You Might be a Unicorn. Cool.
I'm a marketing junky. It’s been hours since I last tried to learn a new marketing skill.
It’s true.
Writing, storytelling, strategy, research, audience profiles, social media, PR, analytics, SEO/SEM, loyalty programs, growth hacking, UX, branding, copywriting, video marketing, email marketing, mobile marketing, paid marketing… I enjoy it all! And I always am game to add a new skill. And I’m not talking about dabbling. I'm talking about dedicating a lot of time to learning — and getting good — at many different marketing disciplines. The truth is I've become flexible and capable enough to weave between multiple skills sets with depth and strength.
And I’m not alone.
There are many of us out there that have approached our marketing careers the same way. We have a hard time picking just one discipline. We hate just sticking to one area. We don’t want to stay in just one sandbox. I used to describe this as being a deep-dive generalist. Recently during an interview I was called a unicorn. (Although they didn't know how to best use me!) But recently I found a better term: full-stack marketer.
Let me clarify this a bit.
This isn’t about being a “jack of all trades, master of none.” A full-stack marketer is a skilled practitioner who has deep expertise in numerous disciplines. It’s not a know-it-all. It’s someone who can deploy a set of expert skillsets to work effectively and seamlessly on whatever project comes their way, adding specialized insight and training in numerous areas, across varying disciplines. They’re those gems that need little to no ramp up time. They can dive in the deep-end fairly easily. They can easily jump between projects, work on various teams, contribute in various industries, all without too much challenge and more often than not as a value-add.
Maybe you’re a full-stack marketer too!
Do you spend countless hours taking courses, reading books, analyzing case studies, discussing approaches and nuanced techniques with experts in other fields and other disciplines… and then practicing what you learn to make sure you can achieve mastery?
Do you find yourself volunteering on every project you can, agreeing to support other teams or practice leaders just so that you can be closer to knowledge and technique? Do you offer up your services pro bono so that you can hone a skillset? Do you jump at an opportunity to observe from the sidelines or be part of a dialogue that allows you to pressure-test ideas?
Do you find that you are constantly brainstorming, constantly problem-solving, constantly looking for another way around a challenge? And do many of your solutions adapt, evolve, refine, or borrow from non-related industries or subject areas?
Do you regularly seek new ways to stimulate your thinking, to fuel your excitement, to generate new motivation, to feed your soul?
If so… you might be a full-stack marketer too. And that's cool!
Revel in it.... but don't forget to surround yourself with people who complement your weaknesses, to be proactive about seeking feedback and guidance, to accept that people will question how you do more than one thing at a time. Stay humble. It's about the joy and the fulfillment, right? (Okay... and job opportunities too!)
Never stop exploring, learning, practicing and getting good at new skills.
Revel in it. You’re a unique kind of marketer. You're a full-stack marketer.