IF YOU CAN'T EXPLAIN IT SIMPLY, YOU DON'T UNDERSTAND IT
This is a direct quote from Albert Einstein. There is arguably no area of study more complex than physics and the man considered by some as the greatest physicist of the 20th century, believed that he should be able to explain his work in terms mere mortals can understand.
And…he could.
And … that he could demonstrates his understanding of physics
I raise this example with the words of so many search engine optimisation (SEO) consultants ringing in my ears. Not only do most SEO consultants use jargon and explain things in terms that are difficult for some to understand – demonstrating they don’t really understand it themselves – but they actually tell you it is hard to ex[plain and understand – demonstrating that they don’t understand it all as well as they should.
Really understanding something – indeed anything – means that you can break the complex down into simple ideas and concepts – and most SEO and digital marketing consultants lack this ability.
Of-course, this does not only apply to SEO and digital marketing in general. It also applies to other aspects of digital technology and technology in general. All of these areas are over- burdened with people who do not know what they are doing well enough to explain it to non-experts. They might know the jargon and the seemingly insightful ideas – but they don’t really understand it.
And… if they don’t really understand it, how could they be the best person to engage.
And…. If they cannot explain it to you so you truly understand – why would you hire them
My first test for any consultant, is – can they explain the requirements of the brief, their approach they will take to it, the timing, the outcomes and the magic that will deliver those outcomes in terms I can understand and work with.
For me to do otherwise would be bizarre.