from the silicon angle media office in Boston Massachusetts it's the queue now here's your host David on tape hello everyone and welcome to this special presentation we're gonna introduce you to a new kind of company first you might recall we've been reporting extensively on multi cloud and the need to create consistent experiences across cloud at high performance now a key to that outcome is the ability to leave data in place where it belongs not moving it around and bringing a cloud like experience to that data we've talked about kubernetes as a multi cloud enabler but it's an insufficient condition for success latency matters in fact it's critical and the ability to access data at high speeds wherever that data lives well we believe be a fundamental tenet of multi cloud now today I want to introduce you to a company called vicinity V CIN ity the simplest way to think of this company is they turn wide area networks into a global land and with me is Craig Hobart to talk about this he's the VP at vicinity Craig good to see you again thanks a lot thanks Howie middays good to be back so when I first heard about this company I said wow no it can't that breaking the law of physics so first of all tell me a little bit background about the company sure yeah absolutely so about two decades ago this company was formerly known as Bay Microsystems they were they were asked to come up with a solution specific for the United States military and there was a couple of people involved in that that tender fortunately for us Bay Microsystems prevailed and they've had their solution in place with the US military for well over a decade approach in two decades so that is the foundation that is the infrastructure of where we originated so did I get it right it kind of come through what you do can you add some color to that yeah yeah as much as I can right so based on who the the main consumer is so we do some very creative things where we we take the benefits of tcp/ip which is the retransmit the ability to ensure the data arrives there in one piece but we take away all the bad things with it things like dropping packets typically ones are lossy networks and and most people are accustomed to two fiber channel networks which of course which are lossless right and so what we've done is take the beauty of tcp/ip but remove the hindrances to it and that's how we get it to function at the same speeds as Al and overall one so but there's got to be more to it than that I mean it just sounds like magic right so you're able to leave data in place and access it at very low latency very high speeds so you know what's the secret sauce behind that is it is it you know architecture patents I mean yeah absolutely so we have over 30 unique patents that contribute to that we're not just doing those things that I just thought about before is a lot more we're actually shortly in the typical OSI stack the the moving through those layers and using our DMA so a lot of companies users today obviously infinite out uses in between the nodes Dell uses at HP is it's a very ubiquitous technology but typically it has a very short span it's designed for low latency as a 21-foot limitation there's certain things you can do to get around that now so what we did in our earlier iterations is extend that so you could go across the world but utilizing that inside a proprietary sort of l2 a tunneling protocol allows you to reinstate those calls that happened on the local side and bring them up on the other side of the world so presumably that sets up for Rocky it does yeah and rocky to you absolutely so we use that we use it converged Ethernet we can do some magical things where we can go in InfiniBand and potentially come out rocky at the other end there's a lot of really good things that we do obviously if it uh bans expensive converged Ethernet it's a lot more feasible and a lot easier to adapt when we can make sure I understand this so you think InfiniBand you're thinking you know in a data center you know proximate and shocking synchronous distances are you saying that you can extend that we can but extended not extending finna band but you're saying you can you translate it into Ethernet yeah yeah we we translate into we have some proprietary mechanisms obviously that that all the patents on but in essence that's exactly what we're doing yeah we take in the earlier years InfiniBand and extend that to wherever it needed to be over any distance and and now we do it with conversion and infinite in like speeds yeah yeah so obviously you've got that we can't get around physics oh I mean it for instance between our Maryland office and our San Jose office it's a 60 millisecond r/t team we can't get beyond that we can't achieve physics but what we can do is deliver us sometimes a 20x payload inside that same RTT so in essence you could argue that would be due to the speed of light by delivering a higher payload is what's the trade-off I mean there's got to be something here yeah so it's today it's not it's not ideal for every single situation if you were to do a transactional LTP a database at one side of the world to the other it would that would not be great for that something files yeah so so what we actually do I mean some some great examples we have is seismic data we have some companies that are doing seismic exploration and it used to take a lot of time to bring that data back to shore copied to a disk array and then you know copied to multiple disk arrays across the world so people can analyze it in that particularly use case we bring that data back we can even access it via satellite directly from the boats that are doing the the surveys and then we can have multiple people around the world looking at that sample live when we do a demonstration for our customers that shows that so that's one great example of time to market and getting ahead of your competition what's the file system underneath so we have a choice of different file system is a parallel file system we chose spectrum Connect it's a very ubiquitous file system it's well known it has there is no other file system that has the the hours of runtime that that has we off you skate the complexities from the customers we do all of the tuning so it's a custom solution and so they don't see it but we do have some of the hyper scales that want to use lustre and cluster and be GFS and things that we can accommodate those so you have a choice but the preferred is gpfs is a custom one we have you absolutely if somebody wants to use another one we have done that and can certainly have dialogues around it could talk about how this is different from competitors I think of like guys like doing Wayne acceleration sure sure yeah so what acceleration regardless of who you are today with it's predicated upon caching substantial caching and some of the problems with that are obviously once you turn on encryption that compression and those deduplication or data reduction technologies are hampered in that caching based on who our primary customer was we're handed encrypted data from them we encrypted as well so we have double layers of encrypted data and that does not affect our performance so massive underlying technological differences that allow you to adapt to the modern world with encrypted data so we've been talking about I said in the intro a lot about multi cloud can you tell us sooner where do you fit in but first of all how do you see that evolving sure and where do you guys fit in Joe so I actually read to assess very certain dividends I read your article before we had a dialogue last week and there was a good article talking about the complexities around multi cloud and I think you know you look at Google it's got some refactoring involved in it they're all great approaches we think the best way to deal with multi cloud today is to hold your data yourself and bring those services that you want to it and before we came along you couldn't do that so think now a movie studio we have a company in California that needs people working on video editing across the world and typically they would proliferate multiple copies out to storage in India and China and Australia and not only is that costly but it's incredibly time consuming and in one of those instances it opens up security holes and the movies were getting hacked and stolen and of course that's billions of dollars worth of damage to to any movie company so by having one set of security tenants in your in your physical place you can now bring anybody you want to consume that day to bring them all together bid GCP AWS as you for the compute and you maintain your data and that segues well into things like gdpr and things like that where the data isn't moving so you're not affected by those rules and regulations the data stays in one place it's we think it's a huge advantage so has that helped you get some business I mean the fact that you have to move data and you can keep it in you can give us an example yeah it absolutely doesn't mean if you think of companies like pharmaceutical companies that have a lot of data to process whether it's electron microscopy data nano tissue samples they need heavy iron to do that we're talking craze so we can facilitate the ability to rent out supercomputers and the security company of the farmers is happy to do that because it's not leaving the four walls present the data and run it live because we're getting land speeds right we're giving you land speed performance over the wine so it's it's possible we've actually done it for them to do that craze make money by renting the farmers are happy because they can't afford craze it's a great way to accelerate time to marketing in that case they're making drug specific for your genome specific for your body tissue so the efficacy of the drugs is greatly improved as well well as you have been we know the storage business primary storage right now is I've said it's a knife fight yeah and it's a cloud is eating away at it flash was injected and gave people a lot of head rooms and they're not buying spindles for performance anymore but but data protection and backup and and data management is really taking off do you guys fit in there is are there use cases for you you there when you think of companies like cookie City and rubric and and many others that are the cloud seems to be a tailwind for them is it a tailwind for you I think so and I think he just brought up a great point if you look at and again another one of your articles I'm giving you some thanks Rick you know saying I won't forget it is the article you wrote I thought was excellent about how data is changed it's not so much about the primary data now it's about the backup data and what rubric and cohesive tea especially have done is bring value to that data and they've elevated it up the stack for analytics and AI and made available to DevOps and that's brilliant but today that can find it too within the four walls of that company what vicinity can do for those companies has come along and make that data available anywhere in the world at anytime so if they've got different countries that they're trying to sell into that may have diff back up types or different data they can access this and model the data and see how it's relevant to their specific industry right as we say our zeros and ones are different than your zeros and ones so it's a massive expansion it take that richness that they've created and extrapolate that globally and that's what facility brings to the table you know within the days of big data we used to look at high performance computing as an example going more into commercial notes that's clearly happened but mainstream is still VMware is there a VMware play for you guys or opportunity great question great question in q1 of this year so so January end of January 2020 typically in the intro we talked about how we were born on a6 which is incredibly expensive and limited you get one go ahead and then we move to FPGAs we actually wrote a lot of libraries that took the FPGAs into a VMware instance and so what we're doing now with our customers is when we go in and present they say there's no way you can do this and we show them the demo when we actually leave they can log-in download to VMware instances put one in in these case one the west coast or with one of my customers we have now one on the east coast one in London download the VM and see the improvement that we can get over their dedicated lines or even the Internet by using the VM fact we did that in a test with AWS last week and got a 90 percent improvement just using the VM so when you are talking to customers what's the you know what's the the situation that you're looking for the the problem that comes up that you say bone that's vicinity maybe you could show not you do slash call in there so I think a lot of that is people looking to use multi cloud right that aren't sure which way they want to go how they want to do it and for other companies that can't move the data there's a lot of companies that either went to the cloud and came back or cannot go to the cloud because of the sensitivity of the data so and also things like the the seismic exploration right there is no cloud solution that makes that expedient enough to consume it as it's been developed and so anybody that needs movie editing large file transfer dr you know if you're moving a lot of files from one location to another we can't get involved in storage replication but if it's a file share we can do that and one of the great things we do is if you have cysts or NFS shares today we can consume those shares with the with the spectrum scale the gpfs under the cover and make that appear anywhere else in the world and we do that through our proprietary technology of course so now remote offices can collapse a lot of the infrastructure they have and consume the resources from the main data center because we can reach right back here at land space they just become an extension of the land no different than me plug in the laptop into an Ethernet you pay a penalty on first byte we do but it's almost transparent because of the way tcp/ip works very chatty yeah it is so we drop all that and that that's a great question an analogy we use in house is you turn on a garden house and it takes a few seconds for that garden hose to fill but with us that water stream is constant and it's constantly output in water with tcp/ip a bit stop start stop start stop start and if you have to start doing retransmit which is a regular occurrence of tcp/ip and that entire capacity of that garden hose will be dropped and then refilled and this is where our advantage is the ability to keep that full and keep serving data in that what you just described makes people really think twice about multi clouds essentially they want to put the right workload in the right place and kind of leave it there and essentially it's like the old mini computer days they're creating you know silos you're helping sort of bridge those we are that and that is the plot and so you know we have B to B we are B to C I mean if you sit and think about the possibilities I mean it could end up on every one of these right this software you know do we tackle every Wireless point this is this is some of the things that we can do you're an app or do we put vicinity on that to take the the regular tcp/ip and send the communication you know through through our proprietary Network around proprietary configuration so there's a lot of things that we can do we can we can affect everybody and that is that is the goal so divide by hardware from you or software or both that's another great question so if you are in a data center in the analogy I just gave before about being a a big data center you would use a piece of hardware that's got accelerants in it and then the remote office could use a smaller piece of hardware or just the VM with the movie company example I gave you earlier India and Australia is edit in live files on the west coast of the United States of America just using the VM so it depends what we come in as we look at your needs and we don't oversell you we try and sell you the correct solution and that typically is a combination of some hardware in the main data center and some software at the others so I've said you know multi-cloud in many ways creates more problems today than it solves you guys are really in there attacking that multi-cloud is a reality it's it's happening you know I said historically it's been a symptom of multi-vendor but now it's becoming increasingly a strategy and I think frankly I think companies like yours are critical in the ecosystem to really you know drive that transformation for organizations so congratulations thank you thank you we hope so and I'm sure we'll be seeing more of you in the future excellent well thanks for coming in Craig and we'll talk to you soon thank you for watching everybody this is Dave latte for the cube and we'll see you next time

>>LA from Las Vegas. It's the cube covering AWS reinvent 2019 brought to you by Amazon web services and along with its ecosystem partners. >>Okay. Welcome back everyone. Cube coverage, Las Vegas live action ADA was reinvent 2019 third day of a massive show where our seventh year of the eight years of Ava when documenting the history and the rise and the changing landscape of the business. I'm Jon Favreau, Stu Miniman, my cohost, our next guest, bill McGee, senior vice president, general manager of the hybrid cloud security group within trend micro sold this company, those guys now lead executive of the cloud and hybrid hybrid cloud security. You've got hybrid in there looking through the queue and I've been to every re-invent every single one. Congratulations. Welcome to the cube. Nice to be here. So eight years. What's changed in your mind real quick? >>Ah, wow. The um, yeah, certainly the amount of adop uh, the amount of adoption is now massive mainstream. You don't have the question, should I go to the cloud? It's all about how and how much. Probably the biggest change we've seen is how it's really being embraced all around the world. We're a global company. We saw initially a U S on Australia type focused UK. Now it's all over the place and so really relevant everywhere. Oh Phil. I, you know, at least from my standpoint, and I have enough friends of mine in the security industry when we first started coming to the show, I mean security was here, security is not only is so front and center in the discussion of cloud that they had a whole show for it here. So, you know, give us the 2019 view of security inside that the, the broader hybrid cloud discussion here at Reinventure. >>Let me tell you a couple of things. Kind of what we're seeing within our customer base and then what matters from a security perspective. So we see some organizations doing cloud migration, moving workloads to the cloud. A various farms had a couple of meetings yesterday. One was call it evacuating their data center. The other one was celebrating that two weeks ago they closed their data center. So that's a big step. Windows and Linux workloads moving to the cloud and really changing existing security controls to work better in the cloud. But certainly what a lot of these cloud builders are here for is, uh, you know, developing cloud native applications. And originally, you know, back seven, eight years ago, that was on top of what's now seemed like pretty simple services like S three. Now you've got containers and serverless and other platforms that people are using. >>And then the last thing, a lot of companies are establishing a cloud center of excellence and they're trying to optimize their use of the cloud. They still have compliance requirements that they need to achieve. So these are what we see happening and really the challenge for the customer, okay, how do we secure all this? How do we secure the aggressive, aggressive cloud native application development? How do we help a customer achieve compliance easily from a cloud center of excellence? So that's where we see fitting. And we made a big announcement a couple of weeks ago about a new platform that we've created and you know, I'd love to talk to. >>Yeah, let's dig into that. Let's dig into that. But first when we were at was Amazon's first security conference, Dave latte and I were talking about wow, cloud security versus on prem security. And then what's happening here is I had a conversation with someone who was close to the CIA, can't say his or her name and that, and they said cloud has changed the game for them because their cost line was pretty much flat, but the demand for missions, which we're growing scaling. So we're seeing that same dynamic you were referring to it earlier, that cost in data centers is kind of flat, but the demand for application new stuff's happened. So there's a real increased her demand for apps. This is the real driver of how people are flexing and deploying technology. So the security becomes really the built in conversation. Correct. Comment on that dynamic. And what do you recommend while, so here's a couple of things >>as we've seen really. Uh, you know, again, we've been doing cloud security for about a decade and really it was primarily focused on one service of AWS, which is. Now that's a pretty darn big service. And, uh, you know, widely used within their customer base. There's now 170 services I think is the, you know, the most recent number. Um, so developers are embracing all these new services. We acquired a new capability in October company called cloud conformity based in Sydney, Australia. Very focused on AWS analyzes implementations against the AWS well architected framework. So the first step we see for customers is you got to get visibility into your use of the cloud for the security team. What services are being used? Then can you set up a set of security guard rails to allow those services to be used in a secure manner? Then we help our customers turn to more detailed specialized protection of or containers or serverless. So that's what we've recognized ourselves. We had to create a very modest version of what Amazon has created themselves, which is a platform that allows builders to connect to and choose what security services they want >>to help. Lota how broad is your service base? Is it all the services? Are you guys now pick and choose? I can't. It's hard to do all, but yeah, there's the main ones. What are the highlights? >>Yeah, I'll give you the ones where we provide, uh, a very large breadth of protection. So in the, what we're calling cloud one conformity service, so that's this, uh, technology we acquired a couple months ago. Um, it cuts across about 70 services right now and gives you visibility of potential security configuration errors that you have in your environment. Now, if it's in a dev team, maybe not such a big deal, but if it's in production, it is a big deal. Even better, you can scan your cloud formation templates on the way to, to, to being live. Then we have a set of specialized protection that will, you know, will run on a workload and protect it, protect a containerized environment, a library that can sit within a serverless application. So that's kinda how we look at it. >>They'll want, one of the things of going to the more and more cloud for customers is that there's that shared responsibility model. We know that security is everyone's responsibility. It needs to be built in from the ground up. How are your customers doing with that shift and how are they understanding what they need to do? There've been some pretty visible like, Oh wait, I really had to configure that. I'm not about that. And Amazon's trying to close the gap on some, bring us through some of those. >>We've seen a big positive change over the years. Initially I would say that there was what I would call a naive perception that the cloud was magic and it was perfectly secure and that I don't have to worry about it. Right. Amazon did a, did the industry a real favor by establishing the shared responsibility model and making crystal clear what they've got covered that you don't need to worry about anymore as a customer and then what are the capabilities you still need to worry about? They've delivered a set of security tools that help their customers and then they rely on partners like us to deliver a set of more in depth tools to a, you know, specialized markets. >>You actually used a word that we've been talking about a lot this week. Naive. So we said there's, you know, the one letter difference between being cloud native, I mean cloud naive there. What does it mean to be cloud native in the security world? >>Well, I would say what allows you to be so first the most important thing in every customer's mind. I don't care how good the security capabilities you're helping me with. If you're going to slow down the improvements that I've just made to my development life cycle, I'm not interested. So that is the most important thing is are you able to inject your security technology and allow the customer to deliver at the rate that they're currently or continuing to improve? That is by far the most important thing. Then it's are your controls fitting into an environment in a way that that are as easy as possible for the customer? One part that's been very critical for us. We've been a lead adopter of the AWS marketplace allowing customers to procure security technology easily. They don't actually have to talk to us to buy our product. That's pretty revolutionary. >>Talking about the number of breaches that have gone on and what's changed with you guys over the year because new vectors are coming out, there's more surface area. Obviously it's been been discussed what's changed most in years? I'll tell you what we're worried about and what we expect to see. Although I would say the evidence, it's early. Uh, the reality in our traditional data centers, they were so porous at runtime in terms of the infrastructure and vulnerabilities that it was relatively easy for attackers to get in. The cloud has actually improved the level of security because of automation, less configuration errors. Unfortunately, what we expect as attackers to move to the developers move to the dev pipeline, injecting code, not at runtime, but injecting it earlier in the life cycle. We've seen evidence of container images, uh, up on Docker hub getting infected and then developers just pulling in without thinking about it. >>That's where attackers are going to move to the dev pipeline and we need to move some of our security technology to the dev pipeline to help customers defend themselves. What about international geo geo issues around compliance? How is that changing the game or slowing it down or I'd say doubling it or can you talk about that dynamic? Because I'm sure with regions, I'm sure you know, the U S is the most innovative market and the most risk taking market and therefore people move to the cloud quite bravely. Uh, you know, over this over this decade. Um, and some of the markets, so for example, we're Japanese headquartered company, um, in general Japanese companies, you know, really, uh, take into a lot of considerations before they make that type of big bet. But now we're seeing it, we're seeing auto manufacturers, uh, embrace the cloud. So I think those, it was a struggle for us in the early days, how regional the adoption of cloud was. >>That's not the case anymore. It's really a relevant conversation in every one of our markets. Bill, thank you for coming on the Cuban sharing your insights on hybrid cloud security. I got to ask you to end the segment. Yeah. What is going on for you this year? I see hybrids in your title. That's obviously the, the operating model is clouds and are gravity clouds going to the edge or data center and just operating model. What's on your mind this year? What are you trying to do and accomplish? What's, what are you excited about? What we're really excited about was this a product announcement that we made called cloud one and what cloud one is, is a set of security services which customers can access through, you know, common, uh, common access, common billing infrastructure, common cloud account management, and choose what to use. You know, Andy put it pretty well in his keynote where, you know, he talked about, he doesn't think of AWS as, as a Swiss army knife. >>He thinks of it as a specialized set of tools that builders get to adopt. We want to create a set of security tools in a similar way where customers can choose which of these specialized security services that they want to adopt. Bill, great pleasure to meet you and have this conversation pro and then security area entrepreneur sold this company to trend micro. This is the hybrid world is all about the cloud operating model. So all about agility and getting things done with application developers, just cube bringing you all the data from re-invent. Stay with us for more coverage after this short break.

>>Live from the Mandalay convention center in Las Vegas, Nevada it's doc cube at IBM insight, 2014. Here are your hosts, John furrier and Dave Volante. >>Okay. Welcome back everyone. We are here. Live in Las Vegas for IBM impact. This is the cube special presentation at IBM insight inside the digital experience. IBM insight go. Social media lounge. Uh, the social media gurus are here. John furry with David. Um, that's playing off the joke. We're just sharing on Twitter, but seriously, we're here. If I didn't see this on the noise, my coast, Dave latte, next guest Marsha Cola year. Who's the managing director of impact ingenuity at Marsha Marsha. Yes, that's your Twitter handle is awesome. Welcome. Welcome back. Welcome back. >>Well, thanks. It's thrilled to be here. >>So we were just joking about Halloween and we're going to be a social media guru. It's a little bit of a meme going around the internet. I mean, there is no social media guru. I mean, you can't really be a guru with developing technology. You can be a practitioner. I mean, I mean, guru, what is a social media? What is a social media guru? This, >>This is where, because I offered that. I would answer any question you ask me, you can ask me those things. Sure. Well, I think that's the problem. I think that's why it'd be a fabulous Halloween costume. I'm going to think about doing that one too, because people seem to be know to these folks. So following them to the ends of the earth, because of something that they sit on, social media, I mean that, that's a kind of a scary concept, but Google glass >>As well. I mean, I mean, I'm not going to go there. Um, but let's talk, let's go in into that, that theme. I mean, honestly, you know, Jeff Jonas was just on he's awesome. We always get in the weeds. He's a fun character to talk to, but he's super smart as we're on this G2 thing, observation space, but we're all internet of things, right? I mean, it reminds me of that book is to read to my kids thing one and thing two, you know, we, all things we're all in another thing. So what do you see as that impact to, uh, this digital transformation where not only are the humans connected to the machines, the data that they're exhausting or sharing or streaming, but the machines are connected and collecting as well. How is that going to change? What's your view on all this? >>While I have been in the technology sector, most of my, uh, most of my life, uh, and I appreciate and enjoy the technology. I never lose sight of the fact that this is about the people it's about us actually working together of actually learning together, doing whatever the hell it is we're needing to do. So if all of my appliances are actually then taking care of the mundane, if my water softener system is actually getting the water put in and getting delivered on the right day, you know, all, all the better. If the, if the toaster is alerting me to some sort of news, I'm thrilled. I love the idea of the technology. Actually being able to take care of all that stuff that we never wanted to do in the first place, but the technology has been so lousy over the last couple of years, actually forever, uh, that we've had to do this stuff because the technology isn't doing it for us. >>Sure. I was a patient out in the customer space because that's, you know, that's more of the home example, but even business now seems to be early innings. I mean, people are kicking the tires. You know, we've talked to all the gurus coming up here who are the tech side, IBM and customers. And the reality is we're all pro data, which we all kind of see that obvious social data and, you know, big data analytics, certainly helpful, but this transformation people are now really changing how to operate, operationalize their business with it. It's a huge daunting task and it's scary. Um, some people are like, whoa, I don't want to do it. Or, Hey, I'm jumping in. I'm cool. Is there a cool factor? Is there a scared factor? What's your, what's your observation from mountain talking to everyone out in the, in the marketplace? >>Well, first I would, I'll totally bash the, the idea that this is only a consumer play or that it doesn't apply to businesses. Think of all the, uh, the mundane and ridiculous things we have to do at work because they're not being taken care of us. We aren't taken care of for us by our desks. If you want to look at that way or our computers, I loved hearing about the, the new, uh, uh, pairing of, uh Wayblazer and, you know, Watson and the idea of the travel being taken care of us, what we discover because of the data that we're putting off each and every moment is their systems around us all the time that actually know our preferences, know how we would be handling this, but yet they don't do anything about it. So the idea that we can actually move forward in that way should be just as applicable to our business. Uh, a manager should not have to actually be asking some of the questions that they're asking the HR department is need to be asking how you're doing. It's evident by all the things that you put out into the world. And by just actually attending to what's going on, we have a huge opportunity to get back all that time that we've been wasting all these years. I'm just a stupid >>And just to what's. So what's the bottleneck is a fear security, oh, we don't want privacy. Marcia will get offended. If we tweet her, she knows that we know that she tweeted that. I mean, that's, that's a concern. People have, it seems to be, is it? Yeah. Well, look, go back up, >>But why is it a concern? It's because the people who've been doing it early are doing it horribly. I mean, they're doing it in not respectful ways. There isn't actually a real thought about how would I be okay with this doing? And then those are we're. So ahead of the curve, maybe because of the guru status, some of these social media, maybe that maybe that's the reason, >>Just look at the government, they were big data gurus and they screwed up that that whole Snowden thing was all like, Hey, just ask us, we'll give you our email addresses. You can search my email, have a nice day. >>It's a very different message. It's a very different conversation. It's a very different question. It's a very different level of respect that we have from one person working with another. I'm actually talking with people as opposed to at them. And instead of just making assumptions of actually participating, I mean, the idea that engagement is goal just implies that we haven't been engaged all these years. We haven't been thinking we haven't been doing, I haven't met. I personally, haven't met a really dumb person. It, you know, and years, and yet everything I do at would imply that we're, we're too stupid to be able to really think and act and, and be thoughtful about it. >>So you're an influencer. Um, you're out here in the digital sphere and you are, you're hearing influencer. Um, I mean, whatever you define it. Well, it's, I guess if they say so, if you are a VIP influencer, we'll go with that. Um, >>Digging on your Twitter stream here. Fantastic. >>Working on it. So share this law, you know, we'd love, we'd love to hear your stories cause you last year you were awesome with the cube. We'd love, love JV. Give us the update. What's going on with, sorry. We started together Ted at IBM conference. You super busy. Um, what's going on share with the folks out there. Some of the things you've been even into what your what's working show some, you know, some stuff that didn't work, what's going on, what's happening? What are you, what are you doing? What are you worried? All right, >>John, if you're going to ask them, I'm telling you you're really, if you're really ready, Don Damian, probably a little after I saw you last time after I was visiting here that, uh, our world's falling apart. And if all of us actually don't get on that. If we don't actually start figuring out how to use the precious time we have the, the precious money we have, the, the roles we have in our organizations, the resources at our disposal, our brains for good, not evil. I'm not so sure about the world that my son is going to be inheriting for example. And, uh, I'm, I'm at a point in my life where I realize, I, I know a heck of a lot in the world. I have a lot of skills, everybody. I know. I look at these people around me having tremendous skills. And instead of us just sort of churning out the butter one more year, uh, we best, we best be thinking about what can I do given what I have of my time and my resources, my skills, or whatever that is and apply that to what I have influence over and be able to make as much difference. >>Are we talking about God's last offer here, the sustainable world, or what's actually on all? >>Oh, you're not at the time that the timing is perfect too. If you think about it, don't seriously. >>What are we talking about? The deterioration of our planet? We're talking about social condition. Yes, >>I, well, I mean, I can go on and >>On about money return. I can, I can entertain for hours. You just made. The comment >>I made is that no matter where we look, that that scientists have pointed out that we're past the point of no return with our climate. We, uh, we look at the, uh, at the deterioration of the planet around us. I happen to live in the woods and I mean, deep in the woods and you can, you can see the change of how much rain is coming down. That didn't, I mean, I, I'm not, my intent here is not to talk about all the, that the problems around us. We all actually feel them, even if we're not acknowledging them, what I see is the wasted opportunity of us, not actually, re-examining what we're choosing to do and figure out how, whatever it is we're capable of doing could actually be helping instead of bringing it up. So how should people, let's say, people want to know that's good, but I just wanted to frame it. So let's >>Take people want to, so let's say that resonates to somebody in the audience. What should they do? How should they start pick a passion? And they >>Have, um, I mean, I, my, my approach to all the change work I do and have been doing with corporations for the last 20 years is actually not additive. It's not asking the question. What more could I do? Because that's usually what keeps people from doing it. I asked the question, what's keeping me from doing what I've always known needed to be done. So in, in our communities, you know, my experience is everybody knows who it is that could use some assistance, not in a handout sort of way in a reaching out and caring way of asking of, of having a conversation, a participating, and to be able to step back and ask that question. What's keeping me from doing that. We know what needs to be done, but we're not doing it. So how can I say, oh, well, what's keeping me from doing it. I don't have time to do it. Okay. Well, what can I do to actually just get a little bit more time to do something that matters in the world? So that that's the most, very, >>Very basic level. It could be slowly be that it's, >>It's less Twitter. It could also be a re-evaluating how much time I'm spending at work on stuff that could be automated. I mean, going back to this whole conversation about automation, it is to ask those questions. What I can do. That's just about time. Um, >>I, yeah, that is one of the biggest objections I don't have time. Right? >>Yeah. So what I find is when I talk about, uh, global health actually, is that when we look at the idea of health, not as in just exercising more or just eating, right, we're talking about fiscal health, we're talking about, uh, creating a world that is just, uh, a healthier place. When I ask people those questions, most of them can say, well, yeah, this isn't, this is important to me, but I don't know what to do about it. So one is, as you absolutely said, is finding, finding those passions and be able to figure out what you're going to do. But more importantly, to ask yourself that question, when am I going to do this? If not now, I feel like I'm, I'm falling. Like I, uh, I'm Mike is falling out. Let me, let me get that. >>Well, we chit chat a lot of hair. Yeah. Yeah. So I think, okay. So we're talking about different ways to find time. >>Um, Dave, I mean, I think it's a great time. I mean, the passionate thing, passionate thing is where the keyword is contributing, right? So like, I think it's a good time because I have, we, I, we both Dave and I both have four kids. So we see the new generation in their minds all the time because we're driving around, but they're impressionable right now is the old expression is you can grab the play though, and you can shape it. You can act, we can actually, as leaders and mature experience, instant people that have some skills in computing, we can influence like stem. We can influence women in tech. We can influence computer science curriculums or get influenced modern society because the new generation is coming in and they're natives, they're adopting and they're thirsty for leadership, but I don't think that they're seeing it. So I think there's really a good time. You've seen the Kickstarter crowdsourcing stuff is really becoming a part of this new tribe. So I believe the gravity around making things happen is participation, collaboration and data. Data is knowledge, endorsement, social proof. These are concepts that are easily transferable. If you can just, if you just wake up and do it. So I think, you know, >>If you just wake up and do it everywhere about, so Y Y if you wake up every day, why aren't you doing it today? >>We have Craig brown on earlier, he's doing $25,000 investments for kids to start companies, you know, whether the inner city kids. And that's pretty cool. I mean, so, you know, this is, this is the democratization piece, but in a connected network, it's frictionless communication. I mean, hell Twitter, overthrew governments. So you can have solidarity, peaceful solidarity as well as other rev revolution. So I think that's a very doable thing versus just checking the Basel. I volunteer to do something. And I think that has been more of like a peace Corps. I helped people. >>Uh, and I'm personally, I asked this question of everybody that I asked her, actually asked two questions of everybody I work with now. Uh, one of them is what can you not do? What can you not, not do actually. So if you, if you think to yourself, if I look back on my life, if I look back on my life, what is it that I thought to myself, oh, I didn't have time for that. Or I couldn't do it. You we've all heard that, you know, what do you want on your tombstone? However, that works. But I find that everybody, I know, think it has a burning need to be doing something useful in their lives. It's not just mission driven. It absolutely. It's a purpose. It's a connecting with, with connecting with people who are helping to move the world forward. And I just stopped. And I said, even in a business context, I say, you know, now it's time. We're kind of out of time. Get on with it, >>Please. The clock is ticking. Well, Jeff Jones was talking about the asteroid thing to geospatial smart geeky conversation. But the key thing out of that was better focus of finite resources. And that really comes down to the fundamental better decision-making. I mean, we, my wife says, so our kids will make better decisions. I mean, that's a mother talking to the kids, but that's our life now. So like, if we can make better decisions, that ultimately is the big data opportunity from social change to play to business. >>And then the second question absolutely, absolutely agree. Everything you said. I, the next big question I asked is what are you doing to improve the world? Now? I would say 50% of the people I say, just give me this completely deer in the headlights. Look, what do you mean to save the world or to improve the world, to change world? However you want to frame that. But I haven't met anybody in years that isn't interested in truly contributing, leaving the world a better place than they came into. And that's no matter what their, their demographic makeup is. That's no matter the community they live in, no matter what they're doing, people have a fundamental desire to do better. And so I asked that of every business person, every corporation I work with. And that's one of the things I love about this whole idea of, you know, building a smarter planet that should tie to every single thing we do. And, and when we lose sight of that, we see that, no, I think >>This is a really great conversation to have because it's, it's something that's emerging. And, you know, again, there's some obvious examples, oh, pebble watch crowdfunding. But if you look at really impactful things like open source software, you are seeing the playbook. I mean, the playbook is, you know, people can participate at any level. So the, the fear of getting this kind of group going is that I'm too busy or, you know, you can, the contribution doesn't have to be game changing for an individual could be one small piece of the puzzle. It could be small contribution. Someone might do more heavy lifting than the other. That's an open source concept. We've seen that work huge. A lot of leverage, a lot of participation. Um, so I think that's something that I really haven't seen get applied to at a large scale. I mean, you see the protest in Hong Kong are interesting. That's an indicator. What does that mean? Right. So what's your take on all? What do you think needs to happen to get more people tied into these shared missions? >>It's a little little over there off >>The ranch. A little bit more honesty. More honesty. Yeah. Yeah. I mean, not, not something that we talk about these sorts of events is that I I've gotten to the point where I do these large talks in front of thousands of people. And I ask everybody to turn to the person next to them and introduce themselves, honestly, like, why are you here? And why do you care? We've all gotten so wrapped up in the >>Who we are as well. And that's why I say, I love the idea of you being >>A social media guru for Halloween. It's just become, so it's so about the role that we've lost the connection with our humanity. And so I just, I asked people just to step back. So it's as simple. So yeah, I am all for the large initiatives. >>Yes. Self-aware is a really interesting concept. And that really what you're talking about here is, I mean, I make fun of myself. I put that out there. Probably gonna get some hate mail for that tweet, but no, it is what it is. I mean, I'm making fun of myself and us because we have to, because it's really not moving fast enough in the writer in my mind, at least I think, I mean, I think social media is a real, real game changer. I'm pro pro social media, but I mean, come on, if you can't make fun of yourself then, >>But what is social media do you mean? What is our untapped desire that why we're all participating in social media, where we've missed the opportunity for all these years to be human in everything that we're doing? Yeah. I mean, the idea that you can be, you know, wherever you are and be able to reach the people who have answers to be able to help you make better decisions is something that we've had that desire for a very long time. We've just been, not able to do that for so long that it's now it's time we get on >>With that. I would do the cube to Dave and I talk all the time. We want to broadcast out the data because I think people want to be part of something. And I think at the end of the day, it's human psychology is that being part of something makes psychology of the soul work better. It's like, okay, I want to be part of a group. I want to belong. It's a yearning, it's a tribe. Whatever that kind of collective group is, whether you know, the clown or the, or the guru or whatever, I think that's a people are yearning for that collectiveness of Griff groups. And I think the data gap is gravity. Like how do you a joke? It could be a serious conversation. It could be something provocative. I think content is a nice piece of gravity to kind of bring people together versus, you know, tweeting, Hey, look, how big I am. I got a zillion followers. >>Okay. So let's back up though. So content, so we can talk about the, the, the, the, the concept that has content. That's a lovely thing to do at a data conference, talking about the content it's about things we care about. That's what content is. So if we take that a step further and we actually extrapolate and say, how does this impact me? It's not because it's content it's because we're talking about topics that matter to each of us. And so the more we get back to that sort of conversation, the more we get back to that sort of point, I think we have a bigger opportunity to have conversations that matter and not be able to be. We are wasting our time doing the silly stuff. >>Okay. I'm getting the hook here, Marcia conversations that matter. That's really what it's all about. Changing the world. Thanks for calling the cube. Great to see you again. And, uh, we'll be right back after this short break live in Las Vegas date, you continues wall-to-wall coverage here, inside the cube, inside the digital experience in psycho with IBM social lounge. We right back after this short break,