"The current generation of marketers is experienced in marketing to consumers who want more, but not in marketing to consumers who want less. New needs will have to be discovered. New solutions will have to be mastered and delivered. This is not to suggest that market opportunities are going to shrivel up and blow away. Instead, the biggest growth opportunities of tomorrow will be those that address the needs of consumers who are overwhelmed by super-abundance, not to mention suddenly unable to afford more and more of it. It means thinking about how to give consumers less in ways that deliver more value to their lives. That's what consumers will be willing, and able, to pay for."
So how does a printer give less and still earn more?