Be Heroes

"Innovation is something that can come from anywhere in the value chain," adds McCarthy. "And printers, in particular, are where the rubber hits the road. They are creating, to a large degree, what consumers experience and they have a tremendous opportunity to do their own innovation about where else they can take those great ideas and then be proactive about going after companies like Unilever or specific brands." Cross pollination is also key, according to McCarthy. He says when printers are doing something ground breaking in one category, they should take a step back and figure out what other category might also benefit.