Okay, cool. So what we just did is we just posted it on the actual business page and so when it comes to a video may take a few minutes to reflect there, but whether it's an image or an actual video. You always want to post and let me rephrase that when it's an ad so when it's an ad, and it's a video or an image you always want to post it on the business page first. Okay, and then what's so so important is that we look at make sure the text is spelled make sure everything's correctly there's no, you know, grammar errors or whatever. And then when it comes to video will take a look at the video once it actually post, but sometimes we may want to change the thumbnail.  And so we want to make sure we do all that before we actually run the ad before we actually, before we actually run the ad because once we run the ad we can no longer edit. So you won't be able to edit that video post or image post. So it's very important to make sure everything is correct now. So in the meantime what we'll do is let's simply go to the business manager and we'll just set up the ad so let's go to our folder at the top and we'll just go to ads manager. Perfect ads manager and then from here will always want to make sure the star is where we're bookmark so that star in the top in the in the top right so that that's the blue that's our bookmark we're in this account sometimes by default as you come into the ads manager just like we did right now. Sometimes by default Facebook will have you in the other account. So if you click on that drop down in the top left Whitney, you see see more ad accounts. Sometimes they'll have you are actually most of the time, they'll have you in that other account so click on see more ad accounts.  So you always want to just double check that you're in the right one which we are so we're perfect. So from here all we're going to do is click the green one. Click on create. And so with this account info need we need to confirm if you do before you publish an ad you can either go to account. Okay so go and click on that whatever that is. So, this video is going to be and is going to go out to 10s of thousands of people in that local area, and not all of them are going to watch it not not all of them are going to even watch half of it. You're going to have thousands of people that watch maybe 15 seconds of it, 20 seconds of it maybe 25 seconds of it, but anyone that watches just a little bit of something. If I sat there and watch 10 seconds of something. I know who that person is now. Right like 10 seconds is a long time. Okay, now three seconds that might be just someone scrolling through watch go to your newsfeed real quick let's just test this for ourselves go to your newsfeed. Let's just randomly go through the newsfeed let's just look at random stuff. And as we scroll down there's an image let's see a video. Here's a video right here.  So if I'm sitting here and I watch it for 10 seconds. That's someone that we should get back in front of right and that's the whole objective the whole purpose of video views is to find that small percentage that actually sat there and watched it for 30 seconds. Because if I can turn around and show them another ad. And when I do, I'm going to turn around and show them a conversions ad.  Right and so now we just continue to retarget and all we're doing is branding ourselves in a local area, which is which is going to create that omnipresence. So video views, and then now what we're going to do is we're going to drop down before we continue with that yeah we'll hit that drop down we'll scroll down just a bit. And then we're going to add the ad levels that we're about to go through right the campaign level the ad set level and the ad level. So as you start to run ads you want to start titling these levels. Just so when you come into the dashboard you know exactly what ad is what because if we're not super detailed with the with the with the with the title of the ad, we're going to have to click on it we're going to have to go into it we're going to see what add that was, and you So here campaign the title name this campaign. Let's name it intro video intro video and then in parentheses in parentheses. We're going to put video views, because that's the objective we're going with that's the campaign level on the campaign level all you're doing is choosing the objective. And then also we're going to choose the housing special ad category but that's it so it's really just naming it that intro video video views perfect. Let's go ahead and name that and we as we go into that section, the second ad set section for example, we're going to that's where we set up everything but here again we're giving it a very basic detailed specific title so here I would, I would name it, I would name it maybe the target so what what city or what town Lakewood perfect Lakewood and then just put put Lakewood 15 miles Lakewood 15 miles, so we know exactly what we're about to set up, and then the ad, you can just put intro video, same thing as as the top intro video. Perfect that's it and then continue. Awesome. So now as we go in we're still on the first level so to the very left top left, those are the three levels intro video video views Lakewood 15 miles intro video those are the three levels we're about to go through. So here, the campaigns a special ad category that campaign drop down, hit that drop down categories and go to housing, not that one though, yeah that one. So, you're going to always do housing from this point on. And that's why with boosted post you don't see this section so when you boost a post the ad ends up getting rejected all because of this. So you always always always have to go housing. So that's it for step one of the campaign level now you hit next and we go to this the second step. So now over here we're going to go budget and we're going to go calendar and we're going to go the location which is Lakewood. So with, with daily budget click that drop down you got daily and then you have you have lifetime. And do you know what the, what the difference is. No. Daily, daily is what it is daily, for example, 20 now we're going to change the 20 we don't want 20 day we don't need 20 day at all, but 20 is daily so you're forcing Facebook to spend that 20 bucks in a 24 hour period, you're forcing them, right you're forcing them to do it. Lifetime is where I can set the set a calendar date so I can set it for today till next Thursday. And then rather than spending, let's say let's say it is $20 a day that we're going to spend. Let's just say that for example and let's say we're going to do it for for for 10 days, rather than going daily 20, I would go lifetime 200. Okay, same dollar amount, but I'm just giving Facebook the flexibility to spend it accordingly to spend it as long as you spend it within this calendar period. I'm good. And the reason why we do it that way is because every day is different every day the traffic on Facebook is different. For example, over the next couple days, probably everyone in their mother is going to be on their cell phone everyone will be on Facebook for sure. Right. And then that's just a high demand time of year for traffic. But after this after this after this weekend, it might just fluctuate and go back down a little bit the traffic and the attention on Facebook so that's why I go lifetime. So they can just kind of spend it as the traffic goes up and down. I don't want to force them daily to spend it so lifetime with this. What I would do is I would really start maybe if the budget is 300 for the month, then just divided by four. And make this our first our first video of one of four. So what would that be 75. What is that 75 a week or what would that be 400 what's 400 I'm so bad 400 divided by four is 300 I'm so sorry was three. 300 divide is 75 yellow 75. So if anything you can go 75 lifetime and maybe run this for the next seven days, maybe even maybe even 10 days since it's the intro video. You can do it that way, or, and or one way to do it as well is to put a is to is to put is to leave it at 75 but run at the whole month. That could be a strategy as well. So your whole the whole entire month that intro video is running. That that could be that could be a strategy as well so you can go yeah you can go what I would do and here's here's another thing. When we set up ads and we always want to do it for the next day at 6am. So we're going to go December 25, either the 25 or the 26 but yeah 25 is the next day so 6am. And then what we're going to do is we're going to just. Yeah let's just, why don't we just push it out let's yeah let's go let's go 25 to the 25. So we'll go 6am. And then, and then we'll go, we'll go January 25 on on the end and then 6am. Perfect. So again I just got done saying four divided by 300, and there's a 75 and the way I'm strategically trying to set this up is one ad per week, and that's going to be the strategy, but this is the intro video. So it might it so it's also good to just have the damn thing run just let it run let it run at the month. And let's just let's just let it run, but but also stay on track for video number two video number because we can have multiple ads running so this video ads going to run all month, and then we're also going to have three more ads coming this month as well, for example, you know I mean, and you would only do this with the intro video you wouldn't do this with an open house or anything else like that this is simply introducing ourselves. Yeah, it's good to let it run a little longer. So that's good perfect so there's our, there's our budget. And if anything what I'll do to at the top so let's scroll up to the top to the title Lakewood 15 miles dash 75 75 dollars. And again that way when we glance at it on the dashboard we know exactly what what we're spending on this. So, so that's good perfect okay so we'll scroll down and then a little lower. So right here right here in the future in the future. This is where we would retarget our custom audiences. So if you click inside custom audience in that box search existing audiences little lower the box search existing audiences. If you click in there. You'll see a drop down of all of our custom audiences. So as we move forward at number two at number three at number four. This is where we'll start retargeting people who watched the intro video people who watched last week's open house open house video. Right people who who engaged on a poster ad. This is where we would retarget. So we would dump all the audiences in there. And then also below on the map also will include Lakewood, but here we're retargeting. And then as we start to capture leads as we start to capture leads as people go to the landing page enter their name and email. They click submit they go to the second page that's the thank you page as people land on that specific link. That's also a custom audience that would be named for example open house leads or 777 blue Ivy open house leads. Those leads those people every week we're going to have a new audience because every week would be a different open house so every week there's going to be people landing on the thank you page on the second page. That's when we would exclude. So we would click exclude and we would start excluding those audiences. So now United States will hit edit to the right and then we'll just go Lakewood. Okay cool Lakewood and then we'll always always go with the drop down so whenever we see the drop down. Lakewood. Okay awesome so there's Lakewood Washington. Okay, so that becomes your stomping ground that's the area we're freaking taken over. Okay so every week we're going to continue to to and would you say all your open houses will be in this area. Okay, so it could be good to target this one area every single time. But because we're going to go to open house strategy, then when we start running those ads it would be good to maybe put the address. So we'll put the address of that property in there and then go 15 miles out of out from the address. Got it. Right. So in this case with the intro will do Lakewood and we'll just blanket that whole area. Okay cool so age we cannot change gender we cannot change because we're in the special ad category when the housing category. So we can't do anything there. Detail targeting. Sometimes it's good to put to put keywords in this area, which we will for open house ads but not on this one with the intro will just target the whole damn city everyone. Since we can't even change the age, we're going to just let everyone see that see that ad. So we'll leave the detail targeting blank we won't put anything there so we'll scroll down if anything languages you can maybe change languages if anything. Or you can leave it you can leave it wide open. My new agent that's underneath me she wants to target Spanish speaking, would she Spanish. Oh yeah that's it for ads in Spanish, she would crush it. Yep, she would crush it there's not too many people that do that at all at all at all. Everyone's kind of targeting English and that's it. And then I also have another agent that speaks Vietnamese.  Cool, I'm going to, I'm going to contact you. I know I will to do your class so whenever you're ready to for your like. Yeah, for sure.  So you can literally start teaching these people if you wanted to, you can always send them my way for sure, but I mean shit like that's what's going to I truly believe that's what that's what would bring more value to people want to even be on your team.  What's that, I don't want to leave you out. No it's all good that's all like trust me you're not like you're not at all like your support here you've already you've already blessed me enough like I want to help you like let's just freakin build your team this year and take you 100 plus.  But yeah we'll play about your so automatic do you know the difference between automatic and manual. No.  That's automatic so automatic is letting Facebook run that ad anywhere and everywhere, which which which can be a good thing it can be a good thing. And that's that and this part sometimes it's worth testing now in this with this in this intro video case. We don't need to test there's really no need to test but as we start to run other ads. Sometimes it's going to test we'll run some open house ads where we go automatic will do some open house ads where we do manual. Because if you look at if you look at if you look at this manual. You have all these different placements on Facebook so you have placement feeds, you have stories and rules, you have, if you scroll down even farther you have it, you have in stream, you have rules overly you have search.  That's everywhere, anything and everywhere and that's everywhere and a post can be or an ad can be placed. That's the way that I look at it from a consumer's perspective because we're consumers. Where do we spend the majority of our time where is the majority of our attention. The majority here, right it's in the feed it's in the freaking news feed I'm in my news feed, watch go back to Facebook real quick the other tab that's open to the left top left. We're here, like we're spending all of our freaking time in this damn news feed looking at cats. It's very rarely where we're carrying what the hell is on the right side of the page. Right, like you see those glasses to the right now every now and then that will catch your attention every now and then, but 99.99% of the couple billion people that are on Facebook and Instagram, all their attention is on the news feed. Well, and when you're on your phone you don't see this exactly right all you see is damn news feed. So, so in the Facebook ad platform in here, Facebook gives us the ability to uncheck all this stuff if we don't want to be placed over there.  Right, so sometimes that's good to actually a lot of times that's good. But in this case, it's an intro video we're trying to just get exposure this is our intro into the into the community this is like our are just welcome hey here's what we'll go automatic we'll let it we'll let it run everywhere. So scroll down, and that's about it so now in the second step right what did we do we went, we went, we chose the budget we chose the location we chose the, the, the, the, the calendar. And then also we can put in our custom audiences we can exclude include. And then we can change the placement. That's all on the second step. This is the ad set level step two. Okay, and that's it. So now we click on next and we go to the third and final step. And then over here, what we're going to do is we're going to make sure that that Instagram account is is is connected which perfect perfect it is okay cool. So now over here. There's two different ways to run to run an ad okay so the way we did it that's way that's the way we always do that's one way to do it where we post it on the business page first, and then we come over here and run the ad. That's one way to do it. A second way to do it is to simply not post it there and pull it from your download folder for example. So as we come in here and we create ad, we're going to simply if you scroll down a little bit. You'll click on add video and it'll allow you to pull it from your computer. Right. That's the second way. The reason why I don't do it that way, pull it from the computer pull it from your download folder for example, is because that's what what what they call a dark post ad. So when ad is running, but it's nowhere on my business page, and it's just kind of running behind the scenes. It's it's running for sure, but it's just not on the business page. That's that's that's a dark post ad a lot of people run it that way.  I tend to live on the business page publicly forever.   Right. And when they see it they're going to see it with thousands of views. They're going to see it with hundreds of people that commented and click like for example right so that social proof lives on the page forever. I'm going to post it on the page first, and then come over here and run the ad. So here on the ad setup, rather than create ad, we're going to click that and go use existing post. And you know what let's go back to Facebook before we select post let's go back over here and see if it's on the page, because what I want to do real real quick is edit it. So let's let's try yeah try refreshing it. Okay, awesome. Perfect. So again, add number two and on will hold that phone horizontal because you notice the black borders on the left and right. Yeah, right. Now this is perfect for Instagram as we run Instagram ads because I'm going to teach you that as well. So as we run Instagram ads, that's the format for Instagram that's the dimension vertical. And as we run Instagram ads go back to the other to the as manager to the other tab. Click on Lakewood 15 miles to the left top left. So as we run Instagram, that's when we'll go scroll down we'll go back down to the placements, and we'll do manual placement will uncheck everything and only leave Instagram. That's how you run Instagram ads successfully, where you completely separate them. You let it run on it on its own only Instagram. So here's what we want to do first before we before we choose the post. We want to make sure that we put watch go back to go back to the newsfeed real quick click the home at the top top. Yeah, click that. So if you scroll down let's look for a video real quick, just any random. Okay, right here actually you can go back up to that one go back up a little bit right here. What we're going to add. This is an image but it's but it but it's for sure on video. What we're going to add is that bottom left. So you see the image and then bottom left you bottom right you see shot now but bottom left, you see that description optical eyeglasses dash Tijn, right that little brief description is what we want to add to every video every video that we're going to that we're going to run as an ad. And so it's not there right now so the way it is right now if we were to run the ad yours would be blank on the bottom left, but we want to add something there for sure so go back to your business page. And then what we're going to do is we're going to click the three dots and we're going to go to edit. So edit post. And then we're going to click on video options. And actually know that's a really good that was a really good thumbnail. So right to the video title video title, we're going to add something then and that's something super short, super. And in the future, we want it to be catchy, we want some type of catchy call to action in the future as we capture leads but in this one you could just put something simple, like, what did you put on the on the tech on the on the actual text you put. Just a quick hello. Yeah, a quick hello here it could be it could be something like that too just your local realtor just wanted to say hi or something like that like meet your local realtor Whitney or something like that your local realtor wanted to say hi, perfect, perfect, perfect. And then now click on. So if you go change thumbnail. If you go change thumbnail. Now Facebook scroll down choose from video. You can choose different parts of that's a really awesome one the one that's already on, but just in the future like sometimes you get stuck with your mouth open right that's an awesome one right there. But this is how you would change it in the future and again you always want to do it before you run the ad, because once we publish that ad you can't do this part no more. Okay, so so that's a good one. So we'll hit save. And we're good. So that was super super important adding the video title and then click save again, adding the video title and then change the thumbnail if needed, before we run the ad. Okay cool so we're good there so now let's go back and all we're going to do is simply go back to the ads manager and we're going to simply choose that post so if we go use existing posts we're going to click select post right below. Select post and there it is there. So we'll hit that and then we'll hit continue. And then, and then what we'll do to we don't have a lead capture page yet but what you can do is you can always scroll down just a bit. You can add button, and you can either add a send message button or you can add a learn more button and maybe just send them to your to your exp website for now if if anything, but go ahead and add a button just let's just add something. So you can go learn more or or send or send message but learn more if you do have an exp site right or send message. Yeah you can do that too. Perfect. Perfect. Cool so now you see that the bottom left your local realtor wanted to say hi. That wouldn't have been there before right now that would have been blank. So we're good there so now we're going to publish, and we're good. And actually, yeah we're good. Okay cool so publish, and then the last last part we want to do real quick, and you want to just get in the habit of doing this every single time so what we just did is we just uploaded to the business page we came over here and we made sure all the edits were done and then we came over here and published the ad. And then what we're going to do right after is going create the custom audience so we can start tracking everyone who's watching the video. So when this happens, you just clicked on the green button and then it gets stuck publishing one of three I had I see that happen every time. When that happens and it gets stuck like this all you do is open up another tab. So open up another tab let's go back to the ad manager in the in the in the folder. Yeah you can leave this one here, which is open up another tab and we'll go to the ads manager, and then we'll push it through from over here. So if you notice the blue button top right. That's what's what's review and publishes three. The three is the three levels campaigns, ad sets and ads. So because it got stuck at 24% of the other one. That's what that is so click on that. So we're going to just simply hit the green one publish and then it'll go through publishing one of three you'll see two or three and three three okay cool we're good. So now you can close that other tab that second one up there. Yeah, close out that one. Yeah, leave. Okay cool so now you're this one scheduled meaning it's already approved. So what did Facebook approve us on they approved us on the fact that we added the special ad category of housing. And they approved us on the on the objective of video views. If you click on the middle tab ad sets, these are our three tabs campaigns, ad sets and ads, and then you notice the title. So now it allows us to just look at the title and know exactly what ad that is. It's Lakewood 15 miles so that that you'll see there that's scheduled that's approved so they approve the targeting they approve the calendar the budget and all that the placement. And if you click on the ads, what they're in review what's processing and will be in review for a few hours is the video so now they're, they're checking the video to make sure there's there's no bat. I don't know if it's a if it's a machine that checks it or if it's actually someone that checks it because I've seen ads get rejected.  And then it'll also get rejected I have clients where they'll do they'll do they'll do like, like, do they'll do like tours like they'll do like interior, like walkthroughs of a property. I've had clients get rejected because as they're doing a walkthrough, there happens to be a wet bar in the kitchen for example and there's bottles back there, as we'll get rejected because of that too. So the video that would take a little longer that's why we always set the calendar for the next day, because this is going to take a little while to approve the video. Okay, so, so we're good there. Now what we want to do right away is create the custom audience. So we'll hit the three lines or you can go to your folder, either one but three lines and we'll go to audiences. Okay, perfect. Okay, so now over here, what we want to do is we want to click the green, I mean green, we want to click the blue button create audience to the left, and then we'll go custom audience. And then we're going to go video so yesterday we went Facebook page right so now we're going to go video. And then as we get our pages up will go website, but but really those are those are mainly from this point on you already did Facebook page yesterday so where do you have the audience for that that it never needs to be redone or reset up for any other ad that Facebook page is good. From this point on, all you're going to be doing is creating audiences for video and for website. It's really nothing else. Instagram account on Facebook listings events shopping none of that stuff. It's website video. That's it. So in this case we'll go video we'll hit next. And then what we're going to do is we're going to simply the engagement the first drop down we'll click on that. And these are the different. This is all the different percentages and in different amounts of time so three seconds 10 seconds 15 seconds. So based on the length of the video, like how long was that video a minute, 45 seconds 45 seconds. So, what we want to do is capture an audience of at least 15 seconds. So if you watched at least 15 seconds of that video you're going to see another ad. Okay, so we'll choose video top right, we'll click on choose videos, and then we'll simply. Actually it's the top right where you're in the painter page so we'll hit that drop down. We'll go down to yours, and we'll see all your videos so in the future, you can create, I would do them all separately because Facebook doesn't allow you to bunch all of them in one. But what I would do is I would, I would probably do them all, all separately. Yeah, yeah do them all separately so in this case just check that first one and they hit confirm. And then over here, the retention 365, what I would do on that is I would drop it I would drop it for sure down to down to 9090 is good 60 is good. 60 days anyone who's watched this video in a 60 day period is going to be in this audience, and then audience name intro video intro video, and then in parentheses 15 seconds. Okay, so this would be an audience say you'll always always retarget in every single ad you'll always retarget on the second step the ad set step will always put in this audience to retarget so create audience, and then done. And that's it so so this right here is is is what we want to focus on is custom audience building all these audiences to retarget or again exclude in the future. So that ad will go live tomorrow. And then our next our next step is to you know what, do you go to. Do you have a domain already or do you not have a domain already. I purchased one a while ago and my fiance was supposed to do it. I know about that find out which one you have and find out where where you purchased it. Because that that's what we want to do next is we can. We'll, we'll leave this one just for the video today, just so we don't, I don't overwhelm you with all this information but next we'll integrate the domain so Facebook can start tracking that domain. There's an integration that we got to do here on Facebook and and through the actual settings of where you purchased the domain so hopefully, hopefully you got through go daddy that's the most popular one. But whatever one you got it through it's all the same settings we log into wherever you purchased it from and then we get a code a piece of code from Facebook and then we add it to that domain, and Facebook and start tracking it. So, so this one is good to go and if anything do do another video real quick click on the create create audience click on the blue button and just do one more for the hell of it. Just do custom audience. And then let's go video. And then next and then just go choose a content type yep and we'll just go 15 will do 15 seconds for all of them. And then choose videos in the top right, and then just choose any of these other ones. Perfect perfect and then name it name it exactly what that was to those first time buyer or what was it first time home. Yeah first. Yeah, first time home buyer perfect and then in parentheses 15 seconds. So, even though, even though those were organic post and there wasn't a ton of views on them for example. It's still it's still okay to do this audience but in the future as you can see. When we run these ads on videos we're going to get literally thousands of people to view them. So the audience is so important to be able to track that and retarget those people in the future. Cool. Perfect. Awesome. So any questions on this what at all. No, okay, we're wild to like understand like be able to do it in my sleep. Yeah, nor do you have to right now that's why you got me so I'll walk you through all the stuff will be on these on these coaching calls for a while till this stuff really hits off for you. So, we'll let this one run and then our next our next one is you want to you want to for sure. I have my next Wednesday I'll have my open house for the New Year's weekend set up so we can do that one. Okay, so then so then okay perfect so then here's what we got to do on Wednesdays for Monday. Can we chat Monday. Yeah, Monday is when we'll activate the culture account. Okay, because that's when we'll need the pages for the open house. And then we'll, and then we'll just that yeah we'll just activate the 14 day trial on Monday and we'll we'll have yeah we'll have leads coming in before we even before the 14 day trial even ends. Perfect what what time works best for you. The same time actually is always perfect but I'm on your schedule so you tell me it's it's all good. 10 is perfect perfect let's do 10 Monday and I'll shoot you an email as well. But I'll be a message away if you need anything have a super super merry Christmas even though you've already celebrated it, but have a good time anyways. You have a good Christmas. It's stressful man I'm it's not even fun anymore dude I'm telling you it's not even fun anymore like it's so I'm just stressed out trying to get presents for kids and making sure everyone's okay it's it's a whole different.   You know, it's not even like, yeah it's a completely different.  Definitely have fun with your hubby and I'll be a message away if you need anything. Have a good one. Bye.


To all I am Bastiaan Redon. I am chairing the session on land governance and land administration, what is needed to scale up existing solutions. This is going to be a very nice discussion with cases from Colombia, Brazil, Benin, Mozambique, Uganda, Rwanda and India. I would say the biggest difference from this session to most of the sessions is that this is based on real experiences on improving land governance in different countries and mostly done by different agents, NGOs, the state, the escadaster and other organizations. So here we are really discussing what can be done to improve land administration systems in the countries. So come to it, it's going to be on the Thursday, the first session.


First question is from coach Carruthers. Would it be beneficial to train purely unilateral for a phase or two to combat? imbalances and increase overall strength. Yes. Yeah, great approach. 100% I am right now in the middle of my longest cycle of doing that for my lower body. So I Love squatting love deadlifting. I've did them for years got pretty good at both of them Especially the deadlift and I started noticing that I just had an imbalance between the two sides and it became glaring when I would do weighted Bulgarian split stance squats squats or lunges and it was glaring in the sense that it just felt different like my left foot when that was Forward felt different than when my right foot was forward. So I said to myself I'm not gonna squat at all until I feel super strong with lunges and Bulgarian split stance squats and so I'm probably Three or four months into just doing that and I'll tell you what the the leg development is good But what's better is my stability. I feel so much more balanced and I know when I go back to squatting I'm gonna feel that much stronger because of it. Oh, absolutely. It's gonna make you stronger I know it's the same thing And it happens so gradually, you know, like my my hips started to just barely rotate like ever so, you know Little little by little it became an exaggerated thing to where then, you know In the middle of the night, like I would get pains and things shooting down my leg and you know to Now I've learned to address it a little bit earlier and start, you know Doing more unilateral training because it does it provides so much more stability around my hips So that way when I'm doing these bilateral movements Everything's like working together Simultaneously you are able to produce more force to believe it makes you stronger So I was making a case for this a couple of years ago on here when we were talking about Bulgarian split squats and what a game changer it was for me and my squat It was when I was going through the whole mobility stuff. I did the same thing as Sal was I kind of stopped squatting with both feet and started doing splits split squats And it was it was a game changer for me And I think this is true even if you don't have a discrepancy and imbalances, right? So if you even if you have You know good symmetry and you're not off I still think there's a lot of value in unilateral training period, right? So doing one leg one arm at a time So I think everybody should face at least at least annually if not, you know every every couple months Throw in some training training blocks that are primarily unilateral So I find value in that for anybody even if you're not and if for sure if you have imbalances going on I think there's a ton of value. Yeah, and you wouldn't you're I think people will fear that they're gonna lose muscle Lose strength not at all. No, and you know, there's just there's this phenomena that happens with resistance training that identified a long time ago and every once in a while take advantage of it and that's when you do a new exercise You're not nearly as strong as you are when you do exercises. You're very familiar to now Why is it a good thing because the potential for progress is massive like when I do You know when I doing squats with 315 and I feel comfortable doing that and I haven't done Lunges in forever and then I get underneath a 105 pound barbell and do lunges my legs are getting real fatigued because it's a new skill That means as I'm learning as my body's getting used to it My progress from and that lunch is gonna go from 105 to 225 in a relatively short period of time I'm not gonna get that with my squat because I've I'm kind of tapping the ceiling with my squat So to speak really seem closer to it. So that potential for growth is there and what ends up happening when you add 50-60 pounds to an exercise as you get better at it is you just your body responds you get exceptional Results now one of the best ways to apply this by the way And this is something that you know Adam communicated a long time ago I thought was brilliant is make sure you start with your weaker side and use that and let that dictate How much weight and reps you do throughout the workout? Because what you don't want to do is you don't want to start with your strong side and then maintain the discrepancy between the two So let's give you an example Let's say I'm doing let's say I'm doing a Bulgarian split stand squat And I notice my left leg is much weaker and I can hold 30 pound dumbbells and only do eight reps with my left leg But with my right leg I can do 12 reps. I'm only gonna do eight I'm gonna stick to what my weaker side can do and allow that to catch up I'm not gonna do eight on my left and 12 on my right and just keep have them both grow But continue to maintain the you know the discrepancy between the two allow the weaker side to to dictate The weight and the reps and then watch what happens and start with the weak side start with it in the beginning of your workout You know studies show that how you prioritize your exercises, you know The exercise you do first in your workout tend to get the most gains Start with the weak side and allow that to happen and watch what happens and now visually What does this look like visually you start to develop more balance in your body your pecs match better your lats start to look like they match better your shoulders your your legs then when you go back to your Your compound movements. We're using a barbell and two arms and two legs all of a sudden like when you jump back you just feel Solid yeah, you feel way more solid and way more stable and then that allows you because here's the thing you want to consider Oftentimes what's holding you back from progressing is the weakest link in whatever it is in your body Your body will not allow you to progress past the weakest point So if the discrepancy between for example, your right and left leg is big That may be what's keeping your squat at whatever weight well And I think too like that's the problem is is you're thinking about how much weight You're actually moving and and people get get fixated on that But they don't realize this you're getting novelty gains. You're getting these gains that are actually like Building more support so that way when you go back to these other lifts that you're doing It's gonna feel more secure more stable like you're gonna be able to allow your your buys You'll be allowed to to produce more force to get stronger So it's a lot of times the missing piece to to getting past your your plateau. Oh totally single leg deadlifts another Phenomenal exercise.  Yeah


Welcome to Figments on Reality season two, episode four. It's actually, I think the 34th, various types of figments I've done in less than a year. That's amazing to me. And today I'm going to cover the waterfront, literally and figuratively. I've been looking at the headlines as I said I would and picked some topics that I think are worth addressing and looking both at what's new and what's really news. I think there's some confusion on that. So here's my list, or before we get to the list rather, let me talk about the concept for Figments on Reality for new viewers and I hope there's some of those. Hey, I'm a political. It's not that I don't care about politics. It's that I don't care to commentate on politics specifically because I think it dilutes the arguments that I want to make the views that I have. My politics are between me and the voting box. And secondly, I'm so tired of vitriol in today's world, I just don't want to be vitriolic and angry and hateful. When I talk about things, some things really do annoy me. There's a, sometimes say there's a global conspiracy to make me mad. You can use your own phrase there, I do. But that's not true and life isn't that bad. So now we can take a look at the topic list.  You see them all there. I'll click through those. And for in case you're viewing and want to fast forward or view and then want to return to the topic. I'll have a little header there for each one. So they're easy to find thinking about you, the viewer. The first topic is appropriate because today is the 6th of December 2021. And that means that tomorrow is the 80th anniversary of the Japanese attack on Pearl Harbor. I'd ask you to imagine that in the morning, the attack. I spend a lot of time on joint base Pearl Harbor Hickman. Every time I go there and see the Arizona Memorial, the Missouri battleship, where the surrender was signed in Tokyo Bay. I can't help but visualize how shocking and tragic it must have been. It wasn't just military casualties or many civilian casualties. Some from falling anti aircraft rounds. What goes up must come down and it did. So it was tragic in that sense. I can't imagine how they looked at their holiday season. After the attack with lots of darkness on the horizon and many defeats in the Philippines elsewhere, the Nazi threat in Europe. It must have been very difficult to see anything positive. And the reason I bring that up today is that this has not been a great couple of years with COVID and everything else, but it could be worse. And we need to be thankful for a blessing.  But it shouldn't be controversial to wish people well, but it seems it is that day. But let's, let's realize that we don't have it that bad or much less despite the challenges we face. And I'll talk about some of those challenges as well. In addition to the seventh, seventh of December 80th anniversary event tomorrow I'll attend the commissioning of the USS Daniel K. Inouye naval warship down at Pearl Harbor. And that's germane to the aftermath of the actual attack because like many Japanese Americans, Senator then later Senator Inouye, the congressional medal honor recipient had to fight for the opportunity to fight for his country. Think about that with tens of thousands of Japanese and Americans entered in camps around the country, and not here on Hawaii been in California principle. He still fought for the opportunity to fight. And I wanted to share that by being more inclusive in our society of all of our American citizens. And I'm not excluding immigrants and married to one but those who choose to fight for our country should be very respected regardless of any discriminator we've got. Pearl Harbor goes to a place that I'm affiliated with and I'm a member of the board of directors so I'm absolutely biased in this regard. And that's the Pearl Harbor Aviation Museum right there on Fort Island. We just held our annual fundraising gala. So it is in the headlines to some degree. We've never been there, go there. If you can't go there in person, attend FAM events virtually they have some great webinar webinars, a couple of which I've hosted on the battle midway and another one on underwater archeology of wrecked aircraft. It is a great place and it's on a unique place on a battlefield where the attack actually began and hangar 79 houses many of our exhibited aircraft, and it has the pock marks of the attack bullet holes, fragment chips out of the structure bullet holes in the window. And with the museum has a tremendous team of docents curators restores and staff. It's an educational experience that will be truly an experience something where you can take on board that moment those horrible moments of December 7, 1941. I mentioned hangar 79 one of the challenges museum faces is that's a historic building with a very leaky roof. It's a rainy week in Hawaii some storms flooding already on Maui and very heavy weather predicted for a while who later today. We've got to repair that and so the fundraising this year is focused on raise the roof and what they really mean is repair the roof, so that we can stabilize our exhibitry and better tell the story of Pearl Harbor and beyond. So please visit the Pearl Harbor Aviation Museum website and consider donating to that very worthy museum. The next topic I want to talk about I'm a little hesitant to because we're also darn tired of it and that's COVID-19 and the Omicron variant. We shouldn't be surprised that there is another variant that's what happens with viruses. And it appears that this is quite contagious, but not very deadly. I'm not aware of mild symptoms. I'm not aware of any specific Omicron variant deaths, but it's another challenge for our response to the pandemic. And as we make that response, I think the country and our officials at every level federal state municipal need to do a better job of risk benefit analysis because the disease is not the only risk. In total of restrictions, both personal psychological and economic are just as important as the disease itself. And there has to be a better balance in choosing what is done and what isn't done and on avoiding government overreach. The city of New York is about to impose a mandate for for vaccines from all private employees. And I'm sorry, I'm vaccinated thrice vaccinated. I believe in the vaccine, but that's government overreach telling people what they have to put in their body to work. I think there's a better solution. And that better solution is something I saw done in Chile, where they issue mobility cards. So, if you're vaccinated, you can get a card that allows you the opportunity to move freely and interact freely in society. And if you don't have the card there are certain things you can't do. I think that's a reasonable approach and less invasive than a broad mandate that makes you get a vaccine or excludes you arbitrarily, and makes you report your vaccine status the mobility card is a choice and many in Chile have chosen to get it. I think it's a better approach in a local note. I'm doing some business with the state of why requires interaction with the state capital. It's closed. It's still closed for the pandemic. And I do has to be mailed in mailed back mailed in. I'm on my third iteration that I don't understand that what's the risk state courts are open other many other offices are open state of why open your capital, get back to work. The state employees had priority for the vaccines. The capital should be open. And I really truly do not understand why it is still closed. So quick break, boy this is going pretty fast I may have to stretch it out but I want to tell you that figments our imagination next Monday December 13 to o'clock PM. This is my standard time for the live broadcast of course we will share the YouTube link for later viewing. We're going to kind of revisit imagining the unimaginable my black swan episode couple weeks ago did that. And now I'm going to talk about things that are personally unimaginable. I'm colleague at 15 fighter pilot who lost a son to suicide. And that's a tough topic to address but thankfully he's willing to do it and we're going to talk about the experience the lessons and some advice for those who have the opportunity still to avoid such a tragedy, but also for those who may experience one heavy stuff worth talking about. Back to the news. Great. We've got lots of tensions between China Taiwan and the US peripherally, not so peripherally and Russia in the Ukraine. Today it was announced that us is going to conduct a diplomatic boycott of the Beijing Olympics. And I suppose you can justify that I just say it's largely symbolic. And we've got to do other real things to deter Chinese adventurism, not to seek conflict in fact just the opposite with China. It's very important that our deterrence is effective, and that it's a balanced relationship with the country that's going to be part of a major part of this century, regardless of what we do. But the real deterrence is real important. We're concerned that we're ignoring the lessons of Pearl Harbor, and you can find some pieces on the internet that say that, and sticking with our legacy approaches in. First of all, it could happen the conflict between China and Taiwan, or a forceful reunification to use their preferred verbiage. And the US could easily be drawn in or excluded by the threat of Chinese weapons. We can't simply resort rely on legacy capabilities like aircraft carriers and, and other things. And my view is the most important capability to invest in is missile defense. I didn't used to feel that way 10 or 15 years ago when I was still in the Air Force. I didn't think it was as imperative as it is now, but when you look at the potential missile threat to US territory and one to the state of why and to the broader US, given the expanded missile and weapon capability that China is aggressively pursuing. I didn't deter that with effective and innovative defense costs money folks I understand that, but it is an imperative, if we're going to successfully deter conflict and forge a world where US and China truly coexist. And we avoid conflict pardon me we'll have a sip of hot tea and this cold wet morning on Russia Ukraine. The reports that Russia is planning to invade the Ukraine, even invade the Ukraine. That would be bad. And the US is actively trying to prevent that from happening happening but it could happen. I think that's my message on both China, Taiwan, and Russia, Ukraine, these things could happen folks. And we need to ensure that our elected leaders in our military are acknowledging the reality and not not simply wishing it away. Can't be caught by surprise like we were 80 years ago. To do that, we've got to complicate the risk benefit analysis, and it isn't pure military confrontation. I don't know that China will feel much pain from those symbolic diplomatic boycott, but there are other ways to complicate their risk benefit analysis. And the same for Russia. They have to recognize that it's not worth it. And across the spectrum, not purely military but economic diplomatic. Whatever ways they're adventurers and board I may overuse but if that's can be impeded and deterred, we have to pursue them aggressively and I'm not sure we should always put them in the news, by the way. I'm sure there's some secret diplomacy going on. I hope it's being worked hard and worked with it with a realistic sense that these, these things that seem unimaginable in 2021 are in fact possible. Part of getting ready for such circumstances is running our government so that we can have our capabilities. And, okay, this one does make me mad, not at a party because both parties have failed. But once again, the US government is running under a conditional resolution. A conditional resolution means that the Congress has failed to pass a budget. Again, not the first time. In fact, since 2020, since 2001, we've had continuing resolutions 15 times including this year, 15 times. The House likes to tout its power of the purse strings and the, the acquisition of funds and the distribution of funds is the power of the purse string that starts with the House of Representatives are founding fathers intended to have the money stay as close to the people who provided it, people like you and me through the House of Representatives. So the job starts there. It takes the Senate to pass a budget and get it implemented. They haven't done it for 15 times 15 times in the last 21 years. And we should all fail, folks, and we should all be mad as hell, because it costs us money. Yeah, there's the uncertainty. And at times we have government shutdowns where government workers aren't paid. But it costs us money because it introduces starts and stops in every government in many government activities, like defense procurement. And work formally for a defense contractor I know that costs money. That's money to our workforce it increases the price of what we're buying whether it's a bridge or a bomber.   So here's my proposal. I don't think term limits will ever be enacted I just, it's hard to imagine the political body, doing that itself an elected body. So I don't think they're going to be term limits anytime soon, but I have another idea. How about a mandatory performance requirement, where if a congressman enters office on a to represent a government and neither year is a budget passed in time to avoid the continuation, continuing resolution, they can't run for office, they can't run for reelection. We could have a similar criteria for the Senate, or four out of six, three out of six, you're out. You didn't do your job. It's not a matter of politics it's matter of performance. And they're not being held accountable. And some sort of restriction on seeking reelection. If you don't do your job. Make sense to me. And again, if that's not specific to a political party, or even an individual, but they have to perform, and they're not. Speaking of that speaking performance. Another area where I see recurring challenges in our elected officials is their departure from office whether for a term limit say governors or, or other offices that do in fact have term limits, or at the end of their career when they retire. I think for all elected officials who receive a pension from the state or the federal government. Those who elected them should have a chance to vote on the percentage of possible pension they get. So let's say somebody's leaving the House of Representatives after two or 20 years of service. Their constituents should have an opportunity vote in the, in the election they choose not to or not allowed to run for how much of their pension they get. They did a good and I think voters are pretty kind consider it but it's still their money. So if representative X did a great job maybe the voters vote 100% of the maximum possible pension, if they didn't. If they didn't vote 50 wouldn't want to make it zero. Well I, there are a couple cases where I might want to make it zero but that's not realistic. But they have we have to ensure that lame duck elected officials retain some skin in the game that they have something to lose if they don't do their jobs and I think that's one way to do. So, that's my idea right your congressman and propose it. Who knows. I am an optimist general. That said, it's hard to be optimistic sometimes when you look at things we've had in the news and in the past week. We've had to really preventable tragedies, both tragic in Wisconsin.  These are tragic in their own right they're perhaps doubly tragic, because both were completely preventable. In the parade rampage case, the perpetrator had was a career criminal. He had been let out on bond for $1,000, $1,000 didn't have to happen. He could have been incarcerated now. I think we have a problem with over incarceration or prisons are too full. But what that really is, is a failure to differentiate between those who truly pose a risk to society. And those who maybe are an annoyance or could be better dealt with in other ways, annoyance is an understatement if you're the victim but there are some people that belong in jail and don't belong out on $1,000 bail and this guy was one. In the school shooting case and it's hard man that's just sad as I can't imagine anything sadder. The parents appear to be culpable and have been charged with a crime, each of them and are held on $500,000 bail each of them for their role in providing the weapon and not impeding the sun but it appears the school is just as complicit. Because there were ample warning signs, and they didn't act upon them. They had him in his office. They suggested to the parents that the parents take him home and the parents refuse. And soon thereafter, he killed for his classmates. Well, why is that I think it's because of lawyers the school is afraid to be heavy handed. Because they might face a complaint or a lawsuit, that's my supposition. We'll see how it all plays out but the, the fact that we can litigate everything between a spilt cup of coffee and McDonald's that burns somebody because it's, here's a surprise, hot.  Sad, we have to be able to differentiate and do those things that are really important and to do that, we have to be less litigious more on that. And my last story that I want to talk about today is a little bit personal, and that's the conviction by a military court closed court of on son sushi in Myanmar, also known as Burma, and her sentence of four years now brought down upon appeal. That all happened pretty quick of to two years, but I had the opportunity to meet on son sushi in Myanmar. A couple times met her here in Hawaii and remarkable human being Nobel Prize lawyer, mixed to net slowly negative maybe negative reviews in her role in governing the new democracy in Myanmar, after the winter finally was proposed prior to them executing another military coup, but remarkable human being her crimes were two crimes one was incitement. And the other wait for was violating COVID restrictions. So an authoritarian government used COVID restrictions against one of their opponents. I don't think those who worry about government overreach on COVID restrictions are wrong. I am concerned about it. I mask up, I'm vaccinated, but I'm concerned about and I think, you know, allowing excessive power and I think the good examples this Matt vaccine mandate in New York City is dangerous and can have long term effects. So, okay, that's a long list of stuff that's been on my mind I invite you to write to me info at phase minus one dot com if you have stuff that's been on your mind that you'd like to talk about. But despite the long list and the daunting issues. Now it's time to talk about what would fig do what would I do. It'd be a realist not a pessimist. In the holiday season, we've got a wonderful family, and I'm much blessed by my family friends and the things I get to do, both on think tech and elsewhere. But you need to be a realist and that means to prepare for disasters that could happen like flooding and starting to rain really hard here and other issues protect yourself from the virus and do all that. And participate and participating in these matters is a question of voting vote vote only wants for election place that vote and a pine share your opinion in whatever way like I don't recommend Facebook I do recommend because it's just becomes part of the noise. I do recommend letters to your elected representatives or emails or however they seek voter feedback, and they all do. So vote and a pine. I think I'd like to go back to my discussion and the role of the law in limiting our ability to differentiate between the truly important and things that are not as important. We need to seek to make our country less litigious. I like that word litigious means we sue less years what it means I'm reading to you so I get it right. I think that's the adjective of relating to or characterized by litigation, pending to engage in lawsuits and flying to initiate lawsuits, given to the practice of pending and law, or finally fond of litigation. Wonder if you could hear the heavy rain around me right now. That's the way our country is right now and it's not good for our country. I don't have an easy answer. I'm not blaming the lawyers because the lawyers are lawyers because there's a market for them. But a broad goal of the entire population should be settling things before they get to the state of loss of lawsuits and litigation. And especially when they're relatively trivial things that can be solved without that approach. So, those are my thoughts holy cow it's time already we reached another, the end of another broadcast of pigments on reality. Thank you for your attention. I really think think tech life or allowing me to be a citizen journals, both in pigments on reality and as you'll see next week again, big events the power of imagination. Stay positive. Be prepared. I'll see you soon.


Hello, this presentation covers the section on teachers and learners and we're going to start off with teachers and we could start with a question, what makes a good teacher? I think every person that we ask if we ask them to provide us with ten things that might be in their list then we could come up with some things that are common to everyone. Studies that have been done throughout the world tend to come up with the top three being that the teacher is fair. Secondly that they have knowledge of the subject that they are teaching and finally that they can motivate the students to learn. So the role of the teacher within the classroom is going to be very wide and it will often change from moment to moment. In order to illustrate some of the things that the teacher could be doing at various times we're going to use some of the things that they might say or some of the things that they may write down and from those we'll have a look at the role of the teacher at that point in time. So the teacher may say for example, ok everyone stop and look at me and I will explain and the role of the teacher at that particular time is that of a manager. So the teacher is actually managing what is going on in the classroom. Second thing that they might say, ok you're going to work in pairs that's you and you and you and so on and so forth. So what the teacher is doing at this stage is actually acting as an organiser. So the example, the teacher may say something like that was an excellent point John and what he's doing there is acting as an assessor to the information that he's been given. For our fourth example something like good and what did you see at the cinema? So what we're doing here is we're moving information along and the teacher is acting as a prompter of information. Fifth example, those of all men, very good examples that you've given, my own worst nightmare is and the teacher is therefore becoming part of the class itself and we could call that acting as a participant. Next one, talking to a pair who are working, ok you're both nearly right but then go on to explain something. When working with individuals or with small groups you're acting more as a tutor than a teacher for the whole class. Next example, having done certain bits of work we can now say to the students ok now create your own postcard and the teacher there is acting as a facilitator. Example number eight, the teacher may say something like ok now listen carefully to the way in which I pronounce this word. So what the teacher is doing in this case is actually modelling the language acting as a model. For our final example, whilst an activity is going on the teacher may write a note to himself, John Lecker wrote to number nine in this particular activity so what the teacher is doing at this point in time is to act as a monitor for the class. So assessor, promptor, participant, tutor, facilitator, model and monitor are some of the roles that the teacher will play. Which role that you have at any particular time in a lesson just depends entirely on what is going on. So moving on from teachers to learners we need to bear in mind that our learners will bring different things to the classroom in terms of their experience in terms of their motivation to actually be there and in terms of their behaviour once they're actually there. So we're going to draw out a table of those different factors depending upon the student's age. We're going to split up our age groups into firstly what we'll call the young learners section and secondly the adults. Within the section of young learners we need to break those down further into some subgroups depending upon their age. So whilst different people may have different classifications for what they consider to be young learners we'll take it anywhere between the ages of 2 and 18 and we'll split them down into those subsections 2 to 7 years and 8 to 13 years and then finally 14 to 18 years. Within each of those age groups then what are the different motivations that these students bring to the classroom? What different experiences do they bring to the classroom and what types of behavioural differences are there? We'll try to give two examples for each of these. If we run through the 2 to 7 years for each of those three factors thinking about motivation in terms of motivation the 2 to 7 year olds one of the main motivators for them while at school is to actually please their teachers. The other motivating factor that they bring with them is that that particularly young age is the fact that they are keen. What experiences do they bring? Well obviously at that age their experiences are going to be limited in terms of life experiences and indeed at this very young age they may not even have mastered their own native language. We'll take that native language we call that L1 the language of their learning L2. What types of behavioural conditions do they bring to the classroom? Well obviously at that very young age they have a short attention span but they do have a great sense of fun and they do like to play. Let's run through now for the 8 to 13 year olds and what type of motivations do they bring to the classroom? Well at this particular age friends are becoming more important and this brings with it some positive and negative factors. Another thing about this particular age group is they can become self-absorbed. It's not unusual to see a 5 year old playing with a toy for hour after hour on an end without thinking about anything else. Moving on to their experiences that they've had obviously they will have gained some knowledge by the age of 13 of their own native language. In fact they'll be pretty along the way to everything they're ever going to know about it. Quite possibly they will have some second language knowledge through their teaching. What sort of behaviours do they have? Well between the ages of 13 in general they tend to be receptive to their teaching and secondly they tend to be a little less worried about making mistakes in their language learning at this age. Moving on to the 14 to 18 year olds so the adolescents their motivating factors tend to move away from themselves and more to their peers so peer pressure tends to become a bit of an issue and also we have the fact that they have to be there quite often at this age they don't have any choice about actually being there and that can create its own problems. Here they will have a good knowledge L1 and most likely they'll already had some learning of some form or other in L2. What about their behaviours? Well this can be a very difficult time for teenagers they tend to be self-conscious first of all and unlike these students at the younger age they tend to be less likely to take risks in front of their peers for fear of ashamed themselves. Then moving on to the whole different section of adults obviously in terms of motivation with an adult class they don't always have to be there they've often made the choice to be there because this is not always the case and secondly quite often this decision to actually be there is an economic one in other words by learning English they can greatly increase the income that they can produce. More often than not obviously they will bring a lot of experience to the classroom and they'll probably have had quite a lot of language learning experience. In terms of their behaviour because of their previous experiences they will either have had positive or negative previous experience in other words they may have certain behaviours that they're expecting to occur in these particular classes and secondly because they have been through lots of language learning before they will come with certain fixed expectations. One final consideration for the categorisation of your language learners is actually their language level so what language level are the students at. Assuming that your class is not a mixed ability class and more about that later then your students will have had some form of level test to put them into one type of category and typically there are five different levels of grouping and some common names that are given to these particular levels are level one the most basic level is called the starter group moving on from that elementary the next level beyond that level three the pre-intermediates and then on to four the intermediates and the top level the upper intermediates. What we can put here is some general characteristics of those learners within the starter level there are actually two categories and whether they be true starters they have no experience at all if you can think of a language that you have absolutely no experience in and can't say a single word of then you are a starter in that particular class there's another category within this one though which we call the false beginner the false beginner has actually had some exposure to the language being through TV, radio perhaps they've met tourists in a particular destination or so on and so forth or indeed perhaps they've been taught this language a long time ago and have not used it for a long time but they're still in the starter level the next level up in the elementary they will have a basic knowledge of things like subjects and verbs and a fairly limited vocabulary that will allow them to talk about a limited range of subjects moving on to the next level at the pre-intermediate they should be able to discuss a number of topics but within those discussions they will still make some basic errors in both language and vocabulary moving on to the level four at the intermediate students they should be able to discuss a large range of topics but there will still be some issues in terms of both their fluency and their accuracy and finally into the upper intermediate they should be able to discuss virtually anything that you can come up with and they should have a fair deal of fluency although there still will be some problems with accuracy


According to storage guru Fred Moore, 60 to 80% of all stored data is archival data, leading to the need for what he calls the infinite archive. And in this world, digital customers require inexpensive access to archive data that's protected. It's got to be available, durable. It's got to be able to scale and also has to support the governance and compliance edicts of the organizations. Welcome to this next session of the AWS Storage Day with theCUBE. I'm your host Dave Vellante. We're going to dig into the topic of archiving and digitally preserving data. And we're joined by Joe Fitzgerald, who's the general manager of Amazon S3 Glacier. Joe, welcome to the program. Hey, Dave, it's great to be here. Thanks for having me. Yeah, I remember early last decade AWS announced Glacier, got a lot of buzz. And since then you've evolved your archival storage services strategy and offerings. First question. Why should customers archive their data in AWS? That's a great question. I think Amazon S3 Glacier is a great place for customers to archive data. And I think the preface that you gave, I think covers a lot of the reasons why customers are looking to archive data on the cloud. We're finding a lot of customers have a lot of data. And if you think about it, most of the world's data is cold by nature. It's not data that you're accessing all the time. So if you don't have an archival story as part of your data strategy, I think you're missing out on a cost savings opportunity. So one of the reasons we're finding customers looking to move data S3 Glacier is because of cost. With Glacier Deep Archive, we have an industry leading price point of a dollar per terabyte per month. I think another reason that we're finding customers wanting to move data to the cloud into Glacier is because of the security, durability, and availability that we offer. Instead of having to worry about some of the most valuable data that your company has and worrying about that being in a tape library that doesn't get accessed very often on premises or offsite in a data locker that you don't really have access to. And we offer the best story in terms of the durability and security and availability of that data. And I think the other reason that we're finding customers wanting to move data to S3 Glacier is just the flexibility and agility that having your data in the cloud offers. A lot of the data you can put it in Deep Archive and have it sit there and not access it. But then if you have some sort of event that you want to access that data, you can get that back very quickly as well as put to power the rest of the AWS offerings, whether that's our compute offerings or machine learning and analytics offerings. So you just have like unmatched flexibility cost and durability of your data. So we're finding a lot of customers looking to optimize their business by moving their archive data to the cloud. So let's stick on the business case for a minute.  Clearly you mentioned several of the benefits but for those customers that may not be leaning in to archive data, how do they think about the cost benefit analysis? When you talk to customers, what are you hearing from them, the ones that have used your services to archive data? What are the benefits that they're getting? That's a great question. I think we find customers fall into a few different camps and use cases. And one thing that we recommend as a starting point is if you have a lot of data and you're not really familiar with your access patterns, like what part of the data is warm, what part is cold? We offer a storage class called S3 intelligent tiering. And what that storage class does is it optimizes the placement of that data and the cost of that data based on the access pattern. So if it's data that is accessed very regularly, it'll sit in one of the warmer storage tiers. If it's accessed infrequently, it'll move down into the infrequent access tier or into the archive or deep archive access tiers. So it's a great way for customers who are struggling to think about archive because it's not something that every customer thinks about every day to get automatic cost savings. And then for customers who have either larger amounts of data or better understand the access patterns, like some of the industries that we're seeing like in autonomous vehicles, they might have, they might generate like tons of training data from running the autonomous vehicles. And they kind of know, okay, this data, we're not actively using it, but it's also very valuable. They don't want to throw it away. They'll choose to move that data into an archive tier. So a lot of it kind of comes down to the degree to which you're able to easily understand the access pattern of the data to figure out which storage class and which archive storage class maps best to your use case. I get it. So if you add that deep archive tier, you automatically get the benefit thanks to the intelligent tiering. What about industry patterns? I mean, obviously highly regulated industries have compliance issues, data intensive industries are going to potentially have this because they want to lower costs, but do you see any patterns emerging? I mean, every industry kind of needs this, but are there any industries that are getting more bang from the buck that you see? I would say every industry definitely has archive data. So we have customers in every vertical segment. I think some of the ones that we're definitely seeing more activity from would be, media entertainment customers are a great fit for archive, if you think about, even like digital native studios who generate very high definition footage and they take all that footage, they produce the movie, but they have a lot of original data that they might reuse that you remaster, directors cut or to use later. They're finding archive is a great fit for that. So they're able to use S3 standard for their active production, but when they're done finishing a movie or production, they can take all that valuable original footage and move it in deep archive and just know that it's going to be there whenever they might need to use it. Another use case for seeing and media entertainment, kind of similar to that. And this is a good use case for S3 Glacier is if you have like sports footage from like the 60s and then there's like some sort of breaking news event about some athlete that you want to be able to cut a shot for the six o'clock news with S3 Glacier and expedited retrievals, you're able to kind of get like that, that data back in a couple of minutes. And that way you have the benefit of like very low cost archive storage but being able to get the immediacy of having some of that data back when you need it. So that's just some of the examples that we're seeing in terms of how customers are using archives. I love that example because the prevailing wisdom is the older data is, the less valuable it is. But if you can pull a clip up of Babe Ruth at the right time, even though it's a little grainy, wow, that's huge value for the... Yeah, I mean, we're finding like lots of customers that they've retained this data, they haven't known why they're going to need it. They just sort of intrinsically know this data is really valuable and we might need it. And then as they look for new opportunities and they're like, hey, we're going to remaster this and they've gone through a lot of digital transformation. So we're seeing companies have decades of original material moving to the cloud. We're also seeing fairly nascent startups who are also just generating lots of archive data. So it's just one of the many use cases we see for our customers, local nature. Yeah, data hoarders heaven, I love it. Okay, Joe, let's wrap up. Give us your closing thoughts, how you see the future of this business, where you want to take your business for your customers? I mean, mostly we just really want to help customers optimize their storage and realize the potential of their data. So for a lot of customers that really just comes down to knowing that S3 Glacier is a great and trusted place for their data and that they're able to kind of meet their compliance and regulatory needs. But for a lot of other customers, they're looking to kind of transform their business and reinvent themselves as they move to the cloud. And like, I think we're just excited by a lot of the emerging use cases and being able to find that flexibility of not having like very low cost storage as well as being able to get access to that data and hook it up into the other AWS services and really realize the potential of their data. 100%. I mean, we've seen it over the decades, cost drops, use cases explode. Thank you, Joe. Thanks so much for coming on theCUBE. Thanks a lot, David. It's been great being here. All right, keep it right there for more storage and data insights. You're watching AWS Storage Day on theCUBE.