It's about architects & visionaries. Please note: I do not mean architects in the traditional IT sense (e.g., systems architecture). I'm speaking more broadly, at a business, if not social, level.
People who can see more than one or two pieces more than one or two feet in front of them and come up with a solution to meet that need (or need to be) in the market. True, some of these might be "developers" but that is their means. It's not what makes them successful in and of itself.
On the other hand, the one trick pony types (e.g., "generic" programmers) on the opposite side of this coin will continue to be treated as a commodity. As they should be. Their only option is to become value adders that are able to differentiate - both their own talents as well as the brands they work for.
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