I performed at a staff party for Space X. 10,000 employees. Incredible, grand, and high budget. It was held in a sports stadium. Two band stages. A DJ stage. Carnival games. Huge.
Elon Musk, the richest man in the world, made a huge party and helps give all these people employment.
He makes things not for everyone. Every company makes things not for everyone. When we say to ourselves my art is for everyone, we’re shooting ourselves in the foot. Elon’s branding power and one of his superpowers is actually passively rejecting customers.
The cybertruck is ugly. I don’t think it hauls stuff like a truck does. The logo is nearly illegible. Perfect. If you don’t get it, that’s great!
It’s made for two people
It’s made for the person that “gets it.” They want to be part of the fame, the status, the money, the intrepid movement.
It’s made for the person that’s emotional about it. The person who is angered about it is going to tweet about it. The reporters that is baffled is going to write long articles. The creeped out dude that see it on the road is going to talk to their friends about it.
Say no to customers
By saying no to people, he has other people saying “fuck yes!”
Walmart has the best graphic designers in the world, many people would think Walmart is for everyone. Their graphic design doesn’t have the same beautiful feel that Mercedes Benz does. Walmart is saying no to people that want a luxury experience. They’re even saying no to people who want a Target experience.
Take action
Think of one customer you would not want to work with again.