I get tired of generalizations about our industry. The reality is, we still make all the grades of paper we have ever made. Another reality is, of course, that some grades are in decline.

This is not new.

The challenge is to be the last mill standing in a given grade. That is done by being the best mill standing in a given grade, which means economy, quality, safety -- you get the idea.

It is like the old story about outrunning a bear. I don't have to outrun the bear-- I just have to outrun you.

Jim Thompson is CEO of Paperitalo Publications.