Art is always fake in some way, in its construction, in its fiction, it's an inescapable truth. The truth of its falsehood allowed Elmer the Horry to justify his professional forgery, an escapade documented in Orson Welles' film, F for Fake. Elmer has spent his life crafting meticulous renditions of others' work, he is a forger through and through, but what separates his charade from the rest of art? This is what Orson Welles explores in the film, playing with the artificiality of his medium, the video, to show how art always has artifice. However, it is a lie that tells the truth. So Elmer perhaps riles us up because he reveals something about ourselves more than anything else. But art is not just about the skill of painting, it is about conceptualization, impression, transformation. If art is a way to signal things about ourselves, as Dennis Dutton argues in his book The Art Instinct, then both knowing the expression of a work of art belongs to someone specific and knowing who the real author of a work is, are important. The problem with our species, of course, is we can lie, we can deceive, we can manipulate. Not just works of art, but others as well. And because of the reality of deception, signaling sophistication becomes as useful as sophistication itself. And this is the paradox of authenticity, because to be authentic is to be unauthentic. Once an activity gains credence as an artistic discipline, there is utility in pretending to partake in it. There is social status to be gained from going to museums for the sake of being in a museum, not because you genuinely appreciate art. In our book Paradoxes of Authenticity, Julia Straub makes this point more explicit, that once authenticity in art becomes a commodity, a deceptive species will make an industry out of its emulation, of forging it. But this is also true of life in general. Politicians try hard to come across as authentic, but this is usually a well-manicured facade focused tested with people. In business, people use terms like greenwashing and pinkwashing. But our focus here is on art, and more specifically, on play. But play is a lie, as many of you will know, as Gregory Bateson argues. When we murder someone in-game, it is in-game.  But like any form of art, play can also tell the truth through these lies. In his book Avangard Video Games, Brian Schrank illustrates how the performance theatre of many a political organization can present an alternative vision for what people could be. This is an extension of many other avant-garde traditions, from the fluxes to the situationists. But the analogy in play that parallels Elmer's craft most is the design of games, the craft of making them. But games present a problem. Most of them are made by hundreds of people. Sure they started from humble beginnings, but most games today have armies to craft them. Auteur theory has been thrown in games, that the creative vision of people like Hideo Kojima or Hidetaka Miyazaki shows through in their games, but they are also built by the labor and vision of many others. Who then is really the author? On top of this, when you add the fact that games are participatory, interactive, something else gets challenged. The author isn't just dead as Roland Barthes proclaimed, it is now communal. Something strange has happened recently in games though, where we have reverted back to games' humble origins. Indie game and avant-garde game designers have taken back control over authorship and now are using games to create art. Great is art, right? It explores the nature of time, love, regret and hope. Journey is art, right? It is a digital version of the hero's journey. True. But this means they must, like any work of art, lie. In his book Handmade Pixels, Jesper Yule argues that our understanding of what constitutes indie has evolved over time, owing to how we as a medium construe authenticity.  They are not actually physical products. They are made of ones and zeros. Indie game design is a forgery. It is a forgery not just in that it is art, but also in that they try to evoke artistry by copying other mediums. Let's take Braid again. It wants to signal itself as something more in line with objects of high culture. So how does it do that? Why its aesthetics are that of a watercolor painting, beautiful and expressive in all its digital glory. It has music that evokes the sound of classical pieces. It should stand amidst titans like Beethoven and Bach. It is literature or poetry. Words literally sprawled on the screen using symbolism, metaphor, meaning. Its very structure is influenced by Italo Calvinos and how it speaks about things without speaking of them at all. Braid is often seen as one of the games that kickstarted the so-called indie renaissance. But apparently, this too is a forgery. Forgery perpetuated by films like Indie Game the Movie. Indie games predate Braid as people like Benefati have documented. In any case, Yule goes on to explain how there are different narratives about the origin of indie games, as well as different conceptions of what indie means.  This is what he calls indie style, using contemporary technology to emulate artistry in expression and process. And it turns out this pluralism is itself a forgery of other mediums. Indie cinema is about aesthetics, but indie music is about financing independently. The notion of authenticity goes deeper, though. We pay a premium for artworks or anything, really, that was made by hand, artisanal pottery, handmade carpets. These are all seen as authentic because they exemplify more grounded work. As Karl Marx has argued with the worker being alienated from his labor, or Walter Benjamin did in his essay about art in the age of reproduction. Real art under this view is made by real people. And so to be indie is to pretend to be indie. But what indie itself is is also a forgery. Some games, like crayon physics deluxe, unravel or even little big planet, not even an indie game, signal themselves as craft by showing digitally rendered real material, wood and crayons and such. But then other games take this idea and foreground the substrate of games. Pixel art. Pixel art is now seen as a way to signal authenticity as well. Celeste is indie because it was made by an indie studio, but also because it looks indie. It has sprites that seem more authentic, that seem like handmade pixels. To be an indie game is to be the right kind of indie game, it is politically mediated. Steven Saucerjoule is one of the best puzzle games ever made, but it came out at the wrong time. It came out when political messaging and emotions were more important than abstraction, depth or financial independence. And perhaps it didn't do as well because of this. Celeste's style, as Joule argues, is a representation of a representation. We are forging authenticity by replicating what culture perceives as sophisticated. He has documented this extensively, how what games are given awards alters based on the different indie organizations that exist. The game VVVVVV was an even real pixel art. It actually replicated pixel art. It is an artifice of an artifice. German expressionism and film noir were forced into using black and white. But limbo is simply replicating this. Another paradox of indie games is that even though they are seen as a craft, they are now digitally distributed across the world. Artisanal products are often seen as locally produced, but the strange hybrid that is indie games breaks this division. We have authentic art pieces that replicate styles, that try to seem authentic, and are forgeries in the literal sense. Not just because they are made of ones and zeros, but because every person's copy of a digital game is literally just that. A copy. However, as is the case with most mediums, this isn't a problem in itself, except when manufacturing authenticity becomes a commodity that overrides true authenticity. Indie games and art games can become strangely derivative because they want to seem artistic, instead of recognizing that art speaks for itself. When the question of how to seem indie becomes more important than just being indie, something has gone awry. Elmir has overtaken Picasso. Shovel Knight is an interesting game because it is built on nostalgia. It signals itself not as art, but as part of a simpler time in games, one where gameplay took precedence over story and graphics. What's funny though is that it is an 8-bit game. It is deliberately hampering its aesthetic to seem more authentic, but it imagines a version of reality where 8-bit could be realized in widescreen and not have flickering. It is trying very hard to seem authentically nostalgic by using trickery. Forgery. Does this detract from the game in any way? No. It is a well-designed game no matter which way you slice it. And perhaps therein lies the rub. Nostalgia has also become a commodity in the recent onslaught of games that have been getting remasters or remakes. This is where older games with dated graphics are given a facelift, some more extreme than others. It is for all intents and purposes some version of a digital art restoration. Shadow of the Colossus in its initial release was critically acclaimed, viewed to this day as one of the most artistic of games. And so when a remake was announced, people were excited but hesitant. But they do justice to the aesthetic, the frailty, the disempowerment, the subtlety of alienation and isolation and tragic inversion. Many agree it does. Many agree it in fact enhances the game. And they did this by giving the game a facelift. But not by really changing the mechanics and control. It is still a little hard to play. It is authentic in how it doesn't tamper with what came before. It presents things now as we saw it then, as we perhaps still see it in our memory. In some sense, the remake of Shadow of the Colossus is no different to one of Elmer's forgeries. It is a copy, a fake of a revered and beloved original. The difference of course, is it is presented as such. It is also made by an entirely different studio, not for me to away down his team. The original transformed the way we think of expression in video games. The remake is a cover. But that's just it. There is skill and devotion and painstaking love that goes into the creation of a forgery. It is a work of art in its own way. And what if the original team was remaking their game, like in the case of Jonathan Blow and the anniversary edition of Braid? By his own account, he wants to better realize the vision he had back then, and engage in the work of art restoration himself. He wants to preserve his own work for the future. Is he now copying himself? So how does one go about being authentic then? And what does that even mean in a digital medium that changes in what it values as artistic that involves the participation of an audience who alter the work of art to their whims? Love for fake paints is somewhat sympathetic picture of Elmer, using his life story to draw attention to the deception inherent in all art. But there is a sense that we ought to pity him as well. Should we spend a lifetime simply reiterating what others say instead of getting in touch with what we have to say? Well, what if you express yourself by replicating others? What if you love a work of art so much that spending hours polishing its rough edges is a passion that you truly wish to pursue? Companies may remake games for commoditizing nostalgia, but what if the many fan-made projects to refurbish, remake or revitalize past games? Realness or fakeness is not in what you do, it is in what you do it for. And so journey may be contrived in how it evokes the hero's journey, but Jenova Chen and that game company did it to elicit emotion, to engender compassion and community and hope. Braid may try to signal itself as art, but it has something to say as well, about regret, obsession, reminiscence and games themselves. The Big Planet may technically be a triple-A game and try to signal its artisanal nature, but it was made by a studio, media molecule, with a passion to engender creativity in others, to enliven and enchant and inspire our very soul. Play may be inherently fake, a lie, a forgery, but it perhaps defines us as a species, drives the evolution of culture, and can be a force of social upheaval. Culture and media and perception is a mess, we can never really know what other people's motives are, whether they are trying to deceive us.


Hello, welcome back. Today we are going to see about the Exist Transformation in azio data factory. What is the Exist Transformation and where we can use that? Here we can understand about the Exist Transformation. The Exist Transformation is the row filtering transformation that checks whether your data exists in another source or stream. The output stream includes all rows from the left stream that either exists or does not exist in the right stream. This is very similar to the Exist Transformation in the CQS over with the where exist and where not exist clause. This is a very straightforward transformation. If it is not clear, go to the azio data factory and we will try to see in the practical. Here our requirement is we can see inside the azio browse tables we have these two files. First is the employee file and second is the payroll file. In the employee file it is having the data for the employee ID 1, 2, 3 and 4 that we can see. Similarly if we can go in the payroll file it is having the data for ID 1, 2, 3 and 5. It does not have the data for the ID 4. Employee file we are treating as a source file. We just want to check whether the data is available in the payroll file or not. We can check by using the Exist Transformation. Go to the azio data factory. Let me try to add a new data flow here. Here first let me try to add the source. This source should be your employee source. Now go to the second source and this source is payroll source. As we have already created these two data sets in the earlier of these videos if you are following all these videos then you have seen those. Here we can click on this plus symbol and we can see the option for the exist. We can click on the exist. So in the exist here we can see like exist1 is the output stream name. We can call this exist only and the left stream which is the source 1 then the right stream which is the source 2 for the payroll 1. Here the exist type. Either we want to check the common data or does not have the exist. So we can use any one of these. So let me cover one by one. So first I want to check the common data between these two sources. Here we can see the custom expression. So under the custom expression we can see here we need to write the expression. We can open the expression builder. So under the expression builder we can select like we want to match with the source ID 1 and source ID source 2 employee ID. So this is we want to match either we can write it from here or we can directly select that by unchecking this we can select the column names here like the employee ID from the source 1 and employee ID from the source 2. So either way we can do that. Here we can go in the data preview and try to refresh it. So this time it will be having ID 1, 2 and 3 because only these three IDs are matching source 1 and source 2. So as we can see ID 1, 2 and 3 because in the source 1 ID 3 is coming two times. So this is the exist. In the same fashion we can go and try to select the does not exist. Go to the data preview and try to refresh it. So once we refresh it. So this time it will have only ID 4 because ID 4 is not available in the source 2. Now if you want to load this in the destination then we can add the sync here and we can add this in the destination site. So this is all about the exist transformation. If you have any doubt then you can comment your questions in the comment box. I will try to respond there. Thank you so much for watching this video. See you in the next video.


So thank you everyone to coming to this talk. You ready to start too? Yeah. Fabulous. We've called it That's a Free Software Issue. Because it is. A little bit about us. My name is Karen Sandler. I'm the executive director of an organization named Software Freedom Conservancy. Raise your hand if you've heard of Conservancy. So like three quarters of the room. We're a nonprofit charity. We're the home of lots of free software projects like Git, Samoan, Inkscape. The list goes on and on. We also are the home of the Debian Copyright Aggregation Project. And we are the home of Outreachy, which is a diversity initiative that Debian participates in. And the very shortest note about me is that I have a heart condition. And I'm fine, but my heart is three times the size of a normal person's heart. And I'm at a very high risk of suddenly dying. So I have a pacemaker defibrillator, which is awesome, except I can't see the source code in my own body, which has caused me to be really, really passionate about software freedom. Karen might be a cyborg, but I'm a cat owner. This is a picture of my cat. His name is Bash. My name is Molly de Blanc. I'm a free software activist. I'm the Campaigns Manager for the Free Software Foundation. How many people here know about the FSF? Whoa! How many of you are members? Still good. Can we ask how many are Conservancy supporters? How many of you are Conservancy supporters? Nice. How many of you are both? Thanks. If anyone, since I'm a volunteer with the Free Software Foundation, I'm also a lawyer, and I only do pro-bono legal work now. But since I'm a volunteer sometimes with the Free Software Foundation, I can say that if anyone signs up to become a Free Software Foundation associate member during this talk, come up afterwards and high five me. And I can say, since I volunteer for the Conservancy, that if you would like to become a Conservancy supporter by the end of this presentation, I will high five you. So in addition to those things, I'm also on the Board of the Open Source Initiative. I like to think this makes me doubly qualified to talk about licensing, even though I'm less qualified than Karen to talk about licensing. But you also are affiliated with all of the orgs officially. Which brings us to what is user freedom? Raise your hand if this is maybe your first conference in free and open source software. So we've got, let's give all these people a round of applause, they're like five people here who are new. So a brief introduction, do you want to start that? Sure. User freedom is predicated, it's based on the idea we first need to understand and appreciate that we have digital rights. We're extending our rights that exist in physical spaces to digital spaces. And once we understand that, we can then think about and talk about, well, there's the software and these technologies that we're using and we also have rights specifically relevant to those. So user freedom is the freedoms that we have relating to technology and software. User freedom is a really important part of how our digital rights, this slide is not, oh, there it is, oops, I know I've gone too far, advancing. But software freedom is an important piece of user freedom. User freedom, I think it's very difficult for user freedom to exist without software freedom. So software freedom, should I just, yeah. Software freedom is software that you can, I love this picture, which to shill further for the FSF, you can buy this on a T-shirt from them. But it's software with four freedoms and the ability to run the software, to make modifications to the software, to contribute back those changes to share the software generally. There's different licenses that help accomplish this. Free and open source software is predicated on a legal construct and there's this really special idea called Copy Left where we use copyright which creates effectively a monopoly but in order to keep software free and to share it. So this is kind of a crash course on what free software is and what software freedom is and how it fits in the context of user freedom. Did you wanna add anything to that? That's great. So now we wanna tell you about why we care about free software. We mostly care because we care about the feature of our technology and we care about how technology is interwoven into the societies that we live in. For me, the reason why I care about software freedom is deeply personal. I have this defibrillator. I can't see the source code inside my body but also I can't modify it and I can't change it when I was pregnant. I got shocked by my defibrillator because my heart was palpitating which is something that normal people who are pregnant have palpitations but the vast majority, 85% of people who have defibrillators are over the age of 65 and of the people who get defibrillators fewer than half of them are women. So the set of people who are in my situation and being pregnant with a defibrillator was just teeny tiny and no one had anticipated my condition before but I couldn't do anything about that situation. The only way I could deal with it was to take drugs to slow my heart rate down. And that was a real challenge. As I live with my defibrillator the issues around software freedom become really evident and as I go through different stages of my life it becomes more and more obvious how those map into societal issues. So for me, this just comes up over and over again as a metaphor for all of the technology we rely on. I care about free software from a high level. This quote, this is a reinterpretation of a quote given to me by Alana Hashman. User freedom enables consent. In order to consent we have to have autonomy and in order to have autonomy we need to be able to understand what we're looking at and what we're talking about. So without user freedom, without software freedom we wouldn't be able to look at these technologies that are running every single aspect of our lives. So the question is why should you care about software freedom? And we were thinking about it and we were able to divide what we think are the core issues into a few major categories. That's the first one. Is autonomy. Autonomy, you were gonna talk about autonomy. So linking back to my heart condition not being able to even see the source code of my own body let alone have the ability to work with medical professionals to modify it really underscored this point. We should have control over the technology we rely on and whether or not we are the ones who want to modify the technology or whether we wanna work with professionals or a team or regulators or whoever it is to modify our technology, we don't have autonomy over our own destinies unless we have control over our software unless we can see how it's written, see how it operates and also have the ability to modify and implement those modifications. Autonomy also fits into that narrative that I mentioned before about consent and enthusiastic consent to the way that we're interacting with technology, the way that the results are being used. This is very vital for our autonomy freedom. Another major category of areas where we think that software freedom is essential is within security. We must have control over our security tools. We must be able to review the security software that we're using. We need to not only be able to review the source code and see how, we may not always be able to see that there are backdoors but having the opportunity to review that source code is a critical component and then the ability to modify when there's a vulnerability is really important too. There's this study called the honeymoon effect. Raise your hand if you've never heard of the honeymoon effect. I'm just curious about that. Just a few people. They studied the number of vulnerabilities in software over time as opposed to bugs in software over time. The number of bugs in software is generally a decreasing number as a project matures but then if you look instead at known vulnerabilities, there's this period of time where the known vulnerabilities are flat and they called that the honeymoon period because it was the time where there were no known vulnerabilities and the source code in the software project and once there was one vulnerability found it increased at an almost exponential rate. And it was interesting and they studied how free and open systems did as opposed to proprietary systems and all that's very interesting but for me it stands for the proposition that we need to worry about our security not necessarily right when products are released when there are great relationships with the companies, the original team that wrote the code or that built the product are still at the company and there's the highest level of knowledge where you have great relationships with your vendors still because you've just negotiated that. But you have to think about this way down the road.  But looking at that honeymoon effect, the problems are likely to arise at some point down the road when we don't even know what's gonna happen. I think that ties in really well to our next point which is privacy. When I think about privacy the first thing that comes to mind is thinking about encryption, thinking about GPG, thinking about these ways that we've designed technologies that give us safe spaces to have conversations. For me personally, some of my best friends are people who I've gotten to know, like really gotten to know because we have these safe spaces thanks to encryption. Yeah, and I guess I would add to the privacy component is that we have to know who holds the keys and we also have to be able to adjust things as new situations develop. And by looking at what they can do by having this awareness we're also better able to judge where we have privacy. Customization is another major category of reasons why you might be interested why you should care about software freedom. My defibrillator was one example where I wanted to customize it to my apparently unique situation but there are loads of situations where we might be using software that wasn't necessarily originally intended for us or that we weren't the original users in mind from the folks that developed it. And then there's a whole corporate rationale for customization and in terms of using software that you can customize to your company's needs. I'd like to add that it's also just really nice to be able to have the key bindings that you want. So there are loads of other reasons why you might care about free software. And one way to think about that is that there are lots of issues around free software, lots of issues that are free software issues and that we should be caring about as free software advocates and activists but also lots of issues that should be caring about free software as advocates and activists in their own right. So. I'll say Molly and I have spent a ridiculous amount of our lives thinking about software freedom and talking about the ways in which software freedom interacts with our lives. And so we wanted to do this talk in part to bring these issues to you but also to involve you in thinking about what these other reasons might be. So we created this incomplete list of possible reasons that you might care about free software because free software is very personal, right? You can care about them at this high level society issues but really I hope for many of you or I think for many of you it comes down to some personal point. Whether that is for example, your sister has an accessibility issue, your sister is deaf so she can't use specific technologies or you want specific key bindings. So what we'd like to do now is we'd like to invite you, the audience, to pick something from this list by shouting it out. Oh no, by queuing up at the mic. By queuing up, sorry, by queuing up at the mics. And anyone who does so will get some sweet. We have caramel or plum candies. Are they plum? They're red. They're red flavor. They're red flavor. So we thought it would be fun. You can stump us or you can just ask us one of these things that are on our list if you're curious as to how it relates to software freedom. When we conceived of this talk we thought it would be just really fun because people sometimes say, boy you just think everything's a software freedom issue and we say yes because it is. So let us know if you agree by asking us now. One of these topics or your own. I'd request that if there's someone who doesn't speak a lot or ask a lot of questions, if there's anyone who identifies as female or non-binary for you to feel free to come to the mics first. But certainly don't let that stop you. Oh no, we're happy that someone is at the mic. Yeah, you can start. And let us know if you would like a candy or a caramel and you may stump us, but we'll do our best. Sorry, in the UK at the moment they're rolling out a new government benefit system called Universal Credit. This was supposed to be a good thing. People were a bit skeptical. What's actually happened is a lot of people are being thrown into destitution. People are dying, people are going to food banks, it's all really horrible. Why is this? Because their IT project is a disaster. Nobody can fix their IT project, nobody can even see what's going on. I think this is a software freedom problem amongst other kinds of problems that it is like a big political problem too. So which piece of that are you asking us about because there's a lot in there. What do you want us to explain as a free software issue? Just the... Right, I mean, how is this a free software issue? You probably know the answer. I think I know the answer, but I'm... Do you want a caramel or a caramel, please? I'll start off by saying that anywhere where you're storing large amounts of information about a population, you're creating both a privacy and a security issue because that's the sort of information that is really easily identifiable. I have a friend who's, I think he's an anonymization researcher who said to me once that there's no such thing as anonymized data, even if it's aggregated. Yeah, and being able to review the algorithms by which decisions are made and a governmental capacity are key, one of the interesting things that I think AI experts have started to come forward with is that AI often reinforces the biases that people already have. Being able to review the source code that is making determinations about who may be eligible and who isn't eligible is critical. There's also a whole line of cases in the United States for people who are arrested under the allegations of drunk driving. And some of them have asked to see the source code of the breathalysers that were used in order to bring this charge against them. And what's fascinating is it's different in different jurisdictions in the United States, some jurisdictions required the source code to be produced and some didn't, but in the original case, the court was compelled to release the source code and what they found was that the results from the breathalyzer could not be relied on for the data as to whether or not that person had been drunk driving. And so any kind of governmental initiative where there are determinations made about whether people are eligible or not eligible, whether they're this or that, being able to understand what the metrics are that are used to decide it is key. Currently in the US when dealing with immigration, when people are crossing borders, there's a conversation where they have to fill out a checklist of things to determine if they're an at risk person coming into the country. So it turns out that the algorithms that determine whether or not somebody is a risk had been changed to mark everyone as one and therefore preventing anyone from being able to access the country. So would somebody else like to come up and ask another topic? Otherwise we'll keep riffing on this one. This is a pretty rich topic, but it would be fun to move on to some of the others and people might be curious about how some of the things that we put on there might be related to software freedom. I have some personal favorites too. So if you get too quiet, I'll just start talking about them. So how is feeling sad if we software issue? Would you like a caramel or a plum? A caramel, please. I'm so happy to lead off on this. So there's this drug called Arapiprazole. It's also known as a bilify. Recently released by the FDA in the Food and Drug Administration, approved a version of Arapiprazole that comes with a sensor on it. What the sensor does is the sensor, when you swallow it communicates with your phone and tells your phone when you took it, where it is in your system, how much it has dissolved. I believe it's the last one. I'm not positive about that. So it tells your phone this and then your phone tells your doctor. So now your doctor knows when you took your pill and how effective it is within your system. And this is a free software issue because of security and privacy because your data is being gathered. It's invasive. I mean, one of the things that you really wanna do is Arapiprazole is used most commonly as an antipsychotic and as a co-treatment for depression. So what's really great is to take people who are at risk of psychosis or at risk of depression and put a tracking device in their body. I like to say that the line between being a cyborg and not being a cyborg is very thin these days. We just went to a corporate museum as part of the industry tour where they were talking about how the chips that they had manufactured were in every part of our lives. They are so deeply integrated in a number of ways unless they are creating a more brilliant future and a better future. But when asked about how they make the ethical decisions about what they produce, they didn't have much of an answer about that. And I think that these chips or the software that we're using is integrated so deeply into everything we do and the data tracking that we're doing which tracks everything from our heart rate. Is it gonna be elevated when we're more excited about something or are hormonal responses which track whether we're happy or we're sad. All of that stuff is rife with possibility for data mining. It's rife with possibility for abuse. You can cross reference it when it's connected with your phone. You can cross reference it with who you were texting with. And you might wind up having all kinds of implications that we haven't thought about. I got really excited because I thought of two other therapies used for depression that are also highly technologically advanced. There's this thing where they shoot magnetic waves at your brain. I don't know what it's called or how it works. And then there's electroshock therapy which is being used quite effectively for some individuals in both of these cases should you not be able to access the code and know how it's working, how reliable can we really think they are and how safe. I think we need the mic on. Hi, so I tried to reverse all these bus apps on my cell phone. Finally somebody told me we're just getting the stuff from the city government server so I saved a lot of my time. Thankfully it was. Public transit, would you like caramel or plum? Plum. All right. So public information should I start? Public information is a really critical free software issue and making sure that governmental agencies are releasing the data that they collect to everyone is a free software issue because it allows us to bring tools, make the tools that we need in order to be able to interact with it. Governmental information, governmental software and governmental data are critical in terms of being a free software issue because taxpayers have already paid for that information or that software to be produced so it should be available to taxpayers and then being able to use that information to create useful applications or other software that we can share with everyone is important. How many of you have been to Paris and written the Metro ever? I love Paris. I'm glad you guys have been there. It's like three quarters of the room for people on the screen right now. So in Paris there's at least one Metro line that's entirely automated. They're two now. Whoa, that's really exciting and cool. I don't know this for certain but I assume that it's being run on software. In general, in general public transit systems especially tracked ones are highly, not necessarily highly automated. They're very specifically put together the logistics of public transit are really hard. I don't know how it figures out but I assume at this point a lot of that is done predominantly with computers. Hello. I'm curious about how do you relate domestic violence to free software? Okay. Would you like a caramel or a plum candy? Or both because that's a really important one. Yeah. Oh! I'm sorry. One of the new things that is starting to occur in the US is IOT devices as part of domestic violence. At the heart of domestic violence is control over another person. And when you have control over all the appliances in their home, when you can change the lights, when you can change the temperature, when you can make it so that they're uncomfortable even if you're not there, when you can control what they have access to, like that's huge. IOT devices are extremely hackable, really dangerous. In addition to that you're looking at when somebody who is a survivor of domestic violence leaves their situation. They're frequently these days leaving a partner who knows their email passwords. So suddenly email encryption is very important to them. Someone who has access to their phone numbers and suddenly having secure phones are extremely important to them. Yeah. The use of remote technologies has become a cornerstone of abuse and harassment. And so even just for someone who has had their partner move out and feels like maybe they are finally safe, having their lights switched on and off when they don't expect it, or very subtle things that are reported like the thermostat being increased. And then of course as a part of all of that there are a lot of surveillance cameras that are tied into a lot of these technologies. And so suddenly the abuser is able to raise the temperature and then watch what happens when the person that they were abused or they are abusing has to react to it. So it's been a real challenge that there's been a series of articles on recently which I think are really fascinating and shelters have really struggled to rise to try to help people understand the technology that's being used against them and to control it. And then of course with IoT, when things talk to everything else we're only as safe as our weakest link in terms of a security basis. So if any one piece of the software is not secured there's a chance that somewhere else could be exploited if it's talking to each other. If you're someone who has technical skills I would appreciate if you reached out to a local domestic violence shelter to see if there's any way that you can help them either with their, maybe with their intake systems that they have since that's all highly computerized but also to help the survivors that they're taking care of to figure out how their technologies work and how they can do better with them. And how to understand if they need to get a new phone or make other major steps because if you think you're making a clean break from someone but then it turns out that they can see where you are, what you're doing and who you're talking to. I think the majority of people who purchase tracking phone tracking software, you know those phone tracking apps that hide on your phone and let people know who you're calling, who you're texting allow you, allow them access to this information. I think the majority of people purchasing them, I think I read this, is something like people doing it as individuals to other individuals. I have a sense that folks who have no problem with self-surveillance and are freely sharing their information without worrying about having personal control over it are often privileged folks who have not experienced problems of having other people having control over their lives and the marginalized people feel at first. So here's an example, I was on a public bus and I heard a woman talking about, yeah, I'm gonna get rid of this out, Obama phone because now that I'm out, I don't wanna have to pay that thing and know where I am. So I got this other one, I don't have a contract and blah, blah, blah, blah. So what I'm saying is a person just out of jail who knows they're being tracked is going to be much more aware and sensitive to the future use of this information than someone who has never been marginalized or afraid of how their information is used. That's a good point and free software also enables there to be lots of different choices and possibly advertised choices if as free software related products become more prevalent, I expect we will see more information about having more control over your technologies and I think that will be really important.  I gotta ask Avocado Toast. Thank you. Do you want a caramel or a pumpkin? So I have a point about this and then Karen has a point about this, which is I think Avocado Toast has become kind of the rallying example of fiscal responsibility or perceived fiscal responsibility, the socioeconomic status of a generation, specifically my generation. So to explain Avocado Toast is just toast with avocado mashed on it, but it's very popular. It's really good. And restaurants often charge a lot of money for it. And it's used as a criticism for people. Because, so the specific criticism, the specific criticism that somebody made during an interview was that millennials can't buy houses because they're spending all their money on avocado toast. And this became a meme where millennials were talking about all the things that they couldn't afford to do because they were spending all their money on avocado toast and how many pieces of avocado toast you have to eat in order to, you have to not eat in order to be able to buy a house. I'm not sure if I could eat, I'm not sure if there are that many avocados in the world for all of us to give up avocado toast. So I think about this very much as a representation of fiscal autonomy. One of the first things that I was told when, during like classes about how to be physically responsible was that you need to make a budget, you need to make a budget, you need to make a budget, you need to track your expenses, you need to look at how money is moving in and out. So a lot of the programs that are being used to do this because it's really hard to do this on pen and paper, it turns out, whether you're talking about apps, well, I'll get to apps in a second, whether you're talking about, actually you can say apps. When you're talking about software like Intuit and Quicken, those are generally expensive programs, there are things that are proprietary, there are things that lock you into use by using proprietary file formats. Once you have a proprietary file format, you no longer have the option of switching to a different piece of software to manage your information. When you're looking at apps that you're using to secure all your personal spending habits, then you're looking at things that are proprietary, that are storing like huge amounts of personal data. If you want to look up something interesting, there's, Venmo is a U.S.-based pay app, like finance sharing app, not finance paying app, so you can like pay people with it. Directly from your bank account using your phone, and it also, like their default view is publicly, like publishing on a timeline what you've spent money on and you're required to list something about what you've spent money on. So it turns out that like a lot of people say drugs and that there are a lot of actual drug deals that are now being recorded on Venmo. The fiscal responsibility apps, that's what I got off the top of my head. Yes, and they're also tying in, they want to get information from, they want to tie into all your other services that you use and so they then are potentially collecting all kinds of other information without telling you about it and not having any kind of autonomy with that is deeply problematic. Also those financial apps may not have had your situation in mind. Say if you're a charity that looks after almost 50 free software projects, none of them, you know, you need, but there are many other more simple reasons why you might want a customized financial tool like if there's not one in the language that you are most comfortable in or really almost anything. But when I heard avocado toast, I thought this is about the toaster. Because toasters, like printers have been known to be controlled remotely and used to basically start fires in somebody's home and toasters have now started becoming network too so that people can schedule their toast to start at a certain time in the morning and that is really terrifying. So it's about the toaster, Molly. I thought that was gonna be a funnier explanation around the toaster than starting fires in people's homes. And also you might want to hack your toaster. You might not like the exact toaster settings that come with your toaster.  Okay, okay. What is your build to a public surveillance camera? I mean, if, I mean, whether three software can help building a more secure surveillance cameras in the public or we should help government people stop using the surveillance camera. Would you like a caramel or a plum candy? Any of them. I'll respond very personally first with, I just don't think we should be using surveillance cameras full stop. Yeah, or if we're using them, we need to really use them very, very carefully. And one of the reasons why we have cats and dogs up there and other pets is that a lot of people I know who are cognizant of their software use and technology and ethical technology in general are choosing to use webcams in order to keep tabs on their pets when they're not there. And I can, you can understand the rationale and also babies, that's a piece of the baby's part too is that, you know, people do like to be watching and we do need to consider whether or not it's right to be doing that surveillance to begin with but it has all kinds of other consequences and often these surveillance cameras are talking with their parties and transmitting information and since the software isn't available and incidentally the surveillance camera space is rife with GPL violations too and if we were able to get the source code to these devices, we would be able to potentially modify them and control them much more carefully so that we have a much better idea about who they're talking to and how and create infrastructure so that we can implement some of these technologies that folks have determined to be essential to their lives. I think many people in this room are technologically savvy. We're willing to live without certain technologies because we see the dystopia that is just down the road that they can possibly create or we're uncomfortable because of where we're coming from but less technologically savvy folks or even just some people with different values don't feel that way and they find these technologies to be absolutely essential to their lives and so free software, if we had more free software in these devices we could create sane alternatives which currently we can't do. Oh, so let's go with someone who hasn't asked before. Dan has already asked a question, so. I think that it was before me. But he's already asked a question. Oh, okay. Maybe this not deals so much with DebConf but the topic is about free software. I would like to point out. Is this an issue or is this a comment? No, it's a comment on this. If it's a comment and not a question, could we please go to the next person and talk later? Okay. Okay. Oh, you can still have candy. Yeah, you can still have candy. Is this like a caramel or a plum candy? Caramel? Sorry. I was thinking in the line of what you were just saying, in Mexico, we're also like. Is this also a comment or a comment? It's an issue that we're seeing applied. If it's, yeah. We have this early warning for earthquakes which is of course built with sensors that are connected to non-free equipment. It usually works but we had a glitch and it didn't work very well last time. So now they said, well, in order to monitor the software and to make it more reliable, more robust, we will start having tests. So every month, every first Monday of the month, we're going to have announcements of this is a test. This is a test. Everything is okay. This is a test. So that brings. Question, how are announcements, how are public service announcements a free software issue? No, that brings us closer to the dystopia you were describing. Because we cannot check, okay. We cannot check the systems that are used for the early warning earthquake things that are not working reliably enough and we have to live in a more controlled dystopia. What's the issue that you want us to discuss? Well, I mean, it was one more example of things. Okay, so it was a comment. Thank you though. It's a very interesting comment. We agree with the comment. That's what you should have done. Do you want to be scared? I consider caramels to be kind, so. So, like these big corporations like Facebook and Google, they promise their data is important. We always preserve your data, but they didn't preserve the metadata or the structure. They jumbled it up and you have no control. It's painful. So metadata, metadata. How metadata? Any data that's collected has the same possible. So this is like, now you have an insight into a Friday night with Molly and Karen. How is metadata a free software issue? I mean, as with any data, right? Like it can reveal unexpected things about your life, about your most personal situations. It's not necessarily directly related to free software, but the storage of data, how we're viewing data, what we're thinking about data, that's like a really big thing that I think ties into a lot of the same principles that we have when we talk about free software issues. Who is up first?  If I didn't already think I understood the relationship between taxes and free software, the minister's session last Saturday had a really excellent example of how free software and community collaboration impact there. I'm really scratching my head about how death is a free software issue though.  No problem. There are quite a few ways in which death winds up being a free software issue. So for starters, there's quite a lot of administration that happens when a loved one dies. There's a lot of, I gave a talk on this, actually at DebConf in Cape Town. So you can check out that video for a more detailed explanation. But we need to consider the impact of losing our key contributors, but also we need to keep in mind what we need to do for our own care of the free software projects we contribute to. So I would say death is a free software issue in part because it's something that we need to consider in the administration of our program in creating important free software projects in a way that we're not currently doing it. And then I would say also, a lot of the tools that come up around the death situation are extremely predatory. You wind up encountering systems that take advantage of the fact that people are reeling from their grief and are willing to spend money or not be as careful about counting for their money and free software would help with that situation immensely. Now that we talked about death, I wanna talk about taxes. My question is more, how can we have free software that is approved by the government for such things like taxes? For example, in Canada, if you wanna fill out your taxes online, you have to use a software that's been approved by the government and that approval process takes a lot of money and time, so there's no free software project that can afford that kind of thing. So we have one minute left, so we can, so you want a, do you want a candy? A plum, please. I got to watch one of Saturday's talk. Yeah, so apparently there was a recording of a talk before I got here so that people should check out. But getting government participation in free software has been a perennial source of discussion amongst free software activists. It's been a real issue in trying to bring these societal issues, but I think that we're gonna have a much easier time now as the technology that we use gets more integrated in our lives and there are more and more failures. It's really sad, but I think that is the case. We have refrigerators and cars. They're gonna last decades and we're gonna have security problems and no one is going to have a complete and corresponding source code. Not to just riff from the GPL, but we need the complete and corresponding source code in order to do something about the problems when they arise. And so if there are those failures that come up and we as a community are poised to sort of say, if this had been free and open source software, we would have a chance to fix the problem. I think that's gonna be the most compelling way that we're gonna convince governmental authorities. I think we need to have people explaining why these issues matter and that's one of the reasons why we wanted to do this talk and tie free software to just about everything. One of the greatest things that you can do and that all of you can do is advocate for free software in your communities. Think about places where you can start getting involved. Think about how maybe schools are structured or library after school programs are structured. Talk to people who are making decisions within your communities and that's how we're going to be working on getting free software into our communities. Thank you very much. Molly and I are here for the rest of DEBConf. So feel free to come to us over a drink, over coffee, over a meal and say how is that a free software issue? Because we have answers to all three of those things actually. Thank you very much.


So we have a discussion section of next steps for open force field And this is really a lot of the aim of day two is to you know, we've heard about progress on day one We've heard about some potential directions. We've heard about AI, which I think can stimulate some thinking and Now we really have an open discussion Which in principle was an end of 1230, but we could potentially What's it flow into the next component at the launches of one And Carmen, I guess you're taking notes. So that's awesome And so some of what this comes down to is with all the different possible directions that we could be taking What are our priorities? What are our near-term and what you'd be thinking at more strategically? And these are some potential rationales for putting a piece of work at hot priority One of them is that it's low-hanging fruit. It's easy to implement not to extensively just grab it and do it Another one is that it could be a high anticipated improvement in accuracy Or there could be maybe have to work harder, but it's we anticipate that it's going to be really valuable Another one is to invest in infrastructure the software data And so forth that may not give us a new force field in the next quarter But may let us really crank things out and improve things Over the coming year or year and a half or two years And another potential rationale this goes to discussions that We've had earlier are how to make the case for continued funding. How did that serve? industry partners and convince managers so I sort of broke the topics into three Areas we can discuss aims for the next major open force Mike Mr. Just interrupt. I can't see the slides. Oh Not that okay I made sure we got you shared. Sorry about that. Thanks. Yeah. Thanks for speaking up I got it now Here we go. Thanks. Okay, that's all you missed That's what's it What's it? Yeah, so what what are priorities for moving getting into the next major open force? Which I guess after partially a sage as well as possible interim releases along the way what about what are the foci for software development and What scientific advances do we want to be investing in that fold in later? And I guess I mean part of the way that I think about this Is I mean we've talked about roadmaps that is part of the project and You know, it's nice to have a roadmap that says what you're gonna be doing in six months a year 18 months Whatever, but I think I think of it a little bit more like, you know, we're here and We want to go we want to make improvements And then there's this whole world of possible things that we could be doing, you know, there's approved charge models is improved Optimization methods and really what we want to do is people can be working on these other components Potentially not even funded by open force field directly because a lot of us are doing research in force fields In our own labs. So there's things that are cooking out there and eventually Whether funded by open force field or not something reaches a stage of maturity where we realize Oh, maybe that should be in the next, you know, three to six six month Roadmap for our work. So if something gets pulled in gets funded and gets moved to higher priority So I think that's at least how I'm thinking about How the structure of the work it's sort of the science going on and then there's how you know What the plan is for the next coming months and I think we can think about both aspects in the discussion today but I think the most pressing obviously is What should we be doing what should be focusing on in the next three to six months based on these kinds of criteria so So I've got three points here, there's the next major Release there's software development and there's scientific advances as these are all areas where we can invest effort And resources and so basically there's going to be a slide for each one of these. This is for the next release This is things we could do for software developments and the truncated at the bottom, but I guess we'll survive and then this is potential scientific aims and again some of the scientific stuff in particular and maybe other aspects as well are Probably being developed to some degree by in the PI labs In any case, but it says we move into production that we really have to think about what the goals are for open FF So really what I want to do is open it up for discussion now I don't mean some some decisions we made now, but hopefully we can at least Surface a lot of the issues and considerations. So I really want to open it up So aims for the next open force field release one question is what's the target release date? then I have your priorities for Development so there's sort of lower hanging fruit. So keep on pushing on portions So this this is what that really needs to be done I think to improve the small molecule occupational preferences and it's in process. So that's probably Is on the map? I imagine electrostatics models. There's some reasonably low hanging fruit here. I think Next there's a selection of fitting data what data set expansion of the data set Chemical perception and then some of the more Let me just try to resolve this screen issue


Being a marketing consultant doesn't pay. Do this technique instead. Hey, have you been a marketing consultant or are you working on your own business? I know marketing consultants are pretty much a dime a dozen now. It used to be years ago when you would tell somebody about a auto responder or how to set up emails or a sales page, they were blown away. They thought, oh my God, that's really cool. I'll pay you a ton of money to do that for me. But guess what? They aren't doing it anymore. They're not paying people for this. They're getting somebody in house to do this and they no longer need you. So I'm gonna show you in this video if you're a consultant how to make more money by doing a few techniques that nobody else is doing and if it's for your own business, how you can apply them to increase your sales. And we're starting right now. Hey, I'm JR Fisher. I've been selling online since 2009 and I've sold millions of dollars of both digital and physical products. And I've learned a lot over these years. And on this channel, I share all of those things with you so that you can get good results too. Also, at the end of this video, I've got a free e-commerce course that you can get. Absolutely free and I'll show you how to do that. Now, have you been a marketing consultant?  And you've run into some difficulties. In this video, I'm gonna show you exactly what you need to concentrate on to get your marketing consultant business back again or just apply them to your own business to get incredible results. So let's get going and let's take a look at what you need to do. So let's go through some of the steps that you're gonna really need to concentrate on that really will differentiate your business or your marketing company from everybody else. Number one is customer experience. Now, 2020 is gonna be the year of the customer experience. It's no longer about selling your product and features and benefits. Now, I'm not saying you don't have to say those things anymore, you do. This is stuff in addition to what you had to do before. And that's kinda how competition works where you had to do everything you had to do in the past and you have to do more. But this year and from this point forward, I know customer experience is gonna be paramount. Customer experience and how they interact with your business and how you treat people will be major. And if you're a marketing consultant and you're working with businesses, this is something you need to get set up for that business so that they can gain more business. When polled, 73% of consumers said that the customer experience was really one of the most important things that would affect their buying decision. But when we checked with companies and they were polled, they said only 49% of most companies had this customer experience thing set up properly. Now, what exactly is a great customer experience? Well, efficiency is one, convenience is one, knowledgeable about your product or service is something else. All of these things are gonna come into customer experience and those are the things that are gonna differentiate businesses from other businesses by having this preset up into their system. Now, as you can see from this diagram on the screen right now, there's all kinds of different areas where customer experience comes into play. You need to consider customer experience in every aspect of your marketing strategy. This is how you're gonna really provide a good customer experience in order to keep your customers and more importantly attract new ones. In fact, as you go through the list, you're gonna see that every trend is really just one factor of the overall customer experience. Number two is employee engagement. This is so very important at this point. If efficient and friendly service is given to your customers by your employees, you're gonna be leaps and bounds ahead of everybody else. In one of the latest surveys, customers said that if they didn't have a knowledgeable employee in a business that 46% of them would just leave the brand altogether. They expect your employees to be knowledgeable. So education for your employees, treating your employees right, making sure they're happy, that's super important. I know when I go into some fast food joints, they act like, yeah, I shouldn't even be there and I shouldn't be at fast food at all. But I will tell you some of the experiences when I do go vary a lot according to brand. I mean, you go into a Chick-fil-A and these people are happy that you're there. It's always, no matter what you ask, it's my pleasure, my pleasure, my pleasure. They're super happy about helping you. Same thing with In-N-Out burgers. They're just super happy. They wanna help you out. They wanna do a good job. A lot of the other franchises, you can't say that about them. Now keep in mind, all of these franchises are pulling from the same pool of people. And generally, people wanna be happy on their jobs. They wanna feel good about their jobs. They wanna be knowledgeable about their jobs. So what it really comes back to is the management. How are they training these people? How are they treating these people? And it's not always just about money because if that was the case, the people that paid the most amount of money would have the most perfect people, but it's not that. Now some of these places, In-N-Out or maybe Chick-fil-A, may pay a little bit more than the other ones, but it's not that. It's the experience that the employee has at work, how they're treated, how they're trained. Do they feel knowledgeable? Do they feel like they're putting out a good product? And if they have all these things going for them, they're gonna be pretty happy employees, which leads to happy customers, which leads you to more business. Now let's check out this chart real quick here. And the chart is about what drives people away from your business. So let's take a look at it. The number one thing that drives people away from business is bad employee attitudes, unfriendly service, untrusted company, unknowledgeable employees and inefficiency. Those are the big ones. On the other end, if you have a celebrity that's promoting your business or if it's not global or something like that, that's part of it, but it's such a small part of it. It's really those big four there, as you see on the bottom. The bad employee attitudes, the unfriendly service, the untrusted company and the unknowledgeable employees. And of course, inefficiency comes into play there too. So that's really what we're shooting for when we're trying to help your business or if you're a marketing consultant trying to help other people.  And if you don't spend time with them, if you don't help them, if you don't support them, if you don't work for them, people say, well, my employees work for me. No, you really work for them. I mean, that's how it really works in today's world. It's not like that anymore where you can just put people out there without training them, without giving them the tools they need and expect your business to do well. Understand, most businesses will pay the person who has the most influence over a customer, the least amount of money and give them the least training. You see this all the time in reception desk, whether it's car dealerships or hotels or whatever, that person that's paid the least is right out front with the customer and they have fewer tools and less support than any other position in the company. That's crazy. Number three, visualization. Now, we've all been told that with the advent of this voice search, that people don't care to see anything anymore and nothing could be further from the truth. People still love visuals, okay?  So that's an important component that you're gonna need to add to your marketing strategies. In fact, research has shown that people much prefer visual content over plain text or even audio. You don't have to look far to actually find examples of this. I mean, Pinterest exists and Instagram exists and they are growing and they're growing because of images. Now, as you can see by this visual right here, 65% of us are visual learners and I know I fall into that category. It says 80% colored visuals increase people's desire to read content by 80%. So even if you do have written content, having that color there is really important. People are 85% more likely to buy your products after watching a video about it. So we cannot neglect videos. I mean, hey, you're watching this video right now to learn how to do this stuff. Also, 93% of all communication is visual. Okay, it's not audio. So, hey Google and, you know, hey Alexa and all that stuff, that's a supplement but that will never take the place of visuals. This is why visuals attract our attention and affect our attitude. 180% post with images produce 180% more engagement. That's insane.  So these visuals are super, super important and that's why Pinterest, Google and all these other companies are also investing in visual search technology. Images are already returned for 19% of all searches on Google. Okay, check this out. Here is a graph put out by eMarketer. And if you notice at the top, it says ability to search by image. Okay, this is what they're looking for. And this is split into younger millennials which are 18 to 20 year olds and then older millennials which are 21 to 34 year olds. And I think what is startling right here is there's not much difference in how they think but it's 62.2% and 61.7%. And then as you drop down a little bit, shoppable content, click to purchase images, videos, articles, that type of thing, 57% and 58.5%. And then you go into augmented reality. Looks like tribe before you buy and that's when the groups start to separate a little bit but you see 36.8% for the younger millennials and then the older millennials which is 21 to 34 is 28.6%. And then it even really drops down to live chat and messaging. And that's not even half of what visual search is. They don't wanna talk to anybody. They wanna see images. And here's the interesting thing really. Visuals are also a whole lot easier to remember because we think in pictures. So they're easier to remember than text. It's hard to remember text but you can remember a picture in your mind. Number four is personalization.  They say the average person sees about 10,000 ads a day. So what can you do? Number four is personalization. What you can do is personalize your message to these people. Now with all this data we're collecting about them, about what they like and where they go and what they wanna do and what they're interested in, we can actually interject that into our messages. We can also put their names and emails. We can talk about previous purchases they made. We have access to this information and by doing that, by making these messages more personal it actually increases the conversion rate. Now, you know, you think it's hokey when you say dear John or dear Becky or whatever in your email but when consumers were polled they said that they would be 80% more likely to buy from a brand that personalized the message. Now in 2002 there was a movie called Minority Report. Tom Cruise played a guy named John Anderton and as he walked through the city he would be bombarded by ads that were personalized and they would be saying, hey John, Mr. Anderton and all these constant messages that were personalized and it sounded insane. And yet 20 years later that's exactly what's going on and it actually works. Now marketing personalization is not just focused on the person's name, hey we get that but you've got tons of information about these people. You know what pages they went to, you may know what videos they've watched, you know what products they bought so you can actually do product recommendations based on all these activities and really have a more focused marketing campaign for your customers. Number five is strategic marketing transformations. So once you've started marketing to your customers you're gonna wanna transform into other areas. Now collecting all this data from your customers, their purchase history, what they're interested in, what they've done in the past, this will help you transform or transition into your new marketing strategy and what you may be selling them. It may be another product, it may be another avenue, maybe a different kind of funnel but by combining all this information you may find that somebody who like to say purchases are survival food, something along those lines is actually interested in camping products too which is not the initial marketing campaign but it's related enough to where they're probably gonna buy those products too. Number six is SERP, S-E-R-P, Position Zero and Featured Snippets. Now SEO was forgotten for a lot of years because people figured out ads and social media and all that and they missed out on a lot of opportunity but this SEO is gonna continue to be super important in the years to come and probably even more so now that there's so many people in the advertising area. In fact, here's the truth, if you SEO your pages properly you stand a whole lot better chance of really getting to the customer now because your ways of searching now are entirely different. I know I can sit in my living room and just speak to Google and say hey I want particular information and rather than having to go to a page and click on it and open it up and read that information, Google will bring back the most relevant information. So if you have SEOed your pages correctly with the right title tags and descriptions that are matching even voice searches, Google will actually read your information out to that person or if you're on a computer, your mobile laptop, whatever it can be one of the top results but they can actually read it within the Google results without ever having to go to your page. Now if you have a result like that and I've done this myself where it's the result that Google has on the page and I can actually read it I'll often go to that page to get the rest of the information because they usually just perform a snippet and that's what I said in the beginning of this. Snippets, snippets are so important. That way I can get the main idea but if I want more information I click and go to it and I would say more than 50% of the time I'll actually click that link and go and get the rest of the information. Now these results that actually appear in the Google results, these snippets, okay? It is said that when somebody does a search about 60% of the time now these snippets or these short versions of your answer will appear within the Google search results. So they are really, really important at this point. Now brands are obviously trying to figure out how to get into that position so you're gonna see more and more digital marketers, internet marketers, SEO companies advertising that they can get you into that snippet area so that your business comes up first. It's called area zero basically. It's not first page results, it's zero page results because you don't have to go anywhere. Number seven is voice search. Now I know I've already mentioned voice search a couple times before but it's worth really looking at a little bit closer. It's been said that in 2020, which is this year that probably about 50% of the searches online are gonna be voice searches so you need to be prepared for that. Consumers are actually planning on using voice search more. The more they get accustomed to it, the more they get good results, the more they're gonna use it. It's been said that 61% of the people that are 25 to 64 plan on using voice search more in the future than they have in the past. Now some companies that's really picked up on this, the Tequila maker Petrone actually has a recipe section so when you are searching, voice searching, you can say Petrone recipe for Margarita, Petrone recipe for Mai Tai, Petrone recipe for, and they have an entire section that will bring back information about recipes using Petrone, which actually sells their product. So you may wanna think about how you can incorporate that into your business or into your clients business. Number eight is AI based automation. Oh my gosh, we're seeing more and more of that. Now I don't think you're gonna see the Terminator robot walking around, but you are finding that AI is becoming a bigger and bigger player in search and getting businesses more customers.  Now I understand people are always gonna be important. You're never gonna be able to replace people with some bot or some AI, but what you could do is you could use this AI or this bot technology to get them to the right person, okay, to the right product, to the right information that they want, and once you get them there, of course, a human could take over from that point forward. Number nine, focus on customer retention. This is so very important because if you've already got a customer, you wanna keep that customer, it costs a lot of money to get a customer. I woke up today and I had an email in my email feed and it was from Starbucks and Starbucks said to me that they would give me 25 extra points if I made any purchase over the next four consecutive days or they would give me 50 points if I made any purchase over the next six consecutive days. So as you can see, what they're doing there is they're rewarding me for coming back over and over again because they know I'm already a customer. Now it's always been known that recurring purchasers are more valuable to a business than a new customer. I mean, that's obvious, right, because they keep buying, but what's really interesting is loyal customers help build that business's brand. So if you can build in that loyalty through some method with your business, whether it's coupons or discounts or special things or VIP treatment, that's gonna build that customer loyalty which will help build your brand. And number 10, the big one, live video. Oh my gosh, live video is so very important. Now, this is a recording you're seeing here now, but we've started doing lives more on Facebook. I'm gonna be doing more lives on YouTube because people like to jump in there and they like to be able to converse and ask you questions and go back and forth. So live is actually gonna be huge. They say it's gonna be a $70 billion industry by 2021. Now it's been proven that people will spend three times as much time watching a live video as a recorded video. So if you wanna get your watch time up and you're on YouTube or your businesses that you work for on YouTube, I would suggest you doing live. I know we're gonna do more of it. Now, as you can see in this visual here, this is how people actually prefer to learn about a new product or service here.  Sales calls is very small. If you look in your eBooks or manuals, very small. Then it changes up a lot. It says test-based article, website or post. That's 15%, but check this out. Short videos account for 68% of how they wanna learn about your product. So if you don't have short videos about your product, you're really missing the boat.  And of course three times the chance of them watching more of that video. Now, what is it about live videos that makes people keep watching? It's called FOMO, that's right, FOMO. It's fear of missing out. In a live video, they don't know what's gonna be said next. They know they can't go back and watch it necessarily. So the chances of them jumping out of that video are a whole lot less than on a recorded video. Okay, so what do you do? You get started now because putting these things off is just gonna cost you. The information's out there. Other people know this information at this point. And if they're competitors of yours, the odds are they're gonna probably pick up on it. Now, maybe you have weak competitors and you can really jump ahead of them by applying some of this stuff. But the point is, you wanna get on it as soon as possible.  And that's what we all wanna do. Now, I hope you enjoyed this video. I wanna know, what did you get out of this video? What one of these things do you think you can apply in your business or have you applied in your business? Please put that in the comments below. And if you have questions about this video, also put those questions down there. I'll be happy to respond to them. Don't forget, there's a free e-commerce course at the end of this video. All you gotta do is go down into the description. There's a link down there. You click and learn. No credit card required. Nothing, just click and learn. Now also, don't forget to subscribe and what? Ring the bell, ring that notification bell over there. Turn on all notifications. That way you become part of the Fisher family. The VIP group, that's right, VIP people who are notified in advance of everybody else. I can actually send you an email every time I do a new video so you don't miss out on a single one. I really appreciate you watching this video and I'll see you in the next one. Hey, thanks for watching my video. Don't forget to subscribe to my channel and click that little bell right there so you can be notified every time I do a new video. 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Good morning, everyone. Welcome to theCUBE's coverage of Falcon 23, live from Caesars Palace. Lisa Martin here with Dave Vellante. You can hear the buzz behind us. Lots of folks here. The keynote was standing your moment. We just got to see that. George Kurtz, who's coming on the program with Dave later on today. About 4,000 attendees, 7th annual Falcon. We are so pleased to welcome back one of our alumni to the program, Jennifer Johnson, the Chief Marketing Officer at CrowdStrike, or otherwise known as JJ. How are you? Good to have you here. Oh my gosh, thank you for being here. This is amazing. Falcon 2023 is here, and it's our biggest and best one yet. Awesome, so a lot of buzz. The event theme, the future of cybersecurity, starts here, a lot of news and announcements. Jam-packed keynote this morning. Talk to us a little bit about your, as CML, your objectives for the event. What is it that you want your customers and your partners to take away? Absolutely. So George actually talked about it on stage today, that a lot of the founding principles of CrowdStrike was to be the platform for cybersecurity, just as Salesforce, for example, to be the Salesforce of cybersecurity. So when we think about Falcon, it's only natural then to be the dream force of cybersecurity. So for those of you who know Dreamforce, you understand what it is. It really is kind of the center of the universe for that industry and bringing the whole ecosystem and the whole community together to learn and shape the future and get inspired and get educated. And that's really what we really thought about as a marketing team this year putting on Falcon, is how do we build the dream force of cybersecurity? So I think we're doing a pretty good job. I think you are too. You know, when we were doing our analysis at the end of last year at Falcon, we said one of the things we want to see is that the ecosystem to grow, because if CrowdStrike's going to be a platform company, they've got to grow that ecosystem. And then I saw the press release that you had 70 plus exhibitors, which is, I mean, it's got to be close to double, maybe two thirds bigger than it was last year. So well done. Pretty soon you keep growing, you're going to be at Moscone. That's right. I mean, we actually talked about it. We had, I think about 30 partners last year. So you're right, over two X number of partners this year, over 100% growth of our attendance and registration. Overall, we have, as you said, 4,000 people here. And we're already going to grow out of this space this year. We will be back in Vegas next year. I don't think we've announced the location, but we will be back in Vegas somewhere next year. But even after that, we will have to probably go to a convention center. I don't know if it will be Moscone, but you're right. Or the Venetian. Or the Venetian, that's right. That's a good problem to have, especially as you have a lofty goal to be the dream force of cybersecurity. Talk a little bit about, as the threat landscape has changed so dramatically, obviously recent current events hitting Las Vegas, how has the mission and the vision of CrowdStrike evolved and adapted to really help find those adversaries and get more defense in the hands of the good guys? It's such a good question. And actually our mission has stayed the same since day one. So the company, of course, we evolve, our technology evolves, but this notion of we stop breaches and I'm actually looking at it right now on the wall, that isn't something we just, I mean it's on the wall, but it's not something that just goes on the wall that we forget about. We live it and breathe it every single day and that's how we drive our decisions. That's how we build our technology. And as George said this morning, you don't have a malware problem. You have an adversary problem. And really everything we do is all centered around understanding the adversary, understanding predicting their next steps, staying ahead of them and everything we do is around stopping the breach. And so as we evolve, I mean our technology has to evolve. AI obviously is the topic of the year, anywhere you go. It obviously was a topic this morning, but AI, it can be used for bad and it can be equally used for good. And so that's a really big focus of us is how do we think about building AI into our technology and the power of the platform and the data that we've collected. I mean we've been doing AI since day one, right? We've built AI into our platform since the beginning. How do you take and harness all that data and be able to look at it and drive and understand the patterns and actually use that to predict future behavior and stop breaches. Now we're just going on the next path of the AI journey which is generative AI. And then how do you use that to actually help upskill every analyst to become? I mean, did you see that? I don't know if you saw the keynote this morning. Charlotte AI keynote. Yes, that was fantastic. I mean, imagine what George was showing on stage that literally would take a team of analysts days, weeks, I mean maybe even months to go through all of that of what she actually was able to surface in a matter of seconds. And I mean that's going to transform. We think about really the revolutionary innovations in technology over the last 30 years. I mean AI really has the power to be as, it will be as disruptive as the commercial introduction of the internet was. And so we need to be at the forefront of how do we actually use it for good? You're going fast is obviously a big theme.  George loves to drive fast. The other thing too is just walking around last night around the exhibit hall. I was struck by the number of companies that I talked to, smaller companies that CrowdStrike has invested in. And so there's a lot of innovation going on and then to your point about Charlotte AI, I mean, George I think said eight hours, he's trying to take eight hours down to eight minutes. That demo was really impressive. I mean, it was actually faster than chat GPT itself. And the amount of information that it was culling through. So you guys got to be pretty excited about that. That is going to completely change the way in which SecOps teams operate, you know, at high velocity. And then of course I'm sure the adversaries will come up with something else. But what is it about that speed theme that you're trying to bring forward and tie it with your innovation? Yeah, so we talk a lot about breakout time. I think when I started a year ago, we track breakout time. How long does it take the adversary to actually get in and infiltrate a system? It was I think 84 minutes last year when we issued our global threat report, which was down from the previous year. And six months later, we tracked it again and it was down to I think 79 minutes now. And it is an average, right? I mean, in some cases it is really minutes that they can actually get in. And so we actually have to stay a step ahead of that, right? And AI is going to help us transform that time to actually be able to stay a step ahead and do things at lightning speed. And, you know, we talk about if it's going to take you days, weeks, months to be able to understand where the adversary is, have they moved laterally, the damage is already done. And so it really is about speed and staying ahead. And I think that's what the combination of what you can do with AI to actually be able to go through a large amount of data to be able to get the answer. So you ask the question, you get that answer in seconds, but it doesn't stop there. The automation is really the third piece of it is to be able to take action and close that loop. Finding something is great, but if you can't actually fix it, well, it's as good as not finding it in the first place. And so the automation piece and what we can do with our platform, we have a workflow engine, Falcon Fusion, which actually helps build the workflows. Now imagine this if you actually could ask Charlotte a question, get an answer, and then actually have her build an automated workflow to fix the problem. And then you now you have that as a library. And so that is when you start thinking about the platform together and putting AI and data and automation together, it is beyond, it's at another level, right? And if we think about that in Falcon Foundry was one of the other things that we announced today, you know, we will do that as part of our platform, but we want to bring the power of the platform and put it in the hands of every security and IT team. Imagine now all of a sudden their creators, their innovators, their developers in a way, without having to be a developer, they can actually build a workflow and then they have it and they can share it. I mean, that really is what a platform is, right? That Foundry announcement was interesting. So George was up on stage and he said, I'm always asked how many, I think, I think, I guess what, 23 modules now? Yeah. And George says, I'm always asked how many modules are you going to create? Then he put up an infinity sign. I'm like, where's he going with this? And he said, infinite. And then he announced Falcon Foundry, which is your ability to create sort of custom bespoke workflows with low code.  Absolutely. Which opens you up to an infinite number of your custom modules. So he kind of got me there. At first I was like, oh, this is BS. But then, okay. The only limit is your imagination, really. If you can do it with the data and you can build the workflow on top of it, really, it is infinite. So it's very exciting. One of the things that I found exciting and that I thought, I love bold marketing, I noticed that you guys have a comparison page on the website that's actually, and you never see that stuff as public. Most companies have competitive intelligence and it's something that product or marketing does and it's used for sales calls or whatnot.  I love that. What are, in your opinion, and you've been here a year now, some of the key differentiators that really set crowd-strike apart from your competition. Absolutely. Well, first and foremost, we do want to make sure that people understand how we're different. So putting things out there as comparisons, not why we're better. I mean, you can be better, but it doesn't stop there how we think about things differently. I think that's really important in a very noisy space that we call cybersecurity. I mean, every market's very crowded. This one, I think, is probably at the end, at the end of the spectrum in terms of everybody sounds the same. So it's our job as marketers to actually help the people who are buying the technology, all the people here at the conference who are trying to figure out, well, is it this or this, and what does this one do versus what does that one do? We actually have, I believe, we have a responsibility as marketers to not make it more confusing because we've done that as an industry and we need to stop that. So that's first and foremost why I believe in that as a marketer. But if we kind of come back to it, really the kind of the first thing I'd say is the knowledge of the adversary. We started this company as a threat intel and then endpoint detection and response company. We understand the adversary not only because we have this cloud scale technology built in so we have a deep understanding, but we have the human expertise alongside of it. And that is a real differentiator for us. It's not just the machine learning and the machine automation, but it's that human validated content by our threat intelligence team, our threat hunting team. We just recently announced counter-adversary operations was a combination of our threat intelligence experts and our threat hunting experts that are really out there and they're going and hunting for those things that the machine maybe can't find on its own, they're validating it, they're finding new things and then they're building all of that knowledge back into the platform. So when you have that combination of machine plus human together, that's a real differentiator for us. And it's really a consolidation. We talk about it as an industry, platform consolidation seems to be the kind of one of the buzzwords of the year, but it's a real thing. And consolidation isn't just about consolidation for consolidation's sake and it's not just about I get a single invoice from a single vendor, although there are values to that too and we announced some great enterprise pricing with Falcon Flex this morning as well around helping customers adopt and consolidate with us easier. But it's really about how do you take that unified platform, unified agent? So we talk a lot about the single lightweight agent. Well, that's really beneficial because the more agents you put on your machines, the more performance issues there are, the more data that they collect in silos. So we're all about collect it once and reuse it many. That's our data advantage. And so that single agent is the foundation of the platform, right? And then we talk about the building the power of the cloud. We weren't an on-premise product that figured out how to become a cloud platform. We actually built cybersecurity in the cloud. All the advantages you get with the cloud, the scale, the data, being able to build AI into it. All of that is inherent in what we do. And then you build modules on top, right? And so it's one console, it's one workflow. You can have an infinite number of use cases but all on that single platform. And so we talk about point tools and disjointed tools, but it's real. I mean, most security teams have 45, 50 plus different security tools. If we can help make everybody's lives easier, less complex, less costly, a lot easier with the speed and the intelligence that we build in, that's better outcome. That's why you consolidate. It's a good time to be a platform player because if you have a platform, you can be a consolidator. It's clearly working for you. Zscalers, another one, Palo Alto obviously is gaining share and there are a lot of what George calls shared donors. I wanted to ask you a question in marketing. How are you using as a marketer? How are you using AI? It's a good question. So it's interesting because with every new technology, it really is the innovators dilemma. You see the early, it was fascinating to watch it in the marketing team because there were parts of the marketing team that just dove right in and they went in there and they were building content. A lot of it is content, right? How do you, you can build white papers, you can build data sheets, you can build competitive documents really easily through it and literally in seconds. I mean, I know everyone's probably played around with ChatGPT at this point, but it is pretty revolutionary. So we had teams that were like in there talking to our legal team about, okay, what are the privacy, I mean, they were already going into like, how do we think about this from a data privacy perspective? And then there were teams within the marketing team that maybe put their head in the sand a little bit on it and didn't want to acknowledge that what was coming and like, I mean, it's natural. That's with every new technology that you're going to get everyone in them. And I think it'll follow the natural curve, right? You've got the early adopters that jump right in. You've got the others that kind of, you know, begrudgingly will follow along and then you have the laggards. But I think a lot of what we're seeing and a lot of what my marketing peers are really seeing is I think the first really big use case for marketing is around content creation.  Oh, everday. It's pretty amazing. I mean, you can tell it like, talk to this persona, use this kind of tone. I mean, it's, and it does a pretty good job. It does. I mean, you need to edit it. You need to edit it. You know, put your own, you know, imprint on it. It's amazing to get started and give you the first draft. That's the key thing. It's not a complete like turnkey solution, right? But it's about, yeah, it's about giving you a baseline. Then you kind of build the art. So it gives you what I call, there's art and there's science. It gives you the science, right? And then you have to put your own flair and your own art on it. ChatGPT could not do this. How about that? No, exactly. Last question, we've only got about 30 seconds left. How do you take this event over the next few days and scale it across the globe? What, how are you getting that message out to all those who aren't here in person? Yeah, yeah. So, I mean, up until now, this really has been our, you know, it's our flagship, our events. What I'd love to see us do and what we will be doing, so stay tuned on that, is how do we make this our yearly flagship event and then how do we bring this out on the road across around the globe, right? So we have, we have customers here from every region around the globe, but we want to bring the power of our message and this experience to everyone. So stay tuned on that. All right, JJ, thank you so much for joining Dave and me on the program. Sharing the differentiators, what's going on, kind of helping to unpack some of the news. We'll let you go. We know you're super busy, but great. Thank you for kicking off the cubes coverage. Oh, I'm so fat. I'm so glad you're here. This is one of my favorite parts of Falcon, so thank you. Oh, I love it. Thank you so much. For JJ and Dave Vellante, I'm Lisa Martin. You're watching theCUBE live from Falcon 23 at Caesar's Palace. We'll be right back with our next guest, Salesforce, the protector of the year. You won't want to miss it.