Of Chefs, Dentists, and Batman: How Product Expert Generalists Make Greatness

In any premium kitchen, the head chef creates epicurean wonders because the sous chef keeps myriad ingredients and processes flowing in the most efficient order.

A reputable dentist performs efficient work for patients because the dental assistant has the tools and process flowing in an effortless order.


In the Batman movies directed by Christopher Nolan, Morgan Freeman plays Batman’s righthand man, creating all the gear and weaponry Batman could ever need to face the bad guys.


The common thread in every one of those scenarios is that the person-behind-the-person is an expert generalist… just like Brand Shepherd.

Experts, because each is working within a niche that requires specialized skills and experience. Ours is branding.

Generalists, because those they serve are facing myriad challenges – different menu orders, different mouths, different bad guys, different bodies. We work with brands of all stages of growth and establishment.

Expert Generalists.

For those who are newly acquainted with Brand Shepherd, it can sometimes be a hard sell that we thrive as expert generalists because recent group-think – thanks largely to search engines that dominate our lives with an endless need for specificity – have brainwashed a lot of professionals into thinking that generalists no longer have a role in business and commerce.

We disagree.

Look at any thriving brand or business and you will find people capable of, and engaged in, expert-generalist work.

Once you see it, you can’t unsee it.

Google is the example the anti-generalists like to cite because Google Search requires us to feed it very specific, non-generalized queries in order to provide the most valuable information.

Yet Google is a great example of the Expert Generalist model because of one simple question:

What does Google do?

For that matter, what do Apple, J&J, Walmart, Trader Joe’s, your local hardware store, a restaurant, a dentist, etc. do, exactly?

They all make, sell, and manage a variety of products and services.

Hospitality & Food. Serenity & Oral Care. Software & Hardware. Cloud Services & Subscriptions. Experiences & Value.

They all are expert generalists, even when they hire strict experts within their offerings.

They, like Brand Shepherd, work as part of a bigger picture than specialists.

A Brand’s Secret Weapon.

The brands and businesses we serve do so well because they have that person-behind-the-person learning their needs so we can be there before they know they need it.

It’s a cliche these days to say it, but here it is true that we have developed a true partnership over the years for the brands we serve.

We are their expert generalists.

It’s because of our expert generalist approach – we are not merely experts at websites or just logos or just packaging.

We’re experts at the many general needs brands have to sell their products and services, and we’ve yet to see it not be a huge benefit for their bottom lines.

Now, more than ever: Every brand needs a shepherd.

Let’s work together.

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  1. […] which is why the shepherd word is used, and it’s what sets us apart,” says Dan. “I call us ‘expert generalists’ because we are experts in branding, yet not for one particular niche […]

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