TRL :
1991, Steve Jobs miscalculated the Go-To-Market (GTM) strategy for NeXT, leading to its failure as a hardware company. While Jobs successfully anticipated that a new enterprise "professional half" of the market needed high-powered workstations, his strategic errors prevented NeXT from capturing it.The primary reasons Jobs and NeXT struggled in 1991 include:1. Severe Over-Engineering and High CostsJobs insisted on perfection, resulting in a beautifully designed, sleek black magnesium cube. However, this extreme focus on aesthetics and hardware features drove the price up to $10,000 per machine. This massive price point completely alienated individual users, students, and academic institutions—the very crowd Jobs originally intended to target.2. Misjudging the CompetitionJobs focused heavily on competing against dominant workstation giants like Sun Microsystems, Hewlett-Packard (HP), and Digital Equipment Corporation (DEC). While fighting these hardware titans, he completely missed the massive, rapid rise of standard PCs running Microsoft Windows, which were rapidly becoming cheaper, more powerful, and dominant in the professional corporate world.
2026-09-19 14:23:15