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They are at time.com/newsletters and are separate from a paid subscription. ## Video: TIME100 Talks Most Influential Companies | TIME100 Talks (Full Event) [Watch (HLS stream): TIME100 Talks Most Influential Companies | TIME100 Talks (Full Event)](https://cdn.jwplayer.com/manifests/JZ7YdSD9.m3u8) (1:44:34)  _Published 2021-04-30. Watch TIME100 Talks as we convene extraordinary leaders from our first-ever list of the world's 100 most influential companies._ --- Jul 28, 2023 4:07 AM UTC --- ## More From This Series [All Videos](https://time.com/video/) [TIME100 Most Influential Companies: Intel](/video/Q7XzD6Ld/) ### TIME100 Most Influential Companies: Intel [TIME100 Talks | Most Influential Companies \(Full Event\)](/video/0vqoLvUl/) ### TIME100 Talks | Most Influential Companies (Full Event) [LIVE: TIME100 Talks Most Influential Companies](/video/UIFgCIow/):29 ### LIVE: TIME100 Talks Most Influential Companies --- ## Transcript Hello and welcome to time. 100 talks wear today we're spotlighting the time 100 most influential companies I'm your host Lo Logan I day this inaugural list highlights business is making extraordinary impact around the world and time nominated companies from across all sectors, including Healthcare, entertainment, transportation technology, and more that I versus is also filled with companies that are successful leading Innovation and changing the game. Our Guest today include Microsoft CEO. Satya Nadella will have a conversation with Spotify CEO. Oh, Donna. And 8 time Grammy award-winning, musical artist Usher Airbnb, CEO, Brian chesky and Spotlight actress and producer Reese Witherspoon the NBA's Adam Silver and others, but first-time, executive editor, John Simons is going to join us to share more about the list and the launch of Time Business. John, welcome to the show. How much for having me, tell us more about time business and why you decided to amp up times coverage of companies and their leadership. Now, well time business is about sort of doing what time has historically done in sort of telling the the big stories out there, the Big Sur changes and Trends out there as it relates to culture and Society arts. And now we're sort of delving into looking at businesses that are influential in their, in their fields. Influential in terms of producing new products that that consumers want influential in changing their businesses and cleaning helping to clean up the Earth or helping to sort of diversify their workforces where were interested instead of, looking at the big tectonic changes that are going on in business, and, The global economy in and sort of gauging. And instead of just telling great stories about what's happening, What are you hoping this list illuminate and what about this list? Excites you the most about this list? I think what what this list shows is, if you look at it, there are so many different types of companies, large small companies in different types of Industries and what they're all doing is they're having a lot of influence in their, in their Arenas in their specific fields in their specific Industries but they're having a broader impact on the world in something way. And I think that's what's really exciting about about looking at this list will be some surprises for a lot of people, you know, we have companies like if companies like General Motors big Titans in their industry and then we have some smaller companies that you wouldn't think would end up on on this list like Rihanna's fashion line and Like you know, a company like onlyfans, that's become a big hit for a lot of people during the during the pandemic. I beat you in the time. Team determine who made the list and did you notice any Trends in these companies? Yeah, you know, it's always tough kind of whittling down a big universe of companies into 100, that are better the most influential. And, you know, it took a lot of sort of debate in a lot of examining of these companies and whether they're really influential how're, they how are they once in the world, how are they influencing their their Industries? You know, it was a team of us who like everyday and every week we were getting together and and and having some really tough discussions about which company should should end up on the the ultimate list. What I'm hoping for the future is that company is will will see this list and start competing for, you know, being being on this time, 100 companies list and that to me is super Super exciting about this project and I can't wait to you know, start it all over again and do it for next year. And thank you so much for being in your job. Thank you, thank you so much. I will see you again later in the show and Usher get started. We'd like to thank books wagon for making today's program possible. And here is a message from our sponsor before to go starter with a key. It's on the rain will bring me down. I like now, right? For you have to be awake to make a difference in the world. It has to change yours. The all new all electric Volkswagen ID for our first guess is Microsoft CEO Satya Nadella interviewed by MSNBC anchor and NBC News senior business correspondent Stephanie ruhle Hi, welcome to time 100 talks. I'm Stephanie ruhle senior business correspondent with NBC News and MSNBC anchor today. I'm joined by Microsoft CEO Satya Nadella. I want to start a conversation by asking you about the last year of your life. Take yourself back, 12-18 months to today. What has it been like, leading Microsoft buy Stephanie for having me? I mean, this is the most unprecedented mean. I was talking to someone who made mad late, February of 2020 and we talked about everything except for the next 15 mods. The fact that we were all going to be working remotely, what's a couple of things? One is Brazilians, is the word that should have, perhaps comes most mind is what it has been even for me as a leader or to be able to tap it. Like even at the company, like, Microsoft baby had to First full, all work from home. Call work, remotely baby came First Responders, to all the First Responders. I look at, I shudder to think even the, what the world would I look like, for example, but for the technology that we have at our Disposal today. I mean, the economic activity, the social Connection in manage to still maintain in spite of all the constraints. So, resilience is what I would say. I have learned a lot as a leader. I once ate easy, but I think I come out of this, the next daily event. None of us can predict about one thing I know is that we can count on both the human resilience as well. I'm not gay, send in the world case, I think technology to help us navigate the next Taylor. Met you clearly, before this pandemic, believe that technology, your products were essential. Did you learn over the last year? That the services you offer are far more valuable than even you knew? Absolutely. I mean, when I serve, you went to even the faces of it. The first phase was we became digital First Responders to all the First Responders out there. In fact, it brought home to all of our team members that criticality that, you know, in a world of constraints, technology, and especially software, is the most valuable of resources that helps. In fact, transcend that space, and time and all of the other constraints we had. And then the second face was all about how people adjusted everything about this small businesses, that would digitizing Wharton business. Small businesses, who unfortunately couldn't went out of business and so to me, even that important severely democratizing access or remote education, again Broadband connectivity, play the huge role on the quality of a remote worker, remote education devices. Play the real role and so therefore I would save anyting the criticality Digital technology, broadly democratized, and having access do, I think he's going to be super important for all of us going forward. Even going forward. Do you believe, Microsoft technology companies in general that have the ability to carry some sort of responsibility for helping underserved communities. Rural communities in America that don't have Broadband Services. When we think about what this was like for educating our children for in the most at risk areas, it was clear. They didn't have the basic technology that I know. My kids have 100%. There's no question that when we think about access, how do you make it Universal? I think he's going to be a key thing, not just in United States, been around the world. And so, I think about, you know, the good news if there is one, is that digital technology? Inherently has the attribute? That is abundant Answer. The question is, what is the set of policies? What are the incentives? Even in the private sector? That allow us to build out that infrastructure job to make sure that the axis is friction-free and Broadband is one thing. It's not just Broadband the lawn. You need to have Broadband, you need to have devices and then the service that then you one uses, I think that's kind of one of the things. I also feel, as, if you look at remote education, how to engage the students remotely in the process of learning and creation. Itself. Also requires, I think even the tech industry to go from what has been an obsession in about consumption? Consumption, consumption, Jamal creation. If I look at the next last 10 years, 15 years it's been about binge-watching and shopping. All those are good things that were placed under the Sun but that I hope the next This is going to be about creation and that's where things like Minecraft is on very extremely proud of it cuz their creation platforms, right? Even for middle school girls, if they want you want to get them introduced to stem. What are the best instruments is through Minecraft? So, that's what I would say, it's about access but it's also about the pedagogy and how we Mandel Society. Pay more attention to how people spend their time. I will tell you, I have Minecraft enthusiastic to live in my home and I agree. I think it is extraordinary. What are your overall feelings though about the gaming industry? I mean, you have huge investments in gaming and there is this push pole whether it's binge-watching or Endless Gaming. How do you think we should spend our time in a productive Society? Because while you want more and more customers and people using your products, you also want the most productive Americans out there because you want that for Society for our economy agency, we need to choose how we allocate in bundles of you know. If I could save access to technology how we choose to I put, you know, pay attention to things that matter. The most is the scarce commodity. So even if it comes to gaming or whether it's any other activity, I think that it's going to come down to how we would like even as an individual, one of the things I look forward to seeing is How I Met Gala lyrics are on how I allocate my time day today. Hate looking, at that, when it comes, when I would look, how much screen time my children, it was the worst part of my week. You love that. I love it because after all you do and Dana, you can act on it if you know, you didn't like what you did last You can get better, that's the growth mindset and growth mindset for you, depressing, for me, when we talked about education and Technology over the last year, we spent a lot of time talking about the value of education and skills training as a tech CEO. When you look at your next generation of workers, are you shifting from from the mindset? That jobs, require college education rather than skills-based training? Because there are all sorts of people out there who don't have the skills to get higher income jobs and they're not in the position to go back to school is for example, Karen critical manufacturing or in retail, what continuing to run the plants, run the business processes and operations. And in many cases, they have to pick up new skills. In fact, some of the things that are perhaps the most gratifying stories of the pandemic Aldi's Frontline technicians, for example, essentially learning from Engineers who may be working from home and become very skilled at things that are already a technical at the edge to keep a manufacturing plant growing or what-have-you. So the bottom line is that. For example I would love for that person in the front line now to have a credential which is as valuable as any college degree is. So the. Prudential then can lead them to the next Economic Opportunity in terms of making progress in their career. So the real-time feedback loop Stephanie Between Worlds, say the jobs that credentials are the skills required. I think he's what, for example, being very focused on with LinkedIn. And in fact, there's a program in LinkedIn which is skills-based hiring. So I is a business can literally go in and create Curriculum, have people go to the curriculum? Be condemned guarantee an interview for the president higher respect you or whether you have or don't have a college degree. I want to stay on LinkedIn, seeing that we are in a stage of economic recovery were actually going from a job shorted, possibly, to a labor shortage looking at LinkedIn data. What do you think the jobs picture looks like me, Wes It is, I think going through a structural change, I had a chance just last week to be in Louisville, Kentucky, and it's kind of a place where there's a lot of manufacturing capacity at the same time. There's a lot of healthcare. And so when we looked at the jobs that we're getting created there and the skills required, this is very interesting to see how much digital skills were very much on the top, but the job's quite frankly, we're in all Industries, real estate in healthcare as well as in manufacturing. I think it's a structural change that we're going to have but it's Frontline on knowledge work irrespective of the industry new skills and how do you acquire new skills into your question without having to go to a college? But how do we really am able to get even credentials that are marketable in the occur in in the labor market? So I think that that's the change. RWC when you think about this year, we were able to survive and even Thrive but still a lot was lost when I think about, you know, young people in the workplace and a net loss of connectivity because there wasn't the collaboration is only so many teams meetings you can do. What do you think we lost in the last year from it from Microsoft respectable and what do you hope to get back as we return to work or being able to sort of both speak to what we lost, what we gained, I think, is what we will have to have a spectrum going for a lost, little substitute to human connection, right? I mean, it's great to have the flexibility to work from home. And it did have lots of benefits, but at the end of the day, what the way we all are social capital is through real human Connection. In fact, one of the two That I felt like at workplace was how your peers help you you're you're how much of what one does at work, both in terms of learning in your Effectiveness your well-being? Because it's not just people who you don't work with, but they are people who are your friends. And so that for that loss of connection, I think it's a big loss, I'm going. But at the same time, be gained a lot, right? I mean, every time you enter a teams meeting, one of the things now I watch 4 is what are people saying in chat or it just completely flat and people talk about all of us are in the Grinch that flattens, the hierarchy, that's for sure. In the morning. Christine thing is the fact that people can comment. People can anyone can speak essentially people have different styles, one of the other things to be able to see in his accessibility. I think something like you do in the number of people you use. Captioning has increased tremendously. Of course, it's an exact Also brings out how all of us can participate fully at the workplace and so those are hopefully things that will keep and move forward. I know this is personal gratitude is so important to you. You have gratitude practices. It's how you start your day. Can you speak to that? Because when you think about a 1980s or 1990s textbook of how a CEO operates, I don't think you would think about personal gratitude, but I know how important it is the coaches of the Seattle Seahawks, and she doesn't take more than two feet on the ground. And really be thankful for what happened to you yesterday, and then what you're looking forward to today and I must say I've been doing it now for make me sick, 7 years And it's just a great way to reflect because the reality is, you know, so much of what we accomplished is really because of people in your life, whether it's a family, but it's our friends, whether it's our colleagues and the grace, and the, you know, end and outside the empathy they have for you is what makes you function and so, therefore, it's easy. It's the easiest exercise I get to do is I'm always able to pick up the person update, the circumstance and thankful for. What do you think for today? Are you do last night? I was very thankful my dogs. Yesterday. Radaway we had like one of the gates open and one of the things I was most thankful for is they came back with my rent after that. And I was just, I mean, think about, I was so nervous about what may happen and it was like The dogs are fine. We're just stick a great thing to be thankful and Lola to Standard Poodles. Excellent. This after you brought up empathy, stands out to me again. When you think back to yourself in college and thought what you wanted to do with your career, where you want to go? Would you have thought being an empathetic leader? Empathy was a very important quality for a leader. We just thought that then because it's all ready for you. Now know, I mean, the short answer is no human beings is uniquely got empathy. The lives experience that. It gets unlocked as may be in 18, 19 year-old, I didn't have that deep sense of empathy. It is only perhaps outside became a father and all of the rest of my life's experience. That's what help me unlock. What I think he's mostly in aging all the fuss. I always say. People talk about what is business all about, it's about unlocking and getting insights into the unmet, an articulated need the customers, right. You know, sometimes you can people talk about it as design thinking I color them pussy, right? If you have deep empathy, you can in fact be very Innovative because you'll be able to get the shortest path to meeting on Madden articulated. Nice, because you're listening behind the words and you can go to work if they let me turn on my empathy button, right? I mean that just doesn't what you have. It's the loss of your own entire life experience. So that's what I think has happened to me. You should ask me what my 18 year. Old South probably not. I went to picked it but, you know, I think at the same time, I'm sure between 18 to 19 to 20. I was building that muscle in that thing. All of us do. Been before we go, I know, we're out of time. Do you carry some responsibility or are you focused on sort of connecting? Think things are so divided in this country sort of Big D tack too many represents this sort of Behemoth, not a heart, not a human not an empathetic leader. And when you look at the extreme success of Microsoft and other technology companies is there a responsibility for you to reconnect with people at and start to mend? A situation that really is only worsen it I absolutely think. I mean one of the things that is now talked about is multi stakeholder capitalism man as a first class topic which is fantastic inspiration from this definition, I picked up from an economist's to Doc's. Wood could call him are where he talks about the purpose of a company's to find profitable solutions to the challenges of people in plant and the key word, being bought the profitable solution but the other key phrase being challenges of people in Planet. So, one of the things is wrong and being successful or big. The thing is, is it aligned with the world around you also doing well and being successful. I think that's why when I go to Louisville, Kentucky or Seattle or New Delhi to me, the key is, What is the local jobs? You've created, however, he made a local, small business, more productive, a local multinational competitive worldwide. Executive fish in health outcomes, education outcomes, unless we can talk about the Surplus that was created elsewhere because of which we are successful. I think it's going to be problematic, just to be successful on your own, and I don't think that's a lot. I mean, capitalism can survive. So that for getting back that social contract, that is being hard of a lot of the progress over the last couple of hundred years, is what we need to make sure we reacquaint ourselves with. This is not a winner or loser. There has to be a way for all of us to rise together sake. I know we are out of time. Thank you so much for sharing your time with us today. I really appreciate it. Thank you, Stephanie and see you later in the episode for your conversation with Airbnb. CEO, Brian chesky up. Next, I'll be chatting with Gro intelligence, CEO serum anger, and Strava CEO. Michael Corbat about how big data is driving their companies. The first, let's take a moment to hear from actor and producer, Reese Witherspoon's, who tells us how she's changing the narrative in Hollywood with her production company. Hello, sunshine. Probably around. 2011, I ride, just terrible. Terrible scribe misogynistic and rude about women and I called my agent and I said I can't do this and she said every actress in Hollywood wants to start basically Hollywood at a certain point. Stop developing movies, with women as Central characters. I remember going home stopping on the house, calling my mom, calling all my friends in the industry boy, this is ridiculous. How do I meet women where they're at with the stories? I want to hear right now but my husband is my biggest champion and he was like you read more books than anybody, why don't you start auctioning some books. And so the first two books I option for wild and Gone Girl and we made his movies within the first year. Natural Health Sunshine. Begin really interesting relationship with the word. Power power is felt like something that's existed in the Hollywood for a long time. It has really been abused and and used as a way to keep other people out. So I think it's really interesting as we started building our leadership team at hello sunshine, the importance of sharing leadership, how do we defer power? How do we defer a responsibility to each other to create a different kind of Hollywood? What doors have been closed to women to people of color to lgbtq + individuals to differently abled people. We try to look at these industries and ways that we can open doors. It's not just the movies to make, right? It's not about the end product as to how you make it, then whose voices you want to amplify. Cuz I don't want people who come after me to look at this. Industry is a closed-door business. Otherwise when I started Streaming has really encouraged audiences to be advocates for what they really want to say. Wish we love data empirical data right now streaming services that women consume media. People of color consume media. There was this policy before we were told, we only make one movie with a woman at the center because people don't go see them or you'd hear black films, don't play well overseas, it's just not true. When wild came out, that was Radical just a woman alone in a movie. Also, sleeping with multiple partners also using drugs would like from there. To when they see us to to, I may destroy you, that there's been an evolution, you know, and I think you have to keep evolving rice. So things that seems revolutionary 7 years ago are not the Revelation in the revolution. If you shift one mind or one heart, that's all there is. And that's what I want to put on some At. Hello, sunshine. We are definitely. Optimism about Hope. We've had to circle the wagons during quarantine and go where people don't want to see after quarantine. And I personally, think people are going to think you were going to want to see romance, they're going to want to believe in reinvention Reverse. So we, you know, we kind of invested in those stories during that time and so I'm really excited that are coming out next. I thought about all the people who would hate the things I did, it would cripple me. To be honest, I'm having an out-of-body experience. I never thought of you on the cover of time, ever my life. It makes me want to cry and I can't believe that this is like I'd like the Vault into never thought. Anybody would think my ideas were important? Representation matters. King women in leadership position matters matters. Hi, I'm here with Sarah Mather, CEO Gro intelligence the climate in agricultural data platform and Michael Horvath. See over Strava the fitness, tracking app. Thank you both for joining us. So once again with your origin stories, Michael what is fire due to start, Strava? My co-founder Mark Guinea and I met last century growing on a crew team in in school. And when we graduated we lost the team and that by Doom, I lose my team. We lost that motivation to stay as active as we wanted to. So we wanted to recreate that. His brother is a global community of people who want to stay active and by building your community on Strava and uploading your activities, you find more enjoyment and and motivation to train. And so it helps people lie to help your life to be straighter, inform the creation of grow intelligence as an energy Trader, which is still sort of in the Commodities markets. And I had seen sort of the power and the role that better data and knowledge brought to transforming the energy Market. Meaning really sort of changing the markets from thinking and very short-term. X frames too much longer-term time frames and what that does is it drove more Capital to the space that Capital drove more Innovation, Innovation, drove change, right? Whether it's the US going from energy-dependent to energy Independence or the, the rise of renewable energy, all of that needed to be fine and somehow and I, I really felt that we needed to do the same for our Global Food system which are way more complicated than energy. But really serve use the motivation in the earnings. I had from that to say how to reserve create. You know, the future for four other parts of the World War two, businesses are obviously very different but one thing they have in common is that both Strava and grow have found meaningful uses for the massive amounts of data. They take in a Sara, Groves data has been used to assess everything from the impact of natural disasters on food. Supply to the future is around the globe, but one of those core missions is to help change the way the world understands ad. Culture. What is the world getting wrong about agriculture? And why is getting it right of the utmost importance right now? Yeah, you know, a company it was exactly what that sort of mission which is how do we get the world to better understand agriculture in a very holistic way? And how do we understand complex Real World Systems? What we ended up building was a platform that tells the story of what on Earth is going on. And the reason is, it was like agriculture was sitting at the intersection of the Earth's ecology and the preservation of our ecology. So, if you think of modeling, Agricultural Supplies about our Earth, that's about climate. It's about the environment. And if you think of agricultural demand, it's all about humans. It's about what we eat, it's about what we consume in different ways. And so we ended up sort of building this platform that in trying to model agriculture should have gave us a much more holistic understanding of her, which Why like you said the platform now gets used from you know determining sort of natural, you know, disaster driven outbreaks of you know Locust Spectra to ski destinations in the future ski destination. So it's and that's the that's sort of the beauty of it all. So Sarah's betting that big data can help and Global Food insecurity and Michael, you're betting that big data will help play a significant role in designing cities of the future house. Oh, and can you think about how Strava his helping make London, more bike-friendly? Yes, I'm so we we got a lot of data on how people move your, that's the point of strata upload. You activity, you have a great experience with your friends and motivate you to stay active. And, but at this stage, we have over 80 million athletes around the world on this job in this traffic community. So we get billions of activities a year. And all those GPS points, tell us more about human movement and in cities, that's a special importance. I really like Sarah's point about demand-and-supply. City planners are, would love to understand how are cars and buses and trains move through City. But also what they doing, they're moving human beings around. Well, if you moving by bike and on foot, you're a lot more exposed. And so it's the supply and demand phenomena that Sarah was talking about that we can help City saw when you're tracking your ride or run or walk in a city. It gets D identified and aggregated into a data set that we provide for Free to city planners to Transportation experts and advocacy groups. To help them understand mobility in cities and this is human powered Mobility which is a lot different than cars and trucks you're you're exposed and it's the human factor. What how does a how does a person make a decision about getting on a bike to get from home to work? That goes into a vastly different set of conditions and questions for them but it does if they're getting into their car or trying to get the bus. And so, by understanding those movements, we can help them. Make better decisions about where to put bike Lanes, or how to design stay for intersections. And if we, if the combination of of data and good decision-making and an adequate funding all works together, we can provide a much better Mobility less carbon emissions in around the world, and I can improve both the ability for people to get some exercise on their way to work, as well as the quality of people who don't even aren't even on Strava. In terms of cleaner air and specifically what role has a drama played in helping London. Figure out this conundrum. And we've been working with, with, with Transportation expert in the all over the UK, especially in London, for the last several years. And so what with Strava data, the Metro start a Metro data set can give you is virtually minute by minute counts. If you will of how many cyclists are pedestrians are in different parts of the city. And this is really miss. Does aggregate Data Insights on. Where there is the bread, the current infrastructure is not serving, the needs and allows the city planners to make better decisions about where to spend money to improve that infrastructure. And so that that has been used in London especially during pandemic. We've seen a massive rise in the number of people who are using bike and their own power to got to get around to get to different places. So by having this would be something that's kind of always available. Always on your you're giving any players. A to old is really get visibility into something that just hasn't been possible to measure. Accurately. I'm so now you know, Michael Cera. Unfortunately we're still in the midst of a global pandemic. How has the pandemic impacted the missions of your respective companies? Sarah, let's start with Yeah, I mean I think it's only sort of solidified our mission in one in in in many ways, right? Like, we're company that's focused on the basics food, security, and in climate change, those are sort of the two areas that were very much focused on. And you know, I remember when things were just beginning to shut down in the world. Very uncertain, do all sorts of conversations about? Are we going to care less about these things, is climate change, going to become a less important issue, was a result of us, sort of shutting down. And really, I think, what we realized that Humanity was that actually, it's all about the basic likes. You know. That the thing I say is like, every journalist became a Hoosier list, all of a sudden, like they were a specialist before last year. Every, every person wanted to know where their food from in the weather was going to run out and what was actually driven by brakes and Supply chains vs. The lack of supply and and he started saw the same thing happening with climate change because you know, last year was so So unique because in many, many ways you if you think about markets, typically you'll have one shot at a time, like it will either be a shock to buy switch in front of the food system comes in the form of climate shocks, right? So droughts flood, Etc. And then you'll have every once in awhile, you'll have demand last year, you actually had both supply and demand shocks. Happening simultaneously, which is why you saw so much of the Spiral out of control and I think it routed us in our mission. It sort of, sort of validated that, you know, knowledge is power and knowledge can be used to avoid something like this in the future. Like we're pretending as if the one-and-done situation, where this is, the only pandemic will face or this is the only sort of Crisis will face. If you have a preview into what's coming, if we don't make big changes. And so I think it's rude. And it's motivated me as sort of, you know, as a leader to make sure that we're more vocal about it that we educate more and then that we do more. But I'll let you know for me it's it's it's a little fide. Why we're doing what we're doing in it. It's it it's it's one of these things that now it's like we need to do a lot more people. Can you talk to me about how the pandemic has helped shape the mission or influence the mission of your company? Yeah, it's been a really challenging year for so many in the world and, and we are part of that ourselves. We're we're proud to lead Strada, but we're also human beings and we've experienced a lot of change in our lives and our team has gone through many things in it. That takes a toll. So we focused internally level of what are we doing on the inside? How do we support our team to make sure that they have what they need? It can't just be business. As usual, looking outside, we support our community are, the athletes who are looking to Strava to help them get through this. And we're looking to meet them where they are as opposed to, prior to the pandemic, we might have had a different road map on our product development. We shifted it to supporting different modes of being active that you had to turn to during pandemic. For example, if you work in a region with heavy lockdown, you might be working out at home. You might be running a marathon on your rooftop. Did actually happen people, and if that's the case, then We have to be able to support. No kidding it did. And so that's resulted in millions of more people actually discovering the that movement and physical activity is really great for mental health, and well-being, physical health, and well-being. And so bye-bye a juning Strava to better support this time. Then we can help people get through it and we hope we can get through it better. So focusing on team on community in the power of connection and hopefully in the future it's just another reflection of how we can bring forward with that. We think is is the future of Fitness is that it should be connected to community. Whether you are actually training with people or you're doing it through this digital community that we built on Strava that the virtual team that we created by, by starting the company. Michael, you've made a portion of driver's data free for local governments in urban planners. As you mentioned earlier, and Sarah, your company work pro bono with the Ethiopian government to combat their Locust prices. Why not charge for this information? I'm curious you know if permission is a company is to fix our Global Food Systems and drive the change. We want to see, you have to be very inclusive. And we work with some of the world's largest corporations, or in a financial institutions except for the commercial basis. But the one thing we've built in this platform is it has the power to enter so many questions. About Humanities a whole including parts of the world where the resources are going to be limited to be able to pay for the types of services we have. And, you know, I was born and raised in Ethiopia. We have an office in Kenya, we have started the company in Kenya and went Global and now based in New York. But, you know, when I saw the Locust outbreak and a news after the Locust are break starting to sort of come in, it became very clear to us as a company. That one could, we rapidly model what the outbreak of look like. Really not just an Ethiopia in Kenya and Somalia and Sudan and Eritrea and Yemen and India. Pakistan and figure out when they were going to arrive and how much damage they would do. Because amidst, a pandemic where the world was shutting down, removing product was impossible. The outbreak of locusts was just not something the world was going to pay attention to like, literally, donors were not willing to mobilize money. There really wasn't enough being asked and in our opinion, but we wanted to quantify it to originally, it was just that. Can we just quantify? How about we think it is? And then once you realize how bad it was, literally the team just got around on a like free time basis, but it was like everything is working 24/7 at that point. And it just everybody mobilized, I said, who wants to help and it was like 200 million people would be affected by this across these regions and it was like, how do we educate donors? How do we get our get date on the right? The right? You know, the hands of the right people and it's just the right thing to do. You know, like, I think it's unfortunate but not all lives are treated as equally valuable in this world and the world pays attention to stories. That impact, you don't wealthier parts of the world then times for the poor parts of the world that need it. And at a time when pandemic, everybody was looking inwards trying to fix their own thing. Like, unless you make disproportionate noise and try to take an insane amount of action to try and push things forward. Nothing was going to happen, and it just felt like a, a responsibility of ours, like, you've got to take action if you see it, and if you don't, then you're, you know, Maybe in the wrong business cycle. Why make Metro Strava data? Free for urban planners and local governments that mean, obviously it to be a huge moneymaker for you, so why give it away? So I can give our word from Sarah? It's the right thing to do, it's as simple as that. We always believed that there were really special ways in which the Strava Community, could contribute to solving the really big challenges in the world and so people use, because they love to use it, they find motivation, they don't realize that their data can help solve these problems. They couldn't do it on their own but we can we with our powers of are you know I date a big data set and our engineering team and I ran away steam. We can crunch all those GPS points down and create something that that the athlete individual athletes could only do 3 Strava, right? So we, we've been powered athlete everywhere to like every activity count. As a result every single activity could be the smallest thing, you think you do that day, but it can actually help unlock this big problem. So that was the idea behind Metro in the first place that it was going to help cities. Make the places. We actually really wanted to live in the future and so it's a bit, we started it in 2014 and we did start charging a modest fee to sort of cover the cost of development. But last year we made it free of charge and we're going to continue to keep it for his first work for urban planners City governments and advocacy groups that are working on solving this problem. And we felt that it was simply that the growing need for safer, cycling and pedestrian infrastructure. It was too important to not make it available and many of these jurisdictions just can't afford it. It's it's it's a choice between that versus something else all the time that you know and then they put a lot of pressure on to City, O City government and Local governments just like it's put pressure on to the individuals living there. So this has been part of what we we believe this the future is that we want more people to be able to ride run and walk and arts and do so safely in cities. And when you making sure of a Metro more accessible than eliminating, the cost was going to be the way to do that. We can help make this difference in design the future and every athlete can do it with every upload. They do to Strava every activity Counting. Is there really quickly? I have a question to ask you about a unicorn status here. You're one of a handful of black female Founders who have the potential to achieve unicorn status. You know, obviously the term used for startups valued at a billion or more. Is that a personal goal of yours? I know and I'll tell you what. If it was listen, I'm very ambitious. I want to build a company that I continue to run. Like I said, I'm building this company, not to sell it, it's to make a lasting impact, right? And so does longevity matters a lot right into that's meant that. If you're paying attention to sort of the way the world assign the label to you, you're already thinking too small. I think we've created a lot of these labels as to the false pretenses and and I always say like it's not about the valuation, it's not about the dollars it's about the terms of the dollars right into people. Don't talk enough about that right leg to me. I'm building a company that I continue to sort of run I have the right investors around the table like that is something. I spent a lot of time optimizing and a x actually, making trade-offs that are short-term economic trade-offs. What what are now proving to be very big long-term like successes for us. the company didn't seem obvious when I made those decisions a few years ago and so I don't label myself in that way because In a market like this being labeled a unicorn is easy building a company that sort of Outlast like an upward swing, where everybody feels like they're just investing more more. That's hard work. Until I focus a lot more about building that lasting value than anything else really quickly and one sentence or less. Tell me what's giving you hope in this moment. Michael I'll start with you. Was giving me hope is that we are seeing the corporation. Take a stand and speak out on societal issues. And this is in my lifetime, at least it's the strongest example of how, where we are starting to understand how we can make real significant change in the world by by, by speaking out and, and by taking a stand. So in example, is when we look at Metro, it's as good as it's doing in the world. We believe it to me some great good. We can also see how it's pointing out today that it's it's showing the areas. We don't we don't have people on Strava it in communities that are under-represented on. Strava are also the communities that don't typically have access to modes of transportation buy a bike. So it's like we can use Metro is a great example of where we can do better internally. So as a company, we know we have a lot more work to do and because we are taking a stand, we're doing the work to for greater inclusion of by POC athletes as well as. Making sure that we, we're building a product that can reflect the athlete Community. We want to serve, not just the one that's there today. And Sarah. Lastly, what is giving you hope, you know, I'll start with my team and the people that are, I think around me give me a lot of Hope because I see so much, like it's a very tiring time, right? Like we're 1 and 1/2 who was 1 and 1/2 years into something that feels like it never ends. And what gives me hope is that people are still very focused and I feel like the world is starting to shift his Focus towards Big problems that really matter that we need to pack, right? And I I see it sort of reflected in our team instead of the level of energy that continue to bring regardless of how exhausted and two. I feel it because I see the caliber of candidates were getting and the people were meeting and its people that a year 2 years ago or not, thinking that working at an AI startup, that was packing food, security, and climate change, would like cool enough. And there are a lot of people that are sort of me Examining how they're using their skills and what products, their lending that sort of work to write. Like you're, you're putting your name behind a product if you write code for it. And so I think a lot more people are searching for meaning and I think that means that you can move critical mass of talent to causes that matter and shift the way that business functions, really? Regardless of sort of domain that you're in. And I see that like I said, thank you, Michael, and Sarah for joining time. 100 talks. But you'll be here Lola, thank you for having us. What we said going into the season, what would stop us in our tracks was spread? If you know, any way of working in this office has an indoor sport. It's it's one, we're with the exception of this interview, I perform with a mask on our players. On the other hand are literally nose-to-nose and they don't wear masks. There are many organizations probably in the world that do as much testing as we do, when you pick the players together and with the coaches and the people with immediate access to the players. It's roughly, 2,000 people. So we have some very good data. Something I've been aware of but sometimes gets glossed over is the impact on that mental Wellness of our community in the Bible. It became bitter sweet. That's alright, we're advancing but we are still going to be in the bubble. I'm working to be separated. Largely from our family and friends and and the community by the end of it. It would clear. Certainly couldn't go into another round. I think it's highly unlikely at this point that we would return to a bubble. In a, we always have one eye on these variants but there seems to be light at the end of the tunnel. Now, The biggest challenge which as it works out, is also the greatest opportunity is the change in technology. The shift from watching games in a traditional way to one where people have the opportunity to watch Century on any device. We have locked in rights on certain platforms. We love those Partners, but the world is changing around. Them is just as it's changing around us. And so now together, we have to go through the shift and to meet consumers where they are. The good news is it opens up, tremendous possibilities for additional fan engagement? The pandemic has accelerated. The need for changing that experience in many ways. I think the NBA has grown largely because of the ability for our game in our players to reach people anywhere, they're located in the world. It's a unique combination of an individual and team sport. People love the individual personalities and love seeing players is the multi-dimensional people, they are, and they have the ability to demonstrate that both on the floor and then can do it off the court and for people to all feel a direct connection to it. Yes, it's a piece of Americana, but at the same time, it's, it's truly a global game and they can relate to it and in very much their own way. I'd like to Welcome Back Time executive editor, John Simons to the show to talk about spotify's impact on the music industry with the company's Chief content officer Dawn ostroff and 8 time Grammy Award winning musical artist Usher I am John Simons, executive editor, time, and join today, by Dawn ostroff Spotify, Chief content, and advertising, business, officer, and musician, performer, actor, and 8. Time Grammy winner Usher has been a really challenging year for for everyone, including the music industry as the world's leading music streaming platform Spotify was was well-positioned to to play a big role in people's lives this year. Don you start with you. How is Spotify grown and changed during during this year? Well, needless to say, we've all seen that new behaviors were developed as a result of everybody's lifestyle changing. And so we chuseok shifts and changes but not necessarily in the amount of a music that was streamed or the amount of podcast that will listen to for us. It was more about where people listened and how they listen to what they listen to. But we were impressed to see people migrate from being totally mobile to now listening to different music and podcasts in the home through speakers. Smart speakers listening on gaming consoles, listening together, a lot of family content started to really rise up and he saw a course wellness and health and information podcast come to light but also music that was often times, When we were at the height of the pandemic, uplifting, when people, I think we're feeling like they were starting to get ready to come out and, and, and go back out into the world a little bit more, but it really has. Also been, I think we have people coming together. We seen a lot about playlist developed a new playlist with different themes. And we've also seen how people can listen to gather on playlist. So they've been a lot of different ways that we've been encouraged to play a small part in. People get to the pandemic, are sure you've been in the music business for many years and you've seen lots of lots of ships. And I'm wondering how how the evolution of streaming including sir. Working with Spotify is change the way you you've approached making music and and releasing music. Are you doing any? Differently today. Well, there is the mandate to create more confident as a result of there being some so much readily available but you know the reality is that there's an evolution no start it from the beginning of the moment of just you distribution phone records to CDs or tapes and CDs and then being able to access the word that that's the benefit to be able to go places that are otherwise wouldn't have been able to go and touch audiences that I would have. Otherwise not been able to necessarily connect to the one that causes benefit is that I get to all of my you're very specific music is always been this. So that's when we need, you know, to get out of a hard time. And you know, I think that music is definitely been encouraging, a reminder of how important it is to stay connected to each other and also to build excitement for when we come out of it cuz we've been listening to some of the songs we're going to go. Do I look to see how artists that we've been supporting you all this time? And that, and it works. Yeah, and you said there is there's a little bit of pressure to create more content over every breaking some news here. We're going to be hearing from Usher or like a regular rolling basis. With lots of new content coming out and you don't have set down these boxes. Really, really great friend of mine to be able to deal with her and talk about, you know, just the approaching musical taste of that is out there and bringing all the words together, but definitely has some new music on must be really interesting. Like, when your having conversations with with Spotify, you must be learning things that you previously weren't learning about. About your your listeners in your audience, what are some of those things that you're learning about about your audience, where the connection that they made is very informative and helping me to understand and Target, you know, how to release release music to. That's one incredible study that you can get your listening to it and what they're listening to. It really does help you to curate better, you know it's also have rely on record companies to do that for them. But now we are we are living in an independent artist. Don't necessarily need the bigger machine because they have the machine that is really does help them understand how to get in and be successful. In our job is to really help the artist connect with their fans in as many ways as possible. So even as an example, going out on tour knowing which cities to to go to what songs the audience listens to in any given City know, those are all the data points that we have that can help an artist not only figure out the type of music that are fancy listening to. But really it's the 360 of what else their fans are connecting with them for. And I think that, you know, one of the things I should touch baton was how Global his audience is now and that's another factor of, not only what we've seen throughout covid-19 also, but we've seen since Spotify began and the borders of really come down, we're artists are able to develop and build, an onion space across the entire world and have you known An intimate relationship with their fans. No matter where they may live. You have any new initiatives that you're sort of lining up to help artists even more with this, the sort of relationship with the company. Anyting are fruitful and exciting that you're spearheading. How many interesting initiatives and so know what I would I would say is, you know, last year alone, we had 76,000 new artist get on playlist. So we're constantly pressing new initiatives, always introducing new artists to playlist, to be able to reach France, and to be able to build a career and our mission, which is quite pure and quite simple is is for artists to be able to earn a living off of their art. And we said, we like to connect Millions a million artist with a billion fans in order for them to do. So and you know, we always are looking for different types of initiative Speedy. Their canvas, which is a visual artistic Loop that you can have. If you are an artist that sold them to your song. I'm we're doing stories now around artist when you were songwriter, we've developed, all of these new tools for songwriters from songwriters playlist, Do I information about the songwriters and one of the songs he's written so far us it, how do we really make the fans hunger and desire to know more about these artists satisfied? And how do we help the artists really reach the fans in more meaningful ways. Or sure what, what excites you about where are the music industry? Is headed, where streaming is headed today, because I make this more user-friendly for those who are part of team are the family, you know? I just wish that these types of tools were available when I first started because who knows what with one what my career would look like. Even then I'm I do know, the matter of how it works to, to be able to connect to your audience. For, I was Justin Bieber being able to understand how it works but the benefits you offer the new up-and-coming artist Talent, it is just amazing record companies because they're not as necessary. Yeah, you do need to grow past your own personal capabilities, then you go that direction but to know that you guys are provided these types of tools and I was just beautiful and Iris is really What do you think you would have done differently? What would you like? What are some of the tools you would have used? Or how would you have done things differently? If you were starting out today with with, with Spotify with the tools that are available to kids? Now, starting with the idea that I would have been able to recognize what people liked and maybe spend a few dollars just guessing on the other side is the community as an amazing community and the idea of collaboration, being able to talk to people and connect with people from other areas worlds and find creative ideas together. That is the one thing that I think is his very valuable Discovery. I'm wondering like what role a i and and machine-learning soda play in in that, you know, Discovery process like who's doing the most. Sitel work at Spotify to help improve that Discovery process or listeners kids of Engineers and hundreds and hundreds of the people who focus on. I'm really understanding what the different types of music that different people listen to, or what types of music, you know, playlist should should have. And we have playlist that are either programs do algorithms. We have playlist that are programmed to our editors and editors are incredibly astute and very well-versed on all the different beings. As an example, I share mention to Gmail, who was one of our editors and we we have the capability of combining human curation with machine learning, which I think is a uniques. ASL songs that we have, which is how we were able to take new artists and let them be programs onto playlist. But yet have playlist that are very focused on individual tastes. And John, this is what we do all day and it's why it's so important to us because we know that we can give the user, the most unique and perfect experience. That's what we strive for Archer. It sounds like, that's a very important relationship for, for someone on the artist. End of this, this relationship has to be something else when it comes to, you know, what is your heart, and soul your creative? I think so, you know, I think it's really great to have that. It is, I think it's great to be able to understand Be the best opportunity to hit the mark with your audience. That what we choose to speak about has yet to be determined rather. It's going to work or not, but your chances of it, working a greater, as a result of their investment of you and your investment in your relationship with them. So, everything that I do before, I actually even launched, I always sit with Jima, I see Miss. That's the end of that I worked with, I work with for years and we'll listen to music together. We'll talk about how to properly curate the a playlist around the in the event as well as with the focus is. And then also to having her support across the board to figure out other very innovative ways to work with other things that I'm doing that just music like philanthropy. You know, why are there aspects of how do we manage to bring those words together that trust is built in having that editor and having? Relationship in that way. And having them kind of act. As a liaison for the machine, is there anything else about the sort of future of streaming and Anna music right now, that that really gets you excited, we're not running city-to-city state-to-state and able to read to connect with an audience is in for some of us that stream of income is its parts. So, you know, it really does. It really does make me very happy to have been able to collaborate, and also to say that I've teamed up with Spotify in this way, not just for myself, but just realized, and reality of the issues that we have in the fact that they come up with Solutions in and foundational issues and just survive. So that's, that's the pleasure. I think that screaming is the future. I think that every aspect of it is in terms of I would collected with regards to live performances, we have nearly down into that area, but it's something that I'm really eager and interested in as I've been, you know, doing that doing the work on my own. With, I start an app by the name of the app that really does focus on live stream. Can you talk a little bit about about that and how it helps you to, to further this connection that we've been talking about with your, with your fans? But with one hand helps the other obviously, if the artists are able to perform their songs and you can make a connection cuz we can't be in the room together in the theaters or the clubs or the Arenas. I'm now able to connect with you directly to be at and actually perform for you. And now it's a stream directly to your your foundation, which is the music, the collection. How much how much you hear it? How many times you want to hear it? Being introduced to new ideas, new album. So that is the future, you know? I'm and I'm looking even pass, just the reality of where we are now you know in a minute. We're literally going to be streaming from the stage so therefore if I'm in Las Vegas performing in at my my residency in somebody who's in you know Bobby wants to see what's happening. That'll be a reality nice to not sure how soon and how how capable we had. We had was a glass of the technology but we're working through it and that to me seems like a natural evolution of where are streaming all connects back to that source of music. That's, that's an app that you've been. You've been working on. You have a sort of Target date for her release on that available. Now you can look it up. I just go to be at and join the team come on in a little bit. About a really big development at Spotify and that is a billion dollar investment that the company is made in podcast. Why is that a priority for the company? And where are you headed next with that? Yeah, I mean I think everybody thinks of Spotify is being Innovative music but really what happened, several years ago is I found a few think about not only music but audio and the fact that audio was so understood and underrepresented as a medium and we were seeing that podcast is really taking off and that podcast is being discovered by people who would never really been listening to the spoken word and in the way in which, you know. You listen to a podcast and part of it is younger Generations who just didn't have access to a podcast and part of it is that it just became a fascinating medium for story time. Did either, you know, news or fiction for or everything in between certainly crime stories. And so we've seen tremendous growth. We we jumped into this initiative, two years ago, we now have more than two million podcast on the platform. As, as you may know, John, we acquired four companies. A few years ago, 3 production entities, in one is an audio distribution platform, called anchor. We recently announced that we acquired a company from Betty Labs called locker room and so we're in the process of continuing his journey. But I think it's what we do, full-time is audio and it's what was focused on and the next natural step process for differentiating the platform and Lily expanding the reach for both the music side and the podcast side, because there's a lot of synergies and we see a lot of people who are listening to music or discovering Awesome people. Who listen to podcast listening to my music. So we we, we seen at this is, you know, a new medium where there's just so much growth and potential those on the outside, as well as on the consumer side. What do you, what do you mean when you say differentiating the the platform? So you mean we're producing a lot of original content and some of the content that we make, a significant amount of it is exclusive to Spotify or windowed words exclusive to us for a. Of time. As an example, we did the series Renegade with President Obama and Bruce Springsteen where they who are very close, friends talked about the most meaningful things in life to them, which is incredibly relatable to many, many people. And we also do different types of I'm chose we own a company called The Ringer which focuses on Sports and focuses on culture. And so for us to know Joe Rogan is an exclusive deal that we have. We have a lot of content that differentiates us because it's exclusive to Spotify. While she's another one of our amazing podcasters and brene brown. And a lot of people who are incredibly astute at being able to be great interviewers or no great storytellers. Oh, great. And really important information that I, that I was never so very interested in getting So I have a question for both of you. How has David Hoff ected your lives and careers? How is it hasn't changed you any of that conversation. With anybody? Right? Because we're going to have a different perspective View and through a different lens. If anything's better person gave me an opportunity to really take some time today to get to know myself, you know, better and also to to Really study and be able to have that moment. We didn't really have to be back to work in humans just being whatever. We need it for the next opportunity to just reflect connect, and really feel what's real for each and every person and that's not just for music, or for business. That's just a general consensus this as a relates to Having to recreate and redefine how we look at likes, it is it's acting informant. If you were sitting this conversation with you lied on cuz so many ideas are just running into know all the time and now I face value is at its is in Zoom. We actually talk to each other and we make a connection. We share ideas, we share our passion, we hear each other. We were talking earlier, you know about, you know, being color-blind and intone desk. Well, color blind means you need to open your eyes and see the world. That is out there. See the reality that is, before you and if you don't dare open, your ears hear something that you didn't necessarily think about it before, be a little bit more empathetic and I'm happy that just gives me more to think about more to talk about ice on a dulcimer also speaking before before I answer the question just about his organization, which he's been working on for 20 years and it's just incredible. Think about how much he's done for the Youth in the how we were talking about how this. Of time has really allowed, not only the people who support his organization, but also, the kids were part of the organization to really spend time or time connecting with each other and thinking about, you know, what else they can be doing. And, and I think it's really important to keep a lot of people did turn and start to look at philanthropy in a different light and say, okay what what else can I be doing to contribute to the planet to contribute to youth culture, to contribute to the world that we're living in? And I just wanted to mention that because, you know, you've been at this for a long time. I sure and this past year has been, I think meaningful and that I think that that's, that's really one of the the the the positives Woods come out of out of the pandemic that people have been able to Focus more on on some of their philanthropic causes. And that's that's, you know, hopefully going to continue even after the pandemic, organizational, she's talking about and we had been functioning for 20 years uplifting and also to encourage you encouraging, our men and women who come from underserved communities. You know, this Grassroots effort has been a product of this, my passion, and my Boys & Girls Club kids. So I understood the power of having a mentor and someone to push me in the right direction, but it is if you're here. So what I am doing is engaging young men and women, not only to help themselves, but to go forward and help others as a result of what they've learned to be entrepreneurial and actually, give them the tools that they need to go out and change the reality of the office. If we look to the system to change it, it'll never change. We can spend time encouraging one another and giving each other. To the company's to go out in the world and actually one graduate to hopefully, educate yourself and someday own a business that to me, I'm begins to redefine the world that we live in and is the reason why 20 years later I stand on the shoulders of the Giants, who support us, and I will grass roots and, you know, a Grassroots organization. So we can't function without the support of those people. Who are we listening better? You choose to email, go to Usher to look at. Look at what we do and see if there's some engagement on my way of offering a job shadowing or whatever. And I'll try my hardest to fix the reality of the world. That, you know, I am somewhat at times disappointed. When I see the fact that there are standards that we can't change, they are realities that we can't change but we can do is be encouraged. And what we can do is be prepared. Thank you. Thank you. And Don you were going to to talk about how the pandemic is, has changed for you. How it's had an impact on your career. I think the pandemic, as, as as ushers that I can depend on, Mike has had an impact on all of us in the most profound ways, I think, gratitude, first and foremost is, is at the top of my list all those who have gone through so much during the these past, you know, 14-16 months. It just it just even hard to imagine. And I don't know if we will really be able to digest all that we've been through for quite some time, but I think looking ahead and feeling hopeful about where will be in as a society and where will be you know in terms of the music Community is is is a is a positive I can people will be celebrating and people will want to go out concerts People will want to be together and I want to share experiences together in experiences like, concerts and listening to music. I think it's one of the things that has been most missed. So I'm seeing all of that. Come back to life and seeing the musicians, be able to make a living by going back out on the road and connecting with people in person is something that we're all looking forward to. And we hope to be able to continue to connect the world and grow the platform and be able to support and play a meaningful role in the careers of all the people who are on the platform in including the superstars like Usher and the, and the new people who are just starting out Oh, thank you. Both Dawn, ostroff and Usher for joining time, 100 talks. We really appreciate it. And now we're pleased to feature General Motors CEO Mary Barra, who tells us more about the auto companies quest to lead in the electric vehicle Market. General Motors, as we believe in a world with zero, crashes, zero Mission, zero congestion, and it's part of a zero-emissions. It means a pivoted, a transformation. This is one of them changes Transformations that we eat a. We seen in the last several decades and moving your fundamental eHow. The vehicle is propelled between a billion dollars in electric vehicles. And it's me to enable more than three vehicles worldwide two-thirds of them being in the United States. Super trucks GMC. Hummer EV truck is a super truck. We have very in a strong market, share and loyalty and our truck franchise. And so, having a very capable vehicle that convinces people. They're not giving anything up when they switch to electric vehicles, that were super excited about what the Hummer family of products. Now represents. Announce that we're going to have a Chevy electric vehicle truck. So very excited about the future products, and refresh the Cure and the others, all of the Chevrolet truck in the, we've already got cell production that we have a joint venture with LG chem. That will be done in Ohio, we have training that, it'll make sure everybody's ready to build the vehicles helping people understand where we're going and the New Deal that they need to learn. And I find most people are very excited about that. When the pandemic hit and we recognized early on that, there was going to be a shortage of ventilators. We immediately wanted to do our part, we got to plan, ready? And it was you pulling in people, from all across General Motors in partnership with then, have to get that done. And, you know, within 30 days, we were building ventilator. And so it really was approved. Point of, you know, when you know, you've got to get something done, how quickly you can get it done and how everybody just responded to the call to help. And so now as we approach different projects, we saved, you know, we got to go at ventilator speed because we know we have the capability to do that. Booty her electric vehicle programs faster. Be able to shorten the time of our Global vehicle development process. Based on our capabilities I think is another great example of ventilator speed Our position is never changed. We were always moving forward to an all Eevee future that's going to provide opportunities for this country. Not only to lead in technology to critically important for our future and for the environment. But also did a great job. I'd like to welcome back to the show. MSNBC anchor in NBC News, senior business correspondent Stephanie ruhle in conversation with Airbnb, CEO, Brian. Chesky to discuss how the lodging company is adapting to a new travel reality. Hi. I'm Stephanie ruhle senior business correspondent with NBC News and MSNBC anchor. I'm here to today. Time on hundred to interview a business icon and a friend of mine. Brian chesky, co-founder and CEO of Airbnb. Brian, I have to start with excellent shot you nailed it on ran for Airbnb. So Bravo to your like it's like you're doing an Airbnb at exactly how to make sure everything match them with symmetrical. The wildest to 2020, you are on top of the list from the beginning of the year, the pandemic hitting and demand for your business. Being decimated to ending the year with a truly extraordinary, IPO both for investors and end for you personally, talked us through, I guess start with Used to describe 2020 in a word. What would it be? Wow. I would allow that's a hard one. I would say defining, it was the most defining your, my life, probably, and I in in a year and in a journey of Airbnb, Unit, 13 years, I never thought in 2020 will be came back, preparing it for IPO that it would be such a defining year, it would so test, every part of this company, you know, we lost 80% of our business in 8 weeks and most businesses that lose 80% of his to sneak peek. Don't even live to tell about it, and if you do at least indelible marks will never forget and I think that's kind of what happened for us. Were you momentarily paralyzed with pandemic first hit? Because I mean your risk management all the time and almost no business. Leader was risk. Assessing is pandemic. But the way it hit your business, how did it feel to you in the beginning? I'd say the business Flash before our eyes. I'd luckily never had a near-death experience in my life. Those who described in your death experience, so describe having Clarity, you know, your life flashing before your eyes and having Clarity we had almost a business version of Pat, you know, there was a lot of concern. And at that moment, I actually saw a lot of clarity and it I felt incredibly present not paralyzed. I felt very, very present. I member when the crisis first broke out, actually, one of my board members catching up said, this is your defining moment as a leader and not that kind of was in my head. And I started thinking to myself every decision that we're about to make will be decisions that years from now if even live to tell about it, people are going to like, you know, we're going to really know that if we live to tell Basta the decision was made and there's nothing like when people need you, do you feel a sense of responsibility, you know, a good time, you don't really feel the same responsibilities and bad time. In a crisis. Everyone needs you. And that's the moment. You feel the sense of responsibility. And that was the moment where instead of being paralyzed, I think we jumped into action. We saw that gas needed a billion dollars, refunds, we jumped into refund that but now hosts have short falter and lose your money. We took $259 sent it to them, but now investors are really concerned about the investment and it was plummeting way to raise emergency funding. See you kind of just have to be in triage one step at a time. And as a child, I remember my dad, my dad was an entrepreneur and my parents are both social workers. But my dad growing up, you say to me, Brian Things Are Never As Good as they seem and they're never as bad as they seem. And I had to remind the company that every single week. I said they never were as good, as you thought they were, and that means, they're not as bad as they are now, and bring to get through everything one week at a time. I think about your business, you had to do massive layoffs but at the same time, you were hiring a new members of your management team because you were preparing yourself, even though the time it probably felt a million miles away. You were preparing yourself to go public. So, how are you doing those two things? It will take care of a bunch of stakeholders. We are yet to take care of your gas, your host, your employees, your shareholders, and the Community Serve. We had to downsize and construct, a contracted company while imagining it's almost like driving a car yet to slow into the turn to that, speed up after and you can't only Retreat. I knew that we only cut, we couldn't cut our way to success. We had initially cut, we took ten divisions of the company, we reducing the one, our core business. But in that moment, we were always trying to plan. What was next. And what was next with? We notice people aren't traveling for Business. They're not Crossing Borders but they are doing something to be in the car and they're going without a tank of gas away too. Small towns and Rural communities. And they're trying to hang to have a meaningful experience with their friends and family. That is an opportunity. And I guess the bigger lesson that I learned, unfortunately been through more than one crisis, is every crisis has a choice at the choice for you to say, why is this happening to me? What was the choice to say? This is an opportunity to Mystic, but this is an opportunity for us to do something. And I think even in the darkest of our days, we did see an opportunity. We saw a huge moment to ride this new wave and that's really what happened. When you had that moment when you suddenly stop, oh my gosh, people are leaving cities. You know, we have the solution at that point you laid off a lot of people couple. 1009 employees plus a thousand contractors. So old 3000 people. And then of course we had some people resign after that cuz not never knew if there was any future to Airbnb. So much of my job was, I had to I had to be optimistic, I had to make the company opportunistic, but this is a very detail-oriented group. I couldn't just sell blind optimism. So, I had to continue to sell one week at a time, we're going to get through this, and it's worth staying here. And the moment we laid ever went off, we started noticing enough, take on a business, so we don't remove the Munch of customer support people. Finally, we get hit with a huge amount of the man, we have to be higher thousands of people especially in call centers around the world. So yeah, it really wasn't the kind of thing where you had to make so many decisions and turn the organization. And so the company I can do that. What I really needed was a lot of trust, because I wasn't able to debate every decision. I Member One time, I had a decision. We were having a long debate and I said, Separate ways to do this for a thousand dances. We're not going to make it through it. And so at that moment we said we're going to have to make really fast decisions and I think the company really, they trusted me. And you know, I think hopefully return that we were able to move very, very quickly. I did warn Benny's every Sunday not every quarter because I I told the board, to make it three months decisions every week. So I'll tell you about it. Every Sunday, I met with the executive team every week and every week I also looked in the camera and talk to all of our employees and that steers are going to get through every step of the way. And I think what I saw you do you know I always liked you learn a lot about people in a crisis. You learn who your friends are you learn, who is not your friend. What I learned is the vast majority of people, exceeded my expectations, and I learned a lot about myself in a crisis, to I learned that getup we can handle the pain and and and we really am passionate about what we're doing. And sometimes I think it's easy to let voices and data drown out your own in her instincts and crisis. You really only have I am Adjust lean on me, you already know. I'm back and I know we're still in it on 20/20 was this pandemic. You know, your business is worst nightmare, but as a result, the way travel pivoted hasn't become the Silver Lining. I mean, I think about the traditional Hotel business. What's a bread-and-butter for hotel business, travel? This is travel is gone, and it has a very least. It is much more limited going forward for you. How much of a long-term when is this especially? Now that so many of us were looking for long-term places to stay really interesting. Many people in the travel industry were predicting that Airbnb would be worse off than the reason why is after September 11th in 2008. The first travel to recover was business, travel and Leisure, Travel has more Leisure Travel. It's a lot of people predicting. We're going to go out of business Hilton, Mary, I was working to come back. And what ended up happening is because of a world of Zoom We started realizing, we don't have to travel for business, with the more people work from home, the more they want to go on a vacation with people. They care about. So what I think has happened, Stephanie, is really were living in. Another inflection point of travel, probably as big as well work with the Advent of modern, Aviation and cars that created a huge amount of travel and 1950, 25 million people. Cross the border travel, one and a half billion people crossword travel in 2019. This is a deflection Point as big as World War II for travel. In the reason why is because traveling and living are starting to blur together? That's what I think is starting to happen. People are traveling and staying longer. The longer your trip is the more you want to be in a home. People aren't just going to Honolulu in Vegas. They're going to small towns and communities that don't have hotels until this has been the great equalizer. Much of this is connected to remote work with able to work remotely and now so many of us want to stay doing that. Your business has benefited from remote work. Have you change that? How you see when I work? I almost thought of like remote work as like it was at a stigma I thought of it like working from home as a way that people are being really productive and I felt like you would be really disconnected if you work remotely. I think that's one of the things. We know all realized is we're all I think we surprised how much work can get done from home, especially in this world of Zim it. So I don't think we're ever going back to the way things were even CEOs, or saying they're going to bring people back to the office. My prediction is 2 years from now many and they're going to realize they're going to be even more flexible than they're saying. We're all about to play an experiment out. I think the company's with the offer more flexible during to get the best talent. People do want to still be together and I do think we're going to want to be together, just not five. Beacon office, I think people want freedom, they want to be able to travel. They want to go to have experience with their family. They want to get a live places other than the San Francisco new ark, they want to live anywhere, but I think this idea that you can work anywhere, you can live anywhere there for you, can travel anywhere. This is a huge Liberation for travel. Ave Airbnb. How, you know, people who might do my job for a living, spend a lot of time talking about. I did, the country is how we don't trust each other, we don't trust business neighbors. We don't speak to our family when I think about who's the most extraordinary business success stories. In the last 10 years is Airbnb. As Uber. Your business is based on this idea of sharing and Trust. So, how do you see society and culture right now? I'm guessing very different I don't think the world is nearly as divided as we think it is. I think that, you know, if you if you read the news or you argue with people on on social media, you're going to convince yourself that we have irreconcilable differences. There's also it's a really unfortunate polls about people on one side of political aisle. Believing the other people shouldn't, they're not even full human beings me. There's really people are really getting so divisive. And the interesting thing is this every night on Airbnb, people from completely different political aisles live together and the best way to change since someone's mine is not with data generally, the best way to change his mind is not with a coherent argument. For most people, the best way to change your mind about. Somebody else is to happen. Walk in their shoes, there's nothing quite like walking in someone else's shoes and whether it's people in your car, San Francisco going to a classic red State and living in their home. You know, people on their best behavior when they're traveling. House. Feels like, no matter who that person is. I have to, you know, I have to really take care of this people cuz they're vulnerable. And so, I think every single night, you'll have more than a million people from different cultures, different political background living together. And I think the thing that I've learned starting Airbnb and having you know, around 800 million, yes to Rivals later is that your people are family good. Despite what you read every single day in the News That's the very small percentage. Amber 99% the same even though we like to spend all of our time debating at 1% and make us all different and we try to make those 1%. Difference is Teaneck reconcilable. We have the date of the show otherwise we have the data, people weren't good, we'd be out of business if they had irreconcilable differences, they wouldn't live It's a very tricky time to be a business leader with so many demands on you. We've been let down by our government leaders and we've seen CEOs and Founders step in and it's really complicated. I'm guessing very complicated for someone like you who has an enormous stakeholder based from your gas, to your shareholders, across the world. How complicated is this Bend? Because we saw you step in a big way right here where I am in Washington DC cancelling reservations around. Yeah I mean after the interaction before the inauguration we canceled thousands of reservations. What I would say Stephanie is this we're not going to try to make everyone happy and I think any CEO that tries to Aquis every state going to make them, happy is kind of on a losing game. Any CEO that therefore says, why bother is also going to lose? I think the very best thing we can do is stick to our principal. EFI stakeholders are guests or host, our employees are shareholders to Kimmie's you. Serve, we kind of wrote out like how we want to serve each of them. And we try to really measure our impact, you know, I went to, I'm not a business person by training. I went to the Rhode Island School of Design, I with designer. And I kind of come from a world where things aren't zero-sum. I come from a world of design where you try to design a win-win-win for everyone. And I'm not such a state and naive that. You always can do that. But I think we sometimes think of things does trade-offs as a first Resort and I think you're kind of a last resort. So I do think there's a better way to serve and I think that, you know, I think that the new generation of leaders are acknowledging that we have responsibility of shareholders. But the best thing for shareholders as a society wants us to exist. I mean, that's the best thing for shareholders that societies rooting for you and decided to only in route for you and they trust you during a trust you. They feel like you're authentic, you're telling the truth and you lead with principles and Yukata. You kind of like put yourself on the line. You can do things that cost you something and if people never see you do something that cost you something. Then there I think it's a very common to be skeptical. Why are you doing that? How are you benefiting? And so, I think that is the new cell for contra 3 for this pent-up travel demand. I mean, for people who are vaccinated, I mean, we are ready to go for. Now we do but, you know, I want to, I want it. I do intend to prepare for the high-class problem that we have more of a man than we ever imagined, you know, just take it. For example, we been looking at cohorts of users, the fastest growing corn Airbnb are people over 60. Why is that? Because they're vaccinated while they're part of yours, too, but they're also vaccinated. And so, if that's a leading indicator, we think this will be a Ravelry down unlike anything the road scene in the last hundred years. And so if that's the case were needing a lot more hoes. Then have you ever Airbnb drone house? Oh yeah. Yeah, we were the first host. I hosted hundreds of people not in this house. Now I get it. Like it's a little bit harder now because like, you know, the whole world coming to my living room, that's not going to make sure that, you know, I don't want the competitors thing in my living room and going through my notebooks. But other than that, I'm pretty open. So yeah, I just don't like people You do well, not in this house but I do I do hope to host people again soon. So then I've done some, I've done a lot of Hosting. I probably I don't know why I posted I used to host a lot of people my three bedroom apartment that I lived in before I got a house. You still have that apartment. It's, it's, it's this apartment 19 Rausch Street in San Francisco and now the company owns it. So, if you need help ask for it, and if you can give help, give it. And it really seems to be sort of the ethos of how you built Airbnb. And I know I'm excited to see what you do next Brian. Thank you so much for your time translation. Thank you so much. Good to talk to you once again. Thank you to all of today's guests are time contributors. And to you our viewers for watching, I'd also like to thank books wagon for making today's program possible. Make sure to check out time. Com / time. 100 talk to watch previous conversations and get time to deliver to your home by going to time.com. 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