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Does this not apply more to agencies?

I've been using this concept to coach my mentees lately but I don't call it "I-shaped marketer", I call it a full-stack marketer. For example, within paid/performance marketing, I coach my mentees to learn: • Creative writing (to become good at writing ads) • CRO (to optimize last mile performance on LP) • Analytics (to become good at analysing results) • Automation (to automate routine tasks) • Research (to understand larger patterns in sales conversations) Knowing all these skills will help one do their performance marketing job really well and not depend on others as much.

Yes full stack is where I guess the moat lies

Yes, best way to do it is to identify adjacent skills and learn them. In any case, learning how to write well and data analysis are two skills any marketer should be a pro at, regardless of what sub-field of marketing they operate in.

Exactly as summed up by @Aniruddh Jain! I never related to ‘T’ Shaped previously. Back when I was a marketeer, ‘I always went full-stack marketeer’ as the best way to describe.

Looks like an inverted H. 😛

M shaped, T shaped, I shaped, full stack: No matter what, you will be asked to prove what you do everytime 😂