Tiffany Marthezé, CEO at Phoenix Digital Print Concepts, discusses leadership principles, navigating tough times in business and why your moral compass shapes your company’s reputation.
Which leadership principles ensure both yours and your team’s success?
A core principle that I try to implement is continuous clear communication. Teams will invest in an idea and help build it if they know the long-term plan and are part of the process through transparency. When people feel valued and heard, quality and accountability follow naturally.
What trends are you seeing in the signage/branding industry this year?
I have noticed a stronger demand for dimensional and textured signage that creates a deeper emotional connection with its viewer. Clients are becoming more creative with the effect they are looking for when it comes to representing their brand. This includes the addition of digital signage as well as AI-driven content.
How do you navigate tough times in the industry?
I focus on what I can control: relationships, quality and cash flow. We are fortunate in that we have a steady and loyal client base, and during hard times we remain focused on service delivery to them. I have also learnt to diversify. Having both Phoenix Digital Print Concepts (branding) and Phoenix Signage (signage) means if one market slows, the other often carries us through.
What is your advice to women who want to be trailblazers in the printing/signage industry?
Be present. You belong on the factory floor, in the boardroom, and on the installation site. Learn the technical aspect of projects; competence silences doubt.
What should signage and printing businesses do to ensure their longevity in this digital age?
Rather than fight the imminent changes coming, embrace them. Physical print and digital signage can complement each other and clients will look to partners that are fluent in both eventually. Invest in learning about the technology and shaping your team to adapt to change. If you are able to offer both options, clients will gravitate towards you for solutions rather than just as a supplier of products.
How do you achieve a healthy balance between work and your personal life?
Being a business owner means work never truly stops, but learning to compartmentalise is vital to ensure that you are not always in ‘work mode’. Healthy boundaries in terms of your family or free time must be enforced strongly with yourself. Also develop your teams so that they can run as independently from you as possible, reducing the need for you to be involved in every aspect of every task.
What is the best piece of advice you have received that has influenced your life/career?
At the risk of sounding like a Disney character, ‘let your conscience be your guide’. Being in this extremely competitive industry will result in difficult decisions needing to be made. Keep your moral compass as straight and true as possible at all times, as it will ultimately shape your company and reputation.
C1W Initiative
Change 1 Woman (C1W) aims to empower women in the branding, print and signage industries. As part of this initiative, Sign Africa would like to spotlight women-focused content like this piece. If you have any trend/business articles related to the signage, branding and printing industries, please email content to: meggan@practicalmedia.co.za. Follow C1W on Facebook and LinkedIn for more updates.
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