How to build Tesla culture in a small startup

Some companies manage to attract customers without spending a cent on advertising and top talents from the market while paying far less than their competition. This is why and how you can do the same.

Have you wondered, why Tesla spends $0 on advertising and still is known to almost everyone while Ford sponsors Worldcups and there are people who don’t know this brand? Why some startups (even bootstrapped) attract top talent and don’t pay them much, while other compete with the rest by offering yoga classes and gree coffe?

The answer is known long ago: the ones that have it all with very little investment, have a cult-like culture. Doesn’t meant that the founder has created a cult around himself. But the vibe and the “legendary” status that company has obtaines is definitely the result of a founder’s personal efforts.

The big and well known examples:

— Tesla has become the most valuable car company in the world with an advertising budget that equals $USD 0.

— WeWork has been recruiting top talent from the market while paying ⅓ the market fee (even when it was already clear that the founder is not “a saint”, so to…