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Super Pumped: The Battle for Uber

Mike Isaac

4.16 · Rating details · 7,060 ratings · 635 reviews

In June 2017, Travis Kalanick, the hard-charging CEO of Uber, was ousted in a boardroom coup that capped a brutal year for the transportation giant. Uber had catapulted to the top of the tech world, yet for many came to symbolize everything wrong with Silicon Valley.

Award-winning New York Times technology correspondent Mike Isaac’s Super Pumped presents the dramatic rise a ...more

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Hardcover, 387 pages

Published September 3rd 2019 by W. W. Norton Company

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Sep 08, 2019 Sparse Greener rated it did not like it

This is one most poorly written books I’ve read in years. I picked it up because I’ve always disliked Uber and thought this would be an Uber-focused version of “Bad Blood” (one of my favorite books I’ve read this year). It was not even in the same league. By the end I actually liked Travis more, and truly loathed the author for making me sit through 350 pages of painful drivel.

The writing is horribly self-congratulatory (“there was a New York Times reporter involved. That reporter was me” is evo This is one most poorly written books I’ve read in years. I picked it up because I’ve always disliked Uber and thought this would be an Uber-focused version of “Bad Blood” (one of my favorite books I’ve read this year). It was not even in the same league. By the end I actually liked Travis more, and truly loathed the author for making me sit through 350 pages of painful drivel.

The writing is horribly self-congratulatory (“there was a New York Times reporter involved. That reporter was me” is evoked multiple times as if to remind the reader that the book can’t be as bad as it seems because of the authors employer). The authors obvious insecurity comes creeping through throughout the book.

It’s also full of childish errors. At one point the author says Travis has “Savant-like math skills” because he can calculate how long it will take to get somewhere in a car given the distance and the speed. I reread this 5 times, thinking it must be a joke. It was not.

A few pages later I found out why simple arithmetic counts as Fields Medal worthy: the author insists that a 1.5mbps modem is “thousands” of times faster that a 28.8kbps modem. Apparently for the author 1500/28.8=~50 is an impossibly complex math equation.

These were just two of the 11 tweet-worthy mistakes or idiocies scattered throughout the book. Some of the other egregious examples: saying all companies have a single founder, that consumer-facing companies always get higher valuations than enterprise software/infrastructure companies, or that VCs investors hope to earn a 20% total return on their initial investment “after 10 years” (not compounded annualized return, which would have made sense). I wondered at times if the author had decided to save money by not hiring an editor.

In addition to being painfully self-absorbed and full of errors, the writing is incredibly formulaic. It felt like the whole book had been written by a machine-learning algorithm trained to imitate non-fiction. The book had all the superficial traits of the genre, without any infusion of actual writing talent.

Unless you enjoy comically bad writing, avoid this book at all costs. ...more

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Mar 03, 2020 Henk rated it liked it · review of another edition

Shelves: non-fiction

The fascinating source material is not done full justice by sloppy writing and editing - Three Stars
You treat us like mushrooms: feed us shit and keep us in the dark - an investor about Uber's CEO Travis Kalanick

The real,
The first time I used an Uber was when a friend and me were stranded by a disruption of public transport on the way to Stansted airport. Our driver passed us twice because he didn't know how we looked, and we feared he just picked up an other ride due to the spike in demand and ...more

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Nov 15, 2019 Eric Lin rated it really liked it

If this book were an Uber ride, it would be an Uber Pool wending its way through the Marina on Saturday night - sloppy bros and woo girls cycling in and out.

Perhaps they slump against the window, leaning heavy. The window rolls down, Mom's spaghetti. They stagger out from the backseat, swaying back and forth behind the car as they wait to jaywalk across the street to return home. They will sleep on their dirty floor tonight, alone.

The driver has been drinking too. You can smell it on his breath. ...more

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Sep 10, 2019 Jason rated it liked it

Mostly accurate, but lacks character development.

I worked at Uber in SF beginning in 2015, and at a high level the events in the book that I experienced (Vegas off-site, China market) were fairly accurate portrayals of what actually happened.

The biggest disappointment with the book was not whether or not events actually happened or not, but that it never really dug into the psyche of any of the main characters, likely because the author has never successfully managed to interview any of them o ...more

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Sep 07, 2019 Eric Mannes added it

So much of this book was fascinating. Starting with Part 3, I was highlighting every other paragraph. Lots of it was new to me, including the scope of fraud in the Chinese market that Uber dealt with (e.g., “giant makeshift circuit boards filled with hundreds of slots to insert SIM cards” to make it easy to create and cycle through new accounts). While other events were familiar from earlier reporting, they made much more sense within Isaac’s narrative. For instance, I’d read that Apple execs ha So much of this book was fascinating. Starting with Part 3, I was highlighting every other paragraph. Lots of it was new to me, including the scope of fraud in the Chinese market that Uber dealt with (e.g., “giant makeshift circuit boards filled with hundreds of slots to insert SIM cards” to make it easy to create and cycle through new accounts). While other events were familiar from earlier reporting, they made much more sense within Isaac’s narrative. For instance, I’d read that Apple execs had gotten angry at Uber for violating App Store rules, but why had Uber done that in the first place? My understanding had been “Travis Kalinick is a douchecanoe who doesn’t give a shit about anyone’s privacy and he built an organization in his own image,” and while that still seems entirely accurate, that was only one factor.

This book was also a throwback, both to San Francisco in the summer of 2015 (I was there and I remember it ~all too well~) and to reading Shakespeare in English class. Isaac, I think, structured the book into five parts to parallel the five-act structure of a Shakespearean tragedy. There’s some exposition, some rising action, a turning point where the protagonist makes choices with consequences that will haunt them for the rest of the play, the realization of those consequences, and an awful end in which everybody dies. In this book, one person dies in a tragic accident and a lot of people get fired. (Travis remains a bazillionaire at the end, though.)

But while this book shows that dramatic structure is still alive, it makes clear that copyediting is dead. I am astounded that of all the people who read a book that is destined to be a bestseller, _not one_ knew the difference between “cache” and “cachet,” noticed that Oprah Winfrey’s name was misspelled, or caught the inconsistent capitalization of “Muslim ban” within a single page. I read the Kindle edition, so maybe it’s all fine in hardcover, but, like, really? To me it is mind-boggling that these errors were never caught, and if you can’t get shit like this right, what else must be wrong with the book? ...more

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Aug 30, 2019 Sasha rated it it was amazing

As a transportation reporter this was a page-turner, it read almost like a novelization of real events. It was fascinating to go behind the scenes of key moments in Uber, ride-hailing, and tech/Silicon Valley history.

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Oct 14, 2019 Rachel rated it really liked it

Interestingly written. It feels like it’s almost mocking the bro-culture of the company: the writing itself seems a bit childish and the fratty undertones are not very subtle. Overall, the story itself is fascinating, if not alarming. Maybe will write another update after I hear the author speak in a couple of days.

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Oct 05, 2019 Ann rated it really liked it

Shelves: nonfiction, business

TL;DR: Travis Kalanick is a douche, tech is out of control, take Lyft instead of Uber.

Super Pumped is methodically researched and compelling. It confirms what we've always suspected: that Travis Kalanick and his cronies are insufferable douchebags. This is a conclusion yielded by the facts of the story, not by the author's writing, which is a surprisingly balanced account. After everything Kalanick does in the name of "winning," it's satisfying to see him pushed out of his own company. At the sa TL;DR: Travis Kalanick is a douche, tech is out of control, take Lyft instead of Uber.

Super Pumped is methodically researched and compelling. It confirms what we've always suspected: that Travis Kalanick and his cronies are insufferable douchebags. This is a conclusion yielded by the facts of the story, not by the author's writing, which is a surprisingly balanced account. After everything Kalanick does in the name of "winning," it's satisfying to see him pushed out of his own company. At the same time, however, he's still a billionaire, and now has another startup, so that's a sobering reminder that unless you say a firm "NO" to the assholes of the world early on, they might still get away with a yacht and a big pile of cash.

It's also a great reminder to take Lyft instead of Uber. At least Lyft didn't spy on its opponents (including following them home or secretly photographing them), go out of its way to steal from and screw over competitors, actively deceive government officials, or encourage work environments full of unfettered backstabbing, misogyny, and toxicity. Uber under Kalanick was simultaneously uncontrolled chaos and vicious calculation. The lengths the company went to in order to "win" are nothing short of psychopathic. If anything, this is a cautionary tale to us, the consumers—apps and tech companies seem so safe and regulated in their ubiquity and popularity, but this is a lesson to the contrary. Never trust a company. Especially companies run by jerks, which, let's be real, most of them are. Kalanick doesn't even come close to the worst of them (I felt bad for him at times - he's not evil, just a power-obsessed douche).

If this is something that bothers you, well, vote with your wallet, and encourage others to do the same.

With regards to the writing, there are several issues that stem from switching from quickly-penned online articles to a full-length book. Uncaught typos / grammatical errors pop up frequently, transitions between chapters can be awkward, and the digressions into each introduced individual's biographical background are tedious. But overall, the book is very well done, both fascinating and thoroughly researched. Let's hope we as a society learn something from the story of Uber (though history tells me we probably won't). ...more

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Oct 14, 2019 Vuk Trifkovic rated it did not like it

Pretty poor book. It's such an NYT thing. The author is, as it is typical for tech press, totally in thrall of the companies they cover. It is not so much that he's "pro" Kalanick, it's more than total mediocrity of Kalanick actually really resonate with Isaac. He bends over backward to paint an aggressive everyman (well, almost) into a super-being just because he calculated ETA in a car once. In the end, he even openly fawns over Kalnick *IN COURT*.

More to the point, the book brings very little ...more

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Sep 04, 2019 Mona Nomura rated it it was amazing

What a read!

Because of the interconnected (almost incestual) nature of Silicon Valley, this tale of Uber takes you on an insider journey into the startup world, touching upon other products aside from Uber and unveiling some of the key people that shaped our current tech world.

Perfectly cadenced, engaging, meticulously researched, and written in laymen’s terms I couldn’t put this book down and finished in one sitting.

Highly recommended.

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Sep 24, 2019 Bryan Rahija rated it liked it

A poor man’s Bad Blood. Isaac seems to borrow a lot from John Carreyrou’s corporate thriller on Theranos, starting with an endorsement from Carreyrou on the back cover, and also including a chapter about two thirds the way through, where Isaac inserts himself into the story a la Carreyrou, as he recounts meeting a source in the first person.

Both books show the dangerous results of the recent firesale on venture capital: companies run by megalomaniacs who blatantly disregard the rules. Isaac dia A poor man’s Bad Blood. Isaac seems to borrow a lot from John Carreyrou’s corporate thriller on Theranos, starting with an endorsement from Carreyrou on the back cover, and also including a chapter about two thirds the way through, where Isaac inserts himself into the story a la Carreyrou, as he recounts meeting a source in the first person.

Both books show the dangerous results of the recent firesale on venture capital: companies run by megalomaniacs who blatantly disregard the rules. Isaac dials up the drama but somehow this one doesn’t land as hard, perhaps because Uber’s spectacularly bad year in 2017 pales in comparison to Theranos' own implosion, and perhaps because the story of Uber is still being written.

Still, there was plenty to enjoy here for industry enthusiasts. It was fascinating to read about how Uber flipped the power dynamic relationship on VCs (making them feel desperate to invest in Uber), about the company trying to obscure code in their app that violated Apple’s rules on harvesting user info (by making code invisible to people in Cupertino), and combating fraud in China. I left with mixed feelings for the founder, Travis. On the one hand, he condoned douchery, rulebreaking, and somehow convinced his employees and the world that they were underdogs fighting against local governments and taxi drivers (“Big Taxi”), despite having near infinite access to capital, talent, and industry relationships. Not super admirable! On the other hand, it seems like he's had a rough go of things: he suffers personal tragedy at the moment his company is flying apart, and seemed to give his life completely away to achieve early retirement floating around on yachts...he leaves with a fractured soul like someone whose created too many horcruxes.

I guess this book helped me build context for today’s tech boom. Some people make it through a combo of pluckiness and luck (e.g. Ryan Graves, the company’s first CEO, who got a job that made him a billionaire when he sent a tweet as a 26 year old). And some people succeed by being utterly, completely relentless. ...more

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Nov 14, 2019 Shridhar Sp rated it it was ok

I don't even know why I picked this book. It is just a collection of randomly pieced news articles about all the misgivings of Uber. Please note, only misgivings. Also, other key takeaway, all executives at Uber are over 6 feet tall with hustle in them. What a waste of time!

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Aug 12, 2020 Penner rated it really liked it

So I have now read this entire hardback book about Uber, and still don’t understand what its great innovation was. What did everybody think was so new about it? In the old days you had to call a cab using your phone. Now, with Uber, you can call a cab with… your phone. Except that instead of a licensed and vetted professional driver backed by state insurance, you get some dude with a car. And lest you think “some dude with a car” is the true innovation, let me remind you of the hundreds of gypsy So I have now read this entire hardback book about Uber, and still don’t understand what its great innovation was. What did everybody think was so new about it? In the old days you had to call a cab using your phone. Now, with Uber, you can call a cab with… your phone. Except that instead of a licensed and vetted professional driver backed by state insurance, you get some dude with a car. And lest you think “some dude with a car” is the true innovation, let me remind you of the hundreds of gypsy cabs constantly roaming New York honking to attract fares without having gone to the expense of a TLC medallion. New York is the only big city I know well, but I’d be surprised if other cities don’t have something similar.

Now, this is my failure, not Mike Isaac’s. It’s clear that everyone (except me) really does see something revolutionary and valuable in Uber’s service, to the point that many of my friends no longer seem to be aware of any other way to get around. I live in a small town now and don’t pay much attention to social media, so I am following all of this from an extremely remote perspective. But, the phenomenon of Uber’s rise has seemed to me akin to that of Spotify: It’s become so dominant that people use it reflexively without even considering the obvious fact that it doesn’t offer anything substantive that couldn’t be had through previous, more traditional, channels. There is actually a term for this, which Isaac explains: “negative churn” means that people who use the service are more likely to use it again.

This phenomenon, of Uber brainwashing everyone into forgetting that there are alternatives to Uber, is not a focus of the book. Even so, it is woven through the story: The “syndicate” of venture capitalists who collude to bring down Travis Kalanick continue to discuss their plot even as they get into Ubers that they know are bugged. The author himself, Mike Isaac, takes Ubers to clandestine off-the-record meetings with current and former Uber employees. Uber über-alles.

I wanted to consider myself a technocrat back in the days of Walkmans and DOS, but since then have realized I’m more Luddite than most. I’ve never owned a cellphone and have only ever ridden in an Uber once, when visiting a friend in Minneapolis. But it seemed to me then, as now, that what customers really like about Uber is being able to watch the cab crawl toward them on their little phone screen map. Which means that if the San Francisco Transportation Commission (or even one of the gypsy cab companies) had decided to make an app for calling their cabs, none of what’s in this book would have happened.

But happen it did, and it’s a bonanza for armchair schadenfreude-hustlers like me. Mike Isaac’s account is bristly, snappy, and suffused with an understanding of Silicon Valley culture. He takes us from Travis Kalanick’s early efforts as an entrepreneur – suffering setbacks but coming away with enough green to get started on his Next Big Thing – all the way to the ugly, public efforts to remove him from the company he had founded (and also nearly drove to destruction). It starts out seeming like a biography, but as Uber grows the story takes on a global, giants-in-the-playground aspect. If you have nothing riding on it, it’s great fun to read about the shenanigans of over-wealthy entitled “tech-bros” with plans for world domination and little respect for laws, rules, norms, or boundaries of any kind. The company, built deliberately to mirror Kalanick’s own mindset, becomes a freewheeling, cutthroat, sexist bacchanalia celebrating adversarialism, conquest, and money. Based on Isaac’s descriptions of the company’s founding mission and stated objectives, it should have been called Qo’noS.

When the adults finally enter the room, i.e. the scions of the professional manager class and big money investors who demand board seats and transparency, things start to tighten for Kalanick. Even for someone like me who didn’t already know what had happened, the writing was on the wall. It couldn’t have helped that Uber’s base business model relied on two practices that could be seen as shady at best: expanding into territories without proper governmental or regulatory clearance; and treating their entire driver base as contractors who don’t have to be paid health care coverage, time off, or pretty much anything else. Without these, is the ride-hailing business model even theoretically profitable? I have no idea; Isaac doesn’t address the question.

But he does a great job telling the story of the personalities, places, and technical hurdles involved in turning one simple smartphone app into a global behemoth. As an outsider, the way this company was run is mindblowing to me. Is it an outlier, a unicorn among unicorns, or is it a bellwether of an entire reckless, headlong, move-fast-and-break-things industry? ...more

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Mar 02, 2020 Mindaugas Mozūras rated it it was amazing

The law isn’t what is written. It’s what is enforced.

I vividly remember the LOGIN conference in May 2016. That was before the nightmare year Uber survived in 2017. Uber was still seen as cool, even if it had blemishes to its name.

During LOGIN, my co-worker came up to me, and passionately described the workshop conducted by Uber engineers. He detailed Uber's values and how we could use some of them at our company. The longer I listened, the more passionately I felt that we definitely should not u ...more

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Aug 04, 2020 Mahesh Naidu rated it it was amazing

If you live in the Bay Area or have anything to do with Tech companies this one is a MUST READ. The book sheds light on some of the deepest darkest secrets as well as success stories originating from the silicon Valley. Mike does a great job at keeping the audience in mind in every little detail shared through the book which keeps you wanting for more. LOVED IT!

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Dec 16, 2019 Peter Knox rated it really liked it

Shelves: library-ebooks, non-fiction, 2019

This may stand as the breakout ‘business’ book of the year in that a knowledgeable insider who has been covering the company for years successfully gives the full context surrounding the specific circumstances that allowed for Uber to exist, explode, and implode.

Decades from now I predict students may turn to this book to try to understand 2010-2019 startup culture, ride sharing, and the gig economy.

As curious a study as Travis is, this book goes beyond his biographical study into what actuall ...more

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Nov 17, 2019 Elena rated it it was ok

Shelves: nonfiction

AT THE END OF THE DAY THIS BOOK IS PRETTY BLOODLESS. NO ONE KILLS HIMSELF, FOR EXAMPLE, WHICH HAPPENED WITH ENRON. SO YOU'RE DISADVANTAGED FROM THE START. THEN YOU ADD THE WRITING. I GET THAT THIS BOOK WAS TURNED AROUND VERY QUICKLY, BUT THE WRITING WAS REPETITIVE, RUSHED, AND ASLEEP AT THE WHEEL STYLISTICALLY. ULTIMATELY VERY DISAPPOINTING, AUTHOR SHOULD'VE HELD OFF FOR 5 YEARS SO HE COULD INCLUDE THE INEVITABLE "ALSO KALANICK AND HUFFINGTON WERE HAVING AN AFFAIR THE WHOLE TIME" BOMBSHELL.

ALSO, ...more

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Sep 19, 2019 Eric rated it it was ok

This is a fascinating story poorly told. Isaac is so excited to tell salacious stories that he completely skips over the building of the company. The timeline jumps all over the place which muddles the narrative to an extreme level. It would have been great if this book were written by a journalist instead of by someone with a weird axe to grind (at least it sure feels that way).

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Nov 17, 2019 Vidya rated it really liked it · review of another edition

Not the best written book (bizarre errors throughout and strange transitions), but taking in all of Uber’s transgressions at once - even if you followed the articles over time - really hits you over the head with how crazy Silicon Valley has become and the danger of unprincipled leadership. It validates the choice to take Lyft some of us made a few years ago, tho who knows what’s going on in that shop? The ending 20% on the drama between the VCs and Travis was like a guilty pleasure read.

All th ...more

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Jan 10, 2020 Deepthi rated it liked it · review of another edition

Shelves: audiobooks

In Super Pumped, Mike Isaac, a tech reporter working with the New York Times traces the ups and downs of Silicon Valleys’ once darling unicorn Uber. At the outset it appeared that this could be a 5 star book, however it was not to be.
While Mike Isaac does a good wrap up of the Uber story right from its founding till its IPO, his work doesn’t match the investigative journalism standards of Brad Stone’s or John Carreyrou’s accounts of Amazon and Theranos respectively. The writing feels formulaic i ...more

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May 14, 2020 Jenna rated it it was amazing

wow so riveting and fascinating and well told.

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Feb 24, 2020 Kestutis rated it it was amazing

Excellent memoir of Travis Kalanic, co-founder of Uber, the most successful startup of 21st century so far.

This book allows you to live the life of the super-scaling startup, with all its advantages and drawbacks. Sex, drugs and rock'n'roll is part of it, of course, when a CEO of 10 poeple becomes the CEO of 15,000 corporation in less than 5 years.

Bad management practices, PR tragedies and a lot of internal drama arise when billions are at stake.

Very very good read and an excellent book to liste ...more

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Sep 09, 2019 Thijs Niks rated it really liked it · review of another edition

Mike Isaac masterfully narrates the struggle for power over Uber and its main characters.

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Sep 17, 2019 Bartosz Majewski rated it it was amazing

Shelves: business

Great reporting in one of my favourite genre: biographies of companies. And this is a fascinating story starring an Uber-Aggressive founder, Best VCs in the world, Taxi corporations connected to mafia, China and of course softbank.
If you liked Bad Blood you are probably going to like this one as well.

Listening to the audiobook I couldn't stop thinking about how similar parts of Uber's story are to late USSR (i know it's a fringe comparison, but I can't help myself)

Both had its downs. For USSR i ...more

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Sep 30, 2019 Shashank Bhargava rated it liked it

Interesting read, well reported, not super well written. Lot of information repeated and lots of useless appositives that make you feel like you're going crazy.

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Sep 18, 2019 Conrad rated it really liked it

Enjoyed this one. Of course a bunch of it is stuff that I already knew, but my story with Uber was already completed by the time most of the juicy stuff in this book occurred. It's actually quite the bit of epic corporate drama at the end and I do have to admit I was quite curious about the details. I got some of what I wanted and some was still left as a mystery.

However, I do really like that this book didn't seem to have too much of an agenda. It praised the company for what it had done while ...more

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Dec 26, 2019 Kanika Jain rated it it was amazing · review of another edition

Wow! This was such a roller coaster! I have not read a story like this, of an organization we all know so well. Or do we? Uber is such an integral part of our lives, hailing a cab means uber, but one can never imagine whats gone behind the doors. It is an eye opener to read the events that led to the rise and pretty much a fall of Uber. The book sets the tone of being a thrilling account right from the first chapter. The launch in Portland, the failed and humongous attempt to make inroads in Chi ...more

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Oct 05, 2020 Jon Levinson rated it liked it

Isaac does a fine job of recounting the rise of Uber, and paints a well-rounded portrait of Travis Kalanick. However, stylistically he resorts to cheap cliff-hangers and ham-handed foreshadowing far too frequently, and he struggles to draw compelling conclusions about Uber and Kakanick's broader significance. He attempts to paint the episodes describe herein as a cautionary tale of Silicon Valley hubris, but Uber's continued success undercuts that portrayal in a way he never truly acknowledges.

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Aug 30, 2020 Katie rated it really liked it

Clean writing. Interesting narrative. Recommend.

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Oct 23, 2019 Robert Foley rated it liked it

Very good book, def way too much bro club going on in the valley and it's crazy how everyone just accepts.

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