A conversation that starts with “vibe” quickly turns into something much more fundamental. In this INKISH interview, Morten Reitoft sits down with Eric Vessels from Taktiful to explore what may very well define the next phase of the print industry. Taktiful isn’t just a company. It’s a community, a training platform, and—if you ask Eric—a mindset. One that moves beyond transactions and into something far more powerful: creating fans instead of customers. Because in a world where print has been heavily commoditized, differentiation is no longer about speed or price—it’s about value, emotion, and experience. The conversation dives deep into what Eric calls “the value era” of digital embellishment. While traditional print has optimized for efficiency, embellishment opens a completely different playbook—one where uniqueness drives margin, and where tactile experiences create emotional engagement that digital media simply cannot replicate. This is where print regains its superpower. Morten challenges the thinking, pushing into pricing strategies, psychology, and the industry’s tendency to undervalue its own capabilities. From market-variable pricing models to the psychology of touch, the discussion reveals how much opportunity is still left untapped—not because the technology isn’t there, but because the mindset often isn’t. The interview also introduces Taktiful’s latest development: Reactor. A 3D visualization tool designed to bridge one of the biggest gaps in embellishment—showing rather than telling. By transforming layered PDF files into interactive, photorealistic previews, Reactor enables sales teams and customers alike to see, feel, and understand the value before anything is printed. But beneath the tools and strategies lies something else. A clear belief that the print industry doesn’t need to become something new—it needs to rediscover what already makes it unique. The ability to create physical experiences that people can touch, feel, and emotionally connect with. As Eric puts it: don’t take yourself too seriously—but take the business seriously. And maybe that balance—between playfulness and purpose—is exactly what the industry needs right now. Eric Vessels: https://www.linkedin.com/in/ericvessels/