When we buy a house, we generally go through the responsible steps of assessing its value, having third parties check out things we can’t see or aren’t experts on like the stability of the foundation and termite damage. Once we buy it, the house is ours. We own it. When things happen we deal with them as our own problems, even if they are something we might have missed during the purchasing process; like a deck that needs stabilization or a sink that leaks. Generally we don’t consider getting out of the house, selling it because a few issues came up. We accept these issues as part of owning a house on this planet that is subjected to gravity, moisture, and our daily use and abuse.

I’m suggesting we look at our print software purchases in a similar manner. The most important perception to have for print software is the feeling of ownership. When companies own their technology purchases, they take on the challenges (and there will be many) in a much more proactive and responsible manner. Ownership makes the technology something that you are making uniquely yours to fit your business.

Too many business owners and technical resources are stuck in the role of the victim rather than the owner. By victim I mean the whole approach to the technology is from the perspective of “this is somehow being done to us or forced on us from the outside.” We don’t have any control, we are at the mercy of the vendor, all we see is issues with this technology and how it does not fit how we currently run our business. When you are in this ‘state’ you only see roadblocks and you only feel frustration. Throwing out one print software solution and buying another is a common reaction to this ‘failed state’ – it’s a really expensive option. You may temporarily enjoy the relief of throwing a vendor out but the honeymoon ends quickly when you realize you brought your same victim attitude to the next go round and you’re in for another round of frustration.