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The Momentum Effect by Jean Claude Larreche

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8

Power offer execution

A tape recorder that didn’t record

As we have seen, the iPod is a great power offer but, interestingly, its success is built on a competitor’s earlier power offer. It is well known that Sony originated the era of personal portable sound systems with the Walkman but missed the opportunity to do it again in digital music players. What is less well known, is the genesis of the Walkman’s huge success – it was due to a crucial course-changing decision made well after its design was completed. This innovative product was saved from premature death only by a brilliant change at the point where design hits execution.

Back in 1979, Sony was having trouble with the launch of its revolutionary new offer. The problem? The Walkman ...

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