The One Constant Is Constant Change
As human beings, we’re all creatures of habit. Many of us follow routines in how we complete tasks and respond to certain situations. We seek comfort in being around people we know and trust, and in believing that we can control our destinies. We get married, often have kids and remain intact as family units. We buy houses with white picket fences located in safe, often suburban, neighborhoods. We choose fulfilling professions that will carry us steadily to retirement.
But wait a minute. For most of us, life doesn’t play out like families on “Leave It to Beaver” or “The Dick Van Dyke Show.” In reality, marriages sometimes fail, we relocate more times in our lives than we ever could have imagined, and our careers face both triumphs and hurdles. Our lives are in a state of constant flux, truth be told. And we learn, the hard way, that things we worry about the most often end up not being what we should be thinking about.
The same correlation holds true for the printing industry. Aside from the sluggish economy, perhaps more unnerving for those in the graphic arts is the feeling that we can’t predict the future of our industry. Fear of the unknown is even more debilitating than fear about maintaining clients, making payroll or even defaulting on a loan payment.
We’re more comfortable with being reactive rather than proactive. In tough economic times like today, where it seems that fickle customers are loyal to no one, printers begin to question the commitment they made to this profession. Industry suppliers begin to ponder if anyone will start buying their products and services again. And Wall Street begins to discount publicly held printing companies on the false assumption that print is dead due to growth of electronic communication, including the Internet.