Q&A With Salle Yoo, the First Chief Legal Officer of Uber

In the dynamic worlds of corporate law and cultural philanthropy, Salle Yoo is a fascinating figure. In 2012, while she was a partner at a prestigious law firm, Yoo took a huge risk by pivoting to become the first General Counsel of a three-year-old start-up. The company was called Uber Technologies, and the rest is history as the company’s valuation skyrocketed from $346 million to $60 billion during her tenure. Uber today is worth over $160 billion.

Steering the company through its meteoric rise and the myriad legal complexities that came with it, Yoo’s legal team navigated uncharted territories in global markets and set standards for the rapidly evolving ride-sharing industry. Her war stories could indeed fill the pages of a bestseller.

In the testosterone-fueled world of Silicon Valley start-ups, Salle Yoo’s story is one of breaking barriers and holding her own in a male-dominated world. Since leaving Uber, she’s become an early investor and mentor to numerous companies, focusing on those with female  and minority founders. She is also a trustee of the Asian Art Museum in San Francisco, where Yoo’s creative and strategic thinking now benefits Asian American cultural enrichment and preservation.

Salle Yoo’s journey inspires a generation of leaders who aspire to blend professional success with cultural and artistic pursuits. In a story of high risk and high reward, Yoo is now living out her passions as an investor, mentor, philanthropist and art lover.

Here is our exclusive interview with Salle Yoo.

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PL: Describe your favorite getaway destination.

SY: I’m definitely a city girl. I love the buzz of the city and exploring art, culture and food in cities – NYC being one of my favorites. Because I have lived in San Francisco for most of my life, I prefer traveling when there is a chill in the air – sweater or coat weather! 

When I am in Seoul, I always have to walk the Cheonggyecheon the first night that I’m there, preferably while walking to or from Gwangjang Market for a feast of Korean noodles, savory pancakes, kimbap and desserts.

What’s a day in the life of Salle Yoo like?

Every day is a bit different, but there are certain things that I do every day. One of them is to start each morning with a strong cup of Earl Grey tea, which I drink with almond milk. There’s always the first read of emails to see what happened overnight that I need to respond to. 

I serve on a number of boards, so on some days, I have board meetings or calls, or I might be speaking with a start-up CEO or a mentee. My husband and I invest in start-ups together, so we may have a meeting to discuss investment opportunities and performance, or to discuss other projects that we’re working on together. And, I’m always working on something for the Asian Art Museum. 

In between the work meetings, I will fit in some exercise. During the pandemic, I started running and I’m currently training for a half marathon. As we get older we are finding that staying active is not only fun, but so necessary for our long-term physical and mental health!

Then, there is always time for George, our Goldendoodle. If we’re in Napa, we take George for a walk downtown around noon and also, get a bite to eat. And, we always end the day with taking George to my parents for his nightly treat and then a walk around their neighborhood before bed. If we are running late, my parents call us to make sure that George is coming by!

 

 

What is one piece of advice you’d give to women aspiring to leadership roles in tech?

Do it. Tech needs more women leaders. Learn to agree and to disagree, without taking it personally. Stand your ground when you are right. Create opportunities for other women and make sure you are expanding the circle of opportunity for others.

When I was hiring my first team members at Uber, my first four hires were women. I did not intend to hire only women. I went out to hire the best people with the skills for the positions that I was hiring for and it turned out that they were women. This incident taught me the importance of networks. I also learned that I needed to be intentional about my own hiring practices. I hired women because my professional network was filled with smart, talented women.

That’s why we need women at the very top. So they would naturally bring in their smart, talented, more diverse networks into their hiring decisions and we can diversify the leadership at the top. 

Why did you choose to work at Uber and how would you describe your early days there?

Oh, this is a whole other interview. And I think there is a television show… but one thing I want to share is that I did not intend to join a start-up. I was a partner at a law firm, and I was committed to trying to figure out how to be a successful Asian American woman law firm partner and then hopefully, be able to help other Asian American women reach partnership too.

But one weekend, like many women, I had a very challenging work-life balance situation. The following Tuesday, I had lunch with my friend Jay Kim at Major Lindsey & Africa. She asked me if I would consider going in-house, and because of the challenges of the past weekend, I was open to new possibilities. I said “Maybe”, and she gave me a job description for Uber, and that’s how that pivot in the road happened.

So, through that experience, I learned that when things are really uncomfortable, when things are not going according to plan, it’s time to pay attention because there might be an opportunity for a pivot that may take your life in unexpected directions.

Can you share a memorable experience as General Counsel of a unicorn start-up?

Most people would probably guess that it was the opportunity to speak at the UN’s Women’s Day celebration, and that was definitely one of the highlights of my time at Uber. But the one experience I will never forget is a conversation that I had with a driver. 

One day, I was taking an Uber from our house, and because it was the closest vehicle, I was in a taxi (this was back when taxis were on the Uber platform in SF). Not to miss an opportunity for customer research, I asked the driver why he was on taxi and not on uberX, which we had recently launched. He told me that he had some questions about the insurance policy (which told me that we needed to improve our communication regarding the $1M policy covering each ride).

And then, the driver said that in the past, when something didn’t work with the taxi vehicle, he would ask the taxi company to fix it, e.g., fix the broken heater. The response he would get was “go find another job.” But once Uber came on the scene, he got a different response. Now, when something didn’t work with the taxi vehicle and he would tell the taxi company about it, they would fix it right away. Then he looked at me and said, “Competition is good.” I have never forgotten that moment.

What’s your advice on dealing with ethical challenges in business?

When I was thinking about taking the Uber job, my first general counsel gig, one of my mentors told me to do it, but to have my resignation letter written. What he meant by that is always be ready to walk away if you find that an ethical line is crossed. I never forgot that advice.

During my time at Uber, we did a tremendous amount of training for the entire team because we wanted everyone to have the information on what not to do and what to do. As part of the new employee on-boarding process, every employee received some training directly from the legal team. And, training on sexual harassment/competition/antitrust and FCPA (Foreign Corrupt Practices Act) was mandatory. We had an FCPA policy in place when we were a private company of about 350 people – much earlier than most companies.

So, my advice is always to be informed, teach people what to do, live your principles, and have your resignation letter ready.

What’s your favorite work of Korean art and why?

Right now, I am fascinated by the work of Choe U-Ram. His kinetic sculpture pieces were presented at MMCA in Seoul in 2022 and really left an impression. I love how he uses machines and movement to convey and stir emotion. His art piece, URC-1, made with discarded car headlights is at once endearing and eerie.

 

 

I am also a fan of Lee Bae’s work. I love how he starts with wood and fire, especially during the “Dalmaji” festival in his hometown.

What inspired you to start collecting Korean art?

My husband and I don’t consider ourselves collectors. Some of our friends are much more disciplined about collecting around a thesis, or going really deep with one artist – or purchasing art based on their understanding of where the market is headed. We simply purchase art that appeals to us and that we want to live with. But, when we take stock and consider the art that we live with, we do have a number of pieces by Korean and Korean American artists, as well as a number of women artists.

Sometimes, when we get the opportunity, we support Korean artists, even if we do not or cannot collect their work. For example, we were fortunate to be a small part of Mire Lee’s 2023 exhibition at the New Museum in NYC. And, we are very excited to see that Mire has received a commission for the Machine Hall at the Tate Modern in London!

For anyone who is interested in purchasing art, I would recommend that you figure out what you love and start there. Start slowly, and let your tastes and eye refine over time. It also helps if you find a gallery/gallerist that you enjoy getting to know. Often, the gallery will send out information to their list of current/potential clients before the art works are publicly available. 

But, I also recommend that one intentionally consider Asian and Asian American artists. For so long, Asian American artists had a very difficult time breaking through. Which means that for the longest time, we did not benefit from these artists’ voices and what they had to say about the world around them.

Which emerging Korean artists should we be paying attention to?

Oh! Korean artists are having a moment and there are so many worth our attention. The Tina Kim Gallery in NYC represents some of the top Korean contemporary artists, and her website has a lot of information. We love the work of Ha Chong Hyun and Park Seo Bo. 

In Los Angeles, Gana Art Center (also, in Korea) represents many interesting Korean artists, including Park Dae Sung. 

We recently also acquired a painting by Namwon Choi, a Korean American artist from the Atlanta area. Her work presents a unique perspective and was a serendipitous and fun acquisition during our recent trip to the South.

And of course, if you are in Korea in September this year, Frieze Seoul and the Gwangju Biennale are highly recommended. This year, they are scheduled so that one can attend both shows during one trip to Korea. I also find it fascinating how art is so appreciated by and a part of Korean society and culture. From our grandmothers who practice calligraphy to RM (BTS) and his contemporary art collection, art seems more accessible and aspired-to in Korea, in a different way.

What’s a lesser-known Korean art form that deserves more attention?

Hanji is Korean handmade paper. It is made from the inner bark of the mulberry tree, which gives it strength and durability. It was a highly prized commodity and was used in myriad ways in Korean society: to cover furniture, windows and walls, lighting and also boxes. The Furniture Museum in Seoul has beautiful furniture covered with oiled hanji.

The Asian Art Museum in San Francisco recently showed the work of artist Steph Rue, who lives and works in Sacramento. She also teaches workshops and classes on papermaking, bookmaking, and related arts, with an emphasis on East Asian techniques. She is working to preserve this ancient and beautiful art form.

What are your favorite restaurants in Korea?

When I am in Korea, we are often looking for restaurants frequented by the locals that reflect the local specialty. Last summer, we were in Busan with my cousin and she took us to a local noodle shop that was so delicious – I loved how the broth is spicier in Busan than in Seoul! In Jeju, my husband and son enjoyed the Black Pig BBQs and I enjoyed tasting their version of bibimbap. Also, I have to admit, I enjoy the amazing food basement at Lotte, Shinsegae and other department stores in Seoul!

Last summer, we had a coveted reservation to a Korean restaurant in Seoul with a Michelin star… but, my family decided that we wanted to see a Korean Baseball Organization game at Jamsil instead. It was so fun – we highly recommend it, even if you are not a baseball fan. The singing and dancing at the KBO games really show the soul of the Korean people and it’s an experience like no other.

What are your favorite Korean restaurants in the US?

My husband and I made a small investment in Oiji-Mi, a modern Korean restaurant in the Flatiron District in NYC. Chef Brian Kim and his team create amazing food in a beautiful restaurant that has a distinctly Korean aesthetic. Also, Cote. I love the recent NY Times article that said Korean restaurants have remade fine dining in NYC.

 

 

When we are home, I prefer my Mom’s cooking or I try to get an invite to my friend Kristen Lee’s home for her tteokguk!

What’s your go-to cocktail?

No cocktails for me – always Sauvignon Blanc. My cousin, who imports wine into Korea from Europe, also introduced me to natural wines… there are some really good ones out there now.

What are your favorite K-dramas or movies?

My friend Susan Kim has a spreadsheet where she has rated the K-dramas she has watched. I use her spreadsheet as my guide! The last one that I saw was “Start-Up” and it was quite enjoyable and also, fairly accurate in terms of describing common terms/concepts in venture/start-up culture. Some of the other favorites are “My Mister”, “Our Blues”, “Hospital Playlist” and “Extraordinary Attorney Woo”. 

A fun fact is that a number of my non-Korean friends are also watching K-dramas, which I think really speaks to the universal appeal of the genre. I really appreciate that the values of decency, kindness, friendship and resilience are reinforced in these dramas.

What book or books have significantly influenced your professional or personal life?

When I was a newbie GC, my friend Marie Oh Huber gave me a book called “Indispensable Counsel” – my takeaway from that book was that in order to do my job as General Counsel or Chief Legal Officer, I had to operate from a place where I wasn’t afraid of losing my job. Once I was committed to this principle, it led me to speak up and give my independent counsel, even if it was not a popular opinion and even when it was hard to speak up. It’s advice that I tried to pass along to my team members, which, by the time I left Uber, numbered about 200 people. 

 

 

What mistake taught you the biggest lesson?

I’ve definitely learned more from my failures than my successes! Starting with the fact that I failed my driver’s license test the first time. First, each failure makes me really confront whether I want something, and then commit to figuring out how to make it happen, e.g., passing the driver’s test. 

Second, each failure teaches me humility and empathy – we all fail and we should be kind to each other and ourselves when it happens, this helps us get past it. 

And third, I’m reminded that I failed because I took a risk and when I take risks, I often find that the other side of it is Growth.

If you could start a new business today, what industry would you choose and why?

I don’t really have the start-up founder bone in me. How I can help is to empower, teach and support founders, especially women and minority founders. My husband and I are Limited Partners in three venture funds led by women. And even though their investment thesis isn’t to invest in women, in two of the three funds, somewhere near 75% of the portfolio companies have a woman in the C-Suite. This is the power of the network – because the investment partners are women, they naturally have a more diverse network of investment opportunities – which naturally leads to investment in more diverse companies and people. And when some of these companies have successful exits, hopefully, the people will then turn around and reinvest their time and capital toward helping others rise.

I admit that I have a little bit of the Korean impatience in me – I want things to happen fast. I believe that changing the ecosystem from top is the fastest way toward changing our societies. 

I also invest directly in start-ups and advise CEOs of start-ups. Recently, through an introduction from David Joo, I have started working with Morgan Stanley’s incubator focused on minority founders, which has been a lot of fun. It’s also an example of how my network of Korean like-minded friends are teaching me and helping me get access to new opportunities for growth. 

Looking back, what’s one thing you would tell your 25-year-old self?

Get tested for EoE. I learned very recently that I am dairy intolerant and likely gluten intolerant. The symptoms that doctors attributed to work stress in my 20s were actually an intolerance to the food that I was consuming! Of course, now I can’t eat pizza. Up until now, every trip to New York City started with a slice from Joe’s on Carmine Street. Any suggestions on a new vegan, gluten-free tradition that I should pick up in NYC would be greatly appreciated!