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Uber is a $3.5 billion lesson in building for how the world should work instead of optimizing for how the world does work

Aaron Levie

You can look at the cost structure of an incumbent company and discover: where are they not going to be able to drop their prices… because that business model is fundamental to the existence of the company.
AARON LEVIE

Company Cost Discover Fundamental Look Structure
We’re enamored with the concept that there’s always a price. But sometimes, your goal is to build a great company, not sell it.
AARON LEVIE

Build Company Concept Enamore Goal Great Sometimes
The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.
AARON LEVIE

Bridge Future Giant Leap Require Winning
The chance of failure is almost always better than the guarantee of never knowing.
AARON LEVIE

Always Chance Failure Guarantee Know Knowing
If there could’ve ever been a magical time to build an enterprise software company, now is absolutely that time.
AARON LEVIE

Building Company Enterprise Magical Software Time
Startups live at the intersection of existential crisis and everything going perfectly great.
AARON LEVIE

Crisis Existential Great Perfectly Startup
In a user lead model, users are bringing in their own technology… and you can build software then, around the user.
AARON LEVIE

Bringing Building Lead Model Software Technology
Opportunity lives at the intersection of what people need tomorrow and can be just barely built today.
AARON LEVIE

Bare Build Need Opportunity People Tomorrow
I’m obsessed with speed. I’m always asking myself, ‘Why can’t we do things faster? Why can’t it happen more efficiently? Why is this requiring three meetings instead of one?’
AARON LEVIE

Asking Brilliant Fast Obsessed Three
Everything about the enterprise, and then by definition the software the enterprise uses has changed – just in the last 5 years.
AARON LEVIE

Change Definition Enterprise Software Use Year
I’m certainly not into money and prestige. For me there is simply nothing more exciting than people involved in the creation of great products. That is what drives me.
AARON LEVIE

Certain Creation Involve People Prestige Simply
The benefit to building a startup is that customers don’t have the same kind of friction when they adopt new technology.
AARON LEVIE

Adopt Benefits Customer Friction Kind Technology
Jeff Bezos is opening a retail store and owns a newspaper. Turns out everything we thought about the Internet is wrong.
AARON LEVIE

Internet Newspaper Retail Store Wrong
Innovation in tech favors the naive and the stubborn. If you are too rational you won’t tackle problems that others once failed at.
AARON LEVIE

Favor Innovation Problem Stubborn Tech
Go after the customers that are working in the future, but haven’t totally lost their minds.
AARON LEVIE

Building Customer Future Lost Mind Working
In an IT lead world, incumbents generally win because they have the existing relationship with the IT organization.
AARON LEVIE

Incumbent IT Organisation Organization Relationship Winning World

Uber is a $3.5 billion lesson in building for how the world should work instead of optimizing for how the world does work

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Uber is a $3.5 billion lesson in building for how the world *should* work instead of optimizing for how the world *does* work

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Uber is a $3.5 billion lesson in building for how the world should work instead of optimizing for how the world does work