The word “redundancy” appears too much like the company is in trouble and “fired” makes it looks like the workers made a mistake, so Xerox’s PR department has settled on the word “reinvention.”

In announcing the cuts, Xerox said Wednesday that it is adopting a “new operating model “and “organisational structure” which should boost its core print business, while also forming a new business services unit.

CEO Steven Bandrowczak said in a statement that the shift will enhance the company's ability to efficiently bring products and services to market, labeling the “strategic pivot” at Xerox a "reinvention."

As of October 2023, Xerox had roughly 20,000 employees, according to the company's website.

The company also said it is shuffling its leadership team to drive the company's new approach. John Bruno, president and chief operating officer at Xerox, will lead the enterprise alignment of the company's print, digital services and tech services business. Louis Pastor, Xerox's chief transformation officer, will oversee the new global business services organisation.

Xerox is profitable, reporting net income of $77 million in its 2023 third quarter but it has failed to grow in recent years – probably because it has not had enough reinvention.