[inaudible] [inaudible] and then number four was the story so is there any other theme thats anyones for a reading . Some of the characters are standing here that are in the book. So they were there that they could figure out. The israeli with the face like a sheet of plywood. And they interviewed me at casebook i a assume anybody else has of passage you want me to read . Feels free. And might give up before i get to the end. I will do some readings so the final show meeting and that context i dunno if you have read that but about the future of this book i end up losing the political struggle so the scene is sherrills good news. Joyce sound like the voice of god . Page 465. So when i play every card that i can like all of former face book ads will show up. So for this final meeting that is it. So we erasure into the starting point. This is the exact same point from the first chapter of the book. But under very different circumstances. I played every last card. If you go browse the internet we built that. So you have me to blame for that. So pushing to the absolute max. We have partners to spend as much money as possible i try to charm and persuade with the cofounders in the past. Most of them barely understood. On the bad side maurer or less refusing to work on the bullshit projects pushing the contrary in agenda. T3 was an unqualified success and i received much praise for doing very little. Much less on the overarching direction that represented. Cheryl max treed to extend to put the mobile inventory to pull this off. If cheryl the not agree then would be the death of fbx and everything around it. For the partners to integrate in the bigger vision we were all betting on one card being drawn. She gestured to the head of advertising. We should not shifted and the matching that is likely are matched to every device in the world. And continue with custom audiences only. This is a short meeting ever ready has contributed . That is what we will do. Nobody moved or spoken after so many months of discussion it was hard to believe it had been made trying to snap us out of a steeper no mobile what inventory keep pressing with identity. I looked out the window into the main courtyard there is a sign pointing skyward. After some closing formalities everybody got up to leave there was nothing left to discuss. Glancing in my direction but i went out of the room he was out before i could even catch up. I left the area or what was out of it was a gamble my entire face book career on was on lifesupport now we have nothing to do. That was the death of fbx. The next one is where i get embarrassed. The context is i knocked up a girl i barely knew on the fourth day in three months later she announces shes pregnant. So i will read from page to. [applause] and from page 55. Reminiscent of that afghan girl. The personality was rough and as her skin she spent years between jobs and was the presence sixfoot tall and bare feet towering over me. Most women in the bay area are soft and confident and naive. They have their self regarding entitlement feminism but the reality is come the invasion there exactly what you would think. Again the british trader on the other hand would end up during the apocalypse for would ever worked Animal Husbandry long story short to put your word genetic wagon that is why alice shock to she complained of being nauseated while grabbing a local newspaper she grabbed a pregnancy test. Like any male who plays fast and loose and have my fair share of scarce our initial world will lynch europe but to make later missed her. Like she mr. Buss. After the third show you want to say a mussel looks like maybe have nothing to talk about. I did go to the doctors replied that seemed pretentious for casual saturday morning brunch. I am pregnant. A human life. I thought shit in life is what happens when you are making other plans. [laughter] you can choose which one you want me to read. Okay so now we have to vote. Ten. Okay 12 and for the home scene . Sari berger the first one takes it. He is the head of advertising and is there because he was from harvard. I dont know if you saw the movie this social network but at some point it was total pandemonium like i described in the book and they sent him to figure out what was going on. He has no background in advertising at all. He was no longer the dilettante guest. But the officially installed leader carrying himself like he owned the place. His takeover was more than a cosmetic shaft we witnessing the complete refrigeration along the single dimension. Your fired. When might continue on was yet to be determined to figure how he requested that we have a oneonone even though i did not report to him officially to a inshore order a was sitting across a table and a small Conference Room on his right to map of california on the left it circled his wrist truth in mind. I had done a complete face books doc clear into baby could i saw him is deleted autobiography i also wrote saw his philosophy clearly he was one of those that prided and so fond directness and honesty. For viper part i found truth was a rare commodity iso noticed those in major show believing in truth would be attacked for never pack of lies they would fold der preceded quickly to my role with the ads team every february and august bring the usual jockeys and the biggest detractors did not quite manage. The review of your team members and management one loves you and the other hates you. Yes no shit. I could imagine the feedback. As the other members of the team with product readership to cry my unsupported nation of the current phase book strategy. I made friends and enemies but my goal is to give face book the best i could barely remember the new trail of destruction to different women of neglect when intellect that is nonexistent. Dont be deceived. Inside every cynic at 1. With lucifer to be the proudest angel perhaps even more than most. Moving on to the topic of open versus closed he expressed his firm intent come to a conclusion quickly this was one of those importance to reread positively or negatively afterwards we should cams the meeting had the smell of last meeting before things turn ugly annie started to unleash the headman i did not like the smell of it. Not one bit. You know how that ended. Should i stop there . Okay one more. For under the secs four 06 did any by the home brewing can cant quite. He could provide necessary context. This is a twostory. True story i had my home from in apparatus somewhere. Aided by other degenerates i deployed the 5gallon brew while training the respectable amount when it came time to cure that large coil of tubing to the kitchen sink. Did we were apprised of the fact it was raining on the desk of every other desk of Senior Management when security russian. Our brave be your crew finished the brew and left the firm into their. 4 00 that morning with my duties as product manager vice sent an apologetic email offering a bottle of the brew i still owe him a bottle it was excellent we killed it inside of one hour. Okay so there goes the reading. I and the Events Coordinator here. Thanks for coming. He just had a baby. He didnt but somebody did. He is a proud father. We will take questions but please use the microphone. In the book you dont seem to have much relation to your children. The book is a snapshot in time in some ways it was worse than i detected because the result will childsupport case but it is pretty good now and i still see them. The mother of the british trader is as independent as she was recently she decided to go travel the world with the kids and they took off one week ago they arent visiting new zealand and israel said they are seeing the world so i have been a part of their lives for the last six years they are for and six of their doing well. It all quite understand the book. If you read the acknowledgments he will see the reference to the french architect. The child was conceived of the day i got the book deal in a decade now literally as the book came out. [laughter] so there was another woman that is another strange situation probably the only woman who can put up with me. I want to know if you have kept your face book and is that an endorsement . If you dispose of it do regret greg. Is in the book that i sold it but i mention that because if you read the epilogue it tells you what happened after it was very accidental. But face book six months or one year with 50 mobile and it was completely unexpected i didnt see that coming nobody saw that coming. So money follows hannibals. If you look at the internet sites youll see a massive gap of the eyeballs in the internet and who follows that but face book broke the mold they made the money follow the eyeballs in a span of a few quarters so when i left it was 40 mobile two whenever it is now which is almost 85 percent which is incredible they built an entire business around the complete the unexpectedly. They simply do not have a 54 10 year plan but on either hand they improvise very well so this unexpected they can capitalize. You have other messaging like aol because of that shift is in his people realized all the money is following the eyeballs. Cbs i did sell the stock. But will not give a buy or sell signal on this book but it will not go away anytime soon. Day forget where i read that didnt procter in gamble decide to decrease advertising because it wasnt effective and then will suddenly people realize that could. The new story i dont know the details but they publicly announced when ad campaigns dont work out there is not the public announcement but it isnt working for the brand campaigns we will scale down. If you read the book that is a surprising was one of the first faced book advertising targeting. I spent one year trying to turn that into money and it did not work. Were trying to get a popular response that is a marginal results. It doesnt have to work for you to sell it. The brain advertisers like the legacy of state dinners and inertia to be the fuddyduddy so literally is the legacy of missions and five years after it was evident Procter Gamble said we target those who light crest toothpaste it does not help. No shit. They liked it two years ago. I am not surprised. Where was face book located . When i joined if you drive up the avenue it was an Old Industrial lab nothing special. And then they moved to the end which is now a massive campus now they are building on the of the side really it is across the street. And the cool thing is they intentionally left things in Conference Room like the ruins of the previous civilization unless we fall into the same trap like the classical touches. Comment on the reception of the title of your book if that has any relationship to the monkeys and the typewriters. The first title of the book and was actually pseudo randomness that the machines produce the idea that my life is pretty random but then they said we will do that and keep the title with then they said get rid of it. It is a diagnostic Software Package so picture a monkey running three datacenter and they test and see if house of cards will stream. Like from every major internet company. [inaudible] not going toive doo into that. But arguably they are. Yeah. Thanks for coming to speak today. What inspires you to write a book, i mean, you werent a writer before right so funny i did that first seven jobs thing. This meme youre supposed to post seven jobs whatever, and big reveal is first job was journalism intern in mid90s actually. So piffle like ive been a master at being a technology guy actually, and so writing thing was always part of the intent to sol degree. I think if, you know, its a stretch for me to say i was under cover an embedded in facebook just to create the book but to some degree thats somewhat true and thats why dates are right and everything is documented because i was taking notes throughout the course of this thing so it was in back of my mind but spoiler i mention my mothers dies thats a trigger to reevaluate your life. Whats on my bucket list, writing this book. So real reason why im making taking your questions. We live in amazing times to get great ideas for a moment. What were living through think about this for a second. Everything right, all of Human Knowledge is in that device and entire social life is immediated by that opinion i can remember no smartphone, no computing like i was raised in a library with card catalog to flip and find a thing, right to realize where we are it is crazy. People will look back and think of this like gliewten burg precincting press or Industrial Revolution and a nobody is documenting. Last decent insider tell all memoir is start up by jerry kaplan and 20 years old it is a good book. But its really dated. [laughter] and so i wanted to create some degree that. So that you know, a century from now people ask what was it like back in the day this might be one of the dozen books that are referred to thats why i decided to commit personal suicide and write the book. Cool. [laughter] so kind of along lines of last two questions what was the process writing the book talk a little bit about that and set down over course of a few monthses an bang it all out or torturous going over it and over it again. Saying hi to the guy. We read the scene and you wrnght here. [laughter] its chris buret used to sell it so here was the process mother dies, i decided to sell everything. I move to europe because i thought my career would be over and reboot of something else. Literally like a fugitive and so i go to europe. Start writings a little bit and then you write a book proposal like pitch and sell agent and agent sells ewe to publisher an you get a book deal and they want this to be august of last year like summer beach read of this year. And if you know book world doing a book in a year is like light speed and does not happen so like we were looking at 10 months. So i got the book deal and i remembered where i bought my recent boat up in San Juan Islands an none of you showlgd go there and remain unspoiled but Beautiful Island between seattle and Vancouver Island and i snag a place there and lock myself in there like unabomber wrote all day and stress and rage and pissed off my ed for and i manage to submit the manuscript by thanksgiving, christmas or so and five were four month was editing and legal review and all of the rest of it and out it came 40 weeks after the exactly 40 weeks after book came book deal was struck. Yeah. So i would say toying with the idea it would destroy a year or two of your life. For that question hi, i havent had a chance to read your book. Only the a little bit of it. But what i do get from it is its sort of a tellall about which brings out some of whats wrong, brutal about capitalism in Silicon Valley. Heres my question to you, in your journey, have you ever thought about can we do better than capitalist . Yeah, you know, i get asked that question like mark fisher in the book the scene with ipo i made comparison between facebook an communist where distant cousins are smoldering not an like from churchill that democracy is worth way to run a country other than other ways that have been tried to capitalism is like the worst way to actually divide the spoil of the means of production expect of the ways that have come up with. So yeah whats alternative right . But yeah, no, i think capitalism makes in a way and in Silicon Valley is hypercapitalism at the ultimate cream in many ways and i think a lot of weirdness is focus on anyone who is staying long enough to realize it doesnt exist. How else do you justify the fact that two startups go and one has a billion dollar outcome and other has a zeroout come can he be a Design Project manager but we have to pretend that he is. Otherwise how could you justify that that income equality so these are what had are sort of lube are that keep the machine going. Too anarchist. Whos at the line. Sorry, go ahead. In the book you talk like one of the most scariest things you talk about was companies that track everything thats delivered to our homes. I was wondering if you talk more about that and also how ad blockers are stealing. What is like are these companies doing us a service. Do we owe them that information . So thing here incase you have read a book is a big brother chapter right from my facebook headon that facebook isnt a big brother. Its companies called like epsilon that have been tracking you like literally since like the 60s since before men that walked on earth and nobodies about that. But all of the is shit in the ml thats a multibillion dollar business and they know their income, education level and when they join to an actual Third Party Advertiser like target orbed bath, beyond they join that data with all of those discount cards you use that is a vehicle for data joining so exactly what you bought in stores like physical store is right like diapers personal products whatever thats all known. Right, and big challenge part of what the story is about is joining that massive mountain of offis line data to online world and still a gap there. Historically its been hard to do because its like basically the what a technologist call a primary key to database is name and address but online world the prime key is cooking browser or device idea on your mobile device so joining your browser or your device but this to an address that is joined to the fact that you bought a 12 pack of condoms last night whether you know it ore not. And so you know those at the end of the day facebook and i sound like a facebook plant. Why cares about you as a user because they care about your eyeballs on plat former and they consider ads to be necessary eeflt to play a bill and at the end of the day they want to please you. But guy who wants to sell you a sweater at any cost he doesnt. So if anything weird thing is like people and it sounds doory but people use facebook it is like hasnt learned object perm assistance but facebook isnt showing you anything. It is a messaging system that takes either, you know, your browser cookie or the fact that youre 37 in Mountain View on thursday at 7 00 and then shows you a message, right like when you get a piece of email spam for i dont know pills or something does it say google is showing me pills for penis pill but you understand it has a messaging system or a marketing call do you blame at t for it . No you understanding the peek ad isnt the same. But i think people dont understand because everybody sends email and phone calls but not running ads but they are basically a paid messaging system right are. So anyhow my answer to your question is you should be is worried about what advertiser knows and less about facebook. Because they care about keeping you using the app and dont care about the money so much. And outblocking is interesting piece of