Economists have an ongoing debate over Incremental versus Disruptive Innovation. An example of each can be illustrated by looking at companies in both Japan and the United States. Japanese companies approach the market through incremental innovation, gradually making changes to their original product. After years of meticulous and regular tweaks, new products like semiconductors, batteries, solar panels, electronic devices and others become available to the consumer. American companies tend to disrupt the industries by creating something totally new from the original product and changing the common paradigm, which leads to unprecedented technologies and websites such as Apple, Facebook and Google.
When it comes to GetTaxi, a new Israeli startup that operates in the UK, Israel, Russia and soon in the USA, it applies both types of innovation simultaneously. From an incremental standpoint, GetTaxi is a great taxi service where a client orders a car, pays a decent price and receives good service in a faster, more convenient way. As we grow as a company and continue to receive feedback from our customers and drivers we are finding ways to constantly adapt to each new city we launch in. But, it is also a disruptive innovation. Hailing taxis through cell phone apps is an entirely new concept. With the app you can book and track your order, receive information about your driver including his photo and license and approve a charge to your credit card at the end of your ride. GetTaxi is jumping in with a mission of replacing the traditional dispatch system in all cabs in all major European and US markets.
Today we talk to Nimrod May who has been at GetTaxi from its inception and is the VP of Global Marketing. He discusses how he focuses his talent, experience and intelligence in building an amazing brand in the market. How can you provide the best taxi service? What do you need to do if you want your company to expand in a new country? How can you get into the Guinness Book of World Records? What is the best way to advertise your company and why do naked London cab drivers make a good marketing campaign? He discusses these and other useful subjects every entrepreneur needs to know.