This is largely due to the nature of the industry -- that market and client needs are constantly evolving.
Companies need to work hard at developing a unique offering to set themselves apart from competition and remain relevant to clients, something which is only exacerbated by the current economic climate.
With less money to spend, clients are looking for suppliers who can offer something that stands apart, which will in turn set them apart from their competitors.
What this boils down to is the need to reflect the fluid nature of the industry in order to maintain a successful business.
Dialogue Solutions has a history of reinvention, retaining a focus on its roots in digital print but growing to include the development of collateral management software and most recently to become one of the four marketing communications specialists within Lateral Group.
The formation of the group means that we can now offer our customers a unique approach, with clients benefitting from the expertise of each individual company.
The ability to choose skills and capabilities which complement each other is a great asset. And one that has been built on the need to stay ahead of the competition through the promotion of a unique approach to satisfying client needs.
These changes do not, and should not, mean leaving behind the core of a business but rather developing the skill sets and encompassing new areas where those skills can be used.
It is imperative that businesses learn to do this to stay ahead of the competition and remain buoyant in the future.
So really this question leads us to look harder at the future of businesses in the industry. Digital print is far from saturation -- indeed, quite the opposite.
But the market is increasingly competitive and those that don't find a way of standing out from the crowd will get lost in it and that will only result in businesses floundering.
The message is simple: make your business unique and you will in turn make your business successful.
Jeremy Walters, managing director, Dialogue Solutions.