Bill Farquharson, Print Tec October 16, 2003 -- The countdown has begun. Times Square is buzzing with excitement and the lines of people have already begun to form in the area (though it could have just been a new Starbucks, too. It's hard to tell). The end of the year is roughly 100 days away. Sure, it may seem premature, but I'd like to look ahead and make some predictions for 2004 before the others have a chance to get their list together: 1. Ben and Jen either will or will not marry, divorce or separate. The jury is still out on this one, but remember: you heard it here first. 2. Attendance at trade shows will continue to plummet as printers everywhere ask, “How do I make money with what I have now?” while vendors everywhere shout back, “Come and we will show you”—until a show organizer puts together a much-needed full contact panel discussion where participants can body slam, knee drop and even head lock to get their points across. Teeth are chipped, elbows are bloodied and a new Fox TV show is born. Suddenly, it is chic to be a printer! LLLLLet's get ready to rumble! 3. Printing sales people everywhere will work to learn how to improve the value of the document by focusing not on the print specifications and order quantity but the story behind the printed piece. They will solve problems and earn orders, create new and better printing solutions. Profits will increase (commissions, too!), the customer will reward the rep with repeat orders, and loyalty will make a return. Ah, whom am I kidding? They will continue to quote and complain and under perform, just like always. 4. Sales managers everywhere will focus not on sales volume, but sales activity when answering the question, “Is my rep doing the job?” They will coach their sales people and add consistency to their managerial efforts. Further, they will invest in sales training in an effort improve the skills of their sales people. Nope. All of this is a dream, too. Actually, they will continue to run in and out of the lives of their reps, unequally dispensing counsel and threats, all the while wondering why no one listens. 5. Digital printing will slog along with new equipment announcements, adding new features like an inline price slasher and, for those who operate 24/7, the ability to input an entire tree in the back of the machine. 6. Smart printers will see the value of Association membership and participation. Suddenly, they will realize that someone else has overcome the problems they are facing today and that their money is well spent in this area. What a concept! 7. WhatTheyThink's swimsuit edition will be a huge hit! The “Dr. Joe at Miami Beach ” spread will be particularly popular and Speedo will immediately sign him to a sponsorship. 8. My thirteen-year-old daughter will finally buy an outfit that does not expose her midriff. Yeah. And pigs will fly. 9. Somewhere in America , a consultant will utter the words, “You don'tneed me for that problem” in response to a question by a client. Subsequently, the client will suffer a massive heart attack from the shock. 10. Printers who stay ahead of their customers, run smart businesses, educate their client base, and move towards being digitally superior to their competition will thrive. Those who don't will go Chapter 11 and will not be missed.