As much as I like the overall positive spirit of the article, there are some issues that would require a bigger magnifying glass or a more precise telescope. I don't agree that designers will have to specialize more in order to meet the trends of brand design. I think the opposite may be true—that precisely the speed and unlimited resources of exchange would require broader expertise in culture. 

By this I don't meant mere ethnic and regional specifics but more how the cultural fabric of our social exchange works. How do we communicate, not by overloaded messages in an effort to preserve consistency, but how do we participate in exchanging experience. In my view, if there were any way to focus on “specializing” it would be in the direction of cross-cultural areas of uncertain codes and thus greater dynamic of mutual interpretations, i.e. non-specialists in the sense that the industrial era has defined professionals. 

This whole process is design but instead of aiming at “solutions” it would define problems. Design will become the potential for generating ideas instead of the ideas themselves. if I can allow myself to offer a prediction, it would be in agreement about the globalization as the melting pot for information and ideas but where i would differ is that the craft notion will change from relating to specialists into designating experimenters. What we are witnessing today is the breaking down of every model once it is put into the global context. 

The reason, I think lies in the fact that these models stem out of the certainty paradigm. Specialists in the industrial sense are nothing but keepers of that paradigm. Specializing aims for consistency and stability. It is not hard to confirm this by looking into the driving force behind business today; how little real entrepreneurial risktaking has remained and how ROI means more the certainty for return rather than the possibility. If the world is dramatically changing towards increased dynamics of exchange, we would need indeed a different attitude towards reality attuned more to the notion of flux, which science is tackling more and more, and how to live in constantly shifting conditions, rather than try to figure out the golden bullet for consistency. 

The whole notion of identity is challenged and this is not a matter of adjusting but of qualitative change. and for tis reason I'd rather be skeptical yet hopeful. And finally I would agree that it is an exciting ime to live but because we all are to become designers of some sort as “jobs” and “professions” no longer adequately describe what we do.