Many business owners look up to some of the greatest CEOs of our generation and dream of a day when they, too, can be the CEO of a company like Microsoft, Facebook, Tesla, Amazon, Netflix or Apple. Here is what most business owners fail to recognize when they want to achieve this status…

Many business owners look up to some of the greatest CEOs of our generation and dream of a day when they, too, can be the CEO of a company like Microsoft, Facebook, Tesla, Amazon, Netflix or Apple. What they often fail to recognize, however, is what it took for them to achieve this status.

The world’s best CEOs consistently push for innovation and those who are truly the best of the best aim to reinvent entire industries. CEOs like Jeff Bezos, the late Steve Jobs, Reed Hastings and Elon Musk don’t just go through the year and try to play catch-up with their competitors. Rather, they show up each day and think about ways to completely revolutionized their industry through consistent innovation.

In 2007, when Steve Jobs introduced the iPhone, it was easy for us to believe he was just introducing a new phone. Today, it’s clear Steve Jobs and Apple didn’t just introduce a new phone; they completely reinvented the mobile phone. Today, cell phones are nothing like they used to be. Steve Jobs gave consumers a completely different set of expectations for what the small communications device in their pocket could do for them.

Elon Musk has done exactly the same thing with the automobile industry. In fact, Tesla, in many ways, is the iCar. Prior to the release of the iPhone, a cell phone was exactly the same 25 months after being purchased as it was the day it was purchased. But the iPhone introduced us to the concept of a “living device” that automatically improves every few months because of software upgrades.

Much like the iPhone, Tesla cars are also living devices. A new Tesla owner purchases a car with a certain set of known features, like any other car. A few weeks later, however, they walk into the garage to find a message on the massive display saying their car learned “new tricks” while they were sleeping.

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