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Uber boss Travis Kalanick has been forced to apologise after footage emerged of him swearing at one of the company's drivers in a row over fares.

Margaret Heffernan, businesswoman and author of Willful Blindness: Why We Ignore the Obvious at our Peril, offers Travis some advice.

She told The World at One all CEO's should remember that despite the "cool technology out there, companies are still made of human beings who act like human beings and want to be treated like human beings".

(Photo: Uber boss Travis Kalanick speaking at a Conference in Mumbai Credit: Reuters)