Revenge of the generalists*
They also need to be specialists
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That’s a lot. I wrote today in a member’s piece how we’re entering an age where the market rewards idiosyncratic approaches layered atop expertise.
Revenge of the generalists
I used to fall back on the admonition that it is always better to be narrow and deep, whether as a brand or as an individual. Generalists have suffered mightily in the Great Realignment, while niche specialists have fared far better.
Now, I suspect the pendulum has swung too far. It’s time to rethink what it is to be a generalist because the world will actually need more of them, both brands and individuals, only of a different type. Specialization is no longer enough, not in volatile environments defined by interconnectedness. This will affect how media organizations are built and staffed.
