Over the years, I’ve attended more than my share of industry events. Some are heavily focused on technology, others lean into networking, and a few try to strike a balance between the two. What stood out to me at Dscoop Edge Rockies 2026 last month in Denver, however, was something a little different. While the event certainly delivered on the expected fronts – digital printing advancements, workflow automation, and business strategy – it also underscored a less tangible but equally important theme: the future of print is as much about people as it is about technology.

That may sound like an obvious statement, but it is one that is often overlooked in an industry that has long been driven by equipment specifications, production speeds, and technical capabilities. Dscoop Edge served as a reminder that even as the tools evolve, the success of any operation still depends on the decisions, mindset, and leadership behind them.

From a technology standpoint, the direction of the industry feels increasingly clear. Digital printing continues to expand its role across label and packaging applications, supported by ongoing improvements in quality, speed, and versatility. At the same time, workflow integration and automation are no longer optional – they are becoming fundamental requirements for converters looking to remain competitive. The demand for shorter runs, faster turnaround times, and greater customization is not slowing down, and digital platforms are uniquely positioned to meet those needs.

During his keynote, John Koller, SVP of HP Print Marketing, challenged attendees to “partner with the future,” a phrase that encapsulates much of what the industry is currently facing. That future is not defined by a single technology, but rather by the ability to integrate multiple systems into a cohesive, efficient production environment. Koller also pointed to an interesting dynamic that continues to play out across markets: in an increasingly digital world, physical print retains a powerful and, in some cases, growing role. Brands are rediscovering the value of tangible communication, particularly when combined with data-driven personalization and targeted messaging.

Complementing this perspective, economist Taylor St. Germain of ITR Economics provided a broader view of the business environment, outlining expectations for moderate but steady growth through 2026 and beyond. His outlook suggested a relatively stable economic landscape, but one that leaves little room for inefficiency. For converters and print providers, this means that while opportunities remain, success will depend on disciplined execution, cost management, and strategic investment. In other words, the market is not going to carry anyone forward; companies will need to position themselves carefully and operate with precision.

Taken together, these insights reinforce a central point: the roadmap for the industry is not particularly ambiguous. The technologies are known. The trends are well documented. The opportunities are visible. And yet, for many companies, translating that knowledge into consistent performance remains a challenge.

This is where the conversation at Dscoop Edge Rockies 2026 took an interesting turn.

One of the most compelling sessions at the event had little to do with printing technology at all. Nick Santonastasso, an entrepreneur and keynote speaker, delivered a presentation centered on mindset, resilience, and leadership. Born with Hanhart syndrome – a rare condition that left him with no legs and one arm – Santonastasso shared his personal experiences as a framework for navigating adversity and uncertainty.

Early in his talk, he made a statement that resonated with the audience: “We all have struggles – you can just see mine.” It was a simple observation, but one that immediately shifted the focus from external challenges to internal perspective.

Santonastasso’s central message was that success, whether in business or in life, is driven less by strategy and more by psychology. “The game is always psychology,” he said. “It doesn’t come down to strategy – it comes down to how you think.” For an audience of print professionals accustomed to solving problems through process improvements and equipment upgrades, this was a different kind of conversation.

And yet, it felt highly relevant.

After all, most converters today are not lacking in awareness of what needs to be done. They understand the importance of automation, the benefits of workflow integration, and the need to improve efficiency and reduce waste. The strategies are not a mystery. The difficulty lies in execution, and execution is ultimately influenced by leadership, culture, and mindset.

Santonastasso introduced the concept of  “focus patterns” – the ways in which individuals direct their attention, often unconsciously. He challenged attendees to consider whether they tend to focus on what they have or what they lack, on factors within their control or those outside of it, and on the future at the expense of the present. These patterns, he suggested, shape not only individual performance but also organizational outcomes.

In an industry where day-to-day operations can be consumed by deadlines, production pressures, and customer demands, it is easy for leaders to become reactive rather than intentional. Over time, this can lead to a kind of operational autopilot, where decisions are driven more by immediate concerns than by long-term strategy.

Closely related to this idea was Santonastasso’s discussion of what he called an “emotional home” – the state that individuals tend to return to most frequently. For some, this may be a positive state characterized by confidence, clarity, and purpose. For others, it may be dominated by stress, frustration, or uncertainty. Regardless of where someone falls on that spectrum, the key point is that these emotional patterns influence behavior, decision-making, and, ultimately, results.

“Your state is most of the battle,” he said, emphasizing that leadership is not just about what you do, but how you do it.

This theme was echoed in a different way by Lori Gottlieb, a psychotherapist and bestselling author, who explored the human side of leadership, relationships, and communication. Her session reinforced the idea that effective leadership requires a level of self-awareness that goes beyond technical competence. Understanding how people think, react, and interact is critical, particularly in environments where change is constant and expectations are high.

For many in the audience, these sessions provided a valuable counterbalance to the more technical aspects of the event. They served as a reminder that even the most advanced production systems are only as effective as the teams operating them.

This brings us back to the broader implications for the label and packaging industry.

As converters continue to invest in new technologies and expand their capabilities, the competitive landscape is becoming increasingly defined by how well organizations can integrate those tools into their operations. Automation, digital printing, and workflow systems can deliver significant advantages, but only when they are implemented thoughtfully and supported by strong leadership.

In practical terms, this means aligning teams more effectively, particularly across functions such as sales, production, and operations. It means fostering a culture that embraces change rather than resisting it. And it means recognizing that performance is not solely a function of equipment, but of people.

Dscoop Edge has long been known for its strong sense of community, and that was evident again this year. Beyond the formal sessions, the event provided ample opportunity for attendees to share experiences, exchange ideas, and learn from one another. These interactions are often where the most valuable insights emerge, as they reflect the real-world challenges and successes that define the industry.

In many ways, that community-driven aspect of Dscoop may be its greatest strength. While technology continues to evolve, the ability to connect with peers, gain perspective, and build relationships remains a constant. It is through these connections that ideas are tested, refined, and ultimately implemented.

Looking ahead, the path forward for the industry appears both promising and demanding. The growth of digital printing, the push toward greater automation, and the increasing importance of sustainability will continue to shape the market. At the same time, economic conditions will require companies to operate with greater discipline and efficiency.

The tools are available. The opportunities are there. The question is how effectively companies can bring all of these elements together.

If there is a single takeaway from Dscoop Edge Rockies 2026, it is that the future of print will not be defined solely by technology. It will be shaped by the people who adopt that technology, the decisions they make, and the way they lead their organizations through change.

In an industry that has always prided itself on innovation, that may be the most important evolution of all.

Steve Katz is the former editor of Label & Narrow Web and is now a regular contributor. He is focused on helping companies in the label industry share their news and tell their stories. Follow him on X @LabelSteve.