“Structural change rewrites the rules. And structural change redefines our industry.” That statement was oh so relevant in the 2007 NAPL State of the Industry report. Nearly two decades later, that statement hasn’t aged – it’s matured. The opportunity remains historic for those who prepare, adapt, and lead with intention–on purpose. And the threat doesn’t go away for those who cling to legacy thinking and models, and the comfort of how things used to work.
What began as disruption to our industry has now accelerated. Just as covid accelerated trends that were already taking shape, the rapid changes in how we use technology, shifting buyer expectations, workforce shifts, and new definitions of value have made our industry fundamentally different. Different in a way that clearly mapping out your competitive advantage and playing to that strength is a must in order to avoid the comfort of complacency and commoditization.
Ok, so now for the good news. It doesn’t take much to shift your position from merely competing, to leading in your space. This isn’t blind optimism, it’s about operating your business intentionally, with a purpose, and with a drive to be the very best that you can be. That focus begins at the top. The leadership team, owners, and C-suite folks need to articulate a plan that begins with what your strategy is and how you will achieve the results you deserve through the actions, hiring, investments and decisions that are made.
Actually, that’s the easy part. The hard part is staying the course, compliance and holding each other accountable for their role in the plan. This part is never perfect so don’t expect it to be or be disappointed when you stumble. When things don’t go as planned, that’s when the real strength of your team stands out. Sometimes the belief is that the original strategy was sound but perhaps the actions need to be revised. Great teams get back together and have a sober and direct discussion about what went well and which parts of the execution need to be modified. Strong opinions, disagreements and the like are all permittable, and encouraged behind closed doors. But when the horn sounds and it’s time to get back at it, everyone is in lockstep and supportive.
Face it, you’ve invested in the latest technology, you’re proud of your team and you’ve set out a plan for success. Don’t let the speed bumps get you down. Don’t let the naysayers deter the effort. The accelerated shifts in the industry don’t make it any easier to be successful today. That’s why it’s never been more important to have a clear strategy, and execution plan that will help you achieve the results you seek,
This isn’t intended to be a rah-rah speech, but if it helps, so be it. You’ve worked hard to get to this point, stay focused and work with intention to excel in the print segment you’ve chosen.
Mike Philie helps owners and CEOs in the Graphic Communications Industry validate what’s working, identify what needs to change, and create a practical path forward.
PhilieGroup | mphilie@philiegroup.com | LinkedIn
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