Xerox is a company that people who want to sound smart or to sound visionary should be familiar with. In the 1960s, Xerox was a company that seemed to own the future, in a position similar to the position Apple or Nvidia are in today. The Xerox name was synonymous with photocopying. In the days before digital document retrieval, every office had at least one photocopy machine. Xerox was in the enviable position of its trademark being a verb. If I said I was xeroxing, people knew exactly what I was doing. But Xerox famously invented the GUI and got very little for its invention.
How Xerox invented the GUI and lost it










