Not long ago, Better Place was a company with heady PR, $2 billion+ valuations, and a superstar CEO. Now it’s bust. The collapse of this company had little to do with underlying dynamics in its industry, electric vehicles.
Rather, the firm violated several principles about how to gain fast market penetration for bold innovations. The idea underlying the company was truly exciting, but its path to customer acceptance was tortuous. My piece for Forbes tells what lessons about speed of adoption stem from this tale.
Story by Steve Wunker.
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