Print's favourite jargons in 2015 - The Noel D'Cunha Sunday Column

​​My friendship with printers is based not only on mutual esteem (and affection and admiration, at least from my side) but also endless arguments and cups of green tea on the most random topics which turn into arguments and heated discussions.

10 Jan 2015 | By Noel D'Cunha

Since the past thirty years, we have been talking about the same things. Only the vocabulary has shifted.

A quick look.

We said dhandha in 1985. It is EBIDTA in 2015.

We said work hard and live life to the fullest in 1985. In 2015 we say: synergistic initiatives which harness efficiencies gained by disintermediating granular lifestyles.

We said I heard this from my neighbour in the lift in 1985. Now we say, I heard it offline from an unconfirmed market source.

It was daaru and chakna with a customer in 1985. It is a marketing spend in 2015.

We printed a brochure in 1985. It is content creation in 2015.

We printed a box in 1985. In 2015, we print only out of the box.

It was personalisation in 1985. Now we say data algorithms in 2015.

We called him a customer in 1985. He has become a business partner in 2015.

Traffic was related to movement of cars in 1985; now we say traffic that visits your portal (even website is passé).

Speaking of cars, we had plain and simple drivers in 1985. In 2015 we have key drivers who well ... aim to drive the organisation’s core competencies forward. Sometimes this is mistakenly confused for, gaining traction.

We invited a customer for a cup of tea to the printing plant in 1985. Now we show a PPT presentation with 321 slides and one video in the conference room in 2015.

We sold plates scrap to the raddhi in 1985. Now it is recycling in 2015.

We wanted to re-use paper in 1985. In 2015, we want to de-ink.

Speaking of paper; it was called an unprecedented paper price hike in 1985. The hikes remain equally unprecedented in 2015.

We offered a glass of milk to the local cat in 1985. It is CSR in 2015.

To the table? So I got a spoon and a fork to the table in 1985. Now I am supposed to bring actionable ideas and mindshare to the table. This ensures a win-win for everyone.

I purchased apples in Vasai market in 1985. Now I’ve to compare apple for apple in 2015. (Small note to myself: How does one compare an apple from Kashmir to an apple from Himachal Pradesh to an imported apple? When I ask my apple vendor from Jaunpur about this. He says, grab the low hanging fruit and monetise the deliverables).

In 1985, it was practise, practise till you are perfect. In 2015, it is best practises. Speaking of which is best practise supposed to be the latest or the trendiest or the best practices of all eras or the best practised fad of that season.

In 1985, at the end of the day, I went home. In 2015, at the end of the day, I have to transform the business and automate for profit.

Thankfully, no matter how vexed life in the 21st century is, it was happy new year in 1985. It remains happy new year in 2015.