A recent exchange of views on LinkedIn demonstrated how announcements about “technological advancements” shouldn’t just be taken at face value. It’s a good idea to put them through the “does-it-make-sense?” filter.
For example, an industry consultant was encouraging the use of direct-to-garment printing in conjunction with screen printing (as part of the production cycle). He called it “digital embellishment” and demonstrated with a print.
Here’s some of the conversation that followed . . .
Skeptical printer #1: “Is slowing your production by 1/2 worth the digital print?”
Consultant (backtracking a bit): “The pure digital ran at 160 per hour, the digital embellishment only added ten seconds to the existing print. How the technology is applied is subjective. If it doesn’t fit your model then it’s not the solution you are looking for.”
Skeptical printer #1: “Yeah, right!”
Skeptical printer #2: ” Yeah, ROI (return on investment) not there . . . Could have used 4 color process to achieve the same thing.”
The moral of the story? Question everything to see if it makes sense. Ask if it’s necessary. We live in an age of technologies in search of applications as opposed to the more sesnsible approach of applications in search of technologies.