Uber has entered in the restaurant delivery business, and they’re disrupting it already. Amazon is giving it a go, as well, with Prime Now Restaurant Delivery (not available in my neighborhood). But Uber Eats requires no membership and no upcharge so far. There’s some overlap in restaurants, but generally, Amazon has higher end restaurants like Michael’s Genuine and Uber has more neighborhood-y places. That works for me. Suddenly, my favorite Thai restaurant (Ricky’s Thai Bistro, if you’re keeping score), is available within a half hour to my door. On a rainy, hot Friday night, that’s quite a treat.

Over time, I’ve started to understand that businesses ripe for disruption are often sitting right under your nose. And the person who sees it and figures out a way to disrupt it ends up a billionaire while the rest of us ask “Why didn’t I think of that? “

Since this is about Uber, let’s start by taking a look at the taxi industry. Have I stood in Manhattan in abject frustration at an inability to find a cab? Yes I have. Have I been forced to carry cash because Miami taxis just didn’t accept credit cards? You bet. Have I stood in wonder at the various choices to get from the Orlando airport to various hotels around DisneyWorld and realized they all belong to a company named Mears? And been gob smacked at how much they all charge, from shuttles to private limousines? Indeed.

But never once did it occur to me, “I could get people to drive in their spare time, take a piece of the action, create complete transparency and remove uncertainty about when the driver would actually show up. ” So Travis Kalanick (co-founder and CEO of Uber) may not be the nicest guy but he’s a brilliant. And business travelers will attest at the ease he has brought to their lives.

It has also brought change to the existing taxi industry. Suddenly, taxis in Miami take credit cards, and generally look like first world, rather than third world vehicles. Apparently, shift changes in New York City used to take place between 4 and 6 PM, a key reason why you couldn’t get a cab. That has changed. Now you can.

Now let’s move on to restaurant delivery. Delivery aggregators have been around for almost 20 years. But getting to profitability has always been a challenge. To combat that, there’s generally a big up charge, and in some cases, like Yelp’s Eat24, all they’re doing is taking the orders and passing them on to restaurants that already deliver. I mostly have used that service because I don’t have to deal with paying the restaurant…PayPal is all I need, but it’s clear I’m paying for the convenience in delivery fees and tips.

Along comes Uber Eats and says “If your restaurant does ‘take out’ orders, we’ll go ahead and deliver them for you. We have the drivers already, and we’ll find the one that has the shortest distance to drive. “

I reckon if I took an Uber from my house to Ricky’s Thai Bistro, it would cost me around $5. If I were Ricky’s would I pay that on a $45 bill? Sure I would. Honestly, it’s brilliant in a subtle way.

So what does this have to do with traditional retail? It means that the next brilliant innovation may be right under your nose. Unilever just paid a billion dollars for the Dollar Shave Club…the company that challenged the assumption that razor blades have to cost a fortune. What assumptions are we living under that are about to be pulled out from under us? What products are we selling that could be easily replaced by something a whole lot cheaper?

Sometimes we have to pull our heads out of the box of our daily reality and think. We’re not all going to be Travis Kalanick’s, but we do have a chance to be innovators. On some level, RSR was a disruptor all by itself. But we’re still looking for more innovations and ways we can deliver important insights for a lower investment. These are the things that make life more fun, in an age when it isn’t always.

Innovate or die.