Robin Chase, social entrepreneur and founder of Zipcar, discusses the creation of Zipcar by transforming the excess capacity embedded in old inefficient ways of using cars and constructing a platform that enabled the direct participation of their members in the “co-creation” of the new efficient service. This structural triad of excess capacity, platform, peers has been adopted by hundreds of companies since, creating what is now called the collaborative economy. This structure, that Robin refers to as Peers Inc, elevates and celebrates an asset previously under appreciated: the value of individuals to localize, customize, and specialize products and services according to their unique assets.