{"id":162,"date":"2024-04-29T01:14:37","date_gmt":"2024-04-29T01:14:37","guid":{"rendered":"http:\/\/functionfox.com\/?p=162"},"modified":"2024-05-31T21:03:54","modified_gmt":"2024-05-31T21:03:54","slug":"okay-ill-do-it-my-predictions-for-the-field-over-the-next-year","status":"publish","type":"post","link":"https:\/\/functionfox.com\/okay-ill-do-it-my-predictions-for-the-field-over-the-next-year\/","title":{"rendered":"OKAY, I&#8217;LL DO IT: MY PREDICTIONS FOR THE FIELD OVER THE NEXT YEAR"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p>My&nbsp;<a href=\"https:\/\/2bobs.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">podcast co-host<\/a>&nbsp;is always saying that &#8220;experts&#8221; have a duty to predict the future. But since I\u2019m not sure he\u2019d be comfortable declaring that I\u2019m an expert, I\u2019m not feeling a whole lot of pressure here. Besides, these all seem a little like &#8220;Captain Obvious Decides to Start a Blog&#8221;.<\/p>\n\n\n\n<p>Whatever. I\u2019m going to write about what I suspect most everyone is thinking. This is what I see happening in the near term.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Your biggest problem is\u00a0<strong>finding good people<\/strong>. A lot of the really great ones are settled in at firms they love, they survived the pandemic effects on the firm, and they\u2019d like to limit the disruption that would otherwise come with a job change. Others went out on their own and like it. They haven\u2019t been doing it long enough to experience the inevitable &#8220;referral drain&#8221; that comes a few years later, so they don\u2019t feel the tension of finding enough work. There\u2019s plenty of work.<\/li>\n\n\n\n<li>Your next biggest problem is\u00a0<strong>paying them<\/strong>\u00a0what they want. That\u2019s an entirely separate thing, too. Getting great candidates to respond to your query is as likely as getting the neighborhood home improvement guy to show up on time, but paying them $75,000 right out of school\u2014something unheard of 2 years ago\u2014is starting to settle in. Experienced creatives are still readily available; experienced software engineers are not.<\/li>\n\n\n\n<li>On the subject of pay, it\u2019s going to move toward a\u00a0<strong>geographically agnostic pay structure<\/strong>. In other words, all the old salary surveys are wrong, declaring that CDs, for example, are worth more because they live near and work for a firm in NYC. Having said that, I think CDs are worth more if they work for a more prominent firm, which might be tied to their location, but if principals are going to let people live wherever they want, they are not going to adjust that person\u2019s salary over a decision for which they have no input. This obviously applies only to firms with a RW or WFH policy that allows it.<\/li>\n\n\n\n<li>(Long term, I see the industry continuing its march toward less\u00a0<strong>paternalist policies around benefits<\/strong>, too. Childless team members don\u2019t understand the subsidization of the kid thing. I could be wrong on this; thus the parentheses.)<\/li>\n\n\n\n<li>There will be\u00a0<strong>unintended consequences<\/strong>\u00a0for the firms that are spreading out. The firms who\u2019ve long been set up as WFH will be fine, of course. They\u2019re just smugly grinning. Those who are sticking to their guns in believing that physical togetherness matters are getting tested, both in their philosophical belief and in their ability to attract talent in this all out talent war. Those who are embracing remote work because of what they learned through the pandemic are still learning how difficult the transition can be. Not in allowing people who usually work together to now work apart, but in trying to build a community when someone has never worked together like that, with this specific team. Managing people in that environment is very different, and we don\u2019t treat management all that seriously anyway. We have a lot to learn, here. One of many examples is this: I think that the portion of the team that is working remotely might not get the same career path opportunities as those who do work at the mother ship. Everything we\u2019ve learned about this has been helpful, but unintended consequences from the folks who don\u2019t know how to run WFH environments are still going to surface and will need careful attention.<\/li>\n\n\n\n<li>Some firms are going to get a little clever and turn the tables, here. If they are sticking with the original plan of generally working together, they are going to claim it as a\u00a0<strong>positioning advantage<\/strong>\u00a0that remote firms don\u2019t have, citing collaboration, communication, and creativity. I suspect they are right, but I don\u2019t have any data to support it. I haven\u2019t seen anyone do it overtly, yet, but it is coming.<\/li>\n<\/ol>\n\n\n\n<p>So what do you do? How should you respond? This is what I would do in your shoes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Turn work down<\/strong>\u00a0before you agree to a permanent (and worsening) policy of paying what your firm cannot afford just so that you can keep saying yes. The supply side of the market is in charge, so act like it. It\u2019s a seller\u2019s market. Here\u2019s how to\u00a0<a href=\"https:\/\/www.davidcbaker.com\/developing-your-own-compensation-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">determine what you can afford to pay<\/a>.<\/li>\n\n\n\n<li>Think as seriously about a\u00a0<strong>marketing plan for people<\/strong>\u00a0as you do about a marketing plan for clients. The positioning for that effort is your culture and the clients you get to work on and your ping pong table, of course (ahem). A great team member is harder to find than a great client, and the impact on your life is greater, too.<\/li>\n\n\n\n<li>You cannot maintain your own pay and\/or net profitability and at the same time pay people more unless you\u00a0<strong>start charging more<\/strong>. It\u2019s hard to find any\u00a0<em>reasonably successful firm<\/em>\u00a0charging less than $150\/hour (which is quite low). It\u2019s hard to find\u00a0<em>high performing firms<\/em>\u00a0giving time away, no matter how much higher their hourly rate is. And it\u2019s impossible to find\u00a0<em>ultra high performance firms<\/em>\u00a0that don\u2019t\u00a0<a href=\"https:\/\/2bobs.com\/podcast\/5-levels-of-pricing-success\" target=\"_blank\" rel=\"noreferrer noopener\">uncouple their rates from their time<\/a>. You cannot paper this over like they did with the wall paper in your first rental\u2014you must make more if you are going to pay more. (Unless you\u2019re willing to make less.) That money you are saving from the former facility costs needs to be reserved to bring people back together at regular times every year.<\/li>\n\n\n\n<li>But regardless of what you charge or where you focus, your\u00a0<strong>enduring advantage<\/strong>\u00a0is closely tied to how much those\u00a0<a href=\"https:\/\/2bobs.com\/podcast\/your-four-advantages-over-an-in-house-department\" target=\"_blank\" rel=\"noreferrer noopener\">great people want to work for you<\/a>\u00a0and not one of your F1000 clients.<\/li>\n\n\n\n<li>Look to solve this with\u00a0<strong>unconventional hiring options<\/strong>. I\u2019m talking about near-shoring, which is going to grow steadily for at least the next five years. I would also include unconnected contractors who regularly work together (\u00e0 la Hollywood).<\/li>\n<\/ul>\n\n\n\n<p>And finally, here\u2019s a&nbsp;<strong>special note about the M\/A market<\/strong>. Given how badly some firms are scrambling for help, quite a few are exploring an&nbsp;<a href=\"https:\/\/en.wikipedia.org\/wiki\/Acqui-hiring\" target=\"_blank\" rel=\"noreferrer noopener\">acquihire<\/a>&nbsp;(which I do a lot of). The thinking is that &#8220;I get a bunch of people at once who have already bonded in a culture, and it shouldn\u2019t cost nearly as much as an acquisition.&#8221; Pensive principals don\u2019t want to consider that, though, unless it covers some glaring challenge they are facing, which is usually new business. Hardly anybody has a new business problem, though, so the urgency isn\u2019t there. It\u2019s still a robust market, but the incentives aren\u2019t aligned as they normally would be.<\/p>\n\n\n\n<p><em>This article was written by&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct10_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">David C Baker<\/a>. David C. Baker is an author, speaker, and advisor helping entrepreneurial experts make better business decisions. He&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct2_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">positions<\/a>,&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct3_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">benchmarks<\/a>,&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct4_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">reviews<\/a>,&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct5_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">values<\/a>, and&nbsp;<a href=\"https:\/\/marketing.davidcbaker.com\/acton\/ct\/5727\/s-0206-2105\/Bct\/l-sf-lead-3db5\/l-sf-lead-3db5:ae5\/ct6_0\/1\/l?sid=TV2%3AUgeoIAJJq\" target=\"_blank\" rel=\"noreferrer noopener\">buys\/sells\/merges<\/a>&nbsp;independent firms in the marketing, creative, and digital space. Photo by David C Baker. If you would like to submit an article to be featured on the FunctionFox Blog, email&nbsp;<a href=\"mailto:marketing@functionfox.com\">marketing@functionfox.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>My&nbsp;podcast co-host&nbsp;is always saying that &#8220;experts&#8221; have a duty to predict the future. But since I\u2019m not sure he\u2019d be comfortable declaring that I\u2019m an expert, I\u2019m not feeling a whole lot of pressure here. Besides, these all seem a little like &#8220;Captain Obvious Decides to Start a Blog&#8221;. Whatever. I\u2019m going to write about [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FunctionFox<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/functionfox.com\/okay-ill-do-it-my-predictions-for-the-field-over-the-next-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OKAY, I&#039;LL DO IT: MY PREDICTIONS FOR THE FIELD OVER THE NEXT YEAR - FunctionFox\" \/>\n<meta property=\"og:description\" content=\"My&nbsp;podcast co-host&nbsp;is always saying that &#8220;experts&#8221; have a duty to predict the future. 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