Happy Valentine’s Day! I know it’s supposed to be a day for love but I want to focus on something I don’t love: gurus. OK, it’s not just gurus. It’s ninjas, wizards, mavens, and other self-proclaimed experts. I’m sick of them and, more importantly, I’m wary of the damage they cause. Let me explain and maybe I can bring you over to the dark side.
First, let me be clear about whom I speak. Generally, these are people who seem to spend a hell of a lot more time explaining how great they are at something rather than actually doing anything worth noting. Their professional profiles use words like ninja. I did a quick search and came up with over 60,000 results for that word on LinkedIn. Do any of them know what a ninja actually is? According to Wikipedia, it’s a
mercenary in feudal Japan. The functions of the ninja included espionage, sabotage, infiltration, assassination and guerrilla warfare. Their covert methods of waging irregular warfare were deemed dishonorable and beneath the samurai, who observed strict rules about honor and combat.
I’m not sure any businessperson wants to hire a dishonorable assassin but I could be wrong. Yes, I get that the meaning of words changes over time but if you mean to say you’re an expert, say it. Maybe they can’t because they’re not really experts at anything other than self-promotion.
Speaking of misused, overused job titles, let’s move on to “maven.” A maven is an expert, actually a “trusted expert in a particular field, who seeks to pass timely and relevant knowledge on to others in the respective field.” The key words here are “trust” and “expert.” I’ve checked out a few “mavens” and when well over 75% of their social followers are fake and they’ve been in their field of practice for under 5 years, I think they’re neither trustworthy nor experts.
We all have personal brands. Some of us work very diligently at getting that brand out there and others of us do great work and hope that work speaks for itself. I’ll admit that I probably should have done more self-promotion over the years although in my defense there weren’t the opportunities to do it on one’s own as there are now. I still rely on clients to bring me other clients and on readers of the screed to do the same. I try to connect with people I know and respect, focusing on quality.
Does any of this make me a guru? A maven? A freakin’ ninja? Nope. I’m just a guy who’s been at this for longer than most of the self-promoters have been alive and who has already made most of the mistakes they’re going to make, probably using someone else’s business to do so. Is it self-promotion to say I’ve already learned from the mistakes they’re going to make so they won’t happen in the first place?
If you’re a guru, act like one. Be the one who dispels the darkness and takes towards the light. Be a counselor and an inspiration. A ninja? Not so much.