Understanding the sustainability movement along with its varied and complex certification systems can be overwhelming at times. It doesn't matter if you are an owner of a small shop or managing a division of Consolidated Graphics as I am. You can be well informed and still feel like you don't know which direction you should take your company. Here's a hint: Don't make the decision in a silo. Ask your coveted customers and prospects the right questions, and you may be surprised by what you hear.

I compare the process of establishing your company's sustainability and environmental vision to an equipment purchase. Is it a good idea to go shopping for a new press that has exotic capabilities without first understanding your customer base, the markets they represent and products they purchase?

Of course not.

Why then would we spend time, money and resources on activities relating to the environment and sustainability without first understanding the direction in which our customer base is headed? As president of GraphTec, a Consolidated Graphics company, I have tremendous support at a corporate level. However, like any other decision I make, it must be backed by research, facts and a plan.

Don't get me wrong. I strongly believe in the social responsibility aspects of the sustainability movement. I understand that, as an individual and a leader, I need to make decisions and purchases, regardless of the size or scope, that are in line with my overall philosophy.

For example, prior to the spike in oil prices, I made a conscious decision to switch from a fuel-hungry SUV to a fuel-efficient Toyota Prius. I did that based on my personal desire to cut emissions and subsequently gain the long-term benefits of saving at the pump. In addition, many of us have already done things within our shops to address recycling, chemical disposal and using more environmentally friendly materials in the production process.

The most important step in all of this is getting in front of the right people within your customer's organization—and asking the right questions. You need to identify who the stakeholders are and realize that CEOs and VPs as well as print buyers are all driving policies and vision when it comes to sustainability. Once you get the appropriate audience, you will be surprised to learn how far along many businesses already are in making decisions and aligning themselves with the appropriate suppliers.

What's the most compelling lesson I have learned about all of this so far? Funneling my time, money and resources into environmental initiatives in a well-educated manner gives the word “green” a new meaning for our company.

We have attracted new clients, further entrenched our company with current clients, and garnered both savings and revenue from sources that didn't exist for us a year ago.

It can be an extremely beneficial endeavor if you get out from behind your desk and talk to your customers. You will be surprised how much help they can be in charting your course.