How do you get people to change the way they commute to and from work? You highlight that, while familiar, the current way isn’t perfect. Research showed that second-wave adopters in more suburban markets were choosing to either drive themselves or take public transit. For driving they enjoyed the freedom to leave whenever but didn’t like how they couldn’t multi-task or relax on the way. For the public transit commuters, they enjoyed being able to work or read on the way, but were stressed about missing a train or bus because of the necessary rigid schedules. We highlighted an alternative way to go that showed the benefits of Uber.