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Tesla Explained - Why is Tesla so disruptive? - YouTube
Channel: Undecided with Matt Ferrell
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tesla has been the instigator in the
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great auto disruption we're currently
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watching play out
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they've brought one of the lowest cost
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high performance electric vehicles to
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market in the model 3.
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proven that owning an ev is not only a
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viable option
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but cheaper to own and operate than a
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gas car in the long run
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in essence they've been a major
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disrupter in the automotive industry
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i think part of that success stems from
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how they operate which is
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more like a silicon valley tech company
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instead of an automotive company
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and other new ev companies may follow
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that same playbook
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and this is where a lot of you will get
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angry with me again because yes
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they have a lot in common with companies
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like apple as much as some of you may
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hate apple i really do think tesla
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shares many of the same traits
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but that comparison also extends to
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companies like google too
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with apple announcing their new iphones
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just a few days ago i thought it was
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worth taking a look at how
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tesla's ev disruption has similarities
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to apple's smartphone disruption that
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happened a decade ago
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all i ask is that you hold off on the
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flamewar in the comments until you hear
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me out
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if you still disagree with my assessment
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at the end let loose
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but before i dive in take a moment and
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hit that subscribe button and
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notification bell so you don't miss out
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on future videos just like this one
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i'm matt farrell welcome to undecided
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[Music]
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most of the time product and user
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experience design is looking at
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addressing a specific issue
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feature or problem it's not uncommon to
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have an answer presented as a solution
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before you even have addressed what the
[108]
problem is
[109]
or better yet what the question even is
[112]
in holistic product design you're taking
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a step back and looking at the full
[116]
picture
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seeing how all the different pieces of
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the product interact and relate
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and seeing how a customer's interactions
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with your company and your products are
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affected throughout the experience
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apple is one of the best companies in
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the world at doing just that and i can
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feel the rage growing in some folks out
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there but just hear me out
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apple has always been an incredibly
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secretive company they try their hardest
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to prevent any details of products from
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development from leaking before they're
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ready to announce
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and the vast majority of the time
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they're not announcing a product until
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it's ready to ship immediately or within
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a few weeks
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and there's a couple of good reasons for
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this one is surprise and delight
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the big reveal of a new product has a
[152]
wow factor that garners attention
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the other reason which is more important
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is that it gives them time to iterate
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polish and think through the full
[159]
experience of that product
[161]
as steve jobs is famous for saying when
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you think about focusing right
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you think well focusing is is saying yes
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no
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focusing is about saying no
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focusing is about saying no and you've
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got to say
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no no no and when you say no you piss
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off people focus is about saying no
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and the result of that focus is going to
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be some really
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great products where the total is much
[186]
greater than the sum of the parts
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and at the worldwide developer
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conference in 2013 apple put together a
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great video reiterating that idea
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the entire apple mantra is stated
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clearly in the video
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the first thing that we ask is what do
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we want people to feel
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and we simplify we perfect
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we start over until everything we touch
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enhances
[206]
each life it touches this is holistic
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design in a nutshell
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tesla's mantra is centered around first
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principles thinking
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which is about breaking down complicated
[215]
problems to generate original solutions
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tesla's existence and success can be
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mapped pretty clearly to that principle
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and it's really not that far off from
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holistic design both are beginning with
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questions rather than answers both are
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about creating your own theories about
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how to apply those to a better product
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experience or manufacturing technique
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both apple and tesla design their
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products and operations with full
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product life cycle in mind
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from manufacturing to disposal apple
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rarely takes parts off the shelf from
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suppliers
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a good example in recent years is how
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apple brought processor design in-house
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their a series of mobile processors are
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among the fastest available
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today and by bringing it in-house they
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can custom tailor their silicon
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to their product features and software
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needs other mobile phone makers are
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using off-the-shelf parts with features
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that are meant to cover a broad spectrum
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of needs
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the end result is an ipad pro that uses
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less power than a typical laptop
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but still beats the performance of a
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majority of laptops on the market
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this comes down to the tight
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optimization that apple is able to
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accomplish between their hardware and
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their software
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tesla designed their own battery pack
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and cooling system instead of using
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third-party suppliers with more generic
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ready-made parts one outcome of that is
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the super bottle
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which you may have seen cindy monroe
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talk about on sean mitchell's recent
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interview
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i mean the super bottle is a great
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example of how
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um how the normal automotive companies
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don't work together
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and tesla does so that super bottle
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crosses many lines that
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that you can't cross here i mean if i'm
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in charge of
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engine cooling or battery cooling i
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don't want your yeah i want nothing to
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do with uh cooling the cabin and
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and and yet we've got the motor cooling
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the battery cooling and electronics and
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electronics
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and the uh and all all going through one
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little bottle it's got some clever
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little
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um ball valves that open and close to
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make sure that everything's getting
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heated or
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everything's being cooled to where it
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needs to be
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that's really i mean so i'm taking
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something that i've got a
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i would have a pile like this of bits
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and pieces
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and they've got this super bottle that's
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i
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all thought that was the best thing in
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the whole damn car tesla has also
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designed their own self-driving computer
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instead of continuing to use an
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off-the-shelf system from nvidia or
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another company
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this helps to make them the master of
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their own destiny reducing their
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dependence on a third-party supplier for
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a core piece of technology means they
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won't be held back
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and rolling out a new product or a
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feature because that supplier's hardware
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isn't yet capable of what they needed to
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do and tesla is able to tailor the
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silicone and software to complement each
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other
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and achieve incredible efficiencies
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[Music]
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google may have started as a search and
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ad company but they've
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always been an artificial intelligence
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company under the hood
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using machine learning and algorithms to
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figure out relationships between
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websites and content in order to surface
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the most relevant search query
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or machine learning to put just the
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right ad in front of the right person at
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the right time
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google now parsing through your web
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history emails and calendar to figure
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out what notifications and reminders to
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display on your android phone
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when you start your day and right here
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on youtube
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figuring out what videos you're most
[415]
likely to be interested in watching with
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suggestions on your home screen
[419]
or along the side of videos just like
[421]
this one they're an artificial
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intelligence company through and through
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the head of google now has said you want
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to pick problems that are hard for
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humans and easy for machines
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not the other way around it's about
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making the technology do the heavy
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lifting for you
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rather than doing it yourself but unlike
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the holistic design approach google
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tends to look at technology and features
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first
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and then see if there's a product that
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can come from those breakthroughs
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there's no better example of that than
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google glass there was a product that
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had some amazing technology
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but if you asked a simple question of
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the average consumer
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what problem does this solve and why do
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you need it they'd come up empty
[458]
there's a graveyard of half-baked google
[460]
products over the past decade that
[462]
resulted from the technology first
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product second mentality like google
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buzz google wave
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google talk google nexus q google plus
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and allo
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and those are just a few the fail fast
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fail often but always fail forward
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mentality that drives much of silicon
[477]
valley
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can bring about rapid change you learn
[481]
what works and doesn't work
[482]
and quickly change direction how does
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this tie into tesla
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on the surface tesla looks like a car
[487]
company but they're really an energy
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company driven by software
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they're heavily invested in ai and
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machine learning to enhance their
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products
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with the obvious one being autopilot and
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self-driving
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tesla's autonomy investor day event
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walked everyone through their approach
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to computer vision and the exponential
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growth of machine learning systems
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and autonomous driving the end result is
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a product that could make cars an
[508]
appreciating asset because the car you
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own
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could be earning you money as part of a
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ride-sharing network so essentially
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buying a car today is an investment in
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the future
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you're essentially buying a you're
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buying
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the i think the most profound thing is
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that
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if you buy a tesla today i believe you
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are buying an appreciating asset
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not a depreciating asset they're using
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machine learning in their energy
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products too
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tesla develops its own software in-house
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to monitor control
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and monetize mega pack installations
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auto bidder
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it's tesla's machine learning platform
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for automated energy trading
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tesla customers have already used auto
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bidder to dispatch more than 100
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gigawatt hours of energy
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in global electricity markets and just
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as tesla vehicles continue to benefit
[554]
from software updates over time
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megapack continues to improve through a
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combination of over-the-air
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and server-side software updates and
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that brings me to the constant software
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updates that tesla brings to all of
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their products
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much like google tesla is constantly
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tweaking and adjusting their systems and
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features that they put in front of
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customers
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as soon as a feature hits a certain
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level of readiness it's rolled out for
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everyone to start using right away
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[Music]
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apple overturned the music industry with
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the ipod and itunes
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and then they did it again with the
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iphone and the mobile phone market
[590]
stephen sinovsky the former president of
[592]
the windows division at microsoft
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wrote a great article in 2014 called the
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four stages of disruption
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those stages almost read like the stages
[600]
of grief when it comes to the incumbent
[601]
being disrupted
[602]
and you can see that the pattern fits
[604]
what we're seeing today in the auto
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industry
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stage one is the disruption of the
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incumbent the disrupter introduces a new
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product the distinct point of view
[612]
the incumbent discounts the disruptors
[614]
product as irrelevant to existing
[616]
customers
[617]
when apple released the iphone the
[618]
reaction from the phone industry leaders
[620]
should sound familiar to what we're
[622]
hearing today
[622]
there's no chance that the iphone is
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going to get any significant market
[625]
share
[626]
no chance steve ballmer from microsoft
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we've learned and struggled for a few
[630]
years here to figure out how to make a
[631]
decent phone
[632]
pc guys are not just going to figure
[634]
this out they're not just going to walk
[636]
in
[637]
ed culligan from pom it's kind of one
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more entrant into an already very busy
[641]
space with lots of choice for consumers
[644]
but in terms of the sort of sea change
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for blackberry i would think that's
[647]
overstating it
[648]
jim balsally blackberry sound familiar
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like ford europe's ceo steven armstrong
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mocking tesla for only being able to
[655]
produce
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7000 cars a week or bob lutz former gm
[659]
ceo
[660]
saying that tesla is heading for the
[661]
graveyard and that we all just need to
[663]
wait for the big auto companies to step
[665]
in
[665]
and start producing evs stage two rapid
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linear evolution
[670]
the disruptor rapidly adds new features
[672]
and capabilities after gaining traction
[674]
with early adopters
[675]
the incumbent begins to compare their
[676]
full featured product to the disrupted
[678]
product to show deficiencies
[680]
tesla has been rapidly improving their
[682]
manufacturing process to reduce
[683]
costs beginning to upgrade their
[686]
supercharger network to even faster
[687]
charging speeds
[689]
rolling out new features to the fleet
[690]
which will ultimately culminate in
[692]
self-driving
[693]
meanwhile we have companies like toyota
[695]
creating ads touting their self-charging
[697]
electric vehicles
[698]
which are also known as hybrid cars or
[701]
lexus trying to hit slow charging times
[703]
or bmw's wait or drive ad campaign stage
[706]
3
[707]
appealing convergence the disruptor sees
[709]
opportunities to acquire a broader
[710]
customer base by appealing to slow
[712]
movers
[713]
the incumbent considers cramming some
[714]
element of disruptive features into an
[716]
existing product line to show that they
[717]
can keep up with trends
[719]
this is the stage i think we're in right
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now i think you could argue that the new
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tesla insurance is part of trying to
[724]
capture the slower adopters
[726]
same with the upgraded supercharger
[728]
speeds and some of the new supercharger
[729]
locations
[730]
the current cars that tesla are making
[732]
can go toe to toe with the competition
[735]
but they're continuing to push forward
[736]
with motors that can last 1 million
[738]
miles
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it's looking like tesla may be on the
[740]
cusp of a battery pack that's rated to
[742]
last 1 million miles too these kind of
[744]
advances push an ev from going toe to
[745]
toe with an internal combustion car
[747]
to blowing right past them on the cost
[749]
of maintenance front
[751]
this is the kind of thing that will pull
[752]
in slow movers and on the side of
[754]
incumbents you have pretty much every
[755]
car company in the world having
[757]
announced
[757]
some portion of their fleet moving
[758]
towards evs most of them 2020 and beyond
[762]
even toyota stage 4 is complete
[765]
reimagination
[766]
new entrance to the market can benefit
[768]
from all the disrupters product has
[769]
demonstrated
[770]
the incumbent is too late and goes into
[772]
retreat at this point i think we're
[774]
somewhere around stage three so i
[775]
couldn't find any good examples here yet
[778]
we're just now starting to see new from
[780]
the ground up evs
[781]
hitting the market that can compete with
[783]
tesla's offerings like the porsche
[785]
taycan
[786]
and we have other entries coming from
[787]
other new manufacturers like rivien and
[788]
biten
[789]
the true reimagination of the industry
[791]
has yet to take shape but i'm betting
[793]
it's autonomous cars the cars we're
[795]
seeing made today still resemble
[797]
traditional cars but with a different
[798]
power source the power of computers and
[801]
software will completely upend cars as
[803]
we know them
[804]
we'll start to see cars without steering
[805]
wheels seating that's tailored to more
[808]
comfort and entertainment
[809]
than to operating the vehicle and with
[811]
robot taxis we'll see fewer and fewer
[813]
people wanting to own a car in the first
[814]
place
[815]
if you'd like to learn more about
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disruption check out the great courses
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thanks to great courses plus and to all
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[Music]
[866]
setting aside how you feel about apple
[868]
or google i think it's pretty
[870]
clear that tesla is a technology and
[871]
energy company
[873]
they aren't a car company they approach
[875]
producing cars like most technology
[877]
companies approach running software
[878]
including their own manufacturing
[880]
process and car improvements
[882]
they don't have model years on their
[883]
cars and roll out new features and
[885]
improvements as they're ready
[887]
it's treating hardware improvements like
[889]
software improvements
[891]
nothing like a traditional car company
[893]
this is one of the reasons they've been
[894]
so effective at disrupting the auto
[896]
industry
[897]
the rapid google-like approach to
[899]
development makes them extremely nimble
[901]
and quick to adapt
[902]
their first principles thinking is
[904]
leading to a better product
[906]
much like apple's holistic design
[907]
approach it's okay
[909]
you can now re-engage your apple or
[911]
google comparison hatred
[913]
what do you think do you think tesla has
[915]
a lot in common with apple and google or
[917]
are there other companies that you think
[918]
are a closer fit
[920]
jump in the comments and let me know
[921]
there are some other ways that you can
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support the channel too
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your support is really helping to make
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as always thanks so much for watching
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i'll see you in the next one
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[Applause]
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[Music]
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