Thinking Differently About Communication

You may have heard it called thinking outside the box, being on the cutting edge, ahead of the curve or a plethora of other terms and statements to define a simple idea—thinking differently.

If you can embrace the idea to think differently, then you don’t call yourself a printer, marketer, print provider, marketing services provider, or any other of the hundreds of name you have been told to use.

There is only one thing that you are, and only one thing that you do—and do well, I might add. But to really succeed, you need to think very differently. I believe that you are a key component in the chain of communication, which itself has been dynamically altered over the past 10 years.

To some, we are living in a post-digital era, not to dissimilar to the post print or Gutenberg Parenthesis concept offered by Thomas Pettit, a lecturer at the Nieman Journalism Lab (a project of the Nieman Foundation at Harvard University). In this lecture, Pettit posits that the introduction of print was the anomaly; that print took human society away from some of it’s key needs for communication.

A similar article on the Museum of Learning Website indicates that print itself contains a set of invisible, inherent censors that can possibly limit human interaction. On the Website, there is an article that states, “In the post-digital era, ideas go on living long past their air dates and are only measurable by their lasting effect on popular culture.”

Can you think differently enough to reattach yourself to this chain of communication? Or, can you redefine the chain for your business and be part of the “thing” that has a lasting effect on popular culture? Being a printer may not be the “thing,” but being a communicator may be a closer fit. You will need to use the very arguments that are being presented to diminish print as your foil to counter them.

Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.

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