Finding an expert today is like having a conversation in a nightclub with a pretty girl, while the base booms through your arteries.
Expertise is hard to find. Everyone is advertising themselves as experts these days. And so few are.
To make the wrong decision and spend good money after bad experts seems to be more common than ever before.
There was a time when there were only one expert in a category. We knew them, or we knew someone who knew them. They were the busiest. They didn't have to advertise. Customers took care of that for them through word of mouth marketing.
And then one day, something changed. The internet came along. Choices grew. Business became a battleground.
The busiest couldn't do any more business, so all the others would brawl for the remainder of the pie. They would quarrel on price, service, and time. They would argue who was better. And all claimed to be the best. But customers knew who was the best because their friends would tell them. The BEST was already extremely busy. He didn't need the extra work and therefore didn't need to brag.
Actually he never bragged.
I was thinking about this scenario recently as it applied to softball. When a newcomer moves to town and wants to play softball, he puts his name on a "spare" list to get picked up by a team. There are about 50 new names every year added to the list. In every case, when that player brags about his ability, he's a dud.
I watched a guy who was supposed to be really good, strike out four times this week. In a game where strikeouts are rare, he demonstrated his expertise at failing.
In other cases, I've heard guys, with complete humility say that they had played a bit and would like to come out and have some fun with new found friends.
In a noisy world, when a company brags about themselves, I believe they are overcompensating for something they are not. Just like in softball, the braggarts are not the best. The company that doesn't brag is the better choice.
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