Parting comment, PhotoShop World

I can't leave the subject of PhotoShop World without detailing the insightful comment made at the "I'm a Stranger" dinner.

This was a group of folks like myself that are finding the world of marketing collapsing or imploding with a single person's area of expertise covering much, much more. Software like the Adobe suite and the internet are allowing use to broaden not only how we work but compelling us to do so much more.

Yes in large companies you still have a PR group, marketing communications group, advertising group, marketing strategy group, product marketing groups, etc. Of course in small companies, one person does it all. But it's truly phenomenal that in medium sized firms that one person or a couple of folks can do so much, so fast, so effectively.

For example, before I left for PhotoShop World, I was told that when I got back I needed to change a photo of a box of Caribbean Sunrise papayas for a flyer to go out to customers. The color on the fruit was too yellow; it should be greener. Within an hour, I took several photos and got the okay on one and PhotoShopped it to get into the flyer. Created the jpeg and pdf and I was done. One hour in 2009 would have been a couple of weeks 5 years ago.

The insightful comment was:

With everyone doing everything you'll have to pay a lot to get a specialist to make something fantastic. Or choose the 'jack-of-all' and get something that's not fantastic but does the job nicely for a lot less.

Is marketing evolving to be mediocre?