The Connected Generalist
How peer networks & connected generalists are your underrated lever
I’ve been thinking a lot lately about what gives small business founders and creators real leverage in this AI-driven world. I’ve always had an issue with only having depth in one niche. And while depth helps, but the world’s evolved and it’s no longer enough. What really moves the needle is who you learn with, who you ship with, and who’s honest enough to tell you when you're off course.
What I Mean by “Connected Generalist”:
A connected generalist isn’t someone trying to be everything. It’s someone who has an interdisciplinary mindset - one that reaches across domains, borrows from different fields, and builds a scaffold of people they can rely on. They aren’t the deepest expert in a single niche — but they’re the person who knows enough to ask the right questions, find the shortcuts, and connect dots others don’t see.
Why It Works (and the Evidence that backs it up):
In small business settings, peer-network interactions often lead to increased revenue or job creation. For example: SMEs meeting monthly with peers in China saw sales increase by up to ~10%. (Mastercard Strive)
Studies (like one out of Denmark) show that people who leave employment to start businesses fare better if they’ve had varied experiences. Generalists are more likely to survive the early risky phase and to grow. (Chicago Booth)
In environments full of uncertainty (hello, AI, volatility, shifting consumer habits), people with range do better at adapting. (David Epstein’s Range is a great touchstone.) (Chief of Staff Network) (Wikipedia)
What You Can Start Doing
Here’s what I’d try if I were you, or if I were coaching someone walking in your shoes:
- Map your on-call network
Write down 20-30 people who are “go-to for X” across functions. Know who you call when you need product feedback, who knows operations, who’s good with finances, etc. - Make asks easy
Give a quick brief, define exactly what you need, and put a deadline. Always aim to give something back — it signals you’re part of the exchange, not just inquisition. - Keep faint ties alive
Doesn’t mean weekly Zooms. A monthly line, a voice note, or even an update in text can keep relationship capital intact. Warm ties are underrated. - Be generous
Route opportunities. Share resources. Name names. When others do well, it reflects on you eventually. Trust compounds over time.
If there’s one small move I hope you try this week: pick one domain where you don’t have much expertise but want to explore (could be marketing analytics, UX, ops, etc.). Then find two people in your network (or outside) who are smarter there. Ask them specific questions. Share what you learned publicly. That little stretch teaches you more than another hour in your comfort zone.
Would love to hear: which community or peer network has made the biggest difference for you—and what’s one concrete way they helped. I’ll share mine next time.
Thanks for reading.
—DW
PS: If you want help designing your on-call network (or turning it into a repeatable system for yourself and/or your team), I can help. Click here to setup a time to chat to see how.