This case is about the rivalry between Lyft, Inc. (Lyft) and Uber Technologies Inc. (Uber) in the US ride sharing space. It focuses on Lyft’s (Lyft) strategy to project itself as socially aware or ‘woke’ in order to take a lead over Uber. The case starts out by giving a brief background of Lyft and the motive of its founders in setting up the company. It then delves into the similarities and differences between Lyft and Uber. The case describes in detail the various misdemeanors and controversies surrounding Uber that enabled Lyft to take measures to present itself as a nicer company. It also gives the industry viewpoint on the possibility of Lyft overtaking Uber on the basis of a better brand image. The case concludes with a look into the prospects and future strategies of Lyft in the ride sharing space..