The Playbook in the Beginning of a Business

The first adopters, like the very, very early users of Uber, helped set off the brand and product in the right direction. But then as it became more of a popularized notion,. you could argue that they needed to evolve the narrative to engage later cohorts of new users. And so just because you nailed it for that first cohort out of the gate doesn't mean you don't have to revisit and constantly revise that first mile experience if you will for the customer.

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