A framework for deciding what growth capability to build in-house

A capability needed constantly at moderate depth — day-to-day paid media management for a brand running acquisition year-round — is often a strong in-house hire. A capability needed occasionally but requiring deep specialism — an international expansion market audit, a lifetime value model rebuild — is usually better brought in externally.

Plotting a needed capability on frequency and depth before writing a job description or a consulting brief helps avoid the common mistake of hiring a full-time specialist for work that only recurs a few times a year.