The problem with experts is they think they're supposed to know everything.

Not because they necessarily have huge egos.
I think it's more so because of the programming.

Somewhere along the way, we decided that “expert” meant:

-always certain
-always confident
-always having the answer

Because if you, the expert, don't know...
Won’t people lose trust in you?
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I believe the opposite is true, actually.

I'm writing this email after an initial chiro appointment.
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Chiro Doc: "Most people with frozen shoulder are diabetic, have thyroid issues or have had physical trauma. You've had neither so I'm not sure why that happened. We can try x for y reason and see how your body responds."​
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Boom. Instant trust.
It was his willingness to a) admit that he didn't know and b) to customize his approach.
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I'd seen two other experts before him—a GP and a physiotherapist. The way they spoke was as though they had a PhD in frozen shoulders.
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But when I wasn't making progress with their prescriptions, they both said I just needed to accept that I'll never regain mobility in that shoulder.
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Physio guy said that the most I can expect is a 60-70% recovery.
I'm currently at 98%, no thanks to those two.
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I don't know if Chiro Doc will be able to help me get to 100%—but I trust that he won't bullshit me. And that is the reason why I'll refer him to friends and family. And write about him in this here newsletter. 🙃

If you've ever been on the receiving end of canned answers to complex problems, overconfident takes on nuanced situations, blanket frameworks prescribed as guarantees…you know how it feels.
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It feels like bullshit.

Because, in most cases, it does depend.
And there are variables and nuances to consider.
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I'm convinced that one of the fastest ways to build trust is not by performing certainty but by:
-demonstrating discernment
-adjusting based on context
-being upfront about the unknowns
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The bad news is: performative certainty is more common than the above three behaviours
The good news is: performative certainty is more common than the above three behaviours. So if you dare to share your expertise in a way that is discerning, upfront, and nuanced—you stand out. And it feels incredibly liberating, too.
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As usual, I'd love to hear how this landed for you (feel free to disagree). Hit "reply" to share your thoughts.
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Natalia
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P.S. In my one-hour 1:1 consultations, you don't get performative certainty or blanket frameworks. What you get is my recommendations customized to you. So if you want my help figuring out a specific marketing challenge, apply for a 1:1 Power Hour and I’ll let you know if it’s a fit (if not, I’ll try to recommend a more suitable solution).
It costs $799 but if you qualify for the Where’s My Keychain discount, you save $150 (only till May 11th).
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