Simply Speaking: Shorts #3 - Success - fluke or formula ?

The formula for success :Everyone knows of it but no one knows it.

What makes fashions, rise and fall ?

Why do some product introductions take off and become grand successes while others - which are equally qualified to succeed - fail miserably ?

Does society worship the new or revere the old ? Are we excited or scared by the new ?

Is each one of us a unique blend of being neophilic and being neophobic?

We can only inspect the evidence.

Let us consider some great tech successes :

Google Earth (2005)

The debut of Google Earth allowed people to view any location on Earth from their computers, and access high-definition satellite imagery unimaginable before this technology.

Virtual Reality (VR) Systems

The introduction of virtual reality systems like Oculus Rift enabled users to immerse themselves in virtual worlds and experience scenarios impossible in reality.

Artificial Intelligence and Voice Assistants

The first time Siri, Alexa, or Google Assistant understood and executed voice commands, it sparked great excitement. The idea that devices could not only comprehend human language but also perform actions based on it was groundbreaking.

Blockchain and Cryptocurrencies

Blockchain, the technology behind cryptocurrencies, had the potential to revolutionize not only the financial sector but also numerous other industries.

Shazam

In 2000, a group of business school graduates and a Stanford PhD named Avery Wang cofounded a cell phone app called Shazam. Their idea was to build a technology that can identify any song in the world with a press of a button and send a text back to the user with the title and artist. The tool turned millions of songs into unique audio maps called spectrograms like creating a digital fingerprint for every song in the world.

Now, Let’s explore noteworthy tech failures:

Sony Betamax (1975)

Despite its technical advantages, Betamax lost the format war in VCRs due to its higher price, shorter recording time, and lack of support from other companies.

Apple Lisa (1983)

A groundbreaking machine featuring a spectacular graphical user interface (GUI) and a mouse, its exorbitant price and underperforming hardware prevented it from achieving success.

IBM PCjr (1984)

IBM’s attempt to enter the home PC market with the PCjr in 1984 failed miserably. Its awkward “chiclet” keyboard, high price, and less-than-ideal performance led to its withdrawal from the market in 1987.

Apple Newton (1993)

Before the iPhone and iPod, there was the Apple Newton. Launched in 1993, it aimed to be the future of personal digital assistants (PDAs). However, the device’s bulkiness, weight, and imperfect handwriting recognition led to its discontinuation in 1998.

Segway (2001)

Launched in 2001, the Segway aimed to revolutionize personal transportation. It was not to be. Production ceased in 2020.

Microsoft Zune (2006)

In 2006, Microsoft attempted to rival Apple’s iPod with the Zune media player. However, poor timing, lack of an intuitive software, and a poor ecosystem led to its discontinuation in 2011.

Google+ (2011)

Google introduced its social networking platform, Google+, in 2011. Despite ambitious efforts, it failed to pose a significant threat to Facebook due to its complexity and a lack of compelling incentives for users to switch.

Google Glass (2013)

Google Glass, launched in 2013, aimed to revolutionize augmented reality but became synonymous with privacy invasion. Ethical concerns and its high price led to the shelving of the consumer version, rendering it a collector’s item.

What is the conclusion ?

For as long as civilisation has existed, philosophers , sociologists , scientists, and politicians among others have tried to reduce the complexity of this world into a formulaic theory for success. In all likelihood, none exists. The word theory itself comes from “Theo Ria” - merely a way of looking.

The human condition cannot be pulled in only one direction. Therefore, the future in fashion may well be going back to an earlier fashion.

The surprise and unpredictability of what works and what doesn’t will remain forever. What we do know for sure is that success depends on acceptance.

Ultimately, consumer is queen!

Shubhranshu Singh is CMO, Tata Motors CVBU. He writes Simply Speaking, a column on Storyboard18. Views expressed are personal.