Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

I would like to die on Mars. Just not on impact.

Talent is extremely important. It's like a sports team, the team that has the best individual player will often win, but then there’s a multiplier from how those players work together and the strategy they employ.

Well, my motivation behind Tesla is really to do as much good as possible for the environment and the electric-vehicle revolution. I think there is still a lot of work to do and if we were to sell to a big company, I'm not sure it would progress at the same pace.

The tough thing is figuring out what questions to ask, but […] once you do that, the rest is really easy.

The lessons of history would suggest that civilisations move in cycles. You can track that back quite far - the Babylonians, the Sumerians, followed by the Egyptians, the Romans, China. We're obviously in a very upward cycle right now and hopefully that remains the case. But it may not.

The key test for an acronym is to ask whether it helps or hurts communication.