Impressions - May 2020 - 28

many others, relied heavily on how things work when inventing and
developing new ideas and processes.
Impressions: Hybrid printing is currently the next trend poised to
take over the industry. What's your take on this technology and how
decorators can leverage it to increase sales?
Coudray: Hybrid printing is an interim step to full implementation
of DTG. It is following the exact same path that happened to the
graphic screen printers before digital wide-format printing made them
largely obsolete in the early 2000s. If you are a decorator, this is the
natural evolution.
The biggest advantage for leveraging hybrid printing is through a
process called variable data printing (VDP) This is where different
designs or colorways are printed on a common base. You also can use
VDP for applying different names and numbers.
The current application of VDP is very simple. It is an incredibly
powerful tool when combined with other data sources to create fully
variable data. That is too big of a step at the current time but is fully
developed on the graphic side (non-textile or wide format.)
Impressions: You have had to redefine yourself throughout your career.
Discuss how you approached this redefinition and what helped you
do it successfully.
Coudray: I was forced to redefine my role because of multiple factors
beyond my own control. Two of these were the market changes resulting from the 2008 recession and a personal tragedy that came right
as we were coming out of the recession. The combination proved too
much and we ended up closing our own print operation. When I regrouped from that, I realized that all the elements that caused my own
apparently healthy business to collapse were present in virtually every
other business I looked at. Consequently, I pivoted my focus toward
the marketing and finance optimization necessary to create a healthy,
resilient business that can weather cyclical hardships.
Impressions: Discuss innovation when it comes to your approach to
cash flow and profit. How is "Profit First" a good foundation of this
innovation?
Coudray: Profit First is a proven, documented method that gets you
paying yourself first and taking your profit first. If you do that, and you
don't have enough at the end to pay your bills, you have just discov-

ered the reality you have a business that isn't viable. I brought Profit
First to the industry in the spring of 2018 and was the Profit First
Professional of the Year for 2019 globally because of the success it has
delivered to decorators.
It takes six to 16 months to fully transition from your current state
to a fully functioning Profit First business. The results are amazing and
transformative. There is a Profit First for Screen Printers Group on
Facebook. There are about 400 members as of this time.
Impressions: As a consultant, are there any clients whose stories stick
out as memorable or teachable moments for others looking to grow
their businesses?
Coudray: There are many. The successes follow a documented path. The
first step is assessment to determine the current state of the business.
The second is to implement Profit First and select up to four key niches
or areas of specialization. This allows for focus and optimization. I call
this my Personal Fitness Training Plan for Business. A particularly
good success story is Ali Banholzer from Spirit Warehouse. She has
exploded her growth and market using these strategies.
Impressions: Social media is proving to be indispensable as a marketing tool. What's your opinion of innovation in this area? How should
apparel decorators be using social to reach their audiences?
Coudray: Social media is one of the most popular and newest channels
through which to market. The various platforms are only channels, in
the same way that retail, direct mail, online stores, etc., also are channels. The more evolved model is called omnichannel and involves the
integration of all channels.
Coming out of the COVID-19 crisis will be a redefining of how
we do business. It will be a time of tremendous opportunity for those
who were fortunate enough to survive. Sadly, there will be many casualties. At the very least, decorators need to know their niches and
where the customers in those niches are hanging out. Their role is
to be a voice of authority and expertise to their markets. This might
mean trending design, but more importantly, it is understanding the
needs of their markets.
The very worst thing they can be doing is pushing out messages
basically saying, "Buy my stuff." The role to take is one of being helpful
and an expert in your understanding of the market and how decorated
apparel and promotional products can enhance the market experience. 

The progression of digital printing,
including wide-format applications,
represents a natural evolution for
graphic screen printers.

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Impressions - May 2020

Table of Contents for the Digital Edition of Impressions - May 2020

Impressions - May 2020
First Impressions
From the Show Director
Expo Scene
Overheard
First Look
The Intersection of Innovation
Ahead of the Curve
Managing Today's Workplace
Pushing the Creative Comfort Zone
Shop Talk
Screen Printing Graphics & Design
Direct-To-Garment
Ad Index/Classifieds
On Design
Impressions - May 2020 - Intro
Impressions - May 2020 - Impressions - May 2020
Impressions - May 2020 - Cover2
Impressions - May 2020 - 1
Impressions - May 2020 - 2
Impressions - May 2020 - 3
Impressions - May 2020 - 4
Impressions - May 2020 - First Impressions
Impressions - May 2020 - From the Show Director
Impressions - May 2020 - Expo Scene
Impressions - May 2020 - Overheard
Impressions - May 2020 - 9
Impressions - May 2020 - 10
Impressions - May 2020 - 11
Impressions - May 2020 - 11A
Impressions - May 2020 - 11B
Impressions - May 2020 - First Look
Impressions - May 2020 - 13
Impressions - May 2020 - The Intersection of Innovation
Impressions - May 2020 - 15
Impressions - May 2020 - 16
Impressions - May 2020 - 17
Impressions - May 2020 - 18
Impressions - May 2020 - 19
Impressions - May 2020 - 20
Impressions - May 2020 - 21
Impressions - May 2020 - 22
Impressions - May 2020 - 23
Impressions - May 2020 - 24
Impressions - May 2020 - 25
Impressions - May 2020 - Ahead of the Curve
Impressions - May 2020 - 27
Impressions - May 2020 - 28
Impressions - May 2020 - 29
Impressions - May 2020 - 30
Impressions - May 2020 - 31
Impressions - May 2020 - 32
Impressions - May 2020 - Managing Today's Workplace
Impressions - May 2020 - 34
Impressions - May 2020 - 35
Impressions - May 2020 - 36
Impressions - May 2020 - 37
Impressions - May 2020 - Pushing the Creative Comfort Zone
Impressions - May 2020 - 39
Impressions - May 2020 - 40
Impressions - May 2020 - 41
Impressions - May 2020 - Shop Talk
Impressions - May 2020 - 43
Impressions - May 2020 - Screen Printing Graphics & Design
Impressions - May 2020 - 45
Impressions - May 2020 - 46
Impressions - May 2020 - 47
Impressions - May 2020 - Direct-To-Garment
Impressions - May 2020 - 49
Impressions - May 2020 - 50
Impressions - May 2020 - Ad Index/Classifieds
Impressions - May 2020 - On Design
Impressions - May 2020 - Cover3
Impressions - May 2020 - Cover4
Impressions - May 2020 - ISS1
Impressions - May 2020 - ISS2
Impressions - May 2020 - ISS3
Impressions - May 2020 - ISS4
Impressions - May 2020 - ISS5
Impressions - May 2020 - ISS6
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com