The Expertise Problem

As an expert, you know how everything fits together—you've seen the whole picture before. But your customers are different. They're just beginning and only have one piece of the puzzle. And they need your help to solve it.

It's your job as an expert to help them put the puzzle together. You take that piece and connect it with the others until everything falls into place.

However, your customers don't always need to see all the puzzle pieces right away. Giving them more than they’re ready for might just scare them off or waste their time.We might think we're helping by offering more and diving into the details, but we might just be doing the opposite.  

Sometimes, less is more.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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