There’s always chatter in the marketing world about specialists vs. generalists.
I’m not here to rehash the pros and cons. I just have a neat analogy.
One of our kids has a severe milk allergy. A few years ago, we had a scary experience where they were accidentally given cow’s milk instead of a substitute.
Once the dust settled, we asked a General Practitioner how to prevent it from happening again.
The GP shrugged and said, “Make sure that mistake doesn't happen in future.”
Fair point. But not that helpful.
A specialist, on the other hand, asked something we’d never considered:
“Did they use a straw?”
Kids with allergies shouldn’t use straws in drinks.
I’ll give you a moment to guess why…
It's because, if they drink from a cup, their lips will immediately swell if there’s an allergen – giving you an early warning sign and a critical window to react.
That’s the kind of insight only a specialist would give you.
I’m not here to rehash the pros and cons. I just have a neat analogy.
One of our kids has a severe milk allergy. A few years ago, we had a scary experience where they were accidentally given cow’s milk instead of a substitute.
Once the dust settled, we asked a General Practitioner how to prevent it from happening again.
The GP shrugged and said, “Make sure that mistake doesn't happen in future.”
Fair point. But not that helpful.
A specialist, on the other hand, asked something we’d never considered:
“Did they use a straw?”
Kids with allergies shouldn’t use straws in drinks.
I’ll give you a moment to guess why…
It's because, if they drink from a cup, their lips will immediately swell if there’s an allergen – giving you an early warning sign and a critical window to react.
That’s the kind of insight only a specialist would give you.
Why specialisation makes you a better marketer
The same principle applies to marketing.
A generalist knows broad strategies – they might say, “Optimise your ads” or “Try more content.”
A specialist, however, spots the patterns. They know:
They see what others miss – because they’ve seen the same problem hundreds of times before.
A generalist knows broad strategies – they might say, “Optimise your ads” or “Try more content.”
A specialist, however, spots the patterns. They know:
- Why most care home enquiry emails don’t convert – and one tweak that makes them work.
- How a specific phrasing change in Google Ads can double conversion rates in the care sector.
- The exact objections families have – and how to overcome them before they even ask.
They see what others miss – because they’ve seen the same problem hundreds of times before.
The Power of Pattern Recognition
Expertise is about noticing patterns.
Working in a narrow field gives you more opportunities to recognise what really works and what doesn’t.
The real question isn’t specialist vs. generalist – it’s whether you want insights that make the difference.
Working in a narrow field gives you more opportunities to recognise what really works and what doesn’t.
The real question isn’t specialist vs. generalist – it’s whether you want insights that make the difference.