Download now or preview on posterous

XPLANE-BizCliches_Holidays_2009.pdf (1728 KB)

Posted via email from Merlyn’s posterous

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

I received a new KitchenAid mixer over the weekend (a gift from my generous in-laws), and this addition  to my culinary toolbox has become the perfect metaphor to describe last week’s Marketing team-building and strategy sessions held at our corporate headquarters in Bozerman, Montana.

Team members from Japan, Germany, the United Kingdom, Australia, and the exotic North American locals of Washington D.C., the Bay Area, and parts-in-between descended upon The Last Best Place to discuss and evaluate what’s working, and what needs to change in our business.

During our week-long summit, we renewed bonds of friendship & camaraderie, welcomed new team members, engaged in passionate debate & sparring, and made time for BBQ’s, picnics, and the requisite Montana whitewater rafting trip.

RightNow Technologies is unique in that half of our 750+ employees are based in Bozeman, Montana, while the other half make their homes in metropolitan centers across the globe. During our time together, I was reminded of David Armano’s elegant graphic below depicting two possible models of corporate culture. As Mr. Armano correctly notes, these graphics are indeed simplistic represenations good for starting and framing discussions about complex organizations.

Here’s where my new KitchenAid comes in: I’ve often wondered how the relative isolation of our corporate headquarters affects the cross-pollination of ideas, innovation, and inter-personal ties that are essential to ensuring our long-term success. Are we an umbrella culture hunkered down in the rural, Rocky Mountain paradise of Montana, or are we a KitchenAid Mixer, able to integrate the best ideas, passion, and drive from our field offices and HQ into our corporate DNA?

After a very productive week with the team, I’m convinced that our Marketing organization resembles a mixing bowl more than an umbrella. Differences in perspective and philosophy will always exist (not to mention iPhone access!!), but no one can convince me that a hi-tech company must be based in a metropolitan epicenter. A lot can be said for bringing the mixing bowl out of the city and into the mountains. A lot can be said for requiring mountain entrepreneurs to pull up their boots and visit the city.

Is your company or team a “mixing bowl” or “umbrella”? Are differences in geography considered opportunities or obstacles to your long-term success? How do you bring remote team members and offices into the fold? I’d love to hear how you’re approaching this subject.