Yes, you are transforming the world.

One way to know that you're changing your corner of the world is that people do a double take.  Do you remember the first time you heard about email?  I was a freshman in high school, when a long distance friend explained it to me over the phone.  Then, he explained it again.  And, again.  Why would I want to send you a message on hotmail when I could call you on the phone.  Now, I process dozens of emails a day (would it sound better if I said hundreds?), and I couldn't live without it.

Later Dog is transforming the connect for the pet sitting business (and perhaps pet businesses overall).  Pet sitters are accustomed to putting their contact info. on another website in order to "advertise".  Then, a pet owner has to do all the research herself (I still think we should have a unisex reflexive pronouns).  Later Dog is a one stop shop: search for pet sitters, see how much they cost, read their reviews, and request a booking.

So, when pet sitters don't quite catch my drift the first time around, I take it as a compliment.  If Later Dog was just like the competition, there would be no explanation required.  It's sort of like bike riding, it might take you longer to get started, but once you learn to ride it, you can haul a lot more crap, faster.

Now, go find a way to haul crap better!