Tesla Motors Inc., a leading electric car manufacturer led by CEO Elon Musk, is a shining example of a company that prioritizes constant product innovation while staying ahead of consumer demand consumers. Traditional methods of product innovation, such as focus groups and formal market research, can be time-consuming and financially burdensome due to the large amount of strategic planning involved and the large amount of resource expenditure required. While Tesla faces many conflicting decisions compared to previously mentioned companies, Tesla's decisions involve developing a sustainable growth strategy, reinvesting in product innovation, and maintaining its position as a recognized market leader in the electric vehicle industry . While Tesla is still taking risks in bringing high-end (and high-cost) vehicles to market, it still needs to use an incremental model to make decisions. An incremental model of decision making occurs when decision makers make small decisions, take small steps, and move carefully toward achieving a much larger solution. An example of an incremental model is related to accounting principles and budget creation. The budget process which typically starts with financial reports based on the previous period is used to make incremental decisions. Allocation of sufficient money is sustainable