Tesla knows how to make an impact.

Unless you’ve been on a deserted island, you’ve heard about the announcement of Tesla’s new e-pickup truck by now. Whether you’ve deep-dived into specs or just saw clips of the failed “bulletproof glass” test, you have some idea of what the Cybertruck is (and all with no paid marketing).

From the first announcement of the Tesla car line to now, Elon Musk and his company have continued to change the car industry. But while most people look at how Tesla pushes the boundaries of automaking, their bold marketing moves is what has interested me the most. Let’s see how Tesla’s moves could yield some good tips for your business.