Do what you do. And do it well.

It seems as though I've been chatting with lots of colleagues, students, and friends lately about the degree to which specialization in an industry becomes limiting. I am an advocate of finding where your talent lies, your sweet spot, and maximizing it to its fullest potential. In other words, don't try to be everything to everyone. It's exhausting, and almost never successful.

My argument is this: If you find an area of talent, run with it at full speed until you are at the top of the heap. If you have a talent for accounting, gather as much education, experience, and glowing referrals as possible, until you have reached the pinnacle of your industry. Same strategy if you want to be a writer, graphic designer, attorney or pilot.

The basis for this argument is that business, in general, is taking a more specialized approach. The focus is narrowing. Fewer and fewer hires are made, or contracts won, thanks to broad-based talent. Employers, and clients, want the best on their team. And that requires specialization.

Some of the folks I've spoken with argue for a broader approach. They want to acquire and tout talent and skills that cover all areas of their industry; think designer/writer/strategies/life coach/you name it. The problem is that you can't ever be really strong in any of those areas when you're trying to master all of them. You might be "good" at all of them, but I've worked with enough businesses to know that when it comes time to sign the check, they don't want to pay for "good." They want to pay for "great."

So, I'll shout it from the rooftops: Do what you do, and what you're passionate about. And find a way through education, experience, talent and moxie to be the best at it. It will never steer you wrong.