So the concept of always being one we can all benefit from. When i started to write this book i wasnt expecting it to be released in the midst of a pandemic but in my view the topic could not be more relevant to be forced to have that day number one mentality. I love to ask you what you found to be so important about this topic but you could focus on those workers that Tech Companies cracks and how does that fit into your overall journey . And i come in with a slightly different background instead of going to Journalism School investing neighbor relations. But really i always focused on culture and organizational behavior and infrastructure. That something i always thought about in the background covering the news and the company. So obviously we started to see the tech giant to grow and they tend to fall apart they get bigger and their bureaucratic. Not the that typical lifecycle. So they kept getting stronger and stronger and stronger and as i was spending time i saw those that didnt fit the traditional mold very different than the traditional businesses. And the operations with the cultures and the process and that technology they use was just so different and you can draw a line from what they do to their success is not like facebook and instagram or google was successful but i believe there is an underlying culture that is in place meant to be so dominant. It would be a shame if they kept that to themselves theres never going to be a point in time when the tech giant say wheres the manual and we will take notes for what we do well then beat us that way. They were just not hand that over so i thought with the background a little bit on relations of Organizational Culture i could find a way to write this down and put it together in a book and give it to the rest of the economy allowing them to compete with the tech giants and bring them into a new form of working so that was the idea that my plan was to enjoy that in a way to give the rest of us a chance to take part of the market share of these companies. Thank you so much and on behalf of all of our members for diving in and sharing with us today. So my key of what you are saying is something is bigger and more bureaucratic. These big Tech Companies you found out they do things differently but before you jump on the call you mentioned to me people often assume those different Tech Companies are different from each other but based on your research you found out there is a lot that is similar. Can you share with us exactly that subset the key things you found with those innovative Tech Companies that is a common practice we could all learn from . It begins with the title. Jeff base those one has a moment inside amazon where bezos gives a question what is day number two look like he reads the question and basically in a menacing way that makes the entire Company Start laughing. He says day to is followed by paralysis and painful decline and then death. Thats why it is always day one so when i first heard this i thought he is telling the amazonians work through nights and weekends and say goodbye to thanksgiving and christmas but actually its very different the more i reported the more i saw this idea of day one is a mentality they approach each day as if it is their first so a lot of companies are attached to what got them there but then do nothing but focus on that and the tech giants have done very well that there is this one business has gotten us to the bench we appreciate it has been good now its time to disrupted ourselves and invent ourselves. So when the assets run out they are done. Amazon is the number one example starting off as the online bookstore then they sold everything on the internet and then a third party marketplace. Web services provider. Academy awardwinning movie studio. Hardware manufacturer. A grocery and now that go store that does not have check out people will be using pretty soon because you dont want to personal interaction that will bring innovation later. So they say we have these businesses but that doesnt take us where we need to go they understand a company in the fortune 500 last seven years antedates 15 so if youre not continually inventing you are done. I think its built into amazon in facebook they say 1 percent done like looking from the online directory and now they are reinventing again too much more smaller intimate networks that when people realize it starts to click and then we can go into this more and i promise to be quick but google says they had a search function but thats really not the case so it started off as a website and then it became a Browser Extension which is something people had downloaded with Internet Explorer that accounted for more than 60 percent of google searches those people typing in the browsers and then they go to an actual browser of chrome when microsoft word screwed up they reinvented again to a mobile operating system with android. Microsoft says hit refresh is gone from Windows Company apple goes for the manufacture of the ipod and Desktop Computers but now with the iphone but they lost that day one mentality at apple i do think they will be in trouble but they will hang onto that as long as they can and we will find out who is right once the time is up on that. So with this critical point, do you feel it is just the nature of the tech companie companies . Or do you believe reporting at all these companies with that mentality that it could have with leadership focused on that . I do believe that so first of all the issue between tech company are not is getting more blurry than it was. Look at the Automotive Industry the auto executive a few years ago might have said we have no need to reinvent we have a car that runs on gas with four doors and five seats. Actually those that have gotten ahead like electric vehicles and self driving those are much more successful in the future so the whole idea that day one is that way and tell its desperation time to change your business but start inventing the next thing. It exist elsewhere like Construction Companies now using Machine Learning and drones so there could be reinvention there so what we are seeing right now in the moment we are in is that covert is forcing companies to go faster than they imagined here is one example there is a company in ireland that would be building stages for a long stretch of time and then transformed and reinvented itself completely so why not put the skills to use and now a second business to make it even more profitable so heres the deal i think that every company sometimes it makes sense to focus on the flagship product but in the back of everyones mind people think about this data mentality will be much better off in a longterm. Host before we moved to the other common themes and constantly reinventing this sounds great and seems like yes. We should have that i should run my company that way. However of trying to understand what enables thes companies. Is it a matter of the ceo being those people that are in that mindset . Are there other things that we can implement so that mentality is more commonplace . Im glad you asked the question because its much more than the mentality its how you put that into action. If you change the nature of the way you see work. Going through a few different stages in the industrial economy i would say its important to think in two different buckets one is coming up with new things and bringing them to life the other is execution work to support to make sure your flagship product is working well almost all the work we did was execution work somebody comes up with an idea lets make widgets and everybodys making widgets in the factory then you moved to the knowledge economy then theres a promise but if you think of the knowledge economy almost all of the time is spent on execution we spent a tiny portion of our lives coming up with new ideas and all the rest of the time supporting existing like a manufacturer if you sell a product doing Inventory Management price and promotion everything you do is to support and your hair is on fire trying to support that. And then to do so well to use technology to minimize execution work. And then to use automation and technology and by the way that software is off the shelf right now and learning how to collaborate better and those documents are accessible. So once they make room for this idea what they have done is figure out now that they are working we need a system to take those ideas to go through the highest level or lowest level and find a way to bring those ideas and turn them into reality. So we will transform and then to take the work and then the pipeline to get ideas from people to those decisionmakers to bring them to life and then the tech giants do that over and over to reinvent themselves. So first you need to be willing and not get attached to a legacy that you focus a lot of energy to make sure that you minimize that execution work so those companies what they did is not just within their products but internal operation and then you mention the pipeline how do you go from idea . So lets spend a couple minutes diving into these points so when it comes to minimizing execution work the two elements that the second is to make collaboration easier so people are not blocked from getting their ideas across the finish line any stories you would like to share to help us accelerate in our organizations . Minimizing execution work can be as simple as saying look at the process or to make the process simpler that they say invent and simplify to find a way to take that process you have had and simplify them that could be Technology Enabled so now a couple examples i give a hightech and then a lowtech so inside amazon there is a program called hands off the wheel it was called project yoda with the idea they had all these vendor managers that look like suppliers so if you are interested in what to sell to the amazon customers you are with the company you need this many detergent units and Fulfillment Centers at this price and we will pay you this much. The idea of project yoda instead of having the vendor managed amazon says he will use the force Machine Learning can do this well. They have a lot of data so they can tell you in every zip code what they do, their hobbies. If you have a zip caught on a zip code that likes north face then he will put those in the Fulfillment Center so how does amazon get stuff in two days or one day is probably already in the Fulfillment Center that they can do it so quickly because they can send out that many units so what amazon did is what seems to be working we will put machine engineers on it so they end up having the Software Take over the bulk of the vendor managing activities so now it will send out purchase orders and inventory planning and even negotiate with the vendors used to be the vendor manager would get on the phone saying we need 3500 detergents from this Fulfillment Center now they just log onto the computer portal and amazon tells them how many they want. This is done and minimizes execution work within the Retail Organization so what happens when they take the Machine Learning technology . You can do two things. You could fire people or and i think that would be stupid now and see if we can put it to use the background is looked at linkedin were to the vendor managers go . So essentially those that are sheltered and bring the projects to life inside the company and they do that execution work they went to a vast number of different products inside the company so heres a fun story the head of pricing and promotion inside amazon so they actually did a pretty good job on and figured out the prices when we promote them and get them to people. So he does this thing where he works as a Technical Assistance at shadows bezos and then you get a chance to learn how he thinks and the company and to see across these groups in the company then get to go do something cool so the first Technical Advisor who now runs amazon web services. He finish this and couldnt go back to pricing and promotions it was taken over by a machine. So he huddles with a group and says what are we going to do . Let solve the most annoying part of the shopping with technology and they figure out the most annoying part in real life is checking out waiting and checkout lines you never know the interaction you will have. They dont have that foresight. Not good. So they said lets figure out a way. What if we built huge vending machine . They pop out the items and deliver to you on the spot . Not quite good enough is like a complex User Experience so we can use technology and let them walk out without checking out so thats if you have not been there i recommended its pretty neat he take whatever you want off the shelves the system knows we have taken and then you walk out and say ive stolen all the stuff and then a couple minutes later it shoots the receipt to your phone so they took the technology with the main source of tasks and made them automated. And then they said that foundation. So this is a prime example of how inventions as much of a culture it set the framework. And without that we would not have amazon go today. That is great. For me, as i think through how this applies to me and listener listeners, its easy to feel that Machine Learning are smart coding all the sources sound like its much harder for us but at the same time going back to what you initially said, its not so much about those resources but having the framework in mind like the execution work and idea work or not to use Machine Learning like amazon does but still there is a ton of execution work that can be minimized or changed how its done is like as a leader of an organization to think about how do you minimize this execution work . But i do believe to keep this framework in mind and thats why its the culture of amazon to enable these things that was highly scientific. Thats right i will tease the introduction a little bit because in the book you say dont be too afraid its too excessive because i do go into some of the examples about companies without the Machine Learning talent using offtheshelf Automation Technology and ways to automate. There is a whole set of Automation Companies today that provide services to companies that dont have that Machine Learning talent and people with very limited technical capabilities and i found those very interesting. I just said a quote earlier today we all have access but it just happens to be through the cloud servicers and those links and for anyone as well. And then the next point that is the pipeline once you have that mentality and how you minimize that execution is not so much about pipeline and how you get actual ideas and be in the hands of customers but what do we learn from that . Amazon, they have this six page process that ensure people are familiar about amazonians right their ideas down in a document then that circulates to the decisionmakers to get caught up quickly to help clarify thoughts and also in a Typical Company you tell your boss an idea and they tell their boss until finally it gets to the decisionmaker then its turned into action its a terrible game of telephone and politics and companies and up doing jack shit. So then the idea is unadulterated when it gets to the decisionmakers and can clarify their idea. We can get back to that. But i will give another example. And the first time i met Mark Zuckerberg we did have a traditional briefing so typically is a reporter going into a ceo briefing this is what happens. You go in the ceo talks 25 minutes then a pr person in the room monitoring facial expressions. They like what they see they will let you ask a question if not they say things for coming. With zuckerberg its the opposite. He brought me and my editor into talk about this manifesto on the future of Facebook Like should they step into peoples lives common example is somebodys says they want to hurt themselves to space bar kevin obligation to go again. That is what he is struggling with or when facebook has an obligation to step in and when they dont. I said i have the document was ready to get a lecture and ask a question and go home he said i really want your feedback. And i said thats different like an interesting sales job that hes trying to make me think that he cares. So i didnt have an answer but the meeting was a very interesting briefing. And then i started to ask people what is up with the zuckerberg feedback thing . And it turns out thats just embedded into the facebook culture the posters on the wall that say feedback is a gift and facebook employees take multi day trainings to receive feedback and so for the book i can sit in on one of those at the beginning of the facebook chapter it was weird and fun i was asked to go up and do something in front of the group and said i dont think so because giving feedback is so hard. So they are wildly so intent on doing this. They really want to let people know where they stand all people say run on the feedback culture and then i want them to know that to me that is the most rudimentary form of feedback the basic thing that you should be doing as a company and netflix does this i do think netflix is a little misguided the way they handle feedback but what i learned is the purpose of facebook to build the feedback culture is to make anyone in the organization feel comfortable going up to someone and tell them what they think. And the training they say you can give feedback to your boss, your bosses boss or zuckerberg himself. How Many Organizations is that happen in . Somebody shares an idea that means they are out to get you that you are doing this in the service of the company. And now all of a sudden it gets to the point they feel free to go to skip a level manager or two zuckerberg himself and cut through that resistance. Is not super complex but to build in a system like that means facebook as a pipeline for ideas to come through inside the company and has saved the company in a number of situations. People know facebook made a big pull on pivot to mobile he said no more desktop show me your product on your phone. And ten people are the room came with the desktop presentation so he did this himself and saw the mobile revolution coming and said i need to make this change totally not what happened he was dead set on developing the desktop mentality because if you do the desktop you can make those iterations quickly throughout the day and then just refresh the browser and then you are good. The new website exist. So hearing about that Development Process and you may or may not get your product released. So zuckerberg was dead set to keep the Desktop Development mentality but the app stores were like rappers so if you want to use it it opens the browser and then you use facebook that allows them to get around apple and google approval process. It sounds smart but it was terrible creating awful apps that were not usable and facebook was moving into this world with terrible apps that wasnt that zuckerberg had that eureka moment but one of his people pulled him aside after a q and a with the company and said listen to understand what you are attached to this but is not working. You have to make a change in jamaicas we have to change the way we develop the product inside the company they actually screened Android Developers out of the process. They didnt want to had to be a whole new way of hiring and basically if you dont do this facebook will be in trouble. And he listened thats why he ends up doing this thing we hear about the mythology he didnt have this big idea that he was open to feedback and change the culture of the company this gives the ability to say starting at square one to reinvent and do i have that pipeline and zuckerberg did that well. Thats why people use the facebook app today all because of the culture. So in summary to summarize so far minimizing execution and maximizing ideals and to make sure the pipeline but the practical suggestions to consider what amazon does so everyone can see the unadulterated version and then to make it easy for people to give feedback you can go up to the equivalent. Thank you. I love the story and actually to focus on your experience to access and the stories are always fascinating be as many of us dont know it but people are like behind closed doors. We were the to hear your key observations of the most renowned tech leaders at what do we learn from that . What distinguishes them and what can we specifically learn how we do what we do . I spoke with zuckerberg the other four spoke with those around them. So what if we did quick lightning 12345. And then give a quick summary. So with jeff bezos he is relentless he first called amazon relentless. Com. He will sit in the meeting with a six pager and pick out the flawed right away. Hes pretty sharp. And he loves to invent this has been a surprise for people because and its like riding around on the yacht. And they both told me they believe in this so to go back and feel like hes creating the bookstore again. Google very softspoken, and a guy that will do whatever he can to minimize his presence and make room for everybody else which is not what you imagine in a leader. Zuckerberg. A very interesting guy. The feedback saying israel you will go in and ask a bunch of questions to get inside your mind and then make a decision it will not tell you what to do. A nice guy to the people that matter inside apple but much less willing to take feedback but i dont think apple has any of these idea pipelines like the other companies do that there was one story where the rankandfile thought tim could get headquarters and said good morning and he said the you. What is that that is like saying fuck off. And then it definitely and then to go out and say you are 22 or 23 so then they go in to pick their brain which is interesting. So the leaders even cook to some extent but its not like your traditional leaders to have the whole companies around them to say this is what we are doing so what i think they do well even with bezos take their personalities out and grew for the ideas and the thoughts to consider them seriously and that is the key for them is not by going out and inspiring its to say what do you say and think . How do we bring them to life so thats a different take on what leadership is. And those that will embody that leadership we are much further way with the source of all ingenuity and inspiration that will go extinct sometime soon. So very closely to the earlier point of the knowledge economy to maximize work so in the knowledge economy superior diverse points of view that your people already have or are they stacked on middle management . Because of all the politics. Its hard. To say i got here i got all the good ideas. So listening is really really difficult and then turned into a superpower. And there is a little bit for the leader that has another idea and then they can take that idea and they get all the diverse points to make that decision Like Software development so they can say what they want to but then to be willing to listen or ask the questions because then they continue executing the usual. So doing the research on what you found and all the individuals that you mentioned and those that come to mind like elon musk and steve jobs and elon obviously is a visionary but not the typical leader for today i would say no i would say hes had a lot of struggle and the company would be in much better shape if the embody leadership and the qualities of these others. You are executing his ideas it is all him. Everything comes from him it obviously he created a brilliant product that turning these into Sustainable Companies it takes more than 80 is the just one person im skeptical he has the ability to do it. Everyone can change maybe he will change with the job he has done with tesla and also just imagine how much smoother it would go if he took himself out and made room for others. An interesting anomaly he could take apple to where it is on the basis of his ideas and also dont forget he got fired from apple so there was no guarantee he would come back so i recommend being a jerk in the office that you have to go at the operating assumption you are not steve jobs but also, who knows its possible steve jobs but apple in a better position to survive him so i place a lot of time on execution work theres no real good channel to bring ideas to management to apple and thats why the Company Struggles to develop these big new inventions post jobs. But what happens when you go beyond the iphone assignment the reason why siri has struggled unlike the echo system with google because apple uses it as a feature for the iphone rather than a new product in one steve jobs died it became clear that had potential to go from a voice Computing Platform apple still cant bring that division together and thats cultural. How many come to gather theres andrew aid, search, maps, youtube, muso on and on and the reason that works is because they talk to each other so someone working on a different project to know the code word people just stop speaking to other divisions and thats why its culture thats why it works pretty well so all the credit to mask and jobs they have done good work but i dont think they are the model what leadership looks like going forward. So to bring this to gather that they say its so easy to think its a secret sauce with the technology that like financing Everything Else but the reality to be correlated with the people who were there what they are able to do and their tech giants and with the ability to give feedback and listen to feedback we have some great audience questions everybody else is listening submitted in the next couple of minutes. Had you get from the pipeline so once something is out there and interacts with the customer so talk about internal innovation so please share with us how the companies tree differently and decide how to compete. Thats a great question. So i can describe the systems all day long and how they work but the system with Artificial Intelligence so i think what you have to do is put those systems in place to make yourself successful that you still need to make good decisions that will be up to the people that decisionmaking power. Its more about is there a particular way they will treat their customers . Because thats the ultimate feedback. Yes. Heres an example they can help you become more inventive so anyone who works in sales knows that you spend almost your entire days going to the crm tool to figuring out to call its all execution work and then maybe you take 80 percent of your time combing through that tool setting up meetings and then 15 percent of the remaining time you spend selling. What if we took 2 percent and ask to put ourselves in the customers shoes . So what is working well and what is not working well . So microsoft took the Machine Learning team and put it on the crm instead of coming around the crm to figure out who to call we would just have missionary learning and tell you what to talk about so they put that into action so of course it was much more time to focus with that proposition and learning about the customer and now its called one list so now people can put in new ideas for products and services for this pipeline and it makes sense to do it you can learn from your customers you just have to listen to them zuckerberg and bezos say the same thing. Bezos has said you can have everybody satisfied that you will never satisfy the customers. Thats why amazon continues to push to invent because of their appetite. Thank you so much. Next question. How best to you open a leader to the idea culture over execution culture . You have to sit them down and say do you like doing your job you want to do it much longer . Is not just me but the numbers that show how quickly Companies Fall from the fortune 500 these days they are big and established so what happens . So its just like a moment where it so easy to spin off a new product or service with Cloud Computing they just wont last for very long. So just having that conversation and being frank about it building the idea culture with the success of the company thats pretty convincing and then it is hand a copy and say join us. The next question is it possible to recover from day number two syndrome and go back today one mentality . Thats a great way to talk about microsoft absolutely day to situation. Microsoft there was a time the dominant desktop operating system everybody that they would ride this forever. Even microsoft they never thought they would be a moment where they would be unseated but anything on the iphone nobody will buy that. They appear to take themselves out of the day to mentality the asset will take us everywhere we need to go so by doing that microsoft gets into the dark ages that Corporate Culture question ingenuity from their employees and they took that down to the ground unwilling to accept the fact that the desktop operating system wasnt important in the age of mobile computing and the cloud actually there were two factions those that said lets write it down to the ground and others said we cannot survive very long so lets build what is next which is cloud so an interesting thing happens as a desktop operating system you make the flagship product less important as they compete on the browser than they dont need a windows machine they can use an Apple Computer so now what are you doing with windows thats why there was a lot of resistance inside microsoft but they saw the cloud is what would take them into the next generation so it was no surprise what they were and what was formally known as the Business Microsoft which is all about installing and move them which is the leading cause for microsoft. So i was working on the book for nine months and still was not Crystal Clear on the thesis. So the former chief economist of microsoft and walked me through the decisions with the tradeoffs and when i walked out of her office at month number nine is said this is what the book is. Looking to the future so to hit refresh thats the title of his book and by doing that it moves from a day number two mentality going down the drain to a day number one mentality now the most valuable company in the world again. Thank you so much. And then to be beholden by the past. We will do one more with the one minute response of possible. Asking the following question did you do any research if there any initiatives or is this Corporate America . So how do they recognize employees . If you think about the maslow triangle the top is selfactualization because it is funny taking my liberal studies courses one of the synonyms was invention. I thought that was weird because i thought it was the guy in the garage who get attached tubes to the helmet to drink beer out of it. But its the most rewarding thing you can do. To be selfactualized so thats a pretty cool form of recognition. Absolutely for those to reach their potential. I want to wrap up by asking you how they support your initiative and endeavors and to be there for you and then to find a word of wisdom and your thoughts on those final questions. Of course i have to pitch the book i would love it if you read the book and give me your feedback we also have a book club. That will be on at five pacific and eight eastern and then the last word is so many Times Companies have rebounded and been resilient i will just say dont be discouraged it can be done. And im excited to hear the good stories and how you have been resilient and rebounded in this moment i appreciate you taking the time to listen to me its a trying time to release a book that for this experience over the years of Research Going into it so thank you today and everybody out there. I appreciate it. Thank you were definitely excited whether or not that becomes possible you have definitely given us a way to be better we are excited to support you in your new journey thank you. Thank you everybody. Crowd cast for the Youtube Channel for the strange times we are thrilled with the virtual edition and Live Streaming to have the townhall communities