Answers to questions such as these may make the difference between a business' success or failure in today's competitive environment. The competitive edge may soon be defined in terms of how well an individual or an organization acquires and applies knowledge. Making decisions that enable your business to win depends on gaining and continuing to gain relevant information.

How will you gain that knowledge? In addition, how will you determine what kind of information will empower your organization to succeed?

For one thing, the sign industry has become a highly specialized one as the result of a powerful tool, the computer. Learning about and using this technology is absolutely essential to any sign shop that wants to be in business tomorrow. Next to the telephone, a computerized signmaking system consisting of the computer, a software package, and a plotter, has literally become a fixture in just about any shop. So make sure your business gains an understanding of, acquires, and uses these latest innovations available to the trade.

Then, keeping current with software or hardware updates can be as important as the initial purchase. Be aware of any new features that will increase computing speed and efficiency. By taking advantage of them, you'll keep your productivity and profitability at its peak.

Acquiring information about sign construction, application techniques, and the availability and usage of the newest supplies, is another key area. The informed sign shop gains practical knowledge of these by attending trade shows as well as by reading industry journals or magazines. Don't overlook hands-on training seminars offered by suppliers, trade show exhibitors, and sign groups. These sources assist your business to receive vital information right from the "horse's mouth". Too, benefit your organization by obtaining and viewing some of the helpful videos now available.

Make sure your employees have access to and make use of continually advancing technical information as well. Could they benefit from attendance at seminars and trade shows, too? And, especially in the area of customer service, insist they know the importance of treating potential clients with respect and fairness. A wealth of material on improving relations lies as close as your local library or book store. Help your employees generate positive word-of-mouth marketing through their use of that knowledge for a competitive edge.

Your up-to-date awareness and implementation of marketing avenues and techniques will translate into business growth. The success of a business relies on the use of relevant information to formulate an advertising campaign that works. Insightful ideas can be found through the scanning of magazines, trade journals, and books. Valuable advertising suggestions are available at seminars as well as through the use of professional services.

Since the difference between a business' success or failure in today's competitive environment depends upon how well an individual or an organization acquires and applies information, make sure your organization gets what it needs to know and uses it as well. Remember, the competitive edge can be summed up in just a word -- knowledge.