In this episode of Differentiate or Die, hosts Cameron Olds and Dallin Merrill explore how brands can stand out in crowded markets, focusing on the car rental industry through a comparison of Enterprise and Turo. They discuss Enterprise’s traditional model, a legacy company founded in 1957 with a massive fleet and a once-unique “we’ll pick you up” service, now common among competitors like Hertz. In contrast, Turo, founded in 2009, disrupts the market with a peer-to-peer car-sharing platform, allowing users to rent unique vehicles directly from owners via an app, offering freedom and cost savings. The hosts critique Enterprise’s website for lacking clear differentiation, while praising Turo’s strong messaging, like “skip the rental car counter,” though suggesting it could emphasize its entrepreneurial side-hustle appeal more. Through personal anecdotes and sharp analysis, they highlight how Turo’s innovative model and messaging create a distinct choice, not just a comparison, in the rental market.