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Something which I find fascinating in life is the way that you can have two people who experience the exact same thing and yet, both will come out of it with two entirely different interpretations. See, everything that happens in our lives will be perceived through our own lens, a lens which is clouded by our individual histories and knowledge.
Uber – up until 2009, if you needed to get somewhere and didn’t want to drive or it was too far to walk or ride your bike, you took public transport or, you took a taxi. That’s just how it was done, and with the exception of a few innovative people, we never thought it would be any other way. Until there was Uber. Suddenly you could order your transport using an app in your phone, you could rate and review the service you received and, if you wanted to earn some extra money, you could even drive for Uber yourself. Now that this multinational business has expanded to include meal delivery, rideshare, carpooling, and electric bikes and scooters, it’s fair to say that their unique perspective ad subsequent brand identity has fulfilled a need that we didn’t know we had.