That Will Never Work

<DIV><B>In the tradition of Phil Knight's <I>Shoe Dog</I> comes the incredible untold story of how Netflix went from concept to company-all revealed by co-founder and first CEO Marc Randolph.</B><P>Once upon a time, brick-and-mortar video stores were king. Late fees were ubiquitous, video-streaming unheard was of, and widespread DVD adoption seemed about as imminent as flying cars. Indeed, these were the widely accepted laws of the land in 1997, when Marc Randolph had an idea. It was a simple thought—leveraging the internet to rent movies—and was just one of many more and far worse proposals, like personalized baseball bats and a shampoo delivery service, that Randolph would pitch to his business partner, Reed Hastings, on their commute to work each morning.</P><P>But Hastings was intrigued, and the pair—with Hastings as the primary investor and Randolph as the CEO—founded a company. Now with over 150 million subscribers, Netflix's triumph feels inevitab