Selling a product or service requires a vision. A vision is a picture of the future that we seek to create, described in the present tense, as if it were happening now. It shows where we want to go, and what we will be like when we get there. Successful entrepreneurs have a vision for their businesses. They see exciting possibilities for their products, solutions, and services that benefit their own companies as well as the customers that they serve.

Bill Fitzgerald, Founder and CEO of Universal Wilde, has been in the print industry for over 30 years since he accepted an entry-level job at a printing plant after high school. From there, he went on to become the top print salesman at his company and began working toward fulfilling his dreams. Fitzgerald has always been interested in determining why customers do certain things, as opposed to simply evaluating what they’re buying. So from the very beginning, his vision was to create a company that would serve its customers “From Thought to Distribution.” 

Universal Wilde grew through acquisitions; in the beginning acquiring prestigious printing companies like Daniels Printing, and Acme Printing Company. More important from a strategic perspective was the most recent acquisition of Wilde & Wilde, a direct marketing agency. Today, the company generates revenues of $150 million and encompasses 700,000 square feet spread across six facilities in Massachusetts. Although every acquisition was instrumental in the company’s success, the Wilde & Wilde deal was the final component in fulfilling Fitzgerald’s vision.