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Questioning Common Wisdom is Important to Strategy

How often have we heard that print is a trusted medium, that awareness and familiarity are goals of advertising communications, or that print is key to touching prospects or customers? The new communications market is filled with opportunities for print entrepreneurs, but going against the common wisdom of industry myths is an important aspect of the entrepreneurial spirit. If you believe it's important to embrace change to be successful, then start by questioning commonly-held beliefs about the medium of print.

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About Dr. Joe Webb

Dr. Joe Webb is one of the graphic arts industry's best-known consultants, forecasters, and commentators. He is the director of WhatTheyThink's Economics and Research Center.