The Generalist vs the Specialist
Why Your Agency Pitch Should Be A College Application
Ah, the college application process. If your kids are about the same age as mine, you've recently endured what can only be described as a lesser-known circle of Dante's hell. As I prepare for one fewer setting at our family dinner table, a lesson from our college application journey stands out:
The electrifying power of angularity.
Cast your mind back (no judgment on how far back) to our college application days. The secret password to university life? The famed 'well-rounded' badge. It felt as though we were auditioning for a circus: juggling roles as an athlete, artist, debater, and scientist, all while balancing on a unicycle. But if you excelled in just one of these? Only divine intervention—or, indeed, a perfect SAT score—could save you.
Fast-forward to my early days of entrepreneurship. Donning the 'generalist' badge, my agency became the design world's Swiss army knife: very versatile but a master of none. We were incredibly successful… up to a point. However, as the industry landscape shifted, becoming more crowded than a New York subway at rush hour, a revelation hit: while generalists might get you a foot in the door, it's the specialists who waltz in and steal the show. Faced with multiple contenders, the victor is almost always the one who's been there, done that, and perhaps even written a bestselling book on it.
Our daughter Stella focused intently on her singular passion, paving her path straight to her dream school. She didn't try to be a jack-of-all-trades; she became a master in her chosen domain.
So, how does this relate to your next pitch? With tighter budgets and increased pressure for marketing to deliver significant ROI, today's market dynamics are shifting. Clients are more selective than ever. They don't just want agencies; they want the best in the field. Simply offering general services no longer cuts it. In this environment of demand for efficiency and expertise, the allure of being a "Jack of all trades" has faded. Clients now actively seek the "Master of one" – agencies that possess deep expertise and a proven track record in a specific domain. In such a competitive landscape, only the absolute best can ensure that marketing dollars are not merely spent, but invested prudently.
In my consultancy rounds, I've observed agencies caught in the dance of generalism vs. specialism. The allure of being everyone's go-to is hard to resist. But remember, in an industry consolidating at breakneck speed, being a Jack relegates you to the background. Mastery? That catapults you into the spotlight.
Interested in refining your agency's focus? Feel free to reach out. Let's discuss how we can make your narrative even more compelling.
