GLN 2025 - Leading Behind the Wheel - Panels

[Paul Terlemezian]

This link will be used for all of these events:

https://us02web.zoom.us/j/85383220879?pwd=mXpWalPwlyaYtyASPOrBHrY1E...

• Meeting ID: 853 8322 0879
• Passcode: 764101

Please send an email to [e-mail] or reply to this discussion if you are interested in having a role on any of these panels.

Monday, October 27, 10:30 - 11:45              The Real Need                           Plus-BYOL-Plus

Why do we drive the way we choose to drive? What motivates us to drive safely? What are we willing to stop doing that "everyone" does? What will we reduce? What will we do better than anyone? What will we do that has "never" been done?

Humorists:

• Funny and Informative

Panelists:

Moderators:

Remarkable Speakers:

Thursday, October 30, 9:30 - 10:45                Business Model                          Plus-BYOL-Plus

Who benefits from safe driving? What do they value? What relationship will we establish with those who drive safely? Who already has a relationship with them? What revenue streams will we create to sustain the relationship? What activities will we offer? What resources do we need? Who will we partner with? What expenses will we incur?

Humorists:

• Bus Driver Training

Panelists:

Moderators:

Remarkable Speakers:

Monday, November 3, 1:30 - 2:45             Decisions about Data                   Plus-BYOL-Plus 

What new questions will we ask about old problems related to safe driving? What new answer will we seek to old questions related to safe driving? What comes first - the data we need or the decisions we make? What data will we create? Who needs this data? How do we assure the timeliness, accuracy, and completeness of the data we use or create?

Humorists:

• The Driving Instructor

Panelists:

Moderators:

Remarkable Speakers:

Wednesday, November 5, 1:30 - 2:45            Incremental Improvement              Plus-BYOL-Plus

• Crawl – What can be done today to make progress?
• Walk – What can be done repeatedly to make progress?
• Run – How do we predictably accelerate progress?
• Drive – How do we broaden the impact of the progress?
• Fly – How do we reach what was unattainable?
• Orbit – How do we sustain performance assurance?

Humorists:

• Mom!!!

Panelists:

• Anna Deeb

Moderators:

Remarkable Speakers:

Friday, November 7, 8:30 - 9:45                     Simplification                               Plus-BYOL-Plus

The rules of simplification:

1. Understand what others really do - not what they say they do, or you think they do...and why
2. Reinforce  integrators - people with the position and interest to make others cooperate
3. Increase power for others so that they use their judgment and take risk
4. Shadow of the Future - feedback loops that reveal to people the consequences of their actions
5. Increase Reciprocity - remove barriers that create dysfunctional self-sufficiency
6. Reward Cooperation - failure is not helping or not asking for help...identify real weaknesses

Humorists:

• Yves Morieux

Panelists:

• Kim Summerlot

Moderators:

Remarkable Speakers:

Tuesday, November 11, 12:00 - 12:45                Summary                                    Conversation

• What did we learn?
• What will we do next?
• How can you collaborate with us or others?
• What do you wish to make sure we know about?
• What else?

[Paul Terlemezian]

Would you ride with a driver who:

1. only used one lane
2. blocked intersections
3. changed direction abruptly
4. moved too fast or too slow
5. was under the influence

Would you follow a leader who behaved like that driver?

[Paul Terlemezian]

I asked Claude AI to respond to the questions related to "The Real Need."

Why do we drive the way we choose to drive?

This reveals fundamental human drivers:

• Perceived invincibility - "It won't happen to me" cognitive bias
• Time pressure - real or imagined urgency (running late, productivity anxiety)
• Habit and automaticity - driving becomes so routine we operate on autopilot
• Social norms - "everyone checks their phone at red lights"
• Dopamine seeking - notifications trigger reward responses stronger than safety concerns
• Identity expression - driving style reflects how we see ourselves (confident, efficient, rebellious)
• Emotional regulation - using phones/distractions to manage boredom, anxiety, loneliness
• Rational risk calculation - "I'm just glancing quickly" feels manageable
• Environmental design - roads, phones, cars all enable distraction
• Lack of immediate consequences - most distracted moments don't result in crashes, reinforcing the behavior

The real insight: We're not fighting irrationality—we're fighting deeply rational responses to immediate rewards versus distant, abstract risks.

What motivates us to drive safely?

The positive motivators (often more powerful than fear):

• Love and responsibility - protecting family, especially children
• Self-preservation instinct - when made visceral and immediate
• Social identity - being seen as a "good driver," responsible person
• Financial incentives - tangible, near-term savings
• Autonomy and mastery - the satisfaction of skill improvement
• Peer accountability - not wanting to let down team/family
• Reciprocity - others' safety creates my safety (network effect)
• Purpose and meaning - contributing to something larger
• Avoiding regret - the imagined pain of "what if"
• Status and recognition - visible rewards for good behavior

The critical distinction: Fear-based messaging has diminishing returns. Aspiration, identity, and immediate positive feedback create lasting change.

What are we willing to stop doing that "everyone" does?

This reveals your differentiation courage:

• Stop shaming and surveillance - most programs feel punitive
• Stop focusing on technology alone - apps/devices without behavior change fail
• Stop treating drivers as the problem - they're responding to systemic design flaws
• Stop one-size-fits-all - teen drivers ≠ commercial drivers ≠ parents
• Stop prioritizing data collection over outcomes - measuring everything but changing nothing
• Stop ignoring the social context - individual behavior change without culture change fails
• Stop selling fear - graphic crash images that people tune out
• Stop making it optional - if it's important, integrate it into existing systems
• Stop the "set and forget" model - engagement dies without continuous value

What will we reduce?

Strategic subtraction often creates more value than addition:

• Reduce friction - make safe driving easier than distracted driving
• Reduce cognitive load - don't add complexity to already complex task
• Reduce guilt and shame - which trigger defensive responses
• Reduce implementation barriers - especially for fleet adoption
• Reduce alert fatigue - fewer, smarter interventions
• Reduce privacy concerns - collect minimum viable data
• Reduce the behavior-outcome gap - make consequences immediate, not abstract
• Reduce dependency on willpower - design environmental nudges instead

What will we do better than anyone?

Your competitive advantages might be:

• Behavioral design excellence - apply cutting-edge psychology, not just tracking
• Invisible integration - works seamlessly without conscious effort
• Predictive intervention - stop risky moments before they happen, not just report after
• Community dynamics - leverage social proof and network effects better than competitors
• Outcome guarantees - insurance-backed promises of results
• Context awareness - understand WHY someone is distracted and address root causes
• Positive reinforcement loop - make safe driving genuinely rewarding, even addictive
• Family/team dynamics - work with group psychology, not just individuals
• Multi-stakeholder alignment - simultaneously deliver value to drivers, employers, insurers

What will we do that has "never" been done?

True innovation territory:

• Real-time intervention marketplace - when you're tempted to check phone, instantly offer a better alternative (podcast, call routing, etc.)
• Distraction substitution, not elimination - acknowledge the need, provide safer outlets
• Predictive risk scoring - anticipate high-risk moments (stress, time of day, route) and pre-intervene
• Social contract driving - visible commitment to others that you're being safe right now (like wedding ring for fidelity)
• Gamified family safety leagues - make it fun, competitive, collective
• Distraction insurance - actually underwrite the risk yourself, not just measure for others
• Neural feedback training - use emerging tech to build better attention habits
• Environmental redesign advocacy - work backward to change road design, not just driver behavior
• Attention economy trade - pay drivers for their attention (competitive with what apps pay for distraction)
• "Safe driving concierge" - AI assistant that handles what you'd be tempted to do while driving

The Breakthrough Insight

The "real need" isn't safer driving—it's meeting the underlying needs that distraction fulfills (connection, stimulation, productivity, emotional regulation) in ways that don't require taking eyes off the road.

Most solutions treat distraction as the enemy. What if you treated distraction as a signal of unmet needs, and became the better solution provider?

The radical reframe: Instead of "stop checking your phone," deliver "here's how to stay connected, productive, and entertained safely." You're not in the prohibition business—you're in the better alternative business.

This shifts you from being a cost (compliance, sacrifice) to being a benefit (enhanced driving experience). The companies that solve for the underlying jobs-to-be-done rather than just the surface behavior will win.

What resonates most? Which of these directions feels like it could be your unique contribution?

[Paul Terlemezian]

I asked Claude AI to respond to the questions related to "Business Model."

Who benefits from safe driving?

The beneficiaries extend far beyond individual drivers:

• Drivers themselves (reduced crash risk, lower insurance costs, peace of mind)
• Passengers and families (loved ones returning home safely)
• Fleet operators (reduced liability, vehicle damage, insurance premiums, worker's comp claims)
• Insurance companies (fewer claims, lower payouts)
• Employers (reduced absenteeism, liability, reputational risk)
• Society broadly (reduced healthcare costs, emergency response burden, traffic congestion)
• Adjacent businesses (fewer delivery delays, more reliable logistics)

What do they value?

Different stakeholders value different outcomes:

• Individuals: Convenience, family safety, avoiding tickets/increased insurance rates, social proof
• Fleet managers: ROI, liability reduction, regulatory compliance, employee retention
• Insurers: Risk prediction accuracy, loss prevention, customer retention
• Employers: Productivity, duty of care fulfillment, brand protection
• All groups: Measurable results, ease of implementation, non-intrusive solutions

What relationship will we establish with those who drive safely?

Consider tiered engagement:

• Recognition and rewards - gamification, status, tangible benefits
• Community building - safe driver networks, peer influence
• Ongoing value delivery - continuous coaching, not just monitoring
• Data partnership - they contribute driving data, receive personalized insights
• Advocacy relationship - safe drivers become ambassadors

Who already has a relationship with them?

Strategic relationship holders include:

• Insurance providers (direct financial relationship)
• Employers/fleet managers (authority relationship)
• Auto manufacturers (brand loyalty, built-in systems)
• Mobile carriers (device relationship)
• Navigation apps (daily usage habit)
• Retailers/loyalty programs (rewards infrastructure)
• State DMVs (licensing, compliance)

What revenue streams will we create?

Multiple models could work simultaneously:

• B2B subscription - fleet management SaaS fees
• Insurance partnerships - risk assessment licensing, premium discounts sharing
• Freemium individual - basic free, premium coaching/features paid
• Data monetization - anonymized insights to urban planners, auto manufacturers
• Performance-based - success fees tied to claims reduction
• Marketplace commission - safe driver discounts from partners (auto repair, rentals)
• Corporate wellness - enterprise packages alongside health programs

What activities will we offer?

Create a value ladder:

• Core monitoring - distraction detection, trip scoring
• Coaching and feedback - personalized improvement plans
• Certification programs - verified safe driver credentials
• Family safety networks - teen driver monitoring, elderly driver support
• Emergency response - crash detection, automatic assistance
• Benchmarking - compare against peers, set goals
• Educational content - microlearning, scenario training

What resources do we need?

Critical capabilities:

• Technology infrastructure - mobile apps, telematics, AI/ML for behavior analysis
• Data science team - to derive insights and predictive models
• Insurance/actuarial expertise - to quantify and communicate value
• Behavioral psychology - for effective intervention design
• Regulatory/legal - navigate privacy, insurance laws across jurisdictions
• Customer success - to drive engagement and retention
• Brand/marketing - to overcome "big brother" perception

Who will we partner with?

Strategic partnerships could include:

• Insurance carriers - co-branded programs, risk-sharing arrangements
• Auto manufacturers - integration with vehicle systems, OEM packages
• Fleet management platforms - embedded solutions
• Employers/HR platforms - corporate wellness integration
• Mobile OS providers - deep system integration for detection
• Roadside assistance - emergency response coordination
• Rewards platforms - fulfillment infrastructure

What expenses will we incur?

Major cost categories:

• Technology development - app/platform engineering, ongoing maintenance
• Cloud infrastructure - data processing, storage at scale
• Customer acquisition - marketing, sales team (especially B2B)
• Compliance and legal - privacy protection, regulatory adherence
• Insurance/risk - liability coverage for the service itself
• Customer support - especially during onboarding
• Rewards/incentives - if you're funding driver rewards directly
• Research - continuous improvement of detection algorithms

Key Strategic Insight

The most sustainable models likely involve shifting from a cost center to a value creator - rather than positioning as "police," become an enabler of positive outcomes that benefit all stakeholders. The organizations with existing trust relationships (insurers, employers) may be your best path to market rather than direct-to-consumer.

Would you like to explore any of these areas in more depth, or discuss how to prioritize among these options?

[Paul Terlemezian]

The "Real Need" conversation focused on the human mindset. While road construction and vehicle technology will continue to be where investments will be made - the real need is to impact the human mindset.

The "Business Model" conversation recognized that costs (insurance, repairs, injuries) does not seem to be making a difference. Even the emotional impact does not seem to have an impact. Perhaps there needs to be a family impact - financially? Every member of a family gets a discount or a surcharge? Might this have more impact than our zip code?

The "Decisions About Data" conversation reflected further on the impact of family and considered the availability of shared anonymous family driving history data.

The "incremental Improvement" conversation considered the Crawl, Walk, Run, Drive, Fly Orbit framework to the emerging perspective.

The "Simplification" conversation consider the "Permissionless Perspective" - V2MOM.

The written summary of the GLN POV has been attached to this comment.

GLN%202025%20POV%20-%20Leading%20Behind%20the%20Wheel.pdf