The Printerviews

Colin Sinclair McDermott
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Real conversations with real people from all aspects of the printing industry sharing experiences, challenges and plenty of useful knowledge to get you thinking differently about your business.

  1. Episode 8. Joanne Gore of Joanne Gore Communications

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    Episode 8. Joanne Gore of Joanne Gore Communications

    In this episode of The Printerviews, I am joined by Joanne Gore of Joanne Gore Communications, a full-service B2B marketing agency specialising in the print industry. With a 30-year career as a corporate marketer and a former graphic designer, Joanne is on a personal mission to help printers sell more print by bridging the gap between how buyers decide and how the industry sells. We discuss her journey from managing global print production for tech giants to launching a virtual agency that helps companies get out of their own way. As we prepare for Dscoop in the Rockies, Joanne shares details of her upcoming session on moving from confusion to conversion through messaging playbooks. We explore the concept of 'AI slop' and why having a unified story is vital in today's market. Joanne explains how these playbooks provide the foundation for effectively training AI and ensuring every team member tells the same story. The conversation also covers the 'science of touch' and why print remains a powerhouse for brand awareness and customer satisfaction. Joanne provides practical advice on stretching marketing dollars by repurposing content and using niche lead magnets to stay proactive. We look at the future of the industry, where hyper-personalisation, smart packaging, and integrated digital experiences like QR codes will define the next generation of print communications. Key Takeaways Eliminate generic AI content by training agents with specific data. Use messaging playbooks to unify your brand story and team. Physical touch increases brand engagement and a sense of ownership. Stretch your marketing budget by repurposing every piece of content. Move beyond data reporting to find the why behind metrics. Create niche lead magnets to position your business as proactive. Sell the solution to the customer problem, not press speeds. Bridge physical and digital experiences with interactive elements like QR codes. Focus on hyper-personalisation and paper packaging to drive future growth. Evaluate your sales experience by viewing it as a consumer.

    40 min
  2. Episode 7. Lucy Swanston of Nutshell Creative

    16 FÉVR.

    Episode 7. Lucy Swanston of Nutshell Creative

    In this episode, I am joined by Lucy Swanston, the Managing Director of Nutshell Creative and Chair of the Strategic Mailing Partnership (SMP). With over 20 years at the helm of Nutshell, Lucy shares her journey from starting a business in her back bedroom during a recession to leading a multi-award-winning agency that bridges the gap between creative strategy and print production. We discuss the importance of staying in your lane while remaining agile, and how print remains a vital, enduring ecosystem in an increasingly digital world. The conversation delves into the shift from a 'manufacturing-led' mindset to one that leads with value and strategy. Lucy explains why consistency is the most critical word in marketing, warning against the 'New Year’s resolution' approach to social media that quickly falls by the wayside. We also explore the surprising resurgence of direct mail among younger generations and why, as we look towards 2026, building credibility and human trust is more important than simply churning out automated content. Key Takeaways Consistency is the foundation of visibility and long-term marketing success. Transitioning from a 'printer' to a strategic partner requires leading with value rather than machinery. Younger generations have a high engagement rate with physical mail because it feels tangible and personal. Authenticity in AI-generated content is vital to maintaining trust with your audience.  Specialising in a specific sector or 'vertical' allows you to become a specialist rather than a generalist. Values like trust and transparency must be lived and breathed, not just used as marketing buzzwords. Effective time management is the biggest challenge for print leaders trying to grow their business. Integrated campaigns that blend digital and physical channels are far more powerful than single-channel efforts. Leadership success often comes from hiring for personality and cultural fit first. Print is a resilient, thousands-year-old ecosystem that continues to evolve rather than disappear.

    46 min
  3. Episode 6. Emily Yepes from Sandler Training

    9 FÉVR.

    Episode 6. Emily Yepes from Sandler Training

    In this special edition of The Printerviews, Colin Sinclair McDermott hits the Road to the Rockies to catch up with Emily Yepes from Sandler Training.  Emily brings a wealth of experience from the print world, having spent years selling print advertising before moving into sales training and leadership development. Her organisation specialises in helping businesses that cannot sell by price alone, particularly within the print and packaging sectors.   This conversation sets the stage for her upcoming appearance at DSCOOP in Denver, focusing on how to evolve sales strategies in a rapidly shifting market.  The discussion looks into the psychology of sales, specifically tackling the universal dread of prospecting. Emily explains that while many salespeople feel like a pest, success comes from running toward the problem and taking action despite the fear.  They also explore the 'freedom within a framework' approach to sales scripts and the vital role of technology.   Looking ahead to 2026, Emily highlights why every sales organisation needs to focus on specific AI use cases like call recording to provide clarity and relief for business leaders.   Key Takeaways  Strong sales teams require a leadership team that believes in a growth mindset   Mid-to-premium printers must sell on value because they will always lose on price   Prospecting is the single most important responsibility for new business development   You must address prospecting through the three lenses of attitude, behaviour, and technique   You do not have to like prospecting, but you must do it to create new results   Rejection of a sales conversation is never a personal rejection of you   In 2026, B2B sales involve multiple influencers rather than a single decision maker   Frameworks provide the freedom to deliver a message through your own personality   Leaders should ignore the noise and focus on specific AI use cases for their teams   Call recording is a vital tool for both salesperson focus and external coaching

    24 min
  4. Episode 5. Tom Peire from Four Pees

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    Episode 5. Tom Peire from Four Pees

    In this episode of The Printerviews, host Colin Sinclair McDermott is joined by Tom Peire, CEO of Four Pees and Chief Evangelist at Atomyx. Based in Ghent, Belgium, which is a hub for print software innovation, Tom shares his journey from a high school dropout and aspiring graphic designer to leading a digital transformation agency for the print industry. The conversation dives into the evolution of automation, moving beyond simple downward streams to what Tom calls 'connected automation'. He explains how Atomyx, a cloud-based integration platform (iPaaS), aims to revolutionise production by lowering the barriers to connecting complex IT stacks. Tom also emphasises the human side of technology, noting that their tagline 'Feel the Good Flow' is about managing the emotional transition for both business owners and shop-floor operators. Beyond the technical, Tom reveals his personal passion for tandem cycling, sharing the story of a 5,000Km journey to the North Cape with his wife, an experience he describes as the ultimate relationship builder and a metaphor for the collaboration required in business. Key Takeaways True efficiency requires all systems to be interconnected, allowing data to flow in all directions, not just from artwork to output. Many print shops struggle not because of technology, but due to a lack of clear management vision and a manufacturing-only mindset. To succeed as a fulfilment partner for marketplaces like Gelato or Amazon, printers must provide real-time data and transparency back to the buyer. Investing in software (often ranging from £50k to £100k) frequently offers a return on investment of less than one year by reducing manual touchpoints. Branding in the technical space should address the emotional impact of change, moving from fear of technology to feeling the flow" In the next five years, the ratio of investment in software and sales technology versus heavy machinery must increase for printers to remain competitive.

    44 min
  5. Episode 4. Jon, Dave, Jessica and Chris from She*t for Brains

    26 JANV.

    Episode 4. Jon, Dave, Jessica and Chris from She*t for Brains

    In this episode of The Printerviews, Colin is joined by Jon Bailey, Jessica DeCola, Dave Rosendahl, and Chris Minn, the founding team behind the She*t4Brains mental health initiative .   The group shares the origin story of their movement, which began with an unscripted moment on stage at DSCOOP last year, that threw the typical industry script out the window to focus on real life struggles.  The conversation explores the deep exhaustion and trauma felt by industry leaders following years of supply chain disruptions and the personal isolation of running a business .  The team discusses their framework of seven pillars, which covers everything from resilience and substance abuse to the unique challenges faced by working parents.  By hosting quarterly virtual sessions with a strict code of conduct, they have created a safe space where peers can drop their professional veneer and be authentic about their mental health. As they move toward official nonprofit status, the founders outline their vision for the next 18 months, which includes providing tools for the wider community to amplify these vital conversations in their own workplaces.  This episode highlights why breaking the silence around mental health is the key to building a more resilient and connected workforce for 2026 and beyond. Key Takeaways The initiative aims to help one person at a time. Vulnerability encourages others to share their struggles. Cultural differences affect how mental health is perceived. Authenticity in conversations fosters trust and connection. Substance abuse is a significant issue in the industry. The mental health pandemic is a pressing concern post-COVID. The initiative is evolving into a nonprofit organisation. Community support is crucial for mental health awareness. Open discussions can lead to transformative experiences. The importance of humour and lightness in serious conversations.

    47 min
  6. Episode 3. Richard Askam of Print Island

    19 JANV.

    Episode 3. Richard Askam of Print Island

    In this episode of The Printerviews, Colin is joined by Richard Askam, the host and founder of Print Island. Richard shares the story of his accidental pivot from a 50-year-old family wine business into the print industry, where he pioneered the use of personalised labels to stay ahead of retail giants. The conversation explores the deeper purpose of print, moving beyond technical specifications to focus on the emotional connection and transformation it provides to the end consumer. Richard also discusses his latest venture, Print Island, a content platform designed to act as the Spotify for print by hosting honest, unvested conversations about what the industry is actually for. Richard emphasises the need for the industry to ditch its technical jargon and reclaim its confidence through authentic storytelling. As a public speaking coach, he also offers advice on how to bridge the communication gap between manufacturers and the outside world to ensure the industry continues to flourish in 2026 and beyond. This episode is a must for anyone looking to understand the intersection of retail trends, consumer psychology, and the enduring power of print.  Key Takeaways Richard transitioned from a 50-year-old family wine business into pioneering personalised labels as a survival strategy. The Share a Coke project was designed as a communication tool to engage a younger generation. Print Island provides an unvarnished, honest space for the industry to tell its story to the outside world. Consumers value the emotional reaction and transformation of a product more than the technical process of printing. Success in modern marketing requires translating technical print jargon into clear consumer English. Personalisation has moved from a luxury to a standard consumer expectation that brands must now facilitate. Public speaking and storytelling are natural human skills that printers must unlock to build confidence.

    42 min
  7. Episode 2. Neil Wallis of Inkwell Printing

    12 JANV.

    Episode 2. Neil Wallis of Inkwell Printing

    In this episode of The Printerviews, host Colin Sinclair McDermott welcomes Neil Wallis, owner of Inkwell Printing based in Northamptonshire. Neil shares his transition from a software and account management background into the printing industry, eventually taking over the family business from his wife’s parents roughly 11 years ago. We talk about his efforts to modernise the 40-year-old company by replacing manual, legacy equipment with digital-first solutions and advanced finishing technology. Neil discusses his passion for the tactile nature of print compared to software and highlights his strategic focus on workflow automation. He explains that automation is not about replacing staff but about buying back time for team members to focus on value-added tasks and human-to-human customer service. By documenting processes and integrating tools like Artworker and OPS, Inkwell has significantly improved turnaround times and accuracy. The episode concludes with Neil reflecting on the importance of knowing your value as a smaller printer and maintaining a relentless commitment to growth. Key Takeaways Transitioned from a software background to lead a 40-year-old family printing business. Modernised operations by replacing legacy manual presses with Speedmaster and digital finishing equipment. Utilises automation to free up staff time for high-value tasks and customer service. Emphasises the tactile value of print as a key advantage over digital-only media. Documented internal processes to remove manual inefficiencies and gain hours back in production. Advocates for standardising technical language to improve clarity for both staff and customers. Focuses on human-to-human relationships while leveraging tech like WhatsApp and automated job sheets.

    38 min
  8. Episode 1. Dave Leskusky of Printing United Alliance

    5 JANV.

    Episode 1. Dave Leskusky of Printing United Alliance

    In this episode of The Printerviews, Colin Sinclair McDermott speaks with Dave Leskusky, President of Printing United Alliance, who reflects on a career spanning three decades in the industry. Dave details his journey from selling magazine classified ads in 1995 to leading the transition of Napco Media into a digital-first media and events organisation before its integration with the Alliance.   The discussion centres on the strategic vision behind bringing multiple trade associations under one umbrella to serve the entire printing ecosystem, from commercial and packaging to apparel and wide format. Dave shares insights from the recent Printing United Expo in Orlando, noting the high energy and the success of new initiatives like the AI Pavilion and expanded student programmes. He explains the concept of convergence, where printers leverage digital technology to diversify their offerings and capture more of their clients' marketing spend.  By focusing on common challenges such as workforce development, legislative advocacy, and technological education, Dave highlights how the Alliance aims to provide the resources and leadership necessary for the industry to thrive in a rapidly evolving landscape.  Key Takeaways Unified several major associations to create a single, powerful voice for the printing ecosystem.   Cultivated a talent pipeline by growing student membership from 200 to over 2,000.  Encouraged printers to diversify into segments like packaging and promotional products via convergence.   Established the AI Pavilion and consulting services to lead members through emerging technology shifts.   Emphasised the need for consultative sales training to capture more of client marketing budgets.   Provided over $150,000 in free educational courseware to students through the iLearning platform.   Acts as a central advocacy body for legislative affairs, OSHA standards, and sustainability issues.

    50 min
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À propos

Real conversations with real people from all aspects of the printing industry sharing experiences, challenges and plenty of useful knowledge to get you thinking differently about your business.

Informations

  • Création
    Colin Sinclair McDermott
  • Années d’activité
    2023 - 2026
  • Épisodes
    48
  • Classification
    Tous publics
  • Site web de l’émission
    The Printerviews