Being Comb-Shaped is a philosophy, and a way of thinking. For Marketers it refers to the broadening of their knowledge. It’s about becoming more of a generalist, not a specialist.
Comb-Shaped Marketers don’t have specific roles, and aren’t necessarily experts at just one thing. Instead they work across teams. They are the managers, leaders and directors, orchestrating teams and helping the specialists do their roles effectively.
Being Comb-Shaped means to actually understand what other peoples’ roles entail, not just that they exist, and their goals. It’s about understanding the processes, nuances, and blockers that effect the ability to perform individual tasks, or work together as part of a project.