In this episode of *Unvarnished*, we speak with leadership coach Jakob Bovin of Leading2Results. Jakob emphasizes the importance of self-awareness and continuous improvement, while highlighting the significance of understanding one's strengths and weaknesses to make managing more authentic and human. Jakob shares strategies for managing conflict and providing constructive feedback. He emphasizes the importance of addressing issues promptly and transparently, while also nurturing a culture of trust and open communication within your team. Whether you're a seasoned manager looking to refine your skills or an aspiring leader seeking guidance, you'll walk away with something to become a better listener and ultimately a better leader. If you appreciate what Jakob says in the interview, he will be providing a leadership series exclusive to Dscoop this January. The three-session series will provide valuable insights into leadership, effective execution of strategies and the creation of high-performance teams within organizations. The first session, Unlocking Your Leadership Potential, explores self-awareness, leadership styles and Leading2Results' Leadership Circle model. [Register for free here.](https://community.dscoop.com/home/events/unlocking-your-leadership-potential-2024-01-09-1)

In the 1990s, "we really had an identity crisis," recalls Brian Benson, CEO and Founder of [Benson Integrated Marketing Solutions](https://yourbenson.com/), based in Alpharetta, GA, USA. Was his business a print company? An apparel provider? A promotional products vendor? "People wondered, 'What do you really do? Why are you different?'" Today, Brian and his firm know exactly who they are and why they matter to customers. Benson Integrated Marketing Solutions offers a comprehensive, efficient and transparent centralized marketing platform that helps multifamily-property marketing teams buy, personalize and track their marketing activities. If that sounds ultra-specific, that sounds great to Brian. He's a visionary whose company's [deep dive into one key vertical market](https://community.dscoop.com/home/tags/Vertical-Markets-64ec879463f7656889e89a7c) has led to extremely high client retention. He and his team know the nuances of each need property owners, marketing executives and field workers have, thanks in part to their own original research. Benson Integrated Marketing Solutions now has more than 20,000 registered users of its online web-to-print platform. In this episode of "Unvarnished," Brian talks about getting his first multifamily apartment order in 1992, his commitment to making each client look like a superstar, his sales process, his approach to turning down business that doesn't fit the company and his appreciation for other innovative Dscoopers.

Jay Menashe is an impressive blend of creative maverick and business optimizer. As Sr. VP of Sales and Marketing for EDE Corporation, he leads a team that creates personalized experienced for specific vertical markets — trade shows, museums and branded environments. Why should Dscoopers pay attention to what Jay and EDE are saying and doing? Because how your company prints or designs something should begin with how end users will experience the work. Take trade-show booths and related materials, for example. Jay believes creativity and experiential design is the most valuable element of those booths, and works with clients to create exhibit spaces that generate impressive traffic and leads. In this episode of the "Unvarnished" video series, Jay joins Dscoop's Darin Painter and Chris Hyde to talk about the value of experiential design, and why EDE decided to focus its efforts on specific markets.

Every company in the print industry wants to improve its online presence -- to get noticed, to get leads and to get business. In this interview, John Bracamontes of Acumen Studios and Alyssa Willey of Pryntbase share tips and tricks that can help your company boost its online presence and effectiveness: The pandemic has led to an important truth: As marketing and sales become more digital, it's smart for PSPs to use technology that empowers them to find and convert leads without exhausting their resources. John and Alyssa talk about how digital marketing has evolved in the print industry, what today's PSPs are doing (and not doing but could) to reach target clients, what to consider when judging the effectiveness of your marketing tactics, and more. In one answer (starting at the 22:45 mark of the video), they talk about why it's smart to create and develop a strategy for using LinkedIn. "From what we've seen, many printers are targeting too broadly," Alyssa says, adding that today's end users want to know specifically what a printer can do for them. Also, she and John agree that one prevailing marketing problem in the print industry is simply inactivity -- PSPs not updating their websites, messages and strategies for attracting new business and showcasing their value. Acumen Studios provides an online marketing model specifically for the print industry that "fills your inbox and floods your phone with high-quality, low-cost leads," according to the company. Pryntbase, a sister company of Acumen Studios, helps companies find and win new customers through content marketing tools even the smallest companies can use. Pryntbase's mission is to give printers the knowledge (online courses) and simple tools (ready-made content, etc.) to grow their businesses online.

Dr. Mozhgan Tavakolifard, a highly accomplished AI expert, data scientist and machine-learning pioneer, is eager to teach printers how to use AI to grow their businesses. The TEDx speaker is a pro at empowering businesses with the transformative power of AI. Mozhgan recently joined Dscoop's Eugenia Cifuentes and Chris Hyde for this episode of the "Unvarnished" video interview series. She talks about potential uses of AI for print teams, her excitement around hyper-personalization in print and more:

Through PrintMediaCentr.com, her social channels and Printerverse audience, Deborah Corn engages with more than 200,000 print and marketing professionals on an ongoing basis. She's smart, unconventional (that's why Dscoop's Chris Hyde chose the zebra shirt for this "Unvarnished" episode) and has the coolest job title in print — Intergalactic Ambassador to the Printerverse. Deborah has interviewed many printers and partners for Dscoop, but in this episode of "Unvarnished," we turn the camera around and interview her. The topic is how printers can work more effectively with creatives and brands.