Every once in a while I get the feeling that the print industry’s ability to think clearly is declining along with its market share. Printers with shrinking pockets put hard-to-find resources into expensive technological fixes in the hope that with this new widget, everything will change. There is about this something of the Hail Mary pass: One last trick to try before the clock runs out.
That’s why I was so happy to see this article from Jennifer Matt at What They Think. She argues the dream of the technological fix has become almost an article of faith, a blind belief in technology is preventing printers from finding truly effective solutions that transcend technology.
The big three:
Technology is part of the answer, but it is not THE answer.