What do Tesla, Whole Foods Market and Taproot Foundation have in common? They are market movers. They didn't just set up to build a product or service. They set out to build or disrupt a market.
Wildly successful companies and nonprofits don't just focus on building a product or service. They look at the market outside their organizations and actively invest in changing the market so that their products and services have substantially greater opportunities to generate revenue and make an impact in the world.
Tesla Drives the Electric Car Market
Elon Musk didn't set out to build an electric car, he wanted to build a market for electric cars, beginning with luxuryars, and then expanding over time to reach a broader consumer base. This was a rather specific vision; that is, it wasn’t simply about building an amazing electric car, it was also about creating an environment in which it could be successful.
To grow beyond luxury cars and California, however, they need to remove barriers for their competitors so they can join them in moving away from gas-fueled cars. To this end, Tesla now sells their patented powertrain components to competitors. They are less concerned about the competition taking up market share than building the market and creating scale that will bring the prices down enough to be viable options for the average car buyer. Learn More.
Whole Foods Takes Healthy to Mainstream
It wasn't long ago that the sustainable consumer products market was mostly operating on the fringes of society. In those early days, the market was more a movement supported by a tiny portion of the population — innovators shopping at and running small health food stores. These stores smelled like vitamins, and the organic produce sold on their shelves looked sickly. It required dedication to shop in them.
By 2012, Whole Foods Markets had 340 stores and 2,400 natural and organic products on their shelves, selling over $12 billion and employing nearly 75,000 people. They had come a long way from the health food stores before them.
The impact of Whole Foods Market, however, is much greater. Similar to Tesla, despite a small market share, it has changed the overall market. It has cultivated the early adopters and turned them into tastemakers that are making the early majority pay attention. As of 2013, 63 percent of Americans reported buying organic foods, and 40 percent planned to increase their purchases of organic in the coming year. Learn more.
Taproot Foundation Catalyzes Pro Bono Marketplace
Despite the incredible need for marketing, technology, management and strategic consulting services most nonprofits in 2001 didn't trust using pro bono services. They had been burned too many times by well-intentioned volunteers. “You get what you pay for,” they shared over and over again. To them, they smelled as bad as a 1975 health food store (well intentioned but undesirable).
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