Did you see that new Slate truck?

A $25k electric truck, with an old school vibe. (eg. roll up windows)

I think it’s genius.

They used one of my favorite business tactics: underdoing the competition.

You see - cars just keep getting more complicated. Touch screens, butt warmers, and a “Maybe-Gonna-Kill-You” driving mode.

Slate went the opposite direction:

• No screens
• No seat heaters
• Roll up windows
• Good for only local driving (150 mile battery range)
• ....a simple, $25k electric truck

At their launch event, they said it has old school KNOBS instead of digital buttons and the crowd literally roared.

In marketing: all positioning is counter-positioning.

Every other electric car: fancy, expensive, complex.

Slate: old school, affordable, simple.

Instead of being last place in the fancy electric car market, they’re now first place in the simple, fun electric truck market.

As Kevin Kelly says: “Don’t aim to be the best, be the only”.

Nintendo is the best at this. While Xbox & Playstation were killing themselves to make the most cutting edge high graphics systems. Nintendo came out with a goofy, low-fi Wii.

• Half the price
• Simple games that even your mom could play (wii tennis, bowling)
• Simple graphics (cartoon characters rather than ultra-realistic)

It sold over 100M+ units, outselling both Xbox & Playstation at the time.

“Indeed, to be simple, is to be great.” - Ralph Waldo Emerson

Well done Slate.

-Uncle Shaan