A startup called Juno has set its sights on eating Uber’s lunch – and it’s banking on a strategy based on employee-ownership to do it. As reported by Sheelah Kolhatkar in the October 10, 2016 issue of The New Yorker, Juno’s founders are trying to lure drivers away from Uber and other car-sharing services like Lyft by not just offering lower fees, but also by handing out shares of restricted stock in the company. According to Kolhatkar, half of Juno’s two billion shares of stock were set aside for its drivers – even though they are technically contractors and not employees of the company.