All Tiers: Applying generalist approaches to marketing

Bestselling author, David Epstein, primarily focuses on the generalist approach to greatness often being better than a specialist approach. 

The modern consensus of specialising stems from a mixture of established ideas ranging from the 10,000 hours of practice to an overarching capitalist notion that our society values hyperfocused individuals who are very good at only one thing.

While there is truth to this age-old adage of building great expertise and becoming a leader in your field, David Epstein suggests that specialising in one thing too early can somewhat hinder the compounding effect towards greatness. 

His studies point to a sampling phase that great performers have, which involves them sifting through different career options while garnering experience and knowledge in several different areas. Initially, this strategy of meandering pathways towards eventual focus can be a great strength in the long run.

I believe Epstein's take on developing strengths can be applied to our active marketing strategies.

Too often, we decide on one channel or approach before doubling down on our choice without really knowing if our marketing arsenal set is going to lead us further ahead in the long term. 

Instead, I've seen plenty of successful brands apply a taste test approach to discovering their best marketing channels - sampling through different communication and outreach styles before finally settling on what works for them or what doesn't.

I also have another belief that being comfortable with your marketing style is just as important as choosing a marketing style that's effective. You risk having a lack of fulfillment or an increase in doubts and a loss of brand identity or reputation if you keep choosing channels that don't personally sit right with you.

If you have a greater inclination towards focusing on awareness-based strategies like blogging and content marketing initiatives combined with precise CTA placements throughout your marketing channels, then go with that and stop worrying about paid.

However, it's important that you at least give everything a chance (including paid). Try it all out and keep an open mind, at least initially. This will help you to find your footing and move on with conviction regarding what you're most comfortable with.