The most effective industry disruptions are born from an unmet consumer need. Without a firm grasp on the needs, desires and problems of their customer, companies will fail to innovate in their industry. In this episode, Paul sits down with a guest who has an intimate awareness of this because he’s witnessed it throughout his own career. Toby Russell is the Co-Founder, Board-Director and Strategic Advisor at Shift, a company that’s on a mission to simplify the process of buying used cars. During the episode, he shares his take on the key ingredients of a successful industry disruption and why some innovations stick, while others don’t. He also shares his top predictions for the auto industry in the coming years.