Want to stay profitable in lean times? Follow Craig & Karl's advice

Computer Arts: Historically, in economic downturns, investing in design has proved a competitive necessity. Do you find this to be the case, at the moment?
Craig Redman:
We can't speak for our clients, but we certainly invested in our own work during the initial stages of the downturn. Not financially, just in terms of extra time spent experimenting and developing new work and styles. We've found it's important to keep this process up. New styles usually start becoming a core part of the business two-three years after they've been developed, so it's important to keep this up in slow periods and to also have the self-discipline to continue it in better times.

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