Being a generalist doesn’t mean you shy away from being an expert in one particular subject. It means that you remain open to the possibility that other subjects, items, disciplines or theories may have value for you, your customer and their product.

From Steve Portigal’s Living in the Overlap, his latest column for interactions magazine.

“… my profession is identifying and establishing the connections between people, culture, brands, stories, and products, and that means it’s absolutely crucial that I know a little bit about all sorts of stuff that I may personally regard as crap.

… I believe strongly that those of us who make things for other people need to embrace the  existence of the “other.” Whether it’s postmodernism or pop culture, we need to consider the good, the bad, and the terrifying aspects of those others …”