Der Himmel ist blau. Die Sonne lacht. Jetzt, im Frühling 2021 fällt ein Blick zurück auf das Corona-Jahr 2020 leichter. War die Pandemie wirklich eine Katastrophe? Ja und Nein!
Ja, weil wir im vollen Galopp gestoppt wurden, Restriktionen eintraten, für viele das Geschäft quasi zum Erliegen kam. Und der Wunsch „zurück zur Normalität“ geriet zum Irrlicht.
Nein, weil wir alles und jedes überdenken und neu sortieren mussten. Und nunmehr feststellen konnten, was uns wirklich wichtig ist. Denn nach der Krise kam die Katharsis. Und hat die Spreu vom Weizen getrennt.
Das Zauberwort lautete ganz offensichtlich: „Digital“. Gepaart mit Begriffen wie Online Chat, Video Session, Webinar, Virtual resp. Hybrid Meeting u.s.w. — Ohne Digitaltechnik ging nichts mehr, konnte man denken.
‚Weg’ mit unnötigen Geschäftsreisen, der Umwelt und Zeitersparnis zuliebe. ‚Weg‘ mit allem Unnötigen, was auch immer damit gemeint sein kann.
Bleibt nur: Ist jetzt alles besser oder doch schlechter geworden? Das muss jeder für sich selbst beantworten.
Ganz ehrlich: Vieles, was durch die Krise als Katalysator zermanscht wurde, hatte sich schon seit langem als nicht mehr zielführend erwiesen. Profit-Streben auf Teufel komm raus, durchaus auch mit heftigen kriminellen Machenschaften. Gepaart mit Gier und Rücksichtslosigkeit. Das eigene Ich als Alter-Ego war die Maxime.
Und es gab auch elementare Missverständnisse. Die verordnete physische Distanz wurde als „soziale“ Distanz bezeichnet. Dabei haben die „Social Relations“ heftig an Intensität gewonnen. Noch nie wurde soviel miteinander statt nur übereinander kommuniziert wie seit März 2020.
Ich rede jetzt nicht nur von der Unzahl der Webinar- und Zoom-Meetings, die viel zu oft ein Zeichen sog. kontraphobischer Symptomatiken war, also vom blinden und hilflosen Aktionismus getrieben. Wer eine Video-Verbindung aufbauen kann, darf losplappern. — Ich-Du statt Du und Ich — UFF.
Ich rede vielmehr davon, dass die Kernwerte guter Kommunikation wichtiger denn je wurden. Gekonnte Rhetorik, Authentizität und Empathie bilden das Fundament, ebenso wie das Zuhören können. Das Prinzip „Erst denken, dann handeln“ kam wieder zum Tragen. Bzw. hat diejenigen belohnt, die es konsequent beherzigt haben.
Weniger ist mehr. Relevanz schlägt Ignoranz. Interessanterweise waren es die Kabarettisten, Polit-Satiriker, Musiker und Schauspieler, die sich am Besten und am Gekonntesten mit und in der Digitalität zurechtfanden.
Unvergessen die Sendung „Die Anstalt vom 24. März 2020“, die mit der „neuen“ Bildschirm-/Video-Chat-Realität perfekt spielte und zu Beginn des Lockdown alle Fallstricke aufs Korn nahm. #Benchmark
Dadurch wird deutlich: Man kann und muss über vieles lachen. Und das Wichtigste sind gute Gespräche. Wenn eben nicht persönlich, dann medial.
Meine wichtigsten Erkenntnisse, jetzt im Frühjahr 2021: Nichts bleibt so, wie es mal sein wird. Und darüber kann man viele gute Geschichten erzählen. Oder was man vom leider im Oktober 2020 verstorbenen Herbert Feuerstein lernen kann und was ich in meinen Facebook- und LinkedIn-Posts so formuliert habe: Feuerstein war und ist sicher der einzige, der die Realität so absurd verpacken konnte, dass die Wahrheit zum Vorschein kam. #RIP
Das spornt an, oder?— Gemäß dem Motto: Mit Ihnen rede ich nicht mehr. Wir sprechen uns noch. 😂 Haha!
Der wahrhaftige ‚Thought Leader‘ ist nicht der stärkste, reichste, kräftigste. Der, der am lautesten schreit. Es sind die ‚smarten Menschen‘, die die Kunst der ‚Smart Communication‘ verinnerlichten haben. Und die andere mit ihren Botschaften in ihrem tiefsten Inneren berühren können.
Die für mich zentrale Fragestellung lautet: Wie kommen Botschaften bei uns Menschen an?
Um unsere Kommunikations-Herausforderungen zu bewältigen, empfiehlt sich, dass wir mit den zeitgemäßen Prinzipien der Thought Leadership beschäftigen. Es geht um Wissens-Transfer und bestmögliche Wissens-Aufnahme.
Es gibt eine Reihe neuer Erkenntnisse aus Wissenschaft und Führungspraxis. Das für unseren Kontext sinnvollste habe ich selektiert.
1. Da ist zunächst das Modell ‚Faktoren des Wohlbefinden mit Dimensionen und Einflussfaktoren‘ gemäß dem israelisch-amerikanische Medizinsoziologe Aaron Antonovsky. Er hat das Modell des Kohärenzgefühls entwickelt im Kontext mit der Salutogenese,ein nicht nur in der Medizin probates Rahmenkonzept, das sich auf Faktoren und dynamische Wechselwirkungen bezieht, die zur Entstehung und Erhaltung von Gesundheit führen.
Denkanstoß: Wer es nicht beachten und beherzigt, stiftet nichts gutes. Die Erkenntnisse nützen im Prinzip jeder Person, die sich der Thought Leadership verpflichtet fühlt.
2. Der aus Deutschland stammende Wirtschaftswissenschaftler und Forscher am MIT, Dr. Otto Scharmer, wurde vielfach prämiert für seine „Theorie U“, die sich u. a. mit den Bewusstseinsstufen beschäftigt.
Dr. Scharmer unterscheidet drei Stufen:
Downloading — passiv (durch Berieselung)
Seeing — kognitiv (beginnt mit aktivem Zuhören)
Sensing — offen (durch die Empathie)
Denkanstoß: Die beste Form der Kommunikation ist die persönliche, von Mensch zu Mensch, wenn alle drei Bewusstseinsstufen als Ensemble durchlaufen werden; und das, was unter Punkt 3. aufgeführt ist, erfüllt wird. Unsere Herausforderung in Zeiten der physischen Distanz und Kontaktverbote: digitale Kommunikation muss so nah wie möglich an die personal herankommen.
3. Der führende deutsche Neurobiologe und Star-Hirnforscher Dr. Gerald Hüther, Vorstand der Akademie für Potentialentfaltung, nimmt darauf explizit Bezug:
Es geht dabei um das Erspüren und Realisieren von Zukunftsperspektiven durch Innovation.
Das A + O: Die Schulung unserer eigenen Aufmerksamkeitsfähigkeit.
„Wir müssen die Dinge und v. a. auch uns selbst so mögen wie sie sind. Bedingungslos.“
„Theorie U von Otto Scharmer ist auch ein geeigneter Weg, um andere Menschen nicht länger als Objekte zu betrachten und zu behandeln, sondern ihnen von Subjekt zu Subjekt zu begegnen.“
Wer sich auf diesen Weg begibt, macht eine neue Erfahrung. Er erlebt zunächst sich selbst wieder als Subjekt (das sich zu öffnen und auf sein Gegenüber zuzugehen vermag). Er macht dabei aber auch die Erfahrung, dass dieses Gegenüber eigene Vorstellungen hat und eigene Ziele verfolgt, also ebenfalls ein Subjekt ist.
Und indem sich beide dann auf eine Begegnung in dieser jeweils eigenen Subjekthaftigkeit einlassen, machen sie dann beide die Erfahrung, dass sich aus dieser Begegnung und dem offenen Austausch etwas entwickeln kann, was keiner von beiden vorher für möglich gehalten hätte.
Von außen lässt sich so ein Prozess beobachten und beschreiben. Aber das Entscheidende in diesem Prozess spielt sich nicht auf dieser sichtbaren Ebene der Beziehung zwischen zwei Menschen ab. Das Entscheidende vollzieht sich dabei – von außen unsichtbar – im Inneren der beiden Personen.Sie machen beide eine neue Erfahrung, die in ihrem jeweiligen Gehirn verankert wird.
Wenn diese Erfahrung intensiv genug ist, verfestigt sie sich als eine neue innere Einstellung und Haltung – sich selbst gegenüber und auch dieser anderen Person gegenüber.
Die Herausbildung dieser anderen inneren Einstellung ist für mich das Entscheidende. Wenn sie nicht entsteht, kann jemand endlos üben, was Otto Scharmer beschreibt, er oder sie kann sich anstrengen und sich Mühe geben, so sehr es geht. Eine wirkliche Begegnung wird so nicht zustande kommen.
Und umgekehrt wird eine Person, der es auf irgendeine Art und Weise gelungen ist, sich selbst wieder zu mögen und die deshalb keine Angst mehr davor hat, sich gegenüber anderen zu öffnen, eine Subjekt-Subjekt-Beziehung eingehen können, ohne dazu irgendeine Anleitung zu brauchen. Sie wird andere einladen, ermutigen und inspirieren können, weil sie nicht nur sich selbst, sondern auch diese anderen Menschen mag, weil sie es spannend, bereichernd und faszinierend findet, zu entdecken, was in ihnen verborgen ist und darauf wartet, sich entfalten zu können.
Quelle: Gerald Hüther im Gespräch mit Daniel Hunziker, Oktober 2019
MEIN FAZIT
Thought Leadership ist weder Worthülse noch Modebegriff, sondern entspricht fundamentalen wissenschaftlichen Erkenntnissen, die sich um Kohärenzgefühl, Aufmerksamkeitsfähigkeit und letzlich das Wohlbefinden ranken.
Thought Leadership fällt nicht vom Himmel. Sie basiert auf allem, was es möglich macht Menschen zu berühren, ihre Aufmerksamkeit zu gewinnen und zu erhalten. Und führt dazu, nicht wie bis dato per Massenkommunikation und Information-Overload zum Objekt zu machen, sondern durch Smart Communication Subjekt-Subjekt-Beziehungen von Mensch zu Mensch zu pflegen.
Thought-Leadership durch smarte Menschen muss sich in der jetzigen heftigen Krise durch die sinnvolle Nutzung von digitalen Kommunikations-Möglichkeiten beweisen: Vom Video-Chat bis hin zu Social-Media-Kommunikation findet per Downloading das Seeing und Sensing statt. Wunderbar.
The first publication of this article in September 2019 produced a worldwide response. Mostly my assessment was shared. Above all, it was discussed how and if technology fairs can serve to strengthen or even improve the situation of printing companies and to develop future potential. The result: Yes, this succeeds if the focus is not only on exhibitor needs, but places the interests and the situation of the visitors in the center.
The situation in the print market is characterized above all by technology and innovative capability. And here’s my latest analysis revealing something amazing (see: # drupa2020 ante portas: The Renewal of Print). No wonder, then, when you have to be concerned because appearance and reality drift apart.
Incidentally, one critic commented that drupa should not be talked down otherwise it would be a pity for the print industry as a whole. Well, am I doing that? To identify problems/challenges and express concerns is not bad, but important to get better and better. Isn’t it?
It will be my 11th drupa since 1977, which I will visit in June 2020. First as a ‘normal’ trade visitor, then in the record number of visitors in 1990 as an exhibitor, later as a journalist and in recent years as an analyst and blogger. — Clearly, things are changing. While machines and devices used to be the focus of attention, today solutions, concepts, perspectives and application options are the key.
The rush of manufacturers as exhibitors is unbroken. Trade fair director Sabine Geldermann proudly speaks of a sold-out #drupa2020, including the new exhibition hall 1. In 1951, drupa started its successful run when the former Heidelberg boss Dr. Sternberg had rented the whole hall 1.
However, the development in the number of visitors fills me with great concern.
Of course, the advancing automation and the path towards Industry 4.0 bring about rationalization effects that enable personnel savings.
But: For a long time, it has not been possible to inspire new target groups for the drupa to a significant extent — people who have to deal with modern marketing and communication topics on a broad front. They should focus on print, but do it less and less. Why is that? What’s wrong with communication?
Source: Wikipedia (german edition)
Honestly, as long as I can witness it, it has never been so calm in the run up to a drupa. This can not only be attributed to the organizers and partners. The trade press, formerly a guarantor of success, is only a shadow of itself (apart from a few exceptions!), hardly find enough readers and supporters anymore. Outstanding events, such as the Print & Digital Convention initiated by the German association f:mp Fachverband Medienproduktioner e.V., have developed well. But in May 2019 with 1,200 visitors are lean compared to the simultaneous digital events such as OMR in Hamburg with over 50,000 visitors or the re:publica convention in Berlin with 20,000 visitors.
Why is the industry not acting broadly, concertedly and publicly for its concerns and, above all, its right to exist? And takes a clear position on what and how things have changed in the digital age.
There is still some time left. But something must happen very quickly. Otherwise it means (again): “Operation succeeded, patient dead.” And to find an inglorious end like the CeBIT, that is the drupa and the print industry not to be desired.
As far as I can, I like to help and offer a number of opportunities to get involved. So the expert network #Think!Paper, supported by Mondi, GT Trendhouse 42 and Jubels; or even with the new blog “HotspotSubscription”, which has occupied as a theme “Renewal of Print”, and thus from the stand for high attention, especially outside the industry. The Digital Printing Forum, founded by myself and partners, is still active as an industry initiative and has over 1,200 group members via XING. Last but not least: my blog ValueTrendRadar.comas a compendium for communication with print has found over 120,000 readers from almost 160 countries in the world since #drupa2012.
There are many possibilities. You just have to grab it. In that sense, I am still optimistic.
And what about you? Share your thoughts and let’s start a good conversation.
With regard to dramatically falling stock market prices: Are printing press manufacturers and, with them, the printers (once again) in a deep crisis? The answer is “no, but …” — because the most sensitive thing is that the structural change in the print media business has a deeper impact than previously thought. And most underestimated that.
Status quo: Nothing goes any further!
The vast majority of printers and their suppliers can no longer produce organic growth.
Cost-cutting measures are largely exploited resp. certainly not a guarantee of success in the long run.
The tried and tested measures for the industry in critical situations — the switch to new technologies for print media production (eg inkjet printing) — does not pull anymore, as it has not really got going for years and therefore only looks like a drop in the bucket.
Last but not least, according to the feedback from the audience: media-effective, public events such as press conferences at trade shows or financial press conferences are usually completely overcrowded, dripping and riddled with insider details that prevent them from gaining an eye for the essentials.
Are ad hoc measures still possible? Yes and no. — Too much has to change fundamentally, as the valuable #Think!Paper expert analysis shows. Over the past eight days, leading minds from Europe and America have come to the heart of their assessment of the future of print. Tenor: Print has a future and fits perfectly into the digital age. Provided the business philosophy is radically refurbished and new go-to-market strategies and implementation solutions are found accordingly
Thanks to Fraser Church from the UK, the most important finding for print shops is that the industry actually has the best chance. Because print as a medium delivers through its outstanding core properties — Trust and Value – exactly what print companies and their suppliers have to use and assert.
This is best achieved through exemplary multichannel marketing campaigns designed for conversations, which make print appear brilliant in networked communication scenarios. — But far from that there is nothing to see. Functioning genre marketing has always been foreign to the industry! Everyone always cooks their own soup. Pity!
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Further reading
The current and exclusive #Think!Paper expert analyzes in the form of short interviews at a glance:
What we do We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!
Our mission We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!
Our USP
We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook.
We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.
Benefits for our partners We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.
‘Paper meets print meets zeitgeist!’ -—That was one of my statements in the report on the importance of paper in the digital age. And further: ‘Paper is patient. Right! – Media users are impatient. Why?’ – Bernhard Cantzler with his profound expertise in the field of communication with print media is therefore an excellent conversation partner. In a nutshell, he brings to the point, what (he) is about.
What is the beauty of print in the digital age?
Bernhard Cantzler: Printed communicaton is as flexible as digital communication in terms of personalization. Print is still regarded by many as more reliable, more trustworthy. In addition it is a natural “digital detox” and helps deeper thinking. All this is constantly being researched and proven as I can read regularly on TwoSides / PrintPower (web and magazine 😉
Everything in the Mobile Age is so fast.
Why the adaption of digital printing technology innovations is so slow?
Bernhard Cantzler:Slow is relative… I would say that print buyers and their focus on a low purchase price per 1000 copies are the key factor. If print buyers would buy campaign efficiency they would maybe print less, but all digitally personalized content. They would actually buy overall campaign effectiveness where print and online need to work together.
What are the key drivers for a powerful & successful print service biz today and what will it be in the future?
Bernhard Cantzler: Based on what I wrote above: stop selling ink on paper, start selling communication results, campaign results, paid invoices, lowered contact centre calls per customer or other value driven KPIs where print can support.
The studies of Bernhard Cantzler at the Vienna University of Economics and Business with a master’s degree in international commerce / trade brought him into contact with Mondi Group through his thesis on ’The key success factors of acquisitions in Eastern Europe based on a case study with Neusiedler AG’.
He has been working there since July 2005 in various positions, with experience in North and South America, Australia and Europe. Focus: Business Development. Specialties: digital printing, technologies, dry toner, ElectroInk, HP, Indigo, high-speed inkjet, drop-on-demand, continuous, paper. He has been Head of Marketing & Innovation at Uncoated Fine Paper in Vienna since 2017. Besides german he speaks english, polish and russian.
What we do We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!
Our mission We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!
Our USP
We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook.
We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.
Benefits for our partners We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.
Morten B. Reitoft from Denmark is one of my favorite colleagues. Dedicated to TV & Video to promote print in the best way. His advice is always valuable and well recognized around the globe. So I am happy to get his statements in the context of our unique #Think!paper work.
What is the beauty of print in the digital age?
Morten B. Reitoft: It’s tactile qualities, it’s a push media, and it represents a brand in multiple dimensions rather than just on a screen!
Everything in the Mobile Age is so fast. Why is the adaption of digital printing technology innovations so slow?
Morten B. Reitoft: One of the biggest obstacles for print, in general, is cost, time and distribution. The designing process is more or less the same, so the cost for both print and distribution is the major differentiator — and of course, the time it takes from idea to it reaches an audience.
An even more critical obstacle adapting print is two issues that we as an industry have:
we believe we should measure print the same way as digital content, in clicks, impressions, etc. and that have till date been impossible
we don’t even believe in print ourselves as an industry – just check how few printing companies that produce marketing material for their products and services on print!
The industry needs to take our own medicine and use print in our marketing. We have to define the measures for how we want to be accounted for.
I believe that print has a way higher impact than mobile and web since it last longer, has the tactility and represent a brand way better for the same reasons.
We have also forgotten some of the virtues from the past – print can be just pretty, engage and impress – in my opinion, that works too!
What are the key drivers for a powerful & successful print service biz today and what will it be in the future?
Morten B. Reitoft: The driver is the same as it has always been – demand! The service providers today have to figure out which markets to address.
If you want to be a commodity supplier, you’ll need volume, and probably prices are one of the major drivers for getting commodity customers. Today online printers can’t really differentiate on quality since all deliver to the standards, so the new with online printers is to offer same-day services as well as extending their offerings into, i.e. merchandise.
For printers who want to work with higher margin products – quality, diversity, paper, is the major drivers. Some printers even consider to work into new niches like packaging, labels, printed electronics, decor – and though really not related 3D. About the future – I have written an article that I still believe is right “Printers will be factories – and customers will buy from elsewhere” – referring to the fact that somebody will need to add value to a product and especially commodity printers will not be part of the value-adding process since they ONLY focus on price.
Thanks, Morten, for sharing your thoughts and insights.
About
Morten B. Reitoftisan experienced CEO with a passion for development of ideas and business. He is very creative and very hard working and one of his greatest strength is his ability to encourage people – whether these are customers, employees or business partners.
Specialties: Creative, competitive, Great interest in both the detail and the overview, very good communication skills, inspiring, fast thinking, internationally oriented, great interest in people, business and processes.
What we do We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!
Our mission We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!
Our USP
We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook.
We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.
Benefits for our partners We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.
Exzellent in Aufmachung und Inhalt: Andreas Weber präsentiert sein persönliches Expemplar (Nummer 168) der The-Power-of-Print-Metaanalyse. Foto: Andreas Weber
Millionen Menschen beschäftigen sich weltweit mit der Konzeption und Realisation von Printmedien und der Weiterentwicklungen von Print-Technologien. Doch nur ganz wenige mit der Wirkungsweise von Print. Das Fatale: Print wirkt besser denn je, wird aber in ‚modernen‘ Digital-Szenerien weitgehend ignoriert resp. völlig unterschätzt. Print ist, so paradox es erscheint, quasi ein „Buch mit sieben Siegeln.“
Doch damit ist nunmehr Schluss. Denn: „Print ist eine substantielle Zutat des Erfolgsrezepts erfolgreicher Marketingkommunikation. Wer die Wirkung von Printkommunikation unterschätzt und auf sie verzichtet, darf sich später nicht über sinkende Effizienz seiner Kampagnen wundern.“ So formuliert es das Autorenteam Olaf Hartmann (Fokus: multisensorisches Marketing) und Sebastian Haupt (Fokus: Konsumentenpsychologie) in der herausragenden Studie ‚The Power of Print — Metaanalyse zur Werbewirkung von Print‘. Sieben Kapitel geben auf rund 130 Druckseiten umfassenden Einblick in die Stärken von Print.
Quelle: Hartmann & Haupt, 2016. In: The Power of Print, Seite 123.
Klingt wie harter, wissenschaftlicher Tobak für Nerds, ist aber mehr als lesenswert und voll auf die Praxis mit Print im Digitalzeitalter ausgerichtet. Anschauliche (neue) Erkenntnisse, Anregungen, Empfehlungen gipfeln im ‚Multisense-Touch-Point‘-Modell und zeigen, dass Print nicht nur eine Daten-Vervielfältigungstechnik ist, sondern dass die Gestaltung erfolgreicher Printmedienkommunikation als ganzheitlicher und systemischer Prozess Menschen und Marken über Codes und Touchpoints einzigartig zusammenfinden lässt.
Das Besondere: Druckereiunternehmer erhalten damit eine unwiderlegbare, wissen- und erkenntnisbasierte gedruckte ‚Werkzeugkiste’, quasi ein ‚Toolbook for success!‘, das unendlich guten Stoff bietet für Kunden- und Interessentengespräche oder sogar eigene Seminare und Kreativ-Workshops. Zumal die Ergebnisse so formuliert sind, dass sie jenseits von Print-Insider-Kauderwelsch von Marketing- und Kommunikationsprofis bestens verstanden werden können.
Meine Empfehlung — Lesezeit: rund vier Stunden. Halbwertzeit: ein ganzes Leben! — Die ‚The Power of Print‘-Metaanalyse als ‚Toolbook‘ ist unschlagbar und durch die sorgsame Aufmachung werden nicht nur Inhalte hervorragend aufbereitet, sondern auch die Beweisführung angetreten, was Print in einer virulenten digitalen Welt tatsächlich leisten kann. Das ‚Toolbook‘ bildet aus meiner Sicht als Print-Analyst bis dato die beste Grundlage, um heute und künftig mit Print erfolgreich zu sein. Print wirkt nicht nur, Print sichert dauerhaft wirtschaftlichen Erfolg. Für Druckereien und ihre Kunden gleichermaßen.
Einzelpreis: 499,00 Euro* (inkl. 7% MwSt. sowie Verpackung/Versandkosten) ISBN 978-3-00-060376-1 1. Auflage: 2018
*Verfügbar sind sowohl eine deutsche als auch eine englische Version. Bei der Bestellung von mehreren Exemplaren/Firma gilt eine Staffelrabattierung (2 bis 5 Exemplare: 10% Rabatt;6 bis 10 Exemplare: 15% Rabatt;Bestellung mehr als 10 Exemplare: 20% Rabatt).
Die Realisierung wurde möglich durch die Unterstützung von:
Andreas Weberbegleitet als Wissensarbeiter/Advisor die Kommunikation mit Medien — geprägt durch eine Vorliebe für Print-Innovationen im Digitalzeitalter.
Bis dato hat er über 550 Innovations-/Transformations-Projekten realisiert, diverse Lehraufträge wahrgenommen (u.a an der School of Visual Arts/NYC, Hochschule Liechtenstein, Hochschule RheinMain) und Vorträge in über 30 Ländern gehalten.
Sein Blog valuetrendradar.com (ISSN-zertifiziert) inspiriert Entscheider aus mehr als 150 Ländern.
By Andreas Weber, Head of Value, initiator of #Think!Paper | German Version
#Think!Paper Edition 1, Volume 8
If we are to overcome the paradox that has plagued the print media industry worldwide since the ’90s – having the best technologies but being confounded by frustration, stagnation and dwindling sales and suffering bankruptcies, misfortune and glitches – we need to stop believing that technology is the panacea.
Why?
“Buy my new technology and everything will be fine” – sounds great, but really it’s terrible advice. Think back to the brightest and best in the history of printing – such as the inventor Alois Senefelder, the typesetting technician Ottmar Mergenthaler, the grandfather of type and calligraphy Prof. Hermann Zapf (who is said to have inspired Steve Jobs), not to mention John Warnock and Charles Geschke who invented PostScript and founded Adobe. Three things stand out:
Technology is ‘only’ ever a means to an end, serving to realize the higher ideal of enhancing our ability to communicate with one another.
Technological innovation is important if we are to drive progress. However, changes for the better can only be achieved if new technological opportunities are utilized in an appropriate and creative way.
Whether new ‘printing technology’ can evolve into beneficial and effective ‘printing art’ depends primarily on adopting a creative approach to shaping media-based communication and business scenarios.
Anyone who fails to take this on board as the ticket to escaping the dictatorship of technocracy is sure to fall into a nasty trap. They will be doing themselves more harm than good by pursuing completely nonsensical ideas. After all, messages like “the best of both worlds – digital printing is as good as offset” or “our new inkjet printer gives you a new business model at the same time” are no use to anybody – neither the customers ordering print products, nor the companies that produce them.
My message
“Let’s put an end to technocracy. Let’s go back to treating print with the respect it deserves, as the most beneficial form of communication in human history!” – Indeed, the end of technocracy heralds the start of success!
My call and the basic premise of #Think!Paper — The Beauty of Print&Transformation: We have to start using technoLOGY technoLOGICALLY again.
Note: The translation of the original German version was done by xeroxtranslates.com
“Our biggest challenge is to meet the demands of the people in the mobile age,” notes Mark Boyt. In its function as a global of solutions marketing at Xerox he presented head at an analyst meeting in Uxbridge, UK, strategy, and news about the ConnectKey platform, workplace Assistant, and e-commerce. The development and marketing of business apps is a focus. To do this, Xerox has collaborated extensively partner companies with qualified and authorized Xerox.
“To be still attractive for our customers and to create new business ideas, we have developed by the device vendor to the solution provider, and now to the service partner for our customers”, explains Marcus Putschli, CEO of e-dox AG, Leipzig/Germany. In the Centre is thus not only the hardware product portfolio, but the creative and consulting-oriented performance, to create a maximum customer benefit. Partner developed Putschli in other Xerox as a series from around the world with his team apps that offer new, specific application solutions notably based on technology infrastructure provided by Xerox.
Putschli said: “in addition to the managed print solutions we offer our customers the possibility of digitizing and data protection solutions in the enterprise to anchor. We are various document management partner provider, Microsoft-365-partner-certified app developers for Xerox, and support our customers in many IT issues advice to the page”. The app development takes place through the project area e-dev/> and can be accessed on 10 years of experience. The highlight: the apps are tailored to and run on existing multi-function printers.
Info box to current example — the Convert2PDF app e-dev
Usable via subscription Convert2PDF app, it will be possible to take advantage of the full functionality and benefits of Convert2PDF easily directly from the Xerox, each ConnectKey device by Xerox device i.e. workflows and document processes by simple To control the app user interface.
Systems provides a particular advantage when using the app with Xerox VersaLink. The Convert2PDF app has extended the product range VersaLink in conjunction with Convert2PDF quasi often missing workflow scanning and allows the use of different Scanprofilen for different tasks or workflows. Users as well as administrators in companies are significantly relieved. The Convert2PDF scanning and workflow can be easily managed thanks to the app and also operated. Sources of error for incorrect processes are eliminated so in a comfortable way.The app is also offered on the redesigned Xerox app Gallery.
Xerox’s according to his own admission, that ConnectKey apps accelerate the digital transformation for companies. In the focus are three areas of action:
Support for mobile workers, Office workers and teachers
Smooth workflows for each company
The advanced Xerox app Gallery to facilitate search and install and purchase transactions
My take: everything will be fine. Thanks Appiness!
Good news: print is an important pillar of the transformation of companies and their business communication processes. But: It is no longer sufficient to optimize existing, but sometimes are disruptiv new ways to follow, which provide the benefits for all those involved in the focus.
The so-called digital transformation simplifies and accelerates not only processes, but provoked new business goals and opportunities. All of us could benefit from this but only if we also transform to become creative consultants. Our customers have to become partners and customer service is a central issue. And this new, tailor-made apps play a central role. In this sense: Everything is fine. “Appiness” thanks!
New Xerox ConnectKey Apps Speed Digital Transformation for Enterprises, SMBs
Apps support office workers, mobile workforce; educators
Frictionless workflows for any business
Enhanced Xerox App Gallery makes browsing, installing and purchasing easier
UXBRIDGE, U.K., Oct. 10, 2018 – Organisations can now better connect staff to popular business platforms such as Salesforce, QuickBooks Online and Concur, supporting customer relationship management, accounting and invoicing, plus streamline additional processes with new apps for XeroxConnectKey® devices. Purchasing and implementing the apps is simple with a new e-commerce-enabled site.
The Morrell Group, a full-service automation controls design and engineering services organisation, has experienced the power of ConnectKey apps. The company saved 25 percent by automating its product distribution process with the Sign Me app, built by MidAmerica Technology, a Xerox Personalised Application Builder developer. The app digitises the document-laden process, accelerating the speed in which products get out the door.
“Sign Me is a breakthrough app that has greatly improved our business – we’ve gained efficiencies that impact our bottom line,” said David Hajciar, operations manager, Morrell Group.
Transformation: Xerox turns multifunction printers into Workplace Assistants. Video: Xerox
New apps make work easier
The ongoing development of its ConnectKey-enabled portfolio underscores Xerox’s position as a print technology powerhouse. The latest enhancements make labour-intense, time-consuming efforts easier and offer new twists on traditional ways of working.
Xerox Connect App for Salesforce: access to Salesforce’s Customer Relationship Management system right at the multifunction printer (MFP); upload and share sales management information to client folders by scanning the documents directly into Salesforce.
Xerox Audio Documents App: securely transforms hardcopy documents into audio files allowing commuters, multitaskers, or audio enthusiasts to listen on the go instead of reading.
Xerox Connect App for QuickBooks Online: offers a hassle-free expense reimbursement process with multi-receipt scanning. Receipt data is extracted into an expense report and submitted with notifications sent to reviewers for timely approval. For Concur users, a similar receipt management app will be available by year’s end.
Xerox Forms Manager App: simplifies management of multiple forms while reducing paper-based filing risks. With intelligent routing capabilities via embedded QR codes, scanned forms are automatically routed to the appropriate email address.
XeroxQuick Link App: enables a fast start to printing without IT support. This intuitive app sends an email directly from the device containing appropriate links to install, and connects computers or mobile devices with the drivers and configuration settings.
With insights gained from working with thousands of education customers, Xerox responds with apps that increase productivity for teachers and students:
Xerox Connect App for Blackboard:provides access to an industry-leading learning management system; documents are digitised and stored into their Blackboard Learn account from the MFP.
Xerox Proofreader Service:checks for writing elements in the English language, such as spelling, grammar, style and plagiarism.
Extra Value for Channel Partners
Alongside an improved design for a better user experience, the e-commerce-enabled Xerox App Gallery provides a global marketplace for channel partners to promote and sell apps. Also, channel partners can share in the revenue when their customers purchase an app.
Channel partners will learn more about how they can boost recurring post-sale revenues with the new ConnectKey apps and how the new e-commerce model helps them create, market and sell their own apps at the European Personalised Application Builder (PAB) Forum taking place November 7-8 at Xerox’s Innovation Centre in Uxbridge, UK.
Availability
Xerox’s newest ConnectKey-enabled apps will be added to the Xerox App Gallery in select geographies between fourth-quarter 2018 and first-quarter 2019.
By Andreas Weber, Head of Value | Original German Version (Note: The translation was automatically done by xeroxtranslates.com)
“I remember the print business in the night, then I can’t sleep anymore!“ — I would have also approved this statement formulated based on night thoughts by Heinrich Heine until recently. But: Thought and check helps. And it succeeds with a multi perspectival #Think!Paper vision.
Status quo
To bring the trends reliably, it is not easy.
One thinks first of high-profile measurement via tradeshows. But: For example the highlights of topics, as well as the nomenclature of Messe Düsseldorf for the drupa as a worldwide leading trade fair of the print industry are naturally constructs, to attract as many and new exhibitors.
Fairs offers therefore do not fully reflect the relevant trends that characterise the print industry.
As well, the common market research and trend reports not leading target, are effective as an indicator of future investment behavior of established printing companies there always readily applied, speculative, and no more than.
Meta trends
The print industry is always innovation-driven. At the time, it was always to the enrichment and enhancement of the existing possibilities. Today everything is different. And above all no longer linear. A rethink is imperative:
Disruptive renewal of pre-media processes (template-free), with the aim of flexible and in real time to be able to print data of any kind.
Smart print production: automation of processes from printing the delivery up to the go-to-market of printers, including digital supply chain management.
#hyperpersonalization Blockchain, virtual reality, artificial intelligence and media across dialogical communication scenarios.
BusinessModel trends
The top issue, at the latest since the existence of digital printing, is the business model change for printers. There are two major developments:
Polarization in the services market – smart factories (with focused portfolio/commodity offers) vs. High-tech manufacturers (with myriad niche applications and highest innovation). But beware: Both areas fertilize or interpenetrate each other, such as in an iterative cycle. Best to understand, when you see how CIMPRESS developed.
Custom configuration of modular composed, ubiquitous production equipment. –Example: CADIS engineering.
Technology trends
The trends in the use of relevant technologies assign three essential aspects:
Unbelievable, but true: The market for print solutions (technology + production + commercial)is greater than commonly portrayed many times. The ecosystem printing industry is broad and is a three-digit billions alone in Germany. (Note: the exact numbers are set forth in the trade magazine printing market).
Almost 2/3 of the total revenues generated by a few hundred industrialized printing factories.
Growth areas are proving to be doing differently than previously forecast to: E.g. for inkjet printing are up on book printing in the substitution of Offsetproduktionen, but above all in the toner printing systems. Important: ‘Inkjet-to-Go’ inspires new applications outside of the print industry, directly from their customers.
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A new orientation requires the success in the business of print and print using, driven by the creativity and courage. This, it is important to distinguish:
Inhibiting factors
An elaborate market research that focuses only on investments in hard – and software, to venture guesses based and relevant requirements of the market does not see.
Events of all kinds, which are vertically oriented, speak almost monolithic on the manufacturer issues and relate the use of their products.
Persistently insufficient, no longer contemporary industry communication, which all too often hawked misperceptions and this causes confusion.
Acceleration factors
Focus on new forms of go-to market of printing companies, touting the benefits of print for the digital age, and no longer the processing techniques for the production of print.
Pro active, social, business-driven discourse with potential new clients that already have come to pass on the digital transformation journey and for the print can become the ‘hidden champion’.
More experiments and pioneering venture, break rules and through relevant content and good stories inspired by a change of perspective on a broad front and fascinate.
About the author
Andreas Weber has been a print expert and internationally renowned business communication analyst, coach, influencer, and networker for over 25 years. His activities focus on transformation for the digital age and include lectures, management briefings, workshops, analyses, reports, and strategic advice. – His blog www.valuetrendradar.com inspires readers from over 150 countries worldwide.
