Getting the Future Wrong: Xerox’s Hardware Solution to Software Problems

In 1965, Xerox made a 14-minute-long video ad for the Xerox 2400 photocopier, and I’ve been tickled by it ever since I first saw it years ago. Not only does the ad, titled “What’s the Difference?” illustrate how many steps the Xerox 2400 can eliminate from the process of short-run duplication,

The Xerox 2400 reduces the steps in the short-run duplication process from seven to two.

it also notes that since xerography is a dry process, as the name suggests, it keeps printers’ and office workers’ hands clean.

No more stained fingers, no more smudged documents.

Even better, with just a handful of simple techniques,

Just use overlays to add, delete, and substitute.

the Xerox 2400 not only duplicates documents but also facilitates the creation of new ones. The video devotes a good three minutes to demonstrating how this will revolutionize the sales order and invoicing system, the purchase order system, and production order system.

The ad closes by noting that the Xerox 2400 is so easy to use that not just women, but even children can do it.

In her book, Marriage, a History: From Obedience to Intimacy, or How Love Conquered Marriage, Stephanie Coontz conveys the contemporary appeal of such advertisements, which seem so strange to us today. Continue reading “Getting the Future Wrong: Xerox’s Hardware Solution to Software Problems”

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