A Visual Journey Through Uber's Evolution

Delve into the epic moments that shaped Uber under Travis Kalanick’s leadership. Explore how decisions, culture, and leadership intertwined to create a fascinating and cautionary narrative. Discover the evolution of Uber, from its ambitious beginnings to its cultural reckoning.

2010 – Uber Founded: The Genesis

Travis Kalanick and Garrett Camp launch UberCab in San Francisco, initiating a new era in transportation. Starting as a luxury black car service, Uber's early culture was seeded with the mantra: “Move fast, dominate, ask for forgiveness later.” This foundation set the stage for the rapid expansion and controversial tactics that would define the company's trajectory.

2011–2013 – Hyper-Expansion Phase: Global Ambitions

Uber aggressively expanded into numerous U.S. cities and international markets, often disregarding local taxi regulations and engaging in disputes with governments. This period cemented Uber’s reputation for rule-breaking and a win-at-all-costs mentality. The company's rapid growth was fuelled by a culture that prioritised expansion over compliance.

2014 – “Boober” Comment & Early Culture Red Flags: Seeds of Sexism

Travis Kalanick’s public reference to Uber’s success as “Boober,” implying that fame helped him attract women, signalled the early sexist undertones within Uber’s leadership culture. Internal reports began to surface, highlighting a competitive and increasingly hostile workplace. This incident foreshadowed the deeper cultural issues that would later plague the company.

2014–2016 – “Greyball” & Regulatory Evasion: Deception at the Core

Uber secretly developed and deployed Greyball, a tool used to evade law enforcement. This deliberate institutional deception, directed from top leadership, demonstrated a willingness to circumvent legal and ethical boundaries to maintain growth and competitive advantage. This act highlighted a culture where breaking the rules was seen as a necessary tactic.

2015 – Eric Alexander Scandal: Ethical Abyss

Senior executive Eric Alexander obtained and carried around the medical records of a rape victim in India, with reports indicating that Travis Kalanick reviewed them. This event showcased extreme ethical breaches and a profound absence of moral leadership within the company. The scandal underscored the depth of the cultural rot at Uber.

February 2017 – Susan Fowler Blog Post: The Turning Point

Former engineer Susan Fowler published a blog post exposing sexual harassment, HR retaliation, and a pervasive culture of fear and toxicity at Uber. This marked a critical turning point, bringing Uber’s internal culture into the public spotlight and triggering widespread outrage and calls for accountability. Fowler’s courage initiated a much-needed reckoning.

March–June 2017 – Investigations & Public Backlash: The Fallout

In response to Fowler's revelations, Uber launched internal investigations, including the Holder Report. Over 20 employees were fired for harassment or misconduct, and media outlets began exposing more toxic cultural practices, such as "toe-stepping," aggression, and internal politics. The company faced intense public scrutiny and a crisis of confidence.

June 2017 – Kalanick Resigns: End of an Era

Under immense pressure from investors, Travis Kalanick stepped down as CEO of Uber. This marked the end of the hyper-aggressive era and symbolised the consequences of toxic leadership. Kalanick's departure paved the way for a new chapter focused on rebuilding the company's culture and reputation.

2018 Onwards – Culture Rebuilding: A New Chapter

Dara Khosrowshahi was hired as the new CEO, signaling a shift towards adopting new cultural values and distancing the company from Kalanick’s legacy. Uber has since focused on repairing its reputation, implementing ethical guidelines, and fostering a more inclusive and respectful workplace. The company’s journey continues, marked by lessons learned and a commitment to building a better future.