If you had cancer, who would you rather go to for treatment? The Specialist: Someone who been working with the exact type of cancer you have for the past 30 years and has an amazing reputation… Or… The Generalist: Someone who can “treat any type of cancer, and detail your car, and fill cavities, and help you invest in the stock market.” You’re never going to put your life into the hands of The Generalist. Your business probably has more in common with The Generalist to than The Spec