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Scared about the future. they have been doing one thing really well and guess what the world has really changed and now they have to rethink their entire business. >> the world is changing so fast. >> so fast. >> when we think of our business and then we think of how our business works with technology, let's talk about consumer facing businesses for a second, how do you think about transforming your business to a digital experience? >> the first place is think about the users. if you can solve their problems easier than anyone else, your company will win. think of uber. you can raise your hand...

Partners to make sure you can continue to drive development and innovation ahead of the markets. we're also looking not just as next year, but five years out, ten years out. that's the only way we can really drive advancement around the technologies and the products we need for the future. we have had electronic products in our line over a decade. but this was our first year at ces is. we wanted to go on the main stage where the tech companies are playing. we see an inflection point in the future of our industry and really all industry around driving and merging technology into existing produc...

>> but in the end it's worth the hassle. chip says these small orders have meant big business for now and the future. >> instead of trying to reinvent who you are, figure out who you are and tell the world about it and we didn't change what we do. we just changed how we do it, changed our message and it was really fun. to future proof your business you have to be focused on technology even if you don't think of yourself as a tech company. a lot of people are scared thinking how am i going to survive in the future? you can do it, but you have to be aware. so we have aaron shapiro, the founder...

She can do search optization, reminders it's your six month check in. if my mom can do it, anyone can be successful. >> you have to think of yourself as a tech company, even if you think you're doing nothing with technology. >> that's right. like it or not, amazon and google are your biggest friends and enemies. you have to organize your business that way, it means thinking about everything through a digital first technology. if your internet is not front and center with your business you need to be successful. >> you need to be thinking do i come up first in the search engines. if someone sea...

Product. >> when you open a lovepop the first reaction is just this wow. how do you make that? how does this work? and then you start looking at all the little details and appreciate what we have put into that and in terms of the craftsmanship. >> since they launched in 2014, technology has been a cornerstone of lovepop's business. from the laser cutting machines they use, to the data they're collecting out in the field that the stores carrying the products, lovepop is shaking things one a totally new approach to the well established greeting card business. >> the greeting card business is a $...