UnSquaring® was launched in the fall of 2012 by Chris Bondy of RIT’s School of Media Sciences,Wayne Peterson of the Black Canyon Consulting Group, and Dr. Joe Webb of Strategies for Management. In a conversation sparked by Professor Bondy, the three saw a need for graphic communications companies to build a new and sustainable competitive advantage.
The three began to collaborate to clarify the need, and then craft an approach to meeting the need completely. In March 2013, a private day-long “proof of concept” presentation was staged in Dulles,Virginia. A handful of industry leaders confirmed that the approach was both thorough and viable. In June 2013, a preliminary “UnSquaring the Wheel” workshop was delivered to a group of owners and executives in concert with the Association of Marketing Service Provider’s annual conference.
The feedback, from both industry leaders and business owners / executives, has confirmed that UnSquaring® is valuable, viable, and unlike any other resource or approach available. That led Bondy, Peterson, and Webb to create a not-for-profit, educational and information resource branded as UnSquaring®.
The UnSquaring® approach is designed to create a new and durable competitive advantage for graphic communications firms. The approach meets two criteria: it is both comprehensive and scalable. Comprehensive means that UnSquaring® engages the entire business. Scalable means that UnSquaring®, can be successfully applied by graphic communications companies of all sizes.
The UnSquaring® process begins with a unique self-assessment, with which a business owner or executive can evaluate her company on nine different dimensions. That assessment is the basis for redeveloping the business model for the entire firm.
School of Media Sciences