When to Use Generalists versus Specialists in Growth Teams?
The decision to employ generalists or specialists within a growth team can significantly influence a company's agility and depth in problem-solving. This concept evaluates the roles of generalists and specialists relative to different growth challenges, business stages, and problem statements.
Let's explore how the nature of the problem statement, along with the business stage, determines the optimal mix of these roles for a growth-focused team.
Skill Sets of Generalists vs. Specialists:
Generalists bring a versatile skill set, capable of tackling a variety of tasks and rapidly changing scenarios, making them ideal for dynamic environments. Specialists, however, offer deep, targeted expertise, critical for addressing specific, complex challenges where advanced knowledge is paramount.
Example: A generalist may navigate early startup challenges across multiple domains such as sales, marketing, and operations, whereas a specialist might be employed to optimize advanced SEO strategies in a tech firm looking to enhance online visibility significantly.
Business Stages and Problem Statements Favoring Generalists:
Generalists excel in situations where the business is in its nascent stages or when the problem statement is undefined and the solution pathways are still being explored. Their ability to adapt quickly across various tasks makes them valuable in environments where the business model might need rapid iteration based on market feedback.
Example: In a startup exploring market fit, a generalist might manage everything from initial customer feedback loops to setting up basic operational systems. Their broad approach helps in pivoting strategies according to evolving customer insights and market dynamics.
Business Stages and Problem Statements Favoring Specialists:
Specialists are preferred when the business has progressed beyond the foundational stage and faces growth challenges requiring specific knowledge, or when the problem statement is well-defined and demands precise expertise for resolution. They are particularly useful in later stages or in highly competitive areas where detailed and specialized knowledge can provide a significant advantage.
Example: For a scaling e-commerce platform, a PPC specialist might be crucial to optimize ad spend and increase conversion rates, especially in a highly competitive market. This specialist would focus on fine-tuning campaigns that target very specific customer segments, achieving better ROI than broader marketing strategies.
Takeaway:
Selecting between generalists and specialists should be informed by both the current stage of the business and the nature of the problem statements being addressed.
Startups or businesses exploring new problem areas might benefit from the flexibility of generalists, while more established businesses or those refining well-understood problems might require the depth that specialists bring.