3 feet away from gold – the opportunity for printers with Personalisation

Richard Askam, The Personalisation Experience Ambassador, advises printers to keep on going towards their personalisation goals and to not miss this valuable opportunity for their business.

Spring has arrived in England and from 23^rd – 26^th May 2023 The Personalisation Experience will burst into life alongside FESPA Global Print Expo 2023 in Munich. The exhibition features a brand new and innovative conference that offer a 360-degree focus on all things personalisation. This will be demonstrated by printers, brands, retailers, consumers, futurists and data experts who will be participating in the event. All who are passionate about personalisation but who have slightly different view of where the true value sits.

In our podcast series, “Up Close & Personal” I have spoken to a wide variety of guests from all over the world about personalisation. A common question that keeps getting asked in our conversations is “Should I keep exploring Personalisation for my business?”

We are mainly programmed to resist change and as a result tend to be persistent for longer than we should. Be that in a personal relationship, a work situation, or a living situation. It’s a human condition to attach irrational fear to situations when we are unsure of the outcome. The fear is often worse than the outcome. My advice when that moment of necessary change approaches – is to keep going! Don’t stop! Be relentless in your pursuit of the possible and you will never look back.

In his well-known book, “Think and Grow Rich”, Napoleon Hill tells the story of R.U. Darby. His uncle was an avid gold collector and after digging relentlessly he discovered vein of ore. He raised the money for the machinery that he would need to bring the ore to the surface. After raising the money, Darby travelled with his uncle back and retrieved the gold. Shortly after, they collected enough gold to clear their debts, but the vein of ore disappeared, and they could not locate any more gold. They sold their machinery for a few hundred dollars who asked a mining engineer to check the mine and determined that there was a vein of gold just 3 feet from where Darby and his uncle had stopped digging. The junk man went on to make millions from the mine. Darby returned home, paid back everyone who had lent him money and was determined to learn from his mistake in giving up too soon. He went on to become a phenomenally successful insurance salesman, more than recouping what he would have made from the gold mine. He learned the important lesson of persevering through difficulties and staying focused if you are to become successful. So, whenever you feel like giving up on your dream, remember that you may be just 3 feet from gold!

Discover the Personalisation Experience taking place alongside FESPA Global Print Expo 2023 and European Sign Expo 2023 from 23rd May – 26th May 2023 at Messe Munich. The Personalisation Experience will bring together 3,500 stakeholders from retailers, brands, agencies to printers and fulfilment houses, connecting them with software providers and OEMs to explore the potential of personalisation in sportswear, packaging, product, loyalty and custom interiors. For more information please visit: https://www.personalisationexperience.com/