WIN THE DEMO, LOSE THE MARKET: WHY BREAKTHROUGH TECHNOLOGY ISN'T ENOUGH

Summary from the TLDR Design newsletter

Proterra delivered over 1,000 electric buses and grew revenue 24% in 2022, then filed for Chapter 11 the following year. Its buses worked, but below-cost pricing and order-by-order customization undid the business, because technical superiority is not the same as competitive advantage. Five shifts, from listing capabilities to defining consequences and from claims to proof, turn product advantage into enterprise advantage.