Buying a truck should feel this simple.

Hörni. In May 2022, when they opened for orders, I signed up for a Tesla Semi. Go to the site, enter a credit card, and done. Like buying socks on Amazon, except it was a truck. It was a joy.

Yep. Tesla has had plenty of problems getting the Semi to scale. That's not what this post is about. This is about what happens when someone redesigns the B2B buying experience from scratch. Or rather, rethinks it. ”But our customers don't want to buy expensive equipment like this.” Maybe. But what if some of them do?

I recorded the whole flow. Three minutes. Still thinking about it almost four years later.