Nobody likes to compete on price. The best way to avoid competing on price is to create a differentiation in the marketplace that compels your customers to view you as more than a printer. When you’re more than a printer, your value proposition increases and the conversation isn’t just about squeezing the last nickel out of the print manufacturing process.

When I ask printers what makes them unique, the stock answers are typically “service” and “quality.” I think those are the common answers because we all know that printers are buying similar presses and have similar software tools. The “un-arguable” unique factor in every print business are the specific people working in that business. We all like to think “our team” is special, unique, delivers something that no other team does and we all know it's probably wishful thinking.

Differentiation has gotten harder as the print industry has evolved and the digital alternatives to communication have replaced print in many areas. Printers are still differentiating; the focus is moving from the production floor to customer challenges before the content is ready for print and after the print is manufactured in the form of smart distribution.