Yule's 1925 paper introducing the branching model that bears his name was a landmark contribution to the biodiversity sciences. In his paper, Yule developed stochastic models to explain the observed distribution of species across genera and to test hypotheses about the relationship between clade age, diversity and geographic range. Here, we discuss the intellectual context in which Yule produced this work, highlight Yule's key mathematical and conceptual contributions using both his and more modern derivations and critically examine some of the assumptions of his work through a modern lens. We then document the strange trajectory of his work through the history of macroevolutionary thought and discuss how the fundamental challenges he grappled with-such as defining higher taxa, linking microevolutionary population dynamics to macroevolutionary rates, and accounting for inconsistent taxonomic practices-remain with us a century later.This article is part of the theme issue '"A mathematical theory of evolution": phylogenetic models dating back 100 years'.