As technology and innovation scholars, we’ve studied how innovators commercialize new technologies and we’ve interviewed Elon Musk, his co-founder J.B. Straubel, and other important members of the team. What we’ve found is that beneath the turbulent surface, Tesla’s innovation strategy — which focuses on transforming the auto industry as a whole — offers enduring lessons for any innovator, especially in terms of how to win support for an idea and how to bring new technologies to market.