Two years ago I waited in line at the airport Hertz Rental counter for almost 30 minutes. My colleague (age 72) pulled out his phone and said, “Jodi I think we better Uber or we’ll be late for our meeting.” I was amazed at how quickly adoption rates for Uber had gone from Millennials to Boomers. I looked at the wait in in the line ahead of us and said, “Someone has got to Uberized the rental car industry.”And so I did. Having built several companies, I first pulled a stellar team together to explore the potential for the Peer-2-Peer carsharing rental market. Fortunately there were competitors. We sourced their members and each team Leader participated in over one hundred CX interviews, researched industry reports, and personally tested the competition’s rental and car listing services. I’ll never forget when I went to rent a car on Turo and the owner, 45 minutes away told me he would leave his car keys on his leather chair for me. Or when I went to list my car on Getaround and learned that I would have to have a team come and install a clunky device on my gas pedal for remote keyless access. These customer insights exposed us to the members’ pain points. The team deeply understood the why and how behind each pain point which became the impetus for building a business model addressing each one. Building a strength where customers experienced a weakness could blow the top off adoption rates for this new industry.