From Khoi Vinh: The traditional model of design services rests on the notion that a design studio or agency offers a unique value, a set of highly specialized skills and competencies that their clients do not possess and cannot nurture within their own organizations. For most design companies, and for most of the history of the design industry, that unique value has been storytelling. The client makes a product or service and then turns to the studio or agency to help them tell the world about it. Look at the portfolios of most design companies and you’ll see that they’re full of works that are essentially marketing narratives — graphic solutions intended to communicate a story about a client’s product to the world.
Digital media requires something different, though. It’s not sufficient to just publish a narrative to the Internet. You have to build an experience around it, a system that lets the user experience the narrative but also one that responds to his or her inputs and contributions. Basically, to create anything meaningful in digital media, you need to think in terms of a product, not just a story.