Exponential Goals

We know from history that every major industrial disruption has followed the same shape and exponential curve, with new technologies being adopted very slowly at first, but then a doubling rate kicking in consistently until the overall transformation happens very quickly in the end. It's a movie we've seen many times before, whether from horses to cars, from valves to transistors, or landlines to mobile phones. And we understand how it works. Initially, the cost of technology is high but as we learn through volume adoption, the cost goes down and adoption goes up. Best example right now would be electric batteries, consistently coming down in cost by 20% a year for the last 10 years. And as the volume of adoption grows, especially with electric vehicle sales growing, we can be confident that the costs of that technology will continue to go down, driving that exponential growth. We set these exponential goals because we believe in the power of human innovation. Engineers love these goals. They stretch targets. It's what they live for.