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Promise of Choice, Life On-Demand  Rodger October 10

At its core, the potential of rental of all kinds (online and offline) gives the promise of two benefits central to temporary use:

One is Choice. It’s the freedom to get whatever you want, no matter where it originates. It was and continues to be the promise of e-commerce, and it’s the ongoing promise of online rental. Never before in history have consumers had so many choices, a great trend that will continue to expand across different rental products. But it’s also the promise that you can choose even more things because you no longer have the overhead of owning that item, keeping it around, and moving it from place to place.

Two is Life On-Demand. Imagine if the promise of on-demand movies was easily applicable across all sorts of different things. Need a car? You’ve got it now (ZipCar and CityCarShare are great examples). Want to be a professional photographer? You’ve got all the equipment at your fingertips. Need a new wardrobe, jewelry or accessories? You’re going to look great at that event. Want to build or create something? Here’s the tools to do it. Want to fly? No problem, we’ve got the airplanes.

These dreams exist in specific forms, but the best examples are those that make it easy. Someday, I may go with an on-demand car lifestyle with ZipCar, but I dread the possibility of getting to a car dealership only to wait in line for another half-hour.

Rental is clearly a greener option, but it’s also a much more open option. It gives you a choice above the consumer lifestyle, one that’s admirable but also enjoyable.

What temporary products would intrigue you if you had 10x or 100x more choices? What temporary products would you like if you could instantly get that product on your block or on your doorstep delivered? Please contact us and let us know. We’d really love to hear from you.