Hello how are you today. Im doing great, thank you for having me, im really excited for this. Im excited, we have our members from across the world joining us for this conversation, i been talking about it nonstop over the last few days to the point of annoying a few friends, were all very excited. To remind everybody, the context of our conversation today, together with alex we will be learning how to compete in a world with the space. The concept of always being one is something we can always benefit from and alex, im sure you were expecting it to be released in the midst of a pandemic, however, in my view, this could not be more relevant especially these days when so many of us are forced to have the d1 mentality. Help us kick off, id love to ask you, what you found to be so important about this topic that you want to focus your sites on going deep in the leading ceos and the workers at all levels and Tech Companies, what got you to write this book and how does this the into your overall journey . Im a reporter in silicon valley, im a reporter that comes in with a slightly different background instead of going to Journalism School i studied industrial relations in a put that in the back of my mind but i really always focused on culture, organizational behavior, how companies are led and how work is structured, that is something the boys thought about the background as they covered the news going on in the companies, and the round 2017 we sell the tech giants start to grow and dominate and it was really thing entrance transfer become buddies to fall apart. As they get bigger bureaucratic and they make room for a new competitor, thats a typical lifecycle of a company and instead of doing that they kept getting stronger and stronger and as i was spending time at the News Companies i begin to see practices that i got caught in school and traditional businesses. In fact i thought the operations and the way the lead in the cultures and processes and the technology that they use inside was just different and you can draw a line from what they do inside to the success. Its like facebook, and instagram is successful and therefore google is successful, i believe there is an underlying culture that is in place that has led to them to be dominant and it would be a shame if they kept to themselves, theres never going to be a point in time where they would say he is a manual for being successful go ahead, wouldnt you take notes and what we do well and beat us away, they were not getting the over into my perspective of a journalist with a background that touched a little bit on labor and organizational culture, i could find a way to write this down and then put it together and give it to the rest of the economy that would allow them to compete and bring them into a new form of working which i believe were all headed to and to have a head start on it. That was the idea, i found this thing going on inside these companies and my plan was the biggest way possible in a way that would give the rest of us a chance to actually take part of the market share of these companies as opposed to having them take ours. Absolutely, thank you so much and on behalf of all of our members for diving in to this really intriguing everybody in the key themes and sharing with us today the key learnings and essentially as were familiar and something that gets more bureaucratic and it becomes less innovative, you just found out the Big Tech Companies are not sitting into that mold and you found out they do things differently, before we jump on the call, you also mentioned that people often assume that the different Tech Companies are very different from each other and based on your research we found there is a lot that is quite similar between how they do business. Can you share with us what were the key themes in these big hyper Innovative Technologies that serve to be a common practice that we can learn from. It depends on mentality, that is day one, the line comes from jeff bezos, theres a moment inside of amazon were bezos is speaking to the whole company and someone brings him the presemitic question and is what this day to look like, bezos goes in front of the whole company and says what this day to look like and it makes entire company laugh in seattle and you dont ask bezos what it looks like, they too is by paralysis and long painful decline followed by death. And that is why its always day one. When i first heard this, isaac bezos is telling amazon to work nights and weekends and holidays and say goodbye to thanksgiving and christmas and the second you take your foot off the gas pedal is day two in your toast. Actually very different, the more i reported in this whole idea of day one is mentality in these companies approach each day as if its the first and little regard to legacy business. A lot of companies will get attached to what got them there and do nothing but focus on that, i think the tech giants have done very well, they would say there is one business that has gotten us to the dance, we appreciate it, its been good, now time to disrupt ourselves to invent herself and most companies when their asset runs out, there dont and became a company that sold everything in a thirdparty marketplace in a Fulfillment Operation a web services provider, Academy Award movie studio, hardware manufacture, the world top Computing Platform, grocery and the experimental amazon coaster and by the way this is something we will all be using soon because we dont want to have personal interaction and we can go into that later. What amazon does, it says listen we have the businesses but thats not going to take us where we need to go, they understand in the average of the fortune 500 with Something Like seven years and today its 15 years. If youre not continually inventing, you are done. And so i think its built into amazon but it really exist in all the tech giants, and facebook they say 1 done, thats the same idea, they reinvented themselves from an online directory or broadcast platform another reinventing again to a series of much more Small Networks like groups and stories and part of messaging then a bunch of people realize and it all starts to click, google has reinvented over and over again and we can go into this a little bit more, i promise to be quick so ill wrap up in a Second Period its amazing, people say google how to search function and they wrote a success word, its really not been the case, effectively not in another company, started out as a website, then it became a browser extension, the google toolbar people downloaded and used and it would pop out on the browser in Internet Explorer and people would take their searches and, that accounted for more than 60 of google searches at a certain point of the history, it was not people going to the website was people typing in the browser and they reinvented to an actual browser with chrome when they realize microsoft was getting screwed in Internet Explorer and they reinvented again into android and again, with the assistant. And microsoft says its gone from Windows Companies to call company, apple has done it well in the past, theyve gone from the manufacturer of the ipad in a pretty successful two computers to now breadandbutter is iphone. I think they have lost the day one mentality inside of apple and i do think that they are in trouble if theres going to be another transformation in the iphone for as long as they can and will find out who is right once a time is up on that. Thank you so much alex, going into this critical point, do you feel like its just the nature of these Tech Companies that this applies to them but maybe it does not apply to whichever business or do you believe having studied everything weve done or reported these companies, do you believe this is the mentality that every company could have if its leadership actually is focused on. Yeah i do, first of all the tech company and not to company is getting more blurry than it was in the past, look at the automotive industry, and auto executive mightve set a few years ago, we have no need to reinvent, we make a car, has four doors and five seats in a runs on gas. Why would we reinvent. But action the company that are gotten ahead on things like electric vehicles and self driving, will probably stand to much more successful in the future. The all idea is not to pivot, dont wait until desperation and go ahead and start inventing the next thing before the asset is down to the core. I did exist elsewhere like Construction Companies are not using Machine Learning and drones to do better what they built, there can be reinvention then. I think what were seeing now in the moment that were in is that covid is forcing companies to do this probably faster than they imagined. So heres one example, there is a stage Building Company in ireland that knew that it was not when you beast building stages for any long stretch of time, and it transform, reinvented itself completely and now building desks for people working at home, theyve good woodworking skills, why not put them to use that will be a second business line for them once again back up and running, and even more profitable at first. Heres the deal, i think that every company can definitely get used to this, sometimes face tends to focus on the back of everyones mind people thought about how to live a mentality, they just be better off in the long term. Before we move to the other common theme we found in the Tech Companies that enabled to outperform and causally reinvent, i want to ask you again with the mentality, this sounds great and it seems like we should have that, i should run my company that way, however, i am trained to understand what actually enabled these companies so that mentality continuously, is it just a matter of the ceo and the Leadership Team being those kinds of people who are in that mindset or is it what are the key ingredients, leadership added into the, the other things weve seen that we can implement so that this mentality is part of the company im really glad you asked the question, its much more than a mentality, begins with a mentality, how do you put the mentality into action, it begins with changing the nature to the way you see work. Weve gone through a few different stages of work, and the industrial economy, i would say its important to think of two different buckets, one is ideal, work thats involved with coming up with new things and bringing them to life. The others execution, everything involved with supporting and making sure that your product is working well for your preexisting product is working well. In the industrial economy, almost all the work we did was execution like someone will come up with an idea, and then everybody would be in the factory making widgets. Then we moved to the economy, all the sudden theres a promise, we will use ideas and work but if you think about the knowledge economy that we live in today, almost all of her time is spent on execution work. We spent a tiny portion of our lives coming up with a new idea and almost all the rest of the time supporting the existing think. Lets say you run a manufactured and used all product of some sort, youre doing Inventory Management pricing promotion, billing, all of these things and thats everything that youre doing to support the existing product, what do you mean they will come up with anything, your hair is on fire trained to support what exist today. And what the tech transducer well, theyve used technology to minimize execution work and make room for ideal work, it exists in different ways, it can be using automation, technology to help close the book for instance. By the way the software is available off the shelf, its not something that is developed with Machine Learning skills can figure that out. And it can be learning how to cooperate better like putting technology to make sure that documents are accessible and messages get across the company. Once he made room for the ideal work, that is not enough, what theyve done, they figured out now that we have our employees working on ideal work, we need a system that is going to take the ideas of doubling up and start or play based, it doesnt matter that the highest level or lowest level and will find a way to bring those ideas to decisionmakers and turn them into reality. There are really three parts of this, mindset, we will transform and we will not wait till the moment, technology, how do we take her execution work, minimize it and make it for ideal work in them for the pipe like how do we get ideas to decisionmakers so we can bring them to life. By doing all three of those things well, the tech giant has been able to lock the tech giant and be able to reinvent themselves. I got it, for shift of the mentality and you have to be willing to constantly reinvent yourself and not get attached to legacy on what got them as you put it, then you have to focus the energy on making sure that you minimize that work by automating it in the Tech Companies, what they did which is the technology, they dont just do it within their product, they do further internal cooperation and you mentioned the thing about the pipeline, how do you go from idea to output as quickly as possible and as well as possible. Lets spend a couple minutes diving a bit deeper into the additional points to introduce when it comes to minimizing execution work, your dimension to elements of the one in as much as possible, the second one is making collaboration easier so that people are not blocked from getting their ideas across the finish line, any best practices or any stories you can share with us that can help us accelerate how well were able to do this in our respective organizations. I would say i dont want to make it sound intimidating but it can be minimizing execution work can be as simple as saying how do we make up and look at our process, where do we find ways to strip out execution work and make your process simpler. Amazon they say inventing simple, that is the Leadership Principles which is something we find the ways to take the processes that you had and simplify them. That can be manual or technology enabled, by doing it well they have been able to create all these inventions like we talked about at the top. Lets go to a couple of examples, i will go with the highest tech example and then give her fairly low example, hightech example is inside amazons or program and it was initially called project yottabyte people inside amazon. Dead vendors and people who would work with suppliers to stock their products and Fulfillment Centers. So if you are interested in you would work with the company and figure out we need this many detergent unions in this many Fulfillment Centers at this price at this time and will pay you this much. So this idea project yoda inside amazon instead of having the vendor managers do it, amazon said we would use the force, we cannot Machine Learning to this well. The amazon they have data, they can basically tell you in every zip code the people, what they do, what their hobbies are because they order the stuff from amazon. For instance, if you have a zip code that likes north face and in the winter we should probably stop, and the north face and the Fulfillment Center. How does amazon get used up in two days or one day, the stuff youre about to buy is early in the Fulfillment Center waiting for you before you do it. So i told her able to ship it so quickly because of an idea demographically that we will probably send this many units out. What amazon did, they thought okay this seems to be working, they put the Machine Learning and the ended up having the Software Take over the bulk of vendor manager activities, now software will send out purchase orders and do the inventory planning and software will be negotiating with the vendors so it used to be that the vendor manager we get on the phone and say we need 35 100 detergents in this Fulfillment Center, not only logging onto a Computer Program but amazon tells him how many they want. So if this is done in minimize execution inside Amazon Retail organization and made room for ideal work, what happens when they take the Machine Learning technology and set it free on the vendor managers work. You can do two things, you can fire people, that would be stupid, or you can say now we have what we were aiming for, ideal work and lets see if we can put it to use, others all give a little background until one story. But the background is you look on linkedin, where do these vendor managers go, these product managers and Program Managers inside amazon, professional inventors, people who are sheltering a series of projects to life inside the company instead of ordering products, they took them from the execution work and put the mind ideal work and they went to a vast number of different products inside the company, heres a fun story, there is a guy who is ahead of pricing and promotion inside amazon, this is the stuff that the Machine Learning did a pretty good job and figured out what is the optimum price and when do we promote them, how do we figure out a way to get them and now the best time. He does this thing where he could goes and works under the Technical Assistant which is somebody that shadows him and fits into every meeting that he takes and you get a chance to learn how he thinks and how the company runs and you can see all the different groups in the company and then you get to go do something cool, the first Technical Advisor was a guy who now runs amazon web services. So he finish