In the last couple of installments, we looked at metadata and formats and the important role they play in eMedia publishing, as well as variable print. However, while it is important to understand their role, the real question in your mind should be: can I even bring cross-media into my company with the resources I have?  If not, what do I need to do?

If you look at the issue of bringing any new products or processes into your business, the most important skill is being able to address and absorb change. With the continued effects of technological development and today's rapidly changing market environments, the ability to adapt to change is probably the most critical skill that needs to be available in most companies. This important ability needs to be an integral part of your company culture, as it is undoubtedly a part of the culture of your more successful clients and competitors.

This next skill is one that almost any printer or premedia operation should already have: the ability to work under pressure to deliver many different projects while meeting client expectations. This core competency should already be inherent in your day-to-day business operations.