After decades in the direct mail industry, I’ve seen plenty of change. Technology evolves, markets shift, and client expectations continue to grow, while the most important lessons I’ve learned have remained the same.
I was fortunate to learn those lessons early in my career from two great mentors.
The first was my father, John Gomez, whom I had the privilege of working alongside for 10 years in our family business, JR Gomez & Sons.
The second was my father’s best friend, Jim Prendergast, whom I’ve called Uncle Jim from the day I was born. Jim owned JW Prendergast & Associates, a marketing agency in New York City.
Both men worked hard to teach me three principles that have stayed with me throughout my career. And as our industry continues to evolve, I find those lessons are just as relevant today as they were decades ago.
1. Put People First
My father and Uncle Jim taught me that we are, first and foremost, in the people business.
No matter what product or service you provide, people drive the business. And the relationships you build along the way matter.
Be someone others can count on. Take a genuine interest in people, not just their business needs. Build friendships, not simply professional connections. Look for opportunities to help others succeed, both professionally and personally.
One of the ways I’ve experienced this firsthand is through my involvement with the Direct Marketing Fundraisers Association (DMFA). Serving as a board member gave me opportunities to connect with people across our industry, learn from their experiences, and build relationships that extend well beyond individual projects or transactions.
Over the years, I’ve learned that great business relationships rarely begin with business.
They begin with trust.
And that trust is built through consistency, integrity, and a genuine commitment to the people around you.
2. Be Authentic and Take 100% Responsibility
Another lesson that has stayed with me is the importance of authenticity and accountability.
Take ownership of your actions and the service you deliver.
Celebrate the wins, but more importantly, own the hiccups.
In any business, challenges will arise. Timelines shift, unexpected obstacles appear, and even the best-laid plans sometimes need to change.
What matters is how you respond.
Address problems honestly. Correct them quickly. Learn from them. And never lose sight of the responsibility you have to the people who are counting on you.
I’ve found that clients don’t necessarily expect perfection. But they do expect honesty, transparency, and a partner who will step up when something doesn’t go exactly as planned.
At the end of the day, clients remember how you responded when it mattered most.
Don’t just provide a service. Take responsibility for the outcome and be part of your client’s success.
3. Be in Service of Your Client’s Success
The third lesson is about understanding what it truly means to serve a client.
It’s not simply about completing a project or delivering a product.
It’s about understanding what your client is trying to accomplish and determining how your experience and expertise can help them get there.
In direct mail, that can take many forms.
Sometimes it means applying manufacturing expertise to improve production efficiency or identify cost-saving opportunities.
Sometimes it means helping clients understand marketplace risks, supplier considerations, or changes that could affect their programs.
Other times, it means identifying opportunities to use new technologies, improve processes, or strengthen campaign results.
And in our industry, it often means helping clients navigate the constantly changing USPS landscape, from postal rates and regulations to promotions and incentives.
The more you understand your client’s goals, the more opportunities you have to contribute meaningful value.
The goal isn’t simply to execute the work. It’s to help your client succeed.
Finding Those Same Values at Production Solutions
Fourteen years ago, finding Production Solutions was a true blessing for me.
From the beginning, it was clear that the company was being shaped around many of the same principles my father and Uncle Jim had taught me years earlier.
Take care of your people.
Help them learn and grow.
Put client success first.
And when something doesn’t go as planned, take responsibility and make it right.
Those values have become an important part of the culture at Production Solutions, and they are a big reason I’m proud to be part of this team.
I’ve also seen how those principles translate into the way we work with clients, agency partners, suppliers, and one another. Strong relationships create opportunities for better collaboration. Accountability builds confidence. And a genuine commitment to service helps us deliver value beyond the production of any single mailing.
Some Principles Should Never Change
Business will continue to change. Our industry will continue to evolve. And technology will certainly keep introducing new possibilities and challenges.
But I believe the principles that create lasting relationships and meaningful results should remain constant.
Put people first.
Be authentic and accountable.
Serve your clients with a genuine commitment to their success.
Those lessons have guided me throughout my career, and I’m grateful to work for a company that strives to live them every day.