The printing industry stands at a pivotal crossroads, defined by rapid technological convergence, economic volatility, and a fundamental shift in how businesses communicate. As the industry navigates these complexities, leadership becomes paramount. Recently, Brian Hite, CSO, Principal, and Founder of Image Options, stepped into his new role as Chair of the PRINTING United Alliance.
In a wide-ranging discussion, Hite shared his vision for the organization, the evolving landscape of the print sector, and why industry collaboration is no longer just a benefit—it is a business imperative.
The Evolution of Leadership: A New Chapter for the Alliance
For Brian Hite, the appointment as Chair of the PRINTING United Alliance is not merely a professional milestone; it is the culmination of years of dedicated service. Having served on the board and contributed to various initiatives within the organization, Hite views this transition as a natural progression of his commitment to the craft.
“It’s the culmination of many years of volunteer service,” Hite remarks. “I am genuinely excited about what’s to come. There are significant changes on the horizon that represent positive growth for our industry. Being part of the evolution and the transformation we have seen over the past several years is profoundly gratifying.”
Hite’s leadership comes at a time when the Alliance is seeking to solidify its position as the central hub for the printing community. His tenure is expected to focus on scalability, member engagement, and the strategic expansion of the services the organization provides to printers across all sectors.
Strategic Priorities: Growing Awareness and Value
When asked about the immediate agenda for the Alliance in the coming year, Hite is clear: the primary opportunity lies in visibility. While the Alliance provides critical support—ranging from HR resources to navigating complex OSHA regulations—many businesses are still unaware of the depth of the ecosystem available to them.
Bridging the Knowledge Gap
“The biggest opportunity right now is to grow awareness of the Alliance and what it truly offers to businesses,” Hite explains. “We need to engage more companies to become members and, more importantly, to actually utilize the services provided.”
Hite points out that the return on investment for a membership is staggering. For a nominal fee—often cited as around $500 annually—members gain access to a treasure trove of resources. The challenge, according to Hite, is communication. The leadership team is tasked with shifting the perception of the Alliance from a simple trade association to an essential business partner that offers value far beyond standard compliance.
The PRINTING United Expo: More Than Just a Trade Show
The annual PRINTING United Expo serves as the flagship event for the industry, yet Hite emphasizes that its purpose is frequently misunderstood. For many attendees, the instinct is to walk the floor, collect brochures, and focus on the latest hardware. Hite argues that this approach misses the true value of the gathering.
A Call for Intentional Engagement
“When you show up, don’t just walk around the floor carrying a bag and collecting brochures,” Hite advises. “Interact with people. Build relationships with vendors and fellow printers. The most valuable takeaway isn’t a physical product—it’s the knowledge exchange.”
Hite highlights specific areas of the event, such as the AI Pavilion, as critical touchpoints for business owners. He notes that the Expo is a starting point, but the true value lies in the ongoing educational ecosystem of the Alliance, which includes:
- Executive Leadership Conference: High-level strategic planning.
- Wide-Format, Inkjet, and Digital Packaging Summits: Deep dives into specific technology verticals.
- Apparel Decoration Summit: Specialized tracks for niche market growth.
These events, according to Hite, provide a continuous flow of high-level intelligence that is simply not available through traditional market research.
Industry Dynamics: Convergence and Consolidation
The printing industry has undergone a radical transformation over the last five years. While economic headwinds have created friction in certain segments, Hite points to a burgeoning era of "convergence."
The Rise of the Tech-Forward Printer
Technology is blurring the lines between traditional printing, packaging, and digital media. Companies that successfully integrate AI, advanced automation, and new equipment are the ones dictating the pace of the market.
“You’ll continue to see consolidation as technologies allow businesses to enter markets they didn’t traditionally participate in,” Hite observes. “This convergence is creating a new breed of leader—someone who isn’t just a ‘printer,’ but a ‘solution provider.’”
Furthermore, the Alliance has been instrumental in shifting the public narrative. By championing the “essential nature of print” through legislative advocacy and proactive communication, the organization has helped stabilize the industry’s reputation in an increasingly digital world.
The Human Element: Why Membership Matters
Perhaps the most significant takeaway from Hite’s perspective is the personal value of industry association. In an environment where the pace of change is accelerating, the ability to rely on a network of peers is a competitive advantage.
The Power of "Knowing What You Don’t Know"
“If you don’t know what you don’t know, then you don’t know,” Hite says, emphasizing the danger of working in a silo. “The relationships I’ve built through the Alliance have been transformative. When I have a problem, I have a network I can call. When someone else has a problem, they call me. None of that would exist without this community.”
For Hite, the Alliance is not just an organization; it is the definitive venue for the industry. It provides the intellectual framework that allows printers to pivot, adapt, and ultimately thrive in a market that never stands still.
Implications for the Future
As the PRINTING United Alliance looks toward the next fiscal year, the path forward appears centered on three pillars: Education, Advocacy, and Connection.
- Education: By leveraging summits and expert panels, the Alliance is positioning itself as the primary educator for businesses looking to adopt AI and high-end digital workflows.
- Advocacy: Continued legislative efforts are essential to ensure the industry remains viable, sustainable, and recognized as a critical component of the global supply chain.
- Connection: The focus on networking and peer-to-peer mentorship is intended to lower the barrier for smaller companies to enter the fold, ensuring that the industry remains vibrant and diverse.
Conclusion: A Call to Action
Brian Hite’s vision for his term as Chair is one of inclusivity and growth. He invites printers—whether they are legacy operations or tech-forward startups—to look past the $500 membership cost and view the Alliance as an investment in their own survival and success.
In a world where business models are being rewritten by the day, having a seat at the table is the most valuable asset a company can possess. For Hite, the work of the Alliance is only just beginning, and he remains committed to ensuring that every member has the tools, the knowledge, and the connections to lead their respective markets into the future.
For those interested in learning more about the resources available, visit PIWorld.com or subscribe to their newsletter, Today on PIWorld, to stay informed on the latest industry developments and upcoming summits.
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