In this episode of “Unvarnished,” Ferry Lammerts, founder and owner of Peter Print in the Netherlands, reflects on leadership, innovation and the power of staying curious. He believes growth follows curiosity, connection and courage.

Those traits have shaped Peter Print’s digital-first, customer-driven model. Peter Print’s site lets creatives specify custom sizes, stocks and finishes. A curated paper sample book showcases designs from actual customers, and the team shares standout work in a public “Masterpieces” gallery. Rather than relying on a field sales force, the company leans on brand, online marketing and stellar service.

In the conversation, Ferry explains how obsessing over the designer experience became a competitive advantage, why Peter Print expanded into Germany and how his team approaches the fast-paced world of online self-service in the print industry.