This month’s episode is less about print machines and more about people. Steve is joined by Keith, a long-time collaborator whose world blends signage installs with emotional mastery retreats (yes, really). Between talk of lemon drizzle cake, laser levels, and standing barefoot on burning coals, the two dig into the heart of business: understanding clients on an emotional level. From reading DiSC profiles in emails to spotting when someone just needs to say “no,” it’s a conversation that veers between funny, practical, and unexpectedly deep. Whether you’re running print projects, managing teams, or just curious about fire walking without singeing your toes, this one’s about the hidden power of empathy, trust, and doing things properly — even if it means hauling lasers to Edinburgh.