Since I started my new company, Treeline Research,  I’ve been accused of being  anti-print. I’m not. In fact, I am pro-print. I’ve been in this industry since I was 9 years old in my family’s print shop and have had a first-hand view of the changes in customer engagement and communications. 

What’s changed?

To be clear, I don’t believe print has a value problem, but we do have a volume problem. 

Like it or not, the reality is that we are in a digital-first world and yet we’re asked not to talk about the transformation that’s already happening. Not talking about it doesn’t change the trajectory of the industry: that we are going to see a continual and significant decline in transactional print communications, seeing a ~93% digital adoption by the end of this decade. There, I said it. The question is what are you doing about it? Are you ready to capitalize on the opportunities out there or sitting back wishing it wasn’t happening? Is your infrastructure ready for the change? Do you have the people and resources to win? Are you embracing it or ignoring it?

So let’s talk about it. Where are the opportunities? Who is winning in the digital transformation? Whether you agree with me or not, I welcome the discussion around the issue nobody wants to talk about. 

Regardless, remember….the best things happen Above the Treeline. 

Andy