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Mission: Rising Tide

Founded in 2011, Rising Tide operates 3 car washes in Broward County Florida, employing 90 Autistic individuals in roles ranging from technicians to location managers.

 

As Rising Tide contemplates areas to invest, they're wrestling with strategic questions related to automation and AI. E.g. How might the long term viability and success of their core business and mission be impacted by:

  • Industrial robots becoming cheaper and replacing workers across service industries

  • Self driving cars becoming a reality and driving themselves to fully automated car washes

Contributing CXOs

Norm De Greve
Chief Marketing Officer
General Motors

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Wes Mukai
Chief Engineering Officer
Rockwell Automation

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Tom D'Eri
Co-founder and COO
Rising Tide

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Matt Marolda
Chief Innovation Officer
Acrisure

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Nicole Radziwill
Chief AI Officer
Team-X AI

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Rajesh Anandan
Co-founder and CEO
Ultranauts Inc

Car Wash Market Context: Private Equity + Automation

Industry Consolidation

Private Equity firms are aggressively consolidating the car wash industry, increasing market share from 1% to 15% in just five years. Their focus on cost-cutting and automation is in sharp contrast with Rising Tide’s model.

The Dexterity Gap

While car exteriors are easily automated, interior cleaning still presents a challenge for robotics. This gap provides a strategic window for human-centric services like Rising Tide’s to exploit for the foreseeable future.​

CXOs-for-Good Advice: Double Down on Humanity

Strategy 1: Zig while others Zag

The dexterity gap provides a strategic window for human-centric services like Rising Tide’s. Lean into the company’s mission to connect with customers.

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Empower employees by including them and leveraging their unique insights in innovating Rising Tide’s services and customer experience.

"The caliber of CXOs and the quality of discussion was incredible. I not only heard valuable perspectives, I came away with practical actions I can take right away."

Tom D'Eri, Co-founder and COO of Rising Tide

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