Here's your Forbes Daily Briefing for Friday, September 5th.

Today on Forbes, Waymo is a trillion-dollar opportunity.

Google just needs to seize it.

In the summer of 2015, when veteran auto executive John Craftchick was recruited to turn Google's self-driving car project

into a new business unit for Alphabet,

co-founders Sergey Brin and Larry Page gave him an aspirational target.

Kraftchik, the former CEO of Waymo, the project's successor, told Forbes, quote,

They asked me to build a great company and then make it bigger than Google.

The idea was preposterous, since it wasn't clear when or if autonomous driving would be safe enough for real-world deployment, let alone at scale.

A decade later, things have changed.

Waymo Robotaxis log about 300,000 paid rides worth at least $6 million

every week in the five cities where they operate. That figure will rise exponentially in the next

few years as its fleet grows and the service expands to 15 markets or more, including Miami,

New York, Washington, D.C., Boston, Nashville,

and maybe Tokyo, Waymo's first international foray.

On Tuesday, the company said its testing in Denver and Seattle, following a blog post at the end

of August, emphasizing plans to scale as quickly as possible.

Waymo said, quote,

We're entering a new chapter and accelerating our commercial expansion.

If you see us driving in your city, it's because we are working hard to serve you in the future.

After 16 years of disciplined development, billionaire tech investor, Vanad Kosla, says it's time

to floor it. Kossela told Forbes, quote, Waymo's in a multi-trillion dollar global market,

...