James Kubik on taking out the trash and saving lives

The sailboat came back without the people. When it washed up on the shore of Lake Michigan, the EPIRB, a marine distress beacon that fires a location to rescuers, was still strapped to the side of the hull. The radios were below deck. James Kubik's friend had been out with her father and her younger sister. Somehow all three were separated from the boat, and none of them made it back.

Kubik was an engineering student at Northwestern at the time. He kept returning to one fact. The boat had the right equipment. It just wasn't within reach when it mattered. "The solutions that existed just weren't accessible in that moment, and so they did no good," he said on the CEO.com Podcast.

Almost everything Somewear Labs does today is a version of that problem. Kubik is co-founder and CEO of the San Francisco company, which builds communications hardware and software for people working where cell networks don't. In May 2026, it moved into a new market with the same logic. Horizon, a radio for military drones, exists because most unmanned aircraft still lose command and control the moment they fly out of line of sight. Horizon switches the link to satellite on its own, so an operator can keep sending waypoints and mission changes past the horizon. In the announcement, Kubik pointed to the Pentagon's Drone Dominance push toward hundreds of thousands of cheap, expendable aircraft, and to the fact that most of them still fly on communications designed for older wars.

The distance between a sailboat on Lake Michigan and an attritable drone is about a decade. Here is how Kubik covered it.

A capstone, a shelf, a second scare

A Northwestern professor named Greg Holderfield opened a capstone course with a wide prompt: design anything you believe will make a difference in the world. Kubik thought of the boat. He told Authority Magazine that he ignored his other coursework and put everything into the project, and that Holderfield then took him on for an independent study to keep building it.

He worked on it for about a year and a half. Then he got a job. Kubik spent several years at Intuit as a product manager on QuickBooks Self-Employed and helped take the product to Europe and Australia. The idea went on a shelf.

What brought it down was another close call, this one in Northern California. Kubik looked at the market again and saw that nothing had changed in the years he'd been away. "It was an opportunity to jump back in there and pick it back off the shelf and really go all the way," he said.

The customers who called first

Somewear launched as a consumer product for sailors, backpackers, and skiers. Kubik spends a lot of time outdoors and knew the buyer. The first rescue came when the company was four people. A backcountry skier in Rocky Mountain National Park broke a leg and pressed the SOS button on a Somewear device. The team watched the whole thing unfold with the rescue agency. When it was over, Kubik said, the reaction was not celebration. "We did what we set out to do, but doing it one time is just a point in time. Now, the only way that this makes real impact is if we scale."

The people who showed them how to scale were not consumers. Search-and-rescue teams, forestry crews, and wildland firefighters started calling almost immediately. Their argument, as Kubik relays it: it's great that a hiker can have this, but the hiker goes out three times a year, and I'm out there every day with a team to manage. Then an email arrived from a Homeland Security address that opened with "Hey, we've been following you." Kubik's first thought was that he had done something wrong. The agency was following the company.

The pivot to government and enterprise customers followed. Kubik describes it as a question of leverage. One device on one hiker protects one person. One platform inside a rescue squadron protects everyone the squadron reaches. Somewear now supports all National Guard rescue squadrons in the country, including Air Force units called out for the most extreme search-and-rescue work. The one in Alaska ran more than 90 rescues on the platform in nine months.

What the boat needed

The Somewear Hotspot is a four-ounce satellite device that gives a phone two-way messaging anywhere on Earth. Node adds a local mesh radio, so a team in the field can talk among itself and still reach command. Between the hardware and the apps sits what the company calls SmartRouting. On every message, the software picks the cheapest working path, LTE or mesh or satellite, and it can change its mind every second. The operator never has to think about which radio is in range.

That is the beacon on the hull, solved in software. The device is always in your pocket, and it always finds a path.

Kubik thinks AI makes this more valuable, not less. Everyone in his market wants full-motion video, and full-motion video is impossible when only text can get out. If the processing happens at the edge or in a data center, only a small result has to cross the link. Low-bandwidth networks start to matter more.

The investors

Somewear's $13.7 million Series A in September 2022 did not come from a venture firm. It came from a syndicate of more than a dozen current and former Fortune 500 chief executives chaired by David Dorman, the former CEO of AT&T. Chuck Robbins of Cisco, Sam Palmisano of IBM, Egon Durban of Silver Lake, Jerry Yang, and Tom Ryan of CVS were among them. In his own post, Kubik thanked Bling Capital and the Webb Investment Network for backing the company early, before the CEOs arrived.

Since then, the news out of the company has been contracts and partnerships rather than new rounds. In April 2025, Somewear announced a Defense Innovation Unit contract to field its network with the Marine Corps in the Indo-Pacific, moving years of prototype work toward full deployment. In October 2025 Uptake, a Chicago predictive maintenance company, announced an Air Force contract that uses Somewear's network to carry vehicle diagnostics from deployed fleets back to command over mesh and satellite. That same month, Somewear published a case study on the Coconino County Sheriff's Office in Arizona, which runs more than 150 search and rescue missions a year across canyon country where radio coverage fails.

In April 2026, the Dutch distributor Network Innovations B.V. signed a reseller agreement to carry the Hotspot and Node into European government, public safety, and defense markets. Somewear was on the exhibitor list at XPONENTIAL, the autonomy industry's main trade show, held in Detroit the week after Horizon launched. Kubik said on the podcast that the company still sells to individual outdoor users, though the company's public face is now almost entirely defense and government.

Running it

Kubik started as a product person and says the job kept changing underneath him: first to building a sales operation, now to hiring people who can run the business without him. "I'm trying every day to work myself out of some element of my job," he said. He travels almost every week, so there is no routine to speak of. He runs on two principles instead: customers and team, and does strategic work early in the morning or late at night because the days belong to meetings.

He and co-founder Alan Besquin wrote the company's three values before the first hire. Default to Action came from watching people at big companies sit on decisions they were qualified to make. Be Aggressively Curious. Experience Above All, meaning the way a customer feels dealing with the company, from a support call to a trade show booth, is the whole product.

The company is hybrid, with offices in San Francisco and Chicago and staff across 12 states. Kubik's rule is that creative work happens in a room. The team flies people in for two or three days of strategy and then goes home to execute. "If we do those days right," he said, the rest of the month is about execution.

On the economy, Kubik's word is uncertainty. His answer is fundamentals: a conservative plan, close attention to cash, a strong balance sheet. Somewear is growing through the uncertainty, he said, because uncertainty is what its product was built for. The team has a mantra for it, brought in by someone on the mission operations side: Stay neutral, but believe.

The letter

When Kubik turned 16, his grandfather, a former insurance executive, wrote him a letter with three lessons. One stayed with him. Do the right thing even when you know no one is looking. Kubik notes that a CEO's decisions touch the team, the customers, the partners, and his own family, and almost none of them can see how those decisions get made day to day.

Every CEO.com Podcast conversation ends on the same question, built on the idea that the chances one gives are as important as the chances one takes. Kubik credited his co-founder, his family, his investors, and his mentors. Then he named Holderfield, who wrote a prompt broad enough for a student to bring a sailboat to class.

00:00:00 Introduction to Somewear Labs and James Kubik
00:01:17 James Kubik's Path to CEO
00:02:09 The Technology Behind Somewear's Platforms
00:05:33 Transition From Consumer to Enterprise Focus
00:05:51 Understanding Smart Routing
00:07:17 Deciding Where to Focus as CEO
00:09:02 Managing Culture and Hybrid Work
00:15:46 James Kubik's Reading Habits
00:17:00 Defining Somewear Labs' Core Values
00:18:42 The Personal Impact of Saving Lives
00:20:17 Leadership Lessons From His Grandfather
00:22:04 Leading Through Economic Uncertainty

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And<00:03:09.544> when<00:03:09.624> the<00:03:09.720> boat<00:03:09.881> washed<00:03:10.121> up<00:03:10.218> on<00:03:10.282> shore,<00:03:10.923> it<00:03:10.987> had<00:03:11.228> all<00:03:11.388> the<00:03:11.485> right<00:03:11.757> communication<00:03:12.383> solutions<00:03:12.832> that<00:03:12.912> you<00:03:13.008> would<00:03:13.153> assume<00:03:13.489> they<00:03:13.570> should<00:03:13.730> have,<00:03:14.051> right?

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But<00:03:15.494> the<00:03:15.719> realization<00:03:16.136> for<00:03:16.296> me<00:03:16.601> was,<00:03:16.857> you<00:03:17.018> know,<00:03:17.178> the<00:03:17.402> EPIRB,<00:03:17.819> which<00:03:17.964> is<00:03:18.044> a<00:03:18.124> marine-grade<00:03:18.621> SOS<00:03:18.958> device,<00:03:19.824> was<00:03:19.904> strapped<00:03:20.177> to<00:03:20.225> the<00:03:20.289> side<00:03:20.481> of<00:03:20.546> the<00:03:20.626> boat,<00:03:20.963> so<00:03:21.123> not<00:03:21.347> accessible<00:03:22.069> in<00:03:22.149> that<00:03:22.245> moment<00:03:22.454> of<00:03:22.534> emergency,<00:03:23.657> and<00:03:23.817> the<00:03:23.849> marine<00:03:24.074> radios<00:03:24.474> were<00:03:24.555> stored<00:03:24.795> below<00:03:25.036> deck.

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And<00:03:26.158> so,<00:03:26.479> you<00:03:26.575> know,<00:03:26.639> for<00:03:26.784> me,<00:03:27.104> I,<00:03:27.281> I<00:03:27.345> was<00:03:27.441> an<00:03:27.521> engineering<00:03:27.922> student<00:03:28.227> at<00:03:28.307> Northwestern,<00:03:29.189> and<00:03:29.269> I<00:03:29.285> just,<00:03:29.750> you<00:03:29.831> know,<00:03:30.119> kept<00:03:30.408> thinking<00:03:30.632> about<00:03:30.889> this<00:03:31.049> issue<00:03:31.450> and<00:03:31.996> kept<00:03:32.156> thinking<00:03:32.332> about<00:03:32.493> this<00:03:32.637> event<00:03:32.990> and,<00:03:33.375> and<00:03:33.599> that,<00:03:34.321> you<00:03:34.433> know,<00:03:34.481> the<00:03:34.513> solutions<00:03:35.058> that<00:03:35.139> existed<00:03:35.540> just<00:03:35.780> weren't<00:03:36.085> accessible<00:03:36.806> in<00:03:36.903> that<00:03:37.079> moment,<00:03:37.544> and<00:03:37.624> so<00:03:37.785> they<00:03:37.881> did<00:03:38.025> no<00:03:38.186> good,<00:03:38.570> right?

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Um,<00:03:39.629> so<00:03:39.709> I<00:03:39.773> started<00:03:39.950> working<00:03:40.270> this<00:03:40.896> as<00:03:41.072> a<00:03:41.296> college<00:03:41.617> student,<00:03:41.938> just<00:03:42.050> as<00:03:42.130> a<00:03:42.194> passion<00:03:42.515> project.

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Um,<00:03:43.941> worked<00:03:44.118> on<00:03:44.198> it<00:03:44.278> for<00:03:44.374> about<00:03:44.454> a<00:03:44.582> year<00:03:44.679> and<00:03:44.759> a<00:03:44.823> half<00:03:45.079> in<00:03:45.160> college<00:03:45.865> and<00:03:46.025> then<00:03:46.426> eventually,<00:03:47.404> um,<00:03:47.564> realized<00:03:47.949> I,<00:03:48.189> I<00:03:48.205> had<00:03:48.349> to<00:03:48.381> become<00:03:48.590> a<00:03:48.606> professional<00:03:49.231> and,<00:03:49.472> uh,<00:03:49.728> and<00:03:49.872> get<00:03:49.968> a<00:03:50.033> job.

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And<00:03:50.930> so<00:03:51.010> I<00:03:51.155> put<00:03:51.235> it<00:03:51.315> on<00:03:51.347> the<00:03:51.427> shelf<00:03:51.732> for<00:03:51.812> a<00:03:51.828> number<00:03:52.052> of<00:03:52.197> years.

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I<00:03:52.693> moved<00:03:52.870> out<00:03:52.934> to<00:03:53.030> Silicon<00:03:53.335> Valley.

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I<00:03:53.799> was<00:03:53.960> working<00:03:54.216> in<00:03:54.361> the<00:03:54.601> technology<00:03:55.034> industry.

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Um,<00:03:56.204> had<00:03:56.364> another<00:03:56.541> harrowing<00:03:56.877> event<00:03:57.326> up<00:03:57.486> in,<00:03:57.727> uh,<00:03:57.823> Northern<00:03:58.063> California<00:03:58.881> that<00:03:59.185> kind<00:03:59.330> of<00:03:59.362> sparked,<00:04:00.532> um,<00:04:00.869> you<00:04:00.949> know,<00:04:01.205> sparked<00:04:02.215> relooking<00:04:02.936> at<00:04:03.337> this<00:04:03.497> market,<00:04:04.219> this<00:04:04.315> product<00:04:04.619> set.

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And<00:04:05.533> I<00:04:05.661> really<00:04:05.838> hadn't<00:04:06.062> seen<00:04:06.399> evolution.

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And<00:04:07.280> so<00:04:08.002> for<00:04:08.098> me,<00:04:08.323> it<00:04:08.403> was<00:04:08.499> an<00:04:08.627> opportunity<00:04:09.269> to<00:04:09.365> jump<00:04:09.590> back<00:04:09.847> in<00:04:09.991> there<00:04:11.275> and,<00:04:11.756> you<00:04:11.788> know,<00:04:12.093> pick<00:04:12.253> it<00:04:12.317> back<00:04:12.494> off<00:04:12.638> the<00:04:12.718> shelf<00:04:13.071> and<00:04:13.697> really<00:04:13.938> go<00:04:14.082> all<00:04:14.178> the<00:04:14.323> way.

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So<00:04:15.285> that's,<00:04:15.702> that's<00:04:15.879> how<00:04:16.023> we<00:04:16.104> got<00:04:16.328> into<00:04:16.489> this.

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And,<00:04:17.194> you<00:04:17.387> know,<00:04:17.965> from<00:04:18.189> there,<00:04:18.735> I<00:04:18.911> will<00:04:19.007> say<00:04:19.553> we<00:04:19.697> thought<00:04:19.874> this<00:04:20.018> was<00:04:20.114> going<00:04:20.211> to<00:04:20.275> be<00:04:20.435> a<00:04:20.515> consumer<00:04:20.916> business<00:04:21.799> because<00:04:22.056> of<00:04:22.136> that<00:04:22.360> origin,<00:04:22.826> because<00:04:23.098> of<00:04:23.227> where<00:04:23.307> we<00:04:23.403> started.

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When<00:04:24.831> we<00:04:24.991> launched,<00:04:25.473> it<00:04:25.505> was<00:04:25.649> all<00:04:25.794> about<00:04:26.371> the<00:04:26.516> consumer<00:04:26.788> marketplace,<00:04:27.253> supporting<00:04:27.895> outdoor<00:04:28.200> recreationists,<00:04:29.339> supporting<00:04:29.804> sailors,<00:04:30.462> backpackers.

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I'm<00:04:32.131> a<00:04:32.211> huge<00:04:32.451> outdoorsman<00:04:32.869> myself.

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And<00:04:33.494> so<00:04:34.152> I<00:04:34.392> knew<00:04:34.553> that<00:04:34.793> market,<00:04:35.178> I<00:04:35.194> knew<00:04:35.371> that<00:04:35.595> industry.

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I<00:04:36.012> was<00:04:36.092> excited<00:04:36.493> about<00:04:36.718> it<00:04:36.798> and<00:04:36.878> we<00:04:37.022> were<00:04:37.118> growing.

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But<00:04:38.802> then<00:04:39.043> we<00:04:39.139> started<00:04:39.427> hearing<00:04:39.684> from<00:04:39.909> the<00:04:40.005> other<00:04:40.165> side<00:04:40.341> of<00:04:40.406> the<00:04:40.486> market<00:04:41.432> pretty<00:04:42.025> soon<00:04:42.474> after<00:04:42.586> we<00:04:42.795> launched<00:04:43.051> product.

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So<00:04:44.094> the<00:04:44.190> search<00:04:44.414> and<00:04:44.495> rescue<00:04:44.799> providers,<00:04:45.842> people<00:04:46.563> in<00:04:46.643> areas<00:04:46.900> like,<00:04:47.124> you<00:04:47.156> know,<00:04:47.237> forestry,<00:04:48.006> wildland<00:04:48.407> firefighting,<00:04:49.722> saying,<00:04:50.091> hey,<00:04:50.347> it's<00:04:50.508> great<00:04:50.893> that<00:04:50.989> consumers<00:04:51.486> are<00:04:51.550> going<00:04:51.646> to<00:04:51.774> have<00:04:52.015> this<00:04:52.127> technology,<00:04:52.753> but<00:04:53.779> I'm,<00:04:54.180> I'm<00:04:54.340> out<00:04:54.500> there<00:04:54.741> every<00:04:54.998> day<00:04:55.318> trying<00:04:55.591> to<00:04:55.655> manage<00:04:55.976> a<00:04:56.104> team.

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These<00:04:56.665> guys<00:04:56.777> are<00:04:56.906> out<00:04:57.066> there<00:04:57.226> maybe<00:04:57.403> 3<00:04:57.627> times<00:04:57.884> a<00:04:57.964> year,<00:04:58.349> right?

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And<00:04:59.664> it<00:04:59.728> really<00:04:59.984> opened<00:05:00.161> our<00:05:00.353> eyes<00:05:00.674> to<00:05:01.802> the<00:05:01.981> gap<00:05:02.469> in<00:05:02.550> that<00:05:02.778> market<00:05:03.428> and<00:05:03.607> the<00:05:03.769> impact<00:05:04.176> that<00:05:04.273> we<00:05:04.403> could<00:05:04.566> make<00:05:04.826> by<00:05:04.907> supporting<00:05:05.558> teams<00:05:05.883> at<00:05:05.964> scale.

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I<00:05:07.474> also<00:05:07.716> had<00:05:08.055> a<00:05:08.458> somewhat<00:05:09.797> harrowing<00:05:10.281> email<00:05:10.539> from<00:05:10.717> a<00:05:11.168> @homelandsecurity.gov<00:05:12.249> email<00:05:12.540> address.

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First<00:05:13.846> line<00:05:14.024> was<00:05:14.153> something<00:05:14.411> like,<00:05:14.653> "Hey,<00:05:14.750> we've<00:05:14.879> been<00:05:14.960> following<00:05:15.363> you."<00:05:16.105> And<00:05:16.186> I'm<00:05:16.250> like,<00:05:16.508> "What<00:05:16.670> did<00:05:16.912> I<00:05:17.056> do?"<00:05:19.097> But<00:05:19.242> no,<00:05:19.402> you<00:05:19.563> know,<00:05:19.724> they<00:05:19.804> were<00:05:19.965> following<00:05:20.141> the<00:05:20.206> company<00:05:20.591> and<00:05:20.784> it<00:05:20.913> opened<00:05:21.089> our<00:05:21.250> eyes<00:05:21.491> that,<00:05:21.716> you<00:05:21.748> know,<00:05:21.877> it<00:05:22.037> wasn't<00:05:22.359> just<00:05:22.937> commercial<00:05:23.323> organizations,<00:05:23.917> it<00:05:23.982> was<00:05:24.207> also<00:05:24.689> our<00:05:24.849> federal<00:05:25.107> government,<00:05:25.974> our<00:05:26.313> military<00:05:26.896> that<00:05:27.046> had<00:05:27.296> massive<00:05:27.813> communication<00:05:28.546> gaps.

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That,<00:05:29.422> you<00:05:29.486> know,<00:05:29.566> what<00:05:29.647> we<00:05:29.727> were<00:05:29.887> building<00:05:30.448> really<00:05:30.688> could<00:05:30.801> enable.

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So<00:05:31.426> that's<00:05:32.067> how<00:05:32.307> we<00:05:32.452> got<00:05:32.548> to<00:05:32.644> where<00:05:32.772> we<00:05:32.852> are<00:05:32.884> now.

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So<00:05:34.054> how<00:05:34.167> does<00:05:34.375> this<00:05:34.471> technology<00:05:35.016> work<00:05:35.273> exactly?

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Because<00:05:36.539> like<00:05:36.715> you<00:05:36.779> said,<00:05:36.956> with<00:05:37.116> the<00:05:37.196> Node,<00:05:37.677> the<00:05:37.757> one<00:05:37.901> you<00:05:37.998> just<00:05:38.238> launched,<00:05:38.639> it's,<00:05:38.879> it's<00:05:39.104> a<00:05:39.136> mesh<00:05:40.386> radio,<00:05:41.925> but<00:05:42.069> also<00:05:42.309> it<00:05:42.470> has<00:05:42.646> satellite<00:05:43.271> connectivity<00:05:44.409> and<00:05:44.489> satellite<00:05:44.970> technology<00:05:45.531> in<00:05:45.611> it.

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How<00:05:45.932> does<00:05:46.076> that<00:05:46.333> work<00:05:46.589> exactly?

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Like,<00:05:47.294> how<00:05:47.455> does—<00:05:48.176> what,<00:05:48.496> what<00:05:48.737> makes<00:05:48.977> that<00:05:49.138> stand<00:05:49.522> out<00:05:49.618> so<00:05:49.779> much?

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Yeah.

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So<00:05:51.366> we<00:05:51.526> built<00:05:51.718> something<00:05:52.007> that<00:05:52.087> we<00:05:52.183> call<00:05:52.440> smart<00:05:52.808> routing,<00:05:53.690> and<00:05:53.946> smart<00:05:54.251> routing<00:05:54.812> is<00:05:55.213> a<00:05:55.309> logic<00:05:55.854> that<00:05:55.966> essentially<00:05:56.992> takes<00:05:57.377> all<00:05:57.634> of<00:05:57.779> the<00:05:58.020> onus<00:05:58.421> off<00:05:58.598> of<00:05:58.678> the<00:05:58.903> operator.

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So<00:06:00.060> our<00:06:00.204> software<00:06:00.911> is<00:06:01.072> thinking<00:06:01.345> about<00:06:01.794> what<00:06:02.051> is<00:06:02.212> the<00:06:02.453> best<00:06:02.854> way<00:06:03.176> that<00:06:03.400> data<00:06:03.657> should<00:06:03.898> be<00:06:03.995> sent<00:06:04.541> or<00:06:04.621> received.

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And<00:06:05.729> so<00:06:05.906> on<00:06:06.067> every<00:06:06.243> single<00:06:06.532> transaction<00:06:07.175> that<00:06:07.287> someone's<00:06:07.593> going<00:06:07.769> to<00:06:07.833> do<00:06:08.219> on<00:06:08.315> a<00:06:08.331> mobile<00:06:08.637> application,<00:06:09.841> our<00:06:09.938> software<00:06:10.323> will<00:06:10.468> look<00:06:10.644> at<00:06:10.725> that<00:06:10.885> and<00:06:10.982> say,<00:06:11.367> you<00:06:11.447> know<00:06:11.608> what,<00:06:12.154> this<00:06:12.331> is<00:06:12.395> the<00:06:12.427> most<00:06:12.716> efficient<00:06:13.037> path<00:06:13.246> to<00:06:13.439> take<00:06:13.696> this<00:06:13.921> pathway.

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So<00:06:14.965> if<00:06:15.045> you<00:06:15.125> take<00:06:15.366> the<00:06:15.447> example<00:06:15.848> with<00:06:16.025> Node<00:06:16.346> and<00:06:16.426> let's<00:06:16.635> say<00:06:16.732> you<00:06:16.812> have<00:06:16.989> a<00:06:17.053> customer<00:06:17.535> that<00:06:17.695> is<00:06:17.776> using<00:06:18.033> a<00:06:18.113> phone<00:06:18.418> that<00:06:18.579> has<00:06:19.237> traditional<00:06:19.703> LTE,<00:06:20.602> they<00:06:20.747> also<00:06:20.924> have<00:06:21.020> a<00:06:21.100> mesh<00:06:21.341> network,<00:06:21.727> they<00:06:21.871> also<00:06:22.048> have<00:06:22.209> SATCOM.

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Let's<00:06:23.239> look<00:06:23.352> at<00:06:23.401> those<00:06:23.579> 3<00:06:23.757> modalities.

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And<00:06:25.117> for<00:06:25.344> anything<00:06:25.684> that<00:06:25.830> that<00:06:26.154> operator<00:06:26.494> is<00:06:26.720> doing,<00:06:27.449> we<00:06:27.546> can<00:06:27.870> use<00:06:28.178> one<00:06:28.291> of<00:06:28.421> those<00:06:28.664> 3<00:06:28.777> modalities<00:06:29.975> and<00:06:30.040> we<00:06:30.137> can<00:06:30.218> be,<00:06:30.526> you<00:06:30.558> know,<00:06:30.704> changing<00:06:30.963> that<00:06:31.174> up<00:06:31.352> on<00:06:31.496> a,<00:06:31.737> you<00:06:31.769> know,<00:06:32.621> every,<00:06:32.959> every<00:06:33.119> second,<00:06:33.441> every<00:06:33.601> transaction,<00:06:34.148> whatever<00:06:34.341> it<00:06:34.405> might<00:06:34.646> be.

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And<00:06:35.642> so<00:06:35.771> it's<00:06:35.931> an<00:06:36.012> extremely<00:06:36.574> efficient<00:06:37.297> network<00:06:37.844> where<00:06:38.342> you<00:06:38.503> don't<00:06:38.663> have<00:06:38.904> to<00:06:39.065> be<00:06:39.226> thinking<00:06:39.563> about,<00:06:39.933> oh,<00:06:40.029> I<00:06:40.110> need<00:06:40.206> to<00:06:40.286> switch<00:06:40.592> to<00:06:41.224> Radio<00:06:41.645> B<00:06:42.293> because<00:06:42.487> I'm<00:06:42.698> out<00:06:42.795> of<00:06:42.925> range<00:06:43.200> of<00:06:43.281> Radio<00:06:43.816> A,<00:06:44.221> right?

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We<00:06:44.885> do<00:06:45.128> all<00:06:45.225> of<00:06:45.355> that<00:06:45.452> for<00:06:45.695> you.

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What<00:06:47.528> do<00:06:47.641> you—<00:06:48.368> how<00:06:48.465> do<00:06:48.530> you<00:06:48.627> decide<00:06:49.015> what<00:06:49.128> to<00:06:49.257> focus<00:06:49.742> on<00:06:50.066> as<00:06:50.227> the<00:06:50.324> CEO<00:06:50.809> of<00:06:50.955> this<00:06:51.133> company?

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I<00:06:51.618> imagine<00:06:51.893> like<00:06:51.941> this<00:06:51.990> technology<00:06:52.167> can<00:06:52.232> be<00:06:52.281> used<00:06:52.361> in<00:06:52.426> all<00:06:52.458> sorts<00:06:52.669> of<00:06:52.717> places.

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Like<00:06:55.073> you<00:06:55.154> just<00:06:55.477> mentioned,<00:06:55.944> like,<00:06:56.461> like<00:06:56.703> it<00:06:56.848> started<00:06:57.155> out<00:06:57.235> as<00:06:57.316> like<00:06:57.558> outdoors<00:06:58.768> and<00:06:58.849> it<00:06:58.930> still<00:06:59.252> is<00:06:59.414> used<00:06:59.672> for<00:06:59.817> that.

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I<00:07:00.479> believe<00:07:01.043> I<00:07:01.108> saw<00:07:01.205> on<00:07:01.285> your<00:07:01.366> website<00:07:01.673> you<00:07:01.705> still<00:07:01.947> sell<00:07:02.415> to<00:07:02.641> people<00:07:02.883> who<00:07:02.980> go,<00:07:03.125> which<00:07:03.302> is<00:07:03.448> great<00:07:03.577> because<00:07:03.851> I<00:07:03.932> find<00:07:04.174> myself<00:07:04.432> lost<00:07:04.689> in<00:07:04.738> the<00:07:04.770> mountains<00:07:05.092> sometimes,<00:07:05.478> so<00:07:05.623> I<00:07:05.639> should<00:07:05.865> get<00:07:06.026> one<00:07:06.122> of<00:07:06.203> these.

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But<00:07:08.602> how<00:07:08.795> did<00:07:09.004> you<00:07:09.085> decide<00:07:09.584> and<00:07:09.809> when—<00:07:10.083> how<00:07:10.228> do<00:07:10.292> you<00:07:10.631> continue<00:07:11.355> to<00:07:11.516> decide<00:07:12.804> where<00:07:13.046> to<00:07:13.207> put<00:07:13.368> your<00:07:13.593> areas<00:07:13.851> of<00:07:13.980> focus,<00:07:14.481> what<00:07:14.805> industries<00:07:15.387> to<00:07:15.533> focus<00:07:15.873> on?

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Absolutely.

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So,<00:07:18.220> I<00:07:18.236> mean,<00:07:18.398> I<00:07:18.462> think<00:07:18.640> it's<00:07:19.029> the<00:07:19.174> confluence<00:07:19.984> of<00:07:20.469> what<00:07:20.647> is<00:07:20.809> the<00:07:21.214> market<00:07:21.634> need,<00:07:22.249> what<00:07:22.411> is<00:07:22.508> the<00:07:22.573> market<00:07:22.832> opportunity.

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It's<00:07:23.244> that<00:07:23.393> age-old<00:07:23.558> discussion<00:07:23.953> of<00:07:24.036> where<00:07:24.101> do<00:07:24.332> you<00:07:24.398> truly<00:07:24.629> have<00:07:26.972> product-market<00:07:27.598> fit.

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But<00:07:28.641> one<00:07:28.817> additional<00:07:29.363> lens<00:07:29.603> that<00:07:29.764> we<00:07:29.860> put<00:07:30.085> on<00:07:30.165> this,<00:07:30.325> or<00:07:30.358> that<00:07:30.486> I<00:07:30.582> put<00:07:30.743> on<00:07:30.903> this<00:07:31.128> specifically,<00:07:32.251> is<00:07:32.909> where<00:07:33.069> can<00:07:33.214> we<00:07:33.310> make<00:07:33.534> the<00:07:33.615> most<00:07:33.855> impact,<00:07:34.674> right?

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You<00:07:34.995> know,<00:07:35.396> at<00:07:35.476> the<00:07:35.556> end<00:07:35.652> of<00:07:35.717> the<00:07:35.797> day,<00:07:36.583> as<00:07:36.679> I<00:07:36.759> mentioned<00:07:37.000> at<00:07:37.064> the<00:07:37.145> beginning,<00:07:37.546> we<00:07:37.706> really<00:07:37.963> are<00:07:38.123> a<00:07:38.139> mission-driven<00:07:38.669> company,<00:07:39.551> and<00:07:39.648> that,<00:07:40.129> that<00:07:40.354> impact<00:07:40.707> of<00:07:40.835> saving<00:07:41.172> lives<00:07:41.637> by<00:07:41.814> enabling<00:07:42.199> critical<00:07:42.471> communications,<00:07:43.659> it<00:07:43.739> has<00:07:43.996> to<00:07:44.076> be<00:07:44.220> present<00:07:44.621> in<00:07:44.766> what<00:07:44.878> we're<00:07:45.023> doing<00:07:45.279> and<00:07:45.360> where<00:07:45.504> we're<00:07:45.584> focusing.

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So<00:07:47.253> looking<00:07:47.574> at<00:07:47.895> even,<00:07:48.071> you<00:07:48.167> know,<00:07:48.312> consumer<00:07:48.954> versus<00:07:49.339> the<00:07:49.499> enterprise<00:07:49.900> opportunity,<00:07:51.023> um,<00:07:51.681> when,<00:07:52.002> when<00:07:52.227> we<00:07:52.339> support<00:07:53.206> a<00:07:53.222> search<00:07:53.446> and<00:07:53.526> rescue<00:07:53.847> team,<00:07:54.329> they're<00:07:54.489> effectively<00:07:55.516> going<00:07:55.789> and<00:07:55.917> saving<00:07:56.398> countless<00:07:56.879> lives<00:07:58.002> rather<00:07:58.258> than<00:07:58.563> having<00:07:58.836> a<00:07:58.900> single<00:07:59.301> individual<00:07:59.942> that<00:08:00.487> rarely<00:08:00.985> is<00:08:01.209> in<00:08:01.546> a<00:08:01.850> truly<00:08:02.187> perilous<00:08:02.588> situation.

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And<00:08:03.807> so<00:08:03.951> what<00:08:04.112> we've<00:08:04.272> found<00:08:04.689> is<00:08:04.849> that<00:08:05.379> we're<00:08:05.539> actually<00:08:05.796> making<00:08:06.197> more<00:08:06.662> impact<00:08:07.079> against<00:08:07.399> our<00:08:07.544> mission<00:08:08.105> if<00:08:08.201> we<00:08:08.281> support<00:08:08.987> the<00:08:09.147> team.

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It's<00:08:10.029> almost<00:08:10.366> a<00:08:10.526> point<00:08:10.751> of<00:08:10.863> leverage<00:08:11.328> for<00:08:11.473> us<00:08:11.970> where<00:08:12.114> we<00:08:12.146> can<00:08:12.291> make<00:08:12.515> more<00:08:12.772> impact<00:08:13.173> by<00:08:13.253> focusing<00:08:13.814> on<00:08:13.894> those<00:08:14.055> types<00:08:14.295> of<00:08:14.359> teams.

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A<00:08:15.177> great<00:08:15.354> example<00:08:15.979> of<00:08:16.059> this<00:08:16.252> specifically,<00:08:16.781> we<00:08:17.118> support<00:08:17.647> all<00:08:17.727> of<00:08:17.807> the<00:08:17.887> National<00:08:18.288> Guard<00:08:19.267> rescue<00:08:19.523> squadrons<00:08:20.149> within<00:08:20.373> the<00:08:20.453> US.

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So<00:08:21.432> the<00:08:21.592> Air<00:08:21.736> Force<00:08:21.977> rescue<00:08:22.169> squadrons<00:08:22.731> that<00:08:22.875> are<00:08:22.955> called<00:08:23.340> out<00:08:23.516> for<00:08:24.062> really<00:08:24.302> extreme<00:08:24.639> search<00:08:24.880> and<00:08:24.944> rescue.

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One<00:08:26.388> of,<00:08:26.725> one<00:08:26.886> of<00:08:26.918> the<00:08:27.030> teams<00:08:27.287> is<00:08:27.367> up<00:08:27.528> in<00:08:27.592> Alaska<00:08:28.250> and<00:08:28.395> they<00:08:28.491> actually<00:08:28.796> do<00:08:28.909> more<00:08:29.358> rescues<00:08:29.840> than<00:08:30.482> any<00:08:30.723> other<00:08:30.884> rescue<00:08:31.157> organization<00:08:31.959> in<00:08:32.024> the<00:08:32.104> nation.

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And<00:08:33.132> I<00:08:33.212> would<00:08:33.389> guess<00:08:33.870> the<00:08:34.031> world,<00:08:34.272> but<00:08:34.432> I<00:08:34.448> don't<00:08:34.657> have<00:08:34.753> that<00:08:34.914> statistic,<00:08:36.600> but<00:08:36.680> I<00:08:36.696> know<00:08:36.921> the<00:08:37.001> nation.

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And,<00:08:38.767> you<00:08:38.848> know,<00:08:39.089> for<00:08:39.169> instance,<00:08:39.554> in<00:08:39.635> the<00:08:39.731> last<00:08:40.148> 9<00:08:40.373> months,<00:08:40.758> they've<00:08:40.871> done<00:08:41.722> over<00:08:41.963> 90<00:08:42.300> rescues<00:08:42.846> using<00:08:43.039> our<00:08:43.183> platform,<00:08:44.130> which<00:08:44.243> is<00:08:44.371> just<00:08:44.548> an<00:08:44.644> astounding<00:08:45.431> number<00:08:46.539> of<00:08:46.715> really<00:08:47.342> extreme<00:08:47.823> rescue<00:08:48.080> situations.

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And<00:08:49.702> so<00:08:49.847> that's<00:08:50.007> just<00:08:50.152> something<00:08:50.392> that<00:08:50.489> you<00:08:50.649> don't<00:08:51.260> you<00:08:51.388> don't<00:08:51.532> see<00:08:51.709> as<00:08:51.854> much<00:08:52.014> on<00:08:52.078> the<00:08:52.159> consumer<00:08:52.512> side,<00:08:53.283> and<00:08:53.379> it's<00:08:53.684> much<00:08:53.861> more<00:08:54.005> aligned<00:08:54.262> with<00:08:54.358> our<00:08:54.503> mission.

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Wow,<00:08:56.655> that's<00:08:56.831> great.

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How<00:08:57.152> do<00:08:57.297> you<00:08:57.473> as<00:08:57.554> CEO<00:08:59.159> decide<00:08:59.545> where<00:08:59.641> to<00:08:59.721> spend<00:09:00.042> your<00:09:00.348> time<00:09:00.621> each<00:09:00.845> day?

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Yeah,<00:09:02.435> great,<00:09:02.756> great<00:09:02.933> question.

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It<00:09:04.137> really<00:09:04.635> has<00:09:04.843> changed<00:09:05.261> over<00:09:05.421> the<00:09:05.566> years,<00:09:06.064> right?

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I<00:09:06.321> mean,<00:09:07.091> at<00:09:07.172> the<00:09:07.252> beginning<00:09:07.734> of<00:09:07.830> the<00:09:07.910> company,<00:09:08.569> I'm<00:09:08.729> a<00:09:08.793> product<00:09:09.098> guy<00:09:09.339> by<00:09:09.500> trade.

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And<00:09:10.415> so<00:09:10.800> at<00:09:10.881> the<00:09:10.961> beginning<00:09:11.266> of<00:09:11.298> the<00:09:11.362> company,<00:09:12.069> I<00:09:12.229> was,<00:09:12.615> you<00:09:12.647> know,<00:09:12.807> laser-focused<00:09:13.610> making<00:09:13.851> sure<00:09:14.076> that<00:09:14.156> we<00:09:14.237> were<00:09:14.333> building<00:09:14.798> the<00:09:14.959> best<00:09:15.136> product<00:09:15.457> that<00:09:15.537> we<00:09:15.778> possibly<00:09:16.260> could.

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But<00:09:17.366> as<00:09:17.479> CEO,<00:09:18.424> that<00:09:18.584> quickly<00:09:18.905> transitioned<00:09:19.450> into<00:09:19.931> building<00:09:20.187> the<00:09:20.267> go-to-market<00:09:20.828> engine<00:09:21.149> and<00:09:21.309> building<00:09:22.030> the<00:09:22.174> real<00:09:22.287> sales<00:09:22.687> muscle<00:09:23.008> for<00:09:23.312> the<00:09:23.408> business.

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Now<00:09:24.594> we're<00:09:24.755> at<00:09:24.835> a<00:09:24.851> point<00:09:25.219> where<00:09:25.700> I<00:09:25.780> would<00:09:25.877> say,<00:09:26.261> you<00:09:26.341> know,<00:09:26.437> still<00:09:26.918> my<00:09:27.079> top<00:09:27.335> focus<00:09:27.720> is<00:09:27.864> always<00:09:28.072> our<00:09:28.200> customers<00:09:29.226> and<00:09:29.563> our,<00:09:30.027> you<00:09:30.108> know,<00:09:30.204> enabling<00:09:30.620> our<00:09:30.829> team.

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So<00:09:32.223> at<00:09:32.303> the<00:09:32.431> end<00:09:32.512> of<00:09:32.544> the<00:09:32.688> day,<00:09:33.008> you<00:09:33.088> know,<00:09:33.233> making<00:09:33.553> sure<00:09:33.730> our<00:09:33.874> customers<00:09:34.355> are<00:09:34.435> happy<00:09:34.851> and<00:09:34.932> that<00:09:35.076> we're<00:09:35.316> growing<00:09:35.573> the<00:09:35.653> business<00:09:36.374> is<00:09:36.518> what<00:09:36.566> I'm<00:09:36.694> here<00:09:36.855> to<00:09:36.935> do.

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But<00:09:38.954> now<00:09:39.179> I'm<00:09:39.339> also<00:09:39.659> very,<00:09:39.964> very<00:09:40.140> focused<00:09:40.605> on<00:09:41.166> how<00:09:41.262> do<00:09:41.406> we<00:09:41.583> bring<00:09:41.823> on<00:09:42.127> incredible<00:09:42.624> talent<00:09:43.169> that<00:09:43.265> can<00:09:43.506> continue<00:09:44.227> to<00:09:44.371> grow<00:09:44.547> this<00:09:44.708> business<00:09:45.573> agnostic<00:09:46.150> of<00:09:46.310> me,<00:09:46.551> right?

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I'm<00:09:47.664> trying<00:09:48.004> every<00:09:48.247> day<00:09:48.491> to<00:09:48.653> work<00:09:48.880> myself<00:09:49.285> out<00:09:49.447> of<00:09:49.479> some<00:09:49.852> element<00:09:50.127> of<00:09:50.208> my<00:09:50.419> job,<00:09:51.229> and<00:09:51.392> you<00:09:51.489> do<00:09:51.651> that<00:09:51.878> by<00:09:52.056> bringing<00:09:52.364> on<00:09:52.688> incredible<00:09:53.045> people<00:09:53.336> to<00:09:53.417> the<00:09:53.498> team.

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What<00:09:55.417> about<00:09:55.758> artificial<00:09:56.309> intelligence?

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I<00:09:57.461> wonder<00:09:57.769> how<00:09:57.883> that<00:09:58.110> factors<00:09:58.516> in<00:09:58.662> here,<00:09:58.986> or<00:09:59.246> if<00:09:59.327> it<00:09:59.408> factors<00:09:59.814> in<00:09:59.960> at<00:10:00.203> all,<00:10:00.365> given<00:10:00.609> what<00:10:00.674> you're<00:10:00.803> doing.

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It<00:10:02.101> does,<00:10:02.491> absolutely.

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So,<00:10:04.077> you<00:10:04.109> know,<00:10:04.822> there<00:10:05.049> are—<00:10:06.038> we<00:10:06.135> actually<00:10:06.362> have<00:10:07.496> a<00:10:07.512> number<00:10:08.047> of<00:10:08.225> different<00:10:09.036> places<00:10:09.603> where,<00:10:10.154> you<00:10:10.186> know,<00:10:10.640> there's<00:10:10.818> an<00:10:10.980> intersection<00:10:11.548> with<00:10:11.710> what<00:10:11.872> we<00:10:12.034> do<00:10:12.277> and<00:10:12.423> AI.

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I'm<00:10:13.482> gonna<00:10:13.643> speak<00:10:13.899> to<00:10:14.124> a<00:10:14.284> very,<00:10:14.589> very<00:10:14.701> specific<00:10:15.311> one<00:10:15.487> that<00:10:15.631> might<00:10:15.808> be<00:10:16.594> a<00:10:16.690> bit<00:10:16.915> more<00:10:17.091> niche<00:10:17.877> than<00:10:18.037> you<00:10:18.133> typically<00:10:18.534> hear.

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But<00:10:20.459> one<00:10:20.619> of<00:10:20.716> the<00:10:21.100> challenges<00:10:22.319> that<00:10:22.608> we<00:10:22.784> saw<00:10:23.330> in<00:10:23.602> a<00:10:23.667> broad<00:10:24.292> market<00:10:24.613> space<00:10:25.094> of<00:10:25.896> technology<00:10:26.553> going<00:10:26.938> into<00:10:27.660> the<00:10:27.740> spheres<00:10:28.237> that<00:10:28.382> we<00:10:28.478> play<00:10:28.719> in<00:10:29.360> is<00:10:29.456> that<00:10:29.617> there<00:10:29.745> was<00:10:29.793> so<00:10:30.258> much<00:10:31.285> bandwidth<00:10:31.734> usage.

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There<00:10:32.648> was<00:10:32.728> such<00:10:33.305> a<00:10:33.370> massive<00:10:34.252> consumption<00:10:35.358> of<00:10:35.455> bandwidth<00:10:36.417> and<00:10:36.722> everyone<00:10:37.139> wanted<00:10:37.620> full<00:10:37.860> motion<00:10:38.325> video.

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They<00:10:38.646> wanna<00:10:38.807> see<00:10:39.143> what's<00:10:39.320> going<00:10:39.625> on.

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Everyone<00:10:40.667> wants<00:10:40.908> to<00:10:41.052> be<00:10:41.148> streaming<00:10:41.629> something,<00:10:42.191> right?

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But<00:10:43.008> you<00:10:43.137> go<00:10:43.313> into<00:10:43.474> an<00:10:43.554> environment<00:10:44.019> where<00:10:44.821> typical<00:10:45.157> broadband<00:10:45.703> fails,<00:10:46.745> streaming<00:10:47.146> is<00:10:47.306> out<00:10:47.338> of<00:10:47.402> the<00:10:47.482> question.

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You<00:10:48.284> might<00:10:48.445> not<00:10:48.669> even<00:10:49.022> be<00:10:49.102> able<00:10:49.198> to<00:10:49.311> get<00:10:49.471> out<00:10:49.551> a<00:10:49.631> text<00:10:49.904> message,<00:10:50.449> right?

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That's<00:10:50.994> where<00:10:51.155> we<00:10:51.331> operate.

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And<00:10:52.534> so<00:10:52.999> there<00:10:53.159> was<00:10:53.319> this<00:10:53.656> massive,<00:10:54.747> you<00:10:54.779> know,<00:10:55.019> kind<00:10:55.180> of<00:10:55.580> juxtaposition<00:10:56.462> of<00:10:56.543> people's<00:10:56.944> expectations<00:10:57.745> with<00:10:57.906> what<00:10:57.986> was<00:10:58.146> possible<00:10:59.173> in<00:10:59.509> these<00:10:59.750> really<00:10:59.990> austere<00:11:00.311> environments.

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AI<00:11:02.139> has<00:11:02.299> changed<00:11:02.636> this<00:11:02.813> a<00:11:02.877> bit<00:11:03.438> because<00:11:04.160> with<00:11:04.384> AI<00:11:04.945> you<00:11:05.106> can<00:11:05.266> actually<00:11:05.683> have,<00:11:06.789> with<00:11:06.902> the<00:11:07.030> right<00:11:07.190> compute<00:11:07.623> in<00:11:07.687> different<00:11:07.992> places<00:11:08.393> and<00:11:08.473> strategic<00:11:08.890> places,<00:11:09.772> you<00:11:09.916> can<00:11:10.076> start<00:11:10.397> to<00:11:10.878> offload<00:11:11.599> a<00:11:11.695> lot<00:11:11.935> of<00:11:11.999> those<00:11:12.240> bandwidth<00:11:12.608> requirements<00:11:13.618> and<00:11:13.698> be<00:11:13.842> passing<00:11:14.339> very<00:11:14.515> small<00:11:14.916> amounts<00:11:15.300> of<00:11:15.444> data,<00:11:15.781> but<00:11:16.005> doing<00:11:16.262> processing<00:11:17.287> or<00:11:17.464> doing,<00:11:17.704> you<00:11:17.784> know,<00:11:18.008> some<00:11:18.585> level<00:11:18.810> of<00:11:18.890> inference<00:11:19.226> or<00:11:19.290> whatever<00:11:19.451> it<00:11:19.483> might<00:11:19.707> be<00:11:20.572> at<00:11:20.668> the<00:11:20.893> edge<00:11:21.293> or<00:11:21.470> back<00:11:21.934> at<00:11:22.175> a<00:11:22.351> data<00:11:22.575> center<00:11:22.800> or<00:11:22.976> wherever<00:11:23.216> it<00:11:23.248> might<00:11:23.473> be.

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And<00:11:24.578> that<00:11:24.915> creates<00:11:25.556> the<00:11:25.716> ability<00:11:26.277> for<00:11:27.318> lower<00:11:27.719> bandwidth<00:11:28.184> transport<00:11:28.761> to<00:11:28.985> really<00:11:29.161> shine.

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And<00:11:30.187> so<00:11:30.587> I<00:11:30.619> actually<00:11:30.844> see<00:11:31.228> AI<00:11:32.190> and<00:11:32.286> what<00:11:32.446> we're<00:11:32.606> doing<00:11:33.071> as<00:11:33.247> kind<00:11:33.408> of<00:11:33.488> a<00:11:33.568> beautiful<00:11:33.968> marriage<00:11:34.609> where<00:11:34.850> we<00:11:35.010> can<00:11:35.250> provide<00:11:36.278> really<00:11:36.763> unique<00:11:37.248> and<00:11:37.346> powerful<00:11:37.895> insights<00:11:38.720> to<00:11:38.979> an<00:11:39.124> incredibly<00:11:40.159> austere<00:11:40.725> edge<00:11:40.919> environment<00:11:42.116> because<00:11:42.520> of<00:11:42.989> the<00:11:43.248> ability<00:11:43.814> for<00:11:43.976> AI<00:11:44.218> to<00:11:44.380> run<00:11:44.542> in<00:11:44.622> different<00:11:44.865> places.

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How<00:11:46.892> do<00:11:46.973> you<00:11:47.554> think<00:11:47.877> about<00:11:48.200> self-leadership<00:11:49.460> and<00:11:49.799> staying<00:11:50.284> motivated<00:11:51.253> and<00:11:51.398> how<00:11:51.576> do<00:11:51.737> you<00:11:53.175> kind<00:11:53.336> of—<00:11:53.594> I<00:11:53.675> guess<00:11:54.160> in<00:11:54.321> a<00:11:54.386> lot<00:11:54.547> of<00:11:54.628> ways<00:11:54.870> what<00:11:54.967> I'm<00:11:55.113> asking<00:11:55.764> there<00:11:56.271> is<00:11:57.582> what's<00:11:57.746> your<00:11:57.893> daily<00:11:58.155> routine<00:11:58.483> like?

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Yeah,<00:12:01.194> absolutely.

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So<00:12:03.034> I'll<00:12:03.434> kind<00:12:03.611> of<00:12:04.140> answer<00:12:04.300> this<00:12:04.461> in<00:12:04.541> two<00:12:04.701> parts.

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First,<00:12:05.679> my<00:12:05.824> perspective<00:12:06.401> of<00:12:06.481> self-leadership<00:12:08.325> is<00:12:08.550> really<00:12:08.886> that<00:12:09.672> you<00:12:10.073> can't<00:12:10.474> just,<00:12:10.891> you<00:12:10.971> know,<00:12:11.196> be<00:12:11.356> a<00:12:11.436> hard<00:12:11.677> worker<00:12:11.869> or<00:12:12.078> whatever<00:12:12.302> it<00:12:12.334> might<00:12:12.575> be.

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It's<00:12:13.376> about<00:12:14.034> the<00:12:14.242> willingness<00:12:14.900> to<00:12:15.605> really<00:12:15.926> be<00:12:16.102> an<00:12:16.247> equal<00:12:16.503> part<00:12:16.680> of<00:12:16.744> the<00:12:16.888> team<00:12:17.770> and<00:12:18.011> not<00:12:18.187> just,<00:12:18.572> you<00:12:18.604> know,<00:12:18.829> work<00:12:19.005> really<00:12:19.213> hard<00:12:19.470> at<00:12:19.775> whatever<00:12:20.031> it<00:12:20.111> is<00:12:20.192> that<00:12:20.288> you're<00:12:20.432> doing,<00:12:21.154> but<00:12:21.298> also<00:12:21.859> take<00:12:22.116> up<00:12:22.340> the<00:12:22.517> unglamorous<00:12:23.238> work<00:12:23.479> and<00:12:23.639> do<00:12:23.800> it<00:12:23.864> with<00:12:23.976> a<00:12:24.024> smile<00:12:24.281> on<00:12:24.425> your<00:12:24.521> face.

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You<00:12:25.788> know,<00:12:26.125> I<00:12:26.221> sometimes<00:12:26.686> joke<00:12:26.991> that<00:12:27.632> we're<00:12:27.792> always<00:12:27.969> looking<00:12:28.209> for<00:12:28.370> the<00:12:28.514> full-stack<00:12:28.995> engineer<00:12:29.332> or<00:12:29.508> the<00:12:29.636> first<00:12:30.053> full-stack<00:12:30.534> person<00:12:30.919> for<00:12:31.016> a<00:12:31.032> startup.

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And<00:12:31.978> well,<00:12:32.122> I<00:12:32.202> have<00:12:32.314> to<00:12:32.379> be<00:12:32.459> the<00:12:32.619> full-stack<00:12:33.100> CEO.

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Right?

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So<00:12:34.543> yes,<00:12:34.847> some<00:12:35.023> days<00:12:35.280> I'm<00:12:35.408> gonna<00:12:35.568> be,<00:12:35.825> you<00:12:35.921> know,<00:12:36.065> the<00:12:36.145> face<00:12:36.241> of<00:12:36.369> the<00:12:36.450> company<00:12:36.946> getting<00:12:37.507> some<00:12:37.667> glory,<00:12:38.949> but<00:12:39.254> you<00:12:39.286> know,<00:12:39.895> I'm<00:12:40.055> also<00:12:40.311> gonna<00:12:40.471> be<00:12:40.552> the<00:12:40.696> one<00:12:41.353> taking<00:12:41.593> out<00:12:41.673> the<00:12:41.753> trash<00:12:42.314> and<00:12:42.571> no<00:12:42.779> one<00:12:42.891> is<00:12:42.971> seeing<00:12:43.356> kind<00:12:43.516> of<00:12:43.548> some<00:12:43.756> of<00:12:43.820> those<00:12:43.997> battles,<00:12:44.381> right?

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And<00:12:45.759> so<00:12:46.000> I<00:12:46.144> do<00:12:46.240> think<00:12:46.400> that<00:12:46.480> it's<00:12:46.576> very<00:12:46.721> important<00:12:47.121> to<00:12:47.217> see<00:12:47.426> yourself<00:12:47.842> as<00:12:47.938> an<00:12:48.067> equal<00:12:48.259> member<00:12:48.483> of<00:12:48.563> the<00:12:48.708> team<00:12:49.028> and<00:12:49.845> be<00:12:49.989> willing<00:12:50.326> to<00:12:50.710> pick<00:12:50.951> up<00:12:51.287> some<00:12:51.512> unglamorous<00:12:52.153> work<00:12:52.409> that,<00:12:52.970> you<00:12:53.050> know,<00:12:53.370> no<00:12:53.515> one<00:12:53.627> else<00:12:53.771> wants<00:12:53.947> to<00:12:54.075> pick<00:12:54.252> up.

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But<00:12:55.373> that<00:12:55.598> also<00:12:55.758> translates<00:12:56.255> to<00:12:56.335> the<00:12:56.479> day-to-day<00:12:57.120> where,<00:12:57.761> you<00:12:57.793> know,<00:12:58.482> my<00:12:58.658> day-to-day<00:12:59.363> is<00:12:59.636> extremely<00:13:00.341> variable.

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I<00:13:02.345> travel<00:13:03.051> almost<00:13:03.388> every<00:13:03.628> week.

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And<00:13:04.510> so<00:13:04.895> when<00:13:04.992> you're<00:13:05.136> traveling<00:13:05.489> to<00:13:05.537> different<00:13:05.794> places<00:13:06.195> and<00:13:06.275> there's<00:13:06.451> no<00:13:06.660> kind<00:13:06.772> of<00:13:06.852> consistent<00:13:07.398> location<00:13:07.879> that<00:13:07.959> you're<00:13:08.119> going,<00:13:08.986> it's<00:13:09.306> really<00:13:09.483> difficult<00:13:09.804> to<00:13:10.028> build<00:13:10.285> a<00:13:10.365> consistent<00:13:10.910> routine.

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And<00:13:11.969> so<00:13:12.146> at<00:13:12.274> the<00:13:12.370> end<00:13:12.450> of<00:13:12.482> the<00:13:12.547> day,<00:13:12.755> I<00:13:12.835> kind<00:13:12.996> of<00:13:13.060> have<00:13:13.172> principles<00:13:13.814> that<00:13:14.038> run<00:13:14.215> my<00:13:14.375> weeks,<00:13:14.856> right?

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One<00:13:15.963> is<00:13:16.123> customers<00:13:17.022> and<00:13:17.166> the<00:13:17.198> second<00:13:17.583> is<00:13:17.663> the<00:13:17.808> team,<00:13:18.305> right?

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And<00:13:18.786> not<00:13:18.898> necessarily<00:13:19.251> in<00:13:19.348> that<00:13:19.572> order,<00:13:19.829> right?

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I<00:13:20.069> mean,<00:13:20.150> they're<00:13:20.390> kind<00:13:20.551> of<00:13:20.647> an<00:13:20.935> equal<00:13:21.497> playing<00:13:21.818> field.

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But,<00:13:22.940> you<00:13:22.973> know,<00:13:23.133> if<00:13:23.213> I'm<00:13:23.422> spending<00:13:23.759> my<00:13:23.919> time<00:13:24.384> either<00:13:24.641> supporting<00:13:25.106> our<00:13:25.266> customers<00:13:25.924> or<00:13:26.004> supporting<00:13:26.421> our<00:13:26.630> team,<00:13:27.031> then<00:13:27.127> I'm<00:13:27.608> doing<00:13:27.833> the<00:13:27.913> right<00:13:28.154> thing,<00:13:28.490> right?

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And<00:13:29.694> so<00:13:30.160> that<00:13:30.320> means<00:13:30.738> that<00:13:30.914> the<00:13:31.043> days<00:13:31.525> are<00:13:31.926> lots<00:13:32.183> of<00:13:32.263> meetings,<00:13:32.745> whether,<00:13:33.130> you<00:13:33.162> know,<00:13:33.387> on-site<00:13:34.029> or,<00:13:34.768> or<00:13:34.912> not.

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And<00:13:36.341> that<00:13:36.614> means<00:13:36.903> that,<00:13:37.160> you<00:13:37.240> know,<00:13:37.546> I<00:13:37.626> need<00:13:37.754> to<00:13:37.947> kind<00:13:38.059> of<00:13:38.188> carve<00:13:38.509> out<00:13:38.605> time<00:13:39.071> either<00:13:39.344> early<00:13:39.569> in<00:13:39.649> the<00:13:39.713> morning<00:13:40.211> or<00:13:40.371> late<00:13:40.548> at<00:13:40.676> night<00:13:41.319> where<00:13:41.576> I<00:13:41.720> can<00:13:41.816> do<00:13:42.073> more<00:13:42.282> of<00:13:42.314> that<00:13:42.411> strategic<00:13:43.021> thinking<00:13:43.583> and<00:13:43.743> more<00:13:43.840> of<00:13:43.904> that<00:13:44.064> strategic<00:13:44.610> work<00:13:44.867> or<00:13:45.269> product<00:13:45.590> work<00:13:46.216> because<00:13:46.938> the<00:13:47.035> days<00:13:47.516> are<00:13:47.597> dedicated<00:13:48.094> really<00:13:48.303> to<00:13:48.399> the<00:13:48.480> customers.

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How<00:13:50.310> have<00:13:50.503> you<00:13:50.615> managed<00:13:51.049> culture<00:13:51.530> within,<00:13:52.157> within<00:13:52.397> your<00:13:52.494> organization?

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And<00:13:53.216> something<00:13:53.489> maybe<00:13:53.762> to<00:13:53.859> think<00:13:54.099> about<00:13:55.464> is<00:13:55.609> how<00:13:55.785> you've<00:13:55.962> handled<00:13:56.669> work<00:13:56.845> from<00:13:57.070> home<00:13:57.793> versus<00:13:58.178> hybrid<00:13:58.756> versus<00:13:59.222> in-office,<00:13:59.784> as<00:13:59.961> every<00:14:00.201> CEO<00:14:00.683> and<00:14:00.763> leader<00:14:00.972> has<00:14:01.085> had<00:14:01.229> to<00:14:01.390> do<00:14:02.064> since<00:14:02.353> the<00:14:02.450> pandemic.

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How<00:14:03.879> do<00:14:03.959> you<00:14:04.039> handle<00:14:04.296> culture<00:14:04.778> and<00:14:04.939> what—<00:14:05.324> how<00:14:05.420> did—<00:14:05.742> where<00:14:05.838> did<00:14:05.998> you<00:14:06.143> land<00:14:06.528> on<00:14:06.946> the<00:14:07.090> hybrid<00:14:07.909> versus<00:14:08.375> all<00:14:08.488> in-person<00:14:09.178> versus<00:14:09.676> all<00:14:09.836> remote?

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So<00:14:11.442> we,<00:14:11.844> we<00:14:12.004> are<00:14:12.165> a<00:14:12.245> hybrid<00:14:12.807> culture<00:14:13.433> and<00:14:13.594> kind<00:14:13.755> of<00:14:13.851> hybrid<00:14:14.477> workforce.

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We<00:14:15.698> have<00:14:16.196> our<00:14:16.340> main<00:14:16.645> headquarters<00:14:17.143> in<00:14:17.223> San<00:14:17.384> Francisco.

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That's<00:14:18.026> where<00:14:18.090> we<00:14:18.123> started<00:14:18.428> the<00:14:18.492> company.

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We<00:14:19.536> have<00:14:19.728> a—<00:14:20.017> call<00:14:20.194> it<00:14:20.274> an<00:14:20.499> HQ2<00:14:21.318> in<00:14:21.398> Chicago.

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Which<00:14:22.666> has<00:14:22.762> been<00:14:22.923> really<00:14:23.163> nice<00:14:23.468> to<00:14:23.564> be<00:14:23.740> centrally<00:14:24.205> located<00:14:24.750> between<00:14:25.166> the<00:14:25.311> East<00:14:25.471> Coast<00:14:25.647> and<00:14:25.727> West<00:14:25.888> Coast<00:14:26.128> as<00:14:26.272> we<00:14:26.368> have<00:14:27.074> customers<00:14:27.410> on<00:14:27.506> both<00:14:27.715> sides<00:14:27.971> of<00:14:28.003> the<00:14:28.115> house.

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And<00:14:30.199> one<00:14:30.311> of<00:14:30.375> the<00:14:30.455> main<00:14:30.600> reasons<00:14:30.840> that<00:14:30.936> we<00:14:31.080> have<00:14:31.401> physical<00:14:31.721> locations<00:14:32.186> is<00:14:32.282> because<00:14:32.523> we<00:14:32.683> also<00:14:32.923> have<00:14:33.100> physical<00:14:33.420> product,<00:14:34.366> right?

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So<00:14:34.702> when<00:14:34.799> you<00:14:34.943> think<00:14:35.103> about<00:14:35.888> the<00:14:35.985> product<00:14:36.385> elements<00:14:36.770> of<00:14:36.866> what<00:14:37.010> we<00:14:37.106> do,<00:14:38.292> testing<00:14:38.934> a<00:14:39.030> team<00:14:39.334> solution,<00:14:39.911> you<00:14:39.991> gotta<00:14:40.136> be<00:14:40.168> together<00:14:40.376> with<00:14:40.488> a<00:14:40.552> team,<00:14:41.354> right?

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So<00:14:41.674> that's<00:14:42.171> something<00:14:42.379> that<00:14:42.476> has<00:14:42.620> become<00:14:43.181> a<00:14:43.197> requirement<00:14:43.902> where<00:14:44.399> there<00:14:44.543> has<00:14:44.799> to<00:14:44.944> be<00:14:44.976> moments<00:14:45.441> where<00:14:45.585> we're<00:14:45.745> all<00:14:45.841> together.

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The<00:14:46.883> way<00:14:47.043> that<00:14:47.187> we've<00:14:47.524> thought<00:14:47.700> about<00:14:47.989> it<00:14:48.069> a<00:14:48.149> little<00:14:48.309> bit<00:14:48.405> more<00:14:48.550> abstracted<00:14:49.207> just<00:14:49.351> to<00:14:49.511> our<00:14:49.688> business,<00:14:50.008> but<00:14:50.152> in<00:14:50.249> general,<00:14:50.745> is<00:14:50.874> that<00:14:51.034> when<00:14:51.130> you're<00:14:51.354> doing,<00:14:52.493> the<00:14:53.039> generative,<00:14:53.842> creative<00:14:55.126> ideation<00:14:55.849> type<00:14:56.170> work,<00:14:56.909> it<00:14:56.989> is<00:14:57.069> so<00:14:57.374> valuable<00:14:57.936> to<00:14:58.032> be<00:14:58.193> in<00:14:58.338> person<00:14:59.060> and<00:14:59.317> to<00:14:59.397> be<00:14:59.622> with<00:14:59.799> people.

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That<00:15:01.083> doesn't<00:15:01.308> necessarily<00:15:01.565> mean<00:15:01.789> that<00:15:01.870> you<00:15:02.030> all<00:15:02.127> have<00:15:02.287> to<00:15:02.367> be<00:15:02.512> in<00:15:02.544> the<00:15:02.753> office<00:15:03.154> all<00:15:03.234> the<00:15:03.331> time,<00:15:03.973> but<00:15:04.214> in<00:15:04.374> those<00:15:04.599> moments<00:15:05.241> of<00:15:05.643> generation,<00:15:06.205> creation,<00:15:06.847> ideation,<00:15:07.409> strategy,<00:15:08.388> it's<00:15:08.533> so<00:15:08.774> beneficial<00:15:09.352> to<00:15:09.496> be<00:15:09.576> together<00:15:10.235> that<00:15:10.379> we<00:15:10.476> actually<00:15:10.861> fly<00:15:11.423> our<00:15:11.599> team.

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That's—<00:15:12.482> we're<00:15:12.627> across<00:15:12.868> 12<00:15:13.125> states<00:15:13.430> right<00:15:13.590> now<00:15:13.847> in<00:15:13.927> terms<00:15:14.168> of<00:15:14.345> employees.

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We'll<00:15:15.356> fly<00:15:15.678> people<00:15:15.999> in<00:15:16.256> to<00:15:16.400> San<00:15:16.528> Francisco<00:15:17.139> or<00:15:17.219> Chicago<00:15:18.102> and<00:15:18.182> we'll<00:15:18.326> do<00:15:18.647> a<00:15:18.823> 2-day<00:15:19.144> working<00:15:19.464> session<00:15:19.801> or<00:15:19.865> a<00:15:19.945> 3-day<00:15:20.330> working<00:15:20.586> session.

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And<00:15:21.484> we<00:15:21.612> find<00:15:21.853> that<00:15:22.013> those<00:15:22.253> 2<00:15:22.430> or<00:15:22.510> 3<00:15:22.670> days<00:15:23.007> can<00:15:23.151> be<00:15:23.872> the<00:15:23.953> most<00:15:24.257> productive<00:15:24.930> from<00:15:25.171> a,<00:15:25.395> you<00:15:25.459> know,<00:15:25.780> generative<00:15:26.437> work<00:15:26.758> perspective<00:15:27.255> compared<00:15:28.521> to<00:15:28.569> the<00:15:28.601> rest<00:15:28.762> of<00:15:28.826> the<00:15:28.858> month.

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But<00:15:29.707> the<00:15:29.787> rest<00:15:29.932> of<00:15:30.028> the<00:15:30.092> month,<00:15:30.509> you<00:15:30.589> know,<00:15:30.685> if<00:15:30.765> we<00:15:30.926> do<00:15:31.166> those<00:15:31.406> days<00:15:31.711> right,<00:15:32.368> it's<00:15:32.529> more<00:15:32.673> about<00:15:32.849> execution,<00:15:33.795> right?

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So<00:15:34.212> when<00:15:34.356> you're<00:15:34.532> in<00:15:34.612> the<00:15:34.757> execution<00:15:35.318> mode,<00:15:35.654> remote<00:15:36.039> works<00:15:36.360> phenomenally<00:15:37.418> because<00:15:37.722> it<00:15:37.883> allows<00:15:38.556> our<00:15:38.700> employees<00:15:39.197> to<00:15:39.325> have<00:15:39.518> the<00:15:39.662> focus<00:15:40.063> that<00:15:40.207> they<00:15:40.319> need<00:15:40.944> to<00:15:41.008> really<00:15:41.265> execute<00:15:41.810> against<00:15:42.146> that<00:15:42.259> strategy<00:15:43.092> or,<00:15:43.669> or<00:15:43.749> kind<00:15:43.910> of<00:15:44.086> new<00:15:44.230> development.

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What<00:15:45.914> do<00:15:45.978> you<00:15:46.138> read?

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What<00:15:46.779> reading<00:15:47.116> recommendations<00:15:47.821> would<00:15:47.917> you<00:15:47.981> have<00:15:48.094> for<00:15:48.318> us?

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Yeah,<00:15:51.187> I<00:15:51.284> am<00:15:51.460> a<00:15:52.069> voracious<00:15:52.871> reader<00:15:53.432> of<00:15:53.913> odd<00:15:54.169> content<00:15:54.794> is<00:15:54.874> how<00:15:55.195> I'll<00:15:55.772> frame<00:15:56.093> it,<00:15:56.638> where<00:15:57.519> yes,<00:15:57.760> I<00:15:57.840> have<00:15:58.193> some<00:15:58.561> books<00:15:58.738> behind<00:15:59.122> me<00:15:59.683> and<00:15:59.780> whatnot,<00:16:00.180> but<00:16:00.741> more<00:16:01.046> often<00:16:01.238> than<00:16:01.367> not,<00:16:01.864> I<00:16:02.008> am<00:16:02.104> just<00:16:02.264> consuming<00:16:02.905> tons<00:16:03.290> of<00:16:03.386> digital<00:16:03.707> media.

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And<00:16:04.508> so<00:16:04.749> whether<00:16:05.054> it<00:16:05.150> is<00:16:06.112> various<00:16:06.448> Substacks<00:16:07.153> for<00:16:07.634> the<00:16:07.891> niches<00:16:08.260> that<00:16:08.420> we<00:16:08.580> operate<00:16:08.981> in,<00:16:09.558> for<00:16:09.702> instance,<00:16:10.279> we're<00:16:10.600> getting<00:16:10.824> into<00:16:11.081> wildfire<00:16:11.578> season.

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And<00:16:12.283> so<00:16:12.844> there's<00:16:13.149> lots<00:16:13.485> of<00:16:13.646> content<00:16:14.111> out<00:16:14.271> there<00:16:14.447> from<00:16:15.393> public<00:16:15.665> safety<00:16:16.050> agencies<00:16:16.611> or<00:16:16.756> operators<00:16:17.317> that<00:16:17.429> are,<00:16:18.280> you<00:16:18.328> know,<00:16:18.440> learning<00:16:18.777> from<00:16:18.922> those<00:16:19.098> experiences.

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And,<00:16:19.900> and<00:16:19.981> I<00:16:20.125> just<00:16:20.302> try<00:16:20.398> to<00:16:20.943> envelop<00:16:21.409> myself<00:16:21.842> in<00:16:22.051> whatever<00:16:22.452> kind<00:16:22.564> of<00:16:22.708> niche<00:16:22.949> we're<00:16:23.093> working<00:16:23.414> within.

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Um,<00:16:24.554> so<00:16:24.955> tons<00:16:25.195> of<00:16:25.276> Substacks,<00:16:25.998> tons<00:16:26.303> of<00:16:26.479> blog-type<00:16:27.073> content,<00:16:27.987> um,<00:16:28.164> tons<00:16:28.404> of<00:16:28.485> podcasts.

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I<00:16:29.223> know<00:16:29.367> you<00:16:29.399> didn't<00:16:29.592> ask<00:16:29.656> about<00:16:29.849> listening,<00:16:30.250> but<00:16:30.426> I'm<00:16:30.522> going<00:16:30.651> to<00:16:30.811> include<00:16:31.212> those<00:16:31.373> in<00:16:31.453> terms<00:16:31.758> of<00:16:31.854> just<00:16:32.416> digital<00:16:32.753> media.

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And<00:16:33.860> then,<00:16:34.165> um,<00:16:34.486> oddly<00:16:34.742> enough,<00:16:35.529> I<00:16:35.625> spend<00:16:36.331> quite<00:16:36.652> a<00:16:36.668> lot<00:16:36.764> of<00:16:36.828> time,<00:16:37.695> um,<00:16:38.016> going<00:16:38.337> through<00:16:38.754> different<00:16:39.700> product<00:16:40.278> websites<00:16:41.160> and<00:16:41.241> just<00:16:41.401> understanding<00:16:42.203> what<00:16:42.364> are<00:16:42.444> the<00:16:42.524> product<00:16:42.845> offerings<00:16:43.423> from<00:16:43.792> a<00:16:43.808> certain<00:16:44.129> industry<00:16:44.755> or<00:16:45.173> a<00:16:45.237> certain<00:16:45.496> space.

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And<00:16:45.981> I<00:16:46.062> think<00:16:46.288> that<00:16:47.016> really<00:16:47.436> diving<00:16:47.841> deep<00:16:48.148> into<00:16:48.326> product,<00:16:49.280> um,<00:16:49.538> that's,<00:16:49.781> that's<00:16:50.007> just<00:16:50.250> out<00:16:50.363> there<00:16:50.589> for<00:16:50.735> you<00:16:50.913> to<00:16:51.058> consume<00:16:51.948> is<00:16:52.045> a<00:16:52.126> really<00:16:52.368> valuable<00:16:52.756> way<00:16:53.031> to,<00:16:53.322> to<00:16:53.419> understand<00:16:53.823> how,<00:16:54.131> you<00:16:54.163> know,<00:16:54.244> trends<00:16:54.632> are<00:16:54.697> changing<00:16:55.133> and<00:16:55.262> markets<00:16:55.537> are<00:16:55.602> changing.

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How<00:16:57.801> do<00:16:57.882> you,<00:16:58.415> uh,<00:16:58.997> define<00:16:59.321> your<00:16:59.482> values<00:17:00.194> as<00:17:00.307> a<00:17:00.372> company?

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What<00:17:01.083> are<00:17:01.164> your<00:17:01.342> company's<00:17:01.811> values?

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So<00:17:03.089> we<00:17:03.153> have<00:17:03.315> 3,<00:17:03.943> um,<00:17:04.265> and<00:17:05.006> at<00:17:05.087> the,<00:17:05.329> at<00:17:05.425> the<00:17:05.554> very<00:17:05.715> beginning<00:17:05.973> of<00:17:06.005> the<00:17:06.054> company,<00:17:06.940> so<00:17:07.101> my<00:17:07.262> co-founder<00:17:07.826> Alan,<00:17:08.132> you<00:17:08.165> know,<00:17:08.455> we<00:17:08.551> started<00:17:08.825> the<00:17:08.954> business<00:17:09.260> together<00:17:10.227> and<00:17:10.324> before<00:17:10.582> we<00:17:10.662> made<00:17:10.823> our<00:17:10.952> first<00:17:11.194> hire,<00:17:11.822> We<00:17:11.918> said<00:17:12.223> we<00:17:12.303> have<00:17:12.528> to<00:17:12.608> set<00:17:13.170> real<00:17:13.427> values<00:17:14.229> that<00:17:14.534> will<00:17:14.630> start<00:17:14.935> to<00:17:15.337> actually<00:17:15.754> build<00:17:16.460> a<00:17:16.540> culture<00:17:16.877> over<00:17:17.022> time.

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If<00:17:17.423> we<00:17:17.455> need<00:17:17.632> to<00:17:17.760> iterate<00:17:18.065> on<00:17:18.145> them,<00:17:18.322> fantastic,<00:17:19.044> but<00:17:19.205> let's,<00:17:19.526> let's<00:17:19.686> do<00:17:19.750> our<00:17:19.911> best<00:17:20.023> shot.

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And<00:17:21.050> so<00:17:21.532> we<00:17:21.676> have,<00:17:22.254> we<00:17:22.334> have<00:17:22.479> 3.

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The<00:17:23.522> first<00:17:23.923> is<00:17:24.244> default<00:17:24.501> to<00:17:24.726> action.

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Second<00:17:26.090> is<00:17:26.331> be<00:17:26.491> aggressively<00:17:26.989> curious.

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And<00:17:27.711> the<00:17:27.807> third<00:17:28.193> is<00:17:28.433> experience<00:17:29.075> above<00:17:29.316> all.

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And<00:17:30.199> we<00:17:30.279> chose<00:17:30.520> these<00:17:30.600> for<00:17:30.745> very<00:17:30.857> specific<00:17:31.322> reasons.

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Default<00:17:32.269> to<00:17:32.430> action<00:17:32.927> came<00:17:33.232> from<00:17:33.987> some<00:17:34.436> more<00:17:34.613> negative<00:17:34.950> experiences<00:17:35.495> we<00:17:35.640> had<00:17:36.121> in<00:17:36.458> larger<00:17:36.779> corporations<00:17:37.421> where<00:17:37.518> we<00:17:37.598> found<00:17:38.465> some<00:17:38.577> of<00:17:38.641> our<00:17:38.770> colleagues<00:17:39.267> would<00:17:39.412> feel<00:17:39.604> stuck<00:17:40.150> and<00:17:40.214> they<00:17:40.391> weren't<00:17:40.937> empowered<00:17:41.515> to<00:17:41.756> really<00:17:42.302> make<00:17:42.495> a<00:17:42.559> decision<00:17:42.945> that<00:17:43.025> was<00:17:43.202> already<00:17:43.507> well-researched,<00:17:44.165> that<00:17:44.246> was—<00:17:44.647> they<00:17:44.824> knew<00:17:45.194> they<00:17:45.290> were<00:17:45.386> the<00:17:45.531> best<00:17:45.772> person<00:17:46.045> to<00:17:46.093> make<00:17:46.270> the<00:17:46.350> decision.

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They<00:17:47.459> didn't<00:17:47.619> feel<00:17:47.764> empowered<00:17:48.166> to<00:17:48.262> do<00:17:48.423> it.

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And<00:17:48.583> we<00:17:48.664> wanted<00:17:48.824> to<00:17:48.888> make<00:17:48.985> sure<00:17:49.290> our<00:17:49.451> culture<00:17:49.772> did<00:17:49.868> not<00:17:50.045> have<00:17:50.254> those<00:17:50.672> roadblocks<00:17:51.154> in<00:17:51.234> it.

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The<00:17:51.957> second,<00:17:52.503> be<00:17:52.680> aggressively<00:17:53.146> curious,<00:17:53.628> was<00:17:54.222> really<00:17:54.447> about<00:17:54.929> continual<00:17:55.491> evolution,<00:17:56.037> continual<00:17:56.455> iteration<00:17:57.001> of<00:17:57.563> the<00:17:57.660> people<00:17:57.901> in<00:17:57.981> your<00:17:58.126> business<00:17:58.463> and<00:17:58.543> the<00:17:58.624> business<00:17:58.945> itself.

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Right.

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And<00:18:00.230> so<00:18:00.551> we<00:18:00.953> encourage<00:18:01.435> people<00:18:01.836> to<00:18:02.543> go<00:18:02.720> deep<00:18:03.025> into<00:18:03.202> new<00:18:03.379> subjects,<00:18:03.909> learn<00:18:04.166> new<00:18:04.391> things,<00:18:04.728> because<00:18:05.114> if<00:18:05.290> they're<00:18:05.515> growing<00:18:05.837> in<00:18:05.869> that<00:18:06.078> way,<00:18:06.335> it's<00:18:06.495> going<00:18:07.057> to<00:18:07.138> benefit<00:18:07.459> the<00:18:07.523> business.

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And<00:18:08.726> the<00:18:08.887> third,<00:18:09.079> experience<00:18:09.480> above<00:18:09.704> all,<00:18:10.345> is<00:18:10.505> really<00:18:10.746> commenting<00:18:11.451> on<00:18:11.771> how<00:18:12.733> at<00:18:12.813> the<00:18:12.973> end<00:18:13.069> of<00:18:13.133> the<00:18:13.229> day,<00:18:13.934> you<00:18:13.966> know,<00:18:14.447> the<00:18:14.671> way<00:18:14.912> that<00:18:15.008> a<00:18:15.072> customer<00:18:15.553> feels<00:18:15.953> engaging<00:18:16.418> with<00:18:16.514> your<00:18:16.594> company<00:18:17.075> and<00:18:17.155> product<00:18:17.476> set<00:18:18.101> is<00:18:18.181> the<00:18:18.341> only<00:18:18.517> thing<00:18:18.677> that<00:18:18.838> matters.

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And<00:18:19.863> so<00:18:20.104> we<00:18:20.200> want<00:18:20.424> that<00:18:20.616> to<00:18:20.745> be<00:18:21.081> a<00:18:21.161> thread<00:18:21.626> throughout<00:18:22.027> the<00:18:22.107> culture,<00:18:22.523> throughout<00:18:22.828> the<00:18:22.908> company,<00:18:23.389> where<00:18:23.581> it's<00:18:24.126> not<00:18:24.366> just<00:18:24.671> does<00:18:24.831> the<00:18:24.927> product<00:18:25.312> function<00:18:25.632> the<00:18:25.712> way<00:18:25.808> it<00:18:25.952> should,<00:18:26.209> but<00:18:26.353> it<00:18:26.449> is,<00:18:27.090> you<00:18:27.138> know,<00:18:27.475> what<00:18:27.635> was<00:18:27.811> that<00:18:27.972> experience<00:18:28.596> like<00:18:28.853> when<00:18:28.933> you<00:18:29.013> called<00:18:29.318> into<00:18:29.558> support?

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What<00:18:30.135> was<00:18:30.279> the<00:18:30.359> experience<00:18:30.936> like<00:18:31.497> when<00:18:31.593> you<00:18:31.721> went<00:18:31.801> to<00:18:31.881> the<00:18:31.962> website<00:18:32.298> for<00:18:32.362> the<00:18:32.442> first<00:18:32.619> time<00:18:33.019> or<00:18:33.099> when<00:18:33.179> you<00:18:33.276> met<00:18:33.564> someone<00:18:33.788> at<00:18:33.820> a<00:18:33.884> trade<00:18:34.141> show?

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All<00:18:34.930> those<00:18:35.108> touchpoints<00:18:35.674> are<00:18:35.901> the<00:18:35.998> business,<00:18:36.549> are<00:18:36.646> the<00:18:36.792> experience,<00:18:37.844> and<00:18:38.006> we<00:18:38.087> want<00:18:38.265> everyone<00:18:38.589> to<00:18:38.735> feel<00:18:38.994> empowered<00:18:39.350> no<00:18:39.415> matter<00:18:39.625> what<00:18:39.739> their<00:18:39.885> function<00:18:40.289> is,<00:18:40.451> to<00:18:40.532> be<00:18:40.613> a<00:18:40.678> part<00:18:40.872> of<00:18:40.921> that<00:18:41.018> experience.

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I<00:18:42.683> wonder<00:18:42.908> what<00:18:43.004> it<00:18:43.085> felt<00:18:43.326> like<00:18:43.551> for<00:18:43.712> you<00:18:43.970> personally<00:18:45.096> when<00:18:45.901> the<00:18:46.045> first<00:18:46.287> time<00:18:46.528> you<00:18:46.560> saved<00:18:47.027> a<00:18:47.043> life<00:18:47.349> because<00:18:47.912> your<00:18:48.073> product<00:18:48.411> saves<00:18:48.942> lives.

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Yeah.

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What<00:18:50.967> did<00:18:51.127> that<00:18:51.304> feel<00:18:51.706> like<00:18:52.011> to<00:18:52.172> you<00:18:52.734> and<00:18:53.779> how—<00:18:55.145> I<00:18:55.177> mean,<00:18:55.466> I<00:18:55.723> just<00:18:55.964> wonder,<00:18:56.205> like,<00:18:56.671> you<00:18:57.169> build<00:18:57.330> a<00:18:57.411> product<00:18:57.716> that<00:18:57.828> saves<00:18:58.359> lives,<00:18:59.483> you—<00:18:59.741> and<00:18:59.885> then<00:18:59.966> it<00:19:00.218> worked<00:19:00.722> for<00:19:00.974> you.

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Or<00:19:02.177> were<00:19:02.258> you<00:19:02.484> like,<00:19:02.742> well,<00:19:02.919> I'll<00:19:03.080> never<00:19:03.322> do<00:19:03.468> anything<00:19:03.790> else<00:19:03.968> again.

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I<00:19:04.516> can't<00:19:05.323> believe<00:19:05.710> I'm<00:19:06.291> able<00:19:06.452> to<00:19:06.549> do<00:19:06.758> this.

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Yeah,<00:19:08.413> no,<00:19:08.574> absolutely.

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I<00:19:09.860> remember<00:19:10.198> the<00:19:10.278> first<00:19:10.503> one.

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It<00:19:10.889> was<00:19:11.210> a,<00:19:11.628> it<00:19:11.693> was<00:19:11.789> a<00:19:12.175> backcountry<00:19:12.512> skier<00:19:12.914> in<00:19:12.995> Rocky<00:19:13.252> Mountain<00:19:13.509> National<00:19:13.798> Park.

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And<00:19:16.049> I<00:19:16.065> remember<00:19:17.177> they<00:19:17.565> actually<00:19:17.888> used<00:19:18.211> the<00:19:18.373> SOS<00:19:18.793> function<00:19:19.181> that's<00:19:19.423> on<00:19:19.504> our<00:19:19.601> hardware<00:19:20.716> and<00:19:21.216> it<00:19:21.297> went<00:19:21.459> to<00:19:21.944> a<00:19:22.024> third-party<00:19:22.493> rescue<00:19:22.897> agency.

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This<00:19:23.381> was<00:19:23.721> back<00:19:23.979> in<00:19:24.109> the<00:19:24.205> purely<00:19:24.529> commercial<00:19:24.852> days<00:19:26.946> before<00:19:27.189> we<00:19:27.270> started<00:19:27.465> working<00:19:27.709> with<00:19:27.871> more<00:19:28.244> government<00:19:28.504> organizations.

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And,<00:19:30.032> um,<00:19:30.914> I<00:19:30.978> remember<00:19:31.218> we<00:19:31.298> got<00:19:31.474> this<00:19:31.619> alert<00:19:32.580> and<00:19:33.558> we<00:19:33.638> were<00:19:33.718> a<00:19:33.798> team<00:19:33.974> of<00:19:34.054> 4<00:19:34.519> at<00:19:34.583> the<00:19:34.663> time<00:19:35.625> and,<00:19:35.881> uh,<00:19:36.426> we<00:19:36.506> were,<00:19:36.602> you<00:19:36.762> know,<00:19:36.987> tracking<00:19:37.307> the<00:19:37.403> whole<00:19:37.564> thing.

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We<00:19:37.884> were<00:19:38.028> in<00:19:38.124> touch<00:19:38.365> with<00:19:38.509> the<00:19:38.589> rescue<00:19:38.926> agency<00:19:40.352> and<00:19:40.993> the<00:19:41.073> rescue<00:19:41.393> was<00:19:41.554> finished.

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The,<00:19:42.114> the<00:19:42.211> person<00:19:42.451> was<00:19:42.611> brought<00:19:42.771> to<00:19:43.028> safety.

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They<00:19:43.637> actually<00:19:43.813> broke<00:19:44.053> their<00:19:44.214> leg<00:19:44.470> in<00:19:44.614> the<00:19:44.694> middle<00:19:44.919> of<00:19:44.999> Rocky<00:19:45.207> National<00:19:45.496> Park.

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Um,<00:19:47.322> and,<00:19:47.563> uh,<00:19:48.620> and<00:19:48.716> I<00:19:48.781> remember<00:19:49.021> we<00:19:49.101> kind<00:19:49.261> of<00:19:49.293> sat<00:19:49.502> back<00:19:49.678> and<00:19:49.758> we're<00:19:49.902> like,<00:19:51.184> okay,<00:19:52.290> we<00:19:52.370> gotta<00:19:52.530> keep<00:19:52.626> doing<00:19:52.803> this.

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We<00:19:53.139> gotta<00:19:53.331> grow<00:19:53.428> this<00:19:53.588> business.

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Like,<00:19:54.133> you<00:19:54.229> know,<00:19:54.389> and<00:19:54.485> it<00:19:54.549> was<00:19:54.613> one<00:19:54.693> of<00:19:54.726> those<00:19:54.966> where<00:19:55.190> it<00:19:55.270> was,<00:19:55.431> it<00:19:55.511> was<00:19:55.687> like,<00:19:56.377> Okay,<00:19:57.356> we<00:19:57.597> did,<00:19:58.303> we<00:19:58.464> did<00:19:58.625> what<00:19:58.721> we<00:19:58.801> set<00:19:59.026> out<00:19:59.187> to<00:19:59.347> do,<00:20:00.086> but<00:20:00.327> doing<00:20:00.632> it<00:20:00.792> one<00:20:00.969> time<00:20:01.916> is,<00:20:02.655> is<00:20:02.815> just<00:20:02.992> a<00:20:03.120> point<00:20:03.377> in<00:20:03.538> time<00:20:04.164> right<00:20:04.742> now.

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The<00:20:05.449> only<00:20:05.706> way<00:20:05.946> that<00:20:06.171> this<00:20:06.332> makes<00:20:06.573> real<00:20:06.813> impact<00:20:07.070> is<00:20:07.167> if<00:20:07.231> we<00:20:07.311> scale.

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And<00:20:08.210> so<00:20:08.323> it<00:20:08.419> was<00:20:08.532> a<00:20:08.596> massive<00:20:09.318> motivator<00:20:09.864> to<00:20:09.945> go<00:20:10.041> scale<00:20:10.346> the<00:20:10.442> business.

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That's<00:20:12.353> so<00:20:12.674> cool.

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That<00:20:13.011> must<00:20:13.172> have<00:20:13.316> been<00:20:13.959> just<00:20:14.135> an<00:20:14.232> insane<00:20:15.083> experience<00:20:15.661> and<00:20:15.805> an<00:20:15.837> insane<00:20:16.303> feeling.

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Who's<00:20:17.507> a<00:20:17.668> leader<00:20:18.294> or<00:20:18.390> an<00:20:18.487> example<00:20:18.952> of<00:20:19.049> a<00:20:19.113> leader<00:20:19.450> that<00:20:19.659> you<00:20:19.755> admire?

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Yeah,<00:20:22.387> I'm<00:20:22.788> going<00:20:24.199> to<00:20:24.327> go<00:20:24.487> a<00:20:24.551> little<00:20:24.712> bit<00:20:24.872> soft<00:20:25.209> on<00:20:25.289> this<00:20:25.513> answer.

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Apologies<00:20:26.732> for<00:20:26.812> that.

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But<00:20:28.399> I,<00:20:29.361> I've<00:20:29.682> learned<00:20:29.922> from<00:20:30.339> a<00:20:30.515> number<00:20:30.980> of<00:20:31.060> different<00:20:31.381> leaders<00:20:31.686> and<00:20:31.766> we've<00:20:31.926> had<00:20:32.343> an<00:20:32.423> incredible<00:20:32.968> opportunity<00:20:33.433> to<00:20:33.465> be<00:20:33.625> mentored<00:20:34.186> by<00:20:35.213> consummate<00:20:35.613> executives.

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And,<00:20:37.778> you<00:20:37.810> know,<00:20:38.034> I<00:20:38.178> can't<00:20:38.419> say<00:20:39.076> enough<00:20:39.477> about<00:20:40.279> their<00:20:40.439> guidance.

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But<00:20:41.497> something<00:20:41.786> that<00:20:41.866> has<00:20:41.914> stuck<00:20:42.186> with<00:20:42.363> me<00:20:42.603> since<00:20:42.828> I<00:20:42.908> was<00:20:43.004> very<00:20:43.244> young<00:20:43.485> that<00:20:43.629> I<00:20:43.709> think<00:20:43.822> has<00:20:43.966> kind<00:20:44.110> of<00:20:44.351> made<00:20:44.591> me<00:20:44.687> into<00:20:44.928> the<00:20:45.024> leader<00:20:45.329> that<00:20:45.473> I<00:20:45.489> am<00:20:45.649> today<00:20:45.970> is<00:20:46.114> actually<00:20:47.397> a<00:20:47.429> note<00:20:47.733> that<00:20:47.878> I<00:20:47.894> received<00:20:48.294> from<00:20:48.471> my<00:20:48.759> grandfather,<00:20:49.336> who<00:20:49.481> was<00:20:49.641> an<00:20:49.737> executive<00:20:50.218> in<00:20:50.298> the<00:20:50.363> insurance<00:20:50.779> business<00:20:51.100> back<00:20:51.340> in<00:20:51.405> the<00:20:51.485> day.

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When<00:20:52.768> I<00:20:52.864> turned<00:20:53.089> 16,<00:20:53.506> he<00:20:53.650> wrote<00:20:53.746> me<00:20:53.827> this<00:20:53.987> letter<00:20:54.484> and<00:20:54.565> it<00:20:54.645> had<00:20:55.431> 3<00:20:56.377> kind<00:20:56.458> of<00:20:57.035> lessons<00:20:57.500> that<00:20:57.661> he<00:20:57.757> has<00:20:58.222> held<00:20:58.543> with<00:20:58.640> him<00:20:58.960> through<00:20:59.041> his<00:20:59.281> life<00:20:59.522> that<00:20:59.602> he<00:20:59.746> thought<00:20:59.923> were<00:21:00.003> beneficial.

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And<00:21:01.110> one<00:21:01.271> of<00:21:01.367> them<00:21:02.313> really<00:21:02.554> shaped<00:21:02.811> me.

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And<00:21:03.597> that,<00:21:03.934> that<00:21:04.094> lesson<00:21:04.415> was<00:21:05.313> do<00:21:05.458> the<00:21:05.538> right<00:21:05.762> thing<00:21:06.404> even<00:21:06.565> when<00:21:06.725> you<00:21:06.757> know<00:21:07.078> no<00:21:07.287> one's<00:21:07.527> looking.

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And,<00:21:08.907> you<00:21:08.987> know,<00:21:09.051> for<00:21:09.180> me,<00:21:10.094> especially<00:21:10.511> in<00:21:10.607> this<00:21:10.848> role,<00:21:11.939> you<00:21:11.971> know,<00:21:12.115> my<00:21:12.276> decisions<00:21:12.982> don't<00:21:13.158> just<00:21:13.319> impact<00:21:13.720> me,<00:21:13.960> right?

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They<00:21:14.843> impact—<00:21:15.083> as<00:21:15.163> a<00:21:15.244> CEO,<00:21:15.725> your<00:21:16.046> decisions<00:21:16.447> impact<00:21:17.089> your<00:21:17.249> team,<00:21:17.714> you<00:21:17.746> know,<00:21:18.772> everyone<00:21:19.077> that<00:21:19.125> you<00:21:19.189> represent<00:21:19.638> in<00:21:19.718> terms<00:21:19.974> of<00:21:20.599> your,<00:21:20.936> your<00:21:21.160> customer<00:21:21.657> base,<00:21:22.122> your<00:21:22.218> partners,<00:21:22.618> your<00:21:22.763> family,<00:21:23.580> your—<00:21:24.141> the<00:21:24.365> whole<00:21:24.685> market<00:21:25.166> that<00:21:25.262> you're<00:21:25.487> in,<00:21:25.663> actually,<00:21:26.208> your<00:21:26.448> actions<00:21:26.785> impact.

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And<00:21:29.269> ironically<00:21:29.829> enough,<00:21:30.631> you<00:21:30.855> also<00:21:31.015> have<00:21:31.191> very<00:21:31.416> little<00:21:31.656> oversight,<00:21:32.538> right?

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Very<00:21:33.435> few<00:21:33.755> of<00:21:33.852> those<00:21:33.948> stakeholders<00:21:34.701> have<00:21:34.861> any<00:21:35.101> access<00:21:35.839> to<00:21:36.480> what<00:21:36.720> those<00:21:36.960> day-to-day<00:21:37.281> decisions<00:21:37.826> really<00:21:38.146> are.

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And<00:21:39.124> so,<00:21:39.444> you<00:21:39.540> know,<00:21:39.620> that<00:21:39.845> lesson<00:21:40.229> for<00:21:40.406> me<00:21:41.271> has<00:21:41.527> consistently<00:21:42.649> been<00:21:42.809> something<00:21:43.130> that<00:21:43.274> I<00:21:43.370> go<00:21:43.530> back<00:21:43.787> to.

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And<00:21:44.716> if<00:21:44.877> I<00:21:44.957> am<00:21:45.117> living<00:21:45.694> against<00:21:46.095> that<00:21:46.335> lesson,<00:21:47.121> you<00:21:47.153> know,<00:21:47.281> against<00:21:47.538> that<00:21:47.762> kind<00:21:47.922> of<00:21:48.035> message,<00:21:49.044> then<00:21:49.782> I<00:21:49.878> know<00:21:50.423> that<00:21:50.583> I'm<00:21:51.144> at<00:21:51.305> least<00:21:51.545> an<00:21:51.609> appropriate<00:21:52.106> leader<00:21:52.443> for<00:21:52.747> all<00:21:52.908> those<00:21:53.004> stakeholders,<00:21:53.709> and<00:21:53.853> I<00:21:53.934> have<00:21:54.110> their<00:21:54.270> best<00:21:54.495> interests<00:21:55.537> in<00:21:55.633> mind<00:21:56.114> with<00:21:56.274> all<00:21:56.354> those<00:21:56.530> decisions.

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So<00:21:57.476> that,<00:21:57.701> that<00:21:57.861> to<00:21:57.941> me,<00:21:58.582> you<00:21:58.662> know,<00:21:58.743> I<00:21:58.839> think<00:21:59.239> my<00:21:59.384> grandfather<00:21:59.720> and<00:21:59.865> his<00:22:00.025> words<00:22:00.346> there<00:22:01.083> are<00:22:01.564> what<00:22:01.708> have<00:22:01.804> helped<00:22:02.189> me<00:22:02.365> and<00:22:02.445> shaped<00:22:02.686> me<00:22:02.830> into<00:22:02.942> the<00:22:03.023> leader<00:22:03.183> that<00:22:03.311> I<00:22:03.327> am<00:22:03.487> today.

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As<00:22:05.154> a<00:22:05.235> leader<00:22:05.571> and<00:22:05.716> as<00:22:05.876> a<00:22:05.908> CEO,<00:22:06.757> you<00:22:07.094> are<00:22:07.254> forced<00:22:07.719> to<00:22:08.040> look<00:22:08.296> at<00:22:09.018> what's<00:22:09.258> happening<00:22:09.963> outside<00:22:10.364> of<00:22:10.460> your<00:22:10.621> company.

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These<00:22:11.438> days,<00:22:11.807> whereas<00:22:12.287> previously<00:22:12.704> maybe<00:22:13.008> that<00:22:13.184> wasn't<00:22:13.649> as<00:22:13.825> true<00:22:14.707> or<00:22:14.771> maybe<00:22:15.027> not<00:22:15.187> true<00:22:15.428> at<00:22:15.572> all.

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But<00:22:16.069> now<00:22:16.373> you<00:22:16.469> kind<00:22:16.645> of<00:22:16.693> have<00:22:16.854> no<00:22:17.030> choice<00:22:17.511> as<00:22:17.607> a<00:22:17.671> CEO<00:22:18.151> and<00:22:18.232> a<00:22:18.312> leader<00:22:18.552> but<00:22:18.792> to<00:22:19.017> look<00:22:19.209> at,<00:22:20.379> you<00:22:20.459> know,<00:22:20.571> various<00:22:21.036> political<00:22:21.404> environments.

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I<00:22:21.837> mean,<00:22:21.981> you,<00:22:22.237> of<00:22:22.462> course,<00:22:22.718> even<00:22:23.022> more<00:22:23.183> so<00:22:23.423> than<00:22:23.471> most<00:22:23.984> when<00:22:24.240> wars<00:22:24.480> break<00:22:24.721> out<00:22:24.881> and<00:22:25.041> things<00:22:25.265> like<00:22:25.426> this,<00:22:26.387> and<00:22:26.724> also<00:22:26.964> the<00:22:27.028> macroeconomic<00:22:28.005> environment<00:22:28.726> and<00:22:29.111> election<00:22:29.608> years<00:22:30.072> and<00:22:30.152> all<00:22:30.264> of<00:22:30.345> this<00:22:30.489> type<00:22:30.729> of<00:22:30.761> stuff.

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How<00:22:31.530> do<00:22:31.594> you<00:22:31.771> think<00:22:32.107> about,<00:22:33.036> one,<00:22:33.293> your<00:22:33.453> responsibility<00:22:34.334> there<00:22:34.575> as<00:22:34.671> CEO<00:22:35.296> to<00:22:35.520> have<00:22:35.712> to<00:22:35.920> think<00:22:36.097> about<00:22:36.337> those<00:22:36.641> things<00:22:37.138> and<00:22:37.939> lead<00:22:38.260> through<00:22:38.740> those<00:22:39.045> things?

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And<00:22:39.932> two,<00:22:40.111> what<00:22:40.257> are<00:22:40.289> your,<00:22:40.501> just<00:22:40.679> your<00:22:40.826> general<00:22:41.232> thoughts<00:22:41.573> on<00:22:41.800> where<00:22:41.963> we're<00:22:42.125> at<00:22:42.288> today<00:22:42.710> and,<00:22:43.116> you<00:22:43.198> know,<00:22:43.441> what<00:22:43.831> you<00:22:43.912> think<00:22:44.644> this<00:22:44.822> year<00:22:44.985> is<00:22:45.066> going<00:22:45.180> to<00:22:45.391> bring<00:22:45.716> us?

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It<00:22:47.588> is<00:22:47.830> absolutely<00:22:48.651> the<00:22:48.716> responsibility<00:22:49.441> of<00:22:49.473> the<00:22:49.538> CEO<00:22:50.182> to<00:22:50.343> be<00:22:50.650> informed<00:22:51.455> and,<00:22:51.939> and<00:22:52.180> I<00:22:52.277> think<00:22:52.519> have<00:22:52.680> a<00:22:52.761> perspective<00:22:54.114> on<00:22:54.275> how<00:22:54.517> to<00:22:54.614> position<00:22:55.162> the<00:22:55.258> business<00:22:55.645> for<00:22:55.710> success<00:22:57.033> regardless<00:22:57.598> of,<00:22:57.824> you<00:22:57.856> know,<00:22:58.147> what<00:22:58.308> the<00:22:58.389> macroeconomic<00:22:59.293> kind<00:23:00.116> of<00:23:00.520> conditions<00:23:01.294> are.

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We<00:23:02.909> are<00:23:03.877> obviously<00:23:04.442> in<00:23:04.539> a<00:23:05.552> current<00:23:05.873> condition<00:23:06.338> of<00:23:06.450> instability<00:23:07.075> and<00:23:07.155> uncertainty,<00:23:07.957> right?

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Everyone<00:23:08.598> that<00:23:08.694> I<00:23:08.823> talk<00:23:08.999> to,<00:23:09.865> all<00:23:09.961> the<00:23:10.105> kind<00:23:10.217> of<00:23:10.345> unique<00:23:11.083> discussions<00:23:11.724> that<00:23:11.868> we<00:23:11.965> have<00:23:12.205> based<00:23:12.445> on<00:23:12.510> the<00:23:12.542> nature<00:23:12.782> of<00:23:12.910> our<00:23:13.006> business,<00:23:14.032> the<00:23:14.113> general<00:23:14.369> consensus<00:23:15.651> is<00:23:15.748> not<00:23:16.213> necessarily<00:23:17.078> overwhelmingly<00:23:17.575> negative<00:23:18.056> or<00:23:18.441> overwhelmingly<00:23:18.857> positive,<00:23:19.258> but<00:23:19.403> it<00:23:19.499> is,<00:23:20.140> you<00:23:20.236> know,<00:23:20.701> a<00:23:20.717> message<00:23:21.166> of<00:23:21.278> instability<00:23:22.208> and<00:23:22.368> uncertainty.

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And<00:23:24.532> so<00:23:25.173> my<00:23:25.350> perspective<00:23:26.055> in<00:23:26.392> this<00:23:26.616> type<00:23:26.857> of<00:23:26.953> time,<00:23:27.289> you<00:23:28.139> have<00:23:28.331> to<00:23:28.411> go<00:23:28.540> back<00:23:28.700> to<00:23:28.796> fundamentals,<00:23:29.662> right?

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At<00:23:29.902> our<00:23:29.998> business,<00:23:30.399> we're<00:23:30.559> thinking<00:23:30.864> about<00:23:31.105> how<00:23:31.281> do<00:23:31.361> you<00:23:31.441> go<00:23:31.585> back<00:23:31.842> to<00:23:32.307> true<00:23:32.547> fundamentals?

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How<00:23:33.685> do<00:23:33.749> you<00:23:33.910> take<00:23:34.102> a<00:23:34.134> more<00:23:34.327> conservative<00:23:35.048> outlook<00:23:35.609> and<00:23:35.914> operate,<00:23:36.250> build<00:23:36.411> an<00:23:36.555> operating<00:23:36.940> plan<00:23:37.068> against<00:23:37.453> that<00:23:37.614> conservative<00:23:38.159> outlook<00:23:39.042> as<00:23:39.138> opposed<00:23:39.523> to<00:23:39.925> an<00:23:40.117> extremely<00:23:40.807> aggressive<00:23:42.252> outlook<00:23:42.653> that<00:23:42.894> maybe<00:23:43.070> we<00:23:43.166> saw<00:23:43.969> 6<00:23:44.258> years<00:23:44.514> ago<00:23:44.996> in<00:23:45.237> the<00:23:45.317> venture<00:23:45.493> ecosystem,<00:23:46.039> right?

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But<00:23:46.938> I<00:23:46.954> think<00:23:47.162> now<00:23:47.339> is<00:23:47.419> the<00:23:47.499> time<00:23:47.804> to<00:23:47.949> really<00:23:48.270> understand<00:23:48.783> your<00:23:48.928> business,<00:23:49.393> understand<00:23:49.730> the<00:23:49.875> fundamentals,<00:23:50.918> understand<00:23:51.319> the<00:23:51.399> cash<00:23:51.656> flows,<00:23:52.603> and<00:23:52.860> make<00:23:53.020> sure,<00:23:53.502> hey,<00:23:53.662> you<00:23:53.807> have<00:23:54.144> a<00:23:54.208> strong<00:23:54.529> balance<00:23:54.786> sheet.

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A<00:23:56.134> company<00:23:56.390> like<00:23:56.535> ours,<00:23:57.353> in<00:23:57.915> a<00:23:57.979> lot<00:23:58.140> of<00:23:58.220> ways,<00:23:58.541> we<00:23:58.637> are<00:23:58.862> built<00:23:59.504> for<00:23:59.745> these<00:23:59.921> moments<00:24:00.226> of<00:24:01.045> instability<00:24:01.831> and<00:24:02.007> uncertainty.

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And<00:24:02.890> so,<00:24:03.693> We<00:24:03.853> are<00:24:04.319> very<00:24:04.560> proud<00:24:04.961> that<00:24:05.138> we,<00:24:05.684> we<00:24:05.780> can<00:24:05.925> provide<00:24:06.278> a<00:24:06.342> lot<00:24:06.487> of<00:24:06.583> impact<00:24:06.984> in<00:24:07.065> these<00:24:07.225> times.

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And<00:24:08.253> so,<00:24:08.751> yes,<00:24:09.056> our<00:24:09.232> business<00:24:09.618> actually,<00:24:10.099> you<00:24:10.180> know,<00:24:10.340> we're<00:24:10.437> seeing<00:24:10.838> growth<00:24:11.320> and<00:24:11.464> we're<00:24:11.577> seeing<00:24:12.347> a<00:24:12.508> lot<00:24:12.701> of<00:24:12.845> momentum<00:24:13.552> because<00:24:13.953> we're<00:24:14.370> bringing<00:24:15.254> resiliency<00:24:16.056> and<00:24:16.201> reliability<00:24:16.859> to<00:24:17.662> these<00:24:17.887> uncertain<00:24:18.449> environments.

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However,<00:24:20.311> even<00:24:20.472> with<00:24:20.632> that,<00:24:21.114> we<00:24:21.275> are<00:24:21.355> still<00:24:21.596> taking<00:24:21.901> a<00:24:21.917> very<00:24:22.158> conservative<00:24:22.656> approach,<00:24:23.587> making<00:24:23.844> sure<00:24:24.149> that<00:24:24.309> we're<00:24:25.433> operating<00:24:25.835> off<00:24:25.947> of<00:24:26.011> sound<00:24:26.333> business<00:24:26.638> fundamentals.

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And<00:24:28.500> so<00:24:28.580> that's<00:24:28.982> Generally<00:24:29.351> how<00:24:29.399> I<00:24:29.528> think<00:24:29.688> about<00:24:29.865> it.

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One<00:24:30.604> additional<00:24:31.069> note,<00:24:31.856> we<00:24:31.952> have<00:24:32.017> a<00:24:32.033> mantra<00:24:32.530> at<00:24:32.611> our<00:24:32.675> company,<00:24:33.959> one<00:24:34.104> of<00:24:34.136> our<00:24:34.987> mission<00:24:35.228> operations<00:24:36.304> folks<00:24:36.673> brought,<00:24:37.331> and<00:24:37.412> it's<00:24:37.652> stay<00:24:37.893> neutral<00:24:38.359> but<00:24:38.455> believe.

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And<00:24:39.001> I<00:24:39.017> think<00:24:39.242> that's<00:24:39.676> a<00:24:39.820> good<00:24:40.045> message<00:24:40.462> for<00:24:40.848> our<00:24:41.008> current<00:24:41.265> macroeconomic<00:24:42.469> environment<00:24:42.871> as<00:24:42.951> well,<00:24:43.353> where<00:24:44.637> there's<00:24:44.862> no<00:24:45.039> reason<00:24:45.344> to<00:24:45.376> be<00:24:45.520> pessimistic<00:24:46.323> or<00:24:46.355> negative.

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We<00:24:47.046> can<00:24:47.206> stay<00:24:47.367> neutral<00:24:48.651> and<00:24:48.876> believe<00:24:49.229> and<00:24:49.358> have<00:24:49.518> hope<00:24:49.920> that<00:24:50.080> there'll<00:24:50.257> be<00:24:50.401> a<00:24:50.482> brighter<00:24:50.723> future,<00:24:51.124> right?

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So<00:24:52.344> that's<00:24:52.569> another<00:24:52.826> thing<00:24:52.987> that<00:24:53.131> we<00:24:53.452> espouse<00:24:53.805> at<00:24:53.886> Somaer.

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Stay<00:24:55.081> neutral<00:24:55.533> and<00:24:55.613> believe.

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I<00:24:55.952> love<00:24:56.193> that.

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That's<00:24:56.822> great.

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Um,<00:24:58.047> James,<00:24:58.224> I<00:24:58.289> can't<00:24:58.450> thank<00:24:58.611> you<00:24:58.675> enough<00:24:58.853> for<00:24:59.175> coming<00:24:59.401> on<00:24:59.481> the<00:24:59.562> show<00:25:00.045> and,<00:25:00.384> and<00:25:00.625> sharing,<00:25:01.254> uh,<00:25:01.415> your<00:25:01.512> wisdom<00:25:01.834> with<00:25:02.012> us<00:25:02.237> and<00:25:02.463> your<00:25:02.543> experience<00:25:03.043> as<00:25:03.833> a<00:25:03.913> leader<00:25:04.252> and<00:25:04.397> building<00:25:04.719> Somewhere<00:25:05.121> Labs.

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Uh,<00:25:05.926> we<00:25:06.023> end<00:25:06.168> every<00:25:06.329> interview<00:25:06.587> the<00:25:06.651> exact<00:25:06.925> same<00:25:07.150> way.

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That<00:25:08.116> is,<00:25:08.261> at<00:25:08.342> CEO.com,<00:25:09.163> we<00:25:09.244> believe<00:25:09.485> the<00:25:09.630> chances<00:25:09.968> one<00:25:10.129> gives<00:25:10.451> is<00:25:10.516> just<00:25:10.661> as<00:25:10.773> important<00:25:11.111> as<00:25:11.240> the<00:25:11.321> chances<00:25:11.723> one<00:25:11.900> takes.

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And<00:25:13.012> I<00:25:13.092> wonder,<00:25:13.334> when<00:25:13.511> you<00:25:13.672> hear<00:25:14.078> that,<00:25:14.629> who<00:25:14.791> gave<00:25:15.051> you<00:25:15.230> a<00:25:15.294> chance<00:25:15.716> to<00:25:15.862> get<00:25:16.089> you<00:25:16.349> to<00:25:16.495> where<00:25:16.657> you<00:25:16.836> are<00:25:16.917> today?

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Yeah,<00:25:19.269> absolutely.

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Um,<00:25:20.405> there's<00:25:20.713> a<00:25:21.018> specific<00:25:21.467> one<00:25:21.563> that<00:25:21.643> comes<00:25:21.820> to<00:25:21.900> mind<00:25:22.285> that<00:25:22.670> really<00:25:23.006> helped<00:25:23.311> kick<00:25:23.488> off<00:25:23.648> this<00:25:23.808> company.

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And<00:25:25.973> I<00:25:26.118> do<00:25:26.262> have<00:25:26.358> to<00:25:26.439> say,<00:25:26.840> I<00:25:26.856> mean,<00:25:27.481> my<00:25:27.577> co-founder,<00:25:27.978> my<00:25:28.139> family,<00:25:28.475> my<00:25:28.684> investors,<00:25:29.422> you<00:25:29.518> know,<00:25:29.758> my<00:25:29.839> mentors<00:25:30.384> have<00:25:30.769> all<00:25:31.491> absolutely<00:25:32.068> enabled<00:25:32.533> every<00:25:32.709> step<00:25:33.014> of<00:25:33.046> this<00:25:33.255> business<00:25:33.591> and<00:25:33.656> taken<00:25:34.297> massive<00:25:34.634> chances<00:25:35.019> on<00:25:35.115> me<00:25:35.500> and<00:25:35.580> the<00:25:35.676> business.

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But<00:25:36.783> there's<00:25:37.024> one<00:25:37.585> that<00:25:38.307> also<00:25:38.643> just<00:25:38.868> kind<00:25:38.964> of<00:25:38.996> stands<00:25:39.349> out,<00:25:39.590> which<00:25:39.766> is<00:25:40.023> my<00:25:40.167> college<00:25:40.488> professor.

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His<00:25:41.755> name's<00:25:42.492> Greg<00:25:42.717> Holderfield,<00:25:43.134> Professor<00:25:43.455> Greg<00:25:43.615> Holderfield<00:25:44.032> at<00:25:44.096> Northwestern<00:25:44.593> University.

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He<00:25:46.726> had<00:25:46.903> the<00:25:46.983> foresight<00:25:47.625> to,<00:25:48.170> to<00:25:48.346> really<00:25:48.731> open<00:25:48.972> up<00:25:49.084> a<00:25:49.132> capstone<00:25:49.693> project<00:25:50.736> And<00:25:50.832> he<00:25:50.977> came<00:25:51.154> to<00:25:51.234> us<00:25:51.475> and<00:25:51.555> said,<00:25:52.840> design<00:25:53.321> anything<00:25:53.723> that<00:25:53.867> you<00:25:53.964> think<00:25:54.188> would<00:25:54.285> make<00:25:54.461> a<00:25:54.509> difference.

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And<00:25:55.730> that<00:25:56.051> broad<00:25:56.372> prompt<00:25:57.078> really<00:25:57.335> enabled<00:25:57.817> me<00:25:58.122> to<00:25:58.363> work<00:25:58.604> on,<00:25:59.005> on<00:25:59.102> the<00:25:59.182> beginning<00:25:59.583> of<00:25:59.728> what<00:25:59.840> eventually<00:26:00.226> became<00:26:00.627> Somewhere.

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But,<00:26:02.136> you<00:26:02.168> know,<00:26:02.474> I,<00:26:03.276> I<00:26:03.357> can't<00:26:03.581> thank<00:26:03.742> him<00:26:03.854> enough<00:26:04.240> for<00:26:04.561> kind<00:26:04.705> of<00:26:04.786> taking<00:26:05.524> that<00:26:05.685> chance<00:26:06.006> and<00:26:06.054> having<00:26:06.247> a<00:26:06.327> very<00:26:06.568> broad<00:26:06.825> scope<00:26:07.290> in<00:26:07.371> his<00:26:07.531> capstone<00:26:08.013> project<00:26:08.431> and<00:26:08.511> then<00:26:08.992> supporting<00:26:09.458> me<00:26:09.635> for<00:26:09.876> many<00:26:10.165> years<00:26:10.662> on<00:26:10.903> independent<00:26:11.289> studies<00:26:11.706> and<00:26:11.851> whatnot<00:26:12.653> as<00:26:12.894> we<00:26:12.991> worked<00:26:13.231> through<00:26:13.537> kind<00:26:13.649> of<00:26:13.713> the,<00:26:14.677> the<00:26:14.757> seedlings<00:26:15.239> of<00:26:15.383> this<00:26:15.544> business.

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James,<00:26:17.313> thank<00:26:17.490> you<00:26:17.570> so<00:26:17.795> much.

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Really<00:26:18.503> appreciate<00:26:18.985> it.

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Absolutely.

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Thank<00:26:20.111> you.

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We'll<00:26:20.851> talk<00:26:21.156> again<00:26:21.317> soon.

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Have<00:26:21.719> a<00:26:21.751> good<00:26:21.880> one.

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All<00:26:22.796> right.

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You<00:26:23.182> as<00:26:23.263> well.

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Thank<00:26:23.745> you.

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Okay.

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See<00:26:24.549> ya.