Becoming the Go-To Expert with Alex Moscow

Alex Moscow

Alex Moscow is a public relations and visibility expert with more than 25 years of experience helping leaders turn their knowledge into authority. He began his career working with major organizations and senior executives to build media profiles that positioned them as thought leaders. Over time, he shifted to working with growing businesses and realized that smaller brands often have more valuable insights, yet struggle to communicate them. Today, Alex teaches entrepreneurs how to leverage their experience, package their expertise, and become the go to experts in their markets.

Here’s a glimpse of what you’ll learn:

[01:20] How Alex began his PR career and why thought leadership became central to his work.
[02:28] Why smaller brands often struggle to get attention in traditional media.
[03:38] How Alex helped growing businesses gain more coverage than their larger competitors.
[04:37] How entrepreneurs can audit their minds to uncover expertise worth sharing.
[05:05] What actually defines an expert and why most people underestimate themselves.
[06:00] Examples of true go-to experts and what makes them stand out.
[06:58] The biggest mistake businesses make when trying to attract clients.
[07:50] Why your website should be a mirror, not a window.
[08:49] How audiences decide whether your brand is right for them.
[10:28] Why B2B buyers make decisions emotionally, just like consumers.
[11:12] How to proactively build your expert positioning.
[12:21] Identifying myths, outdated wisdom, and beliefs that hold your audience back.
[13:32] Why the real barriers to progress are often internal, not external.
[14:23] How to use valuable insights to cut through market noise.
[16:05] The concept of “results in advance” and how it builds trust.
[17:10] How to offer low risk value that helps your audience move forward.
[18:00] Why creating content is the hardest part of becoming a go-to expert.
[19:26] A powerful question entrepreneurs can use to unlock content ideas.
[20:12] How to uncover the deeper problems clients face beneath the surface.
[21:29] Where to find Alex and how to learn more about his upcoming course.

In this episode:

Becoming a go-to expert is not about having more credentials or building a bigger product. It is about communicating your expertise in a way that resonates with your audience.

In this episode of Systems Simplified, Adi Klevit interviews Alex Moscow, a PR strategist who has spent more than two decades helping leaders uncover their insights and turn them into meaningful authority. Alex explains why most businesses mistakenly focus on selling their products instead of demonstrating their expertise, and why audiences respond to stories, relevance, and results.

He also breaks down how to audit your mind for experiences worth sharing, how to identify beliefs and myths that slow your audience down, and how to use small, low risk pieces of value to build trust. Alex outlines the difference between noise and signal, why B2B decisions are emotional, and how entrepreneurs can establish expert positioning long before any media exposure.

Resources mentioned in this episode:

Quotable Moments:

“A go-to expert is not someone who has expertise. It is someone whose market knows they have expertise.”
“Your website should be a mirror that reflects your ideal client back to themselves.”
“People buy based on how you make them feel, not based on the features of your product.”
“Your experience and insight are the signal that cuts through the white noise.”
“Results in advance build trust long before a sale is made.”

Action Steps:

Audit your experience to identify lessons, insights, and myths you can address.
Shift from promoting features to demonstrating relevance, expertise, and outcomes.
Turn your website into a mirror that reflects your ideal client’s challenges and goals.
Share valuable low risk insights that help your audience gain small wins.
Identify old beliefs and traditional wisdom in your industry and challenge them.
Use stories to highlight results and demonstrate your understanding of client problems.
Build your authority consistently through content, clarity, and confidence

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