Hey. You know what? We're on to a good thing. We have an amazing product. We have the most effective tool in our urban toolbox for rebuilding our liveable cities. It's right there in front of us. The humble bicycle is back. After transforming society more quickly and more effectively than any other invention in human history for decades in the late 1800s and early 1900s, the bicycle is ready to do it all over again. Nevertheless, many cities are struggling to get people to consider the bicycle as transport. As we have known for over a century, infrastructure is the key. Most certainly, too many cities are hopelessly behind in modernising themselves by creating safe cycling infrastructure. This article is about the other issue at hand, namely how to communicate cycling. Not sporty, sweaty, gear-based cycling for sport or recreation but just good old-fashioned urban cycling for the 99%. This product we work with is produced by hundreds of manufacturers - most of them hope...
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