How I Escaped the Generalist Trap

I spent 17 years in agencies, including 6 as Scorpion’s CMO, where we grew from $20M to $150M. 

How? 

We stopped being generalists. 

Let me share what I mean: generic positioning makes you invisible. 

Here’s how we broke free—and how you can too.

• Pick Your Vertical: At Scorpion, we dominated attorneys first, then home services, then franchises. What’s your niche?
  
  
• Skip the Noise: “Award-winning” means next to nothing. We focused on results—clients noticed.
  
  
• Solve Their Pain: Prospects don’t care about our fancy building—they want growth. We gave it to them.

For example, at Scorpion, we shifted from “We’re great!” to “We’ll double your cases in 90 days.” Revenue jumped. Compare that to agencies shouting “award-winning”—who stands out?

The reality is, you don’t have to blend in. Specialize, get clear, and your agency will rise above the noise. 

CQ