An example of engineering a better world by making the greener product a more desirable choice, while transforming an industry.
- Overcoming the MonsterRebirth
Last updated: June 13, 2023
Lean Story Canvas
People who want to drive a desirable and exciting car; but are worried about their environmental impact. The founders wanted to prove that people didn't need to compromise to drive electric, and that EVs can be cleaner, faster, safer and more fun to drive than petrol cars.
The common knowledge that cars powered by internal combustion engines are a major contributor to climate breakdown and poor air quality.
Owning an exciting car that is accelerating the world’s transition to sustainable energy. The normal everyday but adjusted for the world we want to see, including a cut in CO2 emissions. Tesla's mission is to accelerate the world's transition to sustainable energy.
Time. The faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.
Call to Adventure
From believing in Elon Musk and wanting to be part of his vision of a movement of Tesla consumers that ushered in a new dawn for EVs, to owning a high-performance EV for $35k.
Crossing the Threshold
Going to a Tesla showroom and buying a car.
Three difficult but confidence-building hurdles to be overcome
- Seeing Teslas outperform high-end sports cars, then as new models rolled off the production line, outperforming the most popular and successful sedans.
- Seeing or sitting in a Tesla – touchscreens, falcon-wing doors and recording studio sound. A redefinition of luxury and driving experience.
- Being proud to tell people you own a Tesla, for reasons of environmental impact, technological innovation, luxury, safety, etc.
Allies and Gifts
Eco and style conscious consumers, initially from the California elite, and communities of Tesla fans.
Mentors and Gifts
If anyone could make electric vehicles cool, Elon Musk could. Great marketer as well as great engineer, and his personal investments and ability to fundraise all combined to give the customers the story they wanted about a real-life Tony Stark.
Performance cars without the guilt
The combustible world
The clock is ticking
Making Electric cars exciting and cost effective
Car showrooms as cool as an Apple store
The real life tony stark
Believing in better
Buying into better
Performance cars with purpose
Call to adventure.
Crossing the threshold.
Mentor, allies and gifts.
A story where the heroes – Tesla customers – can be selfish and selfless at the same time; revealing that good stories can have slightly indulgent heroes who care about their reputation, but that’s not inconsistent with doing good and helping us all get ahead.