In defence of spec work
This is a lively old topic again so I thought I'd take the opportunity to have a little look at the other side of the argument. I do need to be clear though, I'm not pro spec work. I do believe that to be truly able to understand something, one must first understand both sides of an argument.
At the top of this post I have said "this is a lively old topic again", I say "again" because I've been around a while and I've seen this debate come in and out of popularity over the years. I've seen people (including myself) argue the case against and continue to do spec work when it suits them or more accurately, when they think it gives them a competitive edge. We continue to do spec work because it is part and parcel of our industry, always has been and it always will be. Convincing yourself of the opposite is perhaps a bit naive. Spec work is a perceived necessity for many and I cant see it ever not being that way, no matter how loudly people stamp their feet about it.
There are many different things that can take on the title of spec work but for this little post, i'm directly referring to doing "free" design work in order to land a job in a competitive pitch.
Lets jump into an imaginary scenario where spec work isn't as common as it is here back in reality. In this wonderful world, most people actually refuse to do it. Let's live this dream for a minute. You receive an invitation to tender, you know that at the very least, another 4 agencies will have been asked to tender also. This is a competitive pitch, it's about you going head to head with other agencies to land a substantial piece of work that you're more than likely falling over yourself to land. Here's how my mini scenario might well break down:
- 5 companies prepare a pitch
- The recipient chops off the cheapest one and the most expensive one for no other reason than this is how they've always dealt with quotes (yes, that's right, your lovingly prepared pitch is at this stage more often than not, simply about the numbers). This leaves 3 for them to look at in depth.
Of the 3 left, things will probably be pretty close, here's the kicker. One agency has broken ranks in our no spec work utopia and has decided to throw in a full set of visuals of how it's all going to look. The client is more than likely not a designer, doesn't imagine things like a designer might and needs a bit of assistance to fully understand the design concepts you are currently communicating in words. In the midst of this, here before them are a set of images (they say many words, remember?) Who gets the gig? Indeed, as far as the client perceives things in terms of effort put in, who should get the gig? One company has proven they can communicate ideas more effectively than the others. They've set themselves apart. This also scales. If two or indeed all companies prepare a set of visuals, the client picks the agency who has visually struck a chord with them and shown them something that they can relate to, even if at this stage it's a loose connection, its got to be more appealing to a prospective client than some words and prices. No? That's strong, persuasive communication tactics right there.
Back to reality then, It therefore makes sense that in order to give yourself the best chance of landing the gig, you need to bust out a few visuals in order to compete. In other businesses, this is called a loss leader.
Even those who are vocally against spec work in principle will actively prepare "free" designs of how a piece of design may look "depending on the client" and this is why spec work is not going away and instead is accepted, embraced and is in fact an important part of the pitching process for agencies. To gain a competitive advantage over your competitors is a fact of our industry that will never go away. It comes down to who can best communicate to the prospective client why they should be appointed.
Sign up for campaigns against it, hold lively debates by all means, discuss it continually over decades but don't for a minute think that this is going to go away, it's an important part of a pitch, a means to gaining advantage in a positioning exercise and as there will always be differing levels of skill, reputation and cost, there will always be people seeking a competitive advantage.
I'm not saying it's right, nor am I agreeing with it in principle but spec work is a fact of life.
