Shai Agassi - Better Places

Shai Agassi's TED Talk



Link to Wired.com article

The problem, he decided, was oil-consuming, CO₂-spewing cars. The solution was to get rid of them. Not just some, and not just by substituting hybrids or flex fuels. No half measures. The internal combustion engine had to be retired. The future was in electric cars.

Agassi reimagined the entire automotive ecosystem by proposing a new concept he called the Electric Recharge Grid Operator. It was an unorthodox mashup of the automotive and mobile phone industries. Instead of gas stations on every corner, the ERGO would blanket a country with a network of "smart" charge spots. Drivers could plug in anywhere, anytime, and would subscribe to a specific plan—unlimited miles, a maximum number of miles each month, or pay as you go—all for less than the equivalent cost for gas. They'd buy their car from the operator, who would offer steep discounts, perhaps even give the cars away. The profit would come from selling electricity—the minutes.

When I ask Shai if he's worried about a competitor stealing his idea, he stares at me like I'm an idiot. "The mission is to end oil," he says, "not create a company."

Most startups try out their product on beta testers. Agassi wanted a beta country. A cooperative national government would be willing to modify the tax code or offer other incentives—essential to getting consumers on board quickly.

The entire staff is trying to write a mission statement with help from a moderator. He flips through slides on a screen: "Our mission is to transform personal mobility." "Our mission is to break the world's oil addiction (before it breaks us)."

Agassi, in a black leather jacket, a stiff blue-and-white button-down, and faded jeans, stops the moderator. "We still think we're selling to them," he says, after one of his long, drawn-out pauses. "We're not. It's not us to them. It's them to us. You see, people want this to happen; we just happen to be in the way of their getting what they want. We can't give them the car fast enough. That's something we need to capture: 'We're here to serve you,' not 'We're here to sell to you.' We're a facilitator, not the creator. This is going to be a community. We just need to get out of their way. They're going to push for policy, they're going to sell the cars, they're going to be zealots."

Update: Wired.com article on EVs being deployed in Hawaii, and the reasons why Hawaii is ideal as a test site

Update: Wired.com article showing Better Place's battery swap prototype