How Losing Money Can Make Your Business Stronger

TL;DR

Uber's head of marketing, Thomas Ranese, discusses the company's responsibility during the pandemic and its efforts to show up as a citizen leader.

Transcript

you know and this was actually the moment where the light bulb went off for me as the as the brand guy of like we have such reach and we're we're a central service and before the term essential was kind of becoming more talked about like you know people rely on us for basic transportation and work every single day in you know 10 000 cities around t... Read More

Key Insights

• 👯 Uber's reach and essential service during the pandemic gave the brand an ultimate responsibility to show up for people and assure their safety.
• 💦 Ranese's unconventional career path, including working in policy and government, provided valuable experiences that he can draw upon in his current role.
• 🖐️ The private sector has clearer goals and measures of success compared to the public sector, but brands and businesses now have an opportunity to play a role in positive change in society.
• ⌛ Real-time marketing became crucial for Uber during the pandemic, requiring them to be responsive and pivot their messaging according to the changing landscape.
• ⌛ Personal moments, such as spending time with loved ones and embracing simple pleasures, became more memorable during the pandemic for Ranese.
• 😒 The pandemic accelerated the use of remote communication tools, leading to increased speed in decision-making and work processes.
• 🗯️ Uber's response to the pandemic showcased the company's ability to handle crises and its commitment to doing the right thing for both the business and the community.

Questions & Answers

Q: How did the pandemic change Uber's perspective on its role in society?

The pandemic made Uber realize its essential status and the responsibility it has to assure people, provide safe transportation, and partner with governments to spread the right information.

Q: How did Uber's marketing strategies change during the pandemic?

Uber focused on real-time marketing, creating ads like "No Mask, No Ride" to prioritize safety. They also had to pivot their messaging during the Black Lives Matter protests to address the changing social landscape.

Q: What did Ranese learn from his experience at McKinsey?

McKinsey taught him that any problem can be solved by breaking it down into manageable pieces and applying rigorous problem-solving methods. However, he acknowledges the challenges of applying this approach in the public sector due to multiple stakeholders and unclear measures of success.

Q: How did Ranese's personal life change during the pandemic?

He prioritized human connections and embraced moments like walking his dog in the park and having dinner at the table with his partner. He also reached out to friends and family that he hadn't talked to in a while.

Summary & Key Takeaways

• Ranese realized the importance of Uber's reach and essential service during the pandemic, leading to a responsibility to assure people, provide safe transportation, and partner with governments.

• He highlights the unconventional path that led him to marketing, including working in policy and government, and the valuable lessons he learned from his time at McKinsey.

• Ranese emphasizes the need for brands and businesses to play a role in positive change, and how Uber can use its infrastructure to address important issues like sustainability and the pandemic.