Working on the “Shifting Landscape” article for the Winter 2012 issue was a great opportunity for me to connect with a variety of industry professionals to explore differing viewpoints on the state of to-the-trade and how it will impact the future of the design industry.

I entered the design profession in the 90′s, so I am no stranger to running to the design center for resource options. I think I even had to swear on the life of an unborn child that I would bring a fabric sample back on time. As I worked as a designer and then transitioned to the marketing side of the industry, I have witnessed many challenges to designers’ business practices.

Based on my research and conversations with many in the industry, I think this is an exciting time for designers to reposition themselves and take more control over their businesses. I hope designers can find a way to develop a business model that places more value on the services they provide and less financial dependence on the products they sell. I believe that creating a more transparent process and open door policy with clients and the public as a whole will benefit the profession.

This is an educational process that will take time, but I think it is an important step for the design profession. In addition, I hope more resources can be developed to help designers acquire the business skills and confidence they need to adjust their business models and support their professional success.

Jenny Schrank, Allied ASID, is a writer and marketing consultant for the architecture and design industry.