14. Conclusion so far

14.

Conclusion so far

We have come to the end of the first part of this book. I hope you have enjoyed it so far! These are exciting times in an exciting part of our global business world.

If you’re already in this business or looking to enter and invest in a new business, this market is probably one of the best transformation opportunities of its kind in this upcoming low economy. High stakes, high returns. I am not saying that it’s cheap, not even easy, but the return on investment (ROI) is probably one of the best around. Remember the old saying: “If it’s easy everyone can do it, if everyone can do it there is NO money in it”. We’ve been through the “how’s” and “what’s” of the packaging market as of today 2017-18. I started to write in March 2017 and took my hand away from this text and left it to Jonas, my text coach and shadow, at midsummer 2018. It’s not meant to be the deepest or most thorough analysis; it’s more of an overview. Nevertheless, it’s important as a kind of background, so that you and I have the same outset and starting-point for the real journey. I’ve emphasized the importance of knowing and understanding the brand owners. How they think and why they react the way they do. They are most likely your customers, from where you get your income. As we go forward, it’s important to understand their concerns and challenges. So that you know what, where, and how you can add value to their business, and how you can in the best way possible attract their customer – the consumer. Integration is the key, talk and listen to your customers, open up a dialog about how you can do more for them.

One thing that we can never underestimate is different cultures having different demands and needs. All things unique with your customers are also unique in your regions, behaviors, beliefs, and issues of sustainability. This is one of the most important parts of making your success story real. Don’t just copy a strategy without thinking about how that will affect your customer and affect your own company. How will it affect your client relations? Keep being bold and brave, but also smart and thoughtful about these things. Do your homework.

We’ve worked through where the market stands just now, the status and upcoming opportunities. Digital is a sustainability motor for the market and the consumer, watch how and to which level digital will drive this transformation. A very important step is going from an environmental statement to really act sustainable and getting circular regarding everything that we eat and pack. Still the biggest enemy to Mother Earth is food waste. Thus, we need education to reach more accurate and circular packaging. Installing digital, as a machine only, will (I’m sorry to say) not make any difference to your business or value to you or your customer. The approach must be wider to succeed. Two other things that we have established are the important factors of new technology and timing. New tech will play a role as an enabler for new disruptions and will become a factor in changing the market. Timing is of key importance, and how that fits with a higher demand or not. I also mention what role the elements will play. Earth, water, fire, wind, and for the Japanese philosophy the fifth element: void. It’s maybe too deep but have this in the back of your mind and it will help to understand WHY things occur in our business.

Finally. You must accept, and be prepared for, your own mental journey. I can’t address this enough. That it probably the best value, the most important lesson, of this book. Prepare yourself well for your own mental journey. It has to sink in and gradually form your own gut feeling. The new road, for you a brand-new direction, adds a great deal of new value for both your own business and most importantly for your customers (the brand owners). Don’t mind reading that chapter more than once! Now we have climbed up to the top of the “mountain”. The next part of this book will take us downhill safe and sound. I hope it will give you strength to set YOUR own story, making YOUR own steps, and then executing YOUR own plans with lots of courage and confidence. Remember that courage is like a muscle; you need to keep training it to continue being courageous and remaining on top.

“Everything that’s not in development is in settlement”

- Christer Olsson.

I hope this adaption to an ever-changing market will be your future way forward. Be the leader and lead your company through this change! Build your courage and your knowledge – it will make your successful change so much easier.