Marshall Atkinson is an industry veteran. He needs no introduction. We’ve been talking about having him on for a while now, and today we stopped talking about it and started - well, talking. We dove into his journey that led him to becoming the industry vet we all know today, and the important pillars he drives home with the shops he consults. Topics of discussion include: Falling into printing at architecture school, bridging the gap between the art dept and production, becoming a consultant, common shop shortcomings, recording data and learning from your data, sales, how the industry is shifting, customer expectations, and Marshall’s new (and free) book ‘2026 Thinking’.