A lot of the time, we think we’re paying experts for their technical skill. But we’re also paying for Good Judgement.
Technical skill is the ‘What’. Good Judgement is the ‘Who’, ‘Where’, ‘When’, ‘Why’ and ‘How’.
A person with technical skill can charge by the hour and do whatever you ask.
A person with Good Judgement won’t just follow orders. They’ll tell you what work needs to be done. They’ll know the territory. They’ll have tested similar ideas dozens of times before. They’ll understand the value you’re looking to create, and how to achieve it.
Good judgement is hard to find – and even harder to quantify. If you’re asking an expert to ignore their judgement and just do what you ask, you’ll end up with work that no one is happy with.