So, Uber’s challenge isn’t “just” leadership but identity. Their problem is their current solution-finding is still rooted in the toe-stepping, by-any-means-necessary-strategy promoted by Kalanick that once defined their identity, but no longer should. That’s a wordy way of saying that even though Kalanick is gone, the ghost of Kalanick remains — and it impacts Uber’s brand in a big way. Uber’s current identity poses more negative associations than positive. It needs a full makeover and Dara Khosrowshahi, Uber’s current CEO, can’t do this alone.

Source: Forbes November 28, 2017 22:30 UTC