Skip to main content

Think Like a Business Owner, Not a Technician

It’s easy to get bogged down with the technical aspects of apparel decoration, but the real path to success lies in thinking like a business owner first.

In this Shop Talk from the Impressions Expo in Fort Worth , Jennifer Cox of the National Network of Embroidery Professionals, explains that the key to success lies in shifting your focus from the technical aspects of apparel decoration to the valuable outcomes you can provide to your customers. This means charging what you’re worth, factoring in all costs, and communicating your pricing clearly to avoid surprises.

It’s also important to think long-term: ensure your pricing allows you to reinvest in your business, pay yourself fairly, and weather unexpected challenges. Finally, embrace the entrepreneurial spirit. Take calculated risks, learn from your mistakes, and don’t be afraid of failure. The only people who don’t make mistakes are people who aren’t doing anything!


  1. This 100 Percent. A lot of great small and even mid sized shops out there printing amazing garments but going nowhere fast as they can’t see past the trees. Unfortunately, a lot of them burn out before they realize this and shut down and the cycle repeats itself as one of the employees opens another print shop thinking this time they are going to do it differently. But 9.9 times out of 10 that doesn’t happen.

Leave a comment