[Music] from the cube studios in Palo Alto in Boston it's the cube covering the IBM thing brought to you by IBM welcome back everybody you're watching the cube and our continuous coverage of IBM think Digital 20/20 events it's we've been wall-to-wall for a couple days now and and we bring in you all the action a bass fall is here here he is the global league for quantum education and open science at IBM quantum gave great to see you thanks for coming on yeah thanks for having me here Dave you're very welcome love the discussion on quantum but I gotta say so I'm reading your bio in your bio I see quantum algorithms experimental quantum computation nanoscale device fabrication cryogenic measurements and quantum software development hardware programming etc so you're obviously qualified to talk about quantum but but how how can somebody learn about quantum do I have to be like a rocket scientist then understand this stuff so Dave this is one of the things that I'm very passionate about it's also my job to make sure that anyone can learn about quantum computing today so primarily what I'm focused on is making sure that you don't need a PhD to program a quantum computer when I was going through my graduate studies trying to learn quantum computing I needed access to a lab so I have to go to graduate school to do this but in 2016 IBM put a quantum computer on the cloud in that dramatically changes the field it allows access to anyone from the world with just an internet connection to program a quantum computer so the question I'm trying to answer on a daily basis now is the question that you asked how do I learn to program a quantum computer well I'm trying to make several resources available for you to do that okay well let's talk about those resources I mean you have quantum you have access to quantum computers I talked to Jamie Thomas the other day she said that you guys it's all available in the IBM cloud I can't even I can't even imagine what the infrastructure behind that looks like but as a user I don't have to see that so how do I get access to this stuff so there are several quantum computers available on the cloud now and every time I think about this it's fascinating to me because I needed access to a lab to access these things but now you don't you can go to quantum computing dot ibm.com and get free access to several quantum computers now the question becomes if I give you this access to the quantum computers how do you learn to program them the software that you use to program them is called kiss kit just like we've made access to the quantum computers open for everyone our software is also open source you can access it by going to Kiska torgue that's QIS ki t org and if you go in particular to Kiska org slash education we've put together a textbook to help you go through everything that you'd learn in a classroom about quantum algorithms and to start programming the real quantum systems yourself so everything's ready for you to program immediately what was the it can you give me the quantity IBM want them - computing URL again yeah that's quantum - computing IBM com once you create an account there you immediately get access to several quantum computers which is an impressive thing to think about the cryogenics that you mentioned earlier the hardware the software all of it is ready for you to take advantage of but I gotta ask you I know it's sort of off topic here but but if I had to look under the covers I'm gonna see some big cryogenic unit with a bunch of cables coming in is that right that's exactly it very cold inside that's right so the way to here's the way to think about it outer space is about 200 times colder than room temperature and the temperature where the chip the quantum chips it's is another 200 times lower than that so we're talking very cold here we're talking only 15 Mille kelvins above absolute zero that's zero point zero one five degrees above absolute zero so it's a very cold system and you'd have several wires that are going down into this coil system to try to communicate with the quantum ship well and what's exciting to me about this whole thing Abe is it is it brings me back to the sort of the early days of computing and the you know huge rooms and now look where we are today and so I would expect that over the next many decades you're going to see sort of similar advanced advances in quantum and being able to actually execute at somewhat higher temperatures and in miniaturization it's very exciting time and we're really obviously at the very very early innings but I want to ask you just in terms of if if I'm a programmer and I'm a Java programmer can I actually come in and start using quantum if you what do I need to know to get started so you need to know two things the first thing is you need to be familiar with any programming language the easiest programming language to pick up today by far is Python so kiss kit is built based on Python so if you're able to quickly catch up with a few things in Python and we have a chapter dedicated to this topic in our textbook that's the first thing the second thing is simply having the ability to learn something new simply being excited about this field once you have those two together you can learn quantum computing very quickly within a few months the question then becomes catching up with the research and reading research papers that can take some time but for us to be able to talk through a quantum program takes only a few a few days of reading let's talk about what some of the folks are doing with quantum we talked again to Jamie Thomas and she gave me some examples not surprisingly you know you saw for instance some some examples in pharmaceutical and to the other obvious industries but then banking came in it's a but what what is it what are people doing with quantum today maybe you could add some color to that primarily most of the working quantum today is focused on understanding how to take problems in industry whether it is to understand how to simulate molecules whether it is to understand how to optimize a financial portfolio taking those problems and mapping them onto a quantum computer so that they can get solved so you'll see various various industries exploring how to take their problems and map onto a quantum computer so one one exciting one that I'm seeing a lot of progress in is chemistry learning how to simulate molecules using these quantum computers as someone with a physics background for me the exciting thing to see here is also how people are using these quantum computers which fundamentally are taking advantage of quantum mechanics to simulate other quantum systems so to understand nature better by using nature itself so this is another exciting progress that we're seeing in the field so exciting both from industry and from educational and science purpose so obviously it's a fascinating field and people would you say with curiosity it can get excited about it but but let's say I actually want you know some some kind of career in part of I mean what well how would people sort of get involved do you see you know on the horizon that this is gonna be something that is actually gonna be a vocation for you know young folks that want to get involved I could not tell you how challenging it is to find people who have the right combination of quantum computing knowledge and classical programming knowledge so in order to be able to take full advantage of the quantum systems today we need people who understand both the hardware and the software to some level and there is an extreme shortage of that kind of talent so the work that I'm focused on is exactly this problem of solving the workforce development problem so we're trying to make sure that people have access to anything that they need in order to be able to program a quantum computer and to learn how to then map their own problems into these quantum computers in the future the question becomes let's say we now understand how to use quantum computers to make financial portfolio optimization every bank in the world is going to want someone to implement this in their systems which immediately creates lots of jobs so this is going to become something that's in demand once it becomes possible on a on a large quantum computer so today is the right time to learn how to work with these quantum systems so that when the time comes that there are industries that are needing quantum skills you're ready to be hired for those positions okay so big skills gap you kind of gave an example in financial services where maybe some of the other things that you hope that that people are going to be able to do over time with these skills I cannot under I cannot over us overstate how important it is to learn how to simulate chemistry problems on these quantum computers that will have impacts anywhere ranging from whether it's drug design whether it's making better efficient solar panels more efficient batteries there are many applications where you'll see impact from these so the there are many industries that can benefit from understanding how to work with quantum computers that's something exciting I'm looking forward to see you know you read in the press that you know we're at least a decade away you know from from quantum being a reality but you're giving some examples where it's sort of here today I feel like it's going to come in layers you know not gonna be one big bang it's gonna come over time but but maybe you could you know frame that for us in terms of how you see this market developing I don't even want to call it a market but just this technology developing into a market what what has to take place and what kind of things can we expect along that journey sure so I think it's very important to keep in mind that quantum computers are fairly young technology so we're improving the technology as we go and there has been dramatic improvement in the technology itself but we're still learning as we go so one of the things that you'll find is that all of the applications work that's being done today is exploring how to take advantage of the quantum computer in some way if I immediately gave you a fully functional perfect quantum computer today you wouldn't even know what to do with it right you need to understand how to map problems on to that quantum computer so in preparation for that time several years away you'll see a lot of people trying to learn how to take advantage of quantum computers today and as they get better and better learning how to take advantage of whatever incremental progress is being made so as much as it seems like quantum computers are several years away many people are learning how to program them today just in preparation for that time when they're ready for use and my understanding is we're gonna get there with you know hybrid models today you're using you know traditional microprocessor technology to sort of read and write data from quantum that's likely going to continue for quite some time maybe maybe indefinitely but but but perhaps not right so Dave the important thing to remember is that a quantum computer works jointly with a classical computer if you ask me the question of how do i optimize my portfolio the numbers that I would need to compute with our classical there's nothing quantum about them these are numbers so there's classical information that you then have to take and map on to the quantum computer and then once the quantum computer is done you have to take the data out of that computer and then turn it back into classical information so you'll always have a quantum computer working jointly with a classical computer the question now is how do you make those two work together so that you can extract some benefit that you couldn't have attained with just the classic what do you see is the big sort of technical challenges that you're paying attention to you paying attention to I mean is it getting more you know qubits is a coherence working at higher temperatures what are the things that you see is as the the scientists are working on to move things forward so one of the things that I can do immediately Dave if you and I agreed right now is we can go to the lab and take a quantum chip and put a thousand cubits on that quantum chip that's fine we can do that immediately the problem that you'll find is that it doesn't matter that you have a thousand cubits if the qubits are not good quality cuteness so the technology should focus on improving the fundamental qualities of the qubits themselves before scaling them up to larger numbers in addition to that as you're scaling to larger and larger numbers new problems come into the picture so making better qubits scaling up seeing how the technology is doing learning new things and then scaling farther up that seems to be the model that's working today so in addition to monitoring the quality of the qubits themselves I'm monitoring within the technology how people are implementing solutions to scaling problems in addition to that another important problem that deserves a lot of attention is the question of how do you make good software that can take problems and map them onto quantum computers in in quantum computing when I say I'm running upon a program really what I'm doing is building a quantum circuit and then running that quantum circuit on the real device well if that circuit has certain operations in it maybe you want to tailor the way you transfer that circuit onto the device in a way that takes full advantage of the device itself but then in order to do that you need to write good software so improvements in the software along with improvements in the quantum technology itself will be how we get to success and at IBM we're focused on finding a metric that wraps all of these things together and it's called quantum volume and we're seeing improvements in the quantum volume of our systems as we go yeah Jamie talked about that you're essentially taking the key metrics and putting them into a you know a single observable metric that obviously you can track over time so I want to ask you about security a lot of people are concerned that the quantum is just going to blow away everything that we know cryptography and all the you know the the passwords and security systems that we we've put in place is that a legitimate concern will quantum you both get us into that problem and take us out of that that problem I wonder if you could talk about that so there are two ways to think about this problem one is just fundamentally if you ask me what does it take to put the the cryptography that has our bank accounts safe over the internet connections that we use it takes roughly about a thousand good cubits okay if I tell you a thousand good cubits that doesn't seem like a lot of work but when you think about it what it really requires is an overhead of about a thousand cubits for each qubit that we have today so the numbers of qubits that you need are in the millions in order to put the the kind of cryptography that we're using today at stake so certainly there's a long way to go that's one aspect of the story the other aspect of the story is that we should never underestimate the progress of technology so even though the time when we can use Shor's algorithm which is the algorithm that can be used to break the cryptographic algorithms like RSA even though that's several years away you still want to be ready for that time and what that means is if you have sensitive information today you need to be making sure that that information itself is protected with quantum resistant cryptographic techniques so that when the time comes you can't use a quantum computer to get back the data from today and break so two perspectives one is we're quite a while away from this kind of danger but at the same time it doesn't mean we should be complacent today we should be taking preparations make sure that our critical information is protected yeah that's so that that makes a lot of sense but when you say we're a ways away or we are we decades away we years away we can you and you quantify that in any reasonable way it's hard to speculate on that number so I'll refrain from giving you a specific timeline just to give you an idea the quantum bits that were in development ten years ago had a coherence time so the amount of time that they can store the quantum information of roughly a hundred times smaller than they are today and ten years ago if you asked people how do we get to a hundred times better qubits nobody would have been able to give you a clear answer you could have guessed some ways but nobody would have been able to tell you we'll get there in ten years but we did so instead of coming up with estimates of timelines that depend on what we know today it's probably a better idea to monitor the technology as it goes and keep adapting we're probably talking this century where we're talking to the century hopefully it is my last mission to enable enough people to learn quantum such that it happens within my life very exciting field a I can't thank you enough for helping us educate the audience and and my and myself personally really I'm I'm so fascinated by this it's something that you know jumper and I and the team have been really focused on and I think it's really time to your point the start digging and start learning you've given us some resources there give us give them give us those two reasons one more time there's there's the IBM site and the the the the the queue kit site use that site what are those again just those to wrap so you can access the quantum computers at quantum - computing ibm.com and once you're there the way to learn how to program these quantum computers is by using kiss kit which you can learn about by going to kiss kit org slash education once here at that education page you can access our textbook which we make open-source it's a textbook that's co-written with professors in the field and is open source so it's continually getting updated you can access that textbook at tisket org slash textbook if you go to our youtube channel you'll find several videos that allow you to also learn very quickly so kiss gets YouTube channel is another great place to look so lots of resources and that's kiss kit with a Q which is why I wrote it that way so alright exact thanks so much it was great to see you stay safe and next time hopefully we'll see you face-to-face and you can draw some some cool pictures to help me understand this even better Dave it was nice talking with you I look forward to learning quantum programming with you yeah Cheers and thank you for watching everybody this is the cubes coverage of the IBM think 2020 digital event experience we'll be right back Brennan for this short break [Music] you

>> from Bahrain. It's the Q covering AWS Public sector Bahrain brought to you by Amazon Web service is >> Welcome back. It runs the cube coverage for Amazon whips were summoned by rain and Middle East jump for cloud computing. Our startup panel at two great guests. So, Abdullah, who's with Flat Labs? Flat? Six Labs Incubator Investor. Same dull bet with sink. Sorry. So sorry They got that wrong with little glare on my spring there. Thanks for coming on. Appreciate it. Guys, start up. Scene here is robust. Last year from this year, More energy, more deployed capital because you're deploying capital. You're building a company. Give us the update start. >> Yeah, I would say over the past year, just our Bahrain location alone. We've already hit 23 startups that we've invested in, and we're looking to increase that number by about 68 start ups every six months. Um, as you've seen over the past year and Amina region and the GCC, there's rapid growth in the startup scene. Um and we're slowly starting to see each vertical fill up with the relevant startups and get more saturated. I think for a while we were one of the regions that were a lot less saturated when it came to our local startup because systems and the rest of the world The good thing is, now that we've gotta love the financial infrastructure into place, flat six Labs is one of them. And I think that's where we really um, we're lacking support before on DSO were signed to feel see players come into every stage of the startup growth be ableto help the stops raise their seed funds. Siri's a Series B >> and your role here is outreach building out my rain. Yet where the Economic Development Board trying to figure out that put together an entrepreneur strategy and not figure it out. We know what it is. You get money? Yeah, yeah. Party together, >> Yes. So what we're trying to do is there's two main things. One is that we're trying Thio finally be the first kind of financial investor that can help people going from a full time job in tow. You know, full time entrepreneurship rolls on to give them access to three of the biggest barriers that they usually will face, which is a business development network mentorship on Capitol andan. Everything that we're doing is weed. So personally, What I take care of is that I go to a lot of the international events around the globe, would start up because systems and try and find very early stage founders and educate them on the market. The region see where people would fit, where the gaps are in the market on dumb kind of raise awareness of old advantages that we have here in Bahrain. >> What makes you guys different? What's the differentiation >> as a country or as flat six labs? Both. So I'd say, as a country behinds in a very unique position where we have, ah, cultural mindset that is very easy for a lot of foreigners and expatriates to adapt to, Um, I think we've even been ranked number one in the world as a place for expect us to live several times on DA number. Thing is that we have a very high skilled workforce. Um, overhead costs are lower. So, for example, when it comes to the cost of rent when it comes to hiring a team, you also have subsidies that come into place like Tom Keen, uh, which Sam has also benefited from where if you go and you hire fresh graduate Bahrainis, you'll get >> ah, >> large margin of that subsidized by the government. So you're looking at, ah, mix where you have a high quality of life. But at the same time, it's the best starting point for a lot of start ups. Because you can extend your runway. You have, ah, much lower cash burn, and at the same time you've got one of the biggest market places right next door, which is Saudi Arabia, is the 30 minute drive across the bridge. So we've kind of got the best of all worlds over here, and and because we're a small country, we have a government that's incredibly reactive. So the regulatory authorities are very close with the startup ecosystem, for example, were always involved in the economic development board round table meetings on the ministries, all working closely together to try and make this as friendly and atmosphere is possible for the startup >> and they're authentic. That's interesting and see government authentically aligning. >> Yeah, it's in the interest of entrepreneur, I would say. One thing we really have going on is it's really an nationwide initiative from the founders to the private entities and investors like us and to the governmental agencies where we all are really dedicated towards making this start up >> san talk about your company. What do you guys do and what's your situation? >> Right? So my company's name is sinking. We're software as a service company that helps businesses manage the really hard aspects of managing their employees like things like timesheets scheduling. Job safety is a big one for us and job costing, and our target market is actually us small businesses and way were early stage company, and we met Salar and Flat six Labs, and they convinced us to come sit up here in Bahrain and never looked back. But the access to talent here is just amazing the cost of very low and were able to do a lot of a very small amount of money. And so far we've got to a total of four and 1/2 1000 U. S. Businesses using the platform. And we've done that all here from Bahrain, >> so very low, low cost leverage, a model, and that's because of the substance of just talent >> as a >> mixer, so it's a little bit cheaper to hire. People have more access to tell him it's a number of things. It's both of those things. >> Yeah, the university programs were interesting there. Got a degree in cloud Computing. They announced that we heard that news today. I mean, that's compelling. I mean, have you want to make the market just teach it? Yeah, exact. This is good, I think. >> I think the good thing is that everyone's come to an understanding that all parties have to get actively involved to make it the right atmosphere. So the universities are also working very closely with us hand in hand. And I've seen Percy a gigantic improvement over the past year where their senior projects of the universities are turning out where they got legitimate startup. It's Dex on Dhe. Some of them are even ready to go straight into acceleration, which was not the case a few years ago. So everybody's really on board. >> That's one of things we met last year in the economic Dillman for that round table. Lotte. I won't say complaints but concerns, and they're very listening to the whiteboards out their charts. How are they doing? Checking the boxes? They are checking the items off, moving these blockers and what's remaining in your mind in terms of things to make it frictionless. >> Yeah, I'd say like there's so far. We've done a great start andan the space of a year. We've accomplished a lot. But of course there's still shifting the whole mentality to understand the startup scene and also, you know, to get people to be less as, ah, cultural mentality, risk averse and start letting people feel that failure is an okay thing. It's okay to go straight out of university and give it a shot and try and start your own startup, Um, and also educating people of all the tools that are available to them. So although we do a lot of outreach and roadshows, still, there's, ah, a lot of people that need to be educated on how exploration works, how the VC side of it works. And I'd say another thing. We need Thio See coming is bridge funds. So we've got people that are ready to come in at Siri's a that precede that seed. But then there's usually these gaps where we need to kind of help Fila's well to keep people on target towards seriously >> like a bullpen. Capital kind of model. Like Paul Martinez Company? Yeah, sass coming that are in between being Air B or B and C just need that little bridge. Yeah, exactly. That. Just >> that extra runway so that they can hit the targets that the later stage investors want us. >> Guys, give it plug for your reference. What you working on? Now? What do you quit your to do? Item? What's, uh what's the plan? Give a pitch for the company. >> Looks way No. The first company to attack time tendons. And we won't be the last. But where we think that we can win his job costing and job tracking, which is something that the customers that we talked to it really screaming out, too. So we've been building a really complex but simple to use system for managing jobs the last 3 to 6 months, and we're about to deploy that to our users in a few weeks. We're very excited about that. And that's really our secret source. We just a lot of guys doing the time in attendance. We're doing it very well, but we want to be the best of jobs. And we also want to stay laser focused throughout our particular users, which is actually employers with 1 to 20 employees in the states. And that's actually that actually makes up 89% of all employers in the States. And it's very hard to historically to find these guys. But we'll be having a smart phone in their pocket. It's actually becoming easier and easier for us, and we find it. >> And those coming need the most help, too, because they're the ones that could grow to 50 employees next. Exactly. So what's the U. R L? Our website and app Tick and download. What's the head of someone contact U S. >> So they will go to sync dot business and they can use the Web version there. But we also have to mobile app so we could be found in the APP store and on the place. >> Awesome. Congratulations and updates for you guys. What's next for you here by rain in general? >> Well, in Bahrain and Demeanor Region, we're continuing to expand their several locations that we're gonna launch again as accelerator programs on dhe. Locally, over here, we're always accepting applications from international startups. We're actually having our demo day tomorrow So you should drop by if you're gonna be here. Yes. Did I would be great if you come down and a CZ that happens. We're accepting applications to the next cycle on dhe. They can just log onto flat six labs, bahrain dot com All the information's over there. And if they want to get in touch with me, they can just put my name into Lincoln. So >> I beat him up into a system, and when they're ready to accelerate, they go. Good to go. Congratulates. Good job, guys. Thanks for the update. Startup scene is robust here by rain. The Cube coverage for our second year covering Amazon Web service is summit. I'm Jumper Stevens for more coverage after this short break.

>> Live from Las Vegas. It's the Cube covering Adobe Summit twenty nineteen brought to you by extension for interactive. >> Hey, welcome back it when Cube live coverage here in Las Vegas are doubly. Summit twenty nineteen. I'm John Murray with Jeffrey, my coz this week. Two days of wall to wall coverage. Our next guest is Glenn Hartman. North America lied for a censure Interactive. Thanks for joining us. Hey, thanks for having me. Great beer. So you guys are doing some great stuff around the creativity, peace, doing great customer experience. Implement taste. We have a great walk through from a lot of the folks from your organization. You're designing up ideas and products, delivering them and then operating them. Nice model. Yeah, thanks. Is that your business model that has network, What century? Interactives business model. I mean center and >> really about one thing. It's about creating, delivering and running the best experiences on the planet. We help our clients do that for their own customers. And when >> we talk about experience, a lot of people have different definitions for that, especially at the conference here. It's not necessarily an experience of a website or a mobile app or u X is people use it. It's really anyway, a brand engages with a customer. It's not just marketing. Either it could be sales or customer service loyalty. Anything anyway. A brand promise can be delivered. Teo to customers. One of things that I've noticed with you guys is that it's a talk track and thought leaders around a new creative and new creativity. And Toby honestly with software that they haven't now the cloud you're seeing in the marketplace. We saw this at Sundance two years ago. A new kind of creative is, um, organically coming into the marketplace with more channels to direct to consumer, whether it be to be or be to see you and now have new kinds of mechanisms to take product, whether it's APS or content or movies, You start to see this democratization really starting to happen. How is that changing? How you guys helped us is because now they now have new capability. They can tell their story in a different way. They have access to new kinds of channels that weren't there before. How is that changing the business, in your opinion, die in a profound way? So I mean, everybody knows that marking is inextricably linked >> to technology and data. Everybody knows that. But when >> we are thinking about the new, creative and own ways that you can tell stories and create experiences. We look at experience very differently. I mentioned before that it was all about all the different touch points in the ways people interact with the brand. But when we look at experience, we call it the Big E. And the biggie actually stands for empathy. And it's understanding how to define what a brand experience means to that customer and defining success in terms of that customer. And you know, Jeff and John, you guys air not to find by your data set or what you bought last week. You could be very different types of people in different situations and understanding ways to empathize with you in the moment and having experiences change in the moment and having creative play, a part of that and data play. A part of that is the big hot. It's a new way of looking at things, and the last part of that, too. And the big is about emotion. So when you have a big brand that has some emotional connection, you know you love this brand for an automotive or you love this hotel chain or there's some brand a connection you have. How do you have that connection flow through every touch? Point and data and technology can enable that. But it's really empathy and emotion. That's the driver. How do you get empathy and creativity to work together? Because you now have an accelerant with data you mentioned getting to know people's empathizing with them in the moment it's contextual. I could be having a great day or a bad day or driving my kids to school of whatever's going on with me. It certainly there might be some data out. How do you get the creativity and the empathy to work together in your mind? You see that appointment? That's the nice parties. More than ever, we have different data sets that can help us do that. Just give you a couple of examples. Um, instead of understanding how to market >> to someone so they'LL buy the next product on basing. That may be on their demographic, maybe basing it on their preferences. You've hear all these terms and marketing for years, and you can understand what they bought. >> Instead of understanding that, why don't we try and look and use data which you could easily do today to understand why they bought something so it could be something as simple as like a I don't know, Cpg example. Maybe have shampoo and you could say, Well, they bought these kinds of things before, So maybe they'LL buy that champion. But if they know that, you know, maybe Jeff is equal friendly are John. Maybe you're more into things that maybe you buy that shampoo because you care about animals and they know they don't test them on animals. Or maybe it's something more about experience that that particular shampoo won't make your daughter cry when you ship your her hair. And it helps that experience that that's the reason why it actually helps me. You're empathizing in the moment with something that is meaningful that you care >> about. It's not about a better deal or >> better price or some kind of feature. It's something actually about you more meaningful, much very meaningful interaction. Data set is that because there's no data before, is it more? There's more signals, potentially to get exposed to that, because that's a hard data points to get. I mean, to find the why is a holistic kind of perspective. It's true, but I mean, I think it's more of a mind set. The date is there, but the mind set has been different. Over time, people were looking to technology every buzz word in the world use big data and personalization. Aye, aye. And then now it's a I and machine learning and like, Well, that's great. And they're all wonderful enablers, as I said, but it has to be driven by empathy first. So it all starts. >> I mean, we've been saying this forever customer, centrist city and a customer >> concerts. But really, I mean, for real. If you start to use those data sets, aunt have the mindset has to be a c M. O. R. A brand manager is someone who actually it's advocating for the customer, and they're willing to say, No, I don't need big data. I don't need all the data. I need this gold nugget part so I can speak to John. >> It's interesting plate, as you say, the emotional part of the biggie. Also, I think it is the old Coke commercial, right raw one world together, and we all cry and there's some great McDonald's commercials, right when you talk about you think beyond that to the to the empathy. I can't help but think of kind of the whole purpose. Purpose driven, mission driven companies. You know, kids coming out of college want to work for mission driven, cos we heard it over and over. And the key notes, you know, we're not a product company, not even really a service company. But we're committed to two, an ideal to the mission. Beep. Be partners with us, be our customer. Let's have a relationship that goes so much deeper and longer than any particular transaction is that kind of that tied it, that that is a part of it? >> Absolutely. Now, the interesting thing of what you said is that people are >> tied to a purpose and maybe something that's meaningful in a broad sense, absolutely. And that's a wonderful place to start. And you can start to align products and services in that way, >> the way he talked about, like, shampoo and, you know, animal testing, right? Well, >> it's a good one, but the next one is really getting a little bit Mohr down to you. So I think all that is great, but really understand what you need in the moment, because what happens is it. Some of those things may change if you are shopping at a grocery store every >> Saturday for your family and you're used to doing down your attitude. There might be different then when >> you're shopping, when your kid is sick and you got pulled out of work and you got to get there to get the prescription, you're into speed and your stress in the moment they're versus. Maybe >> on Saturday you're like all try some new coupons and try some new things and go by. The little tasting >> station is actually behaviors that you want to understand in the moment. That is a big part of that as well. But the key thing to hear is, let's think of this when you deal with empathy. It's not just getting to know all those things. Even if it gets to that level, it's actually changing the way marketers think about talking to communicating and relating to customers even the language that they use. I mean, think of it >> today. I mean, >> still, people use marketers are their marketing to people. It's, uh, that's acquire customers. Let's convert wind developers over good. We don't win their helpers over. And what was the last time you guys were real excited about getting converted? Okay, it's not a fun experience, right? So if you even changed, I might send you say, Let's market with someone or let's let's help them. You actually create experiences that are useful and helpful not about conversion and not a business metric. But success is defined by the customer. How are you guys playing this? Because this is really kind of ties on multiple threads. I mean, the whole nother community angle to people belong to communities in context to their life. And they engage. And when they engage his emotional connection to a group of this and some cohorts is the worker. Thank you. Okay, groups. But they're friends and colleagues, or whatever could be you guys were. The point is, with customers, take us through a use case day in the life of empathy, deployed into how you guys do business with the big Branson and one of the success. How do you make it happen? What's the engagement look like? How does someone do this? So they just wake up one morning, say Okay, I'm gonna have more empathy. They also call you guys up. What happens? Like what? Take us through What? Certain evidence was made in the slide. I could give you >> a little bit of it. An example of how stars we've been talking a little bit more dramatically about sick kids and testing on pets and animals and things like that. Not testing the pets. Can you imagine? I'd really be >> horrible. But single graphic of the users individual personal things is hard, right? So? Well, I mean, the whole point of this is that when you really get into the mechanics of how this works, I'll give you an >> example. It's a little bit less dramatic. OK, so it's a telecommunications company. Telco company. That's selling. You guys know what? Triple play? Yeah. Okay, So you have It's >> a cable and a phone, right? All it's it's like a commodity product writers. There's no emotional thing necessarily. But in that game, if you can just optimize certain parts of the journey, you can make a big difference, right so way got a benign request from a marketer. Teo say, Listen, we do a lot of paid search. Can you help us with this one product? Just if you move it even like one percent, it would be significant to the company. But when? So okay, we'LL do that, >> and it worked out. We go in and help them do their >> search. But because we're thinking about experience in a broader sense for so well, let's let's do it more. Let's make them be able to transact or engage in multiple ways. Well, you could. You could sign up for the service to email. Or maybe there's click to call or click to chat. Or you could even walk into a branch and do it there. Maybe through the call centre, right? It's what's all that's working together on the channel, though fun words you want easy. You're leveraging >> different technologies to do it and people, >> so the way this worked was you were coming in through search and then eventually a lot of them were converting in the call center. So it was all working. And you think that's great? Well, it wasn't great to the company at all. They were very upset. The people that we're buying the media, we're really bummed because they couldn't get the attribution of the credit for the thing was in the call center. So they came over the great idea. They said, OK, take the phone number off and take the the click to call off and will force the >> customer to convert in. Our channel, of >> course, is a brilliant company with great people and rational thinking prevailed and they didn't do that. But they said, Well, what do we do? I said, Well, you're going to eat and multi attribution model to be able to help you do that, Okay, but that's not enough because you also need a new sales incentive and commission structure inside the call center because those people are getting pit on that. But since it's such a low commodity product, that's not gonna work to change. That's that's a new sales kind of thing, then you wait. They can't talk for another three seconds to that person because you'LL bring the margins on. You got to get him back. All the turtleneck just screwed up. That's right. So there's a new business process is now a new operating model whose skills to get him back into the general. So all of a sudden it's benign. Request from a marketing team taken, you optimize my paint search becomes new business transformation. Okay, now, because that brand manager had the guts to say I'm going to advocate for this customer. This customer wants to come in through this channel. They want to convert over here, and we're gonna actually change the operating model, the sales structure to call the sales lead. I had to call the CFO on the CEO, and we're gonna make this happen, Gonna change the way we do business on behalf of that customer. That is weight world, I could tell you we see this all the time and marketers all the time that there's so married to their website analytics funnel that that's all about who gets credit coded earls and the customer experience is a brutal. It's like I'm not here on other sites are all over the place. I don't really need to go the site every day, right? Somebody only go there when Otto and the thing we were talking about before. If you're grocery shopping >> and Europe's have set on Tuesday and you want to get off >> for your kid at versus the nice leisurely thing we talked about on the weekend, there's a whole nother set of outcomes in Cape Yas you have to deal with. If you went into that supermarket on Tuesday and they figured out a way to get you in and out fast and just get those two or three autumns, you need it for your kid. That's a failed trip. According to the grocery industry. You need to be in there longer they want, so you stay in the back. That's right. Totally. That breaks the whole model, but it's wonderful for you. You'LL shop there forever because of that experience, what you're getting at the Morrises air, changing the business models of cos that's the bottom line. You're at the center. That could be a driver for the transformation. That's it. Empathy. Is the driver Absolutely no. You need to have the emotional connection to all that stuff to help also internally see emos. I don't need to just be relevant and customers that need to be relevant to the enterprise. They need to be relevant to the CEO, Doc in seconds and hear the screaming and kicking and screaming right now. Glenn, that's great. But man, that's a heavy lift way could do it. How do you How do you get it? Because now I can see a cultural reaction. The antibodies will come out and attack that notion because it's scary because now, like, whoa, yeah, well, I mean, it is hard, but the good news is, is that we see, even at this conference, and a lot of our clients are coming over to do that this incremental ways to get there. But I'll make it simple. So the advantages are we said this new technology, new data that allow you to do some of this stuff right? That's great. And you can see a lot of them consolidating, right? A lot of the stacks all now have content and analytics and commerce and all that, and in this nice ways that they come together and that consolidation can help, and there's other ones that can handle different data sets, and that helps to his automation. And but the thing is that what people miss is one of the ways to accelerate this is add a human centered approach to how you actually create the experience internally. And what I mean is, it's not enough to consolidate the data and figure out that Gold nugget and not enough to do with technology have to do with humans. It's a human centered approach, so we're bringing in integrated teams of humans that are pulling all the stuff together. It's someone who understands strategy. Maybe someone understands creative when it hit me in the club, basically their prime in the pump getting it. But they will sit together. They sent to get the analytics. People sit next to the creative people. It's in next you people. They work on it as they designed the experience. You don't do a strategy project and then do a A road map and then do an R P for technology enabled Waterfall does not work, but it's beyond even waterfall versus algebra. This is actually taking humans and consolidate that thinking New skill sets at the center in like an incubator way to do pilots to do prototyping to do things. If you want to create that new experience that we're talking about in any of these cases, you gotta hand CMO some kind of thing that can bring to the team and say, Look, here's an app that would enable this or he has a pilot We could try without boiling the ocean toe, actually create an experience that would move the needle or whatever. Lame corporate analogy. Just make more money and get some decent results in Get a beachhead, just small eatery through it. Glenn. Great Insights. This is a great time. We'd love to get you back on the Cuban girl down, and it's kind of design thinking, combined with execution on the front lines with customers. Center the value proposition. Great conversation before we and just give a quick plug for the business. What's going on with a sensor Interactive? How's the business going? What are your goals? How many people are working there? What's the geography is looked like? Give us enough. Thanks for asking So essential Interactive is enjoying its third year as being listed by at H magazine, is the largest digital agency in the world on the fastest growing Wei have coverage and a truly integrated global delivery model that hits every part of the of every market. And we're so excited. Tio have this growth because it's a way to show that the market is truly interested and being experienced lead and the way we're defining experience. We're seeing more and more clients moving from some of these incremental changes to really >> try to put the customer at the center of what they're doing. And, you know, X Ensure Interactive believes in this model it is. It's very much in some ways way. Call it a new kind of provider, like an experience agency for lack of a better term. TTO help companies drive that transformation, and it's >> done with people and technology, and we're been on a tear recently. Most are growth is organic, but we also do lots and lots of acquisitions to make these capabilities come together. All the creativity and the design and the strategy and the techniques and the run of it is all in one integrated team, and that is very, very helpful when you're trying to do some of the things we've been talking about and you're you guys. I think I'm the right way. This customer wave is really, really because with digital customers air in charge, they control their data. They're now going to shift is happening. We're starting to see some visibility into it. It was going to impact the economics process and business models, so I think it's just beginning. Congratulations really is thanks. And we're so excited because some of the >> client successes it's truly transformational somethings. You got it. Carnival or Marriott or or Subway. I >> mean, it's a whole different >> kind of way of looking at experience, and it's >> really helping people. It's not just for its good for the business, but we're really changing people's lives and helping have experiences be meaningful. It's been wonderful and fun for us. Glenn, Thanks so much for sharing this insights here in the Cube. Hey, thanks for going the data Here live adobe summat. Twenty nineteen, Jumper, jefe Rick, Stay tuned for more coverage after this short break