Hello and welcome to the live streamer backstage podcast. I'm Alec Johnson And this is a weekly show where I interview fellow live streamers to understand how they're using live streaming as a tool in their business And to discover the tech the gear and the software that they use to produce great live shows My guest today is the man the myth the legend doc rock doc has been my content creation coach and mentor since I began my YouTube journey to use a cliche and I'm also happy to say he's a very good friend He's the community manager for ecamm and any ecamm live user will tell you that the community is one of its best features And doc is a driving force behind that community spirit and strength and so his role deserves high praise indeed He's also the founder of the let's get live community another community That I'm proud to be a part of which has helped provide a rapidly expanding platform for people to help one another learn And grow together if I were to list all of doc's prior experience and accolades There'd be no time left for the interview But what I will say is that he has a wealth of experience in the tech and content creation space as a trainer speaker writer Podcaster designer youtuber I could go on but I'll let him tell you a little bit more about that But what never ceases to amaze me about doc though is not so much his vast depth of knowledge But his information recall abilities I don't think I've ever heard him say I think I'll have to go and look that up It always seems that he has the answers right there and they are immediately immediate It is a truly rare ability aside from all the technology though His motivational speaking and coaching abilities have been the most valuable to me personally and I know for so many others as well In the various communities one of the most important things to understand as a content creator is your purpose What are you doing it for how is it serving you and how is it serving your audience? This is true for anything in life really But doc is very clear on his purpose now and he's been through a personal journey to get to that point And he's very good at helping others to dig deep to find their purpose And so that's what we'll be focused on in the show today as always. I'm really looking forward to the conversation So without further ado, let's welcome doc rock Hey doc, how are you doing? What's happening was cheers mate It's so so great to have you on the show doc and yeah Thanks for everything you've done for me personally over the past Few months and years it's been a real like real pleasure getting to know you more and that thanks again for being here yeah, it's been just over a year and It seems like it's longer though, right because like we talk all the time and I think that's the funny thing is I still hear people to this day say, you know, you can't make real friends on the internet I was like, you can't make real friends because you just suck The rest of us we can't you can do whatever you want like it's it's such a Hate to start with the cliches already, but that is a really limiting belief Right and these limiting beliefs is what has most people stuck Totally, I mean the people that I spend, you know, my closest friends now are people that I've never actually met It seems the people I spend most time with so definitely definitely true there Perhaps you could tell us a little bit more about I mean I think everyone who's watching this is yeah already knows you but there may well be some people Some few people on some out Far-flung places in the world who might never have heard from you about you So perhaps you can tell us a little bit more about your sort of background then and sort of how you came to get into Content creation and live streaming. I know that's quite a long story, but No, yeah, well, yeah, we'll give the what they call it the cliff-nosed version um, I have always been in and around entertainment because of either DJing or working Crew right what I mean by crew I was a Salman for a long time and my family owned an electronic store So we sold, you know TVs and stereos and stuff to consumer side, but we also sold broadcast equipment So for the TV stations and the movie producers and that that would come into town and needed equipment We sold and supported that and so I had those skills from a long time that I often did that You know in a job or a style situation for concerts or events or you know productions that would come into town Like I worked sound on the movie About John David Chapman, you know the guy that killed linen There's a doc you piece that was done on him for like IFC TV and I was a sound man for that whole movie, right? So I've been in it from just producing music in my closet with my friends to like Actual film and TV production used to do sound back the truck Which is like the gigantic board inside of a stadium that goes back to the truck that then turns to the satellite to send the picture to you Somewhere for like the Hawaii version of the Grammys, which is called the nahoku hono hono awards So yeah, I just have a lot of experience in this and When content creation started to become more and more disambiguated and regular people can do it I Was like I can teach from the technical side because I know so much about the technical side You know like I'm a mini Alex Lindsey not exactly as high in the same, but I've been pretty close, right and So yeah, it's like the dudes that been to the moon versus the guys has been the space. I'm on the moon But pretty close Yeah, I mean like I say it's it's the depth of knowledge that you've got that it's it's pretty pretty amazing really But it is this thing of as I mentioned in the intro It's this information recall because I've learned loads of stuff But I've also forgotten a load of stuff as well And it's I've got this unique ability of always seeming to have like, you know The information just always seems to be right there That is that I know that it mazes a lot of people and are riches in the chat as well And we've talked about it before it's quite phenomenal You know this gonna sound super crazy and I think it's because I Don't like to be challenged by other people's limiting beliefs Okay, so I was always told When I was a teenager that will you know Sit in the week because we's gonna affect your memory and it's gonna make you stupid or whatever So I was gonna be the we smoke and kid in class with the highest grades and impeachable memory Because they told me that it's impossible That's what I did I knew from a very young age like I think I started smoking I was like 13 I was like from that moment on I'm like I'm I'm not gonna ever forget anything because I just thought that was a really stupid thing to say about something And I didn't I never felt myself forgetting stuff. So I was like, why did they just it was fear It was the scare you into stuff or to make you think that you're gonna be done And so one of the funniest things was, you know in school when they start handing out the rankings And it's like I got the second highest GPA in the whole school and I'm missing it by like thousands of a point And then I just remember like laughing everybody go. Yeah, you know the stoner kid. Hi, you guys made fun of me I'm smart. Oh y'all. So all the parents that were telling their kids that kind of stuff I'm like, I'm smarter than you and your kids. And so you should stop telling those lies Yeah, so maybe that's where it comes from. I never thought about it till you said it Well, I can tell you that it's not just me like I say me and rich have talked about this before and I've talked about it with other people and It's it's people people notice this thing that is like the information just seems right there. It's pretty pretty amazing in terms of the like the the live streaming side of stuff, obviously you've been Community manager for ecam for is it coming up for two years now? But prior to that obviously really active in the community I mean the reason I found out about ecam was because of seeing you on that might break weekly which I understand You've just done earlier today as well, which is funny because I was on today, right? Yeah But that's that's where I found out that was my sort of gateway into into ecam But where did you where did you sort of make this sort of transition into doing live streaming as a more sort of Sort of full-time endeavor. I know that you've had a YouTube channel for years Where was the sort of pivot point where that became more of a focus for you? So it's funny because like I literally we kind of talked about a little bit today on Mac break weekly I've been live streaming since it became a thing like even when it was still in beta And I was almost getting ready to go work for Mac or media like before Final Cut became Apple there. It was a it was a Mac or media program, right? And I was on the radius rocket team at that time. That was more like nonlinear editing But they were already talking about like getting to be able to put video live and then when real player came out You know, I was in the programming stuff for real player at the time things like that I was always on betas for these various different programs 3d. Y'all don't remember 3di It was kind of like a Xbox CD style thing that had like interactive programming on it I was working in 3di. So been around it for a long time and when Pandemic hit and I realized a whole bunch of my friends were going to be stuck with inability to work I Was like I have the experience and the knowledge to help them Because although I at that time I wasn't currently live streaming I knew exactly what to do because again from the experience And you know from Justin TV and Vidler and all the kind of weird stuff that was out back in the day black a babble Right, so I was like, okay. Let me go in and oh blabber. Sorry babble is language Let me go in and help these people and I started with my DJ friends because so we did a show DJs live streaming Trying to teach all my DJ friends like what are you gonna do now all night clubs and weddings and concerts have just been shut down Well, there are companies doing work from home parties and they were doing things like on Fridays Let's do something fun like we would have done in the company Oh, let's get somebody to come and DJ and these guys didn't know but you just hired a DJ and they would come and DJ over zoom Mm-hmm, right so I was showing people how to do that and that got me to Ecamm and Once you're in ecamm, you know how the community works right people start asking questions about mics I sold mics for 26 years. I know what to do. What about cameras? I sold so many cameras for 26 years. I know what to do So it just became a process of being able to share just the information that was stuck in my head and me not being bored in the house Yeah, I think that's a common thing for a lot of people that you know over the pandemic a lot of people look into these sort of things to take their whole businesses online and you know Translate over what they were doing previously in the in the real world as it were onto onto online and I guess that's That's part of the sort of driver of the growth of ecamm recently as well that so many people were doing that Just talking about the ecamm community specifically though I mean it's something quite exceptional and so, you know, I know you haven't got necessarily got your ecamm hat on today But as the community man wearing a shirt, you are wearing a shirt. Yeah, I mean it is quite phenomenal I don't know of any other sort of community based around a piece of software quite like it I've certainly never found anything and you know, I've been in a number of different communities for different different pieces of software that I'm really passionate about but what do you think it is about and Obviously the community manager, but about ecamm as well that is It sort of drives that that really close bond that everyone seems to have everyone is so willing to help each other Everyone's so willing to also, you know, encouraging to one another and and celebrates each other's wins What what do you think the the secret source is there or am I getting you? Maybe three things I'll start with the first one Once you know and you kind of do adjacent Ken and Glenn It is a full representation of them, right? They are the most caring giving and they want everybody to have the best, you know Possible for them and they have the skills to make that happen. So they're just gonna pour that out there That was evident to me as a user literally like two days after I got the program and Everyone was talking about like on my picture and how come my picture is so nice I'm like, wow connected with a cam link and they're like, well, what's a cam link? So I'll put out, you know, my Amazon link sold like 40 cam links that day and then within the next week Cam links are gone nowhere to be found, right? And at the time that I came into the group, we're at about 1500 people tops, right? In that next week, we're gone from 1500 people to like 3000 people in a couple weeks after that We're at, you know 4,000 people in about a month after that we're at 5,000 so all these people are in and nobody can get cam links And then so we were looking at the $20 Amazon clones and even they were becoming hard to get and so it must have been I Want to say four or five days in the user e-cam Ken and Glenn are like, oh everyone's having a hard time finding cam links I'll hold my beer They rewrote e-cam and made it so that it just works with the USB that's built into many of the cameras And I was like, I've never seen a Company put forth that level of pivot in order to serve their community that quickly So I already knew it was going to be dope then and I think that the second thing was that that's the second the third thing was So many of us jumped in all at the same time So Outside of our personal skills with the photographers or the sound people or the DJs or the graphic designers the marshals The myself's, you know, the limwell, right? He was the photographer marshals designer I'm sort of like the DJ guy and Bradley was another designer like we found this sort of Toolchess of all these people that had these Independent skills, but the other people lacked another part. So we voltroned really really quickly and I think because we all came in so many of us at the same time It'll that just became the culture of the community where no one person knew everything You know, everybody was sort of doing their best voltron part and you know, even you know, like when you come in You bring a teaching style to the table a level of organization to the table, right? Michelle pops in She brings a level of organization to the table. Keeley pops in she brings a level of sass She has a very good way of looking at things differently From the various heights, right, you know, I don't have to explain David I went to you, but you know, the you know, the 50,000 feet the 30,000 feet 20,000 10,000 Keeley seems to be able to see all of those Various levels and are able to come up with scenarios around that Dina much similar to Keeley But she also brings the I've been working with high-level software for Years so I know the software side of it as well as the user side of it and here's how we bridge those gaps So I think that was really cool about the ecamp community is we were able to Blend all of our stuff together to just come up with that sauce Got you that makes so much sense now that you've sort of laid it all out like that I mean, I was just one of the lucky ones who came in like after it was All had this that sort of that sort of family vibe to it. I mean, it's the ecamp You know, it's like it's like pot that you could put whatever in it. Yeah, all the ingredients are good. It's better Yeah, right. So there's any community can make pot I just throw everybody stuff together And if everybody's just kind of basic ingredients, you get it's a decent, you know, like, you know Decent restaurant in California Pad Thai, they think they're doing it right, but it's wrong And then you get all top quality ingredients and you get that, you know Michelin star level street food vendor to give you that part time. Yeah So like I we're kind of the latter more than the former Yeah, but it is that thing that you mentioned as well, though But because everyone is actually willing to help because you do get some communities that are full of really skillful people that have Got a scarcity mentality and they don't want to share information and stuff So is that it is that sharing aspect that comes with all of that amazing sort of talent I mean one of the things that I've found that, you know doing this this podcast and interviewing so many of these sort of Really amazing community members who all of these people have been and is that Yeah, they've they've all got such an amazing sort of just like you at history of Skills and knowledge that they're all bringing to the table. So yeah, it makes makes total sense You know, no, here's another thing that was funny. I just thought about you recently talked to Alicia Oh, Alicia was coming from he has the music part. Why right? Lisa was amazing musician, right? But he had the level of okay, I want to learn all of this stuff Yeah, I don't know any of this but he had the vulnerability to be like, okay Everyone wants to ask this question, but they won't ask because they're afraid to look foolish Yeah, he was willing to be the jester in that particular case He was willing to be foolish for everyone else so that they could learn how to do it so even He kind of knew what he was doing from the entertainer side of it the technical side of it Alicia put his pride away to let himself be the person asking questions Everybody else was afraid of and that made everyone feel like they could ask whatever Yes, right and he was very very good at that and I think a lot of people don't realize that but At the time that it was happening It was perfect because we were screaming like every day just like Working out better things better things better things. So it was it was a community effort honestly I just want to take a moment to talk about ecamm live This is the live production max software that we're using to live stream and record this podcast in my opinion It is the best live streaming and recording software on the market today. So what exactly does it do? Well, essentially it allows you to control the content that you're including in your video Be it a live stream or a recorded video and you do this by building out different scenes that contain the content That you want to show this content may be a feed from your camera or indeed multiple cameras Or you may be sharing a screen Which is what I do a lot of in my tutorial style videos that I make for my take one tech YouTube channel You can share the screen from a second computer or maybe even a gaming console if you are a live streaming gamer And just as we are doing in this podcast You can also bring in guests using ecamm lives built-in interview mode where guests can join from a browser And you can then incorporate their video and audio into your production finally You can add all kinds of additional graphical and animated overlay elements and even movies to really add a level of branded Professionalism that would be hard to achieve in any other way the real magic happens though when you hit that record or go live button Because then you are able to seamlessly switch back and forth between all of the scenes that you've created and indeed This is how all of the videos have been created for my take one tech YouTube channel And the reason it's called take one tech by the way is because all of the videos are made in one take with no edits I just hit record make the video and as soon as I hit the end recording button The file is there and ready to be uploaded straight to YouTube What I love about ecamm is not just the ease of use that it has when compared to other live streaming software But also the greater flexibility it gives in terms of layouts and designs that you can create for your shows when compared to some of the Hardware streaming solutions and one thing that makes ecamm great specifically for podcasts is the fact that it has the ability to record Isolated audio tracks so once we finish recording this podcast I'll have a separate audio file for me my guests and any other audio tracks that have been a part of the recording that makes the editing and Repurposing of the content for the podcast so much more streamlined It does have another little trick up its sleeve though, and that is its virtual camera feature This allows you to take the video output from ecamm live straight into Communication apps like zoom microsoft teams discord and so on this means that rather than just appearing in zoom meetings with a regular camera Feed you can now show up with all of the amazing Production values that ecamm live gives you and deliver that straight into your zoom meeting and trust me when you rock up to a zoom meeting with ecamm The other participants will be truly amazed so whether for live streaming recorded video content or to level up your zoom game I highly recommend that you give ecamm live ago You can get a free trial by going to take one tech dot i o slash ecamm. That's e c a double m take one tech dot I o slash ecamm and of course you can find a link to that in the show notes as well You will certainly not regret giving it a go now. Let's get back to the show. Perhaps we can talk then about You know, you've got it on a t-shirt. Maybe not today, but intent and purpose and what's been your sort of path to You know the evolution of you've talked before about you know your youtube channel and how that's developed and You know finding your direction in terms of content creation and what's been your journey with that and How have you how did you discover that I? Came to a realization. I don't even remember when but I came to a realization that hard work was not enough and Okay, during the late 80s to about early 2000s. I was in hip-hop group right and We open for all the major acts of that time period So i've opened for jazzy jeff and the fresh prince i've opened for lisa lisa and the cold jam sweet sensation cover girls public enemy Tone loke run dmc ice cube iced tea all of the ices I mean like all the way down to like freaking new kids on the block right so we opened up for all of these different people casey and jojo like there. I had so many in my head. I can't even think of them all and Everyone told us how talented we are and we should hurry up and get our demo together right? We were having fun We were working hard. We were practicing. We were writing our songs and we were having fun There was never this intent to become like a professional Group or have an album or whatever So even when we recorded an album the amount of work we put into it was important But I don't think we had the full intention because we were Also jockeying party and like rock stars going out with our girlfriends going to school Working hanging out with the family that kind of stuff It wasn't this thing like you know, I locked myself in the basement for three weeks and created an album like we just You know, we just we just didn't do that right? We were too busy having fun and having a good time so after we officially got our demo out and And one of our people that was quote-unquote helping us took our our one inch and went to florida to go shop it And the tapes got washed away in hurricane Andrew or hugo or one of those a-holes And it was deflating but I think because we never had that intention To make it quote-unquote big time There was no thing about okay. Let's get back in the studio and redo it You know, we we had all of the songs we had been singing them thousands of times like we knew exactly what to do We could have went right back in the studio and having known what we did We could have recreated the entire album in like two days and we didn't and then so After I stopped doing that and I was just doing my club DJ thing people were like man, what happened to you guys? You guys were so good. You guys were everywhere every concert every, you know farm carnival like whatever you guys were all over the map and even things like going to go to california with uh, babyface and his wife tracy To do a movie, you know premiere and getting one of our groups that we were working with have their song inside of a movie And like like why why would you guys just not go back into it? Well, because at that time it was something fun that we were doing So having seen stuff like that passed me by At one moment I got up and I realized the hard work wasn't enough.  And so I think purpose is the same thing It wasn't my purpose to share my musical talents with the world My purpose was party like a rock star Drink play golf make a lot of money doing concerts and spend it, you know doing all this other stuff. So Have not having that purpose also blown away. So I Cram to understand like how what influence would have had on the world had I gone through My musical journey when I actually had the contemporaries and hip-hop That would love when they would come in and visit with us and tell my friend CJ myself and my friend ace That we had every opportunity to be out there then as a professional DJ And I hear someone a crap that came out after we stopped gigging and we were better than that Oh Yeah, that that part hurt a little bit. You know what I'm saying? So I don't know exactly what it was. Maybe it was when when ace passed away Realizing that we we blew a shot from not being hyper focused I think I looked at things a little bit differently as far as what the time frame is Because hey, I lost one of my bandmates in his 40s and that was silly, you know So maybe that's what it was. I never I never really thought about it Stop asking me questions. They're bringing all stuff And so in terms of the the actual, you know, your your Purpose with content creation and what you're doing with, you know, let's get live and all of that kind of thing Where did where did that come from? You know, where did you actually sort of distill that down? Because I know you have got a very sort of clear purpose there So perhaps you can tell us like what that is and And probably the same And this was crazy because I never thought about this because I just say it, right? I don't really talk about the origin story But it's probably the same Realizing I had that talent and even the hookups to let that talent happen and you know, uh, I was at the the music awards with the entire you know, uh Def Jam posse Two days before biggie got shot like I was in that circle I came home that day because my boss and my partner radio did not want to do the show by themselves They made me come home Like I would I literally would have been in that exact same motorcade When biggie got shot So maybe it's the concept of knowing that I was at this level three feet from gold You know that terrible And I didn't dig it through From not being on purpose and I'm like there's so many people With talent skills story to tell whatever that would be gifts that could be shared with the world And get other people to then lift themselves up because of somebody's shared a gift that they have And now I've come to the conclusion that it is selfish And stingy to let your fears and your hangups or whatever stop you from putting out greatness into the world So I never again, thank you for the therapy session that I'm not paying for I really don't think I ever put why but it might have been When ace passed away and you know, my buddy CJ and I talked and like like how how could I be so selfish To let the talent that we have never hit the face of the earth because we were too busy clowning and not being on purpose So to have a story to tell And not share it because it's some wack fear that somebody else put on you To have a skill that you can teach people how to save money by switching the guy go But then you don't put that out because you're afraid to be on camera Those are just selfish.  Okay, so to be born with that level of Uh apathy empathy sympathy all of the thieves and keep them thieves to my damn self. That's just rude Just rude Right. So if you care like that then do something about it like put it out there and use it to Bring people forward, right?  Well, that that was slide, right? Um, so every person is put on this planet in some way shape or form to share something do something give to something and To not do it because somebody took something from you Is just wrong. I used to give mad at my friends who like i'm going to give up dating.   I'm not paying for this crap Sorry So one of the other things then let's let's bring it round to this thing of like helping others to find their purpose Because that is the other thing that you're great at is actually giving inspiring insightful questions to actually sort of draw that out of people And you know in our in our sessions that we have either one to one or with You know the the group sessions that we have as you know in the drop squad And you know other little groups It's this thing of you know asking these insightful questions So how how what what sort of advice would you give to people who are in that position where they maybe aren't entirely clear on? You know what their purpose is or you know, maybe they decide that they they're starting this for some reason But they they may be quite can't quite entirely justify or aren't quite sure on that What what is some advice that you could give to people like that in terms of how to find this kind of thing? Okay, so finding your purpose Yeah, that's a little bit difficult. There's a lot of different ways to do it But I have a general formula and I think There's some Trying to think of what's the proper words. There's some mix up between this understanding of like passion and purpose and things like that Purpose is above passion I have a passion for Manchester United I ain't gonna run next to christian And then try to put a ball in the net like my knees don't do that no more doesn't kill my passion for Manchester United not a drip but I might have a purpose say of getting more You know americans That football is round and not oblong Right, and so I would start a podcast And I would create videos and not explain the off-size rules that no even freaking british people the norm They made the damn game up Uh, I would you know Show how maybe you think it's boring because you've been watching college stuff on espm But in a beautiful game like the epl which is the pinnacle Uh, those games ain't boring those games like they rock and there's a lot to it I would explain things like you know the average player runs between 15 and 20 kilometers per game Like that is insanity You know Then you could you imagine every time three times a week playing a sport that has you running You know almost 20 kilometers every time no matter what win lose or draw Like so there's a lot more skill To what goes in the game, but because of other people letting other people say dumb stuff about soccer Majority of our country pays no attention to it. Here's the silly part. We all played it up until high school We had to it was part of gym And we loved it. It was fun throwing elbows and you know doing whatever getting a little orange slices at halftime But once you pass high school, it wasn't really a collegiate thing depending on where you live And you started hearing guys on espm poo poo it you hear guys at the other sports club poo poo it And it goes away goes away and eventually the whole country things horribly about a sport That's older than our freaking country You know what i'm saying and Then you come you think to yourself the only realization is maybe the reason why I get poo poo here The guys on tv started it is because they don't get commercials Oh No, it makes sense You know it starts to make sense right of course when we got good at it and we started hitting the world cup Oh, then things changed a little bit right when the girls dominate the world cup like I don't know the last five in the row Now there's people paying attention to it. So you see sometimes You have to get past this quote-unquote passion thing and understand what the purpose is when mbc Decided to put some effort into actually working at this The sport blew up right now Mls apple just bought the rights to mls It's going to be part of apple tv Right now when apple gets ahold of it. You think it's still going to be the way it is No, because they're going in there with the intent of growing this And not sitting on the laurels of these other sports already exists the sports market is saturated No one in america is ever going to really watch soccer You know and now it's one of the hugest growing things out there. So You watch it happen all the time in the regular Say mercantile world, but we get sidetracked by again the other people putting stuff into our head So I guess my primary takeaway Is Once you know what that purpose is and there again, there's lots of exercises you can do to help you figure it out It's mostly what would you do that you love doing so much that you can get paid for But you would actually do it for free That's the easiest Nut shell around it. So there's somebody listening to this right now That makes really really incredible chocolate chip cookies and they get excited every time somebody says, hey, can you make me a batch? But they haven't turned it into a business yet Yeah, that's probably the one you probably could purpose and intent build the next mrs. Fields And just haven't thought about it because you're too busy just enjoying the back rubs you get from it Instead of you know turning it into something that can fulfill itself and allow you to share more your dope cookies with the world Hopefully with a little bit of that stuff I talked about earlier in it Perhaps you could talk about icky guy a little bit because this is something that I've you know been Really interested in since I first since the the idea came across my my path whenever it was over many years ago But um that sort of ties in I think quite nicely with this with you know A couple of extra sort of elements in there Perhaps you could talk a little bit to that because I know it's something I mean I think you know this because you know me and generally when I'm talking about it I am talking about icky guy, but I try not to This is one of the weird ones I try not to use the the words itself Number one because it's misquoted and misexplained so many times and number two. I don't want People to feel like you need some special skill or You know some some special whatever to do it. This is just the way things are in japan This is how people live, right? um And it's it's actually an okinawan thing that gets played off as a japan thing because we love to oversimplify stuff Like okinawan japan are completely different like us portuguese and mexicans. We're different We both speak spanish, but we don't even understand each other half the time Right. There's a market difference, but to the oversimplify things for the american palette It kind of ruins part of You know icky guy I hate the fact that it's becoming so popular right now because it's a little bit weird But it's this idea of take what you love And what the world needs and what you could be paid for and what you're good at and in the middle Where those um vendizels crisscross There's your passion your mission your vocation your profession And the sweet spot in the middle of all of those vendizel diagrams is your icky guy your absolute purpose in life so If you were looking for a good way to get started you can go online right now and just say look for like free icky guy worksheet And just fill out those boxes like what do you love? I love communicating with people and and talking to stories and listening to stories What does the world need the world needs better understanding of the individual humans around them and stop putting themselves in these siloed parties And be like I can't like them because you know They are a donkey. Well, I can't like them because they're an elephant, right? Like the world leads less of this separation and more inclusion So I love hearing stories and telling stories And the world needs to understand each other better. What's a great way for them to understand each other stories? All right, cool. Uh, what are you good at? I am good at presenting So I'm good at presenting stories. Uh, what else are you good at? I have a voice made for radio So I can present stories with the voice that it's kind of easy to pay attention to. Um, What else can you do? I'm good at teaching Oh Okay, so good at teaching good at telling stories good at presenting stories And what the world needs more people need to hear stories. So how do you get paid? I'm going to teach people how to tell stories bingo bingo pickle mango icky guy I think I think it's worth, you know touching on that because It it does have those extra couple of elements about you know finding this thing of You know as well as just the the passion and what you're good at and what you love doing It's those extra elements that sort of tie it all together. Yeah, you can actually Do this sort of long term I mean, it's something that I found recently that the um my My side little project was this youtube channel Um, but it was through you know sessions with you and so on that I've come to realize that Actually, this is the thing that I find the most joy in doing and I can actually craft an entire business out of this as well And so I've definitely had a a shift of focus over the you know the months of You know sessions and and so on so it's been a real a real sort of journey for me to to to realize that out of this And that yeah, I can actually make something more of it and it comes from Exactly the sort of thing that you've just outlined Well, because okay, so you you realize now through that like having the passion I see having the passion without the mission So I think purpose is passion is passion. I just love this. Okay The mission is what are you going to do with the fact that you love it? right and From that if you're able to generate Uh A gospel if you will something that you can share and spread with the world that becomes the vocation side of it, right? That's what vocation is really about If you put those together that becomes your profession Your profession is going out and teaching something that you're highly passionate about because you have a mission to increase People's say technical capabilities, right or their technical literacy if you will So those things once together that middle spot that sweet spot in the middle that becomes your icky guy so the passion without the mission is Already horrible, but then if you got the passion and the mission, but you lack the self-discipline aka the vocation Purpose without discipline is straight up meaningless Right like like could you imagine? um Tom Brady like just his skillful quarterback, but I have no intention on playing football I mean the people in massachusetts would have nothing to talk about You know like he brought them six super balls because he added that that vocation he added that work ethic He added that that level of Of self-discipline that allowed him to get to the level where he could win six super balls and basically change the world You know, there are people out here who swear. He didn't deflate those balls. He did Sorry, that's my raiders part leaking out It's it's a weird it's a weird space it's it's because it's so simple But it seems complicated.  They can let their freak flag fly if you will so They don't have to seem like they're different or weird or whatever come to find out whatever you're into A whole bunch of people are into it like you It's really strange, but it's a thing. I remember Maybe like 15 20 years ago. I was going through this cobalt blue phase. I don't know why But I was in love with cobalt blue it became like it was everything blue bottles It might have been zima when it came in the blue bottle But for some reason I was on that kick and I remember Like my friends used to make fun of me and I wouldn't really talk about it because I was a little bit psycho about the color cobalt blue and I remember going somewhere and I was uh talking to this person at the time I'm working in insurance and I was trying to sell them an all-state policy and I remember saying oh look it's a really cool, uh bottle you have over there And they're like what bottle and I was like oh the cobalt blue and like I for some reason I don't know what it is, but I have this thing about cobalt And the guy was like really okay hold on takes me into another room Has a collection of cobalt bottles from when they first came out all the way to now Like ancient ancient bottles bottles worth thousands of dollars because you've been collecting cobalt blue bottles The randomness of finding someone else who was into this cope and I was just a color But he connected it to his bottle and then yeah, I closed the sale You know and that sale is worth a bunch of policies So I get to go back, you know to the office and be like hey look what I did today How'd you pull that off? We've been talking to that guy for years cobalt blue What?  So you never know This is why you never know whose whose Spark you're going to spark by telling your story.  So yeah, it's just been been a pleasure to be a part of that and to see To see that in action Thank you. I appreciate it. It's it's It's really weird because oftentimes when i'm doing it like it's not top of mind anymore It's just second nature and Like dragging stuff out of people to get them to tell their stories or stand up or share or whatever I don't feel like it requires the same level of effort as before now. I think it's almost on automatic Which is both positive and negative like you you do want to do things intentionally You don't want them to become so automatic that you don't have systems in place and things like that to keep it going But it is more comfortable for me to drag someone out of their shell now You know what I mean, and I kind of get a kick out of it Especially the ones that swear have been down that there just ain't like this You know the people that are afraid. I don't want to be on camera. I don't want to do this I don't know. Okay, katie now what? She's on the podcast You know she's out here like three four times a week. She got two of her own shows now So it was funny. It's like no, you're not you're here. You could do all this stuff I don't like doing that stuff. That was exactly the conversation when I got hired And now katie is out there like you're just having a good old time and making friends and taking names, right? So yeah, I I get a kick out of seeing that kind of change That's it's it's so cool. Katie's yeah, Katie's doing awesome. It's great to great to see you stepping up and doing so many live streams now And I like you just said she's so awesome. Imagine her keeping that to herself because someone said To her a long time ago that oh being afraid on cameras normal. Yeah, yeah You see what I'm saying The gift that katie is would not be shared in the world if she listened to the nonsense somebody else put in her head That's what I think.   Don't say that. It's not a real word Somebody made that mess up because it helps control some other people Like every single person in this planet is an actual ambivert All of us ain't nobody shy somebody told you that ain't nobody like I only I don't like being around people because I get No, somebody put that on you take find out who did it Dig deep in your brain meditate on it pray on it do whatever find out who did it forgive them and forget that they ever told you that because I guarantee you if I put a a Pelican case and I open it up and it has a million dollars in it First of all, you can't fit a million dollars in a single case movie people. Would you stop that crap? Million dollars weighs a lot. Okay. Anyway, if I can open up a thing and there's a check for a million dollars And us too, right? Can we give you we'll start with a good currency and I told you like, okay You can get this But you have to speak Rhapsodically from the top of your brain for 24 hours straight and don't stop I bet you every single person can do it. Oh by the way, there's going to be cameras in the crowd of people No problem. Show me the case. Not a problem. Yeah Not a problem. You'd be like And just come out you start well backing in and then miss rosin and I remember when she first gave us the algebra problems Like you'll be you'll be like an eight-year-old telling about dinosaurs So stop it with the lies because when you're given an opportunity to talk about that thing that you love Which are picking on Katie again is them socks. Yo, she could tell you everything there is to know about these socks That's so so true So true it almost seems like Deflationary to start talking about tech But I do always like to have a little section at the end where we talk about like your setup And I think that what you've said there is just the perfect point to wrap up the You know that side of things and just have a quick chat about, you know, your studio setup because it's something that has Has influenced me. I mean, I've got I'm I'm sort of a few steps behind you So whenever you get some new lights, it's like, okay, I'll put those on my list I've got the pavo tubes behind me. Then you get some longer ones. It's like, right, right those on my list so Perhaps you could talk a little bit about the evolution of that as well and um, you know I know you went through the green screen phase as I as I did at some point So perhaps you could just talk a little bit about that the evolution and where you are and and also where you see it sort of developing So I didn't really think about this again until you sort of bring it up I think I started the green screen evolution Because back when I started it It was hard to do and it's still hard to do but it was hard to do and not everybody could right so The fact that I knew how because I did come from broadcast space I was like I could do this because it's going to be the level up because most people can't do it, right I had the 1k lights. I had the 4k cameras. I had everything you need to do green screen correctly And I realized that when I would go into to post production And I edit my whole show together and then I got to sit there and key it for like an hour It was stupid I was like, this is wasting time I'm gonna have the episode up and back then uploading the video to youtube took some time too so To go through all of those changes and you upload the video And then you're like, oh my god. I miss keying one of the clips because even adjustment layers wasn't a thing yet Right.  All right, bet so it just became like a black rag on a wire rack and I just kept adding to it a little bit from there changed the microphone, right upgraded the mic Then upgraded to a different mic then added some different lights and then added some color splash and You know working way around until you got the fancy neon sign in the big screen tv And old bertha over here with all my cameras in it And I think that's the way to do it I think going and taking out a second morgan's and dumping a bunch of stuff all at once Not a good look because you're not going to learn how to use the tools properly So this is one of those things you can't just throw money at You just can't so even if someone said, okay, I'll give you 50 grand to bless your studio So most people don't even have that list ready of what next So they're just going to go buy a bunch of stuff and don't know how they work Don't know how they interact, right? Of course, that's what they got you for But yeah, it's important that you just don't go get a stream deck until you realize what you're going to do with it Like why You know just having one leads to frustration and then the comment that we hear You and I hear more than anybody else because people feel the need to confess to us Oh man, I got the stream deck and I use it for ecamp, but I don't really use it for anything else And the back of my head went in you just In search of favorite bad word here wasted 250 bonds. It's way more powerful than just using it for ecamp You know what I mean? You legit wasted 250 you could have spent that on facebook as to get more people to your show So I don't know like like it's it's important that you take your time and do it right Also, don't just buy some crap because it's cheap because I swear you're going to buy it three times That I get messages every day from people that says I know you told me now when I first started and I remember saying Now I got the s and 7b. I should have bought this a long time ago Yeah, that that could go for so many areas of life though as well. Good. And you know It's trying to save a little bit here and then you end up paying like 10 times more in the long run because of it I Still get caught out by that myself occasionally. I'd look at something think you do I'll just make do with this one and then like a week later. I'm cursing myself like why did I why did I fall into that traffic again? We all do it even knowing better. We all do it now to this very Very moment in time and it's like, oh, I'm going to get this one because it's on sale And then it's broken and you're right back at the same store looking at another one. So I just it's not worth it sometimes, you know, you really just got to put your head down and And kind of pick the good stuff, you know And so in terms of your gear then we don't need to go through everything But what are you using like for your your main lights and what are the lights? I mean, I mentioned the the pavo tubes that I've got here But what have you got behind you and what are the the sort of main lights that you're using at the moment So the ones behind me, they're all nan lights. They're all pavo tubes. The only one exception Is the light bulb right there. That is the last Aperture amaranth piece I have in the building. I switched everything to nan light because of control, honestly My key light is a nan light 200 And my fill is a four is a 60 and nan light four is a 60. So four is 200 four is a 60 Two pavo tubes in the back there. They are pavo to 15 x's though. So they're the newer Pixel based ones. They can do all kind of fancy dancey stuff In this drawer right here. I have six pavo tube six c's the little guys. Yeah, that's that's what I use behind me Yeah, and then I have a whole bunch of the nan light uh five c's the little squares. I think I got like eight of them But yeah, I love them because the build quality Um, they're very versatile. They could be anything I want like come halloween I could turn this whole room red and black and you know have you know Vincent price thing on the tv back there doing the laugh the whole night yards Just for a couple of buttons and it's funny because I swear I saw you a little bit ago and your background was purple And now it's blue. See that's to me one of the best things about it, right? Is that you can make it be whatever you want it to be Temporarily without having to get on a paintbrush. So yeah, that's where it shines the most to me That's another thing that I got from you as well was the the the precise color code for the paint of the back wall that gray to Uh, that took a long to feed Well, I'm glad you did it because I just went and got the code and I was like right give me this paint And well, you know, because it could have been a shortcut, right? I could have shortcutted it and just went gray and know that it'd kind of work But because I and this is one of the weird things Because I understand cameras and white balance I knew that having a color cast paint was going to jack up the white balance of my camera Especially since modern cameras white balance off of gray, right? So I'm like, I can't do this. I got to get the right paint and I spent three months working it out But I think that not having that experience I would have just got some regular color paint It would have not been right and then you're out here bad mouth in the paint And I think there's something that people often do right?  You would have made the day for like another 50 60 70 couple hundred thousands could be hundreds of thousands of people So which is better going on there bitching and complaining give 50 000 people to agree with you and make 50 000 other angry people feeling inadequate Or learn how to do it the right insert your favorite bad word here Teach people how to do it the right way save somebody else to stress time money And then put that level of positivity into the world It's choice it's all choices you got options Definitely the better approach the latter And what is it then in your your studio? Would you say that is your favorite bit of sort of tech at the moment that you've you've got the working Oh This this bad boy right here. I'm not even using for my streaming but for my other content creation This is the insta 360 x3 Um insta 360 camera any model.   I thought you said it was indestructible So And I don't know and and rob rob balls our mutual friend got me stuck on it And I'm in love with it. It's literally the best thing and I got dina stuck on it now So I'm sharing the love 360 cameras Oh, definitely have to definitely have to check that out Uh before we wrap it up. Um, what are you reading at the moment? I always like to ask for a book recommendation as well What's what's the mountain is you? I uh the mountain is you Her name is, uh, britney vice. No, that's not right. Oh, what's he now you made me A I'll I'll find it and drop it in the show notes. Yeah, because because um, we talked about this on saturday, right? Hold on, you know, I can't help It's an open loop. Oh, briana. It's briana vice. That's what it is. Um, the mountain is you is a very very good book And it's about transforming uh self sabotage and the self mastery Because I believe even at my station in life still I I do self self sabotage things um and Everybody does it to some extent me too. I was like I'm I'm way too good at what I'm doing to be where I'm at and it's not even from a level of like You know greed or whatever because like I could be perfectly stoked with the money I'm making right now and the life that I have but This is gonna sound super cheesy, but I swear you this is from the bottom of my heart I get super pissed off when I had a friend He we're talking these like oh business is good. Like oh, yeah. Yeah. How are you doing right now? I I make you know Like a hundred thousand a year take home whatever like that And I go bro You have a hot product and with a couple minor changes It can become an epic product And you could probably 10 extra revenue And he said to me.  I'm atheist, but you said you're christian Yeah, I am I go to church, you know blah blah blah I go. Yeah one of the things that I remember when I was in the thing was you know the charity and like given Given to the people who are in need and we said we together have stood at church and passed out food You know on holidays and things like that And he was like, what's that have to do with anything? I'm like to have the ability to make a couple minor changes in your life That could 10 extra salary means that instead of making 100 grand a year You can make a million a year and you can give away 900 000 without that much extra work You're a dick And he he was just like floored like he had a hard time processing that called me back like a week later And was like, yeah, you're right. Like what do I need to do? You know what I mean? So I think when you when you get to a certain level of skill, we can self-sabotage ourselves And even be against your own mission that you said, right? I want to do this because it'll be really good for the community and blah blah blah and then get like Oh, I'm doing 80 hours of work a week. I'm done.  I don't know. It's spelled differently, but And then yeah, so this is a really good book and it and it talks about some things that are helping me to get a handle on self-sabotagery I'll I'll definitely be reading that on myself because I'm certainly guilty of doing that to myself at various different levels On an ongoing basis As well. Yeah I think we all do out of a protection game, right? You know and I know everybody in here has at least had one relationship that they ruined on purpose that they shouldn't have Yeah, definitely Well, that is that is a great little nugget to leave people on to go and check out that book And we are at the top of the hour and I want to be conscious of of your time But where is the best place for people to go and find you and where would you like to direct people? Obviously, I've left links to all the places in the in the show notes in the description and so on But where would you discord? Yeah, I think you know the social stuff is there, but then you're just feeding On content and I don't want you to just feed. I can cook my face off, but I don't want you to feed I want you to share your food too So discord to me would be the dopest because it allowed people to dive in right away and be bidirectional in the conversation Instead of just getting indoctrinated. I don't want to indoctrinate anybody You know, well, I have a couple things I'd like to fix but For the most part for the most part, I want to hear Your side as well. So I think discord is probably the best place Cool. Well, it's such a wonderful community and uh, the let's get live community in over there So that will for sure be linked in the the show notes of the description as well And yes, just such a such a wonderful place in the the drop squad obviously the uh, you know The weekly get-togethers we have is uh, is is epic as well It's fun. I swear I learned is I learned a lot from you guys as much as I teach to you guys Um, and I think that again, that's one like I didn't want to be one of those like indoctrinating instructors. I can't stand them. They really irritate me You know, so I I really enjoy the fact that even sometimes from the craziest sources we learn things, right? So yeah, gotta be open minded Totally totally Thank you so much for being here today doc. It's been a real pleasure speaking to you. I hope you've enjoyed the therapy session Yeah, yeah, um, I don't know if you take blue cross Yeah, it's uh, like I say, I can't thank you enough for all the the help and support you've given me Certainly on on my my journey since we've we've come to know each other and for your friendship as well So Always appreciate you for all that you've done for me and for everyone Thank you. I'm loving the new podcast with a positive. Yes Pretty pretty uh, that's not an apostrophe. These are parentheses. Let's see. I can't even speak english now There's caffeine that needs to happen Cool stuff. I know you've had a busy day of a busy schedule of being on other shows as well. So I'll let you get some caffeine Cool. Thanks again, doc much appreciated Well, you have been listening to the Livestreamer backstage podcast and if you have just been listening rather than watching then you definitely want to go And check out the video of this podcast as well Which you can find on my take one tech youtube channel And then you'll be able to see some of those behind the scenes shots or see the The background that doc was working with when we're starting to talk about the the tech as well But definitely for short go and check out the discord community as well of docs And I'll leave a link to that in the show notes If you'd like to connect with me, then you can also check out the show notes And visit my website take one tech.io to find all of the things there as well I'll see you next time with another great show and another great guest and conversation So thanks for listening and I'll see you next time


Live from Las Vegas, Nevada, it's theCube at IBM Interconnect 2015. Brought to you by headline sponsor, IBM. Okay, welcome back everyone. We are live in Las Vegas. This is theCube, our flagship program from SiliconANGLE Media. We go out to the events and extract the signal and noise.  I'm John Furrier with Dave Vellante. Our next guest is Brian Kramer, the CEO of Pure Matter, VIP influencer, author, overall great guy, Ted Talker, the Ted at IBM event. And I've been in the business entrepreneur. Great, great person to know and talk with. Thanks for coming to keep Brian Kramer. Welcome to theCube. Thanks for having me. I appreciate it, I'm looking forward to it. So theCube was originally, when we first started talking to theCube, it was like where ideas can grow. So it's not in us so much what's going on with IBM. Because of course IBM, it's the air event, stuff going on here. But people are involved. And IBM is really transforming themselves into social business. And I remember in the 90s, they coined the term e-business, but no one talks about e-business anymore. So IBM really is on the front end of a mega trend. It's called cloud. It's called the internet. It's called now mobile, right? Cloud mobile is social. So again, like e-business, it's all native. E-business is electronic. That's the internet. Social business, they coined that. They're on the front wave of a killer trend.  You are part of their new way to work event.  So you're in the trenches, you're on the front lines. So what is this social business phenomenon out there? And what does it mean to people, businesses, and potentially to the world? Yeah. That's a good question. So one of the interesting things that a lot of people are thinking about right now is what is, you know, they get social media. I mean, you get how to post a status on Facebook or a tweet out to a lot of different people. You write what you think and you tweet it out. The problem with that is you're pushing a message. You're sending something out and you're not actually engaging, which is what you're talking about. It's all about people. So social business takes that to the next level. It connects two people and engages in a conversation. And it puts everything as a touch point throughout the entire business. So it socializes every moment of truth that is possible. So think about like the shopping experience on any kind of online website or the experience of buying something with any product here at IBM. Every single touch point and every experience should be socialized. How do you make that an engaged experience? So that's really what social business is. It's not just pushing a tweet out. It's actually creating a shared experience where you can engage as a community. And this is, sounds really easy to get your arms around. Just like normal social interaction. It should be. It's like walking in a meeting or a cocktail party and networking, right? When you walk in and you share a drink with someone, you are engaging and networking. You might hand your business card over to someone and it becomes a networking event. That's no different than what social media should be. So David and I always talk like we love Twitter. We use Twitter all the time. We have our analytics system. And we look at Twitter as people are talking publicly. So imagine actually recording everything. It's all recorded. So let's talk about the old way and new way, right? In that context, right? The old way was email marketing, website, which is great in gen one. You put a website up there. People can self-serve themselves. Use Google search. Find out what you're looking for. Make a decision. Talk to your friends. Hey, should I buy that car? Should I do this?  Offline, right? Now you have click stream information. I came to the store, walked around virtually. They'll add metrics. That's all pretty much good, right? Now with this Twitter and social phenomenon, you have first party data. Whole new concept. It has nothing to do with click streamers. It's out in the open. This teases out your human to human thing. What do you make sense of that concept of the first party data and how that could change reporting, interactions? Because it's now a new metric. It's got my Twitter, I'll walk into a site, I'm in. Yeah. Well, I mean, it's all about what we do with the data. And so if there's a billion and a half tweets happening every two days, then what are we going to do with that? How are we going to listen to the data that's happening? What are we going to parse out that's going to make it easier for us to not automate, but actually, again, engage? So where are those moments where you can create a customer-centric conversation or a potential customer-centric conversation? So people are talking about their experiences all over the place. So if we could take all of that data, that potential data and use things like IBM Analytics and IBM's partnership with Twitter and Watson to be able to combine those efforts and figure out where those moments are and then go have a human-to-human experience, that's what we're trying to do. So you said earlier, every touch point should be socialized. Can I poke at that a little bit and just understand better what you mean by that? Yeah. So right now, we're creating a co-created experience. I mean, this is broadcast, it's also being broadcast on speakers. We're creating this experience and then hopefully this then also becomes a shareable moment, a shareable experience that people want to learn from, that they wanna share out, that they maybe even wanna tweet out. And so that becomes one touch point in the total IBM experience. You can take that all the way through the buying cycle. You can take that all the way through, think about it in terms of an online shopping experience where somebody goes online and they purchase something, but they don't end up, or sorry, they shop for it, but they don't end up purchasing it yet. And so now all of a sudden they go and they have a different experience at another store and then maybe they have another experience with a friend of theirs who actually says, hey, I've had a good experience with that product, you should go back and buy it. I think it's a really good product, whether it's a bike or something that you're really wanting to buy.  Now first of all, there's nothing linear about that buying process like there used to be. It used to be you start in one place and you end in another. We only had advertising radio and TV according to the Mad Men days. Those were the only two ways that you could advertise. Now you hear all these bits and pieces of information all over the place. So nothing about it is linear. And yet through the buying cycle, we're creating these little moments, these little moments of truth, these little shareable moments that are eventually leading us back to buying that same product because we trust the people that are talking to us. And the moment is huge right now. But so I want to just understand the sort of control points to that socialization. So if the premise is that every touch point should be socialized, as a consumer I say, well, wait a minute, I don't maybe not want every touch point. So you're talking about the data being socialized of that experience? Or what's the control point there?  A lot of debauchery going on. I did not want to be in the video. For example, a lot of social business going on. No, it wasn't, it was good. It was all good. You can't, you're out in the open. Good clean mainframe, fun. But so, so I was, but I was sort of behind you when you were filming, but I chose not to be in that video. But so how do I choose as a consumer not to share that? Sometimes I don't want to share my purchase on Facebook. I mean, so talk about the flip side of that coin. So a shared experiences does not have to be a digital experience. It can be a shared experience between two people. That's not being filmed. That's not being released on the internet. It's a shared experience that we're having that makes me want to go then buy that product. So that's why it's not linear. Now, what are we doing as brands to make that experience happen? How are we helping to create those shared experiences? That's what I'm talking about. Okay, and so this human to human piece, it's like Abby Metta says, the persona of one. He kind of comes out of the banking world, right? You can't be more impersonal than the banks, but. But personas change in real time based on what you're doing. So my reality when I'm on the go, in the moment, I'm rushing to the bank, for instance, I got a banking transaction. I'm on the corner of the, in that moment, I have context. So, okay, so. But now we have the data. So one of the things Abby said is that sampling's dead. All right, it's completely transforming the way in which we should be thinking about it. I'm trying to tie it into this socialization of every touch point, because we have the data now. But the hard part, like you said, it sounds easy, but the hard part is, okay, how do I package that and get it to assume these pieces of confetti that are all over the place? Who's doing that well? Is Abby, I'm doing that well? What other brands are doing it well? You know, that's interesting because we're sitting in the land of Vegas right now in one of the greatest places to actually be having this conversation. Casinos are doing that really well. Yeah, okay. You know, they invented it. They're buying in rewards cards that we use in the casino to go actually gamble. They're tracking every single movement across our casino experience. You wanna talk about shared experiences. They know when we come out of a concert what time that's gonna be so that they can open up the bar across the way and have three bartenders ready for the amount of people that are coming out and create a shared experience exactly for those people because they know who went in based upon their cards that they're using, their VIP cards got them in. They know who's coming out. They know based upon the past, now this gets into a creepy versus cool conversation, but they know what kind of drinks we like. They could have those drinks ready for us and probably come close to nailing it. So we're actually sitting in the land of answering that exactly. It's all about the data though, really. It really is. And then you see the new badges for this event. Yeah, it's all RFID. There's a lot of data on there. I'm not sure what it means, but. Just watch where you go. I'd like to see what they know about me. It's like that movie, Enemy in the State. You just gotta show you. Should I be able to? Should you be able to what? To see what they know about me. You, well, yes. You should be able to see what they know about you. They should be transparent about everything. Obviously. Yeah, the problem is, and the good thing is that they don't probably have an interest in specifically just you. Otherwise, they would have a much bigger army, a much bigger team of people that would have to focus in on every single person. So they're looking at trends. They're not looking at individuals experience. Oh, okay, but the age to age. That's where I think they need to go. It's going deeper. That persona of one, that concept. Well, think about it. I mean, the old days of the casino, you used to have a person you could go to. Like, you had a personal, like pit boss, or a personal. Yeah, the white glove service. Yeah, that would come out and they'd say, what can I get you next? And how can I help you with your next drink? Or do you want to go on a ride down the street? I'll get you a limo, and we'll take care of everything for you. So we've kind of gotten away from that. We've kind of gotten into the point now where we're trying to automate so much. We're trying to use the data to create less than personalization. That's a great point. White glove service in the old day was physical, face-to-face interaction, engagement at the highest form. Okay, we have too much noise right now. Automating is a good challenge. Personalization is collective intelligence, all that great stuff, great computer science stuff, but are we over notified? And is that a work area? Do you believe that? And you've been in design. You've been in this business for years. You've seen the cycles. Are we over notified right now? Is there too much notification going on? Is there too much personalization? Absolutely, there's too much content. There's so much content right now that where do we turn for our answers? And who's putting out content for actual, for a real reason, like to really educate the consumer, to really put their efforts into something that's going to really continue a buying purchase. It's going to help somebody. As Dave Bair always talks about, if you help the customer, they're going to want to come back and help you. And so, instead of writing and creating all this content, for content's sake, that's the problem. I mean, there's too much content out there and we need to actually focus it on value. It's not valuable. Marketing is a source of value is what you're talking about. And mother, the rules are changing too. Transparency is, we talked about this about the open source game, right? Transparency now, which has always been an ethos of open source, doing it in the open, is now completely open because it's 100% measurable so you can't hide anywhere. You can't. They know what you had for breakfast before you had. Let me put it this way. I'll tell you like really quick short, I'll try to keep a short story. You guys had high school jobs and college jobs. Stock and shoe shelf. How much fun were those? Yeah, horrible. Yeah. Right. I'm a lifeguard most. That was pretty good. I worked at the Country Club. I had a great job. So I had all kinds of jobs. I had like unfortunately in the last very long because I thought maybe, they weren't being entrepreneurial. They just wanted me to make a sandwich in the sandwich shop for 30 seconds. 30 second sandwich. You don't want one of those sandwiches. So I eventually like made my way through to becoming a pizza driver. I won't say the brand, but I was a pizza driver in college and I was constantly trying to figure out how to make more money, right? And because I'm like a poor college student. So how do I make more money? Well, delivering pizza in college only gets you a dollar or two. If that, sometimes no tips at all. So how do I up the game? How do I deliver more value with this commodity? I mean pizza is a commodity. It's you have one pizza. I mean we can argue this to death for an hour but pizza's pizza, right? So I'm delivering these pizzas. I'm not making very much money. One day I'm shopping in a grocery store and I see this pallet of two liters and I bought the pallet. I bought the whole pallet because it was 50 cents for two. So a quarter per two liter. Put it in the back of my 1954 Chevy Blazer. Blue Chevy Blazer, I've missed that truck. So I put it in the back of that truck, drove it around and with every medium or larger I would deliver a two liter. And I'd hand it to them and they would go, I didn't order that. They'd say, yeah, I know that's from me. I'm just gonna give you this two liter. I swear to God. They would go, that's exactly what I needed right now. And they'd reach into their pocket and they'd come out with $5 or $10. And at the end of the night, I started making between two and $300 or before I'm making like 20 to 30 bucks. And the reason that happened is because I was providing unexpected value in a moment when they actually needed something like two liter. You just proved, you just proved what I've been saying along. Entrepreneurs are born. Not, you can't learn it. You can go to school for entrepreneurship but you are born. Did you have a paper or did you have pirate software? Did you arbitrage your piece of the liter?  You are, that is entrepreneurial. But isn't that what we're all looking for? We're looking for, we're looking for pleasant surprises. We're looking for value in a moment when you didn't even know you needed it as a customer. And that's what you can do on social media. That's what social business is about. It's providing that unexpected value. Well, let's get back to the content thing because this is a really great point. Value is in the eye of the beholder. It's one of my phrases. It's contextual but if it's noisy or over notified, people are meeting each other online. There's new value in this engagement. I just tweeted to someone who's loved your point and your point about socialized every touch point. There's new currency out there. Engagement is also currency with people, right?  I love that connection. People meet each other. They build relationships online that never would have been there, right? So like what's happening is that like you did with the soda and on this but it's a surprise. People can get content and develop content, play in the open. Talk about that new dynamic. Because this plays in this whole earned media thing that we've been riffing on is you don't have to buy content. You don't have to buy audience anymore. The audience is already out there. So to your point about the soda is a really good point. Yes and no. So social networks are making it now. It is a pay to play. It's starting to get to the point. Nothing lasts for free. Yes. I mean, nothing's for free in this world. So eventually you pay for something. Whether it's the time to create that content, which is, that's resources and time. So how much, and a lot of times we say it's free but how much are we hiring people to write the content, to build the content? I mean, this is not free. But at the end of the day, we're putting it out there and we're offering it up for free. We're giving it to other people at the risk of them not returning, you know, something in return to give us their purchase, to give us their sale. So we're running that risk. But I also, I talk about this in my book about the give, give, give, give, give, give, give. And then you maybe get. And if you don't, keep giving. And that's really what this is all about. That's what content is about. I mean, it really is. I mean, through the centuries, you can talk about, you know, examples of people giving with no expectation of something in return but somehow it gets returned. Right. Yeah, it really is. If it's valuable. Yes, the golden rule, right? Yeah, that's right. But let's take this to one step forward because transparency and time is money, right? So your attention, all that stuff we've talked about. Open source, we always talk about developer, right? The ethos of open sources stand on the shoulders of giants before you. And that ethos is give and take and the quid pro quo is you put the source code in. Social media in my mind is taking that same kind of trajectory. We're offering stuff for free but there's still a quid pro quo going on, exchanges of information, IBM's extracting value out of the freeness through the community. So do you see the community of an open source framework applying to social business on the human to human level? Is there some similarities there in terms of the protocol? Respect, code. I think, I understand your question. I think what's going to end up happening is we're going to end up developing micro niche communities. And I think where we're at right now is trying to figure out this global community. Like how do I get in touch with all of these people? But eventually it becomes like your neighborhood. We're going to need, we want to get to know our neighbors. We want to get to, our neighbors aren't in a proximity. They're around the world but our neighbors become a proximity of keywords, a proximity of interests. So you've noticed that Facebook has started to buy individual networks, they've started to buy companies like Instagram and what they're buying is they're buying niche communities, they're buying micro communities. Now these are large communities, they're paying billions of dollars for them. But they have affinities within them. But they have communities within them and maybe one day Facebook won't be as relevant as those communities are. And that's where I think it's heading. I think we all need to actually invest in the micro communities. And as IBM and I think back to your question where I think you're heading with that is yes, there is a community and it needs to be developed and that's where the future of community is at. I just get worried. I mean, I love the community model. I think it works. I've seen it work personally and I think it does work for social. But people use it as a punch. No, community is a bumper sticker. It just puts community on it and everything's great. Yeah, we're going to go out and build an ecosystem with communities. Yeah. Where do I start? Green piece, man. We're going to question from the crowd here.  Benefit or limit the user? Question mark. It's certainly frustrating that hella to me as a customer, sort of creepy from Corrine Torres. Thanks to the question. How much personalization is too much? Benefit or limit the user? It's frustrating.  If I told you I like the color green, I've opted in to you sending me green things and you should personalize me on that and I actually have opted in to that. Now if I didn't provide you information and you're giving me personalization on certain things that you shouldn't be because I have never given that to you, you took it from my credit card company or you bought it through something else and now all of a sudden you're personalizing to me, I've not given you that information. Now that's crossing a line that becomes personalized. That becomes creepy. At a context though, right? Because that's the whole point, it's at a context completely. You said I like green over here, now you're using green, it's retargeting you on some data from another context and you're getting green, shoving your face all day long on some banner ads. But it comes back to your perception of value too because if I'm lost and I need help and Google helps me, I'm really thankful for that level of personalization but if I'm getting spammed for some product that I bought three weeks ago, I'm done, you know what I mean? Well, Jeff Jonas we've interviewed on theCUBE before. We've talked about it mostly in the security context. It's all about puzzle, puzzle pieces. That's his riff. I love his talks dude, he's a great one to talk. Jeff Jonas is a great interview to look at but he's like all about the puzzle pieces. He goes, John, Dave, terrorists don't write bomb on manifests, right? They don't say I'm shipping a bomb. That's a metadata model so like that's a keyword, right? You know, looking for bomb is the wrong approach for looking for bombs. Don't look for the keyword bomb. Look for other things. You know, it's interesting. So this is personalization. Green is wrong, it's a great wrong keyword so now you have to really do the big data thing to get real personalization. You know, and it can also be wrong. Like for instance, years ago when this was new, when email marketing was a new thing, I was running a campaign for a really high end resort spa place and I shipped the email out or our team shipped the email out. I was tracking all the responses and what people were doing and my dad was on that list which was ironic or I think I put him on that list just to see if I could like figure it out, right? I'm just testing. I want to see it. I want to see it. Yeah, I want to see like somebody I know whether they could do it. Guarantee at least one response rate from your dad. Guarantee, like right? And he did, he clicked on it and he clicked over and then he stopped, he clicked into one page then he stopped, went off and then an hour later he went back on again and then he clicked all the way through and it was a Mother's Day campaign but he ended up buying a day spa package, right? So I just emailed him on the side and I'm like, hey dad, I noticed it took you an hour to go back and actually purchase that and you bought it for her package for Valentine's Day. It is for mom, right? And he replied back and said, what the heck is going on here? How do you know that? Like this is revolutionary stuff, right? Yeah, for him it's amazing. Like for him it's like and it's creepy. Yeah, it is creepy. But that's what I'm talking about. Like that's creepy stuff. So we have access to that kind of stuff. What we do with that information is up to us as marketers to really make sure that it's benefiting the customer, not benefiting us. Well the laws are really fuzzy right now. Is there like going to be, remember pre-email marketing and there was no law against it. The guys who did the land grab succeeded in the end. Are we going to see a similar thing here with privacy? Absolutely. Well there was no hand span laws back in the day. Remember there was land grab and then that had been enacted. Yes, and so many people built enormous databases and they're. So most people love email marketing. Even today you still see webinars out there. It's a tried and true method but again if you want to put the line in the sand saying old way, new way. If we are in the new way of doing stuff as IBM's theme is you got to put email marketing in the old way. And webinars and other forms of walled gardens and or web-based old techniques. Not everyone can be as aggressive being a forward thinker. So what is the transition? What is the new way to do email marketing? What is the new way to do webinars? We have an opinion on that. But like these are the things that people are looking for. If it's human to human, if there's peer-to-peer, if there's some big data mojo that can be tapped into for the benefit of the user there are got to be new ways. Yeah, so I think email marketing is still very relevant and it's not going to go away. I think the way that we use email as we move forward in a corporate setting will change. So there's two different things. One is how do we reach out and touch someone based upon their preferences, likes and what do we say. So if I'm going to send something out to a mass audience and I'm going to think that I'm going to personalize it that's never going to happen. Because I haven't taken the time to actually customize a message based upon their preferences and groups without being creepy. But internally in the company we've got millennials growing up that don't really like email. They like Snapchat. They like Instagram. They will private message you on Facebook. They will not use email. Not until they go to college. My son, my son, my son. Yeah, maybe even then. My son doesn't set up voice mail or do email.  There you go. They'll force them to do it to get their grades, but that's it. Yeah, I have to Snapchat my daughter to get her to come down for dinner. I actually like, we'll take a picture of dinner and say this is what we're having. If I yell at her, she ignores me, but if I Snapchat her she'll come back there. So we have to change our thinking in a corporate setting, moving forward that's going to happen in the next five to 10 years. And that's why IBM versus SoSmart. Because it's changed the conversation from being an email marketing system to a community driven conversation. It's socialized email. Which is great. That's going to be a great game changer. Brian, thanks so much for coming on theCUBE. Great to have you on. You're awesome. Entrepreneur, been in business for a while. VIP influencers, understatement. Congratulations for all your success and social, you're doing great. And the book's hard to write a book. I don't know how you do it, but how many books have you written? I drink a lot of wine. While you're writing, how do you create your ideas? Yeah, in the brainstorming mode, for sure. I have one book, Human and Human, that came out a year ago. And then I've got another book coming out in the spring called Shareology. All right. Brian Cramer inside theCUBE. We'll be right back with our next guest after this short break. This is theCUBE. I'm John Furrier with Dave Vellante. We'll be right back.


Hey, it's Anfa, this is a super quick video. I wanted to show you my workflow for creating arp sequences in Ardor. So here is an Ardor session. Let's say you want to make a C major or C minor chord arp. So first, you know, we have our starting section. When you get handy with the keyboard shortcuts, you can do this stuff really quickly. So I have my auto return on. I can go, you know, finalize this with an octave. Now I can go to the, you know, I'm switching between the edit mode, pressing the E key, and the grab mode, pressing the G key. In grab mode I can manipulate the regions. In edit mode I can manipulate the notes. In grab mode I can also slice the regions with the S key. It's going to snap to my mouse and the grid of beats by four. So you can all configure all that stuff to make it suit your needs. Now I can also edit this, control A, all notes, and I can resize them. That might be what I want. Now you can also change the, like stretch this, T for time stretch, and I can make this twice as fast. Now there is a bug when it makes the region very long. So I just go to grab mode, press S to slice it off, shift right click to delete a region. Now I can duplicate this part. For example, shift D will ask you how many duplications you want. I may say I want eight. But you can also do Alt D, just make it one duplicate. Now I can change the chord. Let's go to A minor maybe. I'm sure this is A minor. Is it? Now I should final end on A again. I'm really not a strong man with the, oh I am at A, so this is not an A minor chord. That's a minor chord. Now I can also shift D free and we have the sequence done. What also helps is that you can move the notes around with the keyboard. So say I want to go again to the C, let's make a C minor seven chord. We can just, so I created this chord. Now I can just move the notes around. But I can also move them around in octaves with my keyboard, like app arrow moves it up and down one half step, and I'll shift Alt app arrow and down arrow moves it up and down an octave. Which is really useful if you want to create inversions of your chords. Because you can quickly have the same chord, feel really different if you just change the octaves around. That doesn't sound particularly musical. Also you can blend or you can merge major regions together. For that I'm going to use the range tool. Press R on the keyboard and I'm now in the range mode. I can select a range, right click, consolidate range. And now I used to have two regions here, now I have one. Which makes it easier to copy stuff or time shifts, time stretch stuff. So now this is two times faster again. Now you can tell how this is shaping the music and you can be really quick with this. Let's try and add something else. Let's just make some octave sequences, so two octaves up and three octaves up. Now you can see this right now, let's change the range of our piano roll, that's a classic. Now let's make this shorter. I see my grid of beats by four is not enough to make this as short as I want it. However, I don't know if it should make it shorter because it's already pretty much and the notes are blending together. Yeah, but we can still do something like this. And the whole sequence, yeah, we can copy this. And also you can select your midi regions, right click, select regions, midi transpose, for example. You can move this whole up or down by octaves or seven. And now we have all that. We can also duplicate by control, click and drag, but let me do a weird thing and select this range. However, I'm going to change my snapping to beats by four, maybe again to make sure I am on a point here of my selection and now right click, consolidate range. Now this is all one midi region. I can squish this to fit into two boards and you can see we can make some ridiculous stuff with this. And like despite some minor glitches, Ardor is handling this pretty well. Now, throwing so many short midi notes, I would think that something should break, but somehow it doesn't break. Sure, Ardor 5 has some major and minor problems with the midi workflow. It's being rewritten in the version six, that should be way better. But actually none of that expresses itself during this video apart from the time stretch bug when the region length becomes ridiculously long. But that's really not a problem. Yep, have fun making arps in Ardor. Thanks for watching and I'll see you in the next video. Bye!