Rubicon began with a bold idea: create a cloud-based, full-service waste management platform providing efficient service anywhere in the U.S. Their mobile app did for waste management what Uber had done for taxi service. Five years after the case’s publication, Harvard Business School associate professor Shai Bernstein and Rubicon founder and CEO Nate Morris discuss how the software startup leveraged technology to disrupt the waste industry and other enduring lessons of professor Bill Sahlman’s case about Rubicon.