Elon Musk handed over Tesla Model X keys to five lucky new owners in Fremont last Tuesday. Thanks to the super sleuth investigation work of Dana Hull and Evan Adams, we’ve identified the first six Model X SUV buyers:
#1 Elon Musk
#2 Steve Jurvetson
#3 Mark Templeton
#4 Sergey Brin
#5 Mark Tebbe
#6 Ira Ehrenpreis
Tesla Board member, Steve Jurvetson, pictured above with Elon Musk, is the owner of the first Model S. He told me this week that Elon beat him to #1 this time round, by producing a check for the Model X at an early Tesla Board meeting.
I interviewed some of the heady buyers – and would be buyers – at the launch event. Several had come as far afield as Michigan, Florida and San Diego. Here’s my very small non-scientific study (I mean, how many people can you talk to when music like Lana Del Rey’s “Young and Beautiful” is blaring all night?) I have identified four types of Model X buyer:
1. The Electric Vehicle enthusiast
Mark Templeton, CEO of Citrix was the delighted owner of Tesla Model X number 3 and is planning to ship his SUV back to Florida. Here’s what he told me backstage:
“Once you go electric, you never want to go back!” Mark Templeton
2. The car collector
Several people I spoke with said they already own the Tesla Roadster and the Model S, so buying the Model X would be the finishing touch on their “Tesla Triple Crown.”
3. The safety-first, anti-minivan family
Eric (who wouldn’t share his last name) is an East Bay father of three. He told me that Tesla’s safety record and the Model X’s seven seats was a big attraction for him and his wife. How could you think of doing the school carpool and the soccer runs without one? He put a $5,000 deposit down in December 2014 and thinks he’s about 15,000th on the waiting list. He’s happy to wait, but he’s not willing to pony up for the ludicrous mode and the hefty price premium it commands.
“I want the functionality of a minivan and the style of a high end car, but I will never ever buy a minivan.” Eric (East Bay)
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.(Tesla CTO JB Straubel and family get some stroller assistance from Elon Musk, Photo: Fresh Dialogues)
4. The Elon Musk fan club
These are the people who talk about Elon Musk in whispered tones, who can’t mention his name without drawing comparisons to the genius of Thomas Edison or Steve Jobs. These are the people who’d buy a plant pot or garbage disposal from Elon Musk, if he was involved in its creation.
Of course, it goes without saying that having a high income (or net worth) is a prerequisite to buying the Tesla Model X. Perhaps even ludicrously high? Did anyone say 1%?
The SUVs starting price is about $80,000, though the ones that changed hands on Tuesday came fully loaded at $132,000 plus.
For those without that kind of pocket change, you’ll have to hold your breath for the long awaited $35,000 Model 3. Musk says they’ll be releasing details and taking orders March 2016. I wonder who’ll be first in line this time?
Read more about Tesla and Elon Musk at Fresh Dialogues
Last night, the long awaited Tesla Model X was launched and Elon Musk took great pleasure in underlining its clean air qualities. Musk reiterated the mission of Tesla: to accelerate the advent of sustainable transport and show that any car can go electric. But he couldn’t contain a smile, as he talked about air quality and referred to “recent events” i.e. the VW DieselGate scandal.
Musk showed off the SUV’s giant air filter (10 times the size of a typical one) and said:
“Recent events have illustrated the importance of air safety…(in the Model X) you can have air quality levels comparable to a hospital operating room.”
Musk then got somber, put on his superhero hat and showed the massive crowd estimates of how air quality can reduce life expectancy in some of the world’s most polluted cities: Beijing, 22 months; Los Angeles, 8 months and Paris, 7 months.
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According to Musk, using the high quality “X-size” air filter plus a smaller one (still larger than an average car’s air filter) gives the Model X a 700 fold improvement in city smog filtering. The company claims it’s also 300 times better at filtering bacteria, 500 times better at filtering allergens, and 800 times better at filtering viruses.
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But the biggest cheer of all came when Musk made this surprise announcement:
“If there’s ever an apocalyptic scenario, you just press the bio-weapon defence button – this is a real button.”
I asked George Blankenship, former VP at Tesla, about Tesla’s clean air focus.
“Who else is going to think in that magnitude with something as normal as an air filter? These are the kinds of things that Elon pushes to the limit and delivers products that no one else can deliver. The reason he’s doing it is to save the planet. It’s all about the survival of this planet and the atmosphere.” George Blankenship
We discussed how VW’s emissions cheating scandal might impact electric car makers like Tesla.
“It’s unfortunate that others feel they have to do things like that in order to compete. It’s the absolute opposite of what Tesla does…they find a solution. It reinforces that innovative companies that come up with a solution that others don’t…there’s a reward for it: 5 star crash ratings, cleaner air than a surgical room. That’s what innovative companies do as opposed to companies that try to figure out how to bend the rules to get an advantage.” George Blankenship
After a thorough tour of the Model X features, including the elegant falcon wings, Elon delivered keys to some of the first Model X buyers. This time round, Elon beat his friend, and first Model S owner, Steve Jurvetson and got the number one Tesla Model X. There’s definitely admiration, perhaps a little envy, captured in my photo below.
Update: Jurvetson told me this morning that Elon had a check made out in advance at an early Tesla Board meeting, to make sure he secured the first Model X.
Read more about Tesla and Elon Musk at Fresh Dialogues
There’s nothing that Silicon Valley likes better than a big problem to solve. But with California’s historic drought and mandatory water restrictions in place, can Silicon Valley tech alone rescue the Golden State from going dusty brown?
The BBC invited me to share another Letter from Silicon Valley about Tech in the Time of Drought. Smart water meters, drone surveillance and soil monitoring etc. can help save water, but Californians are also leveraging tech to shame their neighbors – and celebrities – into saving water. Not surprisingly, #droughtshaming is trending on Twitter. This week, actor Tom Selleck has been sued for stealing water from a public fire hydrant in LA.
The BBC’s Manuela Saragosa hosted the show. Here’s her introduction:
Saragosa: One of California’s biggest problems at the moment is drought. So can Silicon Valley’s technology sector rescue the state from going dusty brown? Alison van Diggelen is there, and sent this report:
BBC Letter From Silicon Valley by Alison van Diggelen: Tech in the Time of Drought
In January, Bill Gates famously took a sip of water that minutes before was raw human sewage. As the cameras clicked in Washington State, he drank and smiled like the Cheshire cat. Eeewwww, you’re probably saying, but let’s dive a little deeper into what this innovation means.
Gates’s smile speaks volumes about “tech in the time of extreme drought.” Not only did Gates give the ultimate endorsement for a waste treatment startup he’s backing, it demonstrates an important Silicon Valley mantra: for every problem we face, there’s a tech solution. The bigger the problem, the bigger the opportunity.
And right now, California is in its 4th year of serious drought. Experts are calling our water crisis “the new norm.” And it’s part of a global problem. This year, for the first time, the World Economic Forum ranked water crises the number one danger in its Global Risk Report, above nuclear threats and global pandemics.
Silicon Valley startups are scrambling to find solutions: from Watersmart, a software management system that encourages water conservation; to mOasis, a soil additive that maximizes crop harvests with minimal water. Plans for massive desalination plants are also moving ahead.
Since farmers use 80% of California’s water, tech solutions that impact agriculture are especially valuable.
But tech solutions can’t do it alone.
I recently visited the high desert state of New Mexico. As we flew over endless miles of parched land, I wondered, is this the future of California? I toured the Earthship headquarters where they are building radical eco homes, completely off the grid. With 8 inches of rain a year, residents are fanatical about water conservation, and they reuse every drop of water four or five times. Earthship roofs are designed for optimum rain and snow catchment and feed directly into massive holding tanks. They wouldn’t dream of having a bath, never mind using potablewater to flush the loo.
It was a vivid reminder that this crisis requires both low and high tech solutions; and we also need to adjust our mindsets.
A study by UCLA found that wealthier neighborhoods in LA use three times more water than others. A utilities manager in Newport Beach reported that some people – believe it or not – still don’t know that we’re in a drought.
Those with a cavalier attitude to water use in California will be forced to change. Soon, water districts can be fined up to $10,000 a day if they don’t reduce water use by 25%, on average. Residents here are bracing for a surge in water prices and potential fines. Installing greywater systems and replacing lawns with drought tolerant plants are becoming de rigueur.
As is drought shaming. Californians are using social media to shame their neighbors and target celebrities about wasting water. There’s even a drought shaming app that geo-tags photos so authorities can take action.
Ultimately, Silicon Valley’s tech solutions will help address this water crisis, but California will have to take action on all fronts. By adopting, and experimenting with a firehose of ideas from innovative minds* Silicon Valley could offer lessons for the whole world, as the impacts of climate change and water shortages grow.
*Tesla’s Elon Musk says he’s investigating a water saving solution using California aqueducts. Watch this space for updates.
Many people worry about the consequences of tech innovation, in particular: how will automation and robots impact our jobs? I sat down to explore the impact of robots and the chance of “robo-apocalypse” with social robot pioneer Cynthia Breazeal, founder of the Jibo Robot and professor at MIT. Jibo is a desk top robot that acts like a personal assistant for the family. It can see, hear, speak, dance, and according to its makers, it can even “relate to people.” Imagine a cross between R2D2, an iPad and the Pixar lamp. Breazeal explains how she sees the big “value add” of social robots and why she thinks the potential unintended consequences of robots demands a thoughtful dialogue between robot experts.
Excerpts of this interview were featured on my BBC World Service Report: Elon Musk, Cynthia Breazeal Explain Why Robots Are Coming To Your Home
Here are highlights of our discussion (comments have been shortened for length and clarity):
van Diggelen: Will robots take our jobs, and why are we obsessed by that?
Breazeal: When robotics first came onto the market, it was about replacing human labor, so that’s been the assumption: When any robot is introduced, “it’s about replacing people.”
Social robotics as a whole research discipline has been about a very different paradigm, which is about partnership. It’s about robots that can support and collaborate with people. Jibo is not being designed to replace anyone or anything. Sometimes peole talk about it’s going to replace my dog….it’s not about that. Jibo creates a different kind of relationship.
van Diggelen: What is Jibo?
Breazeal: Jibo breaks down barriers (for people uncomfortable with tech gadgets) by feeling much more like a someone than a something. In my research at MIT, we’ve put very sophisticated humanoid robots, you name it, but when you create that experience for people, that familiar, warm experience, people respond to it. I think Jibo has an appeal across a much broader demographic.
Jibo is about supporting the family, supporting those who help care for the family, doctors and nurses…helps make the whole human and technological network stronger and better able to serve human values. That’s the big “value add” of this kind of technology and that’s certainly where my heart is because certainly as a mom, I completely understand the value and importance of the human connection and the human relationships. And we have human responsibilities to each other. Technology should not be mitigating that or interfering with that. We want technology to really support that.
van Diggelen: We’ve had warnings from Elon Musk, from Stephen Hawking saying artificial intelligence needs some regulation…they’re concerned about this “robo-apocalypse” happening, so talk to that…
Breazeal: I think in terms of the “robo-apocalypse”…we love that theme (laughter). Throughout our stories, our legends…
Breazeal: In many ways, it’s a tool that we use as a culture to ask the question: What does it mean to be human? I really think it stems from that. So whether it’s aliens or killer viruses or robots, it is that “otherness” that pushes up against our humanity; that causes us to reflect upon the human condition. For robots, because they have existed in our science fiction long before we could actually build them, this is our cultural undercurrent people can’t help but go there no matter what.
van Diggelen: But the difference is, it’s not some luddites who’re saying this: it’s people like Stephen Hawking, Elon Musk and Bill Gates…warning people about the dangers of artificial intelligence.
Breazeal: Right so…there’s a difference between the apocalypse versus there could be unintended consequences that we need to be mindful of. So I’m agreeing that with any technology capable of tremendous impact on how we live our lives, there’s always those two sectors. Certainly with robotics, I certainly believe that it’s going to become a pervasive technology in our lives, so it is worth considering, how do we go for the good and avoid the bad?
van Diggelen: But how do you do that? From where you’re sitting, does it need government regulation, standards? What’s the best way to proceed?
Breazeal: I’m not sure we honestly know…the bottom line is: it starts with us and having thoughtful dialogue and discussion to try to really understand what the opportunities and the unintended consequences really could be, before we start jumping to conclusions. I think the most important thing we can do right now is to have this thoughtful dialogue. Even things we started off with, like peoples’ assumptions (that) all robots are about replacing people versus this other side: robots are about supporting people.
The new Elon Musk biography by Ashlee Vance will “likely serve as the definitive account” of the most successful entrepreneur in the world, writes Jon Gertner in the New York Times. But it can also be read as a manual of how to succeed in business. Here are six big lessons for entrepreneurs, young and old:
1. Think Big
While Musk was at college, he decided the three things that would have the biggest positive impact on the human race were: sustainable energy, the Internet, and making life multi-planetary.
Here’s how Vance describes Musk’s big thinking:
“What Musk has developed that so many of the entrepreneurs in Silicon Valley lack is a meaningful worldview. He’s the possessed genius on the grandest quest anyone has ever concocted. He’s less a CEO chasing riches than a general marshaling troops to secure victory. Where Mark Zuckerberg wants to help you share baby photos, Musk wants to…well…save the human race from self-imposed or accidental annihilation.”
This passage comes early in the book, and feels as though Vance has been drinking Musk’s Kool Aid. By the last page, however, he’s painted a vivid and balanced picture of a driven man, focused intently on changing the world in a big way, no matter the cost to himself or his family (see No.6 below). So, if you want to succeed like Elon Musk, don’t waste time building a widget that’ll be 10% better than the competition:
Think big, really big, and go for it.
2. Learn to be a Better Boss
Elon Musk was ousted as CEO from two early startups Zip2 and X.com (the precursor to PayPal) because he was a bad boss. In his early days, Musk was a controlling, micro-manager whose “one upmanship” tactics were brutal.
Vance writes,
“Musk’s traits as a confrontational know-it-all and his abundant ego created deep, lasting fractures within his companies.”
According to a colleague at Zip2, he’d rip into junior and senior executives alike, especially when employees told him that his demands were impossible.
“You would see people come out of the meetings with this disgusted look on their face…You don’t get to where Elon is now by always being a nice guy, and he was just so driven and sure of himself.”
These days, he’s still very demanding but has got better at being a decent boss at Tesla and SpaceX and his longtime employees are fiercely loyal.
Of course, part of being a good boss is inspiring your team with an awesome mission (see No.1 above) and articulating that clearly. Early employees of SpaceX were told that “the mission would be to emerge as the South-west Airlines* of Space.” More recently of course, the Mars mission dominates the company’s focus. Who wouldn’t be on board with the mind-blowing goal of making humans a multi-planetary species?
So don’t fret if you’re not getting “Boss of the Year” awards in your early days, but learn from your mistakes, and motivate your team with a grand vision.
3. Hire with Care, Fire fast
Musk is renowned for hiring top talent and for several years, he even insisted on personally interviewing employees fairly low on the totem pole. For key technical hires, once he decides he wants someone, he’ll go above and beyond to hire them. He even cold-calls them himself. A SpaceX employee recalls receiving a call from Musk in his college dorm room and thinking it was a prank call.
But on the flip side, if you’re not a fit for the team, then you’ll soon know about it, according to Steve Jurvetson, a Tesla, SpaceX board member and close ally to Musk.
“Like (Steve) Jobs, Elon does not tolerate C or D players. He’s like Jobs in that neither of them suffer fools. But I’d say he’s nicer than Jobs and a bit more refined than Bill Gates.”
The lesson: hire strategically with great care, and if an employee doesn’t fit, don’t wait.
Some of his “bombastic counteroffensives” worked, others were arguably counter productive and alienated potential allies and supporters.
Yet Vance also offers a more sympathetic interpretation of his tirades as “a quest for truth” as opposed to pure vindictiveness. As Vance writes,
“Musk is wired like a scientist and suffers mental anguish at the sight of a factual error. A mistake on a printed page would gnaw at his soul – forever.”
Although taking things personally and seeking war has generally worked for Musk, it’s a highly risky strategy. Setting the record straight is one thing, but how many bridges can you burn? One key consideration is this: going to war demands a lot of time and energy which might be better spent on getting your mission accomplished.
Choose your battles carefully.
5. Have a trusted assistant
Ashley Vance describes Musk’s long-time assistant Mary Beth Brown as:
“A now-legendary character in the lore of both SpaceX and Tesla….establishing a real-life version of the relationship between Iron Man’s Tony Stark and Pepper Potts. If Musk worked a twenty hour day, so too did Mary Beth…She would emerge as the only bridge between Musk and all of his interests and was an invaluable asset to the companies’ employees.”
Sadly for Musk, she’s now moved on, but having worked with her briefly in 2012/13 (to arrange an in-depth interview with Musk), I can attest that she was very charming and an excellent surrogate for Musk. She represented him well in a professional and personal capacity.
Read more about her in the biography and try find someone as loyal, talented and hard-working to be your right-hand man or woman. Good luck!
6. Work hard, very hard
Not only does Musk lead two hard-driving companies (which are 300 miles apart) – SpaceX (L.A.) and Tesla (Silicon Valley) – he’s chairman of SolarCity, and has five boys, two ex-wives and a tight circle of friends, that includes Google’s Larry Page. He claims to sleep an average of six hours a night, but almost every waking hour is devoted to his businesses. His ex-wife Justine Musk, describes his work ethic like this:
“I had friends who complained that their husbands came home at seven or eight. Elon would come home at eleven and work some more. People didn’t always get the sacrifice he made in order to be where he was. He does what he wants, and he is relentless about it. It’s Elon’s world, and the rest of us live in it.”
The only regular downtime he allows is to indulge in long showers, but even then, it’s really work. He says that’s when he has most of his innovative ideas.
So, the lesson for you is the same as that espoused by pioneering giants like Thomas Edison and Andrew Carnegie: there’s nothing like good old fashioned hard work.
Note: Although Musk comes over as a hard-driving maniac in this biography, he does have a more sensitive side. You can see this for yourself in this candid interview. He comes close to tears several times.
1. The Electric Vehicle enthusiast
I recently visited the high desert state of New Mexico. As we flew over endless miles of parched land, I wondered, is this the future of California? I toured the 
