Eric Sinc advises small companies to hire not programmers, but developers. The term may be used interchangeably but there is a distinction according to him. So, where a programmer may write fantastic code, that's all he will do. But a developer brings in versatility, contributing in multiple ways to a company.
In big companies, there may be a set of specific tasks with specialist to do those tasks and that serves the purpose, but in small companies, you got to be versatile.