IPMA 2010: A Hot Time in New Mexico
Avoid the 'Red Ocean'
Backing up his advice was the second day's keynote speaker, Barb Pellow, of InfoTrends. She told managers to avoid fighting for business in the "red ocean" of cut-throat competition, but instead move to a calmer "blue ocean" where you provide a truly differentiating value that makes your competition irrelevant. By looking at adjacent markets, you can discover an uncontested market space where you can create and capture new demand.
Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited more than 180 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.
