Inspired by Peter Thiel’s “Zero to One”

Brilliant dealership leadership isn’t about doing more—it’s about doing what no one else dares to try.

What Can Zero to One Teach the Dealership World?

Peter Thiel’s Zero to One is about startups that build the future—not by copying others (going from 1 to n)—but by creating something radically new (going from 0 to 1). You might think this only applies to tech founders in Silicon Valley.

Wrong.

The dealership world—whether it’s cars, motorcycles, boats, or ATVs—is ripe for Zero to One thinking. Most dealers compete by doing what others already do: CRM loyalty calls, price match, inventory load, follow the factory program, repeat. That’s 1 to n.

But what would it look like to go from 0 to 1?

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The Questions You Need to Ask

Peter Thiel insists that every great business must answer this question:
“What important truth do very few people agree with you on?”

Let’s dealership-ify that:

• What is something true about your customers or your market that your competitors don’t see?

• What bold belief do you hold about your store, your team, or your model that others would consider crazy—but just might be your biggest strength?

Here’s a thought: Most dealers still believe the best salesperson is the most aggressive closer. What if the truth is that the best salesperson is actually the best teacher?

Monopoly vs. Competition

Thiel writes that “competition is for losers.” Harsh? Maybe. But here’s the logic: When you compete on the same thing as everyone else—price, rebates, interest rate—you commoditize yourself. No margin. No loyalty. No control.

The bold businesses create a market where they dominate.

Ask yourself:

• What do you offer that no one else in your region offers—and is it obvious to your customers?

• If a customer buys from you, what unique advantage do they unlock that no other store could promise?

• What would it look like if your dealership ran as a category of one?

Here’s a hint: It won’t be found in your CRM or your ad budget—it’ll be in the guts to reinvent part of your experience.

Secrets: What Others Don’t See

Zero to One says that the greatest opportunities are hiding in plain sight. They’re called “secrets”—not because they’re mystical, but because most people overlook them.

What secrets are hiding inside your dealership’s numbers?

• Which salesperson has quietly built the deepest relationships but gets overlooked in the leaderboard?

• Which subsegment of your market (first-time buyers, outdoor adventurers, over-55 retirees) is under-served?

• What customer complaints have become so common that you’ve stopped hearing them—and what if fixing one created a monopoly-level edge?

Distribution: The Forgotten Innovation

Thiel argues that many founders obsess over product, but forget the secret weapon is distribution—how you get that product into customers' hands.

So ask yourself:

• Are you innovating in how you find, educate, and convert customers—or are you just hoping the OEM’s Tier 1 leads do the job?

• What if your dealership built its own media presence to dominate your local market—before they even decide on a make or model?

• What if you invested in customer onboarding and ownership training that was so good, it generated more leads than your third-party listing site?

Going from Dealership to Dynasty

Zero to One is not a checklist. It’s a mindset. And for dealers willing to apply it, it could mean:

• Creating an unbeatable experience for a specific customer niche

• Hiring and training for traits no one else values (yet)

• Building processes that scale because they’re proprietary, not generic

• Turning your store into a brand people seek out, not just stumble into

Final Thought:

“If you want to create and capture lasting value, don’t build an undifferentiated commodity business. Build a monopoly.”
—Peter Thiel

3 Questions to Ask Your Sales or Management Team This Week:

1. What are we doing today that every other dealership in town is also doing—and should we stop?

2. What’s one thing we could offer that no one else does—and what’s stopping us from trying?

3. Are we trying to win by being the best at the game—or should we be changing the game?
   

Perhaps we just can’t change enough to have a true ‘Zero to One’ mindset or outcome. However, as with many of these types of exercises, the learning and the revelation comes from the process of opening our minds to consider “what if?” of ourselves and our teammates. THAT in itself creates the required DNA of the organization to be constantly improving and engaging with our team.

Try that and you may be surprised by what new tricks an old dog may be willing to learn, or even teach.

Make it a great week-

Dealers Leaders