Rejecting Specialization

So in this post I’m going to reject the commonly accepted wisdom and look at why specializing is hard, why it fails and what an alternative path looks like. The answer lies in developing strong opinions and a distinctive vibe.

• The Industry/Reality Gap

Looking at successful examples of 20% beef we see that there’s a common theme of analyzing the gap between theory and industry. The unique vantage point that the consultant has is the vantage point across multiple clients - sometimes across multiple industries too.

Having an opinion is like having taste. It demonstrates a sensibility and way of thinking that is key when a senior client is considering a consultant for a project.

This kind of taste is hard to signal with a positioning statement. To develop this trust in someone without actively working with them before requires a strong understanding of the person’s point of view and vibe, which is why sharing your point of view in depth matters.

More than raw distribution though, exposing your style and sensibility is important. Not just for standing out in the networks and generating dialogue and discussion - but also because senior, ambiguous consulting work relies on navigating a trust gap like no other.

The biggest fear of independent consultants when specializing is not just that it will narrow your options - but that will take you down a path you already know.

How strong opinions create the kind of trust and visibility required for senior, ambiguous work.

In short, vibe is how you find a good client/consultant fit.

Developing a point of view is a long journey, and it’s not easy. But it’s a more forgiving path than specializing.