Two years later, Netflix launched its streaming service. Hastings later observed that the challenge wasn’t getting into a new business—almost every company could and would do that; it’s B School 101. The challenge was getting into a new business with the intention of making it the business. Almost no companies did that. Netflix’s entire high-customer-satisfaction, very-profitable culture was built around delivering DVDs. In 2010, Hastings felt that he had just enough streaming content to run an experiment in Canada, which had no DVD-by-mail service. The company signed up as many Canadian
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