What's the Rout to Market?

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The founders of thingbo tesa are always needing to make sure that they think about, which is never just the product. The beautiful product can really get you in front of a customer, but it takes a lot of things to get you of all the customers. We hope you enjoyed this episode of the a 16 p cast. If you'd like to learn more about all things tech innovation and how to build the next generation of companies, visit future dot com.

In this re-run from September 2018, Benedict Evans and Steven Sinofsky talk all about Tesla — and more broadly, the nature of disruption overall. How disruptive is Tesla really, and what exactly are they disrupting — from the dashboard to car makers to vendors to energy source to autonomy overall?

The tech industry is littered with leading innovators... who nonetheless failed to be the dominant leader in the end. So the question should be, is this new thing fundamentally difficult for the incumbent to do, and how does it relate to market dominance? Which of these things are important in order for Tesla to be the new BMW or the new GM? Looking back at other examples historically (Microsoft, GM's Saturn Brand, and of course the iPhone), what kind of disruption matters most for market dominance? And what is the long view of how software is eating transportation?