Non-print Diversification: Supplemental Insurance

"One of the mistakes we made early on was promising the moon (to clients) and not being able to deliver it in a seamless fashion," Bolger notes. "When you get into application development, and you've got a bunch of salespeople who have no idea how it works, sometimes we found ourselves promising more than we could deliver. In almost every case, we were able to figure out how to deliver, but it was not profitable. Today, we run this area as a profit center. We don't give away technology to gain print. We charge for technology, even if it will generate print (jobs)."