To counter the criticism and lawsuits, Uber needs a human face
John Holton says founder Travis Kalanick must be seen to be championing its vision, as his fellow Silicon Valley disruptors do for their firms
In the age of social media, the voice of a leader has far greater ability to sway opinion than does a logo
The phenomenally successful Silicon Valley company is leading the disruption of an industry that hasn't changed in half a century. Many commentators believe it will have the same impact on transportation that Amazon and Netflix have had on retail and content, respectively.
What is interesting about Uber's rise is the level of criticism and lawsuits it has attracted, and the lack of public visibility from its leadership team. Travis Kalanick, founder and CEO, has kept a low profile, choosing to assign public relations teams to answer the concerns of consumers and lawmakers.
Unlike fellow Silicon Valley disrupters such as Elon Musk, Brian Chesky, Larry Page and Sergey Brin, Kalanick seems less willing to publicly defend the company he founded.
In an age when we are more likely to trust other human beings than the promises of corporations, leaders are becoming an increasingly important communications weapon.