Get over sorry I got heated before but please don't tell me you sleep in your car Can you call us back? I'm an IO beside ourselves Did you really have to go that far could you not just stick it out? You know marriages aren't a bit of roses. Look, I'm not gonna shout but Just give this call. Hey Let us know you're okay. I'd like to make an inquiry on the rental you have online When I sent through my application, I couldn't see a deadline But I'm wondering if the owner has made a decision yet Well, that's the address of the property. I'll see if it's already been tenant and see side mansion one posh a boulevard swanket Okay, well that has definitely not been rented yet It's been on the books for more than a year and I just got a call from the owner So my vandalized the brick brick fence that he's keen to get someone in there I don't remember an application though. Can I please have your name Jolyn Kathleen Maxine Luling Pauline? Canteen Yes, here you are. Yeah, I'm sorry. We had to decline you You don't make enough money, but you take care miss canteen. Thank you Your wages not enough to cover the rent it's $1,200 a week, you know your poor salary would not even make a dent Well, yes, I thought it a lot, but I'm happy for him to pay me less But I wouldn't go under 800 or so below that it's not a yes Well pay me You want me to work for free It's a lot of work and this is not just a regular housekeeping gig I'm looking at the pics online and this job is big There's more to this house than keeping all the lights on and the pests out for instance check out that pool There's not going to clean itself out and look there's so many windows to clean and that marble is not veneer Not to mention all those cobwebs gathering on the chandelier I would not just be keeping the pipes from freezing or keeping an eye on the dry rot That house is huge. The vacuuming alone is going to take a lot No, no, no, I'll have to stop you there. I have to make it clearer The only question for this chateau isn't seeking a housekeeper or a gardener or a pool cleaner or a guard of security He wants someone to tenant his investment property. Oh, I get it. It's his property. He owns it.  Do you understand that? No, I'm sorry. I don't understand He wants me to look after his property, but in return he doesn't pay me.  And not to be selfish, but how do you propose I will get my brokerage? So you're telling me he not only wants me to take care of his asset for free But after all that he wants me to pay back a loan off for him not for me Oh, yes, well, I don't like how you phrased it, but that's essentially correct I can't be sure of mr. Lord situation. Perhaps he's paid off his debt People don't always use a rent from mortgages. It's certainly not a requirement Perhaps the rent money is used to other things to get you that just fund his retirement So mr. Lord wants someone to live full-time in his house and look after it and pay his bills. Oh boy. What a loss I'll have you know that mr. Lord Is not a scammer. He's worked for every penny he has and on that point I'll hammer Except for the pennies He wants out of me Except, but hey, I don't know what you're trying to achieve But you pay the guy to look after his place and leave it without a flaw I mean you pay the guy and you look after his place. Whatever. It's the law. Well, the law means that he's double dipping He's taking from me to add to his winnings Why should I have to fund his retirement? What makes him think he has to my life that kind of entitlement? I'm sorry. I've never thought of it that way, but that's the way it is I don't make the rules but in the background I can hear your kids I get the feeling they're doing a little bit of a rough sport. I feel bad for you, but sorry love That's all I've got Okay, then he can pay me for 50 a week He can pay you for 50 a week Yeah, I reckon I reckon that's more than fair For that, I'll keep the vandals away from his lair When it comes time to sell he'll be sitting pretty and I'll be able to afford a place of my own in the city Tell him I'll take for 50 a week, but not a penny less and for that he can do some work He can trim the hedges. Mr. Lord can't be expected to trim these hedges. Why not? Oh, I don't like what you allege is Mr. Lord doesn't do work. I mean he doesn't do work like that Of course. He works very hard, but it's different. He gets very taxed. He pays a lot in taxes I don't know. He's quite brilliant that way He's created many charities that he donates to every day That also happened to enrich him and his power and his schemes His taxable income has remarkably spelt given all of his income streams. Now, I mean his work is very taxing What work does he do that is so un-relaxing? Well, I'm not sure exactly, but you can tell by his business card It's embossed with a linen finish, so he's clearly important How can a guy be important when you don't even know what he does? Well, obviously he's so important that his work is invisible to us That doesn't make any sense to me. He sounds just like a wanger Oh, hang on. Yeah, you reminded me. I think he might be a banker But what does he do that's so important that in my world he's my ruler? Because can't you tell? He's rich, you dolt. He makes a lot of moba Look, stop with these questions, love. There's no way Mr. Lord will accept your picture Best he might bring the rent down, as admittedly, he's in a pinch The house has been on the market for several years or so He wants a lot. It's a gorgeous place, but if you have that much dough Then you've probably already got your own house It's a lot more than the average renter But good luck to your love. I hope you've found somewhere to lay your hat this winter With your cameras again So good news, he's accepted your offer for 50 a week But you do the hedges, pay the property tax and give the day for a tweak But Miss Canteen, just one condition Please don't tell anyone you're on to us Or you don't want them to come and grab the key You can move in today, that's as yours


So hello everyone, I'm Anindita Radhita and I'm working with Climate Witch Fund Secretariat as the manager of operations and today I will be briefly sharing the mechanism of the Climate Witch Fund and also some of our learning so far. I will start with the background and some of the key information about the fund. So the discussions and efforts started back in 2015 between BRIC and KFW to establish a sustainable trust fund. It took around four years to put the thoughts into papers. Finally, CBF was established on November 2019. CBF is an innovative first of its kind in the non-government sector of Bangladesh, a direct climate finance mechanism. We support only the registered induce of Bangladesh to address the climate induced migration related problems and challenges. Our three priority areas are among the climate hotspots of Bangladesh. We are currently covering five cities including three city corporations and two municipality areas of Bangladesh. We have a diverse stakeholders engaged with Climate Witch Fund in different capacities which include both government and non-government stakeholders and also the communities. We have a flexibility to fund a wide range of sectoral projects but our key priorities include water sanitation and hygiene, livelihood support, health support, housing related support, food security and so on. In this slide you can see the approaches that we follow or the features of Climate Witch Fund awarded projects. First up we have local ownership and we always promote local ownership as projects are developed in consultation with local government institutes and we always follow and honor their plans and policies. So the next approach that we have is bottom-up approach and to ensure that communities are consulted during project development our projects are mostly community-led so their needs and priorities are continuously collected from the field and reflected adequately throughout the project cycle. Next we have innovative practice and we always promote innovative but context-specific effective ideas. Then gender inclusion is a major criteria for all our projects and we also focus on bridging short-term to sustainable model as we fund three to five years long projects. Then last we have knowledge and evidence. One of our key focuses is to create good examples through our projects and share the knowledge and learning with external stakeholders. So how CBF is unique? Well we believe that it is in many ways though we have only passed one and a half years and still long way to go but some of our mechanisms and approaches that proved to be successful so far which gave us the confidence to call it so and we would love to hear from you about your thoughts as well. So if we look through the lens of the eight principles for our locally led adaptation to see where CBF stands. So first of all as mentioned earlier that we promote local decision-making process by consulting both communities and local government institutes from the very beginning of the projects so the need and priorities of the field is always collected and reflected in the project cycle. Then our main target group is climate migrants as I have already mentioned but we also include other excluded groups such as women, youth, displaced people etc. Next up our funding mechanism is very quick as it takes around six months from proposal submission to the first disbursement according to our operational manual and we try to support the local NGOs to ensure their funding security. In case of the international NGOs who if they are the applicant then we encourage partnership with local NGOs. CBF projects implement through the community-based committees as I have already mentioned that their capacity building of community is one of our inbuilt mechanisms for all the projects. Then we have building a robust understanding of climate risk and uncertainty. We do not only focus on the skill development of the community but also on their knowledge enhancement on climate risks so that they have a clear and better understanding of the problem. Then we follow a very flexible programming method as we are new and we constantly learn and adapt new effective measures throughout our project cycle. Then transparency and accountability. So it is very important for us and I would like to give you a quick idea about how we ensure that in the evolution process. So climate bridge fund secretariat they basically evaluate the proposals and prepare the evaluation report which they eventually present to the advisory committee. The advisory committee members are mainly different experts in the sector and also we have three representatives from different relevant government offices. Then the secretariat that's no objection from KW on the recommendation of the advisory committee. Finally the trustee board which is chaired by the executive director of BRAC takes the final decision based on the recommendation of the advisory committee and no objection from KW. So all the information are always shared with the management committees very transparent and we are always accountable to them. So the journey of CBF. To summarize our journey I would like to say that our journey includes ensuring an institutionally led process. So climate bridge fund as you already know has been institutionalized through BRAC and KFW and we follow all the policies of BRAC. CBF also honors the policies and plans of the local government institutes and uphold those during their project designing. Then partnership is one of our strongest suit of climate bridge functionality and governance from the very beginning as it is established on the successful partnership between KW and BRAC. Then in order to operationalize the secretariat we had series of meetings with the government offices and their suggestions always helped us. Also we have launched three calls so far and completed two batch of evaluation already and our evaluation process is quite long and rigorous but this process itself enhanced our skills and knowledge about the reality and facts of the fields. And last up our journey includes challenges as you know that there are always challenges in trying out something new. One of the main challenges where COVID-19 pandemic the 2020 evaluation process and the project implementation everything were badly affected by the series of the lockdowns and movement restrictions throughout the country but we tried to overcome those challenges by adapting new majors and modalities of working. Then another challenge that we faced is that while the fund was established there was around 10% tax on the investment amount which is now increased up to 30% under the new law so CBF is trying to find a way out through the support of the BRAC management and government representatives. So that is an ongoing process for us now and that brings us to my last slide which is the recommendation to the task force and we have two recommendations which we think are very important. The first is that project selection and disbursement process should be quick and easy. The reason we say that is because during our consultation with city authorities and the communities we came to know about the huge needs of climate migrants. Now if the gap between the proposal submission and the funding is long then the context changes and so that the needs so it should be quick and easy. So another recommendation from us is that during our evolution process we found out that local NGOs often fall behind in the competitive process of funding for local you know competitive process of securing funding. So we really think that they need to be capacitated as they directly work in the fields and they have better idea about the field realities so allocating a separate budget for their capacity building will be really helpful in the long run. So that's the end of my presentation. Thank you so much for listening. Thank you Anandita so much for sharing the experience of the climate bridge fund which I think is extremely innovative but also very forward-looking because it looks at some of the evolving issues like climate-induced migration which is a big problem in Bangladesh. But if I can just briefly ask one simple question we heard about the principles on Surangina earlier. Now in terms of the climate bridge fund what are some of the challenges you think you will face in terms of implementing the fund in the context of those principles? Are there specific principles which you think are more challenging for you to implement and if so how you're trying to overcome? And any quick quick response on that? Okay thank you. One of the first things that we have you know faced as a challenge that I would say is that when local organizations submit their proposals for climate adaptation measures they often lack the knowledge or the capacity to differentiate between a regular development project and a climate adaptation major focus project. So we often struggle to evaluate those or score those because there is this huge gap and we have this process of you know continuously talking to them or making them understand the differences during our NGO briefing sessions and different other sessions for their capacity development. So as I have already mentioned that if they have the basic ideas about what a climate adaptation major focused project should look like then it would be you know good for us to get good projects and also to it would be a very competitive process and in the long run the people who are in the community, I mean migrants is benefited. So that is one challenge that we are facing currently.


In this episode, we'll be talking about how do you scale the practice of design on a global level? How much impact can designers make on important social questions? And finally, what does it mean to design for emerging technologies like AI, VR and IoT? And here's the guest for this episode. I'm Doug and this is the Service Design Show. If you're trying to design services that have a positive impact on people and are good for business, then you've come to the right place. Hi, my name is Marc Fontijn and welcome to the Service Design Show. On this show, you get the chance to learn why some services fail and others succeed. For that, we go beyond the usual tools and methods and talk about topics like design thinking, customer experience, organizational change and creative leadership. So if you're ready to take your service design skills to the next level and you haven't done it already, I'd love to have you to subscribe to this channel. My guest in this episode is Doug Powell. Doug is a distinguished designer at IBM Design and he's tasked with scaling design at IBM. For the next 30 minutes or so, Doug and I will be talking about how do you scale the practice of design on a global level? And we'll be talking about how much influence and impact can designers have on our big and important social challenges. Finally, we'll talk about what's needed to design for emerging technologies like AI, VR and IoT. So that was it for the introduction and now let's jump straight into the interview with Doug. Welcome to the show, Doug. Hi Marc, it's great to be here. Awesome that you made time all the way from Austin, Texas, USA in the IBM Design Studio, right? That's right. That's right. Here we are in Austin, Texas. We've got about 350 designers based here in Austin. It's the home base of the design program for IBM globally. This is called the service design show. So I'm going to ask you the question that I ask everyone and that is, do you recall your first memory of service design? When did you encounter the term? You know, I think I actually encountered the term service design probably 10 or 12 years ago in a conversation with Michael Beirut, who's a very renowned designer here in the US. You might have heard of him, graphic designer. And he's a big thinker about design and always kind of curious about new design trends. But he's also very true to his own roots as a graphic designer. And so he kind of has a curmudgeonly quality to him sometimes. And he gets very impatient with new design practices that he hears about. And so Michael and I were at, you know, he's a very generous guy and he and I were having a drink together. And he said, have you heard of this thing called service design? What on earth could service design? I have no idea what service design is. And he went on this sort of short rant about service design. And it was very memorable to me. And of course, you know, I went off and read everything I could about service design to make sure I knew what... Did he have a point? Did he have a... was there some truth in his rant? Oh, there always is with Michael. There's both, you know, you kind of have to, you know, look past the bravado and there's always some truth there. I think what Michael really responds to is that there is a core of being craftsman and crafts people that is what is at his core as a designer. And I think it's part of all of our... who we all are as designers in different ways. And I think he laments that some of the new practices of design, user experience design and service design and design thinking and, you know, call it what you will, sort of the expansion of the practice really feels to him and to many of his generation that we're getting away from the core craft orientation and the core craft principles that really drew many of us to being designers to begin with. Interesting discussion. Next time we meet over a bear, we'll continue this one. Doug, you've sent me three topics we can talk about now. I've got them printed here on my piece of paper. You've got the digital version of the question starters. Let's go create the topics. Are you ready? I'm ready. Let's go. Awesome. This one I think is super dear to your heart. Being at IBM, scaling the practice of design, I'd say at an unprecedented scale. Can you make a question around this? Well, I think it's a how can we... and I hope you can see that. Sort of. How can we question here? I'll hold it very close there. Yeah, that works. I would say how can we scale the practice of design at a global level within companies and organizations that are global? Arguably, that really has not happened until very recently and IBM is in the midst of attempting to answer that question and to do just that. It's a question for me that's a fascinating one. And it's one of the things that drew me to coming to IBM initially was the challenge of taking this practice that we've all... that historically has happened in a very small setting. You know, even when it's been in big companies, the practice of design has been sort of centralized and localized in a department or a certain part company. Or it's been in an agency or an academic setting or whatever. And here we're talking about a company of 380,000 people in 170 countries, a company that's been around for over 100 years. And we needed to think about it in a completely different way. And we needed to understand the systems of the company in order to build our program. In some cases on top of those systems, in some cases making new systems. So it's a very complex question and one that has kept me very busy for the last five years here. When I was thinking about this topic, a question that came to my mind is the global aspect. How does that change the challenge of scaling design and does it change the challenge of scaling design? Absolutely. It changes it in so many ways. Partly because our teams, the teams that our designers are working on are not all sitting together in the same space. They're almost always distributed teams. And by team, I mean a cross-disciplinary team. So that will include designers, product managers, engineers, business leaders, marketers, and so on. That team is, in most cases, going to have centers and pods in many different parts of the world. And so that alone, that notion of how do we do, how do we apply a design-driven approach to our work when we have that situation of a distributed team? So that forces some really fundamental rethinking of how the team operates and communicates with each other and how we collaborate as a cross-disciplinary team. So what are your insights related to that? Is that something that we can solve, we can work around, or is it something that is so embedded in the design process that it's almost impossible to solve? No, I think it's not only something that we can solve. I think we have to solve it. Think of IBM and the scale that we're operating at as kind of a predictor or an early indicator of where design programs of the future are going. I really think that 10 years from now, I expect that IBM will no longer be the largest design organization in the world we are now, but I think that other companies will emulate what we've built here. And so the practices that we're, and the approaches that we're devising to meet this challenge are really going to be picked up by other organizations as they try to do the same. I think it's a matter of, as far as insights and what we're learning, it's a combination of tooling and behavior. Think of the tooling being like what you and I are using right now, video platform to communicate with each other. So that's part of it. And we've got a whole platform of tools that include video conferencing and virtual sticky note like forms and so on. That's important, but you also need to sort of train your team to behave a different way and to learn to communicate differently. And by that I mean, for instance, we have teams that are in very different time zones. So a team might have one design team in Austin, Texas and a dev team in Tel Aviv, for instance. That's challenging because their work day only overlaps by about two hours a day. So they need to figure out, they need to alter their cadence and the way that they work in order to take most advantage of those two hours a day that they're both working. So that's very challenging. So when I was thinking about this topic also, the question that came to my mind was scaling the practice of design. What is it exactly that we want to scale? Well, we want to scale output eventually. I mean, we want to scale the productivity of designers and the teams that they're working on. We want to take, we want to replicate a high-functioning team. We want to figure out what's working with that team and we want to do that 20 or 100 or 500 times over. That's what scaling means. It's really all about output and getting our teams functioning as smoothly and as efficiently as we can. Topic number two, let's go. And this one seems a little bit different. So really curious what you'll make out of this one. It's called social impact and change. Do you have a question starter related to this one? Well, let's see here. I'm going to say it's how much impact can designers have on the biggest and most complex problems of the world. That's a big question. I mean, a big question, not just for me, but for all of us. I think designers naturally have an inclination to do good for the world that they live with him and to try to make positive change. So we find ourselves drawn to situations where we can have that kind of impact. But we tend not to be all that good at it, frankly. I think our ideas are often novel and interesting and creative, but I don't think that they actually solve the social problem that they're trying to solve. And so I think that there's a huge opportunity for designers to make an impact in the world and positive impact in the world. But I don't think that we really deliver on that. What are we lacking? Are we missing skills? Are we missing tools? Yeah, we're missing skills and tools and connections. We're missing the relationships with the people who really do know how to make change. We're not very well connected in that world. There are people who are actually quite good at it, and they need our help, too, because they're running out of ideas and we have ideas. So we need to find those people. So it's skills, it's tools, and it's a network. And I also think it's humility. I think we go into these situations where there's a problem to be solved, and we think that we've got to be the ones to solve it and that we need to invent something new in order to solve it. And that's classic. That's classic behavior for a designer. I mean, we've got great ideas and we've got the means to sort of make these ideas happen. But we often, too often times, don't listen well enough. We don't pay attention to, we don't really study the problem, and we lose patience. The real social impact happens over years and even decades. And designers tend to, they get their idea knocked out and then they're on to the next thing. And that's not going to lead to really meaningful social impact change, in my opinion. Should we be judging ourselves and the whole design community on the thing you said in the previous topic, Outcome? Are we actually delivering up on our promise? Yeah, absolutely. Hell yeah. I mean, we shouldn't be judging on, did this creative idea win a design award? Am I able to show this website or video or app or poster in a design conference? But really, how many lives did this change? And how can we quantify the impact that we've had? Absolutely measurement of the outcome is super important. So this could be interpreted like a quite pessimistic view on design. Do we have a spark of hope that we can change this? Where do we have to look for answers? Who can help us? Yeah, I'm totally hopeful. I just think that we're at a point where we need to get really serious about this. And I think there are some leaders who are doing just that. But I think it's alliances with government agencies and NGOs and other established organizations who are really doing this kind of work. Look at like UNICEF has a great design and innovation team within their organization. That's exciting to me where there's a new practice, a new practice of design and innovation that's emerging within an established organization whose mission is positive social impact. That's a great combination. That's a really potent recipe right there. Too often design is still just an experiment, right? Yeah, too often. What is the biggest question you have yourself related to this topic? When you think about when you go to bed at night and you think about this social impact topic, what is the question that comes to your mind? Well, I think there's a question around, quite honestly, around funding. How do we get to the money? When I mentioned a moment ago that social impact takes time, well, if you're a designer and you want to make an impact on a social issue and you determine that that's going to take 10 years to do that, you can't just donate your time for 10 years. You'll go bankrupt. That's unsustainable. So where is the money? Well, there is money in this space and we need to find ways to find that money and get that money redirected toward designers rather than toward the more traditional organizations that are in this space. I think we have the title for our episode. How do we get the money? That would be a good one. Give me the money. Topic number three, Doug, because this one, I'm just starting to notice that you have three really distinct topics, so that's really cool. Topic number three is called Designing for Emerging Technologies. Right, right. Okay, so what is our question here? Let's see. I would say, I don't want to use the same questions over twice here, so I'm going to make this a why do we need to be designing differently for emerging technologies? This is a question that we are faced with here at IBM, a technology company. What are emerging technologies? Well, yeah, so let's, I mean, three that come to mind for me are AI or artificial or augmented intelligence, virtual reality, IoT, Internet of Things. These are all technologies that are not only emerging, but in some cases they have emerged. Yeah, they're there. And they're being used, and yet designers really haven't had impact yet in my opinion on those technologies. And, you know, we are going to have to find new ways to interact for people to interact with these technologies. When you think about AI, for instance, I mean there's a whole way of interacting with machine learning and with artificial intelligence that we haven't invented yet. We literally haven't figured out how does the human have an interaction with this technology. And that's a fascinating question and for really curious and technical designers, that's something that, you know, and we've got many of those here at IBM, that's something that is a really great challenge. So when you think about, I mean, like how do we have a conversation with a machine? You know, our current way is through a Google search, say.   And so the notion of a, you know, of sound design being something that, you know, is going to emerge as, you know, as a whole new practice area. It's already a practice area, but I mean, you know, 10 years from now, I can imagine that the academic design programs are going to be filled with sound designers because there's going to be a whole need for that type of way, the way that we relate to our technology is going to be through our voice. You know, that's just one example. You know, virtual reality provides a whole other way. How do we interact with a virtual space when we're in it? You know, are we pushing virtual buttons or are we, you know, signaling some in some other way that something needs to happen with the space we're in? You know, these are just really cool and interesting areas that I think designers are going to have some great impact on in the next decade or so. When I read this topic, I was thinking, you know, these technologies, in essence, I just knew design materials that we have to learn the properties of, right? Yes, yes. Yes, they are. And I think that's important, yeah, for us to not be intimidated by the technology, but to break it down, as you say, into its core elements and to, you know, just understand it at its essence that can really allow us then to say, okay, this is a design problem. You know, this is something that, you know, that even, you know, a great graphic designer, craft-driven graphic designer like Michael Beirut, who I mentioned earlier in the discussion, is going to still have fascination with and still be able to engage with in a really strong way. You just said something like, we shouldn't be afraid of the technology. Are we afraid? If so, why is that? Sometimes, I think, you know, I think that's perhaps one of the ironies of designers, is that we tend to, in some ways, sort of embrace change and really be pushing the edges, but in many other ways, you know, when something new comes along, you know, again, back to my story about Michael, you know, he had heard about service design. He didn't understand it, and so he assumed that it must be, you know, that it must be threatening in some way. And I think we need to get beyond that. I think we need to be really sort of embracing these new challenges and really be curious about them as opposed to be, you know, threatened by them. I guess curiosity and playing around with these technologies is the only thing that will accelerate our path towards understanding them, right? Yeah, I think those are essential qualities for a designer. I think humility, I think curiosity, I think empathy.  You know, the craft and the aesthetic and everything else needs to be there, of course, but humility, curiosity and empathy will get you a long way. That's also what we want to remember, yeah. And if you don't have them, then you're going to really struggle. Yeah, the question is if you can be a designer then. I know you haven't prepared for this question, but this is the last question I'm going to ask you in this episode. And that is, do you have a question for us, for the viewers, for the listeners of this episode? What would you like to know from us? What would I like to know from the listeners of this? Well, I guess, what is the thing that holds you back? What is the thing that you feel is really preventing you from doing your very best work as a designer? I think we all, that's another very designerly trait to have, to kind of not complain, but kind of complain about, you know, if I only had this thing, then boy, I'd be able to do, you know, amazing work. You know, what is that for you? It's a superpower question, you know. If you could have a new superpower tomorrow, what would it be, right?  And that's basically what we have here at IBM now. We have a seat at the table, and we are impacting the direction of the business in, you know, in a very direct way. And so, but yet there are still, you know, you ask any designer in this organization and they're still going to say, well, yeah, but, you know, I still have these blockers and these challenges and these, you know, things that I can't get rid of. And if only I could, I think, you know, that's awesome. Let's invite people to comment starting with, if only I could, that would be a really good answer starter in the comments. Thanks so much for making time, sharing what's happening at IBM, showing what's happening in your head. Yeah, it was a pleasure and an honor to have you here on the show. Thanks again. Yeah, thank you, Mark. It was a good conversation. I enjoyed it. So what would enable you to make more impact tomorrow? Let us know down below in the comments. And if you enjoyed this video, please leave a thumbs up. I'd really appreciate it. If you know someone who might benefit from the things we've just discussed in this episode, please share this video with them. And if you'd like to learn more, check out some of the past episodes or head over to learn.servicesignshow.com where you'll find courses by leading service design experts that dig deeper into the topics we talk about on the show. Thanks again for watching and I'll see you in the next video.


For more videos on people's struggles, please subscribe to our YouTube channel. After making America sick again, Trump is trying to compensate for his administration's failure by buying up the entire stock of Remdesivil from Gilead for the next three months for the US and leaving nothing for the rest of the world. Remdesivil is the only drug that has shown some benefit in fighting the novel coronavirus and drug trials. It works by reducing the replication of the virus in the human body and this helps in shortening the hospital's stay of the patient by about 15-20%. As Remdesivil cuts down the infectious period, it is also useful for society as it lowers the rate of virus transmission. In this particular case, instead of looking at the common good of humanity, the US should be talking about the intellectual property and monopoly over the drug at the moment. This seems to fly in the face of what the world needs and also shows, shall we say, the kind of exceptionalism that the US believes in, that the world's good doesn't matter to it. It has only respect for its own good and in this particular case, the good of Gilead because it's also getting a fact price for the drug and of course that the American people will get this drug at least available to their insurance cover and that is what is in store for rest of the world that unless we break patents, we're manufacturing it ourselves. Remdesivil is not going to do a medicine which is accessible to the rest of the world. At the World Health Assembly, the US was the only country that opposed the resolution that all medicines and vaccines should be put in a common patent pool and be accessible to all countries at reasonable cost. The price at which Gilead is selling Remdesivil is another issue. Remdesivil is a particularly egregious case because, you know, it's a small molecule. The cost of this molecule is probably not more than $10 for a full five-day course. This is not what I'm saying. This is what there has been institutions which have been working on it, have worked on the detailed costing and they have come to the figure that about $10 is the total cost of production. Now Remdesivil is also being charged to even US customers at $3,000 for the insurance for those who are going to the hospitals. We're not insured. It's $2,000 but that is 200 times the cost or 300 times the cost of the production of the medicine, production cost of the medicine. So already you are seeing profiteering on the very high scale. Even if the US had not done that, what it has, capturing the total stock, the issue of actually licensing Remdesivil compulsorily would have been there.  We hadn't flagged the issue that US might capture most of the stock of medicine. We had raised this. But our also concern was the price which we are going to get. In India, the price that we talked of is about roughly about $400. $25,000 to $30,000 is $350,000 to $400. The price that is being talked of told that that price is completely out of the question for large sections of the Indian people. Why is the Trump administration doing this? This could be to make the US citizens feel that Trump is looking after them by providing medicines. Even as his administration has played miserably in the fight against the COVID-19 epidemic. Another reason could be that by controlling the medicine for the rest of the world, Trump can bargain with them and try to regain the global hegemon status that the US has lost. With this step, the US has ultimately cleared its intentions regarding vaccinations. The US has backed five companies with a $13 billion purse to support vaccine development. If any of these vaccines succeed and others do not, there could be a similar situation for vaccines as well. So what can the rest of the world do? The basic issue is can you break that monopoly of patent? And answer is yes. Most countries have compulsory licensing under its kitty, in their kitty. And so does the world. In fact, WTO itself in 2001, the Doha declaration had accepted that yes, countries can break the patent and can license companies within their country and also outside. This can import this from anywhere. This is under conditions where there is a health emergency, out there is an epidemic and in this case it's both COVID-19 is really both. The countries have the right to do so. So we have a right to do so. When we have a right, why should we beg, confront, fight? We should exercise the right. I'm sure the US has the right to say it's company within this short set to take over all the production. That's the right it has. So we have the right to manufacture. Remdesivir is a small chemical molecule which is easy to manufacture. So why are other countries than not starting the manufacture of Remdesivir? Trade sanctions under US TR301 is a threat that the US holds over many countries. For instance, India figures prominently each year in the US super 301 list because its patent act is not in conformity with US laws. The question again is the political will to do so and can we stand up to the United States and that is something which will be good for countries to come together on. So we get a club of countries who come together to say we'll collectively break the monopoly of the United States on either Remdesivir or the vaccines when it comes. That I think is the way we should go. So it's a kind of global negotiations with each other that we have to do rather than with the United States at this point.


Okay. Time for another unboxing. I picked these up this evening at the local thrift store. I walked past them, saw them there on the shelf. Never seen them before. There's something called rockers, but the fact that they are Steven Universe, of course, is what caught my eye. Here's the items that might be in the box. There's the info on the bottom. I picked up three of these in the interest of getting some sort of variety when I opened them up. I had no idea how much they were. Since this was the thrift store, I was assuming maybe $2. At the register, these turned out to be $5 a piece. $5. I went ahead and said, okay, fine. So this is $15 worth of stuff here. Let's open one up here. This says series one contains one rockers wobble figure. Anyway, let's see what's in here. Dang. Wow, this is glued hard. This is glued really hard. Becoming an original Minis fan? I don't know. Okay, so it's wrapped in paper, so we don't know. Oh, I see who it is already. It's Mr. Universe, Greg Universe. Oh, he's got his ukulele. This thing is surprisingly heavy. It's a solid ball under here. Okay. That's kind of cute. I like the paint job on this. It's really clean, really professional. I like the design in general. That paint there is kind of sloppy or maybe damaged in packaging. What does it say on the bottom? Cartoon Network? Okay. All right. Let's see what else we got. Wow, the paper peels rather than separate from the glue. Wow. This better not be another Mr. Universe. Oops. Dang. You hear how hard that hit the glass? I should be careful not to drop these. Oh, look. Come on, focus. There we go. It is garnet. What's going on with this paint job here? I'm having trouble understanding what's... Oh, I see. She has her arms folded. Those are her fingers folded over her arms. Okay. I was expecting to see her giant fists. This one isn't so detailed and interesting as the Mr. Universe. All right. Next one. And this one is... It's going to be Steven. There we are. That's funny. Again, really clean professional paint job. The texture and the paint work on their faces is not glossy. It's got a nice matte finish to it. His hair is a nice brown. On the camera, it might look darker. But it's a nice even brown. Well, I guess that's the fly on his pants. And this is his pockets. Yeah. So there they are. I like Greg Universe the best. Let me get a better shot of this for you to take a look at it. Well, that's it for this unboxing. These were really expensive. I might get more. We'll see.


The Beltrami County Sheriff's Office is warning the public to stay off Upper Red Lake. This warning is due to extremely poor ice conditions that have developed and continue to worsen. In the past few days the warm weather and high winds have caused the ice to break up. Photos posted today on the Facebook page of JP's Corner Access on shows that the lake has many large areas of open water and what ice there is is very broken and mostly surrounded by open water. Official say it is not safe to go on Upper Red at this time. If you've enjoyed this segment of Lakeland News, please consider making a tax deductible contribution to Lakeland Public Television.


Bandits attack families in different communities in Benin-Guari-Lakey government of Kaduna state, killing three people. The hoodlums also kidnapped 22 locals and snatched their motorcycles. Eshek Osman Kasai, chairman of the Benin-Guari Emirates Progressive Union, told journalists this morning that on Saturday, the 23rd of September, around 7.30 p.m. a bandit invaded Ayungada off the Maree community in Kazagay Ward, killing two locals, namely Sanusi Zubaro and Kabiru Zubaro. He said the bandits kidnapped 12 persons and looted shops in the same community during the attack.


When the volcano erupted on Santorini, known to the Greeks as Theda, it completely upset the entire region. This is known to have caused a societal collapse that we never really recovered from and in this sense we are still trying to understand this period in time, later referred to as the Bronze Age collapse. The massive eruption of the volcano beneath the island of Santorini in the middle of the Aegean Sea provides a fundamental piece of information for this point in history of the late Bronze Age civilizations of the Eastern Mediterranean. The archaeological remains excavated at Akkototiti includes impressive architecture, remarkable wall paintings, and large numbers of other finds that provide an unparalleled view of Aegean civilization in the middle of the 2nd millennium BC. The eruption occurred close to the height of power and influence of the civilization centered on the Minoan Crete. It was very apparent that chronology is of major importance for understanding the interconnections and influences between the ancient civilizations of the Aegean, Egypt, and the Near East. The eruption has been dated near to the beginning of the new Kingdom in Egypt by a range of archaeological evidence. The dating appears to be strongly supported by the presence and sequence of Egyptian artifacts found in the Aegean, as well as by large amounts of Cypriot pottery of various phases found both in Egypt and in one notable case also in the Thera volcanic destruction layer itself. It is also supported by the presence of pumice sourced to the Thera eruption in archaeological context in Egypt, the Near East, and Cyprus. The eruption of Santorini reached as far as the Great Pyramids. The eruption is said to be responsible for much destruction and this reached Egypt and immortalized in the Tempus Stila where it states that pyramids, temples, and tombs were devastated during a great and long lasting storm. The king after a period of time ordered the restoration to be carried out on many of Egypt's great structures that were devastated by the event. The fragmentary Stila recounts the devastations and reconstructions resulting from an extraordinary cataclysm, an early 18th dynasty in Egypt. While storms can be noted in Egyptian literature, Amos Tempus Stila is without parallel in extending the destructive effects to the entirety of the country. The remarkable nature of the event described in unprecedented detail is stressed by the text itself which attributes the disaster to divine displeasure while yet declaring that it was a greater than divine wrath and exceeded the gods plans. The Amos Stila, comprising multiple fragments recovered from clearance of the third pylon at Karnak, consists of a single text in horizontal lines copied on both sides of a calcite block that once stood over two meters tall. The side conveniently termed the face or front side had horizontal lines painted red with incised hieroglyphics highlighted in blue pigment and it tells a tale of devastation that happened in Egypt right after the time of the eruption. The text begins with a standard string of titles for Amos the first, including a reference to his divine appointment by the god Ra. Amos was residing in an Egyptian town, so reads the stone, and he traveled south to Theves to visit Karnak. After his visit he returned south and while he was traveling away from Theves a tremendous storm blew up with devastating effects throughout the entire country. The storm is said to have lasted for several weeks with billowing noises louder than the cataracts at Elephantine, torrential rainstorms and an intense darkness so dark that not even a torch could relieve it. The driving rains damaged pyramids, chapels and temples and washed houses, construction debris and corpses into the Nile where they are described as bobbing like papyrus boats. There's also a reference to both sides of the Nile being stripped bare of clothing, a reference that has lots of interpretations. The most extensive section of the Stila describes the king's actions to remedy the destruction, to re-establish the two lands of Egypt and provide the flooded territories with silver, gold, oil and cloth. When he finally arrives in Theves, Amos is told that the tomb chambers and monuments have been damaged and some have collapsed. He orders that the people restore the monuments, shore up the chambers, replace the contents of the shrines and double the wages of the personnel in order to return the land to its former state. Amos himself believed this storm was the result of the great displeasure of the gods for his leaving Theves, his rightful location for the rule over both upper and lower Egypt. It is necessary to emphasize that such a major natural catastrophe as the volcanic explosion under consideration would have seriously affected a wide range of civilization around the eastern Mediterranean. It would have remained in people's memories for a long time. That said, it is remarkable that we have no concrete records of accounts from anywhere in this region by people who had witnessed the Thera eruption more closely. An influx of new data and understanding is obliging us to revise the chronology of the Middle Kingdom, second intermediate period and the New Kingdom. It is now time to consider the possibility that the Tempus Stila is indeed a contemporary record of the Cataclysmic Thera event and a thousand years later, at the time of Plato, he tells of a time when a great civilization fell beneath the waves, a mighty empire that was gone overnight. Plato's Atlantis may have been Santorini, but what do you guys think about this anyway? Comments below and as always, thank you for watching.


Last week we discussed the problems with Piers Morgan's dismissal of Meghan Markle's claims about her mental health. Now, that moment on Good Morning Britain, and the router ensued with weatherman Alex Beresford the following day, has become the most complained about TV incident in Britain's broadcasting history. As of this week, OFCOM, the UK's communications regulator, have received over 57,000 complaints about Morgan's behaviour. Let's take another look at the controversial moment in question. Okay, again, let's have the names. Who did you go to? What did they say to you? I'm sorry, I don't believe a word she says, Meghan Markle. I wouldn't believe it if you read me a weather report. And the fact that she's fired up this onslaught against our royal family, I think is contemptible. And I understand that you don't like Meghan Markle. You've made it so clear a number of times on this programme, a number of times. And I understand that you've got a personal relationship with Meghan Markle or had one, and she cut you off.   I don't think she has, but yet you continue to trash her. Okay, I'm done with this. No, no, no. Sorry, no. Sorry.  You can track me, maybe not my answer. No, no, no. I'm being... Sorry, can't do this. This is absolutely diabolical behaviour. I'm sorry, but Pierce spouts off on a regular basis, and we all have to sit there and listen. 6.30 to 7 o'clock yesterday was incredibly hard to watch. Now, the outrage obviously was caused by someone going on television. Someone has opened up and talked about their mental health difficulties, talked about feeling suicidal and Pierce Morgan has stood on national television in front of millions of people and saying, I don't believe a word of it, which is not really what is particularly a helpful message to be putting out there. And obviously, lots of people have been very upset and offended and outraged by it. Owen, I know you'll be equally outraged about Pierce Morgan's comments there. I want to know your thoughts on, you know, whether or not you're surprised at quite how big the public backlash has been to that. It's now the most complained about TV event ever. I'm not actually no, because look, we know there's a massive groundswell of racism in this country. We know that a lot of that manifests itself as widespread hostility to Meghan Markle. I think on the issue of mental health, there was actually quite a large, a large grouping in British society who, because of their own lived experience, are just likely to take it far more seriously. One in four people. The statistic people would be familiar with go through some sort of mental distress in their lifetimes. And, you know, suicides have increased in 2019, the highest for two decades amongst men.  So huge numbers of people, you know, have been effected. They know people who have been affected by suicide or directly people close to them as as well. I mean, for women, it's interesting because the biggest killer of men under 45 is suicide. But that doesn't mean obviously it's not a problem amongst women. In fact, look at the statistics for came on for women under 25, it's increased by 93.8% since 2012. So, you know, I do think what we should do rather than just, I suppose, outrage, which is understandable. And I, you know, I think the groundswell of anger is because a lot of people are affected by mental health is I think we should try and shift the debate on to the fact that mental health services in this country are woefully under resourced and under the coalition government. They claim there'd be parity of esteem that physical and mental health would be treated equally. But of course, neither are properly resourced in this country. We've seen with COVID. Obviously, what an under resourced NHS does, but in terms of the mental health crisis, look, people with suicidal ideations go to their GPs and they're often put on waiting lists for months to get to get help even when they're in the midst of a crisis. They don't get the support they need. And that can have obviously catastrophic consequences. For anyone who knows anyone who's gone through a serious crisis, they know just the absence or the patchwork of support that exists in this country. The, you know, it's like a lottery, depending on what where you live often. It depends if you're GP, how much training they have on the issue. So I think that's what we should be talking about, as well as the stigma.  Men are far less likely to seek help though, which is one of the reasons suicide is so high. A lot of that is stigma attached to how masculinity is interpreted by lots of people. It's seen as weak and unmanly to seek help. So I think those are the discussions we need to have. I think it's the problem with this is it all gets thrown through the prism of culture war. It gets through the, you know, the prism of the of the Pierce Morgan never ending pantomime. When actually, I think we should be using this moment to be talking about a massive mental health crisis, which by the way, disproportionately affects various people. As the Samaritans point out, the poorer men are 10 times more likely to die of suicide than more afterward men. People from people of color are far more likely to suffer from mental distress. LGBTQ people are far more likely to suffer from mental distress. So I think these are the these are the discussions we need to be having rather than falling into the trap of here's another culture war. Here's the Pierce Morgan show. We're actually, I think there is a broad sympathetic coalition in this country who are open to hearing about the crisis of mental health services. And and what we actually do about it. I think that's where we need


In this problem, it's given that the radius of the given circle is 5 cm. You can see in the diagram, OR is perpendicular to PQ. PQ happens to be the chord. OC is perpendicular to AB. AB is the another chord. And PQ is parallel to AB. So two chords PQ and AB are parallel to each other. OR is perpendicular to PQ. Let me show it to you here. So OR is perpendicular to PQ and OC is perpendicular to AB. You have to find out the length of RC. So again, whatever we learned and did in the previous question, we'll have to do the same. So here, what is given? Radius of the circle, radius of circle is equal to 5 cm. AB is parallel to PQ. OR is perpendicular to PQ. And OC is perpendicular to AB. And it's given that AB is equal to 6 cm. And PQ is equal to 8 cm. To find, what do we need to find? We need to find RC. So how will you do it? So RC we have to find out, right? So again, if there are perpendicular dropped from the centers, obviously those perpendicular will bisect the chords. So hence we can say, solution. We can say, since OR is perpendicular to PQ, therefore, PR is equal to RQ. Reason being, perpendicular from center bisects the chord. This is the reason. Fair enough, right? Similarly, OC is perpendicular to AB. Therefore, what will happen? AC will be equal to CV. You can add one more information that it is 4 cm. And here it is 3 cm. Now, in triangle AOPR, since OR is perpendicular to PR, therefore, OP-square is equal to OR-square plus RP-square, isn't it? So OP-square is, so hence we can find out OR-square from here. It is nothing but OP-square minus RP-square. So it is equal to OP-square is how much? 5-square minus RP-square is equal to 4-square. You can check here. RP is 4. So hence it is, if you see 25 minus 16, which is 9 cm-square. So OR will clearly be 3 cm. Okay, OR is 3 cm. Now remember this. Next is, in triangle OAC, OA-square is equal to OC-square plus AC-square, why? Pythagoras theorem. Pythagoras theorem, right? So this is in the right-angle triangle, hypotenuse square is sum of squares of the other two sides, right? So hence, what is OC-square guys? OA-square minus AC-square. OA-square is how much? Radius-square, so 5-square. And AC-square is how much? AC-square is 3-square, right? So hence it is 16 minus 9, which is equal to, I'm sorry, 25 minus 9, not 16. So answer is there in my mind. So hence 25 minus 9, which is 16. So hence OC-square is 4 cm. Right? Now, what is RC? Clearly RC is OC minus OR. OC minus OR, what is OC? 4. And what is OR? 3. So hence it is 1 cm. Okay? Understood? Again, we applied two theorems here. One perpendicular from centre by 6th chord is 1. And another one is the Pythagoras theorem, which we have been using for many years now. Is that okay? So I hope you understood the problem and its solution.


Welcome to the University of Maryland Epilepsy Center. This is the Epilepsy Monitoring Unit, known as the EMU. Patients are referred here for a variety of different reasons, including to determine if you have seizures and what kind they are, to figure out why you have seizures and how best to treat them, to see if you're a candidate for epilepsy surgery or to change your medications. Most patients stay in the EMU four to seven days. You will have your own room with a private bathroom. During your stay, you will be closely monitored by a video camera, as well as electrodes placed on your scalp. Using both of these methods, we can see what happens to you physically, as well as what's happening in your brain when you have a seizure. In order for the team to evaluate your seizures, while in the EMU we may reduce your medications or ask you to stay up late, but always safety is our top priority as we figure out the best way to manage and treat your seizures. Learn more about what to expect, including a checklist of what to pack, by visiting our website at umm.edu.com.


The way we learn today is just wrong. Learning needs to be less like memorization and more like Angry Birds. 50% of school dropouts name boredom as the number one reason that they left. How do we get our kids to want to learn? The challenge is in the old style educational system you start at an A and every time you get something wrong your score gets lower and lower and lower. In the gaming world it's just the opposite. You start with zero and every time you accomplish something right your score gets higher and higher and higher. It completely flips the way we currently learn. Think about what you do when you play a game.  It's actually the same as the scientific method. The trick is to make kids as addicted to learning as they are to gaming. I want to share a story, one of the most compelling examples that I've ever heard of gamification. Proteins are the basic building block of your cells and for the longest time predicting how a protein folds has been a very difficult problem. A group of graduate students asked the question is the ability of the human brain able to predict protein folding better than the computer and they created a game called Fold It in which the user gets a protein and then begins to manipulate it and fold it on the screen. The lower the stress and strain on that protein molecule the better their score. But the humans were much better at folding proteins. It turned out that the best protein folder was a woman who during the day was an executive secretary at a rehab clinic and who at night became the best protein folder on the planet. Gaming outperforms textbooks in every area. Customized gaming teaches creativity and innovation. Pilots and surgeons trained on video games outperform those who are not. So where is this all going? The future of education is an AI that can teach my child or your child and gives them an education that's so personalized, so perfect that the wealthiest people on the planet would never be able to afford it. That's a future in which education is much better than we can possibly ever imagine.


Why in the morning if it's Tuesday it's entrepreneurship Tuesday at Y2F4 channel is where you can find us across all social media handles at Michelle Ashira so you can find me across all my social in this particular session we dive into an interview that looks at brand positioning we'll dive into this conversation look at how important how important it is to align yourself as a business owner when it comes to branding and what it entails in studio I am joined by Anthony Kiguta who is the managing director of Ziprof Technologies good morning Anthony Good morning Michelle How are you doing? How is your Tuesday coming along? It's coming along fine Fantastic So briefly take us through who Anthony Kiguta is Where did you grow up and what exactly what do you do? Well my background okay Anthony Kiguta is born and raised in Nyeri County in a family of three and growing up I grew up just like any other kid a first born for that matter and all along I've come a long way even coming to the point of now getting to school and all that Ziprof Technologies he spoke on that is something that came along the way because initially I was pursuing something totally different and I was pursuing accounting but I developed some passion in IT and it's something I decided now I need to pursue this growing up we were not so much exposed to technology you know in Nyeri County interiors and all that so when I came to the city I got that exposure and I got to learn much about IT processes and now I decided to pursue that passion Nice So our conversation today is on brand positioning of a brand And let's look at what is brand positioning? Brand positioning is the process you undertake in placing the brand in the mind of your customer How the customer will perceive your brand You may come up with very nice colors you know the logo the tagline and all that but you need now to position that in the mind of the customer Alright and how do you achieve that? One of the ways is okay let me just take you all through the steps you need to understand yourself because in one or another whether you are aware of it or not you are doing some bit of brand positioning you start a company and there is a way now people get to perceive about you and now you need to position yourself in the right way you need to identify how you are doing it how other people are doing it you analyze that compare that what is your unique element what is your brand bringing in that is unique different from the rest now you need now to position yourself in such a way that people now get that element that it comes out clearly and there are various strategies that you can employ Ya I was heading there Ya sorry sorry there are some ways you can approach it you can approach it from the angle of quality that is quality based positioning where you are communicating the quality you are bringing on the table bringing you possibly you are developing a software for example this is something that is reliable this is something that is unique to the market so that element of quality needs to come out clearly that is when you are taking the quality based approach this is also the price value approach there is the general perception among customers that when something is quite pricey it must be good ya we always think that it is actually expensive it has to be of good quality it has to be of good quality so if you decide to go that way you can still take it but you also need to match to that so that when they are buying it they don't get frustrated along the way then you also don't want to price yourself so low so that someone is like are you guys serious are you serious in what you are doing the other approach you can take when you are doing the positioning you can look at the problem and solution where you are communicating to the customers I ignore your problem and I have this solution for you I think it is very common in those vernacular stations you hear have you been doing this, this and that we have this solution for you and it is still an approach that you can take it needs much of research you need to go back to your customer get to identify clearly what is their problem so that now you can then come in and present a solution for them another thing is I like what you say if I come onto the picture and they give a very low pricey quotation then they will question how legitimate I am and the quality of what I am offering so let's take me through the fact that if I am building a business profile for a business problem is just starting off how do I go about it about you need first to identify what you are selling because then what you are selling you need to give value to it you don't want to sell something just for the sake of making an extra coin it needs to match that even when you are doing your profiling you need to profile based on your product or your service so that you align yourself in such a way that really when you are presenting that business profile to someone they are like ok you understand your thing so if you knew you asked this much yes you understand your thing alright so you have been into business in the space of technology for approximately 7 years now yes since 2014 since 2014 and you left employment in 2018 in 2018 I was doing it on the side you do a side hustle you pursue but then with time you realize this is where my passion is alright and you get into business and here we are right now so why does positioning matter for a business it matters because the position in the mind of people how they perceive your brand if they perceive your brand is low quality then your growth won't be as better compared to a position where people feel this is something I can identify with this is something I can grow with for example like in our case we have positioned ourselves as a go to people for small scale startups SMEs and the rest so when they come to us they need to feel this person understands us and the kind of solution I need they will be able to give me so based on the first impression they got about us and how we have positioned ourselves in the market and our competitors they are able to identify and also give you business so if you don't position yourself well you will fail terribly we have looked at the brand positioning strategy so let's look at what makes a winning position a winning position a winning position is striking a balance between all of them because you may pick one and along the way you may burn out for example if you focus on price alone you will find this is not a client who doesn't mind about the price when I come to you I need a solution money is not a problem so if you had centered your whole approach on price you will fail because that person will come picking holes into the quality you are assuring them is the solution giving me quality is it solution coming to solve just a section of my problems so if you employ pricing then along the way you bringing the element of the benefit your communicator you are giving them they feel ok this is the person I need to work with before we actually continue I think it's best this is the time where we can look at different types of positioning different types of brand positioning I would say they are quite interlinked with the strategy it has used there is a way you can position yourself as a solution provider like in our case as a solution provider this ok for us it's a service there are people who may go to sell they are selling products so the product is not necessarily possibly it's a cosmetic thing there are people they can do away without it but you need now to communicate that to them so you need to position yourself in such a way that you are you are rhyming with the customer needs yes still speaking about customer so why should I use my consumers to develop my positioning because they are the ultimate people who will support and keep you afloat if you develop a solution and you are forcing people into it they will keep away from you because they need to essentially when they come to you they are looking for a solution so if you are working the other way like you are bombarding them with you know information bombarding just we sell this without getting to understand what they really need it will frustrate you because ok you will have a few trials ok there are those people who are risk takers the customers but others are not risk takers they really have a defined thing they are looking for so it is very important you work from there customer feedback, customer responses and you work together with them in what you do actually you guys offer digital marketing we offer web developing we offer digital marketing I see IT consulting when you look at the digital marketing space and brand positioning what is important is that when it comes to people into the business world including just an inclusion of digital marketing in just putting their brand out there the internet I would say is a very big market it's yet to be fully exploited I would say so and when you are alone you are just in that kashop in that kashop area if you just keep around the people close to you and all that you limit yourself but when you get into digital marketing you are marketing your product to people out there you will get limitless possibility limitless opportunities and I think during this pandemic it has really opened up our eyes on the power and the importance of digital marketing I remember when we got into the whole issue of lockdowns and the rest we got approaches from several clients who were like how do we get into the digital space and we helped quite a number of them just to position themselves out there now in the online market and it is very important because you continue even to get referrals out there you continue to tap into other markets that possibly you are not even aware of just for our case there are clients who call even from out of the country I have never maybe gone to that particular country but we have our digital marketing team working in there out and positioning our brand out there and we get enquiries we get business so it's very important to get into the digital marketing so I want to use this opportunity to dig into the fact that you also offer IT consultancy so how important is it just from digital marketing space apart from social media what else can we do because I understand you also do web development what else can we do just to put our brand out there because when you talk about digital marketing the internet space we just think about social media what else? social media is just one component of digital marketing and many have employed it it's working I would say it's working especially in the Kenyan market but you need also to explore the other opportunities for yourself and first you need to create a space of your own and that is in the form of a website you need to have a website where you are displaying your products where you are communicating your vision mission your target market and all that because maybe it's not necessarily a product driven business it's more of a service driven business so people need to have somewhere they can come to and learn more about you so I would highly recommend you start from that base get a website then also now you need to also get into another digital marketing aspect we call as search engine marketing where you work with the search engines you make payments you pay according to your keywords possibly you would want people to reach out or to get to your website using a certain keyword the best filmmakers you can pay for that that is search engine marketing you can pay and also you can also use something we call search engine optimization that is done on your website you optimize your website such that now the search engine can rank you better so that people can now get to learn about you there's also what we call ad display where you can work with the marketing agents Google being one of them they have they can tap into many websites like you get into like a betting website it's very common you'll get some popups here and there so you need to work with such agencies to display your adverts out there you may not know which is the best in terms of traffic the website which is the best website to advertise on but when working with the agencies they are able to tell you okay this and this websites we can place your advert here so that is also another part of digital marketing looking back seven years ago we're still starting off the new kid in the block a couple of mistakes that you made when you came to just putting your brand out there to the public one of the challenges I had is lack of confidence of what I'm selling and you enter it to a boardroom full of the guys who make the decision you lack that confidence what possibly I would say I worked towards that building my capacity because one of the reasons why you are not confident is your capacity you are doubting your capacity I remember it was one instance I got into it's a government entity and it's full of people who actually know less about IT and they are like they are asking those small questions they are like okay I didn't think this would be initially I need to explain so with time I got to build my capacity in that the other one was in terms of marketing you place your money where it's not really giving you any returns okay you feel okay this is working for so and so I also need to put some money in there and you realize oh I am not matching my or rather my position is very different from them so your approach needs to be in line with what you are selling so some of the mistakes I did is like just place an advert out there I remember like paying a daily and you are like the people who call you are people looking for work not really people who are like to give you business you may the paper or rather the daily may work for someone else but it may not work for your case so you need to understand which are the avenues that can work actually for your marketing case and you mentioned something very important about building capacity so how can we for just business startups that are getting into the market they are trying to put their brand out there so how can we build their own capacity one start with someone who is already into it get a mentor at times the capacity may not be on the papers possibly you already have the papers you need someone who will guide you like okay I want to try this like for my case I have my mentor once in a while I am thinking of doing this and he is like okay Tony don't try that don't try that won't work so that is one element then continually learning there is no end to learning there are so many resources out there get online get to YouTube learn much about your field anything revolving around your business anything revolving about your product if it is a product that deals with elements things like ingredients it's a food product learn about those ingredients is there something you can do with the ingredients is this something you can adjust on one flavor also that can make that difference so continue learning every day there is no end to learning because there are new trends coming up there are new trends so let's look at a couple of when it comes to this space of branding couple of lessons that you have learned along the way because you looked at the mistakes you made so what couple of lessons that you have learned along the way as you grow branding is very important what like in our case we started with and our focus was to present the professional element of it because in our field there are quite a number of quarks and it's something we needed to really communicate out there like we do it in a professional way oh yeah and also going to the right person for information sure sure sure you really need to have even a support system within your business like okay who can gain me on this who can gain me on this also learn from the rest learn from other brands how are they positioning something how are they presenting themselves so that now when you come in you have your own uniqueness yes so that's something I learned I didn't want to go to okay I'm seeing so and so is doing this I want to do exactly this learn from this person learn from another person then develop now your own brand based on what you do and what you're good at authentic and a couple of challenges that you faced while just coming up with a brand which is unique to the market okay on the brand element there are times you may want to possibly want to get into the space of advertising to the level like we were really looking into getting into big advertising you know billboard and the rest you don't have the finances okay finances are a major challenge to many startups and at times you feel without these finances I can't go much you're not really doing it especially if you want to get into means chain it's a very major challenge and getting even to the mid you want to communicate your brand out there you look at those rate cards and you're like I need to work more so we were really working and also collaborations at times you want to collaborate with partners and they are not even sure about your brand okay you're a new kid in a block and are you really sure about this so some of the challenges we met along the way are some of those where you approach people and you're like okay let me give you a few more years then you come and how do you cap that the whole situation of challenges being like example finances and the people who you're able to win their trust credibility aspect of it so how do you cap that situation in terms of winning their confidences continue doing what you're good at because with time they'll get to notice it at times you would we would do that then along the way someone the same person calls you I saw you were doing this come we talk I saw you were doing this it's the same people you were approaching on possibly a different issue but now they have seen you are really serious about this you are serious about getting into this business in that level now in terms of finances you really need to control as much as you have expectations you can't do everything at once it's quite a process you need to work on your financial discipline you need to work within your limits work within your limits don't over price don't go to the level of trying to exploit your customers just to get that extra coin to handle your cash flow issues speaking about financial being responsible in terms of finances couple of financial lessons you have learnt along the way financial lessons at times one of them is the one I've mentioned live within your limits even in your personal life if you don't live within your limits it will flow even into your business because you'll start even picking the little that the business is making and you don't have any reserve on the business so the element of this plan it's something I've learnt I would say in a hard way and in a good way I think guys if you want to pick anything from this interview or anything else just pick the aspect of discipline because I think it runs along every aspects of our lives so Anthony Kiguta thank you for creating time to be with us probably share your social media handles on how guys can reach out to you Twitter handle Instagram all of my social media handles at Tony Kiguta Tony is T-O-N-I-E Kiguta and also now for the Ziprof we are at Ziprof Tech T-E-C-H for Twitter for Instagram is Ziprof underscore tech for Facebook is Ziprof Technologies Limited alright thank you very much Anthony Kiguta for creating time to be with us so make sure you guys follow up with him to keep the conversation going and if you have any question pertaining the branding position he's the guy to talk to at Y244 channel is where you can find us across all our social media handles at Michelle so we'll be right back with so much more right here on Entrepreneurship Tuesday


Yeah, we make weekly hair. How are you? That's good to be by yourself. You doing all right? Good. Very good. I'm off.  Then kind of be in the middle so there's nobody here. And then make that, yeah, wear that. Yes. Now wear that blanking truck. That's our. Probably that does the road that we need to get. She sewed it on like super nice. Yeah. There will be, let me see here, a two player, two tenor saxophone players and a trombone player who will have to tune. We're all in position. We've memorized our marks. We're marking time.  So band, halt, we stop, and then turn. I need us to form. End this game. At this time, we'll ask you to please stand and join us in a moment of somewhat good questions. Game over.


Alright, so as we've explained with Gay-Lusek's law, his law states that pressure and temperature of a gas have a direct relationship, meaning when temperature is increased, pressure will also increase as long as volume and the number of moles of gas stays the same. So what we've done is we have increased the temperature of the gas inside of this can to boiling temperature. And I'm going to put it into this beaker of ice water, thereby decreasing the temperature of the gas in the can. Let's watch what happens to the pressure. As you can see, the pressure decreased as we decreased the temperature of the gas in the can. And since the temperature decreased and the pressure decreased, the pressure decreased caused the can to implode on itself in order to equalize pressure in the atmosphere.