The Non Experts pride themselves on knowing something about everything. As business-to-business consultants who tend to work with clients a little behind the times technologically, they work across several industries providing "honest, consumer-minded insights and recommendations." By being aware of what's going on in the world on a macro level, The Non Experts are able to institute successful change by delivering insight on opportunities that might lie outside of the client's industry scope — after all, being an outlier helps deliver innovation that can create big change in a hurry.
While it might seem like a big job, The Non Experts find opportunity pretty much everywhere by "maintaining a continuous understanding of what's going on among digital and consumers." They read, they Tweet and ultimately base their client recommendations on solid strategy and action. At the end of the day, it comes down to finding and implementing solutions that make their clients more relevant and more successful.