01
Excavate
We work from real examples to surface the decisions, cues, exceptions, distinctions, and judgment you use automatically.
EXCAVATING INVISIBLE EXPERTISE
Your expertise should work without you.
The better you get at what you do, the more of how you do it disappears from view.
I help experts and practitioners uncover that invisible knowledge and turn it into frameworks, products, services, and systems other people can use.
Field Observations
You may have an invisible expertise problem if…
- 01
You can do the work more easily than you can explain how you do it.
- 02
Other people can follow your steps but still cannot reproduce your results.
- 03
You keep correcting work because you can tell something is wrong, even when the rule you are using is difficult to put into words.
- 04
You have years of ideas, stories, methods, and experience but struggle to organize them into something you can teach or sell.
- 05
You want AI to work more like you do, but most of what makes your judgment valuable has never been documented.
- 06
You have tried to create a course, framework, book, service, or process and discovered that deciding what belongs in it is harder than expected.
These are not signs that you need more expertise.
They are signs that some of the expertise you already have has become invisible.
Not ready to choose an engagement?
Start by finding where your expertise is getting trapped.
The Invisible Expertise Snapshot helps you identify where the knowledge behind your results is becoming difficult to explain, transfer, or scale.
Use it to see where the biggest gap is before deciding what to build.
The Cost
When your method stays in your head, you stay in the loop.
The more your work depends on judgment no one else can see, the harder it becomes to transfer the value you create.
- You have to explain the same things repeatedly.
- Delegation only goes so far.
- Training captures the steps but misses the judgment.
- AI produces generic output because it does not have access to the context you use automatically.
- New products and services take longer to develop because you are trying to organize years of interconnected knowledge at once.
- Your expertise creates the result, but you remain the infrastructure supporting it.
Making that expertise visible changes what becomes possible.
Expertise Translation™
Turn automatic judgment into something other people can use.
Expertise Translation™ is the process I use to uncover the knowledge hidden beneath expert performance and rebuild it into a form that can travel. We look beneath what you do to identify how you think while doing it.
02
Structure
We identify the patterns underneath those examples and organize them into principles, stages, decision rules, relationships, or other useful structures.
03
Translate
We turn that structure into something another person—or system—can actually use: a framework, decision tool, playbook, training asset, product, service, AI skill, or repeatable method.
The goal is not to document everything you know.
The goal is to capture the parts of what you know that make the difference.
From the Field
See ten years of expertise become an onboarding system.
For this demonstration, I started with a recurring situation from my work as an instructional designer: reviewing a training request and deciding what should happen next.
Demonstration built from Shannon’s instructional design expertise.
A
What I started with
Ten years of experience reviewing training requests, recognizing when training would not solve the problem, and knowing what information was missing before a project could move forward.
B
What I excavated
The decisions beneath the review: separating training from non-training problems, assessing the audience and performance need, identifying missing information, and recommending the appropriate next step.
C
What it became
An onboarding source set that can help an experienced instructional designer who is new to a SaaS company review training requests correctly. The expertise can now support a first-week briefing, an audio overview, and an FAQ.
Three ways to begin
How far are you ready to take your expertise?
You do not have to explain everything you know before you begin. Choose the level of support that matches what you are ready to do next.
01 · SEE IT
Find where your expertise has become invisible.
Start with the free Invisible Expertise Snapshot and Expertise Excavation Jumpstart. You will identify where your knowledge is getting trapped and recover one valuable piece of it.
Start the free Jumpstart02 · BUILD IT
Turn what you uncover into an expertise artifact.
Paid members use Expertise Artifacts and the Artifact Builder to transform real examples from their work into frameworks, decision tools, playbooks, workshops, products, and AI-ready resources.
Explore paid membership03 · EXCAVATE IT TOGETHER
Bring your expertise into a guided excavation.
Work with Shannon to uncover the decisions, patterns, and judgment beneath your work and structure them into something you can teach, sell, scale, or transfer.
Compare the engagementsWork With Me
How much of your expertise do you need to excavate?
Both engagements begin with the same question: what are you doing, noticing, or deciding that other people need but cannot yet see? Where we go from there depends on how much expertise needs to be uncovered.
FILE 01
ONE PROCESS · 90 MINUTES
THE FRAMEWORK FINDER™
Turn one process you know well into a framework you can teach, sell, or scale.
Choose one process you know how to do well.
During a 90-minute expertise excavation session, I guide you through real examples of your work to uncover the decisions, patterns, principles, and judgment hidden beneath what you do.
Then I structure what we uncover so your method becomes visible.
Good fit when
- You know there is a method behind what you do, but you have never fully articulated it.
- You want to turn one part of your expertise into a teachable or sellable framework.
- You have been trying to create a framework on your own but keep ending up with obvious steps instead of the thinking that makes your approach different.
You leave with
- Your Excavation Record
- A record of the expertise, decisions, patterns, and principles surfaced during our session.
- Your Visual Model
- A clear representation of how the pieces of your method fit together.
- Your Custom Skill
- A reusable AI skill built from your method so you can continue applying and developing what we uncovered.
One process. Ninety minutes. A method you can finally see.
Book my Framework Finder sessionFILE 02
FOUR SESSIONS · DEEPER EXCAVATION
THE EXPERTISE EXCAVATION SPRINT™
Go deeper when your expertise is bigger than one framework.
Sometimes the valuable method is not hiding inside one process. It is spread across years of projects, decisions, experiences, stories, tools, and ways of solving problems.
The Expertise Excavation Sprint is a deeper engagement for experts and practitioners who need to make sense of a larger body of expertise.
Across four sessions, we examine examples from your work, trace the patterns that repeat across them, uncover the judgment underneath your decisions, and begin separating what you know from what your experience has taught you to do automatically. Then we determine what that expertise needs to become.
- A framework
- A decision tool
- A playbook
- A training system
- A product or service
- A body of intellectual property
- Another practical asset that allows your thinking to work beyond you
Good fit when
- You have more expertise than you know how to organize.
- Your ideas are connected, but you cannot yet see the underlying structure.
- You are trying to build an offer, body of intellectual property, or system from years of experience.
- You know the value is there. You need help excavating what is actually worth building from it.
By the end, you have a clearer map of what you know, the hidden logic that makes it valuable, and a path for turning that expertise into assets other people can use.
Explore the Expertise Excavation SprintNot sure which engagement fits?
Choose The Framework Finder™ when
You can point to one process you want to unpack.
Choose The Expertise Excavation Sprint™ when
The value is spread across a larger body of experience and you need help uncovering the structure before deciding what to build.
One process → Framework Finder
Body of expertise → Expertise Excavation Sprint
PORTRAIT · SDS
About Shannon
I have spent my career helping experts explain what they know.
For more than a decade, I have worked at the intersection of learning, expertise, and performance. My work combines two disciplines that are particularly useful for uncovering invisible expertise.
Instructional design helps me examine what another person would need to understand, practice, and apply in order to reproduce expert performance.
Industrial-organizational psychology helps me examine the judgment, behavior, context, decisions, and conditions underneath that performance.
Together, they allow me to look past the visible steps of a process and investigate what is actually creating the result.
I hold a Master of Science in Instructional Design and Technology, a Master of Science in Industrial-Organizational Psychology, and the Certified Professional in Talent Development (CPTD) credential.
Expertise is the site I dig.
My job is to help you see what years of experience have made difficult for you to see yourself.
Field Notes & Essays
Study the excavation with me.
I write about what happens beneath expert performance: how expertise develops, why it becomes difficult to explain, what gets lost when knowledge fails to transfer, and what becomes possible when we make that knowledge visible.
My essays explore Expertise Translation™, AI adoption, learning, change, judgment, and the systems we build around what people know.
If you want to understand how I think before you work with me, start here.
Ready to begin
Your expertise already creates value. Choose what you are ready to do with it.
Start by seeing where your expertise has become invisible. Build an artifact from what you uncover. When you need a deeper excavation, we can do the work together.
Ready to excavate it together? Compare the engagements.