Next on booktv an insider booktv an insiders perspective of Silicon Valley and the tech world with twittered visor and facebook product manager antonio martinez. [inaudible conversations] i was waiting for somebody. I was caught unprepared and i came to a reading of without a copy of my own book. I thought it would have to buy a copy of my own book. They think they do sell them. Are the mics on because i cant hear it. I dont think its on. I can just scream that at some point my voice is going to get tired. I just need to hold it closer. So what i was finding is their format to this . Is there have been r rating and q a . Up to me . Will do it for you reading simmons and q a and not as many ratings as in the past because the q a has to stretch out for a long time and i want to give you a chance to ask questions if you have them but the passages we are reading fyi i held a poll on facebook of course as i can write to facebook as a speech speak. We pulled the passages that most wanted to be. I will review the list. The top winner in the poll was the final meeting where fdx get shot down and i realize my life is over basically. The famous sexist paragraph that will evidently go on my tombstone, which you know what im talking about . Is the one that gets quoted in everyone unfortunately, completely out of context of course number three what surprised me was the facebook guy who runs ads that we had this sort of mafia boss style meeting in the fourth one was the story where i is there any other theme that you are willing to raise your hand and propose . Some of the characters in the book are standing here, fyi if you look around. At the last reading my kids were there and the british were there and they chose not to oust themselves. Anybody else have a passage they would like me to read and raise their hand . Feel free, im not trolling. You are cool with the four that ive chosen . I might give up the forget to be in but the first two and have to read. I will do some readings and then i will do q a and i assume im going to have the signing afterwards if you actually let me design. The final meeting and to the context i dont know how many of you have read it. The context is i got myself into a massive political about the future of facebook and ended up losing the political struggle because im obviously a diplomatic who obviously didnt make it. The scene here is the spokes cheryls Conference Room called only good news. Is that better . Do i sound like the voice of god now in the entire store . Im on page 465, april 12, 2013. The chapter is called facebook melodium. The scene is when its like i played every card i can and its the final meeting and another character from the book. [laughter] its like all the facebook ads, former facebook at ads are going to show up. The scene was the final cheryl meeting. They decided to decide and they are probably not going to go my way. The scene was the only good news Conference Room. We returned to our starting point and fyi for those of you that havent read it soon the exact same scene in almost the exact same characters from literally a year earlier. We returned her starting point under very different circumstances. The cast was almost exactly the same. I had played every last part. Fdx development in that case you dont know if you browse the internet and see what you look inside your face but experience, we built that. You have me to blame for that basically. Fdx development have been pushed to its absolute max despite the Little Research we had. We got an fds partner suspended as much money as possible on the platform. It tried to charm and persuade with charisma. The other members of the ad team most of them barely understood. I was a good part on the bad side i have been in subordinate more or less refusing to work on the projects he designed to distract me from fds. Ive been in inseparably punk pushing for contrarian agenda. Fdx have been a qualified success and i received raise for doing much with very little. None of the erstwhile fans in the room were now willing to take any of the internal social capital and its future looks less the overarching programmatic direction it represented. If cheryl agreed to extend to fdx the data that was limited to audiences or put mobile ads in the inventory on fdx there is a chance of pulling this off. If cheryl didnt agree it would mean the death of the fdx and everything around it the technology itself the innovative ip the budgets we secured to the work on the fdx partners for bigger vision of it all, gone. We were all vetted on one card being drawn. Do you want to go ahead cheryl said to boss was sitting next to me. Boz is the head of ads. After talking to everyone concerned including the custom audience and if the x. Team thats where three or gets matched every device in the world and fools everyone at once. You continue with it in custom audiences only. Thats my recommendation. This was going to be a short meeting. Everyone here is contributed to this discussion. Cheryl looked around the table and we all nodded. Thats what we will do. I cant boz i. Looked away. Nobody moved or spoke. He it was hard to believe the decision had been made. Cheryl added finally is trying to snap us out of a stupor and thats it. No mobile inventory on fbx. We believe that as it is impressed on with identity on custom on today looked at out the window in the courtyard in the huge hacks im pointing skyward like a divining commandment. Id certainly hacked. After close to closing for maladies that i was too distracted to measure roi and got up and leave. He glanced to my direction to my direction the looked away the moment her eyes left and darted out of the room. I wandered into the fbx area or what was left of it to the product they gambled my entire career on was how now effectively on life support. I walked out of the office in the middle of the afternoon with nothing to do. That was the death of the fbx. Shed a tear. The next one is where i get embarrassed is the sexist paragraph. The context is that i knocked up this girl i barely knew on the fourth date and three months later she announces that shes pregnant. So again im going to read the full quote. Page 57 on the righthand side in the middle. She had wild green eyes with a natural spots in her iras when you pull close reminiscent of an afghan girl from the National Geographic cover. Her personality was rough and leathery as her skin. She had various jobs that packing around the rougher parts of the rope issue is imposing broad shouldered presence 6 feet tall and bear feet and towering over me in heels. Here goes. Most women in the bay area are soft and weak and naive despite their claims of worldliness and generally full of fichette. They have their self regarding entitlement feminism and ceaselessly wandered into pens but the reality is come the epidemic plagued it would become the uses useless baggage he would. For a contrast british trader on the other hand was a sort of woman who would end up a useful ally in the apocalypse doing whatever work it carpentry and humble husbandry. Long story short you want to tie your genetic force to the genetic bloodline. I found her uncharacteristically movie maybe pitching a plaintiff feeling nauseated and slightly out of it. But perhaps too much offhanded nos while grabbing a a newspaper of her catcher suggested perhaps do a pregnancy test. Like any male who has played it fast and loose with the safe sex rules i have had my hair sheriff scares. A tear for old woman x showed up two weeks later saying she quote mr. Period and like i would say i miss my bus. After the third showing he just wanted to say unless you have a screaming infant in her arms and it looks like me we have nothing to talk about. I did go to the doctor she replied instantly. Other rather portentous air for saturday morning brunch. I am pregnant, bam a human life. I could hear god laughing. Life is what happens when you are making other plans indeed. Do you want me to stop there or keep on with the boz seen and the other one . One more . You can choose the homegrown scene and theres like me meeting with the mafia bosses, boz. Boz . Do you want to vote . Who says the boz seen . 10, im sorry 12. So 12 for boz and the hunger seen. Boz takes it. Would do the superdelegates say . No, im joking. Here it is. Boz is the head of the ads and the reason he was there was he was and thats why he was there. I dont know if you saw the movie the social network that erase that model. Boz at one point ads became total pandemonium and they sent boz to unscrew it adds to figure out what was going on. Boz has no background in ads at all whatsoever. Boz was no longer develop haunt of the ads seen sitting in on meetings. He carried himself like he owned the place was of course he kind of did. Boz takeover presented more than a cosmetic shift in organizational chart. A complete refrigeration of the ads continue them along the single dimension to boz likes you to fire. Where you were in the continuum was let to be was yet to be determined. Boz requested we have a oneonone even though id did report am efficient we zero fish away. In short order i found myself sitting across from him at a small table in a small Conference Room staring at the tattoos gracing his forearms put on his right of figure map of california and on this left the word truth in latin also harvest model. Ive been a complete Facebook Stock going back to his time at harvard to babyhood. Thanks to the hashtag pound tbt i had seen his idealized immediate autobiography from rural guarding california from harvard to facebook that i scoped out his philosophy of arras public inception of it. He was one of top but fair types truth is written on his body after all. For my part i will say that some truth to be a rare commodity particularly in the tech world. I also noticed those who most made a big show believing in truth were unusually attached to whatever well groomed pack of lies they held dear. The conversation proceeded to my role in the ad team. The Performance Review cycle is semiannual with every february knock is bringing the usual political jockeys to make sure they reviewed you and your biggest attraction is managed by you. You are vice if figure antonio. One loves you and the other hates you which is also true of my amazon reviews. Yeah i can imagine the feedback without having been told a specific author. Other members on the fbx team gushing for my Product Leadership insubordination smart alec arrogance and corrosive criticism of basic strategy. Thats true boz absurdly made friends and enemies here but Michael Lazar is to give facebook the best ads team possible. This was not in all seriousness true. I could barely remember what my life was like before facebook and there is a trove destruction i cause by sense spending my entire life therapy to children neglected to boats rotting in neglect and life outside campus nonexistent in my dedication to the facebook cause. Dont be deceived by my weathering treatment of facebook and this book. Inside every cynic lets a heartbroken idealist treated by now a critic its because at one point late lucifer once been the proudest angel before the fall i lived and breathed for facebook perhaps even more than most. We moved onto the topic of the close debate was ruling all this. While he was equivocally express is fermented to come to a conclusion quickly and end the uncertainty that plagued every forward looking decision. It could be. Somewhat positively or negatively depending. Afterwards we stood up and shook hands over the small desk. The meeting had the smell of the last meeting with the mafia before things turned ugly and he started either unleashing his hitmen are making offers that can be refused. I didnt like the smell of it, not one bit. We know how that ended. Should i stop there and go to q a . Or one more . The homebrew . Now i lost my mark. Sorry . 406. Is anyone here from the home brewing kit . Is scott here . Is he . Okay. He could provide the necessary context. Here is the footnote. This is a true story as is Everything Else in the book right away. When i moved on i had my home brewing apparatus somewhere so i started on face the campus of course. Some hack upon aided by somebody some together craftier degenerates including chris who is not here yet i deployed the fivegallon brew set up all the while dreaming of a stockpile of belgian ale to them it came time to to chill the bear we connected a large coil of copper tubing to the faucet in the secondfloor kitchen of building 16. We were priced of the fact it was raining and that of every other member and Senior Management which is directly underneath the kitchen when security rushed in with panic faces to evidently we have bursa palming in the kitchen with their highpressure cooling. Undaunted our brave beer crew who were in any creation finish the bruin left a large and the ads area. Upon reaching my duties as product manager of this venture i sent an apologetic email promising a bottle of the brew. There were no repercussions and i still owe him a bottle as a kid the beard said which was excellent. We killed it inside an hour. Move fast and bring things including the public. Plumbing. Whats next . Q a. Im the events coordinate here and we were so lucky to get antonio to come. He just had a baby. Well he didnt, but someone did. Hes a proud father. If you have any questions we would like take questions and if you do please use the mic. You can line up behind the mic if you have any questions. Why are there to mikes . Una. Q a. You might want to save into the mic. In the book you dont seem to have much relationship with your children so im wondering do you have one now . Yeah, it was the state of the relationship at the time. It was somewhat worse than what i depicted. So long story short its pretty good now. The mother of british traitor recently she decided to travel the world with the kids so single mother with the kids and they took off a week ago. They are going to visit family in new zealand and israel. They are going to go see the world but its part of their lives. Ive been part of their lives for the past six years and they are four and six now. They are doing well. They dont quite understand the book yet but i have given them a copy. If you read the acknowledgments you will see a reference to a french architect and so yes indeed. So the child was conceived the day i got the book deal and the child cannot. In the book came out literally 40 weeks later, Perfect Timing in all regards. Yes three months old and elise came out which was a strange situation. Probably the only woman who can put up with me. There we go, the facebook crew showed up. So i wanted. You have to get really close to what i think. Testing. I will just talk loud. I wanted to know if you kept your Facebook Stock after leaving for most of it and if you kept it would we consider that as an endorsement . And if you dispose dispose of it do you regret doing that . I think i said in the book that i did sell all of it actually. Obviously was a hideous error but the reason i mentioned that in there is because spoiler but if you read the epilogue, the epilogue tells you what happened in the revenue crisis that i described. Six months to a year facebook when 50 mobile and one of the great things that they pulled off which i mention the epilogue is that, again i didnt see it coming that mobile would be the savior. Theres a saying in marketing that money follows eyeballs and if you look up the internet site , youll see this massive gap between where the eyeballs are on the internet and the money following it. In the case of facebook they broke that mold and they made the money and followed the eyeballs in a span of a few orders are less. Facebook, when i left was 40 mobile to whatever it is now which i think is 85 mobile which is incredible nick bilton entire distance around that entirely unexpectedly. I criticize facebook a little bit for being a little bit on plan. They do not have a five or 10 year plan. It simply does not exist but on the other hand they improvise really well and good things come up that are unexpected they can capitalize on those in a way that no other company can. You have aol or yahoo , facebook made that happen just like nothing. All the money is falling where the eyeballs are cited in common common see coming. I sold most of the stock. Im not negative on the company at all. Its not going to go away anytime soon. Okay, whos next . Put me on the spot which means its a good question. I forget where read it i think this week but didnt Proctor Gamble decide if they should decrease there should decrease their ever tightening on facebook because they didnt find it effective . Theres a possibility other people will suddenly realize that they dont so much product. I dont know the details but basically they publicly announced, ad campaigns to work out they usually make a public announced announcement about it. They said we are going to scale down or facebook legitimate to read the book its not even remotely surprising. I was the first facebook add targeting and i spent the year trying to turn facebook data into money and it didnt work. If you are trying to get a really positive response its a marginal result really. In context it doesnt have to work free to sell it. The advertisers like the legacy. Its the first to the big dinners in the inertia and the chief parking officer and 70 other jobs to the admissions cam of the marketing world. Proctor gamble wakes up and says we target people who like crest toothpaste. It turns out they dont im more toothpaste. It doesnt signal any intent whatsoever. Why would a . I guess im not surprised. Where was facebook located while you were there in the context of the book plex was in menlo park . When i joined it was still on cow after. It got torn down. It was like an Old Industrial lab like nothing special looking. I dont know what it was before. They move to what used to be the deal microsystem. Now they are building onto the other side of menlo park. Its really across the street from aba. [inaudible] yale. The cool thing is they intentionally left some of the logos in some Conference Rooms precisely as a reminder. Unless we fall into the same trap we have to avoid the cultural data that represents. Its like these little classical touches. If you could comment on the inception of the title of your book and whether it has a relationship to information theory in monkeys typing on a typewriter . Funny, the first title for the book was way more wonky than this. The original title was pseudorandomness which some of you probably know its not true randomness. The idea being that my life is pretty random. They snookered me and said we will keep the title and they threw the title. Its a diagnostic Software Package and picture a monkey