# Professor Tom Meyvis shares insights on what entrepreneurs can learn from Elon Musk’s marketing strategy around Tesla's newly announced Cybertruck

1 Faculty News November 27, 2019 ![Business Insider logo](/sites/default/files/styles/246w/public/assets/images/business%20insider%20logo.jpg?itok=0MJSCdPh)>

Excerpt from [Business Insider](https://usdev.businessinsider.com/how-entrepreneurs-can-learn-from-musks-ability-to-inspire-believers-2019-11) -- "[Meyvis](https://www.stern.nyu.edu/faculty/bio/tom-meyvis) said the preorder program was a time-worn marketing strategy known as the 'foot-in-the-door' technique.'You get people to make a small commitment, and then they're more likely to make a big commitment later on,' he said. Meyvis agreed with the idea that the psychology here is comparable to a Kickstarter campaign, which has helped many innovative brands generate interest in their product concepts."

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