The "Expert" Who Refuses to Be One

How I Discovered the Power of Not Knowing

For most of my career, I played the expert game. I had the polished LinkedIn profile, the confident social media posts, the "I've got it all figured out" persona. And I was miserable.

Not because I was unsuccessful—I was doing well by traditional standards. But because I was constantly terrified someone would discover I didn't have all the answers. I was living in the exhausting space between who I was and who I thought I needed to be.

The breaking point came during a client presentation. I was pitching a marketing strategy I'd used successfully before, but this client's situation was unique. Instead of admitting I wasn't sure about the best approach, I doubled down on confidence. I gave them a plan I wasn't certain about, delivered with the authority they expected from an "expert."

The campaign failed. Not catastrophically, but enough to sting. But here's what surprised me: when I called the client to discuss what went wrong, they weren't angry. They were grateful. They said, "Finally, someone who's honest about what doesn't work."

That conversation changed everything.

You Don't Have to Be an Expert

I started experimenting with radical honesty. Instead of pretending I had all the answers, I shared my questions. Instead of showcasing only successes, I documented failures. Instead of positioning myself as the expert, I positioned myself as a fellow traveler.

The response was immediate and overwhelming. People started engaging with my content in ways they never had before. They shared their own struggles. They asked better questions. They trusted me more, not less.

I realized I'd been solving the wrong problem. I thought people needed an expert to follow. What they actually needed was a guide to walk alongside.

That's when the "You Don't Have to Be an Expert" philosophy was born. It's not about lowering standards or accepting mediocrity. It's about recognizing that expertise is a journey, not a destination. And that journey—with all its uncertainty, failures, and discoveries—is exactly what your audience needs to see.

Why Documentation Beats Creation Every Time

The traditional approach to building an online business is backwards. We're told to:

1. Become an expert
2. Create content about your expertise
3. Build an audience
4. Sell to that audience

But this approach has fatal flaws. First, it assumes you need to be an expert before you start. Second, it treats content creation as separate from your actual work. Third, it positions you as separate from your audience—you're the teacher, they're the students.

My approach flips this entirely:

1. Start where you are
2. Document your learning process
3. Build community around shared growth
4. Monetize the journey, not just the destination

This isn't just more authentic—it's more effective. When you document instead of create, you're never stuck for content ideas because your content is your life. When you build community instead of audience, you create deeper engagement because people feel part of something, not just consumers of something.

What Happens When You Embrace Non-Expertise

Over the past five years, this approach has helped me build a business that's generated over $2 million in revenue. But more importantly, it's helped hundreds of creators break free from the expert trap and build businesses that feel authentic and sustainable.

My clients don't just make money—they make meaning. They don't just build audiences—they build communities. They don't just create content—they create connections.

Because when you stop trying to be the expert and start being yourself, magic happens. You attract the right people. You repel the wrong ones. You build something that matters, not just something that sells.

Behind the Business

When I'm not helping creators embrace their non-expert status, you'll find me experimenting with new coffee brewing methods (and documenting the failures), attempting to learn Spanish (very slowly), and spending time with my family in Melbourne.

I believe in practicing what I preach. My own business is a constant experiment, and I share the behind-the-scenes reality—the wins, the losses, the pivots, the doubts. Because if I'm asking you to be vulnerable, I need to be vulnerable too.

I'm not perfect. I don't have all the answers. I'm still figuring it out. And that's exactly why I can help you figure it out too.

A World Where Authenticity Wins

I envision an internet where people feel free to share their real journeys, not just their highlight reels. Where expertise is seen as a process, not a prerequisite. Where community matters more than follower count, and authenticity beats authority every time.

This isn't just about business—it's about humanity. When we stop pretending to be perfect, we give others permission to be human. When we share our struggles, we help others feel less alone. When we document our growth, we inspire others to start their own.