{"id":129209,"date":"2026-08-14T07:35:45","date_gmt":"2026-08-14T05:35:45","guid":{"rendered":"https:\/\/premium-speakers.com\/?p=129209"},"modified":"2026-08-14T07:35:46","modified_gmt":"2026-08-14T05:35:46","slug":"your-yacht-will-be-here-in-4-minutes-or-why-we-should-fall-in-love-with-problems","status":"publish","type":"post","link":"https:\/\/premium-speakers.com\/en\/magazin\/your-yacht-will-be-here-in-4-minutes-or-why-we-should-fall-in-love-with-problems\/","title":{"rendered":"Your yacht will be here in 4 minutes \u2026 or \u2026 Why we should fall in love with problems!"},"content":{"rendered":"\n

Guest article by Stephan Jung<\/a>:<\/strong><\/p>\n\n\n\n

Anyone who still thinks of Uber as just a taxi app hasn\u2019t grasped the concept of transformation. The history of this company illustrates what continuous transformation means. In 2009, a simple annoyance gave rise to an idea: why is it so complicated to get a car at short notice? A smartphone, a single tap \u2013 and a car arrives. In 2010, Uber launched in San Francisco with black premium saloons. But then something crucial happened.<\/p>\n\n\n\n

From problem to operating system<\/strong><\/p>\n\n\n\n

Uber didn\u2019t fall in love with its product. Uber fell in love with the problem it solves.<\/strong> That\u2019s what sets successful companies apart from those that disappear. The limousine became UberX. Transporting people gave way to transporting food with Uber Eats. With Uber Freight, goods and lorries were added \u2013 a platform that has been digitally matching freight with drivers since 2017.<\/p>\n\n\n\n

Then, in 2017, came its own crisis: scandals, cultural issues, a change of CEO. Uber had to transform not only its offering, but itself. In 2020, the coronavirus pandemic struck \u2013 and its core mobility business suffered a massive slump. At the same time, Uber Eats\u2019 turnover doubled within a single quarter to $1.2 billion. What looked like diversification became a strategic lifeline.<\/p>\n\n\n\n

The question that changed everything<\/strong><\/p>\n\n\n\n

Uber is pressing ahead. Boats in Greece. Yachts in Ibiza. Water taxis in Venice. Cruises on the Seine. And now the next stage in its evolution: Uber Boats by Click&Boat. From summer 2026, users will be able to book boats via Uber in places such as Ibiza, the C\u00f4te d\u2019Azur or around Lisbon. Click&Boat is bringing over 55,000 boats into the partnership. Uber doesn\u2019t need to buy yachts or run marinas to do this.<\/p>\n\n\n\n

That\u2019s exactly what I find exciting. Uber isn\u2019t simply expanding its range of services. The company is constantly expanding its answer to the question: \u2018What problem are we solving for our customers?\u2019 First, the answer was: \u2018I need a car.\u2019 Then: \u2018I want to get from A to B.\u2019 Then: \u2018I want something to get from A to B.\u2019 Today: \u2018I want something \u2013 organise it for me.\u2019<\/p>\n\n\n\n

That\u2019s the difference between digitalisation and transformation. Digitalisation means: \u2018We\u2019re making our existing business more digital.\u2019 Transformation means: \u2018We\u2019re constantly rethinking what our business actually is.\u2019<\/strong> By the end of 2025, more than 200 million people were using the platform every month; more than 40 million trips per day were being made via it. At the same time, Uber is investing heavily in autonomous mobility and robotaxis.<\/p>\n\n\n\n

What you can learn from Uber for your business<\/h2>\n\n\n\n

The Uber story offers five specific recommendations for companies that want to actively shape the future:<\/p>\n\n\n\n