Traditional retailers aren't taking the challenge from pure e-tailers lying down. They can deliver on same-day orders, too. Amazon.com, Google, eBay and others have been ramping up their same-day delivery capability in select cities. Now brick-and-mortar retailers have a way to match that service. Deliv is a provider of same-day delivery on behalf of major retailers. Drawing on a pool of independent drivers - much like the business model of crowd-staffed taxi services Uber and Lyft - the company can consolidate multiple orders from stores and meet consumer demand for time-specific delivery. Our guest on this episode, Deliv founder and chief executive officer Daphne Carmeli, explains how the service works, and why she believes that it's economically feasible to provide this premium option at a reasonable price. She also refutes arguments that the model isn't scalable, or might run into reliability problems because of its contracted workforce. As for whether consumers will embrace the innovative idea, she quotes Steve Jobs: ''A lot of times, people don't know what they want until you show it to them.''