Although Mr. Shakespeare didn’t actually say that, there seems to be an ongoing argument about whether specialization or generalization is the key to success in this world.
Some are adamantly opposed to specialization, citing that pursuit of specialization drains you of creativity. The other camps says there is no way to get a job in today’s competitive market without specialization.
So who’s right and who’s wrong? As fickle as it sounds, I say neither is totally wrong. But neither is totally right.
Bridging the gap between specialization and generalization is tough, but there is a middle ground where some of the most talented people are doing their best work.
Opening Arguments
Specialization
Doing a quick search for “niche (pronounced “nich” not “neeshe”) business” yields hundreds of articles on how to build successful niche businesses and why you should specialize in one very small area. There are entire blogs, websites, podcasts, and even businesses dedicated to discovering and exploiting niche markets. It seems to be the wave of the future:
“Unlike conglomerates that target the masses, niche businesses cater to highly defined markets that are often over-looked, underserved or disenfranchised by larger competitors. With an abundance of available outlets, resources and online platforms, identifying and reaching a target audience has never been easier for small business owners.” – Scott Gerber (via Entrepreneur.com)
A niche is like a nook or a cranny, a very small space. In the case of a business, a very small space that nobody else occupies, ex: a security guard training company. And how might one get into a niche business? You guessed it, through specialization.
We send kids to go to college for specialized degrees in engineering, law, medicine, etc. and that’s what many companies are looking for when hiring: specialized backgrounds. Penelope Truck explains why she does not encourage her kids to be well rounded:
“Because you make less money if you do not specialize. You do not get into a top college without specializing. And, in theory, each personality type has special gifts, and if you have good mentoring as a child then you learn to leverage your natural speciality. Some people are great at doing things, some people are great at thinking things. Why bother forcing the doers to think? It’s not what they will be passionate about.” – Penelope Trunk
This was a major revelation for me after I left the furniture company. I thought applying and getting a new job would be easy since I had a very diverse set of skills after 6+ years with a growing company. Turns out all the companies I applied for didn’t want a round peg for the square hole they were offering. They wanted 6+ years of specified experience.
Generalization
How many Leonardo Da Vinci’s of the world are left? The ones that seem to excel at anything and everything they put their mind to. The ones that don’t need a niche. Tim Ferriss and Sir Richard Branson are a couple that come to mind. But they’re not human…
The generalists of the world are harder to come by. But the ones that are out there seem to really have a grasp on something magical. Their hands are always in a new project. Their focus seems to be everywhere, yet they are not scatter-brained.
The best top level executives and strategic planners are not specialized. They need to be able to see the whole picture and have a grasp on how everything works, not just the accounting or sales or production aspect of the business.
“Intellectually curious men become generalists. Intellectually lazy men settle for being specialists.” ― Mokokoma Mokhonoana
Tim Ferriss explains that the generalists of the world experience a, “Diversity of intellectual playgrounds breed[ing] confidence instead of fear of the unknown.” Which is true, most of us fear what we don’t know. But if we can experience more, we can empathize more. When we empathize more, we can see things from another perspective.
The late, great Steve Jobs explains why Tim’s idea of differing experiences and varying knowledge is important.
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.” – Steve Jobs
So if you’re stuck in a bubble focusing all of your efforts into one area, there is a very good chance you’re not tapping into your potential to connect the dots. The generalists tend to have a broader view of the world and this allows them to connect the dots in places where specialists might have their blinders on.
So which one is better to pursue? And is there a way to be a generalist and a specialist at the same time?
Multi-Talented, Yet Still Specialized
I am starting a new position with a new company and I’m still figuring out everyone’s roles. I went around the room and asked what each of my future co-workers specifically does. I got that side-ways head shake indicating that there wasn’t a real solid answer to my question.
It turns out each of 3 guys has comparable skills in a multitude of areas. Everyone could do everyone else’s job if (and when) needed.
However, they each had a deeper talent amidst the generalized sea of skills necessary to run the business. One is a better designer than the other two. One is a better developer than the other two. And one is a better self-proclaimed “bean counter and administrative guy” than the other two. Yet, all their skills overlap.
This is not surprising considering the amount of information available to us on the internet these days. Yet, I don’t hear much about it books and there is even less about it online in the usually crowded blog-o-sphere.
What is a T-Talent?
The first time I heard about this type of talent was in Scott Berkun’s book The Year Without Pants: WordPress.com and the Future of Work
These are referred to as “T-Talents” in the book.
In order to develop a T-talent, you must essentially be a specialist AND a generalist at the same time. You would need to know a little about a lot as well as a lot about a little.
When you can do everyone’s job you are valuable because you can fit into many roles. When you can do something nobody else can, you are valuable because of scarcity. But when you fit both descriptions, you are as close to indispensable as it gets.
Differing Views
Some people will say, “That’s just a generalist” and you could make an argument that I would gladly debate with you. As more information is available to us every day, there are naturally going to be fewer and fewer pure specialists out there. But they’re not quite generalists if they have those deep talents, they are hybrids.
To me, a true generalist is able to market a product, close a sale, enter that sale into the accounting software, pay the bills/taxes, create a process by which to ship the product, and then follow up with the customer in a timely fashion. Very few people can get all that done in one day (or even a week) unless there is absolutely nothing else going on.
In my former life in the furniture industry I wore tons of hats and I was a generalist because I had to be in a growing company. Now that I’m older and more experienced, I want to be. I am naturally curious about different aspects of business.
However, I’ve always had more of a mind for marketing and the sales process/funnel (not necessarily sales). I’m starting to develop that T as I gain experience and begin to focus. Only time will tell if I stay on that path.
Where are T-Talents?
It’s no secret that small companies move faster than large ones. Overlapping responsibilities and knowledge allow smaller companies to make decisions faster. When you don’t have to explain “why” to everyone, it’s easier to agree and move forward.
The T-Talent is found more in start-ups and smaller businesses since there are more overlapping duties. Everyone needs to be able to see the whole picture when it’s just a few of you doing everything.
“To specialize is to brush one tooth. When a person specializes he channels all of his energies through one narrow conduit; he knows one thing extremely well and is ignorant of almost everything else.” ― Tom Robbins, Even Cowgirls Get the Blues
But what if we didn’t stray from that mentality as our businesses grew? What if we still challenged ourselves with knowing (and practicing) different aspects of the business even as it got bigger? Would that not make us better leaders and help us understand the big picture of how to do our specific jobs better?
Who is a T-Talent?
Many entrepreneurs find themselves in this boat if they decide to do everything on their own. Think about the surfing instructor that wants to start a surf school. He might have a passion for teaching people to surf (the depth of his talent) and that’s what gets him started.
But he must develop a well-rounded set of skills in order to succeed: marketing his business, accounting to keep his books straight, management if he wants to expand with more people, and so on.
Could he ever be successful as a business owner if he just focused on his single talent/passion to teach people to surf? Well we’d probably call him a freelancer, working on his own. Or he would have to surround himself with the right people, possibly letting someone else run the company while he instructs. Or he would have to use that one single skill, teaching people how to surf, and find someone who needs his exact talent aka find a job instructing.
“A specialist’s mind is a slave to his specialization.” ― Mokokoma Mokhonoana
The argument between specialization and generalization will continue to rage long after this blog post. But I think there is a new breed out there.
Individuals with T-Talents will be more and more prevalent as the economic landscape shifts from from large corporations to more closely knit small businesses. The fact that more information and education is readily available will also help encourage people to continue to learn multiple disciplines.
What about you?
Do you have a specialized skill? Are you a generalist like me? I would love to hear from both camps on your thoughts. Is your specialized skill the key to your success or do you have a broad knowledge that propels you?
Leave a comment below or chat with me on twitter @mikemccann3
