ARE THE DAYS OF BEING A GENERALIST DYING OR REVIVING?
To answer in short, I vote for reviving!
In the brand, marketing and communications arena, deciding between a jack-of-all-trades or a master of one is more pertinent than ever. Adept in a single area, specialists shine, while generalists offer wide-ranging knowledge and the agility to turn on a dime. Conditioned to fit people into roles that tick a box, generalists buck the norm, ticking multiple boxes and refusing to be constrained to just one. When resources are scarce and the worth of brand, marketing, or communications is often misjudged, a generalist's varied skills become invaluable.
What is a Generalist's Role?
In my experience, the role or brand, marketing, and communications within the retail and property sectors, and likely, all industries, is intricate and in constant flux. Expectations are high—boost footfall, engage retailers, support leasing, amplify sales, enhance occupancy, safeguard the brand, and cultivate community—all within increasingly limited budgets. This requires a viewpoint that transcends conventional marketing.
Generalists step up to the plate, juggling roles like strategist, copywriter, PR lead, and social media guru. This hands-on tactic ensures maximum return on every dollar invested. When leadership struggles to comprehend the importance of brand marketing, a generalist morphs into a teacher and champion, aligning marketing plans with business objectives and proving undeniable value.
Why Being Adaptable Is Key
Not just key, vital. Generalists shine in this area, adapting to trends and implementing insights across the entire marketing spectrum. Unlike specialists, who may concentrate on a single discipline, generalists evolve with the brand, identifying chances and maintaining consistent messaging across platforms. This adaptability is a formidable advantage, maintaining a perception and view of the business that is never fixed and constantly evolving.
What Sets a Generalist Apart
Strategic Flexibility: Generalists grasp the overarching picture and bridge the gap across branding and marketing avenues.
Resourcefulness: When budgets are tight, generalists conjure up inventive, cost-effective solutions, always prioritizing the business's interests.
Cross-Disciplinary Knowledge: With a wealth of experience across several functions, generalists bolster decision-making with a comprehensive viewpoint, considering and weighing all options without bias.
Resilience & Adaptability: They flourish amidst uncertainty, adapting as necessary to tackle emerging challenges and capitalize on opportunities.
In a world where brands must be dynamic and responsive, the generalist's value is sky-high. While specialists dive deep, generalists provide the breadth required to connect the dots, bridge gaps, and evolve with a brand. If you're after someone who can stretch resources further and make an impact across multiple touch points, you might want to harness the power of a generalist.
