What the Tesla Model 3 teaches us about brand purpose and consistency
Strategist Alex Horner, using Tesla’s CEO Elon Musk as a model of comparison, explains why detouring from your brand’s mission statement is not an option and why having purpose is not enough.
Almost a decade ago, Tesla’s enigmatic CEO, Elon Musk, wrote a blog post and published it on the Tesla website.
Titled The Secret Tesla Motors Master Plan, it outlined a highly ambitious purpose for the then fledgling company:
The overarching purpose of Tesla Motors is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy.”
“”Respect, Integrity, Communication and Excellence.”
– Was a large corporates motto.
“We treat others as we would like to be treated ourselves….We do not tolerate abusive or disrespectful treatment. Ruthlessness, callousness and arrogance don’t belong here.”
– Was a large corporates ‘vision and values’ mission statement.
You know what large corporations motto and mission statement they were for?
E N R O N’s
– If you want the rainbow, you’ve gotta put up with the rain