When Shai Agassi, the founder of Israel-based electric car company Better Place, first told the world about his idea, he said it would be bigger than the lightbulb, the steam engine, the Apollo program, and the internet. In May 2013, just six years after Agassi first laid out his vision for a network of electric vehicles, Better Place was bankrupt. Fast Company details the collapse of the company: how it was beset by profligacy and marketing failures, how bad luck and poor oversight muddled its direction, and how Agassis own unshakable self-belief eventually led to hubris.
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