Capturing a Kodak Moment! Wait, a What?!
“Capturing a Kodak Moment”.
What an absolute brilliant marketing tagline.
If you are a Digital Immigrant (born before 1980) then you most likely recall the importance of a “Kodak Moment”.
Every family cherished a “Kodak Moment”. Actually probably thousands of “Kodak Moments.”
A “Kodak Moment” was a marketing campaign that Kodak, the camera and film manufacturer, launched in 1961.
The “Kodak Moment” tagline became synonymous with film and picture-taking.
Snapping a picture to capture those precious moments and making it a timeless memory on film.
Family events. Celebrations. Vacations. Children’s sporting events. School plays. Graduations. Weddings. Anniversaries. Birthdays. Parties. Boyfriends. Girlfriends. Ball games. Dance recitals. You name it.
A powerful product brilliantly embedding themselves in the most important and vital events in a person’s life.
Talk about making an emotional connection with your customers.
If you are over the age of 45, did you ever think you would live long enough to witness Kodak disappear?
Kodak completely dominated the film market and was one of the most recognized brand names in the world for decades.
The company enjoyed over 80% of U.S. market share and 50% globally.
Kodak was founded in 1888. A Dow Jones bellwether.
It is almost incomprehensible that the most recognized brand on the planet is not only irrelevant but has basically vanished from its former self.
The 20th century corporate powerhouse filed for bankruptcy protection in 2012.
Goodbye Kodak! It was nice knowing you.
Thank you for providing decades upon decades of Kodak moments.
So, what happened?
New Technology Eliminates the Kodak Moment
Well, no spoiler alert here.
Kodak lost the market to digital photography which today, most of us take for granted.
For example, the iPhone makes taking a picture such an afterthought.
No big deal whatsoever. Let alone taking a video.
So simple. So easy. No additional cost.
Well for those of us old enough to remember, taking pictures may have been just as easy but retrieving the actual photo was not.
First, you had to make sure you had your camera with you.
It wasn’t attached 24/7 like our phones.
Next, you had to make sure you had film.
Each roll of film allowed a specific number of pictures.
You may have an incredible “Kodak Moment” and only one chance to capture it.
A one time event that will NEVER occur again.
A baby’s first steps or a child’s first home run.
Sometimes your proudest moment was in front of you…..only to discover that you are out of film.
You had a roll of film that only allowed 24 pictures.
If you had a roll of film that allowed 24 pictures, then you were simply out of luck if you wanted to take number 25.
Oops. No more film. Sorry. Missed it. Maybe next time (for a once in a lifetime event).
Hoping that you had enough film sounds completely foreign today.
Of course, you also took tons of pictures with absolutely no idea if they were a good photo until the film was dropped off a the film developing store.
Millenials are asking, “the what?!”
Yes, you then would have to take the film to a physical store.
Sounds primitive, right?
Well, how did Kodak miss out on this new and exciting technology called Digital Photography anyway?
Kodak Founded Digital Photography!
Here is an absolute crazy fact…
Kodak founded digital photography in 1975.
1975!
Yes, Kodak invented the very technology that caused its own demise.
At the time, it was viewed as “cute, but don’t tell anyone about it”.
Peter Drucker claims that new technology or new entity within a company is viewed as the “infant”.
Well, inventing a technology that is FILMLESS to Kodak in 1975 was considered blasphemous. Repulsive. Insane.
According to the NY Times, a young engineer named Steve Sasson was tasked with dabbling in digital technology in 1973.
Today, the first digital camera Mr. Sasson made in 1975 is on display at the Smithsonian’s National Museum of American History.
President Obama awarded Mr. Sasson the National Medal of Technology and Innovation at a 2009 White House ceremony.
Sasson was inducted into the National Inventors Hall of Fame in 2011.
Click here to check out the NY Times article: Kodak’s First Digital Moment
Kodak Just Says No to Digital Photography
How on earth did Kodak miss this massive wave of opportunity?
Can you imagine being in that Kodak board room?
Did it go something like this…
“We will NOT pursue digital photography and risk destroying print film. This is our legacy! George Eastman would spin in his grave if we ruin the print film market.
This company was founded on film and we will die with film. If we embrace digital photography that will make our legacy obsolete. The golden calf will be slain. There is no chance on earth that we switch to digital.”
Here is a fascinating article from 2012 in TechCrunch: What happened to Kodak’s Moment
So let’s switch gears and look at your business.
Where is your business right now?
Are you still in growth mode?
On the other hand, have you plateaued and currently struggling to find growth?
Do you embrace change?
Especially when it comes to new technology?
The most dangerous words in business “This is how we have always done it” certainly holds true with the Kodak story.
Kodak’s decision to blatantly disregard digital photography not only destroyed a major corporation but also devastated the entire community of Rochester NY.
Check out this excellent article: The Rise and Fall of an American Tech Giant
So, how can we all avoid the ruinous decision and the damaging ramifications that come with ignoring change?
Let’s make a pact…
Every time you take out your phone to snap a picture and capture a special occasion, treat it as a friendly reminder to not allow ourselves to become irrelevant.
Bottom line: Embrace change head on with a relentless pursuit.
This is YOUR MOMENT! Grab it with gusto!!
Wrapping It Up
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