Tesla, the super-cool electric car company, is opening stores, not dealerships. Their stated goal: to bring a smile to every owner’s face. Not “move X units per month.” Which is reflected in the experience they are creating.
It’s easy to dismiss their innovation: new car; sold-out production; etc. But don’t. On the road to opening a dozen-plus of these stores there had to be hundreds of decision points that could have led them the other way (traditional dealership, or even plugging into an existing dealership network of exotic or luxury cars). It’s a great lesson in understanding who you are and staying congruent with that. This, as you may be tired of hearing me say if you follow me, is the difference between companies that create traction in the marketplace and those that struggle. Article by FastCompany.com