Don’t Blend In.
Or Why Your Blazer Should Not Match Your Hotel
Last night, I was thrilled to attend Assembly, an incredible gathering of industry creatives. Thanks to Carson Hood, Tony Kadillak and the agency sponsors who made it happen. The event brought me back to the heady days of BDA parties from the 2000s.
A common theme emerged in the conversations beyond the usual industry consolidation discussions: in challenging markets, people often revert to a generalist mindset. They try to be all things to all people, hoping to seize every opportunity. If my agency's skill sets are broad, I'll get every project. If my resume is “all-things,” I'll be up for every role, etc.
But here's the catch: when you try to be everything to everyone, you blend in. You literally become the background.
At a certain point in your career—somewhere in the middle of your second act and the beginning of your third—you need to become a specialist. You need angularity.
What do I mean by that? If you had a heart condition, would you go to your general internist or a specialized heart doctor? Exactly. And if you are the internist, you will always lose to the heart doctor. Always.
So why are you positioning yourself, your agency, or your team as generalists? In today's competitive climate, angularity is the tip of the spear that will cut through for that project, client, boss, or job opportunity. The noise is more deafening than ever, and those with a tight and focused “tool set” will win.
Looking to sharpen your edge? Here are three questions to ask yourself:
1. What do you naturally lean into? Don't just take stock of your uniqueness; focus on the aspects that directly connect with your curiosity. Identify what you naturally gravitate towards and how it sets you apart.
2. Are you continuously honing your expertise? Specialists are always learning and improving in their niche. Don't just aim to be good—strive to be great. If you're not continuously learning and building new skills, start today.
3. How are you showcasing your angularity? Wear a red blazer—not literally, but don't be afraid to overtly showcase your unique strengths. Flaunt them. While you may be tempted to revert to a generalist approach, resist the urge.
If you find yourself getting lost, it's okay. We all do. Take a moment to reflect. We all have that angularity. Sometimes we just need to remember to sharpen the blade. You got this.
Thank you to the Assembly sponsors!
Sibling Rivalry
VERSUS
BigStar
loyalkaspar
charlie company
elias
compandre
King+Country™
pilot
northernlights
