BE MORE JACK
Strategy for the ideas between us
In today’s world, the greatest challenge isn’t knowing how everything works.
It’s knowing how everything works together.
>The problem : ‘The Layer Cake’
As marketing needs evolve, too many capabilities can create unintentional fragmentation, and layers begin to form.
And as the layers multiply, effectiveness gets lost between the layers and the cake starts to collapse:
Effort duplicates within echo chambers.
Ideas are diluted or misinterpreted.
Decisions made because they have to be, not because they should.
Not just a cultural problem, but a commercial one
Interbrand recently estimated the cost of short term thinking leading to fragmentation of effort was a staggering $3.5 trillion in lost brand value
Yep folks, you heard that right - $3.5 trillion
>So how do we avoid the ‘Layer Cake’?
We’ve all heard this phrase…
“Jack of all trades, master of none.”
Used to describe people who have no specialism.
But in its original form, the phrase lands very differently.
“Jack of all trades, master of none, though oftentimes better than master of one.”
A celebration of people, valued highly for their range of skills, not one particular skill.
Today, with growing complexity and mounting capabilities vying for attention, we need that original “Jack” mindset back.
“The generalist, master of none, though oftentimes better than master of one, and able to connect the mastery of many”
Because in a world of fragmentation, the new strategic advantage is connection.
