The camera has revolutionized our world today. Camera and film technology is found in industries from cell phones to health care. George Eastman invented the Kodak camera in 1888 and he also invented the first film in roll form.  Could George Eastman ever imagine where that invention would eventually lead the Kodak company?

I have now reached the age when I can look back and see where history was being made. I am now a strand in the tapestry of that history.  Reflecting back, I remember the Brownie camera which was manufactured by Kodak.  On special occasions, we would have our picture taken standing on the front steps. Then the wait would begin, the film would have to be processed and a week or so later, we could see our Kodak moment.

Next the family acquired a Polaroid camera. I can still remember that peculiar odor from that little picture swiper, but we could see the pictures right away, oh what a great “Kodak”, make that “Polaroid”  moment.

When I went off to college, the instamatic cameras were the rage. I could take these great pictures without the hassle and complexity of a 35mm camera.  Then, it was thought that these cameras were the best thing around, little did we know that the technology would keep changing our Kodak moments.

The digital age flashed into our world and suddenly film was becoming obsolete. This little small digital camera could make an instant photographer out of anyone including me.  I wonder if Kodak realized that those Kodak moments were rapidly changing.  Previous articles seem to shed light that Kodak may have been caught sleeping, or at least nodding through this digital age.  Kodak was shedding jobs quicker than you can click the camera.

In an article in July 2005, we find the Kodak company not having a great “Kodak Moment’ –

  “As part of the effort to accelerate its digital transformation and to respond to a faster-than-expected decline in consumer film sales, Kodak will extend the restructuring activity originally announced in January 2004, in which the company set plans to reduce employment worldwide by as many as 15,000 positions. The company now plans to increase the total employment reduction to a range of 22,500 to 25,000 positions, and to reduce its traditional manufacturing infrastructure to approximately $1 billion, compared with $2.9 billion in January 2004. When largely completed by the middle of 2007, these activities will result in a business model consistent with what is necessary to compete profitably in digital markets.”  Source: www.Kodak.com

Kodak's film producing factories are going away like the milkman. Kodak was faced with declining consumer film sales, high costs and an outdated manufacturing infrastructure.  Kodak was the market leader in the film and camera industry, so how did such an industry leader find themselves playing catch up in their own market?  The same way a lot of U.S. companies may lose their competitive advantage, by paying too much attention to what they know and not where they need to go next. To stay in the picture, leaders today should consider the following:

• Look to create the future, not follow just the emerging trends.
• Stretch yourself, imagine what is impossible and make it possible. Note: Strategic planning is great, but not if it only  focuses on what  you are certain of.
• Remember that today’s cash cow may be tomorrow’s steak dinner.
• Know who the potential new leaders are in your organization and develop them now.
• Get everyone involved in “trend analysis’. Cut out headlines, pass them out, ask people how that headline might impact the business.  Be open to the ‘off beat’ ideas.
• Embed innovation into the culture – your next great product may already be hidden in your company.

There is good news for Kodak today, they are having a new Kodak moment. Using new internet voice technology by SKYPE and Kodak’s technology, they have taken the world of storytelling to a new level.  Not only can you store and share your pictures on line, you can now share your photo album and tell the story behind the pictures live, using SKYPE. As the headline said yesterday, “Kodak launches the first SKYPE certified online photo sharing experience, helping people talk live to friends, family and colleagues around the world while viewing a shared photo album.”  Source: www.kodak.com 

Kodak is a leader in digital imaging technology with inroads in health care technology and they are the leaders in consumer digital images, printing and sharing.   At a recent Las Vegas International Consumer Electronic Show, Kodak stole the show by winning “Best of Innovation” awards for digital photography.

That was a Kodak moment!  Business continues to change everyday; leadership and innovation are the levers to success.

There is a “Kodak Moment’ for every organization out there.  What’s your “Kodak Moment” story?

Copyright 2006 Valarie D. Willis

Download PDF: /Documents/Kodak Moment.pdf