Guitar Hero, an overnight success

... it just tooks 10 years to get there

Guitar Hero recently released a new version of its smash hit video game that has sold over $1 Billion. To the casual observer Guitar Hero seems like an overnight success, a stroke of luck and genius. But this is a story of tenacity, strong-willed entrepreneurs, and patient, supportive investors. I first wrote this story several years ago when I met one of the founders of Guitar Hero at the Nantucket Conference. The recent release of the game made me think of this post, and how the story is timeless. Here it is one more time.

Eran Egozy, co-founder and CTO of Harmonix Music Systems was on a panel at the Nantucket ConferenceGuitar Hero, the wildly successful video game. entitled "Tipping Point: The keys to getting new ideas to take off".

Harmonix is the maker of Guitar Hero was an instant overnight success, 10 years in the making, selling over $1Billion to date. Harmonix was founded in 1995 but Guitar Hero didn't come along until 10 years later in 2005.

What did Harmonix do in the first 10 years? Harmonix founders met at the MIT Media Lab and their first idea was to create new ways for non-musicians to experience the joy of making music. Similar to another MIT Media Lab company called HarmonyLine, this idea never really took off.

Eran joked "For the first four years we couldn't sell anything but stock. We knew that wasn't a business model, but at least we had money coming in to keep us going."

Around 2000 they decided to try applying their music technology to video games. But it was 5 more years until they tasted success. They released eight video games over that period, with modest results. Eran said "The trick in the video game business is to make enough money from your game to keep you going until you can release your next game."

Most new video games don't make a profit. The game business is very much like the music business, or even the venture capital business, in that it is a "hits" driven business. One big hit pays for lots of losers.

Guitar Hero was the 9th video game produced by Harmonix, 10 years after founding the company, and it put them on the map with more than $1 Billion in sales. They recently sold the company to MTV Networks, a division of Viacom for $175M.

iRobot a 12-year overnight success. Colin Angle, founder and CEO of iRobot told a similar story. iRobot was founded in 1990 with the idea of creating robots to do interesting stuff. For 12 years they did projects and built products but never really achieved financial success. Colin said they paid employees once a month at the end of the month. They never had enough cash at the beginning of the month to meet the payroll at the end of the month. But they persisted in their dream.

September 11th 2001 changed everything. They decided to apply their robot experience to help the military in dangerous situations. DARPA, the research arm of the U.S. Defense Department paid out grants to lots of companies to develop proposals for new defense technologies. iRobot won a $200K grant to write a proposal for a battlefield robot.

Colin Angle said the company had never had $200K in the bank...ever. So, rather than use the money to write a proposal they just built the robot. What a concept!! DARPA had a big meeting to review all the proposals from various defense contractors. iRobot showed up with their robot and a tiny written proposal. They won the business and DARPA awarded them a $4M contract to build robots for use in Afghanistan. They have since sold over $150M of robots to the military.

Colin said that iRobot entered and exited 18 different businesses over their 12 year existence before finally landing on the military robot idea. They have since entered the consumer market with robot vacuum cleaners and swimming pool cleaners.

Persistence and tenacity are hallmark qualities of successful entrepreneurs. Harmonix and iRobot are excellent examples of that never die attitude. There is a fine line between success and failure. There is no secret formula or obvious path to success. Just one common trait...an indomitable desire to succeed against all adversity and doubt. Very few people have this drive and the leadership ability to attract great people to their cause. This drive is indefinable but we know it when we see it. It is sometimes misdiagnosed as being delusional and fanatical. The difference in diagnosis is success or failure. Succeed and you are a brilliant visionary. Fail and you are a delusional loser. The line between them is very fine.

(Image source: news.filefront.com)