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Masters of Scale

Rapid Response: When to build the company before the product, with Aurora CEO Chris Urmson

Masters of Scale

WaitWhat

Business, Jeff Berman, Startups, Reid Hoffman, Management, Diversity & Inclusion, Mindset, Bob Safian, Entrepreneurship

4.64.4K Ratings

🗓️ 9 September 2021

⏱️ 35 minutes

🧾️ Download transcript

Summary

Chris Urmson has had to take a different approach in building his company Aurora, which develops self-driving technology. As opposed to creating and iterating a product with a handful of people, and then building a company around that product, Urmson says he’s had to do the opposite. “Given the scale of the problem we're trying to solve and the complexity and breadth of it, we really had to build the company almost ahead of the product,” he says in this interview with Rapid Response host and editor-at-large Bob Safian. Urmson is determined to transform transportation as it is today – a goal that has and will continue to require a great amount of energy and investment upfront, he says. However, if he’s able to pull it off, “the benefit and impact that we'll have socially and economically will be profound.”

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Transcript

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0:00.0

Transportation underpins the whole economy, it's how we get around tower stuff gets around.

0:07.4

If we really wanted the roads to be safe we would ban cars from them.

0:11.3

The Aurora driver is this integrated platform, it's a combination of the software, the hardware

0:16.9

and then the off-board data services that enable the vehicle to drive itself.

0:22.5

Today there's a real need in the freight and trucking space.

0:25.7

We are short 60,000 drivers in America and by the end of the decade we're going to be

0:29.6

short 160,000 drivers and this is the backbone of the US economy.

0:33.7

We think in the long term ride healing is going to be an even bigger business than trucking.

0:38.7

When we think about scaling and growing the business we really had to be building the

0:44.0

company almost ahead of the product.

0:48.8

That's Chris Irmson, CEO of Aurora, the self-driving technology company that's slated to go

0:57.2

public via SPAC later this year.

1:00.5

Tesla's self-driving efforts have been under intense scrutiny recently but Aurora represents

1:05.1

another wave of tech companies who are advancing an autonomous future in a very different way.

1:10.8

I'm Bob Safian, former editor of Fast Company founder of the flux group and host of Masters

1:15.7

of Scale Rapid Response.

1:17.6

I wanted to talk to Chris because autonomous driving has the potential to reshape not

1:21.8

just the economy but societal habits.

1:24.9

Chris has been a leader of the movement for nearly two decades from early robotic challenges

1:29.6

to helping pioneer Google self-driving efforts.

1:32.8

He's built Aurora to a more than $10 billion valuation in just four years alongside colleagues

1:38.5

from Tesla, Uber and elsewhere.

...

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