So, first of all, why should you improve your Google Analytics skills? Why spend time on this? I think this quote sums it up kind of nicely. The quote says, the goal is to turn data into information and information into insight. So what's the difference, though, between data and information and insight? Well, data is just a bunch of characters, really, letters, numbers, not necessarily organized in any meaningful way. So that's data. But when you do organize them in a meaningful way, you then have information. And with information, you can gain insight by using the data, if it's structured in the right way, to answer questions. For example, question. Do organic search visitors engage with our website more so than paid search users? Well, the gobbledygook of data and letters and numbers is not in any particular order, that question but structured in the right way in the right type of report, that question can be answered. Yes. Organic users bounce lists, stay longer, and consume more content. And the insight that can be gained from that is then more in our SEO. So that's why it's worth spending time on getting better at Google Analytics so that you can turn your data into information and your information into real actionable business insight that will actually help you make more money or achieve more of your goals, whatever they are. So to do that, to turn data into information and into insight, specifically within Google Analytics, the information needs to be accurate, needs to be comprehensive, and it needs to be segmented in a way, those are the three types of things I'm going to do my best to show you how to do today. So we're going to talk about how to make your data more accurate by doing things like checking your tracking code implementation to make sure that the data that's being collected is accurate, removing self-referral issues, and I'll explain what that means, cross-domain tracking, I'll explain what all of these things mean, removing internal traffic, and removing referral spam. We'll also talk about making your data more comprehensive through version tracking and event tracking. And we'll talk about how to make your data to answer questions through secondary dimensions, custom segments, custom dashboards. So that's a lot, so let's get right to it. But before we get right to it, I want to make sure that this thing is clear because I'm going to refer to things like account and property, make sure it quickly touch upon what the difference between those are. So in Google Analytics, if you go into your admin section, you'll see three columns, and very lightly at the top in gray, it says account, property, and view. So the difference is that one Google Analytics account, which is really just associated like with your email address, your Google email that you log in with, one account can host data for multiple websites, that's the second column, and then one website can have multiple, it's kind of sliced and diced and reported on in different ways. The one account can have multiple properties, typically means multiple websites, and then one website or one property can have multiple views to slice and dice the data in different ways. Does that kind of make sense? Good. So let's get to making your data more accurate. First and foremost, definitely check your tracking code implementation. The proper way to implement Google Analytics tracking code on a website is that a single copy of the tracking code must be placed before closing the head tag, ideally right after the opening head tag. So before the closing one, ideally right after the opening head tag in the header of the site. It's a very common thing actually to copies of the Google Analytics tracking script to get injected into the website. The original web developer of a site may have manually put it into the template, and then someone else out of just go to your website and view source and make sure you only have one. And that it is before the closing head tag, ideally right after the closing head tag. Even easier though, use this Chrome extension called Google Tag Assistant. And just see if you, so you install that Chrome extension, go to your website, and then run that tag assistant and see if you get a red frowny face or a green smiley face. So make sure, and actually even if you visually go through the view source thing in the browser, I'd still recommend doing this. Because just looking at it won't tell you if it's missing a comma or a period or something that your eye may miss, and it's not actually working correctly, communicating with the server correctly. So highly recommend Google Tag Assistant for checking the implementation of the code. All right, next up in the realm, we're going to talk about self-referral issues. So self-referral checks, and you look at your referral sources, which is supposed to tell you traffic from your own website, coming to your own website. That's how the session's being double counted, conversion tracking, accuracy issues, all sorts of issues, and you don't want to see. So if you see that, or even if you don't, as a preemptive measure, it's a good thing to filter out referral, self-referral traffic, or maybe shouldn't say filter out. You want to add your own domain name to what's called the referral exclusion list. So in that admin interface, under the property column in the middle, there's something under the tracking info header, something called referral exclusion, one main name there so that you don't have self-referral issues. But it's a leading exclude, real data that you shouldn't be excluding or deleting. So it's saying to Google Analytics, if you see one session that is already on my website, and then for some reason that session entry and double count, it's just going to unify the puzzle pieces and put them back together. And you actually want to do this to PayPal, or if you have integrating your site with a Shopify cart or something, leave to go finish another session, especially problematic, because then all of the sales and the revenue numbers, that's not where they originally came from, and you can't learn much from that. You need SEO, paid search, social media. You need to know exactly where they did come from, the first place not that they can't give you money. So you want to add your third-party external payment gateways to the referral as well. All right, next up in the accuracy category is cross-domain tracking. So what that means is if you have multiple websites, but users that tend to travel between them. So in this very simplistic example, it says rsite.com, rcareersite.com, and then rsite.com. So if someone goes to your main site, but then you have like a separate careers website, and they go there, but then they come back. That can lead to similar issues to what I was just talking about before too, because it's really the same user, and it's really the same session. But it's going to get counted as new people coming in, and then another new coming in, and vice versa. So you can set up cross-domain tracking to avoid those issues, and real quick overview of what that looks like. In cross-domain tracking, individual properties are for individual websites in Google Analytics. But there is the same property code on multiple different websites called a linker plugin. It's just a little additional piece of script, and that link will tell you more about it, that then you can actually put the same property tracking code on multiple different websites. And it's good in this use case, because then you won't have the sessions being split and divided. It will all look the same. Google Analytics will know that it's the same user traveling amongst multiple websites. And then you can set up separate views to organize that property into this website only. So you can see it however you want. Use case where typically individual properties are individual websites, and use case where it does actually make sense to have one Google Analytics property be used on multiple websites. All right, and another item is removing internal traffic. So yourself, your app, your freelancers, those users will use your app to necessarily reflect that of your actual prospects, your users, then the extra users that are playing. Which are the ones you really want to learn about. So you want to get yourself and your team's data usage of your website out of your account. Easiest way to do that, again, a Chrome extension. This one's called the Google Analytics Opt-Out Add-On. If you go to the Chrome extension store, you add this Google Analytics Opt-Out Add-On. And enable it, that's it. You're now not counted in Google Analytics when you go to your own website. What else is a website? But since we're on our own website, and now we're not counted for them either. So we shouldn't be doing that. So that's the easiest way. You can also filter out by IP. And if you have a static IP and you know what it is, admin section and filter out your freelance or home office or whatever it may be. One quick note about filtering, if you do this or any other kind of data, an unfiltered view as a backup. So you go into the admin and you use the actual filtering capability on a view or property or anything.  And if you make a little mistake and accidentally filter out more than just that one IP address that you meant to filter out or whatever it may be, that data is gone forever. So always, always, always make a view. Again, one account can have multiple properties, and a single property can have multiple views. So your one website Google Analytics tracking code can be sliced and diced into multiple views. If you're going to filter out your IP address from your main view, make sure to also create a backup view that has no filters whatsoever, just in case. Because it definitely happens. That mistakes are made when filters are created and you want that unfiltered backup view. All right, last but certainly not least is referral spam. How many people have heard of referral spam? All right, maybe a third or so. Annoying, right? Yeah, so for those that aren't aware, spammers have figured out how to spam us in almost every area of our lives, our cell phones, our email, our regular phones, whatever, direct mail.   They just want their website to show up in your referrals often, just so you click on that link and check it out. And it really works because every single person that I've talked to that spots it, they're like, what is that? I don't know, I've never heard of that. They're sending us traffic, let me check it out. It could be, it could be. So it could be dangerous to check it out. One of the telltale signs, it's not always there, but one of the telltale signs of a referral source being referral spam is a 100% bounce rate, a perfect 1.0 average pages per session, and a zero second, zero minute, zero hour average session duration. That's kind of a telltale sign that it's bot traffic. All those spammers referral have gotten really good at actually spoofing those numbers as well. So it won't always look like that. So how do you filter it out if there's no telltale sign? Again, always, always filter this out. But those guys pretend to be an expert at this. He is the expert at doing it. You can, if you want, you can follow his instructions for how to do it. Because this is what happens as soon as you figure out which ones to filter out. He's on top of the ones to filter out his block. So that's the DIY. Maintain your own filters for free that way. The service to take care of it. Yeah, use them, yeah. So it's worth it sometimes to pay a small amount to get that done. So not easy to get your numbers. But it's important to do so because it does skew the site wide averages. If your boss, your clients, or whatever, that you don't have session duration, and all this bot traffic's coming in and messing that up for your site wide averages, then, you know, it's hard to achieve your goals and to know what's part of what you're doing and what's not. All right, that's how to make a whole bunch of ways to make your data ways to make it more comprehensive. First of all, conversion tracking. If a lot of you probably have this set up already, but if you don't definitely want to convert, which I mean like a real action, someone has done an action to either give you money or give you order, or the content of a conversion. That is not an action that turned someone that converted. I don't consider that a conversion. And it's a little bit of a pee that I see that a lot. Or spending a certain amount of time on a person to convert themselves to a lead. But if they filled out a form, or they made a purchase, so that you can learn more about what's working on your website. So form tracking is one of the most common conversion you have to track. So how do you do that? The easy URL. And then if it does, you can go into Google Analytics and set up a goal for to get to that confirmation URL is no index. That was a complete. So that's the easy way. That doesn't work for. So you may have to do it another way, which is through tag manager. Sorry, that is not the form that the slide that I was looking for, this one. Actually, I'll go back to this first. So form fills the easy way. Thank you, Paige, confirmation URL. E-commerce tracking is another thing you definitely want to track. And the easy way to do that with e-commerce tracking means it really gave money. There was a transaction and revenue. Easy way in this world, there is a plug-in for WooCommerce, the enhanced e-commerce tracking plug-in, take care of that for you. That's the really easy way. So advanced ways that you can't just simply redirect to a thank-you URL or for e-commerce tracking where you can't just simply use the visit these URLs here. Basically, both of them use Google Tag Manager to complete those goals. But they're a lot more complicated than the first two options. So if you can, on a form, redirect it to a thank-you URL, set up your e-commerce extension for e-commerce. If you can use the WooCommerce extension, just do that and be done. But if you have to, those are links that you can consult. All right, so there may be other actions that you want to track that aren't true conversions, but are very important actions. And that are part of convert and become a lead. What you want to use to track those actions is event tracking. So event tracking can be used to track pretty much anything that's not already tracked by default analytics, such as video views. You can use for YouTube and there's instructions if someone would know whether they paused the video or played the video all the way through and so on. Clicks on mail to call links or outbound links, actions that aren't tracked by default by Google Analytics. But you can set up with n clicks on images or other elements, just really anything else. And knowing if they clicked, traveled from one page to another within your site. But it doesn't tell you which page they clicked or if they clicked and went off. So that's very interesting information about event tracking. But again, those aren't conversion leads. So I recommend those actions be tracked as events and actual conversions or as goals or conversions. All right, last but not least, this firehose information. How to segment your data to answer your questions. All right, my favorite is a very simple thing called second name, but it's a simple thing. It's basically, well, so here's a use case for it. If I'm looking, and this actually happened, I was making these slides, I was looking at our data and I'm like, hmm, our careers page is one of our top most popular landing pages. I wonder where all the traffic is coming from to that page. So I wanted to know my traffic sources. Not from my whole site, but just that page. So I clicked into that page, drilled down to that page. And by default, it didn't tell me the second column here. But secondary dimensions, a quick nickname or trick you can do is it adds a secondary column to the report that you're looking at to break down the data further from what you're already looking at. So you've got your careers page that I drilled into already, and then this dropdown that says secondary dimension is at the top of pretty much every report you're looking at in Google Analytics. It's secondary dimension, it adds a secondary column, and you pick what you want to break it down by. So I said source medium of the traffic and the type of the traffic. And so boom, boom, like to where the traffic was coming from to that page by adding a secondary column. That's my favorite quick and dirty trick for segmenting data to answer a question on the fly very quickly. But sometimes you may need to look at a whole variety of different reports, but still for a single thing. So if you need to look at all the reports that are in Google Analytics, but through a lens, like just a certain type of traffic, just a certain region, just a certain section of the site, but you want to be curious about all of it for just that type. Custom segments is really handy for that. So that allows you to view all of the filtered lens that you set up. So for example, again with our career section, I can create a segment to view activity on our careers pages through all the different kinds of reports that are in there. But I don't want to see the whole site's stats. I just want to see the stats for the careers section on all the different reports. So to do that, I create a custom segment. So I give it a name at the top. Well, first of all, I hit Add Segment. So you'll see this also at the top of pretty much every report is that drop down type thing there that will typically say all users, but you can hit Add Segment and create a new segment. And so I gave it a name, career section of site, and then you tell it under conditions what you want to filter it by, what do you want that lens to be that you're going to look at all the reports through. So I said filter by page URL continue career. And then I'm able to see any report on the whole Google Analytics through that lens of just people who went to the careers section, any careers page, but now those are the metrics that I'm looking at and nothing else is in there. Again, you can do that for a certain region, certain browser, certain anything, anything you want to just filter it down to, you create a custom segment, apply the segment, look at all the reports through that segment. And then you can do, so if I wanted to compare users of the careers section of the site to users of the resource, I can create those two segments and put them with the whole Google PageBeat algorithm update things. We've been making segments for US mobile traffic and US desktop traffic for clients that want to measure the page speed of US users, mobile versus desktop. And then we can look at all reports through those two lenses at the same time. Pretty cool. But custom segments, you have to apply them every time you go in or remember to take them off to remember that you're looking at things through a very off, so they're a temporary lens that you put on to look at things through and you have to remember to take them off or put them on again. If you're using the same custom segment, you're putting it on all the time, you may want to make a custom report instead. Custom reports are great for slicing and dicing data in a way that answers your specific questions in your specific way. So under the custom tab, which is on the left menu column, go to custom reports and create a custom report, give it a name and select what you want to be on the report. Now, one thing that's kind of confusing, dimensions versus metrics. And when you try to put it in there or you can't put a metric there, the easy way to remember what dimensions, basically the thing that you want to think, what do I want in the first, so hopefully that helps you demystify language and any issues you may run in building a custom report. Dimension first column, metric on columns. And then filters are whatever you want to narrow the traffic, so I want just organic traffic, I want just paid traffic that whatever you want it to just show you, that would be the filter. And custom reports are pretty, like standard reports, they can be scheduled to move out to you automatically, so you don't have to go in and look at them all the time. So that's when it comes in handy. All right, last way of doing data change. So, similar to the custom reports that we just talked about, quicker way of seeing a lot of little snippets at the same time, you can build a custom dashboard. So it's great for like quick checking on things, just kind of quick overviews of a variety of hand-picked metrics that may not be on the same report elsewhere in Google Analytics. Custom dashboards, you can start with a, again, they're in the customization section. So on the left hand column, go to customizations, custom dashboards, you can start with a blank, or there's this thing called the solutions gallery for Google Analytics that has a lot of pre-built dashboards that are pretty easy to edit them. So that's, typically there's probably one kind of simple, go browse through there and see if there's a dashboard close enough to what you need, and then just make widgets for whatever metric you're curious about and just build your little squares into your dashboard that will allow you to quickly check in on a variety of things. All right, so to summarize, typically turn data into information to me, answer questions, firehose a lot of different ones to you, I know that was quick, that was a lot. I am gonna go to the happiness bar and this, but I think we have a few minutes for, five minutes for questions now. Sure, so the question for those who can hear about sharing, so if you create a custom dashboard, custom segment and custom report, how do you share it with others? So certain things are tied to your account and certain things are tied, most of the things we talked about are tied to your account though. So if you have access to a client's property using your account, and they have access to property using their account, if you create, for example, a custom segment, and that won't automatically be in their account, but you can share it with them, they actually just have to import it. So when you go to the customization section where you made it in the first place, there'll be a share URL, gives you a, or share button, sorry, gives you a URL to send to them to import the custom thing that you made, and then it's in their account as well. So different things are tied to different levels, so check out the documentation for exactly what's tied to what, but custom reports and custom segments are two things that are tied to the account level. Dashboards off the top of my head, I'm actually blanking on that. I think it's also the account level, but double check their documentation to be sure. We haven't shared those as much as we do the segments in the report. Excellent questions. Okay, for those who couldn't hear the questions, we're about, where do you go for additional training to go really in depth with all these things and whether to implement Google Analytics Code directly or through Google Tag Manager. So first of all, the training, there's a lot of resources out there. I mean, for quick setups of a single thing, their Google Analytics own documentation is pretty good. I put a lot of links in there to that. They also though have the Google Analytics Academy, so you can watch videos like it's an actual course that Google themselves that puts out for getting trained on Google Analytics. And there's a certification you can take too, which is actually, I think, a good learning experience, even if you don't need to be certified in Google Analytics. Go, it's like an open book test. So to just go through that certification practice with the open book thing, it's pretty educational. And then of course, there's online courses everywhere, but I usually tell people to start with this straight from Google resources. And then as far as implementing the code directly or through Tag Manager, Tag Manager is not easy or intuitive to learn, but if someone is comfortable with the scripts for a page beat up to me, slightly better to inject a hundred party scripts with Tag Manager, if you can. But it's a negligible, I don't wanna say negligible difference, but it's not a huge difference. So if you have to put it in the header. Yes, there is WordPress plugins that will help you set up Tag Manager. There's one in particular, Tom Duracell. It looks like Duracell, but it's not Duracell. There's a Google Tag Manager plugin by Tom Duracell something. I think, yeah, maybe one more question, okay? Sorry, I didn't catch all of that. A domain that forwards to another domain, like automatically redirects. Okay, so if you have one URL that automatically redirects to another URL, you don't need Google Analytics code on both because essentially no user ever actually visits the first one.  Oh, it should add it to the referral exclusion list. I believe if it automatically redirects, it actually won't show up and you won't need to do that. Certainly double check on me and look on that because I haven't dealt with that that much. But I'm pretty sure it doesn't actually show up as a referral source during a 301 redirect. So I don't think you would have to. But again, preemptively, it's always a good idea to add things there that you know you don't want counted or that sessions you want it unified. So you could do it as a preemptive measure, but I don't think you have to. How do you see search keywords? Excellent question. You kind of can't anymore, unfortunately, not in Google Analytics. So several years ago, Google for reasons they claim were to do with privacy and security, they're totally debatable. Anyway, they took the keyword data. So keywords from search engines that were sending traffic, which keywords were people using to send traffic to you. They took that data and anonymized most of it into a bucket that just says not provided. So the keywords report's still in there, but you won't see much in it. It just attributes everything to not provided. But there's another tool that Google puts out called Search Console, formerly known as Webmaster Tools. I know, I know of where they can give it to you there and not there. Yeah, so there's a lot of background and conspiracy theories about that, but unfortunately that's the way it is as of today. So that's all the time I have right here. I will go to the Happiness Bar and answer any other questions anyone has. Thank you so much for joining me. I hope this was helpful. Thank you. Thank you.


Okay, hello everybody. I hope this works. I often get really nervous when I hold these things. It makes me feel like a rock star, that's for sure, but let's see how that works. Okay, hello once again. I'm Mark, engineer manager at STRV and I'm very thankful for you here because I'm gonna talk about code as culture, which is a topic that touches organization structure, team structure and stuff like that. I always tend to get very excited when I get to get a chance to talk about these things. I often talk too much, so we are gonna be victims of it today. Let's see how that works out. So why am I gonna discuss it? Why am I gonna talk about code as culture? Why am I gonna even talk about organization structures when we tend to get the standardized ones, right? So in my opinion, code is often viewed as sort of an artifact, sort of split, separated and divorced from social and cultural context and that is a real shame. I think that the code somehow reflects the organization structure and personalities of engineers who created it. So engineers, in my opinion, are like artists. The technologies that they use, these are their color palettes and the code is sort of their brush and I believe that every artist sort of reflects himself in his painting and I think that it's the same for engineers. So what can we do for them to make their reflections a little bit easier, right? Let's start from scratch. Let's start with an org chart. I'm pretty sure you're familiar with this. It's a pretty standard org chart. At the top there is a, let's see, if the point works, cool. At the top there's CEO, CTOs, then there are some head of departments and later some engineering managers and their teams. Pretty standard structure. I'm asking what is the org chart for? So you can say that it's a single view of the teams in the organization and the people. It's sort of a hierarchical structure, right, for the purpose of reporting and it facilitates compliance. Cool. But if I look at the org chart, can I really at least know what the company is doing? Can I know what the company is working on? What the engineers do? Hardly, at least not this kind of org chart. So what is it really for? Well, to submit vacation requests. That's all it is good for at this point. Fair, I assume. So I have three issues mainly with the org chart. People communicate horizontally. Issue number one. You know, if we have the backend engineering structured vertically, what is it for? Well, the product that they create is not just backend. It's backend plus front end plus mobile plus QA. People communicate horizontally. The products are horizontal. Why do we have vertical structures? Issue number two. People don't restrict their communication to those lines in the org chart. They just communicate with whoever whoever whoever whatever they want with. And they always choose the line or the path of least effort. And the issue number three, it doesn't represent the actual work that gets done. Matthew Skelton, the author of team topologies, by the way, great book, wrote that organizations that rely too heavily on org charts often fail to create the necessary conditions to embrace innovation. Well, how do we then create the conditions to embrace innovation? How do we support these artists in the team? Well, number one, think team first. The principles of team first thinking just very briefly, because this is a complex topic. Firstly, the team is the smallest delivery unit in your organization, not individual, the team. And as such, your organization should always assign work to the teams, not individuals. Then focus on team dynamics. Instead of focusing on individual engineers in your team, build psychological safety, environment trust, and optimize the performance of the team. You see, there has been a long running research made by Google called project Aristotle. And they actually found that neither skill, not a specific personality, matters to the performance of the team. What matters effectively are factors such as friendship, curiously enough. And the common denominator of success in those teams was equality in distribution of conversational and third thinking, meaning how much do I get to say in the team? How much other people respect me? Those were the performance factors, not how much I know or how much this guy knows. Also, respect the size of the team, and there are some limits we're going to get to them, and respect the limits of individual mental capacity, known as the cognitive load. So the team size, how do we respect the team size? What does it even mean? Well, the limits are derived from evolutionary biology. There is a limit called Dunbar's number, and Mr. Dunbar, he described multiple limits based on the level of relationship and trust that we can build with people. According to this theory, one person can trust at most 15 people deeply, and of those 15 people, we can only have deep interpersonal relationship and trust with five of them. So there is this magic number, seven to nine people, that is considered to be the good standard of a size of the team. And if you talk to managers, they intuitively get it. They tell you, I think that 10 people is optimal for me. Some tell you 15 is okay. Some extremists tell you, I can manage 20, that's fine. But intuitively, they oscillate around those 10 people. Fun fact, Amazon is known to limit the size of its team to the size that can be fed by two pizzas. Also, good metrics, fine by me. So is there everything there is to it? Just think team first, and we're going to design a great organization structure? Well, let's see. So this is the structure that I presented earlier on the org chart. There is back and front and DevOps and QA in this organization, and we split it into three units. Simple enough, those units can be anything from individuals to teams. Those units work on product A, B, and C. A5 units, B4 units, C also for units. There's also times on separation, where those units below the line are in US East 1. Those are remote, and these eight units up there are in EU Central 1. So this organization design really that simple. We just followed the team first thinking the units are small enough, and they have separate products to work on, sort of. So is it really that simple? Well, let's see. I mentioned that people follow communication patterns. We're all humans. So what happens if we specifically trace those communication paths? Well, for EU Central 1, if we just connect the people that have to talk to each other because they are on the same project, just because they are on the same project, it can look like this. And we can already see that this poor guy is sort of starting to hit it. So this poor guy as well. And that's just one time zone. Let's add the second one. And it kind of gets creepy because those people are starting to swamp this beck and guy. And this DevOps guy really doesn't know where his head is. But the thing is that we follow the path of the least effort. So what probably happens is that those communication paths in real life simply doesn't happen. Because what those engineers, those remotes in US East 1 can do instead is that they will talk to the DevOps and QA in their time zone. Notice these are not even in their projects. They don't work on the same product. But why wouldn't I talk to this person? He's allocated only on 50%. He's got the time, right? What this poor guy can do on the right down there. Similarly in the EU time zone, I can talk to these people. They don't have anything to do work on. So new communication paths are created. And also, since the teams are structured vertically, these people that don't work on the same project either, but both are front engineers in the same team, they start to talk to each other again. And these communication patterns have sort of unexpected consequences. Let's talk about what consequences. Okay, I see people nodding and laughing. So who here heard of Conway's law? Cool, 20% of people. Very good. So Conway's law states exactly this. Organizations are constrained to produce systems which are copies of the communication structure of those organizations. In other words, the communication structure gets cemented in the way these people develop the products. It was outlined in 1968. A lot has happened since then. Containers, microservices, all of it. And it still matters. Because a product's architecture, according to this law, tends to mirror the structure of the organization. And if we want our organization to explore or adopt certain engineering patterns, we have to reshape the organization to remove those obstructions. Simple example. Now, this is a little bit better, right? There are two horizontal teams, team A, team B. There's two full stack developers in each of them. And there is a database administrator that works on those two teams and operation engineers as well. According to the Conway's law, what do you think would happen? Well, there will be probably one repository containing backend and frontend. There would be shared database. Because why not? Why wouldn't I just make my effort easier and create a shared database for those two products if I'm working on two of them, on both of them. And there will be shared infrastructure. That's the path of least effort. Do we want this kind of architecture? Maybe, but likely not. Now here, it gets even trickier. And what could happen here, this was a little bit tricky, but something like this can happen. So there will be shared or loosely, sorry, tightly coupled product A and product B on the backend side, on the frontend side. Probably, there will also share infra, but in this, I should point here, right? Why didn't you tell me? Peract Bay, A and B coupled tightly on the backend, on the frontend, they will share CICD, some automation with both of these products. And there will be even shared infrastructure. And down here, the situation would be similar. And if you remember, there were engineers that were unallocated to their project. Now, imagine what would happen if those engineers were allocated to a product D. It would get exponentially more complicated, just because of the way we structure the teams. So if we think of software architecture as a standalone concept that can be designed in isolation, well, we're fundamentally wrong. So what can we do with it? Now let's try code first thinking. We can combine the principles of think first, a team first thinking with the approach to software architecture itself. We can design teams that are specialized according to their responsibilities in the SDL cycle and the way they collaborate with others. And we can also define these teams as aligned with the Conway's law to match the desired product architecture they are supposed to produce. In a code first thinking, we also respect the team size, just like we mentioned before. But now the team size should be established together with the size of the product. In other words, that since the team should take full ownership of the product, the full product should also be sized accordingly. Fun fact, there are squads. Maybe some of you heard about the Spotify model from 2012. So in their model of organization structure, they have squads as a basic development unit and these are of size of six people and a squad by definition from the perspective of Spotify is a mini startup. So the product scope matches the size of six people.  So what kind of team types should we introduce here? We already know that back end department, front end department, that is pretty standard, not good. So what kind of team types? Well, topologically, we can have four fundamental team types and we call them streamlined type enabling subsystem or complicated subsystem team and platform team. Let's take a closer look. So this is how they should interact and you will soon see why. So the streamlined type, that's the primary type in our organization. We have multiple of these. There are disjoint coexist in parallel, consist of journalists and specialists and these are the teams that focus on a single business domain. In code first thinking, this business domain could for example be owning a single product or a set of features. These teams define a single API. These themes aim to produce a steady flow of delivery and they deliver end to end from software design through quality and user experience. The enabling teams are purely specialists in a given technical or product domain and what's curious about these teams, they should aim for their own extinction. The key to successful enabling team is for them to not be needed anymore. So there are calls to action when needed. They enable teams goals by enabling certain functionality and they always support the streamlined team. In fact, the whole purpose of this structure is to have the streamlined team in the center and all of the teams just making their lives easier, reducing the cognitive load of this team. Most importantly, there shouldn't be any permanent dependency on the enabling team. In code first thinking, again, what you can imagine the code, the enabling team to do, well for example set up a skeleton for a deployment or an API service or just provide a guide about best practices or integrate once with a third party service. They just pass over the knowledge how to do that to the team and are done with it. The subsystem team is sort of similar, but this one is persistent. It consists also of specialists in a particular subsystem, but these are also responsible for maintaining it as opposed to the enabling team. Examples, video processing codec, mathematical models, reporting systems, real-time trade reconciliation algorithm, those are very, very special domains and require high level of expertise. The streamlined teams could do that, but it will require a lot of effort and a lot of time. Instead, it is offloaded to the subsystem team. And the last one, platform teams. These are very similar again, but this time to the streamlined teams, but their whole purpose is to support the streamlined team by providing sort of a self-service API for the platform. So in this case, they, even though the streamlined team has the full ownership of building, running, and fixing the application, the platform, the infrastructure that they are building it on, this is the responsibility of the platform team. And their focus should always be usability and reliability. This can be, for example, platform as a service for the streamlined team delivering networking capabilities, providing maintenance and maintenance certificates, as easy as possible for the streamlined team. Those platform teams are complicated, and there is, it's called fractal topology, where the platform teams themselves can be sort of split into streamlined and subsystem and platform teams all over again. So this is it. And an example of tasks that are assigned to those teams, again, teams, not individuals. Platform team can maintain public infrastructure and provide an infrastructure as a code deployment template. The streamlined team implements the business logic of the application. The enabling team once set up a skeleton for the deployment, and the complicated subsystem team designs and maintains a real time reporting system. Those are examples of the tasks. Okay, now back to the org chart. This is a little bit of a different one, but similar. Made it a little bit easier for you. So we have back and front end QA data science DevOps. This is the do and Android and iOS. The product is this. We should create a complex backend API that consists of user administration, three real-time recommendation engines, content management system, and payment system. We should have a distributed persistent storage. There will be AI models for the recommendation system, for the recommendation engine, some ETL pipeline, web-based admin, and mobile Android and iOS applications. There is estimated headcount of 25 engineers, split into eight backend guys, two data science, two DevOps, four front-end engineers, two plus two mobiles, that is, two iOS, two Android, and five QA. This is the estimated headcount. The task distribution. So backend, create API, data science, implement the predictive model, front-end, obvious, Android, iOS, obvious, DevOps, these poor guys have really a lot to do because they have to create the storage for the backend services infrastructure, blah, blah, blah, a lot to do and don't even get me started on the QA. So what do you think the issues are? Well, the DevOps engineers, I like this. This is fine. I can do that. And the resulting architecture, what do you think the architectural components will look like, given the organization structure that I just presented? So likely, there will be a shared infrastructure because the DevOps guys are just, you know, we just need to make it happen somehow and that's it. Shared database, because the backend engineers are in a single team, it is likely that the one single team will create a shared database and a monolithic API here. Conway is long, remember. There will be data science pipeline because there are just two data science engineers. That's not much for the whole project. So I would assume they will have a lot to do as well, especially given that they have to create the predictive algorithms and three recommendation systems to feed into this backend service. And likely, the DevOps guys won't really assist much, won't really be much of an assistance to the data science guys. So probably just one data science pipeline here. Since mobile department is also not split into 100 and iOS, perhaps we can also, but this is a pure speculation, there could also be cross-platform mobile application. So if this was your desired architecture, fine. Okay. But what if it was supposed to look like this instead? Meaning separate infrastructures, single-purpose database, specialized microservices, gateway, three recommendations models built on three different pipelines, data store that is separated for the data sense input and to separate mobile applications. What if I told you that this is what it should look like? Well, perhaps we, based on these expectations, these expectations, can design the teams to produce this desired architecture. And we do that by calling an Uno reverse and apply what's called a reverse conways maneuver. I know it sounds like a masterful military strategy of moving some worship 180 degrees per second. Luckily, it's not that complicated because all it says is instead of thinking teams first and architecture second, think architecture first and teams second. If that reminds you of code first thinking that I presented good, because that's exactly that. So step one, identify the stream aligned teams. These are the products that we have to build. Literally, real-time recommendations, payments, CMS, user administration, Android app, iOS app, web app, stream aligned teams, the business domains. Identify the complicated subsystem team, the predictive modeling, definitely. And it will be connected to the real-time recommendations because they have to work in close collaboration. But it is a part of a complicated subsystem team. Now, identify the enabling team. Well, DevOps. We have to somehow make lives for the DevOps team easier. And we can do that by turning them into enabling team whose purpose is basically to just hand over the knowledge that they have. And we can do that. We can let them hand over the knowledge to the back and centric team because they have very close relationship to DevOps already. So why not turn the team into enabling team? But notice we only have five QAs available, not good for a team of size of 20 minus the QA. Well, what we can do here is we can turn some of the members of the QA into enabling team as well because what we need is the QAs to be permanent members of Android, iOS, and web where they have to provide day-to-day basis feedback by testing their applications but not necessarily to the back and centric part. Because there, we can just hand over the knowledge of setting up the automation testing, the CINCD, why not? We can hand it over to the back end and be done with it and focus the rest of the efforts to the data science, let's say, or to the mobile applications. And lastly, the platform team. In this case, this is tricky, but it's probably going to be identical with the DevOps enabling team. Or it can also be the data science engineers building the data pipelines. So I'm just going to put it here knowing that I'm not really sure what the platform team would be here, but probably would have a significant overlap with the enabling team. Okay, so what to do with the org chart now? Let's not do anything with it. It's still reasonable to keep it at this point for the compliance purposes, aka the vacations, requests, and reporting. And continuing this further would require transformational change. So it falls into the scope of change management. Yeah, you don't want to get me started on that. That's a difficult topic, but since we already have this, we can, at least with high level of anticipation, expect that we will be much closer to the architecture itself. And then it's up to the competence of the management to see whether they can actually support this kind of architecture or not, organizational architecture, and whether they need transformational change aka change management to completely restructure the organization. But this is the first step. So recap. So recap, code, let's not just look at the code as a technical artifact, because it does reflect organizational structure. Let's just don't rely on the org charts instead leave the distribution and control of work to the teams and think in teams first manner, form a good team by establishing psychological safety and focus here on encouraging a culture on dependent off dependability and mutual respect, optimized for the team size, optimized for the cognitive load, respect Conway's law, because it tells us how organizations produce code. And when designing organization structure, just think team first and code first. In a code first organization design teams define a team as API that's the topic that I didn't touch by it's a contract for communication. Those teams are split according to their to the teams API that provide. They are called stream aligned, enabling subsystem and platform. The stream aligned focused completely on the business logic enabling they aim for extinction, complicated subsystem team of specialized experts platform platform team. They should always aim to maximize collaboration. And you can design those teams by going backwards by applying the reverse Conway's maneuver and proceeding from the desired software architecture to the organization structure. And just know that like code no organization structure is perfect. Just make sure that it doesn't get in the way of the culture you want to build. With that, thank you so much. I hope that this at least gives at least gives you the idea of what you can do with your organization. It's a complex topic. It's complicated to force these changes. But perhaps you can do that with your organization as well. Thank you. I know here's place for questions. Cool. Okay. Yeah. So roughly, so what's the solution? How to split up the org chart? Yeah. Yeah. Okay. So the question is I have floating managers all around after I split the org chart. What do I do with them? That's the transformational change part. So typically splitting it's kind of funny. But when I sort of went through a transformational change of an organization, when you split into smaller teams, typically smaller, because the departments are 30 people 40 people and you split into much smaller teams. It's going to present some management overhead. The more teams you have to manage, the more managerial tasks it requires. And then you're going to get into, okay, how many people can these managers really manage? How many, how many teams can these managers really manage? Those are two different questions, by the way. And when you present the engineering managers with the issue at hand, so I know you just had 40, 20, okay, be realistic, 20 people in your team. Instead, could you manage four teams of five people? They will probably tell you yes. So as long as you are able to sort of fit into this amount of people that they are accustomed to, it's not that big of a change for them, if you know what I mean. So that's one thing. Then what typically happens is that you have to add, unfortunately, you have to add one layer on top of it. You no longer have just engineering managers that synchronize all these teams, you're probably going to have team leans. And that's a wonderful opportunity to identify talented individuals that can lead those teams. Ideally within the engineers, you don't want to introduce another management layer. You want to introduce sort of a leadership structure within the team. So ideally you want the teams to be self-organized, but still identify the individuals that can help the self-organization. So that's sort of another thing. And we can move on, but hopefully that at least tells you a little bit of it.


It includes the warlock and gives you the ability to fly or hover under spots. Now this can only be done on the map crossroads but before we get into the glitch if you guys do enjoy the video leaving a like is much appreciated. Can we reach 4000 likes that'd be absolutely epic if we could. Also this glitch was shown to me by a fellow youtuber and friend Denza Gaming his channel is linked in the video description go check him out and show him some love.  Now like I said it can only be done on the map crossroads and to do it you need to be on a warlock and you need to be on that stormcaller subclass. Simply build up your super go through the booster things and simply press and hold the right trigger. Doing this will pause you on the spot letting go of the trigger will move you forward to the other side you initially were boosting to. Holding the trigger until your super runs out will keep you on the spot. This don't work all the time but most of the times it does and that is simply it.


Hello friends. So in this video I'm going to be recommending to you non-fiction books about race that I've read and I'm also going to be giving shoutouts to some of my favourite black booktubers to try and introduce you to them. There's a few things I want to say before we get into the video. I saw a tweet and I believe it was from the author of So You Want to Talk About Race and they said something along the lines of I'm really happy to see a lot of people reading my book. However, if you read my book and think you understand racism, you are not understanding what is happening. This is not a one-and-done situation. You are not going to read one of these books that I'm recommending and understand race. This is a pursuit of trying to educate yourself and trying to be the best ally that you can. I'm only going to really address what I'm saying to allies because I can't speak for black people. I am obviously white and so I'm trying to address this to allies who want to educate themselves and you are never going to be fully educated. As a white person you do not have the lived experience of a black person and so you can read so many books and try to educate yourself as much as you can but you're never going to be fully educated on the situation and that's just something you have to accept that you can read around the situation very broadly and try to do your best. Secondly, do not just go and subscribe to these booktubers I recommend to make yourself feel better. Do not just go and subscribe and say well that's enough activism for me today. It doesn't work like that. You need to make a concerted effort to make sure you have black booktubers in your auto watch, the people that you watch straight away, the people's videos you love. You need to go to these black booktubers and watch their content and comment and like. I've seen a lot of black booktubers saying recently how their subscriber number has gone up dramatically, but their views haven't. They have barely gained any views in relation to the amount of subscribers they're gaining. Do not treat these people as a checkbox exercise. Do not say well now I have subscribed to some more black booktubers, so that's better. No, go on their videos, watch them straight away or add them to your watch later or make a playlist and watch their content. Do not just go and click subscribe. Otherwise, you're really not doing this right. Also, before we get into it, please, please, please go and click on all the links down below that I'm going to be linking. There is the Black Lives Matter card, which I've been promoting a lot because I think it has a lot of great resources in one place. It has places for you to donate. It has lots and lots of petitions for you to sign. There are so many petitions that aren't on there, so make sure you're looking out on Twitter when people post a petition. I know Esme has a thread that she's made of petitions, which I will also link. Take 20 minutes out of your day and sign all those petitions on that card, the very least. That is the very least you can do. I'm not going to speak on it too much, but there was the whole blackout Tuesday trend yesterday for me two days ago for you. And to see that have more posts than George Floyd's petition, has signatures, is shocking. Don't engage with performative self-gratifying action. Engage in action that's going to bring about change. Please donate if you can. You've probably heard the Minnesota Freedom Fund is the one that a lot of people have mentioned when donating, but they are now pretty much overwhelmed with donations in a really positive way. And they are asking that you donate to other places so you can donate to George Floyd's family directly. You can donate to organizations such as the Black Vision Collective. If you can't donate, and I know not everyone is in the economic position to donate, then there are YouTube videos and I will link some down below where all the ad sense is going to black organizations that, for example, are funding protesters bail, are supporting families with funeral costs, are supporting the protesters with supplies, etc. So I'll link that if you're not able to donate directly. Now I've said all that, I think let's get into the books. So the first book I want to recommend is one that hasn't been actually spoken about loads and that is Natives by Akala. So this is very focused on the UK and Europe, obviously I live in the UK. And you see a lot of people say, well, racism isn't as bad in the UK as the US. And I agree that there are certain forces in the US and certain political movements that have targeted and discriminated against black people in a way that we haven't necessarily had a mirror of that in the UK. I would really recommend going and watching the documentary 13th on Netflix. I watched it last night and it is shocking, it is anger inducing and it basically shows how in the US they moved from slavery to mass incarceration and it is just a way to imprison black people, to take away rights from black people. And politician after politician has supported this and upheld this institutional racism and this, or something that is worse than institutional racism, it's like, it's slavery in the modern form. I would really recommend going and watching it, but at the same time there is a massive history of terrible, terrible targeting against black people in the UK and of colonialism, where Britain is the worst for invading other people's countries and claiming them as their own and stuff like that. So I think natives is an incredibly important, important book. So it basically follows the effects of the history of colonialism in the UK and Europe and how that has entrenched racism in our societies today. It's also partly autobiographical, if you are not looking to read at the one which I don't know why you wouldn't, but Akala is a brilliant public speaker and I would recommend you go and watch some of his speeches at the very least. But in this he talks about moments, for example, where he realised for the first time that his mum was white and what that difference was between them and how they were treated differently because of that and how limited the resources for young black boys are in the UK. He talks about when he grew up surrounded by inequality and learning what inequality means. He also looks at kind of celebrities and public black figures in order to be successful, having to fit into a white mold. So he looks at how a lot of the black celebrities that we see in the UK that people love are often because they don't speak out about racism. It's often because they adopt the white acceptability of the society around them. So much of this was so eye-opening and I loved it. And when you read it you realise the UK and the US are not that different. They're not different and anyone who tells you that they are is in denial. So if you're from the UK or Europe or if you're from anywhere, if you're from anywhere and you want to learn about just how deeply rooted the racism is in connection with colonialism, it can all be tied in together and how these young black boys have been forced into poverty, have been forced into the lower social classes and have no options available to them. This book is brilliant and I think it's a great starting point. It's very accessible. He writes in a super accessible way. So the first black booktuber I want to recommend that you have to go subscribe and watch is Simone from Chasing Pages. Simone was one of the first people to talk to me back in the day. She's one of my auto watch booktubers. Simone and I just have to watch every single video of hers. I recently hosted a readathon with her for the Girl of Fire and Thorn series and it was just so much fun to hear her opinions on everything. I love her reading vlogs, just some really really great reading vlogs. I also love her book calls and Simone just has such a calming energy. You know, I think that's the great thing about booktube is that you have all of these booktubers with different energies. Like you have someone that are chaotic, you have some that are serious, you have some that are funny and then you have some that are just so calming to watch and so relaxing and Simone is definitely one of them. I love her content. I love her. She is one of the sweetest people I've met on booktube. So the next book I want to recommend is Why I'm No Longer Talking to White People About Race by Renny Edo Lodge. This is a book I've seen a lot of people recommend and I think for good reason because it is a great introduction into non-fiction about race if you haven't read around that before. I want to talk quickly about a criticism I see of this book and some people say oh it's too angry. Oh it's a too angrier book. I saw that a lot on Goodreads when I looked at some of the reviews and it should be angry and I think at this moment more than ever we need to recognise how important the anger is and how everyone should be so angry. I don't think it was like an angry book that's just people playing I think into the trope of Black women as angry but I think it's a very very passionate book that I think should evoke a lot of feelings in us that we should be feeling now. So this is again a UK author. I remember Stephen Lawrence's case is spoken a lot about in this book and how long it took Faze Kindness to be brought to justice. If you don't know about Stephen Lawrence's case regardless of where you live in the world please look it up. It was a shocking indictment of the UK justice system that Black people are viewed as not deserving of justice, of not deserving of being respected after they die. And I think this book is very important in emphasising to us allies. I've seen I've seen white people on Twitter going to Black Book Tubers. Can you give me Black Book recommendations? Can you tell me why this is a bad thing? Can you tell me why this exists?  It is exhausting day in and day out for them to be explaining racism to you and the whole point of reading books like these and what I hope to do by making this video is to elevate that pressure off of Black people because you cannot, Google exists, Google exists and you cannot expect these people to educate you when you need to educate yourself and this book shows how exhausting it is to be a Black person in somewhere like the UK or America where you are constantly having to explain the situation to people who should be looking to understand the situation themselves. So the next Black Book Tuber I want to recommend is Ella's Novellas. She is a relatively new Book Tuber and she's someone I've been loving watching recently. She again, similar to Simone, I think has quite a calming energy. I love her voice. I haven't told her this. She's just the type of person where you're just going to be smiling throughout the whole video and just like so happy. She just makes me feel very happy. She has a new TBR game called TBR Cluedo which, excuse me, she is a woman after my own heart. That's been really fun to watch and if you like TBR games then definitely go check those out.  The next three books from now on that I'm going to be recommending are books that have written from the Black feminist perspective. It's important that we remember that Black feminism is kind of a movement of its own because feminism too often forgets Black women, forgets what their needs are that are different and Black lives matter unfortunately from you know a lot of commentators say that Black lives matter too often forgets Black women. It was started by Black women. The movement was started by three Black women which I don't think is very known but they are often not supported. Again it's often very focused on Black men. We see so many Black women hardly get any media coverage at all. Brianna Taylor is someone who is being spoken about now in association with George Floyd but I did some research for a university project I was doing and there was no media article or TV package or anything in America written about her in the two weeks after her death. I don't know how long that spans. I was only looking at two week periods of my research but there was not one thing written about her in the two weeks after her death and it shows how close we were to her being entirely forgotten. Black women are the most in my opinion discriminated group in society because they are doubly discriminated against for their race and their gender. In terms of like if you want a more scholarly approach two people whose stuff I've used a lot in my research recently are Patricia Hill Collins so I haven't read a book of hers in her entirety. I've read like essay articles and I read chapters but I read from Black feminist thought knowledge consciousness and the politics of empowerment. If you want this is a lot more scholarly approach it's a lot more in depth it's not as accessible as books like this but if you're wanting to change yourself in Black feminism that's a great one. Also Kimberly Crenshaw I read an article by her called demarginizing the intersection of race and sex a Black feminist critique of anti-discrimination doctrine feminist theory anti-racist politics so those two Patricia Hill Collins and Kimberly Crenshaw are two really really two of the most influential scholars when it comes to Black feminism and so if you're looking for that kind of more academic perspective those are two that I would direct you towards but they're not books physical books or audio books that I've read it's stuff I've read for my studies but they're brilliant and I really really recommend them they they have some really interesting and educating and important thoughts so that's kind of a separate recommendation but the next book I'm going to recommend is Bad Feminist by Roxanne Gay. This book is split into sections which is gender and sexuality which isn't as I guess relevant to what I'm talking about oh my gosh I love her writing I think if you are looking to educate yourself on a Black woman's experience in America this is the perfect thing to be reading it's a collection of essays that Roxanne Gay has written and I found it's so eye-opening I feel like a lot of the books that we talk about and I often recommend it are often ones that have a lot of statistics in them and what this book does so well is it's just it's her personal experience and it's so refreshing and so enlightening I found one of my essays was the one on the help both the book and the movie she talks about how problematic the portrayals of Black women are in that and I never knew that I do own the book I bought it for like 50p at a used bookstore but I'm now going to be unhauling because she's explained to me how problematic this portrayal is from a white woman as well the author is a white woman also these are section on the morality of Tyler Perry's work which I found super super interesting Roxanne Gay's writing manages to be incredibly educating and entertaining at the same time and she manages to really cut the court what it's like to live as a black woman if you don't follow her on Twitter go follow her now I'll try to remember to link that as well I loved this book and I really recommend reading it so the next black picture I want to recommend is Chanel our queen Chanel's energy is unmatched no one does it like her no one does it like her she constantly comes out with the most creative funny content that just makes me love so much and I'm I'm so appreciative that she's on booktube she is just the funniest with her energy she does a great job of being really funny in her videos but also being very thoughtful in her discussion at the same time and I know a lot of people love her but I couldn't not shout her out because she is definitely one of my favorite booktubers and someone I admire so much again I haven't told her this she's someone I admire a lot and who I think about a lot when I think like how do I want to conduct myself on booktube or something like that I think she's incredible and if you're not subscribed to her I'd be very surprised if you weren't but if you're not it's a must so the next book I want to recommend I read it's an audiobook and it is how we get free black feminism in the Kumbahi River Collective so the Kumbahi River Collective was a group of radical black feminists in the 60s and 70s who enacted real change in their work and this is talking to four of the women who were kind of the heads of the organization and speaking to them about their experiences I never knew about the Kumbahi River Collective and now I know about their work I'm seeing them everywhere I see their influences everywhere and so if you want to learn about the history of the civil rights movement and of how black feminists were so influential during that period I would really recommend this audiobook it's really fascinating to learn about these women's lives the forces that shaped them how they joined this group and what they did within this group I just think like learning about these women and this organization should be like mandatory and the fact that I never knew about them beforehand is really really sad the one thing I would say my one critique of this book is that I think maybe read it physically the ebook is also on script and I just wish I had read it as an ebook or as a physical book not an audiobook because it's just for interviews essentially with these women and I think sometimes I would have preferred maybe a chronological approach or something because I did sometimes get lost in the interviews and where we were in terms of what the other woman had said in the course of the collective but maybe this is kind of a book you want to read alongside researching the collective independently which I think I'm going to do I'm going to try and find a lot more resources on the collective but again I think they're just something that isn't spoken about enough but I what I think is so important about this is that it really gives the women the voice in the book you know it's not someone else writing about them they have the voice and the authority in this audiobook to talk about their experiences I would really really recommend it because I think it's just so eye-opening what these women did and what they stood for the next back book to you but I want to recommend is jasmine oh I love jasmine I've like seen jasmine getting some recognition lately in the past few days I've seen a lot of people speaking about jasmine and I'm like finally sis is getting what she deserves she is a sweetheart she is one of the most kind loving like she is the epitome of a cinnamon roll person she's the kind of person you meet and I haven't met her but I've watched her a lot and you think she just has the purest heart like she doesn't have a bad bone in her body her videos just cheer me up jasmine someone I go to when I'm feeling a bit down because she is just so positive and I just think she's someone who deserves so much more attention and praise and people watching her so definitely go check out her videos so the next book I want to recommend the last book I want to recommend is a bit different some of the others and it is Dear Agila Welle or a Feminist Manifesto in 15 Suggestions this isn't directly about race it is by a tremendous Yadici who if you haven't watched many of her speeches she is a person you need to go to but this book is her writing to her friend in Nigeria saying how to raise your child as a feminist it's not directly a book on race but race frames the book and also the cultural practices in Nigeria from the book it's a very important that we educate ourselves on how black women across the world live and the cultural practices with which they live outside of the US this is a really accessible book one that I know a lot of people love and I think it's important that when we are wanting to educate ourselves on race we read of women's perspectives of ordinary life of things like motherhood to educate ourselves on their perception of the world and their lived experience and in the last Black Book Tuba I want to recommend that you need to go watch is Mina so Mina I don't know why but she's the person I go to when I'm in need of the tea she's the one person if there's any kind of drama and I don't know why because it's not like this is what she's known for but like in my mind Mina is the only person who's going to give me the tea and the facts without any waffle she's just going to tell me how it is when the Ballad of Songbirds and Snakes came out is that what it's called I don't even know I'm not a Hunger Games stan but I was like I'm not going to watch all the vlogs because I'm not interested in this book but I was like Mina's is the only vlog I'm going to watch because she's the only one who's going to give me everything I need all the tea nicely wrapped up hers was the channel one of the first channels I really fell in love with of smaller booktubers and I still love her content to this day she has really great reading vlogs she's just great there's great all videos I just love Mina's content she is funny she is creative she is very charismatic one of the most charismatic people on booktube in my opinion and definitely someone you need to go and subscribe to I should have said this at the beginning I wish I'd mentioned it at the beginning for the people that will now be gone but Bookshade is running a who is also just one of the sweetest people ever is um running a read-a-thon called blackout buddy read or it's a buddy read sorry it's not read-a-thon and I was really really happy to see that one of the two is white fragility by Robin de Angelo so I've had this I got to my birthday actually and I've been wanting to read it for the longest time it's written from a white person's perspective on why white people find it so difficult to talk about racism and to accept racism this is a book I'm going to be reading very soon for the blackout buddy read I'm also going to be reading white rage which is by a black author and in her announcement video which I would really recommend you go check out again I'll link the Twitter and the YouTube video for this buddy read down below um Shay talked about how important she saw it to have one white author and one black author to get both sides of the coin and get two different perspectives which I think is is brilliant and white rage wasn't on my radar I hadn't heard of it unlike white fragility which I'm lucky to own already to take part in the buddy read another book I've been wanting to get to for the longest is biased by Jennifer Eberhardt so this is about the science behind race this um racial inequality I guess the science behind subconscious racism subconscious bias and how we can eradicate that this is all I want to read right now because I want to educate myself even more I hope that by the the books I've spoken about I've given you places to educate yourself but like I said it's not a one and done situation I hope you find places to educate yourself through this video and I hope that you like I said diversify the people that you watch on booktube and recognize that booktubers very whitewashed I would not be at the point I am on booktube if I wasn't white I would not have almost three thousand subscribers in the period of time I've been on booktube if I wasn't white I don't I don't believe and look at how the upper echelons if you will be you know the most popular booktubers it's very white dominated and that's something we need to change and that'll only happen not by you going and clicking subscribe like I said on these booktubers but watching our content promoting their content engaging with their content and I hope that you will do that thank you so much for watching please check out all the links that I will link in the description below bye


Hi, how are you doing today? This is Rich here on behalf of RichTVLive with our very special guest. It is Brad DuVille, the CEO and President of Green Lane Renewables. How are you doing today, Brad? Very well. Thank you. How are you? I'm doing very well.  Sure. Well, Green Lane Renewables is in the renewable natural gas space. So we are a global leader in equipment that upgrades biogas into renewable natural gas. So biogas comes from decomposing organic matter from landfills, wastewater treatment plants, farms, and food waste. So we take that biogas, we upgrade it into renewable natural gas, which is fully mixable with the natural gas that's in the pipelines, or the other main uses is vehicles. Natural gas vehicles using renewable natural gas. Very good. Now, what is renewable natural gas and what are the current applications? So renewable natural gas is, renewable means low carbon. So it's no new net carbon added to the environment. It has low carbon intensity. And that's really important because the two target markets are greening the gas grid. So this is the underlying major energy system that sits next to the electricity system. Those are the two main ways to deliver energy to most all things. Residences, buildings, and industrial applications. So one way is through electrons, through electricity grid, and what we're doing is greening the natural gas grid. Everybody knows about wind, solar, hydro for greening the electricity grid. Well, this is the one way that you can actually green the natural gas grid. The other key market is transportation. Commercial vehicles in particular, the heavy duty trucks, marine applications, diesel fuel is utterly dominant in those applications. The number one alternative to diesel is natural gas. So we can displace fossil natural gas with renewable natural gas. That provides compelling decarbonization opportunities for these two enormous and important to the economy sectors. Transportation, mainly commercial vehicles, and greening the gas grid. Okay, very good. Now, greening renewables currently offers three main biogas upgrading technologies. Could you please explain what these are and what they do? Yeah, so there's a number of different ways to do biogas upgrading. So the first thing is to explain biogas is a mixture of mainly carbon dioxide and methane. So methane is what we're after. Methane is the number one component in natural gas. So we need to separate these molecules. Before we separate the carbon dioxide from the methane, we have to clean out some impurities like hydrogen sulfide, volatile organic compounds. So we have to cleanse those and then we separate the molecules. To do that separation step, there's a number of different technologies out there. They do different things. There's four main ones in the marketplace. Greenlane offers three of the main upgrading technologies. So we offer, the company was founded on something called Water Wash. So it uses some modestly pressurized water. It's like when you open a bottle of Perrier, it bubbles off the gas. Well, that's CO2 coming out of solution. So it's that kind of principle. The methane does not go into solution and it passes through. So that's the water scrubbing technology. We also offer pressure sewing absorption, which is a kind of a batch method. It uses kind of the molecules absorb into this media and then you discharge it. And then finally, we offer membrane separation, which is an engineered plastic. The carbon dioxide goes one way and the methane goes another way and it's another separation approach. Wow, that's impressive. Now, who would you say are Greenlane Renewables main competitors? Well, Water Wash has been the most popular, the most deployed technology globally. We have a main competitor, a Swedish outfit called Malmberg. They only operate in Europe. Erle Kied should be a familiar name to most people. They're in the space. They do membrane separation technology only. They're headquartered in France. A lot of their installations are in the US. There's a few other players that offer PSA. There's some others, Vortzilla, for example, just recently bought a company called Pure Gas. They do chemical scrubbing, which is the one of the main technologies we don't do as Greenlane. Our customers prefer water because it's got clean environmental attributes. And then one other Canadian company is ZBAC based out of Montreal. So they do pressure sewing absorption. Okay, great. And what would you say sets you apart from your competitors? Well, the one main thing that sets us apart is we've been two main things. One is we've been at this longer than anyone else. We've deployed more systems globally than anyone else, over 110 systems into 18 countries. We've been around for 30 years. So that's piece one. So there's a lot of track record and credibility that comes with that. And number two is we've determined that you need to have multiple tools in your toolkit. That's why we're the only one in the marketplace to offer multiple technologies. Each of these technologies behaves differently depending on the project, depending on the biogas composition and the pipeline requirements that you're trying to inject into. Okay, great. Now, Rich TV Live, we've got members all over the world watching us in about 60 countries. If there was one thing you would want shareholders to know about Greenlane renewables, what would it be? Well, let's go back to the competitors, right? So one thing that we did deliberately with Greenlane was we just went public last summer. We felt it was the right time because of everything that's happening in the renewable natural gas space and the overarching focus on climate change and driving green solutions. Greenlane is a pure play in R&G. So if investors are looking for specific investment opportunity, as it relates to greening the gas grid and greening transportation, you know, it's a pure play. But you can't invest in Air Lequid's little business that does biogas upgrading because it's part of a much larger opportunity as most of our competitors. So we're very unique in that way. Okay, very good. Now, what is the best way for shareholders to get in touch with the company? Best way would be to go to our website greenlanerenewables.com. There's the contact link for sales inquiries. They're on there. Investor Relations inquiries for our shareholders. Insight Capital Markets handles our IR force. There are a partner in that area. All the contact details are right there on our website. Okay, great. Well, thank you so much for your time today, Brad. Okay. This is Brad DuVille, the CEO and president of Greenlane Renewables. Thank you guys for watching.


Studying Macbeth, here's how you can analyse at three scene five.  The first witch realises that Hecate is angry. Hecate is furious. She basically asks them that how dare they play with Macbeth and cause all this chaos and alliteration is used here to show that she's annoyed they did not include her in their plans. Hecate then says all you have done have been for wayward son. In other words she's saying what's even worse is that Macbeth is ungrateful. She says that Macbeth doesn't even appreciate all the witches have done for him. She then tells the witches to meet her the next morning here.  We learn it's also here that Macbeth will get to know his prophecies. Hecate then says this and she uses listing to say that Macbeth will be fooled into thinking he is greater than fate, wisdom and grace.


headline. News update. Welcome folks. We have the Dow industrials finished up 94. Nasdaq up 97. S&P's up 9. So now what you have out here folks is that all the indices excluding the small caps are at all time highs and they closed at all time highs. Dow industrials were the only one that hadn't on Friday. Now bottom line, last high out here was $35,892. Today you hit $36,000 and in 1999, folks, okay, we had two analysts write a book, Dow $36,000. Bottom line is that it hit it. They expected that it was going to hit it the next couple of years after 2001, 2002, but bottom line is that it's 2021 right now. Someone that did that that's been on the show actually that did hit it pretty well. Jeff Hirsch, that's the time as albinac folks. Nice to have him on quite a bit actually. I had his father on two years ago. He had come out a few years ago. Now this was of course the Dow was already running, but the bottom line he had a nice run. I mean he was saying that he thought by 2022 that the Dow would be at $36,000. Well, here we are. Gold. Gold contract up $10 straight in 17.94. Silver up 14 cents, $24.09. Light sweet crude up 35 cents at $83.92. Notes and bonds are flat and good old King dollars down 253 ticks straight in 93.868. Euro 116. The end at 114. The British pound at 136. What you're going to see out here I suspect folks is this, until Wednesday. So the Fed starts meeting tomorrow. They come out Wednesday at 2 o'clock with their statement. $2.30 is going to be the news conference. I suspect this market's going to go south, not south, go sideways rather, until that statement comes out. The thing that's going to really be bizarre, okay, is that how are they going to deal with the aspect of the transitory versus, well, now this inflation is lasting a little bit longer. I don't see them backing off that transitory deal. I just don't see it. What I see them doing is discounting it and then saying, hey, we're starting the bond tapering right now. We're not going to put the interest rates up until the bond tapering is done. Have a great night, folks. Have a safe night. Come back and visit Tommy tomorrow morning. Kicks us off. 9 o'clock in the morning. Great show, folks. Have a great one. Have a safe one.