By staying ahead of the technological curve, Lou Goldberg has made Goodcopy an Elm City institution for three decades
Lou Goldberg is one Elm City business owner who has been around.
Like many other business proprietors, he of course considers great staff, top-quality work and positive cash flow significant factors in staying afloat the competitive business world. What makes Goldberg different from other business holders, however, isn’t his love and passion for what he does or his experience in his industry. As president of Goodcopy Printing & Digital Graphics, Goldberg wields a greater advantage at hand: the ability to embrace.
With more than 30 yearsÂ’ experience in the ever-evolving world of print media, which many consider to be in certain eclipse, one may ask not only what Goldberg has done to keep his head above water, but how he has surpassed other similar businesses and sailed on to be recognized among the top 100 quick printers in the country.
Â“The key to surviving the recessions,Â” he says, Â“you have to be willing to change.Â”
By offering a wide variety of services and products including graphic design and typesetting, bindery, mailing and fulfillment, multimedia marketing, web-to-print solutions and various printing, Goodcopy extends Â“beyond that print production world,Â” according to 12-year client Jennifer Poudrier of MicroCare Corp.
Â“Their visit us of the business as a whole has always been valued as a learning organization,Â” Poudrier says. Â“Goodcopy thrives on the source of intelligence Â— they tap into a sort of innovation power in all aspects.Â”
When Goldberg acquired the small, "two-and-a-half-person staff," ten-year-old company in 1978, his vision was to grow the company from the perspective ofÂ understanding the importance of technology and always maintaining the flexibility to adapt to changing business conditions.Â Today maintaining almost 40 pieces of equipment and a product line numbering about 80, the now 21-employee Goodcopy has received 15 national awards.
Goldberg and his wife Edie, vice president of the CPrint International alliance-certified Goodcopy, also attribute the companyÂ’s success to its secret weapon Â— their creations. What distinguishes Goodcopy isnÂ’t its production services, as there were companies that offered those three decades ago. Design services, which were unusual for a quick print company back then, as Edie Goldberg explains, are what have put Goodcopy Â“ahead of the curb by being creators.Â”
Â“I have to sell Goodcopy Â— and sell myself,Â” adds her husband, Â“and weÂ’re trying to do that all the time.Â”
To thrive in any industry, it may take that Â“extra pushÂ” to rise above and beyond the norm, the Goldbergs agree. To look at challenges through a different lens, Edie says, involves creativity Â—Â which may be exactly what Goodcopy offers that enables the company to be successful.
Lou Goldberg defines creativity as Â“thinking outside of the box.Â”
Whether it entails encouraging employees to offer new ideas, introducing innovative changes, examining clientsÂ’ needs from an unusual perspective, or learning through adversity, as Edie says creativity courses through the veins of the company.
Â“From my perspective there [are] Â many different struggles being an owner of a business for a long time,Â” Lou explains. Â“First is developing a team of employees that will produce the quality of work you want produced and creating an atmosphere that encourages that creativity. ThereÂ’s always a financial struggle.Â”
So how are these challenges faced? Through being both proactive and reactive, the pair explains. The Goldbergs emphasize their emphasis on the glass being half full for them, here other companies are busy focusing on struggles instead of "blessings." In addition to this positive outlook, Lou Goldberg stresses the importance of staying on top of trends and the need to have extensive involvement with social media to advance in the vast communication world.
With the aim to be a leader in the communications field, for Lou, technology has made it easier to Â“stay afloat,Â” as he seeks to identify the next wave of communications technology, "hook onto that" and introduce it to clients with the idea it will become mainstream at some point Â— and how they'll benefit from it.
"ItÂ’s not Â‘printing,Â’" says Lou. "ItÂ’s the new way of making a living. I see what is needed in the industry, what people want, and give it to them.Â”
Â“It isnÂ’t just about pens and pencils and coming up with creative solutions,Â” Edie adds. Â“Having access to all of these different vendors [trade shows in addition to an online presence], we have an opportunity to produce a different kind of solution.Â”
Then not all dependency lies within the media world. Both Lou and Edie say the majority of business comes to Goodcopy through referral; there is Â“much to be said about reputation.Â” The trustworthy and long-standing relationships that have been maintained with clients have occupied a sizable bulk of GoodcopyÂ’s business.
As far as continuing the new client horizon, Lou has got that covered with the help of marketing and sales Â— thanks to tools such as e-mail blasts Â— but old-fashioned print still has a place in the mix.
The challenge of adapting to, and even staying ahead, of advancing technology never ceases as theÂ Goldbergs manage to creatively embrace the race to the future, rather than run and hide. tramadol generic there are different challenges that require a stronger grasp of the business: namely, the jobs that require thinking not only forward, but backward Â— literally.
As Lou puts it succinctly, Â“People still need ink on paper.Â”