Fast-Track Firms -- Greener Pastures

As for the name change, McCloskey says it is just one component of doodad's broader goal of creating a brand.

"I think we are well on our way to a time that, when people hear 'doodad,' they immediately think of this nimble company that helps them do their jobs easier and better—and just happens to be a printer," he contends. "We wanted a name that had a general connotation of being accessible and friendly, but at the same time not so well positioned in most people's minds to prevent us from linking it with our particular business."