Ford Motor Company came to our team with a request focused not on four wheels, but two. Armed with a printed, circuit board and analytics software, the global automaker wanted to explore developing a data recorder for commuting cyclists. This recorder would focus not on rider health, but on the road and surrounding conditions. Hooking in to the social network was a must; potential competitors were already gathering data during rides that helped cyclists make better decisions. Where should Ford play in this niche to burnish its image as a transportation company — not simply a car manufacturer?