There are many “common wisdom” assumptions in the industry. One that refuses to die relates to print volume being related to GDP. The data are very clear; it’s technology that plays a bigger factor than macroeconomics. The other is that the effects of digital media will come to an end or will slow down. That one is obviously false; Moore’s Law may not be what it used to be, but we see how technology gets faster, cheaper, and more convenient every day. Bad assumptions lead to bad strategy, lead to dismissing opportunities that should be pursued, and reduce the urgency to act. Don’t let that happen to you or your business.
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