Who is Armeen Gould

I was born in Lucknow, India, where my father, an American cultural anthropologist, started his life's work focusing on how the Caste system was adapting to contemporary India. My mother, one of the first Indians to receive a scholarship to attend Ohio State University in 1953, completed her Ph.D. in social work with an emphasis on demographics and statistics. Growing up in a household with parents from diverse backgrounds and a deep understanding of societal issues laid the foundation for my future endeavors.

My Founder Journey

As a market research professional with over two decades of experience, I honed my skills in data analysis, translating data into insights and actions. I applied these skills for notable companies like Saab Cars, Coca-Cola, and Whirlpool, and worked alongside innovative thought leaders in Retail and Shopper Research. My clients included top packaged goods companies and leading retailers.

Inspired by the late Darrel Edwards and his seminal work on brand loyalty, I delved deeper into understanding the intersection of brand, values, expectations, and performance that drive love and loyalty.

After 20 years of delivering insights to clients, I decided to apply my knowledge to mission-critical issues, particularly in leaving the Earth a better place for future generations, including my two daughters. Ignited by conversations with them, I chose to focus on slowing down global warming to avoid a potential extinction event.

The Birth of ZeroEmyt

I decided to focus on the decarbonization of transportation, realizing that starting the ignition system in a car, truck, or bus is one of the most destructive acts, repeated billions of times daily. ZeroEmyt (Zero-emission Smart Urban Mobility) was invented as a response to this life-and-death challenge, aiming to be profitable, scalable, and epitomize the mantra: Do well by doing good.

The Journey to Net Zero

In 2014, I was asked by Strategic Vision to develop strategies that accelerate the transition to EVs. It became clear that, in the US, with private vehicle ownership around 90%, convincing most car owners to trade their gas vehicles for EVs would be an uphill battle due to price premiums, range anxiety, insufficient charging infrastructure, and long charging times.

My trip to India underlined the differences in the path to Net Zero between mature and emerging markets. In emerging markets, the majority of daily commuters travel on two or three-wheeled vehicles, public transportation, or on foot, and are exposed to toxic fumes on a nearly permanent basis. Shifting to clean fuels is only half the battle; active measures are required to lessen exposure to exhaust fumes.

Trip Segmentation

To tackle this complex issue, I applied a "trip segmentation" approach, breaking down the urban traffic landscape into discrete segments based on trip mission and fitting Zero-emission solutions to each.

The purpose of segmentation is to:

• Take a large, unwieldy population

• Break it into smaller, cohesive, and more easily addressable subgroups

• Develop solutions that target the requirements of each segment

What's the issue?: Every day, millions of vehicles sit in gridlock traffic.

So What: 

1) The concentration of vehicles and tailpipe emissions produces Air Quality Index (AQI) levels that routinely soar to 5 times or more above dangerously unhealthy levels. 

2) The loss of productivity is almost incalculable.

Now What? 

Applied to the urban landscape, trip segmentation sorts this seemingly impenetrable tangle of vehicles into discrete segments based on trip mission, then fits Zero-emission solutions to each.

The key questions to consider are:

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1. What are the primary "trip missions"?
2. Where does the trip begin and end?
3. What stops are made along the way?
4. What route is taken?
5. What is the total trip length?
6. What is the vehicle range?
7. What is the vehicle capacity?

The KPI shifted from the percentage of total vehicles on the road that is Zero or Low emission to the number of vehicle miles currently covered by diesel and gas-powered vehicles that can be shifted to Zero and Low Emission alternatives.

The Vision

My approach has always been, to begin with the end in mind, which I decided was to "build the perfect mobility system". I distilled the vision down to a single statement: transforming the daily commute from "two hours of my life I'll never get back" to "the best two hours of my day". I then set about designing every element based on how well it contributed to that singular vision. If we can authentically deliver that experience, turning the daily commute from a massive waste of time into productive time, consumer demand will take over and drive us towards the promised land.

Join the Movement

As we continue to lay out our plan and make progress towards our mission, I invite you to follow our journey. If you feel inspired, enlist in the battle against climate change and help us create a cleaner, greener world for generations to come. Together, we can make a difference. Stay tuned in the weeks ahead as we share more details about our plan. All hands on deck!

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