I've known Jim Griffith for a long time, and I'm proud to call him an industry leader, a trusted vendor and a great friend. Part of my goal as DMIA's president is to continue to learn from folks who have a wealth of industry knowledge, and Jim is one of those people. Here are his comments about learning to enjoy change:
Accepting the inevitability of change is easy, but the challenge now confronting a traditional forms manufacturer like Continuous Forms Inc. (CFI) isn't particularly enjoyable. Adapting to a steady decline in demand for continuous products, developing new products the market wants, examining the changing channels of distribution and adjusting our internal operation to remain economically viable are parts of the business world--but not my idea of joy.
The Griffith family, five in all, spent this past Thanksgiving on the rim of the Grand Canyon. It's the most awe-inspiring natural vista I've ever seen. On our first hike into the canyon, we switched-backed our way down, easily covering the six miles to Plateau Point in about two hours. Plateau Point is 1,500 feet above the Colorado River, a perfect spot for lunch, and a place to view the inner canyon and river. It was an easy hike down--too easy.
The hike down was like the forms industry 20 years ago. Back then, CFI sold short run, quick-delivery, custom continuous products to distributors and large direct-selling manufacturers nationwide. Systems and forms design were required sales skills; sixths and tenths on a layout sheet were king. Personal computers were just arriving, and the market for continuous products was expanding faster than capacity. For the next 15 years, it was difficult for anyone in our industry not to make money. Manufacturers could pick and choose orders and customers, while distributors moved from being system designers to order takers. It was easy--too easy.
After a relaxing lunch spent enjoying the ever-changing vistas in the canyon, we began retracing our steps. The six miles back to the rim entailed climbing 3,500 feet. Our pace was slow and getting slower. Our knees began to talk to us. We began to sweat and pealed off layers of clothes. Water and rest every 30 minutes became critical. The younger, fitter members of the family waited for me to catch up. After three hours on the trail, we still had far to go. The pace became even slower, breaks were every 15 minutes and my daughter walked with me to encourage me. After another hour, we reached the rim, exhausted, parched and triumphant. It was a difficult climb out.
Today, the forms landscape is different. CFI's product mix has broadened to include unit sets and cut sheet checks and forms. Our run lengths are considerably longer, as we have added rotary equipment. Electronic transfer of files is routine. We ship considerably more product by truck. Our distributor partners are spending less than half of their time selling forms. We're selling to quick printers and commercial printers, direct mail and fulfillment houses, software vendors, and statement processing facilities. Sheeted products will soon account for one-third of our billings. These changes have been difficult, and we're not to the rim yet, but we're making good progress.
Plenty of industry pros can relate to Jim's message. Change is an opportunity for growth, and we can learn to enjoy it. Sometimes embracing change seems like an uphill climb, complete with exhaustion and sweat, but we're usually healthier after we do it. Our industry will be in better shape if we keep looking for new hills to climb.
Phil Schmidt is president of distributorship Advanced Systems & Forms Inc., Livonia, Mich., and president of DMIA.
