Ask any PPC professional what career shape they are working toward, and most will say T-shaped. One deep specialism, broad supporting knowledge across adjacent areas. It became the dominant career framework in marketing over the last decade, and for good reason. In a world where platforms were simpler and clients valued versatility, the T-shaped practitioner was exactly what the market wanted.
That model is no longer enough.
Not because T-shaped practitioners are bad at their jobs or the model does not work anymore. Most are excellent. But the…
