In the olden days, we had time to become educated on all things print. You could read and investigate about typesetting, engravings, the printing process (letterpress), paper characteristics, binding methods and mailing. Once you absorbed what you read, you had it nailed – for a long time. Like years!
Today it’s not so easy. Often I find myself in a milieu in which I can’t follow the conversation going on around me. The only person I know that seems to know all things about all things print is Frank Romano. Now there’s no doubt that Frank is a bright fellow, but does he really know everything about the “print” industry? He probably knows more about the industry than anyone in my circle of friends and acquaintances, but I think Frank will admit that trying to stay abreast in this rapidly changing world of new technology is nigh unto impossible.
So what is a man or woman to do who isn’t as bright a Frank. How do you possibly keep up with not only what’s happening with print technology but, more importantly, how do you keep up with how this technology can be applied to customers’ marketing efforts?
The answer is you don’t. The second answer is you need to focus. The third answer is you need to filter.
Your in trouble if you have even a touch of ADD. With so many internal and external forces acting upon our industry, it is imperative that we stay focused on the task at hand. Each of us has a current knowledge set that we can apply to those tasks and solutions. But like always, even before this exponential explosion of digital and technical expertise and knowledge, we still had to keep an open mind and an ear cocked to those things that might affect or enhance any current projects. We can’t go down the road with blinders. We have to go down the road with “filters”.
The ability to filter helps us to focus and stay on track. Here’s what I try to do:
- This may sound trite, but I always have a more productive day when the first thing I do is exercise.
- I read about “new stuff” at the start of my day. I’m able to more easily filter out what is not worthwhile – plus I retain a lot more
- During the day, I filter what I read both on paper and on the screen. If it doesn’t look like it will be helpful, it immediately gets tossed or deleted.
- I try to defer reading about “new stuff” to time set aside for precisely that.
- Listen to and keep an open mind with vendor sales reps. They are there to help your business prosper, and often have valuable things to share.
- Avoid being an email addict.
Now I’m one of those so-called consultants who has time to investigate new stuff, and I can’t imagine how someone with a ton of management, sales or production responsibilities can stay in step with all that’s going on.
Frankly, Frank would say, it’s a very, very difficult task.