Seeing Orange

"That, to me, was easy growth," he says.

So he traded an unneeded collator for a used one-color Heidelberg KORD and went to work. Customers had already had their appetites whetted for color by the shop's Xerox DocuColor 40, so it didn't take long for Criswell to get color printing jobs.

"We just started doing some simpler things for the sales office," he says, such as flyers. The shop's reputation grew.