Should Small Businesses Specialise – or is Being a Generalist an Advantage

At a recent networking event, I found myself in the middle of a lively debate: should small businesses specialise? It’s a question that comes up a lot, and one that I’ve often reflected on in my own work.

The common advice is to niche down—focus on a specific industry, audience, or service. And I get it. Specialisation brings clarity, makes marketing easier, and can position you as an expert in your field. But for me? I’ve always embraced being a generalist.

I don’t target one type of business or restrict myself to a set list of tasks. I thrive on variety—the different challenges, industries, and people I work with keep things interesting and constantly push me to learn. But here’s the thing: I’m starting to realise that this approach is pretty unusual.

The world often tells us that being a jack of all trades means being a master of none. But did you know the full saying is actually:

"Jack of all trades, master of none, but oftentimes better than master of one."

That last part changes everything.

By working across different sectors and tackling a range of challenges, generalists develop adaptability, creativity, and problem-solving skills that specialists might not need to cultivate. And let’s not forget, some of the best ideas come from cross-industry thinking. What works in one field can often be adapted and transformed into a solution somewhere completely different.

Of course, there’s no right or wrong answer. Some people thrive in a niche, and others (like me!) love the unpredictability of a more varied workload. But if you’ve ever worried that not having a narrow focus means you’re doing something wrong, take it from me—you’re not.