Moving Forward Through the Fog

Uncertainty has a way of sneaking into every business. In the printing industry, it can feel especially heavy. Investments are big, margins can be tight, and decisions about equipment, technology, or talent never come with guarantees. For many leaders, that uncertainty can become paralyzing.

But here’s what I’ve noticed: The companies that continue to thrive aren’t the ones who wait for the fog to lift. They’re the ones who keep moving forward, step by step, even when the path ahead isn’t crystal clear.

Why Fear Can Hold Us Back

It’s natural to hesitate when conditions feel uncertain. Nobody wants to make the wrong move. In print, that hesitation can sound like:

• “What if I buy the wrong press?”
• “What if this investment doesn’t pay off?”
• “What if our clients don’t respond the way we hope?”

Those are valid concerns. But staying frozen in place can be even more dangerous. While you’re waiting for certainty, the world keeps turning. The market keeps moving, customers keep evolving, and competitors keep adapting.

What Leaders Can Do Differently

From my experience, the leaders in our industry understand that uncertainty never truly disappears, it just changes shape and direction. They’ve learned to build confidence, not by waiting for all the answers but by leaning into a few guiding practices. See if these make sense for your business:

1. Clarity of Direction
   Strong leaders are clear about where they’re headed. They can describe the kind of company they want to build, the type of clients they want to serve, and the values that will guide them. That vision becomes their north star and cascades throughout the organization, even when things can feel uncertain.
2. Calculated Risk-Taking
   They don’t gamble blindly. Instead, they (with their team) look at scenarios, ask questions, test assumptions, and make informed moves. Maybe that means running a financial stress test, piloting a new technology with a small client, or setting up contingency plans. It’s about running their own work at a press demo center to confirm the productivity and quality. The point is they act, rather than stall.
3. Confidence from Experience
   Most print leaders have already navigated disruptions—digital transformation, economic downturns, supply chain shortages, and labor challenges. They know from experience that standing still rarely works. Each challenge they’ve overcome builds confidence (and calluses) for the next one.
4. Focus on Strengths
   Rather than obsess over the unknown, they double down on what makes them different: unique capabilities, trusted relationships, or a specialty niche. These strengths act as anchors in the fog, giving teams confidence to keep pressing forward and to leverage their competitive advantage.

Encouragement for Leaders Today

If you’re leading a printing company today, you’re no stranger to uncertainty. Whether it’s new technology, shifting client expectations, or market pressures, the fog can feel real. But standing still? That’s when companies get into trouble.

Here’s the encouragement: Progress doesn’t require perfect visibility. It requires the willingness to take the next step, to trust your direction, and to keep building on what you do best. Momentum builds confidence. Take one step at a time and it’ll be surprising what opportunities come from it.

Your team looks to you for that confidence. When they see you moving forward—even cautiously—it gives them permission to do the same. That’s how resilient cultures are built.

The Takeaway

The printing industry has always been about adaptation. From offset to digital, from static mail to personalized campaigns, we’ve adjusted, innovated, and pushed forward. The leaders who thrive aren’t fearless, they’re simply willing to keep moving despite the fog. Uncertainty is here to stay. But so is your ability to adapt, lead, and build a stronger future for you and your stakeholders.

So, the next time things feel unclear, remind yourself: Leadership isn’t about waiting for certainty or having all the answers. You just need to help your team take the next step. That’s leadership, and that’s how our industry keeps moving forward.

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.