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“UnSquaring the Wheel is the operating manual for the printing firm of the future. It is filled with new thinking for an old industry trying figure out what it wants to be when it grows up. There will be print as we move into the future and it will be produced by firms that transform them- selves. This book will tell them how to do it.”

Frank Romano, Professor Emeritus, Rochester Institute of Technology


“Commercial printers looking for a real world tool that will assist them to evaluate their business and provide them with a clear path forward would be well served to check out this new offering from Dr. Joe Webb and his collaborators Wayne Peterson and Prof. Chris Bondy. UnSquaring The Wheel takes you beyond theories and philosophical concepts. It provides an evaluation of your business and then establishes a path for improvement and success for the future. Any company that wishes to be a successful marketer of a broader range of client services should be checking this out.”

John Berthelsen, Chairman Suttle-Straus, Inc.


“WOW! As Graphic Communications executives struggle with challenges associated with transforming their businesses, this brilliant collaborative project by industry experts Dr. Joe Webb, Wayne Peterson and Prof. Chris Bondy – Unsquaring the Wheel – integrates significant fundamentals that focus on the Customer, the Platform and the Resources. Engage your multi-generational teammates to explore a new business model, work with their unique UnSquaring assessment and dig into your business to build your future.”

Jerry Scher, Founder and Harrison Assessment™ Managing Partner, Peak Focus, LLC


“Unsquaring the Wheel weaves high level and complex concepts into the granular level of day-to-day business reality. The authors eloquently cover each topic from the ground up to 36,000 feet and then take you back down again. Let the reader beware: there are no gimmicks or 12 easy steps to get from A to L. If the reader approaches this book looking for an instruction guide you will miss the point. You won’t find a program here. Unsquaring The Wheel is a blueprint for a methodology of thought processes, and the more you read the more the thought process becomes a natural part of the actions – and real change – required to successfully survive in this convoluted world. It is not for the faint of heart; it is for those who want to be honest of heart and face the hard realities of ourselves and our business models in this industry, and not cling to the perceptions and “best practices” we have spawned over the years so we could ignore those realities. The case studies are painfully honest. I have been on all sides of this industry from web publication print, to graphic arts supply, technology and equipment distribution, to commercial sheetfed, to paper. There is no topic not covered, and Wayne and company outline them in cogent detail. This is a book I will read many times and wish I had to read many times over the years. The writing style is engaging and provoking and in some places so brutally honest you have to laugh or you’ll cry. What is spoken here is by no means limited to the graphic arts world either. Take courage though: if you can think what you read there is great hope ahead!”

Joe Fanelli, CEO, New Leaf Paper, a Public Benefit Corporation


“Whether you are a big or small printer, the new book UnSquaring The Wheel written by three industry titans, Wayne Peterson, Dr. Joe Webb and Prof. Chris Bondy of RIT will take you on a proven journey to transform your commodity business into a meaningful and profitable enterprise. It is by far the best book ever written for the industry, and takes you step-by-step through the process of reinventing your business for the future.”

Jim Schultz, Chairman, President & CEO, Great Lakes Integrated


“Business transformation is really hard work. UnSquaring The Wheel offers a roadmap for business leaders to begin with market-back thinking (what to do) and proceed to implementation and execution (how to do) in the transformation process.”

Tom Saggiomo, President & CEO, DG3 Group


“Our industry is filled with well-intentioned owners too “busy” to build value in their business so their iceberg slowly melts away and they are left with little revenue and useless equipment. Please invest the time in UnSquaring the Wheel. You are certain to learn: (1) you are not alone, (2) there is a way to build a vibrant business with lasting value and great enrichment, and (3) your brand is much more than a name, it is the embodiment of your purpose and your relevance to customers and prospects. As business owners we want to move to that coveted “upper right quadrant” with coveted and “sticky” clients, deep relationships and great value added services. UnSquaring gets you there.”

Kevin K. Cushing, President-Allegra Network-Alliance Franchise Brands (Former CEO/Franchisee AlphaGraphics Inc., Soderstrom/WTT CEO of the Year 2011)


“UnSquaring the Wheel offers a blueprint for redesigning the traditional printing company business model — a task that confronts the entire industry.”

John Snyder, President HBP, Inc.


“Nicely done! Those leaders who constantly look at the three UnSquaring the Wheel disciplines and determine how to improve each will gain share from those who just watch the job schedules, managing from month to month.”

Terry A. Tevis, Chairman, Coloredge


“Our industry is not going away. Our industry leaders are looking for direction on how to reinvent themselves and succeed in a different media industry environment. UnSquaring The Wheel is a great resource for transforming graphic communications companies. The authors share great insights beyond purchasing off-the-shelf technology and provide advice on how to transform and differentiate their product and service offering.”

Paul V. Reilly, Partner, New Direction Partners


“For years, many companies focusing on printing, graphic arts, graphic communication, and related areas have been floundering with many disappearing, downsizing, or consolidating. The book UnSquaring The Wheel and its philosophical undergirding presents methods that can really work with its “hands-on” approach. It addresses a prevailing illusion that has lead to the demise of many printing companies: “Print is great! Everyone needs print! Print is not going away!” Well, this is not true. This is “the preacher preaching to the choir” or the rabbi preaching to the minion. What the printing industry and related industries need is the truth, and then solutions to their existing problems such as changing customer desires and needs, changing preferred ways of communicating between and among businesses and individuals, introducing new entries into the communication markets and competition therein. UnSquaring The Wheel is an earnest attempt to provide the printing industry with options for survival and growth today and in the future. It presents scenarios that all industry company leadership should take seriously.”

Harvey R. Levenson, Ph.D., Professor Emeritus, Graphic Communication Department, Cal Poly State University, San Luis Obispo, California