The design job market is chasing “unicorns”—designers who also edit video, run social media, animate, illustrate, and maybe fix the Wi-Fi too. But being good at everything isn’t the same as being great at one thing. Employers should prioritize needs over fantasy. Designers, lean into your strengths. One person can’t be a full agency. Let’s focus on collaboration, not burnout.

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The irony is that the people demanding unicorns would fall so incredibly short of their own standards. Unicorns don’t exist except in fantasies. Whoever started that stupid nomenclature for job descriptions and self-branding helped create the level of damage we see today to the ad industry, creatives and creativity. It’s infuriating, especially when you see the number of talented people set adrift in the job market over the years.

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Well said!

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