📷 Polaroid: Invented (sort of) by a 3-Year-Old | 8

Summary

Podcast Summary: The Best Idea Yet - Episode 8: Polaroid: Invented (sort of) by a 3-Year-Old

Introduction In Episode 8 of The Best Idea Yet, hosts Nick Martell and Jack Crivici-Kramer delve into the fascinating history of Polaroid, exploring how a simple question from a curious child led to one of the most iconic innovations in photography. This episode uncovers the entrepreneurial spirit of Edwin Land, the challenges faced by Polaroid, and its enduring legacy in today's digital age.

Edwin Land and the Birth of Instant Photography The story begins in December 1943, with Edwin Land, a Harvard dropout and the co-founder of Polaroid Corporation, taking a rare vacation with his family in Santa Fe. Amidst this serene setting, his three-year-old daughter Jennifer poses a pivotal question:

Jennifer: "Daddy, why can't I see the pictures now?"
(07:35)

This innocent inquiry ignites Land's relentless pursuit to create instant photography, revolutionizing the way memories are captured and preserved. Within hours, Land begins conceptualizing a camera that can develop photos on the spot. By February 21, 1947, during the Optical Society of America's winter convention, Land unveils the first prototype of what would become the Model 95 Polaroid camera.

Nick Martell: "Land just made his own headshot in real time for an entire audience. And honestly, he looks fantastic in the photo."
(12:47)

Polaroid vs. Kodak: A Rivalry Unfolds Polaroid's innovation quickly captures the public's imagination, but success brings its own set of challenges. Edwin Land's Polaroid faces a formidable competitor in Kodak, its long-time collaborator turned rival. Initially, Kodak views Polaroid's instant camera as a novelty:

Jack Crivici-Kramer: "Kodak sees the new Polaroid as a novelty item, almost a toy, really."
(15:09)

Despite this, Polaroid's groundbreaking technology threatens Kodak's dominance in the photography market. The tension escalates when Polaroid's Model 95 becomes a runaway hit, selling significantly more units than initially projected. However, Kodak retaliates by introducing the Instamatic camera, priced substantially lower than Polaroid's offerings, aiming to capture a broader market segment.

Innovations and Challenges Edwin Land's insatiable drive for perfection leads Polaroid to continuously improve their products. In 1972, the introduction of the sleek SX70 camera marks a significant milestone, combining elegance with cutting-edge technology. However, Polaroid's journey is not without setbacks. A major issue arises when Polaroid's black and white photos begin to fade, prompting the company to implement a finisher solution despite Land's reservations.

Nick Martell: "The extra space Land and his team made to hide the pouch of developer chemicals, it turned into one of Polaroid's defining features."
(44:37)

Legal Battles and Decline The rivalry with Kodak intensifies when, despite Polaroid's comprehensive patents, Kodak releases its own instant camera, the Ek6, in 1976. Edwin Land promptly sues Kodak, leading to a protracted legal battle that culminates in 1990 with Kodak paying Polaroid $909 million. Tragically, Land passes away in 1991, and without his visionary leadership, Polaroid struggles to maintain its market position amid the digital revolution.

Resurgence through The Impossible Project In 2008, as Polaroid faces bankruptcy, Austrian entrepreneur Florian "Doc" Preschel steps in to revive the brand. Purchasing the last Polaroid factory in the Netherlands, The Impossible Project is born, dedicated to resurrecting and modernizing instant photography. By 2017, The Impossible Project acquires the Polaroid brand, reestablishing it as a beloved name among analog enthusiasts and professional photographers alike.

Legacy and Modern Influence Despite the digital era's dominance, Polaroid's legacy endures. The brand's distinctive features, such as the iconic white margin for captions, have influenced modern platforms like Instagram. Kevin Systrom, Instagram's co-founder, incorporated elements inspired by Polaroid and Kodak, blending nostalgia with contemporary technology.

Jack Crivici-Kramer: "What you think is a flaw might be your best feature."
(44:37)

Notable Quotes

• Nick Martell: "Asking why seven times is at the heart of what we call first principles thinking."
  (43:41)

• Jack Crivici-Kramer: "This won't be true every time. Some flaws are just flaws."
  (44:56)

Conclusion The Best Idea Yet Episode 8 masterfully chronicles Polaroid's journey from an ingenious spark of creativity to a symbol of enduring innovation. Edwin Land's unwavering curiosity and the company's resilience in the face of fierce competition highlight the transformative power of asking fundamental questions and embracing iterative improvement. Polaroid's story serves as an inspiration for entrepreneurs and innovators striving to leave a lasting impact on the world.

Best Facts Yet

• Polaroid Myth Bust: Contrary to popular belief fueled by the song "Hey Ya," shaking a Polaroid photo is not recommended. Polaroid confirmed that shaking can damage the image, despite the enduring visual from the lyrics.
  (45:32)

• Edwin Land's Influence: Beyond photography, Land's innovations in polarizers revolutionized everyday items like sunglasses and digital screens, showcasing his far-reaching impact on technology and consumer goods.
  (45:46)

Final Thoughts The episode underscores the importance of relentless curiosity and resilience in innovation. Edwin Land's story teaches us that sometimes, the most groundbreaking ideas stem from the simplest questions—questions that push the boundaries of what's possible and redefine entire industries.

Transcript

[A]

Wondery subscribers can listen to the best idea yet, early and ad free right now.

[B]

Join Wondery plus in the Wondery app or on Apple Podcasts.

[A]

Wondery.

[B]

So, my specialty these days. I carve the bird.

[A]

Okay, that's good. You're taking less of a production side, more of a managerial execution, getting all the credit at the end kind of a thing.

[B]

Well, the key is how you present the turkey to the group at the table. And I've learned how to cut the bird in such a way that it's just Instagrammable.

[A]

This is very podcast of you. You're presenting the product at the end of the day.

[B]

What's your specialty at Thanksgiving dinner besides preheating the oven?

[A]

I can't confirm it, but I'm pretty sure everyone is still talking about my key lime pie from last year. Allegedly, that thing got a lot of likes and a lot of love. And that thing photographs well, by the way.

[B]

You know, Nick, I actually snagged a photo from Thanksgiving way back in the day. Really? You ready for this?

[A]

Let me see this thing. Let me see this thing. Whoa. Oh, my God. That's like a Norman Rockwell.

[B]

Yeah, my mom, my oldest brother Nick, my other old brother talk. And the top half of my head.

[A]

Well, here's the key thing. You didn't whip out your phone for that one. That is a physical photo.

[B]

Yeah, it's not in your shared icloud folder that you have no idea how to share. This is a physical piece of memory right here.

[A]

Jack, how do I know that that picture's from 1995? Cause your mom wrote in a Sharpie on the white margin along the border of the image.

[B]

The white border is the dead giveaway that. Besties, we're looking at a Polaroid picture. Polaroid.

[A]

One step brings a dead party to life in seconds.

[B]

It's a one step fuzzy.

[A]

Take a picture.

[B]

Ow.

[A]

Just point it and press the button.

[B]

Polaroid means fun. The Polaroid camera. It was the original Instagram.

[A]

Yes.

[B]

It was capturing spontaneous moments with the look of an instant classic.

[A]

Even if you or your parents never owned a Polaroid camera, you still know what a Polaroid photo looks like.

[B]

And if you did own one, you definitely remember the ritual that goes along with taking a picture. You push the button, a motor whirs inside that thing, and your picture pops right out like a fresh batch of cookies.

[A]

And then you shake it, right, Jack?

[B]

Technically, you're not supposed to shake it, but more on that later. But Polaroid gave us way more than a gram worthy aesthetic. It gave us one of the most revolutionary inventions of the 20th century. Instant photography.

[A]

The Polaroid was a sensation from the moment their first camera hit the scene and would become beloved by world famous photographers from Walker Evans to Andy Ward.

[B]

At their peak in 1991, Polaroid's revenue hit nearly $3 billion.

[A]

Boom, baby.

[B]

It's almost $7 billion in today's money.

[A]

Jack, I'm sorry, I'm gonna have to ask you. Can you please develop a little context for us over there?

[B]

$7 billion is double the revenue of OpenAI today. And none of it would be possible without the obsessive vision of a Harvard dropout named Edwin Herbert Land.

[A]

Edwin Land invented the world's first polarizer. As in the coating that goes on your Ray Ban glasses?

[B]

That's right. Your trendy aviators and your Polaroid camera are cousins. But it's his work as an inventor and founder of Polaroid that made him a hero to Steve Jobs.

[A]

Yeah, he was operating straight from the Polaroid inventor's playbook.

[B]

But yetis, the story of Polaroid isn't just about innovation. It's about cutthroat competition. Because the rivalry between Polaroid and Kodak is bigger than the Yankees and the Red Sox. And it would go down as one of the most epic corporate battles in history.

[A]

This is the story of of how Polaroid and Kodak go from friends to frenemies. And how the analog renaissance in the 2000 and tens helped save Polaroid from total extinction.

[B]

This story has cameos from Barry Manilow, outkast and the Muppets.

[A]

Jack, they should cut an album. This is why Polaroid is the best idea yet. From Wonder and T Boy. I'm Nick Martel.

[B]

And I'm Jack Crevici Kramer.

[A]

And this is the best idea yet. The untold origin stories of the products you're obsessed with and the bold risk takers that brought them to life.

[B]

I got that feeling again Something familiar but no. We got it coming to you. I got that feeling again they changed the game in one move. It's how they broke all.

[A]

This episode is sponsored by Avid. Let's talk about a small thing that can make a big difference if you have diabetes. The freestyle Libre 3 Plus sensor. It's amazing to see how the sensor gives you real time glucose readings so you can see the impact of every meal and activity to make better choices. The freestyle Libre 3 Plus sensor can help you live life with diabetes on your terms. You can try it for free at FreestyleLibre US offer available for people who qualify. Visit MyFreestyle US to see all terms and conditions. Certain exclusions apply for prescription only. Safety info found @freestylelibre us.

[B]

It's a gorgeous day in Santa Fe. An inch of powdery snow dusts the ground, but the sun is so warm you don't even need your coat. It's early December 1943, and 34 year old Edwin Land is taking a rare moment of vacation with his family in New Mexico.

[A]

Okay, underrated, but fantastic time to visit the Southwest.

[B]

Now we say rare because as the co founder and chief executive at Polaroid Corporation, his work is never done. He dropped out of Harvard to found his company in Cambridge, Massachusetts more than a decade ago, and ever since then, he's been working tirelessly towards his goals.

[A]

Okay, you want to know how tirelessly? This dude once worked 18 days straight, including Christmas and New Year's, without going home to even change his clothes.

[B]

I have never worked Christmas or New year's much last 18 days straight.

[A]

Well, apparently people knew he was in the office because they'd be like, oh, I think I smell the boss.

[B]

But why is Land so busy? Because It's World War II and his company's services are badly needed by the US military in 1943. The Polaroid Corporation has nothing to do with self developing photos and everything to do with the material that Land invented called Polarizer.

[A]

Originally created to reduce road glare for auto safety, Land's polarizer is applied to surfaces from sunglasses lenses to windshields to 3D glasses.

[B]

All these use cases are perfectly suited for aerial combat and it's used on millions of pairs of flight goggles. This is a major differentiator for the U.S. and the Allied forces. During World War II, our pilots could simply see better than the enemy while barreling through the blinding sunlight at high altitudes.

[A]

In fact, General George S. Patton, ever heard of him, Is often seen with his Polaroid goggles on the field of battle. I mean, Jack, you do not get a better military endorsement than General Patton strutting around in your goods.

[B]

The company's annual sales at the time shoot up by 20x during the war from $760,000 before the war to more than $16 million in 1943.

[A]

Bestie. So quick context, that is a quarter billion dollars today. And war contracts, they actually account for close to 90% of Polaroid's total sales. So Land's company, Polaroid, is the eyes of the American armed forces. And Land is making bank off it.

[B]

So honestly, it's no wonder Edwin Land needs a break. So we find him taking a walk with his three Year old daughter Jennifer in Santa Fe.

[A]

He's snapping some photos of his little girl with his camera.

[B]

And then Jennifer asks him one question that would change everything. Why can't I see the pictures now? I don't want to. Wait.

[A]

Now, parents and little three year olds, you are relating super hard to this moment because your kid asks a question and that question only leads to more and more and more questions.

[B]

All right, so let's role play this.

[A]

I'm going to be the kid, you be the dad. All right, I'll do it. No problem. I'm ready for you, man.

[B]

Daddy, why can't I see the pictures now?

[A]

Well, because the pictures, they need to develop.

[B]

Why?

[A]

Well, because a photo isn't a photo until the negative image is exposed onto a piece of gelatin. Why? Well, because that's just how photos work. Like, we need to soak the negative in a chemical bath in a darkroom and then enlarge it and transfer it to a photographic paper. And that has to bathe in chemicals too.

[B]

But I don't like baths.

[A]

Yeah, well, the photographs, they really love the baths.

[B]

Why can't I see the picture now? Daddy.

[A]

Yay. What? Where's the candy, honey?

[B]

But instead of blowing her off, Land starts thinking seriously about Jennifer's last question. Why can't we see the photos now? Yeah. How can we make it possible to instantly see photos?

[A]

So, besties. According to Land, within an hour of that moment, everything becomes clear. The camera, the film, the chemistry that he would need to pull off this challenge. His brain, it is on fire with this new idea. And it's all thanks to that tenacious questioning of a curious 3 year old asking why, why, why?

[B]

The same night he calls up his patent lawyer, who also happens to be vacationing in Santa Fe.

[A]

Okay, is that like serendipity or does he just take patents really seriously?

[B]

Actually, Nick Land has always been extremely diligent about patents. So I wouldn't be surprised if he packed his lawyer in his suitcase. And right now he's just dreamed up how to squeeze an entire darkroom into the back of a handheld camera.

[A]

So he and his lawyer stay up half of the night jotting down these details that have been in his head. And Land calls the project. Ready for this, Jack? The SX70.

[B]

Why XS70?

[A]

The SX stands for special experiment. And the 70 is because. Well, the last two projects were number 68 and number 69. So it's a working title.

[B]

He has a super rough prototype less than a month into a secret project. But Edwin Land is a perfectionist. Nick. He wants every aspect of his self developing film experiment to be perfect. So he and his team get to work.

[A]

It's an exhilarating project and they feel like they've got time until September 1945 when World War II ends. And so do those lucrative government wartime contracts.

[B]

And once that money drives up, suddenly a whole lot more is riding on this new experimental product. Nick the next time you go to a Rangers or Knicks game at Madison Square garden, glance across 7th Avenue when you get out of the arena. There's a bunch of construction now, but it used to be the old Hotel Pennsylvania, a towering brick building welcoming every train bound visitor who just got out of Penn Station to New York city. And on February 21, 1947, the Pennsylvania Hotel's Georgian room couldn't look more glam.

[A]

What's going on here is the winter convention of the Optical Society of America, where scientists, professors and PhDs alike gather to learn the latest innovations in their field. It's basically like Coachella for contact lenses.

[B]

Edwin stands on stage with his colleague. He's about to present a revolutionary new prototype to this room of experts. Not to mention the journalists and photographers from the New York Times and Life magazine that Land had been quietly inviting her for weeks. He's hinted that at this otherwise routine conference, he's going to be dropping something big.

[A]

Jack set the scene for us.

[B]

Man Land holds a prototype in his hands. A Deardorff camera. The kind with that accordion looking thing around the lens. But its back has been modified to hold a roll of film negative, a roll of photo paper and a set of motorized rollers inside. It looks like Land is about to take the audience's picture. But instead he turns the lens on himself and clicks.

[A]

This is like the OG selfie. And Land, he just pulled it off on stage in front of everybody.

[B]

And then he announces to the crowd 50 seconds and they wait.

[A]

Now Yetis, while we are all waiting anxiously to find out what happens in 50 seconds, Jack and I are going to tell you about what's actually happening here because we are about to go full Bill Nye on this selfie.

[B]

When Land pressed that shutter, it created a film negative image inside the camera. Only this film negative uses paper with an opaque back so daylight can't spoil it.

[A]

This special negative then gets pressed into a sheet of glossy photo paper. Sandwiched in between these two sheets is a foil pod full of chemical developer.

[B]

This paper sandwich gets fed through the camera's motorized rollers, which sort of squeegees the developer goo evenly between the negative and the photo paper.

[A]

I believe goo is the technical term, by the way, Jack.

[B]

And 50 seconds later, land peels the negative, backing away, and there before the Crowd is an 8 by 10 photo of his face. That's right.

[A]

Land just made his own headshot in real time for an entire audience. And honestly, he looks fantastic in the photo.

[B]

Well, he's very stern. I don't know why people didn't smile back then.

[A]

Yeah, he's not smiling, but he did just pull off photography history. It's the first ever instantly developed photography.

[B]

No darkroom needed and the crowd knows it. They are dazzled. Especially those reporters and photographers who know how transformative instant photography could be for their jobs.

[A]

Because like imagine reporting back from assignment as a journalist with fully developed pictures covering wars, protests, natural disasters without having to scramble for a dark room in between. This could revolutionize the speed at which the public gets its news.

[B]

This is of course why Land invited these reporters to the event in the first place.

[A]

Very strategic.

[B]

While the next day the pictures of Land and his self portrait grace the pages of the New York Times and papers around the country, the Monday after that, it's the picture of the week in Life magazine. Instant photography was thought to be impossible. But suddenly it's here. Just the way his three year old envisioned it.

[A]

We should point out it the prototype that's here because now Polaroid's gotta get this thing to market.

[B]

Nick, that selfie that Land took, it was a stunt. Today you got like Mr. Beast burying himself alive and that gets all the attention.

[A]

Yeah, yeah, yeah.

[B]

Back then he took a picture of.

[A]

Himself that was wild in front of people who had no idea this thing could even work.

[B]

So after that insane stunt, Polaroid spends more than a year working out production details of this new camera. It's now 1948 and they're on the clock to crank out their new self developing film and their brand new camera at scale.

[A]

Now that is building cameras. That has been challenging enough. But each camera will need packs of specialized film too. And Polaroid is struggling.

[B]

So Edwin Land turns to a surprising partner. Polaroid's arch rival, Kodak.

[A]

Yes, for most of their existence, Cambridge, Massachusetts based Polaroid and Rochester, New York based Kodak, they have been major compared competitors. Like if you're crossing that Massachusetts border on I90, don't even think about continuing on to Rochester.

[B]

We're talking about the Coke and Pepsi of photography, the Nicki Minaj and Cardi B of cameras.

[A]

Jack, Finding out Kodak made Polaroid film is like hearing that Abercrombie hired J. Crew to stitch their cargo shorts.

[B]

But Kodak and Polaroid actually go way back. Kodak gave Land his very first commercial contract for $5,000 to make polarizer for one of Kodak's cameras.

[A]

All right, so, Jack, we can basically say Kodak and Polaroid are old acquaintances, but now Polaroid is getting into the camera game, and that is Kodak's turf. So it seems like Kodak should see Polaroid as a threat, right?

[B]

But they don't. Kodak sees the new Polaroid as a novelty item, almost a toy, really. It's the easy Bake oven of cameras.

[A]

Kodak evaluates this new Polaroid thingamajig product and basically says, you know what, they're jv, yeah, let them play, whatever.

[B]

But also, like an easy Bake oven, a Polaroid is easy to use, which means it attracts new customers to the photography sector.

[A]

It's actually what Jack and I call a gateway product, or really a gateway goodie. A product that increases the ease of use and expands the potential user base from experts to anybody.

[B]

So a Polaroid camera will widen the customer funnel from shutterbugs to the shutterbug. Curious. And that means more customers for Kodak in the future. And the Kodak management team actually articulates this in a telegram to their salesforce. Anything that is good for photography is good for Kodak. So Kodak agrees to help produce Polaroid film. And finally, in November 1948, almost two years after the convention in New York, Polaroid's first instant camera is finally ready to go to market. They dropped the SX70 codename and it hits the shelves as the Model 95 land camera.

[A]

Now, Jack, I am looking at this first ever commercially available Polaroid camera. And honestly, it's different from the Polaroid you'd see today. You know, it's got a lot of little nooks, crannies and whistles on it.

[B]

A little more complex.

[A]

Yeah, yeah, it is. For starters, the instant part. Yeah, that's relative. You gotta wait at least a minute between shots because the developing picture stays housed in the back of the camera until it's ready. Oh, and then, Jack, we should also point out there are these different tabs you gotta pull. Like you have to peel the sticky backing off at just the right time. You add it all up and this ain't today's Polaroid party camera.

[B]

It's V1.

[A]

It is.

[B]

Len knows he's going to be tinkering for years to come, but it's still a revolutionary invention for its Release day. Polaroid makes the most capitalist move ever. The day after Thanksgiving, Black Friday, 1948. That's when this first instant camera hits the market. The price tag jack $89.75, or a little over $1,000 in today's money.

[A]

Still cheaper than the Apple Vision Pro.

[B]

The camera debuts at the Jordan Marsh department store in Boston, and it sells out in a single day.

[A]

In fact, sales of this Model 95 Polaroid camera hit 5 million bucks in their first year, which is more than $65 million in today's dollars.

[B]

The public hunger for this product shocks even Edwin Land. His most optimistic projection was that they might sell 50,000 UV its total ever. Instead, over the next eight years, they sell a million of these cameras.

[A]

Okay, so he was off by about 20x. No big deal. May want to talk to the production guy.

[B]

It's a runaway hit that will drive the company's power and Edwin Land status as a genius.

[A]

Here's the thing, Yetis Edwin himself, he's still not satisfied. Not by a long shot. Remember, this guy once wore the same clothes for 18 days straight. So he's thinking of what Polaroid could be if he and his engineers keep on pushing.

[B]

This episode is sponsored by Abbott. Let's talk about a small thing that can make a big difference if you have diabetes. The Freestyle Libre 3 sensor. It's amazing how the sensor gives you real time glucose readings so you can see the impact of every meal and every activity. To make better choices. The Freestyle Libre 3 sensor can help you live life with diabetes on your terms. You can try it free at FreestyleLibre US offer available for people who qualify. Visit MyFreestyle US to see all terms and conditions. Certain exclusions apply for prescription only safety info found @freestylelibre us. So Yetis, as you expect, Land is not satisfied with V1 of his instant camera. As the Polaroid Land camera and its instant developing photos are taking off, Edwin Land is already working to improve them.

[A]

Now, funny thing, Yetis Steve Jobs called Edwin Land one of his heroes. And a key reason why was his constant drive. This guy Land, he's just never satisfied with the product as is because he can see in his mind what it could be.

[B]

Land even had a personal motto. Do not undertake a program unless the goal is manifestly important and its achievement is nearly impossible.

[A]

So you can kind of see why Land was Steve's kind of guy.

[B]

When you think of those classic Steve Job product unveils where each iPhone is a little bit better than the last one, that approach is pure Edwin land.

[A]

And in 1949 Polaroid photos. They are fast, but they're also like a little grainy and sort of brownish. Jack. I guess in Instagram terms we would say these are sepia. And of course, the picture, it doesn't leave a negative, so what use is it to a professional photographer, right?

[B]

Land doesn't want only to serve amateurs with this new camera. He wants serious artists to use Polaroid too. So one of the first moves he does is to recruit a certified American legend. Ansel Adams, one of the most highly regarded photographers in America, known for his gorgeous and astonishing landscapes of the American West. Polaroid hires him as a technical consultant for $100 a month.

[A]

Now, Jack, we should point out, that is a crazy good bargain. Like, even if you figure that it's 1300 bucks a month in today's money, like, imagine getting Kim Kardashian to consult for your Instagram or getting Mr. Beast to cut your YouTube videos. Yetis the value of having the ultimate user on the team to give you feedback on your product, that is priceless.

[B]

But Ansel Adams isn't the only one advancing artistic innovations at Polaroid. One of Edwin's brightest proteges, a woman named Meroe Morse, is in charge of one of the company's top priorities. Moving their film from sepia to crisp, modern black and white.

[A]

Now, we know you're thinking vessies. Yeah, piece of cake. Just like, changed the color. This is actually a major scientific challenge because they have to totally reformulate their whole chemical process and start some parts completely from scratch. Meroe keeps her lab going in shifts, putting in 18 hour workdays just like her boss trying to get any breakthrough possible. My no time for lunch, Jack. They're trying to fix the flux capacitor.

[B]

Great Scott.

[A]

And in the summer of 1950, all that overtime finally pays off when Morris and her team deliver a beautiful crisp black and white film stock right to their hands, which Polaroid puts into production asap.

[B]

But within a few months, there's already a problem.

[A]

Okay, pause the pod for a sec, Jack, because this isn't just a problem. I think out of all the products we've covered, this may be the biggest problem we have ever seen.

[B]

The black and white, fully developed Polaroid photos, they are starting to fade.

[A]

Yeah, the photos are disappearing.

[B]

The same problem Marty McFly faces in.

[A]

Back to the Future. Oh, my God.

[B]

Polaroid customers are facing with their photographs.

[A]

Seriously, Jack, Maybe it is the flux capacitor after all.

[B]

Customers call in, they're furious and devastating because their memories are Being bleached out into pure white nothingness.

[A]

I mean, Jack, that is bad. Like, that is. It is 2008, and my computer crashed and I lost my entire term paper bad. Actually, imagine you turned on your iPhone right now and all your photos were just gone.

[B]

Your wedding photos, your baby photos, Every visual memory you've tried to capture. Since Polaroids don't leave behind negatives, these memories are gone forever. This is a crisis. They need to hack together some sort of fix right away. So they create a finisher solution that the user can literally paint over their photos like they're painting their nails. Polaroid starts including a small bottle of finisher within the box of every film.

[A]

So, Jack, how is our buddy Edwin feeling about this hacky solution?

[B]

He's not a fan. It's messy. It smells nasty. It disrupts the frictionless user experience he wants to deliver. But customers accept the inconvenience rather than letting their photos fade.

[A]

So, Jack, this says a lot about how much people loved Polaroid cameras. The very fact that they were will to put up with a smelly ink solution just for the ability to take an instant photo.

[B]

So Land got Ansel Adams on the payroll, helping him refine camera mechanics. He's got Meroe Morse solving true black and white. And he puts another team on the Mount Everest project of instant photography Color now.

[A]

Yeah, it is. We should point out for a sec that, amazingly, the first color photograph was actually created back in the 1800s. But no existing process translates easily to Polaroid's instant developing system. So, color photographs. Yeah, that's a Mount Everest.

[B]

It takes them until 1956, but finally, they crack the case on instant color. As a demo, they take a photo of a young woman in a red silk jacket. Land is so proud of this human accomplishment that he personally hand delivers it to Eastman Kodak in Rochester, New York.

[A]

And that red silky jacket, it puts a different color into Kodak's executive minds, and that color is green.

[B]

Instant color photos. Sounds like a big business.

[A]

Yeah, it does.

[B]

Whether for photojournalists on assignment or for snapping pics at your cousin's Christmas party.

[A]

He has those crazy sweaters, you know.

[B]

So they agree to once again supply Polaroid with film, stock and expertise.

[A]

In 1963, Polacolor film debuted to the general public, and it becomes one of the most profitable products Polaroid has ever made. This is a profit, puppy.

[B]

But Land makes a major strategic error during the rollout.

[A]

Don't tell me. We lose all of the color photos, Jack.

[B]

When Life magazine does a spread on Polacolor the name Kodak appears nowhere in the print article.

[A]

Awkward.

[B]

In fact, Polaroid barely acknowledges Kodak's contributions. Just one small mention in a pamphlet and Kodak is not happy. They definitely notice the snub, Jack.

[A]

To quote John Blatarski in Animal House, don't get mad, get even.

[B]

So it's 1963, and Polaroid has just snubbed their frenemy Kodak. And Kodak responds in proper mean girl fashion.

[A]

Oh, yeah.

[B]

They launch a compact, highly portable camera of their own with the Kodak Instamatic.

[A]

Oh, Jack, this is a classic Regina George retaliation. I mean, they may as well have launched a burn book on these guys. Now, an Instamatic has instant vibes since you can grab it in an instant and point and shoot in an instant. And there's no manual focus, but you still have to take the film to a developer. So it is not entirely instant.

[B]

Kodak is making a strategic move here. They know Polaroid is starting to build a brand. Their customers are already committed to the camera. So instead of competing with Polaroid on quality, they go with the oldest trick in the business book. They're trying to beat them on price. Kodak's Instamatic camera retails at just $16, or a little more than $160 in today's money. Whereas the price tag on the latest Polaroid, $164.95, or 6, $1,600 in today's market.

[A]

So what we're saying is that Kodox camera is 90% cheaper than the Polaroid camera. I mean, that's not just cheaper. That is a different world, man. And at 1/10 the price, the Kodak Instamatic is positioned to become a category killer. This thing will go on to sell some 70 million units within the first decade on the market. And it sells 10 times as many units as Polaroid's first run of cameras. Even though it's not even really instant, it's instant. Ish.

[B]

Now, this really is a problem for Paul. Totally. Especially since the mid-1960s are an inflection point for candid photography.

[A]

Good point, Jack. So Yetis, these were the swinging 60s picture Austin Powers. Foxy Cleopatra's going out, she's looking good, and she wants some photos of herself.

[B]

This is the era where people don't look stern and unhappy in their photos. They start smiling and taking candidates. It's big for photography.

[A]

You're going to Rolling Stones concerts in a miniskirt and black boots.

[B]

They kill your feet.

[A]

But they look fantastic and even better on camera.

[B]

Just like now, Young people are obsessed with capturing everyday moments. And most of them, they can't afford a camera that costs hundreds of dollars.

[A]

So Polaroid has to interrupt the Instamatic craze before they lose out on an entire generation of customers. And that's why, in 1965, Polaroid collapsed back with a brand new camera. And what do they call it?

[B]

Jack the Swinger.

[A]

The Swinger. Technically, that name the Swinger is because of its cute little strap that lets that camera swing around your wrist. But they definitely mean it both ways.

[B]

The name Swinger is brilliant, and it was dreamed up by a legendary ad exec, a real life Peggy Olsen of the era named Phyllis Robinson.

[A]

More on her in a sec.

[B]

For the first time, the camera has been repositioned from tech gadget to fashion accessory. Pairs perfectly with your Prada purse. Oh, and its viewfinder even tells you when you have enough light to take a photo by spelling out the word yes.

[A]

So much nicer than when my iPhone, like, lectures me that there's not enough light. So rude.

[B]

And at a retail price of 19, it's competitive with the Instamatic. The Swinger sells out like Beyonce tickets. Sales are also helped by an ad campaign featuring this catchy jingle written by that advertising phenom Phyllis Robinson, and sung by a young Barry Manilow.

[A]

First of all, you're welcome, welcome, Yetis, because you're never going to be able to forget that song.

[B]

My mom actually told me that it's Barry Manilow who sang that because she still remembers the commercial to this day.

[A]

Well, Jack, your mom was a fan of that commercial. But funny thing, Land, the guy running Polaroid, not a fan of this product.

[B]

He worries that pushing a lower end product will damage Polaroid's reputation among serious photographers.

[A]

But they don't keep Ansel Adams on the payroll for nothing, man.

[B]

The Swinger becomes their fastest selling camera to date. And it gives them the fuel to move ahead on Land's true dream project. The thing he's obsessed over since he first came up with Instant Photography in 1943. Yetis. It's now the late 1960s. Edwin Land sits quietly in his laboratory in Cambridge, Mass. Everyone else has gone home for the night. He's finally got a moment to himself to think now that the team isn't sitting around chatting about their weekend plans or significant others or children. And what he's thinking of is his promise he'd made to his daughter on their walk into Mexico 25 years ago. Why can't I see these pictures right Now, Dad, I don't want to wait.

[A]

Edwin Land, the inventor of the most innovative camera ever, has never fully been satisfied with that camera he invented.

[B]

The Polaroid photo of Land's imagination is one that develops in one step, like magic. And to get this, Land has to somehow eliminate the backing sheet, which means solving two technical problems. One, where do you put the developer chemicals? And two, how do you keep light from ruining your negative?

[A]

Well, those two problems, they're going to take years of innovation to pull off. But the solution leads to one of the most accidentally powerful features in history.

[B]

Land and his engineers design a new kind of photo paper that hides a strip of developer chemicals at one end of it. So when the camera rollers squeegee the chemicals out, what's left behind is just a single white strip along the bottom of your photo.

[A]

That 12 inch white strip ends up becoming the most iconic element, the most defining feature of the entire Polaroid camera. It becomes a space to caption your new instant photo. It's an accidental invention, and it is game changing.

[B]

So Land makes sure to get it patented. Of course. And then, just as before, he heads straight to Kodak headquarters.

[A]

Yeah, they may be competitors, but the Kodak folks, they're still business partners. They've been manufacturing Polaroid film packs since the 1940s. So even with the hurt feelings around credit, the arrangement has been good for both companies. So Land figures that they can collaborate on this new kind of film too.

[B]

With pride, Land explains to the Kodak brass his recent breakthrough on self developing film and his vision for the new, truly one step instant camera. Then he heads home.

[A]

And just as lan closes the door, each of those Kodak executives looks around the room and starts freaking out.

[B]

For years, Polaroid has been both a lucrative corporate client and a pain in the neck. But what lan just told them is scary. Polaroid's new instant camera with its magic self developing film. This is no easy bake oven. This is an existential threat to Kodak.

[A]

This ain't no JV squad. This is varsity. So Kodak stands to lose billions if Land can get this one step self developing film off the ground. And that's why Kodak lays down an ultimatum.

[B]

They'll bring Polaroid's nifty new film to market if Polaroid finally allows Kodak access to some of those sweet, sweet instant photography patents.

[A]

Remember we mentioned Land is big on patents. He's got a patent passion. Ever since his first polarizer patent in 1929, he's patented not just instant photography, but every single aspect and detail of instant photography. And so far it's been the only thing keeping Kodak from swooping in and dominating the instant photoch market right now.

[B]

Kodak obviously knows how to make instant film because they've been doing it for Polaroid for years.

[A]

Yeah, totally.

[B]

It wouldn't be hard for them to figure out the camera part, but they need Polaroid to grant them a license if they're going to legally do it. And Land is having none of it. He refuses to grant Kodak any of his patents whatsoever.

[A]

Okay, so Jack, what does Kodak do in this tete a tete standoff situation?

[B]

Kodak basically breaks up with Polaroid. They refuse to print a single square of Polaroid's brand spanking new film.

[A]

They can't spare a square.

[B]

Like Disney and Netflix.

[A]

Yeah, Netflix, they were great at distributing Disney stuff until da dum.

[B]

Until Netflix made Orange is the New Black and House of Cards.

[A]

Awkward.

[B]

And then everything changed. They went from frenemy to straight up enemies real quick.

[A]

So Disney, they pulled all their content off Netflix and canceled their partnerships, just like Kodak did with Polaroid.

[B]

So LAN stands firm. He won't give Kodak access to his patented instant photography takes, even though he knows this is going to cause problems. Because Polaroid has always contracted out their film manufacturing. They don't even have a working prototype for their new invention. And now not only do they have to perfect it, they also have to build a factory from the ground up so they can produce it at scale.

[A]

And now it's only a matter of time before Kodak tries to copy it with or without a patent.

[B]

It's 1972. For the past four years, Edwin Land and his team have been toiling away at Land's nearly impossible dream instantly. Self developing film and a brand new camera to go with it. Or in business speak, they're working on vertical integration of Polaroid.

[A]

Vertical integration. Something lots of companies do. Cutting out middlemen and gaining more control over their supply chain. We saw this exact thing in our Reese's Peanut Butter cup episode. Milton Hershey, he purchased sugar cane plantations in Cuba just to produce his own sugar.

[B]

Now, when you're not relying on outside vendors to make key components of your product, you are eliminating a major variable. And it's nice to be in control. On the other hand, that means every component of your product, from start to finish, it's on you. And that's expensive. And it can also be a lot of pressure.

[A]

Polaroid had to vertically integrate not because they wanted to, but because they had to.

[B]

So Polaroid is mass producing this camera and at first it's codenamed Aladdin, but soon Land gets nostalgic. Oh yeah. So like the first ever Polaroid camera. Land calls this new model the SX70.

[A]

Oh, the old SX70 brings me back to 30 minutes ago in this podcast, Jack.

[B]

Well, this modern 1972 SX70 is a slim, elegant camera that folds into itself when you're not using it.

[A]

It's leather bound, exterior is smooth, it is sleek. You could pull this thing out of your pocket, pop it open and take a picture in seconds. So between this new factory, the Research and Development SX70 cost Polaroid nearly a billion dollars.

[B]

That's more than $8 billion today. With that much money, they could have acquired Lyft.

[A]

And he makes this huge investment with something that's going to freak out a lot of tech CEOs out there. He makes the investment with zero market research.

[B]

It's a super risky move. Land is simply going with his gut. He knows that people are going to love this Polaroid.

[A]

And you know what? Land looks pretty smart when this new SX71 hits the market, doesn't he, Jack?

[B]

It is a monster success. It makes the 1948 land camera look like a flop by comparison. Yeah.

[A]

Remember, 55,000 of his first camera were sold that holiday sales season beginning on Black Friday, Friday in 1948. But sales of this 1972 model, they are almost nine times that.

[B]

But Polaroid wants to keep the momentum going, so they invest Hollywood style in Hollywood like Nike nabbing college athletes. Polaroid starts signing celebrity endorsements like Candice Bergen, Christopher Plummer and the Muppets.

[A]

Yeah, Kermit the Frog. He doesn't care about your Kodak moment. He wants his holiday pick with Miss Piggy shot on a pole.

[B]

Polaroid. Polaroid is pushing for market dominance at this point. Celebrity spokespeople are part of that strategy. Polaroid also courts ultra famous photographers. Andy Warhol. He goes crazy for the SX70, photographing every IT guy and IT girl from John and Yoko to Muhammad Ali. And aside from one tiny blip in their stock price around the time when they couldn't meet demand, things couldn't be better for Polaroid. The sun is shining and shareholder value is soaring.

[A]

But Jack, our old friend Kodak, they haven't gone away. In fact, they've got a little something to say about the instant photography market. It's not cheese.

[B]

So remember, the only thing keeping Kodak out of the instant camera business has been Land's comprehensive Patents. They know how to make these cameras. They know how to make the film. They just legally can't because Land Land owns the idea legal. But in 1976, Kodak releases their own instant camera anyway. It's called the Kodak Ek6.

[A]

And our buddy Land, he is personally offended by this copycat because this Kodak knockoff is clunky. It looks like a parking meter. Frankly. This Kodak knockoff is the McDowell's Big Mick to the Polaroid's Big Mac.

[B]

So just six days after Kodak unveils this new camera, Edwin Land announces a lawsuit. And it will bang around the courts for 14 and a half years until in 1990, Kodak is finally forced to pay out $909 million to Polaroid.

[A]

Whoa.

[B]

For stealing their idea.

[A]

But ultimately, when the money finally comes, it'll be too late for the person most interested in the outcome.

[B]

Because Edwin Land, the founder and fierce captain of Polaroid for its entire heyday, dies in March of 1991 at the age of 81 years.

[A]

And honestly, after his death, the company that he created just slides into disarray. Polaroid is going to fail at staying competitive during the real category, killer digital photography.

[B]

When the bottom falls out of the film photography business, it happens all at once. In October of 2001, Polaroid declares bankruptcy. And in 2008, the company stops making their iconic film altogether.

[A]

And bestie is that would be the last word on Polaroid, except for a mysterious, almost Edwin Landian figure who couldn't bear to hear the story's end and did not want our podcast to finish.

[B]

It's February 2008, the month that you and I met each other as freshman year college roommates. Totally great time for you and me. Tough time for Polaroid.

[A]

We had no idea what was going on at that cute little camera company.

[B]

Polaroid has just announced that they're shutting down production on their iconic self developing film.

[A]

Polaroid factories are shutting down all over the world. At the height of its powers, 1978, Polaroid employed 21,000 people, and now it's down to 150.

[B]

But after Polaroid announces that they're shutting down, analog film lovers in particular, Polaroid lovers send out a sort of global cry of woe. Enter Florian.

[A]

Doc caps great name.

[B]

An Austrian entrepreneur and analog tech enthusiast, Doc is appalled by the sight of Polaroid factory shutting down worldwide. One by one, they're disappearing until there's only one left. It's in the Netherlands, in a town called Enschede. In October 2008, Doc decides to buy it for $3.1 million. He teams up with a handful of Dutch scientists and they decide to rebuild the Polaroid photographic process from scratch. They call it the Impossible Project.

[A]

Now, Yetis, before we go full Jurassic park on this, we gotta point out there is no supply chain. There is no institutional knowledge. There's basically no way they could pull this off.

[B]

They had to reverse engineer Polaroid's entire self developing process.

[A]

It takes years, but document finds a way. In 2017, the Impossible Project acquires the Polaroid brand and becomes simply Polaroid.

[B]

Today, a quick trip to Polaroid.com gives you the option to buy a range of cameras, instant film and accessories. It sells to analog enthusiasts and professional photographers worldwide. Plus, you can find Land's polarization principles still applied to everyday items like cell phones, computer screens and sunglasses.

[A]

So the next time it's 72 and sunny outside and you toss on a pair of Ray Bans, give a shout out to Edwin Land.

[B]

Nick, you and I, we've both been guests at many a wedding.

[A]

Plenty.

[B]

Wedding Polaroid camera is a great party prop, right? People can take photographs and put it in the guest book.

[A]

Pro tip, the whole wedding party loves a Polaroid on the dinner table.

[B]

But you'd be shocked that Polaroid's business is way more than just wedding party props. They're still a huge business today, despite the digital revolution. Their global estimated revenue as of 2023 is $777 million. That's on par with Yeti coolers, Hoka's running shoes or Goldfish crackers. In a world where every phone can instantly and digitally take a picture, Polaroid is still almost a billion dollar brand.

[A]

And the spirit of both Polaroid and their frenemy Kodak live on in their modern descendant, Instagram.

[B]

When Kevin Systrom co founded Instagram, he combined the nostalgic visual elements of both Polaroid and Kodak for Instagram's logo, its photo filters and the shapes of the photos themselves. Which is of course a square with some room at the bottom to write captions. Hashtag Blessed edwinland. No filter.

[A]

So Yetis. That is the story of Polaroid and its genius inventor, Edwin Land.

[B]

Nick. What's your takeaway?

[A]

Jack? My takeaway on polaroid, ask why 7 times why? You know, I thought you'd never ask why, Jack. Well, the idea of asking why seven times is at the heart of what we call first principles thinking. The concept where you break down a problem into its essential elements. So business leaders, they talk about doing that a whole bunch, but kids understand that concept. Instinctively. And when lan's daughter asked him why she couldn't see her photo right away, she was trying to get to the truth that she could understand. That helped Land get there, too. So asking why seven times. Basically thinking like a child about an adult problem that takes apart the conventional wisdom and the flawed assumptions that make up the status quo. And once you've broken those down, then you are free to create something new. But Jack, I got a question for you. What's your takeaway on Polaroid?

[B]

What you think is a flaw might be your best feature. Well put.

[A]

Well put.

[B]

The extra space Landon and his team made to hide the pouch of developer chemicals, it turned into one of Polaroid's defining features. It's the margin where we caption our picture. It gave the photos a visual style that has since become iconic.

[A]

It's a differentiator.

[B]

This won't be true every time. Some flaws are just.

[A]

Just flaws.

[B]

But you should be keeping your eyes out for flaws with feature potential.

[A]

But Jack, it feels like it's time for our favorite part of the show. The best facts yet.

[B]

The surprising details we discovered in our research that we couldn't find a place for in our story. Can I take it away?

[A]

You got it, Jack.

[B]

Contrary to the Outcast song Hey ya. You shouldn't actually shake your Polaroid picture.

[A]

In fact. In fact, when that song debuted in 2003, Polaroid actually put out a press release noting that shaking or waving of the photo can actually damage the image.

[B]

Still a classic dance move.

[A]

Still classic. And during the Cold War, Edwin Land even acted as science advisor to President Dwight D. Eisenhower and was critical in developing both high speed and X ray film. You know, for spying.

[B]

Robert Oppenheimer's got got nothing on this guy.

[A]

I mean, Jack, where's the Land movie?

[B]

Hey, Christopher Nolan, we're gonna have to have a word. And finally, there are so many more stories about Edwin Land we didn't cover in this episode. Like the fact that he employed historic numbers of female scientists. And that is why Polaroid is the best Idea Yet.

[A]

And yetis. Wait till you hear the next episode of the Best Idea Yet. We got the high flying earth shaking, money making story of. Wait. Check. Is that a sneaker screech? What is that on the court?

[B]

The Air Jordans follow the best idea yet on the Wondery App, Amazon Music, or wherever you get your podcasts. You can listen to every episode of the Best Idea yet early and ad free right now by joining Wondery plus in the Wondery App or on Apple.

[A]

Podcasts before you go tell us about yourself by filling out a short [e-mail] survey the best idea yet is a production of Wondery, hosted by me, Nick.

[B]

Martel and me, Jack Crevici. Kramer Besties if you've got a product.

[A]

That you're obsessed with but you wish you knew the backstory, drop us a comment and we'll look right into it.

[B]

Oh, and don't forget to rate and Review the show.

[A]

5 stars. Rate and review. That's how we grow The Best Idea Yet Our senior producers are Matt Beagle and Chris Gaultier. Matt Wise is our producer.

[B]

Our senior managing producer is Nick Ride and Taylor Sniffin is our managing producer.

[A]

Our associate producer is H. Conley.

[B]

Research by Samuel Fatzinger this episode was.

[A]

Written and produced by Katie Clark Gray.

[B]

We use many sources in our research, including Instant the Story of Polaroid by Christopher Bonannos, Lands Polaroid by Peter Wensberg, A Triumph of Genius by Ronald K. Feirstein, and finally, A Brief History of the Impossible Project by the Impossible Project.

[A]

Sound design and mixing by C.J.

[B]

Drummeller, fact checking by Molly Artwick, music.

[A]

Supervision by Scott Velasquez and Jolina Garcia for Freeson Sync.

[B]

Our theme song is Got that Feeling Again by Blacklac.

[A]

Executive producers for Nick and Jack Studios.

[B]

Are me, Nick Martell and me, Jack Revecce Kramer.

[A]

Executive producers are Dave Easton, Jenny Lauer, Beckman, Aaron O'Flaherty and Marshall Louie for Wandering.