Only Teams That Risk Going Too Far Will Go Far Enough1

Netflix was born of a simple idea—provide movies on DVDs delivered via the U.S. Postal Service.2 This was a radical departure from the approach of the industry leader at the time, Blockbuster, which had more than 9,000 stores filled with rack after rack of videocassettes. The founders of Netflix claimed that they started the company out of frustration with being charged $40 by Blockbuster for a movie rental turned in six weeks late. That story, however, was nothing more than a clever marketing ploy.3 The truth was that the founders, already successful entrepreneurs, ...

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