“If you want to create
Magnus Lindkvist Futurologist
Success is discontinuous. Failure is where success likes to hide in plain sight. Slack began as a failed gaming tool called Glitch. Instagram started as a failed Geo-tagging service called Bourbon. Twitter began as a podcast portal called Odeo. Te Roomba robot vacuum began its life at MIT. It was a start-up project to make a household robots. Tey started and failed at 14 different business models. Ten they came up for a prototype for a robotic vacuum cleaner – one of the most successful consumer electronic products ever made, but it was a decade in the making.
Te patent for the Nespresso machine was filed in 1972. It took them 40 years to put one product on the market and from 1986 Nespresso was selling only in Japan, losing money for 20 consecutive years. Ten – they brought in George Clooney. You should always bring in George Clooney. It transformed the company from niche market failure to mass- market mega brand. Today, Nespresso is Nestle’s biggest cash cow.
If you want to create something new – you have to be willing to be misunderstood for a long time. It is only when people call you ‘idiot’ that you know you have a good idea. If people say ‘great idea’ it is only because it fits in and you’re a prisoner of the status quo.
Te way to build long termism into your business is simple – always write a zero in front of the year and then you get a 10,000 year perspective. And if you’re building an industry for 10,000 years – now does not matter, currency values, inflation… who cares? It’ll all be gone.
Focus on the long-term. If all you want to do is compete – then R&D, which stands for rip off and duplicate – but if you want to create new things: seek creative friction, say I’m a loser every morning, look elsewhere, experiment and dance with the rules. Te future is a theoretical concept, it is an idea – a date. I want you to see the future as something you do.
something new – you have to be willing to be misunderstood for a long time. It is only when people call you ‘idiot’ that you know you have a good idea. If people say ‘great idea’ it is only because it fits in and you’re a prisoner of the status quo.
“Success is discontinuous.
Failure is where success likes to hide in plain sight. Slack began as a failed gaming tool called Glitch. Instagram started as a failed Geo-tagging service called Bourbon. Twitter began as a podcast portal called Odeo. The Roomba robot
vacuum began its life at MIT. It was a start-up project to make a household robots. They started and failed at 14
different business models. Then they came up for a
prototype for a robotic vacuum cleaner – one of the most successful consumer
electronic products ever made, but it was a decade in the making.”
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