What is the value of an expert? In an age where information is free and available (without even typing—thank you Alexa), logic would seem to indicate a reduction in value. If information is free, how does the "expert" survive?

And yet, in this unique moment in history, we see an overall rise of interest in "experts" and "gurus." It turns out that we need to update our definition of an expert.

What does it mean to be an expert in an age where information is so freely available?

Here's why this matters: in the age of infinite information availability, it's more vital than ever to realize that expertise is a reflection of your standing within your community, not simply your academic standing.

If we believe that copious study leads to expertise, then we are more likely to forget that our study must serve our community first—and we'll end up unpleasantly surprised that our "expertise" is rejected.

Let's look at three essential factors of expertise:

Experts are human filters. As an expert on attention and distraction, I don't get paid to simply give information clients can't find for free.

That almost doesn't exist. Instead, I am paid to identify and select what information clients actually need to know, in order to solve their problem. I filter and collate information to maximize its usefulness.

Experts don't (usually) need notes. Let's be clear, knowledge accumulation is useful. The ability to communicate with clarity about a particular topic, without having to resort to a Google search, is still an essential ingredient of building the credibility within a community.

I had an excellent series of interactions with a specific employee at Nebraska Furniture Mart as I shopped for a television.

I now consider that person "my guy" when anyone mentions needing a TV—as far as I can tell, he knows everything about TVs, and is great at communicating to bridge the gap between need and product. Which brings me to the final factor:

Experts are always "ours." There's no such thing as a universally acknowledged expert (except perhaps Kanye West as an "expert in humility").

We each find our own experts on any number of topics, by identifying those we are connected to who align themselves with our chosen communities and values.

The truth is, you will never accumulate more knowledge than Google. You will never have "better" ideas than the top retweets on Twitter.  An expert is ultimately defined by interaction with their community, not by the breadth of their knowledge.

Consumers feel more engaged by those who they feel understand what they are going through and can engage on a more personal level.

After all, "consumers" is a fancy word for "people."  When we network within the communities we are trying to reach, we have a far better chance of assuming the role of expert for that community.

Take Showit as an example of this principle. Showit is an online software company that helps creatives build websites with an emphasis on photographers. 

In my interview with Todd Watson, the CEO of Showit, he discusses how his company not only made a platform that was more conducive to creatives, but they have a commitment to being a integral part of the creative community.

Watson mentions that Showit doesn’t just aim advertising at creatives, but is committed to building up the community of creativity by hosting events and engaging with creatives on a personal level.

This helps Showit gain credibility and be seen as experts—by simply being a part of the community they are trying to reach.

Think about the people you want to vote for when it comes to your school board. You’ll notice, candidates don’t just talk about their qualifications and their beliefs.

They also try to connect with their consumers—voters (yet another fancy word for "people")—by taking part in community events and relating to their constituents. This helps solidify their image as experts within the community they are trying to reach.

It’s not enough for them to have education experience. They also need experience within the community they want to serve.

When we understand this, we can see that it’s not only important to have the knowledge, but also to be given the role of expert by our community. While the internet can provide information, it cannot connect with consumers on a personal level.

Understanding this can help us better focus the code of our brand to mirror that of the communities we are trying to serve, and help us become an expert within those communities.

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