The Penguin

(I wrote this article for a coworker at my print shop. He liked it but said he couldn't use it, due to its frankness; I here reproduce said article for your enjoyment and edification). You see it all the time: the Discombobulated Print Customer. They enter the print shop, confident and smiling, ready to pick up their print order...and in about ten minutes come out the door with a bag and a lost expression, trying to figure out how their booklets ended up with every other page backward and still costing $300. This customer will go home, sit at the kitchen table, and flip aimlessly through their pricey and useless booklets. Slowly their expression darkens. A real acid feeling has settled in their stomach. The print shop might have explained everything in detail, but it roughly amounts to: “Sorry not sorry, it’s your fault, give us money.” The customer doesn’t have the first clue what went wrong, they only know they feel ripped off. That print shop just lost another customer. If...