Designs on inspired brands from Sekforde.

I make no bones about the fact that Sekforde isn't a huge company and at times our finite resources mean we have to make hard decisions. An internal recommendation within one of our larger clients, resulted in a division that was new to us inviting Sekforde to pitch for a significant online project. The task was both exciting and challenging, which when mixed with the warm reception we were given at the briefing, made Sekforde a happy ship indeed. But then the reality of the production board came into focus.

We pride ourselves on the quality that comes from our own skilled team and partners, yet it was apparent that the project deadlines were going to require us to compromise on that quality, and even then we'd need a fair wind to deliver on time. Over a few hours of looking at every angle, joy soured, and with sadness we declined the work. To risk our reputation was unthinkable. I know we disappointed with that decision, but there was an understanding from the client and hopefully there will be other opportunities when we can shine bright.

Quite how bad things can go when a supplier elects to plough on regardless of realities was brought home to me only this week. Sekforde still works hard in traditional graphic design, producing everything from brochures to leaflets and we also manage the final print using a number of tried and trusted suppliers. A critical publication was booked in for a fixed delivery date and with the client signing the final proof we were on track. However a few days later the printer calls to say they have taken on too much work and wouldn't be able to make the delivery date... was that OK?

My reaction could have taught Gordon Brown a lesson. Focussing on the customer need, any further argument seemed pointless so within an hour I'd found a new home for the job and this morning the van set off to make the delivery on schedule. The important thing for me was that the client was insulated from the nonsense, which is what we are paid for.

That the printer would put a match to a 15 year relationship was staggering. Even more so was that I bumped into one of the print company Directors last night who explained that a new sales initiative had swamped them with work, but that they'd all be back to normal in a couple of weeks. Oh jolly good, that's all right then. They take on some new 'big' customers and manage things so poorly that long standing customers are compromised.

Like any company I have to trust my suppliers and when that trust is lost the relationship is damaged. If from the outset that printer had made that hard decision and told me that they were too busy I'd have said fine and shuffled things around with no harm done. As it is, sorry doesn't really cut it.