GRAHAM FURLONGBOULDER,CO/MT
BUSINESS INCUBATION, TRANSFORMATION & ADVISORY.
INTRODUCING FRONTIER TECHNOLOGIES TO THE WORLD.
The world and its subcultures are constantly shifting, and alongside this, radical new technologies are being formed. The art lies in bringing these two forces together to create a fusion of opportunity. The product becomes widely adopted and human potential expands.
This is the focus of my work: helping companies, startups, and university labs overcome the customer resistance that comes with launching anything new, radical, and different. I achieve this through an expert blend of brand strategy, narrative development, product innovation, and market-entry campaigns.
Pioneers at Google, Mozilla, Microsoft, Lyft, and Alphabet's Moonshot Factory have trusted me with their most important endeavors. Drop me an email to collaborate.
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11 BMW DESIGN WORKSPRODUCT INVENTION
INCUBATING A NEW CATEGORY OF PERSONAL VEHICLE FOR THE NEIGHBORHOOD.
A car that never leaves your neighborhood. That was the starting point.
Club Car, the world’s largest manufacturer of golf carts, and BMW Design Works had spotted an opportunity: families were using golf carts off the course to run errands, visit friends, and get around their neighborhoods. It was the perfect middle ground—easier than walking, more fun than driving, and far less hassle than using a full-sized car.
We collaborated to explore how the vehicle and user experience could be enhanced to fully capitalize on this opportunity, with the goal of increasing preference and usage for their new-to-the-world ‘Special Purpose Vehicle’ (SPV).
To achieve this, we designed a two-stage invention and validation approach—generating a pipeline of new product ideas and quantitatively validating which ones would drive the greatest positive shift in customer behavior. Throughout our partnership, we developed 15 concepts, created six video prototypes, and identified three validated ideas for Club Car to take to market.
Each innovation was deeply rooted in customer needs across the entire vehicle journey—from purchase to usage and ownership. The top three concepts focused on:
- Monitoring family usage to ensure safety and efficiency.
- Discovering new trails to explore, enhancing the sense of adventure.
- Customizing the vehicle with add-ons to make it unique and personal.
This process established a lean playbook for quickly generating conviction in an idea—without incurring the heavy capital costs of development and production.