Eric Vessels, chief experience officer at Taktiful, speaks with The Broadcast about how embellishment can be a differentiating factor in wide-format production, and can lead to higher-margin opportunities. He also discusses "The One," a print industry association committed to mental health.

00:00 Expo kickoff chat

00:15 Show buzz and leads

01:06 Tactiful culture vibe

02:19 Tactisphere launch growth

03:30 Value era of embellishment

05:10 Eric printing origin story

06:15 Industry diversity shift

11:11 Table stakes tipping point

12:39 Print tactile advantage

14:20 Wide format sensory displays

16:36 Brain hacks endowment effect

18:19 What counts as embellishment

19:30 Sell the Outcome

20:33 Curated Tactile Tours

24:19 Margins Through Value

25:07 Training Drives Profit

28:05 Find Your Niche

30:02 Mental Health Initiative

33:15 Vulnerability and Support

38:02 Closing Thoughts