That was the rally cry on a slide of one of the presenters, Jeff Hayzlett, at the annual BAPC (British Association for Print and Communication) Conference last Saturday in Waltham Abbey, Essex. Perhaps a bit extreme in its language, but its underlying message was a common thread to most of the conference presentations – that printers need to change the way they do business, become visual communications businesses, use digital technology to expand the services they offer, and adopt - or at least consider - social media to extend their reach. Jeff, the ‘Chuck Norris of marketing’ (according to an unnamed German blogger) and ex-CMO of Eastman Kodak (though, from the content of his presentation and opening video, you might well have thought that he still held the position!) was, as ever, larger than life, and gave a very entertaining, high octane presentation, essentially a summary of his book, ‘The Mirror Test’. Very engaging stuff and he did a great job of promoting Kodak’s cameras (!), but of less relevance, I thought, to the B2B audience of printers.