Expertise is dead. And experts killed it.

Have you ever seen an ad from someone on Facebook (or while conducting a Google Search) that claimed the presenter was an “expert” or a “guru” at some business-related topic? For example, imagine an ad that says something like this: “I’ve helped businesses generate $1MM+ in new leads” or “I’m the marketing guru who can help you double your ROI.” There’s usually someone in a suit there too, smiling at the camera.

Sound familiar?

That’s because every independent contractor, agency, and consultant in the world is competing on…