We all strive to specialize in something, don’t we? We seek expertise, authority and recognition. But what about the generalist – and all the skills so useful in life that are widely applicable to any choice of career?
And if you are a generalist, can you “sum yourself up” in a concise way? Can you craft your elevator speech to convey your value?
For that matter, can you do so if you are a specialist, whatever your field?
The Specialist
Ah, the clarity of knowing who we are and what we do, being able to articulate it, and use it to our advantage – with specificity!
Then we have our 30-second elevator speeches down to a science. We can wrap words around our corners of competence, and succinctly present ourselves in three or four sentences. We’ve taken division of labor, and niche marketing, and finely sliced segments of professional expertise and named them, priced them, polished and honed them, and packaged them up. There’s a finely tuned title for each of us and it slips on like ready-to-wear, and fits like the proverbial glove. Right?
Does that mean we’re all categorized and classified?
You bet! We’ve learned the market appeal of the specialist, not to mention the ease with which precise packaging is sipped, swallowed, and satisfying. And after all, it’s so much easier to understand, isn’t it?
How to give an Elevator Speech
Have you ever done a stint in corporate life? Become masterful at interviewing, and selling yourself in the allotted time to the target audience?
Maybe it’s in 3-minute responses to a series of interview questions. Perhaps it’s the Elevator Speech.
Not sure what that is?
If you’ve ever been through outplacement after a layoff, you know. Then again, if you’ve ever tried speed dating, you know and you don’t realize it!
The Elevator Speech is your 30-second or 60-second summary. It is the presentation of your marketable self, your personal value proposition – what you bring to the table in a particular context, reduced to a few carefully formed sentences. After all, you never know when the next opportunity will appear – a future client, business partner, investor, employer, or even a lover – standing right next to you in that elevator, as you ride up ten floors to see your accountant.
Elevator Speech Examples
Care for a few examples?
I am a freelance writer with 20 years experience, specializing in web and print for consumer and high-tech markets.
There you go! How’s that for an elevator speech? Definitely designed for the short ride, isn’t it? But I find it a bit limiting, so let’s try this one:
I am a communications consultant. I help organizations of all types refine and execute their message. I’ve worked with clients ranging from Fortune 500 multinationals to small businesses and individuals. My experience has been in the US and abroad.
Was that more informative? Do you know what I do for a living, now? Do you have any clue if I can help you? Would it be better if I added my educational credentials to those two sentences or provided a little more detail?
Elevator Speeches: Context, Brevity
Now try this one:
I’m a writer.
Too general, isn’t it? At least, it’s too general if I’m trying to sell myself on an elevator, just in case I’m standing next to a future client.
Now what if the brief exchange is in the context of a cocktail, while I’m chatting in a little black dress, with my favorite piles of pearls around my neck? Then, “I’m a writer” may be exactly the generality that serves my purpose. It is a specific generality, and if asked to elaborate, perhaps an interesting conversation will result that leads somewhere.
In fact, I have used a slightly longer version of that statement in a Starbucks line – “I’m a writer and editor” – and the pass-the-time conversation turned into a very nice project.
The Professional Generalist
So what if your reality is that none of the descriptions above would even scratch the surface? What if you have a number of skills that are interdisciplinary – all of which qualify you to take on work?
For example, in addition to being a writer and editor, I am a marketer, a trainer, a lifestyle journalist, an art journalist, an art collector, a researcher, a systems designer, a web GUI designer, a polyglot, a scrabble player, a system tester, an avid dabbler in fashion and style, an unofficial consultant to all my friends in wardrobe makeovers and – yes, an engaged and “professional parent.”
Now what?
Isn’t the answer to read the person you’re talking with and the situation?
When Categories Cross Boundaries
What happens if who you are and what you do crosses categorizable boundaries? What if the truest expression of your self or more precisely – your selves – defies speedy assessment? What if you are a generalist with numerous areas of specialization, a generalist in an era and culture in which that seems to be a lost art?
I always knew I wanted to be a writer. But I also wanted to be an artist and a designer. I loved to draw. I loved fashion and design. I was good at languages, but also at math and anything analytical.
I wound up studying what I loved, but as an adult, for the first 20 years of my professional life I worked at what would pay me – and while that included writing (in a marketing and technical context) and design (of systems), it wasn’t about passion; it was about practicality.
How to Market Yourself to a Broad Target
Yes, I’m always seeking projects. Yes, every one of the statements above is true. Yes, I use other variations of elevator speech like “I’m a marketing consultant specializing in high-tech and B2B services companies” – entirely accurate. And yes, I can spin each snippet or statement to serve my purpose. While the lengthy list is the closest to a complete picture of my marketable skills, it remains an incomplete thumbnail. So how does any experienced generalist successfully market to a broad target? Particularly, if you are capable of performing well in twelve jobs rather than the usual one or two?
- As mentioned, read the “audience” and shape communication to (perceived) needs.
- Lead with the roles that are your favorites, or the highest paying, or the most sought after.
- Assess whether or not, eventually, some of the other competencies will be used and valued.
Speaking for myself, I know that if I don’t determine that my skills in a variety of fields will be appreciated, I neglect to factor in whether I will be content, whether I will find myself in a work environment that will sustain me, or one that will ultimately be demoralizing.
May I add – In a down economy, I trade off “passion” for work that pays the bills. Don’t we all?
The Generalist in an Age of Specialization
Contemporary society seems to have tossed away appreciation of the generalist and his or her value. We operate on classifications and surface, choosing candidates for jobs or schools or potential partners in life – yes, by checklist – and by other statistics like age, height, weight, neighborhood, square footage, assets.
Worse: we’ve imposed this need for tidy classification on our sons and daughters. Let me give you two examples. My sons. And solely for the purpose of expediency, I will “sum them up” in a few phrases.
My elder is a seeker, an explorer. That’s certainly a generalization, isn’t it? Yet he has a wide range of skills and interests, and a primary focus around the sciences. Languages, literature, photography, music – these intrigue him, but it’s always been evident that he will pursue a field in science or mathematics, likely internationally, since he’s learning his third language now.
My younger son is a creator, a maker of things, a maker of imaginary worlds. He lives in his head, and through his eyes and ears and hands. He tells stories through the mediums of paper and pencil, film and music.
Pondering the Future
My elder is an extrovert, and a born leader in the traditional sense. My younger is more introverted, and a creative spirit who definitely marches to his own tune; this is leadership of a different sort. Both are generalists, with areas of specialty.
My first-born is likely to encounter fewer challenges than his brother in our financially oriented world. My younger, given his natural passions – art, music, storytelling – will be harder to market in contemporary culture. So he seeks to market himself (to colleges), and to validate himself (to others) through more conventional means. “I want to be an architect,” he says, because the world will accept that, pay a salary for that, consider it a profession. Would he like to be an architect? Perhaps. Would he be good at it? I have no doubt.
I believe that what he truly knows is that he must create – make pictures, constructions, film, music. Yet what if he were to say “I am a maker of art, of music, of stories, of designs, of spaces” – and more? That doesn’t fly in the “real world.”
My challenge as a parent: Do I still have time to convey to my son that he may guide his inner world by owning a creative and open self-definition? Can I convince him of the importance of the artist in our society, even in miserable economic times and in a culture where artistic spirit has never held much clout?
Parenting the Generalist, Parenting the Artist
My elder son is launched and doing well. As for my younger son, we’re getting there, but this next year is critical. This is my last opportunity to assist him in navigating his difficult limbo – knowing that he must make a living eventually, while owning his passions, which are generally but not exclusively in the arts. I want him to hang on to who he is, to his expansiveness, even in a society that undervalues breadth, and devalues the arts.
Breadth and depth can coexist, the generalist is an exceptional asset, and while it may be easier to neatly categorize jobs and people both, that isn’t necessarily better.
How must my son market himself, as a generalist in the arts with considerable talent in numerous fields, including many beyond the arts? Must he lead with something tangible and specific as a way “in” – with the hope that he will be able to pursue whatever comes alive next, born of his considerable imagination?
Are We Missing the Boat?
Our definitions of success are heavy, limiting, and tied to generating revenues, or possibly, notoriety in a fame-obsessed society.
Defining goals, recognizing skills, articulating both – all of this should assist us, not constrain us. Flexibility, fluidity, and being a Renaissance man or woman are valuable – making for good managers, entrepreneurs, for those who are creative in multiple fields, even if our employment environment, our government agencies, and our ADD-afflicted society has ceased to think so.
When it comes to our businesses, our educational institutions, and our kids – are we missing the boat on the importance of being a generalist? Shouldn’t we encourage the value of learning rather than solely training for a profession? Won’t we always require those who master a broad set of skills, just as we also need specialization?
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Sing it, Wolfie! I’m with you all the way on this one.
I love to be a generalist, with many interests and talents, many things I enjoy and can do well. Yet work is very specialized. Our job titles and responsibilities are narrow. Career paths are surprising narrow; even though some people can make the leap to something new, hiring managers are looking for a candidate who followed a specific, direct route. It’s sad really, because bringing in an unexpected hire, someone with a totally different background and fresh perspective, could create great ideas and success.
Should our society be focusing more “on the value of learning – rather than training for a profession?” YES! Absolutely. With the economy today, high schools are cutting elective classes that used to expose students to new passions and career opportunities. And college students are pressured to pursue courses of study in “practical” areas rather than philosophy, history, the arts – all deeply important to our society.
Great post on a very important topic.
“Sing it Wolfie!” (with a tip of the hat to Eva above). Sing it indeed.
You beautifully capture the tension of duality (or multi-ality – is that a word?).
Preparing yourself to fill the needs of others is important in your financial life. Not just the needs of your potential employers but the people you will ultimately try to help (if you’re an architect you must help the client convey his ideas, ditto if you’re a writer). It’s true in financial areas as well as being of service to family and friends. This specialization allows avenues of growth and contribution.
To better know who you are (your sons knowing who they are) is the generalization that is so important in creating a strong base from which the specialization gains power.
You (I) need both to progress. You (I) need to focus on improving ourselves generally to best help others improve specifically.
Somewhere in that duality, energy is maximized when the passion and purpose of both can be united. Not always easy but certainly possible.
Thank you for your insightful post and giving me a chance to comment. Have fun, Jim
Wolf there are so many gems in this article. I think what really resonated with me is your particular questions regarding specialization. As you know, my husband is preparing for medical school. He is bright, talented, and dedicated. He could become a heart surgeon, a brain surgeon, or cardiologist and enjoy the reputation that comes with those specialties, yet he feels drawn towards primary care (PCP)–like a family doctor. In essence, he is looking to become the generalist of the medical field. The doctor that a person will first come to when they have troubling symptoms. As strange (and unlikely) as this may sound, he is not becoming a doctor because of the financial pay-offs. Believe me, primary care is not as financially beneficial as people think. He wants to practice medicine because he believes he can make a difference. He dreams of working in an under served population and becoming the town doctor. He wants to work as a different type of artist–one who does work with his hands to relieve the pain of suffering of those around him.
Sure, medicine isn’t an art per se, but I think his experience is applicable to what you are referring to. He is going into a generalist degree whereas the majority of his classmates are desiring to become the specialists.
I am not sure what the interests of my children are. I do know that I want to encourage their talents in all areas. I don’t want them to only master math and science, but I want them to appreciate music and the arts. To learn how to work on cars, take care of plants, and serve other people. I want them to become a generalist. Yes, I know they will eventually choose a career path, but it is the journey that is important. I hope that I can help them achieve that.
By the way, the fact that artists are not recognized in our society as valuable is a horrible injustice. An injustice that started long ago. You’d think we would have moved past that by now, wouldn’t you?
I love the way you describe your husband’s desire to practice the “art” of medicine, as a generalist. And I wish there were more like him, those who understand the difference they can make in a single life, and therefore many lives. Of course we need the specialists in every field, and certainly in medicine. But we also need those who are broad and deep in related areas, who can put together cross functional pieces of a puzzle, and accomplish remarkable things. It sounds like your husband will be one of those.
And isn’t that what we do as parents? Constantly expand our knowledge in order to teach our children – sometimes barely staying ahead so we may assist and teach them, and pleased as punch when their skills and achievements overtake ours?
C’est difficile, chercher cet équilibre. Comment reste-on fidèle à soi-même, l’identité qui change sans cesse, dans la société qui exige qu’on se définisse en termes absolus?
Tout à fait, CT. Il faut compromettre – mais parfois, trop. Et beaucoup trop jeune.
Wise, thoughtful words as usual, my dear. I have always been a generalist. Good at many, great at few. While this worked for me for a long, long time, I soon felt great discomfort as all my friends went seeking grand plans in college and scurried off to grad school.
I do find, however, that being a mother has renewed my appreciation for my generalist self. Is there any other job that requires so many skills and views? I know not. I think not.
I love your description of your boys. Love love love. They have a wise and wonderful mother and I hope they see this in you. Time to time, at least.
First of all, a comment to Amber – anyone who’s treated with a doctor not talented in the, yes, “art” of medicine knows that it indeed is an art. The best doctors have the unerring instincts of the finest artists!
Secondly, BLW, love the elevator blurb bit. I’ve heard before that, as a writer, I need to be able to summarize my book in three minutes, or as long as it would take if some poor, hapless agent got stuck on an elevator with me! I haven’t quite done that well verbally, but I have done it in writing, like in queries.
There are a lot of things I love to do – I can draw, sing, and I’ve been told I should be a comedian (not happening…). But I know that I’m really a writer, even if it’s too specific. I’ve written in a lot of ways, like you, BLW, uncreatively and creatively. I write journals and I write publicly. But I don’t wake up thinking “time to sing!” I think, “time to write.”
Love this: I don’t wake up thinking “time to sing!” I think, “time to write.” Yes!
“I’m a professional writer with a decade of experience and the degrees to go with it. If you want me to write about puke, poop, and the art of the timeout, I’m your freelancer. Here’s my card. Oh, and don’t mind the juice stain.”
I don’t suppose that will work as my elevator speech??
And if you’re pitching to a parenting mag, it might be just the ticket… 🙂
I had never heard of an elevator speech. Have no idea what I’d say, but you have me thinking. Great post.
I have given far too many elevator speeches. Some of them have been worthy of an academy award and others need to be relegated to the dustbin of history.
Forgive me for speaking in the third person, but old Jack has experience in marketing/sales/writing/advertising/construction/manufacturing and more. I can walk into virtually any company and find a role for myself because I have broad experience and a skill set that makes for an easy transition.
From time to time I have had prospective employers tell me that my while my experience was solid, it was too broad. I have successfully overcome that by talking about how that translates into revenue.
It is kind of a sad thing, but making money is the specialty that overcomes concerns about being a generalist.
Forgive me for the long remark, but one more thing to add. I am a big advocate of having more people with multiple skills than one. Specialists are important, but I like knowing that the team is populated by people who can step into multiple roles.
Great point, Jack, that broad skills = higher revenue (and in other roles, reduced cost, still helping the bottom line).
You must have confidence in your abilities relative to your second point – that you prefer to surround yourself with a strong, cross functional team. Many are threatened by managing a team of people who can step in and provide backup.
BLW,
I want to be surrounded by smarter people who are ambitious but are team players. Hasn’t happened too many times but when it has, it is magical.
I couldn’t agree more, Jack. Those work situations are dynamite. The hours fly, and the results are stellar. And now I know why you’re “Jack be nimble.”
This made me think of my Hollywood days where pitching a movie was an elevator that either went up or down with one sentence. Everything distilled down to: it’s this big hit meets that big hit; or that big hit in a novel setting (i.e. “It’s Cat on a Hot Tin Roof meets Avatar,” or “It’s a prison break movie with pedophile priests”).
The net effect of this thinking has devolved to comic book as movie, and this micro branding is rippling out into our culture in a stultifying manner (to which blogs such as yours, Wolf, offer alternative ways of talking, thinking and self-conceptualizing).
As for my elevator story I’m leaning toward: Struggling Dilletante Ombudsman
You, Bruce, are a wonderful example of cross-functional generalist / specialist, and the richness that your breadth brings to what you do, write, and contribute. (So Liz Taylor and Steve McQueen must have figured in one of those pitches, somewhere…)
I once met with a rep from a company that sold skill assessments designed to identify specific employee learning deficits. The company would help the employer address the deficits with targeted modules that would fix their problems without, she promised, “teaching the workers anything they didn’t need to know.”
I was shocked by the statement but, at the same time, I appreciated that she had said in just a few words what seems to be the driving educational philosophy of our times. Educator accountability is purported to be the driving force. But accountability for what?
I think, at best, our public school systems are preparing children to be good workforce drones.
So, how does that relate to your topic? I suppose Thursday’s BLW offering just made me think of the many wonderful teachers I saw retire when the schools were taken over to teach tests that could “prove” the students literate and the teachers effective. Of course, it’s bullshit.
But dedicated teachers are no longer allowed the luxury of time to broaden their students with learning that goes above and beyond the state’s test requirements. It’s just too risky to spend time on enrichment. And the system turns out a lot of uneducated and undereducated kids. The ones that beat the system and receive a good education (and I would call that a generalist’s education) are those who have parents who will invest a lot of time in taking them beyond their school’s official learning objectives.
Sounds like you’re in the educational field. And a parent. Of course, all parents are educators – directly or indirectly. Appreciate your thoughtful remarks.
Excellent site