If the Uber mess over the past few days tells us anything, it is that values and culture matter more than anything. They seep into the product, the user experience, the brand, and ultimately define the company in the market. And all of this comes from the top.
It is absolutely true that when you hit the bigtime, which Uber most certainly has, the media will take it to you with a vengeance. I still cringe when I think about Jessi Hempel’s Fortune cover story about Twitter in 2011. They build you up and then they bring you down. That’s the media game. You have to expect it. And right now is Uber’s turn to get the takedown.
But Uber makes it so damn easy. The win at all cost approach is so deeply ingrained in the culture that they take that attitude with the media as well. And that’s not a winning strategy with journalists. I prefer the “turn the other cheek” approach when it’s my turn to get savaged. You just have to take the heat and move on. Fighting back will get you nowhere but a world of hurt.
USV has investments in not one, but two Uber competitors. So I’m not the least bit objective here. But I’ve watched this company closely for a long time now and what I see is ruthless execution combined with total arrogance. I am in awe of what they have done. It is about the best execution I’ve witnessed in a long long time. But I am not in awe of how they conduct themselves. And I wonder if the two are connected at the hip. Can they lose the swagger without losing the execution? I guess we will see. That is the $100bn question.