Motorola's Bet on the Razr's Edge
Essay specific features
January 14, 2015
No of pages / words:
9 / 2263
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Just as significant, the Razr helped give Motorola a much-needed image boost, making the company appear more forward thinking and trendy than it had been perceived to be.
The Razr represents "a departure [for]…the stodgy, engineering-driven, Midwestern company that was Motorola," Yankee Group analyst John Jackson said in an Associated Press story...
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The company also had to dodge some of the classic traps—such as consensus-based decision-making processes that can result in compromised products—that make it so difficult for big businesses to follow new strategies.
The story of how a small team and some visionary high-level intervention steered the project around these challenges and came up with a winning product provides important lessons for innovators hoping to transform other industries...
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