Failure Forums: The Challenges of being a Corporate Innovator

This article is part of a series aimed at bringing the role of innovation failure to the forefront. The author interviews Jeff Stratman, who left a stable position at Best Buy to join Coinstar and launch a new venture called Orango. The project did not achieve the expected success, but Jeff shares his thought process and odds for success, mentioning the challenges and the work that went into launching and attempting to scale the initiative. Stratman also details the moment he realized the project might not succeed due to Coinstar's core service focus versus the CE retail industry's low margins. Additionally, he shares the difficulties faced while attempting to shut down the business, including the transfer and severance package, and how he has since found happiness in a Silicon Valley mobile start-up.