To understand the "Smart Start" initiative, you have to understand the problem Xerox faced. For decades, "Xerox" was a verb. If you made a copy, you were Xeroxing. But by the 2010s, the world had gone digital. The painful irony for Xerox was that their researchers at PARC (Palo Alto Research Center) had invented the graphical user interface, the mouse, and Ethernet—technologies that fueled the PC revolution—yet Xerox had failed to capitalize on them. They remained tethered to the hulking, complex copy machine in the corner.