The frigid juicemaker

By now, many of you have probably heard of the sad case of Juicero, the technology startup that developed the world’s most advanced juicer, which retails for hundreds of dollars, only to be rocked by a Bloomberg report that revealed that its juice packs could just as easily be squeezed by hand. At first glance, this seems like another cautionary tale of Silicon Valley design gone wrong, along the lines of the $1,500 toaster oven, but its lessons are slightly more profound. A few days ago, Ben Einstein, a general partner at the venture capital firm Bolt, conducted a teardown of the Juicero Press to figure out why it was so costly, and he came away impressed by its design and construction: his writeup is filled with such phrases as “beautifully molded,” “a complex assembly with great attention to detail,” “painstakingly textured,” and “incredibly complex and beautifully engineered.” At one point, Einstein marvels: “The number, size, complexity and accuracy of these parts is somewhat mind-blowing for a young hardware startup.” The trouble, he points out, is that the cost of such components makes the juicer far more expensive than most consumers are willing to pay, and it could have delivered comparable performance at a lower price by rethinking its design. A Juicero Press uniformly compresses the entire surface of the juice pack, requiring thousands of pounds of force, while a human hand gets much the same result simply by squeezing it unevenly. Einstein concludes:

I have to believe the engineers that built this product looked at other ways of pressing the juice, but if the primary mechanism could apply force in a more focused way it could easily save hundreds of dollars off the shelf price of the product.

As it stands, the engineers at Juicero evidently “went wild,” building a beautifully made and confoundingly expensive product in the hopes that a market for it would somehow materialize. It’s like a juicer designed by Damien Hirst. In a peculiar way, it makes for a refreshing contrast to the usual hardware startup horror story, in which a company’s plans to build the world’s greatest espresso machine run aground on the inconvenient realities of manufacturing and supply chain management. Juicero’s engineers obviously knew what they were doing, at least on a technical level, but their pursuit of great design for its own sake appears to have blinded them to more practical realities. The market for juicers isn’t the same as that for fine watches, and its buyers have different motivations. In the absence of feedback from customers, the engineers went ahead and built a juicer for themselves, loading it with features that even the most discerning of users would either never notice or wouldn’t feel like factoring into the purchase price. In real estate terms, they overimproved it. When my wife and I bought our house six years ago, our realtor warned us against overspending on renovations—you don’t want to invest so much in the property that, if you sell it, you’re forced to list it at a point that doesn’t make sense for your block. The Juicero’s lovingly machined parts and moldings are the equivalent of granite countertops and a master bathroom in a neighborhood where homeowners are more interested in paying a reasonable price for a short walk to the train.

There are two big takeaways here. One is the fact that there’s no such thing as good design or engineering in isolation—you always have to keep the intended user in mind. The other is that aesthetic considerations or technical specifications aren’t sufficient guidelines in themselves, and that they have to be shaped by other constraints to be channeled in productive directions. Elsewhere, I’ve noted that Apple’s cult of thinness seems to be driven by the search for quantifiable benchmarks that can drive innovation. Lowering the price of its products would be an even better goal, although it isn’t one that Apple seems inclined to pursue. Juicero, to its detriment, doesn’t appear to have been overly concerned by either factor. A juicer that sits on your kitchen counter doesn’t need to be particularly light, and there’s little incentive to pare down the ounces. There clearly wasn’t much of an effort to keep down the price. A third potential source of constraints, and probably the best of all, is careful attention to the consumer, which didn’t happen here, either. As Einstein notes:

Our usual advice to hardware founders is to focus on getting a product to market to test the core assumptions on actual target customers, and then iterate. Instead, Juicero spent $120 million over two years to build a complex supply chain and perfectly engineered product that is too expensive for their target demographic.

Imagine a world where Juicero raised only $10 million and built a product subject to significant constraints. Maybe the Press wouldn’t be so perfectly engineered but it might have fewer features and cost a fraction of the original $699…Suddenly Juicero is incredibly compelling as a product offering, at least to this consumer.

And you don’t need to look hard to find equivalents in other fields. A writer who endlessly revises the same manuscript without seeking comments from readers—or sending it to agents or publishers—is engaging in the same cycle of destructive behavior. In The Art of Fiction, John Gardner talks about artistic frigidity, which he defines as a moral failing that confuses side issues with what really matters. The symptoms are much the same in literature as they are in engineering: “It is sometimes frigidity that leads writers to tinker, more and more obsessively, with form.” Juicero suffered from a kind of technological frigidity, as does its obvious role model, Apple, which seems increasingly obsessed with aesthetic considerations that either have a minimal impact on the user experience or actively undermine it. (We saw this most recently with the Mac Pro, which had a striking cylindrical design that was hard to configure and suffered from heating issues. As engineering chief Craig Federighi admitted: “I think we designed ourselves into a bit of a thermal corner.” And it seems only fitting that Apple’s frigidity led to a problem with heat.) Ordinary companies, or writers, have no choice but to adjust to reality. Deadlines, length limits, and the demands of the market all work together to enforce pragmatic compromises, and if you remain frigid, you die. As the world’s largest tech company, Apple has to actively seek out constraints that will rein in its worst impulses, much as successful writers need to find ways of imposing the same restrictions that existed when they were struggling to break in. As Juicero’s example demonstrates, a company that tries to ignore such considerations from the beginning may never get a chance to prove itself at all. Whether you’re a writer or an engineer, it’s easy to convince yourself that you’re selling juicers, but you’re not. You’re selling the juice.