We love titles. They should be short, recognizable, and fit neatly into a LinkedIn box. But what if you don’t fit into just one box? What if you work with ideas, people, technology, and strategy – not necessarily by building something from scratch, but by developing what already exists, seeing the big picture, making it understandable and usable?
And what if you – like me – have been called a “jack of all trades”? A “generalist”? Or in Norwegian, a “potet” (potato – meaning someone who can do a bit of everything)? You know a little about a lot, and much more than people realize – but what are you really?
And to make it even more confusing, you’re sometimes seen as a know-it-all – not because you claim to know everything, but because you’ve learned to listen, observe, ask questions, and connect the dots across disciplines. You may not have deep expertise in every field, but you understand why things are connected, and you can contribute to everything from discussion to solution.
In my case, the solution was to invent a new word. A new title that finally captured who I am and what I do: idématerialist.
A word I needed – and one others can own too
A word I needed – and one others can own too
I’ve spent years working in the intersection of technology, people, and business. I’ve led projects, developed concepts, built bridges between departments – always driven by one core question: How do we make this work in real life?
But when it came to a title? That was the hard part. “Product Manager”? Meh. “Product Developer”? Not quite. A good friend said it straight: “You don’t create products from scratch. You make them better, clearer, more sellable. That’s something else.”
He suggested “product vitalizer.” Closer, but still not quite me. So I went into the think tank. And out came idématerialist. Not as a buzzword. But as a mirror – and an identity.
Idématerialist (noun)
[iːˈdeːmaˌteːriaˌlist]
A person who makes ideas real, understandable, and valuable.
An idématerialist isn’t necessarily the one who invents groundbreaking ideas, builds everything from scratch, or executes all the technical parts. It’s often about something else – about seeing opportunities, creating clarity, and making sure it all actually works.
An idématerialist:
- Sees the potential in an idea – and turns it into something practical.
- Understands both the technology and the people it’s meant for.
- Communicates complex concepts in a way others can actually understand.
- Makes ideas work – not just in theory, but in reality.
A real-life example was a project that had stalled – not because the idea was bad, but because it didn’t hit right. The fear of going public with an unfinished product, of being crushed by competitors already in the market, led the team to keep everything secret. They never launched an MVP. Instead of learning, testing, and iterating, they waited, adjusted, hesitated.
By changing how the idea was presented – reframing the message – we managed to turn skeptics and former competitors into partners. We didn’t change the product. Just how it was understood. And that was enough.
For an idématerialist, challenges aren’t roadblocks – they’re ideas that don’t work yet.
I usually explain it like this: “I have an idea to check my email – but the mail server has crashed. So now, the problem has to be materialized before the idea can be realized.”
Another example came not from a project, but from a café. I was standing in line with a few other customers. The staff was busy with other tasks and didn’t acknowledge us. After a couple of minutes, people began leaving – not because they were impatient, but because they didn’t feel seen. A simple “Hi, I’ll be right with you” could’ve changed the entire experience.
These small things matter – not just in sales and service, but in everything we build. The idématerialist notices them. Not because we always know best, but because we observe, connect, and see the bigger picture – from tech stack to tone of voice.
What defines an idématerialist?
We come in many forms. Some work in product development. Others in strategy. Some build companies, while others operate in the intersection between tech, communication, and user experience. But we often share some traits.
For me, there’s a clear red thread – and it’s exactly what idématerialist captures:
- Cross-disciplinary understanding
I connect technology, markets, strategy, and psychology in a practical way.
- The ability to simplify complexity
I focus on clarity, usability, and accessibility.
- Reflection and real-world experience
I speak from what I’ve done – not just from theory.
- Clarity and joy in communication
I love turning ideas into something people actually get.
- Perspective as a tool
I believe a shift in angle, approach, or tone can change everything.
How an idématerialist works
For me, it’s not about wearing just one hat. I wear several – and switch them when the situation calls for it.
An idématerialist works with ideas and implementation. With tech and people. With strategy and the details.
- We build ownership and understanding – across silos..
- We ask the right questions early.
- We see product, user, and market as one.
- We spot holes before they become problems.
- We challenge without being difficult.
How to become an idématerialist
No one becomes an idématerialist overnight. It’s not a title you’re handed – it’s something you grow into through curiosity, experience, and reflection.
You need to be someone who sees and listens. Someone who thinks: How would this work in practice?
You have to be willing to ask “why” and “what if” – even when there’s no clear answer.
An idématerialist:
- Constantly observes and learns – from people, mistakes, and facts.
- Builds experience across disciplines and connects the dots.
- Sees challenges, not problems.
(Because for an idématerialist, problems are just solutions in disguise.) - And most importantly: you act on ideas – even when no one asked you to. Because that’s often when it matters most.
An idématerialist doesn’t see problems – only challenges.
Challenges are just ideas in disguise – waiting to be understood, developed, and solved.
Job title and pitch inspiration
If you see yourself in this, but your CV still says “generalist” or “multitasker”, maybe it’s time for an upgrade:
Title: [Your Name] – Idématerialist
Tagline: Idématerialist | From idea to impact
Pitch: “I’m an idématerialist. I make ideas practical, understandable, and sellable – without reinventing the wheel.”
From potato to profession
This isn’t just about a word. It’s about identity. About owning your role in a world that often rewards specialists over generalists.
When I say idématerialist, I’m also saying:
I know what I bring to the table. I know how to turn ideas – and problems – into value. And I know how to make things actually work.
So next time someone asks what you do – and “consultant” or “generalist” feels a bit bland – try the new word.
Maybe it’ll give you the same clarity and confidence it gave me.
