This is a book about a set of principles and processes that can make any business, regardless of size or industry, grow exponentially.

I first learned about them from Elon Musk during the three years (2015–2018) I was president of Tesla.

Buying one of our cars online was laborious: It took sixty-four clicks from beginning to end. It was a long and tedious customer journey.

With each click, we could imagine potential customers pocketing their phones or closing their laptops in frustration.

Time kills deals.

This led Elon to set another stretch goal.

“Let’s get it down to ten clicks,” he said.

Removing every possible step in a process is the second mandate of the Algorithm, and this example fits neatly.