Book Review of Wild Ride: Inside Uber’s Quest for World Domination


Harry right here.  As drivers, it’s straightforward to give attention to the current state of Uber, however if you sit again and take into consideration what the corporate has executed up to now few years, it’s spectacular.  I’m just a little biased since I’ve a quick cameo on this e-book (p. 166!), however it’s a fascinating story of what it took to get Uber so far and simply what number of issues needed to go proper.  Today, senior RSG contributor John Ince provides us his ideas on Adam Lashinsky’s newest novel, Wild Ride: Inside Uber’s Quest for World Domination.

Wild Ride might simply be mistaken for a web page turning novel. It’s additionally an informative, related and well timed e-book that deserves extra consideration than it’s been getting – therefore this assessment.  I want the guide was getting extra consideration, as a result of the Uber story is extraordinarily complicated and most of the current articles about Uber have been shoehorned into the identical more and more acquainted narratives: Uber is the dangerous boy of tech.  Travis Kalanick has to develop up.  The story is extra complicated than that, and Lashinsky captures these complexities to show a deeper aspect of the story.

Ever wonder how Uber came to be? In Wild Ride, journalist Adam Lashinsky tackles Uber's story and what the future may hold for the company.

An Improbable Story

Throughout the e-book, Lashinsky exhibits us Uber’s accomplishments are actual and vital – even superb. In doing so, he additionally lends element to the extra complicated story behind Uber’s superb ascent.

Drive with Uber 1

Reading Lashinsky’s account of Uber’s unbelievable early years, we begin to respect the magnitude of Uber’s rise, now with over 2 million drivers on its platform, operations in over 700 cities and quickly growing revenues (and losses) – all in simply 7 years time.

The Uber story transcends the world of know-how, and it’s even greater than the world of enterprise.  It touches on ethics, economics and ethos – and Lashinsky one way or the other captures the complete scope of the drama with out weighing down the narrative with psycho-babble about TK’s character flaws and the poisonous company tradition. Indeed by some means he and his editors managed to get information into the e-book that broke just a few weeks in the past. Susan Fowler’s letter – it’s in there. The Greyballing fiasco – it’s in there.  Unfortunately, the resignation of Uber’s now disgraced CEO, Travis Kalanick shouldn’t be within the ebook, however we do get hints that it could be within the making.

Learn extra concerning the behind the scenes making of Wild Ride: Inside Uber’s Quest for World Domination here on our podcast, the place Harry interviews Adam Lashinsky on the guide and his interactions with Travis.

Skirting the Dangers of Open Access

That Adam Lashinsky is one of tech’s most revered voices helped him in his efforts. As the Executive Editor of my former employer (Fortune Magazine), he gained entry to Kalanick and his many bros.

I used to be involved at the start, as a result of one of the traps many journalists fall into when doing company biographies is that they turn out to be captive to their sources. I used to be pleasantly stunned to see Lashinsky didn’t fall into the lure. He used his time with Kalanick to get the straight story and didn’t begin to gush over his topic.

That Travis Kalanick made himself out there to Lashinsky is a transparent signal that Kalanick seen Lashinsky as somebody who might assist him out. Lashinsky’s lengthy sections about Travis Kalanick are at occasions fascinating and properly written, however with TK’s fall from grace, you get the sensation that Lashinsky ever so barely missed the mark, maybe by giving Kalanick’s account of occasions too a lot credence. But simply as quickly as you begin to really feel that, you come across a passage like this that hits the nail on the top, “By the beginning of 2015 Uber confronted more than a perception problem.  Despite its size, it was still more of a scrappy startup than a sophisticated operation.  Yet, as its charm was wearing thin, its pugnacious and seat of the pants ways bordered on reckless and irresponsible.” 

An Inner Glimpse

One of probably the most fascinating elements of the ebook is the internal glimpse it provides into the pitch Uber used to reel in buyers. Lashinsky discusses Uber’s idea know as cohort evaluation  – an strategy to evaluating operations and progress trajectories in a number of cities, throughout corresponding levels of their progress.  He writes, “Uber also showed potential investors graphs of “churn” referring to the speed at which clients abandon a service.  By demonstrating that utilization picked up velocity all over the world, whether or not its London, Sydney, LA, New York, Delhi, Beijing, stated Uber’s Gupta, we see that in all places.”

One wonders if any of the buyers ever inquired about driver churn. If they did, they might have discovered that drivers have been abandoning the service quicker than clients have been embracing it, forcing Uber to empty its coffers by providing big driver sign-on bonuses which have contributed so mightily to Uber’s astounding losses. Never thoughts that “cohort and churn analyses” might and did yield a flawed evaluation.

What was revealing was the way by which Uber spun its story out, managing to boost $17 billion from personal markets, enabling the corporate to defer monetary rigor for years with out having to face the music from public buyers in an IPO. The entire factor got here from the flawed considering that has solely just lately caught up with Kalanick and his group.

We study that Kalanick leaned closely on the now disgraced (and fired) Emil Michael to do the majority of the deception and dealmaking. Michael, in accordance with Lashinsky, additionally negotiated the China exit – a deal that someday might show to be one of Uber’s most crafty strikes as a result of they acquired a $1 billion money infusion in addition to a large chunk of Didi’s fairness. Michael credit Kalanick with a “profound” perception in fundraising, “focus[ing]on process rather than outcome.”

Of course, the actual magic behind the tactic right here was within the buzz Kalanick and Michael created within the press and with Silicon Valley elites concerning the service.  The buzz was so dramatic for a few yr, that Kalanick simply “created a perception of scarcity” of the fairness in order that buyers have been determined to get in. One wonders in the event that they’re now equally determined to get out.

Yes, what Kalanick and crew completed in eight brief years is nothing brief of superb – creating the world’s largest startup with a market cap approaching $70 billion, disrupting present city transit in cities throughout the globe. Although Lashinsky provides some trace of hassle forward within the ultimate chapters, he’s clearly did not seize the complete significance of the PR implosion. Uber’s poisonous tradition is referenced, however not given the eye it deserves.

Overarching Ambition

We ought to give editor and writer credit score for capturing Uber’s overarching ambition within the title: Wild Ride: Uber’s Quest for World Domination, however the ebook leaves it at that. There is little dialogue of how an organization that’s trying to introduce flying automobiles, meals supply, bikes, water transit, and so forth. is ever going to generate income on any of these wild concepts. These are main omissions however are comprehensible. After all, Lashinshy is a reporter – and an excellent one – however he’s not a seer. Still the indicators have been all there that Uber was being mismanaged.

What I discovered most missing from the ebook, and this displays my coaching in finance, and my experiences as a driver, are two issues:

1.  Lashinsky primarily provides Kalanick and staff a move on financials. Lashinsky appears remarkably unconcerned by the truth that Uber has been dropping cash at a clip of virtually $three billion a yr – making it the least worthwhile startup in historical past.

This is a serious oversight as a result of Uber’s monetary are actually, actually horrendous.  I do know, I do know, Amazon’s monetary have been horrendous too, however there’s an enormous distinction between the 2 corporations and the way they’re spending their buyers capital. Amazon was constructing an infrastructure and a well-respected model. Bezos was constructing state of the artwork delivery facilities and cloud computing facilities and manufacturing operations, along with constructing market share.

Uber, then again, is seeing their cash slip away on driver signup bonuses and passenger subsidies. Lashinsky simply glosses over all this, perhaps as a result of Silicon Valley tends to do the identical – valuing market share and progress over profitability within the early years of a startup’s progress.

2. The second main oversight of the e-book is there was solely a passing point out of the large deception: calling drivers “partners” and classifying them as unbiased contractors. If Uber might be dropping this type of cash, whereas getting away with this charade, think about how a lot they’ll be dropping if they’ve to start out paying the piper.  Yes, Uber has succeeded in delaying or diminishing the consequences of these lawsuits. But that’s a shortsighted technique, as a result of as quickly as they settle one case, one other pops us.

Uber’s authorized issues are particularly evident abroad in Europe, South America, India and China earlier than they pulled out.  Uber now has over 200 legal professionals working in home full time preventing authorized battles on over 100 fronts.


In sum, Adam Lashinsky has written a riveting account of what is probably the most important tech story on the market as we speak. The story has all the weather of a thriller: a protagonist CEO who defied all of the naysayers and willed this contemporary day behemoth into existence.  Lashinsky captures the drama and the improbability of all of it.

As Lashinsky was placing the ending touches on the manuscript, it was starting to hit the fan for Uber. I’m wondering if Lashinsky had it to do over once more, he would have delayed the publication date a bit, to get the complete grip of the story.  Then once more, he’s an writer, not a seer.

Readers, have you ever learn Wild Ride but and, in that case, what did you assume of it? Do you assume you’ll learn this ebook, and what questions would you’ve got for Travis in case you interviewed him?

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-John @ RSG

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John Ince is a former Fortune reporter and Wall Street banker. He has about 1,000 rides underneath his belt driving half time for Uber and Lyft.  He’s writing a e-book about his experiences entitled:  Travels With Vanessa:  A Rideshare Driver Tries To Make Sense of It all – For a sneak peak go to the hyperlink above.

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