What's good YouTube? This is your boy Chihua Bakutal again with another tutorial man. If you're new to the channel Go ahead and hit that like button comment subscribe I miss you clip post notifications So you will be notified anytime you put your awesome heat in today's video I will be teaching you guys how to make the simpson character how to turn Bart Simpson into any person or any rapper or yourself So without further ado, let's jump right into this video. Okay. The first thing you want to do you want to go ahead and pick the size of paper you want to draw on and I normally use the 18 by 18 inches That's why I started it right here. So I already got that selected You know what I'm saying right here then I can hit create Now what you want to do is If you're using the digital tablet like myself. I'm using the ug tablet. I got off amazon Link will be in the description below and it'll link you to my amazon where you can see everything I used or I'm using now so after You got to this part right here You want to set your pressure on your pen and you can't get pressure sensitivity if you're using your mouse You must have a digital art tablet And just like I told y'all I'm using the ug so what you want to do you want to come right here New brush. Do you want to hit? Okay. Do you want to come down here? Hit pressure and change these two bottle numbers to three Okay, and that's the brush I use you've set it right Inside of your Adobe Illustrator, which I got peeing right now to draw right onto the monitor so I set my pressure on my pen Where I can go light or I can go hard and then make some thick lines and it'll just give you that different variation So what you want to do you want to draw the opacity down on your brush a little bit Because what we're going to do we're going to create a blueprint. I always start out with just sketch first so First thing we're going to do we're going to sketch out How simps and look you know what I'm saying so I'm going to start with this eye Then I'm going to create his little nose Like that always start with you a nice little blueprint Create that eye His bottom lip Bring it out this way Bring it down Get over So you just want to do the Bart Simpson features before you start adding The personal features or whatever you want to turn them into So I start out with the sketch first Okay, now that we got the sketch What you want to do You want to move this over Let me resize it too. I'ma change the shape of it. I make my little water. Okay We'll draw the opacity down On my sketch Lock that layer create a little above it now we're going to do the clean line work So you just want to get the color black Go back to your brush Now we're going to come in and we're going to add some finer detail. We're going to make everything sharp and crispy Let's just go in I got to bring the opacity back on my brush Just go in Now what I'm about to do I'm about to come to the pencil tool Move this black to the top make sure my bottom color is locked And I'm finna use the pencil tool as a fill in too So all you gotta do Is trace the pencil tool to fill in Now that we finished with the line work Highlight everything Object expand appearance and then you want to click merge on your pathfinder You want to duplicate the line work? Lock the top copy Select the bottom copy That's fine. That's a nice base tone for the scheme Go to your rectangle tool. You know if you did this right if you look over here at your layer and you see your line We're sitting on top Right click the color go to isolate select group and now Select the outer color and hit delete Now we can change these colors. That's isolated in certain areas My eye dropper tool just sample that eye color for this mouth This tone color Got a nice little base color down Not what you want to do get this drop down in you Hit again stroll down Until you see your last black line work and you want to lock them all lock all the black lines only the black lines Unlock the top two close that Now we're gonna make a copy of that layer A lot the bottom layer now we can turn the eye back on on our bottom color Let's create us a new layer in between The two color layers we made Now we're finna do the shadows on the skin get our eye dropper tool sample the skin Let's find that nice shadow And make all my shadows. Okay now that we got the dark shadow highlight all our shadows we made The object skin shadow layer Top of the skin tone nice in between color. We'll tweak it later Drop pencil tool Let's finish. Okay. Now that we placed all those shadows where they need to go Let's do the same thing. We're gonna highlight it go to object expand Click merge that right there. So I'm gonna hit okay I'm finna create a layer the top line work layer so we can add the shadows inside the mouth And the do rag and the hat I'm finna select those colors and just tweak them a little bit We're gonna create one more layer everything Even the line work there. You have it you guys how to turn A wrapper for yourself into a simpson character I will be dropping more videos on the simpson.


So I'm gonna take this vector V, which is just a vector one A inverse, A to the minus K, and then zeros. Okay, so some fixed K. So you can see where it comes from, right? It comes from this picture here. That's gonna be roughly what the eigenvector of this operator should be that corresponds to the top eigenvalue. So we check, we can check, this is an eigenvector. It's not quite an eigenvector, but it's gonna be almost an eigenvector, right? So we look at JV, well, let's say, so J over root N, so we normalize. So remember this G over root N on the top corner, it almost looks like the matrix which just has ones on the off diagonal and zeros on the on diagonal. We have seen that last time. So J over root N, the top corner of that, just very close to that, that matrix, just zeros here and it's in the off diagonal, except for this A, of course, which you see. Let me call it GA, so that you can distinguish from the unperturbed J. It's too small, right? So GA over root N, and let's plug in this vector V, okay? So again, GA over root N is very close to this particular operator, right? It has these ones on the off diagonal and it has this A loop. So V is almost an eigenvector and we can roughly say what is the error. So if I subtract from this V times A plus one over A, okay, and look at the norm of that. Well, there is some error coming from the noise in the kais but that's small, that's like going to zero, that's clear. And then, because these kais are very close to, to one when you divide them by square root of N and there's some error coming from these normals but that's again, that's going to zero. Remember K is fixed, we're just looking up to a finite depth. So that's fine, but there is an error coming from the end, which is that we stopped playing around with this at this point. It just, there's zeros afterwards. So there is the eigenvalue equation doesn't quite satisfy, so there is an error but you can tell you how much it is. It's roughly like A to the minus k times some constant because that's how much the entries of this vector are there. Is this okay? So when you look at, compare the vector times the vector plugged into the matrix times the vector, same as the second value, then you get an error of this, error of this size. Okay? So now this V, okay so, so if you have an equation like this with a V which has a norm one, okay? Then it tells you that this matrix has to have an eigenvalue close to this number and the distance is as most this. Okay? You have seen this kind of approximate eigenvalue equations. I'm not gonna prove that if you want to can do it as an exercise, but the conclusion, just write it down, so J over root 10 has an eigenvalue. Well, I leave here some dot, dot, dot close to A plus one over A. Okay? If you satisfy the approximate eigenvalue equation, then there's an eigenvalue nearby. How close is it? Well, it's because this V is not of length one, we have to normalize it so that what would happen if we plugged in something that depends on V, but the normalization is the length of V and V is never too short, so we are fine. Actually, we can just skip this because V is always of length one, so we can just skip this bound. Okay? So, now we have shown, okay, we were pretty good. We have shown that there is some eigenvalue. Right by setting K to be large, sufficiently large, we can show that there is some eigenvalue that will converge to this number. This is so far we have proved. We just have to make sure that this is the top eigenvalue, okay? And there are no other eigenvalues above this one. So maybe I should say GA, GA. But this actually follows from interlacing because, remember, so here are the eigenvalues of GA, let's say, and you do, when you do a positive perturbation of rank one, this is a standard fact that you probably know or heard, then the eigenvalues of the new matrix are interlaced with this one and all of them move up somewhat, but they never overtake the next one, okay? So this is where the new eigenvalues could be, okay? So, I've identified, so this is GA and this is J. So I identified that GA has an eigenvalue here, near, higher than the top eigenvalue of J, but because it's higher, it has to be the top one. All the others are less than or equal to the eigenvalues of J. So since lambda two of GA, so the second largest eigenvalue of GA is less than or equal to the lambda one of J, okay? And which we know is, let's write it like that, square root of n, two square root of n, square root of n times two plus little of one, right? We have seen that from convolution 3D. This eigenvalue has to be lambda one, okay? So that's the end of the proof. Any questions? Yes, so I gave an oral argument, why it should be at least two, and what I claim is that it's just follows from the Wigner semi-circular law, right? Because if the empirical eigenvalue distribution converges to the Wigner semi-circular law, then there has to be at least one eigenvalue near the top of the Wigner semi-circular law. So it has to be at least two. It doesn't give you anything above, it could be anywhere above, and in many cases there are. For example, if you take, for any A, these Js will still satisfy the Wigner semi-circular law. This actually follows from interlacing, right? Because all the other eigenvalues will be interlaced with the previous ones, and this will not contribute, because it just has a weight one over n. So the Wigner semi-circular law is still okay for this GA. Excuse me? Well, I think the issue is how do you tell that this is not a third eigenvalue? There could be one that is twice as large, right? How do you rule that out? How do I rule, I don't have an upper bound, that's the problem. So I don't have a direct upper bound on the top eigenvalue anywhere else except from here, except from this argument, that was the point. Which theorem? No, it doesn't give you a good enough upper bound. Yeah, that's the problem. So you see what it gives you, that's a good question. So what it gives you is, what is it? It's one plus a, right, I think. Yeah, it gives you one plus a as an upper bound. And in fact, the true upper bound is that the true thing is one over a plus a. This is the truth, and this is the bound. Okay? So it's clearly, it's not good enough. Yeah, good question. So that's a great question. And the answer to that is this is exactly what these kind of models are good for, is you're able to separate what comes from randomness and what comes from, you know, essentially looking like a semicircle distribution. So for example, in this case, this has very little to do with randomness, right? We didn't really use, the only thing we used, the way we use randomness is just use that these normals are small, they're of order one. That's what we said. And the kais are also some deterministic things with something of order one, but that's not crucial. So the beta ensembles, you remember, they did look like GUEs, G-O-E or G-O-E, except the repulsion was stronger. So when you send beta to infinity, right, then the repulsion gets stronger and stronger and the eigenvalues become rigid, okay? In fact, in the limit, the eigenvalues will, there is a limiting eigenvalue distribution for finite n and there is no randomness in it. For finite n, when you take this kind of beta go to infinity limit, you get the Hermite polynomial zeros, as eigenvalues. And this Jacobi matrix becomes just the recursion matrix for the Hermite polynomials. And even in that case, this kind of argument works. This argument is unchanged. Okay. So let me, this was Baig-Ben-Roussage and I wanted to tell you about beta ensembles. So that requires, I'll be able to start this today, but maybe not finish, okay? And we're gonna show, what we're gonna prove is the Dmitry Adama theorem, okay? So let's go back. You remember we had this kind of general abstract argument for Jacobi matrices. So we said, two matrices are equivalent if their spectral measure is the same. We said, well, this is equivalent to saying they're conjugate to each other. As long as you're talking about this cyclic vector case. It's equivalent to saying that they're conjugate to each other by some orthogonal matrix, which is one on the top corner. And it's also, there is also a unique representative for all these matrices, for an equivalence class, such as a Jacobi matrix. You have proved in your problem session this uniqueness. So as you see, there is some kind of correspondence between spectral measures, okay? So the data that describe the spectral measure is lambda one, lambda n, so n point. And then some spectral weights, which you call q one, q n. So, and their sum is one because it's a probability measure. And sigma is just some of delta lambda i times q i. This is a spectral measure. And as you see, these are described by two n minus one pieces of data. And then there are also the matrix entries, which is a one, a n, b one, b n minus one. So what did we go about this? So if you had a matrix with a specific spectral measure, then for that there exists the Jacobi matrix, a unique one, okay? And of course if you have a Jacobi matrix, there is a spectral measure for that. Now, this sort of almost gives you a one-to-one correspondence. There is actually one thing that's missing. What's missing? What's missing is that you don't necessarily know that for a given matrix, given spectral measure, there is a matrix with the spectral measure. Okay, well certainly there is a matrix with those eigenvalues, but can you set the spectral measure to be this? Oh, the answer is yes, so I leave it as an exercise. You just have to find the general symmetric matrix with the spectral measure, because then we know that there is also a Jacobi matrix like that. So for every measure, which is supported on n distinct points, there exists a matrix. I'm just gonna write it quickly. So for every sigma, there exists a j. That's a nice exercise. And so this is nice because it's one-to-one correspondence. We don't exactly know, I mean, how this works, this correspondence, and you can certainly find these. I mean, if you have matrices, you can find those eigenvalues. That's really just solving algebraic equations. So I guess this correspondence is algebraic, even. So one way to, but we're probabilists, right? So we want to understand what happens if you pick these to some law at random. Then what's gonna happen to these things?  So as opposed to the case of full random matrices, this is a very simple problem, because it's a one-to-one correspondence, you just have to compute the Jacobian of a transformation. Except you don't know what the transformation is. It's a bit complicated. So here is what you do there, you use a trick. And this is the trick that you always use in random matrix theory. You know the matrix and you want to know something about the eigenvalues. So more often than not, what you do is go to the moment because those are connected to both easily in a simple way. So if you can write Mi to be or MK to be the integral of X to the K, the sigma, right? So this is the, which is sum of lambda I to the K, QI, the Kth moment. Then certainly you can write here M1 and MK. M2K minus one. It's a good idea to go up to 2K minus one because you'd like to have here 2K minus one data points. And you see that both of these things are very easily connected to here, right? So certainly if you have the measure, it's very easy to compute the moments. Okay, that's easy. And if you have the moments, if you have the matrix, it's again very easy to compute the moments. You just do this path counting, right? So it's a sum over returning path of the product of the weights over the path. That's what it is. So this is also easy. Another nice exercise is to show that these moments, they actually determine the Jacobi matrix. Well, in fact, we'll see it in a second. That's very simple. So the moments determine the matrix, the matrix determines the measure, the moments determine the measure. We got this again. Simple in this case. So the way to understand probabilistically what happens is very simple. There's a transformation going from here to here, which is simple, right? It's just a polynomial. MK is a polynomial in these guys. It's also a polynomial in these guys. So we just write down the Jacobi matrices and hope we can find their determinants. Okay, that's it. So let me give you a conclusion. Two more minutes, yeah. That's why I'll give you the conclusion. Okay, so here is a theorem, which is partly the Dimitri Edelman theorem, but it's a slight generalization that we gave with Krishnapur Ryder and myself. Which is that, which is the following. So it's a way to, okay. So let's say that you look at the matrix if A and B are chosen from the following distribution. So this is what the distribution looks like. It's exponential of minus trace V of T, V of J, okay? So what is it? V is some polynomial, potential actually. But in the simplest case, it's just a polynomial. So take this polynomial of your matrix, take the trace of that, exponentiate. And then there is an extra term which has the B's in them. So it's N minus K. Times beta, let me write it like that. K times beta minus one and log BN minus K. Okay, so this is a density that you put on the A's and B's. It's, you know, this is just some polynomial here of the A's and B's. And this is just a logarithmic term. So it just will come out and multiply the B's. Then the eigenvalues have distribution. Again, it's exponential of minus some of V of lambda I. Okay, so it's polynomial of the lambda I's. And then it's multiplied by a Venderman. And finally, let me write, and the Q are independent of the lambda. Okay, so the spectral weights are independent of the lambda and have Dirichlet beta over two, beta over two distribution. Okay, so my time is out. So let me just say what this means. So when you plug V equals X squared, okay, then these entries will be independent because trace of V squared will just have some of the squares of the entries. Okay, the A's will be Gaussian because you just have A squared here in the density or exponential of A squared here in the density. The B's are gonna be gonna have some density which is exponential in A squared and B squared and in this logarithmic term. So the B's are actually going to be chi's. And so one of the corollaries is that the base ensemble can be, when V is just X squared, then this Gaussian beta ensemble that is called has a representation as a tri-diagon matrix with independent entries. And that's the term is due to Dumitri and Adelman. And V is more complicated than the entries are not independent, but the dependence is not very strong. So there's still things you can do. So maybe I'll stop now and we'll continue tomorrow.


But I love how the Course is saying like you are the light of the world and you bring the light with you so I Don't ever avoid any place, you know I used I used to I would love to go to shopping malls and a Friend of mine would go with me and we would just go there to just pray and bless everyone and hug people and Pour out all of our love from our heart as the light of the world Meanwhile my friend's girlfriend. She said That is the haven of the ego You must avoid malls at all cost and I'm like I'm not interested really in avoiding. I want to love I'm not interested in being loved, but it's important for me to love To use every situation every opportunity is an opportunity to share the beatitudes to share the love To bring the joy to bring the light to bring the lightness with me wherever I go on a train ride I'm coming down here And I'm in this Volkswagen van coming down here from the airport from Chippewa Airport, and I'm in the front row I've got a whole couch To myself with the driver, so I'm like stretched out on the couch and he's like you don't have to wear your Sipa like that, but that's okay because I've stretched it all the way across to give me lots of room there And I have a great talk with the guy and in a while He's talking talking talking with me and then he starts he's just brings up Buddhism He starts talking about Buddhism. He starts talking about different things, and then he says oh, and I'm he says I'm Catholic I'm like really and then we just had the best Interaction it was a holy encounter that lasted two hours coming down here, and he's telling me His whole life story. We're just having a ball in there, but I'm here to Connect I don't care whether the topic is science. You know I like science I like to take it up into quantum physics and talk about the quantum field Religion I have nothing against religion. I think religion is peace of mind, and I love Having religious discussions and meeting Missionaries and people all over the place ministers on planes and whatever Atheist I adore atheist we have so much fun I think if they ever have a convention worldwide convention atheist unite They should invite me to come because I'm just gonna love them up, and I just love them in fact when I'm talking with them You know they're talking about God could never Do this I'm like right and God could never do that. I'm like absolutely. I'm totally with you, and and God would never have to do with like separating people and this is for God, and this is against guys I am absolutely with you. I have a wonderful talk with atheists everywhere. I go It's just like an affinity because what does Jesus say through his course of miracles his psychotherapy pamphlet his song of prayer There's one point where Jesus says Belief in God is unnecessary for God can be but known Score one for the atheist and Then there are others that that have strange ideas about God a very anthropomorphic You know that God sounds very much like a human God, and that's the God that the atheists can't buy zapping tribes and getting angry and They say that's ridiculous a God that gets angry. I'm I totally with you. I totally I'm totally aligned with you in that and The point of our journey of forgiveness is to feel the connection and feel the love to not try to Separate to not get into a tit for tat over beliefs or theology If there's only one belief Jesus tells us that takes us back to heaven, and that's forgiveness I'm interested in joining in the experience of that belief And to me the way that I do that is I pray Before my encounters and there Jesus just gives me the words to use and he'll put He puts words in my mouth, and they get all excited and light up, but it's all involuntary I'm just have the prayer of my heart to connect with everyone. I want I have no enemies I'm here to connect with Everyone everyone that I meet everyone that I think about in my mind. I'm there to connect with that's the only purpose of thinking about people is to connect with them in a sense of of true deep Equality and love so we're here together to to come into an experience together and For me that is the most important thing. We're not here to Debate theology. We're not here to Compare and contrast the course with the Bible or with the the key to or with the Quran We're not here to compare and contrast different versions of the course We're not here to compare and contrast pathways that are said to be Parallel to the course. We're here to practice what has been given to us and By putting it into practice by really giving our hearts over to it in a very devoted way to go into an experience of that Direct connection with God God can be reached directly But it also requires that we we be devoted to that purpose We be devoted to truly practicing forgiveness with everything That appears


Ladies and gentlemen, with that we will be moving ahead with our second panel discussion of the day which will be on integrated marketing and digital acceleration that will change the future of communication and challenges that it poses. Let's have a round of applause while I welcome our session chair for the panel discussion, Mr. Ahmad Nakwi, CEO and co-founder Gozoo. A very warm welcome to you. Mr. Nakwi will introduce you to our panelists and take them forward. Great. Lovely. Thank you so much. A very good afternoon to everyone here. And what I'm really kicked about today is that our topic of discussion is one of the most important points not just for marketing departments but for the entire C-suite in brands and businesses. And what I'm even more kicked about is that to discuss it, have some of the most amazing people of this industry to come and share some of their secrets and some of their tips and tricks. So without further ado, let me quickly welcome Mr. Santosh Iyer, the vice president in sales and marketing and also the member of leadership universities, Benz. He has over two years of experience in the automobile industry across sales, marketing, customer service, operate affairs. And he's also been instrumental in making service differentiator as a key parameter to achieving service excellence in customer loyalty. Welcome Santosh to the panel. Thank you. Pleasure to be here. Great. Next up, we have Hitesh Singhla who is an AGM marketer for KAI Group. He has over two years of experience transforming businesses and innovation across industry and he's worked across various sectors. Welcome Hitesh to the panel. Thank you, Ahmed. Next up, we have the chief marketing and digital officer for Payback India who has over 22 years of experience in loyalty, digital marketing and payments. I would love to welcome Mr. Ramakanth Khandelwal to the panel. Thanks, Ahmed. It's a great pleasure to be here today. Next up, someone who started his career as a motorcycle designer and pivoted the entire design global business for Tata LXC. And then to leading strategy and marketing for the company, Nitin Pai who is the chief marketing and strategy officer at Tata LXC. Welcome to the panel. Great. Yes, we have Nitin with us now. Welcome. Our last panelist, but not the least, is the chief marketing officer for AirAsia where he's in charge of marketing, PR, corporate communication, e-commerce, and he's had a rich experience right from working on exciting projects like Tata Nano to ginger hotels to leading marketing for Tata UK as well as innovating and coming over to offerings like Vivaantha Brand which has now become a Harvard case study. I would love to welcome Siddhartha Kutalia to the panel. Thank you very much.  Great. Welcome everyone. See over the last one year, you know, we have seen life as we know it changed completely, right? And take a picture of the smaller things and these smaller things are all led by how our audiences have changed their behavior, the way they consume content, the way they transact. And as marketers, we've been using the phrase digital acceleration as a blanket term for what we are witnessing. This is really fascinating at the small nuances and that's what you get in and dig in to your minds with your experience to possibly make the audience much richer. So before I deep dive into the entire discussion, just a friendly reminder to the audience, please do keep your questions coming bigger, small, smart or not, right? If you've never asked, you will never know. This is a great opportunity to get the minds of rich panelists here. With that, let me now straight dive into one industry which has seen a lot of flux, a lot of change, a lot of restrictions, which is a travel and hospitality industry. And let me get Siddhartha into the picture here, right? So how has the audience behavior changed in the past 12 months and how has digital acceleration really helped that? So it's very interesting. We've obviously been watching this quite closely. I would say that it's not just the behavior, but it's the demographics itself of the audience that have changed. We've seen, for example, a change in the demographics becoming decidedly younger immediately after the lockdown in May and more diverse. And that has brought own behavioral changes with that audience. Younger consumers tend to be more digital. They also tend to be more open to new experiences and new service offerings. We've seen that their resilience to the pandemic has been higher. They have been more optimistic about coming out of it than many of the other audiences. At the same time, the purpose of travel has also changed significantly. So there has been obviously a significant, and it remains muted, business travel and corporate travel remains very much muted. Business friends and family continued to be quite high, but the nature of that family visit moved from festive occasions to actually be permanently with friends and family and moving from between hometowns and traditional office towns. And at the same time, the loss of production and leisure or holiday travel in the immediate aftermath of the lockdown has actually resulted in a significant pent up demand, especially among these younger consumers. And now this has enabled us to really change the way and the dynamics in which we deal with consumers to take one of the examples of digital. The fact that it's a younger audience that is more open to digital service offerings or engaging on their ads. Simple things like Web Check-In percentages to go over 3-4 to over 90%, while most traditionally corporate audiences etc. used to do counter check-in. Now over 90% of the people are doing Web Check-In, which means the amount of personalization that you can do, the amount of data that you can gather prior to the individuals actual travel has increased significantly. We've been able to introduce new biometric boarding processes with Bangalore International Airport, for example, using your face as your boarding pass. We've offered new services in the entire travel ecosystem like baggage delivery services from your airport to your home with FlyPot or starting new partnerships like with Tajotels or with AVS etc. Because consumers are now seeing the travel experience as one holistic experience and not broken down into the various, this is how I will travel to the airport, within the airport, in the flight etc. So there's been a lot of change in that sense that we have witnessed and I think a lot of it is here to continue and this is the new novel. It's important you mentioned about the pent-up demand and Santosh in the picture, because Santosh for your industry, when the lockdown happened, everyone is tired, everyone is thinking about driving or going out. But in recent times, how is the YOLO mindset of audiences really impacted your industry? Have you seen this behavioural change, Kim? I think Santosh dropped off for a while. But I can just quickly join in. In the meantime, Yitesh, why don't you share your perspective, because one of your passions is gauging the pulse of consumers of today. Definitely, it has been a mixed bag of time and we had seen a big change in the behaviour of consumers. And actually the consumption pattern has changed whether it is good services or even the communication for that matter. Because communication is the very base line of whatever we do as a marketer. What we believe is that there has been a huge exposure of to the consumers just because of the digital acceleration. And we think that there is fuel by basically three factors. The first is the economic downturn, which is leading back to basic for the consumers. Second most important is the preference shift in terms of whatever is giving them higher value, safety and convenience is moving up their heads. Just to give you an idea that Weki is a hundred and thirty years old Japanese organization who are manufacturers of razors, housewares and lots of big consumer rate. We would have at least 10,000 SKUs. One of our category is women's reserve and it has gone tremendously in last 12 months. And the reason is something very different. Now women has actually preferred to use razor at home instead of going to salon because of this pandemic and all that stuff. And this is a very good example of change of consumer buying behaviour because they had preferred safety and their concern for all the concern for basically you can say exposure. Or their own themselves, basically how they can take care of themselves during this pandemic. And this has actually given a boost because of this has been a basic factor for a boost because of the digital exposure. Now they can see the product what they want. They can offer the best, they can get the best price, what exactly is going on the market and they can actually purchase it from anywhere they want. So the exposure has given a change to the preference and the buying behaviour. And the third most important thing is the importance of options. Now consumers have a lot of options to choose. Earlier the buying behaviour was that you go to a shop or a consumer go to a shop whatever 8 to 10 products which are there on the shelf. You pick and choose from them. But today the world is on your shelf. So you can pick and choose whatever you want at your convenience. So we think that there has been a drastic change in the behaviour of the consumer. How they are picking and choosing of the products. And this has been boosted because of all the digital exposure. You mentioned that and since we go back on, I would love to get your perspective. Santosh Siddhartha also mentioned about pent-up demand. And for your industry the initial period of last year was someone which wasn't, you know, people are not driving going out. But the yellow mindset of audiences and the pent-up demand. Has that really changed the change of your audience behaviour and you think this change is here? No, exactly. We were the most priority purchase for many consumers. But as it unlocked, we also started doing initiatives. We had a campaign for that. And we also shifted significantly to the digital platform. This is one of the first to have a platform to sell luxury cars. There was a time where people thought nobody would buy luxury cars online. There we have 15% of our sales coming to the market. And digitally assisted channels. Similarly, because of that platform, you know, when we were moving to press communication. You know, the typical... But we shifted that, we did the digital format. And again, we were able to reach a lot of audience. We were right. This entire yellow mindset coupled with new use cases.  Good friends of ours. They are here on the panel. You know, people are a bit difficult to travel by air. We eat those Bangalore Chennai, Delhi, Chandigarh routes. And many of them actually opted for city cars. Because they said they would like to use roads. So we had this energy to come. And I think there was a time where we were able to also intervene with a very strong planned communication. Using e-commerce as a platform. Using the power of the start to again tell consumers that yes, it's unlocked. Not only unlocked from the government, to unlock your mindset to lead the people to try what it is today. And I think we have seen good dividends out of it. A couple of cars that we lost during the pandemic. They are actually sold out till next March and April. So you know, entry level cars and stuff. They are all expensive cars. And we see a great demand. In fact, right now demand is more than supply. And then nobody could have entered. That's lovely to hear. I think music tour is yours. And you know, who would have thought a few years back that people would be buying luxury cars online. And I feel that if there is someone to be blamed or rather to be credited for, is also the digital payments industry. So let me get Ramakanth into the picture. And Ramakanth, you know, how according to you that this behavioral change of using digital payments, how is that really impacted marketing? And as marketing itself evolved in the past 12 months, according to Ramakanth, you're actually on mute. So we can't hear you. Can you hear me now? Perfect. Yeah. So this evolution has been in the making for quite a long time. And I would say that pandemic has probably only forced customers to try this out. The people who had been the early adopters of this or companies that were rolling out these solutions were very confident that, you know, if consumers were to try this out, it's quite likely that they're going to like the experience, the convenience of it. Okay. And they will become loyal customers. There were a lot of fencers and, you know, they were not trying it out, but pandemic force because there was probably, you know, in many industries and in payments, there were probably no other options at one time. I mean, during the course of the pandemic. Let me also, you know, take this a bit forward because our company is not only focused on digital payments, but, you know, we run a multi-channel and multi-partner loyalty program. So the way we have looked at this whole industry is that, you know, the marketing industry, the digital marketing industry is that every company from a business perspective probably is looking at, you know, two things. They want more new customers and they want to retain their existing customers, right? And digital marketing is coming in as a performance marketing, which is making things much more measurable. And by no means do I recommend that digital marketing is the only marketing channel that we should adopt. But digital marketing as a performance marketing gives you all the right metrics. So first of all, we put it and, you know, customize your marketing approach, the communication approach.   So we have looked at in terms of utilizing the digital marketing platform. We have looked at in terms of three aspects to the whole communication. First is personalization. Okay, digital marketing is very closely linked to data. I mean, if you don't have rich data, you don't have data analytics, frankly, there's not much, you know, much length that you can cover.  So personalization is a key. Second is relevance. I mean, there are so many hooks that are available today, customer behavior hooks. And we have to use that to figure out that, what is it that is relevant to a particular cohort? And let's focus on that, which is, you know, doing everything for everyone and in the end doing nothing for no one, right? So relevance is a big part. And what is the real-time aspect of digital marketing?  So we have been working for our captive businesses as well as for our partnerships, keeping these things in focus that how can we build more personalization, more of relevance, and how can we react to things in almost a near real-time manner? That's how I would put it on. Ramakan, interesting you mentioned that and some very valuable things to make note of. I would love, from Nitin's perspective, Nitin, you have worked with so many different brands across industries. And, you know, would you agree with what Ramakan is saying in terms of digital marketing being more towards performance marketing? And is that the way most brands and marketers are looking at it? And how you're releasing nothing evolved? Right. Again, of course, I love to acknowledge that I operate in a B2B business, right? And we are in technology and design services, says. So which means that I sell the idea first and then I win a deal and then I execute on the deal. Unlike a product that is then is available and then you're only trying to sell that. So for us, the biggest challenge is that we are a direct sales. So we are B2B, we are direct sales, we are global. So 90% of revenues come from outside the country. And what do you do when the world is changed to a point where your customers are not meeting you anymore? They can't. And two, your business is based on the ability to meet people, develop a relationship, build a confidence, and then we are going to win a deal and execute. So on one hand, I would say, yes, we have pivoted significantly digitally. So marketing has become digital, but marketing has actually become more sales now. Because they're actually helping the sales organization overcome this aspect of the fact that they cannot meet people anymore. How do you bring that experience? How do you bring the company to the customer? In many ways, I would say that would be the challenge of the Santosh too. How do you bring all the employees to the room of the consumers rather than hand going to a showroom? For us, I think marketing has changed to one, a lot more authentic, short messaging, to a lot more advocacy based. Because if you want to build trust, the best way to build trust is to have somebody else talk about it with you. And somebody who has been there before. Number three, we are going to augment what we would have as otherwise human touch with virtual tours. For example, we have virtual tours of our office now to just tell them, look, this is where people work, this is how we do things and so on. And lastly, I think also the control of the environment. And I'll give you a simple example. Just look at the six of us today. If you were to do this live even, I'm wondering how our dress code could have been different. Totally. Even two. I would be wearing shorts below my t-shirt. Balance between authenticity and the fact that you look your virtual self. And how do you bring balance? I think it's a big challenge in terms of this whole driving of experience in the sales and marketing business. That's a challenge that you're actually living through now. That's a very interesting point of view. You know, you get a suspicious perspective on this. It is the line between digital, mainline, all blur, everything getting more integrated, possibly more dribble swing as you come. What is your perspective on this entire, you know, tectonic shift is happening in the market? What I feel is that the way we are going, definitely based on the field. But as of now being present in both online and offline. And both contributing to the substantial business share. I think there is a need to maintain a balance, a fine balance between all the platforms we are communicating. Because the way we're moving forward is that you first hear the consumer about our perspective, our sense of perspective. And then from a digital, offline perspective, when they reach to the shelf, when they reach to the offline stores, we need to assign them to our product. So this has to be a very, very good balance and dynamic balance because we cannot maintain the same balance over a period of time. So we need to be very, we need to be changing very fast in terms of our communication, but still maintaining the same thought process that whatever consumer has seen on the digital platform. Actually, that thing is on the actual physical space. So I think as of now what we are believing is that a very fine balance has to be maintained moving forward, at least for next 8 or 10 months or maybe a year or so moving forward. Until unless we see that whether it was this digital boom is still in its initial phases or it has getting into some sort of shape. So it would be very important to observe very keenly how we are moving forward on this platform and technology is supporting this. It is why we watch it very keenly, observe it and maintain this fine balance. Do you have one mantra for aspiring marketers or one mantra to abide by? Yeah, what I will say or as a brand we believe is that we need to create value for the consumer. And after that, let's leave it for them to decide. Because in the given platform, if we are binding or we are trying to catch a consumer, it would be difficult. So we give them a value proposition that okay, this is the way our brand is creating the value.  So this is what I feel is the way forward should be for the consumer. So don't catch but give them value, right? Definitely. Thank you. Thank you for that Hitesh. Hitesh, I know you have a hard stop and we'll continue our discussion now. And let me get Ramakanth. Thank you so much for joining us and making this. Thank you. Thank you and it was a pleasure. Thank you. Ramakanth, Hitesh did mention about the fine line, the fine balance. We have to observe the space keenly. You mentioned about benefits of digital. But while adopting a digital first strategy, do you also think there are some challenges or some red flags that a brand or a marketer should be careful about? So in terms of challenges, the infrastructure has to be created in the organization. I would say actually it starts with a digital vision because it has to be bought right at the top most level. And it requires a lot of infrastructure deployment. For example, you need to have the platforms that will start talking in a harmonious manner. When we are talking of personalization, we're essentially saying that we understand the consumer and we will be able to do things which are right by this more interesting for the customer. Now, understanding the customer means that all the touch points where customer has left some footprints, we need to be able to get it together. We have to make it more actionable. The insights are available in the organization. They are mostly available in silos. We have to bring it together and that's what the integrated approach is. It's not just the integrated communication, but even the backing of it has to be fully done. And then the outward of it is the communication which is going out through multiple channels. So infrastructure, the vision, and that will help us get the right investment within the organization. The bringing together of all the teams, that is one part. The challenges which are going to come and I think they are already being discussed in some form or the other. We are really talking about making this more effective by understanding the customer, which means we are collecting a lot of data from the customers. We will run into privacy issues if we are not handling it in a transparent manner by taking customer consent wherever it is required. Because we are going to use, if we need to personalize, we need to first tell the customers that it is being done for all the right reasons. That our objective as marketers is to make things interesting and easy for them. And that's why we are collecting this data and we are going to use this data to benefit them in the end. Privacy is definitely one thing that we have to observe and adopt in our approach. The last thing I would say is that sometimes we just get over, we try to go overboard. The level of communication. So if you search for a hotel room in Masuri, in one of the travel websites and go to internet and everywhere, you will see the same thing. You have probably gone to Masuri and come back and you might still see the same thing in some other places. I think these kind of behaviors have to be controlled. And while this is a dissonance that may not directly hurt your business, but some other places it can, if you're sending too much of app notification, customers are going to uninstall. In our business and again, it is all through learning over the decade that we know that we have to control. You have to monitor things like the unsubstantial rates of your emails, your app uninstall rates. I'm sorry one last point. Digital is a lot of our data, but I think the rational part of marketing sometimes takes over the emotional part. And we as marketing leaders, we can never afford to ignore the emotional aspect of marketing.  And some of these things become really viral for the right reasons. I think it still makes you very rational. Every time you really want to see the funnel, you want to see the conversion rates, sometimes we tend to forget the emotional aspect. Now Ramakan, interesting you mentioned that because there has to be a good blend of creativity as well as performance to really make a cohesive marketing plan. And those creative aspects would ultimately lead to those emotional connect, which will help in the long term for brand. So it's important point that you make there. But as they say that with so much of action happening, so many trends changing, so many behaviors changing, the proof of the pudding is in the eating of it. And for learning, it is in the doing of it. So let me get Santosh into the picture and ask you Santosh that as an iconic brand, what kind of campaigns have some of these techniques of digital being leveraged by your brand? And is there any learning from that? For sure. I think what we have seen in these times now with the faster adoption to digital, the first of all, this thing that we are seeing is the way consumers look at data. We did some research and consumers were more than willing to give that to a brand like Mercedes Benz than to some e-commerce website. So that was positive. But on the other side, we felt a huge responsibility that we are collecting data, not only via marketing, but today with all our character, how we can collect data transparently, how we can respond to it and how much we can make the concept explicit. I think it's a huge responsibility when we are now handling so much of data with us and the way we communicate with our customers, what do we do? So I think there needs to be a very strong compliance management system when it comes to data protection, also usage of data. And these are some aspects which are emerging when it comes to marketing. In terms of campaigns, I think this is a prerequisite. Even when we discuss with our agency partners, when we look at integrated marketing, how can we look at this overall piece right from our... And this is no longer just a buzzword. I think the starting point of any campaign plan is on this omnichannel experience from a digital experience. And I think that that's the biggest brief that I have seen in the past until 18 months from where it used to be vertical lead or it used to be mostly the conventional piece, the PR piece and maybe also digital used to be one of the separate pillar assets. But the key is how much of customer journey you can ensure you are able to give a seamless experience right from the time he visits on a search result till the time he even buys a car and then even the poster purchase because we continue to get a lot of data from the car. How can we make it to not to push things to him or sell to the consumer? But how can his life be made simpler using the data that he has given us constantly use and do it? So I think that's a fundamental thing in our industry that we are seeing now. Merchants of data, getting a digital marketing as well as a customer experience. As you mentioned a lot about data. We have Siddhartha on the panel whom I'm sure has a lot of data to work with and to play around with every single day with so much action happening and possibly also belonging to an industry where you know the behavior has changed drastically as you mentioned about the way people are checking in now the way people are thinking about that right. So is there something that you have done to make your brand more closer to your audiences in the past 12 years any campaigns, any innovation. You mentioned about the other thing that has been installed. Is there any other thing that you have done to share any lessons from that? Yeah, I think there's a lot that we did going back to the basic tenets of marketing which is follow the consumer and follow what the sentiment is. So when we entered this we broke it down into what we thought and turned out actually to be a three phase strategy. We said there's going to be the initial page which was isolation. So we said we will first look at response, then recovery and then rejuvenation as a category. And in the response phase we're really responding to the sense of isolation that people were feeling in the cope of the lockdown the significant travel restrictions that they were which were changing often and that led to a great deal of uncertainty and at that point of time we felt that the primary focus that we should be doing is not selling but engaging and empathizing with those consumers. So we started by exhibiting a lot more flexibility in terms of our cancellation policies, fee changes, etc. Phase two was really about cautiousness and community building where we wanted to celebrate that spirit of resilience that was there in the community at large. And here we pivoted to a lot more on media, PR and community building exercises. One of the first things that we did was actually address the issue of migrant labour who was stuck in their cities and not being able to go to hometowns and did a large number of flights from metro cities back to places like Ranchi, Bhubaneswar, etc. where we had additional capacity which we were deploying we called that the Umidki Udan initiative which was covered by Discovery and a couple of other networks as well quite positively. And then we did two more which we called the Aereja Red Pass first for doctors we announced 50,000 free seats for doctors and members of the medical services and then again on Independence Day the members of the armed forces where we again announced 50,000 free seats for members of the armed forces so none of these were oriented towards selling flights but they were saying this is a period where there is a great deal of uncertainty and there is a sense of community that we need to build and how do we do that by using what we have spared at the point of time which is seat capacity and it's only very recently in the course of the last month that we have now moved into the rejuvenation phase with younger optimistic consumers with the latest campaign which is time to travel so it remains to be seen but I think the trends are and the tennis that we went back to is to say let's go back to the basics of marketing and follow what the consumer wants to do and try to tell them what they should be doing I think there is a great lesson there not to lose on the basics, the fundamentals remain the same the mediums and the way we connect would have changed and evolved a great lesson there let me also get some lessons from Nitin on this Nitin, what are your biggest learnings? and if you have to give one advice one main mantra to aspiring marketers what would it be? so just picking up on what Siddharth said I think for us also it's been a journey of exactly working with customers and prospective customers to the same three stages how do you survive that first phase where everything is on hold and then you move to recovery and then you move to a transform part I think a lot of our messaging both digital and integrated has been along the same lines the surviving phase was really about telling customers don't worry, we've got you covered and we've pivoted everything that we do to work from home, digital and we're not letting the ball drop and a lot of this in that sense you think about it cannot be mass messaging, it has to be personalized it has to be leadership getting on the phone and talking to somebody else on the other side it has to be people connecting one to one while with a broader audience you can encourage them to say look we're doing all this well for existing customers do you want to get on board too? the recovery of the transform phase has more been about how do we help them in a journey where on one hand R&D budgets are severely constrained you have to spend on multiple areas but your your revenues are going to follow later if at all and therefore I think it has been digital first but I think a lot of it has been focused on how to make sure that we deliver right we deliver at the lowest cost and we really transform their their journeys too from a mantra perspective coming to that I think I love the one which says build what 100 people will love not a million people will somewhat like so I'm a core believer in that in B2B I would rather go after the 100 than after a million from a B2B perspective I think that's a great mantra to stick on and buy would love your one line mantra for aspiring marketers what would it be? well in my experience in the industry I have seen agencies, marketeers we are all very good in making a lot of nice but I keep telling my team always this is my favorite I say execution is the only strategy customer sees so if you are able to execute what we show in slides I think our job is done all of us in that sense and the key lies all the martech or whatever tools we use we are not able to do what the slide says so as long as we are able to execute what we have planned I think we will all do a great job in our own areas of expertise so that's all I would like to add in here golden word there execution is the key right key to a lot of things lovely Ramakant what would your one line mantra be for aspiring marketers so in the era of digital marketing my simple mantra is that be experimentative the platform allows you and let data be the decision maker for who the winner is and I am telling you so often between the I mean me and my team when we discuss and figure out what is it that we should do and we just say that this is our project this is your idea this is my idea we can try it out and finally on a large scale let's take the moment that is you know showing early results so it can really help decision making I mean it's not because I am the boss but data will actually help us take the right decision forward correct so great so try new things be experimental you know probably not be afraid to fail but be afraid not to try I think that's a great one there and since you mentioned data and let data be you know driver add one to that because I have one of my own where I say little bit of data where we let data also govern it but since you mentioned earlier about emotions how can emotions also be connected to really come up with a comprehensive solution that's very well put and Siddhartha what about you what is that one line mantra that you go by I was actually borrowing from somebody else's mantra it's a maxim by a cyberpunk author it says that the future is already here it's just not very evenly distributed so if you want to know where the future is or what to do next then just look for those nuggets of wisdom that are already there look for what there's another way of coining it which says that today's normality or today's luxury is going to be tomorrow's normality so look for what those luxury consumers are consuming and that's going to be ubiquitous tomorrow very inspiring Siddhartha I'm sure everyone is excited now to explore the future what is around us and to really scale it up to make it the tomorrow lovely I think these 45 minutes have been so informative so useful I've been much more sure through this entire discussion and I'm sure our audience has been as well there have been questions coming but we are short on time we make sure that we do acknowledge them on social media once again thank you so much Ramakan, Yarta, Santosh, Nitin for making this discussion so amazing thank you thank you really interesting discussion thank you for your time and sharing your insights and thank you Mr. Nakhvih for sharing this conversation thank you very much


Going down to drop you here Simon, banana feet darling Lily, it's good New trousers up Great, let's go Uniforms and everything they need for school with Argos. You're good to go


All right, first up it's revision. That's right. We've got an update to our ink bonnet It's the same size the same kind of display. It looks the same But it's a new chipset now has the SSD 1680 the previous chips that was just continued. What does this mean? Just check our example code. You'll want to select SSD 1680 as the chip that it's communicating with if you're using our old code The code is the firmware is different. So you'll have to recompile or Reupload your code for any ink bonnet projects, but we have support for it and it's just like one line change very easy Next up wires. We've got some wires. So for some kits we like to sometimes include a small number wires. So this is 10 Extension cables. You've got one of every color of the rainbow You've got little male plug headers on one end. You got female socket hairs on the other about 12 inches long It's very petite. It's only a couple bucks great when you just want to like make something longer Okay, next up. Okay, next up. We've got by popular demand these reverse mount Neopixels these are SK 6812 Neopixels and they've got like the legs bent out You see like usually they're bent under but they're bent out I thought it was a cool hack to turn these into Reverse mount Neopixels as shown here on the new key So what you do is you cut a hole in the PCB and it comes on a piece of tape You put it so the LED shines through the PCB and now you've got a reverse mount Neopixels of top is perfectly flat Couple of reasons you might want this one You again, you want you need a totally flat PCB here because there's a there's a thing that goes on top And you don't want it to be in the way Also can simplify your bills because you only need a single side assembly so I can show on the overhead What this looks like because it's being used in a new product. So this is the reverse mount Neopixel This is the reverse mount Neopixel here, and then this is what it looks like So as I twist this you can see it's it's a nice bright Neopixel It's just like any other but it's got those big flat legs and just don't forget you need to have the cutout This isn't like some LEDs where they they have like a J lead and they sit flat against the PCB These you actually the little square cutout So just make sure you do that if you need a footprint check out our new key PCB on GitHub You can use that as a just just delete everything else and you can get the footprint in the cutout that we've used All right next up you have something that's wet and you want it to be dry or you have something dry and you want to be wet Well, we have a very simple inexpensive water sensor that you can use Here I've got it hooked up to An Adafruit Funhouse. I also have the same demo I'll show on the overhead It's very simple, and I got one of these and I'm like this actually works really well Like I don't have anything to improve on it Now you give it three to four three to five volts power connect to ground and then there's a signal output now I will say in theory. This is an analog output. So you see like as I put my slightly damp human finger on it This gauge goes up, but if you actually You know, let's have a little bowl of water here water bowl and Then I put some oh Little bit of water on here. You see it quickly goes all the way to the max You see even like a little bit of water touching these pads Makes them contact and it maxes out the voltage. So even though technically this is an analog voltage sensor Really, it's digital. It's it's zero or it's one like it's nothing or it's max But it works quite well, and then you know, you really have to dry it off But then once it's dried off It goes back down to zero and then you want to set it off again There you go. What are detecting? It's working The star of the show besides our community our customers our team in Adafruit. They did it is Okay, we've got finally after many years This is a quite an old design, but I finally got it out. It's the seesaw I scored C encoders. These are rotary encoders, which everyone loves but they're kind of a pain to use But I put them on a board with a seesaw chip a sam-d09 Even a neopixel on there and a little bit of support circuitry and now you can plug it in and chain them over I squared C It's a very easy way to add a rotary encoder now This actually comes it comes just as the PCB solder on your other encoder We might have a version that's pre-assembled later, but Basically, you can connect up to eight because there's three address pins on the back just select You know just solder close a different jumper set for each one. Here's the demonstration of having three of them Connected up, but it's like if you want to have a rotary encoder It's like often very challenging to do I mean you can do it But you have to do with timers and pin interrupts and all that This is our I squared C. It works with Arduino. It works with circuit Python It works with Python very very easy to use so I can show on the overhead My little demo Okay, so I've got here This is my feather and four and I've got an OLED and then you know as I twist this you can see This is just reading the number from here all the the pulse management and debouncing and even the Neopixel Timing stuff that's all done over I squared C using a couple commands On the back you can even see there's this this little LED here That's That goes off every time there is a movement either a twist or a button press Oh, yeah, if you press the button you can see P for press. So It's kind of all in one. It's nice one inch by one inch Because we're encoders Rotate around all the way like they don't have a stop. That's why it's at 45 degrees So it would fit nicely in the PCB and not get in the way of anything But it doesn't matter because once you put the knob on you can't tell that it's angled There's an interrupt output again if you don't want to Pull I squared C because it's constantly asking the I squared C every 50 milliseconds Hayes are in any new data, but you can also use the interrupt pin if you want and then You know use it with anything with a stem aqt connector or I squared C for very easy very fast Rotary encoder connectivity works with any motor encoder with or without a switch. I'm into like the switch Hey, I had a great price compare. Yes go out there and compare It's only a couple bucks and then if people really like these we can maybe offer a version that has a rotor encoder Already soldered in but we wanted to get these active people real fast and also Some people like detents and some people don't like detents and some people want 10 detents per rotation some like 24 Pick and choose your favorite But I'm really psyched because I've always loved ordering coders and I've always hated how hard they are to use Every chip is a little bit different circuit Python makes it really easy This demo is an Arduino and it was a breeze only took a few minutes to get this demo together


Okay, we're going to keep it right here. This is Dave Vellante, we're live, Oracle Open World 2011. That was Satish Lakshmanan from QLogic. Satish has been on a number of times, very articulate, sharing with us what's going on at that level of, really where the rubber meets the road in terms of storage and networking. And QLogic is essentially the glue that provides the interconnects between those worlds, the server, the storage, the networking. An interesting business, QLogic competes with a company called Emulex. They really have a duopoly in FiberChannel. FiberChannel is very hard, it's very good, high-end, mission-critical type of environment. And it's hard to build a FiberChannel stack. As a result, you've got two companies who have really good, hardened FiberChannel stacks. And that's QLogic and Emulex at the adapter level, Brocade, of course, at the switch and increasingly adapter level. But it's really hard. As a result, these guys get huge gross margins. I mean, they're making cards primarily. Now, QLogic also makes switches, they've got software, but their main business is adapters. These adapters have over 60% gross margin. Why? Because it's very, very difficult to make these stacks and there aren't a lot of options. At the same time, these companies are in a position where they have to find other businesses. So they're really moving into Ethernet. And that's really what's driving the whole convergence trend is Ethernet. All right, so we're here live. Now that we're at Oracle Up & Work, I know for a lot of you, a lot of the acronyms that we're using, FCOE and Chufay's commit and all that other crazy stuff that we talk about here, for some of you, that's probably new. Some of you, you've forgotten more than we know about this stuff, but for some of you, that's new. So for those of you who want more information about the industry, about what's happening, go to siliconangle.com, go to siliconangle.tv. It's a site, it's like a Hulu site. A lot of videos there on all the tech shows that we've been to. Search a keyword, you'll find some videos, listen to those videos and learn from them. Go to Services Angle, our newest publication, Alex Williams and Clint Finley, really senior writers pounding the stream, covering all the angles, from a services economy standpoint where traditional IT services meets new web services and where technology innovation is really being powered to drive business results. Check out Wikibon.org. Wikibon.org is a peer-based community, a research community where peers share ideas and solve challenging problems. Sign up for the site, you'll be invited to private meetings called Peer Insights where practitioners come in and talk about what they've done with technology and what best practices are and share advice with others. So check out those resources. We're here to help, you've got questions, hopefully we can get answers. If we don't have the answers in the site, send us an email, tweet us, I'm at D. Volante. My co-host is at John Furrier, at Siliconangle, at Wikibon. Ask a question and we'll try to get you an answer. All right, so we're here live. We're waiting for the start of the press conference from Salesforce.com, Mark Benioff. Mark Benioff was booted off of the Oracle Open World schedule last night, tweeted out, Larry has canceled my talk. I'm booted. We're gonna do it across the street at the hotel. Too innovative for Oracle Open World. The cloud must go on. That's the messaging coming out of Salesforce.com. What happened is, last evening, Benioff tweeted out that his session had been canceled. Technically speaking, that's not true. The session was moved from the sweet time of 10.15 on Wednesday to the in-your-face, Mark Benioff, time of 8 a.m. on Thursday, a slap in the face to the CEO of Salesforce.com by the CEO of Oracle, Larry Ellison. Why would Ellison do that? Because Benioff disrespected him. After his keynote, Larry Ellison's keynote on Sunday night, SiliconANGLE's Kristen Nicole wrote a post saying that the community was less than enthusiastic about Ellison's keynote, that it was not the strongest one that they had ever seen. Benioff hence, tweeted that post out, Kristen Nicole's post and said, Larry really set the bar low. Well, evidently, Oracle PR did not take kindly to that, and as a result, Benioff's talk, which was on the social enterprise, got moved from the choice time of Wednesday at 10.15 to 8 a.m. on Thursday. Now, the other thing is Thursday morning, 8 a.m., is just a few hours after the Sting concert. So Sting is playing here Wednesday. Everybody's going to go to the concert, big party. I mean, essentially, that's the crescendo of the show. Nobody wants to go speak on stage the next morning.  So Benioff was moved from the great time on Wednesday to Thursday morning. Oracle claimed that it was because of overwhelming attendance at Oracle Open World. It's unclear why overwhelming attendance would require that move on such short notice. And we certainly suspect it was the tweeting and Mark Benioff's bold moves. Now, by the way, Benioff told the Wall Street Journal today that he apologized to Larry Ellison through an email, but evidently that did not placate Mr. Ellison. And as a result, his session has effectively been canceled. He also tweeted out that, well, at least he gets his million dollars back because that's essentially what he's paid to be here. We presume that other big keynote players like EMC's Joe Tucci put forth that kind of dough to be at Oracle Open World. That's how important Oracle is. That's how important the base is. We've talked about it all week. The world is afraid of Larry Ellison and Oracle. Think of, okay, Benioff is running about five minutes late. So we're gonna keep it right here. When that live stream hits, we are going to go right to it. And our John Furrier is on the ground there. What's it like there? Can we get any word from John as to how many people are there? Is it a packed house? This is great publicity for salesforce.com. You know, essentially think of Oracle as a sole proprietorship that is a 35, $40 billion company. That's really what Oracle is. Oracle has run very command and control by Larry Ellison. Although he doesn't control the majority of the stock, doesn't own more than 50% of the stock, he effectively has complete control of this company. And he gains that control because Oracle has been an unbelievable execution machine. So it's very hard for anybody on the street, on Wall Street, or on the board of directors, or anywhere, frankly, to criticize Oracle's financial performance. And let's face it, that's essentially a CEO's job is to deliver value to shareholders. There's little question that Larry Ellison has delivered enormous value to shareholders. As a result, he has the street cred, he has the equity built up to be able to call the shots. And he does. Benevolent Dictator is a term that's been used, not so benevolent dictator, but essentially he's a sole proprietor of a $40 billion, $35 billion company. And if you think of Oracle that way, you get a better understanding of what.


The Global Burden of Disease, GBD, study evaluates the impact of diseases, injuries, and risk factors on health by using disability-adjusted life years, dailies, which require a set of disability weights to quantify the level of health associated with non-fatal outcomes. The objective of this study was to estimate disability weights for the GBD 2013 study. To achieve this, we analyzed data from new web-based surveys completed by participants aged 18 to 65 years in four European countries between September 23, 2013 and November 11, 2013. We combined this data with previously collected information from the GBD 2010 disability weights measurement study. The surveys used paired comparison questions where respondents compared two hypothetical individuals with different health states and specified which person they deemed healthier. We analyzed the paired comparison data using probit regression analysis and rescaled them. This article was authored by Professor Joshua A. Salomon, PhD, Juanita A. Hargsma, PhD, Professor Adrian Davis, PhD, and others. We are article.tv, links in the description below.


Welcome back to the channel. In today's video, I'm going to show you how we'll move to make our menu into something more usable other than just having this handle widget right here. And we're going to use some native stuff coming from WordPress and just passing them in. We shall do some PHP, we'll enqueue some scripts and we shall enqueue some styles. If this is something you're looking at doing, then stick around for the video. Watch it till the end. Share it with a friend. Don't forget to hit the like if it impresses you. And if it's not what you're looking at, then check out all the other videos that I've made about Elementor or the other topics on this channel. So right now, when we drag and drop this widget, all we get is a hello widget and that is because in our code, so I'll remove these comments that we don't need anymore. First and foremost, I'll save that. And the next thing that we're going to do is of course we're going to be using this render method and we're going to use this content template as well. So first things first, so I'm going to go to the WordPress codex, codex.wordpress.org. And then what we're going to be looking for is how to use a menu that's coming from WordPress itself. We'll get this wpinup menu and that's the function that we are going to use in our own plugin. And that will allow us to use the default navigations menu that we get from WordPress. So if you look in here, you will see all the different parameters that you need to work with the WordPress Nav menu. For example, you need anything before the text of the link. You need to add a class to the container. You need a container itself. You need to have a menu ID, a menu class and all of that. So we shall be able to use all those things. And then you're given what kind of styles you can use for your particular menu right here. So I'm just going to get the WP Nav menu and I'll use it to say we need to get maybe a theme location or we can use ABCD. But for now, we just need to get the WP Nav menu, which I'm going to come back in here and say, let us just get the WP Nav menu and I will say echo. And we're also going to do the same thing for our renderer in here. Remember that this is for the backend. We use that on the backend and then this renderer is the one that appears on the front end of the widget. Wherever we place the widget, that's what will be shown on the front end. We're going to be running the echo nav menu. So I'll save this. Let's come back here. And then we're going to reload this. And you'll see that we actually just have the default menu coming in. I'll delete this, go and look for our menu again. Take a press menu, drop it here. And you'll see that it just has this sample page menu and that's because that's what's coming by default. So I'll go back to my YouTube. I'm going to go into the dashboard. I'll go to appearances and then go to menu. And you'll see that there's no particular menu being shown. And I'm going to say, let's have this as the primary menu. And I'm going to hook it up into the primary menu location. I'll click create menu. And then I'm going to add a number of items. So home, sample page, add those.  And then I'll click save. If we come back to our sample page and click reload, you're going to see that our menu has home page and hello world. And it still has the hello widget in here. So I'm going to just remove those because I don't need them. I'll save that. On reload, you will see we still have our menu. Even in our Elementor, you will see that we have our menu right here. Now, I should be able to, let's say when I click on this menu, I should be able to have an option for me to select a particular menu that I want to use. I don't want to depend on the massi of WordPress to show me which menu I should be using at that particular time. So in the menus right now, we have chosen the location of the primary menu right here. But we can create our own location if we want to. But that can limit. Let's imagine someone wants to create one menu using a widget that is primary location. Then in another location, they want to use a footer location. We don't want to limit them. So in that particular case, it would be good to just have something here as a content tab and then have a choice of menu picking up that we can choose a particular menu from right here. So that's something that we are going to deal with. But before we do that, I just want to be able to actually enqueue some styles to our menu. And what do I mean by that? So that when I inspect this element and we go to this menu that we have here with all of this, we should be able to have a particular style added to this. So in our code right here, I can actually use the WordPress given examples where we're going to have a container class or a menu class. So I'll call this menu class. I'll come back here inside the menu. I'll add a menu class. We'll tag there and say the menu class we want to give this is going to be take a press menu. I'll copy this so that we also put it down inside our content template. I'll save this because this needs comas to just keep the WordPress standard. And the only challenge we have here is that we are supposed to make sure this is an array. So I'll add array in here and then I'll push this down, push this up, save it. And now you'll see that my editor stops screaming at me because I have made the corrections to the error. I'll save this and you'll see that that works out. So I'm going to come back here, go to my sample page, I'll reload this. And then you'll see that actually our menu in here has a take a press menu for a class. So that can allow us to actually target and do style it in the way that we want to. So I can even strip using this WordPress I can actually strip and say this should not have a container. I'm going to copy this and then I will add this here and then I'll just add empty strings and say we don't need a container for this. I'll do the same here, save this. Come back here in our font page. If you look at this structure right now we had a menu primary container. If I reload this and inspect this particular element you're going to see that we no longer have that container. We just have our UL or our one ordered list with that take a press menu showing up right here. So now we can add our scripts and our styles to that. What do I mean in our plugin here? We're going to come back and create a new folder which we shall call assets. And inside assets, I'm going to create a menu.css which I can create inside a folder as well. Maybe we shall have some JavaScript. So I'll move our menu inside there.css I'll create a new folder which I'll call JavaScript and then just I'll create a new file which I'll call menu.js Maybe we'll be running some things on the menu.js So inside our menu here I'm just going to say console.log and I'll say our menu is running Of course I need to put this in quotations since it's a string put a semicolon at the end so that we can run that. I'll save that. And then inside our menu here we're going to target that take a press dash menu and then I'm going to just say let this have a background color of let's red it will have a color of white after doing that we need to get all of this I'll duplicate this and say our take a press menu should actually be with a display of inline block and then maybe I'll pass that on also to the list items and say let's get there I'll just say let this have a margin of zero, top and bottom and then we shall have 20 pixels left and right so I'll save this and if I come back and reload you'll see no change and that is because we've not yet loaded our scripts and our styles to our particular plugin or our particular widget now if you come back to the code there are methods that you can chain to this so you can have a public method in this particular widget public function and we're going to say get and you'll actually see that we have a number of methods being shown to us right here and in here we shall use the get style depends which is a function that we shall use and we can also use the public function or public method which says get scripts script depends now these expect you to return something like this right here so copy this and paste it in here and we're just going to have take a press dash javascript for the javascript depends and then I'm going to clean this out and just say take a press dash menu dash css just to make these ideas a little bit more legible so we're going to have that but this is not the end of the story when we come back to our class here we can actually instantiate the construct method and say the public function we're going to have our construct method and inside our construct method we are going to pass in two items we're going to pass in the data and we're going to pass in the arguments as well this data will actually have to equal to an empty array so you can write that as an array and then you would say the arguments can actually equal to null as a data type and you can actually write this in short because we're using the PHP of 5.6 and above and just say the data will equal to that and inside that we're going to tap the parent class inside the parent class we're also going to just copy this method and say we are tapping the parent class construct we're going to use the data and we're going to use the args as well and I'll put a semi colon now the next thing we need to do is use the wp nq script and then we also need to use the wp nq style these two methods will allow us to pass in our particular files and scripts and those will get to be used here as dependencies so for starters let me use the css I'll copy this id that we used here and that's the id that should be used here let me first comment out this script and say our style will have this id and then we need to pass in this css style right here we need to pass in the path to this css file here so what I'm going to do is say plug in directory path ideally we would pass in the file but what's going to happen is that this is going to give us something strange it's going to take us to this particular file right here so it's going to take us to this file but we need to go a few steps backwards and that means levels backwards so I'm going to put two dots slash that will take us back to the level and say assets and then I'm going to put css slash menu dot css and I'll put a semicolon at the end because that's the css we want to use so I'll save that I'll come back to our front page I'm going to reload this page here I'll go to my console we've got the right plugin assets we've gone to css we've gone to menu dot css which is telling us that it cannot find this because we've used an absolute path so all I need to do is just change this to plug in directory URL and then when I come back here and reload this you'll see that we have our style working out very well it's red the colors are this and we can actually see our style is the same that we have here and what we have in our menu dot css so I just need to move this down so that I'm writing proper css and when we reload this you'll actually see that our menu is actually now stacking in the right order it's going horizontally and we can add a lot more of styles to this right here and make it cleaner and reload on the back end you'll see that our script is actually getting the same kind of treatment as on our front end now that is simply because we have the same kind of work going in the render here and also in the content template methods right here so we have the same thing running altogether in the next video because this video is getting so long I'm going to have to stop here but in the next video we're going to be able to add some settings to our menu right here so that we can be able to choose the menu we want add a couple of settings and just have them lining up all here now I'm just going to enq my javascript as well and we're going to sort of do the same thing that we have here so I'm going to uncomment this at the semicolon I will get our ID that we used here in the javascript depends I'll come and put it here paste it I'll copy this what we have here because this worked out very well and then I'm just going to change this to assets JS and I'm going to change this to menu JS right here I'm going to save this I'll come back and then I will reload this page and I'm going to go in our console and you'll see that it's saying menu is running because this is where our menu is showing and that widget is actually showing up here so that's how you enq styles inside a widget and using what press we've been able to actually add a menu into our widget and we're having things running smoothly so if you enjoyed enqing these scripts and adding them into the widget please give this video a thumbs up don't forget to subscribe to the channel if you're new here I'll be making more of these videos for sharing with you and don't forget to share it with a friend now the code sample is actually in the description of this video you can check it out and see where you go wrong or make improvements or make this your own kind of thing otherwise thank you for watching and enjoy whatever you're coding peace


Let's find the nth derivative of f of x equals sine of x. How do you compute all the higher derivatives of sine? Well, let's go through it step by step. Now, technically speaking, there is such a thing called the zero-th derivative. The zero-th derivative means you've actually taken no derivatives, and so this would be just the original function sine of x. The first derivative we've proven previously is equal to cosine. The derivative of sine is equal to cosine, but we've also computed the derivative of cosine. The derivative of cosine is itself negative sine, which because we know the derivative of sine sticking a negative one in front of it just means we can factor the negative one out by derivative properties, this tells us that the third derivative of sine, which is the derivative of negative sine, would then be negative cosine of x. For which then if we keep on going, we see that the fourth derivative, we're going to keep on going for a while because we're looking for the nth derivative. We want to find a general pattern here. If we take the fourth derivative of sine here, that is the derivative of a negative cosine, taking that negative sine out in front, we're going to get negative times the derivative of cosine, which is a negative sine, but as that's now a double negative, we see that the derivative here is going to be sine of x. Now you'll notice here that I started a new column, that wasn't because I ran out of space, it's because I actually have the same function sine again. If we calculate the fourth derivative, the fifth derivative is actually where we're on right now, if we take the derivative of sine, we're going to get cosine again. And if you're going to take the sixth derivative, that means we have to take the derivative of cosine, which is a negative sine. And if we're going to take the seventh derivative, then you're going to take the derivative of negative sine, which is going to be a negative cosine. And then if you're going to take the eighth derivative, well, you're going to take the derivative of negative cosine, which is again a sine of x. And you see how this pattern keeps on going. If we take the ninth derivative, you're going to end up with a cosine of x. If you take the 10th derivative here, you end up with a negative sine of x. If you take the 11th derivative of sine, you're gonna end up with a negative cosine of x. And if you take the 12th derivative, it's just gonna be sine again. It's gonna start over and over and over again. And so what I would like to do here is try to summarize what we just have seen. If we wanna take the nth derivative of sine of x right here, you're gonna get the following basically four options. You're gonna get sine of x whenever you have a multiple of four, right? So like the zero derivative, the fourth derivative, the eighth derivative, the 12th derivative. Every time you get a multiple of four, you're gonna get back to sine.  So like one, five, nine, 13, you're always gonna get the next one down. The next one you would see would be a negative sine of x for which this happens when you get a multiple of four plus two. So that is when you get an even number that's not actually multiple of four, like two, six, 10, 14.  And then lastly, you'll get negative cosine of x whenever you're looking at n equals 4k plus three. That is if you're three more than a multiple of four or you can say one less than a multiple of four, you're always gonna get negative cosine. So like three, seven, 11. With those patterns in mind, we can actually predict what these derivatives are gonna be. So if you wanna do something like let's take the derivative, let's take the derivative of f, the 101st derivative. Maybe you're thinking about Dalmatians or something like that. You wanna take the 101st derivative of sine.  Notice that 101 is actually equal to 100 plus one where 100 is four times 25. So what this tells you is that you're gonna cycle through this, you're gonna go through the cycle sine, cosine negative sine, negative cosine sine, cosine negative sine, negative cosine 25 times. And then you're gonna end up with one. So the 101st derivative is actually the same thing as just the first derivative, which is equal to cosine. So we can calculate the derivatives of sine for arbitrarily large powers. I should mention that cosine's gonna do a very similar statement. It's just it's offset by one. So you can have to change some of these numbers. But again, as you take powers of cosine, it'll go through this cycle over and over again. The derivative of cosine is negative sine. The second derivative is negative cosine. The third derivative is positive sine. The fourth derivative is cosine again. So we can predict higher and higher powers for sine and cosine. So this is actually a very important observation. Notice that sine is its own fourth derivative. Cosine is also its own fourth derivative. We have another function that kinda does something like that. Notice that if you take the derivative of etx, you get back et to the x. The natural exponential is a function for which it's its own first derivative. Now sine and cosine are not quite there. They're a little bit slower than et to the x, but they're their own fourth derivatives. And because of that fact of that observation about derivatives, this actually kinda tells us one of the reasons why sine and cosine are such important functions. They're critical and they're critical tools for solving differential equations because they have these repetitive derivative properties just like et to the x. There'll be some other functions we will see in the future that behave like this, namely the hyperbolic trigonometric functions that is sentient cost, but that's a tale for another day.