This chapter narrates the story of Xerox, from its humble beginnings as Haloid, a photographic paper company overshadowed by Eastman Kodak in Rochester, New York, to its explosive success in the 1960s fueled by the invention of xerography. It details the struggles and triumphs involved in bringing Chester Carlson's revolutionary copying process to the market, highlighting the key figures who propelled the company forward.
The narrative begins with the A.B. Dick Company's early mimeograph machine, illustrating the initial resistance to office duplication and the gradual acceptance driven by practical necessity. It then pivots to Haloid's quest for new products after World War II, leading to their investment in Carlson's electrophotography, a process involving electrostatic charges, powder development, and heat fixing. The chapter emphasizes Carlson's initial difficulty in finding interest in his invention, showcasing the reluctance of established companies to embrace such a radical concept.
The story highlights the crucial roles of Joseph C. Wilson, the younger, who championed the Carlson process within Haloid, and Saul Linowitz, the bright young lawyer who became Wilson's right-hand man. Their commitment, coupled with the technical expertise at the Battelle Memorial Institute and Haloid's research teams, eventually overcame significant technical hurdles, notably the discovery of selenium's unique properties for creating the photoconductive surface. The invention of xerography was a combination of scientific ingenuity, Yankee tinkering, and a healthy dose of luck, creating the dry-riding process.
The development process was financially risky, with Haloid investing heavily and even issuing stock to stay afloat. But in 1960, the introduction of the Xerox 914, the first automatic zerographic office copier, revolutionized the business world. Sales skyrocketed, transforming Xerox from a relatively unknown company into a Wall Street darling, creating a legion of millionaires in the process. The 914 had unique quirks and tendencies, and this led to a close relationship between women and their machines.
The chapter also delves into the social implications of widespread copying. It notes the emerging "xerography mania," the temptation to over-copy, and the potential for copyright infringement. The author explores the concerns of authors and publishers about the devaluation of original works and the ease with which published materials could be reproduced without permission, citing Marshall McLuhan's prediction of a "total revolution" in the world of typography.
Despite the potential downsides, the chapter presents Xerox as a company with a strong sense of social responsibility, contrasting it with the profit-driven ethos of many 19th-century corporations. It highlights Xerox's philanthropic efforts, its support for the United Nations, and its commitment to diversity in hiring practices, even in the face of potential backlash.
The chapter describes the growing competition in the copier market and the challenges Xerox faced in maintaining its dominance. The story ends with the author's visit to Rochester, where he encounters executives, scientists, and engineers, gathering their perspectives on the company's success and its future. The author also sought community feedback with the University of Rochester and local businessmen in Rochester to get their opinions on the success and future of Xerox. Through these interviews, the author paints a picture of a company grappling with rapid growth, maintaining its core values, and navigating the complex social and ethical implications of its groundbreaking technology.