President's Column - March 2026
Hello Members and Industry Friends,
In past columns, I’ve said that times have changed and so must the IADD. What brought value in the past is not always what’s needed today. Information is everywhere now. There are more platforms, more tools and more ways to learn than ever before. You no longer have to rely solely on in-person meetings or presentations to learn about new products or methods. Tips and tricks from industry experts are available on demand through videos, articles and social media.
For associations that serve small, niche parts of larger industries, this reality presents an important challenge, How do we stay relevant? We constantly ask ourselves: how do we provide value? What does the IADD have to offer today?
Our answer remains the same as it has been for more than 50 years: Education.
The more precise question is how do we deliver that education? An easy answer would be to say “online.” A modern association needs a strong website, active social media, digital tools and accessible platforms. Those things are no longer optional; they are a must. But they are also everywhere. Simply sharing information, even good information, is no longer enough to set us apart.
What those tools cannot replace is good old-fashioned, hands-on training.
This isn’t unique to our industry. Any business that relies on skilled labor is facing a growing shortage of resources. Finding new people to fill open positions is difficult. Training them once they’re hired can be even harder. Too often, a new employee is asked to shadow someone for a few weeks, learn the basics on the fly and is then thrown into the deep end with minimal guidance.
This approach is less than ideal for everyone involved. The new employee feels pressure to “get it” immediately, while employers expect results faster than ever. Without proper training, frustration builds quickly and turnover follows. We see this pattern everywhere, from running complex equipment in a factory to being a starting quarterback in the NFL.
There was a time when top draft picks rarely started right away. They spent seasons learning playbooks, understanding the speed of the game and absorbing the intricacies of the position from the sidelines. Today, they’re handed the starting job right out of college, often on struggling teams, and expected to turn entire franchises around in just a few seasons. If they don’t, they’re labeled a bust. It’s a tough reality, and very few succeed under those conditions.
The difference is that a ton of kids grow up dreaming of becoming an NFL quarterback. There is no shortage of people ready to give it a shot. Far fewer fantasize about becoming a press operator.
So how do we attract people to our industry? How do we fill open positions? How do we share the message that there are rewarding, challenging, satisfying and well-paying careers available here? And how do we grow the next generation of the workforce?
Formal apprenticeships once helped answer those questions. They provided structure, stability, fundamental skills, best practices and recognized credentials. Unfortunately, apprenticeships have been declining for years, largely because companies hesitate to invest the time and resources required.
There’s a saying I’ve always liked from my time as an instructor and later building training programs:
A CEO asks their CFO, “What if we invest in training these people and they decide to leave?”
The CFO replies, “What if we don’t train them and they stay?”
So what can the IADD do?
The opportunity is right in front of us: we help train them.
That’s exactly what we’ve begun to do with our 101 courses for diecutters and diemakers. These are truly entry-level sessions, open to all and free of charge. All offered in the name of education. The expectation is not that participants walk away as experts. The goal is to open the door.
These courses introduce people to our industry, to its processes and to the many opportunities it offers. They shine a light on how the packaging that surrounds us every day actually comes to life, from raw materials to store shelves and front doorsteps. None of it happens without planning, equipment and skilled people working together.
The 101 courses help build awareness and spark interest. They begin creating a talent pool that can grow into roles ranging from machine operation and maintenance to CAD design, color management, quality control, supply chain and tool and diemaking, and so much more.
Yes, these courses provide hands-on knowledge taught by industry experts. But more importantly, they provide an education about what our world has to offer.
So in the classic sense of “training,” yes, our 101 courses offer hands on knowledge provided by industry experts on how to carry out specific tasks or operations in the diemaking and diecutting world. But in my opinion, it provides an education about what that world has to offer.
And what better value can an association provide than opening that door?
Thank you and all the best,
Rob has 27 years of experience at Bobst, one of the world’s leading suppliers of substrate processing, printing and converting equipment and services for the label, flexible packaging, folding carton and corrugated board industries. He currently serves as Tooling Director.
Rob is based in Switzerland, with his wife Monica and their children, Leo and Manuela. His older son, Khai is engaged and remains living in New Jersey. Rob enjoys camping and cooking as well as being a full time chauffer to hockey and swimming practices.
He is proof that being one of those “take it apart and see how it works” kind of guys can lead you to a wonderful career, meeting new people and experiencing the world.
The President's Column appears in The Cutting Edge, the IADD's monthly magazine.
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