The Decisions That Move Print Businesses Forward

Orbus' Jaime Herand shares one of the most impactful business decisions the company has made in the past two years.

Jaime Herand, SVP of operations, Orbus Visual Communications | Credit: LinkedIn

Behind every major business decision is a process. We asked Jaime Herand, senior vice president of operations at Orbus, a PRINTING United Alliance member, who also serves on the PRINTING United Alliance Board of Directors, to share a recent business decision that has fundamentally changed the company. For Orbus, it meant improving the way work flows through the business — from order to production.  

“One of the most impactful decisions we’ve made recently was adopting a more advanced enterprise system to streamline how work moves from concept to production,” Herand shares. “This shift significantly improved the way client artwork approvals, quality reviews, and order entry are managed.” 

The investment has led to greater efficiency, fewer touchpoints, and a noticeably improved customer experience.

"Most importantly, it reduced the time it takes for approved artwork to reach the printers — helping us move faster without sacrificing quality,” she adds.  

Getting there required far more than simply identifying a problem. It took extensive research and careful consideration before the team felt confident moving forward.

“We approached the decision with a great deal of diligence,” Herand says. “That included detailed time studies, market research, voice-of-customer input, ROI analysis, and conversations with trusted peers and partners. By grounding the decision in both data and real-world insight, we were confident the investment would create measurable value; not just immediately, but over the long term.” 

Conversations with internal teams, customers, and industry peers also helped shape the decision.

“Voice-of-customer feedback and increasing business demands were the initial springboard for exploring new solutions,” she says. “From there, conversations within our broader group, as well as with peers outside our organization, played a key role in shaping our thinking.” 

Herand says the team evaluated the decision from multiple perspectives, including its impact on people, processes, technology, and the company's value proposition, while also considering what it would mean for the business one, three, and five years down the road. 

As an active member of PRINTING United Alliance, Herand also leans on the events, connections, and insights accessible through membership to share and learn from others.  

“Active involvement in industry organizations, particularly through many of the events hosted by the PRINTING United Alliance, including the Wide-Format Summit, Leadership Summit, and Expo, continues to provide invaluable access to peers with deep operational expertise and strategic insight,” Herand shares. “These connections offer a trusted forum for sharing ideas, pressure-testing decisions, and learning from others who are navigating similar challenges in the print industry.” 

For print businesses facing their own major decisions, Herand's advice is straightforward: Do your due diligence. 

“Invest time in research, open communication, and testing before making major changes,” she advises. “Most importantly, understand how decisions affect your people, processes, and value proposition. Technology is a powerful enabler, but it delivers the greatest return when it’s aligned with clear business goals and thoughtfully integrated into the organization.” 

Looking ahead, Herand says customer expectations continue to rise, with print businesses expected to deliver speed, quality, and service all at once. She also points to the continued convergence of print and digital as a trend businesses can't afford to ignore. 

“Print businesses that can integrate physical output with digital workflows, data, and customer touchpoints are better positioned to add value and remain relevant in an evolving marketplace,” she shares.