Bundle or Unbundle - Is it better to specialize or generalize?

Mike Simmons is a strategic thinker and founder of Find My Catalyst. Known for his practical frameworks and whiteboard wisdom, Mike helps businesses rethink growth, team alignment, and market strategy. In this episode, he breaks down the age-old debate of specialization vs. generalization by introducing the “Jobs to Be Done” framework in go-to-market strategies.

3 Key Quotes from Mike

“When you add layers to the work you’re doing, you’re going to create complexity.”

“Maybe the right answer is that it's not a specific title anymore… it's more about the job to be done.”

“Let’s take an operations-oriented, systems-driven approach to this go-to-market challenge.”

Mike Simmons explores how companies can grow by focusing on specific jobs rather than rigid titles. He compares specialization and generalization through the lens of bundling, unbundling, and Jobs to Be Done. The result is a powerful call to rethink go-to-market strategies and align teams based on outcomes, not functions.

5 Key Takeaways
1. Bundle or Unbundle Based on Outcomes

Bundling (or generalization) may simplify customer experience.

Unbundling (or specialization) can lead to better performance in complex roles.

Decide based on what drives value for the customer, not trends.

2. Use 'Jobs to Be Done' to Guide Role Design

Break down your business into core jobs: demand, acquisition, retention, expansion.

Focus on what needs to get done, not who traditionally does it.

Match people with the right skills to each job.

3. Rethink Traditional Sales Structures

Roles like SDR, AE, AM may create fragmented customer journeys.

Teams should work cross-functionally instead of being siloed by department.

Customers care about solving their problems, not your internal org chart.

4. Simplify to Grow

Complexity slows down growth and handoffs between teams.

Use whiteboarding and process mapping to clarify roles.

Specialize when the task is deep and critical; generalize when flexibility adds speed.

5. Test, Measure, Adjust

Start small: test new role alignments by function (not title).

Measure outcomes and handoff efficiency.

Invest where the system works; adapt where it breaks.