On reflection both attributes carry equal weight and we all need to balance the generalist and specialist elements of what we do for the companies and products we represent.
- everyone needs a level of education to make sure you're not assuming anything e.g. top of the funnel* marketing messages designed to set the ground rules
- customers want value for money, knowing about lots of different areas, how they interact, what to consider, where to prioritise etc. before making further investment. Think wikipedia versus squidoo pages
- wisdom is gained from experience and generalists tend to have a wealth of experience to draw from, earned from a number of years of 'doing'
- audiences like 'boxes'. She's a social media expert, he's a copywriter etc. Putting a label on who you are and what you do is essential to finding and retaining your audience
- the devil is in the detail. Specialism drives differentiation (giving your customers a reason to buy your product/services over the available competition)
- narrowing your focus ensures you can keep up with the latest developments in your field, spotting the opportunities, increasing your usefulness in a particular area and as a result the likely success of the endeavour.