THE BARCODE

How a Team Created One of the World's Most Ubiquitous Technologies

by Paul V. McEnroe

A memoir from the cowboy who helped create the barcode.

image of the cover of The Barcode

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SNEAK PEEK

Signposts of the Modern Economy

This excerpt is from The Barcode: How a Team Created One of the World's Most Ubiquitous Technologies by Paul V. McEnroe. Available from Silicon Valley Press in Fall 2023.

Ten billion or more times each day, electronic scanners “read” data encoded in black-and-white codes—barcodes—printed on or affixed to physical goods. These scans are so common, these barcodes so ubiquitous, that we scarcely notice them. They permeate every corner of our lives. They can be found on Mars rovers and ocean bottoms, in operating rooms and particle accelerators, on weaponry and church vestments, on children’s toys and giant earthmoving equipment. You are likely wearing some at this very moment. Ours is an age of inventions—integrated circuits, personal computers, smartphones, social networks—that sweep the planet seemingly overnight, reaching almost unimaginable numbers of users. The barcode is one such invention that has become one of the most-commonly used products and services in human history.

Still, despite its success and ubiquity, or perhaps because of it, the barcode is rarely noticed, much less celebrated. From Los Angeles to Lusaka to Lima, humans encounter hundreds of barcodes each day. And yet, few of us know where they came from. They were just . . . there one day, starting in the early 1970s, at the supermarket or department store or the warehouse where we worked. The price stickers shoppers had always known disappeared, replaced by zebra-striped codes. The clerk at the checkout stand was no longer reading price tags and typing those numbers into a big, noisy cash register. That clerk now stood at a computer terminal at the end of the moving track where we placed our milk and eggs and cereal, scanning each item over a glass window and twinkling with a small laser light. Suddenly the checkout lines at the grocery store seemed to move much faster.

At the back of the store, in the loading docks and warehouses, workers no longer manually recorded items on inventory lists. Instead they were armed with wands they merely waved over items. And like magic, data was automatically entered into an unseen computer, and inventory automatically replenished. Perhaps not surprisingly, this dramatic new technology also raised fears and doubts. Where did these barcodes, these wands, come from? How did they work? And what would be their impact? Would this new technology take away jobs? And what about lasers? Would that bright light behind the glass blind checkout workers? Was the government planning to tattoo people with individual barcodes to track and control them? No one knew the long-term economic or personal effects.

Decades later, those reactions seem laughable. Indeed, within a couple years of the barcode’s introduction, most people assimilated the technology into their daily lives to the point that they noticed it only on the rare occasions when it failed to work: when the checkout clerk had to call a stock clerk to do a price check, an act that once characterized shopping. Barcodes had another, more subtle impact, one we can see only in retrospect. They made it possible to order, track, and process the sale of goods at an unprecedented pace and accuracy—paving the way for the giant supermarkets and big-box stores. The average supermarket these days has as many as 60,000 different products. Retailers like Amazon offer exponentially more. It is impossible to imagine Amazon, with its vast warehouses, its overnight delivery of everything from books to refrigerators, being able to operate without barcodes on every one of its items, envelopes, and boxes.

The barcode is so pervasive, its use so common, that it’s difficult to measure. Ten billion scans a day is merely a rough (and likely conservative) estimate, up from only a few years ago at six billion. Even that staggering growth curve is likely shallow as second-generation, two-dimensional “QR” codes (those black-and-white squares on everything from magazine ads to real-estate signs, designed to carry far more information than their original two-dimensional predecessors) are increasingly adopted. As we point our smartphones at our TV screens to download the latest fashion or music, there’s little doubt that barcode technology is on the verge of an even more awesome growth spurt.

I had the honor of managing the team at IBM that created and standardized a practical, usable barcode technology. We overcame endless technical and cultural obstacles to turn this dream into a real, workable and, most importantly, practical family of products. In the process, we changed the world. And in the end, that is the true test of any new invention.

ABOUT THE BOOK

Ten billion or more times each day, electronic scanners read data encoded in black-and-white codes—barcodes—printed on or affixed to physical goods. The Barcode is the memoir from the team who helped create the barcode.

The Barcode is a celebration of the digital age and the entrepreneurial spirit … and of the men and women who had the vision, the courage and the fortitude to take an ‘impossible’ idea and make it real.  The Barcode tells the real story of the team at IBM that developed the technology we use today, why it was selected in layman’s terms, and in the appendix, why it is superior for the technical community. In its contribution to both global economic prosperity and the quality of daily life few … technologies … equal the barcode. But who knows the history of the barcode? No one is better suited to tell the story than Paul McEnroe. In so many ways, the story of the barcode is his story.

Barcode scans are so common, so ubiquitous, that we scarcely notice them. They permeate every corner of our lives. They can be found on Mars rovers and ocean bottoms … on children’s toys and giant earthmoving equipment. You are likely wearing some at this very moment without really knowing how they happened or who created them. A truly successful technology becomes invisible. And then, even if you encounter it dozens of times each day, as you do with barcodes, it becomes forgotten.”

–From the Foreword by Michael S. Malone

Praise for The Barcode

The Barcode is a celebration of the digital age and the entrepreneurial spirit … and of the men and women who had the vision, the courage and the fortitude to take an ‘impossible’ idea and make it real. No one is better suited to tell this story than Paul McEnroe. In so many ways, the story of the barcode is his story.” –Michael S. Malone, from the Foreword 

“This fascinating book tells the story behind one of the most impactful digital technologies that preceded the PC last century. The barcode and barcode readers changed the way information is expressed, and this book shows us how that was made possible. An essential read for anyone interested in technology and its history.” –Mung Chiang, PhD, President of Purdue University

The Barcode is a terrific retelling of the development of a technology that is hidden in plain sight, yet whose impact is immeasurable. This first-hand account of navigating unlikely events, overcoming obstacles, and pursuing dreams will resonate with inventive minds everywhere.” –Henry Yang, PhD, Chancellor of the University of California at Santa Barbara

“Paul McEnroe and his team at IBM created a remarkable technology that revolutionized the retail economy. I truly enjoyed reading this first-hand account of the development of this extraordinarily disruptive technology, and I recommend it to all with enthusiasm.” –Alan J. Heeger, PhD, Innovator, Entrepreneur, and Nobel Laureate

The Barcode is about leadership and vision, overcoming the worst tragedies that life can throw at a person and getting up after you have been knocked down. It gives readers a front row seat to the inner workings of IBM in the 70s and 80s and shares lessons about uniting diverse development organizations behind a common vision. This book is a must read for anyone who aspires to be a technical leader." –Bob Miller, CEO of DisasterIQ; Former Lab Director at IBM, CPO of Data General, and CEO of MIPS

“Paul McEnroe weaves high human emotion and compelling endeavor through the story of his life and his key role in the creation of a technology that supports the daily function of modern society.” –Jeff Armstrong, PhD, President of Cal Poly State University San Luis Obispo

"Paul McEnroe's tale of the team who developed the barcode is a story of imagination, tenacity, wizardry, and grit. The Barcode is an astonishing and inspiring story of how this ubiquitous technology revolution all started and it is truly worth reading." –David Gross, PhD, Kavli Institute for Theoretical Physics Former Director, Nobel Laureate (2004 Physics) 

table of contents

Chapter 1: Signposts of the Modern Economy

Chapter 2: An Untimely Proposition

Chapter 3: An Unlikely Beginning

Chapter 4: Big Blue

Chapter 5: Assembling the Team

Chapter 6: The Retail Market

Chapter 7: All in the Timing

Chapter 8: Putting it all Together

Chapter 9: In the Chips

Chapter 10: A Light Reflection

Chapter 11: Completions and Installations

Chapter 12: Recognition and Departure

Chapter 13: Endings and Beginnings

Appendix

About the Author

Book Specs

Publication Date: September 2023

Technology / Engineering / History

Trim: 8.5 x 5.5"

Page Count: 200

Hardcover: $24.99 USD (979-8-9858428-4-5)

Paperback: $18.99 USD (979-8-9858428-5-2)

eBook: $9.99 USD (979-8-9858428-6-9)

ABOUT THE AUTHOR

Paul V. McEnroe

Award-winning engineer Paul V. McEnroe developed state-of-the-art products the world depends upon today. During his distinguished career, Mr. McEnroe was known for visionary engineering and for sound business management. In 23 years with IBM, Mr. McEnroe delivered innovations that became industry standards. He is perhaps most widely recognized as the developer of the Universal Product Code (UPC), commonly known as the barcode. He created the first commercial application of laser technology, the barcode scanner, and the magnetic code for Stock Keeping Unit (SKU) marking. Today, Mr. McEnroe enjoys ranching in the Santa Ynez Valley with his wife Tina.

 

Paul is available for interview, commentary, and select byline opportunities. Please contact Olivia McCoy, Smith Publicity at olivia.mccoy@smithpublicity.com.

Paul V McEnroe on a horse

PRESS

SANTA MARIA TIMES

FROM BYTES TO BITS: BUELLTON TECHIE TURNED RANCHER NAMED 'VAQUERO OF THE YEAR'

(Nov 12, 2022) Growing up in Dayton, Ohio, Paul McEnroe enjoyed the agrarian lifestyle of the Midwest, and especially treasured the stories of the West his father told. There was something about horses, particularly, that intrigued him, but he knew that school and education were most important and the key to his future.

PURDUE UNIVERSITY

PURDUE UNIVERSITY UNIVERSITY COLLEGE OF ENGINEERING 2018

Distinguished Engineering Alumni/Alumnae Awards | For foresight and drive that contributed to the pioneering development of the barcode, used as the international standard for product identification. In 1959 and 1960, as he was working toward a Purdue master’s degree in electrical engineering while at The Boeing Company as an associate engineer, Paul McEnroe discovered that what he was learning could enable him to make a difference.

KCLU | CALIFORNIA COAST NEWS

HOW THE BAR CODE WAS INVENTED BY A MAN WHO IS A RESIDENT OF THE SANTA YNEZ VALLEY

(March 6, 2023) It’s changed the way that business is done around the world. The familiar beeping sound of bar codes being read at the grocery store check-out is a part of life we take for granted. But, without one Central Coast resident, the way that we buy our groceries, and so much more, could be very different.

THE CALIFORNIA STATE UNIVERSITY

HONORARY DEGREES | PAUL V. MCENROE

(San Luis Obispo) Award-winning engineer Paul V. McEnroe developed state-of-the-art products the world depends upon today. During his distinguished career, Mr. McEnroe was known for visionary engineering and for sound business management. In 23 years with IBM, Mr. McEnroe delivered innovations that became industry standards.  He is perhaps most widely recognized as the developer of the Universal Product Code (UPC), commonly known as the barcode.  He created the first commercial application of laser technology, the barcode scanner, and the magnetic code for Stock Keeping Unit (SKU) marking.

THE LAND TRUST FOR SANTA BARBARA COUNTY

LIVING HISTORY AT LA PURISIMA RANCH WITH PAUL & TINA MCENROE

(July 14, 2016) Tina and Paul McEnroe worked closely with the Land Trust in the early 2000s to complete an agricultural easement for their 1,007-acre Rancho La Purisma, located in the Purisima Hills north of Buellton. Both Paul and Tina had direct experience with land conservation and knew the importance of conserving this special place.

SANTA YNEZ VALLEY NEWS

UCSB CENTER NAMED FOR VALLEY COUPLE

(November 3, 2011) A research-based clinic to serve first-, second-, and third-grade students who have reading and language difficulties has opened at UCSB thanks to a gift from a Santa Ynez Valley couple. An opening ceremony for the new Tina Hansen McEnroe & Paul V. McEnroe Reading & Language Arts Clinic at UCSB's Gevirtz Graduate School of Education was held Oct. 13.

PURDUE NEWS

PURDUE HONORS 7 ELECTRICAL ENGINEERING ALUMNI

(November 16, 2001) WEST LAFAYETTE, Ind. – Seven Purdue University alumni were honored Thursday (11/15) at the School of Electrical and Computer Engineering's 10th annual Outstanding Electrical Engineer Awards ceremony. "Out of approximately 20,000 electrical and computer engineering alumni, only 127 have received the Outstanding Electrical Engineer Award," said W. Kent Fuchs, head of the School of Electrical and Computer Engineering. "These individuals have broken technological barriers with their inventions and written the textbooks used by today's engineering students. They have served their profession and their communities and had an impact on lives of people around the globe.

NOOZHAWK | THE FRESHEST NEWS IN SANTA BARBARA COUNTY

SYV HISTORICAL MUSEUM & CARRIAGE HOUSE HOSTS 38TH ANNUAL VAQUERO SHOW

(November 7, 2022) The Santa Ynez Valley’s annual Vaquero Show & Sale returns to the Santa Ynez Valley Historical Museum & Carriage House for the 38th year Friday through Sunday, Nov. 11-13, with two dinners, a live auction, day-long demonstrations, and a sale of collectibles. The museum houses a collection showcasing the valley’s rich cultural history, and is considered one of the most detailed in the Western United States, according to museum representatives.

HORSEMANSHIPRADIO.COM

162 BY FINISHLINE FENCING: MONTY ROBERTS ON TRADITIONAL HORSEMANSHIP BECOMING BETTER

(June 30, 2020) From an early age Paul McEnroe developed from his father a love of horses, ranching and the West. He worked hard and became known as the developer of numerous products the world depends upon to this day, including the UPC BARCODE, so that in retirement, he now raises horses and cattle on Rancho La Purisima in the Santa Ynez Valley, California. Marty Irby and Monty Roberts introduce us to Donna Benefield, Senior Advisor on Equine Protection for Animal Wellness Action. Benefield was instrumental in the formation of four USDA-certified inspection programs over the past 30 years.

DAYTON DAILY NEWS

13 THINGS YOU MIGHT NOT HAVE KNOWN WERE INVENTED IN DAYTON

(September 2, 2022) Dayton, a hotbed of ingenuity, was known as the invention capital of the United States in the early 1900s. The Dayton area has a rich history of innovators and inventions coming out of the Miami Valley. When the Wright Brothers flew in 1903, Dayton had more patents per capita than any other U.S. city, records show.

 

SANTA MARIA TIMES

SANTA YNEZ VALLEY COUPLE AWARDED DOCTORATES

(July 6, 2016) A Santa Ynez Valley couple were presented with honorary doctorate degrees Saturday during a commencement ceremony for two colleges at Cal Poly in San Luis Obispo. Cal Poly President Jeffrey D. Armstrong awarded the rare husband-and-wife honorary doctorates to Paul McEnroe and Tina Hansen McEnroe during the graduation exercise for the College of Agriculture, Food and Environmental Sciences and the College of Science and Mathematics.

THE RISING TIDE NEWSLETTER

DAYTON, OHIO IS TRANSFORMING ITSELF

(November 22, 2022) What is a city? Is it a mere collection of streets, homes, and buildings where people live and work? Or is it something more than that? I view a city as something akin to a living, breathing organism, everchanging, and yet reflecting the hopes, dreams, and aspirations of the people there. While cities do change over time (they have to), they also retain a certain DNA that sets them apart, which makes them different from other places. The same can be said for regions that surround or encompass a city or cities. Each has a certain character that is revealed to the casual observer over time.

UNIVERSITY OF DAYTON MAGAZINE

BACK PORCH: HISTORIC MARK(ER)

(Spring 2017 issue, page 46) The fingerprint of alumnus Paul McEnroe is on your gallon of milk, your umbrella and every other item you’ve purchased from a store that uses an electronic check-out scanner.

UNIVERSITY OF DAYTON eCOMMONS

INVENTOR OF BAR CODE RETURNS TO DAYTON FOR AWARD

(October 6, 1998) DAYTON, Ohio--Paul McEnroe's name probably isn't familiar to you, but practically every item you've purchased in the last 20 years has his signature on it. He developed the bar code. McEnroe, who will be in Dayton to accept the University of Dayton Distinguished Alumnus Award, will talk about his work to develop the bar code at 3 p.m. Friday, Oct. 16, in Kettering Laboratories room 221 on campus. Admission to the presentation, which is part of Homecoming activities, is free and open to the public.