Dickeson--Don't Play "Printers' Roulette"

Considering cost first in establishing a job, price has become a misplaced fixation among printers. We think the "customer-sun" revolves around the planet of our estimated conversion costs, don't we? Surprise, surprise. Our "cost-planet" revolves around the sun of customers. Results happen outside the business. Inside the business are only costs, to paraphrase Peter Drucker.