Judging for this year's PrintWeek Awards began yesterday, always an uplifting date in the diary. It's a process that turns a spotlight on the amount of expertise being applied on a day-to-day basis in this industry. It really is worth its weight in gold ink. Yes, of course some print products can be produced in the sort of highly-automated, push-a-button-and-it-all-happens environment exemplified by the big web-to-print operations. But boy, there are a lot that can't and never will be made this way. The application of specialist know-how and the dedication to customer service demonstrated by so many awards entrants was terrific to see. The really smart print clients will appreciate the value of having an expert print partner, and that this has real worth. They will rejoice in the success of such suppliers, rather than expect printers to exist at some sort of sub-breadline level. I was pleased to speak to such a person the other day. They were motivated to achieve "good business for both sides" rather than a fixation on cheapness. I am reminded of an apocryphal tale involving an architect who sketched out a solution for a client on the back of a napkin, while the two conversed in a bar. The client was subsequently outraged at the resulting five-figure bill. "But it only took you ten minutes". Architect: "Yes. Ten minutes and 30 years' experience". Know the worth of your know-how.