>> From theCUBE studios in Palo Alto in Boston, bringing you data-driven insights from the cube and ETR, this is Breaking Analysis with Dave Vellante. >> Organizations have considerable room to improve their performance without making expensive changes to their talent, their structure, or their fundamental business model. You don't need a slew of consultants to tell you what to do. You already know. What you need is to immediately ratchet up expectations, energy, urgency, and intensity. You have to fight mediocrity every step of the way. Amp it up and the results will follow. This is the fundamental premise of a hard-hitting new book written by Frank Slootman, CEO of Snowflake, and published earlier this year. It's called "Amp It Up, Leading for Hypergrowth "by Raising Expectations, Increasing Urgency, "and Elevating Intensity." Hello and welcome to this week's Wikibon CUBE Insights, powered by ETR. At Snowflake Summit last month, I was asked to interview Frank on stage about his new book. I've read it several times. And if you haven't read it, you should. Even if you have read it, in this Breaking Analysis, we'll dig deeper into the book and share some clarifying insights and nuances directly from Slootman himself from my one-on-one conversation with him. My first question to Slootman was why do you write this book? Okay, it's kind of a common throwaway question. And how the heck did you find time to do it? It's fairly well-known that a few years ago, Slootman put up a post on LinkedIn with the title Amp It Up. It generated so much buzz and so many requests for Frank's time that he decided that the best way to efficiently scale and share his thoughts on how to create high-performing companies and organizations was to publish a book. Now, he wrote the book during the pandemic. And I joked that they must not have Netflix in Montana where he resides. In a pretty funny moment, he said that writing the book was easier than promoting it. Take a listen. >> Denise, our CMO, you know, she just made sure that this process wasn't going to. It was more work for me to promote this book with all these damn podcasts and other crap, than actually writing the book, you know. And after a while, I was like I'm not doing another podcast. >> Now, the book gives a lot of interesting background information on Slootman's career and what he learned at various companies that he led and participated in. Now, I'm not going to go into most of that today, which is why you should read the book yourself. But Slootman, he's become somewhat of a business hero to many people, myself included. Leaders like Frank, Scott McNealy, Jayshree Ullal, and my old boss, Pat McGovern at IDG, have inspired me over the years. And each has applied his or her own approach to building cultures and companies. Now, when Slootman first took over the reins at Snowflake, I published a Breaking Analysis talking about Snowflake and what we could expect from the company now that Slootman and CFO Mike Scarpelli were back together. In that post, buried toward the end, I referenced the playbook that Frank used at Data Domain and ServiceNow, two companies that I followed quite closely as an analyst, and how it would be applied at Snowflake, that playbook if you will. Frank reached out to me afterwards and said something to the effect of, "I don't use playbooks. "I am a situational leader. "Playbooks, you know, they work in football games. "But in the military, they teach you "situational leadership." Pretty interesting learning moment for me. So I asked Frank on the stage about this. Here's what he said. >> The older you get, the more experience that you have, the more you become a prisoner of your own background because you sort of think in terms of what you know as opposed to, you know, getting outside of what you know and trying to sort of look at things like a five-year-old that has never seen this before. And then how would you, you know, deal with it? And I really try to force myself into I've never seen this before and how do I think about it? Because at least they're very different, you know, interpretations. And be open-minded, just really avoid that rinse and repeat mentality. And you know, I've brought people in from who have worked with me before. Some of them come with me from company to company. And they were falling prey to, you know, rinse and repeat. I would just literally go like that's not what we want. >> So think about that for a moment. I mean, imagine coming in to lead a new company and forcing yourself and your people to forget what they know that works and has worked in the past, put that aside and assess the current situation with an open mind, essentially start over. Now, that doesn't mean you don't apply what has worked in the past. Slootman talked to me about bringing back Scarpelli and the synergistic relationship that they have and how they build cultures and the no BS and hard truth mentality they bring to companies. But he bristles when people ask him, "What type of CEO are you?" He says, "Do we have to put a label on it? "It really depends on the situation." Now, one of the other really hard-hitting parts of the book was the way Frank deals with who to keep and who to let go. He uses the Volkswagen tagline of drivers wanted. He says in his book, in companies there are passengers and there are drivers, and we want drivers. He said, "You have to figure out really quickly "who the drivers are and basically throw the wrong people "off the bus, keep the right people, bring in new people "that fit the culture and put them "in the right seats on the bus." Now, these are not easy decisions to make. But as it pertains to getting rid of people, I'm reminded of the movie "Moneyball." Art Howe, the manager of the Oakland As, he refused to play Scott Hatteberg at first base. So the GM, Billy Bean played by Brad Pitt says to Peter Brand who was played by Jonah Hill, "You have to fire Carlos Pena." Don't learn how to fire people. Billy Bean says, "Just keep it quick. "Tell him he's been traded and that's it." So I asked Frank, "Okay, I get it. "Like the movie, when you have the wrong person "on the bus, you just have to make the decision, "be straightforward, and do it." But I asked him, "What if you're on the fence? "What if you're not completely sure if this person "is a driver or a passenger, if he or she "should be on the bus or not on the bus? "How do you handle that?" Listen to what he said. >> I have a very simple way to break ties. And when there's doubt, there's no doubt, okay? >> When there's doubt, there's no doubt. Slootman's philosophy is you have to be emphatic and have high conviction. You know, back to the baseball analogy, if you're thinking about taking the pitcher out of the game, take 'em out. Confrontation is the single hardest thing in business according to Slootman but you have to be intellectually honest and do what's best for the organization, period. Okay, so wow, that may sound harsh but that's how Slootman approaches it, very Belichickian if you will. But how can you amp it up on a daily basis? What's the approach that Slootman takes? We got into this conversation with a discussion about MBOs, management by objective. Slootman in his book says he's killed MBOs at every company he's led. And I asked him to explain why. His rationale was that individual MBOs invariably end up in a discussion about relief of the MBO if the person is not hitting his or her targets. And that detracts from the organizational alignment. He said at Snowflake everyone gets paid the same way, from the execs on down. It's a key way he creates focus and energy in an organization, by creating alignment, urgency, and putting more resources into the most important things. This is especially hard, Slootman says, as the organization gets bigger. But if you do approach it this way, everything gets easier. The cadence changes, the tempo accelerates, and it works. Now, and to emphasize that point, he said the following. Play the clip. >> Every meeting that you have, every email, every encounter in the hallway, whatever it is, is an opportunity to amp things up. That's why I use that title. But do you take that opportunity? >> And according to Slootman, if you don't take that opportunity, if you're not in the moment, amping it up, then you're thinking about your golf game or the tennis match that's going on this weekend or being out on your boat. And to the point, this approach is not for everyone. You're either built for it or you're not. But if you can bring people into the organization that can handle this type of dynamic, it creates energy. It becomes fun. Everything moves faster. The conversations are exciting. They're inspiring. And it becomes addictive. Now let's talk about priorities. I said to Frank that for me anyway, his book was an uncomfortable read. And he was somewhat surprised by that. "Really," he said. I said, "Yeah. "I mean, it was an easy read but uncomfortable "because over my career, I've managed thousands of people, "not tens of thousands but thousands, "enough to have to take this stuff very seriously." And I found myself throughout the book, oh, you know, on the one hand saying to myself, "Oh, I got that right, good job, Dave." And then other times, I was thinking to myself, "Oh wow, I probably need to rethink that. "I need to amp it up on that front." And the point is to Frank's leadership philosophy, there's no one correct way to approach all situations. You have to figure it out for yourself. But the one thing in the book that I found the hardest was Slootman challenged the reader. If you had to drop everything and focus on one thing, just one thing, for the rest of the year, what would that one thing be? Think about that for a moment. Were you able to come up with that one thing? What would happen to all the other things on your priority list? Are they all necessary? If so, how would you delegate those? Do you have someone in your organization who can take those off your plate? What would happen if you only focused on that one thing? These are hard questions. But Slootman really forces you to think about them and do that mental exercise. Look at Frank's body language in this screenshot. Imagine going into a management meeting with Frank and being prepared to share all the things you're working on that you're so proud of and all the priorities you have for the coming year. Listen to Frank in this clip and tell me it doesn't really make you think. >> I've been in, you know, on other boards and stuff. And I got a PowerPoint back from the CEO and there's like 15 things. They're our priorities for the year. I'm like you got 15, you got none, right? It's like you just can't decide, you know, what's important. So I'll tell you everything because I just can't figure out. And the thing is it's very hard to just say one thing. But it's really the mental exercise that matters. >> Going through that mental exercise is really important according to Slootman. Let's have a conversation about what really matters at this point in time. Why does it need to happen? And does it take priority over other things? Slootman says you have to pull apart the hairball and drive extraordinary clarity. You could be wrong, he says. And he admits he's been wrong on many things before. He, like everyone, is fearful of being wrong. But if you don't have the conversation according to Slootman, you're already defeated. And one of the most important things Slootman emphasizes in the book is execution. He said that's one of the reasons he wrote "Amp It Up." In our discussion, he referenced Pat Gelsinger, his former boss, who bought Data Domain when he was working for Joe Tucci at EMC. Listen to Frank describe the interaction with Gelsinger. >> Well, one of my prior bosses, you know, Pat Gelsinger, when they acquired Data Domain through EMC, Pat was CEO of Intel. And he quoted Andy Grove as saying, 'cause he was Intel for a long time when he was younger man. And he said no strategy is better than its execution, which if I find one of the most brilliant things. >> Now, before you go changing your strategy, says Slootman, you have to eliminate execution as a potential point of failure. All too often, he says, Silicon Valley wants to change strategy without really understanding whether the execution is right. All too often companies don't consider that maybe the product isn't that great. They will frequently, for example, make a change to sales leadership without questioning whether or not there's a product fit. According to Slootman, you have to drive hardcore intellectual honesty. And as uncomfortable as that may be, it's incredibly important and powerful. Okay, one of the other contrarian points in the book was whether or not to have a customer success department. Slootman says this became really fashionable in Silicon Valley with the SaaS craze. Everyone was following and pattern matching the lead of salesforce.com. He says he's eliminated the customer service department at every company he's led which had a customer success department. Listen to Frank Slootman in his own words talk about the customer success department. >> I view the whole company as a customer success function. Okay, I'm customer success, you know. I said it in my presentation yesterday. We're a customer-first organization. I don't need a department. >> Now, he went on to say that sales owns the commercial relationship with the customer. Engineering owns the technical relationship. And oh, by the way, he always puts support inside of the engineering department because engineering has to back up support. And rather than having a separate department for customer success, he focuses on making sure that the existing departments are functioning properly. Slootman also has always been big on net promoter score, NPS. And Snowflake's is very high at 72. And according to Slootman, it's not just the product. It's the people that drive that type of loyalty. Now, Slootman stresses amping up the big things and even the little things too. He told a story about someone who came into his office to ask his opinion about a tee shirt. And he turned it around on her and said, "Well, what do you think?" And she said, "Well, it's okay." So Frank made the point by flipping the situation. Why are you coming to me with something that's just okay? If we're going to do something, let's do it. Let's do it all out. Let's do it right and get excited about it, not just check the box and get something off your desk. Amp it up, all aspects of our business. Listen to Slootman talk about Steve Jobs and the relevance of demanding excellence and shunning mediocrity. >> He was incredibly intolerant of anything that he didn't think of as great. You know, he was immediately done with it and with the person. You know, I'm not that aggressive, you know, in that way. I'm a little bit nicer, you know, about it. But I still, you know, I don't want to give into expediency and mediocrity. I just don't, I'm just going to fight it, you know, every step of the way. >> Now, that story was about a little thing like some swag. But Slootman talked about some big things too. And one of the major ways Snowflake was making big, sweeping changes to amp up its business was reorganizing its go-to-market around industries like financial services, media, and healthcare. Here's some ETR data that shows Snowflake's net score or spending momentum for key industry segments over time. The red dotted line at 40% is an indicator of highly elevated spending momentum. And you can see for the key areas shown, Snowflake is well above that level. And we cut this data where responses were greater, the response numbers were greater than 15. So not huge ends but large enough to have meaning. Most were in the 20s. Now, it's relatively uncommon to see a company that's having the success of Snowflake make this kind of non-trivial change in the middle of steep S-curve growth. Why did they make this move? Well, I think it's because Snowflake realizes that its data cloud is going to increasingly have industry diversity and unique value by industry, that ecosystems and data marketplaces are forming around industries. So the more industry affinity Snowflake can create, the stronger its moat will be. It also aligns with how the largest and most prominent global system integrators, global SIs, go to market. This is important because as companies are transforming, they are radically changing their data architecture, how they think about data, how they approach data as a competitive advantage, and they're looking at data as specifically a monetization opportunity. So having industry expertise and knowledge and aligning with those customer objectives is going to serve Snowflake and its ecosystems well in my view. Slootman even said he joined the board of Instacart not because he needed another board seat but because he wanted to get out of his comfort zone and expose himself to other industries as a way to learn. So look, we're just barely scratching the surface of Slootman's book and I've pulled some highlights from our conversation. There's so much more that I can share just even from our conversation. And I will as the opportunity arises. But for now, I'll just give you the kind of bumper sticker of "Amp It Up." Raise your standards by taking every opportunity, every interaction, to increase your intensity. Get your people aligned and moving in the same direction. If it's the wrong direction, figure it out and course correct quickly. Prioritize and sharpen your focus on things that will really make a difference. If you do these things and increase the urgency in your organization, you'll naturally pick up the pace and accelerate your company. Do these things and you'll be able to transform, better identify adjacent opportunities and go attack them, and create a lasting and meaningful experience for your employees, customers, and partners. Okay, that's it for today. Thanks for watching. And thank you to Alex Myerson who's on production and he manages the podcast for Breaking Analysis. Kristin Martin and Cheryl Knight help get the word out on social and in our newsletters. And Rob Hove is our EIC over at Silicon Angle who does some wonderful and tremendous editing. Thank you all. Remember, all these episodes are available as podcasts. Wherever you listen, just search Breaking Analysis podcast. I publish each week on wikibon.com and siliconangle.com. And you can email me at david.vellante@siliconangle.com or DM me @dvellante or comment on my LinkedIn posts. And please do check out etr.ai for the best survey data in enterprise tech. This is Dave Vellante for theCUBE Insights, powered by ETR. Thanks for watching. Be well. And we'll see you next time on Breaking Analysis. (upbeat music)

>>From around the globe, it's the cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. >>Oh, welcome back to the cube. As we continue our coverage of AWS reinvent 2020, you know, I know you're familiar with Moneyball, the movie, Brad Pitt, starting as Billy Bean, the Oakland A's general manager, where the A's were all over data, right. With the Billy Bean approach, it was a very, uh, data driven approach to building his team and a very successful team. Well, AWS is taking that to an extraordinary level and with us to talk about that as Matt Hearst, who was the head of global sports marketing and communications at AWS and Matt, thanks for joining us here on the queue. >>John is my pleasure. Thanks so much for having me. You >>Bet. Um, now we've already heard from a couple of folks, NFL folks, uh, at re-invent, uh, about the virtual draft. Um, but for those of our viewers who maybe aren't up to speed on that, or having a chance to see, uh, what those folks had to say, uh, let's just talk about that as an opener, um, about your involvement with the NFL and particularly with, with the draft and, and what that announcement was all about. >>Sure. We, we saw, we've seen a great evolution with our work with the NFL over the past few years. And you mentioned during the infrastructure keynote where Michelle McKenna who's, the CIO for the NFL talks about how they were able to stage the 2020 virtual draft, which was the NFL is much most watched ever, uh, you know, over 55 million viewers over three days and how they were unable to do it without the help and the power of AWS, you know, utilizing AWS is reliability, scalability, security, and network connectivity, where they were able to manage thousands of live feeds to flow to the internet and go to ESPN, to airline. Um, but additionally, Jennifer LinkedIn, who's the SVP of player health and innovation at the NFL spoke during the machine learning keynote during reinvent. And she talked about how we're working with the NFL, uh, to co-develop the digital athlete, which is a computer simulation model of a football player that can replicate infinite scenarios in a game environment to help better foster and understanding of how to treat and rehabilitate injuries in the short term and in the long-term in the future, ultimately prevent, prevent and predict injuries. >>And they're using machine learning to be able to do that. So there's, those are just a couple of examples of, uh, what the NFL talked about during re-invent at a couple of keynotes, but we've seen this work with the NFL really evolve over the past few years, you know, starting with next gen stats. Those are the advanced statistics that, uh, brings a new level of entertainment to football fans. And what we really like to do, uh, with the NFL is to excite, educate, and innovate. And those stats really bring fans closer to the game to allow the broadcasters to go a little bit deeper, to educate the fans better. And we've seen some of those come to life through some of our ads, uh, featuring Deshaun Watson, Christian McCaffrey, um, these visually compelling statistics that, that come to life on screen. Um, and it's not just the NFL. AWS is doing this with some of the top sports leagues around the world, you know, powering F1 insights, Buddhist league, and match facts, six nations, rugby match stats, all of which utilize AWS technology to uncover advanced stats and really help educate and engage fans around the world in the sports that they love. >>Let's talk about that engagement with your different partners then, because you just touched on it. This is a wide array of avenues that you're exploring. You're in football, you're in soccer, you're in sailing, uh, you're uh, racing formula one and NASCAR, for example, all very different animals, right? In terms of their statistics and their data and of their fan interest, what fans ultimately want. So, um, maybe on a holistic basis first, how are you, uh, kind of filtering through your partner's needs and their fans needs and your capabilities and providing that kind of merger of capabilities with desires >>Sports, uh, for AWS and for Amazon are no different than any other industry. And we work backwards from the customer and what their needs are. You know, when we look at the sports partners and customers that we work with and why they're looking to AWS to help innovate and transform their sports, it's really the innovative technologies like machine learning, artificial intelligence, high performance computing, internet of things, for example, that are really transforming the sports world and some of the best teams and leagues that we've talked about, that you touched on, you know, formula one, NASCAR, NFL, Buena, Sligo, six nations, rugby, and so on and so forth are using AWS to really improve the athlete and the team performance transform how fans view and engage with sports and deliver these real-time advanced statistics to give fans, uh, more of that excitement that we're talking about. >>Let me give you a couple of examples on some of these innovative technologies that our customers are using. So the Seattle Seahawks, I built a data Lake on AWS to use it for talent, evaluation and acquisition to improve player health and recovery times, and also for their game planning. And another example is, you know, formula and we talk about the F1 insights, those advanced statistics, but they're also using AWS high-performance computing that helped develop the next generation race car, which will be introduced in the 2022 season. And by using AWS F1 was able to reduce the average time to run simulations by 70% to improve the car's aerodynamics, reducing the downforce loss and create more wheel to wheel racing, to bring about more excitement on the track. And a third example, similar to, uh, F1 using HPC is any of those team UK. So they compete in the America's cup, which is the oldest trophy in international sports. And endosteum UK is using an HPC environment running on Amazon, easy to spot instances to design its boat for the upcoming competition. And they're depending on this computational power on AWS needing 2000 to 3000 simulations to design the dimension of just a single boat. Um, and so the power of the cloud and the power of the AWS innovative technologies are really helping, uh, these teams and leagues and sports organizations around the world transform their sport. >>Well, let's go back. Uh, you mentioned the Seahawks, um, just as, uh, an example of maybe, uh, the kind of insights that that you're providing. Uh, let's pretend I'm there, there's an outstanding running back and his name's Matt Hearst and, uh, and he's at a, you know, a college let's just pretend in California someplace. Um, what kind of inputs, uh, are you now helping them? Uh, and what kind of insights are you trying to, are you helping them glean from those inputs that maybe they didn't have before? And how are they actually applying that then in terms of their player acquisition and thinking about draft, right player development, deciding whether Matt Hertz is a good fit for them, maybe John Wallace is a good fit for them. Um, but what are the kinds of, of, uh, what's that process look like? >>So the way that the Seahawks have built the data Lake, they built it on AWFs to really, as you talk about this talent, evaluation and acquisition, to understand how a player, you know, for example, a John Walls could fit into their scheme, you know, that, that taking this data and putting it in the data Lake and figuring out how it fits into their schemes is really important because you could find out that maybe you played, uh, two different positions in high school or college, and then that could transform into, into the schematics that they're running. Um, and try to find, I don't want to say a diamond in the rough, but maybe somebody that could fit better into their scheme than, uh, maybe the analysts or others could figure out. And that's all based on the power of data that they're using, not only for the talent evaluation and acquisition, but for game planning as well. >>And so the Seahawks building that data Lake is just one of those examples. Um, you know, when, when you talk about a player, health and safety, as well, just using the NFL as the example, too, with that digital athlete, working with them to co-develop that for that composite NFL player, um, where they're able to run those infinite scenarios to ultimately predict and prevent injury and using Amazon SageMaker and AWS machine learning to do so, it's super important, obviously with the Seahawks, for the future of that organization and the success that they, that they see and continue to see, and also for the future of football with the NFL, >>You know, um, Roger Goodell talks about innovation in the national football league. We hear other commissioners talking about the same thing. It's kind of a very popular buzz word right now is, is leagues look to, uh, ways to broaden their, their technological footprint in innovative ways. Again, popular to say, how exactly though, do you see AWS role in that with the national football league, for example, again, or maybe any other league in terms of inspiring innovation and getting them to perhaps look at things differently through different prisms than they might have before? >>I think, again, it's, it's working backwards from the customer and understanding their needs, right? We couldn't have predicted at the beginning of 2020, uh, that, you know, the NFL draft will be virtual. And so working closely with the NFL, how do we bring that to life? How do we make that successful, um, you know, working backwards from the NFL saying, Hey, we'd love to utilize your technology to improve Clare health and safety. How are we able to do that? Right. And using machine learning to do so. So the pace of innovation, these innovative technologies are very important, not only for us, but also for these, uh, leagues and teams that we work with, you know, using F1 is another example. Um, we talked about HPC and how they were able to, uh, run these simulations in the cloud to improve, uh, the race car and redesign the race car for the upcoming seasons. >>But, uh, F1 is also using Amazon SageMaker, um, to develop new F1 insights, to bring fans closer to the action on the track, and really understand through technology, these split-second decisions that these drivers are taking in every lap, every turn, when to pit, when not to pit things of that nature and using the power of the cloud and machine learning to really bring that to life. And one example of that, that we introduced this year with, with F1 was, um, the fastest driver insight and working F1, worked with the Amazon machine learning solutions lab to bring that to life and use a data-driven approach to determine the fastest driver, uh, over the last 40 years, relying on the years of historical data that they store in S3 and the ML algorithms that, that built between AWS and F1 data scientists to produce this result. So John, you and I could sit here and argue, you know, like, like two guys that really love F1 and say, I think Michael Schumacher is the fastest drivers. It's Lewis, Hamilton. Who's great. Well, it turned out it was a arts incentive, you know, and Schumacher was second. And, um, Hamilton's third and it's the power of this data and the technology that brings this to life. So we could still have a fun argument as fans around this, but we actually have a data-driven results through that to say, Hey, this is actually how it, how it ranked based on how everything works. >>You know, this being such a strange year, right? With COVID, uh, being rampant and, and the major influence that it has been in every walk of global life, but certainly in the American sports. Um, how has that factored into, in terms of the kinds of services that you're looking to provide or to help your partners provide in order to increase that fan engagement? Because as you've pointed out, ultimately at the end of the day, it's, it's about the consumer, right? The fan, and giving them info, they need at the time they want it, that they find useful. Um, but has this year been, um, put a different point on that for you? Just because so many eyeballs have been on the screen and not necessarily in person >>Yeah. T 20, 20 as, you know, a year, unlike any other, um, you know, in our lifetimes and hopefully going forward, you know, it's, it's not like that. Um, but we're able to understand that we can still bring fans closer to the sports that they love and working with, uh, these leagues, you know, we talk about NFL draft, but with formula one, we, uh, in the month of may developed the F1 Pro-Am deep racer event that featured F1 driver, uh, Daniel Ricardo, and test driver TA Sianna Calderon in this deep racer league and deep racers, a one 18th scale, fully autonomous car, um, that uses reinforcement learning, learning a type of machine learning. And so we had actual F1 driver and test driver racing against developers from all over the world. And technology is really playing a role in that evolution of F1. Um, but also giving fans a chance to go head to head against the Daniel Ricardo, which I don't know that anyone else could ever say that. >>Yeah, I raced against an F1 driver for head to head, you know, and doing that in the month of may really brought forth, not only an appreciation, I think for the drivers that were involved on the machine learning and the technology involved, but also for the developers on these split second decisions, these drivers have to make through an event like that. You know, it was, it was great and well received. And the drivers had a lot of fun there. Um, you know, and that is the national basketball association. The NBA played in the bubble, uh, down in Orlando, Florida, and we work with second spectrum. They run on AWS. And second spectrum is the official optical provider of the NBA and they provide Clippers court vision. So, uh, it's a mobile live streaming experience for LA Clippers fans that uses artificial intelligence and machine learning to visualize data through on-screen graphic overlays. >>And second spectrum was able to rely on, uh, AWS is reliability, connectivity, scalability, and move all of their equipment to the bubble in Orlando and still produce a great experience for the fans, um, by reducing any latency tied to video and data processing, um, they needed that low latency to encode and compress the media to transfer an edit with the overlays in seconds without losing quality. And they were able to rely on AWS to do that. So a couple of examples that even though 2020 was, uh, was a little different than we all expected it to be, um, of how we worked closely with our sports partners to still deliver, uh, an exceptional fan experience. >>So, um, I mean, first off you have probably the coolest job at AWS. I think it's so, uh, congratulations. I mean, it's just, it's fascinating. What's on your want to do less than in terms of 20, 21 and beyond and about what you don't do now, or, or what you would like to do better down the road, any one area in particular that you're looking at, >>You know, our, our strategy in sports is no different than any other industry. We want to work backwards from our customers to help solve business problems through innovation. Um, and I know we've talked about the NFL a few times, but taking them for, for another example, with the NFL draft, improving player health and safety, working closely with them, we're able to help the NFL advance the game both on and off the field. And that's how we look at doing that with all of our sports partners and really helping them transform their sport, uh, through our innovative technologies. And we're doing this in a variety of ways, uh, with a bunch of engaging content that people can really enjoy with the sports that they love, whether it's, you know, quick explainer videos, um, that are short two minute or less videos explaining what these insights are, these advanced stats. >>So when you see them on the screening and say, Oh yeah, I understand what that is at a, at a conceptual level or having blog posts from a will, Carlin who, uh, has a long storied history in six nations and in rugby or Rob Smedley, along story history and F1 writing blog posts to give fans deeper perspective as subject matter experts, or even for those that want to go deeper under the hood. We've worked with our teams to take a deeper look@howsomeofthesecometolifedetailingthetechnologyjourneyoftheseadvancedstatsthroughsomedeepdiveblogsandallofthiscanbefoundataws.com slash sports. So a lot of great rich content for, uh, for people to dig into >>Great stuff, indeed. Um, congratulations to you and your team, because you really are enriching the fan experience, which I am. One of, you know, hundreds of millions are enjoying that. So thanks for that great work. And we wish you all the continued success down the road here in 2021 and beyond. Thanks, Matt. Thanks so much, Sean.

>> Announcer: From Miami Beach, Florida, it's The Cube, covering Acronis Global Cyber Summit 2019. Brought to you by Acronis. >> Welcome back everyone. We are here with The Cube coverage for two days. We're wrapping up, getting down on day one in the books for the Acronis Global Cyber Summit 2019. I'm John Furrier, your host of The Cube. We are in Miami Beach, the Fontainebleau Hotel. I'm personally excited for this next guest because I'm a huge Red Sox fan, even though I got moved out to California. Giants is in a different area. National League is different than American League, still my heart with the Red Sox. And we're here with an industry veteran, seasoned professional in IT and data, Brian Shield. Boston Red Sox Vice President of Technology and IT. Welcome to The Cube, thanks for joining us. >> Thank you. It's great to be here. >> John: So congratulations on the rings. Since I moved out of town, Red sox win their World Series, break the curse of the Bambino. >> Hey we appreciate that. Thank you. >> My family doesn't want me back. You got to show >> Yeah, maybe I'll put this one up for the, maybe someone can zoom in on this. Which camera is the good one? This one here? So, there ya go. So, World Series champs for at least for another week. (laughter) >> Bummer about this year. Pitching just couldn't get it done. But, good team. >> Happens. >> Again, things move on, but you know. New regime, new GM going to come on board. >> Yup. >> So, but in general, Red Sox, storied franchise. Love it there. Fenway Park, the cathedral of baseball parks. >> Brian: Defnitely. >> And you're seeing that just play out now, standard. So just a great place to go. We have tickets there. So, I got to ask you. Technology, sports, really is modernized faster than I think any category. And certainly cyber security forced to modernize because of the threats. But sports, you got a business to run, not just IT and making the planes run on time. >> Sure. >> Scouts, money, whatever. >> Fans. >> You got fan experience. >> Stadium opportunities. >> Club management, scouts are out there. So you got business, team, fans. And data's a big part of it. That's part of your career. Tell us what the cutting edge innovation is at the Red Sox these days. >> I think baseball in general, as you indicated, it's a very evolving kind of environment. I mean historically I think people really sort of relish the nostalgia of sports and Fenway Park being as historic as it is, was probably the pinnacle of that, in some respects. But Red Sox have always been leaders and baseball analytics, you know. And everyone's pretty familiar with "Moneyball" and Brad Pitt. >> John: Is that a true story, he turned down the GM job? >> I'm told it is. (laughter) I don't know if I fully vetted that question. But over the last six, seven years, you know we've really turned our attention to sort of leveraging sort of technology across the businesses, right? Not just baseball and analytics and how we do scouting, which continues to evolve at a very rapid pace. But also as you pointed out, running a better business, understanding our fans, understanding fan behavior, understanding stadiums. There's a lot of challenges around running an effective stadium. First and foremost to all of us is really ensuring it's a great fan experience. Whether it's artificial intelligence, or IoT technologies or 5G or the latest Wifi, all those things are coming up at Fenway Park. You and I talked earlier about we're about to break ground for a new theater, so a live theater on the outside, beyond the bleachers type of thing. So that'll be a 5,400-seat arena, 200 live performances a year, and with e-sports, you know, complementing it. It just gives you an example of just how fast baseball is sort of transitioning. >> And the theater, is that going to be blown out from where that parking garage is, structure and going towards >> So the corner of Landsdown and Ipswich, if you think of that sort of corner back there, for those that are familiar with the Fenway area. So it's going to be a very big change and you'll see the difference too from within the ballpark. I think we'll lose a couple of rows of the bleachers. That'll be replaced with another gathering area for fans and things like that, on the back end of that theater. So build a great experience and I think it really speaks to sort of our ability to think of Fenway as more of a destination, as a venue, as a complementary experience. We want people to come to the area to enjoy sports and to enjoy entertainment and things. >> You know Brian, the consumerization of IT has been kicked around. Last decade, that was a big buzzword. Now the blending of a physical event and digital has certainly consumed the world. >> Absolutely. >> And we're starting to see that dynamic. You speak to a theater. That's a physical space. But digital is also a big part of kind of that complementary. It's not mutually exclusive for each other. They're integrated business models. >> Absolutely. >> So therefore, the technology has to be seamless. The data has to be available. >> Yup. >> And it's got to be secure. >> Well the data's got to be ubiquitous, right? I mean you don't want to, if we're going to have fans attending theater and then you're going to go to Fenway Park or they leave a game and then go to some other event or they attend a tour of Fenway Park, and beyond maybe the traditional what people might think about, is certainly when you think about baseball and Fenway Park. You know we have ten to twelve concerts a year. We'll host Spartan games, you know. This Christmas, I'm sorry, Christmas 2020 we now have sort of the Fenway Bowl. So we'll be hosting the AAC ACC championship games there with ESPN. >> John: Hockey games? >> Hockey games. Obviously we have Liverpool soccer being held there so it's much more of a destination, a venue for us. How we leverage all the wonderful things about Fenway Park and how we modernize, how we get basically the best of what makes Fenway Park as great as it is, yet as modern as we can make it, where appropriate to create a great fan experience. >> It's a tough balance between balancing the brand and having things on brand as well. >> Sure. >> Does that come into your job a lot around IT? Saying being on brand, not kind of tearing down the old. >> Yeah absolutely. I think our CEOs and leadership team, I mean it's not success for us if you pan to the audience and everyone is looking at their phone, right? That's not what we aspire to. We aspire to leverage technology to simplify people's experience of how do you get to the ballpark, how do I park, how do I get if I want to buy concessions or merchandise, how do I do it easily and simply? How do we supplement that experience with maybe additional data that you may not have had before. Things like that, so we're doing a lot of different testing right now whether it's 4D technologies or how we can understand, watch a play from different dimensions or AI and be able to perhaps see sort of the skyline of Boston since 1912, when Fenway Park launched... And so we sort of see all these technologies as supplemental materials, really kind of making it a holistic experience for fans. >> In Las Vegas, they have a section of Las Vegas where they have all their test beds. 5G, they call it 5G, it's really, you know, evolution, fake 5G but it's a sandbox. One of the challenges that you guys have in Boston, I know from a constraint standpoint physically, you don't have a lot of space. How do you sandbox new technologies and what are some of the things that are cool that people might not know about that are being sandboxed? So, one, how do you do it? >> Yeah. >> Effectively. And then what are some of the cool things that you guys are looking at or things they might not know about that would be interesting. >> Sure. Yeah so Fenway Park, we struggle as you know, a little bit with our footprint. You know, honestly, I walk into some of these large stadiums and I get instant jealousy, relative to just the amount of space that people have to work with and things. But we have a great relationship with our partners so we really partner, I think, particularly well with key partners like Verizon and others. So we now have 5G partially implemented at Fenway Park. We expect to have it sort of fully live come opening day next year. So we're really excited about that. We hope to have a new version of Wifi, the latest version of Wifi available, for the second half of the year. After the All-Star Break, probably after the season's over. But before our bowl game hopefully. We're looking at some really interesting ways that we can tease that out. That bowl game, we're really trying to use that as an opportunity, the Fenway Bowl, as an opportunity to make it kind of a high-tech bowl. So we're looking at ways of maybe doing everything from hack-a-thons to a pre-egaming sort of event to some interesting fan experiential opportunities and things like that. >> Got a lot of nerds at MIT, Northeastern, BU, Bentley, Babson, all the schools in the area. >> Yeah, so we'll be reaching out to colleges and we'll be reaching out to our, the ACC and AACs as well, and see what we can do to kind of create sort of a really fun experience and capitalize on the evolving role of e-sports and the role that technology can play in the future. >> I want to get to the e-sports in a second but I want to just get the plug in for Acronis. We're here at their Global Cyber Summit. You flew down for it, giving some keynote speeches and talks around security. It's a security company, data protection, to cyber protection. It is a data problem, not a storage appliance problem. It's a data problem holistically. You get that. >> Sure. Sure. >> You've been in the business for a long time. What is the security kind of posture that you guys have? Obviously you want to protect the data, protect privacy. But you got to business. You have people that work with you, supply chain, complex but yet dynamic, always on environment. >> That's a great question. It's evolving as you indicated. Major League Baseball, first and foremost, does an outstanding job. So the last, probably last four plus years, Major League Baseball has had a cyber security program that all the clubs partake in. So all 30 clubs are active participants in the program. They basically help build out a suite of tools as well as the ability to kind of monitor, help participate in the monitoring, sort of a lot of our cyber security assets and logs And that's really elevated significantly our posture in terms of security. We supplement that quite a bit and a good example of that is like Acronis. Acronis, for us, represents the ability for us to be able to respond to certain potential threats like ransom-ware and other things. As well as frankly, what's wonderful about a tool like this is that it allows us to also solve other problems. Making our scouts more efficient. We've got these 125 scouts scattered around the globe. These guys are the lifeblood of our, you know, the success of our business. When they have a problem, if they're in Venezuela or the Dominican or someplace else, in southeast Asia, getting them up and running as quickly as we can, being able to consume their video assets and other things as they're scouting prospects. We use Acronis for those solutions. It's great to kind of have a partner who can both double down as a cyber partner as well as someone who helps drive a more efficient business. >> People bring their phone into the stadiums too so those are end points now connecting to your network. >> Definitely. And as you pointed out before, we've got great partnerships. We've got a great concession relationship with Aramark and they operate, in the future they'll be operating off our infrastructure. So we're in the point of rolling out all new point-of-sale terminals this off-season. We're excited about that 'cause we think for the first time it really allows us to build a very comprehensive, very secure environment for both ourselves and for all the touchpoints to fans. >> You have a very stellar career. I noticed you were at Scudder Investments back in the '80s, very cutting-edge firm. FTD that set the whole standard for connecting retailers. Again, huge scale play. Can see the data kind of coming out, they way you've been a CIO, CTO. The EVP CIO at The Weather Channel and the weather.com again, first mover, kind of pioneer. And then now the Red Sox, pioneering. So I got to ask you the modernization question. Red Sox certainly have been cutting-edge, certainly under the last few owners, and the previous Henry is a good one, doing more and more, Has the business model of baseball evolved, 'cause you guys a franchise. >> Sure. >> You operate under the franchisor, Major League Baseball, and you have jurisdictions. So has digital blurred the lines between what Advanced Media unit can do. You got communities developing outside. I watch the games in California. I'm not in there but I'm present digitally. >> Sure. Sure. >> So how has the business model flexed with the innovation of baseball? >> That's a great question. So I mean, first off, the relationship between clubs like ours and MLB continue to evolve. We have a new commissioner, relatively new commissioner, and I think the whole one-baseball model that he's been promoting I think has been great. The boundaries sometimes between digital assets and how we innovate and things like that continues to evolve. Major League Baseball and technology groups and product groups that support Major League Baseball have been a fantastic partner of ours. If you look at some of the innovations with Statcast and some of the other types of things that fans are now becoming more familiar with. And when they see how fast a runner goes or how far a home run goes and all those sort of things, these kinds of capabilities are on the surface, but even like mobile applications, to make it easy for fans to come into ballparks and things like that really. What we see is really are platforms for the future touchpoints to all of our customers. But you're right, it gets complicated. Streaming videos and people hadn't thought of before. >> Latin America, huge audience for the Red Sox. Got great players down there. That's outside the jurisdiction, I think, of the franchise agreement, isn't it? (laughs) >> Well, it's complicated. As this past summer, we played two games in England, right? So we enjoy two games in London, sadly we lost to the Yankees in both of those, but amazing experience and Major League Baseball really hats off to those guys, what they did to kind of pull that together. >> You mentioned Statcast. Every year when I meet with Andy Jassy at AWS, he's a sports fan. We love to talk sports. That's a huge, kind of shows the power of data and cloud computing. >> No doubt. >> How do you guys interface with Statcast? Is that an Amazon thing? Do they come to you? Are they leveraging dimensions, camera angles? How does that all work? Are you guys involved in that or? >> Brian: Oh yeah, yeah. >> Is that separate? >> So Statcast is just one of many data feeds as you can imagine. One of the things that Major League Baseball does is all that type of data is readily available to every club. So every club has access to the data. The real competitive differentiator, if you will, is how you use it internally. Like how your analysts can consume that data. We have a baseball system we call Beacon. We retired Carmine, if you're familiar with the old days of Carmine. So we retired Carmine a few years ago with Beacon. And Beacon for us represents sort of our opportunity to effectively collapse all this information into a decision-making environment that allows us to hopefully to kind of make the best decisions to win the most games. >> I love that you're answering all these questions. I really appreciate it. The one I really want to get into is obviously the fan experience. We talked about that. No talent on the field means no World Series so you got to always be constantly replenishing the talent pool, farm system, recruiting, scouting, all these things go on. They're instrumental. Data's a key driver. What new innovations that the casual fan or IT person might be interested in what's going on around scouting and understanding the asset of a human being? >> Right. Sure. I mean some of this gets highly confidential and things, but I think at a macro level, as you start to see both in the minor leagues and in some portions of the major leagues, wearable technologies. I think beyond just sort of player performance information that you would see traditionally with you might associate it with like Billy Beane, and things like that with "Moneyball" which is evolved obviously considerably since those days. I mean understanding sort of player wellness, understanding sort of how to get the most out of a player and understanding sort of, be able to kind of predict potential injuries and accelerate recoveries and being able to use all of this technology where appropriate to really kind of help sort of maximize the value of player performance. I mean, David Ortiz, you know, I don't know where we would have been in 2018 without, you know, David. >> John: Yeah. >> But like, you know >> Longevity of a player. >> Absolutely. >> To when they're in the zone. You wear a ring now to tell you if you're sleeping well. Will managers have a visual, in-the-zone, don't pull 'em out, he can go an extra inning? >> Well, I mean they have a lot of data. We currently don't provide all that data to the clubhouse. I mean, you know, and so If you're in the dugout, that information isn't always readily available type of thing. But players know all this information. We continue to evolve it. At the end of the day though, it's finding the balancing act between data and the aptitudes of our coaching staff and our managers to really make the wise decisions. >> Brian, final question for you. What's the coolest thing you're working on right now? Besides the fan having a great experience, 'cause that's you kind of touched on that. What's the coolest thing that you're excited about that you're working on from a tech perspective that you think is going to be game-changing or interesting? >> I think our cloud strategy coming up in the future. It's still a little bit early stage, but our hope would be to kind of have clarity about that in the next couple months. I think is going to be a game-changer for us. I think having, you know, we enjoy a great relationship with Dell EMC and yet we also do work in the cloud and so being able to leverage the best of both of those to be able to kind of create sort of a compelling experience for both fans, for both player, baseball operations as well as sort of running an efficient business, I think is really what we're all about. >> I mean you guys are the poster child for hybrid cloud because you got core, data center, IoT, and >> No doubt. So it's exciting times. And we're very fortunate that with our relationship organizations like Dell and EMC, we have leading-edge technologies. So we're excited about where that can go and kind of what that can mean. It'll be a big step. >> Okay two personal questions from me as a fan. One is there really a money-counting room like in the movie "The Town"? Where they count a big stack of dollar bills. >> Well, I'm sure there is. I personally haven't visited it. (laughs) I know it's not in the room that they would tell you it is on the movie. (laughter) >> And finally, can The Cube get press passes to cover the games, next to NESN? Talk tech. >> Yeah, we'll see what we can do. >> They can talk baseball. We can talk about bandwidth. Right now, it's the level five conductivity. We're looking good on the pipes. >> Yeah we'll give you a tech tour. And you guys can sort of help us articulate all that to the fans. >> Thank you so much. Brian Shield, Vice President of Technology of the Boston Red Sox. Here talking about security and also the complications and challenges but the mega-opportunities around what digital and fan experiences are with the physical product like baseball, encapsulates kind of the digital revolution that's happening. So keep covering it. Here in Miami, I'm John Furrier. We'll be right back after this short break. (techno music)

>> No, that makes total sense. You've got me thinking a little bit. You see some of this right now going on general fitness and these thirty six minute classes will fit thirty six is awesome there. Big group No. One, their trainers. And they do a really good job of it. But the onset of maybe not such, um, high intensity aspects that you're doing. But you're promoting motor patterns, right? So it's not like, Okay, let's train for thirty six minutes. Generally was trained for forty five minutes. Let's train for an hour. But let's have a specific program that we're picking on to develop an athlete and push him in direction. So I mean by that is, I kind of see this in this is my attempt to digest cores. Mind not break it down and bring her with me. I thought you'd like to roost e a seven day period. And then you said in this period, I want to accomplish, you know, thiss five sets off total or five sets of ten reps and back squat and then your micro dose in mind like you, you slice it up, and so all of a sudden it doesn't become a five by ten because fifty total wrapped trying to get you won't take that ten reps here and twenty wraps here and maybe five reps here, and you put it in different ways. So if you look at it holistically, it's this very on the certainly first. See, it looks almost just organized, but looks like a lot happening at once. When you take us back, you look at a full truck, the full pies there, and so people they come and see me one of your workout So they see on Instagram that, oh, it's just Korea Doing, you know, appears to be basic patterns that kind of seem random. But really, you said, Okay, this is my goal. This is what I want from these guys and you're taking a step back. You applied it in a very strategic way. So it's not just people say, Oh, it's a fitness class. No, First off, Micro does seem just That's if I like, you know, a thirty minute workout. It's a thirty minute directed work out with the candle quantifiable goal over Baghdad, a period of time. Is that a fair assessment? I dove into the brain of Cory. No, my deal >> looked like this. Lookit. Let's look at another population. We look at prisoners when they go to the yard. How much time do they have a day? All right, >> You know what, >> Right. That's what I'm saying. Like, it's not a lot like they're locked up in a cell for the whole day. So when they go to the yard, they go ham on whatever's available, it ain't like they got this nice little hole like, Okay, we're going to do from squads. And they were gonna go to bench and they were going to Arlo, and we're going to do no. They pick something that is available and they go ham on it for an hour, and they're on really terrible food and really terrible environments, but tend to get really strong. Okay, well, that makes sense. So and you know what? They do it again the next day and the next day and the next day. So I'm not saying we're trained like prisoners, But what I'm saying is there's a reason why if I was to tell any elite level lifter, OK? All you can do today for thirty minutes is squad. What do you think's gonna happen? They're going to go heavy often. And they're going to be able to be fresh the next day to do the same thing. I mean, no one leaves a power lifting meet the next day saying, Oh, time to go train again. No, their body is trashed, right? Because of all the intensity that they didn't through multiple movements. Same idea, right? All I'm doing is isolating it. So, for instance, I'm looking for a specific response. If I want to train relative string, I want to find a movement that they can move a lot of way, obviously not through a high speed. And that's the movement we're going to do. If I want a absolute velocity, for instance, Woodchuck and Tendo terms, I want them to be very elastic. Reactive owned him to move very, very fast. Then I'm gonna pick a movement, say, like a barbell squad job. Maybe it's a credible swing. Maybe it's throws and then they're going to go ham on that. But if you just take that one isolated lift, I don't care. If you do tend doubles at it, you're not going to be that sword, especially if you've been doing this for over a year. First start the preseason. We gotta look at stress holistically. The biggest stress they have is basketball. So the last thing I'm going to do is beat them down. And here I'm just going to make sure that we'Ll stay on the cart. So you look at our total volume. It looks something like four sets of four. But by the time we're at the end of the season January, February, March, we're hitting our P R's and reason why we're hit Rp. Ours is because we've made this huge reservoir of stress that they're able tto handle. So now practises cut in half. So I have more reserves in the weight room. So that force that's afore we were hitting for those compound movements in preseason. Well, now they look like ten sets of doubles or twelve sets of singles because they have that reservoir. So now we're expressing in a controlled environment faster weights have your weights at the time of year that we're looking for those adaptations so that now we're quote unquote stronger and faster. We're trying to win the championship, not tryingto win it and the summer, which you generally see like thereby sent PR is before they go home and summer. Well, that's great. And then they go into their maintenance program for the season, which last six months. Can you maintain anything for longer than six? No, you can't, like, maybe your oil, but you've not wantto patients, you know? I'm saying so. You know, that's that's where it really came down to is I'm trying to find the best means to produce performance, >> so I'm on times Lower standard. Yeah. Please do not mind around it. So I get it correct. Nowhere earthly it's looking at How do we given work out at that? Fits? The current state needed the athlete, so Okay, there begin the year, right? Their capacity only so localize outside stressors to fit in the workout around the other twenty three hours. Right? And then you're applying a stressor that's heavy enough, but not too light. And you do it. I'm not not overly fatigued them, but at least stimulate them. So you working guide rails? Not a written in stone. A type of thing, >> right? Yeah. So yeah. Yeah. How Basically how I how I keep the best part of the best way to put it is what I've done this year that I haven't done in the past is abuse Tendo Units, I'm just That's my way of just monitoring. How about speed? Okay, Cool, because load is one thing. But once again, how do you move that load now? We're not We're not dicing up like, Oh, it's point seven. You're supposed to hit point five like up. You know, add thirty kilos or vice versa, right? Like you're not exact. But if you're within a range, it gives me a whole lot of details, all right? And then you're basically all we do from that point is record the wait, not the speed. I just keep them in a certain zone. Stay within this. You, for instance, our strength speed or a relative strength and strength. Speed movements can't go anything more than triples our speed, strength and are absolute velocity. You can't go anything over five reps. If you hit quote unquote those triples or those fives, then the next time you come in, guess what we get to upload if you're not above that was going to stick with the same load. And if you prove it within your early work sex, then we'LL have a little bit alert. But that's our way of day to day, keeping them on the road, if you will. >> No, that makes sense. Do I couldn't agree more. I see it carrying over so well. Universally way you looked at the origins of strength training and we're like Oh, came from Russia and even your ever pashanski for those people aren't nerds like myself. Russian sports science even started like appeared ization. It's kind of a made up thing, right? So one hundred percent made up haven't made up and it kind of came from the four years cycle of Russia itself. America takes that andan. What happens is you get the the non athlete world's intelligent public world. Everything is monetized, right? So it's like, Okay, we know that training really heavy every days and probably a good. So we're going to make these things called, you know, in small little workouts that might last twenty five minutes are our six minutes, you know, have a shrink it as Lois and possibly can. But no, let's make it not necessarily difficult, but challenging. Um and we make money office. We labeled something different and you see different fitness fads come off when I come and go. But a lot of because I got the capitalistic market monetization. People try to make money off of things. But that really does him from, like the athletic side. If you're thinking about Hey, I'm Cory. I'm dealing with Alex. I don't know how they're going to walk into my door today. I don't know if they're going to be high lower, you know, just normal. How can I then give myself the opportunity to provide environment where they can work successfully and and what you do, which is really cool, And I find it really inspiring kind of cheesy word. But you give a lot of ownership to all your athletes when it comes to selection of exercises and movements. And I find that to be something that we don't say. We as in the general world of anything sports, science and fitness don't always like to do. Um, and you say Okay, you know, credit. I'm wrong, Corey to I don't want take worth mountains, him incorrectly. Just so you know, here's a pattern and maybe select one of these three exercises that you feel like gets you ready. And what's so great about that? It removes the constraints of this exercise is the best. You know, this is the golden exercise and really, I mean you and I know it, but we want to feel good. We would always have a bench press when I came in town, but absolutely, it's like, Okay, let's let's really understand that it's not really a difference between Aback Squad versus upfront squad versus may be something of a trap, our poll, especially if you're using it to get the athlete ready. So talk. If you could talk a little bit about how you decide some of that and what led you down that path and giving those athletes that kind of ownership and understanding of you know, I want to do this versus I have to >> do this right? I mean, to me, autonomy is everything, because what you generally see and it's to me, it's almost criminal is everyone gets the piece of paper. They fill it out with me you get, then you do the same thing, right? You get that piece of paper the next day, fill it out. Get that piece of paper. Next thing, fill it out. And then four years later you go. Well, I'm leaving now. Where's my piece of paper For the rest of my life. Oh, so you didn't really learn how to train, did you? You didn't really learn what worked for you. You didn't really In the really issue is like I deal with crazy, different levers. I mean, I got guys that are five eight all the way to seven foot. So you can't tell me there's a golden exercise that it doesn't exist in my world. >> I >> like knowing you're on. I would love to have everybody do the exact same thing. They love doing it. And they all do it very, very well so that I can have my little lab and I can have my control and I can show. Hey, guys, look how much better we got this year because of my implementation. Bax Wass What? What does that say? That says that I care more about what I'm doing more than what's best for that athlete and what they're doing if you really the real reason why I got to this autonomy stage is when I realized what I do is such a small percentage of their overall success and the reason why I say that I'm not necessarily saying I agree with hit or disagree with Hit, but you could have a hit program. You could have an Olympic based program. You could have your holistic based program, whatever you want to say, and I see the hit program Win a national championship and I'm like, what happened? Like I don't agree with that program, but they won well, it's all about it's all about the dude's. So if I can give quote unquote my dudes the best training environment that works for them. So what I mean by that is Look, here's a squad. You hate doing back squats because the bar on your back, it's jerking the hell out of your shoulders because you don't like to be an external rotation will. Then maybe I'm just going to hate. How about this Bar safety squad bar that feel better? Cool court. My knees are super tender away. It's basketball. Everybody's needs at some point this season, every a super tender last thing I'm going to do is put them in an environment. Teo, flame up those tendons so that they can't perform at a higher level on the basketball court. So what are we going to do? Well, let's Hinch, how about we just do some already? L stay. How about we do some kettle bell swings? Maybe some tribe are dead. Lift. It doesn't necessarily have to be this golden exercise that everybody fits in. And I think really what it stands from is that strength coaches got approved to their sport coaches that we'll look at, our numbers go up and they have to have a control to do that. And the exact opposite. It's a sport. Coaches coming down saying one of our guys bench. Well, if our sport coaches cares so much about bench press, well, then what do you think I got to do? Well, I gotta bench my guys so we could get those numbers so I could look like, you know, I'm validated my job. Well, how about we take something that's oh, universally accepted. So how about a counter movement? Jump out force plate. Now, I'm not saying everybody has forced plates, but you could just use jump height. Friend sits. Who cares how you got there? As long as you are trending right, that's all that matters. Why should we be fixated to a certain methodology or a certain pattern or not? Pattern but exercise. Just give them a pattern, let him choose. And to be honest with you, if it feels right, it's going to fly, right? If it feels good to do attract bar squat, opposed to doing a front squat well, they're probably gonna put more load and they put more load that I'm going to get the stress response adaptation. If I don't like the front squat because it's choking me the hell out. Well, then I'm probably not going to put his much load on it. Now, I have a negative connotation now have all these internal stress is going on, and then I'm gonna have a weird as look atyou, saying I don't like what we're doing in here. So now you think the quote unquote Byeon is going to be there. So now we're not getting any stresses that are going to give me that positive adaptation I'm looking for. So at the end of the day, if I can give them the education tto, learn how to do these movements and how to choose for themselves, well, then now it's not just what they did here for four years. I just gave them skills for the rest of their life. And if they're good enough to play pros now, they can take that and they can articulate it to the next coaching stuff so they could do a better >> job. No, that's that's awesome, man like this. A lot of things I want. I head into their I'LL keep it all Diamond all nine hundred promised. But I couldn't agree more and one of things that you say, you know, let's have a king P I They said jump high, for example, a point of reference. Then let's not care what we d'Oh, to the extent I mean not care. But let's not constrain ourselves of what we dio in order to improve that k p I. So the way I think about it, it's kind of like you ever use waze before that? Yes, that we got right. It knows to things and knows where you are. It knows where you were. If you're driving, it knows where you're going. Road. And then as okay, all I care about getting to point B So it will take you on detours left and right. Little Granny is driving slow in front of you for the pothole. If whatever is going to find the best way to get there, it doesn't care how it gets there, right, Right. And so work that it's say, OK, let's get the sevens environment where we can learn. And we know we need to get to be for me. And I'm not gonna say to go in a straight line because you might go through building and crashing hit pedestrians. We're gonna find a way to get to be. We're going to find a way that makes sense for the athlete and yourself. So my teaching them, you know, let's have you like and learn to do some of these movements then don't know taking a left at this next stop light to get to point B will be quicker than you saying go straight because they're the one in the driver's seat, right? And if that educational environment where you start to look at this a really complex system, her planting a really simple abie model and apply it to something as complex as the human body so that we can learn. And the example I give. It's like, you know, the ways part like, that's the more complex and assumptions we make more room for aeri half All right, we'Ll screw this. We assume that the sumo gets here. Well, if we assume in order to get to A to B, we got a one a two a three a four, a five. But any point on the line that, you know, assumption breaks, we don't get to be all right, you guys, you stuck at a whatever and doing. You know, we have to follow this waterfall method. It's very much a living method where things come in, things come out, things make you change. But you know what? You want to go? I >> mean, it's we work in team sports. Like the only objective we are the only objective that matters is wins and losses, period. Right? So if I wasn't a stopwatch sport, maybe my mind would change a little bit, right? Maybe I got okay. We need to drift towards this because literally it's did you get faster? Did you not get faster? Right? Swimming whatever you're doing, maybe these are the things we need to do more often to make that happen. But I'm dealing with incompetent. I mean great human beings, but just physically incompetent. There's still learning about their bodies were still growing into their bodies. I think it's the most arrogance thing that a strength coach could do is to say, Here's a program that's gonna get you better for six weeks. What? What is that? Even here's a block that's going to get youto point me. How do you know Like, till you know Saddamist like, can you honestly tell me that following this six week plan is doing that? Hey, they got sport practice. They got exams, they got pick up your tell me none of those factors could potentially there off your little plan or that your little plan can go up. They're KP eyes, if you will, or their Their goal is just a play basketball. So that to me, that's where as this thing, it's like the most arrogant thing in our field and it just drives me up the wall. But the other day, like I got a sport coach who has all the faith in the world of me gives me the keys to the castle. He just tells me, Do what you think is best. I I report the numbers that he doesn't even know he needs. That's what's awesome about he's like Chord. I just trust you like these were things that I want to see my guys do. We want a quote unquote play fast. Well, okay, here's some standards that we can set And these Airways that we know we got quote unquote faster. Now, from the technical tactical aspect, that's where you guys come in and you guys got it. Apply what you think is best to make that happen, right? But I gave you the physical requirements. I told you exactly what you need to get done and how we got there. Now you guys apply the technical tactical aspect. And then there we go. Now we have a happy marriage is long as I can supply valuable information. It doesn't matter what the information ISS, and that's where everybody gets stuck on these controlled environment numbers like like looking, swatting inventions like Who cares? Like Who cares about written load? Load gets you to here right after that, it's all about It's all about speed. It's all about rhythm coordination, your vestibular system that there's so many things that go into making. You better not just, uh, put three fifteen on the back squat suite. No, >> that's you know. Yes, yes, I agree. I'm not going to deviate too far. My ma, you know how I work or my mind races and I don't go in straight lines. I apologized immediately. Good. I was thinking about your friend mentioned earlier. It was everything that this lately, too. People who've been the private sector's I work in personal training, and I worked in exercise clinic for two and a half years. Iowa State, where don't older adults randall off cool testing on them. But ultimately they showed up because they enjoy it. And one things that I think we I don't mean We have everybody some people forget is that it needs to be enjoyable back. And when you're in a private sector and you're literally your food is the ability for something to come back to you. Hey, it's really different and you start. You said Okay, you know what exercise and movement do you like, and then you manipulate How do I make that exercise the most effective exercise for that person? And that's what you kind of mentioned with the educational process for your athletes. You're taking this approach. Where? How did you get them to win? Firstly, they gotta want to be here, but they don't want to be who I try hard. And secondly, no Adam, take ownership of these movements. I really like that concept because it's really melting in the world of Hey, you're here. You have to get better. But everyone knows when you want to get better. Vs have to get better, right? The be out a little different and unusual marks Lefton excited to move. I just keep thinking about that from like the private side. That's really where, like the general public, and you could deal with great Alan to deal with a lot of athletes who really want to be there. But unfortunately, majority the world doesn't want to work out like they're they're not interested, and I hate to make an assumption, but it's hard not to think that it's either them not knowing or them intimidated that have to do something in there, right? Right. I'm like that mindset a beam to apply. Okay, let's have an ownership model that drives it, because if you talk to people, her successful personal trainers, they have a way to make sure people come back. Oh, for should join a box in a way that a strength coach you're no environment might not even have to be exposed to just because it's the nature of >> well, for me, like the off season. I mean, when I get a freshman, that's a great thing about basketball. But I get a freshman. I mean, maybe they picked up some weights like a B. There's still just such a greenhorn in the weight room. They don't know what's good and what's bad, right? So, essentially the off season is a little bit of dictatorship like Sorry, I'm to tell you what to do because you don't know shit, right? But the goal is to earn that autonomy as well. So, you know, my guys that are kind of like slaps like for the whole offseason. Well, their leashes a lot tighter like Nah, bro, you're going to do this because I know you need to do this. You have earned the right to have that a top. So I want to make sure that that's, like pretty clear, too, because if you just give autonomy all day and there's going to run over you. But the one aspect that I think that is so important with our autonomy is it's my biggest performance enhancer, and I actually had dated Approve it. Like if I just look at my C M J members from our force plates once again. Yes, there are some maybe eight sets of doubles or six sets of triples or whatever, right? But once again, that is Tendo based, like to a certain agree with most of our movement. So you know, it could be a triple. It could be a double. It could be a single. It depends on where they fall in on along those lines, but essentially the flexibility of the sets and wraps, the unbelievable latitude of the movement pattern that they're doing. But yet counter movement jumps in February. They are p r ng, not season. P R's. I'm talking life top ers Guys that have been here for three years are hidden from nineteen point one to twenty six point four. I can't say names the twenty six point four in February. So what does that say? It says that my biggest performance enhancer is the kids saying I want to do that. Cool. That's what we're going to do. >> No, I love it that zik perfect. If you want to be there, you're intense. Going to be high. You're going to try harder. You're going toe actually care about what you d'oh and that mindset really house dr an aspect of performance that otherwise we can't because all internal right korea we really started wrapping up towards the end you buy a couple questions for you before you go yourself thank you i appreciate it it's always good to have you next way clich a weekly cycle korea >> will make a >> record you know fire i slowly thanks for having you guys we wanted to come with because you're a scientist I mean, if you had to share a bitter fight and this is to anybody and this isn't their coach, Jenny, where nobody is looking to enhance their fitness, their performance, um, their overall well being You that with activity, right? How is what would you advise someone to get into and regards Tio training our house to someone Initiate That's on top of the micro dose in a kind of giving that much of credit here, obviously some e How does someone injured? I heard it put that way and I'll get straight to the point that one look into into exercise probably should do some form of micro dose in to see if you even like it everyone to overdose. How do they start that process if they're not athletes per se how they decide where they began? >> Well, essentially is what do you want to end up like, What's the what's the point beyond ways, right? Do you just want to look aesthetically better? How aesthetically do you want to look? Do you wanna look like a big body voter? Do you want to look like a swimmer? What do you want to look like? And I think that the vein than fan ity. And I mean, that's what drives my basketball players there in tank tops here around. Of course, they want nice arms. Right? So there's certain things that you gotta know. Like, I want to look like this. Now, some of the performance guys, Maybe I wantto sprint faster or jump higher. Like that's a whole another aspect. But we're talking about general population number one. What do you wanna look like? Okay, so if I'm three hundred pounds and I want to lose some body fat for my own general health and I want to, you know, be more presentable, if you will. And smaller clothing. Well, then maybe just walking ten minutes every day, and then you start adding layers to it, So Okay, You know what I mean? Killing these walks. How about we go Stairmaster? Okay, that's a little tougher. Okay, how about we introduce maybe some med ball exercises because that's not necessarily too complex to do that. I can do it through different ranges. It's easy to manipulate. Okay, Now, let's take a dumb bill or kettle bill. Then we work our way to a bar bill and now. Oh, man, what do you know? I just dropped one hundred pounds and in them. Oh, before all of that eating. But like, we're just talking about the physical aspects, but as far as that, where do you want to be? Okay, I want to look like Brad Pitt. OK, for one, get plastic surgery. But if you want to look cool air at Brad Pitt and Fight Club Okay, well, these are the things that I need to do. So let's reverse into near the process, okay? He cut his little jack, so that means he's got muscular strength. OK, cool. So that means weights are going to get involved at some point we'll he got really lean for this too. So my general fitness sucks. Maybe I just need to start with walking. Maybe a jump rope, maybe just medicine Ball toss is something that's super easy. The number one. What's going to make me more consistent? What consistency is goingto win? It's not. They'll work out you do that's going to make you go from a counter movement jumped a nineteen point one to twenty six point for It's the consistency that got you there. All right. That was a two year process for that kid. Just to get to that point, right? If you try to hijack the system, if you try to go, I want to get from point A to point Z like that. Well, you're going to run into multiple things. One possibly injury and two. What's the real reason why you're Russian? The real reason why you Russians, Because I don't want to be there in first place. Now you've just ruined the whole concept. Now you've just ruined the journey. To me, that is much more important. Like when I used to be a fake body motor, if you will, that when I try to get ready for shows. I don't remember the show at all. The only thing I remembered was those nights where I was damn hungry those mornings where I had to get up, do my quote unquote fasted cardio meal prep backs without remember only big. How I was on stage for forty five seconds like that was twelve weeks for forty five seconds. Right? So that's where you gotta understand like it's the beauty or what is it that Jake whole line of the beauty is in the is in the cash. Basically what? The thing that you want to fall in love with the most is the adversity that they were going to fall in love with the most is the stressful points. That's what's going to create the beauty, if you will remember that Jake Colon. But essentially, that Google >> search really quick pressure that the Brad Pitt Fight Club I >> mean, that dude was solid, Man, that was a solid right. May like Brad Pitt. He was a pretty boy until fight club. And I was like, Yo, that is some white trash. I would not mess with him. He can go. >> Uh, great. I love it. Lastly, Yeah. Course lesson. Where do we find you? On social media and other venues? Assault media were coming here more than beauty and wonder himself. >> Yeah. So Instagram is probably what you can find me on the most slash strength as C h L E s strength. You could find me there pretty active on it. You want to see so naked cats? So to sphinx, with my beautiful wife and ah, multiple podcast. I'm on a lot of different podcast that you just Google. I, too, are goingto iTunes type in my name. You'LL find many other platforms where I go into a lot more depth about how we train on And then, of course, speaking engagements. I do multiple speaking, engage with the nationally and internationally. And so there's opportunities to meet me in person there. >> There's beauty in the struggle. >> There is beauty in the struggle. This beauty >> I got my end. >> Yes, there is beauty in the struggle. That's when they >> get here in Britain, right? Right there. Where >> you Brooks. But there's beauty in the struggle >> A lasting well, Korea appreciate you have coming on here. I mean, I hope something useful. I >> was one hundred percent. My pleasure, Max. I love working with you, man. >> Now you do. And anybody curious about Corey? I mean, I really encourage checking out his social media. Yeah, I know. It's a lot of crazy stuff on Instagram that is really thought provoking. Put it that way and I can't believe it. Oh, my goodness. I can't let you escape Korea quite yet. >> Well, what you got? >> Uh, whole off the exit. Give me five minutes on it. I was going to ask his social media is going to ask. Yeah, way rehab itself. Yeah, to spring loaded monster man who means you want to share a little bit on this because I know you have been doing this yourself. Yeah, this is it in chorus singer based Achilles program. I love some of the actors. I love thee, not the unloaded foot contact under your hand motion who was seen Alice into this isn't the course in a chair, and he's for lack of better words. Words. MacInnis foot on the floor like a pogo stick and doing extremely extremely unloaded movements early on that site, too early on but in the rehab process itself to introduce low level plyometrics, He's doing band assisted jumps. He's doing isometrics. He's doing heavy squads. He's doing some bar bell curls. All things important for the curies. >> Sure are. Absolutely yeah beyond you. My understandings of the lower leg complex is off the charts because of my injury. So for the viewer's eye, tor macula or a ruptured my Achilles tendon with a full rupture but right at the insertion, which is the very atypical tear because I've been dealing teno sis for over a year before I tore it. So they had it cut me up top to bring me down low, if you will. So usually Achilles ruptures that all they do is bring it together and then tie it. There are. So it through the mind was at the very bottom. So essentially, they had to cut me up top toh length and me and then, uh, suitors through. So is very atypical, which sucks only that that part sucks. Spike. Um, it's not that I am Well, maybe a little bit arrogant, but I honestly want to take full control of my physical therapy because I think that intuitively I understand the process not just of rehab, but of how to increase performance. So all I did was watered down as much of that is possible and truly started as soon as I got to the pain free. And so, yeah, with all the unloaded stuff, it just made sense to me like that's something you just don't see in physical therapy to It's kind of blows. My mind is what's the first thing to go like when you get older? What happens? Will you lose your ability to do very forceful things or to lose power or the ability to generate power. So that's the first thing that came in my mind when I rupture. Or when a Torme Achilles was okay. I need to go back and not be old because essentially, I'm staying still. So if I'm staying still, it's like use it or lose it protocol. So from that perspective, I told myself, I need to move fast at some point. So I started with all my available limbs at the time, just moving fast. Then I progress toe when my suitors seal or excuse me with my I want my wound healed. I got into the pool, so that's the most is about is unloaded. You should get, and all it did was just frail. My leg and there a cz muchas I could through different planes and of course, he has fold up. But of course, it's going to like your adding a stress. And so I just did it Mohr or Mohr. And so I just Kim. Training fast, even though, is the most unloaded way you can do it. And then, like Max was talking about, I got to a seated position and I just started doing be most unloaded pogo jumps you've ever seen or ankle pops or whatever you want to call it. So then I transition to standing on it isometrics, then putting more force into the forefoot isometrics. And then I started using the bands I mean super heavy bands and then just started like Pogo's and then start lighting the bands I went to arm went the body weight. To me, it's like super common sense, but I don't know, maybe the physical world. It doesn't really look at it that way. They look at it and isolation opposed to global. So to me, I knew if I could quickly get back to global patterns that I will be able to promote healing faster. And so, like Chase talked about, his last one ought to be a far protocols. Luckily, I had him as a resource to help me with my healing process, but right now, on that four and a half months, almost five months, and I'm doing some pretty cool things if just to give you a point of reference. Dez Bryant, wide receiver. He tore his a week after mine, and essentially, you guys Essentially, he's What's a similar athletes level athlete? You know, very someone. Uh, actually, he's going to be up until eight to nine months. John Wall tour has a few months after mine. He's going to be an entire year for his process. Boog, Golden State warriors took him a whole year to get back on my goal. If I can get it back and lesson seven months, that means I did something, right? >> No, I love it. Well, that's tough stuff. Get to see if you check out his instagram page. So me, please, dear, do yourself a service. Go check out the man. He's a good dude, Tio. So sometimes no kid. Don't >> you know you're right there, e >> I don't want call corps on a bad day. >> You >> know, it's all good now. I really appreciate it, man. Thanks for being on here. And, uh, again we follow sometime in near future. I feel I'm expecting that shirt. By the way, where is my core bighead T shirt? >> You know, I want to find one of my earlier body building picks, and I'm gonna put it on a T shirts and, Tio, >> I love it. How I rocked the hell out of it. Man, >> you're beard in a most >> and be right here. Yes, right behind. Maybe my postal records slash proposing bronze and gold. You're welcome. You're welcome. An absolutely huge in that >> purple banana hammock to >> Wouldn't ask for another way. What? The full real deal. Korean stage. Ready, you know. Awesome. Well armed man up that thing. You guys, Listen, I appreciate it. Great South Korea on. If we're curious about finding more, check him out on instagram and look for Teo. No doing more. These in near future. >> Awesome. Thanks, Max.