LOOK with Christian Madsbjerg
Thinkers & Ideas
00:00
The Importance of Observing the Life of a Truck
The truck is actually a direct relationship to nature, which means that we can absolutely make electric vehicles. And it has so many upsides, practical upsides that you can see when you spend time with people in their life. You'd see that actually the bet on electric vehicles will be a helpful one and one that if you don't do it, the lights go out in Detroit. So by observing the life of a truck, or many of them, and how they're used and what they mean to people, you can see how you might want to make them, whether you should make them at all. It would have been hard to get out with a more traditional market research technique.
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