In the spring of 2005 I was dealing with my first real job in a communication agency. My office was in a business incubator located in a repurposed industrial site out of town; quite a charming setting, although hard to reach by public transport. As I stood waiting for my bus to the city after the working day, I would watch rows of cars leave the premises; nearly all of them left in my same direction and had no passengers. That patent waste of fuel, space, money and time (this latter being on me) kept nagging at me for a few days. As an optimistic 24 years old at the peak of her naivety, I soon worked out what seemed a common-sense solution: I wrote a friendly note introducing myself and my proposal and pinned it to the message-board in the hall of the building, positive that some of the many young and progressive people working there would respond enthusiastically to share car rides and expenses with me.