TAP TAP GO
The visionA global story needs more than translated sentences
Local relevance begins with understanding the question the audience brings to the experience.
The reading room
Dhawal Laheri & the Vision
Explore the ambition behind One Card for Everything. Essays on Dhawal Laheri, Tap Tap Go and the possibilities of a more connected professional life.
500 guides
The vision
The visionThe useful unit of a platform business
Before asking how large a platform can become, it helps to ask what unit of useful activity it creates.
The visionAn opportunity needs enough context to become a real question
Interest becomes more useful when the person receiving an enquiry can understand what is being asked.
The visionA translated headline should keep its promise
The emotional character of a story can travel only if its practical meaning survives the adaptation.
The visionGrowth capital buys a chance to prove a model
Investment can fund the work of expansion, but receiving capital does not itself demonstrate customer demand or operating success.
The visionSerendipity works better when your work is ready to explain
An unexpected meeting can become useful when a person has a clear, current example available.
The visionThe glossary should travel with the translation
Consistent product language needs context when a company begins speaking to audiences in more than one language.
The visionA high selling price is not the same as a high margin
Premium pricing can support a distinctive offer, but the costs of delivering that offer still determine its economics.
The visionA specific request can make asking for help feel more comfortable
People are often more able to help when they understand the limited contribution being requested.
The visionA local image should add context without becoming a stereotype
Visual relevance deserves the same care as the words in an international publication.
The visionA subscription cohort tells a different story from a launch total
The shape of a continuing customer relationship matters more than a single impressive count at launch.
The visionAn unsolicited idea should offer relevance before asking for attention
A new proposal is easier to assess when it explains why it belongs in the recipient's world.