Are You a Printer or a Technology Company That Prints?

If you’re in the printing industry today, you’re really a technology business that happens to put ink and toner on substrates. From automated workflows to cameras on machines to API’s – tech is leading the way to your competitive advantage in the marketplace.

Yes, you still print, cut, fold, bind and mail. But the truth is almost everything you do is driven by technology. That’s not just semantics; it’s a mindset shift. Those who recognize this shift are asking different questions. They don’t just ask what press they should buy next, they are asking:

• Where are the bottlenecks slowing us down?
• How can we eliminate the non-value-added touches without killing quality?
• What’s the ROI of speed, automation and better insight into our business?
• How can we solve real customer problems with the tech we have–or need to add?

This isn’t about swapping one RIP for another. This is about looking at your operation through a tech lens: the internal workflow and the full customer journey, then use process automation, integration, and innovation to build an advantage that’s hard to beat.

Tech isn’t just in your shop; it is your shop.

Here’s how I’d break down the “tech team.” Let’s use three buckets as an analogy: IT – the folks that manage email, servers, security, and keeps everyone from clicking fake FedEx links. The second bucket is focused on operations and workflow. This is the team that drives MIS adoption, automation, and the speed of jobs through the plant. The third bucket is customer-facing tech. They are focused on solving client specific problems. These are the ones that make it easier for your clients to do business with you through the applications you have built within your organization.

When you build this tech muscle inside your business, your customers notice. Suddenly, you’re not just a vendor, they see you as an extension of their tech stack. You make their jobs easier. You help them execute faster. You speak the same language as their marketers and ops people. And when you solve customer problems, you stop competing on price. You become a trusted advisor, not a commodity.

Because here's the reality – most printing companies have similar equipment, similar capabilities, and similar turnaround times. But not every company has the systems, the people, and the vision to truly leverage technology as a differentiator. So, I’ll leave you with this: Are you still thinking like a print shop or are you building a technology company that happens to print?

Mike Philie helps owners and CEOs in the Graphic Communications Industry validate what’s working, identify what needs to change, and create a practical path forward.

PhilieGroup | mphilie@philiegroup.com | LinkedIn

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.