Throughout the chaotic economic environment over the last 5 years, I have championed Generalists. I have taken pride in being one of them, in touting our expertise as people who can and do wear any hat. I love a vertical learning curve; I crave the opportunity to look at a seemingly impossible scenario and dismantle it bit by bit.
During my recent vacation to Florida, I devoured the book Yes, Chef, the autobiography of chef Marcus Samuelsson. The book is an incredible adventure story and his determination is center-stage throughout the story. From his teenage years, he was determined to be a world-renowned chef. His focus is inspiring, and it’s clear that this focus drives his phenomenal, though not always predictable, success. He’s very honest about the low points of his life and career, and he candidly describes his tremendous sacrifices for his work.
When I began the book, I was experiencing some twinges of concern over my freelance work. I was pitching a lot, and the slow cadence of August was frustrating me in the last days of the month. Reading Marcus’s book got me so hyped up that I wanted to jump out of my seat and keep on pitching. (And as I hoped and expected, September has picked up with a number of cool and interesting options in full-time and freelance work.)
His story also made me question my Generalist persona. Some people know me as a business strategist and product developer. Some people see me more as a writer. And still others look to me as a yoga and meditation teacher, as well as a nonprofit founder. Truth be told, I’m all of those things. I love them equally, and I have no desire to give any of them up for the sake of the others.
But should I? Would I be better served professionally and personally by solely focusing on one of these skill sets? Or should I concentrate my efforts in some other way (for example, if I went in the direction of health, should I work as a business strategist for health and wellness companies, while writing about health, and teaching yoga)?
I’m still entirely undecided on this front. It feels like an enormous decision and I don’t see a clear path as of yet. Any thoughts, ideas, suggestions, advice?
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
View all posts by Christa Avampato
6 thoughts on “Leap: Is It Time to Specialize? Your Ideas Wanted!”
Hm….I’m intrigued by your use of the word “should” – always a red flag to me that (for me) I am looking at something from an external/others perspective (instead of what I want, what makes me happy or fulfilled). Are you happy with how things are going, how you feel, what you’re doing? If so, perhaps simply direct more mindful attention to what attracts and energizes you versus what you’re good at but may take more than it gives, and let the answers unfold. Doesn’t seem to me there’s any “reason” you have to make a decision or choice right now, perhaps your evolution is underway and if a choice comes, it will come naturally. Best….
Hi MJ. Such a good point – whenever I find myself saying “I should…”, it warrants some serious consideration. I will remember that. Natural and organic is always a better way to decide our actions, isn’t it?! Thank you so much for your insight.
Interesting — I don’t think of you as a generalist, but rather a specialist with three specialties: business strategist/product developer, yoga and meditation teacher, and writer. On your website, you’ve got a story that weaves these specialties together. As long as they all make sense to you, and you have passion for all of them, then why not keep pursuing them. As MJ said, as your story evolves over time, then you can make choices that feel natural.
Hm….I’m intrigued by your use of the word “should” – always a red flag to me that (for me) I am looking at something from an external/others perspective (instead of what I want, what makes me happy or fulfilled). Are you happy with how things are going, how you feel, what you’re doing? If so, perhaps simply direct more mindful attention to what attracts and energizes you versus what you’re good at but may take more than it gives, and let the answers unfold. Doesn’t seem to me there’s any “reason” you have to make a decision or choice right now, perhaps your evolution is underway and if a choice comes, it will come naturally. Best….
LikeLike
Hi MJ. Such a good point – whenever I find myself saying “I should…”, it warrants some serious consideration. I will remember that. Natural and organic is always a better way to decide our actions, isn’t it?! Thank you so much for your insight.
LikeLike
Interesting — I don’t think of you as a generalist, but rather a specialist with three specialties: business strategist/product developer, yoga and meditation teacher, and writer. On your website, you’ve got a story that weaves these specialties together. As long as they all make sense to you, and you have passion for all of them, then why not keep pursuing them. As MJ said, as your story evolves over time, then you can make choices that feel natural.
LikeLike
Thanks so much for this insight! I love that you think of me as a specialist with 3 specialties 🙂
LikeLike
Follow the direction your energy naturally flows to be the best steward of your talents.
…da Vinci was a painter, sculptor, architect, musician, scientist, mathematician, engineer, inventor, anatomist, geologist, cartographer, botanist, and writer…
LikeLike
A beautiful reminder. Thank you!
LikeLike