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Consumers in the digital age have come to expect a high level of customizability\\u2014we want products that are unique to us and hold meaning. Businesses also wish to create tailored experiences that resonate with their customers.

This was a dynamic Brian Rainey came to realize. \\u201cConsumer expectations continue to shift, really desiring personalized items while at the same time, retailers and brands need to be more innovative,\\u201d he says. \\u201cThey need to connect on a more personal level.\\u201d But flexible manufacturing processes are key\\u2014no longer can companies fill warehouses with items that might never sell.

It was understanding the synergy of these dynamics that inspired Brian to start his company, Gooten, which helps businesses manage on-demand print services that are scalable, efficient, and affordable.

On this edition of UpTech Report, Brian discusses how the idea for Gooten first evolved from a front-end to back-end service, and he walks us through the complexities of managing a global network of on-demand suppliers.