Never say never. 

In this next installment of Above the Treeline vlog series, let’s take a look at how changes in behavior can not only affect but revolutionize entire marketplaces. In this case, how our digital-first world is revolutionizing the print/mail customer communications industry.

Call it a curse or a quirky personality trait, but as soon as somebody says ‘that won’t happen in our lifetime’, my immediate reaction is to see how this is going to happen in our lifetime and what kind of response is needed. It’s what we do here at Treeline Research. We ask the hard questions and dig into the answers some may wish not to hear. 

Case in point: when the Kodak facilities were built back in the 1960’s in Windsor, Colorado, I’m fairly sure nobody thought it would look like this in 2024. In its heyday, this 650-acre manufacturing facility for printed photo products eventually covered more than 900 acres, containing 24 buildings/structures and comprising more than 3,000,000 SF of building space, operating 24/7, 365 days a year.     

What happened? 

Technology and behavior changes happened. 

Extending the analogy to our industry, are you ready for a zero paper world (except where legislated) and the opportunities it presents or are you just hoping it won’t happen in your lifetime? 

Let’s talk about it. 

And remember….the best views happen Above the Treeline. 

Andy