May I provoke you a little? The industry has had a difficult year and a somewhat blurred future lies ahead. So no reason for big fireworks, right? – but maybe the perfect moment to take a look at the self-presentation and external image. The effort for serious reporting has increased this year, because corporate communication is increasingly characterized by superlativitis. Every day they rattle down in staccato, the “world market leaders”, “technology leaders” and “driving forces” with their “innovative”, “unprecedented”, “impressive”, “groundbreaking”, “outstanding”, „standard setting” and of course “revolutionary” new achievements and “world premieres”.

Now, as is well known, announced revolutions do not take place, and cynics might even use the word fear blossom, but let's be honest: Which 80s marketing seminars did the euphemism consultants come from who consider something like this to be contemporary and expedient? And what light do such cheap, blatant phrases, used by the dozen, throw on what some companies think about the maturity and comprehension of their customers?

The paper, print and media industries are navigating a difficult environment. Nevertheless, it has solutions to offer – future-proof solutions that can be sold on the market seriously and with a certain touch of humility. However, the accompanying appearance often does not keep up with these products and services, especially in the light of increasing transparency. Perhaps in 2021 the industry should re-focus on its own strengths and the necessary modesty that goes with it. The spin doctors, on the other hand, may go into the desert. And please: don't pass GO!

I wish you a happy and prosperous New Year!