Tesla: The Apple of Greentech
Remember what smartphones were like before the iPhone? Fiddly keyboards, nests of menus and terrible web navigation. Then along came Steve Job’s little shiny slab of cool and the market, and arguably society, were transformed. As every hagiography of Jobs reminds us, it was that constant drive to produce ‘insanely great’ products that work for the user (rather than the programmer) that delivered this mobile computing transformation.
I can’t help but see a parallel with Tesla motors – insanely great products that people love, driven by an outspoken entrepreneur, Elon Musk, and just happen to be the greenest cars on the road. With the original Roadster, the company bucked the trend for dull, utilitarian electric vehicles by launching a sports car whose acceleration terrified petrol head Jeremy Clarkson (before he pretended it broke down). Now with the Model S, they’ve produced a saloon which has single handedly boosted US EV sales by 447% in a single year, tackling the ‘fiddly keyboard’ of the electric car world – range anxiety – with 310 miles in the
tank battery. Musk’s uncompromising vision, like Jobs, has set the bar high enough to finally make this revolution happen.
And the lesson for the rest of us? To succeed, green products and services must be insanely great. Full stop.