Moving from Specialist to Generalist

Hyperspecialization is overrated.

If you gave me the opportunity to rewrite my career history, I’d politely decline. Not even if you paid me.

Sure, to some people, my resume might look like an untamed roller coaster ride. Jumping from advertising to sales, then from airlines to energy—on paper, it probably reads like the career equivalent of throwing spaghetti at the wall and seeing what sticks. But for me, every twist, turn, and step in different directions made me the well-rounded professional I am today.

Here’s the thing:?Hyperspecialization is overrated. There, I said it. Especially in Marketing and Communications. I know the world loves an expert in one field, but what happens when you're stuck in a bubble? Your thinking narrows, you play it safe, and suddenly, you’re following "best practices" that might not be so "best" anymore. The innovation dries up, the curiosity fades, and you’re left doing what’s been done before.

Why Variety Beats Specialization

Let me paint a picture: Imagine you’re working on an airline campaign. You have years of experience selling seats, promoting routes, and wooing frequent flyers. Now, pivot to banking. It’s a completely different beast—right? Well, not exactly. That "airline brain" you’ve developed helps you think about loyalty programs in banking in a new way. You start connecting dots others might miss because your approach is more?expansive.

The time I worked on a major airline brand added fresh value to how I later approached projects for a bank. You learn to tap into new audiences, challenge existing norms, and connect emotionally with people—whether you're selling them an experience, a car, or a financial product. The same principles that turn a passenger into a frequent flyer can help turn a one-time customer into a loyal client for an automotive dealership.

When Specialization Backfires

Hyperspecialization has a funny way of making us feel "expert," but if we're not careful, it can turn into a trap. The idea of being a?specialist?in one specific area or field, at first glance, seems like a solid move—be the best at one thing. But in marketing and digital media? Hyperspecialization often leads to?stagnation. You lose out on fresh ideas because you're too busy circling the same block.?And who wants to be stuck in a loop when the world is racing ahead?

Exploring new avenues, working across different industries, or even just trying your hand at different platforms adds a whole new set of tools to your toolbox. For example, someone who only ever does?social media ads?may miss out on understanding the full picture of what makes a?holistic campaign—how content strategy, SEO, or even PR come into play. Digital media is no longer just a one-lane highway.

When people stick too rigidly to one area, the results can be?mediocre at best. And in our fast-moving industry, mediocrity just won’t cut it. So, whether it's moving from digital ads to customer insights, or from B2C to B2B, shaking up your experience can not only keep you fresh but also give you that broader perspective that so many brands (and people) are craving.

Take a page from the books of successful marketers: stepping out of your comfort zone and trying new approaches can bring in some of the best creative solutions.

Marketing isn’t like other fields where you pick one lane and stick to it for 20 years. It’s not medicine where you specialize in cardiology and spend your career fixing hearts. Marketing is fluid, dynamic, and thrives on diversity of thought. You need to constantly see problems from different perspectives, and that only happens when you’ve worn multiple hats.

I've worked in industries ranging from F&B to construction, FMCG to automotive, and I started in agencies before moving client-side. The things I learned in each of these fields shaped me. Each role gave me a new pair of glasses to see through, a broader toolkit to work with.

Would I trade that for 10 years of doing the same thing? No thanks.

The next time you look at someone’s resume and see a zigzag of roles, don’t be quick to dismiss them. Sometimes, the person with the most diverse experience is the one with the most complete perspective.

So, Why Does This Matter?

Because in Marcomm, especially in today's world,?you need to think differently. Innovation isn’t just about following the status quo. It’s about challenging it. We don’t need more people walking the same path. We need people creating their own paths—people who can take lessons from one industry and apply them to another.

My advice? Don’t fear a career that doesn’t look perfect on paper. Those varied experiences can be what make you the best in your field.

So, for those looking for a roadmap: I’ve compiled 20 years of insights, experiences, and lessons in my book,?Marketing and Communications on the Job. It's not just for people looking to switch lanes, but for those wanting a more holistic view of what this crazy industry is all about.

Want to find out more? Grab the book here: https://amzn.eu/d/cKwXrt4