New Printing’s Alive episode explores how printers can move beyond price and compete on value
In the latest episode of Printing’s Alive, host Warren Werbitt—The Print Whisperer—sits down with Jamie McLennan to discuss the evolution of selling in the print industry and what it takes to stay competitive in a changing market.
Drawing from his experience transitioning from commodity-based selling to a more strategic approach, Jamie shares practical insights on pricing challenges, managing customer expectations, and building long-term relationships that go beyond transactional print buying.
The conversation highlights the importance of educating both customers and newcomers to the industry, while also addressing the role of innovation, technology, and self-marketing in shaping modern print businesses.
AI and automation are part of the discussion, but with a grounded perspective—emphasizing that strategy, positioning, and human connection remain key differentiators.
Key topics include:
- Moving from price-based selling to strategic value-based relationships
- Managing print pricing pressures and customer expectations
- Training the next generation of print professionals
- The role of branding and self-marketing for printers
- What “premium” really means in today’s print landscape
- How AI and new technologies are influencing the industry
- Competing with large online print providers
- Sustainability and changing the narrative around print
Jamie also shares insights from his work at Invoke, including the company’s approach to customer service, innovation, and adapting to industry shifts.
Listen to the full episode here:
https://youtu.be/kw_mkOtpzR8
About Printing’s Alive:
Printing’s Alive is the world’s first podcast to bring together all aspects of the global printing industry in one place. More than a podcast, it’s a celebration of the people, cultures, and diversity within the printing world. From traditional print houses to cutting-edge innovators, the show highlights how print continues to shape our everyday lives.
Hosted by Warren Werbitt, The Print Whisperer, the podcast delivers real conversations with industry leaders, uncovering insights, challenges, and opportunities across the global print community
