This program explores the commoditization of pricing in the design sector – the Wal-Mart effect. In simple microeconomic terms, if the total number of design firms has been going down since 2001 and the numbers of new designers entering the field from college is also going down, when demand stays constant why aren’t fees going up? The presentation presents statistics on trends in the design sector, explains the strategic pricing strategy that puts designers at risk of commoditization, and explains alternate methods of pricing that are available to price services based on the value to the client.The webinar was not recorded at the request of the presenter. Presented September 22, 2011.