Our crew clustered around our newest die-cutting machine a few weeks ago, debating how to handle the project: It was only a few hundred pieces, but the complex, cactus-shaped die-cut was a challenge. And they were trying to figure out the most efficient way to program the cutter.
Finally, one of our most senior printers looked up and said: “Let’s not overthink this.” He took the materials to our second building, where a 40-year-old (or is it 60?) die-cutter is stored. It’s huge, and looks like it could have been a bomb shelter. Not a whiff of digital technology around it.
A couple hours later, the materials were on a pallet, waiting on our loading dock for delivery.
We have all the technology you could imagine – and we use it. But our printers have been around an average of nearly 20 years; some for decades longer than that. And sometimes, there’s just no beating experience and wisdom.
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