This week Horace joins Oliver to riff on a recent mental model for thinkingabout the job to be done of micromobility, involving escalators, elevatorsand stairs. It’s Horace at his best - conceptual, funny, insightful asalways.Specifically we cover:- Which customers pick escalators vs elevators vs stairs, and what insightthat 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 bestcustomers.- 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 beyondsimply A to B travel.- Horace’s travel tip for Terminal 5 at Heathrow.