Elon Musk has stated that Tesla Motors’ mission is to accelerate the advent of sustainable transport. We noticed that there didn’t seem to be a tangible goal for the everyday consumer to rally around or a universal metric to define that goal. So we set out to create one.
In support of Tesla’s mission, TEN9 is a crowdsourced initiative to convert 1 Billion people worldwide to sustainable transport by 2025. TEN9 is not only the name of the initiative, it is also the universal goal. TEN9 = 10 to the 9th = 1 billion = 12.5% of the global population in 2025.
In addition to TEN9.org, we posted the project on Peter Diamandis’ innovative new crowdfunding platform, HeroX. HeroX exists to enable problem solvers on a global scale. We aim to raise the first round of funding to support the public launch in 2015-16.
While the final measure of the impact of TEN9 won’t be known for quite some time, the teaser campaign made quite a splash. On 10.9.15 in the lead-up to the largest Tesla event of the year, we synchronized our countdown and launch of TEN9 to Elon Musk’s announcement, creating hype and a stir of anticipation. After learning of TEN9, users from Reddit and Twitter deemed Tesla “the new king of anticipation marketing” and declared Elon Musk “the most ambitious person on the planet/in the universe.”