Thanks, Kerry. I’d like to speak to the two points I believe you’re finding most antagonizing: that there are bigger issues at play and that Zak’s take is one-sided.

I see two issues with the bigger issues argument. The first is that, while you agree spec work is an issue, you go on to use the argument that we should be solving even bigger issues as leverage for undermining what ZAK/Zak is promoting. That’s not productive or supportive of anyone who’s trying to make an impact on an issue that you agree matters.

Secondly, I’d like you to consider the scope of the issue because an industry built on spec work is a very real, very serious issue. Spec represents endless hours of waste (huge volumes of aggregate resources which could be applied to solving those bigger issues you speak of) and poor, inappropriate, or unpaid creative (a la 99designs and their ilk whose participants take shortcuts to get the gig). It is neither good for practitioners or clients, particularly because it is not in any sense free, but rather rife with compromise.

Further, it’s not reasonable to suggest that by the very nature of discussing spec and only spec work that Zak is ignoring those other issues you’ve pointed out, particularly to the point that you should find his followup spec article an act of contempt. You can’t deal with all things at once. Zak chose to focus on spec work, I suspect largely because it’s a narrative (as presented in the video) which is an easy story to tell, which means its easier to be heard, and subsequently lead to change. Following up on a spec video with a detailed article about spec work no more means he’s ignoring an issue that’s important to you or the industry as it is means he enjoys killing lions in Zimbabwe. It simply wasn’t part of the spec discussion, which is why I suggested your points are going to be lost in your rant.

You seem to now be making the assertion that, by solving your bigger issues, that spec work would be addressed as well. That’s a worthy discussion to have with your peers to see if you can find a way to bring that discussion to light. Personally, I’m both not sure your more important issues umbrella would have that affect and I also question where the narrative is to drive the bigger issues discussion.

Which brings me to my attitude about any initiative: if you believe you can affect change, you take action in the way you can act most effectively. Whether that’s by knowledge, means, or motivation, an action that delivers momentum deserves support, rather than derision. You take Zak to task for spending resources on this initiative that you agree is important because you feel he should be spending it on issues you believe are more important. My advice: instead of slowing down his momentum, drive your own. Act as you can act most effectively to bring the change you seek.

Going after Zak is a distraction from that effort. The only argument I can see that would warrant this approach is if Zak’s actions have had and continue to have a more detrimental affect on the industry we’re clearly both passionate about, which brings us to the us vs them argument.

I don’t see how you can read this into Zak’s words. Taking another look at Zak’s original Medium article, I see the piece as being predominantly written to clients with detailed points on why the spec process is undermining their goals. Considering your point that it’s a one-sided view, it’s his perspective as an agency guy, sure, but in consideration of both agency and client sides.

To be sure, the video was tongue in cheek, but I saw it as a little bit of fun, if anything. If that set a poor tone for a serious discussion, I get that, but his post was much more measured, detailed, and reasonable, and I don’t see it as being at all antagonistic, certainly in isolation from the video.

Finally, if you and others find the tactics to date deplorable, but we can all agree spec work is an issue, I believe we’d do well to spend our efforts reframing the discussion in a constructive manner rather than spending our energy deriding Zak for getting the discussion started.

And those other issues you’re more passionate about: perhaps that’s not Zak’s fight, but it can be yours. Run with it.