The Generalist Trap: Why Deep Expertise Wins in the Age of Everything
There's a pitch I've heard hundreds of times from young consultants and advisory firms trying to win business: "We can handle anything." The logic seems sound — versatility signals competence, breadth suggests capability, and the ability to serve multiple needs appears to reduce risk for the client. In practice, it's often the opposite. In my experience advising businesses across three continents over 25 years, generalism at its extremes is not a superpower. It's a liability. And the leaders and firms that have figured this out are consistently outperforming the ones that haven't. What the Market Actually Rewards There is a persistent myth in business — particularly in the consulting and professional services world — that the broadest possible offering is the most valuable one. The idea is that clients want a one-stop shop, a trusted partner who can solve any problem at any moment. But here's what I've observed consistently across engagements ...