Recognizing their place in local entreprenuerial circles, they’re sponsoring MassChallenge, a great competition among startups to give budding entrepreneurs a chance to do what Zipcar did a few years ago. Great example of a brand, even during major growth and success, understanding it’s enduring role in culture, and not just some marketer-defined ‘position’ in a category. There’s some things that you really can’t teach, and a culture like that of Zipcar’s seems to be one of them. And I think a smart play like this shows that even as they continue to scale up, they won’t soon forget how they got there, and the need to give the next gen their shot. Hope to see this competition take off, great idea, great brand, and a great opportunity for the startup community here in Mass.