How do you begin to cut through that noise and demonstrate that these ideas or your ideas are worth paying attention to? and that they are not just sort of innovation or technology for technology's

sake? So the key for us was to start with the customer challenges and not with the technology itself and because today many converters are facing uncertainty, labor shortages and increasing pressure to automate and while also looking for investments that support like future proofness and long-term support and that's why we made those challenges the starting point for our developments and they later also have been shaped through close collaboration with converters and partners and I think this customer-led approach gives us confidence that these innovations will resonate with the market because they are designed to solve real day-to-day challenges on the production floor And we are not introducing just the technology for technology sake.

I think that's super important.

And from a marketing perspective, this thinking also influenced the way we communicated the concept.

We wanted to move beyond simply talking about features and specifications and technical capabilities.

I mean, of course, those things are important and will be important also in the future, but they are not what customers ultimately invest in.

And that's why we introduced this new solution with the claim, compose your print masterpiece, because it reflects the freedom, the flexibility and the confidence that customers gain through this new concept.

Give us your perspective on what you think elevates it beyond just a showcase and a marketing showroom and makes it a real expression perhaps of Gallus's culture of collaboration, customer partnership, heritage and innovation.