Want clients? Go fishing.

A change is coming.

The business of advertising, marketing, and design is once again about to change.

In order to move forward and get bigger and better clients, we will need to offer much more than what we have been up to this point.

Everybody is creating logos, print, and web designs. And they are offering it cheap. This business went from being a profession where you needed a decent traditional art school education and some work experience, to a profession where you simply need a copy of Creative Suite and a computer.

It's almost as if everyone (and their brother) said "I don't know what I want to do for a living, hmmmm...well, I like creating stuff, I should be a designer".

I was quite angry about this transition, I even wrote articles and this blog all about it.
Recently, a friend of mine said to me...
"stop writing and complaining about what was, and become the expert on what will be".
She's right.

Times are changing once again. If you are a design professional, you will need to get on the next wave. We all will.
Stay in the land of static websites, brochures, and logos and expect to work for small change for start-ups that don't have a clue in regards to their budgets or marketing needs.

It is inevitable that they will be needing much more.

Bigger and better clients want bigger and better marketing opportunities.
And there are many coming. Technology is changing quickly. Those that can figure out what these are will make the next jump successfully.

Of course, there will always be a place for mediocrity. Some clients want it, and there will always be designers willing to offer it.
But companies will need to harness the new technology in order to compete, and the general public won't be able to supply their marketing needs by simply hanging out a shingle and calling themselves a "designer".

It's coming.

And I've been studying really hard.

Now I am spending some time finding the right people to put a solid team together to offer these services.

I was a surfer growing up. I spent many summers hanging 10 in a foreign country.

I feel like I have been patiently sitting on my board in the water for the last few years, waiting for this giant wave to roll in.

I now see it in the distance.

Many of the inexperienced will be swallowed up by it.

For the rest of us that are ready, the time to ride it to prosperity is fast approaching.

Whore Aftermath

I went from writing absolutely nothing for a few months, to not stopping for 3 days. Updating the events from the first blog post, writing email replies to many, and speaking with a few design organizations and industry websites that have followed up. To everyone that submitted comments and praise in regards to the article and the info it contained, I thank you. This was never about me. I was merely pointing out facts. And after speaking to the RGD (who have really been amazing in regards to all of this), this isn’t about them either. They seem as genuinely concerned as we are, are investigating, and I for one commend them greatly for it. This was about the state of our industry. This is about the freelance website that doesn’t care about standards or guidelines. They only care if they get a piece of the action. No matter how low it may sink. This is about the employer in Toronto that believes $2.00/hour is fair pricing for what we do. And most of all, this is about ALL of us putting our foot down. Somebody said that we should form a union and I should be the Jimmy Hoffa of this industry (minus the unhappy ending to that story). And truth, if I knew I could change things for the better I would seriously consider it. But we all know this is not possible. I could write a blog post (keeping names out of it). I could bring the situation to your attention and hope you get something from it. That was about it. All of this has to do with you. I have turned down many jobs this year (and lost several others) because I have stuck to my guns. I will continue to stick to my guns. I’m not interested in competing with those that feel that $2/hour is acceptable. I poured a lot of sweat into getting to this point in my career and I’ll be damned if anybody is going to have me cheapen that. Make some concessions because it’s a rough economy? Sure. No problem. You need a logo, website, corporate materials and a direct mail postcard? I’ll throw in the postcard design for free. The rest will cost what I believe it is worth. Why? Because if I’m not getting paid what it is worth, I’d sooner do something else. So now what do we do? Do we sign a petition stating that none of us will work below minimum wage? Do we all agree on a standard pricing guidelines? The Graphic Artist’s Guild of America has a book like that. Many don’t follow it. As we discovered this week, even the organizations have their work cut out for them to regulate what their members are up to. It’s entirely up to you as a professional creative. Do you want to keep giving away your work or not? If there isn’t anyone willing to do this cheap work, we’d all be in great shape again. I’ll be the first name. I solemnly swear as a professional creative to not cheapen our industry by working for wages (or contributing to anything) that I feel, de-values us as a whole. I swear to keep up the fight. Ronnie Lebow.

The cheapest whore of all.

Yesterday I wrote a blog post titled “We have become cheap whores”. Although I knew it was good, I didn't realize it would spread like wildfire around the world with kudos coming in from people not only in our industry, but other industries as well. Photographers, art directors, web designers, people in film editing, even accountants felt the need to write me on this one. I woke up this morning to approximately 167 emails praising it with a hundred other additional comments (all positive except for one) on different websites. People have been forwarding the link. Now, some new information has come to light. As I mentioned, 5 proposals were submitted for that $2/hour project. The one Canadian proposal belongs to a designer who is a recognized member of both the RGD (Registered Graphic Designers of Ontario) and a Professional Member of the Society of Graphic Designers of Canada. Please feel free to write both organizations (as I have) and stress how you feel about their members contributing to the destruction of our beloved industry. I mean, aren’t they the ones that are supposedly adhering to strict values? If THEIR members don’t give a crap, should anybody? I have nothing left to say. I'm just shaking my head.

We have become cheap whores.

For those of you that have been following me, you may have noticed that I haven’t written in months. I’ve been extremely busy. Not so much in the industry (and workwise), but with life.

I have traveled extensively this year. I had family affairs on 2 different sides of the world, I got sponsored and played against the top pros in the World Series of Poker (and made a final table in a large casino tournament while I was there), and I was a guide to 8 men on a canoe trip to North Ontario.

The list goes on.

My point to this is that I had a LOT of time to think. About my place in this industry, about the future of this industry, about what I want to do for the next 10 years.

This week, I turned 40. A milestone. The age where I’m (supposedly) going into my top income bracket yet here we are in the middle of a deep recession. Work has been relatively slow. Friends in this industry have been crying to me. Clients have feared spending money, and all the unemployed have been whoring their services as freelancers.

Yes, that’s right. I said it. Never in all my years have I seen the competition so fierce. Never have I seen people give their services away for so little.

I recently had a client tell me that they found someone to do their monthly direct mail/postcards for $20. The worst part is that this client asked me if I could beat that price (and this is a client that makes over $20k+ in commission per sale).

Are you seriously kidding me? Can I beat $20? Needless to say, I walked away. Quickly.

Our profession has become tainted in the eyes of many thanks to $20 designers who pump out crap with pirated versions of design software.

To an uneducated client, we are all simply Mac Monkeys. To their understanding, what we do is relatively easy. Crowd-sourcing sites, $99 logos for sale, and design/advertising "contests" have quickly cheapened this once-great artistic profession. “I don’t need to pay for one professional, I can hold a contest, and pick a winner from thousands of entry submissions”.

I got into this profession after growing up with Mad Men. I’m not talking about the hit TV show but those same people they portray. I wanted the single-malt scotch in my hand at 4:00pm while I wristed up a concept at my drafting table (and believe me, I experienced this at more than one agency). I sketched naked models for years just so I could nail a pose correctly. I then went to art school for 4 long years and did it some more. You had to be a trained artist to get into this business. I penned an article years ago about my ode to my dying craft entitled “I love the smell of rubber cement in the morning”.

Times changed when the computer came into play. For better and worse. It did however, allow me to land where I am at this very moment, working from a home office.

With the Blackberry, my business changed even more.

I have taken advantage of all the freedom freelancing has to offer. I walk my kids to school in the mornings, I take vacations whenever I want, I go grocery shopping in the afternoon, and all the while, I’m connected to clients, potential clients, project notifications, and my entire virtual office thanks to the little mobile device attached to my belt.

Looking for work and pitching for projects has become a little too easy.

Many design schools became businesses. It’s not so much about the craft anymore, it’s about how many “professionals” they can churn out. Once these “pros” come out, they look for work. Any work. Competing like rabid stray dogs over scraps on a bone.

Name me one single industry where somebody can simply buy some software, hang up a sign, and call themselves a professional without any prior training or work experience? I see it in our industry every single day. And to many businesses and their owners in today’s economy, we are a dime a dozen.

Recently, I got notified from a freelance work site regarding this listing…

Description:

The graphic designer will be responsible for the conceptual and creative design for a variety of marketing pieces including: permanent and temporary display renderings and concepts, posters, POP material, on-line advertising, tradeshows, newspaper and magazine advertising, among other printed applications. The graphic designer will also be responsible for some project management responsibilities.

Skills Required:

•Develop and design concepts and renderings ( 2D & 3D) as per client request

•Manage multiple ongoing projects with frequent and tight deadlines.

•Work closely with various personnel to complete and manage a project through to completion.

•Strong at conceptualizing, a problem-solver, and creative presenter, coupled with excellent written and oral communication skills.

•Superior understanding of print processes, pre-flight management, and burning files for archiving and distribution

•Must be a quick-thinking, decisive and resourceful team player with the ability to distinguish good design from mediocre.

•Strong organizational/time management skills and ability to understand client needs.

•Succeed and thrive in a highly business/creative environment and take constructive/corrective criticism well

Qualifications:

•University degree/College diploma in graphic/industrial design

•1-3 years of design experience

•Proficient in a MAC and PC environment

•Proficient in 3D software a MUST.

•Strong knowledge of Adobe Creative Suite - Illustrator, In-Design, Acrobat/Distiller, Photoshop

Okay, are you ready for this?

Seriously, are you ready?

You may want to brace yourself.

Pay is $2.00 an hour.

No, there aren’t any zeros missing.

Once again, a University degree, 1-3 years of experience, all those requirements (including extensive knowledge in 3D software), and this complete asshole believes that $2.00 an hour is an acceptable pay rate.

I could make more than that by humming into a kazoo in the subway station for 10 minutes.

This job is not in India, it’s not in some third world country. It’s right here, smack dab in Toronto, Canada.

I was furious. I answered the employer in the project question board with the following...

“I believe you have entered the pay field incorrectly as $2/hour is an illegal wage in the province of Ontario”.

What happened next made my blood boil. I was immediately banned from the question board on the website for “derogatory and/or sarcastic comments”.

I wrote an email asking the site how I could be banned for bringing up the legalities of the situation? They responded with the following…

“Regarding the amount posted for this project - as this is a global marketplace, there may be professionals willing to complete this project. Cost of living, and therefore pricing, varies across the globe. While project amounts of $250 or $300 may not seem like much to you, it may be the equivalent of $1000 or more in another country. Also, someone just starting their freelance career may be willing to complete this project. As long as there are professionals willing to complete the project, we do not intend to deny them the work. We certainly cannot force the entire community to abide by the standards of one group or another.”

Seeing as this is a job which appears to be on-site work in Toronto, I replied back, stating the legalities again and that it appears the site has no problem making money on illegal business practices and slave labour.

I quickly got my privileges back.

It is time to take a stand to save this industry. How? I don’t know. We never had standards or set pricing guidelines. We never had a union and for the most part, we have too many out there that are hungry.

The first step would be to stop contributing to Crowdsourcing sites and “Contests” promising us fame and fortune based on our winning designs. They are simply taking advantage of us, our talent, our thousands of dollars in software and equipment, and they de-value what we do for a living.

As the site replied, “As long as there are professionals willing to complete the project, we do not intend to deny them the work”.

We must stop being willing to do the work.

The next step is to start educating our clients. Make them understand that conducting research on their company, conceptualizing and producing an effective look/brand for it (and all the other associated materials etc.) should not cost less than the 2 uneducated guys nailing new shingles on the roof of their house.

Branding a new business and unleashing it into the marketplace should not cost less than a new set of brakes on one’s car.

Until we can get this through their head, we are going to see many more ads seeking trained professionals for these pitiful wages. We are going to see the profession we love become something that just isn’t worth doing anymore.

Going back to my beginning, what do I want to do in the next 10 years? Besides working creatively, I want to make some changes. Stay on top of these things. I want to see all of us getting paid what we are worth.

I don’t know how to go about doing this, I don’t even think it can be done. I just know it HAS to be done.

Because as I type this last sentence, there are now 5 proposals from qualified designers for the $2.00/hour position.