Failed Disruptions

The hoverboard

Many have tried to create the gravity-defying skateboard Marty Mcfly rode in Back to the Future II. Some used magnets. Others used drones. All failed. Why? Because, gentlemen, the laws of physics weren’t made to be broken.

New Coke

Developed as a way to invigorate Coke’s lagging sales, the soft-drink behemoth replaced its beloved formula with an imposter that was lighter, sweeter, and more like its rival. Coca-cola underestimated people’s nostalgic affinity for the brand. The change resulted in unceremonious dumpings, an inevitable retreat to the status quo, and a starring role in every business textbook since.

The Dvorak keyboard

Dr. August Dvorak’s 1936 keyboard was a true disruption: clustering the most frequently used keys together, it reputedly reduces injuries, improves accuracy, and allows you to type at blazing speeds. But the clunky QWERTY was developed 50 years prior, and it hasn’t relinquished its grip since. Weep for the Betamax of keyboards.

QR Codes

Five years ago, every ad person was convinced of the quick-response code’s potential. But Android and IOS never had built-in code readers (strike one), it required Internet access (strike two), and it was used by advertisers to lead to … more advertisements (hit the showers).