Sometimes being green means charging ahead even when everyone else is applying the brakes. Robin Chase is a serial transportation entrepreneur, but she had no idea what she was getting into with her first project — and that’s how she pushed the market forward.

Robin is the co-founder and former CEO of Zipcar, the car sharing service that connects members to available cars nearby, which they can use for an hourly or daily fee. It’s a recognizable model today, but being first came with unseen obstacles.

On this episode of Defining Moments, Robin explains why honesty is the best customer service policy, why she’s worried about new shared-transport companies, and how ditching cars for bikes can set us free.