The Reputation Trap

Anyone who works with language understands the power of branding; the power of the signifier and the signified. The ability of language to elevate or diminish. The cultural and zeitgeist-driven forces that shape the interpretation of symbols.

Possessing this knowledge, means not being surprised when you encounter a term taken out of context or misrepresenting its true value or nature. Sometimes, this happens with intent, but more often, it’s the result of organic, cultural interpretation processes.

This is precisely what happened with the term “generalist.” If you’re not, like me—strangely and disproportionately obsessed with this idea— the intuitive, automatic interpretation of a generalist is often diminished.

The contemporary cultural definition translates to something like: A generalist is someone who knows a little about a lot. And the sentiment accompanying that definition? Superficial, lacking depth, shallow, amateur.

Let’s assume, for argument’s sake, that a generalist is (although they are not) “someone who knows a little about a lot.” Is that inherently a bad thing?

Absolutely not. Someone who knows a little about a lot is better equipped to connect the dots, understand broad concepts, work across knowledge matrices, manage strategy, and solve problems. And let’s not forget, at its core, in its raison d'être – design is about problem-solving.

Here’s a quote by Robert A. Heinlein that I particularly love:

“A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.”

So, if someone who knows a little about a lot has exceptional qualities and advantages, imagine the value of someone who knows a lot about a lot. Wow!

When I talk about generalists (and, apparently, I talk about this a lot at this point…), I’m referring to someone who knows a lot about a lot within a specific field. And no, I’m not distorting reality—I’m clarifying it.

The Merriam-Webster definition of a generalist is:

One whose skills, interests, or habits are varied or unspecialized.

The Oxford Dictionary offers a similar definition:

A person competent in several different fields or activities.

Does that sound superficial, lacking depth, shallow, or amateur? Not at all.

Back to our field, design.

There are three adjectives that often accompany design roles, all seemingly expressing a similar concept: versatile designer, multidisciplinary designer, and generalist designer. Among the three, generalist ranks the lowest in desirability. For the record, I wholeheartedly endorse all three—they are crucial traits for a designer. But this isn’t a simple case of potato, potahto.

• Versatile : Describes adaptability and flexibility. A versatile person can easily transition between fields, styles, or tasks, but that doesn’t necessarily mean they have depth in many disciplines. It’s more about the ability to blend in and quickly adjust to new situations.
• Multidisciplinary : Refers to working across multiple fields of knowledge, but not necessarily merging them all that much. For example, a designer who is also an illustrator and a photographer operates in multiple disciplines, but they may coexist rather than merge into a unified language.
• Generalist –: A person with broad knowledge across various domains. Unlike a multidisciplinary designer, a generalist often integrates and connects concepts to create a holistic picture. Generalists tend to be broad thinkers who can bridge different fields and create innovative solutions by merging knowledge from multiple disciplines.

My personal interpretation? While being versatile and multidisciplinary is essential, the generalist encompasses both and leverages them through broad insights and connections.

A generalist is the Optimus Prime of the design community—but their reputation is that of a family sedan.

The rebranding challenge 

For evangelists of generalism like myself (I want to believe I’m not the only one, though I may very well be), the question is: How do we change the reputation of the term “generalist”? How do we rebrand?

Well, the truth is, in my opinion - it doesn’t really matter.

I believe that in the coming years, these descriptive terms will become obsolete in job titles. A graphic designer who isn’t versatile, multidisciplinary, or yes, a generalist, will struggle to stay relevant, with few exceptions. These capabilities and skillsets will be fundamental to the profession, just like typography or color theory. We won’t need to label them—they’ll be inherent  to what it means to be a designer.