Chapter 1: The Playground and the Electric Vehicle Industry

During my time at a private school in Los Angeles, there was a small shed-like structure with a roof about three to four feet high. My friends and I would often climb on top to engage in games of truth or dare, gossip, or chat about crushes. One day, while playing truth or dare, someone asked Betsy, “Truth or dare?” She chose truth, and then the question posed was, “Have you ever experienced peeing and poo-ing at the same time?” The answer she gave is lost to memory, but the strangeness of that question has stuck with me for over 40 years.

The questioner genuinely sought to know if Betsy had experienced something unusual, likely because they had encountered it themselves earlier that day. This curiosity reflects a universal human tendency: we all wonder if we are “weird.” As children, we ask these deep questions to gauge our own normality.

However, as we mature, we often stop inquiring and instead consume headlines, articles, or TikTok videos. The innocence of childhood games like truth or dare fades away, but the underlying question remains: Am I different?

A 2022 study on the dynamics of advice-sharing revealed that individuals often share advice not to stand out but to fit in. Essentially, we adopt "submissive strategies" to avoid social conflict and blend into the crowd.

So, how can we make our brands memorable while still fitting in? The solution lies in taking baby steps. Successful entrepreneurs often make minor adjustments to existing concepts to build momentum and gain traction.

Consider the evolution of electric vehicles (EVs) as a case study. The first EV, a motorized carriage, debuted in the 1830s. By 1841, an improved version was capable of traveling 1.5 miles at 4 mph—before needing a battery swap! Rechargeable batteries were still a distant dream.

Fast forward to the 21st century, where the Nissan Leaf was launched in 2011 and became the best-selling EV by January 2018. The primary challenge was creating an EV that could cover significant distances on a single charge. Chevy and Tesla introduced models that could travel 200 and 300 miles respectively on a single charge.

Interestingly, while both Chevy and Tesla launched their high-mileage EVs in 2017, Tesla emerged as the leader. By 2020, Tesla claimed the top spot in the EV market, with its models dominating sales charts in 2023.

However, Tesla's journey began with the Roadster, which, despite its failure as a product, successfully established a brand identity that resonated with consumers. When it comes to choosing a vehicle, would you rather meet the owners of a Chevy Bolt or a Tesla Model 3?

Tesla's initial foray into the market with the Roadster garnered much attention, yet consumers were not ready for a sports car powered by batteries, nor was the technology advanced enough to support it. While the initial novelty drove sales, it ultimately proved too ambitious too soon.

The sleek designs and innovative features of Tesla's later models outshone those of the Nissan Leaf and Chevy Bolt, showcasing that Tesla's incremental improvements paid off.

To distinguish yourself without appearing overly eccentric, consider asking the following questions:

1. Who are the trailblazers in your industry?
2. What are their strengths?

Once you have your answers, replicate their successful strategies while soliciting feedback from your customers on areas for improvement. Your goal is not to overhaul everything, but to identify one key aspect that can give you a competitive advantage—much like Tesla's strategy of gradual enhancement.

This approach is not about taking reckless leaps; it’s about testing and refining a viable model, then pushing the boundaries further.

Consumers are more likely to embrace innovations that don't feel too radical. The public began to warm to the concept of EVs as brands like Chevy and Nissan laid the groundwork. By the time Tesla entered the market, owning an electric car had become a norm, but possessing a luxury all-electric vehicle was still a novelty.

In the entrepreneurial game of truth or dare, opt for truth, and then take the dare to innovate one small step at a time.

Chapter 2: Lessons from the EV Industry

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