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Sponsored by the Shift Group – Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes? Shift Group not only offers a large pool of diverse sales candidates from entry level to leadership – they help early stage companies in developing their hiring strategy, interview process and build strong sales cultures that attract the best talent for early stage companies.
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Tim is CEO of Redmond Growth Initiatives (RGI), an organization designed to help you grow your profits, grow your business and grow your life through Tim’s innovative coaching process. He’s proven himself in starting, running, and growing businesses and is sharing that knowledge through his coaching and mentorship.
It really was an honour to share time with Tim on the show.
Check out Redmond Growth Consulting here: https://redmondgrowth.com/
Sponsored by our friends at Veeam Software! Make sure to click here and get the latest and greatest data protection platform for everything from containers to your cloud!
Sponsored by the Shift Group – Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes? Shift Group not only offers a large pool of diverse sales candidates from entry level to leadership – they help early stage companies in developing their hiring strategy, interview process and build strong sales cultures that attract the best talent for early stage companies.
Sponsored by Diabolical Coffee. Devilishly good coffee and diabolically awesome clothing
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Rick Taylor is an internationally known software architect with over 25 years experience in developing next-generation networking products. Rick is an active member of several standards organisations, including the Internet Engineering Task Force (IETF) where he co-chairs two Working Groups.
Sponsored by our friends at Veeam Software! Make sure to click here and get the latest and greatest data protection platform for everything from containers to your cloud!
Sponsored by the Shift Group – Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes? Shift Group not only offers a large pool of diverse sales candidates from entry level to leadership – they help early stage companies in developing their hiring strategy, interview process and build strong sales cultures that attract the best talent for early stage companies.
Sponsored by Diabolical Coffee. Devilishly good coffee and diabolically awesome clothing
Does your startup need strategic technical content? The team at GTM Delta delivers SEO-optimized, compelling content that connects your company with technical users to help grow your credibility, and your pipeline.
Matt Munson is a CEO and Executive coach with Sanity Labs, a boutique leadership coaching firm he founded in 2019 that provides coaching to dozens of venture backed and bootstrapped companies.
Matt draws on his own experience as a venture-backed CEO, as well as a variety of coaching disciplines, to help others navigate the perilous journey of leadership and organization building.
Check out Sanity Labs here: https://www.sanitylabs.co/ You can get in touch with Matt here: https://www.mattmunson.me/
Sponsored by our friends at Veeam Software! Make sure to click here and get the latest and greatest data protection platform for everything from containers to your cloud!
Sponsored by the Shift Group – Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes? Shift Group not only offers a large pool of diverse sales candidates from entry level to leadership – they help early stage companies in developing their hiring strategy, interview process and build strong sales cultures that attract the best talent for early stage companies.
Sponsored by Diabolical Coffee. Devilishly good coffee and diabolically awesome clothing
Does your startup need strategic technical content? The team at GTM Delta delivers SEO-optimized, compelling content that connects your company with technical users to help grow your credibility, and your pipeline.
Elliot Shmukler is Co-founder and CEO of Anomalo. Based in the San Francisco Bay Area, Elliot’s been leading a small but growing team since Anomalo being founded in 2018. He’s had previous roles as a Product and Growth leader at tech companies like Instacart, LinkedIn, and Wealthfront. This is a great chat packed with lessons on startup growth, finding quality in your data, and much more.
Welcome back. This is Eric Wright, the host of the DiscoPosse podcast. And you are listening to another fantastic conversation with the one and only Elliot Shmukler. Elliot is the CEO and co-founder of Anomalo, and they’re doing really fantastic stuff around understanding data cleanliness and data issues. This is the data quality platform. Super cool stuff. Elliot’s got a really fantastic background in what he did in early days with LinkedIn and then much more around the rest of his career. But I really dig his approach, which reminds me to go back and listen again to a couple of spots because there’s stuff that stand out lessons here in how you can help to build teams. Think about product market fit. This is like another classic example of super startup lessons. All right, speaking of other startup lessons, learn some lessons without learning on the hard way by making sure you go to the amazing partners that make this podcast happen. Of course, like the fine folks over at Veeam Software, everything you need for your data protection needs, wherever you got it, whether it’s on premises, in the cloud, cloud native, even SaaS stuff like Office 365 Team SharePoint.
Yeah, you can hit delete button. Bad things happen. So, yeah, hit the go to Veeam button, vee.am/discoposse. Let them know old disco sent you. And on top of that, this is a fantastic platform. So go check it out. All right. Now next up, of course, this episode is brought to you by the folks at the Shift Group who are turning athletes into sales professionals. So if you’re looking to hire super cool, driven, competitive former athletes, or maybe you just want to build your own go to market strategy efficiently and effectively. The Shift Group team has an incredible diverse pool of candidates, whether it’s from entry-level all the way up to leadership. Plus, JR and the team are helping early stage groups just build that strategy. Start with culture, start with success. Take the drive of an athlete, bring that into your organization. Fantastic, folks. Go back and check out JR’s episode used recently on the podcast. So head on over to shiftgroup.io or just drop an email right to JR. He’s JR@ShiftGroup.io. Yeah, he’s really cool. Oh, by the way, if you like coffee, go to Diabolicalcoffee.com. Did I ask you that too fast? Go to diabolicalcoffee.com There you go. That’s better. All right, let’s get to the show. Here we go.
I am Elliot Shmukler, co-founder and CEO of an Anomalo. And you are listening to the DiscoPosse podcast.
All right. I feel like that’s always my moment where I tell people that’s like the on air light just like turns on like. All right, we are live. Although we’re not live, it’s live to live to tape or live to right. Live to MP4. I’m an older fellow, so I still say live to save. Elliot, thank you very much for joining today. I was really excited when I saw you come up as a guest, first because you’re doing exciting stuff with the team at Anomalo. And secondly because you’re a friend of Amber Rowland. And if I take great problems, complex problems being solved with platforms and then seeing somebody who’s standing by the story, it is a great pairing. So I’m excited to chat. So if you don’t mind, Elliot, for folks that are new to you, if you want to give a quick background and bio on yourself and we’ll get into the Anomalo’s story.
Absolutely. Thank you so much for having me, Eric. Really a pleasure to be here. In terms of myself, I’m a long time Silicon Valley executive. I’ve worked at some companies that hopefully your listeners know about – LinkedIn, WealthFront – recently in the news and Instacart, also recently in the news with the pandemic. So have been a product and growth leader. I had a bunch of companies like that for a while before founding Anomalo.
It’s amazing how many LinkedIn alumni I found recently. And it’s definitely it’s funny. Some have come from different phases in the company, and I always want to feel like, hey, do you know Patrick Baines? He uses LinkedIn, too, but that’s like saying, oh, you’re from Canada, you must know Pete. He’s from Halifax. There’s a lot of people that work there. But you definitely have a storied history, proven history at that in the industry. And then it comes to today, which we’re going to talk about Anomalo. You’ve got some really great stuff. Obviously, announcements are live and you’ve had some work that’s happening. So let’s talk about the problem that you’re solving and then the how, which is actually super exciting.
Yeah, absolutely, Eric. And I’m glad you’re running into a lot of LinkedIn folks because it was a pretty special time when I was there. And it really actually began a lot of my journey toward Anomalo, where LinkedIn was one of the first places in my career where I got exposure to having a lot of data and trying to use that data to make decisions and in my case, to make the LinkedIn product better, to make it grow faster and ran into a lot of the issues back in the day. This is ten plus years ago now. So even more issues than there are today. But ran into a lot of issues with being data driven and trying to use data. And over the subsequent years, a lot of those issues got solved. For example, LinkedIn at one point had 150 people managing our data warehouse.
Wow.
Right. And today, you just don’t have to do that. Right. Today you can spin up a great Snowflake data warehouse or in a few minutes or data bricks in a few minutes and off you go. You have a world class place to store your data, query your data, analyze your data. But the issue that I’ve seen, despite these amazing improvements in the data stack is that the more powerful your tool, the more powerful your data warehouse, the more data you’re pulling in, the more use cases you’re building on top of data, the more cost you bear if your data is wrong one day or incomplete or missing or inconsistent with what you expected it to be. Right. And so that’s the problem that a lot of them solving is how do we give teams that are working with data, they’re trying to make use of their corporate data, their enterprise data, trying to make decisions, trying to get inside. How do we give them something that helps to make sure that their data is actually right, that they don’t have issues with their data, or if they do that, they can detect them and resolve them quickly before it impacts decisions or other work?
Yeah, it’s amazing. We get so wrapped into the buzzwordy lifestyle of talking about being data driven, and everybody’s got data Lakes and data warehouses and data puddles and data, whatever you want to call them. There’s all these different things about data is the new oil in the same way that data is the new oil? Say data is the new crude oil. And in fact, there’s a lot that needs to be done to make that data really enriched information and gather signal from the noise because data in and of itself is not valuable. It’s the cleanliness of the data and the sort of trueness to the signal you need to find in order to then gather insights and info. All these folks are focusing on the automation side. But if you do not trust the data that’s going into the machine GIGO. Right. Garbage in, garbage out.
Exactly right, Eric. Exactly right. And it’s actually much worse today than it’s been. Think about using machine learning. Right. That’s another buzzword. Everyone talks. Everyone’s trying to deploy their machine learning model, do great things, use those technologies in a way that a Google or an Amazon or Netflix might to improve their product. Guess what happens if you’ve trained a machine learning model on a particular set of data, particular characteristics, and suddenly today the input data that it receives is wildly different, right. That model doesn’t produce great results for you. You’re essentially getting a random out of that model because you’re exposing it to data that it wasn’t trained on. It doesn’t know what to do with it. It has no constraints on what outputs it gives you. So it’s even worse when you have machine learning deployed and you’re expecting to feed us the data that’s coming in and expecting to have great results.
One of the things that stood out when I look at your platform story, I don’t mean to pick on one phrase right now. We go into the entirety of how the platform works, but automated root cause analysis.
Right.
And this is one of the things that near and dear to me. I’ve been doing this as a business for a decade, and it’s one of the most difficult problems to solve because the speed at which the data is moving, the ability to do real time and automated root cause analysis is almost an intractable problem because by the time especially when it gets into anything that’s around system design, the old class thing is by the time you figure out what the real root cause of the problem was, you could have just rebooted the system. Right. But when it comes to data, there’s no reboot the system option. It means you have to understand the forbidden fruit from which the data was gathered, and then now to be able to go back and there’s data reconciliation. So there’s a fantastic problem in the bigness of what it is that you are able to solve. So when I saw that, I was like, okay, we’re going to dig in hard on this one, but let’s actually just talk about the platform in general and how it was put together to solve the problem of data.
Absolutely, Eric. And automated root cause analysis is something we’re very proud of and something is very unique to what we do in our approach. But to step back and give you a sense of how it works fundamentally, what you do with Anomalies, you connect it to your data warehouse. We’re taking advantage of the fact that companies these days are putting up these big data warehouses in the cloud and are stuffing them full of all the data that they care about, centralizing all their data in one place so they can connect it together, analyze it together, and use it for all the various use cases that they have. So Anomalo just connects to your data warehouse, and then within your data warehouse, you select the tables of data that you want us to monitor, and Anomalo goes to work. So one interesting part about what we built with the product is that we’re a machine learning first solution. When you tell us, I want you to monitor this table that has my sales information. We don’t ask you to tell us about the data in that table. We don’t ask you to configure rules for that data or to give us parameters for what that data should be.
We, to the extent possible, learn all those automatically how we connect to that data set. We query your data warehouse, grab some samples of that data, we look at it historically over time, and we actually train one or more machine learning models for each data set that you have us monitor that really seeks to understand the structure and pattern of that data set. That way, when new data comes in, machine learning model can say, hey, this new data that came in, is it somehow different from the structure that I learned from the data set history? And if it is, well, now that may be an issue in the data that we should tell someone about this.
Is the point where if it wasn’t for the fact that I have to stay in camera frame and my microphone arm is not too long, I would stand on the chair and say, oh, Captain, my captain. The idea and this is the core of next generation systems architecture and design is ultimately the system needs to be responsible for its own outcome. And by letting the data drive its own like the understanding of the data itself versus what we believe is the creators of the table that is actually in there is such a fundamental shift, and it’s taking all those assumptions and turning them upside down, which is amazing, because time and time again, we hire a sea of DBAs. And I’ve worked in massive insurance companies, worldwide companies, investment firms, explosive companies, all sorts of exciting stuff. And there’s just we’ve got clients, we’ve got DBAs, we’ve got all these people. And they’re coming in trying to make the data fit into a thing that they believe it should fit into. And every time you’re five years into that project, the diagram is like monstrous, UML, diagram that’s on someone’s wall that they printed on, like five pitch font.
And it’s the size of the entire room. Well, it’s dead because the moment you went live with the system, everything changed. The day in the life moved. And from that point on, the best thing you can do is hope to keep up.
Yeah.
So you’re basically saying you can shed that wherever you are today is, in fact, the beginning of forever because you are now adaptively understanding the data.
That’s exactly right, Eric. And in fact, I would argue those old school approaches which you’re describing, they worked up to a point. Right. We have customers where they spent 2030 years with that approach. They made it work, and they have 100 people doing this work and all this kind of stuff. But at the scale that folks are ingesting data today and with the different types of data that are coming in and the number of applications that they’re trying to run on top of the data, there’s just no way that you can continue that approach. I mean, we have a customer right now Anomalous, that has a table where they’re adding 24 billion records a day. Right. There’s just no way that they’re going to come up with any sort of manual process or rules based process or schema based process to fully make sure that all those rows are conforming to something. Right. They can take some cuts at it, but there’s no way they need something that’s adaptable. And more importantly, they need a machine. Right. Our machine within an envelope has no problem going through 24 billion rows or a sample of those rows if it needs to.
And looking for patterns. That’s going to be pretty challenging using any kind of manual or human driven approach.
Now, I guess this is where the thing will come in, where, as he said, there are purposes and requirements to sort of define the standard by which data is stored. And ultimately, because there’s front end applications that need to understand the schema, there are sort of bound things to the behavior of the data within the structure. But as you said, we’ve got much more that’s coming in. Whether we call it IoT, whether we call it whatever kinds of many sensors, and those sensors could be anything could be 15 different application signals that are coming through that each has their own sort of structural form that’s different. The fact that you could then it gives you the freedom to be able to co locate disparate data, and then ultimately that data, you can find me observability as a practice. We talked about it six, seven years ago. Observability wasn’t even a word outside of physics and chemistry. And then so shout out to charity Majors, who I still will always say she is the creator of the word of observability as a practice. But observability is about bringing unstructured data together and then looking for patterns and signals within it.
And the problem is a high cardinality. Data is incredibly difficult to be able to pull together and then make decisions on and systematically even refine it, let alone get to the point where the data can ultimately create its own structure through having your platform look at it. I don’t mean to wow over this because the computer science folks are just like, there’s no way this is real. It’s a seemingly intractable problem. And I say that because it was intractable up until now. The technology and the capabilities are there where it’s more accessible to do this. But it’s a very unique challenge that you’re solving.
Yeah, absolutely, Eric. And we see ourselves as very much an extension, kind of the observability movement. Right. And they’re great Serbia tools for other dimensions of operations. Right. Data observability is actually even more challenging problem, say operational observable. Is my server up. Right. Those kinds of things. Because data, by necessity is chaotic. Chaotic. To a large extent, what my users do with my product on Fridays might be dramatically different. But what they do with my product on Sundays and even more so different if Sunday is part of a long weekend or Friday is a holiday or we just launched the new product on Monday. And so there’s a lot of dimensions of variability, a lot of chaos in actual data that’s coming in. User data, third party data, those kinds of things. There’s a lot of chaos there above and beyond, sort of the classic conservative data. What is my machine doing? Is it up? Is it down? Is it processing transactions? So definitely a challenging problem. But, yeah, the technology has also improved traumatic. Modern machine learning techniques can do a lot. And modern data warehouses are also incredibly powerful. You can ask them to summarize a lot of what’s going on with the data quickly.
You can analyze it.
Yeah. I think the biggest battleground that we are seeing in the industry is this idea of putting data into a place. And then because right now we know that the technology is arriving, if not has already arrived to do really amazing things with our data. And the one thing that think of the early application design, it was like, this is the data that we’re going to need in order to make decisions around future architectures. So they basically throw away everything but this. It is purely wheat versus chaff, except that they threw away the chaff. And then at some point, especially when you get into retail and you get into all the industrial, there’s so many use cases where they say, like, we got to keep the chaff, hang on to it, because we don’t know, there may actually be a different seed hiding in the chaff. And the economics of storing data have gotten significantly better. And then again, what’s happening now is really people are sort of holding onto it and saying that this may be useful one day and I can’t risk that I throw it away and find out that it would have been useful.
It really is a ripe opportunity for what you and the team are doing.
Yeah, exactly right. It’s really a sea change. And I saw this first template years ago when I was at LinkedIn, coming back to the beginning of the podcast. We were collecting everything, every bit of data that we could, and we were maybe using 5% of it. But it was a cultural thing that the team had picked up from other companies like PayPal early in the Internet history that we got to collect everything because it might be helpful in the future and we would regularly discover new ways to use that data that we weren’t using. We regularly found ways to take that data that maybe in the old days you would have discarded and actually innovate with it and build new product features based on it. That’s exactly right. And that’s been a cultural transformation throughout the enterprise world where now when we talk to customers, they’re almost always storing all the data. Right. They’re not throwing data away anymore like they used to. They may not be using all of it. Maybe they’re on their way to trying to use more and more of it, but they’re definitely storing it and they’re centralizing it and they’re making it accessible.
Yeah. I say as a guy who gets hard to see an out of focus view, there’s about 35 decks of cards over there. I’m not going to use all of them, but you never know. I buy three of each packet again. I’m a bit of a collector in that way. And really in the data world now, this truly is what we’re seeing. More and more companies are realizing. It is a combination of many things. But I’d love to talk about this idea that many people believe today is the beginning of a lot of this, when in fact, this has been a well formed idea for quite some time. It’s just that it was maybe not broadly accessible or broadly understood outside of like a core group of, obviously, people in financial services. We’ve got insurance stuff like there are organizations that have long held that their data needs to be used later. So let’s just keep holding onto it. You never know. But it’s always a funny thing, just like when any band suddenly becomes very popular. I saw them ten years ago in College. I don’t know who you think is brand new, but these folks have been around for a while.
This concept, I think, is probably more widely understood in some circles. Where has this been prevalent before?
Yeah, well, I kind of trace it, at least in my experience of it is really a Silicon Valley phenomenon, at least to the extreme extent that we see. Obviously, financial services companies have been storing data using fraud models and that kind of thing for a long time. But this idea that all of your data needs to be in one place. Right. And even if you’re not using it, eventually I may want that connection for something. It’s, I think, a very Silicon Valley phenomenon. Silicon Valley companies that I’ve been at always kind of strive to have the central one place with everything. So we’re using a third party tool. That’s not okay. We got to import the data from that third party tool into our one place. Literally, engineers would come to me and be like, Elliot, you can’t put up this tool. We’re going to lose that data that goes into the tool. We need an API to get it out. And that would be a hard requirement to using a third party tool for something. And so I think that was the core of it. And that enabled companies like the Google, Amazon and Netflix to do very powerful things.
And now everyone’s kind of realizing that that was a really big advantage. We work actually with a lot of financial services customers. They’ve always had this idea of using data. And they have some amazingly expert teams, frog modeling, and all this kind of stuff. They’re still in silo mode. They have data all over the place. Right. They never really bought in until very recently into this idea of centralization into putting all of it in one place.
And I would posit that still today, the most widely used tool for data analysis is Excel. It’s just bizarre. It’s 2022. And if Microsoft should have divested Excel, it would be worth more than Amazon right now.
Absolutely. And if you think about it, Excel is the most decentralized type of data you can have. I literally have my own copy of the data in my sheet. Right. And there’s ways to sync it now. And all this kind of stuff, but it really is a very different world from the one, I think, where we’re heading to them.
I’ve seen this for having supported big financials for a long time in my own career in the tech side. And I remember getting these calls first and you’re like, oh, I need to restore this Excel documents. What, did you delete it? No, it just got corrupted. Like, how did it get corrupted? Well, I don’t know. And you look at it and it’s 2GB Excel file. You’ve stretched the limits of this platform. This is not meant to do this. And that was pre understanding of what the data warehouse opportunity was many years ago. Then. Now even today, they’ll put the data centrally. But then a lot of the offloading of the processing is done very client side, and then more and more, but at least the centralization of data has become data goes here first. It’s funny you mentioned this thing about Silicon Valley. Many Silicon Valley folks have always understood that the data has intrinsic value and so we should always keep our data close. Conversely, a lot of organizations are being told by those very same Silicon Valley companies, you should offload everything as a service. So it’s an interesting sort of dichotomy in the approach.
But I see more people are saying we’re going to use the service, but we want the data to stay centralized or at least keep a copy of it centrally. And that’s a fairly recent shift in some of the customers that I’ve talked to.
Yeah. And we see that as a very common pattern. For example, if you’re running transactions through Stripe, big Silicon Valley company, right, where you’re outsourced your payment processing, well, very often we see it in our customer data set. You’re going to pull out that data from Stripe, you’re going to get the full log of everything that’s happened, put it in your data warehouse, how you can connect any transactional events on your product, on your ecommerce website to that Stripe payment. And now you can also analyze that Stripe data. What percentage of my payments fail? What is my credit card distribution? Right. How many folks got the special discount? So we see that pattern quite a bit. And in fact, when we started on Outlook, we were counting on the fact that this is going to become the norm, that more and more companies were going to use these hosted managed services, but we’re going to pull the data back into their data warehouse so that many companies would end up with a copy of Stripe data sitting in their data warehouse. And that would allow us to do a better job because our models would see many instances of Stripes data sitting in many warehouses that we could learn and generalize from.
So we were counting a little bit on that. And in fact, we were seeing that play out.
So let’s talk about Anomalo Pulse, and this is exciting stuff. Let’s dig in a bit on the product side, on what we have there.
Yeah, absolutely, Eric. So Anomalo Pulse is a new kind of visualization dashboard product that we launched as part of Anomalous. And it’s in response to a question that we’ve been getting to a lot from a lot of our customers. They deploy normal. They start monitoring some of their tables. They have issues that come up that they resolve very often. We talk to the VP of data, the chief data officer, and their question is, Elliot, how do I know how well my organization is doing monitoring my data in terms of my data quality? What can I look at that says you’re improving based on all the stuff you’re doing, or you’re not improving based on all the stuff you’re doing. You need to do more. You need to focus on this area. And sometimes it’s even a team based and accountability type question, which is how do I know which of my teams are doing well in terms of the quality of their data and which teams are not really managing the data quality? So we need more help or need more focus in that area? And so we built an envelope post, really to answer that question.
And so you can log in and you can see an organizational view of how you’re doing that on data quality. So how many data tables do you have? What percentage of those are actually actively being monitored for data issues? Right. If that’s a small percentage? Well, there’s probably a lot of issues that you’re not catching. If it’s a big percentage, you’re doing well of the tables that are being monitored, how often do they have an issue, which ones have issues all the time versus every once in a while that can give you a sense of, well, where are the trouble spots in your data and where our successes in your data, which things are sort of clean, in which things regularly have issues? And then, of course, you can break that down by team or schema in your data warehouse and all those kinds of things. So that’s Pulse, for the first time, you can start to develop a sense of how are we doing overall in terms of managing, monitoring the quality of our data.
Now dive into the tech a bit, because I know a lot of folks would ask things like what’s the sort of impact and capability mix where you talk about sampling, taking first samples, then ultimately training, and then throwing it at the entirety of the data set. There are different phases in which you would see adoption, but then also what sort of the processing impact? Where do I fit this in my life cycle of data when it comes to because all these applications get this weird thing where the data part of the organization quite often is a very standalone group or a bunch of standalone groups, and then the application groups are functionally separated, and then you’ve got the CIO, who sort of has responsibility for it. There’s a lot of intermingling, and that’s why where does it fit in? Who would own Anomalous?
Right. Great question, Eric. So what we often see and again, this varies by organization because this is also kind of a new area. Right. How you become more data driven and transform yourself. There’s still a lot of thinking and evolution in terms of how these various teams and roles are structured. But what we see emerging at our most sophisticated customers is a kind of data platform team inside the organization. And so the data platform team is kind of responsible for what are the tools we have in our data stack. And the data platform team, in turn, has internal customers, which could be the business teams, the application teams that want to use data. But they go to the data platform team to sort of get the tools for accessing and using data. Very often the data platform team is the one that owns the data warehouse. Right. They made the selection of which data warehouse it is. They kind of own its access and organization. They may not be the team that feeds the data warehouse with data that might be distributed or that might be a data engineering team, but they kind of own the data warehouse and how it exists and how it works.
And then they might also own things like Bi tools. How do we build dashboards on top of this data warehouse data. So Anomalous fits into that most easily, which is the data platform team that’s responsible for what are the tools that we have as an organization to manage and work with data.
The thing that I like that I believe the industry has finally gotten around to is that there is no such thing as a single pane of glass. We’ve learned that it was a sales pitch for a lot of organizations, that you’ve got 47 tools. I’m going to say the tool that will get rid of the other 47. And in the end, you now have 48 tools is what you’ve got. And it’s true, because even if you get it right, even you say, okay, good, we’ve got three disparate data warehouses. We’re going to merge them together, put them in one fantastically, huge, single, beautiful spot, and then you’re all good. No one does that. But even if you do, let’s just hypothetically say the magic occurred. And then they announced that you’ve just acquired another company. Well, guess what? They have seven data warehouses. They’ve got some on Prem. They’ve got some in the cloud. They’ve got three different clouds because they just acquired two companies. Like, there’s never a final resting place for data. Where does this make the Anomalous story important? Because it seems to me like this is where you can really shine, that you’re not saying you got to put all your data here so I can go get it.
Yeah. I mean, we are counting on it’s going to be in the cloud. Right. And so I think the migration to the cloud is a free train that’s not going to stop. And we are counting on that, Eric. But we do support multiple different places that it might be multiple different platforms that you might set up in your organization to query that data. And you can view all of them in one space in an online set of monitoring for all of them. So we have folks that have snowquake and they have a Google BigQuery. I don’t know why they have to. Maybe it was an acquisition, but it happens. That’s okay. You just connect the download. Right. And as far as you’re concerned, all of your data is now in one place. So absolutely. I do think there’s a pretty big push to centralize to get to one. And of course, that’s tough. And I don’t expect everyone to do it perfectly. This is actually one area where Silicon Valley companies start out having advantage because they’re building from scratch. Right. You start out seven data warehouses that you need to combine. You start out with the one you choose that you need to grow over time.
And so there’s a little bit of an advantage to newer firms. But I do think there’s strong pressure and kind of strong momentum to get unified and get centralized.
Yeah. And even if not for continuous real time, at least the centralization for offline and near real time processing has to be done that central location, because what UI? I often see this pattern.
Right.
Well, they’ll have an app stack that’s Google centric, and then I’ll have another app stack that’s AWS centric. And maybe there’s legal or other requirements, like business requirements that drive those decisions, like architecturally, no one would say it’s a great idea. But then now you’ve got the challenge of centralizing that data to a place for processing. And I think they’ve pretty much accepted. Like I said, the cost of doing storage of this data is not significant compared to the continuous precedent, even like a Snowflake. It’s funny you mentioned somebody I’ve got data inside BigQuery and then date inside Snowflake, which if I were to look underneath covers, probably runs on top of BigQuery or like there’s whatever it is they’re running on the same stack that you’re running on. It’s just that they’ve abstracted it to do additional things. So we will see still those patterns of multiple spots. But the central, like one pool of common data, I think, is where people are heading, whether it’s that real time online. Sorry. Like old school mainframe batch and online, we will see that stuff happen where you’ll have a lot of stuff that’s moving to that batch style, but it’s going to be held in a central spot.
Yeah. And in some cases, you can get there fast if you do a daily Lake type approach where your data is stored in the cloud. Right. But it’s just stored as files and cloud storage somewhere. And now multiple different warehouses can process that data. You can hook it up to Snowflakes, you can hook it up to BigQuery, you can hook it up to data Break. You choose which tool you want to use to process that data, but your data actually is in one place. And so we also see that as well, which is kind of a way to skirt around the unification to say, well, my data is in one place, but I might have multiple tools to query it.
Now let’s talk about the team, because I know we’ve talked about some of your background, and I’d love to dig into the rest of the founding team and what your collective view and approach drew you all together.
Yeah, absolutely. So my co-founder is Jeremy Stanley. We were together at Instacart. I was the chief growth officer trying to get Instacart to grow faster. And he was the VP of data science for Instacart and actually had been a data science leader for many, many years. He tells stories about predictive models for mining companies to predict the mine that was going to have an accident, those kinds of things. And together we’ve recruited a lot of our favorite technical folks for a majority technical team, and have also recruited some of our favorite data scientists, folks that we knew would need a tool like Anomalo that are actually now building that tool essentially for themselves. So Vicky, who was the lead engineer on the Pulse product that we just talked about, is a classic example of something like this. Someone Jeremy and I worked with and someone who in a different life would have been the user of and now is building the products she would have wanted to have years ago. So that’s how we approach building the.
Team when it comes to this.
Right.
You’ve been through different organizations, and especially given that your role is chief in the growth side of things. So you’re like a very friendly, nicer version of Chimath Palpatia, but the human aspect merging with the systematic aspect of growth, you’ve seen it at the growth phases. So how does that influence the initial phase of seeding the company? But having an eye on growth gives you an interesting sort of split of how you have to look at things.
Yeah, I’ll be honest with you. They’re pretty different world. Right. And folks ask me for growth advice all the time, as I’m sure they do to Chamois. Or maybe he moved past that. And the truth is, the early days of a company finding product market fit. Getting those first few passionate users has nothing to do with what we used to do at LinkedIn and, wellfront, Instacart on growing. Once you’ve found your core set of users and thinking about, okay, how do we make this much larger, much faster? So those are very different worlds, and it hasn’t been a huge adjustment for me. But it’s a little bit of adjustment to realize that in the early days you’re not operating with a lot of data despite being a data company. Our own in the early days, our own set of data that we could use was really tiny. Right. As we were trying to get to those first initial users in a low product. So there’s an adjustment where you realize that you don’t have a ton of data. You don’t have a ton of things that you figured out that you could double down into.
Right. A lot of growth mechanics that growth leaders that larger companies use. They just figure out what already works and they find ways to do more. You don’t have that at the early stage. You don’t know what’s going to work. So that’s an adjustment. But the thing that’s universal is the idea of experimentation, whether it’s in the early days of a seed stage company or it’s in the growth context of a larger company, you should constantly be experimenting and learning, trying new things and seeing if they work right. And in a larger company, you can direct your experiments more. You know, the characteristics of things that have worked in the past, that you can be very selective in your experiments. In an earlier stage company, you’re kind of trying everything. You’ve got your gut a little bit more. But that idea of experimenting and learning is definitely still a universal thing.
Yeah. It is funny, though. Need you realize how lucky you are when you’ve got the pool to draw from? And it’s why you see building teams, founding teams, building teams, growing teams are often like the stages of a rocket where they truly just will say that the first stage of the rocket gets us to this altitude, and then we shed the stage. And I’ve seen that. So it’s now interesting that you coming in as a founder. You are going to have to survive different stages that were previously not experienced. It must be an exciting and interesting world to now really see this from zero to one phase of the company.
Yeah, for sure. Eric and I’m actually super cognizant of the phases you’ve talked about because I want to make sure I adjust. I have many experiences in past companies where I came in in the growth stage as a growth leader, and I have this portfolio of techniques and strategies. But the founders are still in the foundation stage. They haven’t made the leap. They haven’t realized yet that you have data. You have a base from which to build. You can double down into things that have already worked. You can be selective. Right. In those situations, I’ve had to convince folks that my approach is a good one, demonstrate results, prove that my approach is the right one for that stage. Of the company. And so I’m very cognizant of that and making sure that when that stage comes and I think we’re inching into that growth stage now in our company’s trajectory and all those trajectory, I want to be very cognizant that. I kind of make that switch in my head and say, okay, we can start to use some of those growth strategies now.
Yeah. Now that you have those levers available, you expose those levers to the business all of a sudden, but you have to build and discover those levers to begin with. And how did you find that very early phase in seeking product market fit? You talked about the customer centric hiring in that you’ve effectively built a team on people that would be consumers of the product. So that will very strongly influence the way you engage with those early prospects and customers. So what was that first phase of finding the development partner customers and such like?
Yeah, you know, to be honest, it was easier than I thought because precisely because of the team we built, we could go to our network and we could find customers from our network. So all of our initial customers, all of our initial design partners were folks that we kind of got connected to through our network, and we had a relationship with, and they agreed to help us out, and eventually they became paying customers a phenomena. And so that’s a pretty powerful way. If you have a network or if you can recruit a team that has a network into your customers and has access to your potential customers, that’s a pretty powerful way to get started. Even LinkedIn back in the day, Eric actually started like that. The first folks invited to LinkedIn were in Reid Hoffman’s network, invited all of his all the PayPal folks and his VC friends, and that formed the core of the original user base. And he could get them to accept because he had a relationship with them and he was Reid Hoffman. Without that network, it would have been a much harder road.
Yeah, it is very interesting. And as far as the product market, fit is often a challenge to find, depending on the friction in which you can consume the product. And that’s why I admire your approach in that, obviously, data has to be in the cloud. All right. It’s kind of a binary thing, but you’re not saying that you need to relocate your data in order for us to be able to make use of it. That is the big thing. There’s a much lower friction to bring Anomalo in which versus many other companies, they find this thing of like, yeah, we’re going to do strict Mason stuff with your data. We just need to move it all over into our data warehouse in order to do it in networking. I used to struggle with this all the time, especially on the consumer side. Every single product you’d buy that has fantastic network monitoring these different tools. Oh, yeah. All you need to do is make sure that we’re routing all your data through this endpoint like we do that seven times already. For all these other things, I can’t continue to reroute my data. And eventually they learned that thanks to software defined networking, you can put virtual taps all over the place, but it easily be physical like it.
That’s how Gigamon became a business, because the idea of aggregated span ports so that you could monitor data flow, that created an opportunity. And now if you told somebody, I need you to route your data through something, they’d be like, you’re nuts.
That’s right, Eric. Lowering friction is a big deal. I would argue lowering friction is one of the most innovative things we can do in many years. And you’re absolutely right. Anomal doesn’t require your data to go into our data warehouse. In fact, we will often to point out where we just sit in the same cloud environment as your data warehouse. Right. So your data never even has to leave your cloud. We just push our application to your data rather than your data having to stream to us or anything like that, or us having to query it and send some results back to our cloud. We just sit where the data is. And then the other element of friction that we reduced, Eric, is just the setup friction because you don’t have to set up rules or tell us what to look for when you set up an ammo. That’s another thing that our customers really resonate with. You can do a few clicks and you’re monitoring your data now, right. And you can fine tune it and customize it if you wish, if you want to go deeper, but you don’t have to get it up and running.
You don’t require a $180,000 professional services engagement to go through proof of concept, then, which is no, not at all, not at all. And I say it, I partially ingest, mostly tongue in cheek, I guess, because I know that’s out there. Right. Like the complexity of the problem that you’re solving usually would require a lot of human interaction and a lot of human development of understanding the business, understanding the policies, understanding the flow. God, I hate to say this word because it came to mind right away. It’s game changing in that it is fundamentally changing how easy it is to get started. And then at that point, now, platform, implementation wise, what’s the most common time frame that folks expect if they say like, hey, alright, I saw Elliot on LinkedIn doing something, I’m going to reach out. I want anomaly in my environment.
Yeah, pretty fast. Obviously there’s legal things where we have agreements and security stuff and all those kinds of things. But deploying an on low in your partner probably takes about an hour to get it up and running. And then maybe another hour to get some things configured and you’re up and running. Right. So we literally when we have a new customer, we book two 1 hour meetings, one to install the product and one to onboard you into the product. At the end of that onboarding, you already have it configured and monitoring critical data in your data warehouse. So that’s all it takes.
You’ve won the friction game. Absolutely. The most friction free implementation. And what I love about this is I can be way more excited about your product than you need to be because for folks that do listen to the podcast, they know no one comes on here because they say we need to talk about our products. In fact, usually I’m the one that’s pulling it out of people because I am excited about what you’re doing. Again, seeing my own experiences in this type of implementation and the complexity that we’ve usually faced, it’s pretty big. And really it goes to the core of the team and your approach, which means that future growth, future development will carry that model forward because that culture seems to be like ingrained in the ethos of the company, which is refreshing, right? That’s where it needs to be. Instead of having to take old methods and then gently refactor them like, no, we’re throwing about the old game plan and this is how it goes now. It’s kind of refreshing.
Thank you, Eric. I mean, we’re definitely trying still an early stage company, still small, so still a lot of things to build and a lot of work to do. But we’re definitely trying and we’re pretty excited about the momentum we’re seeing and how well the product is working for our customers.
I guess I should ask one important question. Really? Who is your ideal customer that will be able to quickly find that fit and value out of the Anomalous platform?
Yeah, absolutely. Anyone with a cloud data warehouse, that’s the first step, right? If you haven’t set up a data warehouse yet, then probably you’re a little too early in your kind of data maturity, data lifecycle. You have a data warehouse. That’s great. We also look for folks where they built out a data team. Right. So again, if you have if you don’t have much of a data team, probably you just aren’t powering enough things with data yet. Experience the paint, update issues and data quality. But even once you have a data team of five or so, well, now you’re probably feeling that pain and we can definitely help you.
Odds are once you throw the first person at it, there’s a reason it gets to five fast. They start feeling that pain pretty quickly. I remember back it used to be like ETL people, and that was the whole big thing. It was just like just getting data between places and they’d have teams doing ETL, then you got DBAs doing the back end. It’s like all of this thing we’ve moved the function and the roles a bit. But in the end, there still is a lot of that really understanding where business logic comes in. And this is why this agnostic, data driven and literally data powered approach that you’ve got makes the move to taking on the platform a lot easier because it’s time and time again, it’s like you come in, the first thing you have to do is set up 17 interviews with product people, and they’re even arguing in between about how it really should go. They sort of unpack this awful family history of where the data came from. You can just be like, okay, no problem. Just plug this in. We’ll be back in an hour, and then we’ll talk about what your data really says.
Yeah, exactly right, Eric. And what a lot of companies are doing is because of this issue, because of how difficult it is to kind of get to ground truth synthesize. They’ve actually just decentralized the management of data. Right. So product managers, well, you own this data set, right? You figure out what’s going on here, and it’s actually another reason to get a tool like an envelope. We are no code, low code tool. Right. You set us up and it goes and we’re going to root cause things and visualize things for you in a way that almost anyone can understand. We don’t require you to kind of understand obscure error messages or parse logs or even query the data yourself. Right. We’re going to do a lot of that work for you. So we’re actually accessible to anyone in the organization who cares about a particular data set. And so we’ve actually helped a lot of our customers kind of complete that decentralization or democratization to sort of be able to push the responsibility for that data set to the product manager or to the team that cares about that data set, rather than having to have folks and data engineering and other functions sort of synthesize all that information from all the various parties.
One thing I’ll ask and I hate to ask a question which I know can be a tough question is how do you deal with things like data separation for regulatory stuff, you’ve got role based access control, lots of different access control lists that are spread throughout these data sets. Where does that come into? How it interacts with an omelet?
Yeah, we’ve had to build all that, Eric. So we have a financial services customer right now, actually, two of them, where data is heavily restricted. If you’re in the mortgage group, you cannot see the data from the banking group and vice versa. And so we have to build that functionality. We have separate teams and organizations within anomalous Nomalo itself can see everything. But if you log in from the banking team, you only see the banking data. Right. And if you log in from the mortgage team, you only see the mortgage data and so we’ve had to build those access controls. And, of course, we integrate with things like Octa and other tools that the enterprise might have to sort of appropriately associate users with teams and with the access that they should have. Good.
That wasn’t so much of a curveball then. I was like, this is probably not the question. You just sneak in at the end of the podcast. The hardest possible question. Let’s talk to the CISO right now. So it’s good. Yes. And another thing that we definitely are seeing more and more of is this where the ethics of data usage and the ethics of data storage and the business rules that are wrapped around that and the legal and regulatory stuff, it creates a real challenge. The truth is, most of these teams, they do their best, but quite often, they don’t even realize how exposed some of those data are to each other. Because what we believe is this true data isolation. There’s many Internet connected systems, so there’s always a path to get from one place to another. But it is, I think, top of mind for CSO and Chief Data Officer. Right. I guess. Is that a role that’s really becoming a.com like CISO got it right. That came in with Sarbanes Oxley and other regulatory requirements. They’re like, you need an officer who is charged with this function, but the Chief Data Officer, it’s still kind of a fuzzy function.
Yeah. I mean, it’s not as well adopted, but it’s coming. We see it all the time. Right. That’s typically we typically interact with a chief Data Officer or someone who’s active at that officer. Maybe they have a VP of Data title or something along those lines. But, yeah, it’s coming. There’s enough complexity in the data the company is using in the system, powering that data in the data teams are large enough where you need an executive driving your data strategy. Data is critical enough. As you said, Data is the new crude oil well. You need an executive who’s going to mine that oil, if you will, and figure out how to process it. So we see it happening quite a bit. And even at older companies that have been around for a long time, or maybe Data was part of their It team, and the CIO used to be in charge of data. Now they’re either opening up or they have data Officer. The other aspect of this, Eric, is folks have realized that managing data systems and getting value from data is different than engineering. Right. It’s different than building other systems, different than building applications or setting up networking.
It’s a different skill set. And so that also kind of created an opportunity for the chief Data Officer to emerge because they can truly have that Data skill set. Rather than starting with an engineering skill set and learning about data, as folks used to do in the past, well.
They effectively become the F one driver to a fantastic F one car team.
Right?
The engineers that build that car will never be able to drive it and get it to perform. So they have to have a specialist that’s like, this is your singular function is get the most value for the least expense and least risk out of these assets and allows them to shape the strategy for it. It’s kind of funny. If you think like 20 years ago, especially you’d hand somebody a business card, it would say VP of Data to be like, no, seriously, this is a joke, right? What does that even mean? This is not a real thing. How many people do you have on your team? You’re like, oh, I’m in charge of the data. We’ve come a long way in a seemingly short time, as far as the dawn of Earth, at least.
Yeah, you’re definitely right, Eric. And I love the Formula One driver analogy. I’ve been even surprised that they’re now product managers of data. Right. I was in product manager for a long time, and normally product managers are for features. You can be the product manager of this page or this flow. Well, data is so important and so integral to product works that we see a lot of customers where they have a product manager. Right. It is kind of coordinates and orchestrates and strategizes a lot of the things that they do in the data work.
It’s where we’re going. And I say, it’s where we’re going. It’s where it’s already going. And I think this is even any organization at least should have a sense of what their strategy is, whether they’re tactically moving towards it as different things. It’s kind of like sustainability. Every time somebody says to me, yeah, we’ve got a sustainability initiative, that’s fantastic. What have you done in the last twelve months to enact things towards this strategy? Like, oh, we’ve got a steering committee. Okay, perfect. But data is a very real thing. Not that sustainability isn’t. I shouldn’t pick on that, but it’s like people say they’ve got a data strategy. What have you done about it? And this is a place where you can find a great fit. All right. I am so happy. Thank you. So again, Elliot, if you want to give up, what’s the best way? If people want to find out more about Anomalo, obviously have links to the website and such. If they want to reach out to you and maybe dig in a little bit more on the platform itself, what’s the best way to do that?
Absolutely. So just go to anomalous.com it’s A-N-O-M-A-L-O. It’s kind of like anomaly, except with an O at the end instead of a why? Check it out. There are demos there. There’s documentation, there’s all kinds of resources on what the product can do, and feel free to contact us there if you want to try it. And, Eric, thank you. So much for having me. It’s really been a pleasure.
I got to say one quick thing too. For people that are about data, you got bloody good designers like your website is just very captivating. I really enjoy the user experience of the way you do your so for people that are living in data you’ve got a bloody good design mind on you.
Well, we’re big believers that you can’t get insights out of data unless it’s visualized in a really compelling way, right? That’s been something we’ve learned over the years and so yeah, we have great folks that are not just great designers but great visualizers of data that contribute their expertise to the product. So absolutely thank you.
If visualization didn’t matter, people would drink sushi smoothies. We don’t it’s even disturbing for a moment to think about it, but yet when given the right visualization fundamentally different and this is it. Well, Congratulations on all of the recent successes and on future successes that you and the team are going to experience. Elliott thanks very much.
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Scott Danner is the CEO of Freedom Street Partners and the author of Freedom Street. We discuss how to unlock potential in yourself and to define and create your path to freedom. What does freedom mean to you? We delve into mentoring, Scott’s personal story that led him to his current role, and much more. A must listen for sure!
Thank you to Scott for the inspirational conversation.
Hey, everybody, this is the DiscoPosse Podcast. My name is Eric Wright. I’m gonna be your host. And this is a conversation featuring Scott Daner. Scott is the author of Freedom Street. He’s also the CEO of Freedom Street Partners. They’re a fantastic financial services team, and we really explore a lot of the core of what people define as freedom and ultimately finding that personal path to whatever you need to define as your freedom, your future. So Scott’s a fantastic person to chat with, and we don’t go into his own history of what drew him to helping people unlock what it is they need to find their personal freedom. So it’s a fantastic story, and it was a great conversation. If you like this and other amazing conversations, of course you can head on over to youtube.com/discopossepodcast and you can see the video version of it as well. And this is made possible by the amazing folks like our friends over at Veeam Software. I got to give a shout out because if you’ve got data, if you’ve got applications, if you’ve got content, it needs to be protected. So everything you need for your data protection needs head on over to vee.am/discoposse. Check it out. They just had their really cool VeeamON conference, and they had a lot of really great announcements. This is stuff that you need. Look, ransomware is on the rise. We got craziness going on the world. Stop the craziness, get yourself protected with Veeam. So go to vee.am/discoposse and check it out. Speaking of startups and protection and growth, and what do you need to do? If you want to grow, if you want to think about what’s next, then you want to think about bringing on a sales team that has driven, that has culture first. And this episode is brought to you by the amazing folks over at the Shift Group who are turning athletes into sales professionals. So if you’re looking to hire driven and competitive former athletes, or how to architect a real successful go-to market strategy that can scale both efficiently and effectively, head on over to shiftgroup.io. They’ve got an incredible group of candidates, whether it’s entry-level all the way to leadership, and they’re going to help you build culture first sales organizations. So shout out to JR and the team at Shift Group, go to shiftgroup.io and see what they can do for you. With that also – oh, that’s right. You like coffee? Go to diabolicalcoffee.com. With that, here comes Scott.
Hi, everybody. I’m Scott Danner, author of Freedom Street and CEO of Freedom Street Partners. And I’m here on the DiscoPosse podcast today.
Fantastic. That’s like my I always say it’s my on air lights. The moment you hear that, it’s like you press the button and it’s on. So, Scott, thank you very much. This is a fun meeting of employment history. It’s a hilarious thing when I see folks that come up on my guest list. And I think, number one, you’re a great content creator, you’re a great presenter. And I’m excited on that side. But we actually share some background in companies we worked for, which is always a funny – it is a small world, after all, as they say. But for folks that are new to you, Scott, if you don’t mind, let’s do a quick intro. And obviously, we’re going to talk about the book and we’re going to talk about your own history and what brought you to bring that to the world. I’m already wishing it was longer than the time that we’ve got allotted because I’m looking forward to this.
I’m excited to be here. And as I said in the intro, I’m author of a book that just came out at the end of last year called Freedom Street, how I Learned to Create a Rich Life, live my Legacy, and Own the Future as a financial advisor. And I promise it’s way more interesting than most financial advisor stories because it brings in real life childhood, all kinds of stuff that I think makes it relatable to people in all facets of work. And number two, I’m the CEO of Freedom Street Partners, which is a financial advisory company. We clear through Raymond James, and that’s our mutual work history. And it’s a great company, a great entity. And we are in seven States. We have just under 50 advisors, and we manage about just under $3 billion in assets. So I’ve been doing the financial advisor thing for almost 20 plus years, actually over 20 years now. And it’s been really great to me. And what I love most about it is honestly finding the connections between people and helping them solve life’s biggest issues, solutions, problems, whatever it is that pops up. And like you mentioned earlier, it’s always nice to see that there’s usually one thing in common with just about every human out there. So being able to find that and start there is usually a really great spot. So I’m very grateful to be here and looking forward to the conversation as well.
If you don’t mind, I’m going to start off with a big question. And this is always the fun part. I’m going to put you on the spot early. Define freedom. This is one that we often really get stuck on. We use the word, but you’ve got such an experience and history in bringing it in various forms to people. So, Scott, when someone comes to you and they say I need freedom, what does it really mean?
Yeah. So we always say, what does freedom mean to you? Right? What does freedom really mean? And ultimately it starts with what lights you up. What makes you feel good, what makes you happy, what’s a perfect day for you. Where do you want to be, who’s surrounding you? What are the things that really drive you to add more of this in your life. And when you can start to find that you can actually build a life around freedom. I think freedom stands for a lot of things. And I’m always very grateful because I’m always amazed that I could come from very humble beginnings and build something so great and so wonderful with so many amazing people. And so much of that lies in the freedom to create the freedom to be an entrepreneur. I think freedom to me is doing what I love every day with the people that I love doing it with and always putting my family and our friends and our relationships first. So it’s such a big word and it has such a different dynamic to so many different people that I think freedom is individual. And it’s something that you define and hopefully you have the ability to get it.
It’s always interesting. So fellow who I was lucky enough to work with, ironically enough, through Raymond James, his name is Andrew Johns. He is actually currently with a company called Canaccord. He switched teams along the way, but Andrew himself was fantastic. And I remembered him putting a tweet out and it was like just a picture of him. And it was like the classic sort of like nerdy. It says $0 assets under management, zero weeks experience, first day as a financial adviser. And this was, however, many years later, he says, looking back on that, he’s like amazing to see this journey from humble roots to growing. And he had a very strong business and has continued to build a team as well. Which is always interesting in the ability of not just being individually successful, especially as an advisor. There are lots of fantastic individuals. But to also be ultimately a leader of a team to help support a client base and a community. And I think that’s the one thing that genuinely separates. And I don’t want to use the word successful or not successful. I’ll say prolifically successful in that they can scale the success of their clients. When there’s a different mindset that comes into play, you bring that mindset and you’ve developed a team to carry that vision. So it’s always that very just an amazing mix to me of like that entrepreneurial capability and then leveraging a machine behind it so that you don’t have to worry about the clearing house. Ultimately, you bring people towards their freedom and you have tools and techniques and products that help them get there. But it’s vision mapping and delivery on it. It’s quite amazing.
Yeah. Well, you hit on two really big points, I think. Number one, nobody hits success alone. You are successful for a multitude of reasons, and it’s usually an army behind you. And if you don’t realize that truly successful people are very quick to realize that. We have a mentality here at our company that we say we’re better together. We’re building something bigger than ourselves. These are internal cultural taglines that we use every single day. And the truth is, I cannot be anywhere near as successful as I’ve been able to become without the team behind me. And I think that’s the first big point that you’re making. And then you talk about the word partnership. I’ve always used partnership because anytime you’re meeting with a client, you’re creating a relationship to truly understand what freedom means to them. Anytime you’re in a friendship, a relationship of any kind, the goal is to help the person that you’re surrounding yourself with kind of live a better life, have a better experience, enjoy each other’s company. But if I don’t know a little bit more about you, I can’t ever actually have you want to know more about me. And so it’s kind of a mutual respect. But when you talk about prolific success, prolific success comes from actually understanding you did not do it alone. That is really important.
Humility is one of the strongest traits of great leaders. The ability to do stuff when no one is watching, and the humility to understand that you are powered by the adjacent humans that get you there. It is something. It’s funny. I always love the merger. People get like, you know, I work for 20 years across financial services firms in tech. But for me, my success, this came from deeply understanding the nature of the business and what made the business successful and what made their clients successful so that I could develop technology solutions that would then help that company deliver success to its customers. That’s my purpose. That’s my goal. And then in technology now I work for a technology vendor, and I got on the technology space and startups. We use this word. This is phrase all the time, and I was laughing at it. It’s the goal of everybody is to become the trusted advisor. And I say, you misuse that phrase all the time. It’s kind of like the Princess Bride. You keep using that word, but I don’t think it means what you think it means. Right. Like it’s an overplayed phrase.
But the truth is that it really is a genuine connection of their goals and their limitations and their comfort. There’s a reason why we have KYC. As a technology marketer, I have a KYC program that I run people through. What is your ability to be comfortable in this type of marketing and this type of sales situation? I have to understand the profile of investment in messaging and marketing and sales. It’s funny, and I learned this from literally working beside trusted advisors who are regulated to KYC and what that means. You already have this mindset, Scott, of being trusted. What drew you to this as a field in the beginning?
Yeah, a couple of things. Number one, trust is earned and authentic trust is about building relationships and developing that trust. Trust is something that builds over time and gets stronger and stronger and stronger as long as it’s not about the transactions. Trust built on transactions are weak, and they’re weakened every single time the person realizes it’s just about a transaction. And I think that I was blessed in the sense that I was working for the state attorney general here in Virginia, and I was assistant director of crime prevention. And my job literally was to travel around the state doing PR type events in crime prevention for the attorney general, especially in the places where he was less likely to go. And so I ran a lot of senior and law enforcement events where I would bring the law enforcement community in and teach retirees how to not be taken advantage of. Identity theft was fairly new at this time, and I was out there really teaching about what to be aware of, and I was educating all the time. But I saw a major gap in trust, in helping people in the financial areas. It seemed like the people that were being taken advantage of were people that didn’t have trusted advisors, didn’t have great family foundations.
I also have a really great backbone of a great family. In my book, I started out by talking about The Lion King and how Simba was held up and hung over the mountainside for the entire village to see. And when I was born in an Italian Catholic family to a Sicilian grandmother and five aunts and an uncle, I was a firstborn grandson. I had this feeling of great confidence and so many people behind me. One of my aunts, who I was extremely close with, I happened to call when the AG did not win the governor’s office, and I didn’t have a job. And I said, hey, I don’t know what I’m going to do when I grow up and I need help, and I just can’t figure it out. And she said, I think you’d be really good at this job that I see these guys coming in and doing every day. She was working as an admin assistant in one of the offices at Edward Jones, where I had worked prior to founding Freedom Street. And she said, I feel like you’re young and you’d be great at this, and it falls right in with what your mission is of trying to help people.
And I remember fighting her a little bit on it. I put in an application. Two weeks later, I was hired, and I had to learn. And I started from the ground up almost exactly like the story you defined where the guy was standing there with zero assets under management. I had no family money. It was one of those things where I was knocking on doors in cold calling. But I was willing to work because I came from a very, very hard working family without a whole lot of extra, and I was willing to learn the story. The last part is I got lucky, Eric, because I came into the business at a time where it was very difficult in the early 2000’s, the 1999-’02 time frame, the majority of people that started, fail. Because not only were they failing because of September 11 and all the stuff that was happening in that first financial crisis, but ’08 and ’09 happened right at the meat and potatoes of when they would be actually finally getting going in their careers. And today we have more 80 year old financial advisers than we do 30 year olds in our industry.
And the reason is, most of them were so transaction based. The old school way of doing it was so transaction based that I learned within the first months of my career. If I don’t build a relationship with these people, nobody’s going to stay with me when times get tough. And when times get tough, that’s when trust elevates. That’s when you develop the next level of trust. And by being able to really have been an expert in something I didn’t even know I was an expert in, it was just really connecting with people and building something that had nothing to do with the business but had everything to do with the success of helping the other human across the desk from you. And so whether it was the early stages of the AG’s office or my aunt and the family confidence, or it just happened to be hard work and hustle of understanding, connecting with more people would get me there. It kind of led me in that path.
It’s one of the most interesting challenges because especially you talk about the timing of it. Right. Like between the financial crash, which was much more prominent in the United States, I happened to be in Canada while it was going on and working at a financial advisory firm and interestingly seeing things begin. I remember signing the deal and closing for a condo in Vancouver, BC, which was sort of known for the sort of disturbing prices of real estate because you’re surrounded by water and mountains. The only way you can, the prices go up and so do the properties. Right. Like they’re all condos. There’s a fixed amount of property. So it’s perfect market economics for the market, not for the people participating in it. But I signed in Halloween of ’08 and people said this is like we were losing a bank a week at that point. But I had luckily, the insight into the way the market was moving and being adjacent to seeing it happen because we knew, the news was figuring out that this was going on. But the financial world, we were already playing it out. It’s sort of the famous scene from the movie Margin Call where it was meant to be this idea of like, imagine. So what you’re telling me is that everybody’s moving around, we’re all dancing and the music is coming to a stop. And then the quant who’s at the table, he says “No, imagine that actually the music has already stopped”.
Right.
And we’ve just realized it. And so it was interesting that it could have been the worst thing I ever did. And it worked out to be good, that it was actually the trough of the pricing. But to see that the resilience of good relationship based advisors and relationship based selling in anything to survive those troughs is differentiating, right. Because it’s very easy to get in the game. And like I said, we can do transactional business. And that happens. There’s still a huge piece of that in every business. But the true relationship sellers I’ve learned now in technology, like it’s – you see them and they’re different. It’s like that kid that plays soccer and you’re like, it’s an eight year old kid, you’re like, that one’s different. You can tell. And then now, years later, I’m an older gentleman. I’ve witnessed it in action with folks like yourself or I’m like Scott’s different. He’s got a bigger picture in mind. But it seems like it’s been there for a long time. It started early with you. Now when you moved in and now you’re doing the business, what was your focus when you bring a client on board? What is the thing that said, I’m Scott, and this is my goal for you?
I think it was first connection. So the first thing I wanted to understand is really understand the human behind the money. Our tagline today is life wealth optimization. And we say constantly that life comes first and really prioritizing life all the time first. So it’s like going on a date and they start talking about all the things that have nothing to do with getting to know each other. You have to get to know each other. And that was always my objective, to connect with a human first. The next thing was to establish what was most important in life and help them attain it. Sometimes it’s actually helping them go back on things that they never thought were possible. I used to say that I’m a life coach that specializes in money and people would laugh. You really have two types of people, the people that immediately shut off. It was the perfect elevator pitch because people would immediately shut off if they don’t believe in that. If they’re straight, transaction driven or hyper analytical, they literally are lost in that first phrase. I’m a life coach that specializes in money. But the people that we really served well immediately go, wow, that’s interesting. What does that mean? And I would say, well, I obviously do investment management. It’s something that I have to do every day. The next thing I do is really scenario planning. If-this-then-that. If you do this, then what happens here? And it’s just true financial planning. And the third thing is vision coaching. And they would say, what’s vision coaching? And I would say, well, it’s really identifying what lights you up what are you going to do in your next chapter? What are we working towards? How do we actually measure success on a grander scale? It’s going back to the term freedom again, right? What is your freedom and how can we help you work towards that? And when you go into those types of conversations, it really changed the dynamic of everything. And that’s one of the main reasons that I wanted to put a book out. That’s one of the main reasons I wanted to put all these ideas into the world was because I felt like there really still are not enough of those soccer players, as you define, which is a great analogy because I have a 12 and a 15 year old son who dedicate all their time to soccer, and we love the sport and you can tell the difference.
But I really felt like we needed to change the game. The game needed to go back to connection and humans and relationship driven advice. And it’s any business. And when you can get that vibe and that energy that goes with the right relationship and the right connection and someone actually caring about shaking your hand and looking you in the eye, not robotically doing it because they know they’re supposed to, you start to really tune in to who those people are, and they stand out immediately. And I love that analogy that you gave because it’s really everything we believe in.
The interesting thing as well is the idea of optimization as a word, both in technology, in finance, in life, and anything. Optimization is much more about the scale on which you measure optimization. So there’s local Optima where if I’m driving and I want to get there a little faster, I’m going to just kick it up and I’ll go 10 miles over the speed limit for a little while. Maybe I’ll go to 15. Right, because I don’t see any police around. But if it’s a seven hour drive and there’s only one stretch of highway that I can go 15 miles an hour over, that local Optima is actually risk inducing because you’ve got a higher chance of getting caught by police in this corridor because they know they’re using aerial radar or whatever. Right. So having the broader view and understanding the scale and the timeline allows you to optimize. And this is one of the things that people have trouble seeing because they’re simply thinking now, just the same way that I buying real estate in October. It’s a fundamentally bad idea by any measure of most people. Right. But when I looked at my optimization was a 20 year timeline, I said, this is either the bottom or near the bottom, and I’m willing and able, luckily, to maintain the risk level. It did net longer term benefit. But I had to view the timeline. And for me, most people can’t see that timeline. That’s why I loved your idea of life-wealth optimization. And it’s so much different because you can give them the broader view, but then help them map to it. So, Scott, when you meet somebody, what does that discovery process look like?
Well, I think the first thing that we try to do is we try to make sure that we’re understanding again the things that stand out. So the discovery process is going to be just like meeting for a cup of coffee. Who are you? Not what do you do? That always draws me bonkers. And I know you probably go to a ton of these things, Eric. We go to events and everyone the first thing they want to know is what do you do? And I want to know who you are first. I want to know what you stand for. I want to know more about you as a human. And so all the surface area questions that I don’t care about, I start going deeper and deeper. And a lot of times people walk out and they’re like, I haven’t talked about that ever with anybody. And that’s always been a goal. The goal is not to get people uncomfortable, but to balance the uncomfortable with the comfortable. What are the things that they’re going to think about when they walk away? You mentioned something super interesting to me, and that is – think about the long game. If you made all your decisions on a long-term basis, how much better would most of your decisions be? Even as a young teenager. I have teenage boys and the bottom line is we all were teenage boys or teenage girls at some point in time in our lives back in the old days. And as a teenage boy, I always thought pretty long. I made bad decisions, but I was always playing chess and not checkers. And so the objective is to really make long. You would have still bought that house in Vancouver if you were thinking as you did long-term. Now for the short-term, it was a really tough decision and you questioned it. But in the end, knowing that you were there for the long term. Every time I make decisions, every time we help people make decisions based on a longer time frame, they tend to come out ahead. I always do this drill and I love this when I do town halls. I started doing town halls when I was early in my career because I found that the same phone calls, the same questions would pop up over and over and over again.
And there were two things that really helped people. Number one, knowing that they weren’t in it alone. So knowing that other people had the same questions as that made them not feel stupid for asking the question. And it also helped us answer it once and not a thousand times the same way. And the second thing was, everybody needs when you’re playing a long game, everybody needs a little love. You need a little bit of understanding that it’s still a long game and it’s going to work out and things will be better if we just are all in this together and we talk through it. And I started doing these town halls and I like to play this game where I will ask, any time things get a little bumpy, I ask people in the room how many people have been married for more than 25 years? And then I go all the way up and believe it or not, we often get to just this past week, I did one and we got to 60 years. Okay. They were married for 60 years. And sometimes it’s more than that. Okay. They got married super young, highly successful.
Here’s the point. I ask all those couples how many days were rough? And they all laugh and they say, tons. And I say, how many weeks or months? And they laugh and they say tons. And I say, some of the time they’ll interrupt. They’ll say they were actually very bad years, tough years. And I say, but you’ve been married 60, 65 years. When you look back, what was the long game worth? And they said, well, all those bumps in the road just helped us build a stronger relationship. They helped us build more trust in each other. They helped us serve as a beacon to the next generation of what relationships and long-term success really looks like. And it’s commitment and loyalty and understanding that there’s bumps in the road. And I think understanding that in the process, your question was process driven and what someone goes through. But understanding what we’re really looking for, I think is even more of an interesting part of that process because we’re looking for people that really understand that. They’re working towards that level of freedom. But they’re understanding that bumps in the road, a short real estate blip in the market usually ends up playing to your advantage if you stay long enough. Vancouver is a hot market. Mountains and water, you can’t go wrong with that.
Yeah. And that is always the interesting thing that I’m not sure whether it’s like going through adversity as a kid and watching my dad go through a difficult – he was in the tech market. In the tech job market when there was no such thing. Right. This was when comdex was new. Like that’s the age that he’s at. Right. So here I was watching him through the 80’s lose a job, which meant months of no work and newspaper ads to apply for jobs. So fundamentally different. So I have this really interesting challenge when I see stuff these days that exposure to adversity and an understanding of the longer game and that there’s Optima over time are played out differently. And so I kind of feel blessed that I got that exposure to that experience because it taught me down the road and I’m so lucky. My wife is a great example, she says, I had a financial surprise which my taxes got re-assessed. And they’re like, oh, yeah, it’s like Monopoly. It’s a banker in your favor. It’s never in your favor. It was very much not in my favor. This situation. I was horrified. I was just like, this was a real shock to the system was going to be a financial impact.
And I was worried to bring it down. My God, how do I say this? And I said, this is what happened. And I’m not sure what to do. And she says, well, it’s easy. We just pay it and we work through it. Because she had that ability to see long term, and there are difficult times. And versus you could focus all your attention on that situation. And so living through cycles of market, cycles of jobs, cycles of exposure to adversity for me was healthy. I always say I’m jaded, but the truth is I’m blessed because I’ve come out the other side of it. When you’re in that town hall, those are people that kind of get they’re closer to getting what you’re bringing to them and what you can give, what you can help them to achieve. Let’s talk about the people that are not in that room. What do you see as the risk when people don’t have that insight? How do we give them? Like, how do you put Freedom Street on their map?
Yeah, well, I think, first of all, we have to always have a growth mindset. And so if I’m trying to educate myself and grow myself in any capacity, I’m always learning. And so putting out information that was putting out Freedom Street as a book was part of that mentality, launching all the videos that we do on positive mindset. I think everything starts with mindset for the most part. For me, mindset is everything. I have one of my son’s high school soccer teammates. He had a little injury, and he’s been texting and keeping up with me. And I’m literally like, hey, keep your head up. Just keep doing what you’re supposed to do. Everything’s mindset. Because the minute he gets down on himself is the minute that it starts to change, it starts to feel heavier and feels like you can’t do it. It’s building those good habits to make discipline easier versus because, you know, discipline equals freedom. We all know that. But discipline is a hard word, but habit is an easier word. So we help them establish the habits that end up building the discipline that help them look in the long term.
And I think the insight that really helps people is just starting with that growth mindset. Starting with putting stuff in their brain that helps them think bigger. I also always believe we should always reset the environment that we’re in and look at who you surround yourself with. Eric, you have great conversations, 200 plus of these great conversations. Just think of all the things you’ve learned from talking to a boring financial advisor or a CPA or some of the jobs that other people don’t realize the depth of what they’re doing and how they’re doing it because they shut off because they have one mindset of what that looks like. And the reality is, for 20 plus years I’ve been sitting across from people in an office learning stories, hearing challenges, understanding business fails and business wins, helping guide people towards their biggest successes and being there when they’re not so successful. And the reality is it’s like sitting in and learning and learning and listening. It’s just helping. Developing that in other people and then sharing it with the world so that more people can think in the way that gets them there. And having an abundant mindset doesn’t hurt.
Not thinking in a scarcity mindset is very valuable and it’s something that probably is one of the biggest indicators of success is are they able to shift from there’s only so much of this to there’s so much of this that I need to share it with the world and the world will give it back to me. The universe is there to share amongst each other and build something bigger than ourselves.
Yeah, it is interesting that you say that like the mindset and the I’m selfishly doing this podcast is because I love learning from people and people. I had chat with a friend of mine recently and I said everything I do is to make my grandmother proud. She’s long since passed, but she always said I was a shoe repair man and then I was a landscaper and then I worked in retail and everything I did, she was proud of me because I was proud of it and I wanted to be the best at it, whatever it was. And my ethos has always been whatever I’m doing right now, whatever I’m learning. What if I needed to make a living and support my family doing this thing? That’s how much I want to learn about it. And like you said, I look now, I started this as like a tech podcast. I’m going to talk to my nerd friends because I know how to speak that language and I’m excited by it. But I wanted the story underneath it. And then now to speak with amazing folks like yourself and people who are CPA. I’ve had folks who are sex and relationship therapist way outside of the vein of this text.
But in the end, to hear people react to those stories and say that I would have never known that I needed to listen to this person, but they’re fantastic now that I’ve heard it. Like I said, that’s Freedom Street as a mindset in showing people the opportunity ahead and mapping the path with them. It’s important. Partner. We mention that word before and you talked about the strength of that word. Partnership has been early on for you, obviously in your advisory team. Partnership is incredibly important because it is a journey you map together, not you don’t create a journey and then you hand it, here’s your playbook, do these things and you’ll get there.
That’s right.
Let’s talk about what does partnership mean to you?
I think a lot of what we mentioned when we said the relationship really correlates to partnership, because partnership is sometimes a closer relationship. It’s even more dynamic. And I have partners in the business that we work with. I have partners every day. We also everyday in our affiliate businesses and our other components. And it’s really interesting because when you mentioned the word freedom street, when I wrote this book and I came up with some of the pathways to kind of having a better partnership, not just with the people in your life, but with yourself. That’s something that doesn’t often get explored. We often look at how we’re doing in the world to other people. We spend very little time internal. And the average age of a financial advisor in my industry is 62 years old. Successful financial advisor. I mean, not someone who just came into the industry and is successful because they’re not fired, but somebody that genuinely is making a pretty good living in this industry. The average age is 60 something years old, and it fluctuates 58, 64 depending on what article you read. But let’s just use 62. Here’s what I found.
So many advisers had helped everybody else with their continuity plans. How were they going to step out of the industry? How are they going to sell their business? How are they – they hadn’t done it for themselves. Almost 70 plus percent of independent advisers had never had a continuity plan or a succession plan. And so one of the reasons I put this book out there that triggered us to put it out there was a partnership with the community of which I work in. And financial advisors are somebody that are just like attorneys and doctors and all the other professions, tech professionals, they build this baby of a business, but they never think about what happens when it’s time to move on. The tech world does a really good job of this. I mean, maybe they do it too early. Sometimes they go in and they basically build it, sell it, build it, sell it, build it, sell it. And in our world, it’s the opposite. And what I found was the reason the sub line is to create a rich life, live my legacy, and own the future was three things.
I found that, number one, living a rich life had nothing to do with money. And it was really important to help people define what living richly really meant to them. That’s part of the process. Whether you’re selling a business, whether you’re in the tech industry, it’s not just about a number, okay? Because every time you get a number, if you’re a tech industry professional and you have a start up and 10 million is your number. I can guarantee you that the minute you hit 10 million, you say 20 is now your number. And the minute you hit 20, you’re like 50. If I can get to 20, I can get to 50 and the numbers change. But what are you doing to live richly? Making an impact, living a legacy versus waiting to leave one really important to me. I talk a lot about the daily habit of impact. What are we doing every day that’s leaving an impact, an imprint on the world that my kids and my family can look back and say, hey, dad did this. Dad was working on this. Dad was always trying to, hey, he didn’t have any time the other day, but he spent 45 minutes on with the local board trying to help them revamp so they can provide something in the community.
And I want to have that as something that’s important because here’s what we find. People that are too tied to their businesses, their legacy is all tied to their business. And so selling the business is almost something they can never fathom, because everything their impact relies upon is in the business, not outside of it. And once you can live richly and you kind of get into that, living a legacy versus leaving one, you own your future now. You could set the core, you could set the course, you could set the blueprint. But if you haven’t established those couple of things and what you’re doing to your question is you’re partnering with yourself. You’re actually identifying what makes you click. What am I doing that’s working? What defines my future path of success? Who’s with me, and how can I go ahead and dive deep into this path so I’m set up for success in the future.
It is interesting that partnership begins with being your own partner. And I often think of this idea of, like, goals versus execution. The latest topic that I’ve got a lot of because I say it’s almost rolling my eyes I shouldn’t because I genuinely believe in what it is. What I don’t believe in is people that set these sort of big, hairy, audacious goals. There’s nothing wrong with setting the BHAG, as they call it, right? But sustainability is a big topic in life, in the energy sector, in tech and everything. We should be concerned about the impact we’re having on the world, on the Earth, on our communities, on each other. And everybody says, like, all these press releases come out, that company X has developed their sustainability plan to hit a target by 2030. And we joined the 2030 project, and we do all this stuff. I remember that in 2025, LA was going to have no gas powered vehicles on the roads. 2025 not far away but we’ve kindly hidden that press release, right? So when people say they’ve got sustainability goals, when I get into discussion with them, I don’t say, what’s your sustainability goal?
I say, what have you tactically done over the previous twelve months towards this goal? Let’s not talk about what’s ahead, but what have you already started so we can amplify that. Like, this is you partnering with your goal and then executing on it. And as you said, right. It’s small things. It’s habits that we create. And it’s very easy for us to just say like, yeah, I want to make a million dollars a year. Fantastic. What does that mean to you? Why is that a number? There’s always one thing. But secondly, what’s your habit forming path to reach that? And that’s the piece that’s always missing. I mean, I struggle from it myself, but that’s why I’m excited. I’m emotional hearing you describe this text. I’m like, I’m going to leave this conversation. I’m going to write stuff down and do things. I’ve got to exercise. I’ve got to call my wife. I got to do it. Everything I do is to that long term habit creating opportunity to reach that goal.
Yes. When you talk about making a million dollars. I just did a video on this yesterday, literally on the exact topic. And I used that example. I was like, okay, so you want to make a million Bucks? Can you quantify how you’re going to get there? Can you actually lay out the path? Most people say things like this and they never actually believe that they’ll attain it. They actually say things like this, and they never formulate the real vision. They immediately switch off in their brain that it’s possible. That’s the first problem that people do. Right. We do this on lots of things. I mean, we all do this. Sometimes you go into a new room and you think, I’m the smallest guy here. I don’t know anything. And then everyone starts sharing ideas and you jump right in and you’re like, wow, this is great. I belong here. But you had to remind yourself you belong there. And I think everybody every level, I’m sure Bezos and Elon Musk go into an occasional room and they’re like, man, this is a big room. I don’t know how big the room can be, but there are definitely things.
But charting the path of what you can control is really the next thing. So get your mindset right. But then what are the things you can control today? What is the word? Practice is a word that I love. I have a twelve, almost 13 year old son. And the kid practice every day, right? And he executes upon something in a game. And people are like, oh, my gosh, how does he do that? I can’t believe he just did that. And I go, I mean, he does it in the backyard literally every day. Like, the guy tries this every single day. And we kind of lose the habit of practicing the older we get. We forget that if we want to get to a million dollars, we have to practice million dollar habits. What does that look like?
This is one of my favorite, sort of like a bit of a time waster every once in a while, I’m sure is I scroll through Instagram for fun and just a bit of a distraction. And one of my favorite things is sort of like motivational things, because once you click on one of them, it’s all over. That’s going to be your feed, which is actually probably pretty decent, but I don’t know who the voice is behind it, but there’s an audio and people put just videos in front of it. They reuse the audio. And so fella, it’s almost like a preacher. Practice, practice, practice. What does practice make? And you hear the audience go, perfect. He goes, Absolutely not. Get that mindset out of your head. That is not the case. Practice does not make perfect. Practice makes better. What are you better than yesterday? Do it, right. And that whole idea. And I say even the simplest thing, I always joke on camera. It’s like just like goofy little things that I do because I’m a big fan of card magic. And so I sit there every day and I just fan cards and I look back and the first time that I tried to fan a card set and people look and they say, how do you do that? If I hand them this deck of cards, it’s the same physical set of cards. The difference between me being able to do this now is that I’ve done it 25,000 times. And I literally can’t do it bad now. I say it’s like I’m broken. I cannot show you how to not fan a deck of cards because I’ve taught myself the habit and the muscle memory. So this is the new every day it gets smoother, it gets better, and I can do it quickly. And it’s hard sometimes to impart that wisdom and create that path for people. Because when you have money, when you have career success, when you have whatever, this is what I’m always interested. How do you give people that inspiration and guide them through that journey when you’ve already practiced it so much. You may not remember how hard it is difficult at times and such, because that’s it. It’s very easy to say, like, I’m going to make a million dollars this year. And people like, that’s fantastic. But helping them reliving that path to a million with them. I love this idea. So, Scott, how do you teach when you already know but teach in a way that they can adapt and learn?
Yeah, you said it earlier. You’re very grateful that you had adversity because adversity taught you that you could do harder things. You could actually overcome challenges, and then you happen to marry the right person who, when something adverse pops up, you do it together. So now you’re seeing another skill that’s extremely important. And that is being surrounded by people that make you better, that lift you up. There’s some fundamental things that never change. No matter how great you are, no matter how big you become, if you’re surrounded by the right people and you understand that on the other end of adversity is often success. Unfortunately, it’s sometimes fortunate and sometimes unfortunate. So I had this conversation. We have a Sunday night dinner at my parents every Sunday with our whole family. And it’s a wonderful time. And we were talking about the challenge of how children and young adults struggle with anxiety and adversity. They almost get to doing hard things and stop and pull back now. And what they’re not realizing is that on the other side of that uncomfortable feeling is really good stuff. But you have to actually feel the uncomfortable feeling.
You have to change your mindset. My boys, every time they have a soccer game from the time they were two years old, I would ask them if they were nervous, and they would say a little bit. And I was like, you’re not nervous. You’re excited. Remember, you want to change the words to match what it’s truthfully doing to you. Can you wait to play? No, I can’t wait to play. Do you love playing? I love playing. Then you’re excited. You’re not nervous. See, when you tell yourself you’re nervous about something, you’re giving yourself a negative connotation to something that doesn’t need to exist in your brain. And so when you talk about adversity, the first thing I do is remind people that you want to do something that’s not easy. And that means that it’s going to take work. And work is sometimes really uncomfortable. It hurts. You’re going to fail. Get used to it. If you take a basketball and you take 25 shots and you haven’t shot a basketball before, you are not good. But the more you fan your cards, the more you recognize and level up each time. And I think, honestly, this is where authentic advice comes in.
Being in a good relationship, relationship advising relationship, good quality relationships in general require truth. Trust requires truth. So you also have to be willing to tell somebody when they’re lying to themselves, because that also is something that’s difficult. And we also live in a world sometimes now where people are really afraid to say truth. We don’t want to say that. We want to blame the spoon for eating the ice cream, not ourselves. Right? It’s the Spoon’s fault. It’s the box. It’s so big. They didn’t put it in a big box. Like, there’s always a reason why it’s someone else’s fault. But if you look in the mirror, you’re bringing the spoon to your lips every single time in that really big container. And you know how good it is. And it’s okay. It’s your choice. But the reality is just know that if you want big things, if you want to build the next big, great tech company or you’re building a great financial advisory business or you want to be the best CPA. It’s going to take a lot of uncomfortable adversity and you work through it. And on the other side of that work is usually some level of high performing success.
It is amazing that truth. And that being with them while they’re going through the journey and giving them the little nudge that like, hey, I saw you yesterday or I saw you last week and I can tell it’s coming together. They can’t necessarily see it. Right. It’s often lost in that thing. And like those incremental changes are not visible when you’re the one incrementing. But the honesty and the partnership of going through that with them lets you be on that journey instead. Remember two years ago you said this was your goal. We’re two years in and you’re 20% there, and that’s 20% more than you would have been if you hadn’t mapped out the goal and started the plan and then introducing adversity. That’s why I’ve never been a fan of the sort of the helicopter like, I mean, I’m a helicopter parent. I have four kids. Certain amount of helicopter. You do you’d want to protect them from things, but I also purposefully don’t protect them from everything. You don’t want them to experience real negativity, but you want to expose them to it a little here and there. So that almost like an immunity response that they know how to get on the other side of it.
And you could say, remember like that. Remember how that felt? That was tough. You don’t want to feel that again. Right? We want to try this BMX trick, this snowboard trick. My oldest daughter is a Championship snowboarder for slope style, and it scares me every time I see her doing a backflip off of a 40 foot ramp. I’m like, but what I gave her early on was taking her through a tree run when she was five on skis and having her bounce off a tree. But it gave her the ability to say that I’m willing to test the edges. And I think that’s a real big thing. Scott, you talk about this. So when people go and they want to find Freedom Street, their Freedom Street, what’s your sort of first layer advice you give?
I think the first is we have to ask the question and the questions all lie in what does freedom mean to them? And you start there and a lot of times it’s too big for people and I’m a big picture person and so I’ve got to work it down. So we talk about what’s the perfect day for you? What are you doing? Where are you at? All those types of things are important. But really the recipe is in the book and that’s living richly, living a legacy and then owning the future. And what does that future look like? If we’re going to live long term and we’re going to think long term and we want to have success, it’s not immediate. Anything given immediately is usually something we don’t appreciate. We have no idea where it really came from. It’s why most lottery winners are broke within a couple of years or months because they have no concept of what it took to get that amount of money. So it’s just easy come, easy go. It’s way better to create something of substance. And I think really identifying it when we identified I mentioned earlier, 20 plus years of being a financial adviser.
You know what I’ve been my entire life as I’ve been a coach, I’ve been a consultant. And the reality is I’ve done this for a living, working over and over and over again in this space. But it’s something I feel very comfortable in, something I love doing. Watching the impact Watching your success makes me as happy as watching my own level of success. And when you learn that about yourself, you’re really able to give a lot more of yourself in those types of things. And that’s what Freedom Street was about for me. It was about giving people the recipes to really create each part of this book of creating a rich life on the road to riches, tell stories of things that I failed at. Moments where I thought I was going to get a promotion, and it was the most important thing in my life, and I didn’t get it. And my wife has two glasses of champagne and a bottle waiting for me that evening to celebrate. And I didn’t understand what we were celebrating. But again, surrounding yourself with the right people, having the right dynamic, knowing the path you’re working towards all made that a better situation.
And a learned experience helped me two years later, define the next path, which has been great for lots of other people who have now followed us and built something bigger. And that’s why we created the coaching and consulting practice was to help business owners in any industry really go through these challenges because life is full of transitions. So Freedom Street is really helping to navigate those transitions with ease because you define the most important attributes of what you’re living for.
I’m getting excited because I think I said at the beginning it’s to be able to learn and hear and get inspired by it. And knowing that there are people out there that we can impact through these conversations, people sometimes ask me, like, what do you consider your greatest success? And I say, it’s the success I’ve created for somebody else through a lesson that I’ve given them. So the greatest thing I can do is help somebody achieve the greatest thing they will do. And it’s such a fantastic feeling, and I can see it and hear it. Your background is quickly before we finish up, because if you don’t mind, they’ll just stretch a couple more minutes on this one, because your entry into advisory and financial advisory and this side of the world was via crime prevention, which is very interesting, but your choice in how you targeted it was really about empowerment in community, empowerment in things. And so you went that route. It really genuinely seems to me, Scott, that from very early on, you had that. What can I personally do to empower my community to be better? So how do you go from crime prevention as a practice to where we are today?
I think it really ties with self awareness, understanding what you’re great at, what you’re good at, and what you’re not so good at. And I’ve always had a tendency to lean heavily in what I’m very good at and great at and surround myself with people that are better than me at all the ancillary things, just like we talked about in the beginning. I am the person at Freedom Street that you want to bring in, to talk big picture, to dive into the weeds on your vision, to break down the challenges, you know, to look at, okay, here’s where we want to go and here’s how we’re going to get there, and we can chart it all out. When we get into some of the analytics, I bring in the experts and I have an input, and I’m a part of all those decisions, but I get to have experts that are better at it than me. And I think what I really wanted was I wanted to build towards strengths. I wanted to create a company and a culture that was built around people that were great at their space and putting them in the space that they love doing.
So when someone comes on, I’ve hired so many people that we’re looking for X job, and we find the right human, but the right human doesn’t fit the exact job we were looking at. So I’ll change the job. I’ll change what we’re going to be utilizing this human for if it’s the right person for the culture fit. And we’ve really done that. It’s interesting, to your point just a second ago, when you talk about making an impact. I have been doing these videos on YouTube, and we just launched a new channel. But ultimately I’ve been doing these videos on Facebook and LinkedIn and all these different, different facets and putting things out. And the person that started helping me is a phenomenal PR person. She’s really great with video. And she used to come to me and say, are you getting the ROI you need? She was trying to quantify every single thing. We talked about it yesterday, and I kept saying, no, it’s a long game. I’m not here to make money on this today. I’m here to get better at doing it. I’m here to provide more impact. And you know what I love more than anything? Is I love getting the feedback and the loop back that this conversation gave someone the ability to think bigger.
It gave someone the tools. In the book, at the end of every chapter, I literally have a set of questions that evaluate, do you see yourself as this person or that person? Do you see yourself doing these types of things? What can you practice every day? What gets you to that millionaire mindset? Whatever it may be, it’s about that process. And I think to directly answer your question, after spending almost 15 years at a great company where I was growing and learning, I found out that I was in a box, and I needed to break out of the box and do my own thing. And the reality is that’s where Freedom Street partners came from. I told everyone we were a tech startup. So it’s funny because the connectivity between what your startup is and what we were, and that’s who we were. We started with nothing. We built up this business. We have offices in seven states today, and we’ve developed a path where we’re building something bigger than ourselves.
And it was the vision from the beginning. We had a vivid vision. Cameron Harold wrote a great book called Vivid vision, and I’m in a couple of groups with Cameron. He’s a phenomenal person to talk to. But we created a vivid vision in the first three years, and we knocked everything out of the park, and we did so because we kept putting the right puzzle pieces of human capital in the right spots. And all those people are better at the area they’re serving in than I am. And again, it’s that teamwork mentality that bigger and better together mentality that really helps people understand. But it’s about the impact and part of there’s a deeper thing, and we don’t have time to go into the depths of it. I know, but here’s what I could tell you that I find really interesting. In the beginning of a journey, a lot of times you start out, maybe scarcity leads you to abundance. Maybe my fear of losing it all because I didn’t come from anything in the beginning kept me from spending any money. So that when the bad years came, I was always in a better position. And then when my abundant mindset kicked in, I happened to be in the right position. The same thing goes for failure and affirmation. I think what I found is, I found a lot more comfortability helping other people be the greatest version of themselves early in life because I was trying to find my own way.
I was trying to figure out how to get myself where I needed to be. And what I learned is I just needed to continue to learn from other people. And all that coaching and learning and teaching was actually bringing leveling me up every single time. So I very rarely turn down conversations like this because I learned just as much from you as hopefully you’ll learn from me. And each day we get better and better at this. Right. And so my mindset of just this open learning, open mindset, really learning from the things that I might not have been great at very early in my career are the things I want to be best at at the next chapter.
That’s amazing, yeah, great. And vivid vision, fantastic. Cameron is a great writer. I seem to remember he was in BC as well, another Vancouver. There was some presence he might be Canadian. I’ve read so many bloody books these days, it’s hard to keep track of who’s who, but I do. There’s a fantastic, fantastic book. Cameron seems like a really great human. And Scott, you are, you are doing great things. And as I say, the greatest mentor has a great mentor. And it’s an important lesson that people don’t. They forget. They think that once you are reaching a certain level that you are now at the top of the chain, like, no, you are looking – you get there by your peer group and you get there by your mentors. And it continues up. Even therapists have therapists. That’s how it has to go. Because if you stop receiving knowledge, it’s really not fair in my mind for you to give it out.
Yes. If you’re not growing, you’re dying, right?
Yeah. And they sound like witticisms that you would put on an Instagram post or something. But when you see it in practice and you hear about the people that are being successful at helping people be successful, I’m turned on by that. That’s my thing. If you came to me and said, what’s the thing that makes you wake up and get this? It’s like I’m on this microphone for an hour a week, an hour and 20 minutes a week, and it’s the greatest moment. It just lights my week up because I learn something and I try to put it in practice. And then I share it and it’s so great. Scott, your passion for this is palpable. It’s obvious, and it’s earned. And the success you get from it is deserved. So I’m going to tell people, get the book, get involved, learn. So thank you for spending the time today. So, Scott, if people do want to get a hold of you and of course, we’ll have links to the book and to your team at Freedom Street Partners. So what’s the best way they can get in touch?
The easiest thing to do is, ScottDanner.com, and you can kind of see all the links there. I really encourage people. What I’m extremely passionate about is this YouTube channel we’re building, and it’s just in the infancy stages. But the reality is it’s all about hitting the next algorithms. And I think putting more positive information out there to people is really something that we don’t have enough of. There’s too much of the algorithm that’s putting negativity into our feed on purpose. I’m a Duke basketball fan and taking the loss to UNC last weekend was challenging. You would be amazed at every single UNC fan I’ve ever known in my entire life was in my feed. It’s like they knew how to make me feel miserable and I want the opposite. I want to create stuff that helps people feel great. I want them to look at something that we’re doing and see that we believe in them, that I believe in them that your conversations are there to help people be the best version of themselves. ScottDanner.com the books on all major things. My wife ordered it from target and it was delivered to the house.
Amazon.com audible, we just love for you to get the message out and don’t be turned off that it says financial adviser. I think what you’ll find is that the story is something that was written for anybody and I think that’s the value takeaway. I hope it’s something everybody finds good information and reach out to us. We’d love to hear from you.
That’s amazing. There you go, Scott Danner, thank you. Absolutely. This has been a real pleasure and everybody needs a little bit more Scott Danner in their life feed I can tell you that.
Eric, thanks for having me, man. Such a great conversation.
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Danny Allan is the CTO at Veeam Software and shares updates and news that we will see happening at VeeamON in Las Vegas May 16-19. On top of that, we cover why system-level protection is a fundamental need, plus some great discussion on why data protection for containerized apps is the new normal.
Oh, yeah, that’s right. Welcome to the DiscoPosse podcast. Thank you for listening. And hey, thank you for watching. If you’re heading on over to youtube.com/discoposse, make sure you go get a like, subscribe to the channel because we’re spinning things up in big way over on the visual side as well. And this is a great chance for you to see the one and only – someone who is fantastic, love having him on the show. This is Danny Allan. Danny is the CTO at Veeam Software. Also got to give a shout-out of course, because Veeam are some of the supporters of the podcast. So this is cool because I get to talk, shop with Danny. We talk about the Ransomware challenge because, hey, Ransomware is a disaster. And I mean literally, if you’re not ready and thinking business continuity and disaster, we talk about methodologies and real stuff that I remember from the field. So this is a good exploration. Plus, of course, they have their VeeamOn -their annual conference, which is going on in Vegas right now. It’s super cool to see that they’re back in person and doing some really neat stuff. So big thanks to Danny, of course, for coming on.
And of course, like I said, if you want to check out more about Veeam, you can go to vee.am/discoposse and you can get all that you need for your data protection needs because they got you covered in all sorts of ways. Actually, it was just a bonus. I had Danny on just because I wanted to talk to Danny. Just so happens that he’s from Veeam. And speaking of great supporters, of course, I got to give a shout out to JR and the team over the Shift Group. Because if you are running a company and you need to bring on a sales team that’s going to make the difference, Shift Group is in turning athletes into sales pros. So if you’re looking to hire driven, competitive former athletes or even thinking how do you build a go-to market that can actually scale both efficiently and effectively? Shift Group is not only offering a huge pool of really awesome diverse sales candidates from everything – from entry-level to leadership, but they’re also helping you to develop your overall hiring strategy, interview process, and truly building a culture of success and talent. What you need in those early stages. So get on in, head on over shiftgroup.io and you can find out more about that. And while you’re at it, of course, one last little shadow. Do you like coffee? So do I. Go to diabolicalcoffee.com. It’s super good! It’s tasty, it’s devilishly good, diabolically awesome. And hey, we support a bunch of podcasts. Oh, by the way, it’s me. Full disclosure, it’s my coffee company. So check it out. All right, this is Danny Allen from Veeam.
My name is Danny Allen. I’m the CTO at Veeam Software. Very excited to be with you. And you are listening to the DiscoPosse podcast.
Another all Canadian episode. It’s a rare treat when I get to have fellow Canadians on. We actually had a fun one. There was a team of folks that do a podcast called The Produce Stand. It’s actually for a very Canadian show called Letter Kenny. And the amount of Canadianness that came out in that episode was laughable. It’s so funny how we all kind of like, especially if you talk about something that’s really based in Northern Ontario but has sort of Eastern Canada roots. We all very much adopted good, strong Canadian accents by the end of the hour.
I’ve watched all the Letter Kenny episodes. They’re awesome.
Nice. So, Danny, thanks very much. This is great to have you back because we’ve been apart for a while as humans, as society and as technologists. We’ve seen them move towards virtual for a couple of years for very obvious reasons. And we saw a real fundamental shift in kind of how we engage with people. And I was lucky for the podcast has been greatly successful because people are tapping into this type of learning and exploring these conversations. But at the same time, good golly, it feels good to know that when you were talking before we started to record here that we got plane tickets booked, we’ve got VeeamON, which is live in Las Vegas. So you’ve got a real in-person event coming up. So maybe if you want to just first of all, give a quick intro for folks that are brand new to you, and then let’s talk about VeeamON and kind of the excitement around that right away.
Sure. So my name is Danny Allen and the CTO at Veeam Software. We’ve been in business now for almost 15 years doing data protection. Which I point out is not just backup, but also recovery, recovery at scale, doing it instantly and doing all the things around the management of that data over its life cycle. Along the way, over the past decade or so, we have created and been privileged to have behind us a green army that loves the Veeam software. And one of the things that we’ve done since 2015 is an industry conference. And so coming up next week, it begins May 16th. We are having an in-person event in Vegas for the first time in three years. But I want to highlight for people, we are going back to the in-person event, but it will be hybrid. There will also be a virtual experience. And one of the things that we’re very focused on is making sure we have an equitable experience for those who can be there in person and we can shake hands and have fellowship together. We plan to do that. But also we want to make sure that the information and the content we’re providing is equally available for those who are attending virtually. So we’re very excited to have this event coming up.
It also brings up as excited as many of the folks in the industry are to get back together, there’s still a lot of trepidation around travel and personal risks like this. Everybody’s got their own sort of their comfort level with getting back, especially in big crowds. So I do like that you’re taking the hybrid approach. And it’s a tricky balance like to have information be broadly shareable, but then have an experience that like you described to make it an equitable experience so that people in the remote situation have almost their own show that we can add other elements to it. Because it’s been a real challenge I think, as an industry, for us to have meaningful engagement through conference experiences because we’ve often turned them into 7-hour webinars. Which it’s tough, like good golly, 1-hour webinar is enough to put anybody into a nap mode. So it’s been tough to maintain meaningful engagement and meaningful collaboration as well. So that will be one thing. Danny, I’d love to get your experience, like looking back over the last little while, how have you and the team stayed really collaborative with both customer and just general industry peers?
Well, one of the things that we have certainly gone deep on is online meetings, virtual meetings. Starting out, I told everyone I want your video cameras on because I want it to be like we’re in the office together and seeing one another. And what you learn over time is you mentioned something very important. Everyone is different. Some people like being together. Some people don’t like being together. That’s true. Not just across the industry, but within a company and within teams. We have people who are more comfortable than others being together. And you need to or I would argue you need to. Some people say you want to. I say you need to accommodate for that. That’s why the hybrid is so important. But to share with you one of the learnings that I learned, we switched to video meetings all day long. I sat in front of this webcam, and this is what we did for 8 hours a day or I did for 8 hours a day. But even that, I learned over the past two years, sometimes that is exhausting for people. And so I actually change the models. If I do one-on-one meetings for example, I still have the camera on. But if I’m doing a one to many meetings, I don’t require cameras to be on.
And what you find is everyone is different. Everyone adapts a little bit differently. And the important thing is to seek to understand the person on the other side of 100 milliseconds of latency and help them to be the most productive that they can possibly be. And so whether it be meetings within Veeam or industry conferences, I do believe that this is the shift, the 2020 shift that happened. And as we go forward over the next decade and decades, I think the norm will be this hybrid experience that does its best to accommodate individuals where they are.
And it speaks to the power of empathy. Right. We’ve kind of over injected that phrase into, you know, it’s like customer centric. People say it a lot. And it looks great on a brochure or, you know, a header on a web page. But it’s activity and action that prove empathy in real life. And actually seeing it in motion the way you just talked about it is important because we’re now seeing the return to work and return to office wave and you can see that it’s having a pretty significant impact on people’s sense of what the current culture and future culture they want out of their organizations is. Both as the organization leaders as well as the broad base of employees. They don’t want to say rank and file, but especially you think if you’ve got a thousand people that are normally coming to an office and then out of those pretty significant numbers are going to say that, yeah, we’re good back here. I’m just going to be at home. You call me when you need me. But it’s a real shift, which is, I mean, it’s exciting to see us navigate it and I think we’ll get to something unique and new, but I think it’ll become as normal as normal can be described these days.
Yeah. If you think about the generations that have come out of college in the last two years, this is all they’ve ever known. They have learned to be productive in this world. And so if we don’t seek to accommodate that and empathize with that, then we won’t have a bridge or a place to start. One of the interesting things that has occurred for me in the last little bit as we started to go back to in-person meetings, they don’t tend to be in an office. It tends to be at a coffee shop or at a restaurant. And even when I have team meetings now, I don’t look to sit around a table and hammer out our strategy for the next year. Typically my team meetings are let’s get together and have a meal and establish that relationship. But we don’t focus on the tactical things. So it really has changed every organization is my belief.
And let’s just hope we all take the good lessons and the tough lessons and merge those together into new ways of doing great things together. Because it’s a very empowering thing when you can now enable remote workforce and embrace it because look, we remember how many companies have I worked for and talked to over the years that just said straight up like no, we can’t support a remote experience for our employees. It would impact the business too much. Now we didn’t have a choice and, good golly, we’d have all in the world traded the reason for the result. But now that we’ve had to live through it because of lack of choice. Now all of a sudden when choice is brought upon us, we’re like, oh wait, we do have choice and we can tackle it a different way.
Yeah, and I would push back on the, it hasn’t been successful because, well, if you take when the pandemic first hit and people started working from home, we had over 30 releases of products within the first year. I would argue that our research and development at Veeam and I know this isn’t Veeam, but we were even more productive when employees were working at home. The cadence and of the product releases that were coming out was incredible. And I do think the key to all of this is data, which ironically, of course is what would be protects because organizations will be able to go back and look at that data and examine how people operated and what made the most productive. And so I think we’re going to find those nuggets of information within the data that we’re creating or have created over the last two years that will help all of us within the industry to evolve and increase our productivity.
I think it brings up a good, I’ll say a parallel topic on the new way of doing business. And I see you’ve got a cast and logo on and looking at the evolution of application architectures, the evolution of the way that we run businesses and build IT services and applications now, obviously now it’s been a while since cast and been integrated through acquisition so, congratulations again on that continued success and seeing the growth there. But early on, we got a lot of I’ll say “we” as an industry, there was a lot of push back on data protection doesn’t belong in containerized micro services architectures because the thrust behind the architecture is that it’s completely immutable. But it was really like saying security doesn’t belong because you could just destroy it and rebuild it again and it would be secure when you rebuilt it. You’re like, no, that’s not how it works actually. And we have data persistence, we have legacy. So Danny, I’d love to hear about now, especially that you’re further in, what is the impact of new application architectures and now seeing where data predictions being recognized as critical function.
Yeah. Well, two things I would point out. I’m a big believer in containers as the future of architecture and we see this just from results. I mean, we had 900% growth with our Kasten K10 products last year and that’s because containers are taking off. No question about it. There’s not a lot of migrations, I’ll say, from traditional applications to the new container-based application, but all the greenfield opportunities, every organization that I’m talking to is building on containers and they’re doing that for all of the benefits that container based architectures give, which is elasticity and portability and it’s more modern, it’s more resilient. All of those benefits come into play. So all the greenfield opportunities are going in that direction. But the other interesting thing that I’ve seen, and this connects with the data. When containers first came out, everyone said I’ll put all my stateless workloads in there and I’ll connect it up to some stateful location. Stipulate for a moment that that is true, you still need to protect the container architecture because the configuration at any given point matters when it’s talking to that data warehouse or data repository, whatever that happens to be.
And we’ve seen multiple kinds of repositories. We see structured data, we see a lot of unstructured data, we see message queues, we see object storage, lots of stateful data that is offline, I’ll say, from the containers. But the most fascinating part of this journey to me is in the last 12 months-18 months, we’ve actually beginning to see more stateful data pools end up in the containers themselves. People are saying I’m not going to run RDS over here on the side, I’m going to take PostgreSQL and put it inside the containers. And I expect that to continue as well. So people who say it’s for that stateless environment doesn’t need protection. I’d say wrong in both cases, you still need to protect it if it’s stateless. But we’re seeing more stateful environments too.
Yeah. This is the intellectual view of it is that, persistent data and especially distributed data architectures inside a container is an anti-pattern, and we’ve long held on to this. So the researchers in the industry have said that the architecture is not designed for it because in fact it’s designed against it. However in practice, we know it’s going on and then if it works in practice, at some point you have to say, it’s like the old picture of UI versus UX, this 90 degree sidewalk and then the dog path that goes 45 degrees across it on the grass. If eventually enough people are doing the thing that’s the anti-pattern, it’s no longer the anti-pattern. Right. If every hipster wears a Monocle and rides a unicycle, then they’re no longer unique.
Right. Do you write code, Eric?
Enough to consider myself happy. I don’t do it full time, yeah.
So the reason I ask is because I write code. I try not to, I’ll be honest, but sometimes I just can’t help myself. There’s a problem I need to solve, and I often will put my structured database in containers. And the reason I do that, it’s so simple. I have a container infrastructure. I don’t have to call up a DBA and say, hey, can you carve me out a piece that needs to look like this and perform like this? I just spin up the database inside the container because it takes me 2 seconds to do and it’s completely ephemeral. I use it, I might destroy it afterwards. I might not. But the simplicity drives me as a developer to want to do it and like you say, I think that anti-pattern is becoming the pattern for the norm within the industry now.
There’s that interesting thing that is, we see adoption and adaptation, and those are two very important distinctions that just like when we saw I often talk about private cloud. Like, here we are. I’ve been a private cloud advocate since I was on the customer side of the world building private cloud architectures, doing bizarre things like getting OpenStack fronting of VMware environment when they weren’t really meant to play together at the time. And successfully deployed a private cloud architecture for self service for my development team. Well, here we are. Now it’s ten years later, twelve years later, and we’re finally arriving at private cloud democratization. And it’s really neat to see. And same thing as what was told to me at that time was like, well, why would you put a different front-end on a legacy back-end? Well, that’s because it’s solution oriented, right. My solution was I needed a developer self service front-end, and I wasn’t going to re-architect my applications and my virtual machines to run on OpenStack and with a different hypervisor. So I made something work that some people think wasn’t really a slick idea. But here we are, same thing. It’s like many years later. Well, what do you think that all these products are? It is merging of traditional architectures with fresh, new, available technologies to solve an actual bloody problem. Which is really what we’re here for, right?
Yeah. It is definitely about solving the problem. We tend to think of it, or at least and I’ll criticize myself in this. We tend to think of it from an IT perspective of I’m here to protect the data or I’m here to make sure that the data is secure. That’s not the motivation at all. The motivation is that the company makes money and we deliver a service that makes people more productive. And recognizing that and fitting in within that pattern is far more important than saying “thou shaltl not put state in containers or thou shall not do this”. And if we facilitate the business because it is about the business, then we will ultimately be successful. My only hope is as we go forward, we don’t forget the lessons that we’ve learned. And we often do that over and over. You know, we learned about the secure development lifecycle. We learned about the essential need to protect traditional physical systems. When we went to the virtual world, we forgot about it for a period of time. Then we brought it in a broken way. And as we go forward to not just containers, but serverless and Lambda-based architectures, we can’t afford to lose the learnings that we’ve learned over the last 50 years.
Yeah. And I often find, especially if you get into very developer centric technologies, that they have their sense of understanding of protection and mitigation. And we’ve talked about you know, as an industry, DevOps was meant to sort of release the reins of the BOFH, right? The old school operator, that’s just getting the way of innovation. But it didn’t take away the need for the practices that still happen on the offside. It just meant that the deployments and the life cycles moved into this more fluid cross team method. And I was using things like get ups and using ways in which that we could have lifecycle management, version control. But version control is not data protection. It’s point in time state capturing. But what’s protecting that? Every once in a while you meet somebody, you grab them by the caller and say, well, what’s protecting your version control? And they’re like, oh, yeah, I never thought about that. And like, well, I’m sure someone has got it on their laptop. That’s not data protection. That’s luck.
We can’t depend on luck, clearly as a strategy. But you find people that say, just use the infrastructure as a model of data protection. Snapshots are backup. And same thing. You see that in Kubernetes, too. People say, well, just take a snapshot of the data at any given point and you have data protection. But unless you think of it, backup is more than that. Thinking about the system in the context of that application or service, which is far more complex than a single VM or a single database or a single snapshot on a storage array. What are all the components that have to come together to recreate the environment at any given time? Because that’s really what the business needs when it’s going to recover. And we see this more than ever now, these massive ransomware attacks that are hitting us, they’re not just hitting a single database or a single component. It’s the whole thing that goes down. And all of a sudden you need to bring up something that is not just multiple terabytes. I mean, approaching petabytes. Sometimes these systems that have to come back online at scale quickly to what it looked like at a given point in time, that’s never just a single system. It’s a very complex array of environment that you have to bring back.
Yeah, this is the challenge. I did disaster recovery and business continuity for a long time, and it taught me this idea of system level thinking in that protecting the data was only as good as the matching protection of the application code, because I’m protecting my application code every 48 hours or every 24 hours, but my data is being snapshotted every seven days. Or maybe it’s completely other side where it’s like I’m getting data protection every 2 hours or every 15 minutes really, like near real time stuff. But none of the other adjacent protected systems align with those schedules. Well, how do you recover the whole system? And it’s this complex symphony of scheduling. And that’s why system-level protection now is finally sort of hitting us. That as much as we like the idea of decentralized IT. The applications are system central and it’s a very tough mindset for people to adapt. They kind of think of it as like, oh yeah, we’re a distributed team, so all we have to worry about is our stuff. You’re like, well, there’s somebody out there who has to know all of the stuff and protect all the stuff and be able to actively recover all the stuff. And I think that backing it up is one thing, but actually recovering it in practice is where the rubber hits the road.
Yeah. There’s two folks on my team that are far smarter than I will ever be, who always say ransomware is a disaster. Melissa Palmer and Jason Buffington, they all repeat that all the time. If you’re looking for the silver lining in ransomware and some of the cyber threats that we’re facing now, it’s causing people to think more in terms of the system than in terms of a VM gets deleted or an array goes down or a computing server goes down because you do need to think of it in terms of the holistic system to bring it back. So if you’re looking for silver lining and ransomware, people are thinking more about business continuity and environments where we mentioned Kubernetes earlier, you can have a multi-cluster environment that spread not only across multiple clouds, but you can have clusters that are on premises, too, on Tanzu or Rancher or OpenShift. In these complex environments, you want to bring it back to the point that it was when it was targeted by a malicious attack or whatever happened.
Yeah. It’s exciting to see the work being able to be done now in these like, they’re multi-disciplinary Ops teams now. And we’ve gone away from like, yeah, VMware was the sort of Ops-centric and Ops-focused community for a long time. And now we used to sort of poke fun at HyperV, but if they’ve got a pretty broad adoption public cloud. And what’s happened now is that same 12-year VMware V expert is now AWS certified and learning Kubernetes because we have to. The industry shifting on our behalf whether we want it to or not. And with that, they have to adopt new practices, bring over the lessons of the previous generation, but also not just try and shove those on top of new technologies. So how have you found the sort of human understanding of adopting protection practices across shifting infrastructure patterns?
I guess one of the things that I’ve seen to be very successful and you see this in verticals more than anything else. Financial services certainly come into play here. Technology comes into play. Those who take the approach of my development teams are going to focus on the creativity side of it. So it’s true that they shift left and there’s DevOps and they’re going to agile and new models of development even within Veeam, for example, Kasten K10 team, they drop code every two weeks, we have a new release of our product. So you want to allow the freedom of that creativity to shift left, move faster, deliver code, be more responsive in the service delivery. But the companies that have truly been successful have not told that team, hey, you’re now responsible for performance and backup and security and all the things monitoring and all of that. What they’ve done is they’ve created a team, I suppose the evolution of the IT team, but Platform Ops is what I call it. There’s a team that enables them to turn those capabilities on for the creativity teams while they’re going through their process and not be a burden. Don’t slow them down, don’t go back to the old waterfall way of doing it. So the most successful companies are companies that still have two different teams, the DevOps people shifting left and being faster. But they still have a team that thinks about the architecture and resiliency and building in the properties that we’ve learned over the last few decades.
Yeah. And I guess it’s the thing, if you look at standing up an RDS database does not relieve the need for a DBA. It just changes the way in which they apply their practice. So the act of getting access to the resources is significantly faster. But the requirement for true design still exists. And so that’s another example of that sort of merger. And it’s funny, but we’re also sticky humans, right? We really kind of resist change, but I think once changes around us long enough, we get better at it. I’ve definitely seen even my own adoption of new things. My habit was always like, okay, stand up a VM, run a local instance, build my Ruby on Rails app, deploy my SQL. And also I’m like, let me learn PostgreSQL. So I learned Postgres. It’s better performance, easier to get at. And then also like, okay, let me containerize my application and like, pushing away the crutch of like, I’ve already got a template that I can spin up really fast with Vagrant, and I could be up and running in no time. Like, no, no, I’m going to take a week and I’m going to do it in a new way. And then at that point, I’m like, okay, I want to do it again, but faster. But it’s hard for me to necessitate it for myself. I think that’s on the human interaction side, Danny, how have you found the love of learning of these new technologies? Because people have finally accepted like, that’s it I have no choice now, but they are enjoying the transition.
Yeah, I am by nature, myself personally, just very curious people. How person, how can I do things easier, faster? I mean, I remember the transition you spoke of standing up databases and then making that easier and easier. I remember going to the Lamp appliances because how easy it was to deliver a Lamp appliance and turn things on and now it’s a home command to do the same thing. And so I’m always looking for those opportunities to make it easier for myself. Selfishly. But then to communicate that with other people. That’s why I think containers present such an interesting opportunity, because we can make it easier for the industry. And so it’s not about the technology for the technology’s sake is my own thought on this. It’s how can I make the life of people around me easier? And this is true of everything. I mean, we used to grow all our food in the backyard. Actually, there might be a little bit of going back to that, but now we go to a grocery store, right? We move generate our own energy. We don’t do that anymore. And so on a personal level, I just find it exciting to learn about what the future is bringing and then share it with customers and partners and everyone, because that’s what gets me out of bed in the morning. So it makes me excited.
Yeah. I always say, like I love organic food, or as my grandparents used to call it, food. Never had to go out of your way to certify it as organic. There was just no choice. That’s just how it came.
Yes. But on a personal note, as you denoted, I am by nature a curious person. And then the extension of that is I’m an excitable person because I see the benefits in the new ways of doing that. And frankly, that’s a big role of what my job is here at Veeam is to communicate externally where the industry is going and making things easier for everyone. Making it easier for that DBA who had to spend half of his day doing pointless, repetitive tasks that really provided no value. Can we eliminate those things and let him focus on the things that makes him great at his job?
Yeah. And I think, to me really, that’s where, maybe it’s just because I’m at this point in my career, I’m far more excited by that outcome. Like watching somebody’s life gets better because of a new process they take on, and especially bringing new generations, people who’ve been exposed to technology so early in their life, but then bring use cases to it where they can make a career out of it. That’s what makes me tick now, because I realize, like, I could learn it and I enjoy the process of learning. But there’s nothing more beautiful to me than empowering somebody else to find their journey and help them along it. It’s just something that maybe it’s because I’m an older fellow now. That’s the thing that makes me smile a lot more than just me learning Kubernetes.
No, it’s the same for myself as well. I have six children and thankfully a number of them, I shouldn’t say thankfully. Thankfully, they all follow their passions, but some of them are very computer centric. But I don’t take them back to what I learned in COBOL, and mainframes, and Banyan VINES network. I mean, I want them to focus on the now and the possible of the future. And so, languages for example, my son started learning programming languages. I didn’t start them back on Basic. I said, no, you should start with Go and modern languages and figuring out how to use existing frameworks, don’t go back to assembly. And so I am excited that a lot of the things that we had to figure out are just inherent properties now of the platforms that the future will use.
Yes. It is amazing when you can unlock that with your kids where they can, you can give them that option now that we didn’t have. Like, I remember when I was a kid, like my dad brought home, he bought Sinclair ZX-1000s. And these were like little tiny black things, and they actually had an integrated keyboard. So it was like pressing on a calculator button kind of thing. And it was a 16K expander in the back. Clearly dating myself here when I came up in technology. But just like I have a picture of me as a kid, like just sitting there with this little tiny tube TV plugged into my ZX-81 and my ZX-1000. My sister Ad and mucking around with basic because that was all it was there at the time. And then now to be able to have kids use Scratch as a programming language or use very visual programming languages and no code stuff. And they’re learning process thinking and system thinking so much earlier, I think, or the opportunities there more so, which is exciting. So that when they get to the point where they take it on as a career, they’ve had much more exposure versus, like, we had to grind it out and just say you could do stuff that you didn’t necessarily know you could do and just hope you could pull it off. And now they’ve got opportunity there.
Yeah. And the no code, low code, Scratch type models. The benefit, of course, is that the line of business can focus on delivering what they’re trying to deliver. Because really, do you want your value to be on writing if-then-else statements? Probably not. You want to focus on what it is you’re actually bringing out to market. Now there’s going to be some people that need to focus on the core fundamentals. The challenge that I see, of course, is that the stock is getting so much more complex. It used to be that you could get a Full Stack developer who understood everything from the top to the bottom. These days, in modern infrastructure, there’s not many people. I confess I’m not one of them that can fully understand everything from the top to the bottom the way there used to be 20 years ago.
The sort of mythic Full Stack developer, because I’d say the phrase came because it meant you could write PHP and do MySQL queries like, that was pretty full back. And now it’s like the work that goes on in Visual and just JavaScript frameworks, you can’t sneeze without hitting the JavaScript framework and eleven of its neighbors. But every single one I want to learn, I kind of get overwhelmed because look and say, oh, I should learn Angular and so perfect. Let me stand up something in Angular and then it says, oh, you also need React and then this framework and then you need a package manager. And then I’m eleven products deep and I still don’t know what Angular is versus like, I just do Ruby on Rails. It’s one of my favorite frameworks. It’s just like it’s a beautiful DSL. I know enough Ruby to be dangerous. Stand it up really quick, set up the back end. Understand enough about choosing my JavaScript front end. You know, use something simple like Tailwind or whatever. And that’s enough of my full stack. But true like end-to-end full stack engineers, it’s a tough thing to find. They’re very unicorn-like.
That is true. And even more so with modern platforms that exist today. And truly, can you have a full Stack developer if you’re writing using Lambda functions where you don’t even see or know what is writing on the back end? Probably not. You’re only getting a stub to an API that does something for you. But that’s not to say it’s a bad thing. I go back to the exciting thing about the industry right now is, data is driving all the value within organizations. That’s even more true, I would argue, after the last two years, because we couldn’t be together in person, we didn’t have physical value to drive in the same way. And so data became even more valuable if it was possible. And so protecting that, enabling that, facilitating that, managing the life cycle of that. It just it’s what makes things so exciting for where we are right now in history.
And as we move to ephemeral and immutable being standardized as patterns of infrastructure and application deployment, I’m glad to see that protection, at least at some layers. We hear about the shift left idea of introducing security and protection. Well, like I said, ransomware is a disaster. If we think about disaster recovery and business continuity, ransomware, security, these are vulnerabilities. These are risk components to an organization. I’m in the risk business. I love mitigating risk. It’s probably one of the weirdest things to say you’re in love with, but understanding where the edges are and then mitigating for the edges and then finding that edge. It’s effectively theory of constraints in the risk world. So as you see, chief risk officers and chief data officers, they’re introduced in security and data protection in their mandates now for the organization. Right. So what are you seeing as an evolution on the executive team’s understanding of the impact of protection?
Well, we’re certainly seeing the emergence of chief data officers and risk officers, because there is a balance there and an anti-pattern between two things that you just mentioned, Ephemeral and Immutable. Both things are needed. Sometimes you want to keep things for a little bit of time, sometimes you want them for a lot of time. We just did a study on ransomware, we’re actually releasing it at VeeamON around ransomware specifically, and 94% of attacks now are going after backup repositories because it is the last line of defense they want to delete that, right. And so Immutability becomes really critical. But I think what we’re seeing is kind of two things at a board level. One is how do we balance things being Ephemeral that we use them only for when we need them and keep the things that we actually need to keep. And then for the things that we need to keep, how do we manage the privacy of that? We focused on security now for 20, 30, 40 years. Privacy is coming to the forefront of executive senior leadership teams or board teams. In fact, there was a recent framework just released between Europe and the US around privacy and exchanging of data.
And I’m excited for that because, frankly, there’s been a hodgepodge of different regulations. There’s GDPR and CCPA, and we’re going to see more of those. And that fragmentation kills organizations. So two things that I would say we’re seeing within the enterprises. One is the policies that enable the balancing between Ephemeral and Immutable. And secondly is, okay, now that we have the data that is Immutable that we do need to keep for whatever period of time that is, how do we delegate down access to users if they own the data, that they can control it, and they have some say in the data that we’re collecting about them?
I think we’re probably at the verge, if not already happening, of what we saw with Sarbanes Oxley. Right. So when SOX compliance came in, and I remember being in the financial services and the insurance organization, and we talked about the implementation, and it’s a fairly loose framework. It’s loose and tight at the same time. Very specific, but also general in its specificity, like a typical lawyers speak.
Yes.
But what was important about the actual implementation was it meant the executive team and the board actually signed a declaration that they hold personal responsibility for maintaining compliance. So you are very personally vested in the success of a program wrapped around compliance in that. And I think we’re going to see that in the data Privacy Arena soon that we are I mean, we already are to a degree, but I think we will see a much more formal standard where you will have officers signing a declaration and saying that we hold this to be true, and I’m to be held responsible if it’s not true.
And that’s a good thing for the industry, of course, because as the saying goes, if you’re not paying for the product, you are the product, which means that organizations are collecting more and more data. And we want to give people the ability to control what is held about them by organizations. So I am grateful and thankful for the elevation of the criticality of this topic. And while SOX was both loose and tight – Serbanes Oxley, I believe, that same model would be very appropriate for data retention as well. Because I have six children. Do I want an organization that I am not paying money to start collecting data about them, their birthdays and their health information and shopping habits and whatever it is that they do? No. I want some degree of control over what is permissible and what is not permissible.
When it comes to then designing protection systems. Now, this is interesting when you think about like right to be forgotten and this is why I’d love to sort of hear your view on the approaching it systematically across the whole environment now. Because as the right to be forgotten and the right to be protected are now system wide. The interlinking and using sort of centralized platforms is much more critical now. Right. It’s no longer I’m going to protect my VMware with this, I’m going to protect my containerized stuff with this. I’m going to protect my cloud with this. The system level understanding for data awareness and traceability now is critical because you have to be able to get rid of it systematically on demand, but also be able to recall it systematically on demand. It’s a really complex challenge.
It is. And it’s one that Veeam has been very focused on from the very beginning. If you go back a decade, people don’t realize this often about us. But if you take security for example, before we get to privacy, we were leading the industry in a lot of the capabilities now that people just take for granted. Immutability for example, or tagging data. The first step of the NIST cybersecurity framework is identify your data. Right. And that capability we have carried forward from security to Privacy. So with GDPR, we would tag data that this data belongs in Germany, can’t leave Germany. This data is in the US, it can’t be recovered elsewhere. And so those concepts of securing the data, identifying, classifying the data, knowing who can have access to it, where it’s allowed to be spun up is something that we’ve built into the platform from the very beginning. We’ve been very thoughtful and intentional about. Now, I know the latest hot topics are zero trust this and whatever the buzzwords are around those things. But we’ve been building this into our platform for the last decade, and it’s why we have such a large customer base and so many passionate customers coming to our conferences.
I always tell people that I’m a firm believer in zero trust security and that I have zero trust in your security. The thing that I had to learn through business continuity was both the systematic level of managing business continuity and data protection and application protection, as well as the human element. Because this was an interesting thing that we saw play out because it was active in a huge multi-million dollar program. And I covered, distributed my 1200 servers that I had to do protection for. And this is everything, every organic service that was everything that was oxygen from up like DNS and active directory like the order of recovery. I had to have this all done at a systematic layer. Like, can I recover it as much without human touch. But also then, understand the availability of humans for it. And we’d often like, I feel bad in hindsight, right? You get a little bit gallows humor, but say, okay, so imagine the data center blows up. So it’s just a big smoking hole, right? You start to create these images and then somebody from human resources, can we please not say that? That’s really not appropriate.
I’m like, oh, yeah, sorry. But imagine we lose access to the building. So we had to understand the availability of human elements because if, let’s just say we lose access to the entire environment or a major attack occurs or a power outage, you also have to weigh out availability of human resources like actual people. And so when we again thinking system approach, how have you seen the change in automating recovery and adoption of more automation in these protection systems?
It’s exploded in the last few years, Eric. And the reason I say this, we have a product orchestrator that does exactly this, that stands out in the industry because it orchestrates complex environments. What I say by that, I mean by that is anyone can spin up a few VMs or any good backup vendor. Of course, that does back up can recover a few VMs. But what they can’t necessarily do is I need to spin up 46 VMs in this specific order, create some VLANs. I need you to move this from here to there. I need you to change DNS. That is a very complex, orchestrated workflow that I argue that organizations will need to do, whether it be for natural disasters, whether it be cyber events, because you’re going to have to prove to your cyber insurance company or to your board of directors that you can actually recover. And the events of the last four months have highlighted this more than anything. We had a development team in Ukraine, for example. So you can imagine the types of things that we had to think about at a people level because your systems can go offline. But what happens if your people are no longer available to work on a project? So automation not just of the technology stacks but of the people involved becomes absolutely critical.
Yeah, this is the and it’s automation by people. So we’re taking people processes and automating it. Not eliminating the need for them but ultimately freeing them from those extreme situations where you need it. Because that’s exactly it. Right. These are complex, multi-tiered, multi-faceted systems. And it’s just not feasible that you would have somebody who’s got anecdotal tribal knowledge to do recovery. Not at any decent scale. It’s tough. And that’s why I’ve always liked that your approach through Veeam has always been like the core out versus a lot of folks that have kind of like, folks that focus purely on disaster recovery. But then they had to build data protection and then try to build continuous data protection. But it was never their focus. It’s much easier to go this sort of Spider diagram outwards to like if this is your core and you always go back to the core while adding containerized complex recovery in a second environment. We already have all the images, we have all these, all the data. We’ve got a second cloud. It speaks Kubernetes, do it. Right. That if you didn’t have the core nailed down, you’re writing the whole system top down, which is a horrifying way to build a company.
Yeah, you’re speaking my language now because the core of what Veeam has always focused on is – protect the data and recover it as fast as humanly possible. Right. That is the essential core of what Veeam does. And we’ve done that for virtual systems. But over time, we expand that into physical and into cloud and into SaaS and into containers and all of these different models to protect and recover that data. But you don’t stop it at protecting and recovering the data. You want to orchestrate complex workflows and migration and copies of data for other people. And what really gets me excited, and I think that Veeam is positioned better than anyone else in the industry. Of course, I’m biased. I work for Veeam, but we own all of the data. You know, an interesting thing, Eric, people come to us and say, I want you to tell me where I have malware in my environment, where I’ve ran somewhere. And I think, why would you do that on a secondary system? Like, why don’t you do that out at the edge in your IDs or your IPS or your firewall? Why? If you’re discovering it in the backup, it means you’re already too late.
But here’s the interesting thing. It’s because we have every piece of data that they have in their entire estate, whether it’s in the cloud, on premises, I shouldn’t say “or”, it’s “and”, right? In the cloud and on premises and in SaaS, we have the best data warehouse lake pool that is possible to have. And from that, you can of course protect it and recover it. But you can also begin to use that data for new and interesting things. And that’s what’s really interesting. If you own all of the data that you generated in the last two years during COVID, where are you going to go to to find out, how do I make my company more productive? What are employees actually doing? You’re going to go to the person who houses all of that information, which is a man, you’re going to spin up copies, and you’re going to begin applying TensorFlow and machine learning techniques and artificial intelligence to make the business smarter about all of the data that it already has.
Yeah, it’s an interesting thing. Right. Like you said there’s at Ingress and Egress. Right. So that’s where IPS ID systems come into play. But any true sort of CISO worth their salt will tell you assume you’ve been compromised. And how do you do that? Right. Well, it’s going to be data at rest or data in flight during process -internal processing. So assuming that you’re not going to it’s already in here, and it could have come in by a USB stick or by a laptop that accidentally plugged into a Starbucks and connected to a WiFi pineapple instead of an actual WiFi. Right. Then it goes in and it bypasses ideas, IPS, and it gets backed up. And that data now is in some beautiful static Immutable repository. You can do all sorts of exciting intelligence on it at that point. But again, to the core story being first, do that fantastically. So, you know, that’s what you can do things on top of versus go figure out how to build a machine learning company to go through data. But like, what data you’re going to go through? There’s all sorts of assumptions where you’ve eliminated the assumptions because we own the data.
The edge should be informed by the core, right? You don’t want your Tesla, self-driving Tesla, going down the road figuring out what a stop sign is. That’s already been figured out in the cloud and has been instructions have been given to your self driving vehicle. This is when you stop. This is when you go. And so it’s not that IDs and IPS and data loss prevention systems and all of these security tools are going to go away. It simply means that they’re going to be informed and configured by the Core where you have all of your data. And so if you know what all of your data looks like, you know what’s in there, what’s normal. You can begin to do the heuristics and anomaly detection that actually does the configuration because you don’t want humans doing that if you can avoid it. You don’t want a human programming the Tesla and what a stop sign is. The Core is telling the Edge how to configure itself. And so in my mind, all of those platforms become more critical, but they’re configured by the central repository of your data, which VeeamOn is all of that.
Yeah. And again, it’s that thing that assume you’ve been compromised has to be the default state of any offset system security person. Because even if you’ve got incredible endpoint protection and DLP, all it takes is for you to be one signature late. And I’ve seen this in practice where you start to get weird errors. Like, you know what? We’re getting a weird error. The signatures aren’t updating. Tell you what, just hit OK on the error message. It’s all good. 4 hours later, found out that we’ve been ravaged by a system which was ultimately trying to become a botnet. And then seeing all this stuff, which is doing all this phone home stuff. So all of those edge systems are coming into play. So what do you do? Well, we shut down the edge, we literally closed the door. Well, now what do you do? How do you find where the data lives? How do you go back to the most recent immutable backups and ultimately find the origin, build the heuristic and enable the end point? It’s an orchestration of all these incredibly complex systems. But again, if you don’t have safe origin, immutable source, everything is a variable and you cannot, it’s the traveling salesman machine learning problem. It’s impossible to solve, but yet we get stuck on like, oh yeah, just put up better firewalls.
Yeah, it’s owning the data, managing the data, tearing that data. In my mind, it’s what gets me out of bed in the morning. And frankly, a lot of that comes from our customer base too. It’s not just Veeam engineering and isolation. We’re constantly talking to partners and analysts in our customer base. And we have an unfair advantage because of the size of who we are, perhaps. But I think the best is still out in front of us.
Unearned advantage, I would call it. Because it’s proof in staying a core mission, delivering a product and a method by which people can adopt it that it’d be successful. Right. The stuff doesn’t happen by accident, for sure. And we know we’ve all every company will. There are things you never want to be in the news, and certainly a victim of ransomware. It’s like my only goal in life is to never be referred to as embattled. I don’t even know what it actually means, but it seems like when you get that tag, it’s a problem. And these affect shareholder value when somebody gets affected by ransomware. So we have a vested interest in succeeding in adapting the ways in which we can do it because the systems are changing.
And the mindset there should be, we should just assume that we are going to be compromised by ransomware. Then what? Now, clearly we don’t want to be. In that study that we just did recently, 76% of organizations had at least one ransomware event in the last year. And I would argue that probably the other 24% may not be aware that they had a ransomware in the last year. But you should start from that as the starting point. Okay, what is our plan if we get hit by ransomware? Do we start at the firewalls, at the edge, at the core? And I’m not here to dictate you, do this or do that, but you should start with the plan of managing your data and operations and business continuity from the expectation of we’ve been compromised. Now what?
Yeah, I always as a track cyclist, we have a famous saying we have there are two kinds of track cyclists, those who’ve crashed and those who are about to. And that’s exactly it. Right. 76% say they acknowledge they’ve been hit by it and the other 24% are just closing their eyes and hoping that it’s not true. So that’s it – “assume compromise, now what?” And build system to be prepared for it. And it’s good. So I’m excited. I’m going to be watching a lot of the content for VeeamON. What are the big ticket items that people can be watching for as far as, like, cool sessions and stuff that’s happening on the ground at the event?
So the core is as many organizations right now are very much highlighting security and our security capabilities that we’ve been developing over the last weekend. So you’ll see, in the technology sessions, we go deep on security and hybrid cloud and multi-cloud and containers. But if you’re really interested in the sessions, everyone loves our flagship product, Veeam backup and replication. We’re going to be giving a sneak peek at version twelve of that.
In that long already, it’s amazing to see the growth in the product. And then the version numbers are indicating how long we’ve been at this.
A very significant footprint. I mean, we have over a million installations, real installations out in the wild now of the flagship product. But then everyone is really interested to hear and see what we’re doing on our cloud products. We have a cloud-native product for AWS, Azure, and GCP, and we have new releases of all of those coming this quarter. So as you might imagine, there’s some really good sessions on that. And then you started by asking how we were doing during the Pandemic. We’re communicating via teams. Everyone is. So our Veeam backup for Microsoft 365 product. Very excited about that. We’re going to be demonstrating that on main stage and what we’ve done to reduce costs and make it more self-sufficient for users to go in and recover their own data. And the one that I am personally most passionate about probably is our orchestrator product. We talked earlier about a systems mentality. We’re going to be talking about recovering from ransomware. So taking that security concept and applying it from an orchestration point of view to bring organizations back in line. So we’re going to be breaking news on coming features within product, but also focusing heavily on security and hybrid cloud incoming products.
Amazing. Yeah. As a long-time person trying to hack together systems to do what orchestrators are able to do, it’s amazing to see every time I would think of like, you know, what I would have needed to do and see it show up in there. And the fact that it’s being created as a framework, more so than a pure core product that people are sort of writing SDKs against. I like that it’s flexible in the capabilities. And then we’re going to see, thank goodness for API bi-directional API access to so many things now that it’s very easy to trigger really clean workflows and you don’t have to depend on you building it as a Veeam core function. But now I have the ability to adapt my own systems, add my own chat Ops, add my own external integrations. Super cool. So framework for the Win as far as I’m concerned.
Well, it’s easier for those people who haven’t registered and are listening to this. You’re going to see on main stage and the technology keynote using APIs to do something really interesting. So an API, we discovered some ransomware. What can we do? So that’s a teaser for people. But yes, API is for the Win. We have a very modular framework, of course, that connects together so that you can start with whatever component you need, but you can expand beyond that across your organization to do all the things that your organization needs to do.
I like that. And I can’t remember if I told this to me before, Dave Mcjanett, also a fellow Canadian CEO of Hashy Corp. And I talked with Dave at one point about you’ve got this beautiful, sort of like multilayered set of frameworks that can tie together beautifully, and it truly is a platform. And he’s like, if you squint hard enough, it’s a platform. But we truly treat it as a framework more than a platform, because platform indicates that you require interdependencies, and that’s actually not the case. Their frameworks with layers. So happens they sell you a thing at each layer, but you don’t need to be using that thing at that layer. So that’s why the flexibility of this framework approach in where Veeam core platform still exists. But then having framework extensions, that is a fantastic approach for as a consumer, it means that I’ve got flexibility. And flexibility is something I’m willing to pay for, for sure.
Yeah. My single controversial statement would be, I don’t like platforms. Single glass of pane. Single pane is a single glass of pane. Because the release of that is painful. Right. If you can create a framework with small modular components that are right sized for the environment and there’s a framework for communication, that’s a far more effective solution, I would argue, for every organization, from the smallest all the way up to the largest. And it’s actually why we have the same product. I installed the product in my basement. I have six use of compute. I know most people may not have racks in their basement, but I do. But that is the same software that actually protects our largest service providers with hundreds of thousands of machines or the largest financial institutions with hundreds of thousands of machines and petabytes of data. Same software because it’s a modular framework.
Yeah, I can say that truly. People often ask like you know, you talk a lot about beaming. And obviously, I’ve known you and the team for a long time, and they actually do support the podcast and my blog as well and have been fantastic partners on that side. But I legitimately use it. I actually took a Synology that I loaded up with all of my podcast episodes. So this is the trust. And I just like, unplugged all the drives one by one. And I was like, oh, boy, how this works. Go to the second Synology and all right, start the restore process. And as if by bloody magic, there was all my data. And so the proof is in the pudding at that level to use it and succeed so easily. And then knowing at the enterprise layer. Yeah. The scale that MSP stuff that you’re targeting is incredible.
Yeah, it really is. People don’t realize what a significant part of the business that is for Veeam. We’re the largest as a service provider in the world. And I think I can say that backup as a service provider in the world. I think I can say that based on data, because if you look at the accounts of VMs and users protected from Microsoft 365, we’re in the millions. We’re not small. We’re going to be sharing more numbers of this at VeeamON. But we have a massive business. We drive definitively if you do the mathematical analysis on this, Veeam drives over a billion dollars of revenue in the same as a service space. Forget about the direct to customer sales. These are now cloud service providers delivering services out to market. We drive over a billion dollars of sales in that.
And it’s amazing. They said, well, people may look and it’s so funny, too, because, you know, the logo and we sort of have like, oh, yeah, I remember it’s like, even when I remember doing disaster recovery, my favorite thing is I built the first VMware environment in one organization and then we did disaster recovery on it. And people were like, this is fantastic, right? And so we were using Veeam and very early adopter of Veeam. And it was funny because then all of a sudden it was like five years later. And people just said like, oh, how long will it take us to recover? How many servers do we have? What about 30? I’m like, we have 480 servers now. The last time you counted, apparently was the first time I showed you at work. But to see that growth and the platform adopt and the company grow. And like I said, cast and doing some huge growth numbers. So, yeah, I’ll be watching for sure from afar. Unfortunately, I can’t make it to Vegas, but I look forward to good luck. Have a great trip. Enjoy the event. And for folks that wanted to connect to you, Danny, and find out more about what you and the team are doing. What’s the best way they can do that?
Well, Veeam.com is always the best place for information on Veeam. I’m happy to connect with anyone on LinkedIn or Twitter. On LinkedIn, I’m Danny Allan. @dannyallan and then on Twitter, @dannyallan5 is my handle. I’m semi-active. Not as active probably as you, Eric, but I always enjoy meeting new people so please reach out.
And I imagine you’ll be not watching Twitter for the next week except for seeing your notifications light up and grow because people will be announcing lots of stuff and live-tweeting everything so it’s going to be a great event. There you go, folks. Go check it out. Links down below of course. What’s happening and yeah, excited. So we’ll catch up after. I would love to hear. I’m going to pour over the announcements and watch sort of the analyst view of it and I’m excited on your behalf of what’s coming up.
Excellent. Well, thank you, Eric. I appreciate this time to chat about it and look forward to everyone being able to join us either in person or virtually.
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Congratulations on the release, Michelle! Big thanks for letting me be a part of amplifying this book which I LOVE LOVE LOVE and highly recommend you get. Drop me a comment with to let me know you picked it up. ONLY 2.99$ for the entire month of MAY so don’t miss out! Seriously, just get the book. It’s fantastic.
Heck, drop a reply and if you’re in the US or Canada I’ll help a bunch of folks to pick up a copy before the price goes up.
Welcome everybody to the show. My name is Eric Wright. This is the DiscoPosse Podcast where we are bringing on a return guest, somebody who I really enjoyed having a conversation with the first time, which is why I was honored to be able to help Michelle Seiler-Tucker. We talked about her book “Exit Rich” that she co authored. It’s an amazing book. I’ve read it. We talk about the 6P framework in her original episodes. Go on, make sure you check out her original show. But to top this off, we’re talking today about lessons learned since the release of the book and an amazing announcement that the audiobook is now available.
So you can follow the links below. Get the audiobook because right now it’s on sale for $299. This is a really really amazing deal. Literally like less than a cup of coffee. Why in goodness name would you not get this book? It’s well read. I love the folks that they had, actually did the reading and just the content of the book is fantastic. So Michelle Seiler-Tucker, thank you very much for letting me be a part of helping with the amplification for the launch. And this is why great people support great things and I love supporting Michelle and all the work that she’s done. Speaking of support, of course, I want to give a shout-out to the folks that support this podcast that make it happen. If you have data anywhere in your world, which you do, I know you do, especially any of the systems you’ve got in your organization, you need to make sure that you protect your data, protect your business, protect yourself, protect everything. So everything you need for your data protection needs can be shopped out by the fine folks over at Veeam Software.
It’s also Veeam-On coming up next week. If you’re listening live and this is a really great time, everybody’s going back in person. So go head on over to vee.am/discoposse. You can see all that they’ve got to offer. I recommend it. I’m a user of the platform myself. Very cool. And also, we are super proud to continue to grow our partnership with the friends over at the Shift Group. So, JR at the Shift Group, if you caught his episode which you absolutely should, this week’s episode is brought to you by the team at Shift Group. They are turning athletes into sales professionals. So if your company is looking to hire driven and competitive former athletes, or considering how do you architect to go to market that can scale efficiently and effectively? Shift Groups not only offering a huge pool of really cool, diverse sales candidates from entry-level leadership, but they’re helping early stage startups to develop a hiring strategy, the whole interview process, and really building sales culture that’s going to scale with you and build high talent, early-stage companies. So head on over to shiftgroup.io and you can check it out. All right. With that, this is Michelle Seiler-Tucker. Get yourself the book. Click the link. Seriously, leave right now. Pause. Go over and download the book, it’s fantastic. Thank you very much.
All right, Michelle Seiler-Tucker, thank you very much. This is a rare treat to have somebody come back. I don’t often get the chance to spend more time, especially with somebody as amazing as you, because I know you are busy in day to day. Plus, we’re here for a special occasion right now. We talked in the past about “Exit Rich”. We talked in the past about your entire story, your business, your own way of helping people to get to success, both personal and professional. But we’re here today because we’ve got something new in the Exit Rich world. So Michelle, if you want to re-introduce yourself to folks that are brand new to you, and we’re going to talk about the new launch of the audiobook and everything wrapped around it.
Absolutely. Well, first of all, Eric, thank you for having me back on. I appreciate it. I am Michelle Seiler-Tucker. I was on your show, I think it was six months ago. I’m Michelle Seiler-Tucker, mergers and acquisitions master, intermediary senior business analyst, certified mergers and acquisitions professional, and a bunch of other acronyms behind my name. I’ve been in this industry a little over 20 years. I think what really makes me neat in M&A is I own other companies. So I’ve always been an entrepreneur. I’ve always sat on the other side of the desk. I’ve always had to be the one to make sure I meet payroll, pay the bills, et cetera. So a lot of my advisers, brokers, have not necessarily owned businesses before. And I think that helps me to be able to relate with my clients and really be empathetic and understand what they’re going through. So at any given time, I own several different companies. I’m also building to sell. Like I said, I’ve been in this industry for a little over 20 years. I personally have sold over 500 companies. My firms has sold probably even more than that.
And we really specialize in not just selling companies, Eric, but we specialize in buying companies, selling businesses, helping buyers buy the business of their dreams. We specialize in fixing and growing a business because Steve Forbes, who endorse “Exit Rich” says 80% of businesses on the market will never sell. 80% – I mean, that should be a big wake up call for business owners because that means you have less than a 20% chance of success when you go to sell your company. And so what I learned a long time ago is if I don’t get in and roll up my sleeves and help fix these companies, help position them and help them build the infrastructure on what we talked about last time, which are the 6P’s, then their business is not going to sell. So like I said, we don’t just specialize in selling. We specialize in fixing these businesses, growing these businesses. So the owner really has a sustainable business that’s scalable. And when they’re ready, sellable.
When this is very important too, Michelle. We often forget about the numbers. And in fact, you are one of my most quotable episodes because in the industry, we’re constantly thrust with this number where people say like 99% of startups fail. And I continue to go back to remind them, watch the episode with Michelle Seiler-Tucker where she talks about how that’s actually inverted. Right. The upside-down numbers that we get from the SBA. And now that 80% that you and Steve talked about there of businesses that are sitting unsold. That is an interesting stat. But if you don’t mind, let’s recap on sort of the failure in this metric that we talk about that small businesses are failing.
Yeah. So small businesses are failing. And to go back over those matrix, I was actually quite shocked myself because when I wrote my very first book, “Sell Your Business For More Than It’s Worth” in 2013, I did the research back then and learned that 90-95% of businesses were going out of businesses were startups. So that is true. However, what’s changed so dramatically is when I did the research for “Exit Rich” in 2019 and 2020, I learned that the business landscape has really flip-flopped. So now it’s not startups a great risk anymore. Startups only have less than a 30% chance of going out of business. A 30%. So they have a 70% success rate. But, what’s so mind-boggling is when you look at America and you look at what the economy is really built-on, there’s 3.2 million businesses in the United States employed over half the US workforce. Over half the US workforce. Think about that.
Wow.
So small business is really supporting the economy, the American economy. If we lose small business, we lose jobs. What happens when you lose jobs? We lose spending power. And then what happens? It’s a trickle down effect. We stopped going to restaurants. We stopped buying ice cream. We stopped doing a spinning discretionary money because we don’t have it anymore. So now you have a triple down effect where more businesses will close. So 30.2 million businesses now, out of 27.6 million companies in the United States, those businesses have been in business for ten years or longer. 70% of those companies are going out of business. 70%. See how it flip-flops. So now startups have a 70% success rate, whereas startups, existing businesses have a 70% failure rate. Pretty scary. And you hear about the big companies all the time in the media like, the media will talk about public companies, Toys R Us – in business 75 years ago, goes out of business. Montgomery Ward, Sears, J.C. Penney’s, Pier1 – I love Pier1!
Right. Crate and Barrel, a recent one as well. Lord &Taylor, lots of the big retail players.
Yeah, but the media doesn’t talk about the private companies. They only talk about the public businesses. On the private side, we got businesses on every street corner and every city and every straight across our great nation. These businesses are dropping like flies. They’re selling from – they’re actually poor, not rich. They’re selling for pennies on the dollar, closing the companies or even worse, filing bankruptcy. And so it’s really scary. And by the way, Eric, that was before the pandemic. I hate to see my numbers now, but that was before the pandemic. And I always say the number one reason for that, why it’s kind of flipflop is because startups are really a different breed now. It used to be the dreamer mentality. People would leave their corporate jobs and say, oh, I always wanted to own a coffee shop. I always wanted to own a restaurant or a clothing store. But they don’t have the business experience. They’re probably not really an entrepreneur, you know, they’re really probably not an entrepreneur. And they have that build-it-and-they-will-come mentality like “Field of Dreams”. Remember the movie “Field of Dreams”, build it and they will come? Now, a lot of those startups go out of business because they’re brick and mortar.
Plus, the business owner is not really an entrepreneur. They didn’t do their due diligence. They didn’t study their area and run demographics. And most businesses fell in those first one to five years because they simply run out of money. They run out of working capital. The startups now are younger generations and they are forward thinkers. They’re problem solvers. They’re solution-oriented. So they’re not just building another coffee shop. We don’t need another coffee shop or another restaurant. So they’re looking around and saying, well, what’s the problem? What’s the solution? How can I fix this problem? Right? And so you have a lot more tech businesses. You have a lot more e-commerce businesses. You have a lot more businesses that are started by, like I said, newer generations. But also, people got laid off from their job during this pandemic. And a lot of people are going – wait, what can I do to start my own business and really make a difference in the world? Now, on the flip side of that, for existing businesses, existing businesses are going out of business because of what I call lack of AIM. Aim is “Always Innovate and Market”. So business owners become complacent. You know that. I mean, look at Toys R US. They didn’t do anything different in 75 years. Look at Blockbuster. Blockbuster had the opportunity to pick up Netflix, to buy Netflix. They sat back to nothing and are out of business. So this is going to become complacent. They also, really they’re in love with their original baby, with their original concept, their original idea. And they don’t like change. And that’s a big problem because you’re either growing or dying. There is no in-between, which is why I always tell business owners, you got to get comfortable with being uncomfortable. And so that’s the big reason that so many business owners are going out of business because they stop innovating. Here’s the bottom line. The marketplace has changed dramatically. The way consumers purchase products and services is completely different than the way they used to place them or buy them. And you can pick Amazon for that, you can pick the Pandemic for that. But you really got to innovate, and you really got to look at your industry and you got to ask your client, what do you want? What do you want to experience when you do business with us? What can we do to make your experience more pleasant? What can we do to make it easier for you to do business with us? And you got to innovate. You’re either innovating or like I said, you’re dying.
It is interesting that when we look at – especially the historical changes and then the tightening up of that type of thing, I mean, the pandemic obviously reshaped everything, and it made a huge opportunity for a lot of businesses. There are small environmental changes that can ravage a business. I remember I lived in Vancouver, British Columbia, at the time when the Olympics were coming. And so they said, well, we’re going to build a subway from the airport to the city to make it easier for the Olympics. So it seems like a fantastic idea to build the economy. What do they do? They tunneled underneath the main roads, and in order to do so, of course, you block off the road because you can’t be driving while they’re tunneling. Well, that took 14 months and literally destroyed every business on that road because they were all traditional little tiny met restaurants with local businesses and no parking other than two spots in front. And I think to myself like good galley in that kind of a snap, that stuff can occur over snap, a snap decision that has a 24 month effect, whatever over. It took a few years for it to really finally pay out.
But their inability to go into a new area of the market to attend to a new customer, to figure out a way to get out of that thing, that single event ultimately wiped out. And we see that often, right? And it’s not just whether it’s going towards exit ultimately, but just going towards sustainability if a single market change can fundamentally affect. You taught me this lesson, and I hold it, it’s in my heart every day. And I think this because we talked about this idea of solopreneurs and the risk that people think that they’re in business when they’re a solopreneur. And you taught me these words, if you stop working and the business stops working, you are not in business.
You have a qualified job that you got to work with me versus the business that works for you.
And it reminded me and everything I do I have that in my mind. I’m like, what would Michelle tell me to do to automate this? Make it repeatable, make it scalable, offload it, whatever I can do, not just outsource. Also, another lesson you taught me, just outsourcing it, putting it on Upwork or Fiverr is not actually running a business because you’re not building a team. You’re not building a scalable system. These lessons stuck, Michelle. And I thank you for that.
Glad I can make a difference.
So let’s talk about the book, because not only did I enjoy it thoroughly and I’ve read it and it’s marked up and highlighted and bookmarked all over the place. But I’m not the only consumer. Lots of folks taking the stand. Let’s talk about how the book has been doing.
Well, the book has been doing great. I think I was under show in January and you know, look, like you said, something can happen and completely stop us dead in our tracks. And actually wrote “Exit Rich” in 2019 and we were supposed to publish in 2020. And then this pandemic happened. So we ended up publishing June of 2021. Now is on the show, I believe, in January. So the book is really great. It’s a Wall Street journalist bestseller, not in New York Times, but it will be.
We’ll get it there.
So Wall Street Journal, USA Today bestseller, and it’s in the Hudson bookstores and 99 different Hudson bookstores all around the United States. We’re getting boring recommendations. What I really love and what I guess really inspires me to continue to write and continue to educate is when I get letters from entrepreneurs that have been in business for decades. And we had a media company that emailed us and said, look, Michelle, your book changed my life. That’s what changed my life. I’ve been in business 20 years. I thought I was doing everything right. I read your book and realized I was doing everything wrong. I basically took your book step by step, broken out to different divisions in my company and told them follow this book to a T for everything that she says. And he says it’s really changing his business dramatically. It’s going to come to us in about two to three years to sell. And then we had another owner entrepreneur in Texas. It’s a pharmaceutical company. And he actually bought the book before the booking and launched. So we emailed him the digital version. He printed it out in ledger paper and highlighted everything, gave it to different teams, his teams, and said, listen, do everything she says, on the people, on the product, on the processes, on the proprietary.
And he came to me to sell this business, and we’re going to be selling it for the $25 to $50 million range. And so I love getting those letters. I love getting those calls because it means I’m making a difference. And that’s what inspires me. That’s where my true passion is – is to really help entrepreneurs, really help business owners be able to save that business and be able to not become a statistic of the 80% of the statistics don’t sell, but become in a 20% to where you can sell for premium for maximum value and exit rich. That’s really what my passion is. It breaks my heart when I see baby boomers, their heart, their energy, made huge sacrifices along the way. These baby boomers are actually poor. Many of them are losing not just their business assets, losing their family assets, too, because they take out a mortgage against their family home. And that breaks my heart. I really want entrepreneurs to be able to really retire for their desired sales price and exit rich so they can finally sit back and enjoy the fruits of their labor, because as entrepreneurs, they make huge sacrifices. We go into this and we’re going to have better quality of life.
We’re going to have more time, we have more money. Well, guess what? We don’t always have that right. I talked to a business owner who’s in business for six years. He said, Michelle, I miss every one of my kids soccer games. I miss my girl’s plays. I miss pretty much everything in life. My life just passed me by while I was working in my business. While I was working in my job.
Yeah.
Versus my business working for me.
I still remember years ago working in retail, and there was a fellow who had a restaurant inside a mall. So in Toronto, Ontario, was living in Canada at the time, very busy mall. And millions of people come through here and traffic every day because it’s a subway stop and there’s lots of office towers nearby. And so it was like a falafel restaurant in the food court. And he was doing an incredible amount of business. But it wasn’t enough that he had real margins. And what ended up happening was he ended up after a few years of working there, selling the business to go back to work for a restaurant, because in the end, his direct money he was making to take home to his family was less than he could make in an hourly rate. But he was working open to close every day.
Yeah, that’s sad. That stories are prevalent and it’s very sad. So it’s always been my mission. So they help entrepreneurs build a business, not a job, and really build people, because you don’t build a business. You build people and people build a business.
That’s why I really enjoyed the book, not just in the processes and lessons that it teaches which are real, tangible things you can do that work. I know this. I literally am living the experiences of doing it. So I’m not like I said, I chose my guest. And it was a blessing to know that I was going to get to spend time with you to thank you for this, Michelle, because on top of that, there’s additional stuff that comes from the book you’re able to get in. You’ve got lots of online community. You’ve got great folks that you can get connected with and learn lessons beyond what’s written in the book. But now let’s talk about what’s coming up, because not only is the book printing and doing well on that side, but you’ve got an audiobook coming out as well.
We do. And the main reason for that is because everybody’s asking me, Michelle, I have the printed version but I want the audio so I can listen you know during my commute to and from my company or wherever they’re traveling. So we did come out with the audio version just a little bit more on Exit Rich. Exit Rich again, is endorsed by Steve Forbes. My co-author is Sharon Lechter who wrote “Rich Dad, Poor Dad” with Robert Kiyosaki. Kevin Harrington is the Ford. And Kevin Harrington was the original shark of Shark Tank in the United States. I think in Canada you all have Lionston, I think it’s called. Yeah. Anyway, so Exit Rich, I just want to be crystal clear. Exit Rich is not just about selling the business, because in most cases, you don’t have a business to sell. Exit Rich is all about, number one, figuring out what do you want, what do you want? What is your end game? Like Steven Covey always says, start with the end in mind. Exit Rich is all about planning your GPS exit model, planning your exit from the beginning, and really determining what is your destination. What do you want to sell your business for?
You can’t wake up one day and say, I want to sell my business for $20 million when you haven’t grown a $20-million company. So you really have to plan it in the beginning and say, I want to sell for $29, and then you have to build that $20 million company. You need to know who are the buyers, what’s their buying criteria, where do your numbers need to land? So you need to know all of that. And you also have to go through what I call the “Seller Sanity check” to really check yourself to see what’s the most important thing to you. Is it what you walk away with. Sometimes it is, sometimes it’s not. Is it making sure your place is taken care of? Is it to make sure that your clients are in good hands. Is it making sure that the new order is going to grow your legacy. So you really have to go through that seller sanity check. And then one of the most important lessons of Exit Rich is to build that solid infrastructure, because it’s the infrastructure of the people, the product, the processes, the proprietary assets, the patrons – diverse client base, the profits.
Those 6P’s is what will maximize value. Those 6P’s is what we’re taking it from a three multiple to five, to six, to eight to ten. And then it’s all about how do you package your business for sale. And then so the first half is getting it ready to actually build a sustainable, scalable business. The second half is all about selling your business. So it’s almost two books in one. And so we all come out with the audio version in May. Go get it today. You can go get it right now. You can get it in apple – I believe it’s in Apple, Barnes & Noble and Kobo. So Kobo, Barnes & Noble and Apple – $2.99 which is less than a cup of coffee, less than a quarter pound of cheese meal at McDonald’s. So with $2.99, you can get the audiobook After May, it’s going to go back to its original price, which is going to be $24.99 I believe.
Right.
And so with that $2.99, you also become what Eric was talking about – an “Exit Rich” club member. So you get access to documents. Documents to operate your business. Like sample employee handbooks, non-competes, policy and procedure manuals to sell your business. Sample prospectuses – what they should look like. Sample letters of intent, due diligence checklist, closing documents. All the stuff you need to operate your company and sell your business are there for your download and your use. And guess what, Eric? These documents cost me over $50,000 to create, and you can get them for the $2.99.
That’s amazing.
Yeah. So it’s amazing value and go out and get your copy today. Again, that was Barnes & Noble, Apple or Kobo. And it will be worth every single penny. I know Eric read the book so he can attest to that.
I stand 100% behind. I bought it for full price. It’s funny. I think even your production crew were like, hey, let us know if you need a copy of the book. I said, oh, too late. I knew I could ask, but I also knew I was willing to pay for it. So I wanted to make sure people know that me endorsing this book is 100% because I believe in the book. And like I said, I’m using it in lessons that I’m doing to build things that not even looking at a near term exit right now, but to build sustainable processes and a sustainable business, because that’s just healthy for me. Right. I know what my intent is in growing what I do. And like you said, you set that. What is your expectation, what is your goal? And then how do we build processes to make that business achieve that goal? I can tell you on that side of the lesson. I haven’t gotten to the exit yet. But like I said, we’ll talk in a couple of years when I’m a Michelle Seiler-Tucker, you’re selling my business. We’ll do business together that way, too.
And, you know, I think you just hit the nail on the head, too, because you might say, well, I never want to sell my business. That’s okay. First of all, I never say we’re number one, because you never know what life has in store for us. And number two, even if you go and sell your business, at least you’re building a valuable asset. At least you’re building a sustainable business that can run without you. So you truly do have financial freedom. So you truly do have a better quality of life and you’re in charge of your own destiny and your ability in a business that you can scale. And if the situation ever occurs that you do have to sell, you’ll have a valuable asset. I get calls all the time, Eric, from spouses, where they say, like, a lady called me from Dallas, her husband dropped out of a heart attack at the age of 45, left her with a pile of debt and asked me if I could sell her business. Well, guess what? He didn’t have a business. He had a job. He had a construction company. He didn’t have any employees. He had all subcontractors. He didn’t have any processes, no possible procedure manuals. Everything was in his head. So when the business owner died, he died. So the most important thing here is set your family up for success. We never know what’s in store for us. So we want to make sure that we’re taking almost valuable asset, which is our business, and we want to make sure we’re setting it up for success. So if anything does happen, God forbid, our family will be taken care of.
Yeah. And even as a successful transfer, why wouldn’t somebody want to pass it on to their kids and give that option? Right. People often just think exit means sale, but exit is bringing the business to a new stage and you yourself are exiting. But it’s only good if you can pass that on to somebody else and they can continue to grow it and know how to operate it. Definitely feel and for $2.99, it’s a crime not to get this. There is nothing that is worth more than the time you invest in reading this book, for sure. So I know I will be an early listener and a repeat listener because it’s also not like a read and walk away situation. It does play out like a manual that you want to revisit and recheck. It’s very well written in that way. You and Sharon work together and created a great book.
Well, and that’s why we came out with the audio version, because like I said in the beginning, so many of our readers are saying, look, do you also have the audio version? Because we want to listen in the car, not just read it. So go out there and get both. But if you don’t get anything, get the audio version. Make sure you get that audio version and you’ll love it. It also comes with all the supplements. So like all the glass and charge and things like that that we have in the book, the surveys, all of that will also come with audio version.
That’s always the funny thing when I talk to people and they’re like, how can you listen to a business book? Because it has lots like charts and such. I’m like, well, because they come with a PDF, you can get all those assets, which is great. Now as 2022 kind of a wild time. We’ve got inflation, we’ve got a lot of things going on. But Michelle, what’s the positive outlook? What can people look to do in a good way to embrace sort of current market conditions?
I mean, like I’ve always said, innovate, take a survey of your clients, of your market share. Really survey your clients because so many business owners really lose that perspective. Why are you in business? You’re in business to serve your clients, right? Without clients, without users. If you’re a tech business, if you’re a SaaS business, you got to have users. If you don’t have any users, you don’t have any business, right? So really take stock of your clients, of your market share and actually go back to your clients. A lot of times we think we know what we want our clients to experience, but you really need to go ask your clients. Mcdonald’s did this back in 1940s when they created the fast-food McDonald’s chain and they created a fast-food system. They asked clients because they did surveys and they asked themselves, what do we want our clients to experience? Three things. We want them to get hot food. It’s great-tasting, 30 seconds or less. Come up with the three things you want your clients’ experience, but really look at the markets. Look at what’s happening. Make sure that you research and not just learn from your industry, but learn from other industries as well.
Look at some of the leaders and what they’re doing. Like, look at Amazon. I mean, Amazon is a great company to learn from. So is Disney. So is the Ritz Carlton. There’s so many different, so is Apple. So many different companies to really learn from, because you can take some of the things that they’re doing and adapt it to your industry. But innovation is the name of survival. Innovation is survival right now. With inflation and everything else and the cost of just doing business and retaining employees and everything, you just got to get really creative. You got to throw the box away. You got to do things different than you’ve ever done it before. And if you can’t really see clearly because you’re so in it and sometimes we’re in our pocket foggy, sometimes you’re so close to it, you really can’t see it. Like I always say, it’s hard to read the label. It’s hard to read the label from the inside of the bottle. You need an outsider’s perspective to read the warning sign to keep you out of the danger zone. So if you can’t really see what you need to do differently and innovate, get a mentor. Get somebody who’s been down the road you want to travel. Learn from other people’s mistakes. You don’t have to learn from your own all the time. Get somebody out there to see something that you can’t see yourself. I mean, that’s what I’m really good at. I’m really good at looking at other businesses and asking the question, what business are you in? What’s your superpower? What business should you be in? And those are very important questions to ask ourselves right now. Amazon did that back in the 80s. They asked themselves, what business are we in? We’re in the fulfillment business. What’s our superpower? Fulfillment! What business should we be in? Fulfillment for everybody. But it’s true, right? Same thing with McDonald’s. What business are we in? Everybody says they’re in the restaurant business. No, they’re not. They’re in the real estate business. Mcdonald’s are huge because of Ray Kroc’s starting McDonald’s Corporate Realty, gave him leverage over the McDonald brothers. It is the reason why McDonald’s is the largest real estate holding company in the world. But guess what, Ray Kroc didn’t come up with that on his own. As an outsider, go watch a movie – The founder, that was an outsider looking in on Ray’s conversation when he was trying to borrow more money after being overlapped. So a lot of times, it takes an outsider’s perspective to help us see things more clearly and help us really be able to innovate. But you can’t do the things the way you’ve always done them. The world is changing so quickly. Consumer’s buying habits have changed dramatically. Number one because of Amazon and number two because of this pandemic. And you really got to look at all that and eyes wide open. And don’t do business the same way you’ve always been doing it because you’re going to lose market share and end up going out of business.
Yeah. And if anything, like you said, the lessons are out there to be had. And founders, builders, operators, they love to share lessons because it’s as important for them to talk through what they’re doing. It actually is a great validation. I forget what the process is. Something like, see, say, do teach that’s the way that they do medical school. Right. You watch it, you learn about it, then you explain what it is because by having to explain it, you’re rationalizing it while you’re explaining it. Then you do it and then you teach it. And that cycle flow, there are lots of people who are at that teach phase. If you’re a gamer, it’s like a cheat code for business. Like, why would you just wait to turn a hard lesson on yourself when you can find somebody else that maybe has already had that lesson learned and impart that on them.
Right. But before you get that mentor, we are going to make mistakes along the way. I was just talking to a roofing company. And they’ve done really well in three years. Victor’s EBITDA is earning some franchise taxes. Depreciation is around 2-3 million. In three years, it’s pretty good. And they’re like, Michelle, we made every stake in the book. We made it. And I said, did you get a mentor? And I said, no, I wish we would have. Three years ago. They said, but we felt forward. We keep selling forward. We keep learning from our mistakes. And you know what? If you don’t quit, you didn’t tell.
Absolutely. Yeah.
But they were cracking me up because they’re like, well, nobody can make as many mistakes as we have made. And you know, what they also did is they didn’t just learn from their industry, their roofers. They went and learned from the funding trade, from the logical trade, from the HVAC trade, from all other different service trades instead of just learning from their own industry. And then they figured it out. And then they became marketing geniuses. And it really blew up their business in pretty much a year and a half. So half of the time they made all the mistakes. The second half they go on their business exponentially. But go out there and get that mentor. And that’s what I’m talking to them about. I’m like, okay, I’m going to start a company, but then I want you to go help others. I want you to go help others forward and have them learn from the mistakes that you’ve made in the past so they’re not having to make the same mistakes. I mean, we can all learn from each other. We can all help each other better ourselves.
That’s it. And like you said, it’s how you react to it that will change the outcome, right? There are lots of mistakes that are made, and there are lessons learned from them, and it’s what you do beyond it. There’s a great I think it’s like an Instagram sort of meme or video. And this guy just started talking the back almost like a preacher. And he says, practice, practice, practice. Like he’s talking to crowd. He goes, practice makes what? And you hear the whole crowd go perfect. He goes, Absolutely not. Get that mindset out of your brain. He says, practice makes better. Better means more practice. That’s really how we have to think. Like, you do it and you will make mistakes and you will survive them and you will learn from them, hopefully.
I tell my daughter the same thing. My daughter’s in gymnastics and the apparatus she struggles with the most is the balance beam – she’s great on everything else. This is her first year in competing and she hates practicing the balance. And like, you have to practice, practice will make you I never say perfect. I say practice will make you better. It’ll make you fall less. It will make you fall less. It’ll make you get a little bit higher score. And I had an interesting gentleman on my podcast the other day, Peter Taunton, who was founder of Snap Fitness, he says 10% is what happens to you and 90% is how you react to it.
Oh, yeah.
10% is what happens to you and 90% is how you react to it.
Yeah. There is very much that mindset. And that’s really why mentoring is important, because even the strongest founder’s mind and the perseverance you got, you can still get stuck sometimes and you can still get hung up or feel like you don’t have a path. And going to the community and finding folks that are, like you said, even better sometimes to leave your industry and look outside because a lot of those practices transcend the industry. And in fact, even the best things come. Right. Look at how many companies like you said, McDonald’s, they happen to make burgers. But I remember when McDonald’s and this is back in the 80s, I think, or the 90s, they decided to add pizza to their menu for a very short period of time. Rightly.
I don’t remember that.
Yes. It might have been a Canadian thing. And literally overnight, McDonald’s became the largest pizza restaurant on Earth because they rolled it out to every restaurant across multiple countries. Right. So that scale of business meant like if they are in the scaling business, they were in the logistics business. They were like, that was the thing they were doing. So you can look at that lesson. I don’t want to go to McDonald’s to learn how to cook a burger. I want to go to McDonald’s to learn how to move people in through the restaurant experience.
And how to really create those processes in system to where if you got to, unfortunately, hire someone, McDonald’s get rid of people all the time. People quit all the time. Mcdonald’s can take that SOP checklist and have an employee train within 30 minutes and look at the drive-through or any other position at McDonald’s.
Yes.
So to really learn their systems or processes and how they do things is just amazing because again, it’s all about those processes and it’s all about getting the right people in the right seat to run those processes. Mcdonald’s and Burger King is a great example of that.
There are many things. And even though some people get stuck in the idea that I don’t want to make a checklist out of my vision, well, you’re not. You’re making a checklist out of the operations to achieve your vision and so, don’t ever get lost in the idea of your vision.
What happens to your vision if you don’t have processes. You would never achieve your vision. That’s what happens to so many entrepreneurs, because entrepreneurs are visionaries. I mean, most of them are visionaries. They’re not integrators. Entrepreneurs are like squirrel, squirrel, squirrel, squirrel and he’s visionaries. But they need a good integrator. Every entrepreneur has to have a good integrator. An actually fun moment with entrepreneurs is, there’s more entrepreneurs by the neuron integrator? There’s really good integrators. And that’s what every entrepreneur needs is that great integrator to really get their vision onto a policy procedure and they don’t really get their vision into implementing it.
Well, if you want to build for the right outcome, then you got to think like you need to Exit Rich. I can tell you, like I said, so congratulations on the release of the audiobook and for folks that are watching and listening, get on it, $2.99. This is absolutely, I’ll buy a bunch of copies, drop a comment on the YouTube. I will make sure I enrich people with this. And a lot of my friends are getting a copy right now. I can tell you because this is absolutely worth it.
You got to be out of your mind if you don’t get it for $2.99. You must be out of your mind.
It’s always amazing to me when people be like, well, they’ll negotiate by 10, 20, 30, $50,000 on the price of a house. But then it’s like $2.99 for a book that could change the future of my business success. If this is the $2.99 you’re fighting in your head over, then maybe you shouldn’t be in business to start with.
It’s really giving up a cup of coffee at Starbucks.
Absolutely is. So Michelle, thank you.
Coffee is like $5 now at Starbucks.
That’s it. That’s it. 100% ROI, I can guarantee that. Michelle, thank you very much. And of course for folks you can go to exitrichbook.com. That’s where you can find it. I’ll have links for everybody to get to it and look forward to having you on again as we get further into the year and hear about how the uptake has gone and hopefully that inflation. We’re on the right side of inflation and the economic story. It’s going to be an interesting year ahead for sure.
Yeah, I tell you, it is definitely going to be an interesting year.
And Michelle, I guess I should say just in case any other, what is the best way for folks that they did want to get connected with you? Of course we will have your own website also there. But what’s the best way to reach out?
Yeah, so they can reach out at seilertucker.com. If you want to take the 6P quiz to see how you stack up and how you rate, you can go to seilertuckeracademy.com to take that quiz. Follow me on social media – @michelleseilertucker everywhere: Instagram, Twitter, LinkedIn, and then you can also listen to my podcast Extra Rich.
It is fantastic. I was going to say, I also forgot to tell people to go check out the podcast. You got a great array of guests and it’s really well done so I appreciate the listen for sure. Michelle, thank you very much.
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Dr. Andrew White is an experienced programme director, teacher and researcher at the Said Business School at Oxford. Andrew’s areas of expertise include innovation management and leadership development. Andrew is a Senior Fellow in Management Practice, and was previously the Associate Dean of External Relations (2020-2021) and Associate Dean for Executive Education and Corporate Relations (2010-2020) at Saïd Business School.
This was very enjoyable discussion that covers a lot more than just leadership and modernizing business education. Andrew was an absolute pleasure to chat with and shares lots of insights into the leaders of today and research he and his team are coming out with soon.
Welcome everybody to the podcast. My name is Eric Wright and gonna be your host. This is the DiscoPosse Podcast with the one and only Andrew White. Dr. Andrew White is a senior fellow in management practice at the Saïd Business School at Oxford. This was a really enjoyable discussion where we talk about traits of leadership, really the transition from what we often talked about as traditional leadership, the Silicon Valley culture, start up culture in general, and what we can do. We also talk a lot about sustainability, the impact that we can have both personally and organizationally on each other, on the world, literally on the Earth. We cover a lot of very exciting stuff. Super excited because Dr. Andrew and his team are doing a lot of work and research, so we’re going to have him back to talk about what’s going on there. But anyways, I don’t want to pre-podast the podcast because it’s literally just so much fun to listen to. And speaking of making this stuff happen and our impact, I am super happy because I’ve got great supporters who are impacting you and I’m hearing the good news. So I want to give a shout out to the folks over at Veeam who make this podcast happen.
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Hello, my name is Dr. Andrew White. I’m a senior fellow in management practice at Saïd Business School at the university of Oxford. I’m delighted to be here today with Eric Wright, host of the DiscoPosse Podcast. Great to be with you.
Fantastic. Thank you, Dr. White. One of those beautiful occasions where when I see a guest opportunity come up and your practices, your studies and your research are in real alignment with a lot of the work that I’ve been exploring. So I am selfishly going to take a ton of lessons out of our discussion today as well. Luckily, a lot of folks who do listen. So thank you for joining. If folks are brand new to you, Andrew, if you don’t mind, give a quick sort of bio on your background, and we’ll talk about some of the research that you’re working on and really what folks can take away as we think of the future of transformative leadership, which is becoming something we really had to be keenly aware of.
Yes, thank you. And thank you for the opportunity to be here as well. So a little bit about me. I started life as an academic. I did a doctorate in innovation management, really looking at where ideas came from for successful businesses. That was about 20 years ago. I then started my academic career, and very quickly I moved into leadership roles. The biggest of those was I was associate Dean for executive education in the business school I’m currently in at Saïd Business School at the university of Oxford for ten years. And in my capacity there, we worked with thousands of leaders around the world. Every year we launched a big digital platform, but now it’s about 25,000 people training with us or going through leadership programs. And I got to know what was really going on. I didn’t have time to teach. I didn’t have time to research. I sponsored a research project where we interviewed 150 CEOs back in 2015-2016. But then after doing that job for ten years, with all the complexities of running a PNL and the HR stuff and the global business development, I really wanted to get back to teaching and research because I felt there was an agenda I wanted to pursue.
And that agenda, if I put it in simple terms, is what the leaders need to be doing today. What do they need to be addressing? How do they need to be leading? With a particular focus on that, I think the time we’re living in is critical. Between now and 2050, much of the science suggests that we’re either going to be in an existential crisis due to the climate challenge or we’re going to have solved it. And I think when you look back at humanity, we’ve got the creative ability, the entrepreneurial ability to have sold it. So I really wanted to know who are the leaders that are transforming businesses, starting businesses that are really having an impact on what the future looks like for humanity? And what does it mean to be a successful leader today in terms of shareholder returns, in terms of profitable growth? But also, as we both know, more is being asked of leaders. And businesses don’t exist in isolation just with their own competitors. They’re actually part of a group of stakeholders that have or they have a stakeholder base that requires them to think about the impact they have on the world.
So that’s what I’ve done. I’m a host of the Leadership 2050 podcast. I have a Leadership 2050 newsletter on LinkedIn which really focuses on these things. And I’ve begun the research that I wanted to focus on by looking at transformation. And I’m in the midst of a major global study on that at the moment.
Fantastic. Now this is going the interesting thing. I think it was the dichotomy of leadership in that you have both a fiduciary responsibility as well as a very human responsibility in leading people through change. But with the shareholder responsibility to bring growth and returns to the investors and ultimately the responsibility of the business, it is really an interesting challenge where we often see folks that are fantastic on one and struggle on the other, and often why there’s a leadership team. So you have more sort of the COO who will be the driving the functional business growth, and then the CEO is more the vision and leadership. But we’ve always here, or at least because social media brings the noisiest voices forward. We hear about the moment someone is a very strong leader. We immediately try to sort of find something wrong with them in that they’re so disconnected from the average worker within the organization. For me, I look at it with a sadness because we need leaders to be doing something almost like sports years. You never want to meet your sports here because they’re probably not good people to get along with. They have this drive and this different thing that lets them be great at what they do. So when you look at transformational leaders as well, really, what do you see as sort of traits and how we’re viewing those personalities?
I think you’ve got two things going on currently in business. I think on the one hand, you’re right. The world has a challenge in terms of what I would say is the disconnection fixing large companies between the salaries of those people at the top and the salaries at the bottom. And I think that adds to what you were talking about, that sense that they’re not us and they’re different and they live in a different world. And there’s no doubt that that phenomenon is out there. But like many things in the world, I don’t think it’s one or the other, and I don’t think it’s black or white in that sense. What I see is a cadre of leaders who are really, and this is the ones I focus and I study, who are really understanding what it means to put humanity back at the heart of leadership. And I mean that in a number of different ways. Firstly, they understand their role is about fiduciary duty to shareholders and profitable growth and all of these things. But they also know that what they do and the footprint they have and the impact they have is far greater than that.
And I’ll give you a couple of examples. One is a company which I recently profiled called Pave Gen, which is a fantastic company. Full disclosure, I’m an investor in it as well, but they created paving slabs, indoor and outdoor flooring that when you step on it, generates electricity. So in the same way you have solar on the top of a building, and that plugs into the building’s electricity infrastructure. If you’ve got buildings like hospitals or shopping malls where there’s high footfall, they’re even doing it in concerts. I think every time a person takes a step, electricity is generated. Now that has huge potential for shareholder growth, huge potential for profitable growth and all of those things. But actually, if that company does well, it’s harnessing a source of electricity, which is our footsteps, which at the moment is just going to waste. So to me, that’s a great example. And the leaders there have got a real sense of how do you bring people on a journey? There’s something about society and how do you bring people with you on a journey. There’s something about the way they’re leading. The research we’ve done on transformation, that the phrase we’re using is about putting the humans at the center.
And what we’re seeing is these leaders. If I could give you a bit of a picture in your mind, imagine a CEO with one arm, and that arm represents line management, their hierarchy, their It systems, their finance, and all of that stuff. But it’s tied behind their back, and they have to use their other arm and their other arm. The only skills they’ve got is their speech, their ability to listen, their empathy, their concern for people, their ability to draw out of people what their values are. And I think that’s the secret weapon. Most of them know how to do the other stuff, but the ones that can really not just inspire but listen to what people’s concerns are, what their values are in their employee base, but also in their customer base, and weave that into a vision, weave that into a purpose. That’s not some overly simplistic statement, but really, why does this company exist? Who does it exist for? I think these two things of, let’s call it social impact or human impact, and profitable growth and shelter grid, they no longer become two separate things. They’re embodied in a vision. They’re embodied in individuals who are able to do both.
That is interesting. And I’ll say when we hear transformational leadership, there’s an implication that they’re beginning at a place and carrying to a different destination, especially now when we see a startup come up, I almost have to look at it with a grain of salt. This idea that they’ve come from zero to one. So the transformation is in what the platform or the company is achieving. But when you see leaders that especially are in an existing organization, the sort of steering of a cruise ship, there’s a very different challenge I find. And look when we look back on great books that we use today still to study like Built to Last. And then if you look at the story, it’s about most of them actually didn’t last. If you took it outside of the context of the five year research term in which they research the book, most of those businesses actually struggled greatly in the decade that followed have continued, but not with high growth. So when you get to leaders of especially large organizations, Andrew, how does one stay empathetic when there’s such a broad audience to have to listen to?
I think it’s a great question, and I think it’s a question which has been rumbling for decades, if we think of Polaroid and Kodak, of the video rental stores that didn’t make the change, BlackBerry and some of these other companies. So I think what’s changing is that the rate and the impact of disruption is pretty much affecting everybody. So it’s no longer something that comes out of the blue. It’s no longer something that you’re unlucky if you’re experiencing a career, it’s everywhere. But I think you put your finger on the challenge for the incumbents. And I would describe it as this. There is a status quo which is all consuming. If you think about the schedules that most leaders of those businesses have, they’re probably starting at 6-7 AM in the morning. Some of them are going through till very late in the evening, particularly if they’re responsible for global activity and they’re working across multiple time zones. They’re probably back getting on planes with the relentless travel schedule as well. And it’s all consuming. They don’t have the mental space in a sense, they’re addicted to the machine and the machine that demands continual returns, the machine that demands continual effort.
The companies that I have seen that have broken this, they’ve done something that I’m going to describe as a conscious disconnection from the status quo. They’ve had a CEO or another senior leader that has effectively said, we have to take ten days out to think about the future, not two days, not one day, but ten days. And we have to go somewhere. And that is either to look at a set of emerging industries, spending time in nature away from everything to give the human mind and heart and soul chance to refresh and to think differently, building a different group of suppliers around us. But that notion of a conscious disconnection from a status quo I think is such a powerful one for me because it’s like an addiction. There’s an addiction to the returns, there’s an addiction to activity, there’s an addiction to processes where it’s very hard to get space from that. And those that are successful consciously disconnect. And I think in some ways it’s becoming easier because the problem is becoming clearer that if you don’t do that, you’re not fulfilling your responsibilities as a leader and you’re not thinking about the next certainly the next three years, five years, ten years.
So there’s a need to go through some form of conscious process of disconnection and then think about what is the best place for us. And as I say, my recommendation, if I was working with a firm, this is at least five days. And you need to put in place the infrastructure around you that allows you to take that time out and to really spend the time sinking into why we exist separate from our current operation, separate from how we currently work. To think about what the future might look like, to think about what a reinvention might look like and from that place, then go back in and lead in a different way.
This is one of the things that I’ve often promoted, even in my own work and my own teams. This idea of the off site where we have to visually disconnect from your day to day processes because it’s habit forming. Right? We go to the office, we say we’re going to go into the big meeting room. And so what does everyone do? They bring their laptop. They pop their laptop open, you see them looking at their screen and tapping away. So I would say, like, no, here’s what it is. You sit at the table, you’re either in a hotel or somewhere else where it’s quiet or even if it’s in an existing room, you have one person with a laptop. They’re the scribe. They’re on screen so you can’t see them. You make sure they’re not on instant messaging and email. The rest of us, we have pad and paper and really go through that disconnected discussion. And it can’t be a half day. It’s got to be something where you’re taken away because there’s nothing worse than somebody comes up and it’s like, oh, I’m just going to go down and check on something or I’m going to check my email real quickly.
But it’s really a human behavior problem where we feel like we’re missing something. And yet the irony is it’s completely the opposite. You’re right. You are missing something because you’re involved in it every day. You’re missing what you could be doing. And it’s so hard to hammer that into people’s minds that this is how they need to behave.
A couple of points. I think you’re absolutely onto something. I coached an executive once, and they spoke about their iPhone, and they said they had more anxiety putting their iPhone down than they did when they had a baby. And the coaching was about how long can you not go without holding the iPhone? So we started off with a minute. We got to two minutes. We got to ten minutes. We got to walking around the garden without the iPhone and what it felt like because it was an addiction. And I think there’s a whole conversation around social media, which I don’t think is today’s topic. But what I would also say is I’ve run events where we gave people the option of handing over their mobile phone and the mobile phone being locked in a safe for a day. Now you have to put some with executives, you have to put some infrastructure around that. So everyone lets their PA no, there’s somebody outside who has got a phone. They give them the number, and if there’s an emergency, either in the family or in the business, they call that person and we commit, we’ll bring that person out and then they can get access to their device.
What was really interesting, Eric, at the end of the day, we got to like 05:00 A.m.. He said, right, phones back. And a few of them said, no, can you keep them for a few more hours? We just love this time of being able to think and be with ourselves and be with the bigger questions that this company is facing. So could we extend this to 08:00 P.m.? And then we’ll have our phones back. So to me, it was a really interesting it was like taking a toy off a toddler at the beginning. And at the end of it, there was a few people that didn’t want it back because of what it gave back in terms of space and that space to reflect, which I think is so important today.
Yeah. I mean, I often recommend people read Cal Newport has fantastic writing on the idea of the digital minimalism and Deep work is another fantastic book. And it’s funny, when I read Cal Newport, I sort of had this vision of some scholarly 65 year old gentleman. He’s a young guy, he’s probably going to be my cousin. He’s well studied on the idea of this disconnection. But it’s funny that going through that first part of putting it down and you hear people go through like you can see them change when they realize their phone is at their desk and they’re in a meeting room. And I agree with you that when we’re doing it with purpose, we have to know like, hey, I’m going to be offline if you need me. But another thing I do as well with work. I often talk to people at this idea. So if you ask for a week off, the first thing that happens is people say, what’s your project schedule look like? Who else can we get to back you up? We begin to wrap the machine around. Is it possible for you to get away now? It’s a very North American thing, especially as well.
But if you say, I’ve got to go to hospital, I’ve got a family issue immediately. The response from everyone on your team is no problem. Go for it. Let us know anything we can do to help. We’ve got you covered. And I often think about this, why we should be able to have everybody should just have a big red button that they could just say, this is my day, I’m taking the next three days and just, like, hit the button, no one questions it. We had this belief that we need to overly plan escape. And Ironically enough, when you just do it, the machine rolls on. In fact, it gives you freedom of thought. Like when I go for a run, the moment that I can’t look at my phone, especially on a bike, because I have no headphones, I don’t listen to any music. So I’m just out for 5 hours. It’s the most incredibly creative time because you just have nothing to do but be introspective. And when I get back, I’m like typing and scribing and all these fantastic ideas have come because there’s no access to distraction.
Yeah, exactly. And I think you’re making such a good point. So over the lockdown period, the first lockdown period, I got bored. I was literally like an express train that came to a halt at that point. I was probably on a plane two or three times a month, and so I had a lot of pent up energy. I still have the work schedule, but the social life and all the other things that we weren’t able to do at that time. So I trained as a meditation teacher, so I’d meditated on and off for about ten years. And I’d always had a hunch that this has got a real purpose with leaders. And it’s for this exact reason that meditation forces you to just stop, focus on your breathing or any other of the techniques you’re using. And it’s that discipline. And you suddenly realize after a while, when the mind quietens, that you go into a place of stillness. And it’s that stillness that real innovation, I think, can come from real creativity. And it’s another form of that separating from the machine, separating from the busyness, separating from the thinking mind, which I just think there’s so many things in today’s world has just put that on steroids.
Social media being a big one with the like and dislike, which is the same as the Buddhist concept of attraction and being repelled from things. But just bringing awareness to that takes us into a place where we realize that is not me. My thoughts are not me, my work is not me. And that subject object separateness is essentially what I’m talking about when I’m saying a conscious disconnection from the status quo. Our company is not our current way of operating. It’s the current expression, but with something bigger than that. And what are we in service of? To me, these two things started to come into alignment. I’ve not fully finished that journey of exploration of bringing these two worlds together. And there’s others working on this as well. But to me, that’s why I went there during that lockdown period.
When you think of that sort of forced introspection where we had obviously the last two years, even like, people still have trouble at this point remembering when it began. It’s been so long. And I remembered going through an airport in February of ’20. It was the beginning of being concerned that something could be happening, but things weren’t locked down yet. And I remember sitting in this airport looking around, going like, there’s nobody here. I was in Calgary, Alberta, so there’s generally not that many people anyways, but still so vastly different than I’m used to. And like you, I travel a lot as part of my function for work. And I would get I got those creative breaks. I would be – my favorite thing was to be on a plane. I’ve got so many colleagues, and they would say, oh, I really dread airplane WiFi. I said, do you know what’s better than having to worry about your airplane WiFi? Never getting it. You don’t need it. You’re in a bloody plane. Just disconnect. And the moment that I’ve got this white noise around me, I put in noise canceling headphones, and I usually write a blog. I create presentations. I get very creative because, again, there’s zero access to things. It’s that sort of meditative creative state that I get into.
I’ve heard a lot of people say that about planes, by the way, before WiFi on planes, the planes where the planes, the busy executives went to rejuvenate, they had some of their best thinking. They could write. There was just not that interference. Yeah. So I think there was something about that which hopefully we don’t lose with the plane’s WiFi.
But it definitely did change my work patterns and my creative patterns when I had none of that all of a sudden. It took a while. I’d been a remote worker for a long time, and I was used to managing team experience in how I would engage with them. They were all in an office or fairly central, and I was the remote worker. And then all of a sudden, everybody was suddenly remote. And people say like, oh, this must be sort of normal for you because you’re used to being a remote worker. It was normal for me, but it’s not normal for most people because they are now treating remote work and remote leadership like it’s the office. And all of a sudden, I went from 5 hours a week of meetings to 19 hours a week of meetings because there was this culture of presence that was incredible. It’s a very challenging thing. And then the leadership, if they’re used to that culture of presence as part of the leadership, it was very difficult for them to adapt. And this is, again, when I think of the good leaders can be away from the direct experience, but not actually away from it.
Maybe that’s when I think of the large organization leaders that are empathetic, they don’t have to sit beside the worker to understand the challenge of the worker and the needs of the worker and the capabilities of the worker and the pandemic I think highlighted a lot of people who were leaders by time in the company, not by actual capability.
Yeah, there was something about that I’ve seen recently, companies starting to put on LinkedIn. This is a no meeting week. In this week no meetings. Just get on with you. I would love to go in and see a how do they define a meeting? Because in the virtual world, is that anything beyond a one to one or does a one to one include that? But then what work actually fills the gap when you take the meetings out? What happens to the productivity, what happens to the output from people? What happens to the creativity, what happens to the motivation and the energy within people? So the way of tracking that would be super interesting. But I also think I think your point is really interesting that have we just transferred in, going into the lockdown and remote working as it’s now sticking in many places, a culture of meetings into this online world. So people are in just back to back Zoom meetings all day rather than as you’re saying, if you’re working from home, working remotely, you probably need about 5 hours to check in, but the rest of the time you’re working remotely and that’s the job you’ve got to do.
I don’t think we’re at the end of this process of this transformation to come back to our theme in terms of the future of work, we’ve disconnected from the status quo that Toby did that, but we’ve not landed, I think, on what the norms are of when do you go in? When do you not go in? How many meetings a day is optimal, really?
And what people didn’t realize, it’s odd because maybe I just think a little too hard about these things, but they don’t understand that being in a Zoom meeting is cognitively tiring like much more so than being in a room full of people in a meeting. Because I actually studied for a long time the dynamics of physical placement at the table in a meeting room, when you sit up across from somebody, there’s a natural adversarial relationship. When you sit beside somebody, directly beside somebody, there’s a different relationship and how you collaborate versus somebody who’s at the end of the table, but you’re looking down towards them and they need to look. There’s a reason boardroom tables are designed a certain way and that people sit at the head and at the side and at the middle, there’s a very ergonomic pattern to behavior. Well, in Zoom we suddenly are – am I in the middle of the frame? Am I looking at the camera? There are things we never had to think about. I guess I’m technically I’m a broadcaster now, so I’m staring into the lens of a camera because I know I’m supposed to, but often you see me looking down because I want to see nonverbal cues and I enjoy that part of the experience. We don’t get that. Like twisting a pen on the table like little things that you would enjoy. You’d see somebody doing something and you’d say like, oh, that’s neat. Where did you learn to do that? Which would never come in a Zoom meeting. We were missing so much of that non-verbal cue.
I had a couple of funny experiences. One was at the beginning of moving on to Zoom and moving on the lockdown, and I was in conversation with somebody I’d met a few years earlier, and he came on and he said, Are you okay? And I thought he was asking about covid, I said, oh, fine. None of the family is affected. It’s all great. Thank you.
No, no, no. He said, you’ve lost a lot of hair. And I suddenly realized I’m six foot ten tall. Now, I don’t come across a six foot ten. I said, no. I said, I’ve not lost a lot of hair. You just don’t normally see me from this angle. And then I run a leadership program at Oxford, and we’ve had to do the whole front end virtually. So I got to know a group of 43 leaders from around the world all through this medium. And then they turned up in Oxford. And the shock at my height, even though I told them, I said, guys, I told you I was six foot ten coming in. I think because in their mind’s eye, they had this assumption of me as, you know, we’re all normal on this. There’s an equalizing effect. And it took some of them a couple of hours to really just recognize. And it was more than I mean, I often shock people when I stand up, but this was notably more so when they’d got to know me in the Zoom world, and then they’d see me in this other world and then the world of real human interaction.
Yeah. I remember when I first saw one of your Ted talks. And like, even there, there’s no frame of reference because no one knows how tall the stool is. But I could immediately tell them, good golly, this man is a tall gentleman. And it’s funny. That another interesting thing. I’ll say it’s good in a way that we’ve sort of democratized people’s existence in a way that it does take away other things that may detract from it or distract more than detract, I should say. There’s one felt I worked with for months, and it was fantastic gentlemen, we got along great. We did a lot of collaboration together. And then I saw a LinkedIn profile about him, and I talked about him being a military veteran, and I’d known he was a military vet. And then I saw the picture of him standing and he has no legs at mid thigh below. He’d lost both his legs in an explosion and thought like, it’s amazing that I’ve worked with this man for eight months. I had no idea, because even if you stand up on camera, you wouldn’t even get as low to be able to see that.
And it was fascinating to me that there’s no focus on it, and that can be good or bad because there are things that you do want to bring attention to. But it was very interesting that it just sort of we could only focus on what we were working on, and it takes away stuff that may impact your belief in someone’s capabilities.
Yeah, I think there is something in all of this, and I’ve noticed as well that on certainly teaching on Zoom because of the chat function, we get a more diverse set of people asking questions and making points. There’s a bit of a fight with getting hands up, and you need a good person to work through that. But the chat function just broadens out the voices that can come into the conversation. I think particularly for the introverts, in my experience, it’s the extroverts who often dominate when the professor asks, does anyone have any questions? But then you’ve got that space for people who perhaps are not as confident or want to put a more thoughtful question into chat rather than make a more rambling point, if that makes sense.
Yeah. Especially having given a lot of talks myself and doing lecture work at events, it’s always funny when the person that stands out, like the first person that gets up, I’ve got a question for you. What you actually have is a statement, and you’re framing it with a question mark at the end because there’s sort of the overly learned person that wants to make their point. They effectively want to sort of begin this Dodge thrust Parry of like, I could be on stage and I applaud it. I love that people are willing to do that. But then there’s so many people in the room who, as you say, like, they’ve got fantastic insights and questions, but they just don’t want to stand up, they don’t want to look bad, they don’t want to sound bad. But in chat, it’s a beautiful way to democratize access to that intellectual back and forth, which I think is something we’ve really gained and I hope we hold onto.
Yeah. One of the best tools that I found is Mentimeter. And this is within boardrooms. It’s within executive teams. So I’ve got four quite challenging questions that I often use in discussions. One is tell me what you are not talking about, but that you need to talk about. Tell me what you always talk about but never resolve. Tell me what spaces you need to create in this organization to have those conversations and what would be different in, let’s say, one or three years time if those conversations led to the right decisions and the right actions. And what’s interesting is when I ask the first question, tell me what you don’t talk about, that you need to talk about if I’m in an executive team, half of them will look at the floor. They can’t hold my eye contact. The second question, tell me what you always talk about but never resolve. Half of them will laugh because there’s always things that they’re really good questions. So I call them my diagnostic questions. But what I found is they’re even better if you put them on mentee because people can just put stuff up and it’s cathartic, it gets stuff onto the table.
It gets out of the political angst. What are people going to think about me? How this could be Christine as critical of the CEO and all those little questions or points come up on the mentee screen, you can also get people to score stuff. So if I work with an executive team and they come up with a 100 day plan, we meet after 100 days and there were four elements in the plan. I get them to score themselves out of ten on how well they did. And the little bar arrow moves up and the bar moves up and down as the scores come in. And it brings a ruthless and really important honesty which I think is at the heart of some of the transformation we’re talking about. So some of these digital tools which you can now use embedded within a Zoom or alongside a Zoom or Teams meeting can be really powerful. So I think there is something as I say, we’re learning to work in this new digital world.
There’s an interesting that concept is something I’ve embraced and one of the sort of leaders in that very open radical. We talk about radical transparency and such. Ray Dalio, of course, author of the book Principles and Bridgewater Capital and I’ve been lucky to be exposed to their in room experience where they record every meeting. Everything is very open. The downside to radical candor is often people believe it’s a reason to be able to say anything, that maybe some stuff should be not rewarded. I’ll say not unsaid. But I’ve talked to many former Bridgewater employees and they say you find people go from the idea of radical candidate to becoming a radical arsehole because they just freely say things that are negative, not thinking of contextualizing it, which is.
And so therefore it needs the right values around it. It has to be done in a constructive way with the right questions, with the right behaviors for it to work. I think you’re right. All these things can be abused, can’t they?
I love your questions because it is something even when I so one of the environmental impact, right. Sustainability, it drips off the tongues of everybody these days. Right. I sort of joke and say if you want something to be more successful, rub some sustainability on it. Right. Like if it suddenly gets us increased focus as it should because we have an opportunity to continuously change the future with what we do immediately and in the near future. And then we hear people, they say all these organizations have come up with these strategies and promises and 2030 impact statements and all these things they’re doing. And then whenever I talk to an organization or talk to a team, the question that I ask is, what have you done in the past twelve months towards these goals? And it’s amazing to hear, like, everybody’s like, yeah, we’ve got a promise we’re going to be carbon neutral by 2030. We’re changing the way we do business, we’re changing the way we operate infrastructure. Tell me precisely tactical things that you’re doing that are working towards that goal. And as you mentioned before, people are like, there’s a lot of navel gazing and, well, we’re coming up with a plan, but it’s done in a constructive way that they say, okay, what have we done? And they do find good things, and they then start to think more strongly about what can we actually do to affect this vision, this goal, and tactically begin to take action towards it.
Now, I’m struck by how much innovation has actually taken place over the last two decades around things like alternatives to plastic. Now, all of that, if I get magazines delivered, they come in biodegradable plastic bags. So when I see a company not using that, I’m thinking, you’ve got no excuse. The company is making it work cost wise. The technology is there. My house opposite. Where the building I’m in here. We rebuilt it. We put solar on the roof. On a day like today, as it is in the UK, we’ve got bright Sunshine. That house is a net contributor to the grid, to the electricity grid. Such is the case across large parts of the world with wind farms. Now we have the technology. The question is, are we going to sit on old business models with old products, or are we going to accelerate and really lean into the transformation? And I think, to be honest, we’re at a point now where if you don’t, it’s bad business practice. It’s not just bad for the environment, but it’s bad for your shareholders and it’s bad for the future of your organization because you’re just not going to be part of the future and what the future looks like. And I think it’s taken pioneers like Elon Musk to kind of move the needle in the automotive space. But you can see when someone like that does that, then the rest of the industry starts to really get its act together and go on that transition. So I think we are at a pivotal point in history where, in a sense, the commercial world and the environmental world and the human world are coalescing and the leaders are the ones that get all those three things and are able to drive forward with the right products, technology, commercial solutions, which will generate the shareholder returns of tomorrow.
I’m going to put two personalities up. And this is from my own experience, and I’d love to get your thoughts on the sort of the transformational leader. And I’ve met a lot of CEOs and in everything from solar printers to small organizations to startups to massive organizations. I’ve worked in major financial institutions for a long time. And you would meet people who are good CEOs. And it’s as if they were cut from a cloth and sort of printed. And they have perfect answers, which are no answers. Quite often they’re media ready. There is that sort of vision of that type of leader. And they lead a financial institution or a healthcare company, and they’re very good and they have to do there’s a certain amount of that that’s necessary. They can’t just sort of go off the cuff and be natural. But the tough part is I would struggle with believing in them, in their people impact and their human centric impact, because they’re giving beautiful canned answers, almost political in the way of like, how are we going to handle this problem? And then they know how to do it so well. First, let’s look at the four macro trends that are facing… And like, they’ve got the answer, sounds fantastic. And then you see them twelve minutes later on CNBC giving exactly the same answer, right? I saw Elon Musk, sometimes a polarizing figure. But when he was on actually a great podcast with Lex Friedman and Lex Friedman asked Elon, how do you prepare for engineering something that’s so massive that it’s got a high chance for failure? And first of all, among the most fantastic interviewing techniques ever, he stared at him for 25 seconds, I think, no words. And you could see Elon. He’d actually see his eyes darting around. We don’t architect. We don’t engineer for failure. We engineer for mitigation of failure.
Right.
We know that failure is not an option. Ultimately, we can’t fail. We have to believe in the outcome. We have to like the ability for him to not be media ready, not be perfect diction. And to let that air out, first of all, as an interviewer is like the most fantastic thing I’ve ever seen, the best 20 seconds of an interview I’ve ever seen where we didn’t just fight to fill dead air. So there’s very dichotomous leadership styles. In the business, I’m curious, how do those two personalities play out?
I would put it this way. If you put both of those people in front of a panel of 1000 members of the general public, which one would they trust more? Which one do they believe more? Which one would they like to hear more from? I suspect it’s Elon Musk. And I think we went through the whole world of the sound bite and the slick press operation saying everything and saying nothing. And I think there’s a craving for leaders to turn around and use phrases like, I don’t know, we’re not there yet. This is our aspiration, but we haven’t yet thought through what the plan looks like to get there. We don’t plan for that. And I’m more honesty about things, and I think COVID was a really good case, certainly at the level of political leaders and perhaps down in corporates as well. We didn’t know so much at the beginning. Has it ever been a thing that hit the entire world where we just didn’t know what the next four weeks were going to look like? The next two weeks? We’d never lock down entire societies like this, and it happened in parts of the world, but never at such a global scale and never with such the industries that got stopped as they did.
And we saw some people thrive in that and some people didn’t. But I think if you tried to almost take the approach you described in the first instance, you just come across as stupid. And it was far better to be honest about the situation and honest about the potential risks and consequences of what was being spoken about.
Do we find this or do we teach it, Andrew.
I suspect we can teach it. I suspect we can create the cultural conditions for it. I think the press has a responsibility here, but ultimately it’s down to individuals who’ve got the courage of their convictions and the courage of their values. I think he’s probably at the heart of this.
Obviously, you’re entrenched in the research side as well as in higher Ed institutions. Do you find that those institutions are catching up to industry and changes in the world? One of the things that I’ve often struggled with, especially in higher Ed, you’d see, like startup leadership courses, and they were so disconnected from a real, true startup leader experience or even in telecom and technology because of the tradition of education, was deep research that led to curricula and syllabus that could be tested and trusted meant that it had to move at a slower pace, but the world moved at a slower pace. So in this day and age, I think it’s getting better, but you’re obviously much closer to it. Do you think that the education is catching up to the pace of the world?
I can only speak for what we do in the business school at Oxford, and I think, yes, we’ve got a whole structure we’ve set up around entrepreneurship. A good proportion of our MBA students go into setting up entrepreneurial businesses. And I think we’ve got a very good curriculum there in terms of the leadership program I run, which is at the opposite end of the spectrum, which is people who are 2030 years into their careers. I think we’re very much on the cutting edge of what’s going on in the world. We have the benefit of having the Oxford Martin School in the University looking at the challenges of the 21st century. We bring that onto our program. We have some brilliant research around scenario planning. We bring that onto our program. We’re doing cutting edge research around transformation, where we’re interviewing leaders who are at the forefront of that. We’ve got an 1800 person survey globally around that as well. So I’m not suggesting we’re perfect, but I certainly don’t think we’re sitting on our laurels with a curriculum that was from about three or four decades ago. That’s definitely not the case.
One thing in the time we got left, I want to explore an area of leadership success and leadership proof is not defined by successful times. But I think adversity. And also one of the challenges we have. Right, is that we don’t introduce adversity into someone’s experiences. We sort of have helicopter parenting, and that translates into easing them through public schooling and then getting them onto higher Ed. And, well, we’re paying for this University. So I want my child to have a good experience. So they yell at the professors, make sure you do a good job, and stop making negative comments. We’re seeing this sort of unfortunate pervasive trend of the normalizing of existence, taking the edges off a bit. But when you take those sharp edges off, then you get out of the school and the world has sharp edges. But for leaders as well, right. Leaders are often defined by getting through difficulty. Just like a marriage, right. Every marriage goes great for five years, and then you have children. You’re like, oh, boy, this is difficult. Now you really see the test of collaboration and partnership.
Yeah. I think you’re on to something. It’s a big topic, and I don’t claim to have all the answers. What I’m minded of is my late grandmother, who was a pharmacist during the Second World War, and this was old school pharmacy where the pharmacy was full of jars of powders and potions, and a bomb went off near to where the pharmacist was. And she described how she was up to her knees suddenly in glass and powder. And I said, well, what did you do, Grandma Darling? We just brushed it all away. And we opened up the next day. And to me that’s my high watermark of resilience. A bomb goes off, you’re up to your knees in glass and whatever chemicals were in the pharmacy, you brush it all up. And then your duty is to have that shop open the next day, not just for the shop sake, but for the community and for the whole war effort and for the country. And I do wonder if we need adversity in life. And I suppose it’s only a question. That generation that came out of the war, there was a resilience about them. And it’s almost every generation it halves.
And maybe what we’re going through at the moment with a much more uncertain world is actually good for us. It’s painful. We don’t like it, but it’s a bit like a muscle. It needs to be stretched in order to grow and resilience, I think, is like a muscle. It needs to be stretched. And I wouldn’t wish Adversity on anybody, but there is something about it which is perhaps necessary. And if you think about the survival of the fittest and the evolutionary processes which we’ve come through, there’s something about that as well. So I think you’re right. And one bit from our research, we’re finding companies that do transformation well then are able to do transformation well, it has a virtuous cycle about it, and the opposite is true. You muck up a transformation, it has a vicious cycle about it.
Yeah, that is the interesting thing. It begets a better response in future. I mean, I think of telev’s research and concepts around anti-fragility. Often difficult to quote him because it’s a bit of polarizing figure as well, but still, that concept of natural exposure in the same way that our immune systems react by creating antigens to these situations. If you experience difficulty and you see the reaction to it and the response to it, then you have preparedness for the next time. And I often find personally, my favorite thing in a weird way is when it all goes sideways. I worked in data center operations, and It operations for years. And the moment that it would get out of control, I would just feel this calm of like, okay, let’s immediately go into sort of triage. What can we do right now? What’s necessary? And you were forced to immediately prioritize things. I don’t like being in a well, let’s develop a steering committee, and then we’ll set up some cadence calls, and then we’ll set up a nine month plan. If the power went off, what do we do right now? I thrive in that experience, and I struggle with the very plan for long term views of things.
There’s definitely going to be personalities that can do both sides, but I often find the people that require the planning when something does go wrong, they really struggle, and ultimately they aren’t able to contribute as well, because I’ve never seen it and they don’t get that exposure to it. It’s an interesting thing. Maybe because I threw myself at adversity a little early. I got used to it.
I think it’s a really interesting concept, and it reminds me of just the human body. If you sit in front of the TV all day and don’t move, you’re atrophy. If you get out on a bike, go for a walk, go for a run, lift weights – that stress that you put the body under, stimulates growth. And you’re also more prepared. If you ever need to really pedal fast to get out of trouble, run fast, walk fast. You’ve done the preparation in that sense.
Yeah, I used to do track cycling. I’m a longtime cyclist, and I started doing track cycling just for fun ’cause I lived in an area where there was a velodrome, and it was exciting. One of my favorite races was this like timing was flying 200 where you basically do like five laps and then you say, okay that’s it, I’m going to go on the next lap and you start at the top and then you immediately go to the bottom eldrum. So you’re going to fall out for a 200 meter lap. And the reason I was particularly good at because when I was a kid, I lived in the middle of nowhere on a farm and the person up the road for me had two German shepherds. So if I wanted to go for a bike ride, I’d have to literally be like preparing for this ride. And then I would hear the barking and I would immediately have to just sprint because I had to outrun them before they could come to the road and catch up.
They’re quite some dogs to outrun as well.
They are fast little fiends, those ones. But like that sort of natural exposure to difficulty and seeing my dad go through difficulty with work through the 80’s when the tech sector fell apart and seeing it go around. That’s why I look to leaders. It’s very easy for someone to be in a leadership role, but not a leadership function. And they’re very different. Like just being the team lead because you’ve been there longer than the rest of the developers does not actually make you a leader. It’s often by title, not by function. And that’s why I try and tell people to differentiate between the two. You deserve this role, you deserve this title. But when it comes down to it, there are different skills required for leadership. And I think that especially in transformation, you can’t just look back and say, well, this is how it’s been done for X number of years. What is to use the playbook? I have to be able to have something suddenly shift and then be able to understand and get through it, not just for me, but for my entire team and my organization.
Yeah, I think we’re seeing that with President Zanelleski in the Ukraine at the moment. This guy was an actor and is now taking on arguably the most difficult leadership role that’s been seen for decades in the most difficult of circumstances. But the way in which he’s working both locally and internationally in getting consensus, getting coalition, is remarkable to see.
Yeah, I think that is, in adversity we have surprising leaders that rise to the top or surprising personalities that you discover through it. And being able to see them as well in an organization, I think it’s part of that empathetic need of to be able to say like as a leader, I can recognize other people that I can bring up, I can rely on and I can empower them to do more. One last thing, decentralized leadership and giving up sort of control of it to a decentralized group. How are you finding that as a transformation in leadership styles.
I will rehearse a conversation I had with one of the executives I coach. This guy is brilliant. He’s top quality performer with his brilliance comes a bit of a shadow in that he demands excellence from his team, and he does that through controlling. And I was coaching him on this, and it come through on a 360 process he’d been through. And we went through the session, and I thought the session was good, but I didn’t feel we fully landed. And we were packing up our stuff about to go. And he said to me, so I guess, Andrew, what you’re saying to me is and what I’m learning is it’s about their energy and not mine. And I just said, you got it. How do you find a way to release their energy and you will get so much more out of it? Yes, you have to put a guiding framework around it because it’s your vision, but it’s how do you engage and get their energy involved in this rather than a passive response? And he went away and did some stuff and came back and said, I just cannot believe the difference in the output I’m getting from people by kind of taking this mentality, I wouldn’t necessarily call it centralized or decentralized. It’s about energy. And as a leader, do you energize people? Do you bring their energy to the table, or do you crush their energy with your energy? So that’s how I would frame it.
It’s fantastic. Yeah. So what are you looking forward to in the coming year as we sort of re-opened the world a bit now? Of course, given the conflicts that are going on, there’s bigger challenges that we probably had to weigh into what we believe the next twelve months will look like. But as you head into the next batch of your work with research, what is your goal to come out at the end of this year?
Yeah, that’s a great question. Thank you. I think a number of things I’m looking forward to getting out and visiting the world again. So I’ve done one international trip already. I’ve got another one in April. I love people, and I love being part of a business that takes me all over the world doing the work I do. So to be able to be back on a plane visiting people is really great. I’m working with 160 leaders this year on the advanced management and leadership program that I’m working on, all of them face to face, all of them in Oxford. That’s going to be great. And we see huge transformation taking place in them and with the plans that they take back to their organizations. And I have a couple of other projects. So I’m going to get to 21 podcasts this year of leaders who I think are making a transformative impact. I’m planning to write a book, 21 Leaders for the 21st Century, so I’m not sure that will be out this year, but it will certainly be written this year. And more of the research around transformation, just taking that into the public domain as well.
That’s a fantastic set of goals. And as you said, getting back out and really engaging and collaborating back the earlier point, we said people went to many meetings and I often get asked said, you love people, so you must like meetings. I said, no, I like collaboration, which is why I hate meetings. Meetings are not collaboration. When done right, they are, but they are seldom done right. And I think we’ve learned to value collaboration over meetings. And I’ve seen now more of people getting like, I’m going to focus on what matters. So that 60 minutes meeting, when we feel like we’re done at 25 minutes, we just cut the call because we’re done and it’s so good instead of before. It’d be like, okay, well, we’ve got some more time here. What else can we talk about? Like, no, perfect. Let’s just get onto something else. And what we needed to get done is done. And then there are those moments where we’re getting back to just chatting and meeting in person and breaking bread and enjoying time together. I look forward to it, for sure.
I hope I bump into you at some point in those travels around the world.
It would be fantastic. I would really take pleasure in it. So, Dr. Andrew White, if people do wish to reach you and get connected, what’s the best way they can do that?
Best way is on LinkedIn. I’m very active. You can find me there. If you just search for my name and Oxford, or you search for the Leadership 2050 newsletter. And it would be great to hear from folks.
Yes, definitely. I’ll have links, of course, to both the newsletter and make sure that people can get access and to your podcast, which is amazing. That’s just such a beautiful opportunity now to bring the world, those stories in that format and explore this. And then, as you said, now, do you think like 20-30 years ago or even a decade ago, the idea of being able to do a podcast and then take that content like, oh, this is a book. Now, people often say, like, well, you’ve been at all in the podcast, but there are many people who will not hear it, nor would they want to do it in that format they like to read. So I love that you can take research, practice, beautiful work with the podcast and the newsletter and then now bring it together in book format. I will be anxiously awaiting the release of the book for sure and look forward to it.
But the book also gives an opportunity to do synthesis. So it’s not just going to be like a transcript to the podcast. It’s going to be learning what are the cross-cutting themes. So maybe you’ll have me back at some point, Eric, and I can talk about what those findings were when you put the whole set of those podcasts together, are there ten themes, the ten lessons that come out of that?
Absolutely like any great special, the end gets you right back to the beginning. It’s that whole thing. The executive summary is written last. People forget that sometimes, you now look over this body of work and said this is what we’ve actually done and then to see that thematically played out so good, like I love the free form. Like the podcast style is great because you can go in many directions and then you’d be like, okay, what did we actually discover? But definitely, it would be an honor to have you on again. Look forward to catching up. Hopefully, in real life and in travel it would be fantastic. Andrew, thank you very much.
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JR Butler is the Founder and CEO of Shift Group. This is an episode filled with lessons on what it takes to commit to building yourself, your team, and your business. JR is an inspiration and I can’t wait to have him back on to dive into more of his story and the work he is doing with Shift Group.
Check out Shift Group at https://shiftgroup.io and big thanks to JR on the launch of our new partnership to help amplify what he and the Shift Group team are doing to help empower elite athletes with the tools to succeed in technology startups as growing sales leaders.
Alright, everybody, welcome to the DiscoPosse podcast. My name is Eric Wright. I’m gonna be your host. And this is a particularly special episode because we get to welcome a brand new partner to the show. This is a brand new sponsorship and I’m so super proud and I wanted to make sure that I used the opportunity to share it within fact, the very guest who I’m hosting today was JR Butler, who is the CEO and founder of Shift Group. So without really leaking the whole story, it’s fantastic. No, seriously, it’s good. You’ve got to listen to this. JR is a really fantastic human. He and his team are doing really neat stuff around helping folks transition from elite sports into elite sales leadership, including setting them up with training and teaching them. It is amazing. So, hey, let’s just get right to the good stuff here because I want to say that this week’s episode of the DiscoPosse Podcast is brought to you by Shift Group. Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes or considering how to architect a go-to market that can scale efficiently and effectively?
Shift Group not only offers a large pool of diverse sales candidates from entry-level to leadership, but they help early-stage startup companies in developing their hiring strategy, interview process, and build strong sales cultures that attract the best talent for early-stage startups. Reach out to the Shift Group over at shiftgroup.io or drop an email right to JR. He’s JR@shiftgroup.io
They specialize in identifying the best talent in the market that works with you to create a culture of resiliency, focus, discipline, coachability, competitiveness, and work ethic. That’s cool. I’m a fan, definitely of what JR and the team are doing. And speaking of sponsors, of course, all of them, who would we be without supporting our amazing friends over at Veeam Software? If you want to check out everything you need for your data protection needs while you’re building your fantastic sales organization, make sure that you head on over to vee.am/discoposse. They’ve got a lot of amazing stuff coming up. They’ve got VeeamOn. They’ve got all sorts of live events that you’re going to be seeing the Veeam booth at. Do check it out. Go to vee.am/discoposse.
All right, now let’s get to the fun stuff. This is JR Butler of the Shift Group on the DiscoPosse podcast.
Hey, this is JR Butler. I’m the CEO and founder of Shift Group, and you’re listening to the DiscoPosse podcast.
I’m waiting for the day that we could put this together, JR. And life is happening fast in really interesting ways, but it’s like slow and fast. Thank you very much for jumping on because I’ve always thought there’s going to be a time when you and I could jump on mic together and really talk about the stuff that you’ve always done as like a practice and as methods that I’ve seen you put into play. And now to see that you went even further and now you’re building a business around it. So this is fantastic. So for folks that are new to you, JR, because I’ve been lucky enough to spend a bunch of time with you in my life. And if you want to give a quick bio and an intro, and then we’re going to jump in, we’re going to talk about the Shift group and what it’s all about.
Absolutely, Eric. I grew up in the Worcester, Massachusetts area. Grew up in athletics, played football, hockey, baseball, big hockey family. My father was a high school hockey coach for 30 years. So that was my destiny. I got to play in a hometown college, division one. Both my brothers played division one. And then I got right into tech right after school. Was lucky enough to grow up on the technology belt in Massachusetts. So I was surrounded by it and ended up at an EMC VMware cisco reseller right out of school. So most people start on the product side. I was lucky enough to start on the partner side and then spend about seven years there. And then like you, was lucky enough to come across a small little company in Boston called VM Turbo at the time.
It’s cool, I love it.
And I joined it as a sales rep for New England. And the rest is history. I was there for six years in change. Got to grow with the company. When I joined, it was less than 50 employees, I believe. We were in the Burlington office, and then I spent a lot of time running commercial teams. Then I was lucky enough to move into enterprise. And then my last role there, before I left, Eric, I was doing the strategy and operations gig, and then I got an opportunity to do even earlier stage company as a chief revenue officer for the last two years and change. So I got to partner with a technical founder and help him really shape his go-to-market, his messaging, his sales process, all the things that I really enjoy doing and helping them start to build a team. And then got inspiration to start Shift Group, which we can get into today. And that’s kind of where I’m at. We just officially launched the company last week. But we’ve been kind of doing some stuff in stealth. So we’ve got some really good success stories and testimonials. So we got to go to market with a lot of different wins.
And now we’re focused on what I’ve been focusing on my whole career, which is scaling the business. Now, the only difference now is it’s my business.
Congratulations. It’s earned and deserved the opportunity. And I also know that this is the start line of the marathon. People always say that when you hear funding announcements or people that are founding a company, people are like that’s awesome. Congratulations. And at the same time, I know, I know what it means. This is the hard yard start now. And in fact, they already started because the announcement is never the beginning of the work. It’s the beginning of the publicity that it’s on. And it’s impressive to watch the process that you build up. And it’s funny when I look at our own time that we shared together, you have a unique ability to deliver both on just, like, doing the thing, as well as building the process around doing the thing. And it’s rare. A lot of people are really like, they can go out, they can sell, they press flesh, they do their relationship sale. They can do a lot of those things. They know that experience, and they can do it every day. They grind it out, and they know that this quarter has got to be bigger than last quarter, and it’s a tough thing.
I got a massive respect for people that are in quota-carrying sales. But they often struggle with, like, you got to put the stuff in Salesforce. You got to build a team. You got to make sure you’re doing your look ahead. You got to make sure, like, all the stuff that you got to do, they almost like, that gets in the way of them doing what they’re doing sometimes. And you split that line. And then on the other side of it, too, you got the sales Ops and the process builders who are like, only the sales people would do what we asked them to do. We could get better visibility into future bookings. And you’re trying to build a business. So to split that line, it’s a real sort of unicorn type of rarity.
Yeah. I think a lot of people don’t realize that there is a difference between being in the business and being on the business. That’s kind of how I describe what you’re talking about. And I think it’s really critical to be able to do both, especially as a CEO, as a founder, like, especially when you’re small. Right. You are the face of the company in most cases, but you’re also the one that has to go and execute. So it’s something that I’ve always paid attention to, and I’m kind of building it in to my operational cadence, and I always have been able to do that where even as a sales rep, process was so critical for me and for me to be successful. And process is about your cadence, how you operate, your daily schedule. Maybe it comes from being an athlete my whole life, but the way that I’ve always kind of made sure to balance the two is by blocking off time for both. Right. You just have to make time to take a step back and think about strategy and think about process, but then you also have to make time to go out and execute it.
So that’s kind of how I’ve always done it in my head is by literally blocking time for both in my weekly, monthly, quarterly schedule. You know what I mean?
Well, now you get the interesting add on of being wholly and solely responsible for the outcome, in a sense. Right? The CEO is always the CRO at the beginning. And it’s an interesting mix. And I’ve worked like I’m an advisor to another startup and watching this thing where literally like, technical founder, two technical advisors, two developers, and going to market in really big, like B2B. But big B, like really big B sales. And it’s wild. It’s a very David versus Goliath. And this split of being a CEO, building strategy, building a product at the same time, being a technical founder and watching that, like, how do you go in and then pitch. But then build and then even just looking at raw sales, I learned from you – live the other side, get on the phone, figure out that I read Jeb Blunt and I followed these folks that are leaders. And I learned about golden hours and I learned about what it takes to make this machine work. And like you said, you just got to be fanatical. I don’t feel like working out today, but that ice is waiting. And if I don’t work out, then there’s no choice, right. It means that tomorrow is going to be a worse day. Today is a bad day, but tomorrow will be worse if I don’t do what I need to do today.
Absolutely. It can get hard because you want to be focused on the strategy and the vision. But the best way to build the strategy and the vision is like what you said, it’s going out and having those conversations, asking those questions. Not losing customers, but people telling you like, hey, this is interesting, but it’s not quite there yet. I’m not ready to invest with you as a customer. I think that’s where you learn the most. Even as a technical founder, I’ve always believed and I think we experienced it an amazing example at Turbo, where the best founders build companies to solve the problems that they faced. Right. Which is a great thing. But the challenge with that is sometimes that problem shows up in a different way to different people. So as a founder, when you’re building something to solve your own problem, you have to also be able to take a step back and figure out how other people view that problem. Right. And the best way to do that is conversations. And I think those founders that do that end up building amazing companies when they’re solving their own problem because they’re passionate about it, but also being self aware enough to understand, like, okay, how do other people think about this and how do they want to solve it and then building a product to kind of meet the market essentially, you know what I mean?
Yes, it’s a very interesting balance. The Innovator’s dilemma is one of those sort of off quoted things that this idea, they get sort of like locked into vision and forgetting to then take feedback. And that feedback loop of getting out, getting in conversations. And it’s a weird thing, too. You also have to create business. And I remember even someone you’ll know, of course, Schmuel Krieger, who’s the founder of one of the founding team at then VM Turbo and then Turbonomic. We’re at an event one time, and everybody from sales was coming back from it was like VM World or something. And they’re like, yeah, I just had a great conversation with this person. Yeah, we’re having really great conversations. Hey, how’s your day going? Yeah, we’re having really good conversation. He finally just goes, guys, time out, time out, time out. You don’t build a business on conversations. You build it on deals, stop having conversations. And it was this funny thing of like, the conversation isn’t the outcome, the business is the outcome. What did the conversation do to further your path towards that outcome? And sometimes we get lost. And now as a founder, you’ll be intimately aware of being able to put that into action.
And you got the skin in the game, which is a very important and respectful thing that you’re doing to make sure that you’re responsible for the outcome.
Yeah. A very smart guy once told me to build a great company. The vision has to be clear and the execution has to be obvious. Do you know who told me that, Eric? Hopefully you remember that conversation a few years ago. So, yeah, I couldn’t agree more. Conversations are critical, but what’s the outcome of that conversation and what is the next step? Right. That’s really what it comes down to in terms of getting to that kind of golden nugget of revenue is moving the ball forward in those conversations to the next step to an eventual, like, investment in your product. Right. And it happens in different ways at different companies. And I’m figuring that out at Shift Group. That’s what I’ve kind of done my whole career is figured out how do these conversations have to play out in order to get to the outcome that I want? And then you can start to shape the conversations, ask the right questions, and then position your solution to the problem the right way. And those conversations are important, but the next steps are the most important part of it, for sure.
Yeah. This is the interesting thing. We’ve sort of talked a bit about this idea of splitting the line between being in the business and being on the business. The idea of understanding the personality it takes to go out and be on the ice, out on the fields, wherever it is on the mountain, probably wearing my UBC shirt. My oldest daughter is at UBC, and she was eight in Canadian nationals for snowboard freestyle. So slope style rather. And watching that what it takes to make that happen and fitting it in when no one’s paying. You really just saying, like I care so much about this that I’m willing to throw myself on it. And so there’s this dedication that’s required in athletics. But then when you move over to sales, it’s like you start to see them align. And so let’s talk about Shift Group. What’s the founding premise and the vision that made you bring Shift Group to the market?
I’m sure a lot of founders say this, but I honestly believe, Eric, that this was my destiny to start this company. My entire first 23 years of my life was dedicated to athletics, mainly hockey, playing at the division one level. I wanted to play professional hockey. So everything I did in my entire life was about that, right? You’re right. You don’t get paid for it. I think any young hockey player, you’re not playing hockey to make millions of dollars. You just want to be on that big stage with the big names and the money comes with that, of course, but that’s really not what it’s about. But when it’s gone, when you dedicate and your daughter’s going to go through this experience someday, when your sport is over, when you don’t have that anymore, it’s not unlike losing a loved one. It’s something that you wake up thinking about every morning. You think about it before you go to bed, and then just one day it’s gone. So that transition for me was very hard. I remember it well. I struggled with it. I struggled in a really personal way. I went to some pretty dark places and honestly, I didn’t really come out of that dark place until I realized that just because I wasn’t a professional hockey player doesn’t mean I’m not a professional.
So it was probably honestly a few years into my career before I kind of had that epiphany that I wanted to be a professional salesperson. And when I made that decision, I got a lot of the things that I missed when I was a hockey player. Right. The dedication, the growth, the competition, getting better every single day at something and working on something that athletes need that in their life. So the first reason I started the company is because I wish somebody explained that to me when I was 23 years old. Right. Like that. So I want to just get in front of these athletes and I want them to know that, one, they’re super marketable because of what they’ve been through. And two, this transition doesn’t have to be a hard one. It can be smooth. The second reason is my experience, honestly at Turbo and then at Pillar trying to hire salespeople. Right. It’s really hard to interview somebody and know that they’re resilient and they can handle rejection. To know that competition motivates them, to know that they’re going to do the work and they have the work ethic to do the work, to know that they’re coachable. Right. Like, that’s so important. Early on in a career, you’ve got to be able to take constructive criticism and not take it personally. And then you’ve got to have a growth mindset. Like you can’t be a fixed person that doesn’t think you can get better at something, that doesn’t take feedback. And I kind of consider intellectual curiosity as part of growth mindset that doesn’t necessarily show up like that in sports. But I think in sports you’re working on weaknesses constantly. And I think that’s how intellectual curiosity will show up in sales because you’re going to have a lot of weaknesses at first, like everything is going to be a weakness. So when I thought about those days when we were really building a Turbo and hiring hundreds of BTRS a quarter, I think about that’s what I was looking for in our candidates. And I know as a former athlete, as a coach, as somebody who grew up in a house with a coach and two brothers that went on to play Division One and a brother that played in the NHL in the Olympics, athletes at that level, like your daughter’s level, they have all those things they have to you don’t get to that level without resiliency, competitiveness, coachability, work ethic and a growth mindset.
So the second reason I started the company is because I want to find folks like me seven years ago at Turbo, looking for those people that’s all I have in my candidate pool is those types of people. And honestly, Eric, and I think you’ll appreciate this the most is, I’m a first generation College graduate. Right. And when you grow up in a certain way, there are certain limiting beliefs on what’s available to you. Okay. So the third reason I started the company is because I just want kids like me when I was 23 to realize there’s this industry and technology where if you’re willing to work hard and you’re willing to be coachable, you can have incredible success and whatever that means to you, whether it’s financial, whether it’s leadership, whether not everybody’s going to get to be part of a company that exits for $2 billion. Right. But the reality is if you try and you go and build that, there’s going to be things in your life that you can accomplish that you never thought possible. So I want kids like me that were sociology majors with minors in art history and sign language.
I didn’t have a computer when I was in College. It’s a different time than now. And now I’ve been selling technology for 15 years, and I’m actually pretty good at it. I’m actually pretty technical because I’ve done the work and I’ve been intellectually curious. So I want people to know about this industry like non technical people. Right. Probably less folks in your audience who really get excited about it. But I believe that you can kind of come into it a little later in life in your 20’s and you can get excited about it. And the opportunity is amazing. Like, if you look at the numbers, the tech industry is two times larger in GDP than the financial services and insurance industry, right? When I tell people that they’re like, no way. I’m like, what do you think the financial services and insurance industry is running on? They’re running on technology and that’s only going to grow. You see this amazing. It’s a buzzword we talk about a lot, right? Digital transformation. But it’s true, right? Like software is truly eating the world. And the engineers, the developers, those people are critical. They’re critical for this to continue.
But just as critical are guys and girls like me that have the type of personalities and the type of resiliency and ability to handle rejection, to bring all these amazing technologies to market. So just honestly, it’s helping athletes transition, helping companies find great candidates, and making sure that people are aware of this industry and what it can afford you as a human being. That’s why I started the company.
It’s a beautiful proof in the execution in your own life. We see a lot of folks that have this opportunity. And I love your line, right? I don’t have to be a professional hockey player to be a professional. That’s the mindset built in a similar way too. There’s like coaches and often, excuse me, many really amazing coaches that were not really amazing athletes, but they had a skill that was understanding the business, understanding what’s required to build a team, to create a strategy on field, off field, and be able to do this and then be able to motivate people, be able to understand the human aspect. Really true. Like, they’re basically therapists and behavioral psychologists that are able to drive people. In athletics, I find it’s a very different thing. Like, the military is often used as the thing that we define as success in business is often related to military. We use military references all the time. And I’m on the other side. Like, I’m always using athletic references and cycling references because it’s much more meaningful to me, having never had exposure to the military personally. And I have a huge respect, obviously, and to all those that serve and give that as they dedicate their lives to that. It’s amazing.
But I was on the other side of it. I was much more like I wanted to have no format, no machine, and I wanted to be able to create something where it didn’t exist. And I’m not an athlete, which is hilarious because I ride a bike far more than most people would think is normal, but far less than anybody that I think of as a cyclist. So I have this interesting bar. So I’ll be really good. When I was in cycling on a team, when I was living way back in Vancouver, BC, and riding up mountains when people are riding down them. It was me. It was the challenge. It was the idea that the moment it points up on the Hill, people just say, this isn’t a ride I want to be on. And I’m like, all right, let’s do it. Get on my wheel. And it was less about me completing the task, but more about when I rode in a team. I never planned to finish a race. My whole goal was to ruin the day for most of that field. So that the guy behind me who’s on my team that I know is going to finish the race can sit in my wind and then take it.
Right? So I could do the best that I could do. I wasn’t going to be the guy on the podium. I never even wanted to be it. I wanted to make sure that my team got there, and that was my dedication. So in a way, like some of that military stuff came through and that I was willing to sacrifice myself for the greater good. And I enjoyed it. You don’t show up in the roles for great finishing times, but there’s an honor in doing that and the same thing. So in athletics, when you take that into business, it is really that you’re not the star. The customer is the star. That’s the story you’re exposing. That’s the thing you’re bringing out. And you’ve always really personified that ability to do that.
Yeah. One of the really fun things about this business, Eric, is I get to plant the seeds of how I view sales to kids that are really just starting to get into it. And I think mindset and the way you view selling is really critical for a foundation for your career. We have an LMS that these kids go through training with us. And when we talk about the role of a salesperson, we’re not talking about haunting people or being pushy or anything like that. We’re really about the thing that I explained to these guys is software exists to solve problems. That’s it. That’s why people don’t buy software, because it’s cool. They buy software because it solves a problem. And your job as a salesperson is to identify that problem in your customer. And sometimes you have to help them identify that problem. Right.
I think the best companies in the world solve problems that customers don’t realize they have. So being able to pull that problem out of a customer and be really smart about how you do that is critical. You can’t tell somebody that they have a problem. You have to help them get there themselves. So we teach that. We teach making sure that once you solve that problem, you then have to tie it to their business, to their role, and really understanding how does the problem show up for them. Right. And then as a salesperson, you should be spending most of your time. Once the person agrees with you that they have the problem and you’ve identified it in a way that they can understand it for their industry, their company, and their role. Your job is to help them with them, partner with them, capture the value of solving that problem. If you do those three things, you identify the problem, you make it relevant to them, and you help them document the value of solving it, then the sales will come, right? Then comes all the qualifications and negotiation and et cetera. But if you’re just coming in and forcing something on somebody because you believe it and they don’t really that’s why salespeople have a bad sometimes can get a bad rap.
Right? you’ve got to come from the customer’s perspective. And I love that I get to release these salespeople into the wild with that mindset. I hope that I’m building, like a small part of a generation of sellers that are really customer centric people. And I’m super excited to watch them in their career and grow and see how that foundation helps them in their success as salespeople.
The high-performance mindset translates to other things. It’s just like even fantastic sales teams and salespeople, the thing they sell can change what they’ve got is the mindset. So you throw whatever it is at it, right? So people always joke, Michael Jordan was a really bad baseball player. Now he was not an MLB level. Like he was MLB level, but he was a decent MLB player. He was not the best player. People kind of railed on MJ like, look at that, he’s a garbage baseball player. You realize he’s playing in the elite of the elite. The guy that finishes last at the Tour de France still better than any other rider that I’m ever going to ride with in my life. And he’s going to finish like 7 hours behind the guy in first place. The women’s Tour de France. I remember this thing when I was living in BC. I used to ride and I was lucky. There’s a lot of pro cyclists out there. Really an elite level cyclists that aren’t even pro, they’re neo pro. So they’ll be category two, category one, top level amateur athletes. So maybe getting a little bit of sponsorship or like a little bit of sort of basically a stipend for riding a bike.
And I rode with the giant women’s road team on a training ride. I just happened to be out on a ride and they’re really great because they kind of let those people jump on the train. Right? So you’re out there and there are ten of them. And there was me and one other guy that were just out random ride on a Sunday morning and we end up on this big. Like, they were doing interval loops. They were doing really, really wild stuff. And hearing their coach with them saying, like, if you don’t feel like you’re going to throw up, you’re not pushing hard enough. And it was like, oh, yeah, no problem. I got that feeling. Right. So I was riding with female athletes and could barely hang on. And people don’t get that. It’s like men, women, elite, top level athlete versus a really good amateur. Whatever it is, they’re at a level that is different and they’re willing to do stuff that gets them there and pushes them beyond it. And this idea of sort of like being better than yesterday, whatever, it’s going to be like that mindset. You’re going to be sick one day.
You’re going to train all year for an Iron Man, and then three days before you get the flu and it’s over. And to be able to still get out there and do it like finish 438th just because you got to know that you got through it and then knowing that next year I’m going to do it, I got to keep going. You get back on the bike, you get back out on the field, you do whatever it takes. I love that mindset. I wish I had it. I wish I had more of it. But you can spot it in people.
Yeah, well, I mean, Eric, no offense, but you do have it. It’s showing up in your tech career. Right. You’re constantly learning, you’re constantly growing, you’re constantly trying to understand things. I mean, the fact that you’ve read Jeff Blunt is all I need to know about your hunger for getting better and understanding the industry as a whole. Right. Seeing both sides of it as a technical person, really diving into that sales, that marketing side. You’ve definitely shown that. But I couldn’t agree more. And that’s why that’s one of the reasons I think this is going to be a special business is the same reason Turbo was. The same reason I think Pillar is going to be is because of the product. Right. The product that we bring to market are they’re elite human beings. It’s not easy to have a division one College decide to pay for your entire education. You had to be a special person. And yes, of course, there’s natural talent. Right. I think I have some natural talent and sales in terms of just talking to people, being an extrovert, all those types of things. But there’s a lot of work that goes into refining that.
And I think a lot of it for me, I grew up around it. Right. With a coach as a father, with a little brother who from day one, I asked my dad what he knew my brother was going to play in the NHL, and he said he knew when he was seven. But that said my brother was in the driveway with me every summer shooting pucks, running sprints in our street in front of our house. Yes, he was great, but he wanted to be better. And it showed up every day and I think that’s one of the reasons I think I’m excited about this company the same way I was excited about Turbo and Pillars because I know that our product is unique, our product just happens to be people this time, but these are really special people.
And if you think about now again, having gone through being in a growth startup, being on the outside, on the customer side of the world, like just watching the industry and learning how it works, and I worked in finance and insurance companies for a long time I worked for a chemical company, an explosive company, which is kind of cool, and the first thing I did was I learned the business because then the technology mattered more to me, like understanding what the reason I was doing what I was doing and that allowed me to map and understand and then when I got to Turbo, it was the same thing I’m like, I’m going to stay out of the sales side because I want to learn the customer story and then very quickly I realize we’re all in sales and that’s a weird thing that a lot of people struggle with, especially technologists, where you kind of get in this thing of like, no, no, you know, I’m not in sales, like, well, in a sense, we all are, we are always telling the story, we’re always carrying the vision with us and you may not be quoted carrying, but you’re ultimately responsible and in a weird way, like marketing teams are some of the unsung heroes Often I don’t say that just because I work in a marketing team, these folks will have the same paycheck if you do 40 million or 4 million, but their goal is to get the people that will get you to 40 million what they need to get to 40 million, right?
And as a quota carrying rep, there’s a massive responsibility because generally your base is base and your upside is self imposed. So there’s a very different responsibility, and then there’s understanding and respecting the reason why each of us has that responsibility and that upside. So as a marketing team, I know, like, hey, I don’t have to grind it out every day for 720 days to make a deal happen, right? But I also know there’s a thing that I’m doing where I will be compensated more if I head towards this thing and it’s like changing roles. So it’s a very interesting thing of crossing the boundary of what you do to understanding and empathizing with what others do, and I think that’s what makes it good at understanding the customer story too, is that you can say like, hey, I’m here to sell technology, but what’s your day look like? What’s the thing that bugs you every day and you get them, they’re like, oh, man, you wouldn’t believe I got this goofy thing that really just drives me nuts and you’re like, oh, yeah, tell me about it. I’m really curious. Like, how do you think you can fix that?
I don’t know. Now all of a sudden you’re like Ricky Romo. You’re like, no, I’m not going to show you this. I’m not going to show you this real estate. Like, it’s not really for you. And next thing you know, you’re putting their hand on a pen and that pen is going on to a contract.
Yeah, absolutely. Not to overdo the sports analogies, but it is a lot like sports and that everybody has a role. Right. And I think athletes understand that inherently. Like, just because you’re not the one throwing the touchdown or scoring the goal, the part that you play, even if it’s not a great hockey player. Right. In college, my role was a locker room guy. Like, I was there to keep it light in the locker room, make sure everybody was still having fun, making sure the boys were all getting together. Those types of. But that’s a critical role in a team. And marketing plays a huge role in finance and the partner team. And you look at we used to have this diagram at Turbo that I would use with my team, where the customer was the center, the account executive was kind of around the customer. And then outside of that was this whole organization. And how are you going to use the executives? How are you going to use the marketing team? How are you going to use sales operations? If you don’t bring everybody into a deal to help that customer and the customer doesn’t end up moving forward, that’s on you. Like, you didn’t do your job of getting the whole team involved. We talked about get everybody on the boat so that nobody’s on shore. If the boat sinks, you don’t want someone onshore pointing at you and blaming you. Get them on the boat. So if the boat sinks, you know, you did everything. And I think marketing is critical to that. And everybody really is, honestly and everybody’s selling really honest to God. Yeah. I think you’re right on.
Like, this is your go to market is what you’re doing today. Right. Obviously, you’re bringing elite people into organizations because of their capabilities. And then you’re giving them the tools they need to map it to the business and deliver what that business needs. You’re giving them a framework, you’re giving them what they need. That’s their playbook. And they literally will know a playbook. Right. We talked about that. There’s a reason we call it a playbook because it is learning. Just like a great MMA person isn’t about the first punch they throw. It’s about the 7th punch they know they’re going to get in when that guy throws the first one, because I’m going to come around the left and then I’m going to go under and then I’m going to pull them back and I’m going to get him on his heels. And we’re going to get close to the fence. They are looking at the 7th hit, not the first one, not the second, not the third. Like, they know the playbook and they’ve run it through and they Spar and they practice. Because when you know that that’s the thing. That’s the deal closing that, you know, is the 7th hit.
But there’s a lot of stuff that’s going to happen in between and it may not go right. The third punch may lead to you falling on your ass. And that means you’re like, all right, what’s the next play? Like immediately thinking, okay, what do I do? What do I learn from what just happened? Adjust, pivot, get ready, re approach, assess. And that mentality comes through. So you get those elite players that can come in. But then beyond this, I’ve been lucky enough to work with you on bulletproof sales. Right. Taking that and making it a framework that maybe can be shared beyond just the direct people you’re affecting. There’s a reason why I got books like Legacy by James Care, you know, talking about the All Blacks and their mentality and why the winners sweep the sheds and while the team goes to celebrate and learning about that coaching mentality that you coach. Like, I coached little kids when my older kids were younger and I was like, my little kids, I’m coaching them all the time. Right. I got four kids. You have to learn a lot about listening and coaching and going through this.
But even teaching other parents, you don’t coach from the sideline, you coach from the practice pitch. The sideline is where you just remind them to do the play they already know how to do. So you can create that framework, and then it goes far beyond just the athletes you can directly affect, which is kind of cool.
Yeah, it’s very cool. And to steal from my friend John Kaplan at Force Management. Right. It’s about you practice to the point where you’re audible ready. That’s really what you’re describing. Right. Because you want to get to that 7th punch, but you might not. So if you don’t, you just got to be ready for it. And the only way to be ready for it is practice. That’s it. That’s all you can do is just work on it. Work on it, work on it. And then when the game gets there, just go play. Just go execute. And you’ll be ready. If you did the work, you’ll be ready. Right. And we see that all the time with great sales people all the time.
Now, the challenge in the early stage startups, especially hiring early, bringing somebody in that’s got that elite mindset, but is then willing to grind it out. And I think that’s really where the perfect pairing comes with the folks that you have in your roster, is that they’re going to be willing to do some uncomfortable shit for a long time before there’s a payoff versus like, I’ve seen it at business after business. We experienced it directly. When you and I worked at Turbo, you bring in people they’re like, yeah, they work for, like, a $5 billion company. So obviously they know how to run a $5 billion sales team. And you’re like, that’s all they know how to run. They don’t know how to run a $40 million sales team and get them to 5 billion. They’re way later. They’re great, fantastic people, but they can’t build the machine. They just get on the machine and they make sure it stays on. And they do work. That’s impressive, but they’re not going to be able to get in early because they come in the first thing they think is, all right, Where’s my $2 million budget? Where’s my event team? Where’s my swag supply? They know how to do good stuff, but you walk in, you’re like, I used to always tell people, okay, so imagine your greatest vision for what you want to execute. And now imagine you have no money and no people to do it. Now, how do we get this done?
Yes, it definitely takes a different mindset, a different personality. Listen, as big as Turbo got while I was there, I think we crossed the 600 Mark. That’s the biggest company I’ve ever worked for, right? So I don’t even know what it’s like to work at a big company. Right? I don’t know that I would fit. And listen, there’s something to be said about that skill set. Like you said, that’s still a special skill set to be able to take something that’s large and keep the machine running the way it is. And there’s something to be said about what I think I have, which is being able to work with some constraints and help build something into that. So it’s two very different things. And you’re absolutely right. I think our candidates have amazing mindsets when it comes to building and growth. We talk about being gritty all the time. I call it having jam. You either have jam or you don’t. And if you got jam, you can get into those situations where it’s going to be a long path to the outcome that you want, but you’ve got to enjoy the process. And I think our candidates enjoy that process of building more so than probably most people.
And again, I think that’s why it seems obvious now in looking at you putting it together. But it took the vision and having the belief that this can happen, and it needs to happen much more than it can happen, because everything is like, oh, yeah, I got a whole lot of ideas, and I got 55 domain names in AWS just in case. But there you go, no further than me buying a domain name and sitting on that second for $12 a year. The difference is that you took this and you said, we’re ready and we’re going to do this. And I love this idea. Like, I use rocketry references all the time. It’s like stage one, stage two Rockets, they’re going to get dropped off. And that is the building phase. That is like, what gets you to orbit is this incredible, like, thrust. Knowing that at the moment they hit that altitude, they’re like, that’s it it’s gone. And that stage one has did its job. And you know what you’re going to do? You’re going to strap that bad boy onto the next rocket and you’re going to do it again. And that’s why those purpose built players that will get uncomfortable once they hit that altitude, they’re like, you know, it was weird at first when I saw it happen, but I was enthralled by watching it occur where you see people are like, it’s getting a bit big here. Like, there’s 22 sales people. This is not big. Like, for me, man, I’m like, zero to 5 million. Once you hit a revenue number, they’re like, I got to go.
That’s such a good analogy, man. I’m stealing that. I’ll give you credit twice, but then it’s mine. That’s an awesome analogy.
That’s one of my favorite things, by the way. I’ve stolen that and I give you credit twice. Every time. That’s my favorite. I’m stealing that line. I’m going to give you credit twice, but then it’s mine. That’s such a JR ism. I always love that.
Now, making the jump and finding the team to build shift group. Let’s talk about the people behind it.
Yeah. So I have two full time guys already, and they’re both athletes, former athletes, one’s a hockey guy. I think the reason he’s good is because I found him at a time, like, when I originally talked to him, he was looking to make the jump into Tech. And then I started telling him what I’m building. And he’s like, man, I would really like to do that. I want to help guys like me. Right. And he’s phenomenal because he’s going through or has gone through that same transition very recently after playing professional hockey. My other guy is awesome. He was a College football coach for over a decade, and he was at a very big program at Michigan State as the recruiting coordinator. So he’s been helping kids go into that transition from high school to College. And the difference between high school football and a division one level, like Michigan State, is that’s like going from amateur to pro big time. Right? So I think as I build up my team, those types of experiences that these guys have had are going to be really critical because I do believe you have to have some passion about helping somebody in order to make this work, because obviously, I’m not a five and one C three. Right? But at the end of the day, my only goal is to help somebody find something they love, help a company, find a candidate they love and help them in that way. The money will come when you help people, right. So I need to find guys and girls that are really passionate about helping people. And I think with the two that I’ve started with, I have that and they’re my models now. Right. That’s what I want to build off of. And so that’s kind of how I think we’re going to grow the business is, continuing to bring in people like that. That’s going to be critical.
And I guess that’s the ideal thing, J. I could do this all day and we’re going to come back. You and I will take a bit more about sort of the background because I didn’t want to crunch it in and just make it 10 minutes of the story. I want to really like bring Shift Group to the front, but your own story and a lot of the stuff that makes this obvious is cool. And that’s a really neat back story that deserves more time. But what do people do if they want to get in touch and become part of the Shift Group?
Absolutely. For sure. Our big focus right now is finding some more companies. We’ve done a good job before launching the company, building partnerships with athletic departments, players associations, teams. Now we’re looking to grow where we can put these elite athletes. So if anybody’s looking for great people, they can find us at shiftgroup.io is the website, and they can reach out directly to me JR@shiftgroup.io
I think they should know when reaching out to me that I’ve been in their seat. I know exactly where they’re at. I’ve seen companies from pre-series A to series A, and then obviously with turbo from A to exit. So I’ve been through it all, and I know what they need. And I just want to help them. So yeah, JR@shifgroup.io is a perfect way to contact me, Eric.
There you go. If you’re in a venture, this is the team you want building you team. So get on it. JR, thank you very much. This has been amazing and I wish you all the best, and I know that’s nothing more than me yelling from the sideline because I know you already got the playbook. So I’m just making sure that the playbook works. I’m glad to be on the sideline and watch it occur.
Eric, so good to catch up, man. Great to see you. Thank you so much for having me. This was an awesome conversation. I appreciate you.
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Sponsored by the Shift Group – Shift Group is turning athletes into sales professionals. Is your company looking to hire driven, competitive former athletes? Shift Group not only offers a large pool of diverse sales candidates from entry level to leadership – they help early stage companies in developing their hiring strategy, interview process and build strong sales cultures that attract the best talent for early stage companies.
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Does your startup need strategic technical content? The team at GTM Delta delivers SEO-optimized, compelling content that connects your company with technical users to help grow your credibility, and your pipeline.
Buu Lam is a Community Evangelist at F5 supporting the growing DevCentral community. Beyond just the day to day work Buu does with F5, he’s a fantastic content creator and someone who embodies the value of customer and people first.
We cover a lot of what he has done in the transition from architect to SE to evangelist plus a deep dive into his video and audio rig! Make sure to subscribe to Buu’s channel here: https://www.youtube.com/channel/UCtVH…
p.s. he has one of the best LinkedIn profiles ever because you can read it like a story. Seriously, check it out here: https://www.linkedin.com/in/buulam/
Alright. Welcome everybody to the DiscoPosse Podcast. My name is Eric Wright. I’m going to be your host, and this is a fantastic conversation featuring Buu Lam. Buu is a community evangelist at F5 DevCentral. He’s also a budding YouTuber, somebody who’s taught me a lot about that side of the world. And just a fantastic human who I really enjoyed knowing professionally and now being able to spend time on the podcast so kind of really cool way in how we had been connected for a long time. You’re going to enjoy the show. I know I certainly had a really great time. Plus, he unpacks some of what he does in his equipment and really just approaching the technology community side and his own personal history that brought him there. Super cool. So, you’re really going to take this one. And I do have to of course, give a big thanks and a shout out to the folks that do make this podcast possible, including the amazing folks over at Veeam Software. And I say this because, hey, it’s that time of year – you’re doing your taxes, and you’re probably thinking, Am I protected? Well, make sure you’re protected in every side of the world, including your data protection, everything you need to cover your data center assets, your cloud assets, your SAAS assets. I guess they’re Saassets. Anyways, you wanted to check it out, go to vee.am/discoposse. It’s that simple. And you can check out everything they’ve got, whether it’s physical servers, cloud servers, even cloud native stuff. Hey, just because you got it running on Kubernetes doesn’t mean it’s safe. There’s a lot of persistent cloud native applications out there. As there should be.
All right, go check it out. So again, go to vee.am/discoposse and you can see what they’ve got to offer. I stand behind it because I legitimately use the platform and really, it’s truly saved my backside a bunch of times. Of course, while you’re saving your assets, make sure you enjoy just an absolutely stunning, devilishly good cup of coffee that you can get from the very own diabolicalcoffee.com. We got some really cool things. We got some shirts, we got mugs. We got fantastic coffee. And of course, we’ve got just building small business. I definitely recommend it. I’m also the co-owner. So, hey, let’s be honest, I can do full transparency there. Speaking of full transparency, let’s get right to the transparent goodness. This is Buu Lam from the DiscoPosse Podcast.
Hey, everyone, my name is Buu. I’m a community evangelist with F5 Dev Central, and you’re listening to the DiscoPosse Podcast.
The fun part, Buu, I’ve been taking in your content for a while, so it is a true honor and a pleasure to share a microphone with you for a podcast because we have a fun history, personal history that, thanks to the LinkedIn world, stayed connected. And I suddenly started seeing some really neat, dynamic, good video stuff coming up in my feed. And more and more, I saw kind of what you were doing. I then saw you doing videos about what you’re doing, and those videos got better. And I was like, Buu is on something. This is it. I love your progression to what you’ve been doing.
Thank you.
It’s cool. So I’m super happy to, we’re going to nerd out a bit on tech, which is natural for us to do. But I’m also excited about what you and the F5 team are doing. So for folks that are new to you, if you don’t mind, give a quick bio and an introduction about what you’re doing with F5.
Yeah, sure. Well, first of all, I got to say thanks for having me on because I’ve been watching your content as well, and it’s been really cool to see somebody deliver this type of content in this level of quality for such a long time as well. I think a lot of folks, I don’t call myself that unique right now, although maybe I am a little bit, but there’s a lot of people putting out really good quality content now. But dating back a couple of years, you know, you’ve been doing this for a while now, putting out great quality content. So I’m honored to be here. If I were to dial it back, maybe our history. I used to work at a reseller here in Vancouver, British Columbia, and I was a network security consultant there. And at that reseller I met a younger Eric Wright, who is a really great guy. And we got to look at a few things with your organization. And that was way back in the late 2000s at that point and early part of my career. So I finished school around 2004-2005 and got my first job in IT at that point. I learned a bunch of stuff, but that company ended up getting bought out by even bigger company. And then I moved on to do the whole consulting thing through a reseller. So I was doing that for a number of years. I was always in the network security space. And then in 2011, I moved to F5, which is where I am now. And my story at F5 is pretty basic, actually. I started as a sales engineer, and up until last year I was a sales engineer for ten years, working with the same sales rep, covering the same territory, almost exactly the same territory throughout those years, with a couple of spots of covering for turnover here and there for other territories as well. But I did that job for ten years covering F5 products, talking to a number of folks within British Columbia about F5 products. And just last year moved over to the DevCentral team, which is F5’s user community, which is really important to F5. We dedicate a number of folks to working on building that community relationship with everybody. And as part of that, we’ve been doing a lot of live streaming and video work.
But I was actually doing that prior to joining the team, and I was doing that for my customers. And I was doing that because of the pandemic. Everybody was at home. And I was like, okay, I got to keep engaged with my territory. And so we couldn’t have user groups anymore. We actually, at the start of the pandemic, had to cancel our user groups. So I was like, okay, well, let’s just do some of this stuff on video. And then, yeah, like you said, started making videos. And I looked back on my YouTube channel that I had started at that time, and I thought they were okay videos at the time. Now I look back, I’m like, cringing over time, keep putting out content, it gets better. And then eventually this role with the DevCentral community, they had a head count open after there was a bit of a shuffle there, and I was able to join the team and kind of do this at a level for the broader F5 just to help out with these efforts here. So that’s my background. If that’s enough info for you.
That’s awesome. And it’s funny that the progression to evangelist. I started to cheat the system when I came to then VM Turbo and became Turbonomic. I was working out on the West Coast for a few years. I moved back to Toronto, still working for the same firm, but I was blogging. And then through that piece of it, that was kind of the first layer of me just finding a problem, sharing a problem similar to what you’re doing now with that conversion of user group to a video format. And then in doing that, you’re like, oh, what if I just did more than just like, wait till I bumped into a problem to write about the problem and the solution? So I then started proactively building content and proactively reviewing stuff and getting involved. Next, you find yourself at an event and you’re sitting at a blogger table and you’re thinking about it more purposefully. And from there, then when I got the gig at Turbo, I got hired as the evangelist. And at the time, that was kind of now they call it developer advocacy or whatever, right? Like, we the idea was being not in sales, not in marketing, sort of spanning both the understanding of it, but really being in the customers world. In the seat of the consumer of your product. And having that honest outside voice to bring into it.
So that’s really what I was lucky enough to have that background in my blog. And it led me to that first gig again. So let’s map to what you’re doing and why I really dig the way you do this, Buu, is that you’ve always got the mind of the consumer, the user – like you’ve always been very human centric in your approach to technology, and your storytelling is really great. So this makes it easy to take in. And you’ve got a great delivery. So it’s a surprisingly rare thing to have both a creative mind and ability, as well as a strong technical capability. It is sort of a unicorn type of personality, which is good. And I’m glad that you’re finding a really great home in your role at F5, because it’s deserved. Because you’ve got a lot to bring, and it’s tough to find those gigs sometimes that gives you that freedom to be creative, but also you got to really get deep into the text sometimes.
Well, it is funny that you use the word unicorn. My boss would say that he has a team of unicorns, and we’re finding that out now because there’s an open head count on our team. We’ve got a couple of folks that are lined up and look like we’ll hopefully have someone pretty quick here. But yeah, to find somebody who wants to jump in technically, who is somebody who cares for community, that’s a huge part of it, like, really understanding the needs of others and being there to serve, as opposed to trying to serve yourself. And then also be someone who’s willing to jump in front of the camera at a moment’s notice and just be out there for everybody or somebody who can write and somebody who can produce videos as well. When I thought about it, I was like, I’m just kind of adding little bits and pieces onto my existing role. But now that we’re actually looking for that role, I’m like, oh, my goodness, how am we going to find this person like that? How many of these people exist? Because I thought there was a whole bunch of me, but it turns out there wasn’t.
You’ve broken the mold.
Right.
And it’s funny that I think even in today, like, literally today compared to what it was even two years ago, especially, like, pre-pandemic. YouTuber was a pejorative. Like, it was just like, you want to be a YouTuber? What does that even mean? Now you say “YouTuber”, and everybody can name multi-millionaire personalities. They may still kind of dislike that it exists, but they know it. It’s more name brand. Right. Back when we met, I remembered seeing this video of a guy who was someone with a camera was filming him, and he was going around and taking a bicycle, and he was stealing bicycles in New York City. And every one he would do, would start by getting on a bike and then just riding in a way and watching the reaction of people around it, and there’s no reaction. Right. Then he would get on one and he would, like, mess with the lock and then ride away. No reaction. There was one where there was, like, a cop standing right beside it, and then he was sitting there, like, with a Hacksaw sawing through this lock. And then somebody came over. The caption was, oh, finally someone is going to call me out. But instead the guy didn’t call him out. He said, you know, you should do you should be cutting the chain, not the lock. The chain is easier to cut. And so the guy basically held it for him while he cut it. Then he got on the bike and rode away. Well, that was Casey Neistat.
It’s hilarious.
It was like filmed on goodness knows what, like super early stage camera was. But he was doing these viral YouTube films before YouTube was even a thing. Like it was a brand new platform. And now I look years later and people are going to the Casey Neistat film class right now, which is a brand new thing that’s offered through monthly stuff like that and that influence. Now it’s there like we’ve got so much around us that has upped the game where if I don’t do a video that feels like it should go on YouTube and get paid for, I feel like I’m letting myself down.
Well, the hilarious thing is quite literally two and a half years ago at this point, I’ve told my kids, YouTube is not a career. Don’t get your hopes up that you are going to be on YouTube and actually make money doing this. That’s like a one in a billion shot to do anything like that. Lo and behold, pandemic hits. I’m on video all the time now and have pretty much set up a YouTube studio in my office. I’m like, I’m eating crow at this point. That’s okay. I will always admit when I’m wrong, even to my kids, especially to my kids. And so lesson learned. They saw the future before I did.
Well, I think the good lesson that we get out of it too, and I even tried it. I understand why when you say they’ve surveyed kids and like primary, elementary school kids and the top jobs used to be like doctor, fireman, whatever. Right. And then now the top job in almost every country they pulled in was YouTuber. But just like saying doctor, it’s no different. They see somebody that has a great earning potential. That’s why people became, when you’re a kid, you want to be a doctor because you think a doctor makes a bunch of money and they drive nice cars, not because they’re healing humans.
Right.
It’s really more about the importance of the job. So a YouTuber to that kid is an important thing. It has financial benefits. Never realizing that to get there is a grind.
Absolutely.
Even if you get a viral, if I got one video that went to a million views, the next video would go to 1000. Right. Nothing is guaranteed. You’ve got to grind it out for years and years. Even this podcast, this will be like a 216th episode. That’s 216 weeks of content. And I feel like I’m just figuring it out.
Your persistence is amazing to me to just keep pushing out content, especially like, for us in a similar space, looking for tech content, which isn’t, I’ll admit, it’s not always the most interesting thing to us. It’s interesting, and that’s why we do it. But to an audience, I think from an audience, how do I keep this interesting for them? How do I make this, maybe something hasn’t come out in weeks and nothing new like Hot and Shiny is out there to talk about? How do I keep putting out something that will interest them? And for you to do it for 216 weeks in a row is very commendable.
There was a gap in the middle where I wasn’t sure it was going to happen. Somewhere around. I think that’s why everybody I know, I got a lot of fantastic friends who are our peers in the industry. Right. And everybody had a podcast. And then about episode 11-15, the wheels come off the bus because it’s like easy just to grab your friends. We all have the same friends, so we all get on each other’s podcasts. It’s like having a party. But at some point, you have to actually seek out the subject. You have to seek out something new and be curious about it in that process. And that was really the differentiating thing was my sort of blind willingness to keep on pushing when there’s no listeners and no feedback. But I think, just like you, what we start to do is you translate what you do in true human interaction and learn to do it with a camera where even this, like, I’m actually looking into a lens. I’ve learned how to do this. Instead of looking down the screen so that you see the top of my forehead and me eyes pointing down, I have to learn to engage the camera. And so I do it for demos, and I started doing live streams. And your stuff is fantastic. I love your streams because it’s a different pace, it’s a different cadence.
But you keep the energy level like it flows. It’s not just as you can see, we’re going to go through you click on here, you hit F5, create content that you would like to sit down and watch. Maybe it sounds too just like, easy to say that, but that really is my approach to it. And again, to your credit, you’ve nailed that. And heck, I learned from you on a daily basis these days.
Thanks. One of the things I do, too, is think about the why. Why did I start this? Or why do I keep doing this? And my why at the start of the pandemic was maybe it wasn’t true, but I thought, you know what? My customers, they’re missing out on their user group, which was always a great time. Like, we would get as many people together. We’d sit down in a restaurant, and that was actually like a safe time for the customers. We’d be in meetings with customers. And yeah, we have a point to that meeting. We’re usually either catching up and then showing them our latest wares and seeing what they want to do. But the user group was like, oh, you’ve already bought the stuff. I don’t need to sell you anything now. So I get to talk to you in a safe place and say, okay, here’s the stuff that you bought. Here’s all the cool things that other people are doing with it. Let’s chat about that. And then hopefully that strengthens our relationship. And so that cancels, and we don’t have that anymore. And so I’m like, maybe I won’t go as far to say maybe they miss me, but maybe we’re missing this interaction now.
So how do we still maintain that interaction? So I always thought about that every week. My Monday morning ones, when I was doing it in territory, they were always like, ten minutes of actually talking about F5 stuff, maybe five minutes of talking about F5 stuff, maybe zero minutes of talking about F5 stuff. And otherwise it was like me and Daryl catching up on our weekends, because that’s usually something that we would do. Actually, every Monday morning, we just kind of chat about how our weekends went. So we chat about our weekends. We usually have a guest on, chat about what they’re up to. And then we’d actually just bring up current events, and they might be technology related, but not necessarily F5 related. And it was just like chat with folks. We just kept doing that, and it’s just trying to stay connected with folks and kind of left the business stuff to actual meetings. But that kept me going for a while.
I think the really good thing, especially when you look at that advocacy role and Evangelism role, it’s genuinely about being a peer to the people who are using products. Listening to them and giving them, like you said, a safe place where they can share ups and downs. And quite often you’d have, like, two peers in our group who would be like, We’ve got this weird thing we’re trying to do. We’ve got, like, a multi site configuration, and I’ve got this weird Edge site, and I don’t know what to do. They’re like, oh, yeah, we have the same thing. We’ve got one place that’s up, we’ve got one remote site that’s way out of the way. And this is the gear we use. This is our configuration. And you’re like, oh, Holy Moly. Like, they’re educating each other through real experience. And that’s so much more genuine than even read the manual or even a blog sometimes. Because quite often we have to create scenarios that will let us tell a story. And I do my best to try and always make sure it’s a realistic scenario. But every once in a while, you’re talking about a feature that no one’s actually used in real life, and you’re trying to be this is a really cool thing we can do and no one’s done it. But please tell us if it works.
But we made it so you can do it.
It’s like I would say, show me a successful spanning tree implementation and I’ll show you a network that went down on the weekend because it never goes right. It’s always the second run that that works.
Yeah, for sure. One of the recent things I did was document building my Intel Nuck ESX server, and it has nothing to do with F5 stuff. I’m like, hey, somebody’s going to do this at home. My scenario was that I have this old lab gear, ten years old now at this point. 4 years worth of lab gear that is super loud, consuming so much power, I’m sure. And like, okay, I got to consolidate this down. Took six months to get an intel knock with chip shortages, supply chain issues and whatnot. So I got the thing. I’m like, okay, I could install this in, like, an hour and be done. Or I could spend a week documenting this whole thing and putting together all the steps and doing a write up and stuff. And it’s going to benefit the community. It’s not part of F5, but it’s going to benefit the community. So I’m going to do that. And luckily, my boss gives us the freedom to say, you know what, if it’s going to benefit the users, then just do it. It doesn’t have to be about F5 stuff necessarily. If it’s going to help them, it’ll help us eventually.
Yeah, that’s been done.
As a management team. That’s a really good insight into the value that you can bring by sharing non-product knowledge. Because really what you’re creating is we always talk about this, like the trusted advisor, which is what such a loaded overuse. It’s like saying, you’re customer centric. Of course you’re customer-centric, everybody’s customer-centric. Yeah. But this idea of the trusted advisor, if all you do is go in and pitch the current availability of the product and the features that you’ve got coming up, that’s not really what you’re doing. By creating a listening space, by creating a collaborative relationship where you talk about things that are not related to your product, then what happens is they get that build up of trust and they’re like, yeah, Buu helped me out with this other thing. It was like, that’s really cool. I mean, I can’t dozens of times, probably hundreds at this point, I’ve ended up talking with people about, like, weird VMware configurations and OpenStack stuff and all these completely non product thing. But then when it suddenly comes up and they’re like, oh, actually, I got a quick question about your product. And now they’re free to ask.
They’re directing the conversation and they trust my answer because they know I actually kind of know what I’m doing. I ran a real environment so they build up that trust with you. And the same thing for your side, right? You design stuff at scale and they don’t see that sometimes. When you just come in, you’re like, oh, yeah, I’m an SE for F5. You’re like, But I’ve got ten years designing at scale systems. You don’t always get a chance to share that story, but when you do, then they’re like, oh, yeah, Buu is pretty cool. He knows what he’s doing.
You know what one thing I think about too, is? I don’t know about you, but I don’t have a lot of friends in technology. Like my personal friends before I ever got into IT, I have like one friend. Well, I mean, I used to work with them, so that’s how we’re connected through technology. But otherwise I don’t have friends in the IT space. And working at a vendor for a sales engineer, everybody’s your customer, too. And so my technology friends actually end up being their form through my customer relationships and many of my previous customers from before. I have a whole bunch of them that are actually personal friends now, but I think about it that way too. I’m like these people I’m building these relationships with. I don’t want to make them empty relationships. And I don’t have technology friends outside of work. So I’m going to make technology friends through all the people I get to connect with now. So that’s been a really cool part of community.
When you’ve got really cool stuff. So you and the team just came off of F5 Velocity. Nothing worse than somebody misses the name. And it was like Announcements galore, which is like my favorite time of year, right? It’s like you come off of company kick off and then you’ve got lots of product and community announcements. So you must be in like relieved now. You probably have the last twelve weeks were loaded with prep work. How does it feel now to be on the other side of that?
It’s a breath of fresh air. More than twelve weeks. Like, we made this acquisition of a company called Voltera just over a year ago at this point. And with F5 we often historically, when we make an acquisition, we’re a little bit quiet about it up front because we try to get a lot of integration stuff done first before we present something to a customer. And I think part of that reason is because F5 has been such a solid brand for what our foundational business is. We’re known for uptime and reliability. And so for us to take in a company and just shoot it out the door and say, hey, you guys start using this stuff, we got to slow things down a little bit because people trust us and we can’t break that trust. And so for months and months and months now, there’s a bunch of stuff that’s being worked on that I knew about, that I’ve been testing, getting trained up on and whatnot. And so all of this is sitting under your hat for months, and you can’t wait to tell people about it. And so, yes, when the 15th came around and all the press releases came out and all the stuff that now that I report into marketing now, even though I don’t consider myself a marketer, but so many people on our broader marketing team, we’re working really hard on getting everything ready.
And then to just kind of see 08:00 a.m. Pacific time, 08:00 A.m., everything just dropped. And it was kind of go go. As far as all the news and announcements, it was just like, this is awesome. It’s out there. Now I get to talk about it. The real work actually begins now. All this prep work happening now, the real work begins. But yeah, it’s been really exciting to drop new products. That Volterra stuff has become F5 distributed cloud. And so we’re able to kind of venture off into a new space for F5, where we were traditionally either in a data center or in a cloud data center. And now we can actually run compute in our data centers now that are spread out around the world. We can take those resources and we can run what’s called a customer edge, and we can run that into whatever their data centers might be or an intel knock, if you will. And then the first platform that we’ve got or the first service on that platform is a web service, which is Web application API protection, kind of the evolution of a Waft service. So that came out as well, which F5 has always had a strong pedigree in that space to deliver this on the new platform, tons of really great stuff that we’re able to share with everybody.
And then on top of that, being part of the community team, when I joined the community team, the biggest thing that we were working on was actually a new community platform as well. We moved on to kind of a best in breed community platform where everybody can get great rich interaction on there. And that was just consuming a lot of our time as well. Mainly my coworker leaf was just heads down, banging away at that, and he got it done in a big way and really delivered on a fantastic platform. And so that was being announced this week as well, which was a big relief for us to get to share that as well. So, yeah, this week was a lot of stuff just coming to a head. And on top of that, getting to interact with our customers because it was a virtual event. But we created lots of ways for customers to still get peer to peer and also kind of casual interaction with the Five folks as well. And so we were doing a lot of that office hours and whatnot. And yeah, it’s Friday now. Everything was kind of buttoned up yesterday and yeah, we’re all pretty relieved. But now the real work begins now.
Two things that are important. Number one, I always laugh at the joys of choosing acronyms that are going to line up. And whenever I think of Web API protection, Cardi B wrecked that acronym for us. There’s so many acronyms that we end up having to toss around. But functionally, it’s really really slick what you’re doing. And the idea of edge implementations again, sometimes an overloaded phrase. We talk about edge, but we’re seeing real implementations where real compute power that’s moving into that edge tier, and it’s finally accessible and it’s common as far as deployment patterns. It’s no longer the experimental big places with these massive diverse networks, you can see like everyday mid market, even SMBs have the opportunity to use this stuff and it’s easily accessible versus it seemed experimental probably not too many years ago.
Yeah. I mean, you’re probably seeing a lot of this as well. And especially if I don’t know how much you’re part of the IBM side of IBM and the Red Hat side of IBM. But like OpenShift, Kubernetes, those types of workloads now have enabled this huge expansion into those types of architectures now. So it’s really cool to see. It’s like, even in that respect, all those architectures kind of came to a head. They kind of have met at this point now where we have modern application architecture and we have edge infrastructure architectures, and now we’re going to see the value of that over the next few years.
For sure. Yeah. It’s funny because I remember VMware a couple of years ago, they started to talk about obviously we’ve got Vsphere on NUC. So like MicroPC implementations. And it was always sort of seemingly limited because of memory limitations on the hardware stack and the massive footprint that a traditional little VMware data center, virtual data center would run. And then they talked about moving it down to a Raspberry Pi. And there was this weird moment where I saw the split in people who saw the future versus people who were thinking, I’ve been a VMware admin for a long time. They said, what kind of a VM can you run on a Raspberry Pi? Because there’s not enough memory to run a good sized VM. That’s because there won’t be VMs in this world. But what they’re showing is that the underlay that they can manage. Right. And that’s what Red Hat does with satellites. So it’s like just poke these endpoints all over the place. They run Kubernetes, they run OpenShift and then just use satellite to manage them all. Very simple, lightweight phone home stuff. But now you can run it. We used to joke about how you’re going to run an OS on a router. Like, no, you’re not. OS are huge. Not anymore.
Yeah, it’s super neat to see.
What’s the thing that kind of really made you jump up when you saw it coming that you now can share. Obviously, the community platform is huge because the interactivity is neat. But on the product side, is there something where you just want to take every customer and say, you got to check this out?
Yeah, well, definitely for the web application API protection stuff is that, I don’t expect you to have configured an F5 waft before. But let’s just say sometimes you have to go through a bit of training in order to get everything kind of dialed in properly on that. And credit to my customers before. Like, I had so many customers who put in the effort to do that, to learn the platform and to get really good at configuring their waft and did it well. But it was an investment in time to go learn what all the buttons and knobs were, to be able to turn on the different protections, to tune it for their applications, to work with the application teams, to actually learn or get a swagger file, get all the APIs if the application team even documented or created swagger file in the first place. And so all that work is like nobody’s going to be out of a job, but your job is going to become a whole lot easier operationally and it’s going to become more strategic than it is operational now. Waff admins are going to move to something like this and be able to spend their time focused on do I have all the policies in place now that I’ve got protection upfront that I can configure really quickly?
Now let’s spread that out. Now, let’s get more applications under this because it’s easy to do. Everybody can trust it. It’s easy to architect into the application. It’s all automatable so we can make it part of the CI/CD pipeline now so that the application developers aren’t kind of reacting after something has been deployed. Maybe they can start testing this out behind there during development phase. So, yeah, I’m really excited to see this just move at such a greater pace than it was before. Sometimes we would sell a waft to a customer and we’d revisit in six months and they’d have maybe they’d have it enabled, but not in blocking mode. Maybe a year later they’d have it in blocking mode. Now people are going to be that much further along in that journey.
It’s interesting because how do you develop a user experience flow when there’s very few users who are ready for that type of implementation? So to the credit of the team, it’s like getting out there, spending the effort, letting people try it out, learning from how they’re using it. It’s often that whole thing of customers don’t ask you how your product works. They tell you how your product works. I’ve got engineers all the time and they’ll say, like, I don’t understand, like no one’s using this. Like, if you put in analytics on the platform, they’re like, I don’t understand why they don’t use this flow or the screen or this wizard. I’m like, because that’s not how they use the product. Ask them how they use the product and then they go, oh, okay. So the wizard should emulate the active implementation, not how you believe the product should be consumed. And it’s tough, especially with the complexity of doing that kind of API interactivity. Or like I said, on the back end, sometimes the developers don’t even think about self documenting APIs. If it isn’t self documenting, it isn’t getting made. Right.
Those are my favorite meetings too, was to bring a product manager out to speak with customers. And it was awesome because we could put the product manager in front of the customer. Like, see, that’s what they’re saying. I’m not just parroting lies to you. Like, they’re actually saying that they use it in this way. So hopefully this kind of helps and it has every single time, it’s always able to help shape the product. So for any folks out there who has a vendor who wants to bring a product manager to come see you, please take those meetings for the benefit of your product, because that shapes how the product comes out.
If you think organizationally, the one thing I wish we had was as an SE, you are a quota carrying person for the company. So you’ve got different commitments. You obviously, there’s greater upside opportunity in doing that. You also, you’re better at it in that you are really thinking true customer value and customer relationship. But some people don’t. They just think, I got to nail my quota at this quarter. But then on the back end, so in the developer advocacy and in the product management, there’s no quota attached. But I almost think, like, a customer meeting should be we should have quotas of true customer interactions as part of it to make sure that you’re out there and listening and learning.
Yeah, it’s an interesting thing to try to measure, actually, that’s something that we have been discussing internally. How do you measure the effectiveness of community? And there have been attempts at doing that. One company that we work with has a metric that takes a whole bunch of stuff off of our platform to give us an idea. But that’s just based off of the platform, really. For me, when I was a sales engineer for ten years, we always looked at it from a long term perspective. Like, you see sales reps and SEs that kind of bounce around different gigs. Maybe they spent two years here or three years here and they go from place to place. We were never like that for us. Yes, we have a quota and we’re trying to make commission, but at the same time, I will 100%, ten out of ten times I will value a customer relationship and my reputation and my brand over what F5 is trying to sell. Like, if there’s something that is going to damage my relationship with that customer, it’s not worth it for me because I’d have to look them in the face and say – you know what, that product that you bought there, we sold it to you because there was some sort of bonus or something for selling that. It feels terrible to do something like that. And I know I’m not saying that every vendor out there is slimy and is going to do stuff like that. There’s lots of great folks that have great reputation just like we did as well. But there are a couple out there that are going to try to do things that only benefit them, and that’s just not the best way to do business, in my opinion.
Yeah, for sure. And especially coming from the consumer side, I had a very different lens when it came to going to my team and saying, hey, this is how you should approach the situation. And I would sit on sales calls, and it was funny you mentioned my favorite phrase that I used a lot earlier is like, hey, look, I’m not in marketing. I was working for the marketing team. But my easy one on the calls was always like, hey, I’m not in sales. Like, if you buy this, if you buy $8 million worth of this, I get exactly the same paycheck next month. So I’m not vested in the success other than I want the company to do well. But my goal is to make sure you’re having a good experience and you’re actually getting value out of what we’re doing. So it gives them a bit of a disarming thing where they say like, oh, okay. So if Eric’s saying something, he most likely is genuine in his belief in it, versus I got a Spiff that’s making sure that I can buy my kids an extra motorized car this quarter because I got a bonus.
Yeah, exactly. Nice to be out of that space. At this point. We weren’t always out there just trying to make our quota and sell the spiffs. But at the same time, you have this number that is very daunting every quarter to hit. Moving on to not having that number has been nice and truly get to say, you know what? We’re just here to interact with the community and tell you about things that you can do with your product and help you out.
Yeah, certainly. I have an incredible respect for folks that do have to, as they call it, carry a bag. Right. That actually are quota carrying reps, sales engineers and systems engineers, and whatever the title is, the responsibility is to carefully land the line between customer happiness and family and wealth happiness at the same time. So I’ve always said I enjoy being on a call when it goes well and it turns into a deal. But boy, do I ever not want the responsibility to create that? It’s a big difference versus just being there when it happens, actually creating that business, it’s a huge responsibility.
Well, and one more thing to add to that is also shareholder expectations as well. And so I think about it this way. Like every quarter our numbers get reported. That revenue number that directly maps to the number that I brought in, I would bring in for the company as well. So you’re also serving the shareholders, which in a roundabout way, if you’re investing in your 401K or your RRSPs and you probably have an index, you’re probably investing in tech companies anyways. And so there’s this weird loop of like, hey, I have an interest in your company doing well as well, just kind of indirectly, because my retirement is actually based on tech stock.
Yeah, it is funny, especially that responsibility, too, is for the company layer, because you hit a great number, you have a great year or a great quarter. Well, guess what happens to that number next quarter, right? It goes up and there’s never a quota where you’re like, you know what? You did 4 million last year. Why don’t you do three and a half this year? Once you just dial it back, always four and a half, 5 million, whatever you do, then there’s the stretch goal, and there’s a mentality and a capability that’s attached to that role and that personality. Remember when there was like a real estate boom? I worked in an insurance, I worked in tech at an insurance company. And a bunch of my help desk reps all left, literally like 5 out of 15 help desk reps all quit because they took that like three weeks to get your real estate license course. But this was in like ’99. All you had to do was get someone to say, hey, I’ll let you represent me. By the time you’re signing the Inc on the MLS, it was sold. They didn’t have to market.
They didn’t have to advertise. They didn’t have to hold an open house. Houses sold themselves. So everybody got into real estate. And then in 2001, they were all going, hey, you guys still need any help with those people? Because they realized they weren’t salespeople. They were just standing beside the sale. Really in the end.
A little bit like that now.
Yeah. Things about especially goodness gracious, BC Vancouver. I remember buying. So I bought a condo in October of 2008. Which everybody would tell you was the dumbest thing you could ever have done. But I was lucky in that I worked in a financial services firm, and I had a pretty good insight into how I believed we were at the bottom. And I was both knowledgeable and lucky, and it worked out to be right. But real estate in the Vancouver area especially is punitively expensive. So the prices were coming down, and I was like, all right, I’m going to lock this one in and I hope it stays and it stayed flat for quite a while. But then it did go back up, which is kind of nice.
Yeah. Wild times there.
And you’re surrounded by water, mountains, bears, and just pure unusable real estate. So there’s nowhere to go but vertical or into the mountains. And it’s really amazing to think there’s no wonder the prices are going up because there’s no choice. Although now they’ve got this thing about the foreign real estate tax and occupancy limitations. So I think that traditionally there’s a strong amount of outside investment that was coming in into Vancouver, especially downtown, that all of a sudden they’re like, wait a minute, we’re going to start charging you annual taxes because you’re not living here. Then those investments started to dry up.
Yeah. Although if you think about it, it’s a safe spot for them to put their money. And if the city is going to charge you 2%, but the asset is rising 25% year on year, then you can have your 2%. I’ll take the other 20%.
Go ahead and take it. Now, the other thing I said when we talk about, hey, I’m not in marketing, right? And I remembered saying this to we had done an event and I went to VM World and it was kind of like, this is my backyard, right? I’m surrounded by my nerd friends and I was a blogger. So it was like people at one point they asked me like, are you from San Francisco? Because, you know, a lot of people here. I’m like, no, we’re like Carney’s. We go from town to town. It’s just the VM world is my friends. Just so happens they’re all here. But at one point, I remember talking to my chief marketing officer and she was amazing. Gita was somebody who taught me so much. And I said something about how I get kind of trusted in these conversations because I get to say like, hey, I’m not in marketing. And she’s like, hey. No, no, it’s not a bad thing. But to the technologist who’s going to talk with me, they want to know I’m a fellow technologist. And even in her reaction remind me, I’m like, oh, yeah, it is a weird thing when I work for marketing, but I’m not in marketing. And I learned very quickly kind of the respect of that knowledge that my team brought to what they do and that I was really on that train just helping in another area. But like that, recognizing the skill of that marketing team, what they do, I started to dig in and community and stuff like this. So I’m curious Buu, your experience as you made that transition, what was your path to kind of getting familiar with what they do on a day to day basis?
Yeah. I still feel like I don’t know what half of my broader marketing team does. And I’m slowly learning because I’ll book 15 minutes. We can’t meet in person, so I’ll do a virtual coffee with them and just kind of get an idea of what they do. But it has been interesting that in sales we kind of expected, hey, a product comes out, there’s all these materials and things that are all prepped for it. So now I actually see how the sausage is made, and I know the person that actually made that document that you use, that made that reference architecture that shaped how the product is actually positioned in the market. Because they can do a whole bunch of stuff, but we want it to you know, we think we have the best angle if we kind of take this route with the product. So it has been interesting to look at it from this perspective, and I really appreciate that so many of my broader teammates in marketing really value my opinion on lots of stuff as well when it comes to what the stuff is doing out in the real world, if you will. And that’s been fun to be able to contribute back to them.
But also I kind of feel like I actually get to give back to my former teammates in the form of being their advocate and getting that message across. There’s lots of other people that do that as well. I’m not taking away from anybody. There’s lots of people in marketing who are able to kind of feed in from that side, but I’m just an extra voice that’s able to put in on that. But it has been, I’ve cleared up some misconceptions on the marketing side as to what they think about sales and on the sales side as well, cleared up some misconceptions of what they think about marketing. I would say there’s far more people that move from marketing to sales, it seems like, than from sales to marketing. And so I’m hopefully filling in some of that gap there. But yeah, it’s been quite a change to have these teammates.
I’ve talked to a few people and coached a couple of people who’ve made your similar transition. And like I said, there’s a financial impact. We don’t want to say that’s the reason we do what we do. But you are moving to a point where if you have a great year, it will look the same as if you have a moderate year. But in a point where you have commission in addition to salary, you could get attached to a monstrous deal and you get a potentially life changing level of income increase over time in those situations. And so to take that off the table, a really strong somebody like you who could do and did do very well, obviously in the duration you sat in sales engineering, for you to step back and say, hey, I’m cool with this. It shows how committed you are to that role, and it’s not the money that kept you on either side. It’s like I did this company. I dig the customer experience. I want to bring those two things together. I got a big respect for being able to do that.
Yeah. You know what, I’ve gotten into these. I was on another podcast a few months back, actually, and we got into this conversation and I’d been an SE for ten years and we had many successful years. And I would give the advice to any SE – don’t blow all your money. Invest your money wisely. If you happen to live in a place like Vancouver and invest in real estate, that’s what I did. And later on, when the time comes, you don’t have to do things necessarily for the money. And you can do things because you have a passion for it and want to pursue it. And hopefully I’ve seen folks who get their first gig as an SE and they go lease a big BMW right away because they’ve got some sort of compensation plan for a vehicle or whatever it might be. And then, hey, you know what? That lease, it’s going to feel a lot longer than it is when you’re going through that. And if you have some pretty bad years, you’re still stuck with that, stuck with that car. So, yeah, if I can give any advice to an SE that might be listening to this is don’t blow all your paychecks.
Yeah. Don’t let your lifestyle adjust to your current income because things can switch
Absolutely.
Now on the creator side, as I’ve learned too, when somebody starts to do something, it’s generally they’ve dabbled. Right. And the one thing I did discover once I saw your content you were doing on LinkedIn, and I really liked the style you were doing. And I’ve seen the adaptation. It’s funny even, some of your more recent have gone from a video to a Vlog. You really have done the story setting, you’re doing J cuts. You’re doing stuff that’s very specific to a true filmmaker storytelling style. And then when I did a quick look a few months back, I was like, oh, I’ve got to find the rest of your YouTube videos. I found another Buu Lam channel featuring a whole bunch of really cool stuff about cycling. And I was like, oh, Buu has been at this for a while in this side of it. And now you’re coming up on the other side. So what brought you to initially want to strap a camera on something and then tell a story?
You know what, the funny thing is that if you kind of look back at the dates my personal YouTube channel was actually, I don’t want to disappoint my followers over on the personal channel, but that was totally an experiment. And you can kind of tell if you look at the earliest videos on there. I was trying to figure out what kind of stories can I tell on here? And I hit a mountain biking, actually, if folks want to laugh. I made something videos about my air fryer. I was pretty excited about my air fryer, actually. The gym I go to, there’s a bunch of folks who had picked up air fryers. It made meal prep super easy. So I was like, I got to get an air fryer, too. Got an air fryer. I was trying to think of, hey, what kind of video can I make to try to experiment with creating something? And I was like, I just got this air fryer. I’ll make a video air frying, and it hit really big on YouTube. And that’s how I started to learn about the algorithm and nailing in on certain subjects and stuff and kind of editing so that people don’t get too bored on the videos as well.
That subject wasn’t really of interest to me, so it didn’t really last very long. I did one other one, and that one did well as far as views went as well. And then I transitioned to mountain biking. I just got a mountain bike. And both of my sons were getting into mountain biking as well. I got this new bike, so let me make a video about a bike. It’s about a product so I can show that off. And then that video did really well. And so I did another video about my son’s mountain bike. That video did really well. And like, okay, I guess I’ll just do these mountain bike videos. And so I just started doing them, and then was able to incorporate story to them, looking at places that we’re going with them and things that we’re discovering because we’re totally new to mountain biking. I have no place, no way I should be calling myself a mountain bike influencer by any means. However, it was just fun seeing people interact with me on there and kind of trust what I was saying when I was actually just discovering things as I went along.
But that’s the origin of that channel and trying to learn it. And you’ll actually notice, like, I got to a point where I hit my goal was, what would it take to actually make a YouTube channel that could make money? And everything that I read was like, oh, it’s going to take two years to do this. You’re going to have to make a video every week or two videos a week, and then you’re going to get to that point. And I was like, okay, let’s just figure this out. Is it going to happen like that? And then I kind of figured out, okay, if I make a video kind of like this, a lot of people watch it, and that increases my subscriber base. So I just did it over and over and over again. And you’ll notice I kind of hit about 1000 subscribers. And then it started to slow down because then I kind of hit my goal. And then at that point, I was like, okay, now I can take everything I learned and then just transition that to work and then start doing that from a work perspective. But before that, I mean, I would just tinker around with cameras and stuff anyways, not full blown cameras, but just like my phone, and then take a video of the kids, but try to make a little bit more interesting, add some music to it.
Nothing too crazy or anything like that. And the kids enjoyed that. They like watching that. My kids would make videos as well, so that would be cool. I could just hand over footage to them. And my oldest really loves making videos, so he can work on that kind of stuff. And so, yeah, I just kind of started from home videos documenting what the kids are doing. And then we have nice memories for family videos and then kind of progressing from there to, hey, I’m making videos for my customers because we can’t do user groups. Let’s do that. And then kind of taking a bit of a detour and saying, okay, the YouTube thing could grow. So let’s learn the YouTube stuff, algorithms and how to make videos on there, and then kind of come back to work and say, okay, I’ve learned all this stuff now I can apply it to work and then work on developing this for customers now.
And this is the interesting thing of, like, you generally have to take in a lot of knowledge. Like, you’re learning about the algorithm, you’re watching other successful creators, who did you kind of watch what’s in your subscription list as far as people that you watch regularly?
You know what it’s like all people from Toronto. It’s like Peter McKinnon, Maddie, Chris Howe, Lizzie Pierce, guy that does all the camera reviews undone. Like those ones I could fill with the stuff that they release. I could fill a week’s worth of utilities.
There’s no shortage of content. It just by those creators alone, right?
Yeah. Then there’s a few other ones. There’s a guy named Potato Jet who I don’t even watch his camera videos anymore. He has, like, a Vlog channel, and he’s just such a funny, hyper guy. So I like just watching him. And then I like watching Casey Neistat. You mentioned Casey Neistat. I like watching him for, like, story composition and how he weaves things together in such a way that it just feels like he’s just documenting what’s happening. But you can tell from the shots that he sets up. You had to have set up that shot and thought about it and rehearsed it, or maybe not rehearsed it, but it’s ready to go to do that. So he’s super clever, and I like watching that and kind of now that I watch it from the lens of reverse engineering, it’s interesting to see.
Yeah, I forget which one it was. It was one of the videos he did about two weeks ago. Three weeks ago. And I was like, there’s a man who’s just watching a little nice stat. Like, it was funny. You had the nice, sort of low beats intro. And like, I’d have stuff that I’ve had to learn. I had no idea what any of this stuff even mean. I bought a camera, and I’m an idiot. So I purposefully bought a camera that’s really, like, manual. I wanted to somehow make it hard on myself so that I would have to figure it out. And I’m also a little bit different. So I thought, let me go. My wife has Nikon gear, and so she has this hardened rule. She says, Are you a photographer or do you have cannons? She jokes all the time that she’s like, no Canon allowed in our house. We’re a Nikon family. My father in law is a Nikon user. So I’m like, I wanted to get into videography, though, not photography. And so, like, Nikon, all I read is about is overheating and maybe they don’t do good 4K and a bunch of different stuff.
So I thought, it’s basically Sony. And she says, like, Why don’t you look there’s this other Blackmagic is another option. And so I was like, Sony and Black Magic. I went out to Twitter poll, and I was like, hey, what should I do? And everybody was like, definitely go with the Sony. I was like, oh, man, I’m going to be counterculture and get the manual camera. So I went with a Black Magic Pocket 4K. So Pocket 4K. Super fun. Great, but no stabilization. So that’s kind of a drag. No auto focus. Also kind of a drag. But for the shots that I’m doing, I like manual pull focus. I like that kind of thing. If I were to get a second camera, I probably may add a Sony to the group if I were to get a second one, just because it would be fun to have a different style. But I really dig it. And then I got to thank you, Buu, because I just put it out Raw. I have no idea what I’m doing. I’m, like, just messing with settings. I don’t know what an ISO is. I don’t know what any of the stuff.
So I just dial in what looks decent. And you poked a quick comment into one of the videos like, hey, looks like, are you recording in raw or whatever? Yeah, totally. That’s what I’m doing. There’s no luts, there’s no post editing. I’m just like recording publishing. And you reached out and we chatted on Twitter and said I was like. And you offered you like, hey, dude, let me send me some material. I’d love to take a try a color correction. And that spurred me to go, he’s right, I should learn this stuff. So I took a little extra time and learned about color grading, and still obviously no idea what I’m doing. But thanks to you, it got better. And this is like, so I’ve learned how to add a lot to the streaming camera because that’s the other problem. I would do post processing and it was fine. But the way the platform I use for the podcast, both of us are on here. So I can’t apply a lot to the video because it would screw up your video. So I was still basically shooting raw half the screen. So anyway, I went way deep for camera nerds on this one. But talk about your gear because I’d actually love to hear what kind of kit you’re using.
Yeah, my kit is pretty – I’m staring at it right now. That’s why I’m not looking at you. But I think my kit is done at this point. I wouldn’t call it dialed in, but I think I’m done because I don’t know what else I can add to it. Everybody asks me about the mic, which if you’re into mic, you probably all recognize the shirt SM7B from podcast, from Joe Rogan. And this goes into an audio interface called PreSonus io 24, which is like relatively new. It’s a smaller one. Presonus does really big high end gear and this is kind of like a nice one that can just sit on your desktop. And I use that for the audio delay. Actually, this goes into something called a cloud lifter. These mics are not powered and so it uses a cloud lifter to give it a bit of boost. And then that goes into it goes XLR from there into the cloud lifter, cloud lifter, XLR into the PreSonus and then it gets additional gain from there, but it also gets an audio delay from there. I have an ATM mini for my HDMI switcher.
It has audio delay in it, but I was having some issues with my ATM mini in that. I think it was overheating and actually shutting down randomly and so I couldn’t trust it anymore. I went down this path of trying to get off of there and ended up with this audio interface instead. I actually had a different one that didn’t have an audio delay and I should back up. For anybody who’s listening right now and wondering why this guy keeps talking about audio delay. It’s because people will find out if you were to get into more of a higher end camera, audio signals reach your computer faster than a video signal will, and so you need to compensate for that with a bit of delay. ATM mini has an audio delay function in it. So I could actually plug this mic through an XLR output into a three and a half mil Jack on the back and then take advantage of the audio delay. However, because of unreliability – unreliability to the point where I had to RM the thing and to pay shipping and stuff like that, I’m used to like it products or enterprise It products where it’s like that’s all part of your warranty, man. We’ll send you way bills, we’ll send you boxes and everything goes like, just send it to this dress. Like, okay, are you going to send me anything? No.
Make sure you fill the customers form, right?
Yeah. Fill out the custom forms. Make sure you put in your own padding into the box, and we’ll get you a replacement. So anyways, I still like my ATM mini, but I didn’t like the unreliability of it. My ATM mini has a USBC out for webcam input, but I actually use the HDMI out and go into a Cam Link 4K just because I find that the color depth is a little bit reduced. It’s compressed over the webcam out, and so it’s uncompressed if you go at the HDMI out into a Cam link. So I do that. So I have four inputs on there. I have this camera. I had a B Cam setup before when I would actually do, like, overhead shots if I was whiteboarding for a customer. I don’t really do that so much anymore. So I don’t have that connected anymore. And then I have my laptop has an HDMI out that goes into another input on there. And then I have a Raspberry Pi, and it’s not configured right now, but I had a Raspberry Pi that could actually play preloaded videos on there. And so some of the streams I was playing with this, like, adding in stuff through switching of the ATM, and I could do overlays, or I could just take over the video altogether.
I don’t do it so much anymore because it requires, like, setting everything up. I should also say I’ll get into my camera for a second. I didn’t know any of this. I learned all of this from two people, Robin and Eric, who I work with at F5, who are gear nerds far more than I am. And they got me started on this path, and then kind of got me started, and then they’re like, okay, you’re on your own now. And then I went and did all this other.
Like, giving the kids the first cigarette and just saying, Here you go, by the way. You’re going to feel weird tomorrow morning, but here’s a place where you can buy more.
First one is free. And then they’ve unleashed this whole thing on me. So getting to my camera, I have a Sony A 6400, and that’s on a 16 millimeter Sigma Prime lens. It’s a 1.4 prime lens on there. I have two cameras, actually. I have an A 6600 Sony a 66 600 as well, with a few different lenses. And then I have a teleprompter with a 7-inch field monitor hooked up to it. And so right now, the reason why I look into the camera is because I have the screen for you.
Nice.
So I’m actually looking at myself, and you both on the same screen on here.
And you know what? You just wrecked my weekend, dude. Because now I got to go set this kit up because I have the problem where I’ve got literally the laptop is sitting underneath my camera because of. Yeah, I used the field monitor and that was pretty good. And I’ve got a small prompter, but then the problem was it wouldn’t get the output. So I needed the whole screen. And I was like, now I know you’ve given me my solution for this, which is awesome.
Yeah, you can grab a field monitor. I would not recommend the one that I have, so I’m not going to name it because I got burning from it. So it’s on all day. And I’ve got like ghosting on the image, unfortunately. So I’m kind of disappointed. I don’t know. I’ll get another one eventually. It’s okay for doing this, but I was kind of disappointed that it did that on me. Yeah, I’ve got a big video light. Sorry, go ahead.
Yes, I say I was going to check. Now, your lighting is really, really nicely done. So what’s your lighting setup?
Yeah, I have the video light is a Godox SL60, so it’s not a super powerful light, but like, it’s almost on full blast right now. But it’s good enough for this setting. I’ve got a huge 48 inch dome attached to it, so that would be like the sun basically hitting me. It spread the light out so that’s why it’s kind of big and soft. I played with different sizes, but bigger is better. Bigger closer, but softer is better. Yeah. And then I’ve got a couple of LED panels back there. They have soft boxes on them as well. So it’s not like harsh light hitting the walls. And then I actually turn off my lights in my office. I have overhead lights, but I actually turn that off because then it throws everything off. And I actually kind of just like this moodier. Yeah.
It’s funny. I should double check because I’m going into overtime with you. Hopefully you’re okay. Just to show you an example of that’s, my backlighting that I’ve got is from these GBM. It’s like a five, six, five Ford or whatever. If you go on to Amazon and say, buy me the LED lighting, that’s what you get. And I’ve got one over top of me, which is it is a pretty hard, harsh light that is coming down. And that’s what I was thinking about is like softbox or something. Because for the backlight, it’s one thing because it’s not in the frame, but this one, it really does shine a bit bright. It’s not too bad. I can take some stuff in the post, but I’m learning. And then the other one, of course, is the fun part is when you take out, it’s amazing what a difference is once you actually take out the backlights, it’s like surprising. Just like little tiny things of putting the neon and how much it can change the way the background looks. I’ve always been surprised by a little bit here, a little bit there, you experiment and you get your space set up.
But once you dial it in and once you know it’s consistent, I practically can put, like, gaffer tape down. And I know where my tripod has got to get set up. It’s a standing desk, but I’ve got a drafting chair for it. This way I can stand if I want to, but generally I’m sitting more than I’m standing these days.
Yeah. When you talk about the little details, it’s funny how when you start working on this, I didn’t notice any of those details. And I’m like, why would people add these little bits and pieces here? I don’t notice it whatsoever. And then you start doing it and you’re like, oh, you want a little light back there? Could actually help out. A little splash of color. I don’t have anything in the background there because I just paralyzed by analysis. By paralysis. Like, I keep thinking about, oh, what do I want it to look like back there? And I have thought about it for months and still haven’t decided. I don’t want to commit to anything. And it’s still kind of blank back there. But yeah, all these little things that you don’t really think about until you start doing it.
I remember seeing somebody. They did a breakdown, and I forget who it was. So great folks to watch for this is Peter McKinnon obviously. Maddie Happy Teppo, his brother, his twin brother, which is hard. Make sure you have to look at the channel to figure out which one you’re watching. Although Maddie sounds Canadian, Teppo sounds finished. You can definitely tell that Maddie’s been in Canada for a long time. And as you said, Lizzie Pierce, she’s also really solid on tips. But I saw somebody and they talked about their background, and they’re like, I like the natural light look, but I also don’t like the inconsistency of natural light. So that the window reflection that you see back there, and you see the frame of a window. He says, just a second. And he turns it off, and it’s an LED light with a fake window frame in front of it to put it on the wall as if it was window light. I was like, you magnificent bastard. It looks like you’re in a beautifully lit room, but then you know it’s exactly the same every time, all times of day, which is kind of stuff again, you don’t think about until you’re doing it.
And you’re like, oh, naturally, it sucks.
And then it’s like, 01:00 A.m.. And you’re like, how did I get to the point in my life where I’ve spent 4 hours watching videos on lighting? Here we are.
Amen to that. But it’s good. And so, like I said, as far as what’s possible, I always tell people, and you said it before, but I look back at my first step. I was like, you almost think like, maybe I should take it down. But you’re like, no, I look at YouTubers, filmmakers, you still have their old stuff up there, right? You know, you see Mr. Beast in his bedroom on iPhone 4, counting saying PewDiePie 100,000 times. He doesn’t take that down because he’s going to do 26 million views on his next video. It’s like it’s part of what got you here. So I’m not aiming for 26 million views. I’d be happy if I got 2600 consistent views. But it’s part of the learning process, and I kind of respect people that leave it up.
Yeah, it’s paying respect to the process. I would say it’s almost like lying to people. Not a lot of people ever started amazing right away. Maybe some folks that went to school or something, and then the first thing that they published was a project that they worked really hard on. Maybe that was really good. But outside of that scenario, everybody went through this journey. So it’d be disingenuous to not show a journey to other folks as well. I’m sure everybody just respects that you put the time in, and if they want to do the same, then they could just follow the journey as well. And they can see all the little improvements you made every video.
Yeah. I once read about somebody last time like, how do you get that really cool, like slightly out of focus, virtual background. It’s easy. A $3,000 camera and a real background. That’s how. I don’t recommend this is the path to do it.
Yeah. But they’re like, software could do it. And you’re like, but it’s a little different. So spend the $3,000.
Yeah. How jv am I, I still make the mistake. I’ll have so many ones where I’m like, oh, you’ll do a video and you’re like this, and you’re like, dang it. You’re like, scrap that one. Especially with manual focus. There’s no leeway. And I’ve done them where I’m like, I’ve got focus assist on my field monitor, but I still have to literally like, there is an auto focus on the software. So if I tap a button, it will find it. But it’s not continuous autofocus. Sometimes because the background is pretty full, probably more than it should be. It sometimes grabs another thing, and all of a sudden it puts me in front of it instead of being the focal point. So I’ll make mistakes like that, but I don’t mind. And I think people like you and a lot of other folks that jump in, they’re like, hey, this is really cool and, like, really good constructive thing, like advice on how to do stuff, and we all learn from each other.
I guess that kind of brings us back around to talking about community. People are genuinely interested in helping out other people. And as long as you figure out ways to gather those people together, you get great things out of it.
Well, in the end, what really does button this up perfectly is that many years later, here we are completely different origin for both of us. And we will do this again. Right. Because I believe in you, I trust you. And whatever your email address happens to be, I know that your integrity carries to wherever you go. And this learning process and this community, it transcends the vendor names. And also just even inside a vendor, technology evolves. Right? I was a VMware guy for a long time, but before that, I was the Microsoft PowerShell guy and then I was the OpenStack guy and then I was the Cloud guy and I’m the Kubernetes guy. I’m like, I’m the same guy.
Already here about the OpenStack stint that you did.
Yeah, it was like an emo phase. We all did that. But it is proof that in this industry, we all find each other again. And the fun part is you see the genuineness and what people do and what they bring to it. I will have obviously links to your channel and people should connect with you on LinkedIn and see the really great content you create. It’s been an honor to be on this side of the camera. And like I said, now I got to go Amazon out. I got to get my field monitor teleprompter cheap. This is fantastic. How did I not think of that before?
Well, I appreciate you having me on. For me, it’s an honor to be on here and I appreciate all the free content that you put out there that helps the community as well. And hopefully these conversations, hopefully mine provides some value to folks, but it wouldn’t be possible without a platform like yours to share it on. So I appreciate you.
Thank you very much. Yeah. And for folks, if they do want to get connected with you, I guess I said LinkedIn and what’s the best way if folks wanted to track you down, Buu?
Yeah, LinkedIn is a great one. I think I’m the one with the most amount of followers under the name Buu Lam. But if there is another Buu Lam out there that has more followers than me on LinkedIn, then I’m coming for them. Otherwise you can reach me on Twitter, which is @buulam, and then over on the DevCentral Community, which is now called community.f5.com. It used to be DevCentral.f5.com but we’ve renamed it to community to kind of help reflect what it really is. So, yeah, between those three or if you Google me, I’m pretty sure I’m one of the top search results on there. So no matter what, you should be able to find me.
The funny thing is it was about a year ago, I think I was going through and I found a bunch of old business cards because I finally moved all the rest of my gear from Toronto down to New Jersey and I had this old school and it’s like my Microsoft contacts from when I was at sunlight it was like all the stuff goes way back and I had your business card in my homeless business cards. So there’s like a handful of people I was like here’s somebody that someday down the road this dude’s smart, I’m going to have to learn from him. And it is funny that we do end up reconnecting through different ways but it’s really cool to see that. Yeah man, you’re doing neat stuff so there you go. Get involved in the community. This is where the fun is.
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