What happens when the technology you've built your business on suddenly becomes obsolete?

Rebuilding a Business After Its Core Technology Becomes Obsolete: Lessons in adaptability from years of reinvention after the collapse of Flash.

When Flash collapsed, a major part of Max's business was suddenly under threat. With major clients depending on them, he and his team faced years of painful reinvention. Rather than protecting what they had built, they had to rethink it from the ground up. His experience creates a compelling conversation about business resilience, technological disruption, adaptability and why sometimes the only way forward is to rebuild.

About Max Dunn

Max Dunn, podcast guest

Entrepreneur, Technologist & 26-Year Veteran of the Creative Technology Revolution

Since 2000 Co-founded and leads Silicon PublishingBertelsmann Former Director of Software DevelopmentAdobe First client on day one, in 2000InDesign User Group speaker on automation and AI

Max Dunn is the founder and CEO of Silicon Publishing, a technology company that has spent 26 years transforming the way businesses create, automate and deliver millions of personalized documents and graphics at scale.

A lifelong technologist and entirely self-taught entrepreneur, Max has built his career at the intersection of business, technology, creativity and constant reinvention. He has lived through some of the biggest technological shifts of the past four decades, from database publishing and the early web to desktop publishing, web-to-print, cloud technologies and today’s AI revolution.

Max’s story began inside a small database-publishing division of the Bertelsmann empire, where he worked on some of the world’s largest data-driven publishing operations. As the World Wide Web emerged, he recognized its potential early and helped create some of the earliest large-scale dynamic web publishing applications.

In 2000, Max and his co-founder left that world behind and built Silicon Publishing from scratch-with no funding, no marketing department and, as Max puts it, very little traditional business experience. Their first day brought both a $15,000 project and a relationship with Adobe that would ultimately span more than two decades.

That relationship became pivotal.

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