The death of the t-shaped marketer
(Or the future of 'Growth Artisans')
Every marketer I meet proudly tells me they're "t-shaped", that is they have broad knowledge, and deep expertise in one area. They think it's their superpower.
But here's what everyone misses: while we've been celebrating this model, it's actually killing our ability to adapt to what's coming next.
I used to believe in it too. As a copywriter who could write SQL, and an analyst who was comfortable in Photoshop, I fit perfectly into that t-shaped box. It felt safe. It felt right.
Then I discovered something that changed everything.
The hidden pattern that's reshaping marketing
In 1930, John Maynard Keynes predicted his grandchildren would work 15-hour weeks. He was spectacularly wrong. Instead of technology reducing work, it created entirely new categories of jobs.
Sound familiar? That's exactly what's about to happen with AI and every job right now.
"There was a time when artisans made things from start to finish. And then, they were replaced by assembly line workers who could only do one thing."1
The assembly line is what most modern workplaces today consist of. T-shaped marketers mostly became so by moving from assembly line to assembly line.
They then become expert in one area.
That becomes a trap and it’s why we see:
Billions wasted on brand search because teams don't understand full-funnel growth
Siloed departments fighting over attribution instead of driving results
Marketing leaders struggling to adapt to rapid AI changes
But there's a better way.
The Rise of the Growth Artisan
Here's what I learned from founding a startup and running a growth agency: The future belongs to what I’m starting to think of as "Growth Artisans.”
If assembly line workers focus on individual areas. And then t-shaped marketers collect some of those skills but appeal to one more than others.
Then I believe the future of growth will appeal to the artisans: those who know how to grow something from start to finish.
This isn't about being a jack of all trades. It's about understanding the fundamental principles of how businesses grow, not just how to operate marketing tools.
The Framework That Changes Everything
At our agency, accidentally, we’ve been training up our grads under this Growth Artisan model:
Start with growth principles, not marketing channels
Learn to build complete growth systems, not just operate parts
Think like a founder, not a specialist
Master the art of adaptation, not just execution
The results so far have been stunning:
Our growth associates have an order of magnitude better understanding than I did at their stage of career
They’re thinking through problems like mini-founders
They’re using AI to speed up those processes, learning how to learn
We’re just two years into our graduate programme, but I’m now convinced this is the future of our profession.
AI is going to mean that tactical execution becomes table stakes.
Some ways I think this will impact things in the future:
Marketing education needs to look more like apprenticeships
Companies need true Chief Growth Officers, not just rebranded CMOs
Teams need to be restructured around growth principles, not channel expertise
I’d be remiss to predict an AI future, but I think one thing that is clear is it’s going to replace the assembly line marketing roles, and reward those who think holistically about growth. It’s about becoming Growth Artisans.
Eugene Rabkin, Blamo podcast.