If everyone is an expert, then no one is.
Claim your Expert Signature in a world full of noise
Last week on LinkedIn, I shared a tongue-in-cheek post detailing my daily routine.
💤 In the evening, I journal, meditate again, do a 17-step skincare routine, hoover the bed, and pray to the sleep score gods for a 96% rating.
Let me be clear - this is a joke!
I wrote this post, because everywhere I turn now, I am bombarded with advertisements and admonishments that if I don’t do this specific thing, or buy this specific product, I will quickly end up totally irrelevant, nutritionally depleted, saggy-skinned and ultimately sub-optimal.
These posts and adverts are highly believable. They cite ‘real’ stats. They have convincing testimonials. There is a clear narrative of what will (or will not) happen if you don’t agree with their expert advice. (and buy whatever they’re selling.)
So everyone, it seems, is now an expert. All it takes is a convincing story and a few (unverified) stats, and voilà — you too can convince thousands you’ve cracked the code to life, success, or collagen retention.
The result? We're drowning in a sea of confident advice, much of it questionable — and left wondering what or who we can really trust.
For those of us trying to show what we bring to the table without shouting or resorting to clickbait wizardry, the challenge is clear: we need to explain our unique value in a way that actually gets noticed — without losing our dignity in the process.
The expertise pollution problem
When everyone claims expertise, three things happen:
Decision-makers get overwhelmed by choice and start selecting based on volume rather than value.
Real experts become invisible because they can't compete with manufactured urgency and clickbait insights.
Trust erodes because audiences can't distinguish between genuine knowledge and performance.
This is why finding your Expert Signature matters more than ever. This is your way to cut through the noise.
The Expert Signature Framework
Your Expert Signature is the unique intersection of what you know, how you think, and what you've experienced that no one else can replicate. Picture an iceberg. Your Expert Signature is the tip of the iceberg that points to - and is informed by - the breadth and depths of your expertise.
Here's how to find yours:
Step 1: The intersection audit
Map out three circles:
Domain Expertise: What you know deeply (not just competently).
Thinking Style: How your brain works differently.
Experience Filter: What you've lived through that shapes your perspective.
Your signature lives where all three overlap.
Step 2: The context questions
Answer these five questions honestly:
What problem do people bring to you repeatedly? (Even when it's not officially your job)
What do you see that others miss? (Your unique pattern recognition)
What conventional wisdom do you quietly disagree with? (Your contrarian insights)
What's your failure/learning story that no one else has? (Your distinctive scar tissue)
What do you make look easy that's actually hard? (Your invisible expertise)
Step 3: The signature statement
Complete this sentence:
"I help [who] with [what] by bringing [your unique combination] that others can't because [your distinctive experience/perspective]."
Step 4: The proof points
Identify 3-5 specific examples that demonstrate your signature in action. These become your go-to stories, case studies, and evidence points.
I’ll volunteer to be your example:
I’m a business advisor who's built her career stepping into high-growth environments:
Domain Expertise: Operational leadership, scalable systems design, and customer experience transformation.
Thinking Style: "Untangling complexity" - I see patterns in chaos and translate complex operational challenges into actionable solutions.
Experience Filter: A decade of stepping into messy, high-growth environments across start-ups and scale-ups where processes and people aren't aligned.
Signature Statement: "I help high-growth companies scale sustainably by bringing clarity to operational chaos and building systems that work in harmony, which others can't because I am able to cut through the chaos and see how to restore order. As a result, I have repeatedly turned complexity into lasting, practical solutions."
Proof Points:
Deliveroo transformation: Streamlined global restaurant onboarding by centralizing data, improving experience, and enabling self-service across complex international operations.
Vita Mojo feedback system: Built a lasting, simple, structured, and transparent feedback system that stuck long-term.
Signature methodology: My "untangle complexity" approach combines relationship-building with process-driven efficiency.
Consistent pattern: I have a track record of stepping into situations where "things are a bit messy" and leaving them systematically better than I found them.
Measurable impact: Proven ability to eliminate bottlenecks, scale operations, and align teams across different organizational contexts.
This isn’t me claiming to revolutionise your life - or your company - in minutes through my simple-3-step-process. This is a simple, clear and effective way to demonstrate what I do, how I do it, and the results I have.
It is my Expert Signature.
It is what makes me, me.
Your signature is your moat
In a world where everyone claims to be an expert, your Expert Signature becomes your competitive moat. It's:
Specific enough that you're not competing with everyone
Valuable enough that people seek you out specifically
Authentic enough that you can speak about it with genuine authority
Defensible enough that others can't easily copy it
The goal isn’t to be the loudest voice in the room — it’s to be the one people turn to when it really matters.
Your action item
Take 15 minutes right now and work through Steps 1 and 2 of the framework. Write down your answers. Don't overthink it - your first instincts are usually closest to your truth.
Your Expert Signature is already there. You just need to claim it.