executive perspectives: For the Love of Print
Casual observers look at print and see ink on paper. We, with our trained eyes, however, see a narrative taking form through targeted messaging, stunning visuals and tactile effects. And no matter what charms technology throws our way, we'll never lose that loving feeling for print. Just ask Ryan Shacklett, president of Denver-based signobi.com.
More than two decades ago, a 20-year-old Shacklett fell hard for print. The equipment, the process, the end-result—it was all so fascinating. Shacklett chose to make a career out of it and took an electronic pre-press job with a local service bureau, which eventually led to an opportunity with a commercial printer. He pursued opportunities with a few other companies before the cycle of growth and downsizing became too unpredictable to handle. Shacklett branched out and launched his own company, specializing in graphic design and print brokering.
"The business morphed into website work, and in 2007, a large customer's loss of a vendor that closed due to the death of an owner created an awesome opportunity for us to enter the large-format printing market," he recalled. "Hence, we started with a single solvent printer and basic cutting equipment, with a $20,000-a-month client."
After seven years of steady growth and equipment upgrades, the business was in a position of "great capacity and capability," according to Shacklett. With that in mind, Shacklett launched signobi.com, a premier trade-only printer of large format solutions.
Read on as Shacklett talks shop.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Ryan Shacklett (RS): I believe goals have to be very fluid in today's world of technology and social factors changing the market on an almost daily basis. Setting goals that are too high is only a setup for failure. Instead, we have identified an end strategy for signobi.com, and have set many short-term goals to achieve. We have accomplished lots, but have many exciting things yet to come.