In a recent article in the Harvard Business Review, Barnes & Noble was commended for their innovation and risk taking in their attempts to revive the struggling book business. They are fearlessly expanding their offering and moving away from selling printed books. The author equates this strategy to that of the dairy farmer who acquires a second cow instead of trying to get more milk out of his single cow. Its the same in durable graphics inkjet printing: if the only products in your catalog are PVC banners and stickers, printing them faster and cheaper won't expand your profits. You'll simply spend more of your time figuring out how to milk the same cow harder and faster while your business (and your profit) shrinks. Simply put, you need more cows.