"If the only tool you have in your toolbox is a hammer, you tend to see every problem as a nail." Abraham Maslow
I think most people tend to view graphic design this way. 'I need something to hand out at that trade show, and I need it yesterday. Doesn't matter what it looks like, just make sure it has the info on it.'
Most people, especially entreprenuers, don't have time or desire to make sure the 'throwaway' piece conveys the mission, tells whoever holds it something about the company, product, or service, is consistent with the other pieces - or goes in a completely new direction. That's my job.
I take the time to research not just what you say you need, but what you're meaning to say. I look at what you've done before, what your competition is doing, and what gives you the best bang for your buck. I've been told that my talent is not just great design, but my understanding of the role it plays in communication. And that's why you hire a designer.