BIG was one of the first, I say one of for arguments sake, he's the first that I can think of...one of the first lyricists that was able to capture the mainstream consumers

He could drop a track like Unbelievable for hip-hop heads, turn around and drop Juicy, One More Chance, for the radio, turn around and drop Gimme The Loot, for the hardcore heads, drop BIG Poppa for the Ladies, etc...

rinse, wash, repeat on the 2nd album

and I never got the feeling like he was dumbing it ALL the way down to do it

his early demise also never gave him an opportunity to decline, both of his albums were classics

when you list acts like
Kane
KRS
Rakim

these guys were lyricists first, but never had success in the mainstream, i.e. does your momma know who they are?

and, we saw their decline towards the end of their careers

that's why BIG is considered the GOAT