It’s a continual debate among design and marketing professionals: should you become a generalist or a specialist?
For years, the popular model was to be T-shaped—someone with deep expertise in one area (the vertical stroke of the “T”) and broad knowledge across many other disciplines. But after watching Adobe MAX 2025, specifically the session Future-Proofing Your Design Career in the Age of AI (7:53), one quote stood out to me:
“The blob-shaped designer is the next evolution of the T-shaped designer. It's not about depth and breadth anymore—it's about range and responsiveness. Blob-shaped designers shape-shift to meet the moment. They flex into doing strategy, storytelling, motion design, and product thinking. They're not boxed in by title.”
— Samantha Warren, Sr. Director of Design, Firefly at Adobe
What Samantha said really resonated with me because I’ve always struggled with the idea of being a specialist—it’s just not in my nature. I started in graphic design, drawn to creativity and visual storytelling. But I also love data—understanding user behavior and strategically influencing it through digital marketing, A/B testing, and technology.
My career evolved from design to web development, into marketing, and now to leading digital transformations. Yet I still roll up my sleeves to create kick ass ads or website pages to keep my skills sharp.
Some people criticize generalists as “masters of none” or say you “can’t be a jack of all trades.” I see it differently. Being well-rounded gives you what Samantha described as “range and responsiveness,” which I absolutely love. The more you learn, the more you can connect how every piece of the marketing lifecycle fits together. That bigger picture allows you to build smarter, more cohesive campaigns—and continuously refine them for better results.
So, should you become a blob? Ask yourself:
Constant, wide-ranging learning is what ties everything together—and it’s the key to both career growth and self-fulfillment.
Today, one person can use AI to generate graphics, copy, code, and even entire campaigns. AI is breaking down technical barriers and time constraints. That means it’s time to become a “blob”—adaptable, agile, and armed with both expert knowledge and creative range.
Do you have a designer’s eye? Do you understand core principles, data insights, and best practices? Can you connect them to reach your audience more effectively? If not, start now. Learn broadly. Add new tools to your kit.
And if you’re just starting out—make it a priority to learn every part of the process. The human element will be what makes AI-driven work meaningful, distinctive, and truly effective.