Theory Behind the Digital Workflow

The previous article reviewed lessons learned for executives at the recent BMI Digital Roundtable that I was fortunate enough to help put together. As promised, this article will focus more on the ideas & strategy behind digital print/workflow.

In the past, with print, the customer provided the art/content, the printer produced it, and then it was distributed by the printer, customer, or a third party.

With the digital workflow, it's more like the art/content is produced, sometimes from a variety of sources, and the file created may allow for multiple output. The digital printer/workflow then, depending on what needs to be done, may use it as is, or repurpose it. Then they print & distributes it either traditionally or digitally, and may send it to a third party for their distribution electronically. Finally, the file is either stored by the printer, or sent back to the customer.

From this, the additional value added can be seen, part or all of which may be available to the printer, turned printer/digital workflow company. Therein lies the opportunity for additional revenue.

If I haven't confused you enough yet, consider an even more direct method, which is already happening: The consumer (the customer's customer)provides the content directly to the digital printer/workflow, then distributes it themselves. This is seen in self published books, or large box stores, for example.

Finally, an off-shoot of the above is distributed print, which is creating content, distributing, and then printing or electronically making it available in multiple locations.

Here's the point. The business model is changing, so to be successful in the digital workflow, we need to understand these changes, see them within our customers, and then figure out where we can help them the most.

This "figuring it out", is all about having and/or acquiring the talent, assembling a team, and embarking on the planning journey. If you as the top executive can support it from the top, you have a great chance of succeeding.