Specialty Graphic Imaging Association Digital Printing & Imaging Association
	Executive Summary October 2007

The Value of Creativity

Recently, I took a close look at the evolution of some of SGIA’s most successful members. Specifically, I looked at their operations before, and after, the digital “big bang”—that point in time when digital imaging exploded onto the scene and dramatically changed the marketplace forever.

These companies share many positive characteristics. They’ve not only adjusted to a rapidly changing marketplace; they’ve aggressively taken advantage of it. They are innovative—always looking for new solutions and opportunities; and they are well-managed and profitable.

While each of these companies has changed substantially since the digital movement began, there is one shared characteristic that stands out to me. The value of creativity within each of these companies has significantly increased.

It makes sense that creative services would be valued more today than in the past. Before the “big bang,” most SGIA members considered themselves printers, usually generating copies of supplied artwork. Creativity wasn’t highly valued.

Today, SGIA members are solution providers, which often includes printing and imaging as part of the total solution package. Creative services are highly valued among the leading SGIA members and often a key factor in differentiating one company from the competition.

The increased value of creativity as a marketable skill within the community is a very positive step. Selling creative services helps fend off commoditization. Consider the litho sector: Commoditization has created fierce competition. Litho shops aren’t often seen as creative resources. Like SGIA members before digitalization, they generate copies of supplied artwork. IT Strategies says that the number of lithographic printers is half what it was just a few years ago.

The idea of selling creativity also works well in regional, national and global markets. Virtually every customer, in every market, served by specialty graphics producers, wants to improve their market position. Creativity is critical to meeting their goals.

The digital “big bang” really opened the door for SGIA members to increase their value as a creative resource. The knowledge gained through innovative use of new imaging technologies gave progressive companies the opportunity to push creative services to the forefront of customer support. The companies that led this creative charge did the community a great service.

In the not-too-distant future, making a print will be a plug-and-play operation. But someone will enjoy the financial benefits associated with the creative management of that print. We want that someone to be an SGIA solution provider.