Alex Mather points out that moving away from supplying a commodity means finding and nurturing relationships with people who are interested in creating unique and powerful work. Those people will expect a journey and not a product.
Red Lemon Club: How to Survive the Biggest Creative Job Decline of All Time, 2017-Feb-1 by Alex Mathers
Meaningful art and design that makes an impact on its users is growing and vital, and relies on ‘expert practitioners’ who understand process to carry it out well with their clients.
But at the other end, commodity products and cheaper labour allow others to get a vital start on projects and businesses that can eventually develop into ones that do rely on more focused design expertise.