Uber Technologies Inc, the world’s largest provider of personal transport has surely made it into the top 10 of water-cooler conversations. Digital, technology, and disruption are frequently used buzzwords when telling the Uber story. Uber was founded in 2009 and is currently present in 60 countries and more than 300 cities. Despite extensive media coverage (mostly about countries that are trying to ban Uber), few people actually understand what makes Uber successful. Even most conventional taxi drivers fail to understand how Uber manages to offer a service to drivers who don’t have a taxi license. Many believe it is innovative digital technology that allowed Uber to disrupt the taxi industry. It is not!