"Communication is constantly speeding up," says Kirsty Carter of APFEL, "and we are becoming more and more connected with one another. One of the [consequences] is that we come to expect more immediate answers, and likewise design solutions. We need to find new ways to work within accelerated turnarounds.
"Creativity and innovation allow us to save time on certain things, and this can buy us more time to slow down on others – for example, for research, reflection and investigation. Challenges create friction and this often provokes creativity, so the biggest challenge could actually [elicit] even better work from the design and creative industries."
02. Balancing thinking with doing
Heather Stern of Lippincott points out: "The pervasiveness of 'design thinking' at the C-suite level is as exciting as it is challenging. It's wonderful that the world now understands design in a bigger context, but it's important that we don't lose the unique facets of design beneath it. The challenge is balancing the emphasis now placed on the thinking with the actual doing."
03. Staying relevant
"The near future is about defining what we do," says Studio Output's Dan Moore. "We need to be at the forefront of digital and understand how marketers are currently using [the technology], so we can work out how and if we want to fit into [this new world]."
04. Adapting to technological change
Liza Enebeis at Studio Dumbar comments: "We need to anticipate technological change, adapt to it, master it, excel and then be open to new influences, all in a very short time."
05. Making great work
"The main challenges haven't changed too much over the last couple of decades," suggests James Wignall, "so I suspect over the course of the next 20 they'll remain pretty similar. The technology evolves and software changes, but the challenge will always be to make great work, stay relevant and stand out."
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