By Robert Vernon
I was talking with a print shop owner the other day when he dropped a line that really landed:
“Every time I finally get a handle on something new, there’s already something else I’m supposed to be learning.”
I hear this all the time. The pace of change in the printing world feels like a treadmill set to sprint. Automation, AI, sustainability, new substrates, tighter deadlines, evolving client demands—it’s endless. And it can leave even seasoned print shop pros feeling like they’re always behind.
But after working with print shops across the country, here’s what I’ve realized:
The biggest challenge isn’t change—it’s discernment.
You Don’t Need to Chase Everything
The pressure to keep up is real.
New software gets pitched as a “game-changer.” A competitor rolls out a new service and suddenly it feels like you should be offering it too. A customer asks about something you’ve never done, and now you’re Googling suppliers, pricing equipment, and wondering if you’re missing out.
That way of operating—constantly reacting—will chew up your energy, drain your budget, frustrate your team, and blur your identity as a company.
You can’t be everything to everyone. And the moment you try, you start watering down what actually makes your business strong.
The Smart Print Shops Play to Their Strengths
The print shops that are really thriving right now aren’t jumping on every new trend. They’re making focused, strategic choices.
They’re asking:
- Does this actually help our top customers?
- Is this consistent with where we’re trying to take the company?
- Or are we just responding to industry FOMO?
One print shop might lean into green printing because it fits their brand and their market demands it. Another might double down on same-day turnarounds because that’s their competitive edge. Both approaches work. Neither is wrong. But both shops are crystal clear on who they serve and how they win.
How to Sort Signal from Noise
Here’s a simple framework I share when clients feel overwhelmed by all the “shoulds” coming at them:
1. Pause before reacting.
Not everything new is urgent—or even relevant. Give yourself permission to pause. Let the shiny thing sit for a minute.
2. Look inward.
What do you do better than anyone else? What do your best customers rave about? Prioritize changes that enhance your core strengths—not distract from them.
3. Don’t rush.
Being the first to implement something isn’t always the smartest move. Let others work out the kinks. Focus on delivering consistent, profitable work.
4. Mind your bandwidth.
Every new system, service, or process has a learning curve. It’s not just about cost—it’s about time, training, and disruption. Be sure the juice is worth the squeeze.
Old Equipment, Sharp Execution
I know a shop that’s still running older machines while everyone else is upgrading. People joke they’re behind the times.
But here’s the truth: that shop has mastered their setup. They know every nuance. They’ve built rock-solid workflows, nailed down pricing, and consistently deliver on time.
While others are still troubleshooting new tech, they’re dialing in margins and outserving their competition.
They’re not lagging—they’re winning through focus.
Choose on Purpose
Let’s be real—change isn’t slowing down. But just because something’s new doesn’t mean it’s necessary.
The most successful print shops aren’t throwing darts at every new innovation. They’re making intentional choices about where to invest their time, energy, and money.
They’re not scrambling to “catch up.” They’re doubling down on what they do best and letting that lead the way.
So here’s the question worth asking:
What really moves the needle for your business?
And what can you finally stop chasing?
Because the real secret to keeping up… is knowing what to let go.
To learn more, check out our other blogs.
