EP017 | A Subject Matter Expert Manifesto, with Shelley Rostlund

The Brand Compass

14-04-2023 β€’ 17 mins

In this episode:

I shine a light on the term: subject matter expert. Its occurred to me that this is a bit of a mystery for people. Heck, I'm not even sure I really like the term.

I feel the challenge is that without fully understanding who you are in the eyes of your ideal customer or client - could mean that you’re miscalculating your worth and value. If you don't identify yourself as a subject matter expert and don't necessarily see how powerful you are for the people you serve - then we need to dig into this term and get you more comfortable with it.

On the flip side, I also tackle what not many will...and that is: how do you qualify a subject matter expert? My belief is that there are three big areas of responsibility for subject matter experts or knowledge workers.

In this episode I share how I value TRUE subject matter experts, and how they need to hone in on what I call their proficiency ratio to really position their personal brand well.

I'd love you to listen and then let me know what you think about what I think is the beginning of a manifesto for great, compelling subject matter experts. Ones who focus more on how they help those that they serve, rather than on how fast they can grow the number of their followers.

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Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.

South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.


All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

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