Will "Good Enough" kill the digital design agency?

3,259 views
2,686 views

Published on

A lot has changed since the early days of web design, when tools were scarce and skills were in high demand. Design tools, platforms and patterns have become ubiquitous (and often free). Does this spell the end for digital design agencies?

Published in: Design
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,259
On SlideShare
0
From Embeds
0
Number of Embeds
75
Actions
Shares
0
Downloads
63
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Will "Good Enough" kill the digital design agency?

  1. Will “Good Enough” kill the digital design agency? Ryan McCormack :: May 2010 http://bitstrategist.com 1
  2. Outline •  Abundance, scarcity and commoditization •  The “good enough” revolution •  The spectrum of graphic design •  Cathedrals, bazaars and the digital design agency •  Summary & Closing thoughts Ryan McCormack :: May 2010 :: http://bitstrategist.com
  3. Two caveats Ryan McCormack :: May 2010 :: http://bitstrategist.com
  4. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  5. Designing for business Art Ryan McCormack :: May 2010 :: http://bitstrategist.com
  6. Abundance, scarcity and commoditization Ryan McCormack :: May 2010 :: http://bitstrategist.com
  7. “Abundance breaks more things than scarcity does.” – Clay Shirky Ryan McCormack :: May 2010 :: http://bitstrategist.com
  8. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  9. Gutenberg Bible (Printed ca. 1445) Ryan McCormack :: May 2010 :: http://bitstrategist.com
  10. A Catholic Indulgence (ca. 1445) Martin Luther’s “95 Theses” Ryan McCormack :: May 2010 :: http://bitstrategist.com
  11. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  12. Johannes Trithemius (Bishop of Sponheim) “In Praise of Scribes” (1494) Ryan McCormack :: May 2010 :: http://bitstrategist.com
  13. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  14. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  15. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  16. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  17. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  18. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  19. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  20. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  21. Scarcity drives commodification Commodification: The process by which something acquires economic value (and can thus be sold). Ryan McCormack :: May 2010 :: http://bitstrategist.com
  22. Abundance drives commoditization Commoditization: The process by which goods that used to be distinguishable in terms of attributes wind up becoming mere commodities. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  23. What’s the tipping point? Ryan McCormack :: May 2010 :: http://bitstrategist.com
  24. Characteristics of a commodity •  Product differentiation difficult •  Competition based primarily on price •  Increased competition •  Reduced customer loyalty •  Increased pressure on margins Ryan McCormack :: May 2010 :: http://bitstrategist.com
  25. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  26. The “good enough” revolution See Wired: http://www.wired.com/gadgets/miscellaneous/magazine/17-09/ff_goodenough Ryan McCormack :: May 2010 :: http://bitstrategist.com
  27. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  28. Digital video • Lower quality • Great quality • Less features • Feature rich • Easy! Fun! Cheap! • Hard to use & Expensive Ryan McCormack :: May 2010 :: http://bitstrategist.com
  29. Telephony • Lower quality • “Reliable” service • Calls drop • Better call quality • Cheap (or Free) • Hard to use & Expensive • Location-independent • Geography-dependent Ryan McCormack :: May 2010 :: http://bitstrategist.com
  30. Music • Lower fidelity • Higher fidelity • Infinitely reproducible • Harder to reproduce • Cheap and portable • Not as portable Ryan McCormack :: May 2010 :: http://bitstrategist.com
  31. Software • Just enough features • Feature rich • Downloadable • Complex • Free (or $500) • $4000 Ryan McCormack :: May 2010 :: http://bitstrategist.com
  32. The spectrum of graphic design Ryan McCormack :: May 2010 :: http://bitstrategist.com
  33. Traditional Ryan McCormack :: May 2010 :: http://bitstrategist.com
  34. Graphic Arts Ryan McCormack :: May 2010 :: http://bitstrategist.com
  35. Politics and Propaganda Ryan McCormack :: May 2010 :: http://bitstrategist.com
  36. Advertising Ryan McCormack :: May 2010 :: http://bitstrategist.com
  37. Identity Ryan McCormack :: May 2010 :: http://bitstrategist.com
  38. Digital Ryan McCormack :: May 2010 :: http://bitstrategist.com
  39. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  40. The first web page (ca 1991) Ryan McCormack :: May 2010 :: http://bitstrategist.com
  41. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  42. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  43. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  44. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  45. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  46. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  47. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  48. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  49. Maturity and open standards make design easier Ryan McCormack :: May 2010 :: http://bitstrategist.com
  50. No wheel reinvention Ryan McCormack :: May 2010 :: http://bitstrategist.com
  51. Patterns mean different problems Ryan McCormack :: May 2010 :: http://bitstrategist.com
  52. Efficiency accelerates results Ryan McCormack :: May 2010 :: http://bitstrategist.com
  53. Processes are clearer Ryan McCormack :: May 2010 :: http://bitstrategist.com
  54. Platforms lower barriers to entry Ryan McCormack :: May 2010 :: http://bitstrategist.com
  55. Underlying technologies Server software Linux Database software Web server Ryan McCormack :: May 2010 :: http://bitstrategist.com
  56. Multimedia distribution platforms Ryan McCormack :: May 2010 :: http://bitstrategist.com
  57. Publishing platforms Wordpress Drupal Ryan McCormack :: May 2010 :: http://bitstrategist.com
  58. The pool of talent has exploded Ryan McCormack :: May 2010 :: http://bitstrategist.com
  59. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  60. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  61. Cathedrals, Bazaars and the digital design agency Ryan McCormack :: May 2010 :: http://bitstrategist.com
  62. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  63. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  64. Trust us… Ryan McCormack :: May 2010 :: http://bitstrategist.com
  65. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  66. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  67. http://www.chrisbrogan.com/a-perfect-dichotomy/ Ryan McCormack :: May 2010 :: http://bitstrategist.com
  68. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  69. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  70. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  71. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  72. So what’s possible with free tools? Ryan McCormack :: May 2010 :: http://bitstrategist.com
  73. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  74. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  75. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  76. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  77. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  78. Summary & Closing thoughts Ryan McCormack :: May 2010 :: http://bitstrategist.com
  79. What separates the cathedral & bazaar? •  Design “quality” •  Cost of services •  Uniqueness of design & experience •  Systemic thinking and underlying strategy (e.g., scalability, extensibility) Ryan McCormack :: May 2010 :: http://bitstrategist.com
  80. Summary •  Abundance creates more problems than scarcity •  Digital design is evolving quickly due to an abundance of platforms, tools and knowledge •  Quality differences are subjective •  Business decisions can trump artistic value Ryan McCormack :: May 2010 :: http://bitstrategist.com
  81. So is the digital design agency doomed? Ryan McCormack :: May 2010 :: http://bitstrategist.com
  82. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  83. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  84. DIY Ramen w/cookbook: •  4 grocery stores •  2 days :: 12 hrs cooking :: 2 hrs cleaning Ryan McCormack :: May 2010 :: http://bitstrategist.com
  85. Closing thoughts •  Digital design for marketing is a commodity •  For every commodity created, a new opportunity is born Ryan McCormack :: May 2010 :: http://bitstrategist.com
  86. Ryan McCormack :: May 2010 :: http://bitstrategist.com
  87. Thank you! Questions? Ryan McCormack :: May 2010 :: http://bitstrategist.com
  88. References •  Clay Shirky: “Here comes everybody” (2008) •  Eric Raymond: “The Cathedral & the Bazaar” (1992) •  Wired.com: “The good enough revolution” (2009) Ryan McCormack :: May 2010 :: http://bitstrategist.com

×