In this episode of Printing’s Alive, Warren Werbitt engages with Vladimir Gendelman, CEO of Company Folders, to explore his journey from computer repair to the print industry, focusing on niche printing’s significance. Vladimir shares insights into starting in the folder business, transitioning from outsourcing to insourcing, and the benefits of trade houses. They discuss Company Folders’ specialties, geographic reach, and early SEO success. The conversation delves into the impact of AI on customer acquisition and the challenges of rapid Growth. They touch on finding market niches, the importance of company culture, and using customer testimonials for marketing. The episode concludes with reflections on business stability and future growth plans.

(0:00) Introduction, guest Vladimir Gendelman, and Warren’s self-promotion
(1:05) Niche printing and its importance
(2:02) Vladimir’s background and transition from computer repair to print
(3:52) Product variety: Soviet Union vs. US
(5:03) Starting unexpectedly in the folder business
(7:04) Moving from outsourcing to insourcing
(8:24) Benefits of trade houses in printing
(9:05) Saying no to non-niche projects
(10:57) Company Folders’ specialties: folders, binders, envelopes
(12:11) Geographic reach and shipping challenges
(13:02) Early SEO success and website traffic
(14:32) Impact of AI on customer acquisition
(16:18) Company size and customer base
(17:22) Minimal outreach marketing efforts
(18:01) Revenue, missed marketing opportunities
(20:14) Expanding services beyond the niche
(22:00) Concerns about rapid growth and business stability
(23:02) Potential for external marketing assistance
(27:08) Finding and altering niches in the market
(27:20) Story: custom printed cork products
(29:11) Helping and mentoring others
(32:03) Customer appreciation and testimonials
(36:28) Using testimonials for marketing
(38:28) Positivity and business outlook
(39:15) Future growth plans
(41:35) Learning from successes and mistakes
(45:59) Handling customer mistakes and maintaining integrity
(48:07) Building teams and company culture
(49:08) Company events, team-building, and celebrations
(53:05) Importance of good company culture
(54:02) Recap: culture and niche
(55:10) Closing remarks and final thoughts

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Warren Werbitt The Print Whisperer

Warren Werbitt is a passionate print industry veteran, entrepreneur, and advocate with over 30 years of experience under his belt. Known globally as The Print Whisperer, Warren built and ran one of Canada’s most successful printing companies, scaling it to over 120 employees and $20 million in sales before pivoting to coaching and consulting.

Today, Warren helps print shop owners and industry suppliers thrive by offering honest, no-fluff advice on business strategy, marketing, sales, and operations. He’s the host of the global podcast Printing’s Alive, author of the book Printing’s Alive: A Tale of Ink, Innovation, and Industry Wisdom, and a sought-after speaker who brings authenticity, humor, and deep industry knowledge to every stage.

Warren is on a mission to inspire the next generation of printers, promote the value of print in a digital world, and show that success is possible—at any age—with passion and perseverance. When he’s not talking about print, he’s probably out fishing for musky or sharing life lessons over a good drink and a better story.