The Problem with the Printing Industry is that We Don’t Know What to Call Things

I’m wild about the printing industry—the advanced technologies, ever-evolving companies, incestuous relationships and the wacky people. I think it’s a great business to be in. The one thing that drives me crazy though is that we’ve developed a poor lexicon to communicate together. A lexicon is a vocabulary of agreed upon terms. An industry as rich in technology and as specific in manufacturing as ours requires its own language. Our problem is that we don’t know what to call things.