Photo credit: Myles Cloutier
As I consider what makes great digital marketing teams, the hedgehog and the platypus have become perfect stand-ins as I evaluate the merits of generalists vs. specialists in B2B organizations.
To be clear, I consider hedgehogs, defined by their omnivorous diets, to be generalists (not constrained to following single ideas). This definition is a bit different than the Hedgehog Concept defined by Jim Collins.
The platypus, on the other hand, is definitely a specialist – How could an egg-laying, venomous, duck-billed, beaver-tailed, otter-footed mammal be anything but a specialist?
My question: Are generalists with broad knowledge and the ability to survey the landscape best able to initiate change and innovation, or are individuals with deep expertise in niche specialties the best contributors? Of course, this is a loaded question, as the answer depends upon the the unique situation of the organization, as well as the position of the team members within the group.
When I consider Seth Godin’s statement, “whenever possible, please bring me a brilliant specialist“, I agree, there are specific problems that require specific solutions and expertise. In those cases, we should want the best knowledge applied.
However, for those in leadership roles, I believe there is tremendous value in maintaining a generalist perspective, while encouraging and supporting specialization as needed. Through a generalist lens, one is best suited to identifying gaps in knowledge, and then able to pursue paths of appropriate specialization.
Perhaps it comes down to who is best able to define a problem (generalists?), and who is best suited to solve the problem (specialists?).
Image credit: Dave Gray
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