Services Equal Opportunity

Stand out, be unique, says Waite. "Because if you don't figure out a way to stand out in the market as something different and also add value, you're going to disappear into the hedge, and no one's going to be able to spot you." Foremost is having the core ability to print, diecut, and deliver a product, according to Waite. "Beyond that, it's all the other services that go with it, with design and really working with the customer's marketing group to understand its needs and translate them," he says.