As a kid, I remember going to the local "five & dime" general store with my grandmother.
Stocked wall to wall with tools, toys, candy, and everything in between, it was one of my favorite places. They seemed to have [everything], all in one place.
Today, the brick-and-mortar "everything store" of old has been replaced with that of a digital variety, one that fits in your pocket and can be called up at a moment's notice - regardless of day or night.
Hate it or love it, Amazon has changed commerce forever. It has helped many brands thrive - showcasing their products to buyers across the globe, as opposed to just across town.
Conversely, though, it has meant the end of the "general store" as we once knew it, leaving only Wal-Mart as the "I need it right now" choice in the neighborhood.
Generalists are expendable. You can't be the best of all things to all people, BUT, you can be the very best of one thing to very specific people - and with that, grows your value, your brand position, and your organization.