Turo.com is a car sharing website that allows individuals to rent cars from other individuals. It is like an Air BNB for cars. For example, say Reuven is traveling to Denver for a week, Reuven goes to the website and selects a car he likes. The owner of the car will meet Reuven at the airport and rent his car to Reuven. You are the CEO of Minhag Car Rental, a small car rental company serving the New York area. Since New York is one of the most traveled cities in the world, you are quite profitable. However, you see Turo.com as a very big threat. There are no differences between Minhag and Turo concerning price, quality, insurance or return policies. The only real difference between the two is the convenience for the customer. You are aware that Turo is perhaps more convenient and have thought how best to overcome this disadvantage. You have come to the realization the only way you can continue to succeed is if your employees are motivated to outsell Turo. That will create an environment where customers will want to do business with you and not random car owners. What can you do to motivate your employees to capture this important market?