Cybertruck Design Is A Distraction
Tesla’s business and marketing strategy is far more interesting.
Tesla did NOT set out to create an iconic new design with the Cybertruck.
In fact, I think it’s safe to say that the unique appearance was the biggest obstacle that came up during its development. It had to be creatively sold by the marketing team AFTER Tesla came up with the REAL breakthrough.
And that breakthrough is far more interesting than just a bold new look.
In short, Tesla’s Cybertruck is a picture perfect example of value innovation as described in Blue Ocean Strategy, a very popular business book written by W. Chan Kim and Renée A. Mauborgne.
“…instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers…” ~ Blue Ocean Strategy
The Bloody Red Ocean of Competition
All of the other pickup truck manufacturers operate within long established market boundaries. They compete on standard industry metrics like towing capacity, payload rating, and fuel efficiency.
