“Can the best talent ultimately be retained within large legacy institutions, or post acquisition in a culture and vision they did not sign up for or post acqui-hire at a tech giant where they may work on only one product? Will the shift towards digital product as the leading edge make the focused product players the most appealing proposition for the best talent and fuel opportunity? Again, the next few years will answer these questions.”
“ …the opportunity to become truly great is about more than just financial reward. It’s about the chance to become a recognised design leader and partner to the brands whose digital products and services shape our world. It’s about the experiences and opportunities presented, which cannot be bought. The one shot you might be lucky enough to have at all this is however all too easily sold.”
The “real” opportunity [?]
The discussion so far has centered around the agency/client model for digital product design, where one is paid for services rendered. This work can be truly inspiring and provides the opportunity to help define experiences for millions of people through client’s products. Where do you go from there? A proven track record in digital product will allow you to extend the traditional model by negotiating alternative commercial terms with companies, for example leveraging expertise for equity payment or under a JV arrangement. However, if you have that capability and spend the next three years only working for clients, you will have missed a far greater trick.
Real success in this area creates a far greater opportunity, which is to fundamentally reshape the the studio model. It has never been easier to build and distribute and market a digital product and those with a capability in digital product design who have been successful in delivering for clients, can and should aim to build capacity to explore their own digital product initiatives. Success here will generate passive revenue streams from the licensing or selling of a digital product or service as well the opportunity to augment the unscalable client service model. That in turn opens up remuneration models for the people that made it all happen which others cannot come close to.
The future, truly great digital product design company will have a stellar client service division, be running successful own product initiatives and will have equity stakes in select ventures where their skills can be leveraged best. Lots of legs on the table and one hell of an adventure.
Over the next few years there’s everything to play for. It’s game on.
/ I have no idea how to credit the little girl in the top image. It was a chilly, grey Saturday night in The Tenderloin. Very early in the evening. Only the geriatrics were eating at restaurants. Similar pattern happening at the gallery opening (dunno if this is a San Francisco thing.) The glitter car is a leftover piece being offered for free by the gallery to anyone able and willing to take it away. She was asked to pose and immediately jacked up and started Vogueing, bless her little heart.
There’s an allegory there somewhere…
Wandering Wandering Star 