The Leadership Exchange

Shipping Faster: Vercel CTO Malte Ubl on Iteration Velocity, AI Tools, and Scaling Software

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In this episode of The Leadership Exchange, host Tracy Lee chats with Vercel CTO Malte Ubl about shipping software faster, breaking down barriers in development, and fostering collaboration across teams. Malte shares lessons from Google, insights on iteration velocity, and how Vercel’s tools like feature flags and AI-driven prototypes are transforming workflows. They also discuss AI’s role in reshaping how software is built and preview exciting upcoming events. 


Key Points from the Episode:

  • Malte Ubl, CTO of Vercel, highlights the importance of iteration velocity in software development. He defines it as the speed and direction of progress, which enables teams to ship better software faster. Tools like HMR (Hot Module Replacement) and Vercel's Preview Deployments accelerate feedback cycles and decision-making.
  • Vercel replaces approval-based processes with veto-based systems, empowering engineers to ship quickly while holding stakeholders accountable for active intervention when necessary. This approach simplifies decision-making and removes unnecessary bottlenecks.
  • Vercel’s v0 tool allows non-developers, such as product managers and designers, to prototype and iterate independently. By minimizing handoffs and fostering collaboration, AI tools like v0 create smoother workflows across roles.
  • Vercel brings foundational practices from Silicon Valley, such as feature flags and A/B testing, to organizations of all sizes. By encouraging scientific decision-making, Vercel helps businesses adopt high-efficiency engineering processes even without large-scale experimentation.


    • Chapters:

    0:00 - Introduction to Vercel's V0 Tool
    0:37 - Welcome to The Leadership Exchange
    1:03 - Introducing Malte Ubl, CTO of Vercel
    1:09 - Tracy & Malte’s History at Google
    1:50 - Vercel’s Viral Billboard Campaign
    2:29 - The Philosophy of Shipping Faster
    3:10 - Malte’s Background at Google
    4:20 - Reviving Google Desktop Search
    5:59 - What Holds Organizations Back from Shipping Fast?
    7:01 - The Concept of Iteration Velocity
    9:21 - Speeding Up Development with HMR & Preview Deployments
    10:28 - The Power of Feature Flags in Deployment
    12:05 - Differences Between Big Tech & Other Companies in Software Development
    14:23 - The Challenge of A/B Testing in Large Organizations
    16:44 - The Magic of Silicon Valley & Engineering Culture
    18:31 - Vercel’s Mission to Bring Big Tech Practices to All Companies
    19:08 - AI’s Impact on Software Development
    22:22 - How AI is Changing User Behavior in Search & Beyond
    25:07 - The Next Step in AI-Powered Software Development
    26:48 - Vercel V0 & Empowering Non-Developers
    28:06 - Expanding Roles Across Teams with AI
    30:08 - Reducing Friction Between Designers, Developers & PMs
    32:07 - The Future of AI-Driven Development Tools
    34:49 - Personal Software & The Democratization of App Development
    35:41 - Advice for Engineering Leaders to Ship Faster
    36:52 - Switching from Approvals to Vetos in Decision-Making
    38:36 - Where to Find Malte Ubl Online
    38:59 - Upcoming Leadership Event in Dallas

    Follow Malte Ubl on Social Media

    Twitter: https://x.com/cramforce

    Linkedin: https://www.linkedin.com/in/malteubl/


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