The revolutionary breakthrough will come with rockets that are fully and rapidly reusable. We will never conquer Mars unless we do that. It'll be too expensive. The American colonies would never have been pioneered if the ships that crossed the ocean hadn't been reusable.

People were wondering, "How do you even do food e-commerce? Are we going to be dropping strawberries on somebody's doorstep? It doesn't feel like we're going to be doing that". But what we believed is that in the US pickup might work. So we started in California and then Denver, and a team started working to put everything in place to do grocery pickup and in the beginning we even had a separate app. It was an orange online grocery app.

If we drive down the cost of transportation in space, we can do great things.

So we originally expected to make about 35 gigawatt hours at the cell level [solar] and about 50 gigawatt hours at the module or pack level. Now we are expecting to do about 150 gigawatt hours in the same volumetric space as the original design.

One area where I think we are especially distinctive is failure. I believe we are the best place in the world to fail (we have plenty of practice!), and failure and invention are inseparable twins. To invent you have to experiment, and if you know in advance that it's going to work, it's not an experiment. Most large organizations embrace the idea of invention but are not willing to suffer the string of failed experiments necessary to get there.

There is no map, and charting a path ahead will not be easy. We will need to invent, which means we will need to experiment.