Look at the picture below.
A simple lead pencil, an everyday tool. Yet no single person on Earth is able to make this pencil on his own. You’d need to cut trees, chop wood, mine graphite, extract rubber, mold copper, produce paint, find glue, …
Long story short, nobody can do all these types of craftsmanship themselves.
Can you imagine all the hours spent by all of the people, from different parts around the world, speaking different languages and each specialized in different things, to make something as common as a lead pencil? Can you imagine how big of team you need to produce the pencil that is laying on your desk right now?
Now think about what is happening at your organization…
We see “digital verticals” like online marketing, growth hacking, social media or digital transformation as one-(wo)man jobs. Something a ‘T-shaped’, generalist should be able to pull off.
In the best case a second “lucky person” is put into place (who of course has to combine his or her craft with at least 1 other role in the organization, ‘because let’s be real: digital!?’).
Online marketing, growth hacking, social media nor digital transformation are different than making a pencil.
Though both look simple things, it takes specific experience of different craftsmen to do it well.
The next time you expect from your “digital guy” or “digital gall” to chop, mine, melt, mold, paint and glue at the same time, look at your pencil.
And think: “How many people did it take to make this pencil?”