When food stays on the shelf past its expiration date, it is considered unsalable and unfit for consumption. The same is true for expertise and expert performance; these always have an expiration date.
Food producers have known for centuries that four factors determine how long perishable products will retain their freshness: 1) the formulation of the food, 2) the processes used in production, 3) the packaging, and 4) the storage conditions. These four things define the expiration. Any change or variability in these factors will impact shelf life.
Expertise and expert performance can be seen through a similar lens: 1) They have a formulation and means of production; 2) They are packaged and stored; 3) Consequently, they have a shelf life; and 4) They do not last forever. They are only good for so long.
All four of these factors are being buffeted. The formulation of expertise is changing. What constituted expertise a few years ago does not necessarily constitute expertise today. The path and means of production are changing. Does an SME need a bachelor’s degree or even a PhD—or maybe no degree at all? The packaging of an SME is changing. What does an expert look like, sound like, or act like? And, of course, the means of storing expertise is changing dramatically as well. Must expertise be captured in a blog or a YouTube video? And if it is, when does it expire?
Food producers have made tremendous strides in extending the shelf life of our perishable foods. They have tweaked and adjusted all four key factors that determine it. SMEs, on the other hand, are becoming increasingly perishable. The raw ingredients and means of production of expertise are plentiful. The packaging is endless and the storage infinite.
Rarely do SMEs consider their own shelf life, but one thing is certain: Whatever an SME’s shelf life was a decade ago, or even a year ago, it has changed since then. What to do? You can expand your shelf life with better formulation, more effective production, compelling packaging, and improved storage.
