Diversification Opportunities -- Getting Creative, By Design

Szillies notes that embracing the creative ideology has been a slow process for the print community. As a member of one industry association, he was surprised and somewhat disturbed to find a general lack of insight during a session on the subject.

"From an industry survival standpoint, offering creative services is absolutely necessary," he says. "What became apparent early on with our discussions to 'go upstream,' was that printers didn't realize what they didn't know about the creative aspect. They often went into it with a very enthusiastic, but fundamentally uninformed, attitude."