Sector analysis

Marketing

Production is free now. If that was what you were selling, you have a problem, and if it was not, you have an opening.

My Career Crusader9 min read846 words

wasn't, you have an opening.

Marketing absorbed the shock earlier and harder than most fields, because so much of it was production of text and images, and text and images were the first things to get cheap.

The result is a profession that has split. One half is in genuine difficulty. The other half has arguably never been better positioned, and the line between them is not seniority or talent. It is what you were actually selling.

The collapse of the production premium For thirty years, a large part of marketing employment rested on the fact that producing good creative work was expensive and slow. Copy, layouts, variants, localisations, campaign assets. Agencies were structured around it and billed for it. That premium is gone. Not diminished — gone. A competent person with current tools produces in a day what took a small team a week, and the difference in output quality is small enough that most clients accept it. Anyone whose value was volume and speed of production is in the most exposed position in this collection, and the reason has nothing to do with their ability. The market for the thing they are excellent at has repriced.

What became scarce instead When production is free, the constraint moves, and it moved to three places.

Knowing what to say. Positioning is a judgement problem: what this product actually is, who it is genuinely for, what claim is both true and differentiating. This has always been the hard part and it has always been undervalued relative to execution. It is now the whole game, and the number of people who can do it well has not increased.

Distribution. When everyone can produce infinite content, attention is the scarce good and nobody can produce more of it. Relationships with the channels, communities and people who control attention are more valuable than they were, and they cannot be generated.

Taste and risk judgement. Deciding what not to publish. Recognising that a campaign will read badly to a group nobody in the room belongs to. Knowing when a joke is a liability. Organisations pay a great deal for the person who stops the expensive mistake, and they pay it after the first time they did not have that person.

The flood problem There is a second-order effect that is reshaping the field faster than the production change, and it is worth understanding. Content volume across every channel has increased enormously. The consequence is not that everyone gets more reach. It is that the baseline of what gets noticed has risen sharply, and generic competent content now achieves close to nothing. This is genuinely bad for anyone whose strategy was consistent adequate output, which was a viable strategy for a long time. It is good for anyone with a distinctive point of view, because differentiation got cheaper to buy relative to volume. The practical translation: the correct response to production becoming free is not to produce more. It is to produce less, with more of a specific opinion in it. Most marketing organisations have done the opposite, which is why the flood exists.

What to do If you are in production, the honest read is that this is a shrinking function and you should move. The nearest destinations are the ones where your production knowledge is an advantage: creative direction, quality judgement, or owning the tooling and standards for a team. Knowing exactly why a piece of work is bad is a rarer skill than making a good one, and it becomes more valuable as volume rises. If you are in analytics and reporting, assembly is automating and interpretation is not. The scarce skill is knowing which number is misleading and why, and being willing to say that a campaign everyone likes is not working. If you are in strategy or positioning, your position improved and the risk is that you cannot demonstrate it. Positioning work is invisible and easily claimed by others. Write down the reasoning behind the calls you make, at the time, before results are known. Everyone, get closer to the customer than the tooling can. Actual conversations with actual buyers produce the raw material nobody else has. The people who talk to twenty customers a quarter have something no model can generate, because it has not been written down yet.

The thing agencies have not said out loud

A significant part of agency pricing has been hours of production, and clients now have a fairly good idea what production costs. That renegotiation is happening across the industry and it is not going well for anyone billing on time. If you work in an agency, the question worth asking is what your firm sells that a client could not now do internally in an afternoon. If the honest answer is "capacity", the business model is in trouble regardless of how good the work is.

Take your last three pieces of work and ask what a client could now produce themselves in an afternoon. Whatever survives that question is what you actually sell. Build your next year around it.

Apply this to your role

How exposed is your own week?

The free AI Exposure Audit breaks down your working week by automation risk — and gives you a personalised 30/90/365-day action plan. No account required.

Take the free audit
Share this articleXLinkedInFacebook