Do you remember Google Glass?
It’s ok if you don’t. Glass didn’t last long, even though Google itself thought it was going to be the next iPhone and would revolutionize how people “see” the world.
Glass was a wearable Star Trek looking device that gave you a camera and some simple google apps (maps, etc.) right in your eyesight. It responded to voice commands and a simple tap, and there were rumors that it wouldn’t be too long until you’d be able to walk down the street with your Glass on, and it would facially recognize people as they passed.
And it flopped. Big time.
I had one. Two actually, being the early adopter that I am (after I did this, a lot of tech companies put me on their list to get stuff first).
And when I picked mine up at the Glass headquarters (seriously) and put it on for the first time, I remember asking my sales rep (who was more like a brainwashed Google rep), “Do you really think people are going to wear this down the street?” “Oh yes,” he replied, sounding somewhat like a robot, “The Glass revolution is already underway. And it’s here to stay.”
Those Glass headquarters are now a Tesla dealership, I think.
What blows my mind as I look back at the launch and crash of Glass is two things:
Google, one of the smartest, forward-thinking, revolutionizing companies, got it really, really, wrong.
Google, one of the biggest brands in the world, with the ability to put a marketing message in front of millions and millions of people, couldn’t make a success out of a product that people didn’t want.
I got pitched a show recently, with an admittedly A-list creative team, and big brand as the underlying source material. And the Producer actually said the words, “This can’t miss!”
While I admired the confidence, I passed because of the arrogance.
Because If Google can miss? Anyone can miss. And to think that your pedigree and built-in-marketing-machine is enough is one of the biggest mistakes any Producer can make.
A brand and a team yes, even a star, can help mitigate your risk, but it can’t eliminate it. And the most important ingredient in your show is your story.
And the irony is, if you find a story that captivates your audience, they won’t even care about the brand or who put it together.
Are you committed to advancing your career? Are you interested in expanding your network? Do you consider yourself a “do-er”?
If you answered yes to any one of these questions, then join me and the best in the business at The Producer’s Perspective Super Conference for a weekend of learning and networking on November 16th and 17th in NYC! Check out the full speaker and panelists list here! I hope to see you there . . . Be sure to say hi when you see me 🙂