Innovation at Nahan by Aaron Weekes-1

Innovation in Print: Blending Technology with the Human Touch

Written by Aaron Weekes, VP of IT

Imagine sitting down with a friend to brainstorm ideas for a project, where every suggestion feels heard and valued. At Nahan, we bring that same personal connection to all our interactions, including the world of direct mail. Sure, we harness the latest technologies to streamline our processes and reach audiences more effectively, but it's the heartfelt interactions and creative sparks from our team that truly make our campaigns shine. In this article, I’ll take you behind the scenes to show how we blend cutting-edge tools with genuine human insight, ensuring that every message we send resonates on a personal level.

Bringing Humanity to Technology

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Direct mail is about communicating directly with an individual. It’s as much an art form as it is a science. While technology enables us to work faster, smarter, and more efficiently, it’s the human touch that makes campaigns truly impactful. At Nahan, we prioritize this balance, using technology as a tool to amplify human creativity and expertise.

Have you ever received a piece of mail that felt like it was made just for you? That's the kind of connection we strive to create. Advanced data analysis and machine learning tools allow us to target audiences more precisely and deliver personalized messages at scale. Yet, it’s our teams—who understand the nuances of design, messaging, and client goals—that ensure these campaigns resonate emotionally and achieve the desired outcomes.

Another example is our approach to feedback. Our technology stack can analyze campaign performance and pinpoint areas for improvement, but it’s the conversations between our teams and clients that transform insights into actionable strategies. This collaborative process strengthens relationships and delivers better results without losing the essential human connection.

Innovation as a Mindset, not a Tool

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With over 20 years of technology management experience, I’ve learned that innovation isn’t just a piece of software or a shiny gadget—it’s a way of thinking. At its core, innovation (from the Latin in- meaning "into" and novus meaning "new") is about making things new and demands openness to fresh ideas.

Early in my career, I remember attending a brainstorming session where my analytical instincts pushed me to ask "how" something would work too soon in the process, wanting to see the clear path before committing to an idea. Over time, I realized this mindset could unintentionally stifle creativity. Now, I embrace a different approach: start with "wow!" By first appreciating the vision, excitement, or potential of an idea, we create a space where creativity can thrive. The "how" can come later, once the possibilities are fully explored.

This "Wow not How" mindset is at the core of innovation at Nahan. Each breakthrough—whether on the production floor, in sales conversations, or through cutting-edge technology—begins with curiosity and openness. Our focus is on solving problems, not just implementing technology for its own sake. When we start with "wow," we empower our teams and clients to dream big, explore bold ideas, and ultimately achieve meaningful, practical solutions.

Collaboration Sparks Creativity

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Great ideas rarely emerge in isolation. At Nahan, we’ve built a culture where collaboration is a cornerstone of innovation. By fostering partnerships with our clients, our teams, and our technology providers, we create solutions that are greater than the sum of their parts.

For instance, when we faced the challenge of reducing turnaround times for high-volume mailings, we didn’t simply invest in faster machinery. Instead, we gathered input from everyone involved to reexamine every step of the workflow. Identifying bottlenecks together, we implemented solutions that blended technological upgrades with team-driven process improvements. As a result, we were able to reduce turnaround times by approximately 24 hours on average, showcasing the effectiveness of our collaborative approach.

One of our core values is “Never Stop Innovating,” and I can personally attest that this mindset permeates every level of our organization. It means having people in every position who are obsessively focused on solving our customers’ problems or exploring new opportunities. By deeply understanding their goals, constraints, and pain points, we work together to create tailored solutions.

Whether it’s developing a new format for a campaign, adding an extra heater to a print line to optimize performance, or integrating customer feedback systems into our process, the best ideas often emerge from the synergy of diverse perspectives.

The Future of Direct Mail: People at the Center

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As we look ahead, the future of direct mail will undoubtedly feature more advanced technologies. AI, machine learning, and automation will continue to shape how campaigns are designed, executed, and analyzed. Still, at Nahan, one principle will remain constant: our focus on people.

Picture a future where every direct mail piece feels like it was crafted just for you, blending the precision of AI with the warmth of human creativity. We believe that innovation should enhance, not replace, the collaborative process. By weaving technology into the fabric of our human-centric approach, we can achieve better outcomes for our clients while preserving the personal touch that sets us apart.

After all, the best innovations aren’t just about what we create—they’re about the connections we build along the way.