Domain knowledge vs. vertical knowledge
Ok, so I broke the cardinal debabblog rule and used a babble-ridden title. Just to clarify, I'm referring to the inherent conflict between those with knowledge of a general area (such as website development) and those who know an industry vertical (let's say insurance or healthcare).First, though, an anecdote. My wife and I just finished painting our master bedroom yesterday (Thursday). The planned date of finishing was last Sunday. To make a long story short, the project took six days and 4.1 coats of paint, mostly because we (read that "I") didn't listen to the people who said (1) Don't ever paint a room red, and (2) If you have to paint it red, use a deep-base primer. Of course, this is MY house, and these people obviously had no idea what they were talking about. Fast-forward to yesterday, and, well, let's just say that I am no longer master of my own domain.
This got me thinking about a common struggle I've had with clients over the past nine years, the problem of convincing them to listen to me, an internet expert, as I tell them how to operate a part of their business (in various industries, which I may know little or nothing about). The problem is, both sides are often right. I and others like me do (on occasion) know what we're talking about, and the client does know their business. Bridging that gap sometimes means evolving your practice and expertise into an industry niche, but often it just requires listening. Yes, ultimately, I know more about my house and walls than outsiders, but the rules of good painting also apply.
