I probably should get going, but I can start with the problem. We'll make sure I don't have the output. I doubt it, but I think we'll just. I think we know what we're doing. Sorry. OK. Let me just start off real quick. Thank you for coming. That's a really session. How many here have had some exposure to SPX? Let me repeat this. How many people here is relatively new to SPX? I'll be referencing SPX, but I won't be explicitly going to any overview of SPX. However, there's a lot of good resources for you guys to start. I'd be more than happy to address any questions you might have about trying to understand it after. This is very relevant to a lot of people who work with SPX files, but believe me, if you're in licensing, you're going to identify with the content. For those, whether you are really plugged into SPX or not, there's a survey. This card is available, but I guess you know the spdx.org site slash survey. And provide some, just fill out the survey to provide feedback about what you know or don't know about it. And also, what's also worth noting is this is a session today of SPX Tools. And following this presentation is two sessions on talking about the neat tools that are available to us to leverage SPX data. And Gary will be using that. So for that to do, everybody can hear me. Right? I'm not sure if you can hear me. So today, I'm going to present what I often call my presentation on Licensing to Kill. And this is work that's done by a team I participate with, Samir Ahmed, Alisa Seneva, who's over here. And two other people, Mirella and E. Hyde. And very fortunate to have worked with them because they've come up with a lot of good stuff today. Standard disclaimer here. Basically, this does represent the opinions of the presenter and not the organization, organizations previously worked for or currently work for. OK? And of course, this is not legal advice. So I'm going to start off like any good movie with a really great scene. But seriously, this is for people 17 or older. So anybody who's on this, anything for you to do with it. This comes off of Twitter. And this actually tweet has gotten a lot of attention. It even has the Wikipedia page that it did. And this is a viewpoint that is not necessarily held by a huge number of people in the world. But there's quite a few people who feel strongly that licensing is a real annoyance, so it's in the way. OK? And so he's even gone so far as to talk about some new movement called the post-overpost software, which actually there's nothing wrong with that notion. I just think that there's a lot of confusion in the world that we're going to get to that. Now, this is a follow-up tweet, which I think he brought some grounded, clean, cut response to it saying, hey, you're making stuff unusable for our suit. Now, I personally think that it's not just the suits. It's all the open source projects. If you don't do licensing, it's all about share and share alike. That's at the core of the open source movement. And so I mean, it's not just the companies that are getting hurt by this. Now, he had another follow-up tweet, which I thought was very succinct. And really captured the essence of what the potential problem is. You're basically going to create a situation where you have licensing that's going to spread like a disease. And so I usually start my presentation off here, but I thought it was really important to set the stage about some of the thinking that's going on. There are a lot of people who don't quite understand licensing. There's a whole spectrum of misunderstanding. But what's really key for anybody to understand is this. And I know most of the people here in the room are very familiar with licensing and open source. But I want to put together a sequence of ideas to make a point at the end. And what we know is the most important. The only thing that makes a piece of software open source is the license. You can have a piece of software, and I can give it to Jack under a proprietary license and it's proprietary to him. And I can give the same software to Sameer under an open source license and it's open source to him. That's it. That's the only thing that makes a piece of software open source. It's the license. Now, I want to make it clear that I'm very well aware that the open source movement is much much bigger than that. It's a development model. It's a community. It's pure recognition. Many eyeballs affect us. But at the end of the day, the license enables the sharing and it's the core pillar of the movement. And simply put, no license, no movement. Now, licenses, they represent developers wishes. They don't ask much in return. They don't get money for their code. But what they do is they ask cost me for some attribution or share my code with others. And to us, or to many others, maybe open source developers as well, but to many of us, we're users of it. And these just represent our requirements for distribution. And we're all familiar with the types of requirements that we've seen in licenses. Even the famous find me a beer condition. Now, I thought it was just appropriate. I'm not trying to define open source. I just want to use this as an opportunity to define for the sake of this presentation. So open source software really is basically freely available stuff, free of charge. It gives you pretty good easy rights to use, modify, and distribute. And we can debate that all day about exactly the great definition of open sources. But I'm hoping that captures the basic assets. However, for miscrease source, is source code that's out there and there's plenty out there where you're granted no rights to use it.  And so I'm obviously leveraging the term promiscuous from one of the tweets. And I think it's just a stir to bring people more aware actually for those BG parties. I thought I'd just bring up a simple example just to ground this a little. Now this is GitHub. This is a very innocent project. The person actually wrote some pretty good code. It's without going, you can read about it if you want. It's in the presentation. It's basically looking at a jQuery for animated functions. And basically there's no license information at the top. And if I drill down, there's some really good source code here but no license at all to be found. Okay, now I think you can look at all the files. This is not the, I would guess the intent was not to give it sharing. In fact, they probably really want their code to be used by a lot of people. But unfortunately they didn't choose a license. So technically at least in this discussion on claiming it's not open source. All right, now the GPAR. All right, those who are under 17 can come back in. This is a simple game. Some of you may have seen it once before. I've done it once before. But essentially it's a game where you see a figure and you come up and you tell me what you see, right? So a common, when you look at something one person might say, I see a gift wrap hat for the bow. You didn't see it, but some people claim that they see a man's bow tie being caught in the elevator. Now also you had an ah-ha moment, right? I like that. All right. Now this is a very, another famous one. This is, you wanna take some guesses here? It's could be anything. It says no clear, some people claim they see knots in a rope. Right, some claim they see beads on a necklace. And some even claim they see a bear climbing a tree. Now if you don't see it right away, it's okay. These are the paws and you're shimming off and you can't see what's behind the tree. If you wanna get a little help here, there he is. All right, but you had an ah-ha moment, right? You know, suddenly you saw something that you didn't see before because someone helped you see it. Okay, you know that. So that's my final doodle. The license of busy box. Finer, not packing, finer. And we have, we have, some people see GPL2, right? Some people see something a little bit more involved. And it just depends, it could be just GPL2. It depends how you configure it. But more often it looks like this or this because busy box, you can build it with many different configurations including some files but not others. Now I'll give you an example why that is true. Because traditionally we think of busy box on the GPL2 because that's what we all think of, we're told, right? So busy box, by the way, is a fantastic open source project in terms of the richness of the sharing that went on in its history. And that's why it has so many licenses in there. It's a good thing, more licenses, it's fine. But, and so that's gonna happen to any open source project that is out there and very popular. So we have to be mindful of the fact that there's a lot of sharing going on and licensing is also very relevant to them. So for those who are not as familiar with licensing, this is probably helpful at all. So in busy box, you'll see lots of files. For example, there's Sender.c, it's under GPL. You'll have Runshell.c, it's under MIT, okay? And you even have files with more than one licensing, okay? And this is a little odd to some, but after you've looked at a lot of code, you see this all the time. So here's the VST notice in the file. There's purples in GPLV2 and then there's, here's the MIT, okay? Just to give you an example. So these are real files out of busy box. So if you're gonna build a library, you have to look at all the licensing that goes into that library or from which that library's derived from. And then you end up with this and then you end up with that expression. That's how we got the busy box binary. Give you a little bit more detail on that. So now you have several libraries to get built. You each have a set of libraries, right? And then naturally you can then deduce the licensing. Busy box, which looks something like this, okay? All right, so we've already discussed how these boxes can be licensed like this or this or this. Now, it's a point I make all the time and it's not always received well, but the package license is far less relevant, particularly in the embedded world, for this reason. What you really care about is what programs you put on your device, what files go into, or to building that binary, and that tells you your obligations. Conversely, files that you just seen, the files that are for which it's derived from are highly relevant. And that basically this is determining your obligations and not the happiness. So I often draw this analogy because sometimes it's fun. Files I call they're the atomic unit of licensing. I know we have discussions yesterday and very valid discussions around snippets and this doesn't negate that. There are times when snippets are relevant such as in reporting as Gary was pointing out to me. But ultimately at the end of the day you're gonna ship a binary, a program on your device ultimately comes down to the files. Okay, you have to know the licensing of individual files. If you happen to patch that file, that patch file would be file prime, right? You have to know the licensing of that patch file. But nonetheless, it always comes down to understanding this is the smallest unit of licensing and we have to understand the licensing of our program, okay? So I always draw this out. A son's taking a standard science example. He's pretty aware of these terms. So then basically you'd have files would be the added and the programs would be the molecules, okay? And so that's the analogy that I want people to think about when they think about licensing, okay? Well, those are the most advanced of us, I understand. So one thing I also wanna draw out is there's a little myth that SPXSV is very unwieldy list of files and licenses. And that's often the case when you have a package.  And in some ways this captures sometimes the complexity around the bill of material, right? In fact, you bypass that whole complexity and you put out a file and this, and by the way, for those who are unfamiliar with SPDX, though the license reps are custom licenses found in the file and in the SPX file, you can go here and define this custom license. Don't worry about most of them. They're all pre straightforward licenses and they're all compatible. So, yes, we often do wanna think about SPDX in terms of a larger package. And if you wanted to, you can see the package SPDX file, I don't wanna go through it at any length, but this is what every single file, there's a license reference to the file. Here's some, you can see the file right here. But the main point is that it doesn't have to be as complicated. All right, that would be fun. I'm sorry. So this is a series that I revived and I actually had some fun experience working with Sven Doomer back he's now at Yahoo, director of Linux. And we had a lot of fun a couple of years ago, two years ago, we presented a very similar set of slides. And back then it was like, the noise is made in the woods and no one hears it, you know, is it really meaningful? I think today there's a lot of people to be hearing the noise now. So I decided to repeat that. You brought back the episodes. So in each one, we're gonna go look at a specific example. So here we have the case of the shameless stolen code. So again, if you've been through a lot of files, you totally relate to this, this is not new to you. I'm trying to make a basic point, right? So this is a file obviously hasn't been noticing that that's very easy to deal with. We know what to do. It also has this additional notice that shamelessly stolen it from. Now, believe me, we tracked these things down. And what it turned out in this package, this file is nowhere to be found in the package. And it's nowhere to be found even on the net by that name at least, okay?  That's a subject to the lawyer, but killing meaning preventing it from being used by men. Okay, the next one is the next episode of the case of the shamelessly missing one. Okay, there's no notice at all other than this in the file. What makes it even more interesting is that when you actually look, there's this file called g711.c. Again, nowhere to be found in the package. However, if you go searching on the net, you find one file and it has this notice in it, okay? And you go into this one and also we have the ITU general public license. I don't believe that made the SPDX license list. And I couldn't even find it because I wouldn't even try to offer it up. And then one of my favorite, which I'm sure will come across as well is the famous, you know, I like GPL but I'm gonna give this to the public domain and just line you people. But what's more interesting about it is the contradiction that's being made here, right? Exactly. You can't say something in the public domain and have a copyright. So what is the licensing here? Is this open source? I mean, yeah, you probably get a lawyer maybe go one way or the other and it's up to you to find that lawyer. But nonetheless, you're kind of stuck. And again, this is a person probably, you know, meant well enough to have their code be used by a large group of people, but yet license it to the GPL, close the, okay. All right, case of missing link again. These are things all you auditors have seen before. You know, the thing is go to this link and you'll find the license. Well, we know that that link changed over time from GPL 2 to GPL 3 when the GPL 3 came out. Yeah, this file has 1998 in it. So if you click on the link, you see GPL 3, you click on, but if you make the deduction you're probably thinking GPL 2. Unfortunately, if you're using this in the GPL 2 project, I mean, GPL 3 is not compatible. Where do you come down on this? Again, this is, I'm not here to solve the mysteries. It's just to say there's so many mysteries out there that sometimes, you know, they're just not licensed to be used. And you know, there's obviously things they could have done. You could have done something very simple as, you know, is on the GPL version 2. Don't put links in the box. All right, it's very, this is enough. We all know what to do with this. And then the next episode we have the who done it. I love this one. Modified by many people. Distributed on the GPL. Now, who do we go talk to to find out exactly which version of the GPL they met? Now, the good news is that, you know, at least my interpretation is GPL all three, GPL 1, 2, and 3 say, if they don't specify the version, you get the GPL. So it's not terrible. But they could have done a little better job. Maybe we could have found out exactly what they intended. Yeah. Well, then you might be forced, no, then you, if they don't give you a version, then, and you get to choose, you'd be fine because you get to pick GPL 2. I agree with you. That's correct. It would allow you to pick version 1 as well. In a different context, you can take that file out of that project and put it into a different project where GPL 1 is all of you, you know. All right, another one. I love this comment, you know, they really probably have strong intentions for share. Okay, really distributable. So I probably can assume I can distribute this file. No problem. I probably can assume I can copy this file. But can I assume that I can modify this file? No. So it's not compatible with GPL. We're doing very well sitting in GPL project. All right. So again, they've licensed their code in a way that makes it unusable. So there were very simple things they could have did to, you know, to alleviate that problem. And they could have chose any one of these. This is the double mystery murder. So this is the read me file, the license.text file, or whatever you want to call it. This is trying to give you instructions on how to interpret the license of the package. Which again, is a really dangerous thing to do. Because what we're looking at, first of all, they're telling us fine, great, they're telling us, you should be aware of these are licenses that you'll find files under these licenses in this package. And we have to be careful because we know some of them are not compatible, but that's not a big deal, we can do that. Now then they tell you, then we find out after doing our own analysis that there are many more in the package, fine, we're gonna be mindful of that. And then they tell us, you know, any file that doesn't have a license, you should assume you feel too. But what happens if they borrowed a file from somewhere else and stuck it in there? And also, does this trigger? Do I have a lot of confidence in them that they did that in a very disciplined way? No, I don't. So I'm not feeling very good about that read me file. Or any file that I find in the package without a license. And then you have this classic situation where you see the copyright file or the license.txt file. And guess what? Not found in the project. And this is not surprising because in open source it's all about sharing and somebody probably saw a really cool file in another project, took that file, brought it into their project and said, great, but they didn't pull along the copyright file.  Or really inhibit share. Okay. Finally, the final mystery is the question and let mystery. And the classic situation is no license information in the file at all. Okay. So naturally you wanna look, people wanna look at top level directory. I generally view copy files as just providing you a copy of the license as required by non-license. However, some people make a different interpretation. I think that rule is generally followed by the Feesawker Foundation and others because they generally do put licenses in every single file as well. But then again, the question is, which license do I use? Am I allowed to, probably the safest thing to assume all of that? Okay. And how do I know they didn't borrow this file from another project? And never even gave consideration for these being at the top level. It's really not information I can really bank on. So there's some simple things that could easily have done that could have put in a notice. And what happens if one of these licenses copying the files was a think compatible license, right? We don't even know which one to choose. All right, but there's some very simple things you can do to a file. It's not a huge effort to make it clear. And we all know what to do here. All right. So I think we've seen a lot of examples. Here's another classic example of a project done well. All right. Now there are groups like the Apache Foundation, Feesawker Foundation, Eclipse, Linux Foundation where they do a lot of great work around putting the right licenses in here. You have a GitHub project. And at the top level, you have a license, a text file. All it does is provide you a copy of the Apache file. No instructions there. That's a good thing. They're probably just trying to satisfy part of their license obligation by providing you a copy. And if I drill down, I'm gonna find that here's one file. And all the files have this. They have a notice in every single file. This is a good thing. This is open source software. This is clear. We know what to do. This is what we should be doing. So I'm not against having a copying file. Just what purpose it serves. And I can go, this is just another example where you have a license file at the top. And then if I go down, there's no information. There's no information there to do the files. How do I know? They put that at the top and they didn't pull a file in from somewhere else. This is real stuff, right? And this is happening in a big way. I'm pretty, I'm gonna guess. I would gamble on it that their intention was not to make this difficult to use. And what happens if one of your developers grabbed the file on this project? They probably wouldn't have grabbed the license.  So it's a little bit of, it's a real gnarly situation. Has anybody ever been down to the Braya tarp hits down in LA? Raise the hand. Sorry, I get a sense. Okay. It's a great place to visit. It's where there's these tarp hits that's still there where, I think so much, tens of thousands of years ago, prehistoric animals, I like to save a few tiger and mammoths will be mammoths. When you walk into this tarp, it gets stuck. And then the more you struggle, the more difficult to guess. Now, I don't know if you know about Fred Brooks' book, Mythical Manmoth. Now he talks about a number of things. One thing was about, if you're not really careful about certain disciplines, the software development process gets really gnarly. It's really manageable. And I think what we're are, we're heading towards the tarp hit, and what can we do to prevent enough of us from walking into the tarp hit, the licensing tarp hit? And that's what I'm gonna talk about next slide. So these are just basic common sense rules. And I believe if you follow these rules, these are not gonna be shocking to you guys, but I believe you're gonna, hopefully we'll come to an agreement that these are probably legal rules that if we follow them, we're all gonna be in a much better situation when it comes to determining licenses. And the first one is that each, you should have a notice for each set of licenses. It's not a bad thing to have multiple licenses cover a file. If you haven't read the code from somewhere else, go along the license notice. Second, and this is a very, very important one, which I know is gonna be at odds with a lot of the developers because they think it's annoying to have to make, you know, have a notice in every single file, but you don't wanna make a reference to anything outside the file. It just creates a lot of nightmares when it comes to sharing. If you're not gonna share your code, if you're gonna use it within a single organization, that's fine, you know? But if you have a link or another file, it's high like, likeliness, if you have a very popular project, that your stuff is gonna be used and torn apart and tossed around. Again, so this is just a good rule of thumb. Try to keep the copyright holders to close together so you might know who to contact, if you need to get a different license, right? All right, this one's, we're back to R. Now, there's a certain movement out there, and I understand it, it's nothing, I don't disagree, there's something that just can't stand the whole bureaucracy of licensing and the machine behind it, okay? And that's fine. I think there are licenses for them. Creative Commons Zero, if you just don't care, put Creative Commons Zero license on it and your stuff will be used once, very widely. It's very clear what you have to do. If you really wanna make a statement, you could always use the WFPL license. Who knows what that license is? He doesn't, okay. This is on the net, this is rated R, so anybody on the team please leave. This is the, and basically it's a pretty simple license, which, you know what, it's up to your attorneys. They may want to have a different interpretation. If I get this, I'm pretty okay with it. I'm thinking I'm not gonna have a problem, but that's subject to an interpretation, an R1. Well, this doesn't require you to pass this on. You don't have to, you can build a binary.  Yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah, yeah. You, whenever possible, let's give them credit. This doesn't help, yeah, I agree with you. Okay. Okay, that is fine, because you can do that. It says you can do that. Yeah, so, you know, the copying file has a role of providing you a copy of the license, and we should all consistently try to do that. Use it for that purpose, not as some guy that even moves a county, instead of licensing in a package. Okay. Avoid the license to that text file. I, adamantly, you know, I'm against the use of this. I understand perfectly why it's so great to put it in one place, and it covers everything, but we know that that sometimes goes wrong because, you know, you're pulling something that doesn't apply to it. It's just too dangerous to be for the benefit. By the way, it's just a good discipline to be able to know every single file, so I haven't noticed it in a while.  These are really guidelines that I'm trying to offer to developers in the community, and I'm gonna take a second pass at that, but this is also open for discussion. This is not, I'm not saying this is the absolute set. Yes. What's that? He provided a six file. All right, we're gonna put number eight down. Thank you. Well, I will say one thing. If you do all these, generating an SPX file will be much easier with the automation field that you have in the world. You don't even have to create one. We can create one too, which is gonna lead me to the other point. But, you know, then it comes down to that whole question about, we've already looked at a bunch of files, and we're starting to wondering, how can we get good quality? You know, what are the techniques? Obviously you can have a human being or you can use computer analysis, and we're gonna talk a lot more about that in the tools sessions, okay? And I don't even begin to address those questions because in Samir's presentation, he's also gonna talk a lot, quality and how he's found ways to measure it. But, you know, the other thing to be mindful of is there's producers, there's consumers in the world, right? And they're different groups, and most of us in the tools group are probably producers, but also some of us, but there's jack is both producer and consumer. But there are many more consumers in the world than there are producers. So I think that, you know, we have to be mindful of the fact that we have to make it really easy. Think about having the Wikipedia database, but no web browser, right? It's a huge, amazing amount of content, right? For a lot of, a few people produce that relative to them or people view it. If you have really good viewing tools, you're gonna just open that huge repository up. Okay, quality matters to consumers, quality presents a challenge to you. I'm not gonna go into it, great. Like what I do want to have is our start, is in conversation around how do we talk about quality? Because there are gonna be tools that generate SBDX and there are gonna be people that generate SBDX. And when we give SBDX to our customers, we need to set expectations, okay? I can't let them think that it's, you know, it's a high quality file when I know it's generated from a process that's not able to do that. So these are just some definitions and these are the ones we're using today. These will probably evolve. Maybe as a group, we'll evolve it further, but we're just trying to start the process, okay? So we kind of come up with these definitions and even, you might have seen these definitions change. On our website, we started talking about if it's machine generated with low depth, if human generated was high depth, you kind of threw that out because obviously the tools will get better like I think a tool can generate high depth. All right. So this is the basic framework to discuss this stuff. Naturally, we've seen today with our experiences, we are able to do very quickly using some automation tools that are SBDX, but the quality is very high. We have humans doing it and the quality is really high, but it does take a lot more time. And naturally when you have a curve like this, as you move along, you want better quality, you have to either go spend more time or innovate and shift the curve through innovation so that for the same amount of time, you're getting a higher quality. And Samir Hamed is gonna talk about that in the tool track that's led by Gary, okay? And then obviously you can keep going and try to strive for this goal. Now, what we know, even if you have a perfect model, the classic statement in the computer science world is, I'm talking about whether it's a human or a computer, garbage in, garbage out. No matter how good your tool is, if our files aren't very good, there's not much our tools or our humans can do to come up with a good SBDX data, right? So it doesn't matter whether it's a computer or human. And I think that's one of the things that we're gonna talk about in a few slides. How do we get to address that for the benefit of SBDX? So what we're saying here is simply this. Look, computer automation, I believe can only go so far. There's an upper bound, it's a wall. Because computers can't make certain, it's very hard. It takes a lot more effort to get them to deduce things, humans can do very easily. And humans can do a little better, but it takes a lot more time. And we're gonna discuss that with you, pick it, it's here, and pick it. And then, but we do see a way of getting here, right? And this is not new, this is kind of a talk about, this is something we're doing at Wind River. We're starting to explore this idea of doing a special kind of tagging to make generation, SBDX really easy, particularly with our proprietary and open source solution. Okay, so there is a silver bullet. Now, does everybody know what that phrase comes from, silver bullet?  And, well, okay. And in other realms, it's sometimes talked about, there is a solution that can actually solve the major problem, right? And as we talked about earlier, we have these files. And by simply doing something, which I know that it's been talked about at some level, by simply tagging every file with a standard syntax. This is not SBDX. This is something that will enable SBDX to take it to the highest quality in a very fast way. It's simply tagging every single file with a certain syntax, leveraging the SBDX license list, right? So in this case, you can leave the notice in the file. This is nothing more, what we are doing is we're trying to develop a syntax at Wind River for our own internal use, right? Not rocket science, it's just a matter of coming up with the right format that's productive. But you can imagine, if every single file followed a common standard syntax, Gary, he can automate that like in a snap, right? And then if you look at Math.C, all you have to do is have this at the top, right? It doesn't take much, because in some ways we're already doing this, right? And we're storing it. Now, the beauty of storing inside the files every time that file is forked or pulled out of a project into another project, it gets dropped right in, all that information is self-contained. It doesn't take a lot of effort, it takes a little bit of discipline. That's, well, we're gonna talk a little bit about more in Samir's talk, but what we're starting to do, we're gonna take the busy box example, we're gonna do that, because we have high depth data. And we can go and write a script, inject it, just as a demo. We have to start demo and talking and communicating and educating. But anyway, so then, we can get here with something like that. It's a simple solution, but it's never technological in an organization, it's always, it's organizational.  The licensing it in a way that really hurts their intent to have wide acceptance. And then understanding that all you have to do is a simple discipline thing, and you can actually have that be leveraged, your code to be leveraged in a big way. So in summary, we saw that file sharing and hence licensing is at the core of the open source movement, okay? And no license only. There's a vast repository of promiscuous source out there. It's not necessarily a bad thing. If someone wants to put their code out there with no license in terms of that, they're prerogative, I'm not saying that's wrong, I'm just saying it hurts the open source movement and it actually probably for a lot of people like Monk Chips, the guy between, not sure he's doing himself justice. And maybe if he understood that, he would have a different perspective. Most developers or authors want their code to be used widely. That's probably, I think the gentleman said this yesterday. That's something you're interested in. Give me credit, but I wanna know my code is in all these great products. Many unintentionally licensed their code in ways that kill their chances to buy adoption. It's unintentional, right? And it's just a matter of education and coming up with a simple coding standard, really, and communicating that effect. Finally, everybody wants to see the open source movement thrive. I don't think people worry about post open source error or movement. And file license expressions can go a long way. I think everybody here gets it. I've heard conversations around this before. That file tagging plus as projects is a very helpful for the success of the future of the open source movement. And then, all right, we have one more final episode. This is a, this, thanks to Amisa Seneva who from ZQ through a lot of code found it. This is just a notice in the code that Ian Fleming is a UNIX fan. Because it's nice to be executing. Actually, I think someone pointed out that Ian Fleming died before UNIX was. But anyway, it was in the code. I thought I'd share that with you. And of course, the last rule, of course you see bears, but probably some people here see pucks. And this one's a little bit r rated, not terribly, but my last rule here is, this is a code hanger for a nudist or it's also the question and answer session. All right. So, I know most of you guys here, you totally get this stuff. It's not like I'm teaching or presenting anything that's gonna be new. It's a matter of putting a sequence of ideas together. You get us to think about it in a certain way. And I think the tool talk is gonna really touch on a lot of this stuff as well. Any questions? Let's see what a good thing about that. I think I'm our incrementalist. And I think even in WinRiver, we have the same kind of challenge even internally. You have small projects and you can start to pilot this and it's large projects, I'm not gonna mess with it. But I even think on the large ones, even any new files that are generated moving forward is a big step forward. And a lot of people probably scramble when they're modifying or updating files. If they believe in this, they're gonna go back and put them in there. It's not nothing that you can't do now and retrofit that back in the file because the licensing information sometimes often is there. But I think that the idea is just for us to understand the problem and just start doing it because it does be cool everybody who does it. And I think even if you start with one project and you got to do it and then you went to another project and they said, well, we're not the best plus file. We haven't touched those in 10 years but all new files will do it. I think it's very legit. I don't, let's not assume a perfect world immediately. But as long as it's moving forward, we start doing that. And that's exactly how the approach we're taking. And as far as projects, what we're gonna do is we'll talk a little bit more but we're gonna kind of annotate. The reason why business box is not just because it lit again but it's a wonderful project. It represents the history of sharing and it's got all this rich licensing information and they've done a lot of work cleaning it up. And we're gonna use that as an example and people see examples, it goes a long way. We'll start. It's a process, it's just the beginning. Yes, Daniel. No, no. Okay, that's right. But you as an open source project, you as an open source project you're probably gonna borrow someone else's code so you can put your stuff in there and the guy who does use your project who cares about licensing will find your project not very desirable. I actually think of the, look. By the way, Daniel, I'm all for it. If the project doesn't wanna do it, that's all that's in their business. It's a preference, that's okay. It's just, it's not gonna be usable by us and if they don't want it to use it, that's the name of it they should do. But I'm not against that. I'm not even representing River when I say this. I'll say any entity or corporate or open source, if you care about usability and the wide adoption of your software, this is important. That's it, that's it. And if someone doesn't buy that, they don't buy it and your stuff is just not gonna have the same comfort. And that's fine. There's nothing wrong with that. It's just that there will be some organization whether they're corporate or non-profit or resource that will say we're not gonna accept that. Debbie is one. When River might be another one. So it's a choice. Every author has a choice. What we're trying to do is educate them to say, if you really want your stuff used widely, take follow these simple rules. If you don't want to put that effort in, my son is gonna brush his teeth, he's gonna get cavities. That's just the reality. And he may be okay with that. So we do have some kind of minimal efforts that we do because it's a very highly intense resource, intense because we have millions of files. So from time to time, we do reach out and when we need a really important file, we really want it and we'll try to get that clarification. But it's not feasible for many of them. I think some of that is very much in the spirit of SPDX that I think of SPX as an effort got to this point where they have this universal repository and that information was brought into that kind of project. SPX is a great way to solve that problem. But yeah, it sounds like a really pragmatic and useful thing to do. That's a different, well, that's a common situation where it's something goes and it moves along with the supply chain and it gets added to and then you have to update licensing and things along the way, yes. But I think what you're saying is, well, when we come across this core atoms and we find that someone learns something, I call it travel knowledge. And we do kind of have a limited effort to collect up travel knowledge around information on a given file and record that and share that. So I have to file that, something like that. Any other questions? Okay, well, thank you for coming on the session. And next we're gonna have the tool track. Looks like some new demos are coming up and I'll turn it over to Gary. Actually, you have a few minutes to get ready but you have 10 minutes.


Check this out, folks. We making mashed potato salad. Listen, I'm not finna do all of them crazy antics and do all that talking. We finna get right into this. So, I want you guys to come on here and take a look right here. You see this right here? Look, these are red mashed potatoes, right?  You can do that, right? You can make these out of russets, however you wanna do it.  Okay, look, we got eggs. I'ma be using Creole kick, right? We got celery, chives, sweet relish. And listen, we can go ahead and open up the discussion and talk about this. Do you guys use sweet or do you use dill? And then, of course, you gotta have a little bit of that, you know, the mustard, right? So, with that being said, let's go ahead and get it going. Okay, so look, when we talk about, like, having mashed potato, okay, so it's really mashed potato salad, right? Look, to me, it's about the texture, right? So, listen, I want you guys to come in here and take a look. We already have made this the day before. You know why? Because I like it to be chilled, right? It's a little bit, you know, it'll be a little bit rigid on the rigid side, but that's okay. You guys can, like, put it in a microwave, you know, or just heat it up for maybe, like, one or two minutes. You know what I mean? Just to get it going, but you don't want it to be warm, you know what I mean? So, listen, I want you to pay attention to how you saw it. I just did the dicing of my onion. When I say it's about the texture, look, we got mashed potato. We don't have the big chunks, right?  Now, when it comes to the chives, I'ma cut these and we all know that we always just trim these up nice and small anyway. You know what I mean? I make sure you got a sharp knife and they just, look at that right there. It's like a hot knife through the butter. All right, then we're gonna do the same thing with the green onions. You know what, I say same thing, but I don't think I'm gonna dice, you know, slice them down as small, right? Remember, it's about the texture. Then, you know, it's got to look good, too, right? And then last, but not least, you can't do, if you ask me, you can't do a potato salad, whether it's mashed or just traditional without having celery, right? So, I've already washed and cleaned it. I know you guys do it probably the same way. All right, you guys talk to me down in the comment section below and tell me, how far do you trim up?  If you look back here, you can see, okay, this is starting to become. And then I know that I'ma be dicing this down small, so I'll just cut it right there. Look, right? And then always at the top, I always like to make just one trim, right?  We just do them like that. You can get these as small as you would like, but don't forget, we're gonna go ahead and dice them down anyway. It's about the texture, you know what I mean? Like I said, we're starting off with mashed potatoes. You know what I mean? So, this is a little bit different, folks. So, if you guys got any leftovers, this is where you wanna go. Not that you're gonna have leftovers when it comes to mashed potatoes anyway. And if you like my household, we always got that gravy, folks. You know, you don't wanna get yourself a bowl, right?  So I'm gonna go ahead and just put it here. This right here is a little bit over two cups, you know what I mean? So just double the recipe. Don't forget, look down in the description box below and I have all of the information down there for you. Whether you use my mashed potatoes or you make yours. Listen, if you make yours, you just wanna make sure you use that butter, you know what I mean, in that cream or that milk, right? Cause that's gonna take the place of our mayo. Now, check this out. Here it is. You got it right here. Look at the texture, right? So now I'm gonna go ahead and I'm gonna just grab some of these onions. I'm just gonna take a handful, cause I diced down. And don't forget, we wanted to dice down small, right? Maybe a little bit more. I can see it could take a little bit more. And then you guys make it and tailor it to make it the way you do it, right? So this is gonna be real, real familiar. You know, it's normally what you do with regular potato salad, but again, we use mashed potatoes, right? So if you got anything left over as far as those go, but usually I have gravy and them don't last long. So you can make these and do these the same day. You know what I mean? I just wanna make sure that you let your mashed potatoes chill.  That's enough, right? And don't forget we got egg, right? And I got one egg that didn't wanna peel, right? You know what I mean? So I'm gonna use him first.  Now look, I'm just gonna cut it down. I'm gonna do it old school. I gotta say this, my disclaimer is, you know what, Granny used to do it this way, so that's just the way I do it. And my knives right here are just like extremely sharp. So you gotta be careful. You know what, to be honest with you, don't do it this way. Do as I say, not as I do. But for those of you guys who wanna keep it nostalgic, you know what I mean? We just go ahead and do it like this. All right, so look, obviously I got this in here, right? So listen, we're gonna do a little bit of this folding like this, right? And notice I haven't put none of my seasoning in here yet, because what I'm looking for right now is just as I'm folding this over, I'm looking to see how it's mixing and I'm looking to see what I can see with my eye. Now, what makes it and levels it up completely is, you guys know I'm down with the Creole Kit, right? And I told you, this is a Southern mass potato. If I hadn't said so already, now you know. Look, this right here, I don't wanna say too much, you know what I mean? Just sprinkle it all, look at the color because it's gonna make you think somebody put that paprika on there right now, right? But that's that perfect blend of them Cajun, you know, and Creole spices, right? And really, I'm gonna just keep it real, just more on the Creole side than anything, right? So look, we just fold this over like this.  I can look at it and see the color and the way I would like it to be. Don't forget, this is a low sodium product. Listen, it'll take salt, right? And don't forget, we foolin' with the potato. So listen, you can go ahead and level it up, but I just suggest you do it this way. We taste as we go, and then we come up with somethin' magnificent. Okay, so look, now what I'm gonna do is I'm just gonna go ahead and put this in here. Look, this part is key. You wanna put this in the refrigerator. You want it to chill. It'd be best to let it chill for like the elite at a minimum of one hour, you know what I mean? Then you guys can take this, put this out on the table. Notice this bowl is a little bit on the big side. So you put this out when you put it out next to your protein and everything else, and you let everybody pull from this. I ain't gonna lie to you though, as soon as I hit it and taste it, first thing I think about is, where are the beans? Now I'm gonna go ahead and just drop these over here on top like that, because we said Southern, right? So we're gonna go ahead and give it that, you know, that Southern look. I'm gonna sprinkle a little bit of that.  That part, I mean that paprika. But check it out, I always hit it with just a little bit of this right here. Okay folks, so look, now you can see, here it is right here, you know, I done already tasted and ate it. I can tell you it's fine. I needed to go ahead and get myself a thumbnail.  With that being said, check it out folks, cheers. That's it. So listen, main thing is, listen, if you happen to have some, you know, left over, those work great too. Don't forget, look down in the description box, I'll put the food ingredient list down there, tell you guys how I made these, give you the ingredients on how, you know, what I did to make the mashed potatoes. You can make them the same day. With that being said, I'm not finna overtake it. Check it out, if you're new to my channel, let me take your time to say thank you for watching this video. Don't forget to like, smash that subscribe button and tell everybody out there, this is good. Listen, it's a channel out here to simplify these recipes and taking the mystery out of cooking. And with that being said folks, I'm gonna take this right here, and I'm finna walk over there and I'm finna make me some beans. I'm out, peace.


Being on the carnivore diet for six years now, one of the most popular requests I get is for blood work, and that's understandable considering most people have been told that meat is bad for them their entire lives, plus there are plenty of vegans looking to discredit the carnivore diet at any chance they may get. The first thing to consider here is that blood work is supposed to be used as a marker for potential underlying issues in the person's diet and or lifestyle. It's not necessarily an indicator of overall health, as many people want to believe. The second thing is the reference ranges. How can we actually say that these are applicable to every single person in the population if they are based off of conventional wisdom, primarily grain and plant-based diets that are low in animal foods? Not only that, in a lot of cases these numbers tend to be incorrect. The reference range for vitamin D3 on blood work, for example, is 20 nanograms per milliliter to 100 nanograms per milliliter. You couldn't actually get your vitamin D3 to 100. It would be impossible. I think you would have to be in the sun for like 15 hours a day for a month straight, and even then your levels would not be that high. To get your levels below 20, you have to not be in the sun for about 10 years. So the variants in vitamin D3 levels on blood work definitely leave something to be desired. So all of that being said, as much as I don't think blood work is a good indicator for your overall health, there are definite things it can tell us from where your hormone levels are, and there are numbers where your D3 is supposed to be. It just might not be in line with conventional wisdom, and there's things like checking on electrolytes as well that are very important to look at. So if you guys want to follow along, I did post a link to these scan documents in the description. I have blood work from about a month ago, and then I have blood work from a year ago, both in December, and a year ago in December of 2017, I actually got blood work twice. So we're going to see some interesting variation in my cholesterol levels over a two-week period. But we're going to start on the first page with the hematology, and the only real thing to touch on here is the hemoglobin because so many people are concerned about high iron levels on the carnivore diet, but my hemoglobin has been dead in the middle the whole time I've been on this diet, 14.7 on a scale of 12.3 to 16. It's never been low. It's never been high. I'm curious why people get concerned about high iron levels on the carnivore diet. I guess people don't understand that the reason iron doesn't get absorbed in the bloodstream is because of a lack of other vitamins that are usually present in animal foods. But when you get a high iron consumption without a high vitamin A consumption, absorption can definitely be inhibited to some degree. The next page of the chemistry does contain the cholesterol and the triglycerides, but we'll touch on that when we get to the lipid panel. My glucose is good. It's 80 on a scale of 70 to 105. Electrolytes look good. My CO2 content is a bit low, and my bun is also a bit high. And that's because I was dehydrated when I went to get this blood test. If we look at my bun from a year ago, it's perfectly normal. It's 14 on a scale of 6 to 20, so there's nothing irregular here. You guys are concerned about calcium on the carnivore diet. My calcium levels are 9.4 on a scale of 8.6 to 10.2. And according to the calcium RDA, I haven't hit it in about probably 10 years now. So definitely something to be said about the importance of vitamin K2 and vitamin D3 in the diet. On to the lipid panel. So my cholesterol is 319 on a scale of 125 to 240. The reason it's high is because my LDL is 240 when the recommended amount is below 150. Triglycerides are good. HDL is good. So I'm not going to sit here and debate that LDL is not associated with heart disease. There are plenty of studies showing that statin companies and various people have misled data. The whole cholesterol hypothesis in general is based on injecting rabbits with cholesterol. So I'm not going to go into that. There's plenty of research that I will link in the description. And maybe I will do a future video on that. What I want to focus on here is my anecdotal experiences with cholesterol. And my LDL has been high since I was a teenager. I remember when I was like 18, I went to the doctor's office and they literally wanted to put me on statins when I was 18 years old. And my cholesterol wasn't even that high. My LDL is usually around 225. I looked at the doctor like he was crazy. I have no idea how these people can try to sell statins to 20-year-olds with a straight face. I've looked into clinical trials for statins and there is no proof that statins lower rates of heart disease. In older populations, they actually increase heart disease mortality. It's really, really crazy. But a year ago, I had some blood work done and my LDL was 380 on December 9th of 2017. Two weeks later, my LDL dropped 125 points to 255. My triglycerides also went up 60 points. So if there's that much variance in cholesterol and triglycerides over a two-week period, how can we say that this blood work is an indicator of anything? If I just ate oatmeal for two weeks and my cholesterol went down to like 100, would you guys suddenly say I'm perfectly healthy? It doesn't make any sense. Dave Feldman did a ton of research on this. If you haven't checked out his stuff, the cholesterol code, that guy's probably tested his blood I think a thousand times now. He does experiments with fasting, with high fat intake, exercise and how it affects blood cholesterol readings. Really interesting stuff. Overall, anyone with an understanding of cholesterol and nutrition knows that things like triglyceride levels and LDL particle count are much more important indicators. I wish, honestly, I wish I could afford those tests. I don't have good insurance right now and I am trying to get a better full-time job so that I do have better insurance coverage. So maybe in the future, I can get some more extensive testing done. But at the moment, this is what we have. So on to my testosterone. Then Frankie Ferry Boy, what's going on? Your testosterone levels are higher than Gorilla Dr. Sean Baker, deadlifting 800 pounds. I don't think I need to explain why his testosterone levels are so low. But what's interesting for me is back in 2017, my serum testosterone was 142 on a scale of 264 to 916 and my free testosterone was 2.9 on a scale of 9.3 to 26.5, abysmally So now my free testosterone is 10.8 on a scale of 5 to 20 and 538 on a scale of 240 to 950. Now before you say, well, Frank, what did you do to triple your testosterone levels? This might be a flaw in the blood work. I want to get my levels tested again. And if they are high, I can say for sure that the changes I made in my diet as well as my exercise routine contributed to higher testosterone levels is pretty much increasing my zinc content through a lot of shellfish as well as consuming high cholesterol foods. So when I get some more blood work done, maybe I'll do a video in the future on increasing testosterone naturally if it actually works. So overall, I unfortunately do not have a lot of the blood work that I would like to look at. I would have loved to get my vitamin D3 tested, more extensive lipid panels, things like that. But right now I'm pretty happy my testosterone is better, kind of getting to where I want it to be. My cholesterol levels have been the same for like the past 10 years, so don't really care about that. But one thing I want you guys to understand is that I do not give half of a, you know, about blood work. To me, how I feel, the food I put in my body, my exercise, that is all that matters to me. Yes, blood work can tell me if my vitamin D3 levels are where they need to be. It can tell me if my hormones are where they need to be. It can tell me if I'm salting my food too much and my electrolytes are out of balance. There are many indicators that are important in blood work, but for the most part, it's used to sell people drugs, unfortunately. So thank you guys for watching. If you guys would like to support the channel, please subscribe and share the video. If you guys want to check out my Amazon shop, I do have a bunch of products on there. I am also selling some hygiene products. If you guys haven't checked those out, deodorant, toothpaste, lip balm on my website, frank-de-fano.com. In addition to that, if you guys would like to reach out to me for one-on-one health consultations, maybe you do want to know what optimal vitamin D3 levels are, things like that, you can shoot me an email or contact me through the form on my website. Everything is in the description.


Online marketing made easy eight step guide. Hey guys, in this video, I'm gonna talk about online marketing and I'm gonna give you my eight step guide. I'm gonna talk about the different ways you can market online, what you can do, how to do it, and how to be successful at it. And we're starting right now. Hey, don't forget to subscribe to my channel if you haven't done so. There's a big subscribe button down there. If it's red, you need to click it. It will turn gray. When it turns gray, this bell will pop up and then you'll want to ring the bell. How do you ring it? You turn on all notifications. That way you're notified every single time I do a new video or I go live. Don't forget to give me a thumbs up too if you like this video. Hey, so let's talk about the different ways that we can market online. The very first one is pay per click. Pay per click, okay? Now, this is a form of advertising that's been out for years and years and years, but it's important that you understand the concept of pay per click. So unlike other forms of advertising where you may have to pay to put an ad somewhere, pay per click you only pay when somebody actually clicks one of your ads. Now I wanna show you some examples of this so you can see what I'm talking about. Okay, so right here I've looked at some of the keywords and I put record player. Now, if I wanted to use the word record player in my ads, when somebody searched record player on Google, they would see ads along with their organic search results. Okay, so here's an example right here. I searched record player and you can see an ad at the top. You can see ads on the sides right there.  Now, if you're advertising on Facebook, they go one step further. They let you actually pick an audience because they're always getting information and data from Facebook users and they let you pick an audience to target. So let's take a look at that real quick. Okay, so here I am at Facebook and it's got new audience, it's got people on Facebook here. But as you can see, I could target all these pages right here. These are page likes that people liked. So maybe I wanted to target people who liked these particular pages because this system also determines the relevance and validity of advertisements that appear on their search engine result pages. Platforms will prioritize the searcher's interest over the other advertisers based on these particular criteria. Okay, number two, let's get into email marketing. I have heard so many times over the past 10, 11 years I've been online making money that email marketing is dead. It's not dead, okay? It's one of the best forms of advertising there is. As a matter of fact, it usually will bring back on average, 122% of what you spend. It is the most profitable thing you can do online to advertise and that is email marketing. Okay, check this out. I want you to look at this real quick. This is an ad that looks like Helm Boots brand. What you're able to do is nurture your subscribers with useful content announcements, giveaways, that type of thing. But you can also boost your sales using email segmentation. This is where you create groups of subscribers called segments based on their preferences or the stage of the marketing funnel they're in. And what they're offering here is $50 off your first pair, first, last name, email and then click sign up and they give you 50 bucks. Now, I understand that 50 bucks is off a sale.  So what they're essentially saying is we want your information, we want to mark it to you and if you buy something, we'll give you money. Okay, if you buy something, but we're gonna pay you $50 to get your name and email because we know our boots started at 150 or 200. Maybe it's a break even for them. Maybe they lose a little bit of money. But if they can get you in the buying mode, they also know that if you buy one item, you're probably gonna buy two, three, four, five. It's a whole lot easier to get somebody to buy once they've already purchased from your company than if it's the first time sale. The next thing, number three, is social media marketing. Social media marketing is where you just jump into the social media.  As a matter of fact, according to this, I'll put on the screen right now, daily active social media users is 3.5 billion people. And understand there's only seven billion people in the world, that's half the world's population. Social media users equate to about 45% of the population and that was an estimate in 2019. Remember, inbound social media marketing focuses on building a community. So that's what you wanna be able to do. Now, check this out. This is a social media post by Oberlo. I want you to take a look at it. It says that successful drop shippers have one thing in common, they identify trending products before the rest of the market catches on. The truth is you can do this too. Nope, no crystal ball required. Just use these five steps to find products that are about to explode. Step one, and they go through these different steps here and then of course, you can actually click, you can comment, you can share on this and all they're really doing is they're giving you good content and they're giving you good feelings about this company Oberlo. Who is Oberlo? You check into it. Before you know it, you're using Oberlo too. Now, here is an outbound way of using social media by Oberlo where they're actually paying for an ad. They're not just doing a post. Let's check this out. I want to start e-commerce business, but don't know what to sell. Choose from thousands of products at Oberlo and instantly start selling on Shopify. Now, all you have to do is click here and it's going to take you to Oberlo and you can set it up with your Shopify store and boom, they've got a new customer. Number four is influencer marketing. Okay, what is an influencer? An influencer can be anybody that has a fairly large audience and what fairly large is could be a thousand people, it could be 10,000, it could be millions like a Kim Kardashian. But I can tell you this, if Kim Kardashian posts that she likes this bell and she's going to put a link to this bell and you can get 10% off today, she'll probably generate millions of dollars in a single day because she's amassed this audience of trust and that's what you want to call today too is an audience of trust. Constantly be helping your audience, constantly be doing things for your audience, but before you do that, you can actually use one of these influencers to market your products. Some of them charge big fees, some of them small fees, but you could start off small and use these influence marketers and you can get sales almost immediately. Let's talk about advertising online. Let's go over to, I have a chart I want to show you. Here it is. And what this is because Google is by far the most popular search engine in the world with a massive market share of 79.77%. I think they kind of own the market. Look at Yahoo down there. Yahoo used to be the biggest one and then Bing was pretty big, but then Google came along and Baidu is the one in China that's their search engine that is actually censored so you don't get to see everything, but that's also a big search engine second only to Google, but Google really just crushes them. Now the next thing you can do is content marketing and essentially that's what I'm doing right now. While you're watching this video, you're getting free content. You're seeing something that's going to help you out that's going to make you money online and then if you decide to buy courses, which I sell courses, they're in the description below if you want to check them out, but if you decide to buy courses, you know what you're going to get. You're already watching this video. You know you're getting something of value so the courses are obviously going to be even more valuable and you can learn more and you can make more. This is content marketing. You can do this in form of blogs. You can do this in form of videos. You can send emails, all of that's content, but all that content needs to be helpful to your audience and if it is, you'll build a following and you'll sell your product. Number seven is remarketing. Remarketing, what's remarketing? Remarketing is actually reaching out to the people that have already had some contact with your particular business. So for example, let's say somebody comes to your webpage and they've looked at something on your webpage. Maybe they went to my jrfisher.com and I am doing a webinar I want people to go to. I could actually say, hey, I just want people to see this who have been to this URL, this website and that website could be anything with jrfisher.com. So that way I know these people have already been to jrfisher.com and now I wanna put my ad in front of them because I know they already have an interest. That is remarketing to people that are already out there. And number eight is gonna be test. Test, test, test, test, test. You gotta test, that's how this works. When you're doing ads online, when you're doing marketing online, you're gonna have to try different things. Not everything's gonna work and that's what really kills beginners is they'll try six or seven things and none of them work and they go, well, this doesn't work. I'm like, no, you just haven't tried enough yet. It may take you 20 different things to find one that's gonna get you a little traction. Then once you've got a little traction, you can put more effort into that one thing. An example would be, let's say I run an ad on YouTube, which I do run ads on YouTube and I've picked 50 keywords, 50 words that I'm gonna target. Now out of that 50 words, maybe only six or seven of them get real interest and are affordable for me to keep marketing to.  Now you're gonna say, well, you wasted money on all these keywords that didn't work JR. I said, no, I ruled out all the ones that didn't work and it cost me some money to figure out how to do that. That's how marketing works and you're gonna have to constantly test guys. This is how it works online. I hope this is helping you out. I hope you understand this a little bit better. Marketing online takes a lot of effort but it can be very profitable because once you stumble on those few things that do work, you can just put a lot of money into them and they really just blow up and they make you a whole lot of money.  I'm filming these videos today and just a couple of minutes ago, my wife came in because she's controlling the camera and doing all that. And she said, I've got a new customer for dog training. She does dog training. I said, it's great. Where'd you get them? And they said, well, it's somebody in the neighborhood. I'm like, well, what, did they know we live here? They said, no. They had actually watched her YouTube videos on YouTube and they liked what they saw and they tried some of the things and they got results. See, that's the point. They got results. And now they wanna get more one-on-one training from her to come to the house and do something, okay? She doesn't do that very often. She's very selective about that because she has courses online and that's very time consuming. But the point is that all came from content marketing, which I just told you about. And there's a prime example right there. I've had people buy my courses who say, hey, I've been watching your videos for five years. For five years. And then I decided to buy your course and spend $1,000. So what you're doing is you're planting seeds every time you do something out through your planting seeds. Don't look at it as a loss if you ran a bunch of ads for three months and didn't make any money because somebody may have seen those ads and watched your videos and two years later they buy from you. That's how it works online. It's not instantaneous. Sometimes it is, but not always. And that's something you gotta realize and just keep moving forward because this stuff works. That's the biggest problem I have is convincing new people that stuff works. It really does. If you want more information about courses I have, I do have some links below. I've also got a free course down there. It's a $97 course. You can get it absolutely free by just clicking the link on it. No credit card required. You just click and learn. It's that simple. What else I got for you? Don't forget to subscribe. Yeah, if that subscribe button's red, you need to click it, turn it gray and turn on all bell notifications.  I really appreciate you watching this. I wanna have your input though. Put some comments below. Tell me what you think about marketing online. What did you think about these steps I just gave you? Is it simple to do?  What do you think? Have you tried some of them? Have they worked out for you? Or maybe you've just got a question about growing your business. Feel free to put that below and I'll be happy to answer you. Thank you so much for listening to this video. I really appreciate it and I'll see you in the next one. Also, click on one of these videos there. Keep watching on my channel.


Next question is from Meg all phases fitness. What are some tips for building a team of trainers? Oh, man I like to I love this question You know, I I'll tell you the mistake. I made when I first started it managing trainers and then how I evolved The mistake I made early on was looking at the most edgy trying to get educated. Yes So like someone would come to me and oh, I have a master's in sports medicine or I have a bachelor's and you know Whatever and that would be the person that I would hire over The new dude or girl who comes in who just got a national cert, you know to in order to work there and it was a mistake because Number one, they didn't necessarily have more applicable knowledge than the guy or girl who had the cert certification Here's why you learn a lot with with that the formal education But we don't learn is how to apply it, which is everything it really is everything How to apply it is far more important than than passing tests and books and that kind of stuff number two Your ability to communicate to clients and your passion for what you were doing and your willingness to Get new clients motivate people to go that extra mile was far more valuable in terms of client success But also success to the gym than formal education It took me a year to figure this out I could see which trainers were doing great and which ones weren't doing that great and I'd see the skills that they had and I'm like Oh It's communication skills. It's applying their training. It's how good they work with people far more valuable than then You know all the schooling that they had. Yeah, I agree. This was it took me a long time to get to this place Where I felt like I could build a team that I didn't I felt like I could get to a place Like when I had Justin on the staff by that time in my career I got to a place where I felt like I really didn't have to work very much and the staff really carried the team But it took me a long time to figure that out one of the mistakes was thinking that education was everything I found out later on that I'd rather have somebody who had little to no education that I could mold into the trainer that I Wanted them to be totally versus inheriting somebody who was really really smart and did things their way The other thing that I used to make a mistake on was trying to make all of my trainers like me You know that was all I knew I had success. So the things I taught was okay. These are the things I'm successful I'm good at let me try and make this trainer like me or give them these attributes that I had That was also a mistake. It was or at least was fleeting I'd find somebody who was like me and then we'd do well for a while But then I'd burn out a bunch of other people that weren't later on I began to look at my staff more like a football team I have you know, I've got linemen here. I've got a running back here I've got a wide receiver here and and really celebrating their their strengths and what they're great at and focusing on that That is what served me really well was looking for that So if I was to jump into a gym and I had to build a team right now and I had nothing I would look for a handful of trainers that are young Minimal education that I could educate and teach and train So I'd have a little core of that group and then I'd actually go look for specialties I'd want to have the mobility guy the sports performance guy Or girl, okay, I'd want I'd want somebody who specializes in the nutrition person who's just dialed in or has So I'd want all these kind of specialty type people to compliment my core group of yeah Chameleons that could that I'm gonna develop that can train kind of anybody That's how I would build a team now And I think that would serve me better than going out and just looking for the smartest most experienced trainer Yeah, I like that, you know that approach. I think that Really what you're looking for characteristic wise Is somebody who can really problem-solve and think on the fly? And you know the communication skills are gonna carry them much further than their actual Knowledge coming into it a lot of this is is learning and being able to be confident and Convey your confidence to the clients and and and really like they they're the ones that are Believing in what you're you're doing with them And so that's really like the importance of it is to to establish these relationships the one-on-one relationships client to trainer and To to really be able to see how that Flourishes for them to that point that I think this is also what changed for me too. How I interviewed So early on it was just like it was trainer type questions You know, what would you do in the case this or give me a case study like that completely changed later on my career Like all behavioral based questions. Yeah, I wanted to get to the bottom of this person's character for the point that you're coming You're bringing up right now Justin is I want to learn about are you going to be able to problem-solve when you're put in this type of Situation, how do you react and I was looking for the right characters to build in there forget the education piece forget All the experience of being a personal trainer. Yeah, those things are nice If you don't have the right characteristics that I'm looking for for my team doesn't matter doesn't matter No, I do think it's good to have you know some elder people on staff with some wisdom that you know So it's at least one or two, you know so that you're not carrying all the load of having to like You know convey all that to each person Well that goes back to my point of like having these like special like if you got this bad-ass nutritionist bad-ass sports person Bad-ass mobility person they can help educate that core five or six that you have right? So if you got this young these young minds that I used to have them run classes for the rest of the Yes, that would have that your leaders Absolutely, because here's the truth the truth truth be told When you train the average person a very small percentage of your knowledge is ever gonna it can be applied to this person Really, you're working with most people are either Beginners or haven't worked out in a while. You're getting them to learn how to squat You're getting them to learn how to row you all your your advanced education You don't even use it. You don't need it in very small case in very you know Few cases you will but for the vast majority It's basic knowledge. You just need to know how to apply it and communicate it properly and work well with with people But what you said Adam is a hundred percent true You know you definitely want because you're gonna get the occasional client that comes in and says I want a trainer I got a bad car accident a year ago I've got a really bad movement on my right side. I finished rehab. What trainer do you have working with me for? You know for me. Okay in that case. I want my rehab trainer who's really really good and educated like you know in sports medicine That's the person will send you out with her.  It's like, okay. I just had gastric bypass Surgery, you know, I'm looking to hire a trainer. Okay. Who's my my really really good personable excellent communicator Very empathetic trainer. That's the person that I won't work with this person But for the most part your clients are you know average person with these 30 pounds I've been eating, you know standard American diet, you know, whatever I need to start working out two days a week or whatever then you'll have your general core So I think what you said Adam was absolutely on point