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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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.