2 Regular Guys Talking Decoration and Personalization

We’re live from PRINTING United Expo as we head into the final day, bringing together some of the industry’s sharpest eyes and ears. Dan and MJ from World Imaging News, Theresa Hegel from ASI, and Cassie Green from Apparelist join Aaron and Terry to break down what caught their attention, what people are talking about, and what this week might tell us about where the printing and decorated apparel industries are headed. We’ll also get into the REGGIE Awards, hear what our guests are excited to report on next, and compare notes on the technology, trends, conversations, and surprises coming out of the show. Consider this your full dose of PRINTING United news, happenings, and “did you see that?” moments straight from the show floor.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: I used to be addicted to the hokey pokey.

But I turned myself around.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

What if one of the best ways to build a stronger business is to start looking at the talent most companies overlook? This week, we welcome back Jed Seifert, co-founder of Stakes Manufacturing and the reigning 2025 REGGIE Award Industry Ambassador. Jed joins us to talk about the newly released book INKclusivity: Company Benefits of Disability Inclusion & How-To Implementation Guide, which he co-authored with Vince Bartozzi, Patrick Bardsley, and Tim Howe. We’ll explore why disability inclusion is more than a social initiative. It can also be a smart business strategy. Jed will share what Stakes Manufacturing has learned from building an inclusive workforce, some of the misconceptions that keep businesses from getting started, and practical steps even a small print or decorating shop can take to create opportunities for people with disabilities. We’ll also talk about Jed’s new Raising the Stakes podcast and his mission to highlight business leaders who are using their success and influence to make a difference. If you’ve struggled to find and keep great employees, wondered how disability inclusion could work in your business, or simply want to build a company that creates an impact beyond the bottom line, this is a conversation you won’t want to miss.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I tried calling the tinnitus help line today.

No answer, just kept ringing

Aaron: Jed, it’s been a while since you’ve been on the show, so give us a quick rundown of your journey in the industry.

Terry: Let’s start with the title. What does “INKclusivity” mean, and what made you decide this was a book that needed to be written? But first, share the names of the other authors.

Aaron: You’re not approaching disability inclusion as just a social issue; you’re making a business case for it. What are companies missing when they overlook people with disabilities?

Aaron: A business owner might hear “disability inclusion” and immediately think, “This is going to be complicated or expensive.” What would you say to that person?

Terry: The subtitle calls this a “How-To Implementation Guide.” You mentioned that 10% of your 275-person workforce consists of people with intellectual and developmental disabilities, and read that you guys also run internships with your local school system that have led to full-time employment. What are some things a small business could actually do tomorrow to become more inclusive?

Aaron: I’ve seen you on panels shaking your head when the question comes up. We talk to a lot of decorators who are struggling to find and keep good employees. Is there an untapped workforce here that our industry simply isn’t paying enough attention to?

Aaron: What have you learned at Stakes Manufacturing from employing and working alongside people with disabilities that surprised you personally?

Terry: Where do companies most often get disability inclusion wrong, even when they genuinely have good intentions?

Aaron: Let’s switch to the Raising the Stakes Podcast. Why launch a podcast now, and what conversations do you want to have there that you weren’t able to have anywhere else?

Terry: The name Raising the Stakes obviously connects to Stakes Manufacturing, but I’m guessing it has another meaning. What do you want to “raise the stakes” on?

Aaron: If somebody listens to this conversation, reads INKclusivity, and then starts listening to Raising the Stakes, what do you hope they ultimately do differently in their own business?

Terry: Okay, Jed, let’s say I own a 10-person screen printing shop. What do I do Monday morning?

Terry: OK, Jed, where can people find the book, find the podcast, and find you?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

We all have customers who make us stop and wonder, “Is this order really worth it?” This week, Terry and Aaron are loading the Wheel of Names with some of the most frustrating, awkward, and all-too-real customer situations print shops deal with. The customer who always claims the counts are wrong. The one who haggles over every price. The customer who signs the art approval and then says they never really looked at it. The late-night caller. The chronic order changer. The customer who is rude to your staff. And yes, the one who needs everything tomorrow, then waits a week to pick it up. Wherever the wheel lands, we’ll talk through the situation and ask the bigger question: Do you fix the process, reset expectations, charge more, set a boundary, or fire the customer? Terry will bring the production perspective, Aaron will look at the business and customer-fit side, and the Regulators joining us live get to weigh in too. Because not every difficult customer needs to be fired, but not every dollar is good revenue either. This episode is about knowing the difference.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: Scientists are trying to cross crabs with cheetahs

This could go sideways… really fast

But Online It’s Cheaper
Full situation: Customer constantly tells you that another shop, website, or online seller can do it cheaper.
Why are they still talking to you if price is the only factor?
Are they comparing the exact same product and service?
Local service, communication, artwork help, deadlines, and problem-solving all have value.
Should you ever match an online price?
Sometimes the correct response is to encourage them to take the cheaper option.

The Fake Emergency
Full situation: The customer absolutely has to have the order by a certain date, so the shop rushes it through. Then the customer waits a week to pick it up.
Rush fees should be based on what the deadline does to your operation, not when they pick it up.
Should rush orders require full payment upfront?
How much disruption did the artificial emergency cause?
Do repeat offenders lose access to rush service?
Customers often value deadlines differently when there is no cost attached.

Waiting on Sizes
Full situation: “I’ll call you with sizes, but go ahead and get everything ready.” Then you chase them for days while the production deadline keeps getting closer.
An incomplete order is not a production-ready order.
When does the turnaround clock actually start?
Could an order confirmation clearly state that deadlines begin after all information is received?
Should inventory be reserved before sizes are finalized?
Customers should understand how their delays affect their delivery date.

Best Price Buyer
Full situation: “I never pay full price. What’s the absolute best price you can do?”
If your first price is not your real price, what message does that send?
Some buyers negotiate because they have been trained that everyone has room.
What happens when you simply say, “That is our best price”?
Can you change the scope instead of changing the margin?
Do they want a better price or a better deal?

The Oddball Order
Full situation: One or two customers constantly require a product or production method that does not fit your normal workflow, such as jackets when you otherwise never decorate jackets.
How much disruption does this work create?
Are you carrying supplies, equipment, or knowledge for one account?
Does the margin compensate for the complexity?
Could you outsource this work instead?
Revenue from an unusual job can hide its real operational cost.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

DTF costs pennies. Screen printing is dying. Customers only care about price. You need to be on every social platform. That machine will pay for itself. Sound familiar? This week, Terry and Aaron are firing up the Print Shop BS Detector and putting some of the decorated apparel industry’s most common claims to the test. We have loaded a prize wheel with myths, sales pitches, internet advice, old-school habits, and those things everyone seems to repeat because “that’s the way we’ve always done it.” Wherever the wheel lands, we are going to break it down. Some claims are complete BS. Some have a little truth hiding inside them. Others depend entirely on your shop, your customers, your numbers, and what you are trying to accomplish. Terry will bring the production reality, Aaron will challenge the business logic, and the Regulators joining us live get to weigh in along the way. No sacred cows. No sales spin. Just a fun conversation about what actually holds up when you put common print shop advice under a little pressure.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I went to a magic show in Mexico over the weekend

The magician counted uno, dos… and then disappeared without a tres

Tres = Trace

This machine will pay for itself.
The better question is, “What business problem does this machine solve?”
Machines do not create sales by themselves.
You need enough profitable volume to support the payment and operating costs.
Production capacity without demand can turn into an expensive idle asset.

In screen printing, you need to flash between every color.
Flashing every color can slow production dramatically.
Good ink, proper screens, print order, off-contact, and technique can reduce unnecessary flashes.
Over-flashing can create adhesion or curing issues.
This is a great example of outdated internet advice getting repeated as a rule.

You should price your embroidery at $1 per 1000 stitches.
Stitch count alone does not determine production cost.
Setup, hooping, garment type, thread changes, machine time, trims, and complexity all matter.
Two 10,000-stitch designs can have very different production times.
Pricing should reflect your actual costs and value, not an industry shortcut.

The customer is always right.
Customers can be wrong about artwork, deadlines, garment suitability, and production methods.
Good service does not mean blindly agreeing.
Your job is often to guide the customer toward a better result.
Sometimes protecting your team or your business means saying no.

A 300 DPI file is automatically good artwork.
DPI alone says nothing about whether the artwork is clean or usable.
A tiny bad image can still be 300 DPI.
Resolution does not fix poor edges, compression, transparency issues, or bad color.
Decoration methods have different artwork requirements.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

Every year, ASI’s Counselor State of the Industry report gives us one of the clearest snapshots of what is really happening across the promotional products world. This week, we welcome back Theresa Hegel and C.J. Mittica from ASI to help us look beyond the headlines and break down what the 2026 numbers mean for the people actually doing the work. The industry grew in 2025, but beneath that growth are some important shifts. Aaron and Terry will dig into the findings with Theresa and C.J., including what surprised them, which trends deserve more attention, where the biggest opportunities may be hiding, and what distributors, suppliers and decorators can learn from the data. This isn’t just about where the industry has been. It’s about what the numbers can tell us about where we’re going next, and how you can use that information to make better decisions in your own business.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: I tried to organize a hide-n-seek tournament, but it was a total disaster

Yeah, good hide-n-seek players are hard to find

Aaron: Welcome to you both. Theresa, you’ve been on with us dozens of times, but CJ, it’s been a while. Could you tell us a little about yourself and your journey in the industry?

Terry: Theresa, can you give us some history and background on the Counselor State of the Industry Report?

Aaron: For people who haven’t dug into the SOI yet, what’s the main takeaway for promo right now? 

CJ, let’s go to you first. Anything to add, Theresa?

Terry: Theresa, what surprised you most when you started looking through this year’s data?

Anything else CJ?

Aaron: Teresa, can you talk about some of the most popular products and biggest markets in promo? 

CJ, how have these categories changed over the years?

Terry: Can you talk a little about industry health? Distributor profit margins declined for the first time since 2020. CJ, what do you attribute that to? Theresa, how are distributors handling the decline?

Aaron: Theresa, how are trends like AI and print-on-demand affecting the industry? CJ, anything to add?

Terry: CJ, can you talk a little about product sourcing and how geopolitical uncertainty and tariffs have affected it? Theresa, how are suppliers and distributors responding to these headwinds?

Aaron: Theresa, what’s one finding in the report that you think promo companies should be paying more attention to? How about you, CJ?

Terry: Theresa, where can our listeners find you, ASI and beyond?

And CJ, how can our listeners find you?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

AI makes it easier than ever to create marketing content, but easier does not always mean better. This week, Aaron and Terry welcome B2B marketing expert, print industry advocate, and author Joanne Gore to talk about how poorly used AI can strip the personality out of your marketing, blur what makes your business different, and potentially send customers looking elsewhere. We’ll explore how print and decorated-apparel businesses can use AI without producing generic “AI slop,” why a strong messaging foundation matters before you ever write a prompt, and how the human behind the business still makes all the difference. Then we’ll turn from artificial intelligence to real connection. Joanne will share why industry associations, peer networks, and one-to-one relationships remain so valuable in an increasingly digital world, plus how business owners can get far more from membership than simply paying dues. We’ll also connect these ideas to Joanne’s book, Thriving in Chaos: Lessons Learned as a Corporate Marketer, and what decades of change have taught her about resilience, adapting without losing yourself, and building relationships that help us navigate both business and life.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: Did you know the person who invented the Ferris Wheel never met the person who invented the Merry Go Round?

They traveled in different circles

Aaron: Welcome to the show, Joanne. Tell our listeners a little bit about you and your journey in the industry.

Terry: Let’s start with “AI slop.” What exactly do you mean by AI slop, and why should a print business owner care about it?

Aaron: AI can produce a tremendous amount of content very quickly. Where do you see businesses going wrong when they start using AI as a content machine rather than as a marketing tool?

Aaron: One of the biggest risks seems to be that AI-generated content makes a company sound just like everyone else. How does that actually drive customers toward the competition?

Terry: What are some of the telltale signs that you’re looking at AI slop? Are there things that immediately make you say, “Yep, nobody proofread this”?

Aaron: You talk about messaging playbooks as a foundation for getting better results from AI. What should a print company have in that playbook before it starts asking AI to create marketing content?

Terry: Can AI actually help a small print business sound more human and differentiated or does that still require the human being behind the business?

Aaron: Let’s shift gears to associations. You’ve been involved with industry associations and communities for years. Why should a business owner join an association when so much information and networking is available online for free?

Terry: There’s an old saying that “membership has its privileges.” What are the privileges of association membership that business owners often overlook?

Terry: How can someone get a real return on their association membership instead of simply paying dues and putting the association logo on their website?

Aaron: If you could give a print business owner one thing to do tomorrow, one to “stop the slop” in their marketing?

Terry: Joanne, where can people find you, learn more about your work, and continue the conversation after the podcast?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

This week, Warren Werbitt, The Print Whisperer, is back to talk about something nearly everyone in the print industry has been guilty of: making things more complicated than they need to be. Whether you own the shop, sell the work, run production, manage a team, or are simply trying to grow your career, there are always distractions pulling your attention away from what really matters. New equipment, pricing pressure, customer demands, internal drama, shiny new technology, and plenty of opinions about what you should be doing next. Warren joins Aaron and Terry to talk about putting the blinders on, focusing on what you can control, making smarter decisions, and taking ownership of your role in the business. We’ll get into sales, profitability, people, technology, PRINTING United Expo, and some of the dumb decisions we all make along the way. Sometimes the biggest improvement is not adding something new. It is getting clear about what matters, simplifying the noise, and doing your part better.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: From Andy Swanson:

Why was the librarian kicked off the airplane?

Because it was overbooked

Aaron: Welcome in, Warren. You were here recently, so give us the elevator version of your bio.

Terry: You’re known for being innovative, unconventional, and uncensored. What’s something the print industry believes today that you think is completely wrong?

Aaron: You work with SMB print businesses. What is the biggest mistake you see owners making that is holding their company back?

Terry: A lot of print business owners are busy all the time but aren’t necessarily profitable. How do you help them distinguish between being busy and actually building a successful business?

Aaron: What do you think separates a print shop that is simply surviving from one that is positioned to grow and thrive?

Terry: How important is it for a print business owner to get out of the production weeds and start working on the business instead of constantly working in it?

Aaron: Print owners often focus heavily on equipment, technology, and production. Are we sometimes overlooking the more important investments in people, sales, and business processes?

Terry: What’s your advice to a shop owner who says, “My customers only care about price”? Is that really true?

Aaron: You’ve seen a lot of changes in print over the years. Which current technology or market trend do you think is genuinely exciting—and which one is getting more hype than it deserves?

Terry: If you walked into a struggling print business tomorrow, what are the first three things you would look at to figure out what’s really wrong?

Terry: You clearly love print. After everything you’ve seen in this industry, what keeps you excited about print and convinced there’s still a great future for independent print businesses?

Aaron: How can our listeners find you?

Bonus question if needed: If you could give every print business owner one piece of brutally honest advice—and they had no choice but to listen—what would you tell them?

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

With Aaron and Terry away at a trade show, Cassie Green from Apparelist steps in to co-host alongside Producer Erich Campbell for a conversation all about better color, stronger workflows, and getting more from PRINTING United Expo. Their guest is Shelby Sapusek of ColorCasters, a color management consultant and trainer, G7+ Expert, and two-time PRINTING United Expo All Star. Shelby helps print providers take the confusion out of color management and build practical systems that create more consistent, repeatable results. During the episode, Shelby will break down what a color management workflow really looks like, the common mistakes shops make, and the simple improvements decorators and print providers can start using right away. The conversation will also explore how changing printers, inks, software, and substrates are affecting color management, along with what shops should be paying attention to next. Shelby will also share details about the G7+ Exchange, her role as a PRINTING United Expo All Star, and how attendees can use the All Star program to navigate the Expo, find the right resources, and avoid feeling overwhelmed on the show floor.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Erich: As a cat dad, Aaron set me up with a special joke today-

Why are cats so good at video games?

Because they start with nine lives.

Erich: Welcome into the show Shelby. 

For those who haven’t met you yet, tell us about your journey into color management and what led you to become a G7+ Expert and now a two-time PRINTING United Expo All Star.

Cassie: Color management sounds intimidating to a lot of decorators and print providers. How do you explain it to someone who thinks it’s only for large commercial printers?

Erich: What are some of the biggest color management mistakes you see shops making today, and what’s one simple improvement they could implement this week?

Cassie: When you talk about a “color management workflow,” what does that really mean, and why should every print shop have one—even if they’re relatively small?

Erich: Technology keeps changing with new printers, inks, RIP software, and substrates. How has color management evolved over the past few years, and what should shops be paying attention to now?

Cassie: You’ll be speaking at the second G7+ Exchange before PRINTING United Expo. For listeners who may not know about it, what is the G7+ Exchange, and why is it worth attending?

Erich: What are you planning to share during your G7+ Exchange session, and what do you hope attendees walk away with?

Cassie: You’ve served as a PRINTING United Expo All Star for two years now. What exactly does an All Star do during the event, and why is that program such a valuable resource for attendees?

Erich: For someone attending PRINTING United Expo for the first time, how can they make the most of the All Stars and avoid feeling overwhelmed by everything happening on the show floor?

Cassie: If a shop owner or decorator could only focus on one color-related project over the next six months, what would give them the biggest return on their time and effort?

Erich: Where do you see color management heading in the next few years? Are there emerging trends or technologies that have you especially excited?

Cassie: As we wrap up, what’s one piece of advice you’d give every print professional before they head to PRINTING United Expo, and what are you personally most looking forward to at this year’s event?

Shelby: Links to include – iLearning+ at https://www.ilearningplus.org/ and of course to find me, ColorCasters.com

The Secret Sauce

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

Growth sounds exciting, but growing the wrong way can create more stress, smaller profits, and a business that controls your life. This week, Terry and Aaron welcome Colin Sinclair McDermott, The Online Print Coach, to explore the common mistakes print and apparel businesses make while trying to grow. Drawing from his experience running print companies, overcoming business failure, and coaching hundreds of industry professionals, Colin will share how owners can approach growth more strategically in today’s rapidly changing marketplace. We’ll discuss outdated sales and marketing habits, poor planning, inconsistent systems, customer relationships, accountability, and the difference between simply getting busier and building a stronger, more profitable business. Whether you are preparing to grow or already feeling the pains of expansion, this conversation will help you recognize the warning signs and make better decisions before expensive mistakes slow you down.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Terry: What dinosaur wakes up earliest?

The crackodon

Terry: Colin, welcome to the show. We stopped reading bios a while ago and just want to learn who you are from you as well as hear about your journey in the print industry.

“I’m Colin Sinclair McDermott, although most people know me as The Online Print Coach. I’ve spent over 25 years in the print industry. I’ve owned print businesses, franchised them, made plenty of mistakes myself and now I coach print, sign and garment decoration companies around the world.

What fascinates me isn’t printing presses—it’s business owners. Two companies can have the same equipment, same suppliers and operate in the same town, yet one is thriving while the other is struggling. The difference almost never comes down to print. It comes down to leadership, marketing, systems and mindset.

That’s why I created Print Mastermind—to stop owners from feeling like they’re having to figure everything out on their own.”

Aaron: Colin, when a print or apparel business starts growing, what are the earliest warning signs that the owner may be building more chaos instead of building a stronger company? 

The warning signs are:

Terry: What is the most common growth mistake you see owners make when sales begin increasing, and they suddenly feel pressure to add equipment, employees, or space?

Chasing more customers before looking after the ones they already have

Owner buys:

…before fixing:

Then your line:

“You don’t scale chaos.

You organise it first.”

Aaron: I often talk about the importance of getting clear on what success actually looks like before building a plan. How do you help owners define the kind of business they truly want, instead of simply chasing more revenue?

Refer to our meeting in Print Mastermind this week

“The first question I ask isn’t ‘What’s your turnover target?’

It’s ‘What do you actually want your life to look like?'”

Then discuss

Do they want

Then

“Too many owners build businesses they end up working for.”

Terry: How can an owner tell the difference between a temporary busy season and genuine, sustainable business growth?

Your answer should centre around predictable systems.

Busy means

Growth means – Knowing your numbers, tracking those top 6 KPI’s

Then

“Activity isn’t growth.

Predictability is.”

Aaron: One of the FUNdamentals I teach is knowing your numbers. Which financial numbers should owners watch most closely as they grow, and which numbers are commonly misunderstood or ignored?

Everyone watches turnover.

Almost nobody watches:

Terry: What outdated sales or marketing habits are still holding print businesses back in today’s marketplace?

Talk about the 8 stage customer journey I wish someone had taught me. 

Talk about

Waiting for referrals.

Waiting for the phone.

Thinking the website is enough.

Discounting.

Posting pictures of presses.

Then say

“Nobody buys print because you own a Heidelberg.

They buy because you solve a business problem.”

Aaron: Many small-business owners know what they should do, but they struggle to follow through consistently. How important are accountability, peer support, and mastermind-style conversations in turning good ideas into action?

“I’ve never met an owner who didn’t know what they should be doing.

The challenge is they’re trying to do it alone.”

Then

Isolation creates:

Community creates:

Terry: What mistakes do owners make when hiring their first employees or expanding their team, and how can they avoid creating a payroll problem instead of a growth solution?

“The biggest mistake I see is that owners hire because they’re overwhelmed, not because they’re ready.

They get busy, work starts backing up, customers are chasing orders, and they think, ‘I need another salesperson,’ or ‘I need another printer.’ The reality is they’re often hiring someone to step into chaos.

Before you hire anyone, I’d ask three questions:

First, have I actually defined what success in this role looks like? Too many job descriptions are just a list of tasks. I want to know: what outcomes should this person be responsible for?

Second, have I built a system that someone else can follow? If the only way a job gets done is by asking the owner every five minutes, the problem isn’t the employee, it’s the business.

And third, can the business genuinely afford this hire? Not because you’ve had one great month, but because your pipeline and cashflow support it.

Aaron: Another key FUNdamental is building the business around the customer. How can a company remain customer-focused while also setting boundaries, protecting profitability, and avoiding the temptation to say yes to every request?

Being customer-focused doesn’t mean saying yes to everything. Sam Armstrong

That’s a mistake a lot of print companies make. They confuse great service with being available 24/7, accepting every request, discounting to keep people happy, and taking on work they shouldn’t.

I’d answer it something like this:

“I think a lot of business owners misunderstand what customer-focused actually means. They think it means saying yes to every request, turning every quote around immediately, squeezing in every last-minute job and absorbing every extra cost. That’s not customer-focused, that’s owner-focused because you’re trying to avoid difficult conversations.

The best businesses I’ve worked with do something different. They build systems around what their ideal customers genuinely value.

Most customers don’t want you to be everything to everyone. They want you to be brilliant at solving their problem.”

Then I’d introduce a framework.

“Whenever a new request comes in, I’d ask three questions:

Does it fit our expertise?
Just because you can print it doesn’t mean you should.

Does it make commercial sense?
Revenue without profit is just expensive turnover.

Does it fit the experience we want to be known for?
If saying yes to this customer means letting five others down, then it’s probably the wrong decision.”

Terry: How should business owners decide which new opportunities deserve their attention and which ones are simply distractions disguised as growth?

Mission Statement – Does it link back

“Whenever one of my coaching clients comes to me with a new idea, I ask them three questions.

Does it move us closer to our long-term vision?
If your goal is to become the go-to trade printer, why are you thinking about opening a retail gift shop?

Will it strengthen what we’re already good at?
The most successful businesses I’ve worked with double down on their strengths. They don’t constantly chase shiny new ideas.

Can we execute it brilliantly without damaging what we’ve already built?
Because an average new service that distracts your team is often worse than doing your existing services exceptionally well.”

Aaron: Owners are often so close to their businesses that they cannot see their own blind spots. What role can a coach, mastermind group, or trusted group of peers play in helping them make better decisions?

“I think every business owner has blind spots. I certainly do. The problem is that when you’re in the business every day, every decision feels urgent and every problem feels unique.

When you’re carrying the payroll, dealing with customers, suppliers and staff, it’s very easy to start making emotional decisions instead of strategic ones.”

That immediately makes you relatable instead of positioning yourself as the expert with all the answers.

Then I’d move into this:

“One of the biggest values of a coach or a mastermind isn’t that they give you the answers. It’s that they ask the questions you’ve stopped asking yourself.

Questions like:

Why are you doing it that way?

What evidence do you have that this is the right decision?

If you were starting this business today, would you build it this way?

Those questions force you to think differently.”

I think that’s much more powerful than saying “a coach keeps you accountable.”

This sounds very much like you.

“I’ve had owners come into a coaching session convinced they need to spend £300,000 on a new press. Forty-five minutes later they’ve realised the real problem wasn’t capacity—it was pricing, scheduling or sales.

The machine wasn’t the answer. It just felt like the answer because it was the most obvious thing they could see.”

That’s a brilliant illustration of blind spots.

“The other thing I love about mastermind groups is that they shorten the learning curve.

Instead of making every mistake yourself, you’re learning from people who’ve already made them.

Somebody else has already hired the wrong salesperson.

Bought the wrong machine.

Lost money on that new product line.

You’re getting years of experience in one conversation.”

That’s a really tangible benefit.

I’d end with this:

“I don’t think business owners need someone to tell them what to do. They need someone who challenges their thinking, helps them see what they’re missing and gives them the confidence to make better decisions.

Sometimes the most valuable thing a coach says isn’t ‘Here’s the answer.’

It’s ‘Have you looked at it from this angle?'”

Terry: For the owner listening today who feels stuck, overwhelmed, or unsure about the next stage of growth, what is one step they can take this week to begin moving forward with greater clarity? 

“The first thing I’d say is that feeling stuck doesn’t necessarily mean you’re failing. In fact, I think most successful business owners feel stuck at some point because they’ve outgrown the way they’ve always done things.

The mistake we make is trying to solve overwhelm by working harder. But clarity rarely comes from doing more—it comes from stepping back.” Refer to Simon and his camper van story

Then I’d introduce a really simple exercise.

“I’d block out just one hour this week. Leave your office if you can. No emails, no phone, no interruptions.

Then ask yourself three questions:

What’s giving me energy?

What’s draining my energy?

If I could only fix one thing in my business over the next 90 days, what would it be?

Not ten things. Just one.”

I like this because it sounds like something you’d genuinely do with a client.

Then explain why.

“I think business owners massively underestimate the power of focus. Every breakthrough I’ve seen has come from someone deciding what they’re not going to work on as much as what they are.”

Then I’d bring in one of your coaching philosophies.

“You don’t have to solve your whole business this week. You just need to identify the bottleneck that’s holding everything else back.

Aaron: We are all excited about the upcoming Printing United event coming up. I get to be part of the All-Star group with you as the captain of the team. What are you most excited about as an All-Star for Printing United?

Never been to Vegas, 

The platform it gives us to connect and engage with so many people at the event

catching up with all the All Stars in person, so much chat ongoing since last year

The All Star area we have this year

The New Rookies 

Terry: Where can people reach out to you and learn more about what you do, and where should people reach out to learn more about Printing United?

The Secret Sauce

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.

Sustainability is becoming a bigger part of doing business in the promotional products industry, but knowing where to start can feel overwhelming. This week, Aaron and Terry welcome Liz Wimbush, PPAI’s Director of Sustainability & Responsibility, to help make the topic practical and easier to understand. Liz shares how PPAI is supporting members at every stage of their sustainability journey, from businesses just getting started to those already leading the way. The conversation covers available tools and education, the Carbon Intensity Study, packaging Extended Producer Responsibility regulations, emerging textile legislation and the upcoming PPAI Responsibility Summit. Whether you are a supplier, distributor, or decorator, this episode will help you better understand what sustainability means for your business, what changes may be coming, and what steps you can begin taking now.

Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you.

The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on.

Explore the experience and sign up for a free clarity call –> OSG.link/Builder

If you have anything newsworthy you would like us to share, please email details to [email protected]. Use the subject line “Weekly News.”

Aaron: How does NASA organize a party?

They planet

Planet = Plan It

Aaron: Liz, before we dive into the details, tell us a little about your role at PPAI and how you became passionate about sustainability in the promotional products industry.

Terry: “Sustainability” is one of those words that gets used a lot these days. When we talk about sustainability in the branded merchandise industry, what does it actually mean?

Aaron: Why has sustainability become such an important focus for the promotional products industry, and why has PPAI made it a strategic priority?

Terry: For distributors and suppliers who want to improve but don’t know where to start, what sustainability resources and tools does PPAI offer to help members?

Aaron: One topic you’ve been discussing lately is carbon intensity. Can you explain what the Carbon Intensity Study is, why it matters, and what businesses can expect to learn from it?

Terry: Regulations around sustainability seem to be changing quickly. What’s the biggest new regulation our audience should be paying attention to right now?

When Printing In-House Starts to Make Sense

Aaron: You’ve mentioned Extended Producer Responsibility, or EPR, particularly around packaging. What is it, and why should both suppliers and distributors understand how it could affect their businesses?

Terry: Looking ahead, are there any emerging regulations—such as textile EPR—that you think our industry should start preparing for now?

Aaron: PPAI has the Responsibility Summit coming up in September. Who is this event designed for, and what can attendees expect to take away from it?

Terry: For someone who’s never attended the Responsibility Summit before, what makes it worth adding to their calendar this year?

Aaron: What projects or initiatives are you personally working on right now that have you most excited about the future of sustainability in our industry?

Terry: If you could leave our audience with one practical piece of advice—something distributors or suppliers could start doing this week to become more sustainable or better prepared for what’s coming—what would it be?

Aaron: How can our listeners reach out to you?
PPAI Sustainability Hub
Responsibility Summit Event Page
Comparative Carbon Per Impressions Study
WAP Sustainability Research Articles: Part 1, Part 2, Part 3 – three more coming! 
My LinkedIn profile
PPAI’s 5 Year Strategic Plan details – with sustainability as a ‘priority lane’.

We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar.