Now here is an interesting TED talk on why some people, companies and products become leaders who inspire whilst others become wall paper.
The presenter (Simon Sinek) neatly explains why, for example Apple has become a phenomenon, whilst other companies who make computers that are just as technically competent remain unloved. He looks at Tivo, who despite having the supposed perfect recipe for success, still don’t make any profit. It would seem the key is something that revolves around what he calls the ‘golden circle’ (I know, just stick with me here).
As Sinek puts it, “the goal is not to sell to people who need what you have; the goal is to sell to people who believe what you believe”. Meaning that your business better have a damned good reason to get up in the morning if you want to market it effectively, especially to those who are not early adopters of new technologies.
And what has this got to do with electric cars you may ask? Well this is how. With EV markets looking to be a little shaky in places recently it seems that according to this theory, alternative energy vehicles have astonishing potential for this kind of marketing. Of those who practice this philosophy most effectively, Elon Musk the mild mannered CEO of Tesla Motors and EV community hero, springs to mind. With his goal of reducing energy consumption through selling beautiful high tech products that just happen to be fast cars, its clear that Musk and his team are on to something. This is evidenced by healthy pre-order book Tesla has for its new Models. People are not only buying what they sell, but what they do. Keep in mind Tesla barely have an advertising campaign as most of their resources flow into R&D and its quite an astonishing achievement.
Looking to the future, their ability to use this strategy will allow them to expand their sales beyond their already loyal base of early adopters to the crucial early majority, who will ultimately allow the company to go mass market.