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92 OPINION CAN WE FIX IT? Yes, we can!” is how my children also always responded to “Bob the Builder”. Angela Merkel is confident, although she can neither say what exactly she wants to fix nor by when. And these challenges are not becoming less daunting. Other European leaders have a different viewpoint. Or they argue that “If she wants to fix it, then she should do it on her own, without us.” Has the promotional product industry in Europe reached its goals? And if so, what goals? In terms of turnover, things are looking good throughout Europe. Aff ter all, 2015 was a year of constant, often rising sales figures. According to the PSI Industry Barometer, the forecast for the industry in 2016 is positive. The PSI In- dustry Index published for the first time in the same study – as a new sentiment barometer – also indicates an upturn. That is a good thing as it is a healthy measure of self-confidence. And this is important in times of rapid change. Not only the underlying conditions – economic and political – are referred to here. The structural change in the industry is widely visible. The number of market participants is increasing, as is the number of job titles: Consultants, distributors, agents, service providers, designers ... Granted, some of them are not new. However, the new reality is that in case of doubt these service providers try to cover everything the value chain has to offer. Eight per cent of distributors import »Focusing is better than attempting to master all disciplines.« PSI Journal 2/2016 www.psi-network.de themselves. These are mainly the major players. This compares to the growing number of suppliers who supply directly. This now accounts for 41 per cent. Although this figure includes the retail sector, it takes one’s breath away. An overlapping of the sectors is undeniable. And it cannot be reversed. Analogies to other industries clearly show that. The good news: There are also many distributor-loyal suppliers that are primarily organized in the PSI and actively support, or want to support, the distributors in an advisory capacity at industry customers. This is something the industry should utilise more actively because focusing is better than attempting to master all disciplines. Best regards Michael Freter Publisher of PSI Journal Managing Director PSI michael.freter@psi-network.de

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