Talk of strategy abounds in business. The importance of a strategic business approach is becoming increasingly common as today’s technology-charged environment demands rapid change from us all. Last week, I shared Erika Andersen’s roadmap for strategic thinking based on the ideas in her book entitled Being Strategic. Andersen’s book focuses on consistently making choices that move you toward your business goals. It provides simple models and real-life examples for making strategic thinking a skill, and eventually a habit. The fundamental premise of the book is that being strategic means consistently making the core choices that will best move your business toward its hoped-for future.

Regardless of industry segment, role models for being strategic are few and far between. John Mashia, Jr., President and Chief Operating Officer of IMS, Inc., provides an example of true strategic thinking for the graphics communications industry. Mashia might not have read Andersen’s book, but he is clearly demonstrating the ability to execute its underlying principles and has transformed IMS into an industry leader.

IMS, Inc. (Liverpool, NY) is a fully integrated service provider of print, electronic, and mail communications. The company was founded in 1986 by W. Lee Vanderpool, Jr., current Chairman and CEO. IMS was a pioneer in the presort mail industry and has become a nationally accredited multi-channel communications provider. The firm currently employs 240 in five locations, and it services numerous Fortune 500 and top-level performers in the fields of financial services, insurance, healthcare, and collections. IMS has quickly become a recognized name in the world of transactional document printing and direct mail marketing.