Are You In the Creative Class?
Coming soon, a class to help creatives create a sustainable business.
Alright, my friends, I have something big to share, something that will give your career a bit of a stir, and possibly a tad more zest.
Here's the deal: The days of the specialist, the "master of one", are coming to a close.
Hold on, before you grab that keyboard to give me a piece of your mind, and report me to the manager, let me explain.
We've always been led to believe that the specialist, the dude or dudette who knows one field like the back of their combined hand, is finding that the rug's being yanked from under his $500 Nike-clad feet.
They're no longer the be-all and end-all, the golden goose, the cherry on top, the pinch of sesame seed in... OK, sorry.
And why, you ask?
You did ask, right? I heard you. That guy in the back... yes, you sir, you asked didn't you.
I thought so.
These days - for you starting today - clients are asking for more.
More, more, more, more, more.
They're not satisfied with just one piece of the marketing puzzle.
They want the whole jigsaw, boxed, wrapped, and delivered by and ready to go by someone who can help them with all the moving parts and new ideas.
Enter the generalist, like a knight in glowing, shiny art, carrying not just one skill, but an entire arsenal.
Think of a stock portfolio - diverse, resilient, promising - that's a generalist for you. That helps the investor stay afloat even if one of the stocks she holds starts to slide (Disney? Paramount Plus?).
She's got the works, the whole shebang. Or hebang to be fair.
No, this isn't a jack-of-all-trades scenario.
We're not talking about a handyman here. This isn't short-order cook time. (Have you ever wondered how anyone could know how to make all the food on a TGIF menu? I mean... seriously, dudes!)
We're describing a pro who has aced multiple fields.
The new catchphrase? 'Talent Stack'.
Think of it like a hot roast dinner, with all the trimmings.
Or tacos.
Shredded beef, cheese, veggie, chicken. shrimp, fish... all tacos and all delicious but different in so many ways.
Each ingredient adds another delicious layer to the feast, or taco fiesta, whatever floats your yacht.
What's in it for me, I hear. Why should I care?
Becoming a generalist isn't like climbing Everest in swim flippers and a bathrobe anymore. And yeah, that's hard. Don't ask, I do not want to talk about it.
The world's gone digital, and the tools are right at your fingertips.
Webinars, online courses, forums - it's like having a university in your living room without all the shrieking and safe spaces and bazillion-dollar tuitions.
It's here now. For you. In front of you every day.
It's the internet.
Client needs photos? You're on it.
Do they need those photos in a presentation? You got it.
Their social media needs some lovin'? You got that too.
Email list fading like a cheap umbrella in the Arizona sun? No problem.
You aren't a generalist in the general use of the term, you are a professional who delivers great content for customers with diverse needs.
So, is this the final and forlorn swan song for the revered specialist?
I can't say for certain.
I have a feeling AI is going to do some damage to many specialized jobs like Uni professors, accountants, business attorneys, and entry-level architects to name a few.
But creativity?
Naww... the talk about creatives being crushed is mostly coming from tech bros who have a very skewed view of what we do.
But what I can tell you, without a shadow of a doubt, is that the age of the generalist is here, and they're making quite a racket.
To the generalists, I say: Bravo.
To the adaptable, the flexible, the ones who refuse to be put in a box. You're reshaping the business landscape, one diverse skill at a time.
Get ready to get busy.
The Creative Class Launches July 15, 2023.
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