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We all like our products the same. We like them quality, cheap and fast. What we often choose to ignore is that you can have two elements in play at the same time, but never three. If you want it quality and fast, expect to pay a lot. If you want it quality and cheap, expect to wait a long time. If you want it cheap and fast, expect poor quality.

As creatives, we need to get into the habit of valuing the skills of others the way we value our own skills. When purchasing, place the elements in order of importance and, when push comes to shove, be prepared to drop the last. When creating, be prepared to add an appropriate price tag. (As a general rule of thumb, decide on a price, then double it)

The problem with most creatives is they make terrible salesmen. They aren’t afraid of the work, but they are afraid of asking for the sale. Ironically, it’s often the most talented creatives who are destroying the industry most by undervaluing their creations. Undervaluing makes the consumer more and more spoilt. And it makes it more and more difficult for other creatives to keep their heads above water.

Art is not a race to the bottom where we’re encouraged to mass produce, undercut and spin the log ever faster. It is a race to the top where we sell less for more, and where remarkability is the only need for concern.