0:00

Welcome to The Difference Engine, the

0:02

show for founders, funders and the

0:04

category curious. Don't confuse

0:06

size, don't confuse valuation with category

0:08

leadership. I'm not the only person frustrated

0:11

by this. You disagree with my

0:13

analysis. You either acquire

0:16

or you are acquired. Imitation is the

0:18

sincerest form of flattery. And it's proof

0:20

that you're living the odd. We

0:22

all know history is written by the winners. Nicely,

0:24

nicely, nicely, nicely. Okay,

0:28

what have we got today? We'll be

0:31

predicting Google's next big pivot and asking

0:33

what the exodus of US VCs from

0:35

Europe means for tech in the UK

0:37

and on the continent. We'll also

0:39

be teaching what exactly a

0:41

fro 2 is and how to explain

0:44

category to your team. But first of

0:46

all, knock knock. Who's that? It's the

0:48

sub postmasters and they're not happy. All

0:52

right, the topic of the hour, the post

0:54

office scandal brought to our attention by the

0:57

excellent ITV drama and now

0:59

making everybody hot under the collar. But what

1:01

are the category lessons? What are the lessons

1:03

for the UK from this, which has been

1:05

described as the largest miscarriage

1:08

of justice in UK history and

1:10

has made front page news. The

1:13

somewhat racistly called project sushi, which

1:15

is Whitehall, meaning the UK government's

1:17

attempt to keep the supplier Fujitsu

1:20

out of government contracts. But Fujitsu

1:22

has a storied history. John, help

1:24

us out. Fujitsu weren't the original

1:27

contractors for the Horizon project, which

1:29

was designed to automate most

1:31

of the functions of the sub post offices, which

1:33

are the sort of things you'd go to, to

1:36

go to the US mail or Deutsche post. But

1:39

the reality was that when Fujitsu

1:41

came in and bought ICL, the

1:43

state supplier, it also bought this

1:46

contract. And in plain sight,

1:48

between 1999 and 2015, 700 sub postmasters were

1:50

prosecuted for offences such

1:58

as theft, fraud, and the US mail. and

2:00

false accounting and thousand more have

2:02

been affected. So this is a

2:05

huge story and as Paul says

2:07

a huge miscarriage of justice. So

2:09

the key thing that went right

2:12

through this project and seems absolutely

2:14

incomprehensible to us is

2:17

that Fujitsu and

2:19

the post office maintained that it

2:21

did not have access to the

2:23

sub postmasters accounts. So

2:25

any discrepancies in the figures on

2:27

the system could have only come

2:30

from the postmasters themselves. How ridiculous.

2:32

Ludicrous. In a world of cloud

2:34

computing we've had already this morning

2:36

we've had computers reboot because they

2:38

need updates from the brain, the

2:40

head of the cloud, where all

2:43

the downloads come from. Anybody who

2:45

knows anything about computers which clearly

2:47

doesn't involve Her Majesty's jurisdiction really

2:49

would know that this is how computers work.

2:51

This is sort of the tip of a

2:54

very very large and very very dark iceberg.

2:56

You know two years ago the venerable

2:59

tech journalist Dave Bicknell and Tony

3:01

Collins they got a site called

3:03

Campaign 4, that's a letter for

3:05

change. They compiled a list of

3:07

43 years of state IT project

3:09

disasters and they're still happening. So

3:11

even at that time that was

3:13

well over 40 billion

3:16

pounds of state

3:18

related IT failures. Now

3:20

this we believe has

3:22

a colossal impact on category

3:25

creation and leadership not

3:27

just in the UK but where these

3:29

mistakes are replicated across Europe. Yeah massive

3:31

hat to the lads from Computer Weekly

3:33

and I'm Bruce Karff, Linda Zen, Rebecca

3:35

Thompson, Brian Glick as editor. These guys

3:37

really championed the story that came from

3:40

and this is their own words in

3:42

yesterday's Sunday Times, a tiny trade magazine.

3:44

This is the issue right? Is

3:46

technology and category creation

3:49

software development a tiny industry?

3:51

Is this a sub-sector of

3:53

the British establishment? It would seem so. If you

3:55

wear a funny wig and dress like

3:58

you were a thousand hundred years ago. then

4:00

you get the authority to lock people

4:02

up. Well this is also a classic

4:04

bit of British class

4:06

warfare, isn't it? I mean disdain for

4:09

trade. That's why we haven't developed our

4:11

industrial economy in the same way as

4:13

many of our competitors. Yeah, and so

4:15

now is the time to really fess

4:18

up to our ignorance. And

4:20

just we've banged on about this before,

4:22

but really it's time that the quote-unquote

4:24

establishment grew up understanding the

4:26

importance of technology, understood the importance of

4:29

technology for the future of our economy,

4:31

the whole of the EU in fact,

4:33

and stopped being so goddamn

4:36

ignorant about what actually happens when

4:38

you plug in a computer to the

4:40

cloud. So these are absolutely the basic

4:42

first principles of networks of remote access

4:44

of cyber security. You know, they're not

4:46

a black box. They need

4:49

to be upgraded, the bugs need to

4:51

be fixed, and that means there will be

4:53

access by the contractor to those systems. Yeah,

4:55

this is all basics, right? When you get

4:58

to the bigger picture, it's like what's

5:00

the consequence of a company like

5:02

Fujitsu having such a large proportion

5:04

of all of the government technology?

5:06

Well, it's strangulation of the opportunity

5:08

for the rest of the category

5:10

ecosystem, anybody that wants to compete

5:12

with them. If you lock down

5:14

access to a fundamental part

5:16

of the economy, to the innovators,

5:18

the creators, the category designers of tomorrow,

5:21

you reap what you sow. I'm not

5:24

going to be particularly down on Fujitsu

5:26

because this could be any major contractor,

5:28

but Fujitsu itself has more than 2

5:30

billion worth of contracts with the UK

5:32

government. It almost beggars belief that

5:35

since 2019, when there was a high

5:37

court ruling that the subpostmasters

5:39

convicted were not at

5:42

fault, Fujitsu has secured

5:44

101 contracts. The

5:47

UK division reporting 22 million in profits, according

5:49

to the most recent accounts, well, that's nice

5:51

work, but it's not over yet. I mean,

5:54

if you just look recently, a company

5:57

which is a category leader, AWS.

6:00

Far and away the category leader in

6:02

cloud services has secured three contracts with

6:04

British government worth 894

6:08

million in recent ways. Yeah, what's got

6:10

to come out of this is some positivity, right?

6:12

I and you see things

6:14

like the G cloud which is the government's

6:16

much-bought attempt to open up government

6:18

procurement to other Smaller suppliers.

6:21

This is the sort of initiative that needs to be

6:24

encouraged if we don't stop giving contracts

6:27

to those folks. We can never hope

6:29

to nurture the category leaders of tomorrow.

6:32

Absolutely, correct. What

6:40

does the future hold? Let's look

6:42

into our crystal ball. Okay,

6:45

so it's crystal ball time and

6:48

you know start the year kick off quite a good

6:50

thing to do and I have to

6:52

say there's been a lot of people looking at the

6:54

future with a bit of a glue, but we don't

6:56

share that although some

6:58

of the short-term stats ain't looking great.

7:01

Looking at my crystal ball at the

7:03

moment I think we are seeing Google

7:05

doing a very interesting category pivot. Well,

7:08

yeah, but there's a lot of people losing their jobs.

7:10

Yeah, well, you know, we know they've laid off hundreds

7:12

of employees in

7:14

hardware and voice assistant engineering teams

7:17

as part of inverted commas cost-cutting

7:20

measures. I mean obviously 2023 we've discussed

7:22

this before was that the year of

7:24

efficiency not economy of course Well,

7:27

I think that Google is now

7:29

at the beginning of a new category

7:31

journey So what are we saying about

7:33

the category of voice assistants then because

7:36

are we saying they lost that? I think

7:38

they've lost the voice category in the same way

7:40

as they lost the cloud category to Amazon but

7:42

I think What is really interesting

7:44

when you look at these redundancies is if

7:47

you look at a layer down the

7:49

same day that news of those cuts

7:52

broke Google announced that it would deprecate

7:54

the word it used 17 underutilized

7:58

inverted commas features of

8:00

Google Assistant playing audio books, sending

8:03

emails, starting meditation session even with

8:05

calm by using a voice command.

8:07

Kill the product is what I

8:09

was saying, deprecate the posh word

8:11

for kill the product end of

8:13

life stop developing. I think

8:16

kill may be a bit harsh there Paul. I think

8:18

maybe Garrots or Strangle could be the

8:21

right term. Okay, but they're going away

8:23

and are they retiring from the game

8:25

or are they living to

8:30

fight another day? No, I think again, they

8:32

may prove to be very smart and

8:35

I think they are definitely

8:37

living to fight another day. They're

8:39

basically giving away their voice assistant

8:41

market to the winner in this

8:43

case. But I think

8:46

what they're doing is integrating

8:48

assistant as an ingredient in

8:50

their GI platform and the

8:53

race is for sure on. So

8:57

there's a million AI companies that are

8:59

popping out there at the moment, but

9:01

the big players are really making their

9:03

moves. Microsoft, Co-pilot, Google,

9:06

Bard, Ford, etc, etc. Everybody's

9:09

going for this. But I think this is

9:11

a classic pivot. It's a classic move. It's

9:13

a move. It's realized that

9:15

it's failed to achieve leadership in the

9:18

current category and it's rethinking its approach

9:20

and it's doing the classic thing you

9:22

do when you create a new category,

9:25

you reframe what a customer should expect

9:27

and that is really important

9:29

because as you intonate it there, Google

9:32

is now locked in a fierce rivalry

9:34

with Microsoft as both firms are striving

9:37

to lead the AI domain. Yeah, and

9:39

this comes at the same time that

9:41

the Zuckerberg, King of the Metaverse, Netflix

9:44

series, Apple's finally made

9:47

its spatial computing. Now there's a category, it's

9:49

a spatial computing category come to life by

9:51

actually giving people the ability to buy the goggles

9:53

much derided as they were. So it is all

9:56

still to play for. Yeah, I think so. I

9:58

think the thing we have to realize and

10:00

everybody else has to realize this they're

10:02

going to try and either gain or

10:04

maintain category leadership is that

10:07

if you're going to pivot you can

10:09

include technology from a previous category but

10:11

at best it can only be an

10:13

ingredient of this new paradigm you're trying

10:15

to push. We think the new categories

10:17

emerging certainly there's a lot of players

10:19

fighting for dominance and we

10:21

like what we're seeing from Apple and

10:24

others it's almost like the collateral damage

10:26

of category creation. I think in the crystal

10:28

ball we'll see a lot of integration

10:31

of existing technologies

10:33

as ingredients in new AI

10:36

driven categories. You've

10:42

got to learn to earn.

10:46

So Jonathan what is a fro

10:49

two and why the hell does it

10:51

matter? Well I'm glad you asked that

10:53

because ultimately a fro two is the

10:55

boiling down of your point of view

10:58

and it's your point of view which

11:00

is the thing which underlines your

11:03

category's differentiation. Got it but lots of people say

11:05

oh I think about my business all the time

11:07

so why do I need to do

11:10

it in a certain specific way? Well both

11:12

of us have run businesses over the years and

11:14

we know damn well that actually what we really

11:16

do in our business is probably think about what's

11:18

happening next week and we

11:20

don't really take the time to have a

11:23

reflection about inflection. All right

11:25

let's get into it for those who don't

11:27

know fro two is a

11:29

not very shortened version of from two

11:32

and that's a concept that exists

11:34

in uh has existed in consultancy

11:36

since consultants were invented which

11:38

is the the current state versus the

11:41

future state. That's the promise of

11:43

the world as is to the

11:45

world that will be. So a sort

11:47

of boiled down imagining of what

11:51

the world for your customer

11:53

is going to look like. Exactly and by its

11:55

definition it's got to be a stretch right so

11:57

you've got some examples I think from

11:59

the world. of telco maybe? Possibly.

12:02

There's some quite interesting frotos going on

12:04

at the moment. I mean just look

12:06

at Microsoft at the moment. So this

12:08

week we've heard that UK

12:11

regulators are going to allow

12:13

the acquisition of Activision. So

12:15

that essentially almost at a

12:18

stroke takes Microsoft from a

12:20

supplier of hardware gaming platforms

12:23

to a complete games

12:25

developer and publisher which

12:28

is a massive from two.

12:30

And they wanted this so much their

12:32

compelling vision that the two of the

12:34

frotos, the two for them to be

12:36

this games publisher, games studio

12:39

and games platform was so compelling

12:41

that they gave away 15 years

12:43

of potentially monopolistic earnings to a

12:45

direct rival in the shape of

12:48

Ubisoft. That is strategy. You know

12:50

we constantly go on that category

12:53

is strategy and that's absolutely strategy.

12:55

So another I think beautiful

12:57

fro too is if you consider

12:59

the history of Amazon they have

13:01

gone from a disruptive

13:03

online bookseller which is pretty

13:06

amazing thing to do in the

13:08

first place to becoming the world's

13:10

most successful cloud service. So if

13:12

you think about the impact that

13:14

has changed on their customers that's

13:17

a huge change from dealing with

13:19

a particular problem for largely the

13:21

consumer, i.e. you

13:23

can get books delivered at discount in

13:25

the biggest bookstore we've ever been in,

13:27

to we're going

13:30

to entirely support your corporate mission with

13:32

a computing platform. And then of course

13:34

these corporations were talking about they have

13:37

several lines of business but we're just

13:39

using these as illustrations. The one that

13:41

goes the other way from Microsoft which

13:43

started very wedded to the hardware platform

13:46

has ended up in a software games

13:48

publishing software platform move is the move

13:50

with Google. So Google

13:53

obviously was an academic search engine, drove a

13:55

lot of additional businesses in terms of office

13:57

productivity, the G Doc suite etc etc. But

14:00

it also has gone from all of that

14:03

to being quite a significant player in

14:05

hardware. So whilst Microsoft's gone sort of

14:07

from hardware wedded to software, Google's

14:09

got software nailed, it's now got the Pixel

14:12

phone, which is a very decent phone I'm

14:14

told. Very hard to get a

14:16

fanboy like me off of the Apple, but Pixel's

14:18

a fine phone. And the Chromebook

14:20

is an amazing product as well. So they've

14:23

actually moved more towards hardware.

14:26

That's their Pro 2. Okay, so what do

14:28

we think are the pro tips we'd give

14:30

to anybody who's trying to imagine

14:33

the future? It's certainly

14:35

fair that we share some of those. So when we do Pro

14:37

2s, we go absolutely bananas.

14:40

We might have 100 Pro

14:42

2s, we might have 50 Pro 2s. And

14:45

you want to really brainstorm those Pro

14:47

2s and then come back to them and

14:49

whistle those down to probably about dozen. Well,

14:52

one of the things is you

14:54

have to imagine what the world would be

14:56

like for your customer in at least 18

14:58

months time. So

15:02

you've got to be bold, you've got

15:04

to be imaginative, you've got to be

15:06

different, as we always say,

15:08

and you've got to be delivering an advantage

15:11

to your customer. And

15:14

frankly, the more the merrier, you've really got

15:16

to get your imagination running on it. I

15:19

think one of the best parts of

15:21

Pro 2 and using

15:24

it as a strategic tool is

15:26

the whittling down process. So create your 50, let's

15:29

say. Stop. Sleep.

15:32

Definitely. Consume something refreshing

15:34

if that's what you want to do. Works

15:36

for us. It does. And then

15:39

come back and whittle those things down and really sweat

15:41

them. This is the hard work of Pro 2s. It

15:44

is. It is. But if

15:47

you can get it down to 10, that

15:49

is the real test of your point

15:51

of view, which of course is closely

15:53

aligned to your Pro 2 because your Pro

15:55

2 is the boiled down point of view.

16:00

at a minimum, it's fine if your

16:02

twos are almost unbelievable in their ambition

16:04

because you're going to have several lightning

16:06

strikes to get you there. Yeah, the

16:08

process by which you'll establish your category

16:10

is going to take two or three

16:12

years. So in summary then, fro twos

16:14

are really, really essential. And as I

16:16

said, I would love to see a

16:18

point of view that was just fro

16:20

twos. Yeah. Unfortunately, you do need to

16:22

justify how you're going to get there, which is

16:24

a key part. But that's the point. If your

16:27

fro two doesn't involve a leap of faith, you're

16:29

not being ambitious enough. You're falling into that

16:31

trap which all the time, you're just going better,

16:34

not different. Yeah. And it should

16:36

be always different. Not

16:39

better. So

16:53

Paul, we're seeing a

16:55

few American VCs heading

16:58

down the A4 here with their bags packed,

17:01

Heathrow Airport, going back

17:03

to the States. Widely reported, there's been

17:06

a couple of big names. Coach who

17:08

is one. So it's all really easy

17:10

to think that as the tech market

17:13

turns down, the finances, vacate

17:15

Europe. You know, we saw that around the

17:17

turn of the century. And we

17:19

have to ask ourselves, is history repeating itself?

17:21

Well, maybe it is. But as we said

17:23

earlier, we'd like to be a little bit

17:25

positive about this. This could be creative destruction.

17:27

You know, some people leave it, the people

17:30

replace them. For sure. Only

17:32

this week, we saw hyper exponential

17:34

raised $73 million from Battery Ventures

17:36

and A16Z. And A16Z has just

17:38

opened a new office here, which

17:40

was reported. Yeah, yeah, yeah. It's

17:42

nice to see hyper exponential being

17:45

backed by somebody who just arrived.

17:47

I mean, you know, A16Z,

17:50

long expected. And Battery, you know very well,

17:52

right? I do, I do. And they do

17:54

great Christmas parties. But seriously,

17:56

they have been in The

17:58

UK for long time. For couple

18:00

of decades now and have a very

18:03

very interesting investment philosophy. So maybe it

18:05

is for these guys such as battery.

18:07

Been around for a long time. Yeah,

18:09

actually I got a better sense what's

18:12

in the market. I may pay him

18:14

and they did to seventy three million

18:16

dollars in short sack. It's an insult

18:18

to infrastructure company. The. Heart

18:21

Know from from Battery is

18:23

actually a very successful founder.

18:25

On the is shortsighted things Spaniards guide

18:27

was the last summer check my eight

18:29

nine billion dollars worth of market cap.

18:32

So really you know a thoughtful. And

18:34

considers approach if I think what's happening

18:36

here at a macro level. We think

18:39

this is sort of interesting because it's

18:41

twenty twenty three week we got this

18:43

slowdown. And. That was as when

18:46

he was twenty one, right? Yeah, but as

18:48

a fifty five percent decline from from twenty

18:50

twenty one and I went when divestment when

18:52

past one hundred billion, I think for the

18:54

first time. And it's

18:56

a drop a thirty eight percent from

18:58

twenty twenty Tie soda all over to

19:01

Touch Be traders I mean I surely

19:03

this some lessons to we live now

19:05

I'd I'd it's absolutely not not so

19:07

I for I think what a all

19:09

over his as funny vast amounts of

19:12

money chasing consumers to build market share

19:14

I think what is bodies back it's

19:16

is very very careful and studied investments

19:18

in the next generation attack enablers I

19:20

think I check so are one of

19:23

I yes I have to know that

19:25

operates most was. Knows what you have to be

19:27

emboldened. And so the announcement. This. Is a

19:29

company that has got more money, cash in hand

19:31

than it's raised. The. Like raising the

19:33

money for runway. It's raising the money

19:35

to do strategic things and maybe the lesson

19:37

for that. These guys in the in

19:39

a running start at Sunset Trick is

19:41

to resist. Sucking. On the

19:44

teach if you will open seas

19:46

and make yourself a profitable, close

19:49

to profitable company before you reach

19:51

out. bike and twenty one that

19:53

seemed like insanity that free money take it

19:55

but actually it's a good discipline right yeah

19:57

i miss that swept but that's the whole

19:59

point about the difference between

20:02

consumer land grabs and firms

20:04

that actually develop enabling tech.

20:06

So no need anymore for

20:09

blockbuster rounds, investing

20:11

in copycats. Because a lot of that

20:13

money goes inevitably on Facebook ads, we

20:15

know 50% of those don't work, that's

20:17

out there, and just like large

20:19

marketing campaigns. And it's a topic we

20:22

talked about before, a lot of people

20:24

get confused between category design and marketing.

20:26

But yeah, the point is, this is not about marketing,

20:28

this is about strategy. And enabling

20:31

technologies are based firmly in strategy.

20:33

Because anyone can spend marketing dollars,

20:35

right? That's easy to do. That's

20:37

easy. Creating a profitable business, much,

20:40

much harder. And that involves the key

20:42

part of category, which is thinking. Yeah.

20:44

And we think that the

20:46

market's absolutely right for venture capitalists that

20:49

get category. Now

20:56

then, now then, Professor Simmet, what

20:59

are we going to learn so we

21:01

can earn? Well, I thought today, we'd

21:03

think about how to keep your team

21:05

with you on the category

21:07

journey. It's always a good idea to have

21:10

your team with you, particularly on the category

21:12

journey, which is going to take a number

21:14

of years. And is it likely that they

21:16

wouldn't be with you? It could be. I

21:18

mean, we've talked before about getting board alignments

21:21

on the category journey with clear

21:23

roles established within that top level

21:26

leadership team. But the reality

21:28

is everybody's got a role to play

21:30

in the category journey. And it's essential

21:32

that your entire company is on board

21:34

from the beginning. The next to worst

21:37

thing that you can do as a

21:39

leadership team is assume that your employees

21:41

will understand why you're embarking on a

21:43

category journey. We said this before, but

21:45

if you've made your living as a

21:48

salesperson selling product

21:50

A, finding out that product

21:52

A is part of a bigger picture category can

21:54

be a bit of a bummer. Well, that's sort

21:56

of interesting because I would contest

21:58

the worst. thing you

22:00

can do is believe that

22:03

your sales team and anybody else on

22:05

your team will instantly agree with

22:08

you that your beautifully honed strategic

22:10

plan is a good idea and will

22:12

want to commit wholeheartedly. So this is

22:15

where you step out of your

22:18

strategic role and realise that at

22:21

a tactical level, you need to

22:23

sell that communication, sell that vision.

22:25

And on the category journey, you

22:27

have to balance internal and external

22:29

communications. They are going to

22:31

peak at different times, but they're both

22:33

absolutely essential. I think the

22:35

other thing which you need to be aware

22:37

of is that don't expect that you're going

22:39

to get quick and

22:42

clear feedback on the initiative from your

22:44

team. They'll probably just be looking at

22:46

you with them out open. Understandable, right?

22:48

People absorb information in different ways. Some

22:50

people are very visual, some people very

22:52

available, some people very analytical. Just anybody,

22:54

they need a minute. Yes,

22:56

sure. It's going to take time.

22:59

And ultimately, you're going to need to

23:01

really extract from people what their real

23:03

feedback is. They have to

23:06

trust you that they can give you

23:08

full honest feedback. Right. So let's get

23:10

to the tips. I think there

23:12

are about five things you need to bear

23:14

in mind. So my first one would be

23:16

you've got to understand there has

23:18

to be a communications plan in

23:21

place from the outset. So number

23:23

one, realize that it's not about

23:25

you, the board, deciding to go

23:27

on the category journey, holding

23:29

your category flag and running with it

23:31

and looking behind you and realizing that

23:33

there's nobody there. And this often is

23:35

an issue, right? Because it's great putting

23:38

together a strike plan and then you

23:40

say, well, we've got to

23:42

do an internal strike. We've got to tell

23:44

everybody what's coming. And sometimes those charging ahead,

23:46

the strike team go, shit,

23:48

yeah, that's actually quite a good idea. So

23:52

inserting that little stage And

23:54

allowing people a little bit of time to absorb

23:57

it is something that's often forgotten. It is. You

24:00

got to assemble a small stride. Same

24:02

to work with the board. Latest now

24:05

I was Mobo Burn. It's because it's

24:07

about confidentiality. Eat Don't want this Strategic

24:09

plan A Strategic Movements really catch your

24:11

competitor. Just to be clear the reason

24:13

is what will the campuses do. They

24:15

were trying coffee A or they will

24:17

actively get into the marketplace to rub

24:20

issue. Will get ahead if you so

24:22

small team. Keep it quiet until

24:24

you don't need to keep quiet but

24:26

also move fast And that stand up

24:28

anisette a small same yes. So once

24:31

you've got that together you need to

24:33

brace become less just before a public

24:35

strike. In and that's about

24:37

maintaining impact. And. The

24:39

bracing should come from the see Our

24:41

wiki. Going back to this this is

24:44

about really effectively to say. I mean

24:46

yes but tell me what happens if

24:48

it doesn't come from the see. A

24:50

Big Daddy takes it seriously because I

24:52

marketing thing you delegate this down the

24:54

company doesn't from from the top. People.

24:57

Call it marketing and trust me they don't

24:59

me that a good way has it and

25:01

I don't South's know if you going to

25:04

be see eye to can lead lead it

25:06

is he gonna make sure people understand this

25:08

is not marketing this is strategy. You need

25:10

to be open and you need to do

25:12

the ask me anything approach. Because

25:15

when you do that all excuses

25:17

for negativity disappear. Ask me anything.

25:20

In turn these perfect because it

25:22

friends. The. Inevitable Questions or

25:24

com once you strike. This gives you

25:26

the opportunity to to monitor and engage

25:28

with disease or the Zed says we

25:31

called them and these are the people

25:33

who are going to be negative about

25:35

what you're doing. I clearly the preferential

25:37

be to bring them on both but

25:39

is this view has z those ads

25:41

Either time he may have to have

25:43

a conversation which is are you get

25:45

for with us on the stand? the

25:47

or would you be better off working

25:50

somewhere else and say you need to

25:52

flush the mouse. And challenge that.

25:54

He. Had a super interesting right the in A

25:56

because there's a million reasons. To.

25:59

To. Feel a little bit anxious about

26:01

new Country is not so straightforward stuff.

26:04

But. Some of the reasons for feeling anxious.

26:07

Ah, Ballots and some of them are invalid

26:09

and it may be the sort of person that

26:11

you'd go in the team. At its time, your

26:13

or psychiatry is more at risk averse. Doesn't.

26:16

See it for whatever reason. Kind.

26:18

His best thing for both parties, you

26:20

support ways that the last of the

26:22

sad size here is that he needs

26:25

to report your successes and the challenges

26:27

of the first strike. And once you've

26:29

done the first strike as at Morrissey

26:31

if you have for who's recent episodes

26:33

recent episodes C C O of Javier

26:35

pointed out you need to keep going.

26:38

So what's the first? What's the thing

26:40

you do after strike when you go

26:42

on to strike? So and he tries

26:44

it for with the other thing is

26:46

a classic thing that you. Can get

26:48

wrong on overtime. The original strike with

26:51

dog we have lots to country will

26:53

have you done it successfully, have you

26:55

tracked but. What's. The next

26:57

stage always plan ahead you you

26:59

want to cook with strikes year

27:01

if you can with one is

27:03

the laid bare minimum. But

27:05

you. Want to keep moving your classroom

27:07

because categories to evolve and the time

27:10

absolutely so in a my my professor

27:12

real view on this is is a

27:14

you to have parallel programs, have an

27:16

intern like still communication and and even

27:18

summarize what we learned as one of

27:20

the summers you have to have parallel

27:22

programs of it's on linux so communication

27:24

because you gotta addressed by three employees

27:26

in the customer base or be very

27:28

very very. Careful. So

27:30

dense. Fun day with individuals who

27:33

are not engaging with the category

27:35

process, begin to target them and

27:37

persuade them and they receive to

27:39

adapt. Don't. Be afraid to

27:41

part ways. Some make sure everybody

27:44

knows what narrowest but then time

27:46

levels of confidentiality On the past

27:48

eight strikers leakage will adversely and

27:50

catastrophic lake effect the impact states

27:53

try so there you have it

27:55

on five top tips. For.

27:57

Getting the message out, That's your team of bring

27:59

every. The a longboard those they block which

28:01

will come be. This. Podcast on

28:03

that list out your top by taxes

28:06

while Jonathan. Thanks. Professor Submit!

28:08

My pleasure. Thank

28:13

you so much for listening to

28:15

learn more about the topics discussed

28:17

in this episode. Then go read

28:19

a blog post half a cast

28:21

oracle.com and if you fall category

28:23

curious and you have a question

28:25

we can help go or to

28:27

the smiling same sex or using

28:29

the information in the Chavez.