If Crispin Porter & Bogusky has been good at anything, it hasn't been coming up with better ideas. When we're good, it's because we're good at singling out the best ideas and getting them made.
That's the piece that remains rare and valuable. Can you make your ideas come true? Can you manifest the best of your thinking?
Some designers are obviously frightened by crowdsourcing, but I think it will work out. I see several possible scenarios. The first is that the designers with the most success begin to create tiers and the prices and fee structure changes with the level of quality. Another and more radical change would be if the model followed more of what happened in Hollywood with scriptwriters.
Today, a powerful Writers Guild protects the writers' interests. A strong guild could transform design as well. Today, an illustrator who designs a cover for Time is more or less happy with the fee. But if that design helps propel the highest newsstand sales of the year, they don't see any of that.
What if the woman who designed the Nike logo had been in a union that ensured that instead of a fee of 50 bucks, she received a royalty of a penny a shoe? I think that works out to about $20 million in the last ten years alone.
Seems like we tend to be nostalgic about the past and fearful of the future. But each time the future actually arrives and becomes the present, we feel like it's just the way things should be.