The world today is such that a lot of products and services can be had on demand. There are Uber and Lyft for transportation needs, ready-made apps and software companies can use and integrate into their system (such as SaaS), and Amazon to take care of online shopping needs and product delivery. That trend is continuing into the C-suite. For example, fractional CMOs or outsourced marketing executives. Some start-ups, as well as companies undergoing rapid growth and transformation, have also made use of on-demand, outsourced expertise. These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs).