63: Escalators, Elevators and Stairs, and the Job-to-be-done of micromobility

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.