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Breakthrough Business Model for the Printing Industry; 'Unsquaring the Wheel' Introduced by Webb, Bondy, Peterson




“UnSquaring The Wheel” is a new strategic management process that will debut at Graph Expo 15. It has been developed by Dr. Joe Webb, Wayne Peterson (Black Canyon Consulting Group), and Professor Chris Bondy of RIT. The consultants began work on the project in 2012, and their proof-of-concept and beta programs have been enthusiastically received ever since. At Graph Expo, a comprehensive new business model that stresses the strategic integration of all functions, will be introduced at a two-day interactive workshop ( It is conducted in two parts starting Tuesday afternoon, (September 15th) and concluding Wednesday morning, (September 16th). To register for the event, go to There are discounted registrations for PIA members (use code PIA50) and Epicomm members (code EPIC50).

To learn more, go to where Dr. Webb and Wayne Peterson discuss the workshop.

All Print Executives Welcome

“UnSquaring” is designed for printing businesses of all sizes, from small to large and all in between. The trio's work includes a special company assessment tool that evaluates businesses and their performance in nine specific areas. The assessment is additionally chronicled and explained in the group’s new book, “UnSquaring the Wheel”, which will only be available at the workshop until after the show.

At the end of the workshop, attendees will be asked to complete their individual and confidential company assessment. The results of the assessment will be privately communicated to each attendees after Graph Expo 15, with a debriefing for each participating company in a private phone conference with an UnSquaring founder.

“This is the biggest value of the program,” says Peterson. Bondy continues, “Companies will understand how well their functions are integrated and how to prioritize their next strategic and operational steps. The assessment tool and process make that process clear to communicate and much easier to do.”


Attending companies are encouraged to include their leadership teams; there is a discounted rate for multiple participants of the same company. Registration is available at the Graph Expo 15 site using the link More details of the workshop schedule can be found at

UnSquaring the Wheel: The Book

Bondy, Peterson and Webb have written a companion book to the interactive workshop, which will be published by RIT Press and is available for the first time at Graph Expo. Workshop participants will be the first to receive “UnSquaring the Wheel: Comprehensive & Scalable Transformation.” The book is included in the workshop registration fee.

About The Founding Principals of UnSquaring the Wheel

Chris Bondy is the Gannett Distinguished Professor of the School of Media Sciences at Rochester Institute of Technology. His three decades of industry experience, includes extensive experience in strategy, business development, product planning, process engineering and marketing communications. Chris received a Masters of Engineering and Science in New Product Development from RIT, and has published books and a variety of articles related to the graphic communications value chain.

Wayne Peterson is the Principal of the Black Canyon Consulting Group Inc. Wayne’s 40-year career in Graphic Communications has included CEO assignments four times, as well as C-Level roles in marketing and business development. He founded Black Canyon Consulting Group in 2008, and advises clients about brand creation and strategy, business development, and customer experience. Clients include printing and graphic communication companies, publishers, associations, and technology development firms. According to Epicomm, “No one understands strategy, effective selling, and customer retention better than Wayne.”


Dr. Joe Webb is a 37-year veteran of the graphic arts, and one of the industry's best-known consultants and forecasters. His book, “Disrupting the Future: Uncommon Wisdom for Navigating Print's Challenging Marketplace,” has been described as “the manifesto for a new generation of printers.” He is a Ph.D. graduate of the NYU Center for Graphic Communications Management and Technology, holds an MBA from Iona College, and was a magna cum laude graduate in business from Manhattan College. In 1994, he founded the influential TrendWatch information service, sold to multinational publisher Reed Elsevier in 2000.



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