Why Telling Businesspeople to “Embrace Change” is Meaningless

Business owners deal with change every day. They hire salespeople to go into the market with the job of changing the ingrained purchasing habits of their new sales prospects, and are willing to make changes in their business to accommodate the new customers. An employee quits; a new employee joins. A customer is gained, an old customer goes out of business. New equipment is purchased, old equipment disappears. Remember, we’re the industry that went from letterpress to offset to digital, from hot type to cold type to desktop publishing, from black & white to process color to digital color, from press proofs to off-press proofs, to digital proof. Name the function, it’s changed.