Commercial Printing Outlook: Forecasting a U-turn

The place to start is with key people in the organization discussing three questions:

1) What are we doing better today than we did two years ago?

2) What do we expect to be doing better in two years than we are today?

3) How are we becoming more valuable to our clients?

According to Paparozzi, companies have a problem that the recovery is not going to fix if their answer to any of those questions is, "We don't know" or "We can't be bothered with this." Market share is being redistributed from companies that simply print, to ones that can combine print with other media and support services to develop a compelling communication program that makes their clients better for doing business with them.