It’s all in the book, Innovators Dilemma. Clayton Christiansen.
Yes. That’s a great book! I need to read it again; however here’s a quote from it that might be applicable.
…there is great value in coming to grips with “the way the world works,” and in managing innovative efforts in ways that accommodate such forces.
The automotive industry (and yes I see Tesla being much more than a car company, but bear with me) spends $ billions on advertising in the US to capture the hearts and minds of consumers. Notice how car commercials are rarely about vehicle specs; they are mostly about creating a feeling or an experience the consumer can relate to. Advertising is an investment for them, because without it, they lose market share of the ~15 million cars sold each year in the US.
I don’t fault Tesla for not advertising on MSM. I despise car commercials. I think they’re a waste of time, and besides…Tesla produced the best selling car in the world last year with virtually no advertising! HOWEVER, the auto industry relies on advertising to sway buyers to chose their brand over another. It’s largely emotional, and rarely technical as evidenced by the ads and the hundreds of thousands of inferior ICE products still being sold. Simply put…what got us here (1.8 million annual sales), MAY not get us there (20 million annual sales).
I say “MAY” because Tesla’s sales slump could turn around on a dime. MSM could start reporting how revolutionary the Cybertruck is or how great FSD (supervised) is. Positive press coupled with revolutionary and affordable products would likely convince that next wave of car buyers to switch. Frankly, I don’t see this happening given the political climate and the current MSM, but that merely prolongs the inevitable, which is electric, autonomous vehicles will be a HUGE part of mobility in the future. and Tesla has never been closer to making that a reality. Tesla will get there, and while I’m disappointed in Q1 deliveries, I know they adjust as they see fit. That may not be what I would do, but that’s okay and probably a good thing in the end.
Owning a Cybertruck and experiencing FSD on my Model Y prove to me Tesla is incredible, these are amazing times, and I’m grateful to be a part of it all.