A lot of times the company that tries to be the most revolutionary in the field of producing its respective product ends up being the least successful. This struggle of great concepts failing as products is prevalent in the field of electronics, where new innovations that could change the way we use technology come around incredibly frequently. However, even though these innovative new technologies could push a shift in our usage patterns of technology, the often don’t, typically following a cycle starting with a brief hype period after the showcase of a new technology , succeeded by a handful of products from hopeful manufacturers, followed by a brief period of profitability and then inevitable market failure, concluding in a halt in manufacturing and a dismissal of the initial idea as a success due to a justified lack of confidence. One example of this cycle in play that you can witness at this very moment is that of the folding phone. The technology garnered tremendous hype and speculation, but when Samsung was the first company to finally bring it to consumers, their product flopped, and all companies that followed Samsung have as well. But why is this? Why do “revolutionary products” often fail even if at heart they are great ideas? The answer is simple, one word simple: execution. The success of any product, innovative or iterative, relies not on the initial idea but on the final execution. An idea is meaningless, what you can do with it is priceless. In the case of the folding phone, the idea is great, but every execution of it to date has been met with shear failure. Companies haven’t spent the time and effort to make a great product, instead pushing often faulty, more expensive devices with inferior user experiences to those already widely accessible. It really comes down to putting in the dedication to make something great, and if it can’t be done, if the technology isn’t ready yet, then don’t do it. Innovation isn’t just thinking of a great idea, it’s turning that idea into an equally as great product, and if you can do that, you can take over the world.