The Printing Industry Once Again Misses the Point
We could look back to the debate that raged when the automobile was first introduced. The horse, at that time, was the primary mode of transportation. The auto industry, led by Mr. Ford, rated its engine in “horsepower” and that’s something that’s continued to this day. Buggy makers were outraged, as were the wholesalers that produced companion products.
One company understood it was in the leather business, not the transportation business. That company was Coach and it continues to do well even today. The company transitioned from buggy seats to leather for trains and high-end automobiles, and a host of other products—such as purses, cases and wallets. Saddle companies, on the other hand, went out of business.
The printing industry has to figure out—sooner rather than later—that it’s in the communications business, not the printing industry, or suffer the same fate of the saddle makers of years past.
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Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.