Bodega and the problem with disruption

Last week, two former Google employees launched ‘Bodega’, a startup selling eight-foot square vending machines that store non-perishable items. The contents of these machines can be varied by need and location. On a college campus, for example, the box might contain stationery or textbooks, as well as food and drink. In a gym, it might sell supplements and workout gear instead. So far, so unexceptional. Bodega sells vending machines. Why the fuss? To my mind, Bodega’s launch points to two problems that tech startups can’t shake off: a lack of cultural sensitivity, and overconfidence in their own importance. Disruption has…

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