Dare to Build: Bold Thinking, Real Growth (CK Cheong)
EXECUTIVE BOTTOM LINE
The print industry’s strategic advantage lies in leveraging hyper-customization and niche market positioning to create differentiated, high-value offerings that stand out in a saturated marketplace. Failing to adapt to these trends risks commoditization and declining relevance as consumer expectations shift rapidly.
STRATEGIC CONTEXT
The session highlighted a fundamental shift in consumer behavior: generic, mass-market products are losing ground to highly targeted, personalized solutions. This mirrors broader industry transformations, where digital technologies and AI are enabling unprecedented levels of customization and on-demand production. Print businesses must recognize that the future belongs to those who can deliver unique, purpose-driven products and experiences.
KEY INSIGHTS
· Customization is no longer optional: “The future is going to be customization for everything… with AI, this becomes even more possible.”
· Niche marketing outperforms mass appeal: Brands that focus on specific audiences (e.g., Hoka for hikers, Stanley for moms) achieve outsized growth by making customers feel uniquely served.
· Packaging and presentation are as critical as product quality: Differentiation often comes from design and branding, not just the underlying product.
· The “wow factor” drives organic marketing: Products that surprise or provoke strong reactions generate viral attention and customer loyalty.
TACTICAL TAKEAWAYS
· Invest in digital and 3D printing capabilities to enable on-demand, personalized print products for clients.
· Collaborate with clients to identify and serve niche audiences, using data to inform targeted campaigns and product variations.
· Rethink packaging and branding services—offer creative, unconventional solutions that help clients’ products stand out on shelves.
· Encourage clients to embrace bold, even polarizing, design choices that spark conversation and engagement.
STRATEGIC IMPLICATIONS
· Print businesses that master customization and niche targeting can command premium pricing and foster deeper client relationships.
· Early adoption of 3D printing and AI-driven personalization may unlock new revenue streams and defend against commoditization.
· Shifting from a service provider to a strategic partner in branding and product differentiation positions print companies for long-term relevance.
· Embracing risk and “creating enemies” (i.e., standing for something) can be a powerful brand strategy in a crowded market.
HIDDEN CONNECTIONS
The rise of “small luxury” and experiential products suggests print can add value by enabling premium, limited-edition, or story-driven offerings.
Lessons from other industries (e.g., water, detergent) show that even commodity products can achieve cult status through creative branding—print can facilitate this transformation for clients.
The convergence of AI, 3D printing, and data analytics is blurring the line between manufacturing and marketing, creating new opportunities for print businesses to lead innovation.
QUESTIONS TO CONSIDER
· How can your print business leverage AI and 3D printing to deliver truly personalized products at scale?
· What underserved niche markets could you help your clients reach through targeted print solutions?
· Are your current packaging and branding offerings bold enough to make your clients’ products “unforgettable”?
· How can you reposition your business from a print provider to a strategic partner in your clients’ brand differentiation journey?
NOTABLE STATEMENTS
· “If you’re selling something for everyone, that’s not going to work anymore… where the future is going is actually niche marketing.”
· “Customization will be available for everything… as consumers, we want to buy things that are specifically designed and made for us. This will be for everything, and with AI, this becomes even more possible.”
· “In the future, every single shoe shop will be a showroom with no inventory, zero inventory… you’ll design your own shoes, scan your feet, and it will print the shoes based on your actual fit—that’s happening.”
· “Stanley… did not change their product, did not change the technology, did not change the functionality. All they changed was the design and their targeted audience. Their annual revenue is $750 million selling just bottles.”
· “Sometimes to stand out, you have to have enemies. Without enemies, it means you have no standpoint.”
