Richard Askam, the founder of Print Island, shares his journey from the wine industry to personalisation and offers advice on how the print sector can better communicate its value.
In this episode of The Printerviews, host Colin Sinclair McDermott is joined by Richard Askam, the host and founder of Print Island. Askam shares the story of his accidental pivot from a 50-year-old family wine business into the print industry, where he helped pioneer the use of personalised labels to stay ahead of retail giants.
The conversation explores the deeper purpose of print, moving beyond technical specifications to focus on the emotional connection and transformation it provides to the end consumer. Askam discusses his latest venture, Print Island, a content platform designed to act as the “Spotify for print” by hosting honest, unvested conversations about the industry’s true purpose.
According to Askam, there is a pressing need for the industry to ditch its technical jargon and reclaim its confidence through authentic storytelling. As a public speaking coach, he offers advice on how to bridge the communication gap between manufacturers and the outside world to ensure the industry continues to flourish in 2026 and beyond.
The episode delves into the intersection of retail trends, consumer psychology, and the enduring power of print. Askam emphasises that consumers value the emotional reaction and transformation of a product more than the technical process of printing, and that success in modern marketing requires translating technical print jargon into clear consumer English.
The discussion also touches on the Share a Coke project, which Askam says was designed as a communication tool to engage a younger generation, highlighting how personalisation has moved from a luxury to a standard consumer expectation.
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