WEBVTT

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<00:00:08.160>Maybe <00:00:08.276>it's <00:00:08.393>an <00:00:08.510>engineer <00:00:08.626>who <00:00:08.743>says, <00:00:08.860>"We <00:00:08.976>need <00:00:09.093>to <00:00:09.210>spend <00:00:09.326>the <00:00:09.443>sprint <00:00:09.560>addressing

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<00:00:11.980>technical <00:00:12.135>debt <00:00:12.291>and <00:00:12.446>improving <00:00:12.602>test <00:00:12.757>coverage." <00:00:12.913>But <00:00:13.068>to <00:00:13.224>a <00:00:13.380>product

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<00:00:15.960>manager, <00:00:16.087>it <00:00:16.214>sounds <00:00:16.341>like <00:00:16.469>they're <00:00:16.596>going <00:00:16.723>to <00:00:16.850>stop <00:00:16.978>working <00:00:17.105>on <00:00:17.232>things <00:00:17.360>customers

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<00:00:22.580>Maybe <00:00:22.696>it's <00:00:22.813>a <00:00:22.930>team <00:00:23.046>lead <00:00:23.163>pitching <00:00:23.279>a <00:00:23.396>move <00:00:23.513>to <00:00:23.630>a <00:00:23.746>new <00:00:23.863>front-end <00:00:23.979>framework.

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<00:00:30.160>features <00:00:30.287>for <00:00:30.414>six <00:00:30.541>months <00:00:30.669>so <00:00:30.796>we <00:00:30.923>can <00:00:31.050>rewrite <00:00:31.178>the <00:00:31.305>code <00:00:31.432>we <00:00:31.560>already

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<00:00:34.100>have. <00:00:34.275>And <00:00:34.450>now <00:00:34.625>let's <00:00:34.800>turn <00:00:34.975>it <00:00:35.150>on <00:00:35.325>its <00:00:35.500>head.

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<00:00:37.200>Imagine <00:00:37.327>product <00:00:37.454>manager <00:00:37.581>saying, <00:00:37.709>"Can <00:00:37.836>we <00:00:37.963>just <00:00:38.090>add <00:00:38.218>a <00:00:38.345>Login <00:00:38.472>with <00:00:38.600>Google

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<00:00:41.200>button? <00:00:41.375>It <00:00:41.550>shouldn't <00:00:41.725>take <00:00:41.900>more <00:00:42.075>than <00:00:42.250>an <00:00:42.425>afternoon." <00:00:42.600>And

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<00:01:01.560>impossible <00:01:01.735>to <00:01:01.910>ignore. <00:01:02.085>But <00:01:02.260>here's <00:01:02.435>the <00:01:02.610>truth, <00:01:02.785>to <00:01:02.960>have

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<00:01:05.580>great <00:01:05.707>ideas <00:01:05.834>is <00:01:05.961>not <00:01:06.089>enough. <00:01:06.216>And <00:01:06.343>if <00:01:06.470>you <00:01:06.598>want <00:01:06.725>to <00:01:06.852>move <00:01:06.980>from

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<00:01:25.360>My <00:01:25.476>name <00:01:25.593>is <00:01:25.710>Anastasia <00:01:25.826>Shabalina, <00:01:25.943>and <00:01:26.060>I'm <00:01:26.176>the <00:01:26.293>founder <00:01:26.410>of <00:01:26.526>Make <00:01:26.643>Me <00:01:26.760>Heard.

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<00:01:33.800>vision. <00:01:33.955>And <00:01:34.111>I <00:01:34.266>know <00:01:34.422>from <00:01:34.577>experience <00:01:34.733>that <00:01:34.888>most <00:01:35.044>technical <00:01:35.200>ideas

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<00:01:37.800>die <00:01:37.975>in <00:01:38.149>the <00:01:38.325>translation <00:01:38.500>gap, <00:01:38.675>that <00:01:38.850>void <00:01:39.024>between <00:01:39.200>a

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<00:01:41.759>great <00:01:42.039>idea <00:01:42.320>and <00:01:42.600>a <00:01:42.880>stakeholder's <00:01:43.160>yes.

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<00:01:44.840>And <00:01:44.980>my <00:01:45.120>job <00:01:45.260>is <00:01:45.400>to <00:01:45.540>bridge <00:01:45.680>that <00:01:45.820>gap. <00:01:45.960>Today, <00:01:46.100>we <00:01:46.240>are

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<00:01:48.740>not <00:01:48.895>just <00:01:49.051>working <00:01:49.206>on <00:01:49.362>public <00:01:49.517>speaking, <00:01:49.673>we <00:01:49.828>are <00:01:49.984>upgrading <00:01:50.140>your

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<00:01:52.560>communication <00:01:52.793>stack <00:01:53.026>so <00:01:53.260>your <00:01:53.493>best <00:01:53.726>ideas <00:01:53.960>finally

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<00:02:00.100>three-stage <00:02:00.300>plan <00:02:00.500>to <00:02:00.699>move <00:02:00.899>your <00:02:01.100>ideas <00:02:01.300>to <00:02:01.500>production.

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<00:02:03.600>Number <00:02:03.833>one, <00:02:04.066>we <00:02:04.300>redefine <00:02:04.533>the <00:02:04.766>word <00:02:05.000>pitch.

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<00:02:06.600>It's <00:02:06.774>not <00:02:06.949>a <00:02:07.125>sales <00:02:07.300>talk, <00:02:07.475>as <00:02:07.649>you <00:02:07.824>might <00:02:08.000>think.

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<00:02:12.520>And <00:02:12.675>we'll <00:02:12.831>visit <00:02:12.986>the <00:02:13.142>idea <00:02:13.297>graveyard <00:02:13.453>to <00:02:13.608>see <00:02:13.764>why <00:02:13.920>brilliant

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<00:02:16.160>technical <00:02:16.393>vision <00:02:16.626>dies <00:02:16.859>in <00:02:17.093>the <00:02:17.326>translation <00:02:17.560>gap.

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<00:02:19.780>Step <00:02:19.955>number <00:02:20.130>two, <00:02:20.305>we <00:02:20.480>debug <00:02:20.655>the <00:02:20.830>decision <00:02:21.005>maker <00:02:21.180>because

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<00:02:23.760>leaders <00:02:23.959>operate <00:02:24.160>on <00:02:24.359>a <00:02:24.560>human <00:02:24.760>OS <00:02:24.959>with <00:02:25.160>the

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<00:02:27.579>hard <00:02:27.735>specific <00:02:27.891>limits. <00:02:28.046>I'll <00:02:28.202>show <00:02:28.357>you <00:02:28.513>how <00:02:28.668>to <00:02:28.824>avoid <00:02:28.980>the

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<00:02:31.480>smart <00:02:31.713>person <00:02:31.946>trap, <00:02:32.179>where <00:02:32.413>leading <00:02:32.646>with <00:02:32.880>how

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<00:02:34.520>accidentally <00:02:34.870>triggers <00:02:35.220>a <00:02:35.570>leadership <00:02:35.920>fail-safe.

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<00:02:39.280>And <00:02:39.455>step <00:02:39.630>number <00:02:39.805>three, <00:02:39.980>I'm <00:02:40.155>handing <00:02:40.330>over <00:02:40.505>the <00:02:40.680>four-phase

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<00:02:42.780>framework <00:02:42.980>to <00:02:43.180>turn <00:02:43.380>your <00:02:43.580>technical <00:02:43.780>insights <00:02:43.980>into <00:02:44.180>board-approved

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<00:02:46.620>reality. <00:02:46.900>We'll <00:02:47.180>master <00:02:47.460>one-liner <00:02:47.740>magic, <00:02:48.020>momentum

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<00:02:50.360>trigger, <00:02:50.593>everything <00:02:50.826>to <00:02:51.060>make <00:02:51.293>yes <00:02:51.526>the <00:02:51.760>safest

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<00:02:54.400>path <00:02:54.866>for <00:02:55.333>your <00:02:55.800>boss.

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<00:02:56.980>So <00:02:57.119>by <00:02:57.260>the <00:02:57.399>end, <00:02:57.540>you're <00:02:57.679>going <00:02:57.820>to <00:02:57.959>have <00:02:58.100>an <00:02:58.239>algorithm <00:02:58.380>for

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<00:03:00.740>impact. <00:03:01.440>Let's <00:03:02.140>go.

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<00:03:03.300>Steve <00:03:03.475>Mandel <00:03:03.650>from <00:03:03.825>Mandel's <00:03:04.000>Communication <00:03:04.175>hits <00:03:04.350>on <00:03:04.525>a <00:03:04.700>painful

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<00:03:07.080>truth <00:03:07.430>for <00:03:07.780>every <00:03:08.130>technical <00:03:08.480>expert.

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<00:03:09.600>He <00:03:09.739>says, <00:03:09.880>"Good <00:03:10.019>ideas <00:03:10.160>get <00:03:10.299>lost <00:03:10.440>not <00:03:10.579>because <00:03:10.720>they're <00:03:10.859>bad, <00:03:11.000>but

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<00:03:13.300>because <00:03:13.455>they <00:03:13.611>are <00:03:13.766>not <00:03:13.922>pitched <00:03:14.077>clearly." <00:03:14.233>And <00:03:14.388>in <00:03:14.544>a <00:03:14.700>high-growth

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<00:03:17.060>environment, <00:03:17.260>a <00:03:17.460>brilliant <00:03:17.660>idea, <00:03:17.860>if <00:03:18.060>it's <00:03:18.260>not <00:03:18.460>understood,

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<00:03:21.200>it's <00:03:21.339>a <00:03:21.480>dead <00:03:21.619>idea. <00:03:21.760>So <00:03:21.899>you <00:03:22.040>can <00:03:22.179>have <00:03:22.320>the <00:03:22.459>most <00:03:22.600>elegant

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<00:03:24.860>solution <00:03:24.987>in <00:03:25.114>the <00:03:25.241>room, <00:03:25.369>but <00:03:25.496>if <00:03:25.623>you <00:03:25.750>cannot <00:03:25.878>bridge <00:03:26.005>the <00:03:26.132>gap <00:03:26.260>between

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<00:03:28.840>your <00:03:29.015>technical <00:03:29.190>depth <00:03:29.365>and <00:03:29.540>the <00:03:29.715>executive <00:03:29.890>strategic <00:03:30.065>needs, <00:03:30.240>that

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<00:03:32.640>idea <00:03:32.779>stays <00:03:32.920>in <00:03:33.059>the <00:03:33.200>graveyard. <00:03:33.339>And <00:03:33.480>I <00:03:33.619>have <00:03:33.760>the <00:03:33.899>solution <00:03:34.040>for

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<00:03:36.680>you, <00:03:36.880>pitching. <00:03:37.080>Now, <00:03:37.280>there's <00:03:37.480>a <00:03:37.680>dangerous <00:03:37.880>myth <00:03:38.080>that

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<00:03:40.570>pitching <00:03:40.803>is <00:03:41.036>just <00:03:41.269>a <00:03:41.503>startup <00:03:41.736>thing, <00:03:41.970>founders

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<00:03:44.480>asking <00:03:44.635>for <00:03:44.791>VC <00:03:44.946>money. <00:03:45.102>And <00:03:45.257>if <00:03:45.413>you <00:03:45.568>believe <00:03:45.724>this, <00:03:45.880>you

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<00:03:48.200>already <00:03:48.375>limited <00:03:48.549>your <00:03:48.725>career <00:03:48.899>because <00:03:49.075>the <00:03:49.250>truth <00:03:49.424>is <00:03:49.600>you're

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<00:03:52.040>pitching <00:03:52.195>every <00:03:52.351>day. <00:03:52.506>You <00:03:52.662>pitch <00:03:52.817>when <00:03:52.973>you <00:03:53.128>ask <00:03:53.284>for <00:03:53.440>budget,

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<00:03:56.040>for <00:03:56.156>a <00:03:56.273>new <00:03:56.390>tool, <00:03:56.506>when <00:03:56.623>you <00:03:56.739>propose <00:03:56.856>a <00:03:56.973>shift <00:03:57.090>in <00:03:57.206>architecture, <00:03:57.323>or <00:03:57.440>when

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<00:03:59.980>you <00:04:00.155>ask <00:04:00.329>for <00:04:00.505>a <00:04:00.679>more <00:04:00.855>headcount <00:04:01.030>for <00:04:01.204>your <00:04:01.380>team.

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<00:04:03.580>So <00:04:03.780>pitching <00:04:03.980>is <00:04:04.180>the <00:04:04.380>internal <00:04:04.580>protocol <00:04:04.780>for <00:04:04.980>getting

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<00:04:07.460>things <00:04:07.635>done. <00:04:07.810>And <00:04:07.985>if <00:04:08.160>you <00:04:08.335>can't <00:04:08.510>pitch, <00:04:08.685>your <00:04:08.860>idea

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<00:04:10.980>stay <00:04:11.155>on <00:04:11.329>the <00:04:11.505>local <00:04:11.679>machine. <00:04:11.855>But <00:04:12.030>if <00:04:12.204>you <00:04:12.380>can,

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<00:04:14.720>you <00:04:15.053>move <00:04:15.386>the <00:04:15.719>entire <00:04:16.051>company.

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<00:04:17.041>We <00:04:17.241>use <00:04:17.440>this <00:04:17.641>word <00:04:17.841>pitch <00:04:18.041>because <00:04:18.241>we've <00:04:18.440>inherited

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<00:04:20.930>this <00:04:21.163>baseball <00:04:21.396>metaphor, <00:04:21.630>because <00:04:21.863>originally, <00:04:22.096>it's <00:04:22.330>just

73
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<00:04:24.960>meant <00:04:25.491>to <00:04:26.022>throw.

74
00:04:27.280 --> 00:04:30.850
<00:04:27.280>However, <00:04:27.479>in <00:04:27.679>baseball, <00:04:27.880>a <00:04:28.080>pitcher <00:04:28.280>is <00:04:28.479>not <00:04:28.679>throwing

75
00:04:30.900 --> 00:04:34.650
<00:04:30.900>randomly. <00:04:31.055>They <00:04:31.211>are <00:04:31.366>aiming <00:04:31.522>for <00:04:31.677>a <00:04:31.833>specific <00:04:31.988>target, <00:04:32.144>and <00:04:32.299>they're

76
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<00:04:34.700>making <00:04:34.875>this <00:04:35.050>calculated <00:04:35.224>movement <00:04:35.400>to <00:04:35.575>get <00:04:35.750>the <00:04:35.925>result <00:04:36.099>they

77
00:04:38.420 --> 00:04:42.400
<00:04:38.420>want. <00:04:38.595>In <00:04:38.770>the <00:04:38.945>boardroom, <00:04:39.120>pitching <00:04:39.295>is <00:04:39.470>exactly <00:04:39.645>the <00:04:39.820>same.

78
00:04:42.820 --> 00:04:46.640
<00:04:42.820>It's <00:04:42.975>a <00:04:43.131>persuasion <00:04:43.286>tool. <00:04:43.442>It's <00:04:43.597>the <00:04:43.753>act <00:04:43.908>of <00:04:44.064>taking <00:04:44.219>your

79
00:04:46.680 --> 00:04:49.800
<00:04:46.680>idea <00:04:46.835>out <00:04:46.991>of <00:04:47.146>your <00:04:47.302>head <00:04:47.457>and <00:04:47.613>tossing <00:04:47.768>it <00:04:47.924>into <00:04:48.080>the

80
00:04:49.900 --> 00:04:51.880
<00:04:49.900>company's <00:04:51.299>roadmap.

81
00:04:52.740 --> 00:04:56.480
<00:04:52.740>But <00:04:52.915>here <00:04:53.090>is <00:04:53.265>the <00:04:53.440>distinction. <00:04:53.615>You <00:04:53.790>don't <00:04:53.965>toss <00:04:54.140>raw

82
00:04:56.540 --> 00:05:00.050
<00:04:56.540>data, <00:04:56.773>raw <00:04:57.006>information. <00:04:57.240>It <00:04:57.473>gets <00:04:57.706>dropped <00:04:57.940>because

83
00:05:00.100 --> 00:05:03.280
<00:05:00.100>executives <00:05:00.333>aren't <00:05:00.566>there <00:05:00.800>to <00:05:01.033>catch <00:05:01.266>your <00:05:01.500>data.

84
00:05:04.060 --> 00:05:07.360
<00:05:04.060>But <00:05:04.200>if <00:05:04.340>you <00:05:04.480>pitch <00:05:04.620>with <00:05:04.760>strategic <00:05:04.900>intent, <00:05:05.040>you <00:05:05.180>move <00:05:05.320>the <00:05:05.460>needle.

85
00:05:08.380 --> 00:05:12.120
<00:05:08.380>Once <00:05:08.507>we <00:05:08.634>understand <00:05:08.761>that <00:05:08.889>pitching <00:05:09.016>is <00:05:09.143>a <00:05:09.270>strategic <00:05:09.398>tool, <00:05:09.525>you <00:05:09.652>realize <00:05:09.780>that

86
00:05:12.460 --> 00:05:16.100
<00:05:12.460>it's <00:05:12.615>the <00:05:12.771>primary <00:05:12.926>interface <00:05:13.082>between <00:05:13.237>your <00:05:13.393>technical <00:05:13.548>world <00:05:13.704>and <00:05:13.859>the

87
00:05:16.220 --> 00:05:20.080
<00:05:16.220>company's <00:05:16.360>roadmap. <00:05:16.500>But <00:05:16.640>depending <00:05:16.780>on <00:05:16.920>your <00:05:17.060>role, <00:05:17.200>it's <00:05:17.340>going <00:05:17.480>to <00:05:17.620>look

88
00:05:20.160 --> 00:05:24.120
<00:05:20.160>different. <00:05:20.315>If <00:05:20.471>you're <00:05:20.626>a <00:05:20.782>developer, <00:05:20.937>pitching <00:05:21.093>is <00:05:21.248>your <00:05:21.404>career <00:05:21.560>accelerator.

89
00:05:24.480 --> 00:05:28.240
<00:05:24.480>It's <00:05:24.607>how <00:05:24.734>you <00:05:24.861>stop <00:05:24.989>being <00:05:25.116>the <00:05:25.243>smartest <00:05:25.370>person <00:05:25.498>in <00:05:25.625>the <00:05:25.752>room <00:05:25.880>who

90
00:05:28.340 --> 00:05:32.240
<00:05:28.340>still <00:05:28.495>gets <00:05:28.651>told <00:05:28.806>no. <00:05:28.962>It's <00:05:29.117>the <00:05:29.273>tool <00:05:29.428>that <00:05:29.584>helps <00:05:29.739>you

91
00:05:32.320 --> 00:05:36.220
<00:05:32.320>take <00:05:32.447>up <00:05:32.574>a <00:05:32.701>critical <00:05:32.829>cleanup <00:05:32.956>project, <00:05:33.083>the <00:05:33.210>one <00:05:33.338>that <00:05:33.465>stopped <00:05:33.592>3:00 <00:05:33.719>a.m.

92
00:05:36.560 --> 00:05:39.800
<00:05:36.560>emergency <00:05:36.700>calls, <00:05:36.840>and <00:05:36.980>finally <00:05:37.120>get <00:05:37.260>the <00:05:37.400>green <00:05:37.540>light <00:05:37.680>to <00:05:37.820>build <00:05:37.960>it.

93
00:05:40.560 --> 00:05:43.820
<00:05:40.560>For <00:05:40.760>technical <00:05:40.960>leaders, <00:05:41.160>it's <00:05:41.360>about <00:05:41.560>the <00:05:41.760>strategic <00:05:41.960>influence.

94
00:05:44.340 --> 00:05:47.520
<00:05:44.340>You <00:05:44.540>are <00:05:44.740>the <00:05:44.940>bridge <00:05:45.140>across <00:05:45.340>the <00:05:45.540>translation <00:05:45.740>gap.

95
00:05:48.060 --> 00:05:51.580
<00:05:48.060>Your <00:05:48.260>job <00:05:48.460>is <00:05:48.660>to <00:05:48.860>debug <00:05:49.060>communication, <00:05:49.260>stop <00:05:49.460>technical

96
00:05:51.660 --> 00:05:55.540
<00:05:51.659>rants, <00:05:51.859>and <00:05:52.059>start <00:05:52.260>leading <00:05:52.460>with <00:05:52.659>impact <00:05:52.859>and <00:05:53.059>reliability.

97
00:05:55.560 --> 00:05:59.020
<00:05:55.560>This <00:05:55.687>is <00:05:55.814>how <00:05:55.941>you <00:05:56.069>get <00:05:56.196>the <00:05:56.323>leadership <00:05:56.450>to <00:05:56.578>say <00:05:56.705>yes <00:05:56.832>every <00:05:56.960>time.

98
00:05:59.504 --> 00:06:02.924
<00:05:59.504>And <00:05:59.679>for <00:05:59.854>founders, <00:06:00.029>pitching <00:06:00.204>is <00:06:00.379>about <00:06:00.554>survival <00:06:00.729>and <00:06:00.904>speed.

99
00:06:03.444 --> 00:06:07.384
<00:06:03.444>Because <00:06:03.619>every <00:06:03.794>idea <00:06:03.969>that <00:06:04.144>dies <00:06:04.319>in <00:06:04.494>the <00:06:04.669>idea <00:06:04.844>graveyard

100
00:06:07.444 --> 00:06:10.254
<00:06:07.444>is <00:06:07.677>the <00:06:07.910>leak <00:06:08.144>in <00:06:08.377>your <00:06:08.610>innovation <00:06:08.844>pipeline.

101
00:06:10.674 --> 00:06:14.484
<00:06:10.674>You <00:06:10.801>need <00:06:10.928>your <00:06:11.055>team <00:06:11.183>to <00:06:11.310>stop <00:06:11.437>pitching <00:06:11.564>dev <00:06:11.692>tool <00:06:11.819>upgrades <00:06:11.946>and <00:06:12.073>start

102
00:06:14.524 --> 00:06:18.404
<00:06:14.524>pitching <00:06:14.757>revenue <00:06:14.990>accelerators <00:06:15.224>that <00:06:15.457>help <00:06:15.690>the <00:06:15.924>company

103
00:06:18.464 --> 00:06:19.884
<00:06:18.464>move <00:06:18.890>twice <00:06:19.316>as <00:06:19.742>fast.

104
00:06:20.944 --> 00:06:24.864
<00:06:20.944>Regardless <00:06:21.119>of <00:06:21.294>your <00:06:21.469>title, <00:06:21.644>leadership <00:06:21.819>starts <00:06:21.994>with <00:06:22.169>an <00:06:22.344>idea.

105
00:06:25.764 --> 00:06:29.604
<00:06:25.764>But <00:06:25.891>the <00:06:26.018>idea <00:06:26.145>only <00:06:26.273>moves <00:06:26.400>forward <00:06:26.527>when <00:06:26.654>you <00:06:26.782>can <00:06:26.909>persuade <00:06:27.036>the <00:06:27.164>people

106
00:06:29.744 --> 00:06:33.724
<00:06:29.744>who <00:06:29.919>control <00:06:30.094>the <00:06:30.269>resources. <00:06:30.444>Now <00:06:30.619>let's <00:06:30.794>talk <00:06:30.969>about <00:06:31.144>the

107
00:06:33.744 --> 00:06:37.264
<00:06:33.744>translation <00:06:33.944>gap <00:06:34.144>where <00:06:34.344>most <00:06:34.544>technical <00:06:34.744>brilliance <00:06:34.944>dies <00:06:35.144>in.

108
00:06:37.804 --> 00:06:41.724
<00:06:37.804>This <00:06:37.959>gap <00:06:38.115>exists <00:06:38.270>because <00:06:38.426>you <00:06:38.581>and <00:06:38.737>your <00:06:38.892>stakeholders <00:06:39.048>are <00:06:39.203>running

109
00:06:41.734 --> 00:06:45.464
<00:06:41.734>different <00:06:41.933>operating <00:06:42.133>system. <00:06:42.334>You're <00:06:42.534>speaking <00:06:42.734>the <00:06:42.933>language <00:06:43.133>of

110
00:06:45.524 --> 00:06:49.444
<00:06:45.524>implementation <00:06:45.679>and <00:06:45.835>architecture, <00:06:45.990>and <00:06:46.146>they're <00:06:46.301>speaking <00:06:46.457>the <00:06:46.612>language <00:06:46.768>of <00:06:46.924>ROI

111
00:06:49.484 --> 00:06:53.404
<00:06:49.484>and <00:06:49.623>risk. <00:06:49.763>So <00:06:49.904>when <00:06:50.044>a <00:06:50.183>leader <00:06:50.323>says <00:06:50.464>no, <00:06:50.604>it's <00:06:50.744>rarely <00:06:50.883>because

112
00:06:53.464 --> 00:06:57.184
<00:06:53.464>the <00:06:53.639>idea <00:06:53.814>is <00:06:53.989>bad, <00:06:54.164>it's <00:06:54.339>because <00:06:54.514>the <00:06:54.689>translation <00:06:54.864>gap

113
00:06:57.304 --> 00:07:00.724
<00:06:57.304>made <00:06:57.537>it <00:06:57.770>feel <00:06:58.003>expensive, <00:06:58.237>confusing, <00:06:58.470>or <00:06:58.703>dangerous.

114
00:07:01.624 --> 00:07:05.014
<00:07:01.624>So <00:07:01.751>if <00:07:01.878>they <00:07:02.005>don't <00:07:02.133>see <00:07:02.260>the <00:07:02.387>value <00:07:02.514>or <00:07:02.642>even <00:07:02.769>worse, <00:07:02.896>they <00:07:03.024>don't

115
00:07:05.044 --> 00:07:08.424
<00:07:05.044>understand <00:07:05.244>the <00:07:05.443>why, <00:07:05.644>they <00:07:05.844>pull <00:07:06.044>the <00:07:06.244>plug <00:07:06.443>to

116
00:07:08.464 --> 00:07:12.424
<00:07:08.464>protect <00:07:08.619>the <00:07:08.775>company. <00:07:08.930>There <00:07:09.086>is <00:07:09.241>a <00:07:09.397>major <00:07:09.552>system <00:07:09.708>bug <00:07:09.864>in

117
00:07:12.464 --> 00:07:15.304
<00:07:12.464>communication, <00:07:12.930>smart <00:07:13.397>person <00:07:13.864>trap.

118
00:07:16.184 --> 00:07:18.864
<00:07:16.184>On <00:07:16.384>the <00:07:16.584>left, <00:07:16.784>we <00:07:16.984>see <00:07:17.184>the <00:07:17.384>engineer's <00:07:17.584>pitch.

119
00:07:19.684 --> 00:07:22.024
<00:07:19.684>This <00:07:19.964>is <00:07:20.244>a <00:07:20.524>technical <00:07:20.804>comfort <00:07:21.084>zone.

120
00:07:22.864 --> 00:07:26.544
<00:07:22.864>Engineers <00:07:23.019>lead <00:07:23.175>with <00:07:23.330>raw <00:07:23.486>data, <00:07:23.641>lead <00:07:23.797>on <00:07:23.952>technical <00:07:24.108>jargon, <00:07:24.263>and

121
00:07:26.604 --> 00:07:30.344
<00:07:26.604>spend <00:07:26.759>90 <00:07:26.915>minutes <00:07:27.070>of <00:07:27.226>their <00:07:27.381>time <00:07:27.537>explaining <00:07:27.692>how <00:07:27.848>it <00:07:28.003>works,

122
00:07:30.884 --> 00:07:32.584
<00:07:30.884>which <00:07:31.350>is <00:07:31.817>the <00:07:32.284>implementation.

123
00:07:33.624 --> 00:07:37.544
<00:07:33.624>So <00:07:33.799>engineers <00:07:33.974>do <00:07:34.149>this <00:07:34.324>because <00:07:34.499>they <00:07:34.674>assume <00:07:34.849>that <00:07:35.024>if

124
00:07:37.664 --> 00:07:39.164
<00:07:37.664>the <00:07:38.114>logic <00:07:38.563>is <00:07:39.014>undeniable,

125
00:07:39.984 --> 00:07:41.584
<00:07:39.984>yes <00:07:40.450>should <00:07:40.917>be <00:07:41.383>automatic.

126
00:07:42.524 --> 00:07:44.664
<00:07:42.524>However, <00:07:42.757>let's <00:07:42.990>look <00:07:43.224>at <00:07:43.457>the <00:07:43.690>right <00:07:43.924>side.

127
00:07:45.424 --> 00:07:49.324
<00:07:45.424>This <00:07:45.579>is <00:07:45.735>the <00:07:45.890>leader's <00:07:46.046>buy-in. <00:07:46.201>Your <00:07:46.357>stakeholders <00:07:46.512>are <00:07:46.668>running <00:07:46.823>a

128
00:07:49.384 --> 00:07:53.084
<00:07:49.384>different <00:07:49.584>OS. <00:07:49.784>They <00:07:49.984>aren't <00:07:50.184>looking <00:07:50.384>for <00:07:50.584>a <00:07:50.784>lecture,

129
00:07:53.344 --> 00:07:56.934
<00:07:53.344>they're <00:07:53.519>looking <00:07:53.694>for <00:07:53.869>clarity, <00:07:54.044>and <00:07:54.219>they're <00:07:54.394>scanning <00:07:54.569>for <00:07:54.744>reduced

130
00:07:56.964 --> 00:08:00.904
<00:07:56.964>risk <00:07:57.139>and <00:07:57.314>reliability. <00:07:57.489>But <00:07:57.664>most <00:07:57.839>of <00:07:58.014>all, <00:07:58.189>they <00:07:58.364>want

131
00:08:00.924 --> 00:08:04.344
<00:08:00.924>to <00:08:01.203>know <00:08:01.484>why, <00:08:01.763>the <00:08:02.044>actual <00:08:02.323>impact.

132
00:08:05.524 --> 00:08:09.104
<00:08:05.524>I <00:08:05.640>once <00:08:05.757>coached <00:08:05.874>an <00:08:05.990>AI <00:08:06.107>lead <00:08:06.224>who <00:08:06.340>was <00:08:06.457>pitching <00:08:06.574>a <00:08:06.690>massive <00:08:06.807>neural <00:08:06.924>network

133
00:08:09.184 --> 00:08:13.024
<00:08:09.184>update. <00:08:09.339>He <00:08:09.495>was <00:08:09.650>drowning <00:08:09.806>his <00:08:09.961>board <00:08:10.117>in <00:08:10.272>math <00:08:10.428>and <00:08:10.584>complexity.

134
00:08:13.444 --> 00:08:17.164
<00:08:13.444>But <00:08:13.571>when <00:08:13.698>we <00:08:13.825>pivoted <00:08:13.953>to <00:08:14.080>the <00:08:14.207>impact, <00:08:14.334>we <00:08:14.462>showed <00:08:14.589>how <00:08:14.716>a <00:08:14.844>specific

135
00:08:17.204 --> 00:08:21.124
<00:08:17.204>speed <00:08:17.404>increase <00:08:17.604>would <00:08:17.804>reduce <00:08:18.004>user <00:08:18.204>churn <00:08:18.404>by <00:08:18.604>20%,

136
00:08:21.933 --> 00:08:25.464
<00:08:21.933>then <00:08:22.088>he <00:08:22.244>got <00:08:22.399>his <00:08:22.555>full <00:08:22.710>budget <00:08:22.866>approved <00:08:23.021>in <00:08:23.177>10 <00:08:23.332>minutes.

137
00:08:26.244 --> 00:08:29.764
<00:08:26.244>So <00:08:26.399>his <00:08:26.555>idea <00:08:26.710>didn't <00:08:26.866>change, <00:08:27.021>but <00:08:27.177>the <00:08:27.332>way <00:08:27.488>he <00:08:27.644>presented

138
00:08:29.824 --> 00:08:33.774
<00:08:29.824>did. <00:08:30.057>So <00:08:30.290>remember, <00:08:30.524>moving <00:08:30.757>from <00:08:30.990>the <00:08:31.224>implementation

139
00:08:33.884 --> 00:08:37.834
<00:08:33.884>details <00:08:34.117>to <00:08:34.350>leadership <00:08:34.584>value <00:08:34.817>is <00:08:35.050>the <00:08:35.284>only

140
00:08:37.944 --> 00:08:41.824
<00:08:37.943>way <00:08:38.071>to <00:08:38.198>escape <00:08:38.325>the <00:08:38.453>smart <00:08:38.580>person <00:08:38.707>trap <00:08:38.834>and <00:08:38.962>get <00:08:39.089>your <00:08:39.216>business <00:08:39.343>ideas

141
00:08:41.924 --> 00:08:45.864
<00:08:41.924>across <00:08:42.063>the <00:08:42.203>finish <00:08:42.343>line. <00:08:42.483>Now, <00:08:42.624>if <00:08:42.764>you <00:08:42.904>want <00:08:43.044>to <00:08:43.183>escape <00:08:43.323>that

142
00:08:45.924 --> 00:08:49.284
<00:08:45.924>smart <00:08:46.079>person <00:08:46.235>trap, <00:08:46.390>we <00:08:46.546>have <00:08:46.701>to <00:08:46.857>keep <00:08:47.012>in <00:08:47.168>mind <00:08:47.324>the

143
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<00:08:49.324>decision-makers <00:08:49.603>are <00:08:49.883>running <00:08:50.164>a <00:08:50.444>human <00:08:50.723>OS

144
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<00:08:53.184>with <00:08:53.534>very <00:08:53.884>specific <00:08:54.233>hardware <00:08:54.584>limits.

145
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<00:08:55.464>If <00:08:55.638>you <00:08:55.814>ignore <00:08:55.988>the <00:08:56.164>specs, <00:08:56.339>your <00:08:56.513>idea <00:08:56.689>crashes, <00:08:56.863>period.

146
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<00:08:59.704>Number <00:08:59.937>one, <00:09:00.170>decision <00:09:00.404>fatigue. <00:09:00.637>Executives <00:09:00.870>function <00:09:01.103>under

147
00:09:03.744 --> 00:09:07.373
<00:09:03.744>high <00:09:03.944>cognitive <00:09:04.144>load, <00:09:04.344>making <00:09:04.544>thousands <00:09:04.744>of <00:09:04.944>strategic <00:09:05.144>decisions

148
00:09:07.444 --> 00:09:10.974
<00:09:07.444>daily. <00:09:07.584>I <00:09:07.723>once <00:09:07.863>coached <00:09:08.003>a <00:09:08.144>lead <00:09:08.284>dev <00:09:08.424>who <00:09:08.564>pitched <00:09:08.704>a <00:09:08.843>critical

149
00:09:11.124 --> 00:09:14.124
<00:09:11.124>patch <00:09:11.324>at <00:09:11.524>4:30 <00:09:11.724>PM <00:09:11.924>on <00:09:12.124>a <00:09:12.324>Friday <00:09:12.524>evening.

150
00:09:15.164 --> 00:09:18.524
<00:09:15.164>He <00:09:15.319>had <00:09:15.475>a <00:09:15.630>great <00:09:15.786>pitch, <00:09:15.941>but <00:09:16.097>the <00:09:16.252>CTO's <00:09:16.408>brain <00:09:16.564>was

151
00:09:18.624 --> 00:09:22.264
<00:09:18.624>fried <00:09:18.779>after <00:09:18.935>eight <00:09:19.090>hours <00:09:19.246>of <00:09:19.401>meetings, <00:09:19.557>so <00:09:19.712>he <00:09:19.868>said <00:09:20.024>no,

152
00:09:22.964 --> 00:09:26.584
<00:09:22.964>because <00:09:23.138>he <00:09:23.314>lacked <00:09:23.488>the <00:09:23.664>mental <00:09:23.839>capacity <00:09:24.013>to <00:09:24.189>process <00:09:24.363>the

153
00:09:26.664 --> 00:09:30.274
<00:09:26.664>risk. <00:09:26.864>So <00:09:27.064>the <00:09:27.264>research <00:09:27.464>is <00:09:27.664>clear. <00:09:27.864>When <00:09:28.064>mental

154
00:09:30.384 --> 00:09:33.674
<00:09:30.384>resources, <00:09:30.617>when <00:09:30.850>our <00:09:31.084>mental <00:09:31.317>resources <00:09:31.550>are <00:09:31.784>depleted,

155
00:09:34.284 --> 00:09:38.144
<00:09:34.284>human <00:09:34.484>brain <00:09:34.684>resorts <00:09:34.884>to <00:09:35.084>the <00:09:35.284>easiest <00:09:35.484>and <00:09:35.684>safest

156
00:09:38.324 --> 00:09:42.204
<00:09:38.324>option, <00:09:38.557>which <00:09:38.790>is <00:09:39.024>doing <00:09:39.257>nothing. <00:09:39.490>Number <00:09:39.723>two

157
00:09:42.264 --> 00:09:45.324
<00:09:42.264>is <00:09:42.497>uncertainty. <00:09:42.730>It <00:09:42.964>also <00:09:43.197>triggers <00:09:43.430>a <00:09:43.664>fail-safe.

158
00:09:46.004 --> 00:09:49.904
<00:09:46.004>I <00:09:46.144>worked <00:09:46.284>with <00:09:46.424>a <00:09:46.564>startup <00:09:46.704>that <00:09:46.844>spent <00:09:46.984>15 <00:09:47.124>minutes <00:09:47.264>explaining <00:09:47.404>a

159
00:09:49.984 --> 00:09:52.844
<00:09:49.984>neural <00:09:50.264>network <00:09:50.544>to <00:09:50.824>a <00:09:51.104>non-tech <00:09:51.384>board.

160
00:09:53.254 --> 00:09:56.924
<00:09:53.254>The <00:09:53.394>board <00:09:53.534>did <00:09:53.674>not <00:09:53.814>see <00:09:53.954>innovation, <00:09:54.094>they <00:09:54.234>just <00:09:54.374>saw <00:09:54.514>a <00:09:54.654>black

161
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box.

162
00:09:58.304 --> 00:10:01.504
<00:09:58.304>So <00:09:58.504>they <00:09:58.704>said <00:09:58.904>no, <00:09:59.103>because <00:09:59.304>to <00:09:59.504>an <00:09:59.704>executive,

163
00:10:02.064 --> 00:10:05.984
<00:10:02.064>uncertainty <00:10:02.264>equals <00:10:02.464>risk. <00:10:02.664>And <00:10:02.863>status <00:10:03.064>quo <00:10:03.264>bias <00:10:03.464>proves

164
00:10:06.004 --> 00:10:09.924
<00:10:06.004>that <00:10:06.179>when <00:10:06.354>we <00:10:06.529>are <00:10:06.704>confused, <00:10:06.879>we <00:10:07.054>prefer <00:10:07.229>the <00:10:07.404>familiar,

165
00:10:10.764 --> 00:10:12.304
<00:10:10.764>even <00:10:11.226>when <00:10:11.688>it's <00:10:12.150>broken.

166
00:10:13.144 --> 00:10:16.944
<00:10:13.144>So <00:10:13.299>in <00:10:13.455>a <00:10:13.610>state <00:10:13.766>of <00:10:13.921>uncertainty, <00:10:14.077>no <00:10:14.232>is <00:10:14.388>the <00:10:14.544>default

167
00:10:17.044 --> 00:10:20.564
<00:10:17.044>risk <00:10:17.324>management <00:10:17.603>thing. <00:10:17.884>Third <00:10:18.164>is <00:10:18.444>limited

168
00:10:20.684 --> 00:10:21.384
attention.

169
00:10:22.544 --> 00:10:25.544
<00:10:22.544>In <00:10:22.684>my <00:10:22.824>TEDx <00:10:22.964>work, <00:10:23.103>we <00:10:23.244>have <00:10:23.384>a <00:10:23.524>rule. <00:10:23.664>If <00:10:23.804>you <00:10:23.944>don't

170
00:10:26.104 --> 00:10:30.044
<00:10:26.104>land <00:10:26.244>the <00:10:26.384>why <00:10:26.524>in <00:10:26.664>the <00:10:26.804>first <00:10:26.944>60 <00:10:27.084>seconds <00:10:27.224>of <00:10:27.364>your <00:10:27.504>talk,

171
00:10:30.364 --> 00:10:34.264
<00:10:30.364>then <00:10:30.491>you've <00:10:30.618>lost <00:10:30.745>the <00:10:30.873>audience. <00:10:31.000>And <00:10:31.127>in <00:10:31.254>the <00:10:31.382>boardroom, <00:10:31.509>you <00:10:31.636>have <00:10:31.764>only

172
00:10:34.344 --> 00:10:38.284
<00:10:34.344>about <00:10:34.544>three <00:10:34.744>minutes <00:10:34.944>before <00:10:35.144>their <00:10:35.344>brains <00:10:35.544>switch <00:10:35.744>off.

173
00:10:38.764 --> 00:10:41.264
<00:10:38.764>So <00:10:38.964>if <00:10:39.164>you're <00:10:39.364>not <00:10:39.564>interesting <00:10:39.764>in <00:10:39.964>the <00:10:40.164>first

174
00:10:42.224 --> 00:10:45.404
<00:10:42.224>180 <00:10:42.504>seconds, <00:10:42.784>you're <00:10:43.064>just <00:10:43.344>background <00:10:43.624>noise.

175
00:10:46.014 --> 00:10:48.904
<00:10:46.014>These <00:10:46.247>all <00:10:46.480>boil <00:10:46.714>down <00:10:46.947>to <00:10:47.180>cognitive <00:10:47.414>ease.

176
00:10:49.364 --> 00:10:52.844
<00:10:49.364>Nobel <00:10:49.564>winner <00:10:49.764>Daniel <00:10:49.964>Kahneman <00:10:50.164>proved <00:10:50.364>that <00:10:50.564>when <00:10:50.764>the

177
00:10:52.884 --> 00:10:56.814
<00:10:52.884>information <00:10:53.084>is <00:10:53.284>clear <00:10:53.484>and <00:10:53.684>structured, <00:10:53.884>the <00:10:54.084>brain <00:10:54.284>feels

178
00:10:57.004 --> 00:11:00.704
<00:10:57.004>ease, <00:10:57.354>and <00:10:57.704>instinctively <00:10:58.054>trusts <00:10:58.404>the

179
00:11:00.784 --> 00:11:04.444
<00:11:00.784>source. <00:11:01.017>However, <00:11:01.250>when <00:11:01.484>it's <00:11:01.717>noisy <00:11:01.950>and <00:11:02.184>complex,

180
00:11:04.524 --> 00:11:08.184
<00:11:04.524>like <00:11:04.757>technical <00:11:04.990>jargon <00:11:05.224>dump, <00:11:05.457>the <00:11:05.690>brain <00:11:05.924>enters

181
00:11:08.244 --> 00:11:11.924
<00:11:08.244>cognitive <00:11:08.524>strain. <00:11:08.804>A <00:11:09.084>strained <00:11:09.364>brain <00:11:09.644>is

182
00:11:11.964 --> 00:11:15.904
<00:11:11.964>defensive, <00:11:12.104>and <00:11:12.244>it's <00:11:12.384>not <00:11:12.524>looking <00:11:12.664>for <00:11:12.804>a <00:11:12.944>reason <00:11:13.084>to <00:11:13.224>say <00:11:13.364>yes.

183
00:11:15.914 --> 00:11:19.324
<00:11:15.914>It's <00:11:16.114>looking <00:11:16.314>for <00:11:16.514>a <00:11:16.714>reason <00:11:16.914>to <00:11:17.114>stop <00:11:17.314>discomfort.

184
00:11:20.244 --> 00:11:24.204
<00:11:20.244>So <00:11:20.371>the <00:11:20.498>pattern <00:11:20.625>is <00:11:20.753>simple. <00:11:20.880>Overwhelm <00:11:21.007>the <00:11:21.134>brain, <00:11:21.262>and <00:11:21.389>the <00:11:21.516>answer <00:11:21.644>is

185
00:11:24.304 --> 00:11:28.244
<00:11:24.304>always <00:11:24.504>no. <00:11:24.704>We've <00:11:24.904>got <00:11:25.103>to <00:11:25.304>respect <00:11:25.504>the <00:11:25.704>limitations

186
00:11:28.284 --> 00:11:29.504
<00:11:28.284>of <00:11:28.833>human <00:11:29.382>OS.

187
00:11:30.384 --> 00:11:34.144
<00:11:30.384>Now, <00:11:30.511>it's <00:11:30.638>funny <00:11:30.765>how <00:11:30.893>most <00:11:31.020>people <00:11:31.147>still <00:11:31.274>think <00:11:31.402>that <00:11:31.529>communication <00:11:31.656>is <00:11:31.784>a

188
00:11:34.244 --> 00:11:38.024
<00:11:34.244>nice-to-have <00:11:34.419>soft <00:11:34.594>skill, <00:11:34.769>but <00:11:34.944>in <00:11:35.119>fact, <00:11:35.294>it's <00:11:35.469>a <00:11:35.644>system

189
00:11:38.034 --> 00:11:41.724
<00:11:38.034>leak. <00:11:38.267>Research <00:11:38.500>from <00:11:38.734>Grammarly <00:11:38.967>and <00:11:39.200>Harris <00:11:39.434>Poll

190
00:11:41.764 --> 00:11:45.004
<00:11:41.764>show <00:11:42.114>that <00:11:42.464>US <00:11:42.814>businesses <00:11:43.164>lost

191
00:11:45.014 --> 00:11:48.664
<00:11:45.014>$1.2 <00:11:45.714>trillion <00:11:46.414>every

192
00:11:48.824 --> 00:11:52.434
<00:11:48.824>year <00:11:49.057>due <00:11:49.290>to <00:11:49.524>poor <00:11:49.757>communication. <00:11:49.990>And <00:11:50.223>while

193
00:11:52.764 --> 00:11:56.344
<00:11:52.764>90% <00:11:52.964>of <00:11:53.164>leaders <00:11:53.364>agree <00:11:53.564>that <00:11:53.764>communication <00:11:53.964>is <00:11:54.164>essential,

194
00:11:57.304 --> 00:12:01.204
<00:11:57.304>74% <00:11:57.584>admit <00:11:57.863>that <00:11:58.144>the <00:11:58.424>companies, <00:11:58.704>their

195
00:12:01.244 --> 00:12:04.824
<00:12:01.244>companies, <00:12:01.524>underestimate <00:12:01.804>the <00:12:02.084>actual <00:12:02.364>cost <00:12:02.644>of

196
00:12:04.864 --> 00:12:06.293
<00:12:04.864>getting <00:12:05.507>it <00:12:06.150>wrong.

197
00:12:07.212 --> 00:12:10.492
<00:12:07.212>So <00:12:07.367>to <00:12:07.523>deliver <00:12:07.678>results, <00:12:07.834>we've <00:12:07.989>got <00:12:08.145>to <00:12:08.300>stop <00:12:08.456>the <00:12:08.612>leak,

198
00:12:11.252 --> 00:12:14.962
<00:12:11.252>and <00:12:11.391>you <00:12:11.531>need <00:12:11.671>a <00:12:11.811>better <00:12:11.952>algorithm <00:12:12.092>for <00:12:12.232>moving <00:12:12.372>your <00:12:12.512>ideas <00:12:12.651>into

199
00:12:14.992 --> 00:12:18.392
<00:12:14.992>production. <00:12:15.225>Now <00:12:15.458>let's <00:12:15.692>talk <00:12:15.925>about <00:12:16.158>that <00:12:16.391>algorithm.

200
00:12:19.172 --> 00:12:22.872
<00:12:19.172>Now <00:12:19.288>that <00:12:19.405>we've <00:12:19.522>hacked <00:12:19.638>the <00:12:19.755>hardware <00:12:19.872>of <00:12:19.988>the <00:12:20.105>human <00:12:20.222>OS, <00:12:20.338>we <00:12:20.455>need <00:12:20.572>a

201
00:12:22.912 --> 00:12:24.832
<00:12:22.912>reliable <00:12:23.262>protocol <00:12:23.612>for <00:12:23.962>our <00:12:24.312>message.

202
00:12:25.122 --> 00:12:28.332
<00:12:25.122>It's <00:12:25.277>going <00:12:25.433>to <00:12:25.588>consist <00:12:25.744>of <00:12:25.899>four <00:12:26.055>steps <00:12:26.210>that <00:12:26.366>turn <00:12:26.521>technical

203
00:12:28.372 --> 00:12:31.032
<00:12:28.372>rant <00:12:28.722>into <00:12:29.072>a <00:12:29.421>strategic <00:12:29.771>proposal.

204
00:12:32.152 --> 00:12:35.372
<00:12:32.152>Step <00:12:32.432>number <00:12:32.712>one, <00:12:32.992>problem. <00:12:33.272>Step <00:12:33.552>number

205
00:12:35.452 --> 00:12:38.952
<00:12:35.452>two, <00:12:35.802>solution. <00:12:36.152>Number <00:12:36.502>three, <00:12:36.852>benefit.

206
00:12:39.702 --> 00:12:43.482
<00:12:39.702>And <00:12:39.902>number <00:12:40.102>four, <00:12:40.302>CTA. <00:12:40.502>So <00:12:40.702>far, <00:12:40.902>so <00:12:41.102>good.

207
00:12:44.072 --> 00:12:47.972
<00:12:44.072>Now <00:12:44.247>let's <00:12:44.422>dive <00:12:44.597>into <00:12:44.772>the <00:12:44.947>problem. <00:12:45.122>So <00:12:45.297>what <00:12:45.472>actually

208
00:12:48.052 --> 00:12:51.202
<00:12:48.052>makes <00:12:48.402>pitching <00:12:48.752>so <00:12:49.102>persuasive <00:12:49.452>and

209
00:12:51.592 --> 00:12:55.192
<00:12:51.592>effective <00:12:51.747>is <00:12:51.903>that <00:12:52.058>we <00:12:52.214>never <00:12:52.369>start <00:12:52.525>with <00:12:52.680>your <00:12:52.836>brilliant <00:12:52.992>idea

210
00:12:55.312 --> 00:12:57.812
<00:12:55.312>straight <00:12:55.545>away. <00:12:55.778>We <00:12:56.012>start <00:12:56.245>with <00:12:56.478>the <00:12:56.712>problem.

211
00:12:57.952 --> 00:13:01.392
<00:12:57.952>We <00:12:58.127>operate <00:12:58.302>facts, <00:12:58.477>and <00:12:58.652>who's <00:12:58.827>going <00:12:59.002>to <00:12:59.177>ignore <00:12:59.352>the

212
00:13:01.452 --> 00:13:01.992
facts?

213
00:13:02.812 --> 00:13:04.752
<00:13:02.812>Here's <00:13:03.092>how <00:13:03.372>you <00:13:03.652>talk <00:13:03.932>about <00:13:04.212>problem.

214
00:13:06.572 --> 00:13:10.192
<00:13:06.572>So <00:13:06.772>you're <00:13:06.972>going <00:13:07.172>to <00:13:07.372>move <00:13:07.572>away <00:13:07.772>from <00:13:07.972>code

215
00:13:11.072 --> 00:13:14.712
<00:13:11.072>and <00:13:11.272>going <00:13:11.472>to <00:13:11.672>focus <00:13:11.872>on <00:13:12.072>the <00:13:12.272>pain. <00:13:12.472>Stop

216
00:13:14.772 --> 00:13:18.272
<00:13:14.772>pitching <00:13:15.052>high <00:13:15.332>latency. <00:13:15.612>Pitch <00:13:15.892>the <00:13:16.172>checkout

217
00:13:18.292 --> 00:13:21.432
<00:13:18.292>abandonment <00:13:18.572>rate <00:13:18.852>that <00:13:19.132>cost <00:13:19.412>us <00:13:19.692>customers.

218
00:13:22.732 --> 00:13:23.642
<00:13:22.732>The <00:13:23.005>next <00:13:23.278>one <00:13:23.551>is

219
00:13:24.712 --> 00:13:28.392
<00:13:24.712>find <00:13:24.912>that <00:13:25.112>human <00:13:25.312>cost. <00:13:25.512>Don't <00:13:25.712>talk <00:13:25.912>about <00:13:26.112>legacy

220
00:13:28.462 --> 00:13:32.412
<00:13:28.462>code. <00:13:28.662>Talk <00:13:28.862>about <00:13:29.062>3:00 <00:13:29.262>a.m. <00:13:29.462>emergency <00:13:29.662>calls <00:13:29.862>that

221
00:13:32.532 --> 00:13:34.912
<00:13:32.532>burning <00:13:32.882>out <00:13:33.232>our <00:13:33.582>senior <00:13:33.932>devs.

222
00:13:37.112 --> 00:13:37.352
Then,

223
00:13:38.232 --> 00:13:39.071
<00:13:38.232>talk <00:13:38.987>human.

224
00:13:39.972 --> 00:13:41.802
<00:13:39.972>Skip <00:13:40.438>the <00:13:40.905>technical <00:13:41.372>architecture.

225
00:13:42.332 --> 00:13:45.902
<00:13:42.332>Start <00:13:42.487>with <00:13:42.643>the <00:13:42.798>strategic <00:13:42.954>barrier <00:13:43.109>stopping <00:13:43.265>the <00:13:43.420>company <00:13:43.576>from <00:13:43.732>winning.

226
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<00:13:48.232>Four, <00:13:48.465>quantify <00:13:48.698>the <00:13:48.932>bleed. <00:13:49.165>Swap <00:13:49.398>that <00:13:49.632>serverless

227
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<00:13:52.092>migration <00:13:52.442>for <00:13:52.792>preventing <00:13:53.141>a <00:13:53.492>200K

228
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<00:13:56.412>revenue <00:13:56.645>crash <00:13:56.878>during <00:13:57.112>the <00:13:57.345>next <00:13:57.578>marketing <00:13:57.812>spike.

229
00:14:00.032 --> 00:14:01.752
<00:14:00.032>Let's <00:14:00.382>debug <00:14:00.732>a <00:14:01.082>real-world <00:14:01.432>scenario.

230
00:14:01.852 --> 00:14:05.192
<00:14:01.852>Imagine <00:14:02.085>you're <00:14:02.318>pitching <00:14:02.552>a <00:14:02.785>critical <00:14:03.018>database <00:14:03.252>migration.

231
00:14:05.892 --> 00:14:09.772
<00:14:05.892>Most <00:14:06.067>engineers <00:14:06.242>start <00:14:06.417>here. <00:14:06.592>"We <00:14:06.767>need <00:14:06.942>to <00:14:07.117>migrate <00:14:07.292>our

232
00:14:09.832 --> 00:14:13.372
<00:14:09.832>legacy <00:14:10.065>SQL <00:14:10.298>instance <00:14:10.532>to <00:14:10.765>a <00:14:10.998>distributed <00:14:11.232>NoSQL

233
00:14:13.412 --> 00:14:17.292
<00:14:13.412>architecture. <00:14:13.552>Our <00:14:13.692>current <00:14:13.832>schema <00:14:13.972>design <00:14:14.112>is <00:14:14.252>causing <00:14:14.392>full <00:14:14.532>table <00:14:14.672>scans <00:14:14.812>of

234
00:14:17.772 --> 00:14:21.532
<00:14:17.772>unindexed <00:14:17.972>foreign <00:14:18.172>key <00:14:18.372>joins, <00:14:18.572>leading <00:14:18.772>to <00:14:18.972>connection <00:14:19.172>pool

235
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<00:14:21.572>saturation <00:14:22.038>and <00:14:22.505>500ms <00:14:22.972>P99

236
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<00:14:25.492>latency <00:14:25.771>spikes <00:14:26.051>during <00:14:26.332>peak <00:14:26.612>write <00:14:26.891>load."

237
00:14:29.532 --> 00:14:33.112
<00:14:29.532>Wow <00:14:29.812>. <00:14:30.092>So <00:14:30.372>factually, <00:14:30.652>you're <00:14:30.932>100%

238
00:14:33.172 --> 00:14:36.612
<00:14:33.172>correct, <00:14:33.347>but <00:14:33.522>to <00:14:33.697>an <00:14:33.872>executive, <00:14:34.047>you're <00:14:34.222>speaking <00:14:34.397>a <00:14:34.572>foreign

239
00:14:36.692 --> 00:14:40.592
<00:14:36.692>language. <00:14:36.847>This <00:14:37.003>is <00:14:37.158>very <00:14:37.314>high <00:14:37.469>friction, <00:14:37.625>and <00:14:37.780>you're <00:14:37.936>asking <00:14:38.092>them

240
00:14:40.652 --> 00:14:43.922
<00:14:40.652>to <00:14:40.827>do <00:14:41.002>all <00:14:41.177>this <00:14:41.352>mental <00:14:41.527>work <00:14:41.702>on <00:14:41.877>translating <00:14:42.052>technical

241
00:14:44.092 --> 00:14:47.892
<00:14:44.092>jargon <00:14:44.372>into <00:14:44.651>business <00:14:44.932>risk. <00:14:45.212>So <00:14:45.492>they

242
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<00:14:47.932>get <00:14:48.072>confused, <00:14:48.212>and <00:14:48.352>their <00:14:48.492>risk <00:14:48.632>alarm <00:14:48.772>goes <00:14:48.912>off, <00:14:49.052>and <00:14:49.192>they <00:14:49.332>default

243
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<00:14:51.952>no <00:14:52.302>just <00:14:52.652>to <00:14:53.002>stay <00:14:53.352>safe.

244
00:14:54.832 --> 00:14:58.592
<00:14:54.832>Now, <00:14:54.959>let's <00:14:55.086>address <00:14:55.213>the <00:14:55.341>limitations <00:14:55.468>of <00:14:55.595>the <00:14:55.722>human <00:14:55.850>OS <00:14:55.977>and <00:14:56.104>see <00:14:56.232>what

245
00:14:58.672 --> 00:14:59.152
<00:14:58.672>we've <00:14:59.104>got.

246
00:15:03.532 --> 00:15:06.872
<00:15:03.532>This <00:15:03.732>is <00:15:03.932>a <00:15:04.132>good <00:15:04.332>problem <00:15:04.532>statement. <00:15:04.732>"Our <00:15:04.932>current

247
00:15:06.952 --> 00:15:10.832
<00:15:06.952>database <00:15:07.152>is <00:15:07.352>a <00:15:07.552>bottleneck. <00:15:07.752>During <00:15:07.952>our <00:15:08.152>busiest <00:15:08.352>hours,

248
00:15:11.012 --> 00:15:13.561
<00:15:11.012>it <00:15:11.212>can <00:15:11.411>barely <00:15:11.612>keep <00:15:11.811>up <00:15:12.012>with <00:15:12.212>customer <00:15:12.411>orders.

249
00:15:13.912 --> 00:15:17.832
<00:15:13.912>If <00:15:14.019>we <00:15:14.127>don't <00:15:14.235>move <00:15:14.342>to <00:15:14.450>a <00:15:14.558>modern <00:15:14.665>system <00:15:14.773>now, <00:15:14.881>we're <00:15:14.988>going <00:15:15.096>to <00:15:15.204>see <00:15:15.312>the

250
00:15:17.852 --> 00:15:21.632
<00:15:17.852>site <00:15:17.992>crash <00:15:18.132>during <00:15:18.271>the <00:15:18.411>Black <00:15:18.552>Friday <00:15:18.692>sale, <00:15:18.832>which <00:15:18.972>would <00:15:19.112>cost <00:15:19.252>us

251
00:15:21.672 --> 00:15:24.852
<00:15:21.672>200K <00:15:21.905>in <00:15:22.138>lost <00:15:22.372>revenue <00:15:22.605>in <00:15:22.838>a <00:15:23.072>single

252
00:15:24.952 --> 00:15:28.442
<00:15:24.952>afternoon." <00:15:25.232>Do <00:15:25.512>you <00:15:25.792>see <00:15:26.072>the <00:15:26.352>difference?

253
00:15:28.852 --> 00:15:32.772
<00:15:28.852>This <00:15:29.026>is <00:15:29.202>low <00:15:29.377>friction. <00:15:29.552>You're <00:15:29.727>not <00:15:29.901>just <00:15:30.077>selling <00:15:30.252>architecture

254
00:15:32.812 --> 00:15:36.512
<00:15:32.812>anymore. <00:15:32.987>You're <00:15:33.162>selling <00:15:33.337>a <00:15:33.512>safe <00:15:33.687>step <00:15:33.862>to <00:15:34.037>protect <00:15:34.212>the

255
00:15:36.552 --> 00:15:38.232
<00:15:36.552>company's <00:15:37.252>biggest <00:15:37.952>payday.

256
00:15:39.112 --> 00:15:42.772
<00:15:39.112>Step <00:15:39.345>number <00:15:39.578>two <00:15:39.812>is <00:15:40.045>solution. <00:15:40.278>This <00:15:40.512>is

257
00:15:42.812 --> 00:15:46.702
<00:15:42.812>where <00:15:42.987>most <00:15:43.162>technical <00:15:43.337>leaders <00:15:43.512>fall <00:15:43.687>into <00:15:43.862>the <00:15:44.037>smart <00:15:44.212>person's

258
00:15:46.832 --> 00:15:50.732
<00:15:46.832>trap <00:15:47.007>again. <00:15:47.182>Your <00:15:47.357>solution <00:15:47.532>shouldn't <00:15:47.707>just <00:15:47.882>be <00:15:48.057>technically <00:15:48.232>sound.

259
00:15:51.442 --> 00:15:54.592
<00:15:51.442>It <00:15:51.597>must <00:15:51.753>be <00:15:51.908>the <00:15:52.064>direct <00:15:52.219>antidote <00:15:52.375>to <00:15:52.530>the <00:15:52.686>pain <00:15:52.842>you

260
00:15:54.692 --> 00:15:58.552
<00:15:54.692>identified <00:15:54.892>in <00:15:55.092>step <00:15:55.292>one. <00:15:55.492>A <00:15:55.692>few <00:15:55.892>tips <00:15:56.092>how

261
00:15:58.612 --> 00:16:02.372
<00:15:58.612>to <00:15:58.812>present <00:15:59.012>a <00:15:59.212>solution. <00:15:59.411>Avoid <00:15:59.612>the <00:15:59.812>implementation <00:16:00.012>trap.

262
00:16:02.752 --> 00:16:06.712
<00:16:02.752>Ensure <00:16:02.891>you're <00:16:03.031>not <00:16:03.171>just <00:16:03.311>leading <00:16:03.452>with <00:16:03.592>raw <00:16:03.732>data <00:16:03.872>or <00:16:04.012>technical <00:16:04.151>jargon

263
00:16:07.112 --> 00:16:10.672
<00:16:07.112>because <00:16:07.391>they <00:16:07.671>cause <00:16:07.952>executive <00:16:08.232>decision <00:16:08.512>fatigue.

264
00:16:11.242 --> 00:16:15.192
<00:16:11.242>And <00:16:11.397>use <00:16:11.553>the <00:16:11.708>formula. <00:16:11.864>Here <00:16:12.019>it <00:16:12.175>goes. <00:16:12.330>We <00:16:12.486>want <00:16:12.641>to

265
00:16:15.252 --> 00:16:19.052
<00:16:15.252>do <00:16:15.531>technical <00:16:15.811>action <00:16:16.092>to <00:16:16.372>achieve <00:16:16.651>human

266
00:16:19.152 --> 00:16:19.632
outcome.

267
00:16:20.662 --> 00:16:22.232
<00:16:20.662>I'm <00:16:20.895>going <00:16:21.128>to <00:16:21.362>show <00:16:21.595>you <00:16:21.828>an <00:16:22.062>example.

268
00:16:23.052 --> 00:16:26.272
<00:16:23.052>So <00:16:23.252>in <00:16:23.452>the <00:16:23.652>left, <00:16:23.852>there's <00:16:24.052>bad <00:16:24.252>solution, <00:16:24.452>badly

269
00:16:26.392 --> 00:16:30.332
<00:16:26.392>formulated <00:16:26.672>solution, <00:16:26.952>because <00:16:27.232>it's <00:16:27.512>high <00:16:27.792>friction

270
00:16:30.482 --> 00:16:32.082
<00:16:30.482>and <00:16:31.182>high <00:16:31.882>uncertainty.

271
00:16:32.962 --> 00:16:36.732
<00:16:32.962>"We'll <00:16:33.117>introduce <00:16:33.273>Kafka <00:16:33.428>as <00:16:33.584>a <00:16:33.739>message <00:16:33.895>broker <00:16:34.050>to <00:16:34.206>buffer <00:16:34.362>order

272
00:16:36.752 --> 00:16:40.492
<00:16:36.752>writes <00:16:36.926>during <00:16:37.102>traffic <00:16:37.276>spikes, <00:16:37.452>decompose <00:16:37.627>the <00:16:37.801>order <00:16:37.977>processing <00:16:38.151>pipeline

273
00:16:40.532 --> 00:16:43.852
<00:16:40.532>into <00:16:40.812>Lambda-based <00:16:41.092>microservices, <00:16:41.372>and <00:16:41.652>migrate <00:16:41.932>from

274
00:16:43.992 --> 00:16:47.792
<00:16:43.992>PostgreSQL <00:16:44.271>to <00:16:44.551>DynamoDB <00:16:44.832>for <00:16:45.112>horizontal <00:16:45.391>read

275
00:16:48.152 --> 00:16:51.832
<00:16:48.152>scalability." <00:16:48.385>In <00:16:48.618>the <00:16:48.852>right, <00:16:49.085>there <00:16:49.318>is <00:16:49.552>the

276
00:16:52.312 --> 00:16:53.292
<00:16:52.312>good <00:16:53.194>solution.

277
00:16:55.352 --> 00:16:58.392
<00:16:55.352>"We <00:16:55.526>want <00:16:55.702>to <00:16:55.877>migrate <00:16:56.052>to <00:16:56.227>a <00:16:56.401>modern <00:16:56.577>distributed <00:16:56.752>architecture.

278
00:16:58.552 --> 00:17:01.992
<00:16:58.552>It <00:16:58.752>gives <00:16:58.952>the <00:16:59.152>company <00:16:59.352>elasticity. <00:16:59.552>The <00:16:59.752>system <00:16:59.952>will

279
00:17:02.032 --> 00:17:05.843
<00:17:02.032>automatically <00:17:02.207>scale <00:17:02.382>up <00:17:02.557>to <00:17:02.732>handle <00:17:02.907>massive <00:17:03.082>traffic <00:17:03.257>spikes <00:17:03.432>and

280
00:17:05.892 --> 00:17:09.392
<00:17:05.892>shrink <00:17:06.047>back <00:17:06.203>when <00:17:06.358>they <00:17:06.514>are <00:17:06.669>over. <00:17:06.825>We <00:17:06.980>are <00:17:07.136>building <00:17:07.292>a

281
00:17:09.432 --> 00:17:13.392
<00:17:09.432>foundation <00:17:09.632>that <00:17:09.832>stays <00:17:10.031>stable <00:17:10.232>without <00:17:10.432>engineers <00:17:10.632>having <00:17:10.832>to

282
00:17:13.432 --> 00:17:16.992
<00:17:13.432>babysit <00:17:13.632>the <00:17:13.832>service." <00:17:14.031>Do <00:17:14.232>you <00:17:14.432>notice <00:17:14.632>the <00:17:14.832>shift?

283
00:17:17.812 --> 00:17:21.772
<00:17:17.811>We <00:17:17.952>moved <00:17:18.091>from <00:17:18.232>what <00:17:18.371>we <00:17:18.512>are <00:17:18.651>building <00:17:18.791>to <00:17:18.931>what <00:17:19.071>it <00:17:19.212>enables.

284
00:17:22.353 --> 00:17:26.172
<00:17:22.353>We <00:17:22.508>now <00:17:22.664>explain <00:17:22.819>the <00:17:22.975>new <00:17:23.130>capability <00:17:23.286>the <00:17:23.441>business <00:17:23.597>will <00:17:23.753>have

285
00:17:26.593 --> 00:17:30.302
<00:17:26.593>once <00:17:26.793>the <00:17:26.993>work <00:17:27.193>is <00:17:27.393>done. <00:17:27.593>Now, <00:17:27.793>quick <00:17:27.993>reality

286
00:17:30.312 --> 00:17:34.212
<00:17:30.312>check. <00:17:30.467>You're <00:17:30.623>going <00:17:30.778>to <00:17:30.934>have <00:17:31.089>50 <00:17:31.245>beautiful <00:17:31.400>slides, <00:17:31.556>but <00:17:31.712>as

287
00:17:34.292 --> 00:17:38.212
<00:17:34.292>soon <00:17:34.419>as <00:17:34.546>you <00:17:34.673>walk <00:17:34.801>out <00:17:34.928>of <00:17:35.055>that <00:17:35.182>boardroom, <00:17:35.310>your <00:17:35.437>slides <00:17:35.564>leave <00:17:35.692>with

288
00:17:38.292 --> 00:17:41.832
<00:17:38.292>you. <00:17:38.572>The <00:17:38.851>only <00:17:39.131>thing <00:17:39.411>that <00:17:39.692>stays

289
00:17:41.932 --> 00:17:45.352
<00:17:41.932>is <00:17:42.212>one <00:17:42.492>sentence <00:17:42.772>that <00:17:43.052>executives <00:17:43.332>can

290
00:17:45.392 --> 00:17:45.932
remember.

291
00:17:46.812 --> 00:17:50.432
<00:17:46.812>You <00:17:46.986>can <00:17:47.161>call <00:17:47.337>it <00:17:47.512>a <00:17:47.687>portable <00:17:47.861>pitch, <00:17:48.036>but <00:17:48.212>it's

292
00:17:50.572 --> 00:17:54.452
<00:17:50.572>actually <00:17:50.727>a <00:17:50.883>one-liner. <00:17:51.038>So <00:17:51.194>the <00:17:51.349>idea <00:17:51.505>is <00:17:51.660>that <00:17:51.816>if <00:17:51.972>your

293
00:17:54.552 --> 00:17:58.252
<00:17:54.552>stakeholders <00:17:54.707>can't <00:17:54.863>repeat <00:17:55.018>your <00:17:55.174>idea <00:17:55.329>to <00:17:55.485>each <00:17:55.640>other <00:17:55.796>in <00:17:55.952>one

294
00:17:58.392 --> 00:18:02.112
<00:17:58.392>sentence, <00:17:58.532>they <00:17:58.672>won't <00:17:58.812>buy <00:17:58.952>it. <00:17:59.092>So <00:17:59.232>we <00:17:59.372>are <00:17:59.512>going <00:17:59.652>to <00:17:59.792>use

295
00:18:02.292 --> 00:18:03.052
<00:18:02.292>a <00:18:02.976>formula.

296
00:18:04.032 --> 00:18:07.292
<00:18:04.032>We <00:18:04.265>want <00:18:04.498>to <00:18:04.732>do <00:18:04.965>X <00:18:05.198>to <00:18:05.432>achieve

297
00:18:08.052 --> 00:18:11.192
<00:18:08.052>Y. <00:18:08.331>X <00:18:08.611>is <00:18:08.891>the <00:18:09.171>technical <00:18:09.452>action

298
00:18:11.904 --> 00:18:15.324
<00:18:11.904>This <00:18:12.059>is <00:18:12.215>what <00:18:12.370>you're <00:18:12.526>actually <00:18:12.681>doing, <00:18:12.837>migrating <00:18:12.992>to <00:18:13.148>the <00:18:13.304>cloud,

299
00:18:15.764 --> 00:18:19.104
<00:18:15.764>refactoring <00:18:16.043>the <00:18:16.323>engine, <00:18:16.603>or <00:18:16.883>automating <00:18:17.164>process.

300
00:18:19.464 --> 00:18:22.604
<00:18:19.464>And <00:18:19.697>why <00:18:19.930>is <00:18:20.164>the <00:18:20.397>business <00:18:20.630>value, <00:18:20.864>saving

301
00:18:22.624 --> 00:18:26.564
<00:18:22.624>500 <00:18:22.824>hours, <00:18:23.024>preventing <00:18:23.224>a <00:18:23.424>crash, <00:18:23.624>or <00:18:23.824>hitting <00:18:24.024>a

302
00:18:26.624 --> 00:18:29.904
<00:18:26.624>revenue <00:18:26.857>goal. <00:18:27.090>Let's <00:18:27.324>check <00:18:27.557>out <00:18:27.790>the <00:18:28.024>examples.

303
00:18:30.364 --> 00:18:33.284
<00:18:30.364>In <00:18:30.539>the <00:18:30.714>left, <00:18:30.889>as <00:18:31.064>always, <00:18:31.239>there <00:18:31.414>is <00:18:31.589>a <00:18:31.764>bad

304
00:18:33.404 --> 00:18:36.864
<00:18:33.404>one-liner. <00:18:33.604>We <00:18:33.804>need <00:18:34.004>to <00:18:34.204>migrate <00:18:34.404>our <00:18:34.604>legacy <00:18:34.804>SQL

305
00:18:36.924 --> 00:18:40.764
<00:18:36.924>instance <00:18:37.099>to <00:18:37.274>a <00:18:37.449>distributed <00:18:37.624>NoSQL <00:18:37.799>architecture <00:18:37.974>to <00:18:38.149>handle <00:18:38.324>our

306
00:18:40.884 --> 00:18:44.544
<00:18:40.884>growing <00:18:41.117>write <00:18:41.350>route <00:18:41.584>and <00:18:41.817>eliminate <00:18:42.050>query <00:18:42.284>bottlenecks

307
00:18:44.564 --> 00:18:45.584
<00:18:44.564>during <00:18:45.023>peak <00:18:45.482>traffic.

308
00:18:46.574 --> 00:18:50.494
<00:18:46.574>This <00:18:46.729>is <00:18:46.885>very <00:18:47.040>high <00:18:47.196>cognitive <00:18:47.351>strain, <00:18:47.507>zero <00:18:47.662>business <00:18:47.818>value, <00:18:47.974>and

309
00:18:50.524 --> 00:18:53.844
<00:18:50.524>invisible <00:18:50.724>stakes. <00:18:50.924>Now, <00:18:51.123>if <00:18:51.323>we <00:18:51.524>respect <00:18:51.724>the <00:18:51.924>human

310
00:18:53.904 --> 00:18:56.643
<00:18:53.904>OS, <00:18:54.104>we're <00:18:54.304>going <00:18:54.504>to <00:18:54.704>end <00:18:54.904>up <00:18:55.104>with <00:18:55.304>this.

311
00:18:57.684 --> 00:19:01.344
<00:18:57.684>We <00:18:57.824>need <00:18:57.964>to <00:18:58.104>move <00:18:58.244>to <00:18:58.384>a <00:18:58.524>scalable <00:18:58.664>cloud <00:18:58.803>database <00:18:58.944>before <00:18:59.084>Black

312
00:19:01.464 --> 00:19:05.444
<00:19:01.464>Friday. <00:19:01.639>A <00:19:01.813>crash <00:19:01.989>during <00:19:02.164>peak <00:19:02.339>hours <00:19:02.514>could <00:19:02.688>cost <00:19:02.864>us

313
00:19:05.454 --> 00:19:08.764
<00:19:05.454>$200,000 <00:19:05.920>in <00:19:06.387>a <00:19:06.854>single

314
00:19:08.884 --> 00:19:11.944
<00:19:08.884>afternoon. <00:19:09.164>Notice <00:19:09.444>how <00:19:09.724>simple <00:19:10.004>is <00:19:10.284>that.

315
00:19:11.984 --> 00:19:15.924
<00:19:11.984>When <00:19:12.158>CEO <00:19:12.333>and <00:19:12.509>CFO <00:19:12.684>are <00:19:12.859>talking <00:19:13.033>over <00:19:13.208>a <00:19:13.384>coffee,

316
00:19:16.204 --> 00:19:18.584
<00:19:16.204>they're <00:19:16.379>not <00:19:16.553>going <00:19:16.729>to <00:19:16.904>talk <00:19:17.079>about <00:19:17.254>your <00:19:17.428>tech <00:19:17.604>stack.

317
00:19:18.924 --> 00:19:21.984
<00:19:18.924>They're <00:19:19.124>going <00:19:19.324>to <00:19:19.524>say, <00:19:19.724>"Hey, <00:19:19.924>did <00:19:20.124>you <00:19:20.324>hear?

318
00:19:22.154 --> 00:19:26.074
<00:19:22.154>Anastasia's <00:19:22.387>team <00:19:22.620>can <00:19:22.854>prevent <00:19:23.087>a <00:19:23.320>200k <00:19:23.554>loss

319
00:19:26.184 --> 00:19:30.164
<00:19:26.184>we <00:19:26.339>had <00:19:26.495>last <00:19:26.650>year. <00:19:26.806>We <00:19:26.961>should <00:19:27.117>sign <00:19:27.272>off <00:19:27.428>on <00:19:27.584>that."

320
00:19:30.204 --> 00:19:34.104
<00:19:30.204>And <00:19:30.331>that <00:19:30.458>is <00:19:30.585>how <00:19:30.713>you <00:19:30.840>win. <00:19:30.967>You <00:19:31.094>give <00:19:31.222>them <00:19:31.349>a <00:19:31.476>story <00:19:31.604>they

321
00:19:34.144 --> 00:19:37.164
<00:19:34.144>can <00:19:34.299>tell <00:19:34.455>each <00:19:34.610>other <00:19:34.766>when <00:19:34.921>you're <00:19:35.077>not <00:19:35.232>in <00:19:35.388>the <00:19:35.544>room.

322
00:19:38.684 --> 00:19:42.484
<00:19:38.684>Step <00:19:38.884>number <00:19:39.084>three, <00:19:39.283>benefit. <00:19:39.484>This <00:19:39.684>is <00:19:39.884>the <00:19:40.084>so

323
00:19:42.664 --> 00:19:45.804
<00:19:42.664>what <00:19:42.944>moment <00:19:43.224>in <00:19:43.504>the <00:19:43.783>whole <00:19:44.064>algorithm.

324
00:19:46.144 --> 00:19:49.874
<00:19:46.144>It's <00:19:46.299>where <00:19:46.455>you <00:19:46.610>finalize <00:19:46.766>the <00:19:46.921>bridge <00:19:47.077>between <00:19:47.232>technical <00:19:47.388>action <00:19:47.544>and

325
00:19:49.964 --> 00:19:53.644
<00:19:49.964>leadership <00:19:50.119>values. <00:19:50.275>This <00:19:50.430>is <00:19:50.586>where <00:19:50.741>you <00:19:50.897>move <00:19:51.052>from <00:19:51.208>how <00:19:51.364>it

326
00:19:53.764 --> 00:19:56.084
<00:19:53.764>works <00:19:54.113>to <00:19:54.464>why <00:19:54.813>it <00:19:55.164>matters.

327
00:19:57.264 --> 00:20:00.624
<00:19:57.264>To <00:19:57.419>find <00:19:57.575>a <00:19:57.730>benefit <00:19:57.886>that <00:19:58.041>sticks, <00:19:58.197>you <00:19:58.352>must <00:19:58.508>translate <00:19:58.664>technical

328
00:20:00.704 --> 00:20:04.244
<00:20:00.704>success <00:20:00.879>into <00:20:01.053>business <00:20:01.229>equivalent. <00:20:01.404>Here <00:20:01.579>are <00:20:01.754>a <00:20:01.928>few <00:20:02.104>tips.

329
00:20:05.064 --> 00:20:08.984
<00:20:05.064>Focus <00:20:05.264>on <00:20:05.464>core <00:20:05.664>value <00:20:05.864>pillars. <00:20:06.064>Look <00:20:06.264>for <00:20:06.464>benefits

330
00:20:09.024 --> 00:20:12.564
<00:20:09.024>that <00:20:09.224>fall <00:20:09.424>into <00:20:09.623>high <00:20:09.823>priority <00:20:10.024>leadership <00:20:10.224>categories <00:20:10.424>like

331
00:20:12.644 --> 00:20:16.604
<00:20:12.644>revenue <00:20:12.877>growth, <00:20:13.110>risk <00:20:13.344>mitigation, <00:20:13.577>or <00:20:13.810>operational <00:20:14.044>speed.

332
00:20:17.284 --> 00:20:21.124
<00:20:17.284>Quantify <00:20:17.459>the <00:20:17.634>impact. <00:20:17.809>Find <00:20:17.984>a <00:20:18.159>metric <00:20:18.334>that <00:20:18.509>leaders <00:20:18.684>care

333
00:20:21.243 --> 00:20:25.104
<00:20:21.243>about, <00:20:21.398>such <00:20:21.554>as <00:20:21.709>cutting <00:20:21.865>feature <00:20:22.020>launch <00:20:22.176>time <00:20:22.331>by <00:20:22.487>50% <00:20:22.643>or

334
00:20:25.144 --> 00:20:27.624
<00:20:25.144>preventing <00:20:25.844>200k <00:20:26.544>loss.

335
00:20:28.584 --> 00:20:31.064
<00:20:28.584>Remember <00:20:28.864>the <00:20:29.144>formula <00:20:29.424>we <00:20:29.704>discussed <00:20:29.984>earlier?

336
00:20:31.884 --> 00:20:35.844
<00:20:31.884>And <00:20:32.059>by <00:20:32.234>showing <00:20:32.409>ROI <00:20:32.584>in <00:20:32.759>human <00:20:32.934>terms, <00:20:33.109>you <00:20:33.284>turn

337
00:20:35.904 --> 00:20:39.684
<00:20:35.904>a <00:20:36.137>technical <00:20:36.370>proposal <00:20:36.604>into <00:20:36.837>a <00:20:37.070>business <00:20:37.304>necessity.

338
00:20:40.244 --> 00:20:42.884
<00:20:40.244>Now, <00:20:40.418>let's <00:20:40.593>look <00:20:40.769>at <00:20:40.944>the <00:20:41.119>box <00:20:41.293>in <00:20:41.468>the <00:20:41.644>left.

339
00:20:43.624 --> 00:20:47.604
<00:20:43.624>It's <00:20:43.857>full <00:20:44.090>of <00:20:44.324>terms <00:20:44.557>like <00:20:44.790>99.9% <00:20:45.024>availability,

340
00:20:47.784 --> 00:20:50.283
<00:20:47.784>cleaner <00:20:48.064>abstractions, <00:20:48.344>and <00:20:48.624>unit <00:20:48.904>test <00:20:49.184>coverage.

341
00:20:50.844 --> 00:20:54.834
<00:20:50.844>To <00:20:51.019>the <00:20:51.194>engineer, <00:20:51.369>it <00:20:51.544>sounds <00:20:51.719>like <00:20:51.894>a <00:20:52.069>dream, <00:20:52.244>but

342
00:20:54.944 --> 00:20:58.804
<00:20:54.944>to <00:20:55.071>a <00:20:55.198>VP <00:20:55.325>of <00:20:55.453>finance <00:20:55.580>or <00:20:55.707>a <00:20:55.834>CEO, <00:20:55.962>this <00:20:56.089>sounds <00:20:56.216>like <00:20:56.344>noise.

343
00:20:59.304 --> 00:21:02.444
<00:20:59.304>And <00:20:59.504>they <00:20:59.704>don't <00:20:59.904>buy <00:21:00.104>abstractions, <00:21:00.304>they <00:21:00.504>buy <00:21:00.704>outcomes.

344
00:21:03.044 --> 00:21:06.624
<00:21:03.044>So <00:21:03.144>when <00:21:03.244>you <00:21:03.344>speak <00:21:03.444>like <00:21:03.544>this, <00:21:03.644>you're <00:21:03.744>forcing <00:21:03.844>them <00:21:03.944>to <00:21:04.044>do <00:21:04.144>all <00:21:04.244>the <00:21:04.344>translation <00:21:04.444>work

345
00:21:06.664 --> 00:21:07.204
themselves.

346
00:21:08.344 --> 00:21:10.764
<00:21:08.344>Let's <00:21:08.624>check <00:21:08.904>out <00:21:09.184>the <00:21:09.464>good <00:21:09.744>version.

347
00:21:11.764 --> 00:21:15.484
<00:21:11.764>We've <00:21:11.997>translated <00:21:12.230>those <00:21:12.464>same <00:21:12.697>technical <00:21:12.930>improvements <00:21:13.164>into

348
00:21:15.744 --> 00:21:19.184
<00:21:15.744>strategic <00:21:16.093>value. <00:21:16.444>Reliability <00:21:16.793>became <00:21:17.144>profit.

349
00:21:19.804 --> 00:21:23.624
<00:21:19.804>We <00:21:19.959>intend <00:21:20.115>to <00:21:20.270>capture <00:21:20.426>every <00:21:20.581>cent <00:21:20.737>of <00:21:20.892>revenue <00:21:21.048>during <00:21:21.204>our

350
00:21:23.664 --> 00:21:27.144
<00:21:23.664>biggest <00:21:23.944>sales <00:21:24.224>event. <00:21:24.504>Efficiency <00:21:24.783>becomes <00:21:25.064>speed.

351
00:21:27.764 --> 00:21:31.524
<00:21:27.764>Instead <00:21:27.938>of <00:21:28.113>unit <00:21:28.289>tests, <00:21:28.464>we <00:21:28.639>are <00:21:28.813>talking <00:21:28.988>about <00:21:29.164>reclaiming

352
00:21:31.784 --> 00:21:35.724
<00:21:31.784>20% <00:21:32.017>of <00:21:32.250>team's <00:21:32.484>time. <00:21:32.717>And <00:21:32.950>opportunity <00:21:33.184>becomes

353
00:21:35.744 --> 00:21:39.484
<00:21:35.744>growth. <00:21:36.024>We <00:21:36.303>show <00:21:36.583>exactly <00:21:36.863>where <00:21:37.144>that

354
00:21:39.504 --> 00:21:43.224
<00:21:39.504>reclaimed <00:21:39.783>energy <00:21:40.063>goes, <00:21:40.343>shipping <00:21:40.623>the <00:21:40.904>Q83

355
00:21:43.264 --> 00:21:46.964
<00:21:43.264>roadmap <00:21:43.464>features <00:21:43.664>that <00:21:43.863>the <00:21:44.063>board <00:21:44.264>actually <00:21:44.464>cares <00:21:44.664>about.

356
00:21:47.924 --> 00:21:51.804
<00:21:47.924>So <00:21:48.040>the <00:21:48.157>core <00:21:48.274>principle <00:21:48.390>is <00:21:48.507>that <00:21:48.624>you <00:21:48.740>don't <00:21:48.857>report <00:21:48.974>on <00:21:49.090>the <00:21:49.207>health <00:21:49.324>of

357
00:21:51.864 --> 00:21:54.554
<00:21:51.864>the <00:21:52.039>machine, <00:21:52.214>you <00:21:52.389>report <00:21:52.564>on <00:21:52.739>the <00:21:52.914>health <00:21:53.089>of <00:21:53.264>business.

358
00:21:55.474 --> 00:21:59.184
<00:21:55.474>And <00:21:55.649>actually <00:21:55.823>ask <00:21:55.999>yourself, <00:21:56.174>if <00:21:56.349>I <00:21:56.524>achieve <00:21:56.698>this <00:21:56.874>technical

359
00:21:59.204 --> 00:22:02.994
<00:21:59.204>goal, <00:21:59.344>how <00:21:59.484>does <00:21:59.624>the <00:21:59.764>company's <00:21:59.904>bank <00:22:00.043>account <00:22:00.184>or <00:22:00.323>the <00:22:00.464>customer's <00:22:00.604>experience

360
00:22:03.184 --> 00:22:06.524
<00:22:03.184>show <00:22:03.359>it? <00:22:03.533>That's <00:22:03.709>going <00:22:03.884>to <00:22:04.059>be <00:22:04.234>your <00:22:04.408>benefit <00:22:04.584>statement.

361
00:22:07.684 --> 00:22:11.414
<00:22:07.684>And <00:22:07.964>the <00:22:08.244>final <00:22:08.524>part, <00:22:08.803>CTA. <00:22:09.084>Most

362
00:22:11.444 --> 00:22:15.404
<00:22:11.444>technical <00:22:11.619>pitches <00:22:11.793>end <00:22:11.969>with <00:22:12.144>a <00:22:12.319>question, <00:22:12.494>"So, <00:22:12.668>what <00:22:12.844>do

363
00:22:15.444 --> 00:22:19.424
<00:22:15.444>you <00:22:15.599>think?" <00:22:15.755>Or, <00:22:15.910>"Any <00:22:16.066>questions?" <00:22:16.221>And <00:22:16.377>this <00:22:16.532>is <00:22:16.688>a <00:22:16.844>mistake

364
00:22:19.804 --> 00:22:23.694
<00:22:19.804>because <00:22:19.911>in <00:22:20.019>the <00:22:20.127>human <00:22:20.234>OS, <00:22:20.342>an <00:22:20.450>open-ended <00:22:20.557>question <00:22:20.665>at <00:22:20.773>the <00:22:20.880>end <00:22:20.988>of <00:22:21.096>the <00:22:21.204>pitch

365
00:22:24.104 --> 00:22:27.624
<00:22:24.104>creates <00:22:24.384>high <00:22:24.664>cognitive <00:22:24.944>load <00:22:25.224>because <00:22:25.504>you're

366
00:22:27.724 --> 00:22:31.343
<00:22:27.724>forcing <00:22:27.864>the <00:22:28.004>leader <00:22:28.144>to <00:22:28.283>figure <00:22:28.424>out <00:22:28.563>the <00:22:28.704>next <00:22:28.843>step <00:22:28.984>for <00:22:29.124>you.

367
00:22:31.924 --> 00:22:35.684
<00:22:31.924>But <00:22:32.099>instead, <00:22:32.274>let's <00:22:32.449>aim <00:22:32.624>to <00:22:32.799>provide <00:22:32.974>a <00:22:33.149>clear, <00:22:33.324>low

368
00:22:35.864 --> 00:22:39.704
<00:22:35.864>friction <00:22:36.097>directive <00:22:36.330>that <00:22:36.564>makes <00:22:36.797>saying <00:22:37.030>yes <00:22:37.264>the

369
00:22:39.784 --> 00:22:41.804
<00:22:39.784>easiest <00:22:40.064>thing <00:22:40.344>for <00:22:40.624>them <00:22:40.904>to <00:22:41.184>do.

370
00:22:42.864 --> 00:22:46.544
<00:22:42.864>So <00:22:43.019>when <00:22:43.175>we <00:22:43.330>end <00:22:43.486>with <00:22:43.641>a <00:22:43.797>specific <00:22:43.952>low <00:22:44.108>friction <00:22:44.264>next

371
00:22:46.644 --> 00:22:50.084
<00:22:46.644>step, <00:22:46.924>we <00:22:47.204>are <00:22:47.484>initiating <00:22:47.764>a <00:22:48.044>process.

372
00:22:50.564 --> 00:22:53.964
<00:22:50.564>We <00:22:50.797>respect <00:22:51.030>their <00:22:51.264>time <00:22:51.497>by <00:22:51.730>making <00:22:51.964>the

373
00:22:53.974 --> 00:22:55.934
<00:22:53.974>decision <00:22:54.440>effortless <00:22:54.907>for <00:22:55.374>them.

374
00:22:57.264 --> 00:23:00.744
<00:22:57.264>And <00:22:57.404>you're <00:22:57.543>not <00:22:57.684>asking <00:22:57.823>them <00:22:57.964>for <00:22:58.103>a <00:22:58.244>favor, <00:22:58.383>you're <00:22:58.524>actually <00:22:58.664>providing

375
00:23:00.784 --> 00:23:04.284
<00:23:00.784>them <00:23:00.984>the <00:23:01.184>bridge <00:23:01.384>to <00:23:01.584>the <00:23:01.784>results <00:23:01.984>that <00:23:02.184>you

376
00:23:04.364 --> 00:23:05.084
promised.

377
00:23:05.904 --> 00:23:09.484
<00:23:05.904>Look <00:23:06.044>at <00:23:06.184>the <00:23:06.324>example <00:23:06.464>on <00:23:06.604>the <00:23:06.744>left. <00:23:06.884>It's <00:23:07.024>a <00:23:07.164>bad <00:23:07.304>CTA.

378
00:23:10.004 --> 00:23:13.584
<00:23:10.004>The <00:23:10.159>only <00:23:10.315>worse <00:23:10.470>possible <00:23:10.626>option <00:23:10.781>would <00:23:10.937>be <00:23:11.092>if <00:23:11.248>you <00:23:11.404>try

379
00:23:14.084 --> 00:23:16.664
<00:23:14.084>to <00:23:14.284>sell <00:23:14.484>the <00:23:14.684>whole <00:23:14.884>project <00:23:15.084>in <00:23:15.284>one <00:23:15.484>pitch.

380
00:23:17.404 --> 00:23:19.684
<00:23:17.404>Now <00:23:17.579>let's <00:23:17.754>take <00:23:17.929>a <00:23:18.104>look <00:23:18.279>at <00:23:18.454>the <00:23:18.629>good <00:23:18.804>CTA.

381
00:23:22.204 --> 00:23:25.004
<00:23:22.204>I've <00:23:22.553>prepared <00:23:22.904>a <00:23:23.254>one-page <00:23:23.604>breakdown.

382
00:23:25.014 --> 00:23:28.924
<00:23:25.014>Let's <00:23:25.188>grab <00:23:25.363>15 <00:23:25.539>minutes <00:23:25.714>this <00:23:25.889>Thursday <00:23:26.063>to <00:23:26.238>review <00:23:26.414>the

383
00:23:28.984 --> 00:23:32.064
<00:23:28.984>numbers. <00:23:29.264>So <00:23:29.543>there's <00:23:29.823>a <00:23:30.103>specific <00:23:30.384>action.

384
00:23:32.124 --> 00:23:35.484
<00:23:32.124>You've <00:23:32.404>prepared <00:23:32.684>a <00:23:32.964>one-page <00:23:33.244>breakdown <00:23:33.524>already.

385
00:23:35.844 --> 00:23:39.444
<00:23:35.844>There's <00:23:35.999>a <00:23:36.155>low <00:23:36.310>barrier. <00:23:36.466>You're <00:23:36.621>not <00:23:36.777>asking <00:23:36.932>for <00:23:37.088>budget <00:23:37.244>yet.

386
00:23:39.564 --> 00:23:42.044
<00:23:39.564>You're <00:23:39.739>just <00:23:39.914>asking <00:23:40.089>for <00:23:40.264>15 <00:23:40.439>minutes <00:23:40.614>of <00:23:40.789>their <00:23:40.964>time.

387
00:23:42.564 --> 00:23:46.404
<00:23:42.564>And <00:23:42.764>there's <00:23:42.964>defined <00:23:43.164>time. <00:23:43.364>You're <00:23:43.564>not <00:23:43.764>saying <00:23:43.964>whenever,

388
00:23:47.004 --> 00:23:49.684
<00:23:47.004>you <00:23:47.353>are <00:23:47.704>suggesting <00:23:48.053>this <00:23:48.404>Thursday.

389
00:23:50.764 --> 00:23:54.664
<00:23:50.764>So <00:23:50.904>again, <00:23:51.043>don't <00:23:51.184>try <00:23:51.323>to <00:23:51.464>sell <00:23:51.603>the <00:23:51.744>whole <00:23:51.883>project <00:23:52.024>in <00:23:52.164>one

390
00:23:54.844 --> 00:23:58.504
<00:23:54.844>pitch <00:23:55.019>because <00:23:55.194>your <00:23:55.369>goal <00:23:55.544>is <00:23:55.719>to <00:23:55.894>move <00:23:56.069>the <00:23:56.244>idea

391
00:23:58.664 --> 00:24:00.934
<00:23:58.664>out <00:23:58.944>of <00:23:59.224>the <00:23:59.504>idea <00:23:59.783>graveyard <00:24:00.064>first,

392
00:24:01.804 --> 00:24:05.094
<00:24:01.804>into <00:24:02.037>the <00:24:02.270>next <00:24:02.504>phase <00:24:02.737>of <00:24:02.970>the <00:24:03.204>process.

393
00:24:05.624 --> 00:24:08.644
<00:24:05.624>And <00:24:05.857>stop <00:24:06.090>asking <00:24:06.324>for <00:24:06.557>permission <00:24:06.790>to <00:24:07.024>continue

394
00:24:08.664 --> 00:24:12.464
<00:24:08.664>because <00:24:08.944>you <00:24:09.224>want <00:24:09.504>to <00:24:09.783>engineer <00:24:10.064>the

395
00:24:12.524 --> 00:24:15.564
<00:24:12.524>momentum <00:24:12.990>toward <00:24:13.457>a <00:24:13.924>yes.

396
00:24:16.980 --> 00:24:20.600
<00:24:16.980>Before <00:24:17.135>we <00:24:17.291>move <00:24:17.446>to <00:24:17.602>our <00:24:17.757>final <00:24:17.913>step, <00:24:18.068>let's <00:24:18.224>sync <00:24:18.380>our

397
00:24:20.660 --> 00:24:23.740
<00:24:20.660>logic <00:24:20.815>one <00:24:20.971>more <00:24:21.126>time. <00:24:21.282>If <00:24:21.437>you <00:24:21.593>want <00:24:21.748>to <00:24:21.904>move <00:24:22.060>your

398
00:24:23.800 --> 00:24:27.440
<00:24:23.800>ideas <00:24:24.000>out <00:24:24.200>of <00:24:24.399>the <00:24:24.600>idea <00:24:24.800>graveyard <00:24:25.000>into <00:24:25.200>production,

399
00:24:27.680 --> 00:24:30.720
<00:24:27.680>remember <00:24:27.960>these <00:24:28.240>four <00:24:28.520>pillars. <00:24:28.800>Number <00:24:29.080>one:

400
00:24:31.200 --> 00:24:34.540
<00:24:31.200>translation <00:24:31.480>gap <00:24:31.760>is <00:24:32.040>a <00:24:32.320>systematic <00:24:32.600>leak.

401
00:24:35.880 --> 00:24:39.740
<00:24:35.880>Stop <00:24:36.055>viewing <00:24:36.230>communication <00:24:36.405>as <00:24:36.580>just <00:24:36.755>a <00:24:36.930>nice-to-have <00:24:37.105>soft <00:24:37.280>skill.

402
00:24:40.160 --> 00:24:43.380
<00:24:40.160>It's <00:24:40.393>a <00:24:40.626>trillion-dollar <00:24:40.860>tax <00:24:41.093>on <00:24:41.326>technical <00:24:41.560>progress.

403
00:24:43.860 --> 00:24:47.540
<00:24:43.860>If <00:24:44.034>your <00:24:44.209>idea <00:24:44.385>isn't <00:24:44.560>understood, <00:24:44.735>it <00:24:44.909>does <00:24:45.084>not <00:24:45.260>exist.

404
00:24:48.260 --> 00:24:51.960
<00:24:48.260>Number <00:24:48.540>two, <00:24:48.820>respecting <00:24:49.100>the <00:24:49.379>human <00:24:49.660>OS.

405
00:24:52.920 --> 00:24:55.740
<00:24:52.920>Your <00:24:53.120>stakeholders <00:24:53.320>aren't <00:24:53.520>ignoring <00:24:53.720>you, <00:24:53.920>they <00:24:54.120>are <00:24:54.320>just

406
00:24:56.400 --> 00:24:59.940
<00:24:56.400>hardware <00:24:56.633>limited, <00:24:56.866>and <00:24:57.100>they <00:24:57.333>operate <00:24:57.566>under <00:24:57.800>high

407
00:25:00.060 --> 00:25:03.980
<00:25:00.060>cognitive <00:25:00.235>load <00:25:00.409>and <00:25:00.585>uncertainty. <00:25:00.760>And <00:25:00.935>if <00:25:01.110>you <00:25:01.284>increase <00:25:01.460>their

408
00:25:04.060 --> 00:25:08.020
<00:25:04.060>mental <00:25:04.215>strain, <00:25:04.371>they <00:25:04.526>will <00:25:04.682>default <00:25:04.837>to <00:25:04.993>no <00:25:05.148>to <00:25:05.304>protect <00:25:05.460>the

409
00:25:08.140 --> 00:25:11.760
<00:25:08.140>system. <00:25:08.373>Number <00:25:08.606>three, <00:25:08.840>escape <00:25:09.073>the <00:25:09.306>smart <00:25:09.540>person

410
00:25:11.900 --> 00:25:14.920
<00:25:11.900>trap. <00:25:12.133>Stop <00:25:12.366>leading <00:25:12.600>with <00:25:12.833>how, <00:25:13.066>which <00:25:13.300>is

411
00:25:14.960 --> 00:25:18.800
<00:25:14.960>implementation, <00:25:15.160>the <00:25:15.360>jargon, <00:25:15.560>and <00:25:15.760>the <00:25:15.960>raw <00:25:16.160>data, <00:25:16.360>and

412
00:25:18.860 --> 00:25:22.170
<00:25:18.860>start <00:25:19.093>leading <00:25:19.326>with <00:25:19.560>why, <00:25:19.793>which <00:25:20.026>is <00:25:20.260>clarity,

413
00:25:22.240 --> 00:25:25.200
<00:25:22.240>reliability, <00:25:22.590>and <00:25:22.940>the <00:25:23.290>business <00:25:23.640>impact.

414
00:25:25.650 --> 00:25:28.920
<00:25:25.650>And <00:25:25.883>the <00:25:26.116>last <00:25:26.350>one <00:25:26.583>is <00:25:26.816>200k <00:25:27.050>principle.

415
00:25:29.580 --> 00:25:33.460
<00:25:29.580>Never <00:25:29.754>pitch <00:25:29.929>a <00:25:30.105>database <00:25:30.280>migration <00:25:30.455>when <00:25:30.629>you <00:25:30.804>can <00:25:30.980>pitch

416
00:25:33.820 --> 00:25:36.760
<00:25:33.820>protecting <00:25:34.286>Black <00:25:34.753>Friday <00:25:35.220>revenue.

417
00:25:37.250 --> 00:25:40.820
<00:25:37.250>When <00:25:37.405>you <00:25:37.561>connect <00:25:37.716>technical <00:25:37.872>action <00:25:38.027>to <00:25:38.183>a <00:25:38.338>specific <00:25:38.494>business <00:25:38.650>outcome,

418
00:25:41.250 --> 00:25:44.920
<00:25:41.250>the <00:25:41.450>budget <00:25:41.650>follows. <00:25:41.850>And <00:25:42.050>on <00:25:42.250>this <00:25:42.450>note, <00:25:42.650>the

419
00:25:44.930 --> 00:25:48.780
<00:25:44.930>difference <00:25:45.105>between <00:25:45.280>a <00:25:45.455>developer <00:25:45.630>who <00:25:45.805>is <00:25:45.980>just <00:25:46.155>a <00:25:46.330>coder

420
00:25:49.400 --> 00:25:53.060
<00:25:49.400>and <00:25:49.555>a <00:25:49.711>strategic <00:25:49.866>leader <00:25:50.022>who <00:25:50.177>moves <00:25:50.333>the <00:25:50.488>needle <00:25:50.644>is <00:25:50.800>a

421
00:25:53.100 --> 00:25:56.870
<00:25:53.100>communication <00:25:53.333>stack. <00:25:53.566>Don't <00:25:53.800>leave <00:25:54.033>the <00:25:54.266>room <00:25:54.500>and

422
00:25:57.020 --> 00:25:59.220
<00:25:57.020>toss <00:25:57.253>another <00:25:57.486>raw <00:25:57.720>data <00:25:57.953>at <00:25:58.186>your <00:25:58.420>boss.

423
00:25:59.640 --> 00:26:03.560
<00:25:59.640>Instead, <00:25:59.920>architecture <00:26:00.200>pitch. <00:26:00.480>Use <00:26:00.760>the <00:26:01.040>four-phase

424
00:26:03.680 --> 00:26:07.140
<00:26:03.680>framework <00:26:03.913>and <00:26:04.146>lead <00:26:04.380>with <00:26:04.613>pain, <00:26:04.846>solve <00:26:05.080>the

425
00:26:07.280 --> 00:26:11.200
<00:26:07.280>business <00:26:07.513>problem, <00:26:07.746>and <00:26:07.980>provide <00:26:08.213>that <00:26:08.446>low-friction <00:26:08.680>executable

426
00:26:11.720 --> 00:26:12.380
<00:26:11.720>next <00:26:12.314>step.

427
00:26:13.220 --> 00:26:16.580
<00:26:13.220>I'm <00:26:13.347>sure <00:26:13.474>you <00:26:13.601>can <00:26:13.729>stop <00:26:13.856>the <00:26:13.983>leak <00:26:14.110>and <00:26:14.238>make <00:26:14.365>your <00:26:14.492>best <00:26:14.620>ideas

428
00:26:17.000 --> 00:26:20.780
<00:26:17.000>heard. <00:26:17.175>Because <00:26:17.350>when <00:26:17.525>you <00:26:17.700>learn <00:26:17.875>to <00:26:18.050>package <00:26:18.225>your <00:26:18.400>technical

429
00:26:20.880 --> 00:26:24.839
<00:26:20.880>ideas <00:26:21.055>using <00:26:21.230>this <00:26:21.405>structure, <00:26:21.580>you <00:26:21.755>stop <00:26:21.930>fighting <00:26:22.105>for <00:26:22.280>budget

430
00:26:25.520 --> 00:26:29.080
<00:26:25.520>and <00:26:25.695>decision-makers <00:26:25.870>start <00:26:26.045>looking <00:26:26.220>at <00:26:26.395>you <00:26:26.570>as <00:26:26.745>a <00:26:26.920>strategic

431
00:26:29.180 --> 00:26:29.680
partner.

432
00:26:30.720 --> 00:26:34.300
<00:26:30.720>I've <00:26:30.860>prepared <00:26:31.000>a <00:26:31.140>one-page <00:26:31.280>cheat <00:26:31.420>sheet <00:26:31.560>with <00:26:31.700>the <00:26:31.840>pitching <00:26:31.980>algorithm <00:26:32.120>we

433
00:26:34.340 --> 00:26:38.050
<00:26:34.340>discussed. <00:26:34.495>Just <00:26:34.651>scan <00:26:34.806>this <00:26:34.962>QR <00:26:35.117>code <00:26:35.273>and <00:26:35.428>text <00:26:35.584>me <00:26:35.740>saying,

434
00:26:38.150 --> 00:26:40.900
<00:26:38.150>"Cheat <00:26:38.325>sheet," <00:26:38.500>and <00:26:38.675>I'll <00:26:38.850>send <00:26:39.025>it <00:26:39.200>over <00:26:39.375>to <00:26:39.550>you.

435
00:26:41.020 --> 00:26:43.180
<00:26:41.020>Use <00:26:41.253>it <00:26:41.486>before <00:26:41.720>your <00:26:41.953>next <00:26:42.186>big <00:26:42.420>meeting.

436
00:26:44.030 --> 00:26:46.000
<00:26:44.030>And <00:26:44.379>remember <00:26:44.730>one <00:26:45.080>last <00:26:45.430>thing,

437
00:26:47.280 --> 00:26:49.180
<00:26:47.280>pitching <00:26:47.746>is <00:26:48.213>your <00:26:48.680>superpower,

438
00:26:50.460 --> 00:26:52.319
<00:26:50.460>and <00:26:50.740>not <00:26:51.020>all <00:26:51.300>heroes <00:26:51.580>wear <00:26:51.860>capes.

439
00:26:53.220 --> 00:26:56.580
<00:26:53.220>Let <00:26:53.375>me <00:26:53.531>know <00:26:53.686>what <00:26:53.842>brilliant <00:26:53.997>ideas <00:26:54.153>you <00:26:54.308>finally <00:26:54.464>get <00:26:54.620>approved.

440
00:26:57.660 --> 00:27:00.620
<00:26:57.660>This <00:26:57.940>is <00:26:58.220>Anastasia <00:26:58.500>Shabalina. <00:26:58.780>Thank <00:26:59.060>you.