As a print owner or part of the print management at a print company, how do you think about the task of “procurement” when it comes to buying new printing equipment or software technology? Most print business owners I’ve met are really comfortable with buying new print equipment. When I say “comfortable.” I really mean they seem to enjoy keeping up with the new advances in equipment and the strategy for replacing existing equipment to optimize their manufacturing capabilities. This isn’t something anyone needs to remind them of, or that drops off their radar, because they see it as a core part of their leadership of the overall company. This all makes sense; if you’re running a manufacturing company, keeping your manufacturing capabilities modern is obviously important.

But...are you really running a manufacturing company anymore?

Is print about manufacturing or is it about communication? When print was the primary way companies communicated with their customers, the industry could really be all about manufacturing. Now that the communication options have expanded greatly with digital alternatives, print has to compete as a communication medium and the manufacturing complexities need to be invisible to the customer buying print.