A Quaint Compendium for the Modern Marketer

Berky's Marketing English

How to Speak Marketing

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Generalist

Generalist

Original book (April 2020) · p. 16

Illustration by Isabela Flores de Moura for Generalist
Illustration by Isabela Flores de Moura · original book p. 16

A master of micro-mastery.

A four-star generalist is comfortable running or overseeing a wide range of marketing functions and related disciplines that can include sales, product development, operations, and human resources. Such a generalist also is keenly aware of their limitations.

The generalists who give the term a bad name are either specialists in avoiding doing anything or specialists in claiming they are experts at everything.