The executive team here at Conformer, Marvin, Sari, and I will be participating in a presentation and panel discussion at the Envelope Manufacturers Association fall conference. The topic of discussion is a core value of our organization — innovation.
The presentation will center on the book Blue Ocean Strategy. The book provides a “systematic approach to making the competition irrelevant and creating uncontested market spaces.” The Blue Ocean Strategy argues that corporations can either battle in the shark infested waters of red oceans where products and services are equal and price is the primary differentiator, or we can create blue oceans where innovation opens uncontested markets.
Product innovation is not foreign to the envelope industry, but what Blue Ocean Strategy suggests is that companies need to create dramatic changes in their product line up whereby new offerings create altogether new markets, not simply improvements on existing products. For example, two years ago we introduced the Conformer Media Mailer, a radical shift in product packaging designed to mail CDs and DVDs at dramatically lower postage rates. Until our innovation came along, the primary packaging available to the media fulfillment industry were ubiquitous bubble mailers and small cartons. Our Conformer Media Mailer enables low cost envelopes to compete directly with higher cost product categories. When you factor in halving the postage rate, our Conformer solution makes our “competition irrelevant”.
by Bob Makofsky firstname.lastname@example.org