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Generalist

A morning coffee with some fellow freelancers kicked off the generalist versus specialist debate. Which is best and does it matter? Should one be more expensive than the other?

On reflection both attributes carry equal weight and we all need to balance the generalist and specialist elements of what we do for the companies and products we represent.

Generalists because
  • everyone needs a level of education to make sure you're not assuming anything e.g. top of the funnel* marketing messages designed to set the ground rules 
  • customers want value for money, knowing about lots of different areas, how they interact, what to consider, where to prioritise etc. before making further investment. Think wikipedia versus squidoo pages
  • wisdom is gained from experience and generalists tend to have a wealth of experience to draw from, earned from a number of years of 'doing' 
*in the spirit of not assuming anything, top of the funnel refers to the lead generation or sales funnel where lots of potential customers start the sales process and the aim is to retain as many of these as possible through to actual sales.

Specialists because
  • audiences like 'boxes'. She's a social media expert, he's a copywriter etc. Putting a label on who you are and what you do is essential to finding and retaining your audience 
  • the devil is in the detail. Specialism drives differentiation (giving your customers a reason to buy your product/services over the available competition) 
  • narrowing your focus ensures you can keep up with the latest developments in your field, spotting the opportunities, increasing your usefulness in a particular area and as a result the likely success of the endeavour. 
As to whether one should be more expensive than the other, I think your customers will ultimately decide.
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