Nobody really knows what they are doing; they're just winging it, more or less.
That's not to mean extremely talented people aren't doing some amazing things, it means that there is no documented pattern to follow that once completed equals success. It also means that you can in fact be as good or better at every "expert" in your chosen field, and that many of the people reading this probably already are.
Everyone is using a blank piece of paper, and everyone is painting their own portrait their own way. Knowing how to both create demand and deliver a perceived value is much more valuable than whatever it is you are actually doing to deliver the product. There is nothing fraudulent about it. Every mechanic is a genius to a person that has never seen a car.