It’s too easy for Garmin to simply blame the rise and ubiquity of smartphones to explain their losses (which they did). What they failed to recognize is that they had a vision statement that directed them to focus on their product, and in so doing, they missed the opportunity that smartphones offered them. Had they been obsessing about how to provide the value to customers first, they may have seized the chance to develop the go-to navigation app for mobile phones when the opportunity still existed. Their brand was certainly strong enough to do so. Instead, they continued to focus on the
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