We don't make hours, so why do we sell them?
People like me went into the creative industries because we loved the idea of being able to earn a living doing what we love.
But we’ve ended up in a place where creativity is sold by the hour, and the creative process is organized according to the principles of industrialised mass-production.
Creativity is output. Efficiency rules. Margin is all. Costs must be kept down. And “costs” means “people.” So fewer and fewer people have to create more and more output in less and less time – while working longer and longer hours.
We've made creativity an exclusive domain - and at the same time, an undervalued commodity. How do we stop creative shops from becoming sweatshops? How do we find a way to charge for ideas, not for hours?
If we consider digital to be the most accountable medium, is there a way to pioneer a new remuneration model based on ROI? And if we did, would it be practical?