Eleven Teslas in a row...

I walked by 11 Teslas in a row last Friday.

Parked near the chargers at a mall near my house.

Three of them were the exact same model, exact same color.

There's something cool about driving a Tesla. But a big part of that, for many people, is that you don't see them all over the place. They are novel. Unique. Driving one sets you apart from everyone else.

But what about when they become ubiquitous? When we're regularly walking by 12, 20, or 40 in a row?

That's when quality matters.

Don't get me wrong. Tesla has great quality. It's not just a flash-bang brand.

But watch this brand evolve over the next few years into something deeper. Because right now, it's all about novelty -- even if that's not what's most important to Tesla.

And think about this for yourself, too. Your own company or your own content.

Take your customers (or your audience) on a journey. Bring them somewhere over weeks, months, and years. Somewhere deeper than where you started. Give them a reason to stick around, even once they've mastered what it is you're selling. Change when change is needed.