Don't "Xerox" Xerox

"I need a Xerox of this."

"Xerox this for me, will you?"

"We'll just Xerox off a copy."

It was a verb as ubiquitous as "google" in its day. To "Xerox" was to make a copy on a copier. That's how strong the brand was, akin to how "Google it" is used to describe a search on the web or "ask Siri" is for your smartphone. And when it was introduced in 1959, Xerox was considered as cutting-edge as the 2007 announcement of the iPhone.

"But just as Xerox made carbon paper obsolete," notes the New York Times, "the iPhone, Google Docs and the cloud made Xerox a company of the past." So earlier this month, after 115 years as an independent business, Xerox combined operations with Fujifilm Holdings of Japan, signaling the end of a company that was once an American icon.

Consider the verb past tense.

What happened?

"Xerox is a poster child for monopoly technology businesses that cannot make the transition to a new generation of technology," said David B. Yoffie, a professor at the Harvard Business School. Xerox isn't alone. It joins fellow tech companies like Kodak and BlackBerry that "lost the innovation footrace." Or, more to the point, Xerox fell into the "competency trap," where an organization "becomes so good at one thing, it can't learn to do anything new."

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