Yousaf Yunes discusses the critical importance of being an expert in one's field, particularly in PPC and digital marketing. He emphasizes the detrimental effects of misrepresentation and the need for proper mentorship and training. The conversation also highlights clients' responsibilities in managing expectations and the importance of following expert recommendations to succeed. Yousaf shares personal anecdotes to illustrate these points and stresses that true expertise is demonstrated through experience and results.   takeaways Being an expert is crucial in any vocation. Misrepresentation can harm both individuals and the industry. Clients must take responsibility for their own success. Proper mentorship is essential for growth in PPC. Conversion setup is vital for effective advertising campaigns. A CRM is necessary for tracking lead quality and behavior. Expert recommendations should be followed for best results. You cannot command expert wages without proven expertise. It's important to set clear expectations with clients. Expertise is demonstrated through experience and results. titles Are You an Expert? The Dangers of Pretending to Be an Expert Sound Bites "Are you an expert in your vocation?" "You need to level up immediately." "They didn't do any conversion setup." Chapters 00:00 The Importance of Expertise in Business 04:35 Consequences of Incompetence in PPC Advertising 09:38 Becoming an Expert: The Path to Success