I’ve been on vacation the past few weeks and enjoying family and the Holidays. Now that that’s it’s time to get back in the saddle, I’m looking at 2012 through fresh eyes. Although ’11 was pretty bleak for many, there were many lessons learned, and here are some of my thoughts as we begin a new year.
We can not continue to wait for things to get better – or clearer. Although most folks in the industry have realized that the economy will slowly trend upward, many are waiting for the waters of communication technology to become less muddy. It ain’t going to happen. By the time we think we see where it’s going – it will change. Thus, we can’t afford to sit on the banks of the stream – we have to jump in and swim.
We need to re-invest in our selves and our personnel. When was the last time you went to a non-industry seminar/workshop? How well versed are you with the new ways of communicating? Do your employees have the skills to re-invent themselves – and if they don’t – where are you going to find new ones?
When was the last time you talked to your banker? Yes, that’s probably not top on your list – but there’s a good possibility he thinks you’re a dead printer walking rather than a business owner looking to the future. Sit down and let him/her know that you’re in it for the long haul – whichever way it takes you.
Why did many of those “well-established” companies go away or change hands. Here’s my simplistic answer. They made a decision to serve a specific market and committed their assets to that business. In the 20th century, that made perfect sense, but with today’s ebb and flow of technology and communication channels, the successful company will need to think less about print technology and more about serving communication channels.