Industry Expertise: You Know it When You See It

However, like the customers who don’t take these advertisements into consideration, having seen it in so many other windows, buyers may glaze over a…

However, like the customers who don’t take these advertisements into consideration, having seen it in so many other windows, buyers may glaze over a claim of industry expertise without deeper examination. It’s  a claim that loses its meaning. Varying terminology adds to the noise from “industry knowledge” to “industry expertise”, the latter of which is a stronger phrase. “Industry experts” is even stronger and suggests that a firm actually has the people who can deliver, and not just generalized industry familiarity from past engagements. A sign that advertises the best cup of coffee maybe missing some fine print, like it was the best cup 20 years ago. The point is, smart consumers break down terminologies to distinguish one product from another and uncovering meaning in the “expertise” language being used can help set expectations and separate the wheat from the chaff.

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