Why BlackBerry Failed -- And It's Not What You Think

Last Friday BlackBerry announced the axing of 4,500 jobs and that they were taking the company private to restructure the troubled smart phone maker.

We've seen, heard and read about the ongoing problems sinking the once golden child of Canada's tech industry.

The Ottawa-based company just can't seem to get it right, every new product they release is ripped to pieces in the press.

Recently, news broke about how the company purchased a private jet, despite lagging sales and constantly falling stock prices. The story shocked us -- who goes out and spends millions on a private jet, when your company is tanking?

We shake our heads upon another sob story in the press about BlackBerry, and instantly blame that company's leadership team. It must be all their fault. 

To a degree, the leadership team is to blame. To a degree.

Whenever a company fails or succeeds, part of that failure or success can be directly attributed to the decisions at the top.

But there is more going on here than bad management -- there's a whole lot more which is actually well beyond the leaders, the managers, or even the staff.

It's public perception, driven by a media machine which is designed to kill successes.

Our news media loves a great story, and many successful stories are sexy enough to sell ad spots as they scream their successful headlines.

But those success stories aren't very common and don't have legs. Once you report on a company's success, it becomes stale news. Who wants to keep hearing about the millions Facebook CEO Mark Zuckerberg has made, or the wonders coming out of Tesla Motor's Elon Musk mind?

BORING!

But tell the world about a tech giant's fall -- that's hot! That story can be spun for weeks, months, and even years.

Think about it -- what draws more of a crowd -- a crane hauling metal up to the floors of a building being built, or a man counting down the detonation of a building about to be blown to pieces?

We like watching things blow up. Watching things go "boom" is fun. It's part of our DNA.

SO when the vulturous media gets hold of a story about a company that's about to go "boom" they drop everything and feed that destruction.

No one wants BlackBerry to fail. But because things that go "boom" are more exciting than anything else, once a company enters that slippery slope towards doom, the media will continue the push down that slope.

BlackBerry has come out with some remarkable pieces of new tech over the past few months, but not if you read the reviews of their new tech.

Every tech reviewer has biasly slashed the wrists of the once popular smartphone company, even if their new tech is pretty good, by harping on the tech's failings.

BlackBerry itself was rebranded -- it was originally known as Research in Motion or RIM -- in an attempt to distance itself from it's negative about to go "boom" image.

But once labeled a problem child, it's hard to unstick that label, and the media continued to focus on the newly minted BlackBerry's troubled past.

And so regardless of what BlackBerry does, it will fail.

It can't win.

Which is really unfortunate, because BlackBerry has been working hard to change things around.

But perception is reality.

Even it it isn't.