Comparison
A generalist covers many channels at moderate depth and suits early-stage companies still discovering what works. A specialist goes deep on one channel and suits companies that already know which channel produces revenue. Hiring the wrong one wastes roughly a year.
When the first option wins
A generalist wins before you know which channel works. Testing six channels shallowly is the correct move when the answer is genuinely unknown, and a specialist would optimise a channel that may not matter.
When the second option wins
A specialist wins once one channel is clearly producing pipeline. At that point depth compounds and breadth dilutes.
Verdict
The common error is hiring a generalist after you already know the answer, then wondering why nothing gets meaningfully better. Ask which stage you are actually in before writing the job description.
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