The Book Has a Title!

As my writing journey takes more focus, I decided to come up with at least a descriptive title, so I can refer to it specifically, rather than just "the book." I did this realizing that my publisher will change it anyway. For the better I'm sure.

Here goes: "Rebuilding the Performance Review: the Key to Job Satisfaction & Top Performance." Now you can see why I've labeled this a "descriptive" title; it is obviously too long, but it serves its purpose for now.

Speaking of my publisher, I have received some very nice support from Arthur Chou of Velazquez Press in Southern California. He has assured me his help which, as a first time author, I dearly need. If they don't publish it (because of the topic/discipline), he will assist me in getting it published elsewhere. This is a nice favor given the way our economy and electronic books have adversely affected the marketplace for new books.

Meanwhile the background work continues. I am in the middle of interviewing H/R Professionals, as well as middle and upper management. This will help me several ways: First, it will effectively solicit opinions on the PR as a whole, while gathering data and field material, which will allow me to document why I take some of the positions I do. Secondly, it will allow for some story telling, which I believe is a great way to make a lasting impression. Finally, it will also provide a sort of bibliography which will help the book be well grounded.

Thanks to all of you who are contributing!

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.

Book Manufacturers' Institute Digital Roundtable - Another Success!

Last week, I had the privilege of helping to put together another learning day for printers getting involved with Digital Technology. This one was the Digital Roundtable for Book Manufactures Institute (BMI). Much like the Digital Seminar I facilitated for Printing Industries of Wisconsin (PIW) the week before, most of the discussion and questions surrounded the entire workflow rather than just the print side.

Here are some of the best points made, in the hopes that they will help you in your journey as a printer turned Content Aggregator:

1) Look at your organization as a provider of content, potentially in differing ways besides just print. This is the way your customers are moving, and will define what they need from you in the future.

2) If we accept the above premise, then the electronic files we used previously for only print output will be needed for varied output. In any given market, for example, it may be a web download, sent to a digital device such as an iPad, or printed traditionally, or digitally. This is why some say, "the file rules".

3) If we in turn accept this logic, we begin to see how important our IT and Pre-press Departments are. Accordingly, we need to hire, train, and retain exemplary folks who will help us give the customer what they want, THE WAY THEY WANT IT.

4) To be successful within the digital workflow, we need to find our niche, just as we do with the traditional workflow. Ideally, it will complement our traditional core business and existing customer base.

5) Success comes much more consistently when a planning process is followed. Here, an outside facilitator will markedly improve your chances of defining your opportunities, setting goals, & measuring success.

6) To do that, we as executives need to understand this opportunity well enough to fund and support it. As with most good things, the commitment must come from the top.

From a philosophical standpoint, this is the basic management part of leading your team to success in this new world of digital.

More will follow, in terms of the technical side, in further articles.







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