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Personal Branding

Understanding How to Frame Your Creative Expertise

You don't need to be all-knowing to make a meaningful contribution to your team.


Again and again I see talented people with ideas they want to share – books they want to write, talks they want to give, businesses they want to launch – holding back because they think they “don’t know enough” about their topic.

“After all,” they reason, “there are real experts on this out there – and I’m not one of them.” They’re thinking about the people with advanced degrees and decades of deep experience working in the field.

In fact, that’s just one type of expert — “the specialist.” There are three other kinds of experts that make world-changing contributions, without specialist training.

You are likely one of these four types of expert, when it comes to the work you most want to do. As you read, identify which type (or types) of expertise you could bring to the projects you are currently pursuing as well as those that you want to pursue:

1. The Survivor

You’ve been through something, learned a heck of a lot along the way, and now you are on fire to share what you’ve learned. Maybe, like best-selling author Kris Carr, you lived through cancer and want to write about your path to health. Maybe, like Jonathan Fields, you’ve started a few businesses and want to share insights about entrepreneurship.

“Survivors” often worry that their personal experience is not enough to earn them credibility or allow them to make a meaningful contribution, but consider these powerful strengths of this source of authority: You have an ability to move and connect with your audience that most formal experts on your topic don’t have. You can provide inspiration and role-modeling– not just information. You have insider insights that will help you create a more compelling offering for your audience.

But, be careful, here’s where you could get in your own way: it’s easy to over-generalize from your experience to that of others. If “survivor” is your source of expertise, tell your story as powerfully as you can, and pass on your lessons learned as just that – without making claims on having the truth or the solutions for everyone. People will listen up simply because you are honestly sharing what did and didn’t work for you.

You have an ability to move and connect with your audience that most formal experts on your topic don’t have.

2. The Cross Trainer

When an athlete cross-trains,they “train in a sport other than the one that they compete in, with a goal of improving overall performance.” In our context, the “cross trainer” is the physicist who takes a look at a problem in medicine, the family therapist who writes about fixing dysfunctional teams at work. Cross trainers have deep expertise in field “x,” and bring ways of thinking from field “x” to bear as they look at field “y.” Business leaders Whitney Johnson and Clay Christensen each apply theories on business development to personal development. Tom Ford applied his expertise in fashion design to cinematography when he created the stunning film, A Single Man.

Cross trainers make interdisciplinary connections and drive innovation. They see the blind spots of the conventional thinking in the field they’ve turned their attention to.

However, if you are a cross trainer, here’s where to watch out: you may miss seeing how insights from your field of expertise are not applicable to your new topic. For example, many MBAs have hindered nonprofits by assuming that all the planning tools and metrics used in a business should be applied to nonprofits to make them more efficient.

For cross-trainers, the charge is to be bold in asking provocative questions and making interdisciplinary leaps, but humble about the applicability of anything across fields. Focus on starting new conversations and prototyping cross-training-based solutions without assumptionsabout what will in fact apply across fields.

3. The Called

Then there are those people that dive into a project out of a sense of calling. They feel an inner, mysterious sense of “this work is mine to do.” Jessica Jackley felt outraged that conventional charity didn’t empower the poor to help themselves, and out of a persistent frustration with that status quo, and a sense of calling, began developing Kiva.org, now the world’s largest microfinance platform.

The called bring many gifts to their work.  They have sustainable passion. They have vision and – perhaps most important – ardent dissatisfaction with the status quo where insiders may have become resigned.

The challenge for the called is to trust their sense of calling. That is particularly difficult when they can’t find a logical reason why they’re attracted to a project, or qualified for it. The called generally feel that they don’t have what they need – and they aren’t who they need to be – to complete their calling.

Their charge is to start anyway in whatever partial way they can. They also need to gather mentors to fill in knowledge gaps –those who support (and aren’t threatened by) an outsider bringing new ideas and vision.

The challenge for the called is to trust their sense of calling.

4. The Specialist

In our culture, this type of authority is most validated and embraced. The specialist has formal training (degrees, certifications) or lots of work experience in the area of their project. They might also achieve their specialist knowledge by conducting extensive research on their topic.

Brene Brown, a professor of Social Work spent years conducting research on shame and vulnerability and now speaks and writes widely on these topics. Dr. Harriet Lerner honed her expertise with hundreds of clients in her private psychology practice before writing her best-selling books on our emotional lives.

The pluses of this kind of expertise are many: specialists have a sense of the standard industry knowledge on their topic. They have the benefit of industry networks. Because they’ve seen so many examples over the years, they can tell apart the trends and the outliers.

The downside? Specialists often get stuck in inside-the-box thinking. They can also get distracted with the politics of their field or in debates about minutiae. To avoid that, specialists must talk regularly with colleagues from related but different disciplines, and seek out rebels and dissidents at the margin of their fields, listening to their perspectives with an open mind.

***

Immeasurable contributions are lost because many of us think that #4 – formal training/work experience – is the only kind of legitimate authority. We usually don’t hold that belief when it applies to other people – we are thrilled to read that nonfiction book based on someone’s personal journey or to listen to the interesting TED talk by a cross trainer. But for ourselves? We think we don’t know enough.

To be sure, specialists are extremely important. We benefit enormously from living in an age when there is so much information available, when formal education is becoming more and more accessible, and when there are people with deep, specialized knowledge. All of that is invaluable – but it is not the only kind of value.

Identify which source – or sources – of expertise you bring to your current project. Leverage its strengths. Most of all, trust that it is enough – not because it enables you to know everything, but because it enables you to make the contribution you are uniquely qualified to make.

How about you?

How have you successfully framed your expertise?

Comments (105)
  • Mimi Broihier

    I love how you are a champion for realizing the amazing talents we hold within. We must recognize our own power. Thank you for helping us all see ourselves as the beings of great potential that we are.

  • Lyn O'Brien

    Fabulous insight! Thank you so much

  • Jonathan Lee Frazier

    I wish this site didn’t have so many copy errors. The errors really bring the credibility down a notch. Which is a shame, when the contributors are so highly qualified.

  • Ire

    but how do you assess what kind of expert you are? I understand them all but not sure if I relate to any?

  • jkglei

    Hi Jonathan- I keep watch on the content and I sure hope we don’t have lots of copy errors! Your comment did make me catch a few things we’d overlooked in this piece, however. Really appreciate the feedback, and will be keeping a close eye on this! Do keep reading. : ) – Jocelyn // EiC, 99U

  • Muchemwa Sichone

    Thank you very much…I have been struggling with WHEN TO SPEAK out as well and share my experiences but was thinking – maybe i should let my business grow just a little more before i can get out there and start talking about enterprenuership. This is timely…from Africa, Zambia, Lusaka

  • Karen Steele

    Great article and way of describing this! Loved it!

  • Patrice Salone

    Regardless of your type, it takes confidence, courage, and faith that some are lacking.

  • webnavgal

    Brilliant distillation of something, often so murky and nebulous for some. Simplicity is never simple, but this is perfectly simple and perfectly beautiful clarification for so many that are hung up on framing their “expertise.” Will be sharing this article with many! Thanks so much, Tara!

  • Bernard Winsemius

    This is so nice, this identifies my skills much more accurate. Thanks and thanks twice because I read the 10 tips for brilliant woman too and shared it with my wife. Because she is really briljant! I’m grateful for your contribution.

  • Ludo

    This article is a must have. I discovered that I’m a bit of these 4. So strange…but not bad?

  • Dr. Santalynda

    I couldn’t agree more…even the specialist can hold back.

  • Ron Bloomingkemper Jr

    Just yesterday a buddy and I were discussing our inadequacy about launching a new business, and a personal project I’ve been working on for years. After reading this article I realized my story is in all four categories, which encouraged the crap out me. I’ve been listening to the wrong people in life, mainly my own inner critic.

    Thank you for the revelation and motivation to tell my inner demon to piss off. My creative work is not a selfish act or a bid for attention but it’s the gift I’d like to bring to the world, just as we all have a gift the world is begging us to bring forth. This post reminds me of what Steven Pressfield tells us, “don’t cheat us of your contribution, give us what you’ve got.”

  • stevemouzon

    I completely agree with the core premise of your post. I’d also add that you don’t have to be any of the above when you begin a longer project like a book… you just have to have passion, commitment, and a working knowledge of the subject. OK, so maybe that makes you Called? But in any case, if you have those three things, you’ll definitely become an expert in the subject before your book or whatever is complete. I’ve written over a dozen books in the past 14 years or so, and was clearly unqualified to write each of them when I began.

  • yasalaam

    Great article. I’m a blend of the first three, methinks.

    BTW, there is a typo second to last paragraph: “in an age when there is so information available” should contain the word “MUCH”

  • Sean Blanda

    Fixed! Thanks for the heads up!

  • Benjamin W Roberts

    Compelling and encouraging article! I guess I would fall into the “Calling” expert. When I started freelancing a year ago, I didn’t feel I had the knowledge to be a good web designer, but felt “called” to help churches and non-profits. I still don’t think I’m an expert but I’m trying to learn something new everyday.

    This article was a huge help and boost in confidence!

  • Allan White

    Absolutely. I see a bit of myself in all these archetypes (perhaps that makes me a cross-trainer!). I have struggled to articulate my value proposition in my organization at times.

    Love the art BTW – that alone made me click through to read this excellent article.

  • Samuel Daines

    Creates four stories of the value one can provide, out of a universe of possibilities. Brilliant.

  • ana soto

    This is pure inspiration! I would love to translate it to spanish! (if you don’t mind, please let me know) I know a lot of people with very interesting things to share, like my mother, (who doesn’t speak english very well) and other young entrepreneurs with this same problem! Thank you very much, really.

  • Karen Tiede

    Why do you want us to share this on everything BUT Pinterest?

  • HongVan

    Thank for help me out

  • Kim Tso

    Love this article. Would have liked it even more if the at least some of the people pictured were women.

  • Matt Mascarenas

    The best one minute I’ve spent today. I read faster.

  • indygirl

    Substantive, valuable guidance and insights that serve not only those who need confidence they have something to contribute — but all those who will benefit from their passion and knowledge when they finally DO act to share it. And it personally gives me a major incentive not to turn down speaking engagements, despite my credentials and experience in my field, because I think I’m too old. No excuses! The world still has need of us all, and thank you Tara, for the gift you just gave in reminding us of that.

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