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Will "Good Enough" kill the digital design agency?
 

Will "Good Enough" kill the digital design agency?

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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 ...

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?

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    Will "Good Enough" kill the digital design agency? Will "Good Enough" kill the digital design agency? Presentation Transcript

    • Will “Good Enough” kill the digital design agency? Ryan McCormack :: May 2010 http://bitstrategist.com 1
    • 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
    • Two caveats Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Designing for business Art Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Abundance, scarcity and commoditization Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • “Abundance breaks more things than scarcity does.” – Clay Shirky Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Gutenberg Bible (Printed ca. 1445) Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • A Catholic Indulgence (ca. 1445) Martin Luther’s “95 Theses” Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Johannes Trithemius (Bishop of Sponheim) “In Praise of Scribes” (1494) Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Scarcity drives commodification Commodification: The process by which something acquires economic value (and can thus be sold). Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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
    • What’s the tipping point? Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • The “good enough” revolution See Wired: http://www.wired.com/gadgets/miscellaneous/magazine/17-09/ff_goodenough Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Digital video • Lower quality • Great quality • Less features • Feature rich • Easy! Fun! Cheap! • Hard to use & Expensive Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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
    • Music • Lower fidelity • Higher fidelity • Infinitely reproducible • Harder to reproduce • Cheap and portable • Not as portable Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Software • Just enough features • Feature rich • Downloadable • Complex • Free (or $500) • $4000 Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • The spectrum of graphic design Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Traditional Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Graphic Arts Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Politics and Propaganda Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Advertising Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Identity Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Digital Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • The first web page (ca 1991) Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Maturity and open standards make design easier Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • No wheel reinvention Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Patterns mean different problems Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Efficiency accelerates results Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Processes are clearer Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Platforms lower barriers to entry Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Underlying technologies Server software Linux Database software Web server Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Multimedia distribution platforms Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Publishing platforms Wordpress Drupal Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • The pool of talent has exploded Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Cathedrals, Bazaars and the digital design agency Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Trust us… Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • http://www.chrisbrogan.com/a-perfect-dichotomy/ Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • So what’s possible with free tools? Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Summary & Closing thoughts Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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
    • 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
    • So is the digital design agency doomed? Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • DIY Ramen w/cookbook: •  4 grocery stores •  2 days :: 12 hrs cooking :: 2 hrs cleaning Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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
    • Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • Thank you! Questions? Ryan McCormack :: May 2010 :: http://bitstrategist.com
    • 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