You focus on signal over noise.

A lot of companies get confused.

They spend money on things that don't actually make the product better.

For example, at Tesla, we've never spent any money on advertising.

We've put all the money into R & D and manufacturing and design,...

...to try to make the car as good as possible.

And I think that's the way to go.

For any given company,...

...just keep thinking about: are these efforts that people are expending,...

...are they resulting in a better product or service?

And if they're not, stop those efforts.