Instant,
The Story of Polaroid, is one of those fun books that seems to
encourage you to play Monday Morning Quarterback with a well known
brand. In this case, Instant neatly lays out the rise and
fall and partial-rise again of the iconic Polaroid company. All the key parts of the story
are there: you've got
the Harvard
drop-out genius founder,
the Aha!
moment,
the technical
and aesthetic marvel of a product, the
mis-steps in the
later years and of course, the ultimate downfall (though not
quite, Polaroid still putters along to this day).
Prior to picking up this book, I had two memories of
Polaroid. First, my Grandpa had an SX-70, a truly revolutionary and
remarkable camera. Of course, I didn't know it at the time, but as a
kid watching it spit out prints was absolute magic. Second, I can
recall our family owning a big, plastic, boxy Polaroid when I was
much older. It too spat out prints, though they weren't great
quality and they were awfully expensive. I naturally assumed that's
what Polaroid was all about: you traded quality and cost for instant
gratification.
After reading this book though, I now realize this only a small part
of the story. Polaroid made cameras and film beloved by all sort of
photographers and artists, including well known artists like
Ansel
Adams
and Andy
Warhol. They made large format
cameras, super
high sensitivity film and
yes, cheap-low-quality
cameras for kids. All in all, far more depth than I ever gave
them credit for.
But enough about the facts, let's do a little hindsight preaching!
Prior to reading this book, I would have probably gone on and on
about how both Kodak and Polaroid missed the digital
revolution. See, I'd explain, they mixed up their goals and
their methods.
A goal is what the brand is ultimately trying to accomplish:
Kodak wanted to make photography accessible to all; Polaroid wanted
to deliver instant images.
The method is how you accomplish said goal: for both Kodak and
Polaroid, this was a combination of camera and film.
Goals are timeless. If you want to get from New York to Los Angeles,
your goals are to do it quickly, safely and cheaply. Methods, on the other hand, change. Depending on the year, you might go across the
country by wagon train, railway or airplane. Who knows, maybe one day
we'll be beaming ourselves to the West Coast.
The problem, I assumed, was that both Kodak and Polaroid confused
goals and methods. More specifically, they latched on to the method
(film!) and forgot about the goal (making photography
accessible). Digital arrived, print died, and while the goals of
both companies were still relevant, they were too focused on film to
react.
While I think this more or less describes Kodak, it doesn't actually
capture what happened with Polaroid.
See, Polaroid's goal wasn't anything particularly abstract. In fact,
it was simple: they wanted to allow photographers have instant
prints.
And here's the thing, even with all the digital devices in the
world, that goal is still a legitimate one. If I handed a kid an
instant print from my cell phone camera, they would be just as
wide-eyed today as I was when my grandpa handed me a print from his
SX-70.
In other words, Kodak needed to somehow morph from a film company to a digital company. Polaroid, on the other handed, just needed to stay Polaroid. Their method may have changed from using film, to using some other printing technique, but logically speaking, there was no need for them to morph into a digital company.
Sure, Polaroid would have had to shrink as company as
demand for digital exploded and film was rightfully killed off. But,
they would no doubt have received a resurgence (which they have) as
people re-learned the power of a tangible photograph.
Put another way, Polaroid wasn't agile or disciplined enough to
weather the storm that was digital, even though it alone shouldn't have hurt them.
I suppose the lesson is simple: know what your goals and methods
are; hold tight to the former and be constantly in search of replacing
the latter.
Hindsight sure is 20/20, right?
As for the book: if you're a photographer, techie or business
owner, it's worthy read.