#321 - From Crash To Clarity: In conversation with Javier Quesada, Kento Digital Printing

A violent highway pileup changed how a CEO leads—and what he believes about safety, risk, and time. Marcus sits down with Javier Quesada of Kento Digital Printing to unpack how a near-fatal crash became a turning point for his leadership and why he now treats inaction as the most dangerous strategy of all. The conversation moves from personal recovery and gratitude to hard-nosed choices facing corrugated packaging: do you pause and wait out the cycle, or invest in capabilities that create speed, flexibility, and differentiation when the market tightens?

We explore why the corrugated industry’s current downturn is a cycle, not a cliff, and how long-term demand is buoyed by the shift from plastic to paper-based packaging. Javier makes a clear case for digital printing and digital converting as practical tools—shorter runs, rapid changeovers, data-driven workflows—that help plants specialise and stand out when competition is toughest. He shares how to de-risk adoption with small pilots, align teams around purpose, and turn fear into movement. Along the way, we touch on timeless wisdom from Baltasar Gracián: time is the only thing we truly own, so spend it building.

You’ll hear a grounded outlook toward 2026, a fresh take on resilience that avoids empty slogans, and concrete steps leaders can take now: map bottlenecks, integrate MIS with scheduling, tidy prepress, set clear quality gates, and invest in people. If you work in print, packaging, or manufacturing strategy, this story-driven chat will help you weigh caution against momentum and reframe uncertainty as a lever for progress.

Subscribe for more candid conversations on print technology, leadership, and the future of packaging, and share this episode with a colleague who needs a nudge toward action. Your review helps more people find the show—what’s one move you’ll make this week?

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Transcript

Welcome And Guest Setup

SPEAKER_00 0:01

Welcome to the Future Print Podcast, celebrating print technology and the people behind it.

SPEAKER_02 0:10

Welcome to the Future Print Podcast. Happy to have back with us today Javier Cosada, who is CEO of Kento Digital. Welcome back to the podcast, Javier.

SPEAKER_01 0:21

Thank you, Marcus. Thank you for having me.

The Kansas City Crash

SPEAKER_02 0:23

Brilliant. Great to have you back. And and part of the reasons we're actually talking today was um inspired by a LinkedIn post you put up last Monday, obviously the weekend of uh the the news in Iran and stuff. But you put out a post and I thought, wow, that's that's really inspiring, and wanted to talk to you about it, and I'll let you explain more. But quite a dramatic thing happened to you, didn't it? Um, I think four years before, that kind of helped you re-address how to think about many things, life in general, business, and so on. Um and I wanted to capture that with the podcast, and you were up for it. And I said, So, why don't you give us a little bit of feedback about the post and and and also the story that led up to you every year remembering what happened? So I won't spoil it by explaining it. So I'm gonna let you take the floor, Heavy, to talk a little bit about that dramatic incident and uh and what it given you actually, in a way. Um so over to you.

SPEAKER_01 1:31

Thank you, Marcus. So thank you for the opportunity to share uh my experience uh with uh with you and the audience. So, like four years ago, I was uh riding uh Uber uh in Kansas City, and we had a quite uh strong accident uh with my good friends Claudia and uh and Chris who were with me riding, and that was for me like a brutal reminder that safety is an illusion, you know, and um it taught me that in action doing nothing is the real thing. So um my my lesson learned is that uh we cannot lead out of fear of what might happen, but uh we should lead with the conviction that we can create something valuable for the market with the time uh we have left. No, uh so that was the main lesson after after this uh accident uh that that was really something serious for my. I want to thank uh to take advantage to thank uh my good friend John Kelly and my brother Carlos who helped me after the accident. That's a good opportunity just to thank them once again.

SPEAKER_02 2:59

Yeah, yeah, absolutely. And um, yeah, just to paint the picture, it was a multi-car crash, wasn't it? It made the news. Um, yeah, yeah, for people listening, he's got that have yeah, his background, it's got this multi-car pile up.

SPEAKER_01 3:12

I was in the news.

Lessons On Fear And Time

SPEAKER_02 3:13

Yeah, you were definitely in the news, and um, so it's quite significant, and your recovery from that must have taken some time as well, right? Because I think you got hurt in the incident as well, didn't you?

SPEAKER_01 3:24

Yeah, yeah, I was I was very lucky uh because my injuries were not very serious. Uh my friends Claudia and Chris uh were damaged uh more seriously, like especially Claudia. But uh we can say that we can we all of us recover uh okay after a few months after the accident, yes.

SPEAKER_02 3:47

And for people that don't know how he he always has a smile on his face. And I did check, I did check before that whether you he's always been like that, and he has always been like it's always very positive and optimistic and confident about things and and and so on. Nothing seems to be too much of a problem, and that's a mindset thing that obviously you've you've uh developed. So it's something you've always you've always had this resilient kind of thinking model or mindset. Is this something you've always been?

SPEAKER_01 4:15

Yeah, and I think with time, uh I I I can say that I'm getting more optimistic with time, and uh and uh it's easier to be optimistic when the sun is shining, but I I really think that um true leadership is about keep pushing even during the storm, okay. Whether it's a political shift or conflicts all around that we are living now, I think we should focus on resilience and trying to be strong and robust enough to bear the uh the world around us that we sometimes we cannot control, and that's something that um is happening now. We were discussing about that before. Um our industry, we aren't we aren't dealing with the corrugated industry. Uh it's in a downturn now. And um, but you know, boxes are designed to protect and to endure, and that's something that we have to keep in mind. So we have to protect our people, our teams, and uh and think about the future when you know with a positive mindset.

Recovery And Gratitude

SPEAKER_02 5:31

Yeah, and and uh you know I guess uh many people would think, okay, I'll retreat back in. So thinking about the world like you've mentioned there, the kind of geopolitics, the the difficulties of industry, and I guess what you also explained is that actually doing nothing at all isn't necessarily the safe way of of doing, and it it's a human response, so it's not a criticism, but actually that isn't safe either, is it?

SPEAKER_01 6:01

Absolutely, absolutely. Um, you know, uh I and I and I wrote about that in my post. Um our only possession is time, and that that's something that's the lesson that I learned from the there is a Spanish philosopher, Baltasar Gracián. It's uh it's from my region in Spain, in uh Aragón, in the north of Spain, and uh he he wrote the only thing that belongs to you is time, even if you have nothing, you have time. So I recommend to read the book. It's uh it's there's an English translation. It's uh the book is titled The Art of Worldly Wisdom. It's 400 years old, but it's very, very smart what he wrote. No, I think in a in a down market as we are now, skepticism is a kind of defense mechanism, but can also be a trap. Doing nothing and postponing investments, for example, is a decision. So it's uh you are making a decision. And um as an entrepreneur, uh my goal is not only selling a product, it's proposing better solutions to improve our customer processes, and this is especially important in difficult times when competition is tougher. So doing nothing, it's it's doing something.

Resilience In Uncertain Times

SPEAKER_02 7:27

Yeah, and doing nothing is still a strategy, isn't it? I mean, you know, I mean, like we have to have a strategy. You know, doing nothing is a strategy. I mean, it's not a growth-focused one, but it is a a strategy of sorts, and I guess with the with the shocks that the industry is having, and the we're all feeling with with with the unpredictability, it um doing nothing at all is still a decision, and that decision isn't necessarily the right one, I don't think. Um, like you've mentioned the corrugated market itself, which is obviously Kento Digital's focus, the corrugated market, um, it is in a difficult cycle. I guess it's had a uh it had a strong rebound, didn't it, after COVID and and uh very strong during COVID and so on. Um the adoption of digital printing, I guess, has faced its own shock. So how do you address the skepticism? You know, what what's your view that um where people are not doing anything? What you know is is is that is that the right thing to do? Is that the wrong thing to do? What how do you address the skepticism?

SPEAKER_01 8:31

So I think uh um crisis, um I think it's um a second chance. So when there is a crisis like that, it's been always like this. Uh the corrugated industry, as many other industries, have these cycles, we are now in the down of the of the cycle. And um but this um sense of safety uh of doing nothing, I think is a big risk. Um, because uh as I said before, competition is tougher, and uh you have to distinguish yourself or specialize. I think digital printing and digital converting in general is uh is an important opportunity for uh for the corrugated uh packaging manufacturers. Um you have to change, you have to uh adapt to the market, and that's something that uh should not be uh postponed. Uh fear should not stop us for from doing something, you know, and to act. And um and I think it's the best opportunity now to change and to adopt new technologies, now as what we are proposing in the in the in the market now.

SPEAKER_02 9:52

Yeah, so a change of thinking, change of strategy to realign and see where the problems are and how can technology help solve those problems. And it doesn't necessarily mean massive investment, but realignment and rethinking, isn't it? Absolutely. I love the point that time is our only real possession, and how we use it is our decision, and that that investment has to be thought about and and considered because there are still opportunities, aren't there? Um of course, what's happening right now in the world, many leaders in the packaged world will feel a sense of shock, perhaps due to the economic climate. You got any words of comfort for them that people might might be able to take from that?

Corrugated Market Downturn

SPEAKER_01 10:33

I think we are extremely lucky to be in a market like uh the corrugated industry. Um that is a growth market. So paper-based packaging is is continuing replacing other materials. And we are we that's that's a very positive in uh in our market. Corrugated packaging is still growing. Okay, so maybe now a little bit over capacity in worldwide, uh, but I think it's the right place to be. Uh we are extremely lucky and we should be uh thankful for that and to take advantage of that. It's it's there will always be ups and downs, always, but in the long term, we are in the right place, and that's that's something that we cannot forget. There will be more demand, there will be more plastic, plastic to be replaced, and then and that's something that we should appreciate. And don't don't don't stop doing things, no, to to improve the uh our capacity and uh the quality of our products.

Doing Nothing Is A Decision

SPEAKER_02 11:42

Yeah, and I think key words you said long-term there, and I think that's the chance to to to zoom out and look longer term. Exactly. Exactly. Because you know, the volatility of of financial markets are very short-term driven, aren't they? And and often temporary. We saw the the bump last year, the Trump bump last year, when when the in particular that really impacted the market, but it rebounded, it has rebounded over time, and and that's cool. But and so I guess from what I'm getting from you is to make short-term decisions that may make you feel good and safe, that affect your long-term, that actually slow your long-term progress over time. Um, because I think that's trying to segment a very good book I read called The Chimp Paradox, and it's a story, well, and it's grounded in neuroscience, it's a brilliant book. And the guy basically says, look, we have two brains. We have the chimp brain, and the chimp brain's very creative, uh, very emotionally driven. And often often when that chimp brain's in power, we make illogical decisions sometimes that are not thought through. And I guess when we're in this kind of cauldron of of unpredictability, unpredictability at the moment, is to let the chimp brain override our logical one. Because like you just said, the reality is paper-based products in packaging have a long-term successful future, and it's a fairly robust assertion that given the the need for shifting to it and also the amount of consumer input. Um, so that isn't going to go away. The short term is a chance to refocus, isn't it? To really your strategy for the long term um and empower your team and so on, with I think you said purpose before, that's really important as well, isn't it?

SPEAKER_01 13:36

Absolutely, absolutely. Despite the current difficult situation, um the the volume would be back. And it's I I I'm really I really believe that this this to 2026 is going to be the end of this downturn, and by the end of the year, we'll be recovering volume and and investment in the industry.

SPEAKER_02 13:59

Yeah, and it's not far away. Time moves quite quickly if you're not careful, doesn't it?

SPEAKER_01 14:03

Absolutely, yes.

SPEAKER_02 14:03

Um so so have it, sort of shock, shock of the crash and the recovery time and with your colleagues or friends that you're in and so on, it's um very stressful, I would have thought, an upsetting, distressing time, particularly being away from home as well, right?

SPEAKER_01 14:17

So yes, I will never forget the time flying back home two days after I was in pain.

SPEAKER_02 14:23

Yeah, I bet, I bet it wasn't a nice experience, though. So after after surviving such a personal ordeal, really, and and and and now also navigating and leading a global business, what what what might give you the best hope or the most hope?

SPEAKER_01 14:41

So I think the um the feeling of fear uh many times many times stop us from moving forward. Okay, and that's that's the one of the most important lessons we we have to keep pushing. Okay, and another thing, uh we've we already talked about this before, is gratitude. So I think we cannot forget how lucky we are. Okay, and that that's that those are the two lessons that uh that I learned. And then this applies to business decision and personal decisions as well.

SPEAKER_02 15:16

Yeah, and and and you're right. And it's I think it's with the world we live in, with all the social media and all the access to the information we have, we can at times be mistaken thinking this is the worst time to live. But the reality is our lifespan is longer, we have access to education, we have access to the internet to create value without time. And to and I'm far more empowered and uh to do so these days. And actually, the reality is we we have a a better quality of life perhaps than ever before. So there is a uh a mindset adjustment that needs to be to be made. And I suppose as well as anything else, this you know, we gratitude is a key thing, isn't it?

SPEAKER_01 16:00

Absolutely, absolutely. We cannot forget how lucky we are.

Why Go Digital Now

SPEAKER_02 16:04

Yeah, yeah, and I think that's that's key, isn't it? And it's reassuring to hear. And I'm delighted you joined the podcast and you survived your ordeal, and um, and you're prepared to sell, you're prepared to share that, and I think it demonstrates also the um the impact of resilient, being resilient, reshaping your mind, and and it has you've always been a positive guy, I know, but has it changed your thinking? The the ordeal? It did it, has it sharpened your thinking or improved your mental health in a way?

SPEAKER_01 16:39

I think it confirmed uh a feeling that I had before, and that that was that was the final confirmation that we we have to be positive and we have to be resilient and uh living the life without fear. That's that's that's that was a strong confirmation.

SPEAKER_02 16:59

A strong confirmation. So yeah, yeah, and um it's great that every year you've you remember it, and I appreciate you sharing your story and um thank you for joining us. And and uh Heve and Kenzo Digital will be a part of the future print packaging labels and directorshake conference in September in Valencia. Yes, um, again at the Valencia Marina venue, base one, which um Jave kindly introduced us to. It's a fantastic place, isn't it? Um I'm looking forward to your talk then. It's probably a bit early to ask you what you're gonna be talking about, but um, I'm sure it'll be a um fantastic opportunity to sh to learn some more from you. And um by then the market may have changed again. Who knows?

SPEAKER_01 17:38

Yeah, who knows? But we are we we keep uh innovating, we keep developing new technologies to adapt better to the market. So that's that's our our purpose, and that we will share in Valencia this uh with the audience.

SPEAKER_02 17:55

Yeah, yeah, brilliant. Well, listen, thanks for joining us, Save. Thank you very much, Marcus. Appreciate your um your honesty and openness and um uh and generosity on that front. So thanks very much.

SPEAKER_01 18:06

Thank you, Marcus.

SPEAKER_00 18:08

Thank you for listening. If you enjoyed this episode, you can subscribe now for more great audio content coming up. And visit futureprint.tech for the latest news, partner interviews, in depth industry research, and to catch up on content from future print events. We'll see you next time on the Future Print podcast.