BLCK is a private chauffeur service built for business, open first in Copenhagen. I built it, and I run it, on everything I learned about how people decide, and on the time I spent behind the wheel.
I started my career in marketing at a consumer financing company, where the financial risk department decided who could borrow, and how much. That was where I first saw how small changes can move decisions.
Instead of sending out letters or marketing with holiday imagery, like our competitors, we developed a “loan certificate” that said, to the exact number, what each customer could borrow as a cash loan. We tested colours, paper weight and design. We sent out 50,000 offers a month and measured exactly who responded, and to which paper, design and colour. I saw how minute changes could have a massive impact.
That bridged into my consulting career: first at leading digital agencies around Europe, then in my own consultancy, working with neuroscientists, psychologists and developers on what I called Persuasive Architecture: how to structure digital design, copy and flows for the most bottom-line impact. I developed neuromarketing software that used applied neuroscience data to understand consumers’ subconscious decision patterns.
I was a consultant who learned full-stack development, big data and algorithm engineering, and played with NLP long before LLMs.
When I decided to build a sales tool, it was the first time I went deep into sales itself, and I sought out the toughest of the tough. For 18 months I knocked on doors and sold residential solar installations with the best of the best.
It gave me access to another kind of expert in human psychology: the door-to-door salesperson. They connected with homeowners, solved their needs, and later got referrals from them. All I had to do was help them scale their soft skills.
The through-line in all of this is that I care deeply about applied human psychology and neuroscience: how and why people do what they do. My journey has been fuelled by a thirst for understanding, not exploitation. I had empirical proof that the people who were great at persuading, and who delivered a win-win for their customers, were remarkably successful.
When I came back to Denmark and had to do something different, I didn’t want to go back to consulting. I wanted to work with people, and I needed a break from data, algorithms, code, funding and cap tables. So I started driving.
This time I stumbled on a field that held all of my previous work in one: the sales soft skills of serving a customer, the consultant who can engage with a wide range of subjects and talk business, and the psychology and neuroscience of mental growth, of challenges, and of just being human.
I decided to combine all of it and build BLCK, knowing that it is its own particular journey. Technology has finally improved just enough to let me do it as a solopreneur, applying every skill I have learned and earned on a 20-year path. BLCK is the culmination of all of it.
Vinncent W. Vermillion · founder
BLCK MOBILITY TECH, Inc. operates BLCK. Rides are driven by licensed chauffeur companies on terms they can make a living from, and BLCK checks their permits. Every booking is confirmed by a person at BLCK, and a person answers 24/7/365. Copenhagen is the first city.
