It is quite obvious!
The more experienced you are in any given subject, the better it is for you as a business. It’s one of the sole reasons why a client may pick you over another but does being an expert really mean that much?
Several big brand name brands became leaders without being experts. These businesses had credibility and typically they would have played to their expertise in order to remain a big name brand. What they actually did was take a risk and play to their weaknesses instead.
Here’s a few examples :