“BECOME THE BEST MARACA percussionist in the world and sit back to watch your career thrive.”
This is what my father would say to anyone seeking study or career advice.
My father was a child of the hyperspecialization economy that started with the postindustrial revolution. In the society he grew up in, his advice proved right: hyperspecialized careers were successful because a company’s competitive advantage was mostly based on efficacy (performance) and efficiency (cost). Hyperspecialized professionals were instrumental in delivering both of these elements.
His advice also worked for me. I chose to study marketing. The most profitable career strategy any marketer could adopt at the time was to find a niche discipline and learn to become the very best at it. CRM, digital, social, mobile marketing, you name it; there were plenty of opportunities to catch the right wave.
Back then marketers frequently compared the ideal marketing team to a symphony orchestra. The partiture functions as the operating manual and makes it possible for musicians, from different backgrounds and disciplines, to understand each other and play together in sync. In charge of the partiture compliance is the Orchestra’s Director, a seasoned musician with varied knowledge of how different instruments are played. This wide-ranging expertise gives him the knowledge to guide the specialized musicians during their performances. The Director is the one-in-a-million generalist talent in the orchestra.
The same happened in marketing. There were partitures (Marketing plans and brand bibles), orchestra directors (seasoned marketing directors) and musicians (marketers specialized in specific disciplines).
Things have changed, however, and in this new economy, my father’s advice on career hyperspecialization, could be poisonous. The most prized competitive advantage that companies currently seek is not efficiency or efficacy, but the ability to constantly break the mold.
Companies must embrace hybridization as a way to combine existing resources and ideas in new ways. In order to thrive, they need to be agile, flexible and imaginative enough as to always stay ahead of the ever-evolving desires of a technologically empowered consumer.
If innovation is about hybridity then looking beyond your specialization is the fastest way of finding original inspiration, making surprising connections and getting disruptive ideas. You must be able to see the always-evolving bigger picture, leave your specialized jargon aside and integrate other colleague’s abilities, tools and working methods. This is the only way to create the perfect ad-hoc team that makes innovation possible.
The metaphor that describes the perfect marketing team of today is nothing like the old music orchestra. Instead, it is more like a free-entrance jam session.
The partiture is the result of a collective effort, like a jam session it’s improvised and democratic. Everyone needs to know how to play his or her instrument but likewise, there needs to exist a general interest and knowledge of how other’s instruments work as well, and how they add to the mix. During jam sessions, musicians should make room for the usual band of colleagues, but should also welcome outside special guests and partners (strategic allies and vendors, celebrities and influencers), as well as accept self-invited anonymous musicians (brand advocates and consumer generated content).
In order to thrive in our marketing careers we’ll need to get our heads out of our hyperspecialized cubicles and look outside the office windows in search for the next opportunity to break the mold.
I will advice my future children to be curious, to be ravenous and to play other instruments besides the maracas. It is time for the resurgence of the Renaissance Man and Woman.