This week Horace joins Oliver to riff on a recent mental model for thinking about the job to be done of micromobility, involving escalators, elevators and stairs. It’s Horace at his best - conceptual, funny, insightful as always. 

Specifically we cover: 

- Which customers pick escalators vs elevators vs stairs, and what insight that might provide to the job to be done of micromobility.

- The importance of ‘earning’ an experience

- Why Horace thinks that customers who climb escalators are the best customers.

- The importance of escalators in the architecture that they enabled.

- How the impact of regulation will impact on vehicle design.

- The importance of design and brand in solving the job to be done beyond simply A to B travel.

- Horace’s travel tip for Terminal 5 at Heathrow.