Death of the ‘Expert’

Summary: Ah yes, the Subject Matter Expert (SME), where art thou? When studying to enter into the world of AdLand, we were taught how important it was in business and in advertising to position yourself as an SME. That’s how you got attention. That’s how you beat your competition.

That’s how you win business.

In our early professional life as an AdLand resident, the teaching was confirmed.