In response to Mike Exon’s article (Consultancy, DW 26 May 2000), the experience of larger multi-disciplinary consultancies (such as Fitch) in failing to develop digital media expertise should serve as a lesson to rapidly expanding digital media design companies.
Specialisation is convenient for groups looking to corner a market, but markets are not static, they can dry up and new ones emerge.
To ride these waves and remain successful you need to be good at design, not media.
Short-term success is a question of talent and timing. Long term success comes from resisting the temptations offered by short term success.