Windshield Time?

Looking down today while driving, I was thinking of a term I heard at an earlier mLearning conference called 'Windshield Time'.. this is the time your employees go to and from clients.. Initially, I thought this was an untapped field waiting to explore.. I even snapped a pic to show all the available learning modes available to me during a short commute... The challenge is.. your employee is driving to visit a client, how will your training get their attention? Why listen to training versus listening to the latest U2 album? mLearning, like all learning modes needs WIIFM- What's In It For Me... Without WIIFM, it is just another term or fad.....