PROLOG

••• Hello again!

Dear reader, it’s time for the next transformation and maybe a flip of the whole market. Very exciting times are ahead. I’m thrilled and scared at the same time.

It’s already been five years since my last book Visions & Transmissions, which was a snapshot from the first 25 years of Visutech and the graphic industry focusing on commercial print. It dealt with graphic communication and the story of physical print adding value to brand owners and their customers. We showed how the market had transformed in both good and bad ways and why the industry had suffered so much over the years, historically and future-wise. The second part of the book was my view of how and why things will NOT happen, paired with long-term trends. I looked to the future, and the five years up until now and in this book you will have the actual result – right or wrong. Why do I write books like these? Already as a young kid in elementary school things were clear to me. I was very much left handed and dyslexic. That gave me a lot of extra space to learn more different things in different ways. Math, tech, and sports became my pillars. I developed a huge interest in why things really happen (or NOT) and the rest is history. Reaching people is not only about show and tell; it’s so much more. “All people are different; all people are as smart – all in different ways”. Practice using that approach tomorrow as, for me, it makes a big difference every single day. At Visutech, we try to build a lot of value for our customers (I hope you are one of them), even before they become our customers. We care and focus on our clients, and we always aim to give more. We open up, share, and keep adding value so that our customers can grow – and we’ll grow together with them.

When you read this book, use it as one of the many ways of adding your value to your business. Make your own story! You and your costumer are unique! Tailor and customize your story together with them. It’s a win-win situation for both of you and it will pay off, I promise. This time around, we will explore the exciting world of packaging. Why? The timing is NOW! In this market, things are happening fast and everything is growing and going digital. A lot of the technology from the commercial print market (a marketing-industry) can be used as a perfect base for the demand in the industrial print market (a process-industry). Ink on media is the one thing both markets have in common, but that’s also where the similarities end. The whole mindset is different and it’s another way of doing business. Commercial print adds value and emotion to the supply chain while the industrial segment is inside of the supply chain, as a part of the product, label, flexible media or folding carton. If you’re already in this market, you’ll understand what I mean. Otherwise, you’ll have to learn and adapt. Remember, the winner is not the strongest or the biggest but rather the one that changes and adapts with the new needs and demands.

I’ve written 35 chapters that embrace the packaging market, as it will be our next important transformation. Let’s move forward together.