Here’s an interesting case study for all you entrepreneurs out there: A charasmatic CEO leads his company to launch multiple revolutionary tech products that captivate the press, attract a legion of loyal customers, and earn rediculous margins. If you’re thinking Steve Jobs you’re a little late. The brand was Polaroid and the man was Edwin Land. And long before Instagram or Apple his team gave the world beautiful products and photos. Steve Jobs himself called Land a national treasure and sought his advice during the early years of Apple.
A new book on Polaroid by Christopher Bonanos has been getting attention in Wired magazine and Forbes. The title is “Instant: The Story of Polaroid” and I caught up with him recently to discuss it.
Joshua
There are older books on Land and Polaroid, what made you want to write this one right now?
Christopher
I read them all, of course, and there seemed to be room for one more. The book called “The Instant Image,” by a journalist named Mark Olshaker, is from 1978, and “Land’s Polaroid,” by the former Polaroid executive Peter Wensberg, is from 1987. Neither is a bad book, but they deal only with the rise of Polaroid and not its descent and collapse, and needless to say that’s become a whole lot of the story. And then there’s “Insisting on the Impossible,” the definitive biography of Edwin Land, by Victor McElheny. It’s an immense scholarly achievement but is more about the man than the company, and it’s also very heavy on the science for a general-interest reader. It too barely deals with Polaroid after Land, and he left in 1982. Also, none of those books includes any color photography, which is another way to tell the story—I mean, it’s a book largely about taking pictures. You’ve gotta see them!



