Hello and welcome to the 144th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

We’re entering a new era, one where the “Knowledge Generalists” will gradually fade into the background. Let’s unpack why this shift is happening, what it means for you as a B2B founder, marketer, product manager, or sales professional, and how you can position yourself to stay ahead of the curve.

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The Past: When Generalists Ruled the Day

For many years, being a generalist with a broad knowledge of tools, channels, and platforms was enough to set you apart. If you could navigate through multiple social media channels or knew your way around the latest CRM tool, you had an edge. This was especially true in fields like marketing and product management, where having a working knowledge of different platforms could boost your profile and open doors.

The Present: A Shift in Power

But today, we’re surrounded by unprecedented technological advancements and shifts in behavior:

- AI tools: Platforms like ChatGPT, Jasper, and Midjourney have democratized AI-driven tasks. Copywriting, image generation, and even data analysis are now automated, making basic operational skills more accessible to a wider audience.

- Mobile technology: Intuitive user interfaces and mobile-first designs have made it easier than ever for people to use advanced tools without extensive training.

- User behavior changes: Audiences have become more sophisticated. They’re less interested in surface-level content and more drawn to deep, insightful takes that reflect true domain expertise.

What does this mean? The once rare tool or platform expertise is now more of a baseline. Everyone from junior marketers to experienced product managers can access these tools, making proficiency a common currency. No longer is it impressive to just “know” how to use these tools—it’s expected.

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Information Overload: The Modern-Day Challenge

The internet is flooded with content. We’re inundated with an endless stream of articles, posts, newsletters, and white papers. This information (and misinformation) overload makes it difficult for even the most valuable insights to stand out. The rise of AI-generated content has only added to the noise, making it harder to identify which voices carry real expertise.

Example:

Think about LinkedIn, a platform now teeming with posts and threads about the “next big thing” in marketing or product development. Everyone has an opinion, and many of those opinions are powered by AI-written content that’s generic at best. How do you stand out when every post looks like a carbon copy of the last?

The Future: Deep Industry Knowledge Wins

This is where the knowledge specialists—those with deep industry or domain expertise—will emerge as the winners. While generalists can distribute information, they often lack the context and depth needed to provide substantial, unique value. This is particularly true in B2B sectors where decision-makers crave deeper understanding and insights that go beyond the surface level.

Real-Life Examples:

- Healthcare Tech: In the digital health space, generic knowledge about AI-powered diagnostic tools won’t cut it anymore. A true expert would not only understand the technology itself but also know the regulatory hurdles, patient care standards, and ethical implications tied to it. A deep understanding of these aspects allows professionals to craft strategies that resonate with stakeholders across the board—from investors to healthcare providers.

- SaaS Product Development: In the world of B2B SaaS, having knowledge about how to build a basic software stack is old news. Today, the real winners are those who understand niche industries in-depth. Take the example of someone developing SaaS products for the legal industry. A generalist can create basic project management software, but a specialist will develop tailored solutions that meet compliance, security, and workflow-specific needs unique to law firms.

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The Cost of Staying General

Staying as a generalist means you’re constantly playing catch-up. In a world where tool expertise is becoming common, generalists risk losing relevance. The added value they bring beyond distribution is minimal, which weakens their overall contribution to a company’s growth and strategic direction.

Why Generalists Are Struggling:

1. Limited Differentiation: Generalists are competing in a crowded space where their skills are no longer a differentiator.

2. Superficial Insights: Without deep knowledge, generalists often produce content or strategies that are shallow and fail to resonate with industry leaders.

3. Reduced Trust: Decision-makers seek thought leaders who can not only say “how” but also explain “why” and “what next.” Generalists fall short in this aspect.

The Clear Takeaway: Become a Knowledge Specialist

If you want to succeed in this new landscape, it’s time to go deeper. Here’s how:

1. Choose Your Niche Wisely: Decide on the industry or domain where you want to specialize. Whether it’s fintech, healthcare, SaaS, or another field, commit to understanding it at a granular level.

2. Engage in Continuous Learning: Dive into case studies, industry reports, and emerging trends. Attend niche conferences and webinars that keep you in the loop with industry-specific developments. For instance, product managers in the medtech space could attend conferences like MedTech Strategist or Digital Health Week to gain deep, actionable insights.

3. Apply Your Knowledge: Start small. Work on projects or take roles that allow you to apply and deepen your understanding. If you're a marketer, don't just learn how to use a tool like HubSpot—understand how inbound marketing functions in complex B2B sales cycles and adapt your strategies accordingly.

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Remember: It’s About People, Not Just Tools

While technical skills and deep domain knowledge are critical, never forget that behind every strategy, product, or marketing push are real people. You’re serving the users, the customers, the partners—understanding their pain points, behaviors, and needs is what will set you apart.

Example:

An AI expert specializing in e-commerce can know every algorithm in the book. But the one who also understands customer behavior during seasonal trends, psychological triggers for buying decisions, and the logistics of supply chain issues will be the one who stands out.

Final Thoughts

We’re in a time where technical know-how is expected and readily available, but what truly sets professionals apart is the depth of their industry knowledge. The real winners will be those who invest in deep learning and apply that knowledge with empathy and human insight. The professionals who go beyond the superficial, dig into their industry, and demonstrate true expertise will be the ones who thrive—not just today but for years to come.

So, ask yourself: Are you ready to go beyond being a generalist and become a true expert in your field?

Interesting Thing That I Noticed This Week

Greg’s social media content is always 🔥🔥🔥 [MUST Follow]

Tweet That I Posted This Week

This concludes this edition of Fresh Salmon.

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

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#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.