Panos Panay Says Surface RT Failure Stemmed From Earlier Decisions

Panos Panay, Amazon’s senior vice president of Devices, Alexa, and Leo, told startup founders Thursday, Oct. 15, that decisions made about two years before Surface RT’s failure contributed to the outcome. Panay drew on more than 19 years at Microsoft and the launch of Surface RT, the company’s first tablet computer. The product’s failure ultimately led to a nearly $1 billion write-down. “If you haven't failed, you probably haven't pushed the boundary,” Panay said. He encouraged founders to face setbacks, examine what went wrong and learn from the experience instead of making excuses. He cited software that was not complete, incorrect inventory and decisions about how the product was positioned in retail. He advised founders to keep their broader vision while adapting based on what they learn.

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