This year, all of my consulting clients in the print and publishing industry are pivoting. This print pivot isn’t about turning away from something that’s failing. They’re turning toward opportunities where they can shine brighter and serve better. In my entire career, I’ve never had a point when every single client is working on the same thing. That says to me that this is the year that print will pivot.
WHAT DOES THE PRINT PIVOT LOOK LIKE?
We’ve had pivotal years in print. I’ve mentioned 1993 before. It was a defining year for digital print at production scale. Desktop printing allowed users to create acceptable output on their own devices. Page description language made printing files more predictable. Print-specific software connected equipment in the workflow to amplify production. Color printing was blossoming as color space and reproduction became better defined. It was a pivotal point in print.
And here we are, a third of a century later. The print pivot happening now feels different, more aligned, more intentional.
WHY NOW?
This is the year that print breaks free and brings the world together.
This print pivot isn’t theoretical; it’s already in motion. These shifts are showing up as real print industry trends across my clients.
What are the indicators I’m seeing in my clients? I’ll list a few, and tell me if you can relate.
• A desire to make the world a better place.
• A core need to serve at the highest level of one’s skills.
• A craving to connect with others on a human level.
• A vision to shift current events into something we can be proud of in the course of history.
• A crisp point in print’s evolution where everything’s possible, where we have the right tools and technology, and where we have ways to get our questions answered efficiently so we can improve and grow.
I can’t remember a time in my life when print exactly delivers what the world needs, and people everywhere are ready to embrace it.
My handful of clients may not be a statistical model. In fact, I’m preparing to work with a global organization to verify what I’m seeing. But one thing is evident.
PRINT IS PIVOTING IN A GOOD WAY
There’s an energy and movement surrounding print that’s compelling. Something’s in the wind. The print pivot I’m seeing toward print reflects our need as a people to focus on what is good in the world.
Would you let me know if you’re seeing it, too?
I think we’re onto something.
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Read more from Sandy here.
Check out last month’s post: Volunteer for an AI Committee to Boost Your Print Career
Sandy Hubbard
is a strategist and consultant who helps owner-led printing companies improve, grow, and evolve.
She brings clients well-reasoned insight, tactical clarity, and a modern approach to building businesses from the inside. She prepares print leaders for business success in an ever-changing communications landscape.
A fourth-generation printer and publisher, Sandy is a Certified Scrum Master, Google Developer and Innovator, and a beta tester of agentic AI technology. She regularly leads hands-on sales workshops with owners and teams to help them move ahead swiftly and capture opportunities.
Sandy is the producer and host of #PrintChat, a weekly global gathering of the industry’s most influential thinkers and leaders. A proud member of Girls Who Print, Sandy is the 2022 recipient of the coveted Girlie Award. Let’s connect!
