“I operate on the physics approach of analysis by first principles,” Musk told us. The first-principles approach-which was first articulated and named by Aristotle-is the practice of identifying the fundamental key constraints to achieving a breakthrough in performance and then testing every option possible for eliminating one or more of those constraints. As a result, he places relatively little stock in what they're clamoring for at the moment and much more of it in the first principles solutions that they don't even know they need yet.” Thus, Musk picks what he perceives as a big important problem that hasn’t been solved because of technology constraints. He attributes his problem solving success to first-principles thinking. In contrast, Musk uses what might be described as a technology-first approach. According to one former Telsa executive, “I think Elon has adopted the philosophy of Steve Jobs where he believes he knows where the market is going and knows better than customers know what they need and what they will want. Bezos is very much a “customer first” innovator. He has established an innovation process at Amazon called “working backwards” which takes as its starting point an obsessive focus on a customer’s needs and then works backward to figure out how to innovate to best meet those needs (see “How Does Amazon Stay at Day One?”). In essence, Bezos leverages an approach focused on resolving market (demand) uncertainty (uncertainty around customer preferences) and then assumes the technology uncertainty can be worked out.
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