The Demand for On Demand

Contributed by Terry Gill

Output agnostic. That’s where I’d like to start this conversation. It’s a concept we’ve been knocking around for several years as we’ve watched the incredible pace of change inside the marketing communications and business solutions marketplace.

As a company, we want to establish mindset where the output is whatever it needs to be. It can be determined by economics, risk factors, consumer preference or some other determinant, but we are to have zero bias. It may need to deliver from a very large piece of iron, the latest digital press or it may simply remain in its digital state as PDF.

Our role is to ensure the output choice isn’t influencing how we chose to manage the content. Think of it as the antithesis of the well-worn “Begin with the end in mind” approach. It’s beginning without worrying about what comes at the end. It’s really a freeing and powerful concept, but requires a different philosophy.

To really embrace and live out this concept you have to choose a different path. Its one where the value proposition isn’t defined by size, number or speed of our output devices; those are things that are easy to understand and exploit. They are linear and scalable. They plug in.

Marrying smartly designed and functional web facing content management tools with an output agnostic business model creates a new kind of value. And for those souls who live inside business climates that are heavily regulated, this new way can be more than just a means of surviving. Will this become a real competitive advantage or at least a fair fight?

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