Xerox, a name that became synonymous with innovation, was actually the first to invent the PC, showcasing a product that was truly revolutionary and well ahead of its time.

However, their journey of innovation stumbled on a crucial hurdle. Their management was under the impression that the transition to digital would be exorbitantly expensive and remained steadfast in the belief that the future of Xerox lay firmly rooted in copy machines.

This was a critical misstep. Xerox failed to grasp a fundamental tenet of the technology world: you cannot endlessly generate profits from a singular technology. At times, even technology itself falls behind the curve.

True innovation isn’t just about creating a product; it’s about understanding the trajectory of the market and being ready to disrupt it again and again. It’s about embracing the unpredictable, challenging the status quo, and daring to create something that might just change everything. That’s what we should strove to do and that’s the ethos that should guide all pioneers in the tech industry.

The story of Xerox serves as a reminder that standing still in the tech world is tantamount to moving backward. For a company to continue succeeding, it must consistently reimagine, reinvent, and disrupt its own success.