The Improbable Genesis of Netflix: A Review of ‘That Will Never Work’ by Marc Randolph

Marc Randolph’s That Will Never Work isn’t just a nostalgic trip down memory lane—it’s a raw, unfiltered chronicle of the chaotic and exhilarating birth of Netflix. For those of us immersed in the tech world, particularly within the dynamic Salesforce ecosystem, Randolph’s narrative resonates deeply, offering valuable insights into the volatile journey of building a disruptive company from scratch.

Like many, I’ve always been fascinated by Netflix’s David-vs-Goliath story. The tale of a scrappy startup challenging Blockbuster, the dominant force in home entertainment, has become a staple case study in business disruption. Randolph’s book peels back the curtain on this iconic narrative, revealing the sheer grit, determination, and—at times—comical missteps (like the initial pitch to ship VHS tapes by mail, before realising DVDs were the way forward) that paved the way for Netflix’s eventual triumph.

But That Will Never Work goes deeper than the underdog story. Randolph’s candid reflections on company culture and team dynamics hit home. His descriptions of navigating the different phases of growth—from the initial all-rounder phase to the need for specialists, the scaling chaos of hyper-growth, and the maturing business stage—are highly relatable to anyone working in fast-paced tech. In the Salesforce ecosystem, we see this play out daily: adaptability and thoughtful team evolution are non-negotiable.

---

🔍 Key Themes That Stood Out

🛠️ The Power of Iteration

Randolph emphasizes rapid prototyping and constant testing. The sheer number of failed ideas — like personalised shampoo and dog food delivery he originally pitched to his co-founder Reed Hastings —shows how failure is not a setback, but a stepping stone to innovation. Each failed experiment was a “that will never work” moment that ultimately led to a breakthrough.

🔥 The Power of Passion

Randolph’s unwavering belief in his vision, even amid skepticism and setbacks, is a powerful takeaway. His journey is a testament to how far relentless passion can take you—even when the odds say otherwise.

💬 Candor Creates Trust

Open communication and honest feedback were at the heart of Netflix’s early team. While often uncomfortable, this culture of candor fostered trust, alignment, and ultimately, better decision-making. It’s a lesson worth revisiting in our own teams and partner ecosystems.

⏳ Timing and Luck Matter

Even the right idea, at the wrong time, can flop. Randolph is refreshingly honest about the role of luck. Technological shifts and changing consumer habits created a perfect storm. It’s a humble reminder to stay grounded, even when we feel we’ve nailed it.

🤝 Partnerships Are Complex

The book dives into the realities of forging and navigating partnerships. Randolph shares the delicate dance of negotiation, compromise, and timing needed to survive—lessons equally applicable to the partner-first strategies many of us live and breathe today.

---

🧠 Why This Book Hit Home for Me

Randolph’s storytelling is engaging and refreshingly human. That Will Never Work is a compelling read for anyone in tech, anyone navigating business growth, or anyone who enjoys a story of perseverance and belief against the odds. It reminds us that even the biggest revolutions can start with a simple, almost laughable idea: What if?

Personally, I’ve always been drawn to founder stories—whether it’s Diary of a CEO, Shoe Dog, or Behind the Cloud. These books don’t just chart the path to success—they reveal the human cost, the mental resilience, and the split-second decisions that define leadership under pressure.

That’s why That Will Never Work hit home. Over the past three years at Salesforce, I’ve witnessed firsthand how tough decisions—restructuring, re-skilling, realigning teams—have reshaped the organisation to be ready for what’s next. It hasn’t always been easy, but like Randolph’s early Netflix days, it’s been driven by belief in the future and a willingness to adapt. These experiences make stories like his feel not just inspiring—but familiar.

---

✅ Verdict

🟢 A must-read—not just for founders, but for anyone who believes that bold ideas, the right team, and a little grit can change the game.

---

💬 Over to You

Have you had your own “that will never work” moment that turned out to be the opposite?
Or a favourite founder story I should add to my list?
Better yet—what’s the worst idea you ever heard that actually worked? 😄
Drop it in the comments or message me—I’m always keen to add to the bookshelf.