I think I’m seeing a trend, but maybe it’s just a couple of random examples. I’m curious if any of you have seen it too.

People I know who embraced digital early, stuck with it and become known for their leadership in applying digital tools to further business goals are moving away from digital. I recently made this move, and today I was speaking to a colleague at another company and he’s making a similar decision. And as we chatted I thought of a couple of other people I know who pioneered digital areas in their organizations who are being tapped to apply their backgrounds, which were full of smart risk-taking, innovation and seeing things a little differently, to other key areas that need that kind of intrapreneurial aptitude.

Here’s what I think. As more and more people in organizations have evolved to be able to harness digital tools, as marketing departments grow this competency, as social media becomes just another tool and maybe we can finally stop navel-gazing about it, there is less of a need for “gurus” and more of a need for a team of people who embrace these tools. That normalization of previously new media may lead to a kind of boredom and restlessness among the digital specialists and leaders within organizations, which frees them up to focus elsewhere. It’s also time for new people in these organizations to bring their creative ideas and acumen to the table and fresh thinking and energy to the utilization of digital tools. I have seen that in the people who have taken over my former accountabilities. They bring ideas I didn’t have and are focusing on places that I didn’t see. It’s very exciting to watch. It’s evolution.

If you’re at an organization with someone who has moved your digital agenda forward, maybe it’s time to think about getting them to focus on organizational change, or leadership development, or moving your organization to new places. Ask them to help solve over-arching business problems. Redeploy them.

So is it just me, or is this a trend?