In 2019, Rachel Tepper, the senior manager of strategy and business operations at the San Francisco headquarters of Lyft Inc. (Lyft), had been tasked with helping build and ultimately scale Lyft's new vehicle services division. Tepper was focused on answering two key questions: "How could Lyft earn the trust of consumers?"and "Should the company revisit its value proposition?" Tepper realized that answering these questions would be essential to Lyft's ability to see significant success within the vehicle services market