COMMERCIAL PRINTING OUTLOOK -- Ambiguity is Certain

The importance of having in-depth knowledge of print customers also was raised during the "Growth Opportunities for Print" general session at the recent Graph Expo and Converting Expo 02 in Chicago. As part of his presentation, Dr. Joe Webb, president of Strategies for Management in Harrisville, RI, advised printers to know why clients print and why they don't. This effort should also involve learning the overall goals of customers and seeing things from their perspectives, he says.