achieve a transformation.
Your process is important, but the result is what ultimately matters to the person looking for help.
Why Do People Follow the Wrong Experts?
There are several reasons people end up following or hiring the wrong experts.
They Do Not Understand the Difference
First, many people do not realize that different levels of expertise exist.
They may assume that someone who knows everything about a subject is automatically the best person to help them.
Once you understand the three levels, however, you can start looking for evidence of successful application and a track record of helping others.
Experts Can Promote Themselves as More Experienced
Another problem is how experts position themselves.
Someone may talk as if they are a Level 3 expert even when they do not have a strong track record of helping others achieve results.
This can create confusion for people who are trying to decide whom to trust.
Budget Can Influence the Decision
Budget is another factor.
A Level 3 expert who consistently delivers results can command a higher premium. A Level 2 expert will typically cost less, while Level 1 expertise may be available through education or training.
For some people, training may be the right starting point. They can learn the fundamentals and begin applying them in the real world.
Eventually, however, they may need a Level 3 expert to help them navigate challenges and identify blind spots.
Focus on Outcomes, Not Just the Process
Another common mistake is focusing too heavily on the process.
For example, someone might ask, “What steps should I follow?” or “Should I just post on social media?”
Those questions focus on the process.
Instead, you should ask what the process is supposed to accomplish.
What outcome should it produce? How will you measure that outcome? Are you actually getting the results you want?
A strong subject matter expert does not simply focus on the steps. They understand the outcome and know how to help people navigate the path toward it.
Why Are Some Subject Matter Experts Invisible?
Now we come to an important question.
Why are so many Level 3 experts, who are genuinely knowledgeable and experienced, still invisible in their industries?
Expertise alone does not guarantee visibility.
It does not guarantee that people will trust you. It does not guarantee that people will discover you. And it certainly does not guarantee that your ideal clients will find you when they need help.
You can be an exceptional subject matter expert and still remain unknown to the people who need your expertise.
That is a major problem for the expert and for the people who could benefit from working with them.
What Comes After Becoming a Subject Matter Expert?
Becoming a subject matter expert is only part of the journey.
If you want people to discover, trust, and choose you, you also need to understand personal branding and positioning.
That is why the next episode is called “What Is Personal Branding?”
In that episode, you will learn how experts position themselves to become more visible, build trust, and become the obvious choice in their industry.
You will also learn why personal branding plays such an important role in becoming the go-to authority in your space.
So, if you want to turn your expertise into greater visibility and thought leadership, watch the next episode.
