That Will Never Work

The Birth of Netflix and the Amazing Life of an Idea

by Marc Randolph

4.6(4,546 ratings)

14 min read

Brief overview

This book reveals the behind-the-scenes story of how a humble idea in the late 90s sparked a revolution in how we consume movies and TV. Through candid anecdotes, creative problem-solving, and an unwavering commitment to a vision, it shows how perseverance can transform a raw idea into a global brand that redefined an entire industry.

Introduction

Have you ever wondered how a small DVD-by-mail idea evolved into a massively influential company? This introduction lays out why those early experiments matter—not just for entertainment buffs, but for anyone wanting to create something meaningful from scratch. We begin with a glimpse into the author’s initial struggles and the belief that convenience and customer focus could redefine our movie nights.

In the late 90s, the internet was still uncharted territory—a place for dreamers and risk-takers. Our guide was driven by a deep curiosity about how a new technology might reshape the video rental business. Little did anyone suspect it would lay the foundation for on-demand, personalized entertainment that we enjoy today.

This period wasn’t just about DVDs. It was about audacity, learning from mistakes, and pushing past countless “no way” comments from skeptical friends and investors. It was also about bringing together the right people willing to bet on a bold new vision—even when others dismissively said, “That will never work.”

A clear mission and steady persistence can transform an uncertain beginning into a groundbreaking success.

A Seed of Disruption

The spark that started it all was surprisingly low-tech: a simple trip to a video rental store and the dread of late fees. This everyday frustration planted a powerful seed in the author’s mind: What if there was a more convenient, customer-friendly way to watch movies at home?

Early brainstorming was free-flowing, from customized shampoo to pet food delivery. Yet the DVD rental concept stood out. People were skeptical—the DVD format was new, and nobody was sure it would catch on. But the potential to simplify renting movies and ship them by mail felt revolutionary.

Trial runs and small tests outlined the process: mail a disc to yourself in a modest envelope and see if it arrived undamaged. When it worked, it unlocked a bigger idea. If these shippable discs could survive the postal system, perhaps they could power a brand-new business model—and eventually, a cultural shift in how people watch film and TV.

“Distrust epiphanies. The best ideas rarely come on a mountaintop in a flash of lightning.”

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What is That Will Never Work about?

"That Will Never Work: The Birth of Netflix and the Amazing Life of an Idea" offers an unprecedented look at the inception and development of Netflix—an idea that initially seemed destined for failure but ended up reshaping the entertainment industry. Authored by Marc Randolph, one of Netflix's co-founders, this bestselling book delves deep into the entrepreneurial spirit that challenges the status quo and converts audacious dreams into reality.

This narrative is more than just a chronological history. It illuminates the main themes like innovation, resilience, and customer-centricity, reflecting the iterative journey from a disruptive idea to a household name. Randolph's candid storytelling reveals the adrenaline, camaraderie, and grit that fuels success. The insights shared are not only inspiring but act as a compass for startups navigating uncertainties. The book unravels universal lessons of perseverance and ingenuity, showing why focus on customer experience and adaptive thinking is critical.

Essential reading for aspiring entrepreneurs, creatives, and professionals, "That Will Never Work" offers valuable lessons on the entrepreneurial journey while emphasizing each individual's capacity to influence change. It's a rare blend of personal anecdotes and practical wisdom that alters how one perceives challenges and opportunities.

Review of That Will Never Work

Marc Randolph's "That Will Never Work" is a captivating read, replete with key lessons for anyone enamored by the roller-coaster ride of startups. The book's strength lies in its unique portrayal of Netflix's formation—the twists, turns, and the countless "that will never work" moments. Randolph's engaging narrative style keeps readers hooked, offering not just facts but also the emotions and thought processes that shaped the company's evolution.

One of the book's most distinctive features is its candidness about failures and pivots. Randolph has a knack for distilling complex startup processes into digestible insights, making it relatable and practical for anyone looking to tackle their challenges innovatively. His straightforward writing style coupled with personal anecdotes makes it an accessible read, especially for those new to startups.

The book's real-world applications are clear—Randolph emphasizes the importance of testing ideas, nurturing a resilient team, and remaining customer-centric. It is particularly relevant for innovators, entrepreneurs, and intrapreneurs seeking to blaze their own trails. "That Will Never Work" serves as a potent reminder that persistence, adaptability, and a clear vision can lead to incredible achievements. Marc Randolph's story of Netflix's improbable journey is a testament to chasing dreams without fear. Highly recommended for anyone wanting to turn doubt into success.

Who should read That Will Never Work?

Entrepreneurs aspiring to launch and scale their startups—This book provides inspiration and strategic insights into overcoming initial failures and mastering the art of the pivot.
Business students and professionals interested in innovation and disruptive business models—By analyzing Netflix's scalability and customer-focused approach, learners gain invaluable perspectives on practical business tactics.
Tech enthusiasts curious about Silicon Valley—The background on Netflix offers engaging insights into the tech world's dynamic culture and the challenges endemic to startups.
Corporate leaders seeking to encourage a culture of feedback and collaboration within their teams—The book highlights how Netflix's open communication model led to enhanced team synergy and innovation.
Film and media industry professionals interested in digital transitions—As the book chronicles the shift from physical, mail-based rentals to streaming, it provides crucial insights into industry transformation.

About the author

Marc Randolph is a veteran Silicon Valley entrepreneur, advisor, and investor, best known as the co-founder and first CEO of Netflix. He has over four decades of experience in founding and co-founding successful startups, including Looker Data Sciences, which was acquired by Google for $2.6 billion. Randolph has mentored hundreds of early-stage entrepreneurs and has helped seed dozens of successful tech ventures. He is also the host of the top-10 Apple podcast "That Will Never Work," where he provides 1-on-1 mentoring to entrepreneurs.