Rejecting Specialization

• 20% Beefs

20% beefs are like proof of experience - you can’t properly beef with an established way of thinking without first deeply understanding the orthodoxy. And I think this is the root of the power of 20% beefs - they demonstrate taste, point of view and experience all in one.

• The Industry/Reality Gap

Looking at successful examples of 20% beef we see that there’s a common theme of analyzing the gap between theory and industry. The unique vantage point that the consultant has is the vantage point across multiple clients - sometimes across multiple industries too.

This kind of taste is hard to signal with a positioning statement. To develop this trust in someone without actively working with them before requires a strong understanding of the person’s point of view and vibe, which is why sharing your point of view in depth matters.

More than just trust however, ambiguous work requires a specific kind of energy. Consulting is about changing clients. You’re often an outsider, brought in to catalyze some kind of change that the client has been unable to change on their own.

How strong opinions create the kind of trust and visibility required for senior, ambiguous work.

All Senior Work is Ambiguous.

You can separate most work into two buckets: well-defined and ambiguous .

• Well defined work is the kind of recognizable work where the client has clarity around both the problem and solution.


• Ambiguous work on the other hand is where either the problem or solution are not fully formed. 

The problem is that good specialization is exceptionally hard. And mediocre specialization has two core problems:

1. It attracts less senior, more tightly defined work that traps you in a mode of repeatable execution work


2. It puts you in a well defined box that grinds against your identity

The Hidden Price Ceiling of Specializing Good specializing is hard, because if you don’t do it well, you can end up trapping yourself. By creating a narrow positioning or specialization you make yourself more legible and understandable - you’re essentially optimizing for well-defined work. And well-defined work is less senior, less well paid and le... See more