{"id":100047,"date":"2023-04-24T07:40:00","date_gmt":"2023-04-24T11:40:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=100047"},"modified":"2023-04-24T12:57:11","modified_gmt":"2023-04-24T16:57:11","slug":"tony-fadell-general-magic","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/","title":{"rendered":"Tony Fadell at General Magic &#038; Philips: A Decade of Failure?"},"content":{"rendered":"\n<p>What led Tony Fadell to a job at General Magic? Why did the smartphones from Philips fail to sell well?<\/p>\n\n\n\n<p>In his book <em>Build<\/em>, entrepreneur Tony Fadell outlines his career trajectory. He talks about how he failed to build a smartphone several times before finally hitting it big with the iPhone. He refers to that time in his career as a \u201cdecade of failure.\u201d<\/p>\n\n\n\n<p>Read more to learn about Tony Fadell at General Magic and Philips.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tony-fadell-at-general-magic-philips\">Tony Fadell at General Magic &amp; Philips<\/h2>\n\n\n\n<p>For Tony Fadell, General Magic was the first major stop on his <a href=\"https:\/\/www.shortform.com\/blog\/career-path-development\/\">career path<\/a>. In the early 1990s, his passion for computers led him to a job at General Magic with the software industry\u2019s leaders. Fadell was thrilled to be building Magic Link, a then-revolutionary handheld computing device that would let users connect to the internet, play games, and more. (Shortform note: In <a href=\"https:\/\/shortform.com\/app\/book\/outliers\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Outliers<\/em><\/a>, Malcolm Gladwell argues that <a href=\"https:\/\/shortform.com\/app\/book\/outliers#part-1-opportunity-is-key-to-success\" target=\"_blank\" rel=\"noreferrer noopener\">people who succeed early in life have an advantage<\/a>, as these early opportunities tend to snowball into larger advantages. Fadell\u2019s career trajectory demonstrates this; much of his later success stemmed from the knowledge he gained and people he met building Magic Link.)&nbsp;<\/p>\n\n\n\n<p>However, Fadell soon realized that the Magic Link was bound to fail: It was directed toward the average American, who had no need or desire for it. He urged company leadership to redesign the product for businesspeople, who <em>would<\/em> benefit from a handheld computing device. Despite Fadell\u2019s best efforts, company leadership refused, and the Magic Link failed to sell. (Shortform note: What should you do if you have revolutionary technology, like the Magic Link, that\u2019s too early to market and thus unappealing to your target? Fadell looked for other customers by switching industries; other companies have successfully <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2017\/07\/14\/could-your-product-be-too-early-how-to-position-it-the-right-way\/?sh=45a465ff42c6\" target=\"_blank\" rel=\"noreferrer noopener\">targeted other countries<\/a> that are more receptive to new technologies.)&nbsp;<\/p>\n\n\n\n<p>In 1995, Fadell quit General Magic and joined Philips\u2014which was on board with Fadell\u2019s idea\u2014as CTO. As a first-time manager, Fadell struggled to manage people effectively and to convince business leadership to go along with his ideas. (Shortform note: Surveys suggest that <a href=\"https:\/\/hbr.org\/2022\/03\/what-first-time-managers-can-do-to-address-burnout\" target=\"_blank\" rel=\"noreferrer noopener\">it\u2019s even harder to be a first-time manager<\/a> now than it was in Fadell\u2019s time thanks to the prevalence of remote working. Managers\u2019 inability to connect with their team face-to-face and the lack of mentoring from peers and senior managers contribute to burnout\u2014and when managers burn out, so do their teams.)&nbsp;<\/p>\n\n\n\n<p>Despite these challenges, Fadell oversaw the release of the Philips Velo and Nino\u2014essentially business-focused smartphones. Although the products received critical acclaim, they didn\u2019t sell well: Fadell\u2019s team didn\u2019t think through how to <em>market <\/em>them. Most people shopped at brick-and-mortar stores, which didn\u2019t have a clear aisle in which to sell smartphones. An entirely new product also meant that stores didn\u2019t know how to advertise or sell it.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Fadell laments this period as a \u201cdecade of failure,\u201d due to both his management failures and his failure to build a profitable product. But some experts argue that <a href=\"https:\/\/www.inc.com\/carmine-gallo\/new-data-debunks-a-popular-startup-myth.html\" target=\"_blank\" rel=\"noreferrer noopener\">these failures paved the way for his future success<\/a>, citing research that suggests most successful entrepreneurs don\u2019t build companies until they\u2019re in their 40s\u2014in part because they\u2019ve learned from their many failures. However, Fadell may not have learned <em>all<\/em> the lessons that he should have from the failure of the Philips Velo and Nino: He blames their failure to sell on a lack of knowledge on how to market them, but <a href=\"https:\/\/www.cnet.com\/culture\/philips-pulls-the-plug-on-nino-handheld\/\" target=\"_blank\" rel=\"noreferrer noopener\">critics at the time found fault with the Windows CE platform<\/a> the phones operated on, which they deemed unfriendly to users.)&nbsp;<\/p>\n\n\n\n<p>In 1999, Fadell quit Philips to focus on his dream of building a handheld music device. That dream led to a job at Apple, where Fadell built several generations of the iPod and the iPhone and rose through the ranks to Senior Vice President.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What led Tony Fadell to a job at General Magic? Why did the smartphones from Philips fail to sell well? In his book Build, entrepreneur Tony Fadell outlines his career trajectory. He talks about how he failed to build a smartphone several times before finally hitting it big with the iPhone. He refers to that time in his career as a \u201cdecade of failure.\u201d Read more to learn about Tony Fadell at General Magic and Philips.<\/p>\n","protected":false},"author":9,"featured_media":81439,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,33],"tags":[991],"class_list":["post-100047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-people","tag-build","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tony Fadell at General Magic &amp; Philips: A Decade of Failure? - Shortform Books<\/title>\n<meta name=\"description\" content=\"Tony Fadell refers to the early years of his career as a \u201cdecade of failure.\u201d Discover the lessons he learned at General Magic and Philips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tony Fadell at General Magic &amp; Philips: A Decade of Failure?\" \/>\n<meta property=\"og:description\" content=\"Tony Fadell refers to the early years of his career as a \u201cdecade of failure.\u201d Discover the lessons he learned at General Magic and Philips.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-24T11:40:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-24T16:57:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/pile-of-smartphones.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1842\" \/>\n\t<meta property=\"og:image:height\" content=\"1228\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elizabeth Whitworth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elizabeth Whitworth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\"},\"author\":{\"name\":\"Elizabeth Whitworth\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\"},\"headline\":\"Tony Fadell at General Magic &#038; Philips: A Decade of Failure?\",\"datePublished\":\"2023-04-24T11:40:00+00:00\",\"dateModified\":\"2023-04-24T16:57:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\"},\"wordCount\":659,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/pile-of-smartphones.jpg\",\"keywords\":[\"Build\"],\"articleSection\":[\"Business\",\"People\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/tony-fadell-general-magic\/\",\"name\":\"Tony Fadell at General Magic & Philips: A Decade of Failure? 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