What does it mean to be a subject matter expert? The answer may seem simple, but people use the term to describe very different levels of expertise.
Some people think a subject matter expert is someone who knows a lot about a topic. Others point to years of experience, credentials, certifications, or academic degrees. But knowing a subject and helping someone achieve a result are two very different things.
In this article, you’ll learn the three levels of expertise, what level people actually need when they are looking for help, why people sometimes trust the wrong experts, and why even highly qualified experts can remain invisible.
What Is a Subject Matter Expert?
A subject matter expert is someone with specialized knowledge and experience in a particular area. However, expertise exists at different levels.
There are three levels of expertise:
- Level 1: Knowledge
- Level 2: Applied success
- Level 3: Helping others succeed
Understanding these levels can help you determine what type of expert you are and what type of expert you should hire.
Level 1: The Knowledge Expert
A level 1 expert has extensive knowledge about a subject.
They have studied the topic, read the books, learned the concepts, and understand the details. This is often where academic expertise develops.
A university professor, researcher, or highly educated professional may have significant level 1 expertise. They can explain the theories, concepts, and information surrounding a particular subject.
However, knowing something does not necessarily mean you can successfully apply it.
Level 2: The Applied Expert
A level 2 expert has taken knowledge and applied it successfully in the real world.
They have moved beyond studying the subject and have actually done the work. They have discovered what works, what doesn’t work, and where exceptions exist.
They have also experienced failure and learned how to overcome obstacles. Eventually, they found a way to achieve a result.
That experience creates something more valuable than knowledge alone: wisdom.
A level 2 expert can say, “I’ve done this myself, and I know what it takes to get there.”
Level 3: The Expert Who Helps Others Succeed
Level 3 expertise is significantly different.
A level 3 expert has taken their own knowledge and experience and used it to help other people achieve success.
This is a much bigger jump because every person is different. Your strengths, weaknesses, experiences, and challenges may be completely different from those of the expert who originally achieved the result.
A level 3 expert knows how to help people navigate those differences.
They can identify obstacles, help people overcome challenges, and guide them from point A to point B.
Most importantly, a level 3 expert has a track record of helping other people succeed.
The Three Levels of Expertise
Think of expertise as a pyramid.
The foundation is level 1. Many people have knowledge about a particular subject. A smaller percentage apply that knowledge successfully and become level 2 experts.
Only a smaller group develop level 3 expertise by consistently helping other people achieve results.
Level 3 experts are in the strongest position to become thought leaders in their space.
What Level of Expertise Do People Need?
If someone is looking for help, they usually don’t just want information.
Imagine you’re a business owner who needs help retaining employees, increasing revenue, or hiring a CMO. Would you rather hire someone who understands the theory but has never done it?
Probably not.
You would likely prefer someone who has successfully done it themselves.
But there’s an even more valuable option: someone who has helped other businesses achieve the same result.
That’s the value of level 3 expertise.
Why Level 3 Experts Can Charge More
A level 3 expert can demonstrate a track record of helping others achieve a specific transformation.
Potential clients can look at case studies, testimonials, and previous results and ask:
- Who have you helped?
- What results did they achieve?
- How did you help them get there?
- Can you demonstrate a consistent track record?
When an expert can consistently demonstrate successful transformations, clients are more likely to believe that expert can deliver the same result for them.
That perceived ability to deliver results is one reason level 3 experts can command a premium.
Why People Follow the Wrong Experts
People sometimes hire or follow the wrong experts because they don’t understand the different levels of expertise.
They may assume that someone who knows everything about a topic must be the best person to help them.
But knowledge is not the same as applied experience, and applied experience is not the same as helping others achieve results.
Another problem is positioning. Some experts communicate as though they have extensive experience helping others, even when their track record doesn’t demonstrate it.
Budget can also influence the decision. Level 3 experts typically command a higher premium because they bring a proven track record of helping others succeed.
Process vs. Outcomes
Another common mistake is focusing too heavily on the process instead of the outcome.
It’s easy to become focused on questions such as:
- What steps should I follow?
- What system should I use?
- Should I post on social media?
- What process should I implement?
But the more important question is what those activities are supposed to accomplish.
A level 3 expert focuses on helping someone reach the desired outcome, not simply completing a series of steps.
The real measure of expertise is whether the process consistently helps people reach the finish line.
Why Many Subject Matter Experts Remain Invisible
There is a major problem with expertise: expertise alone does not guarantee visibility.
You can be highly qualified. You can have years of experience. You can have successfully helped numerous people. Yet your ideal clients may still have no idea that you exist.
That creates a problem for both sides.
The potential client may struggle to find the right person to help them. At the same time, the level 3 expert may be thinking, “I wish they could find me because I could actually help them.”
Being an expert isn’t enough. You also need to be discoverable.
From Subject Matter Expert to Thought Leader
Level 3 expertise puts you in a strong position to become a thought leader, but expertise alone doesn’t create thought leadership.
Thought leadership requires you to become visible, trusted, and recognized as an authority in your category.
That’s where personal branding and strategic positioning become important.
When your ideal clients can consistently find your expertise while searching for answers, you move from being an invisible expert to becoming a recognized authority.
Final Thoughts
A subject matter expert can exist at different levels of expertise.
Level 1 experts have knowledge. Level 2 experts have successfully applied that knowledge. Level 3 experts have a track record of helping other people achieve success.
For clients looking for transformation, level 3 expertise is often the most valuable because it combines knowledge, experience, and the ability to guide others through their unique challenges.
But even the best level 3 expert can remain invisible without the right positioning.
Becoming a recognized authority requires more than expertise. You need a personal brand that helps the right people discover you, understand your value, and trust your ability to help them achieve the result they want.
