The only people I'd be hiring these days are rocket ship pilots. Well, not exactly people who actually fly space ships but kind of.
Like every moment of time we don't totally know what's ahead of us but we do seems to have the sense things are changing these days a whole lot faster and deeper than what we're accustomed to. So we don't really know what the person who's going to help us out most needs to know.
We can't tell them what degree they should have to ensure they are employable in what we currently call advertising. There isn't a program or class out there to build the person we need. But, there are capabilities we desperately require.
If you want to be an astronaut, to explore the unknown, you got to get you butt to the unknown somehow. And where you get there you need to figure out how to get back, which until you're there you won't know how to do it.
Worse, there is no such thing as space chip flying class at MIT. Let alone an astronaut skills vocational program at your local college. And if there was, NASA sure as heck wouldn't want to hire them.
Rather, astronauts learn physics, chemistry, how to fly a plane, kinesiology and more. They learn this because the more they learn, what they really learn is problem solving. How to take information from one world/situation, and apply it differently in another world/situation.
Sure there are guidebooks, simulators, people on the ground at mission control in your ear and stories from those before you. But until you get into space and do it yourself you don't really know how to pilot that rocket ship.
Right now, back here on earth, we are deep in the unknown. The people who sold themselves and the magazines touted as the next big thing, were big for a while but today are finding they succumb to the same gravity as everyone else. We're all figuring our way through the unknown together.
The next great ad people are those well versed to figure it all out. What they know is not really all that important, not the silo or an agency of sub practice the boutique firm. What they can do, as in get sh*t done, is horrendously important.
And this isn't about T shaped people. That goes back just to people who are a repository of information. It's people who can figure new things and situations out. Not just regurgitate best practices from class, follow rules from a speaker at a conference, or knee jerking to a trend report you read that morning.
Nope, it gets back to being a rocket ship pilot. The next generation of great ad people aren't going to be digital specialists, social media gurus or masters of design. They may be able to do those things but if I was hiring someone today I'd want the abilities of rocket ship pilot, someone who may know a lot but more importantly do a lot with what they know.