Build: An Unorthodox Guide to Making Things Worth Making

by Tony Fadell

If you’re not solving a real problem, you can’t start a revolution. A glaring example is Google Glass or Magic Leap—all the money and PR in the world can’t change the fact that augmented reality (AR) glasses are a technology in search of a problem to solve. There’s just no reason for the general public to buy them. Not yet. Nobody can quite imagine walking into a party or the office with these weird ugly glasses on their face, creepily filming everyone around them. And even if there’s a brilliant vision for the future of AR glasses, the technology can’t deliver it yet and the social stigma will take a long time to dissolve. I’m convinced it’ll happen, but they’re still years away. On the other hand, take Uber. The founders started with a customer problem—a problem they experienced in their daily lives—then applied technology. The problem was simple: finding a cab in Paris was next to impossible and hiring private drivers was expensive and took forever. In the days before smartphones, the solution might have been to simply start a new kind of taxi or limo business. But the company’s timing was perfect—the sudden ubiquity of smartphones provided Uber with a platform and put customers into the right mindset to accept their solution. If I can order a toaster with an app on my phone, why shouldn’t I hail a car? That combination of a real problem, the right timing, and innovative technology allowed Uber to shift the paradigm—to create something that traditional cab companies cou...