GRAHAM FURLONGBOULDER,CO/MT
VENTURE BUILDER, STRATEGIC LEADER
& BUSINESS ADVISOR.
INTRODUCING NEW TECHNOLOGIES TO THE NEW WORLD.
The world and its subcultures are constantly shifting. Alongside which new technologies are being formed. The art is bringing the two together to create a fusion of opportunity. The technology becomes widely accepted and human potential expands.
This is the focus of my work—introducing technological advancements to create a human advantage. I collaborate with CEOs, entrepreneurs, scientists, technologists, venture capitalists, universities, and private equity firms to incubate and introduce new technologies that drive massive value creation for both investors and humanity.
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05 LYFTGROWTH PLAYBOOK
INTRODUCING AMERICA TO RIDESHARING: A BRIGHTER WAY TO ROLL.
"Say that again?" the founder of Lyft, Logan Green, shouts across the table during an early meeting at their SF HQ. I had just finished articulating a simple three-step playbook to grow the business—zero slides, just a conversation. He grabs a pen, scribbles it down in his notepad, and that becomes the North Star strategy for the year ahead. We never deviated from that plan—a plan so simple and clear it could be shared on a Post-it note.
The result? Ridership tripled in 12 months. Not bad for a strategy that fits on a 1.5 x 2-inch square.
This is what decades of experience can do when applied to a revolutionary business—clarity and conviction.
Over the year that followed, we deployed a relentless wave of creativity in the fight against Uber—stealing market share and building unwavering desire for a service that some might argue was a commodity. After all, one ride is the same as another, right?
We made "Friends with Transit" to clearly convey ridesharing’s role in the full transportation ecosystem—smartly piggybacking on existing behaviors to introduce a new one. To create distance between the old way (driving) and the new way (riding), we made people remeber the frustration they experience each time they sit in a car, going nowhere. "Riding is the new driving" opened the passenger door to a brighter way to roll.
And to land some serious punches against our No. 1 rival, Uber, we crafted a campaign to force a choice in the minds of customers. “Ride Corp” positioned Lyft as the more human and uplifting alternative to Uber, the corporate villan.