One key; he knew that people, real individuals, took pictures. Kodak's terminal mistake was forgetting this, coming to believe their customer was retailers. Retailers, benefitting from the multiple visits customers made to process just a few dozen pictures, threatened to drop Kodak products if Kodak moved into digital on a large scale. Ego, Kodak stayed with film and wasn't ready for the mass migration to digital photography. Kodak chose retailers over end users ... abandoning Eastman's successful user-focused approach.