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That Will Never Work: The Birth of Netflix and the Amazing Life of an Idea Hardcover – September 17, 2019

by Marc Randolph (Author)
4.6 4.6 out of 5 stars 4,650 ratings
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Netflix co-founder and first CEO shares the behind-the-scenes origin story of the major international brand that has changed everything about how we consume TV and film.
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  1. Print length
    320 pages
  2. Language
    English
  3. Publisher
    Endeavour
  4. Publication date
    September 17, 2019
  5. Dimensions
    6.38 x 1.26 x 9.37 inches
  6. ISBN-10
    1913068064
  7. ISBN-13
    978-1913068066
  8. See all details
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  1. People want to be treated like adults. They want to have a mission they believe in, a problem to solve, and space to solve it. They want to be surrounded by other adults whose abilities they respect.
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From the Publisher

that will never work
that will never work

dom sagolla

jessica holmes

kirkus

that will never work

Product details

  • Publisher ‏ : ‎ Endeavour (September 17, 2019)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 1913068064
  • ISBN-13 ‏ : ‎ 978-1913068066
  • Item Weight ‏ : ‎ 1.34 pounds
  • Dimensions ‏ : ‎ 6.38 x 1.26 x 9.37 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 4,650 ratings

About the author

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Marc Randolph

Marc Randolph

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Marc Randolph is a veteran Silicon Valley entrepreneur, advisor and investor. Marc was co-founder of Netflix, serving as their founding CEO, as the executive producer of their web site, and as a member of their board of directors.

Although best known for starting Netflix, Marc’s career as an entrepreneur spans more than four decades. He's founded or co-founded more than half a dozen other successful start-ups, mentored rising entrepreneurs including the co-founders of Looker Data which was recently sold to Google for $2.6B, and invested in numerous successful tech ventures.

He is a frequent speaker at industry events, works extensively with young entrepreneur programs, sits on the board of the environmental advocacy group 1% for the Planet, and chairs the National Outdoor Leadership School’s Board of Trustees.

Customer reviews

4.6 out of 5 stars
4,650 global ratings

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Customers say

Customers find the story compelling and interesting. They describe it as an enjoyable read that provides valuable insights into the early days of Netflix and startups in general. The writing is praised for its clarity and relatability. Readers appreciate the honesty and authenticity of the book. They find the pacing fast-paced and the parallels between the startup culture and Silicon Valley life enjoyable.

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Story qualityEnjoymentLearning valueWriting qualityAuthenticityReadabilityPacingLook
122 customers mention "Story quality"122 positive0 negative

Customers find the story compelling and engaging. They describe it as a great read on starting a company from scratch. The book is praised for its flow and honest account of the Netflix journey.

"...Told as an entertaining first-person narrative, Randolph’s behind the scenes anecdotes reveal his strengths and also his blind spots...." Read more

"...and the Amazing Life of an Idea by Marc Randolph is a great book about a particular company that illustrates how an idea develops...." Read more

"amazing to read how something happens out of nothing more than someones delusion" Read more

"Well-written and engaging story that made me want to keep reading night and day. The real story that shows the ups and downs of building a startup." Read more

59 customers mention "Enjoyment"59 positive0 negative

Customers enjoy the book. They find it engaging and interesting. The book is described as fun and rewarding. Readers appreciate the way ideas, ideals, problems, and progress are shared.

"...Loved it and I recommend! Learned some great things as well!" Read more

"...Enjoyable book to read. I definitely recommend this book." Read more

"...His style of storytelling makes for an entertaining and comfortable read -- actually better than "Shoe Dog."..." Read more

"...The story of Netflix's founding was super interesting and unlike what you might expect, which gave great surprise as I read...." Read more

59 customers mention "Learning value"59 positive0 negative

Customers find the book provides valuable insights and lessons about the early days of Netflix and startups in general. They appreciate the well-distilled wisdom and principles, as well as fun cameos by people they know like Amazon founder Jeff Bezos. The story is engaging, inspiring, and well-researched. Readers mention it ties in business lessons and life lessons.

"Business ideas are easy to brainstorm. Improving the way people do things and seeing an idea through to fruition is hard...." Read more

"...This is real humility. It’s humility that recognizes the contributions of other people and the role of luck and how many times he screwed up...." Read more

"I wasn’t expecting this story to be as entertaining and detailed as it was. Loved it and I recommend! Learned some great things as well!" Read more

"...Instead of preaching, he told a compelling story along with valuable lessons...." Read more

51 customers mention "Writing quality"51 positive0 negative

Customers find the book well-written and easy to read. They appreciate the author's skill in writing about people and thoughtful dialogue. The narrative is well-structured and the audiobook is read by the author well. Overall, readers consider the book a valuable memoir that captures the late 1990s Internet experience.

"A unique, well-written memoir that perfectly captures the late 90s Internet/tech times. Fascinating reading about the different Netflix iterations...." Read more

"Well-written and engaging story that made me want to keep reading night and day. The real story that shows the ups and downs of building a startup." Read more

"Marc R. does a great job writing about a topic he knows well… the start of Netflix...." Read more

"...There are some superb quotes, findings, and tips - just maybe not those that Marc Randolph thinks are important...." Read more

30 customers mention "Authenticity"30 positive0 negative

Customers find the book refreshingly honest, believable, and relatable. They appreciate the candid and down-to-earth recounting of Netflix's journey from ideation to realization. The book offers a detailed account of how Netflix came to be.

"...author suggested, this book is the story of how an idea sparks, comes to life & expands its beachhead...." Read more

"I appreciated the honesty and deeply personal narrative from Marc in this book...." Read more

"...The story of Netflix's founding was super interesting and unlike what you might expect, which gave great surprise as I read...." Read more

"...Marc Randolph, with humility and grace, tells us the quirks, stumbles, and victories along the way of the early days at NFLX...." Read more

15 customers mention "Readability"15 positive0 negative

Customers find the book an interesting read about how Netflix started. It provides a rare inside look at successful start-ups and their cultures. Readers describe it as a good roadmap for any startup or dream in the making.

"A unique, well-written memoir that perfectly captures the late 90s Internet/tech times. Fascinating reading about the different Netflix iterations...." Read more

"Enjoyed reading about Marc and another side of how Netflix was built. Enjoyable book to read. I definitely recommend this book." Read more

"...I've always been fascinated by this ever-evolving company, it's unique culture and strong leadership...." Read more

"...So I ordered it and I love it. It was so interesting reading about how Netflix started...." Read more

9 customers mention "Pacing"9 positive0 negative

Customers find the book's pacing fast. They say it's an engaging story with business advice wrapped in a fast-paced narrative.

"Good book, starts kind of slow, and spans both good and tenuous times those in the tech industry know well...." Read more

"...His candid, fast-paced, and genuine telling of the early days of NFLX is compelling...." Read more

"...Randolph's writing style and "voice" are funny, clever and this book is a fast read...." Read more

"...I found very insightful business advice wrapped in a fast paced story...." Read more

8 customers mention "Look"8 positive0 negative

Customers find the book provides an interesting look at Netflix's start-up and the dot-com bubble of the late 1990s. They say it's an unvarnished look at a start-up and an eye-opener, crushing long-term myths about corporate HR.

"This book is a great inside look at the life of one of the most successful startups to come out of the dotcom boom...." Read more

"...Audiobook read by the author is very well done. A nice look behind the scenes at startup life and the founding of Netflix." Read more

"...work, I just lost everything and this will never happen, well things look pretty good, this is amazing - I suck. I did it!..." Read more

"This is an amazing look at the dot-com bubble of the late 90's and what it takes to build a successful company and take it to the top...." Read more

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Top reviews from the United States

  • Rufus Lefbetter
    5.0 out of 5 stars An Entertaining Narrative Revealing the Beginnings of Netflix
    Reviewed in the United States on September 11, 2020
    Verified Purchase
    Business ideas are easy to brainstorm. Improving the way people do things and seeing an idea through to fruition is hard. More difficult is believing that your idea is worthy enough to risk starting a new company.

    How a company makes it from conception to prominence is what Netflix co-founder Mark Randolph reveals in his book: “That Will Never Work”. His story begins on a daily carpool with his friend and co-worker Reed Hastings. Their daily ritual included brainstorming new business concepts that pop into their heads. Things are getting a bit stressful for Randolph who will soon be out of a job as Hastings is selling the tech company Randolph works for.
    Randolph is never short on ideas which he numbers and tracks in a notebook. His brainstorms, include personalized shampoo, dog food, and baseball bats. Some ideas are vetted, others are quickly shot down. One day Randolph floats a service that could mail movie videos direct to consumers without charging fees. The thought strikes a chord with Hastings who fears telling his wife about $40 in late fees he owes at a local video store. The conversation continues. Both agree that Randolph should form a company to pursue the concept and Hastings will initially fund it.

    It should be made clear that this isn’t exactly a rags-to-riches story. The two Netflix co-founders worked in California’s Silicon Valley for several years, understanding the nuances of pitching a concept, garnering investment money, and building a business to scale.

    When Netflix begins in 1997 and the company begins to hire employees, there are few movie DVDs available. Popular movie videos are mostly available in a bulky to mail VHS format. More importantly, DVD players are still in their infancy and Netflix is gambling on a customer rental model that has yet to form.

    As customers slowly adapt to the virtual video store concept. Netflix is selling more (but less profitable) videos than it is renting them, while wasting money on coupon deals with the major manufacturers that sell DVD players. It’s only after an experimental subscription model gains traction that the company shows promise.

    This chicken before the egg puzzle makes up the compelling portion of “That Will Never Work”. Randolph is candid with recounting how the company struggles to keep afloat while it waits for consumer behavior to catch up with Netflix’s perceived potential. The world slowly adapts but at the eleventh hour, the California tech bubble bursts and Randolph and Hastings fear that it’s too late.

    With Netflix close to insolvency, one of the book’s strangest twists is a long anticipated meeting with the then juggernaut Blockbuster Video. Randolph and Hastings pitch the idea of Blockbuster purchasing Netflix for $50 million. Blockbuster almost laughs the assembled Netflix team out of the room. Months later the subscription rental model finally catches fire and Netflix has the last laugh.

    Told as an entertaining first-person narrative, Randolph’s behind the scenes anecdotes reveal his strengths and also his blind spots. As he looks back at the evolution of Netflix, he points to instances where the company almost collapsed, giving major credit to his staff and their determination to always rebound from adversity. Oh, and that interesting title: “That Will Never Work”? It was Randolph’s wife’s response when he first told her about his Netflix brainstorm.
    4 people found this helpful
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  • Wally Bock
    5.0 out of 5 stars Not your typical startup story, but one of the best
    Reviewed in the United States on July 23, 2020
    Verified Purchase
    That Will Never Work: The Birth of Netflix and the Amazing Life of an Idea by Marc Randolph is a great book about a particular company that illustrates how an idea develops. Note that I didn’t say a “great idea.” Most ideas don’t start out great.

    Most business creation stories feature a great flash of insight. The insight becomes a great company through a series of flawlessly planned and executed steps. But life is not like that. Most ideas don’t start out great. They don’t happen all at once. They evolve. And companies don’t become great because of great strategies elegantly executed. They aren’t great right of the gate. Instead, they become great by meeting challenges.

    Netflix is like most companies, except you can add a lot of testing to the mix. Marc Randolph calls this book, “a memoir, not a documentary.” He tells you the story of the early days of the idea and the company that became Netflix the way he might do it over a glass of wine on the deck on a late summer afternoon.

    If you were listening to Marc, you might take a sip of wine and ask him to explain a term or two you don’t understand. He’d give you a quick, but helpful answer. He does that in the book. You’ll find explanations of terms like “dilution” and “collaborative filtering.”

    He gets the emotional parts right. Many stories of great companies leave out the parts about being scared to death or being uncomfortable. Take another sip of wine, while Marc lays them out, including how hard it was to ask his mother for start-up money. 

    That Will Never Work reminded me of Phil Knight’s Shoe Dog. Both show the messiness of getting from start up to success. Both illustrate the role of luck. Marc would probably take a deep breath and a sip of wine before telling you about the times Netflix came close to being another failed company.

    There were some big plusses for me. I loved the fact that Marc tells about how he maintained a strong relationship with his family. There are a lot of Silicon Valley “successes” where I think, “I’d love his bank account, but I wouldn’t want his life.” Marc Randolph does the rest of us a service. He shows us an example of success without shredding personal relationships. 

    I loved the humility. Not big-time-big-deal-big-business-success humility, digging a big toe in the dirt for effect. This is real humility. It’s humility that recognizes the contributions of other people and the role of luck and how many times he screwed up. It’s real life humility.

    So, what’s not to like?

    You won’t like this book if you’re looking for a simple formula you can copy. You won’t like it if you want to know “The Secret” of Netflix success. This is more like the advice I give my grandsons. Work hard. Treat people right. Keep getting up after you stumble. 

    In a Nutshell 

    That Will Never Work is for you if you want to look at the reality of start-ups and innovation. There are no bulleted lists of key points, but there’s a lot of wisdom packed in the stories. 
    7 people found this helpful
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  • Tracy Anderson
    4.0 out of 5 stars Great Read
    Reviewed in the United States on January 25, 2025
    Verified Purchase
    A unique, well-written memoir that perfectly captures the late 90s Internet/tech times. Fascinating reading about the different Netflix iterations. I loved it.
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  • max
    5.0 out of 5 stars great story
    Reviewed in the United States on February 10, 2025
    Verified Purchase
    amazing to read how something happens out of nothing more than someones delusion
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  • Celine Hakimianpour
    5.0 out of 5 stars Incredible book with great anecdotes
    Reviewed in the United States on August 7, 2024
    Verified Purchase
    I wasn’t expecting this story to be as entertaining and detailed as it was. Loved it and I recommend! Learned some great things as well!
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  • Nattariya
    5.0 out of 5 stars amazingly written origin story netflix
    Reviewed in the United States on September 22, 2024
    Verified Purchase
    Well-written and engaging story that made me want to keep reading night and day. The real story that shows the ups and downs of building a startup.
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  • Brand Neeew
    4.0 out of 5 stars The Life of An Idea
    Reviewed in the United States on May 29, 2021
    Verified Purchase
    As the author suggested, this book is the story of how an idea sparks, comes to life & expands its beachhead.

    To quote Marc, “The process of turning a dream into reality has a dramatic arc—it isn’t quick and it isn’t easy, and there are obstacles and problems along the way.”

    Something else I found inspiring is the living out of grit. It takes dogged persistence to give an idea life & the teal side did that here.

    I couldn’t also not notice how Netflix had a shot at survival by running short, rapid experiments that helped them learn. It’s only after many years of trying variation of the idea that they win.

    Lesson? Test fast & test cheap. You’ll stick around more & improve your odds of winning.

    If you’re looking for inspiration on ideation & how to go from idea to building something, you’ll get valuable insights here through Netflix’s story.
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  • F
    5.0 out of 5 stars great read
    Reviewed in the United States on August 26, 2024
    Verified Purchase
    Enjoyed reading about Marc and another side of how Netflix was built. Enjoyable book to read. I definitely recommend this book.
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Top reviews from other countries

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  • Nito5
    5.0 out of 5 stars Totally binge worthy read!
    Reviewed in Canada on August 5, 2024
    Verified Purchase
    Loved loved loved the book!! What an amazing original story! Wonderfully insightful and inspirational, packed with amazing advice! Easy to read and absolutely entertaining. Highly recommend it.
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  • Eamno
    2.0 out of 5 stars Poorly written book with unnecessary fluff.
    Reviewed in Poland on January 31, 2025
    Verified Purchase
    Didn’t enjoy reading this at all. I tried to give it a chance trice, but I just couldn’t. Too much fluff, so little value. Complete waste of time.
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    Eamno
    2.0 out of 5 stars
    Poorly written book with unnecessary fluff.

    Reviewed in Poland on January 31, 2025
    Didn’t enjoy reading this at all. I tried to give it a chance trice, but I just couldn’t. Too much fluff, so little value. Complete waste of time.
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  • Francesco Paglia
    5.0 out of 5 stars great inspiration
    Reviewed in Italy on November 15, 2024
    Verified Purchase
    Ras the book ends there are tons of tips and you could really feel what Marc Randolph has been writing especially if you already have tried once.
    the 8 rules of his father are really a precious advice from my stand point
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  • Durva Ravnang
    5.0 out of 5 stars Inspiring yet entertaining read!
    Reviewed in India on January 21, 2024
    Verified Purchase
    “You see, a startup is a lonely place. You are working on something that no one believes in, that you’ve been told time and time again will never work. It’s you against the world. But the reality is that you can’t really do it on your own.” ― Marc Randolph, That Will Never Work: The Birth of Netflix and the Amazing Life of an Idea

    Co-founder and former CEO of Netflix, Marc Randolph takes you through the initial days of building our favourite binge-worthy OTT platform-NETFLIX. When he came up with the idea of Netflix, people said, “That will never work”. But he never stopped believing in his idea because he knew that he had the potential to make this idea a success.

    So back in 1997, in times when the internet was new, in times when people rented or bought movies from physical stores, Marc and his co-founder Reed Hastings came up with the idea of ‘DVD by mail’. The book takes you along their journey from starting with DVD rentals to securing an IPO.

    The book also highlights the days when ‘Amazon’ and ‘Blockbuster’ (chain of DVD rental stores) proposed to acquire Netflix, but Netflix didn’t give in as they were still at a very nascent stage. It also gives you a peek into the struggles of being an entrepreneur, of fighting against the odds. Marc also talks about his incredible partnership with co-founder Reed Hastings, about the culture at Netflix offices, about how he maintained a work-life balance by giving enough time to his family as well.

    The book is an inspiring yet very entertaining read. Just like Netflix, this book is a binge-worthy read. You win with their wins; their hits and misses feel personal too! This book is my next favourite in line after reading ‘Shoe Dog’. Highly recommended for budding entrepreneurs, startup founders and for anyone who wants to venture into the business world.

    After reading this one, I am excited to read ‘No Rules, Rules’ by Reed Hastings!

    Rating: 5/5
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  • Client d'Amazon
    5.0 out of 5 stars Excellent livre
    Reviewed in France on June 28, 2022
    Verified Purchase
    Si vous avez aimé Shoe Dog, ce livre est fait pour vous. On y apprend toutes les coulisses de Netflix avec un certain humour. Ce livre se dévore tant c’est intéressant !
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