The markets that printers serve today are edgy, restless, pedal-to-the-metal, all day, every day. It is daunting, but also thrilling. There are challenges and threats, but there are also opportunities.
While digital media has changed much, it does not replace print. Traditional and new media can exist side by side, complementing each other for a more profound result. Shorter print runs can equate to more value, more impact. The industry is evolving, changing continuously in tune with its customers’ needs. Today’s print technology is at the cutting edge and advancing all the time.
But the print industry needs to embrace a new mindset.
To become the successful printers of tomorrow, today’s printers must realise and embrace this. They must be bold and imaginative, seeing opportunity in the change going on around them, listening to and understanding what their customers’ needs are, and applying creativity and innovation to deliver the value those customers require.
This mindset finds a way to adapt, to fundamentally change where necessary, because it instinctively thinks and responds, yes, not no. It believes in print as a medium, recognises where print is strong, and understands where it can be augmented by other media.
It is a mindset founded in the belief that anything in print is possible. Challenges will come, problems may seem insurmountable, but with an enterprising spirit, a positive approach, and the application of accumulated knowledge and technology – sometimes from within, sometimes from outside their organisation – the best solution will be found, and the opportunity seized.
Bold and daring, sophisticated and technologically advanced: today, with the right mindset, anything in print is possible.
