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 wr…