Print Strategy: Lessons From Google Maps

Dale McIntyre

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Dale McIntyre

Vice President | Marketing

BEFORE JOINING PHAROS, Dale brought his energy and creative vision to Kodak (while dreaming of being a professional baseball player). Author of over 160 US Patents, Dale has a knack for translating technology into the language of business, and vice versa. He has helped lead Pharos in exciting new directions, from bringing fresh clarity to the Pharos brand to being the driving force behind the company’s recent recognition as a certified B Corp.

An avid explorer, Dale has hiked all 46 High Peaks in the Adirondack Mountains and savors the solitude of wilderness settings while camping, hiking and canoeing with his wife, three boys and friends. His passion for sustainability is driven by a strong sense of stewardship and is evident in his approach to his varied personal pursuits.

“Pharos values my passion for learning and creativity, for applying the skills I have acquired to a new set of challenges. I enjoy the process of growing the business and the flexibility afforded to me to get it done.”

Constant learning is key to a mindset of discovery and part of our core belief here at Pharos. An open mind finds lessons in some of the most unusual places. Take Google Maps, for example. Yes, you really can get a lesson on print strategy from an experience with Google Maps.

When determining the best direction to a destination, the solution should take into account your current location. Not surprisingly, Google begins by establishing your location before it even allows you to enter your destination. The software defaults to the assumption that the best solution is constrained by time and therefore delivers directions that get you to your destination the most quickly.

So, why would you initiate an RFP to refresh your printer fleet (your destination) without having your own fleet baseline data (your current location)? It’s a simple rhetorical question with a seemingly obvious answer and yet, many organizations do this with the belief that merely lowering the cost per page is directionally correct. This is not always true!

“Have you ever benchmarked your printing habits and hardware against industry best practices?”

When you are armed with the right benchmarks and comprehensive baseline data that you own, building a print strategy to achieve your goals becomes fairly straightforward. Even though printing costs typically represent one of the largest ongoing expenses for medium to large enterprises, many organizations have never established goals around printing and therefore have never considered developing a print strategy.

As a result, millions of dollars are spent unnecessarily, year after year. This waste also corresponds to inefficiency and a larger ecological footprint. At Fortune 500 companies all over the world, we’re turning leaders into heroes in their organizations by helping them to reveal their current state and best path forward, and then delivering the best solution. The result—the destination—is a print environment that is more secure and efficient, more convenient for employees, and significantly more cost-effective and sustainable. You’ll also have a user base that is more mindful of their printing behavior.

Here’s a straightforward question: Have you ever benchmarked your printing habits and hardware against industry best practices? Your baseline data is your starting point, and with the proper benchmarks to guide you, your destination is clear. Best of all, you can begin today, risk-free.


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