In retrospect, it is easy to see the mistakes. We had rushed Unbox out the door before it was ready. In the weeks leading up to launch, rumors had been swirling around Hollywood and in the press that Apple was close to launching a digital video service. We didn’t want to come in second to Apple so we were in a frenzy to ship Unbox and ship it fast. This was directly antithetical to the notion of focusing on the customer, not the competitor. We had conducted an internal employee-only beta test, but we failed to use the results as an opportunity to slow down, carefully review the customer
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