Knowledge needs a shape
Your expertise is not the product yet
Expertise is raw material. For it to become a business, it needs to be shaped into an outcome people want, a format they can buy and a journey that helps them trust the value before they commit.
Signals to notice
01
You can explain what you know, but not what the buyer gets.
02
Every sale requires too much custom explanation.
03
The value lives in your head instead of the customer journey.