The document discusses how Steve Jobs would disrupt the truck industry. It lists 7 things Steve would do: 1) Build trucks for humans, 2) Embrace dramatic design, 3) Rethink steering, 4) Focus on the one driver, 5) Have truck drivers create personal profiles, 6) Sell trucks cheaply and capitalize on apps/upgrades, 7) Name the truck "iTruck". The document suggests that Google would further disrupt the industry by open sourcing trucks and focusing on building service platforms rather than just vehicles.

1. 7 things
Steve Jobs would
do to disrupt the
Truck industry
business
Truck & Bus
World Forum
Gothenburg 2010 11 07
Johan Ronnestam
www.ronnestam.com
@ronnestam
Tuesday, December 7, 2010

2. Google Keyword: Johan Ronnestam
Tuesday, December 7, 2010

3. http://www.youtube.com/watch?v=Atmk07Otu9U
Tuesday, December 7, 2010

4. Why Google?
Tuesday, December 7, 2010

5. They’re
asking the right
questions
Tuesday, December 7, 2010

6. Why does
a truck need
to be big?
Tuesday, December 7, 2010

7. Are they big
enough?
Tuesday, December 7, 2010

8. Why do you have to steer it?
Tuesday, December 7, 2010

9. Should we
make money
on selling
trucks?
Tuesday, December 7, 2010

10. Why a truck?
Tuesday, December 7, 2010

11. People do things
based on how things
have been done
Tuesday, December 7, 2010

12. Innovation anyone?
Tuesday, December 7, 2010

13. Tuesday, December 7, 2010

14. 7 things
Steve would do
to disrupt your
business
Tuesday, December 7, 2010

15. A
B
Tuesday, December 7, 2010

16. A B
Sender Reciever
Tuesday, December 7, 2010

17. 1. Build Trucks
for humans
Tuesday, December 7, 2010

18. 2. Embrace
dramatic
design
Tuesday, December 7, 2010

19. A truck that
makes you
go wow!
Tuesday, December 7, 2010

20. 3.
20% More performance
20% Safer
20% More fuel effiecient
Tuesday, December 7, 2010

21. This is where you wanna be
...you end up here Insight & set your mind
free from references
Tuesday, December 7, 2010

22. 3. Rethink
steering
Tuesday, December 7, 2010

23. Technology
exist to serve
humans, not
the other way
around
Tuesday, December 7, 2010

24. 4. Focus on the
one driver
Tuesday, December 7, 2010

25. Tuesday, December 7, 2010

26. 4. Screens
everywhere
Tuesday, December 7, 2010

27. Screens can be
updated,
open sourced ,
opened up to 3rd
party developers
and customized
Tuesday, December 7, 2010

28. 5. Steve would
have truck drivers
creating a personal
profile to keep for life
Tuesday, December 7, 2010

29. Slide to unlock your Truck
Tuesday, December 7, 2010

30. 6. Sell it cheap
and capitalize on
apps, services and
upgrades
Tuesday, December 7, 2010

31. 7. Name it
iTruck
Tuesday, December 7, 2010

32. What would
do?
Tuesday, December 7, 2010

33. 1. Google
would open
source it
Tuesday, December 7, 2010

34. Summary
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35. Don’t worry about known
competitors. Worry about the
ones you’ve never heard of...
Tuesday, December 7, 2010

36. You’re building service
platforms. Not a vehicles
Tuesday, December 7, 2010

37. Build trucks and busses for
Pakistan, India and Ch..
They’ll build theirs for us...
Tuesday, December 7, 2010

38. 0% emissions
- 50% emissions
Tuesday, December 7, 2010

39. Your future product is 100%
digital - made out of material.
Tuesday, December 7, 2010

40. Someone will
Open Source
your business
Tuesday, December 7, 2010

41. Go!
Tuesday, December 7, 2010