Navigating Change, Embracing Growth: Lessons from UID 2025

A Perspective from Mark Swets, CAE, Executive Director, NPTA

The paper distribution industry isn’t just about sheets and rolls—it’s about staying ahead, adapting, and leading in a world that won’t sit still. That’s why I make it a priority to attend the University of Innovative Distribution (UID) every year, and UID 2025 was no exception.

This event, packed with nearly 30 expert-led sessions, brings together the best minds in wholesale distribution, tackling everything from leadership development and sales strategy to economic trends shaping our industry. And let’s be honest—given today’s challenges, from inflation pressures and supply chain volatility to shifting workforce expectations, staying ahead isn’t optional. It’s essential.

Here are my biggest takeaways from this year’s UID and how they relate to the world we’re operating in today:

Pictured above is Mark Swets, CAE, with NPTA member William Martinez (American Paper Corp.) at the Opening Reception of UID 2025.

1. “Yet” Is a Game-Changer in an Uncertain Economy

I’ll admit it—this one caught me off guard. One of the speakers emphasized the power of the word “yet.” As in:

• "I don’t know how to navigate shifting trade policies... yet."
• "We haven’t figured out the best response to the EU’s deforestation regulations... yet."

A simple word, but one that shifts challenges into opportunities—a mindset we need more than ever in this industry. With tariffs, sustainability policies, and consumer demand all evolving at breakneck speed, we don’t have the luxury of standing still. Instead, we adapt, learn, and move forward.

Pictured above is Mark’s “Guilt Balloon” from Amy Waninger’s session, “Moving From Panic to Purpose: Staying Productive When Everything Changes”

2. Expertise Isn’t What You Know—It’s How You Learn

The best leaders aren’t the ones who “know it all.” They’re the ones constantly learning the next thing.

Take AI, for example. It’s disrupting every sector—including paper and packaging. Some are resisting it, but the smartest companies? They’re figuring out how to use AI for better forecasting, streamlined logistics, and more efficient inventory management. UID reinforced that expertise isn’t about what’s in your head—it’s about how quickly you can add to it.

3. Nobody Gets Paid to Be Mediocre

Harsh? Maybe. True? Absolutely.

One of the most memorable quotes from UID was this:

“Everybody gets paid to do a great job. Nobody gets paid to be mediocre.”

In an era where buyers are scrutinizing every purchase, digital transformation is reshaping distribution, and the global economy remains unpredictable, excellence is the expectation. Whether it’s customer service, product knowledge, or supply chain efficiency, there’s no room for complacency. Our industry thrives when we deliver value, innovate, and operate at our highest level.

The photo above was taken during the Opening Keynote, featuring retired Navy SEAL Chad Williams.

Why This Matters for NPTA Members

UID isn’t just another conference—it’s a direct investment in the future of the paper trade industry. The challenges we face today—from EU regulatory changes to digital disruption and workforce shifts—aren’t slowing down. If anything, they’re accelerating.

For NPTA members, UID provides the insights, tools, and connections to navigate these shifts successfully. And if you missed it this year? Mark your calendars now: March 16–19, 2026. Registration opens around November 1.

Until then, let’s embrace change, keep learning, and remember: we may not have all the answers... yet.