One of the most disruptive brands ever, Uber helped unite the taxi industry and social media, and it’s alive and well in Johannesburg, Cape Town, Durban and Lagos. In South Africa,where unemployment is about 25 percent, Uber is considered a messiah of sorts, bringing affordable fees to transportation, and allowing people with cars to become entrepreneurs. And it’s happening in a cashless environment.

“Guys that started with one car now have multiple vehicles,” said Alon Lits, general manager of Uber Johannesburg. “Now they’re entrepreneurs.”

But people are emulating the service. How does a disruptor stay disruptive?

“We want to do things people talk about,” Lits said during a fireside chat at Social Media Week Johannesburg.