Engage by Questioning the Horseman. Try to find out the pain points, it could be speed, Comfort, safety, feeling privileged or nothing at all. In that case use

Engage by Questioning the Horseman. Try to find out the pain points, it could be speed, Comfort, safety, feeling privileged or nothing at all. In that case use the gain points which are a plenty. Try to connect on the right emotion of the horseman. (Fomo could be one)