By contrast, one company that clearly understands the stakes is Uber. In the last several years, few companies have captured the media's attention like Uber. In my opinion, Uber has been successful because it's perfectly nailed a Job to Be Done. Yes, Uber can often offer a nice car to take you from point A to point B, but that's not where it's built its competitive advantage. The experiences that come with hiring Uber to solve customers' Jobs to Be Done are better than the existing alternatives. That's the secret to its success. Everything about the experience of being a customer--including the emotional and social dimensions--has been thought through. Who wants to have to outmaneuver other poor schlubs on the same street corner who are trying to hail a cab? You don't want to either pay for a car service to wait outside your meeting or be at its mercy when you're finally ready to call it to come back and get you. With Uber, you simply push a few buttons on your mobile phone and you know that in three minutes or seven minutes a specific driver will arrive to pick you up. Now you can relax and just wait. You don't have to worry if you have enough cash in your wallet or fear that if you swipe your credit card in that taxi machine, you'll get a call from your bank wondering if you've recently made purchases in some state you've never even been to. Calling an Uber has even more potential to ease your anxieties about getting into a cab alone. With Uber there's a record of your request, you know specifically who is picking you up, and you know from the driver's ratings that he or she is reliable.