How Printers Are Getting Their Differentiation Back

This article is adapted from the article “Differentiation Is Back!” by Paul V. Reilly, Partner, New Direction Partners, published in the 2014 FORECAST Part 1: Trends and Tactics. Reilly is a featured presenter at the 2014 Print Leadership Summit, June 2–3.

Technology can be like a double-edged sword. We use technology to increase print quality and differentiate our company. Then, as competitors eventually acquire these same technologies, differentiation decreases, and we’re left right back where we began. You could say that technology is so good, it’s bad!