The Rise of Business Generalists
When I started in marketing back in 2009, being a generalist wasn’t just a choice—it was the norm.
The digital landscape was still evolving, and we had to wear multiple hats to get things done.
Social media was just taking off, content marketing was finding its feet, and we were all learning together.
The Shift From Specialists to Business Generalists
Then around 2014, everything changed.
Suddenly, the pressure to specialize became intense. “Pick your lane,” they said.
“Focus on one thing and become the best at it.”
I watched as colleagues narrowed their focus to become Facebook ads specialists, SEO experts, or email marketing gurus.
I felt a wave of panic—had I made a mistake by staying broad?
But I stayed the course.
Instead of narrowing my focus, I developed what we now call a T-shaped approach: maintaining broad knowledge across all marketing aspects while developing deeper expertise in strategic areas.
Time has proven this was the right choice, especially as we enter a new era of business.
Fast forward to 2025: The Business Revolution Is Here
In my upcoming book “Future Corp: The New OS for Business in the AI Age,” I explain how AI has fundamentally changed the rules for building a successful business.
The old paradigm of technicians, managers, and entrepreneurs is dead.
Welcome to the age of the Architect, the Operator, and the Automator.
This isn’t just theory—it’s the new reality of business success.
The traditional specialist-heavy organization is giving way to a more fluid, AI-enabled structure where generalists thrive in these three critical roles:
- The Architect: Designs the business systems and strategy
- The Operator: Orchestrates the day-to-day execution
- The Automator: Leverages AI to scale and optimize
Why This Matters Now
I’ve spent the last couple of years studying how successful businesses are adapting to this new reality.
The results are clear: companies embracing this new framework are seeing higher efficiency and lower operational costs.
But more importantly, they’re building businesses that are future-proof.
The Future Is Here
The businesses that will thrive in 2025 and beyond won’t be built on the old specialist model.
They’ll be built on this new framework, powered by AI and led by generalists who understand how to make it all work together.
Ready to embrace this new paradigm?
Start by identifying which of the three roles most resonates with your strengths and vision.
Which role do you see yourself playing in the Future Corp model?
P.S. Want an early look at the frameworks from my upcoming book?
Join the waiting list for “Future Corp: The New OS for Business in the AI Age” and get exclusive access to the first chapter where I break down each role in detail.