I never understood print company sites that wouldn't "name names." This industry is made up of tens of thousands of (primarily) small businesses, each one run by real people.

I want to know who's in charge.

When I don't see the company's management team listed, I always think, "What are they hiding?"

Old fashioned? Maybe. Maybe not.

Customers (print or otherwise) like doing business with owners. Knowing that the person in charge is overseeing our account makes us feel, well, special.

I'm not saying that CEOs oversee or even know about individual customers. But it is really easy to acknowledge customers, especially your best ones.

If you're the Big Cheese, here are a few easy ways you can keep in touch:

• Make a "thanks for the business" call.

• Send a Thank You card or letter (much better than an email).

• Introduce yourself during a plant tour, Open House, or press OK.

• Start a Blog. Don't use it to promote; use it to add value to your customer relationships. Share nuggets of knowledge.

• Be present on your web site. Show your face. State your philosophy. Be real, not just a corporate talking head.

• Write a short column in your customer newsletter. Write about plans for staying the course in this rough economy.

Let customers know that you value their business. They'll be less likely to stray. Besides, it's nice seeing the big shots, isn't it? Take Mr. Cavanaugh, principal of my son's grade school. Several afternoons a week, I see him on his daily power walk. I honk and wave - and he always waves back. I like that.

So, come out of your office and "wave" to your customers. Show 'em who's boss.