Who knew an enormous pink mustache attached to the grill of a car would be the sign of economic upheaval? If you’ve noticed one in your area then you know Lyft has arrived.  Marketed as “your friend with a car,” Lyft, and other ridesharing or vehicle sharing services such as UberX and Sidecar, are transforming how people travel from point A to point B. In a recent POV – Be Fearless: 6.5 paths to stand out in your company and your category – Airfoil provides marketers various examples of how to stand out from the crowd.  Lyft’s marketing methods not only represent what the POV identified as “Break the Rules,” they also showcase a shift in business and economy, and marketers need to take notice. 

More and more millennials are snubbing the idea of ownership, vehicle or otherwise, and opting instead for alternative methods of access. We’ve entered the age of the sharing economy and a new generation is at the helm. Constantly looking for ways to engage with peers, and at the same time departing from the norm, the sharing economy balks at traditional purchasing models. Buy a bike? No way, let’s implement a bike sharing program. Run out to rent or purchase DVDs for the weekend? Why bother when Netflix has a library of movies for a fraction of the cost.

But what does this mean for you as a marketer? If ignored, this shift from traditional payment and ownership models will disrupt successful businesses. Who would you rather be today, Netflix or Blockbuster? Ignoring the next disrupter in your industry, or not striving to be the next, could force your company into a downward spiral. When it comes to breaking the rules in the sharing economy, remember, there are no rules. Now is the time for marketers to embrace disruption, rather than wait for the yellow taxi labeled “Status Quo” to run them down.

Who’s your favorite disruptor in the market today, that’s breaking the rules and carving its own path?