“Juicero was classic Internet of Shit. It took a traditional product and added so many bells and whistles it became an unrecognisable Homer car of unnecessary complications.” – What a line!



Our today’s post is about the raging trend in which startups and even big companies try to ‘disrupt’ an industry by trying to convince us that they are solving a ‘real problem’ with slick marketing, techno sounding phrases and slick ‘apple inspired’ design. For those who don’t know, Juicero is the inventor of the first home cold-pressed juicing system. It raised a total of $118.5M in funding over 4 rounds. It failed because people realised that they didn’t really need a home high-tech juice system when it took just 5 mins to do that by hand. Was it a bad idea? Not at all. If you gave me a wifi/app-enabled, intelligent, multi-juice processor which offered convenience, health and benefits at a great price – I would buy it. Instead Juicero offered a $700 juicing machine that used $5 – $8 of packs of fruit and vegetables to make juice. Why is this important? Because sometimes, the push towards making something sexy undermines our focus on making it functional. This is not to say that sexy doesn’t sell. It does. However, functional ‘and’ sexy sells far more.

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