Dickeson--Looking for Some Changes

Despite knowing the multitude of variables of printing inputs, we don't acknowledge the application of chaos theory to printing. We set prices for commercial jobs by marking up mythical cost estimates knowing that it is nonsense. We install computer systems that provide stacks of data we either don't use or misuse—for example, scheduling and estimating systems that must be ignored. We invest in high-speed presses and computer-to-plate technology, neither of which will cost-justify. Why?