Be Efficient Tv | Boost the Efficiency of Your Life and Business with Tips and Tricks from Leading Experts








February 2015
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Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

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Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

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Ahmed Al Kiremli: Hi everyone this is Ahmed Al Kiremli and welcome to Be Efficient Tv. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts and today I have with me Swatick Majumdar, he is the managing director of Dev VC, he is an expert in investments and startups with focus on entertainment and technology, welcome to the show Swatick.
Swatick Majundar: Thank you, thank you very much Ahmed, great to be here.
Ahmed Al Kiremli: A pleasure. So Dev is what?
Swatick Majundar: It stands for digital entertainment ventures, it's a US-based early-stage seed stage investment fund that invests primarily in the digital media space.
Ahmed Al Kiremli: How did you start in the investment world and what is your background before?
Swatick Majundar: Let's start with the background first and see how that evolves, I'm originally from India where I did my Masters in applied economics and started working and operating logistics freight company which I manage successfully for quite a few years and then came to the US to pursue my Masters in science, in computer science, systems and business strategy and thereafter just landed on Wall Street in sales and trading and one thing led to the other, I started investing in startup companies in the biotech industry first and then later in tech companies and then underwrote many of them, exited via IPOs, public offerings, went and worked on the advisory side for mainly cross-border transactions between India and the US and then finally decided to set up my own fund to invest in startups, because New York and started showing compelling reasons why start up funds were needed and at that time I met one of my current partners who asked me to join the fund and I jumped at the opportunity.
Ahmed Al Kiremli: Which is the same one?
Swatick Majundar: That is correct, Dev.
Ahmed Al Kiremli: And do you still invest in the stock market or do you like investing in startups more because it's both two totally different worlds?
Swatick Majundar: Yes well I invest personally in the stock market but Dev, that's not the mandate for Dev, it is purely a fund to invest in startups but most of my investments personal investments now are in startups as well.
Ahmed Al Kiremli: When you invest in the stock market are you a speculator or do you invest for long-term and how you compare it with business investments because with business you have more control, you can call the CEO of the company and make some decisions while in the stock market regardless how much you know about it still you are not in full control.
Swatick Majundar: It depends which stage of life you are in, the state of life I am in I don't really speculate too much, earlier on when I was younger speculation was the name of the game, now you are right startup is something that I focus on as an individual as well as fund because of the creative process as well as the control factor that you spoke about.
Ahmed Al Kiremli: How does a VC company raise capital for investments? How does it work? How do you raise capital is a VC company?
Swatick Majundar: They usually seek out people in their circle of friends first, expand their Rolodex thereafter to other networks and it just grows from there, fund raising is an exercise which I call of three Ps, process, patience and persistence. You have to be tenacious, you have to be a person or you have to be a group but stands by the principal, by the course of the action as determined you know and that is the most difficult part of the VC exercise is to fund raise but once you prove yourself and the subsequent fund and the fundraising process becomes much easier.
Ahmed Al Kiremli: Usually the VC partners they invest project by project or do you first race a certain amount of capital from each one of the partners and then you start investing in different startups how usually does it work or does it work both ways?
Swatick Majundar: You can work at both ways but primarily a VC would raise a pool of money and invest based on certain principles, based on certain strategies, based on certain mandates, you just don't raise capital and invest all over the place, just the very fact that you are a venture capitalist which means you are taking the maximum out of risk because of taking the maximum amount of risk you need to mitigate some of that risk in the way you do that is follow a very strict mandate, follow a very strict strategy as well as principle.
Ahmed Al Kiremli: The strategy means focusing on let's say certain types of companies or let's say…
Swatick Majundar: It means a whole lot of things, broadly speaking it could mean industry segment, geographical segment, size, stage of investments, certain entrepreneurs that you fund, certain ones you don't fund, those are some of the strategies to look at plus you also look at strategy from the industry point of view as to is that company or is the entrepreneur trying to disrupt a certain industry, does that industry need disruption, those are the kind of strategies we look at.
Ahmed Al Kiremli: What is your focus now as Dev?
Swatick Majundar: Actually earlier on you mentioned that you introduced me as a managing partner and I just wanted to update that, I just transitioned last week from managing director of digital entertainment ventures to a venture partner, what that really means is it's essentially the role you play within the firm as a full-time partner or managing director you undertake daily operation duties involving administrative etc. and you spend 100% of your working hour on projects related to the firm whereas as a venture partner it allows you the luxury to work outside the scope of the fund and therefore we decided on transition based on the path that Dev…
Ahmed Al Kiremli: So the managing director means the one who is selecting the investments and works on them and the venture capital, the venture partner is the strategic person in selecting these things?
Swatick Majundar: Not necessarily, both would be strategic book could be making decisions and investments, investment is not made by one person, investment, the whole, the way the process works is a company comes to you, it could be anyone of the partners or within our group of the Board of Directors for investment advisors depending on who they are we put them in a bucket, yes, no, maybe and then bring it up to the next level where the partners look at this, do some diligence on it to see if there is a fit, if it fits within the mandate, if there is a need in their sense for that kind of a company and then moves it beyond that and if there is, if it's still yes it moves to the investment committee, they look at it and say yes it looks like a good idea but the investment committee and the board of advisors also our relationship maker so they might know somebody that would look at this company and say oh this is great, but this company built to a certain level it could be a great exit for a company or a great acquisition for another company, those are the different steps and I'm simplifying it but those, there's a lot of other steps that go in between but these are the simple layers that going to make the decision and then is the managing director and the full-time partners, they are the main, they are the managers of the fund and they are the ones that make the final decision.
Ahmed Al Kiremli: But from the title managing director looks like he is a guy who is not investing, like the partners like a venture partner looks like a guy who has invested in the pool of the VC from how I understand it. Can you clarify that?
Swatick Majundar: A managing director could be investing his own money, alongside or a managing director does have his own money in the fund as the early seed for the fund or might not it just depends, every fund is different but the venture partner plays a very similar role to the managing director, just simply doesn't actively participate in the daily workload. And he can work outside the scope of the fund.
Ahmed Al Kiremli: So he could be kind of a sleeping investor something like that?
Swatick Majundar: Absolutely.
Ahmed Al Kiremli: So he is a higher level than the managing director he is more as an investor then the manager?
Swatick Majundar: There are no hierarchies here to be very honest we don't see any hierarchical differences it's more the role you play.
Ahmed Al Kiremli: And both don't receive salaries and how to the other roles work like in the VC who receives a salary and who does not, if they don't receive a salary…
Swatick Majundar: You could receive a percentage of the company's income it just depends how the structure is made every fund is different they do it differently.
Ahmed Al Kiremli: There is no standard for that?
Swatick Majundar: There really is no standard.
Ahmed Al Kiremli: What other positions in the VC, like the main or standard positions that you find in most of the VCs?
Swatick Majundar: Standard positions you mean roles people play? Well the Board of Directors, the board of advisors really mentors, those are certain roles.
Ahmed Al Kiremli: And is there a marketing guy who goes and let's say finds companies or startups, how do you find your startups or just start up supply and you just filter the applications?
Swatick Majundar: Right, the way we do is we have a platform where the startups go and apply, it has certain metrics, certain questions they have to fulfill, they have to fill those and then that comes to us depending on how we feel about it we give it a yes or no, if it's a yes than one of the partners or somebody within the fund will make a call to the entrepreneur and then make, initiate a conversation to take it further. If it's a no, obviously nothing else happens however in the VC world most of the deal flows come through referrals so we get eight or 10 deals per day and there is no way we could look at all of those deals that one given day, some of those deals come with a whole business plan you know so we use a platform to kind of filter out those things so when we see things that come through referrals the referrals know what we are looking for, what would make us put a checkmark on the box so we kind of respond to that more efficiently than not so most of our deals to come through referrals and it continues doing that, don't forget as VCs we talk with all the other VCs as well, we talked with a lot of private equity people we talk with a lot of entrepreneurs we talked with a lot of, I said private equity we talked with a lot of attorneys the top with a lot of CPAs, accountants so they all know what we are looking for and a lot of those that just funnels into us.
Ahmed Al Kiremli: What is the difference between private equity and the VC?
Swatick Majundar: A VC by its very nature is high risk, a private equity doesn't need to be high risk, private equity could be money for restructuring or money for rollup or money for acquisition, and it would not invest in startups, they would not invest in early-stage companies whereas our DNA is to invest in early-stage companies or venture companies.
Ahmed Al Kiremli: How does the accelerator work and how much are you investing in the startups, how much do you take equity in exchange for the investments in the accelerator?
Swatick Majundar: Well the accelerator, the way the accelerator works is, it is a company or group of companies we, they apply to us, we look at… Most of the accelerator's work the same way the only difference, the technical or the percentages in the amount of work the partners put in for the mentors put in our different otherwise more or less they all follow the same formula which is the companies apply to them based on what they feel and it is not necessarily any segment it is sort of an industry that follows a broad industry, I doesn't have to be very good, they invite those companies which are at a concept stage really and the idea is to take that company from a concept stage with 2 or three founders or management people to a VP level which is a minimum viable product level very quickly within three months and the idea is to take it to that level to basically…
Ahmed Al Kiremli: Like mentor them and make them prepared, more prepared…
Swatick Majundar: Get them to the level where they are ready for key investments or ready for big investments.
Ahmed Al Kiremli: How many new startups can pitch you, does it still work like if they submit a simple Excel sheet or does it have to be a full business plan and a feasibility plan?
Swatick Majundar: None of that is needed, it's very simple, you have to submit one-page maximum two if you really have to but one-page executive summary which talks about your industry, talks about what are you disrupting, it talks about how you are disrupting it, it talks about how you were going to make money and it talks about who is on your team that's it.
Ahmed Al Kiremli: Is that both for VCs and the accelerator or you talking only about the accelerator?
Swatick Majundar: I'm talking about VCs, accelerators is even, accelerators is also more or less the same. That gives us a very clear understanding as to who you are, what industry you're going after, whether that industry is ready for disruption and if so, what kind of market it is going to address, we call it the total addressable market.
Ahmed Al Kiremli: But it has to be disruption thing or maybe someone has a business for a couple of years making some numbers and wants to submit to you like a projection for that and he is not disrupting anything he is just making money on a certain level and he wants you as a VC?
Swatick Majundar: That is not a VC investment that is more private equity investment.
Ahmed Al Kiremli: You don't accept such investments?
Swatick Majundar: No, we would not. Again, certain companies, there are different stages of investments in the VC world, you have early-stage, expansion stage, series ABC stage, D stage, you have the later stages, maybe a later stage what do it and build them up into a public offering in that sense however of VC by its very nature word only take where they are investment and their mandate supports it and the company that is making money and making a whole lot of money has never taken money and never taken investments would be more suitable for a private equity.
Ahmed Al Kiremli: What is the usual structure of a VC company?
Swatick Majundar: In general most of the VC companies in the developed world is GPL P structure which means a general partner and a limited partner structure, it could also be holding company as well I know in the UAE the user holding company structure but here we use a GPL P structure which means 80% of the profits go to the limited partners, 20% come to the general partners, general partners are the managers of the funds to make all the investment decisions and the limited partners by the very definition are limited in as investment partners of the fund.
Ahmed Al Kiremli: So the pool of the money gets 80% and the managerial team gets 20% of all the investments that you make?
Swatick Majundar: All the profits.
Ahmed Al Kiremli: All the profits, and the managing team will not share the loss? In case they are just only managers? They just take 20% of the profit?
Swatick Majundar: They take 20% of the profit, all the losses are borne by the limited partners they are the financial ventures, financial partners into the venture.
Ahmed Al Kiremli: What is the investment sentiment in the US today?
Swatick Majundar: Today, let's see 2014 was a fantastic year it was a banner year for venture capitalists I think we close 2014 with about $48 billion in investment capital, that was invested in about almost I would say 4400 companies all different stages, most of them were in the expansion stage and then came the early-stage and then the later stage and then most money was taken away from seed stage which I mean the least amount of money flowed into seed stage funding however first time funds or not first-time funds but first time funding by companies were the most received from the VCs and most of these were in the softer side, Internet specific side and you know a lot went into the media entertainment side. As a matter of fact media entertainment was almost 6,000,000,000 that went in.
Ahmed Al Kiremli: You work in your company as well as consult and advise to startups, how do you advise the startups to exit like you guys them to certain companies to buy them out whether it's the companies that you invest in or the people who come to you for advice, how do you advise them will teach them to make a plan to exit?
Swatick Majundar: We just don't advise and exit in that sense we invest and then we want to make sure that the investment is worth something there is a return to the investment and the return to investment could be a variety of ways, being a public offering, being acquired by somebody else or it could also be, I could also mean that it gets taken over not taken over but invested at a higher level from the level you invested in so you could exit at that level so as far as, those are the ways that we plan those exits as far as the companies are concerned we want to make sure that there is a natural fit for some sort of an exit, every fund that invests in a company is looking for eternal value so if I see a company at $10 and I say well this company, the next three years could be $100 we will value it at a certain point and billed the company from in terms of strategy in terms of product validation in terms of building relationships and take it, create a roadmap if you will to take it up that road.
Ahmed Al Kiremli: How do you value a company with no sales, how do you put the valuation for it in general?
Swatick Majundar: That is a venture capitalists forte so to speak unfortunately having said that I say that in tongue-in-cheek but it is not an exact science it is more art than science, if we look back to Internet 1.0 there were a lot of companies that were funded for millions of dollars based on a certain concept, I think Internet 2.0 has learned the hard lessons and today we do not want a concept or idea, ideas, the dozen we want to make sure that the management team has done it before or has, we really that the whole process we check the background we see their experience and everything else their educational background, what have they done before who have they worked with before, how many times they failed by the way a lot of entrepreneurs that come to us do fail or have failed in the past and we see that as a badge of honor, it's never a bad thing to fail, if you have failed and have not learned from the failure that is a bad thing, we always think an entrepreneur is tenacious, is very resilient, and they learn from their failures so we like supporting some of those entrepreneurs and we ask those very tough questions. So we base our investments on who the entrepreneur is, what market idea it is, how are they going to build that business and what market of the going to serve, those are some basic questions that lead us to a certain value number.
Ahmed Al Kiremli: Another valuation question how do you value a company with 100,000 annual sales and was 20% profit being there for three years with like 10% growth per year how do you value that?
Swatick Majundar: Right so let me answer that a little differently, value a company with $100,000 in sales is nothing, it's very small however that we take the sales number out but if the company is growing 20% profit and 10% growth the profit looks good but the growth does look very good for a new company we need more growth so every industry is different, depending on what industry you are talking about if you're talking about a software industry with that kind of growth you might get a 3X of your profit number whatever that is, if it's a manufacturing company you might get a little bit less because there are a lot of costs involved, today what happened with technology though is very little money can take you to a level where you know if the company is able to make money are not or can sell a product or not so without giving you sales numbers all I could say is the value depends on the industry, the value depends on what future growth they can have and what future numbers they can make, the growth factor is very important for a new company you should be growing at least 50% year-over-year, if not more.
Ahmed Al Kiremli: What is your success rate like every 10 companies that you invest in? How many succeed?
Swatick Majundar: The general rule of thumb is out of every 10 companies and this is a general rule of thumb for VCs, some do better in some do worse, the bigger one so far have been doing worse unfortunately and there are reasons for that however 20%, 2 companies out of 10 do well, they do really really well, that makes up for all the other a companies however out of the other eight, 4 fail, so we have four left out of the four, 2 do okay, they just kind of return your money and then 2 do above par, nothing significant above par so that's usually the kind of mix and again that changes it's not a hard and fast rule but that's usually how it over a period of time if you look at history, historical numbers do that.
Ahmed Al Kiremli: What are the most successful startups that you've invested in?
Swatick Majundar: The most successful startups, we're an early-stage fund so I don't think I'm qualified to say they are very successful, we've been around for two years, if you ask me this question in the next three years maybe I will have a better answer for you. Let me say this though, some of the companies that we've invested in have had another series of investments that has come in at a much higher valuation from where we invested so on paper we look very good but paper being paper, is not really the number we should go by, when you really exit is the number we should look at and out of the a companies that we invested in 2 years we had 2 exit so far, one has been significantly good which is 2 1/2 times and about 14 months, the other one didn't fare well but that's a general rule, trend anyway.
Ahmed Al Kiremli: From the US and then you expended to Korea you opened a bridge there why is that?
Swatick Majundar: It's not that we opened a branch there, it just so happened that we had a partnership, we had a relationship and Korea, one of my partners had a relationship and Korea and they were very close to the market sentiment, very close to what the government was looking to do in Korea and what the government was looking to do was looking to allocate a huge amount of money for startups so we took that opportunity and formed a joint venture with this partner and started looking at some of those opportunities, those opportunities basically opportunities that were supposed to fund Korean companies, innovative Korean companies to kind of build the next generation of companies, and Korea we know there are some very branded names such as Samsung and LG and Hyundai but there are tons and tons, Korea is very tech savvy, they have tons of companies out there, very smart people and has 90% broadband penetration, it just made sense for us to look at that market and I'm happy to report and the last one year we've invested almost 10 companies so this came about really the Korean thing really came about because of two things, one is people on the ground our partners on the ground there and the government pushed towards the startup ecosystem.
Ahmed Al Kiremli: Why you thinking to expand your presence to the Middle East?
Swatick Majundar: Now you come to the crux of the question yes I am very interested, I've been traveling to the Middle East since 96 really, however you know during the downturn I saw there was a lot of inner turmoil that went around, just not that area but a whole part of the world, the Middle East obviously get affected as well and once the market started coming back, once the sentiment start coming back I knew there was a market to be felt, there is an ecosystem there that needs further nurturing, there are entrepreneurs there with great ideas and very little audience to share it with, but I know the process already started their there are some locals, some family offices but much more is needed, especially from regions such as the West where we have good experience and we have market intelligence to mitigate some of startup risks so right now and having several conversations who are very curious with what we're bringing onto the table with our concepts and I'm having conversations with high net worth individuals as well because you know I really see there is a need from, there are accelerators in the Middle East, but a little different from how I would run one, they call them incubators, they are trying to incubate companies and that takes much longer than accelerators, we like accelerators better because within three months we know of the company is going to work or not, we invest a little bit more money get a good percent of the company so the company succeeds and we make very good returns and if they don't we have not lost too much money, the mantra of fail fast, fail cheap applies here.
Ahmed Al Kiremli: What do you think that VC companies coming to the region mainly for the ecosystem or because there is huge money here and high net worth people that they want to add them to the pool of their money or by the way they invest also in the Middle East?
Swatick Majundar: Actually both honestly, obviously there is an appetite in the Middle East, I'm not going to speak for why other people come there, I spent all of last year in the Middle East, I've traveled a maybe four or five times I've lost count now and I spent months talking with people, looking at what the realities are looking at what is needed and talking to entrepreneurs, they are the people who we are looking to fund, whether they have ideas whether they feel there is a platform that is needed and that is something that was really needed so I spent a whole year discovering the process in the Middle East.
Ahmed Al Kiremli: In Dubai or other cities, and what are the challenges that you have seen for the VC and entrepreneurships?
Swatick Majundar: I'll get to that let me just finish this thought really quick, like what I said there are processes that have started already, there isn't really any big VC their per se from a developed nation that is looking in the Middle East because there is no platform, there are no serious companies they can invest in, VCs with not just go to a place just for the sake of going to someplace because there is money, money doesn't make companies only, it's entrepreneurs who understand what the market needs, understand but the market needs to fill is what makes it so what I am, like I said I am not looking for what other people are looking to do there, my goal really is my goal is to set up a flag there with a one or 2 serious anchor investors that believe in a vision that understand how this is going to play out and I totally believe that once we get the ball rolling there and become visible and start branding ourselves we will not only attract other investors from the region but I strongly also believe that corporate VCs from the US will buy into the platform because right now there isn't anything so that's why I keep talking about building the ecosystem because until you build the ecosystem, entrepreneurs will not know what to do, they will not know where to go, we have accelerators there that are more incubators but they are more really a real estate play because the way the legal system is built there you have to have a license to do business in the only way you can have licenses if you are housed in one of these units but these units, in five for example they are in a process of learning and again supported by the government, just not providing real estate to the entrepreneurs but also providing certain knowledge-based classes to these entrepreneurs that is what the entrepreneurs need, how do I do this once I have reached a certain, I'm an engineer once I reach certain process in the engineering field how do I take this to be tested how do I take it to the market that is stuff that needs to be taught and delivered and as a venture capitalist we've done this day in and day out and I'm planning to build that platform there and bring it there. I'm sorry you asked about the other question I kind of redirected you.
Ahmed Al Kiremli: Yeah I wanted to ask if you had visited other parts of the Middle East or only Dubai and what are the challenges that you have seen for the ecosystem for the VCs for the entrepreneurs?
Swatick Majundar: Right, so I have traveled to Abu Dhabi, I have traveled to Sharjah, and Dubai right now, I'm coming next month I plan to go to Oman and hopefully to look at other regions as well maybe travel to Saudi as well, that all depends I would like to first create a hub rather than and by the way I had relationships in all of these different places and I would like to create a hub first in one place which is popular by or popularized by all these different regions, everybody from that region does come to Dubai so I would really create a hub their first and then expand elsewhere and I wanted that hub and spoke kind of model, one of the challenges I mean the VC asset classes just not understood in the Middle East the reason the money is still not well diversified, people are still investing in oil and gas and real estate, they understand that it's a touch and feel, it's a cultural thing and they understand that more than anybody else I'm from an Indian background, if you don't see something and can touch it then they don't think it's worth anything look at Facebook I mean can you touch and feel Facebook? It's worth $200 billion. So technology investment has happened but the underlying theories are still a mystery, hence those bridges need to be felt and I see it changing very quickly, the mindset has to change, the question of yes I will invest with someone other than my family member, those mindsets have to change, professional investments have to be more the underlying theme rather than just family investments.
Ahmed Al Kiremli: Don't you think like the Internet world is very overrated because it is very competitive like the failure rate in the Internet world is much much higher than investing in real estate and other stuff because even if you choose a niche you are still competing with the entire world instead of competing with a location or a mall or a neighbor so do you think that especially the tech startup world is going, is it a bubble basically?
Swatick Majundar: Don't we hear that everyday? It's difficult to say if it's in a bubble and then not being evasive I really mean it, the bubble really came once we had the Internet bubble 1.0 and as I've explained earlier 1.0 really happened because everything was concept, people really didn't understand what they were investing in, they were just investing because it sounded right, a lot of things have changed since then, now we understand more I would say we understand fully but we understand more than what we saw 10 or 15 years ago, the bigger difference however is these companies are making money, they are revenue-generating companies, look at Google, look at Facebook, look at twitter, you can argue that haywire the value so high, it's a demand and supply question rather than a bubble question but the difference is these companies are making money so they might be, I won't call it a bubble it might be a downturn but that is very healthy, anytime he gets overheated it cools down so without getting to bubble discussion which I think is maybe a 2 hour-long discussion I would say it's not really a bubble per se but I would probably concur with the sentiment that it's probably a little overheated at this point.
Ahmed Al Kiremli: In the new ecosystem, investing ecosystem of the Middle East what is your advice for the entrepreneurs in the Middle East to raise capital?
Swatick Majundar: To raise capital? You now build a product, build a product that is required that you feel there is a need for and when I say disruptive I don't want to use the term loosely because really you have to build a product that is required in the market don't build something that we don't need, look at some of the disruption that happened, get an idea from it, we've all heard of air BNB, we've all heard of Uber, we've heard of Facebook and WhatsApp, these are certain disruptions that have happened, so what I would advise is introspect into what you are building, make sure that it is a product or a service that is needed, once you feel that you sell that purpose then run with it, do not listen to anyone at that point, run with it because your passion is very difficult for an entrepreneurs passion to be replicated by an investor or anybody else for that matter so if you in your heart of hearts believe that it's going to be successful and you are filling those gaps go with it.
Ahmed Al Kiremli: So how is your daily life and work routine look like with your hobbies as well?
Swatick Majundar: Okay, no day looks the same, it's looking at what is happened while you are off-line or on radio silence while you are sleeping, there always seems to be breaking news in the tech world of the financial world than there are beings with portfolio companies, potential companies, a whole lot of diligence on macro and micro analysis on companies interacting with current and future investors, attending trade related events to network and learn more and more about new trends, offer opinions excuse me have discussions so it's a very people related work routine.
Ahmed Al Kiremli: Who are your top three mentors?
Swatick Majundar: Well, top three mentors I would say definitely it would be Warren Buffett and again, no order but Warren Buffett obviously for sustaining his investment thesis for so long, by taking a very simplistic approach to investment, not complicating it at all I would also consider Steve Jobs for being creative, a creative mind and that is what I was going to say, he provided to people what they really needed not what he thought they needed but what they really needed and without compromising quality so I would consider him a mentor as well and Elon Musk's visionary tenacity, he is doing Tesla, space station, solar city and now hyper we bought the same time, I can manage one company, he is managing four or five of these huge enterprises so absolutely mentors for me.
Ahmed Al Kiremli: What is the biggest failure moment in your life and what did you learn from it?
Swatick Majundar: There have been many failures but since we're on the topic of investments let me say, let me give it an investment related answer, the biggest obviously was making investments based on other people's beliefs and analysis and not spending enough time to kick the tires yourself, doing a lot of diligence, depending on other people's analysis to make investment decisions, that led to a lot of failures, now what I learned from it is I personally look at certain analyses, I kicked the tires if I have to on investments and then I depend upon a very strong support system that adheres to the same principles and values that I believe in.
Ahmed Al Kiremli: What are the top three apps that use the new smartphone?
Swatick Majundar: Top three?
Ahmed Al Kiremli: Apps.
Swatick Majundar: There are a lot, there are billion apps out there nowadays and if you asked me this question maybe three years from now I might have a different answer.
Ahmed Al Kiremli: Top three apps that you use on your smartphone?
Swatick Majundar: I would say LinkedIn for work-related, especially to connect with people, Skype for platforms such as what I'm doing now and then WhatsApp for my social interaction with folks I am socially connected to, LinkedIn Skype and WhatsApp.
Ahmed Al Kiremli: What is the best advice that you have ever received and another similar question but would you advise your younger self if you have a chance?
Swatick Majundar: But when I advise my younger self I would advise my younger self to focus more on a single plan and build that really well and save a lot of money, I think my mother and my late father would be happy by me saying that but that is really the truth I would focus more on certain way I have looked at opportunities.
Ahmed Al Kiremli: Top three favorite books?
Swatick Majundar: Top three favorite books, I love reading so I really feel anytime you're reading is time well spent so if you will allow me I would like to separate the top three reading into 2 categories, leisure reading and technical, knowledge-based reading. Actually I would bring that even further, so I'll just give you some very quick names, Catch-22 by Joseph Heller was a fabulous book, Godfather by Mario Puzo was a wonderful book, and love story what a combination was wonderful but that was such a fantastic moving book, the biography side, any personality really Warren Buffett I mentioned, Steve Jobs, Eric Clapton, great reading books and on knowledge, anything to do with investments, intelligent investment by Benjamin Graham or John Templeton, great reading stuff so I have a huge list it would be unfair fight is broken down to three.
Ahmed Al Kiremli: What are the habits that you are trying to develop to stay efficient?
Swatick Majundar: Well, time management as you know I came to your meeting a little late, I have a very difficult time saying no to people when they ask for meetings, very difficult time in counting them off when I know I am going over time and wasting time on conversations which really means nothing so I'm trying to focus more on time management and follow a certain agenda and know when I am wasting time when I should be using time to my advantage and benefit.
Ahmed Al Kiremli: So you struggle to say no to people?
Swatick Majundar: As human beings we all do, right? We feel hey they have come to us for advice or that come to us for certain questions, why turn them back but at times you have to kind of you know did your heels in the sand and say let me get to it later.
Ahmed Al Kiremli: What makes you really happy?
Swatick Majundar: What makes me happy, what makes me happy is I guess seeing my children at the end of the day, I have 2 young kids actually one is not that young, 17 and 13 that really makes me happy, we have a wonderful relationship and a really wonderful family, my wife and my 2 kids, spending a lot of time with them and the family person that really gives me, it really relaxes me so to speak, what else makes me happy, I'm in our stores person, I love playing golf, I love meeting people, having intelligent conversation with intelligent people those are things that recharges micelles.
Ahmed Al Kiremli: Last question how can people contact you and when are you opening an office in Dubai or can they just a plan your website?
Swatick Majundar: They can for now send me emails to my work ID which is and that's so they can send emails but I am planning to be there next month if you would like to coordinate and takes names down if they call you I would love to meet with them, all I'm trying to do is build up a pipeline, build up relationships with entrepreneurs, build up relationships with potential investors and build up the ecosystem because I really feel there is this niche that we could fill, we would love to be pioneers and settlers there we would like to do something for the region and there are a lot of groups, families, individuals hear from that part of the world that would love to do something but they don't know what to do, they are at times overstretched on the real estate, overstretched on the oil and gas projects they would love to do something else, they would love especially their second-generation their kids understand technology like nobody else they would love to partake in some of the ventures that are happening so I'm very excited to spend the next 2 years building this project and I'm looking to partner and help and get assisted by folks who are local on the ground there.
Ahmed Al Kiremli: Thank you so much Swatick, for this interview I really appreciate your time.
Swatick Majundar: Thank you, thank you very much Ahmed I hope I did answer most of your questions and you have a wonderful night I know it's a very late night for you right now.
Ahmed Al Kiremli: No worries, thank you so much, thanks everyone, be efficient and stay efficient and see you soon with another leading expert.

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Direct download: BeEfficient_Swatick-Majumdar_720.mp3
Category:Technology -- posted at: 7:58pm +04

Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

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Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

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Ahmed Al Kiremli: Hi everyone this is Ahmed Al Kiremli and welcome to Be Efficient Tv. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts. Today I have with me Walied Al Basheer, he is the founder and CEO of stationary.AE, welcome to the show Walied.
Walied Al Basheer: Hi Ahmed, thanks for hosting me in the show today.
Ahmed Al Kiremli: It's my pleasure, what's your background and how did you go to like and up in India and different countries through your startups you have started so many different startups so tell us let's start with your background and then we will go one by one.
Walied Al Basheer: Right well once we finished the 12 years of school we walk around a bit for six months and then it's a time to go to university and I went in India where it was said okay the place i good and all the stuff and I ended up there.
Ahmed Al Kiremli: You learned the language?
Walied Al Basheer: Yes, I speak it quite fairly.
Ahmed Al Kiremli: And then you started from there an Internet service company?
Walied Al Basheer: Actually it's an interesting story, I went there to do and information graphic system course and then by the time we were ready to graduate it was 1995 and at that time there was, it was like done time in terms of oil and gas and other fields that we were targeting and once, one day I was taking coffee with a friend of mine and he asked me to check something called the Internet so I decided next day to go he explained one place in that city that the Internet was being served and I went there, I spent almost a quarter of my monthly salary on an hour in the Internet café and it was AltaVista at that time, I went in and searched a couple of stuff, it was in the technology Institute and I fell in love with it.
Ahmed Al Kiremli: And that was in India, you were employed, what were you doing there?
Walied Al Basheer: I was just in my last year of college.
Ahmed Al Kiremli: Okay and then you started an Internet café there and sold the business and move to Oman?
Walied Al Basheer: It was like a trend so after some time we got me and a bunch of friends, we said okay as foreigners in India, everything closes a bit early by like 8 o'clock so for the four of us we loitering around and we started this idea of making a place where foreigners can come hang around and also many of them have relatives in Europe in the GCC and the United States so they could communicate with them and it turned out to be like a great place, it was a place where people would come, 24-hour place, it was good.
Ahmed Al Kiremli: And you move to Oman or Dubai, you worked in tourism, tell us about that.
Walied Al Basheer: Actually after that by 98 I'm done with everything and also the Internet stuff is starting to be very much a valuable, so I came over, I joined the founding team of a start up in Oman called city show which was one of the first online listing directories in the region here and we started working on stuff for almost 2 years it has been very successful then by 2000 we get these issues of the downturn and all this stuff and then I moved to Dubai.
Ahmed Al Kiremli: So listing was like you listed details of companies and sell advertisements or how did it work?
Walied Al Basheer: Exactly it was simple listing, you have your company name, your phone facts and this mantra about the company and there were not so many emails by that time used by companies and then we charge them I think it was $1000 a year.
Ahmed Al Kiremli: And then you sold the business and move to be employed as the head of the e-department, at the charge and commerce and tourism development authority?
Walied Al Basheer: Yes actually we folded we didn't sell it, during 2000 there was this Internet issue the first bust of the boom and all this stuff so we ended up folding the company, I joined the charge and commerce and tourism to lead the E business section and at that time charge and commerce had one of the earliest online presences in the region, they had websites and a portal that was built in 1997 so I started with them we started on a couple of innovative projects over there, try to bring innovation within the authority itself and it has been great here we got some significant contribution toward innovation in there so there were a couple of projects that were really good, we identified the point of time that most of the emails that were used for, any of the other media it is 2 or three emails so what we have done is started having an online email directory which we started shooting emails around the city from different places and all of this and then putting it online as a service for media, for agencies and it has helped the image of the company.
Ahmed Al Kiremli: At the same time while you are employed in 2004 you started something in seashells?
Walied Al Basheer: Yes we were employed on charge and tourism and we used to get a lot of requests for advising on hosting, advising… Because at that time very many people are working in this field so we get advice, requests by people around about wanting to use our website, where is it hosting how can you do that, so I started the seashell company as an offshore company just to serve this purpose.
Ahmed Al Kiremli: So it's like a web development you registered it in seashell?
Walied Al Basheer: Basically we were selling hosting, we were selling hosting so we leased the service and then we retail them.
Ahmed Al Kiremli: But if it's like 2 individual customers our friends why do you need to incorporate…
Walied Al Basheer: It started like that but after some time it has been mainstreamed for three or four years and now we have 700 clients.
Ahmed Al Kiremli: So you wanted to register somewhere.
Walied Al Basheer: Exactly.
Ahmed Al Kiremli: Again in 2006 also you cofounded formula world sport, tell us about this company what is the services that you use to provide?
Walied Al Basheer: While we were in the charge and tourism development we used to organize the sport races, Formula One sport races and the team was a small team, we learned about the process of you know getting sponsoring an event, marketing it and all of this and then we started with another local guy who was a promoter in this spot, we started organizing races in rural places like… And it went well the next step we streamlined through the UAE, we organized races in Abu Dhabi, we organized races in other places, we went ahead organizing in Kuwait and Bahrain… By 2007 we were awarded exclusive promoter shipped for UAE F-2 class particularly.
Ahmed Al Kiremli: How many people are running this company and what happened to it later?
Walied Al Basheer: Okay we were about five people in the executive team but again the company like the people who contribute and deliver there are about 200 people, many of them are pilots along with their teams, the mechanic etc.
Ahmed Al Kiremli: How did you make money did you organize the event and make money from the government or the people who are organizing the event and you are just like an event company taking a specific fee for the event or did you get money from sponsors?
Walied Al Basheer: Basically we contracted drivers, with their teams and everybody we contracted like media companies so we get the whole show elements together and we go on and sell it to tourism departments to local organizers and we get a sponsorship from other companies and the main objective of that is to promote that specific city or that specific place and that's really what went well.
Ahmed Al Kiremli: So it's mainly kind of a show more than like a professional competition in the world ranking or something?
Walied Al Basheer: No, it is a professional competition, it's under the UAM you know that you will be I found that on you and will you see the, the international Federation of water sports but again there's a lot of added value attracting tourism and media to that specific city.
Ahmed Al Kiremli: And why did you leave this interesting…
Walied Al Basheer: It's very interesting but again it's a luxury production so we try to push it in and of 2008 and beginning of 2009, we tried to push it as regular like normally we use to organize between 7 to 10 races every year, it was very difficult during the economic crisis most of the sponsorship budget has been drained off, people were not in the mood to accept something is luxurious is that meanwhile we had events in 2008 before the crisis in Malaysia which were a great success they were very successful events.
Ahmed Al Kiremli: Then you stop doing anything related to this company or still now can you gather the team and make…
Walied Al Basheer: We just folded the activities of the company waiting for the right time, perhaps things will get better I keep discussing with the partner should we go back but still we don't feel that the situation is favorable.
Ahmed Al Kiremli: How long does it take usually the process to pitch those like to take over institutes for such an event?
Walied Al Basheer: Basically we spot specific partners who are interested from specific cities and normally we take them along with us to events so in every event you will find like four or five of the potential local organizers of the future events so those people come with us, they see the event live and then they get to know about the requirements and then also they feel more comfortable about hosting the event, many of them have made a lot of money, after paying other expenses many of them have made many profits.
Ahmed Al Kiremli: And you pitch the sponsors or they do? Do you just sell them the event and they pitch the sponsors?
Walied Al Basheer: We have a global sponsor like we had a sponsor at the time, we had local companies like big companies is a sponsor, local sponsors move with us in all the races all around but also the local organizer has a right to have their own local sponsors as well like you get for example Mobil and the Chamber of Commerce, all of them we had a sponsors.
Ahmed Al Kiremli: And then you started working as an advisor, you quit the employment life why did you quit the employment life?
Walied Al Basheer: Basically when the economic crisis happened we had to fold this so we started looking for alternatives in order to at least bypass this, the guys who I work with are very close guys, the company is owned by the chairman of, he used to be our chairman in the commerce and tourism he started this investment company.
Ahmed Al Kiremli: Emirates investment group and there is another company…
Walied Al Basheer: Yes under Emirates investment group so I came back in an advisory role I is to visit three or four days a week and then basically try to overcome the economic crisis.
Ahmed Al Kiremli: Advisor in terms of investments for ventures or what exactly?
Walied Al Basheer: I was in information management, business performance management, stuff related to business information.
Ahmed Al Kiremli: And then the next company was inbound LLC 2011 or was there something else before this?
Walied Al Basheer: Yes inbound was, I felt by 2011, things are getting back on track there was a lot of buzz about digital and people moving to digital and all the stuff so I started inbound as a strategy for providing consultation services to specific clients and then we had a technology lab in there which we tested new technology in. So we walked from end to end, Internet things and other technologies and then we qualified there is specific products that had been qualified through our lab, then we tried to push it to the market as a product and you have something called intrack, which is a complete driver management system, intrack we're trying to extend the existing offering of the fleet management system to extend it into driver behavior management with sensors, getting into vehicle technology because we believe that the next thing will be your vehicle, it started with your VCR or laptop and then to your mobile and your car is the next thing.
Ahmed Al Kiremli: The next thing is the vehicle in terms of what?
Walied Al Basheer: In terms of the technology trend, we have sent that technology is moving towards the vehicle after your mobile.
Ahmed Al Kiremli: Technology in terms of what, still now the vehicle has some technologies, GPS and stuff…
Walied Al Basheer: Yes but in terms of vehicle technology there is a specific trend right now involving vehicle technology if you see Tesla and all this other innovative stuff so we're just trying to bring more technology to the vehicle and make the vehicle smarter.
Ahmed Al Kiremli: So it just was like focused on this or general software company that you do from web development to development different software and is it still going on?
Walied Al Basheer: Still going on yes normally we started with a consultation but after that when you have a product and this product starts moving itself in the market and you get to leverage more of the consultation business so we have in track which is a product that has been on the market for three years and we have clients that are using it in the UAE and Saudi Arabia and Oman.
Ahmed Al Kiremli: What was your marketing strategy until now how did you change it over the years to get more new clients what do you do, do you have a sales team do you do cold calling, what do you do?
Walied Al Basheer: I believe that if you work with a few clients, people who know you, people who understand exactly the value that you are bringing in the new work on bigger projects that will be better than working with several main clients and then it will be more and so on so we have been following up the strategy, we get recommendations from like reputable companies and government agencies, we try to make the concept for them and was they are satisfied we start working with them for example we work with Alms group here, they are the owners of the school we work with, we work with another group, we work in Delhi, we work with Scudder petroleum, so we try to bring some innovative products to the existing offering and here we get to manage fewer clients and then also the value we're getting is more.
Ahmed Al Kiremli: Okay then you found in the major company that you are now focused on which is the stationary.AE?
Walied Al Basheer: Stationary has come up from personal experience basically and it is different from any other company that I have started because most of the companies are bootstrapped companies but this is the first time that we get an investment from beginning with an incubator and an accelerator, as I said we started all from personal frustration about the inconvenience of getting stuff for a business person or a student or even children's school, so we looked at this and said…
Ahmed Al Kiremli: So the story as you wanted to order something for your daughter and you didn't find it online so you started the company?
Walied Al Basheer: Exactly, stationary office supplies particularly are a product with so many varieties and then when you try to satisfy kids especially you know every one of them has a specific thing in mind and then you keep visiting the stores and you don't find the holes that you find a part here and apart there so it's a bit of inconvenience so when I reflected this back and I thought of you know using an online system then everything could be conveniently search for, there will be a lot of all deals and stuff like that plus the schools keep sending almost daily or three or four times a week they keep sending requirements so if we get these requirements from the beginning of the year or the beginning of the semester then we save a lot of time for the parents visiting the store so many times, queuing up etc.
Ahmed Al Kiremli: So how does it work is just like a store specialist in stationary products?
Walied Al Basheer: Yes, we do online, we do not do a brick-and-mortar store, we managed to tie up with top suppliers in which we list the products from those top-tier suppliers and we do the marketing for the product and we have an arrangement regarding order fulfillment and logistics with the supplier so once orders are there then we dispatch them and send them.
Ahmed Al Kiremli: Who does the delivery like a third-party delivery or does the supplier himself?
Walied Al Basheer: We use AramEx for delivery which has been great here.
Ahmed Al Kiremli: Was the name of it?
Walied Al Basheer: Aramex, because in order to scale one of the main issues with the most of the brick-and-mortar stuff is that if you got 20 orders today were 100 orders a day that would still be valuable but again if you go beyond that than the scalability of delivery for those products becomes an issue.
Ahmed Al Kiremli: So for customer orders one pen, one pen will Aramex deliver one pen? How does it work?
Walied Al Basheer: We have a minimum basket size in terms of getting free shipping but if you are willing to pay the shipping fees for even one we do not mind you see those Korean companies have been delivering like papers, delivering visas, a lot of documents through…
Ahmed Al Kiremli: How much is the cost of delivery for the small packages like if I paid as an end-user for the delivery how much does it cost?
Walied Al Basheer: It costs minimum 25 DH for delivery, we are trying to work a better deal as we go, that's why we think it will be more convenient if your basket size is 200 to 300 DH then here you can have a free shipping, nevertheless we can still fulfill if you have something particular we can still fulfill it.
Ahmed Al Kiremli: How do you like make the deals with the suppliers like to use stock the items, do you keep the items with the suppliers and they stock it, do you buy the items and then sell it on the website, how does the concept work?
Walied Al Basheer: We keep it with the suppliers we have an arrangement with them, we keep it with the supplier and then all of the orders will be back to back. The inventory has been updated on a very regular basis because here we want to avoid orders being done while we're out of stock at the same time.
Ahmed Al Kiremli: Stationary is a big headache in terms of items you have like 1 million items maybe so like are you selective about specific items that they always have stock from these items in order to problems with the customers? You don't have control over the inventory, the supplier maybe he will tell you that he has the inventory but the reality is he doesn't.
Walied Al Basheer: It happens, and some cases it happens but we believe that the variety of the product is a sort of competitive vantage for us because the variety of the product itself make the consumer look at the online channel as a serious channel.
Ahmed Al Kiremli: But how do you solve these problems when you had it, did you keep the customer on hold until you find it?
Walied Al Basheer: The item solution to integrate directly with the inventory system of the supplier to make sure you are getting a real-time stock update from this supplier so here whatever is mentioned available in the warehouse you offer it again there are some items, you find some items that are available but they are damaged or some of the items there is some discrepancy between the physical product and the listing but again it happens, even in and the big places it happens, we don't have anything to do about it but we try our best in order to make sure that things are set, if a customer asks for something and it is not available with the supplier even if it is available with other supplies we try to fulfill it because the customer is more important for us.
Ahmed Al Kiremli: How much are your margins unlike the deals that you make with your suppliers?
Walied Al Basheer: It depends but between 60 to 70% the market for the suppliers, and again the more you sell the more you can negotiate a better margin.
Ahmed Al Kiremli: Like you get like a list of different items and you negotiate one by one because it is lots of work like my father used to be in stationary and is still working in stationary and I have some background about it, it is a big headache in terms of items and things, or do you just pick specific suppliers to work with?
Walied Al Basheer: You have to, what I learned right now over I think a year and a half now what I learned is you have to pick up a top-tier supplier because this is the one who can give you a good margin and who can give you a good availability as well, those are the 2 things but again the product listing and the product information is some of the issues that has been facing the retailers to go online and then preventing them from going online.
Ahmed Al Kiremli: Because of the number of items.
Walied Al Basheer: Exactly because the way they list those items in the system is basically like sort of short coding stuff you know so those guys who work in the system undersigned it but again if you want to extend your offering to online consumers you need to make it appealing you need to have proper naming for the search engines and stuff like that so this is the main issue which most of the existing retailers within stationary are facing in order to go online.
Ahmed Al Kiremli: How many employees do you have to do this listing and to manage and negotiate and solve these problems with different suppliers?
Walied Al Basheer: We have a team of seven right now and then for the product information sometimes we do outsource specific agencies back in Pakistan and India so they do it by a record basis so you give them 10,000 records and they start working on it and they make sure that the products naming is based on the stuff that you've, based on the quality and then they revise everything. It is a little of a hassle but it is a competitive advantage because this is something…
Ahmed Al Kiremli: It is not easy to be copied.
Walied Al Basheer: Exactly, in terms of the suppliers itself the market here is very fragmented, very fragmented and most of the suppliers have been doing this for 50 or 60 years so for them online is not very much appealing to them at this point in time.
Ahmed Al Kiremli: The stationary traders are way behind in terms of technology, I've been in touch and comparing them with so many other industries.
Walied Al Basheer: Exactly exactly. So just trying to disrupt the market by offering something that is good and the mutual benefit for them also they can start having some direct valuable direct channel and benefit by capturing market share.
Ahmed Al Kiremli: And how much is the whole software or the website cost and did you develop it with your team or did you outsource the development of it?
Walied Al Basheer: We developed it in-house, we have a very brilliant CTO who has been working very successful startups here and he is the one who did everything from scratch.
Ahmed Al Kiremli: What's his name?
Walied Al Basheer: His name is Mohammed.
Ahmed Al Kiremli: Okay.
Walied Al Basheer: What we emphasize on from the beginning is that we have to go for something that is solid because of the number of of SKUs, the way we see that we could integrate the system later on to integrate with ERB, with E procurement systems, this is our next plan, so we wanted to rely on something solid.
Ahmed Al Kiremli: How are you marketing the idea like how do you bring traffic to the site, what do you do?
Walied Al Basheer: Basically we focus on social media a great deal right now, we have some good engagements in social media right now, other E marketing like… The main focus is in social media right now.
Ahmed Al Kiremli: Do you know how much is the customer acquisition, how much each acquisition costs you do you spend a lot on PPC or do you just do sometimes off-line marketing or just online are you focused?
Walied Al Basheer: Okay acquisition go something beyond $5-$10 per customer but again our customers are classified into their specific customers who are normally retained customers, we have people which we see the customer lifetime is longer plus the retention is more so for those types of customers we are willing to spend even more money, PPC works but it is not the main part of our strategy, we do a lot of marketing and targeting right now, so we tried to let the user see our products and then based on specific marketing techniques, he will get to see those products in social media more frequently, the products which he precisely browses.
Ahmed Al Kiremli: So we can say 80% you rely and focus on social media in terms of the marketing that works for you?
Walied Al Basheer: Exactly and the 20% on other channels, for schools we also have in on boarding strategy in which we get people to present the solution for them getting them on board and make the first or second order and then from there they could learn how to do it themselves.
Ahmed Al Kiremli: You said like you keep this this talk with the suppliers so when somebody makes the purchase then he is paying the money to you and then you pay the supplier right based on the agreement with them so always you collect the money, he sends the items. And how much do you pay the supplier?
Walied Al Basheer: We have a credit line with the suppliers so we pay the monthly normally, if the customer is paying for credit card we get the amount first but if he is paying with cash on delivery which is not the favorite approach for myself but still is very much a necessity for stationery, we get so many orders from like executives and office managers and receptionists in three zones and all this it is very difficult to get credit cards for those people so here are they could order and pay on delivery, Aramex will do the cash on delivery and pay it to us after some time.
Ahmed Al Kiremli: What is the percentage between cash on delivery to credit cards and purchases for your customers I just want to understand the region?
Walied Al Basheer: 45 to 55 around that, this is the last benchmark we did.
Ahmed Al Kiremli: 45 what?
Walied Al Basheer: 45 for cash on delivery.
Ahmed Al Kiremli: So it's still higher. In which market are you now available?
Walied Al Basheer: We are available in the UAE right now and we are planning to start in Saudi Arabia being there last week we discussed with potential partners there and I believe that the market in the UAE is a billion-dollar market but if you look at places like Saudi Arabia it's like five or six times the market over here. So the plan is within 3 to 4 years to cover the whole of North Africa.
Ahmed Al Kiremli: Now in Dubai the market is very diverse in terms of nationalities, what is the demographics of the buyers like who buys more, the Arabs, the Europeans or the Indians?
Walied Al Basheer: We haven't started analyzing those demographics but I could tell you business-to-business or business to consumers, in terms of profiling the consumer demographics we haven't done well, I could look at the social media and then give you an outline but we see Arabs and then Asians perhaps and then European.
Ahmed Al Kiremli: And in terms of maybe B2C or B2B you sell like mainly the companies buying more than the individuals?
Walied Al Basheer: B2B is about 20 to 30% in terms of the value, B2C is about 70 to 80%.
Ahmed Al Kiremli: How did you raise capital for the company?
Walied Al Basheer: We were first selected by an accelerator which was very brave to put money into us just an idea at that time and we went to the incubation process and successfully graduated from the accelerator, we were situated at the beginning of the year in Abu Dhabi, we won the first award among like tens of startups and we started raising money from angel investors and micro VCs and it went well, we're closing around right now to enhance our presence right now in the UAE and capture more market share and it has been successful.
Ahmed Al Kiremli: How much is around now that you're raising in case one of the audiences interested?
Walied Al Basheer: We are raising $350,000 for around 15 to 20% equity in which we have several commitments right now, we might have it before the end of the year.
Ahmed Al Kiremli: How much do still own of the company?
Walied Al Basheer: I own the majority stake, more than 50% of the company but again in terms of my main objective is to push the company and make it more successful, make it more valuable toward other shareholders and investors and so on and as I said having 1% of $100 million company is better than having 100%…
Ahmed Al Kiremli: 100,000.
Walied Al Basheer: So we are pretty flexible but again we have to look at the capital equipment along our plan and how we can dilute it at any point in time.
Ahmed Al Kiremli: Which one of your startups you consider your most successful?
Walied Al Basheer: Most successful is formula water sports of course it has been a global success, it is very difficult to top such a project but again as an entrepreneur you have to be real with yourself, if things are not working you have to kick it aside and move on with your life.
Ahmed Al Kiremli: Can you tell us more about this acceleration process with the accelerator or incubator like how much to the invest usually like $20-$30,000 to the own how much in exchange for five or 10%, tell us more about that, how does the process start, what happens in the process, what does the entrepreneur learn?
Walied Al Basheer: Actually as I tell you this is a special experience, you and other founders have to do everything by yourself, even if you are very successful sometimes you don't get the traction that you deserve for your startup, the networking and contacts and all this stuff, then an accelerator or particularly the I 360 accelerator they invest around $70,000 for 10 to 15% equity on the idea stage so you just have to come up with the idea and the team that is qualified to do the idea and then they take you through an incubation process of three, and incubation process of three then they take you into incubation process of like…
Ahmed Al Kiremli: 3 stages?
Walied Al Basheer: 3 to 4 months particularly in which you go into the design phase and prototype phase and then you go to commercialization and basically on the last phase you start preparing for investment. The good thing is that being in a co-working space you get to know a lot of other entrepreneurs, you get to network with them and find out what is a trend and what is the solution for an issue and then immediately visit the place, investors and mentors so you get, the place is basically happening, it has a lot of actions happening which is good, there's great support and we like to see such stuff happening right now in the region like we were just by our own for over the past year.
Ahmed Al Kiremli: What is the difference between you started at the beginning with I 360 or turn8 or the crib as they call it. And now are you based in in five, just explain to the audience.
Walied Al Basheer: Okay the crib is a co-working space, the crib is a place where those entrepreneurs work, anyone can walk in and hire a seat or table and just network with us. The I 360 is a holding company which runs the whole show, they also do run turn eight accelerator, they do run an accelerator for Khalifa as well, as many people know, turn8 is sponsored by BB World, we are not sponsored, we are not under turn 8 we are sponsor directly from my 360 accelerator, the main difference between I 360 or turn 8 again is in five, it's the hub in which they give you subsidized rate into forming the company they give you a nice place to work around but they don't do equity investment in the startups, and I 360…
Ahmed Al Kiremli: So you just pay less for the license in Dubai?
Walied Al Basheer: Yes it's a subsidized rate you get the a license…
Ahmed Al Kiremli: How much?
Walied Al Basheer: I think it's around 700 DH for the first year if you take a seat.
Ahmed Al Kiremli: So this is including the location and the company.
Walied Al Basheer: Yes the location and the company and its around that…
Ahmed Al Kiremli: And then?
Walied Al Basheer: And then after that you will have within a years time knowing whether you want to scale up or stay where you are and then after that you have to move to some proper office.
Ahmed Al Kiremli: So they give you only one year and then you have to move out.
Walied Al Basheer: Exactly but they believe within a year you should have figured out whether this is going to work or not.
Ahmed Al Kiremli: Tell us more about the legal process of registering a company in let's say BVI, British Virgin Islands or this process, so many entrepreneurs you don't understand it, do you recommend any legal services to do that? How much does it cost, what is it exactly what is the difference between this and between you know incorporating a company in Dubai?
Walied Al Basheer: Okay I think one of the things that people fall behind with is getting things in the right way from the beginning so many of them because they are friends or because they have known each other for some time they do not formalize, they don't find shareholders…
Ahmed Al Kiremli: Especially in the Arab world.
Walied Al Basheer: Exactly they don't find shareholders or proper structure, we believe okay trust is good but again this might prevent the company from scaling up from getting investors moving and all this stuff so basically the legal and the financial part, also the financial part there are some issues like regarding the bookkeeping from day one and stuff like that, I think those are areas we all did at one point in time, and then you regret it after some time because you have to get a structure and it might be very overwhelming to get things on the right track on the right time. The other thing from the investor's point of view they want to make sure that they are, their ability is being limited, they can give you the money but they are not able to take more based on your action, they want to rely on you having a minimum paperwork you don't have to travel over there in order to incorporate a company it's based on some of the well-known laws like the English laws plus also most of those BVI's do not request you for no objection certificates from where you work, so it's a pretty smooth process.
Ahmed Al Kiremli: Just explain this to the audience because some people from outside Dubai will not get it, you mean that permission in case that they are employed here in certain companies they will not be able to get a permission to start a company in Dubai while when they do it with BVI nobody will ask them for this permission right?
Walied Al Basheer: Exactly eventually if you want to work in Dubai you have to abide by the regulations over here, mostly in order to do anything, the job that you have been recruited for you need to permission from the owner of that business and that permission is sometimes guaranteed sometimes it is not guaranteed, the BVI options at least at this point in time will guarantee the rights of everybody, then we'll have a legal structure that people can rely on in order to study in this business, if the business is move forward and reaches commercialization stage and you can have a subsidiary company or you can have any other legal forms because here you would have identified your direction in a proper manner and you are willing to spend time in paperwork in whatever.
Ahmed Al Kiremli: So how does the process start if we start from the beginning the first step is to start the company in BVI through a local firm Dubai right?
Walied Al Basheer: It's not necessarily from a local firm in Dubai like myself… I did the seashell before I like the guys who did the seashell basically online they have been very good guys and within two or three days they sent me the incorporation certificate and once you have the certificates you can use them for…
Ahmed Al Kiremli: How much is a cost?
Walied Al Basheer: The range is about $1000-$2000 but again what you might need the legal firm for in here is to draft customization for your contract in your term sheet, and all this stuff you would need somebody who can do this if you don't have the internal resources then you would have to go to a legal firm which they charge you eventually more.
Ahmed Al Kiremli: So it costs $1500-$2000 to incorporate the company in seashell, BVI or these islands, and then how much does it cost you per year?
Walied Al Basheer: Annual renewal is about $400, $450 but again as I tell you it will be a special, it will be like a holding company in which it will manage the finances and the shares of the shareholders and all the stuff and eventually you need to have the right legal set up in every country that you operate on a special if you're operating like physical groups and invoicing and all this stuff but all of them know what BVI is.
Ahmed Al Kiremli: And then you put the local company under the holding company the BVI company?
Walied Al Basheer: Yes that would be the holding company and your BVI.
Ahmed Al Kiremli: So here in the licenses in Dubai as an example is this what you have done here now?
Walied Al Basheer: Yes a BVI company can own a local company over here and many of the free zones here specifically the legal structure of course there is still some things to be done in terms of certificates of good standing and all this stuff but yes this is how most of the big companies are structured, multinationals and such.
Ahmed Al Kiremli: And in case the local company goes bankrupt will they go after the main company or is it limited liability?
Walied Al Basheer: It depends on the form of incorporation over here if it's eliminated then it is, if it's a sole proprietorship and it will extend to your personal assets as well.
Ahmed Al Kiremli: To add an investor for the BVI company how easy is that like do you just send a paper and sign it or do you have to be present in certain offices here to sign, how does it work?
Walied Al Basheer: Basically we provide the subscription and sell purchase agreement for shares for the investors and then it goes through the appreciation at this remove this and all the stuff because of these different types of differences and share types and all of this so here if you agree on the structure you get signed in and then you have clauses like only the share certificates will be issued after the money is being already deposited to the company account so the structure makes it more comfortable for parties whether the entrepreneur as well as the investors…
Ahmed Al Kiremli: You found it so many and cofounded so many different startups, what are the main challenges that usually you face, the same main challenges that you face over and over again and you think is the most difficult part of any start up?
Walied Al Basheer: I think the early, the investment an early stage companies especially ideas, this is where we fall behind, I think there's big room for improvement over here because again if every investor needs a company with a balance sheet and performance and all this stuff then there won't be a chance for those early stage companies to thrive so this is the main issue is the access to capital in early-stage so basically it's easier here to raise one or $2 million then to raise 100,000 or $50,000 because the risk is high and we see right now this has been changed greatly, most of the people in the region here have a realistic mentality so they want to see what they have been for and for digital businesses or online businesses it is somehow very hard to quantify what is the value of this business or how it could be valuable so this is a major question over here, the second thing is the main challenges the cost of living because the cost of living is pretty high then hiring teams in order to develop your startup might be a bit challenging at the beginning, you need to convince people to work at a lower salary and give them stock options or whatever this is another challenge, the whole ecosystems developing right now, we see now the bits and pieces are getting together that I think those are the two main areas, the two main challenges.
Ahmed Al Kiremli: What do you advise new startups in Dubai from where to start, what to do? They should go to incubator or what should they do?
Walied Al Basheer: First before going to incubator I think reflecting their ideas to friends and families and see what they buy this product, what they find value in this product, this is very important elements even before pushing it forward because one thing we see most of the time, many people are very much in love with their ideas they can be the only customers for those products or services.
Ahmed Al Kiremli: But also the family and friends the same and also there is another different hassle but the family and friends like sometimes or most of the time it will affect the relationship that you have with them if there's business involved, what do you think?
Walied Al Basheer: Yes but being an entrepreneur you have to be open-minded a bit you don't have to be very much in love with your idea so somebody tells you that know this is not going to work then you are not going to cut your relationship with him you have to be open for criticism you have to be open for the other point of view because these are valuable inputs eventually you are planning to put a product to market so you have to figure out whether this market will be like a new product or not and perhaps friends and family will be the group or you can get feedback, the second advice will be like entrepreneurship is difficult, many entrepreneurs think that okay I will be an entrepreneur after a year or two and drive the Maserati and stuff like that, it takes some good time and thought and consistency to reach a good milestone, this is very important otherwise everyone would be a millionaire, you have to be very consistent, you have to be strong emotionally you have to be strong emotionally and then also you should never give up.
Ahmed Al Kiremli: How to find the right cofounder in Dubai?
Walied Al Basheer: The cofounder should be somebody whom you know at least or you did a business with or traveled with at least because during the course of a business there are so many challenges that you really need to know the personality of the person that is coming with you as a cofounder in advance, like you see when he gets negative when he's frustrated or is very hard-working or his lazy, stuff like that so I think starting a business with somebody you know for a while and did a business with or you traveled with for studied with works better than having somebody you just interviewed and start a business with.
Ahmed Al Kiremli: Share with us some of the tools or software that you use that makes you more efficient?
Walied Al Basheer: Okay basically in terms of business planning I use business plan pro, in which I could have a quick overview of whether this is going to work financially are not, we use PowerPoint a lot to do presentations and stuff like that and I use also Visio for modeling and stuff like that.
Ahmed Al Kiremli: What's the name of it?
Walied Al Basheer: Microsoft Visio.
Ahmed Al Kiremli: Okay and can you take us through your life and work routine like since you wake up in the morning until you sleep? What do you do?
Walied Al Basheer: Okay, we do a lot of work daily so the average working hours is 15 to 18 sometimes to 20 hours a day, I make sure to start the day by spending time with my daughters and family so I insist on taking them to school everyday so at least I capture this morning our to see what is up with them. It has been quality time and also gives you sometime in the morning to wake up your brain and then after that I had to work, if I do not have meetings are stuff like that I try to avoid traffic in the morning so I can grab a couple of hours you know instead of wasting them on the road, if I have meetings then I try to avoid moving too much on the road in the morning so basically I take lunch time until six or seven in the evening I go back home and spend also another hour with my kids and then normally after they sleep at seven then I have from eight until 11 or 12 I do some planning, this is how it goes normally.
Ahmed Al Kiremli: Now you are based where in the crib?
Walied Al Basheer: Yes we are in the crib we also utilize in five some of the time but we are mainly at the crib here, this is a daily routine, on the weekends it tends to be more fun, sometimes we like to go out to relieve the stress, we go for Safari or stuff like that we like to do a lot of outdoor activities over the weekend.
Ahmed Al Kiremli: Any other hobbies?
Walied Al Basheer: Apart from Dune bashing we do a bit of swimming, I do shooting also these are the main hobbies.
Ahmed Al Kiremli: Top three mentors?
Walied Al Basheer: Stress busters…
Ahmed Al Kiremli: Who are your top three mentors?
Walied Al Basheer: Top three mentors, the main mentor I think I learned a lot from he is a CEO of Emirates investment group whom I worked with around 10 or 12 years and I've seen him building something from scratch up to $1 billion, billion DH company that taught me a lot, one of the main objectives of getting into that advisory role as learning, we learned so many things even the offshore and BVI all of this stuff these are some of the stuff that we learn in real-time from them, then we look at, we have a couple of good mentors over here, we have Renaldo who has been a great mentor to us and Fali Handour has been a great mentor to us and these are the guys that we benefit very much from a small time with them.
Ahmed Al Kiremli: Top three factors for success in three words?
Walied Al Basheer: I think you have to be strong, you have to work hard, and you have to be consistent.
Ahmed Al Kiremli: What is the biggest failure moment in your life?
Walied Al Basheer: I think the biggest failure moment was when we folded formula water sports, it was a very bitter position but there was no way out.
Ahmed Al Kiremli: It was the company that made you most of your money?
Walied Al Basheer: Most of the money, most of the contacts, all of this stuff, it was an outstanding company.
Ahmed Al Kiremli: Top three apps that you use on your iPhone or smartphone?
Walied Al Basheer: Top three apps I use Kayak a lot for traveling and booking and all of this stuff, I use IexpenseIt a lot to stay on top of my expenses and I use the camera a lot. Or tweeting and the stuff.
Ahmed Al Kiremli: Okay you like Twitter or Facebook more and why?
Walied Al Basheer: I like Twitter more, because you get all updated especially what is going on then all of this stuff, it is more professional in terms of the business.
Ahmed Al Kiremli: What are the habits you're trying to develop to stay efficient?
Walied Al Basheer: Okay you need to give some time for yourself, sometime as entrepreneur you are overworked so you need to be yourself sometimes, this is very important it is difficult to sneak this time and do it for yourself, the second thing is you have to have this one hour daily to think of nothing, give you a boost into starting the next day and the other…
Ahmed Al Kiremli: When you usually do that our?
Walied Al Basheer: I do it normally before I sleep.
Ahmed Al Kiremli: Okay. So how do you do it like you lay on the bed or just use it…
Walied Al Basheer: I just put a dim light and sit on the sofa and sometimes there is some business channel on a TV but I don't look at the news and all of this stuff, it's the way, it creates the environment for me and the last thing is to have a checklist of what has been done on the day and what is going to be done tomorrow, this is very important sometimes you get out of the truck you don't do it and then you get everything messed up but again it will be a real checklist and a small notebook…
Ahmed Al Kiremli: So you prepare your checklist before one day?
Walied Al Basheer: Before one day and by the end of the day you see what is being done and the rest you keep it for the next day.
Ahmed Al Kiremli: You use paper or software?
Walied Al Basheer: Paper. A small notebook.
Ahmed Al Kiremli: What is the best advice that you have ever received?
Walied Al Basheer: The best advice, I think the best advice is to get back into entrepreneurship after the economic crisis, that was like a leap of faith sort of position.
Ahmed Al Kiremli: Who advised you?
Walied Al Basheer: A friend of mine.
Ahmed Al Kiremli: How do you change your mood when you're depressed?
Walied Al Basheer: Normally I go for something that is completely unrelated like doing bashing for example is something that gets you out of anything that you can think about so something that is more challenging.
Ahmed Al Kiremli: When we you take me for that with you?
Walied Al Basheer: I'm ready next weekend.
Ahmed Al Kiremli: What is your favorite quote?
Walied Al Basheer: My favorite one is men makes money, money never makes man. So as a man you keep making money but the money sometimes does not make you or give you all of the fulfillment or all of the stuff to feel good about yourself.
Ahmed Al Kiremli: Who said that?
Walied Al Basheer: I don't know, I started floating somewhere but I really live on it.
Ahmed Al Kiremli: Top three favorite books?
Walied Al Basheer: Top three favorite books, there's a book called throwing sheep in the board room, talks about the changes in corporate life after the social media has started and then the book of dreams from my father, by Barack Obama his life story. And there's a book about the business model generation…
Ahmed Al Kiremli: Okay top three people you're inspired by?
Walied Al Basheer: Inspired by first by the prophet Mohammed is being a great inspiration for us to be consistent and hard-working, also inspired by Steve Jobs and by the CEO of the Emirates investment group.
Ahmed Al Kiremli: What are the things that make you really happy?
Walied Al Basheer: When my daughters, this is something that's really authentic and genuine that makes me really happy.
Ahmed Al Kiremli: Is there any question that I didn't ask you about anyone's talk about?
Walied Al Basheer: I think we have covered everything, I just give a last note if you are an entrepreneur, go for it, do it, don't wait until it is ready, don't wait until it is perfect, tried to bounce it to a specific group of people and see what their views are about it, if you feel it is going forward, be consistent, don't give up and eventually you will reach somewhere.
Ahmed Al Kiremli: How can people contact you, last question?
Walied Al Basheer: I could be found at Twitter, waliedalbasheer@twitter, I could be found on LinkedIn as well those are the easiest ways to contact me.
Ahmed Al Kiremli: Thank you so much Walied for this great interview.
Walied Al Basheer: Thank you, thank you very much Ahmed.
Ahmed Al Kiremli: Thanks everyone, be efficient and stay efficient and see you soon with another leading expert.

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Direct download: BeEfficientTV_Walied-Al-Basheer.mp3
Category:Technology -- posted at: 4:24pm +04

Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

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Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

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Ahmed Al Kiremli: Hi everyone this is Ahmed Al Kiremli and welcome to Be Efficient TV. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts, and today I have with me Kurek Ashley, he is a former Hollywood actor and he is an expert in peak performance, personal business development and he is also a success coach and the author of the international best-selling book, how would love respond? Welcome to the show Kurek.
Kurek Ashley: Thanks for having me, it's a real honor.
Ahmed Al Kiremli: It's my pleasure. So why did you quit your acting career in Hollywood?
Kurek Ashley: Well it was quite interesting because in 1989 I was doing a movie with Chuck Norris called Delta force 2 in the Philippines and during the course of filming I was involved in a helicopter crash where five of my friends died, I still worked in the business for a while afterwards but it was my exodus because I realized it really wasn't what I wanted anymore and I thought if I get famous that people would want to hear me speak about teaching you how to follow your goals and your dreams but since I played mostly tough guys and bad guys nobody really want to hear my story so once I let go of the movie industry my personal development career just exploded went through the roof.
Ahmed Al Kiremli: So if an accident had not happened do you think he would have continued your acting career?
Kurek Ashley: No, I had already started to realize this wasn't what I wanted anymore, and I had already worked over 500 films behind the camera so I knew the industry really well, it was a great business just not the one that I want to stay in for the rest of my life.
Ahmed Al Kiremli: Do such accidents always happen or was it the first of a kind that tragic accident and such five people died?
Kurek Ashley: Well as you know it happens every day in all kinds of businesses it's just that Hollywood it's more publicized but it was the first time I'd ever been on a set where people died and the only time actually work people died, it was just a bad day at work so to speak but it was something so personal for me that it sent me into a tailspin depression and suicidal attempts and drug use in all the stuff for the next couple of years until I found myself again and work my way back to who I am today.
Ahmed Al Kiremli: What's your background before acting how did you become an actor and how did you shift later out of this depression into a successful speaker and motivator?
Kurek Ashley: The funny thing is I started when I was like 12 years old, I started on stage in Chicago, lied about my age and auditioned and got on stage, I one of the different life than just growing up in Chicago and being another hard worker, I wanted to have some fun so in 18 I moved to LA and didn't get my first job for three years but little by little started steadily working and John Travolta and I became great friends and he really talked me into working behind the camera because he said such a technical industry that once you can handle the technical side then you're free to just act, James Woods said the same thing to me so that's when I got behind the camera and started working as a key and Dolly grip I was an assistant to a director for 13 years so I really learned the industry well, it's a business that most people don't have a lot of good control over their own career because you have your agent, your manager, casting people, directors, editors, studios all these people determine if you're going to work or not and I just didn't like that feeling so after a while I started doing more coaching and speaking but I didn't really get paid for it in those days because it was very infantile but once I let go of the business my career went through the roof just because I was focused on one thing that I was very passionate about.
Ahmed Al Kiremli: How did you overcome your depression and how can we overcome our depression after big personal loss?
Kurek Ashley: Well there's 2 very powerful strategies there one is called transformational language, if we're going to say this is devastating me then you are going to feel the weight of that word, devastating me but if you say it in a lighter way where you say this is upsetting me then you see that's not as heavy a terminology so the way we describe it becomes our experience, if you describe it for instance when my father died, right after they closed the casket I said to my mom hey mom let's go celebrate and have some fun together and she said hey your dad just died, I said mom dad can be done forever, we're still alive so when we enjoy today and then I can warn my father later you know, dealing with it in a light way doesn't burden you and drag you down and the other way is really about looking at the other side of the coin which is called reframing, ask the magic question what's great about this and you can ask that about any situation in your life, the helicopter crash is a perfect example for me because once I asked what was great about the helicopter crash it's a strange question except when you really expect an answer it's transformational and the answer is at least I had five friends to lose, a lot of people have nobody, at least my best friend, who was 29 at the time, died in my arms and not in a strangers arms. And I did save two people's lives that day but you forget about the good stuff when you're caught up in your drama. So he asked me what's great about this, it doesn't change the situation but it changes the way you perceive the situation which changes the way that you feel the situation.
Ahmed Al Kiremli: So how can we manage the way we think and feel?
Kurek Ashley: While the quality of our life is always determined by the quality of our communication, first with how we communicate with ourselves and then how we communicate with others but you won't be able to communicate differently with others until you learn how to communicate differently with yourself. The other thing is the quality of our communication is determined by the quality of questions that we ask someone we ask better quality questions we get better quality answers and those other answers make you feel good so as an example in any situation you can always ask yourself was I empowering about this or disempowering, if I was disempowering then say how can I look at this in a more empowering way and the answer start to come to you and they make you feel better. You do that consistently, here's the key distinction Ahmed between average people and everyone else, successful people we have learned how to manage and organize how we think and feel differently than the masses do because we ask ourselves different questions, when most people are looking at the problems of life, successful people are looking for the opportunities, same situation, we're just asking a different question, what's great in here, where's the opportunity in here? How is this going to enhance my life? You do that and it doesn't mean you're not going to have problems it just means that you can manage them better.
Ahmed Al Kiremli: So we have to train ourselves to keep asking questions and discovering new decisions, so how can we take more and take action or take more new decisions to transform our lives?
Kurek Ashley: Well the funny part about this is we're doing it all the time anyways, it's just that most people are asking disempowering questions, why did this happen to me and oh my God how am I going to save myself and all these things, as an example when I'm having financial worries, I guess it's a whole different level than where it used to be when I was homeless then I didn't have any financial worries because I had no money to worry about.
Ahmed Al Kiremli: One where you homeless?
Kurek Ashley: I was homeless in Chicago I was homeless in LA and I was homeless and Australia, I was homeless and 2 countries at the same time because I was homeless here in Australia or I couldn't even make it back to the states to be homeless.
Ahmed Al Kiremli: In which stage of your life, what time, which year after which period of time?
Kurek Ashley: I was 15 first, I ran away and I was homeless, numerous times in LA in my 20s I live in my car for over a year in 1983 and here in Australia I was 37 and I was homeless the company that brought me here never paid me and left me stranded.
Ahmed Al Kiremli: Before the acting career and after the acting career?
Kurek Ashley: And in the middle of the acting career. But the thing is I was still grateful because at least I had the car to live in or I was here in Australia where at least it's warm, better than being homeless in Chicago. By feeling good we can come up with the answers to get out of our situations but if you're going to let the world beat you up and you're never going to come up with a strategy and get yourself out of your problem.
Ahmed Al Kiremli: How did you end up in Australia why did you move from the US to Australia?
Kurek Ashley: I was working with Anthony Robbins for five years, I was on the road with Tony, speaking in seminars in teaching and the rest of the things in somebody saw this in San Diego they were from Australia and they ask you to come and save the company so I came out and turn their sales around and everything, the company didn't pay me and left me stranded, I wound up doing some free seminars just to promote a paid once I can make some money and get out of here and in one of those free seminars I asked who here remembers the person who stands on the third box at the Olympics, anybody ever rush out to buy their book thinking wow, how to get third? A girl stands up and says hey thank you very much I was on the third box at the Olympics.
Ahmed Al Kiremli: Is this the same lady that you helped getting the gold medal in Sydney 2000?
Kurek Ashley: Yes that's Natalie Cook, and three or four weeks ago the girls were just inducted into the sports Hall of Fame, 14 years later I went down for the ceremony so it's still going.
Ahmed Al Kiremli: What did you teach them through this coaching like it was focused on mindset, what did you do?
Kurek Ashley: Mindset but also muscle memory so that their body would reproduce the same action over and over again automatically like Kerry has the fastest serve in Olympic history but we worked on it so that her body would automatically go into it so she didn't have to think about it to deliver the same action over and over again so she could drop aces anywhere she wanted to, it was amazing she broke the speed record five times and serve that 85 km an hour.
Ahmed Al Kiremli: Back to the decisions and how we can transform our life, how can we commit to our decisions because most people start certain path and then they quit at a certain point.
Kurek Ashley: The Easiest Way, #1 is to put it up on your wall so you see it every day like your mirror when you brush your teeth, see that everyday also public declarations, tell as many people as you can about your decision because they will hold you to it, they will hold you 2 ways some people will encourage you and some people will not do and say oh yeah he'll never do that, use both for your favor, use the people who encourage you to drive you forward and those people who tell you that you can make it use it as a cause that you have that you are going to show them, okay I'll show you. That's called commitment if you are consistent with that commitment every day after 28 consecutive days it becomes a habit and then it's not so hard anymore.
Ahmed Al Kiremli: How can we find the right time and resources to transform our life like if we are homeless, if we are having a job and we want to do the transition to become an entrepreneur, how can we structure that and invest our time and resources the right resources wisely?
Kurek Ashley: Well…
Ahmed Al Kiremli: How to start in other words?
Kurek Ashley: Back in the country where you live do they have a public library system?
Kurek Ashley: Definitely.
Ahmed Al Kiremli: In every country ever been to there's a public library system and when I was homeless what a great place to hang out first they have a bathroom and a drinking fountain so you can get water and there's library full of books I can change your life and they're all for free. But here's the funny part: the library has all those book but rarely do you see a jammed with people trying to read those books instead people would rather cry about their situation instead of doing something about it and for me that library was called because I couldn't afford books in those days but you know what I can take a book back in my car and sit in my car and read a book instead of doing drugs or whatever, getting in trouble and the book started changing my life plus and so was a rental book a library book you can't write in it, it inspired me to make the money to go by the book so I can write in it and highlight it and still to this day those books are in my library and I don't even want them out because it's like my whole history.
Ahmed Al Kiremli: So you started in the library when you are homeless? And then how did you get into acting like did you study?
Kurek Ashley: I was acting when I was 12 years old back home in Chicago but I was doing all kinds of jobs in LA, working in the health club I used repossessed cars and deconstruction anything to pay the bills but there were times when money ran out and all I had was a library, no money to buy a book and food was hard to come by but I could feed my mind and that was going to get me out of my situational tell you a funny story, I was on my last, I wasn't homeless this time but I was close and I was down to my last $800 and Tony Robbins was coming to LA and I have three choices, use that $800 to pay my rent, fix my car was needed fixing or go to the seminar and I thought well if I pay the rent 30 days later I'm going to be in the same boat, if I fix my car than two weeks later because it's a piece of junk and the Tony Robbins seminar could change my life because it's an investment in me. If you look at their word investment, I invest in me it's right there in the word, the best investment you can never make is your own personal and development because it means we are developing ourselves into being a more evolved version while I want to that seminar and basically Tony asked me to work for them for the next five years and the rest was history.
Ahmed Al Kiremli: How did that happen you want to them like through the seminar and you told them the story and he was touched by how does that happen?
Kurek Ashley: No, I just kept stopping him like every couple of words saying Tony Tony what was it you said there and he goes do, I got like a four-day seminar manual interrupting every five minutes but hey every word was $.75 to me and I'm getting my money's worth and because I was so high energy and so involved that stood out to him, the key, Wallace E Wattles, the man who wrote the science of getting Rich, getting rich is not the result of doing certain things it's doing things in the certain way, that's passion and enthusiasm now the word enthusiasm the root word is a Greek word entheos, it means the God within so you see you have more power on your side when you are passionate and enthusiastic and guess what everybody loves someone who is passionate and enthusiastic, it stuck out, Tony asked me to train in the gym then be in the seminar then be on the road with them and then be at the seminars and the rest was history, five years ago.
Ahmed Al Kiremli: 5 years definitely you learn all the secrets of the public speaking and how he does that and until now he is the most successful public speaker, in terms of many aspects, motivation and money, so what was the secret in Tony Robbins why do you think he is successful and still he is number one maybe?
Kurek Ashley: Because Tony is awesome marketing himself. It's just like Hollywood, or hamburgers there's a lot of restaurants that make a better hamburger than McDonald's obviously but they know how to market better than anyone else. Jessica Simpson, she can't really saying or act but man she knows how to market herself like Paris Hilton, she doesn't do anything but she knows that a market herself so Tony understood that if he wants to get his message out there he has to understand marketing. And that's what I learned being with Tony was how to market myself and promote myself in a way that basically when I left Tony I career just took off and now Tony considers me in some ways his competition which I think is a complement I'm not even close to doing what he does but he knows that I'm making a mark and I'm proud of that and last time I saw him he was very honorable, very warm and said to me hey Kurek is not a place I go to in the world that your name doesn't come up and he goes oh my God your book is awesome I love it, God bless you and we hugged each other, is a great way to see each other for the last time.
Ahmed Al Kiremli: How many people are working in his empire and how many people are working in your speaking business? If I just want to compare them?
Kurek Ashley: I have none in mine, I outsource everything, I used to have nine staff I just don't want a business like that anymore, it's nighttime here but if I turn my camera on you'll see that I'm talking to you from I have 14 gorgeous acres and the sunshine comes from Australia, I live on a farm with killer views, I live a different life…
Ahmed Al Kiremli: Is that because you don't want sometimes it's enough you feel that you have the fulfillment that you want and you don't want to scale it into that crazy level of speaking almost every week in different cities is it because this is the lifestyle that you chose I just want the audience to understand how people choose their fulfillment, based on their fulfillment what path they should take.
Kurek Ashley: Here's the thing, success in your life doesn't mean burning yourself out, when is it going to happen, if you keep running on the treadmill you might be the king of the rat race but you're still a rat, I wanted to check out, how am I supposed to teach other people how you can have a whole list of the fulfilled life if I don't live one teaching that. I have a 2 1/2-year-old son, I'm a late bloomer it took me 50 years to have kids and my son I want him to have an experience of his dad but also an unbelievable place to grow up, I grew up in Chicago and LA, people live like cockroaches on top of each other, I've been there and done that, that's not my life, I don't want that lifestyle. I still work in 17 countries but I work where I want to work when I want to work and I choose more A-list clients, the C&D clients, the smaller stuff but also that gives me the availability to help people and work at schools where I don't have to charge them now I have a lifestyle where I can do that now because I have the life.
Ahmed Al Kiremli: So explain to the audience that Tony Robbins doing that because he is more fulfilled speaking all the time because he has everything he has the money and the lifestyle but he is just thrilled to be on stage all the time, you being close to him is that why he is doing it?
Kurek Ashley: First of all I can answer for Tony you would have to ask him, Tony you have to remember I'm not knocking him, Tony is more of a show these days it's like going to see a rock star kind of thing and he likes that, I don't want that life, people, to meet and approach me after a course but they are very calm because I don't live that rockstar lifestyle and I saw that with Tony were people just go crazy trying to get to them, that's fine for Tony God bless and he enjoys it, he knows with my Hollywood background I don't really like that, I like having a more normal life but I still have a public profile that keeps my business going because that's me marketing myself but at the same token I have a lifestyle where I don't have to deal with security and the rest of those things.
Ahmed Al Kiremli: How to transform the positive actions into habits?
Kurek Ashley: That's easy, number one is to do them consistently and every time you do them celebrate like literally hourly celebrate, tell your brain that I get rewarded for every time I do this it's like Pavlov's dogs, feed them and bring the bell, feed them and ring the bell, eventually they are salivating when they're hungry, they get rewarded, take the action, get rewarded. What happens is that all of a sudden it becomes your habit and your brain makes a neural connection between taking that action and feeling great and you have to remember the brain is wired to get us to move toward anything that makes us feel great, pleasure or perceived pleasure.
Ahmed Al Kiremli: What is your formula for consistent success and positive results?
Kurek Ashley: Well first start hanging out with positive happy people because you become one, if you can't find them in real life than start off with biographies and autobiographies, read about those people because then you see how they think, you start to pick up the consistencies of them, I still to this day study everybody I mean everybody, everybody has something successful and you see these consistencies and you read in these books in these autobiographies and then you notice that you start attracting more of those people to you and then they hold you to that higher standard that's what they call your network so I always say if you aren't networking in life you aren't working.
Ahmed Al Kiremli: Can you define for us personal financial freedom?
Kurek Ashley: Well let's just talk about freedom, if we can do it without the finances cool, freedom is having less rules first, people have so many rules they make it so hard to succeed and make it so easy to fail, if anyone thing goes wrong the sky is falling and they are all upset and then they go in order to be successful this and that has to happen, they have all these intricate rules, all conflict in life are rules conflicts so lower your rules, make it easy to succeed, just by waking up in the success. Think about that though if that was your rule and every day you walk up feeling successful don't you think you would act successful the rest of your day because that's how you felt so it's really about being that person first because once we are that person then we will act like that person that will produce the results. People say when I get the results then I will be that person but that will never happen you have to be the person first.
Ahmed Al Kiremli: So why do we want to add always more zeros in terms of money to our life?
Kurek Ashley: Well we all don't, I don't and the thing is because I don't chase money that's why shows up, it's a ghost is not what people think it is, money is an exchange of service which is adding value and the zeros represent the law circulation so that's what we want, we want more circulation happening and that's more value we have, the more zeros we get so that means leveraging how much value you add to more people in greater quantity and that's it, if you think about going to a fancy restaurant, the foods great but the service is terrible that you never go again but if you go to a good restaurant and the food is good that the service is awesome and it becomes your favorite restaurant, it's a feeling that we are going for, if we had that value and start by asking how can I make more money let's ask how can I add more value to people and that will bring more money to your life, also the payback is instantaneous because if you had that value to other people you instantly feel.
Ahmed Al Kiremli: What is the class on firewalking adding to our life from your experience with clients?
Kurek Ashley: The fire walk and the glass walk a really metaphors for what you think is impossible being possible, if I can do this then anything else seven tell myself is impossible is actually been holding me back and it's really profound, once they cross the calls they really do feel unstoppable, it's a physical reference that they can always relate back to an think oh yeah on the fire walk or I can do this and they take that next up again.
Ahmed Al Kiremli: And you use this technique in Sydney when you are coaching the beach team right? Did that add to them?
Kurek Ashley: Yes they fire walk with me and glass walk with me but you have to remember both of these girls played beach volleyball and had already cut their foot numerous times on glass on the beach so when I brought the glass out they said we aren't doing it and I said look we have two years before the Olympics we have plenty of time to wait, now both girls actually have bags of glass that I made for them and when they do speaking engagements they do the glass walk because what they didn't realize is maybe this fear is what costs us the gold medal and Kurek but never do anything to hurt us so they had that faith and they made it across, if you are to my website you'll see that there's a new segment in which Kerry and I did glass walk on the sunrise show in Sydney, that's a girl who was never going to do it and now she has her own bag of glass.
Ahmed Al Kiremli: So now I understand that you have to add value to create money and to create also fulfillment in our lives, how can we define our voice and message and shared with the world?
Kurek Ashley: Well I think that we think to create but we feel to decide so feel your answer, ask yourself what does it feel like, what you really want to do if you have no limitations you had all the support of your family and friends all the educational the finances whatever you need, what do you really want to experience in life and what is it you want to share with people and the funny part is, people have asked me to talk about creation and the stuff but that's not what I do I talk about personal professional development about working on yourself because the rest of it shows up, now I do teach businesses how to go through the roof, one of my clients here the sunshine Coast has a grocery store barely making it for 23 years unlike 2% profit per month now they are doing 14% profit per month doing $1.4 million a month so yes I'm teaching them business but long before we get into business a huge them personal development because then they run their business better. It always comes back, to the center of the universe, our universe, us and that's what we have to work on first the rest of it starts showing up and feel yourself, for instance this TV show, how did you get it going something in you felt hey I want to voice something and you get out there and you tried and now it starts to formulate more specifically the more you do it into really what will turn into. But you have to get out there.
Ahmed Al Kiremli: And stay consistent. What are the main myths about success? The main myths about success.
Kurek Ashley: Well that money is going to answer all of your problems actually is going to amplify your problems not in a bad way it's just that handling wealth is different than handling poverty, look at lottery winners I don't know if you have lotteries were you guys are but for big lottery winners around the world for 99% of them it ruined their life when they win, not the money, it was the relationship or lack of relationship of wealth so we do have to work at ourselves again at this level not only to get successful but to stay successful because there is pressures that are different and sometimes greater, I'm not trying to scare people off, it's what we have to work on though, for instance the more money you make you are living a better life, having $100,000 car the payments are way more expensive than having a $2000 car or 10,000 other car so if you have financial worries those big payments can get scary so yes you have to produce wealth at a higher level but money doesn't answer all your problems that I will tell you, poverty is a guaranteed way to buy you pain so money doesn't buy you happiness but poverty buys you pain, you can help people when you get wealth, you can help yourself is actually easier to have fun, not that you can have fun for about how long can you have it before you're starving, for instance today, last week were supposed to interview my son was sick and then I got sick it was pretty cool to be able to take the whole week off and just take care of ourselves, when I work a job where I was financially strapped I couldn't do that you have to go to work sick.
Ahmed Al Kiremli: Right, what is the life success club?
Kurek Ashley: Thanks for asking, the life success club is coming back online we're just finishing up the new website, it's a monthly site that has been going since 2003 it used to be on CD, we've had thousands and thousands of members and what it is is every month you get another 2 tracks from me and they are very simple, a lot of membership sites overwhelm you with a lot of stuff this one is very simple and I want to keep it that way so it's not a big burden so that you will do it every month and what it is, that one track the first track is about 35 minutes long and it's just about new thoughts and mindsets and ideas and you listen to that one track once a week for every week of the month why, consistent thought, you remember I told you you get like this people you think like them and act like them and there it is, increase the habit than the second track is only 10 minutes on it call the action track, you listen to that everyday of the month you take a little action on there, 30 days boom you've created a success muscle call the habit so all of the sudden success is easy because the habit. Then you have live success club events where we do certain things as a club, we have tell a calls and tell us seminars and all kinds of fun stuff so members really network with each other and they network with each other on the site as well, once again if you aren't networking you aren't working. So it's really, I'm a member, I love it, I listen to my own tracks and others guys awesome.
Ahmed Al Kiremli: How long does it take and how much is a cost?
Kurek Ashley: I think it's 37 or $39 a month or I think you can pay for the whole year for like 297 so it's really inexpensive, the reason I even put a charge on it is because if you get things for free people don't value them, look at the library it's free and empty, people have to invest in value and nobody Box Elder it's like the cost of a book every month, it will be available in life or, people can go to it is just coming on board live again because we rebuilt the website in the next three or four weeks.
Ahmed Al Kiremli: For the speakers out there what are the strategies that you implement to get paid speaking engagements?
Kurek Ashley: First you have to learn how to package yourself, you have to take yourself out of yourself and hold it out in front of yourself like a package, like a box of detergent and think about what you're selling, it's not telling you it's selling this package because then I can market this package and if you're talking about yourself it's really hard to say things about yourself if you have, if you're humble, that doesn't sound like you're tooting your own horn see what I'm talking about Kurek the product if I can market their products. That's what I am I'm a product. And the product and the human being, I can deliver my message but I first have to market myself and that's called packaging so that we can market that package.
Ahmed Al Kiremli: So in terms of marketing like what do you do you pitch certain special like organizations, organized and speaking you do your own events and how do you market it just share with us some of your techniques and strategies.
Kurek Ashley: One of them is I say yes to pretty much every interview that I get asked to do because this right here gives me a profile, people go he must be somebody because he's being interviewed right so media is a great way to build your profile and market your package, I do lots of media always have, radio, by the way they are always looking for segments you can call producers and say hey I have a segment on this, there's more to it than that but, it's a longer conversation then we have tonight. But basically it's pretty easy. You get on the show and if you look at my website there's lots of media pieces on there, instantly that creates a profile and people go hey we want that guy because he must be famous, he's on the news or he's on the TV show.
Ahmed Al Kiremli: But do you have a strategy for that like a team member sending press releases all the time on a monthly basis, how do you structure that?
Kurek Ashley: Well I'm going to tell you about a program, not mine, there's a guy named Steve Harrison, Steve and Bill Harrison in Philadelphia they have a program called the publicity Summit held in New York twice a year, great guys, I used to coach at their program after being a participant, I spent five years with the guys they are awesome and what they do is they teach how to pitch but then they put you in front of over 100 top TV radio producers for the states and a lot of people get but from there you can learn how to do it which is the biggest thing and you get all the contact details so you can follow up on these media people and once you learn you can take the same strategy to any country, it's not that hard, start small, called local radio stations and newspapers and pitch them with the news idea but before you do asked them what kind of news stories are they looking for they will tell you then go back, right your pitch, they're going to need what they're looking for and pitch it to them again, all of a sudden this is you're on the air then there's a picture with your name, Kurek Ashley, international best-selling author and now you have a profile and then you can keep that clip and put that on your website or send that on Facebook or whatever and you're really amplifying your marketing at that point in your profile.
Ahmed Al Kiremli: So number one is use the power of media and then package yourself with certain details on your website and that's how companies contact you to get speaking engagements.
Kurek Ashley: How did you find me?
Ahmed Al Kiremli: How did I find you, I have a research team that researches people qualify for the interviews and then they filter those people send it to me and then I approve those people after I review their websites and definitely I went to your website, I've seen your media interviews and the other things that you are adding value to that is why you are qualified interviewing for the show and I really grateful that you are on the show.
Kurek Ashley: Me too but I want to share with you, we are from different countries never met before and right now were doing an international broadcast, profile building for both of us because I'm doing this interview and things like that and it all kind of filters out from having a website and media clips on there and also say guest interviews like this, I'm going to reach a whole other caliber of people that I've never met before through you.
Ahmed Al Kiremli: How about when you do your own events like how you market it do you do ads on social media or how do you market, how do you prepare marketing for that other than the media?
Kurek Ashley: A lot of great ways are to link up with other people who have database lists who are not in your competition but have the same kind of demographics as you, also again doing media because people get interested, instead of selling yourself in the media because that's an advertisement, doing editorial because when people go looking for you so I do a lot of media around those things, sometimes we do demonstration fireworks like even on my radio shows which is funny because you can't see it but when you hear the host going crazy people get it with done glass walking on radio shows as well, TV shows, we use some social media and then I do a lot of speaking engagements leading up to it so I do networking breakfasts, corporate things, whatever it is and it's just more and more people that you exposed to what you're doing and then it starts building momentum.
Ahmed Al Kiremli: What are the techniques that you use to write your book how do you write efficiently?
Kurek Ashley: Well I hire a wordsmith, someone who taught me how to structure because basically I try to write 2 other books before and I was all over the place and quit, I put a lot of work in the book of those but it was all over the place so I had a wordsmith teach you how to structure so I could say what I wanted to say…
Ahmed Al Kiremli: It's a guy named wordsmith?
Kurek Ashley: No, a wordsmith is a name for a professional that basically teaches you, they know how to write but they also teach people how to write.
Ahmed Al Kiremli: All right got it.
Kurek Ashley: You can look up wordsmith kind of like a blacksmith with horseshoes, a wordsmith does the same kind of thing, I found a woman in Brisbane. She was very very hopeful that being a success coach I learned what she was teaching me very rapidly and started adapting it, and the beginning it was taken me a long time but pretty soon I was writing 2 chapters a week and she was like wow how fast you pick it up and I'm like well I'm a success coach I strategize, what's the key points to what your teaching me in the master those.
Ahmed Al Kiremli: Any upcoming book?
Kurek Ashley: Yes I'm working on a novel now we want to turn into a movie, were talking to Hollywood people right now about turning it into a film, I'm debating if I'm going straight to script or if I'm going to write the book first.
Ahmed Al Kiremli: So now you are connecting the dots back to your old career because you know the industry and you're going to leverage on that that is great.
Kurek Ashley: There's a movie coming out in November called reach me, look it up on YouTube or on the Internet, Yahoo rather and YouTube it's called reach me it's got Sylvester Stallone, Tom Sizemore, Tom Behringer, Kira Cedric, Kelsey Grammer… It has an all-star cast in the movie I was the inspiration for the story because the director is my mentor who raised me since I was 18 years old he's the guy that got me to rethink and grow rich, the movie was based on my life it's not about me I was the framework for it and now it's something bigger than that but it's about a personal development guy who wrote this book that's changing people's lives and then he has to face his own inner demons, I have a lot of connections still in Hollywood it's a great looking movie I can't wait to see it called Reach me, it's pulling me back in I have private clients, movie directors and cinematographers, one film just came out with Nicholas Cage and John Cusack so yeah I'm still involved in Hollywood.
Ahmed Al Kiremli: Why did Nicholas Cage keep selecting bad movies in the past 10 years? By the way I'm a movies critic, I have created an app called best movie ratings where I aggregate the ratings from IMDb rotten tomatoes and media critics plus my ratings so I always am surprised some actors reach to the top of their career and they have all these teams to select for them and they have the experience but then there's a huge dip in their choices, why, do they get crazy? What is the problem.
Kurek Ashley: You have to ask Nicholas, the thing is the movie he did with my client Scott Walker is called frozen ground, it's a great movie.
Ahmed Al Kiremli: Yeah I've seen it.
Kurek Ashley: He actually thanked the director and said hey thanks for inviting me, I really am an actor not this action guy that I got caught up in, I think people get caught up in the success and the fame and you get a lot of yes-men around you and they tell you this is a great one and they stayed on a path…
Ahmed Al Kiremli: But sometimes I think the movie is huge it has so many different elements and people involved in it so sometimes it's very difficult to know unless you have to select who is the director, but still sometimes people risk with new directors and editors and who is scriptwriter so based on that how do they choose… Like example if I talk about Denzel Washington he always is consistent in his level and choices while when you look at let's say Nicholas Cage as an example he is going down so why is that? How do they know this is going to be a good movie before acting in it?
Kurek Ashley: Well you don't, because there have been movies that I know if you that the producer takes over the film from the director and recuts it and puts is unseen and there and ruins the movie, so here was it just happened again where who was the actor… It was Nicholas Cage actually he was wearing a shirt saying the producer hijacked the show and I'm not doing any media for it it's happened a couple of times with him, but I've known it to happen with other people that's what I mean it's Hollywood a lot of times it's out of your control it starts off as a great movie in the director sounds a great guy but then he goes off in a different direction, so many reasons but I look at Nicholas Cage and they go well at least the guy is still working, he still making money when a lot of people aren't so we might not the movies doing but at least you still doing them.
Ahmed Al Kiremli: Who is the most famous actors in Hollywood that you still are close with his friends?
Kurek Ashley: Well I don't have a lot of, John Travolta and I once in a while communicate, I do hear from Stallone every once in a while, and my living room I have a rocky poster that he sent me, I waited 25 years of knowing the guy before finally getting a poster out of him but it was a big honor because I love the movie Rocky I'm a huge fan, James Woods I still hear from once in a while but I'm in southern Australia I'm so far away from that whole industry that for a lot of people I died and vanished, they know I live here but it's far away for a lot of people.
Ahmed Al Kiremli: Did you publisher self publish your book and why?
Kurek Ashley: The book was published by a company called Ben and Bella out of Dallas, last week I just bought the rights back for my books because it's been out for six years and they didn't really want to reprint anymore, they lost interest, it happens, new books coming out so I bought the rights back, I'm going to republish it and put it out under my own production company, publishing company.
Ahmed Al Kiremli: So now if you redo it again with your new book, which battle you take if you have a major publisher or self-publishing?
Kurek Ashley: Well I probably will self publish only because I've learned so much in the game and these days with the Internet, e-books, Kindle, all that stuff the whole industry has changed, even if you look at Borders it's out of business, Chapter 11 so to do your own as long as you learn how to do it and your efficient with it and treat it like a business I think as a writer you can get way more profit and you can also be in control of what happens with that book.
Ahmed Al Kiremli: But don't you think there's less credibility and exposure if you go self-publishing?
Kurek Ashley: You have to remember, Rich dad poor dad was a self published book, chicken soup for the soul was self published.
Ahmed Al Kiremli: But later on they did stick with the publishing path like if you look at Jack Campfield or Robert Kiyosaki they started self-publishing but now all their books are published. Why?
Kurek Ashley: Robert said he's going back to self-publishing because he's doing work and publishers are making all the money so he went back to self-publishing, again I think you have to investigate and get educated in both to make your own decision, you have to remember that I've already been a publish author, I'm going to try self-publishing may not work for me I don't know we'll see but being a success Coach I'll just figure out the strategy and ask for help which by the way you get it when you ask for it, you figure it out.
Ahmed Al Kiremli: Best agent and editor that you've ever worked with, book editor?
Kurek Ashley: Well that's actually my agent, she did the first edits on my book by herself her name is Kathy Hemmings and Kathy is just an amazing woman she's in New York, a very dear friend of mine just awesome inside me on the spot when she met me and got my book deal and everything and love my book didn't just want to make money with me she loved my book and loved me and we are your friends, and he deal I do will always be to Kathy one way or another even if I self publish I'm still going to somehow cut her into the deal because having her on my team is very valuable.
Ahmed Al Kiremli: Best book marketer that you can just go to when you start a book?
Kurek Ashley: John Crimer, 1001 ways to market your book.
Ahmed Al Kiremli: He has a book, title?
Kurek Ashley: Yes, I can get his book for you one moment it's in the other room…
Ahmed Al Kiremli: No no.
Kurek Ashley: For anybody ready now in fiction, the writer's journey by Christopher Volger, this is about the structure of writing a story and it's a must read for any any author.
Ahmed Al Kiremli: Tell us more about your one-on-one coaching, you charge $27,000 per year right and don't you think that's a lot and how does it work?
Kurek Ashley: I don't think it's a lot, my goal is at the end of the year I asked the clients what did coaching cost you and they tell me nothing because they dwarf that I did way more than that, if people don't invest they don't value, I only take eight clients a year, yes it's $27,000 but you get me for a whole year, we have a session every week, a session lasts as long as it lasts but I could get a guy from never directing before to being a list and a year, football player from being a junior player to being one of the mighty all blocks from New Zealand, it's unbelievable. It's not a lot of money because first if you want to buy a McDonald's franchise it's like $3 million but if you know you are going to make money with that franchise you pay it, it's the same thing with investing and coaching if you want to play cheap you get cheap or you don't go far in life, it's not the expense it's that when people invest that much you have to see how much they pay attention and how much action they take because they are serious about it and that's why it is what it is possible wants to listen to a success Coach who isn't successful? If I charge $5000 for my coaching people will be like where you going to get from this guy, he doesn't even believe in himself. It's not a lot of money and I've had clients where it was a stretch for them to pay for it but one of them her dream, she was $250,000 and that when she was coaching with me her dream was to make $100,000 profit, that was after covering the debt, she did 1 million and paid off the debt, I asked her how much the coaching costs and she said nothing, I dwarf that. And it's not about the money, this is her whole life.
Ahmed Al Kiremli: Tell us more about the project that you are currently working on for the future?
Kurek Ashley: One of them, my farm, when I bought it was way overgrown so I've been knocking down that, it's very cleansing and very spiritual and loving, it's kind of funny to a Chicago boy on a farm, a whole new world for me. But like success club is being finished and were working on the next book, I'm getting kind of rediscovering myself on some of these new workshops and creating, and raising my son is the biggest, he's 2 1/2 years old I want to make sure I have lots of time with them so him and his dad have lots of memories and that's my biggest project, that like my dad where he had to go work every morning at 6 o'clock and come home at 7 o'clock tired, I get those hours with my son which is awesome.
Ahmed Al Kiremli: Share with us some of the tools or software that you use that make you more efficient.
Kurek Ashley: Well one of them is Infusionsoft which is really the Cadillac of databasing and marketing funnels and shopping carts and all that stuff but there's AWebber which is also very good, I use optimize press to build a lot of websites because it's easy, it's templates, and expensive, what else do I use, digital access pass, a membership site, easy video suite for creating nice-looking videos but also tracking so I can see how many people watch it, how long do they watch it for, wonder they drop off the analytics for it, I use iMovie to edit movies, it's simple and on Apple for free, easy.
Ahmed Al Kiremli: What is your daily life and work routine look like?
Kurek Ashley: Well I get up at 4 AM every day, before the sun comes up, I meditate, read my goals, read some affirmations, some identity statements, I work on myself, hit the gym here on my property then my son wakes up, if these with me, his mom and I are not together so it is with me it's a little different but if he's not then I have my international clients that will probably be on Skype, during the week and I do work on the farm, I always read personal development or listen to it in my car, it's always flowing through my head. Even when I'm on my tractor I have headphones on.
Ahmed Al Kiremli: You use audible?
Kurek Ashley: I use both, I love to read, I think it's very good for your mind to read but I also listen to a lot of audio because when I'm driving, it seeps and whether you pay attention or not.
Ahmed Al Kiremli: And when do you sleep? What time?
Kurek Ashley: I get to that around 11 and get up at four. Sleep is for dreaming, being awake is for living your dreams.
Ahmed Al Kiremli: But don't you think sleeping helps like to you know… When you write, what time here?
Kurek Ashley: Early in the morning is the best time to write because everyone else's dreaming, you get all those alpha and beta waves flying around it's a very creative time plus nobody calls you, you don't get disturbed. Though because you at four in the morning.
Ahmed Al Kiremli: Plus your brain is clear, no emails or interactions. What are your other hobbies?
Kurek Ashley: I study aikido, it's a martial art, ai means to be in harmony, ki means energy, do means the path. So it's to be in harmony with energy is a way of life, I think probably the best or most famous aikido person that you know of would be Steven Segal.
Ahmed Al Kiremli: I hate his movies.
Kurek Ashley: Well I'm not talking about is movies, he's the seventh Dan aikido master. His movies are is movies. And they're only getting worse.
Ahmed Al Kiremli: That's right. Your top three mentors?
Kurek Ashley: My dad, my father taught me integrity, he drilled into me, that was my dad's calling card he was Mr. integrity and my mom taught me manners, she said you will say yes ma'am and no sir to everybody or you're going to get a backhand. She said you're going to hate me now that you will love it when you're older, it will stand out so I call everyone ma'am answer and thank you and please and it still gets noticed. It's like everybody, Buddha, Deepak Chopra and whoever I've been studying them around the world, I was just in Kuwait coaching top oil executives of Kuwait petroleum, started learning about the Koran, I'm open to learn everything and everybody has something to teach you, we're on one ship flying through space called Earth, I like unifying the place and learning from everybody because everybody has something has something to teach you. All are my mentors.
Ahmed Al Kiremli: The most important factors of success in three words?
Kurek Ashley: Live love and laugh.
Ahmed Al Kiremli: Top three apps that you use on your smartphone.
Kurek Ashley: I found a cool one called plane radar and you can hold it up and see a plane in the air and it will tell you exactly what that plane is and what airline and where it's going, it's amazing. Living on a farm with this, I a lot of international flights going over and I can hold it up and sure enough over the night sky get this plane. I think it's fantastic. Another one is kind of stupid but it's a slot machine, welcome to Pharaoh's way and it's just a slot machine when I'm on planes and stuff when I'm bored out of my mind I use that quite a bit, I don't use a lot of apps, trying to think what else I have, I can't think of a third one.
Ahmed Al Kiremli: No worries, what are the habits that you are trying to develop to stay efficient?
Kurek Ashley: One of them, I just lost 6 inches around my waist, 8% body fat, I have a young son and I want to make sure have a young body to keep up with them as he gets older because I am I am a late bloomer, I want to make sure I have energy and power to be there with my son and play football and run and all that stuff. Again that's about life because people are attracted to my energy when I'm on stage, I have a lot of energy people are awed when they hear and in my 50s. It's not some cream amusing to look younger I just have energy. I'm always looking for more ways to keep my energy at high levels, I sleep on the best that in the world, when you go to sleep you are out, and that's why don't need a lot of sleep because I get really deep recharging sleep so all of these things I've learned a lot about sleep in the last year, how important it is.
Ahmed Al Kiremli: What is your routine to sleep?
Kurek Ashley: When you go to bed, don't ask any stupid questions like how my going to handle that problem tomorrow because that will keep you up. Just close your eyes, brief all and deep, meditative and ask yourself what a my grateful for today and just list off the things your gratitude and you will fall asleep immediately because that is the perfect energy to go to sleep with. It's easy.
Ahmed Al Kiremli: Like how to switch off your brain?
Kurek Ashley: You can't.
Ahmed Al Kiremli: So you think about positive things instead of problems. That's the trick.
Kurek Ashley: I don't know if gratitude is positive, it's positive because it's not negative but what it is, I believe gratitude is your way to show love for everything you've been given on the planet, if you don't give gratitude, the creators as well why would I give you anything else when you don't appreciate what authority given you which is everything, when you have gratitude you get more, you just say that your grateful that my car got hit, at least I had a car to get hit with. You know what I mean if you have gratitude…
Ahmed Al Kiremli: Yeah positive things, if anything happens to you. The problem is most people at the moment of pain they think of pain but later on after years they discover that that pain has led them to something else.
Ahmed Al Kiremli: Why wait for those couple years to go by, ask yourself right now what's great about it and you'll start getting the answers.
Ahmed Al Kiremli: Your top three favorite books?
Kurek Ashley: Number one is illusions by Richard Bach, he wrote the Jonathan Livingston sequel and I believe a friend of mine in the state is now turning it into a movie script, he's a writer and I've heard that he was actually writing a script, I should track them down. One of the other ones is the pilgrimage by Paulo Coelho, it's a journey through Spain that's been going on for thousands of years and he did it and one of my other favorites would be the whole series of books by Carlos Castaneda about Don Juan Matteas, that was life-changing for me.
Ahmed Al Kiremli: Top three people you're inspired by?
Kurek Ashley: Well first is my sensei at aikido, this man is as humble as you get, he's very trained in it, is just a wonderful loving guy and he's really the sensei I've been looking for my whole life actually so he was very inspirational, my son is probably my number one inspiration because he has so much to teach me and when you are having a rough day when he smiles and says I love you daddy, all the tough days go way instantly, it's the most inspirational thing ever. Again my parents even though both of them have passed on, I talked to them everyday and miss them every day and they keep me inspired because they gave me this shot at life that I've turned into an amazing journey and I'm very grateful that they give me my shot so I thank them everyday.
Ahmed Al Kiremli: What are the things that make you really happy?
Kurek Ashley: I woke up today, a lot of people didn't make it today so that's the toughest thing any of us have to do is wake up so just by waking up and happy because hey I get another shot I'm going for it, like I said I live in this beautiful piece of land with a great views so when I wake up to this unbelievable view is just God's country and it makes me smile every time, I just have a habit of always looking at the shiny side of the coin so no matter what happens I'm trained to ask what is great about this or how can I look at this in an empowering way and no matter what situation you get handed you always look at the side that makes you feel better and pretty sure that's your habit to feel good.
Ahmed Al Kiremli: Last people how can people contact you?
Kurek Ashley: Easy,, that's really my email address, I really do answer, sometimes it takes me a long time because I'm on the road quite a bit, you can always going to and sign up for free training and videos and there's no spamming but you will find out about workshops and things we have coming up on Facebook, LinkedIn. And if people write me, I will write back.
Ahmed Al Kiremli: Thank you Kurek for this inspirational journey, very much.
Kurek Ashley: My pleasure, what a great man you are, I'm so inspired by what you're doing and the different amazing people you've had on your show, so if you ever want me back, I'm honored and if there's anything I can do to help you please let me know and if you send me in my email and address I would love to send you a copy of my book.
Ahmed Al Kiremli: Definitely, thanks everyone, be effici
ent and stay efficient and see you soon with another leading expert.
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أحمد القرملي : مرحباً جميعاً معكم أحمد القرملي في برنامج "كن كفوءاً" الهدف من هذا البرنامج هو رفع كفاءاتكم على المستوى الشخصي والعملي من خلال نصائح كبار الخبراء والمرشدين وضيفي اليوم كوريك آشلي، ممثل هوليوود السابق الخبير في الأداء المتميز، وفي تطوير الأعمال الشخصية و هو أيضاً مدرب ناجح ومؤلف الكتاب الأكثر مبيعاً دولياً، "كيف سيجيب الحب؟" مرحباً بك في برنامجنا كوريك.

كوريك آشلي : شكراً لاستضافتي، إنه لشرف حقيقي.

أحمد القرملي : هذا من دواعي سروري. إذاً لماذا قمت باعتزال مهنة التمثيل في هوليوود؟

كوريك آشلي :حسناً لقد كان أمراً ممتعاً حقاً ففي عام 1989 شاركت في فيلم مع تشاك نوريس يدعى فرقة دلتا-2 في الفلبين و أثناء التصوير شاهدت لحادث تحطم طائرة هليكوبتر
وخمسة من أصدقائي ماتوا ذلك في الحادث، لقد استمريت في العمل بالتمثيل لفترة من الزمن بعد ذلك لكنني اعتزلت بعد ذلك لأنني أدركت أنه لم يعد الأمر الذي أرغب بالقيام به
وفكرت أنني إذا أصبحت مشهوراً سيرغب الناس بالاستماع إلي أتحدث عن أهمية ملاحقة أحلامك و أهدافك لكن بما أنني أغلب الوقت مثلت أدوار رجال سيئين لذلك لا أحد يريد حقاً أن يستمع إلى قصتي لذلك ما أن هجرت العمل في مجال الأفلام ازدهرت مهنتي في تطوير الأعمال الشخصية

أحمد القرملي :إذاً إن لم يحدث ذلك الحادث, هل تعتقد أنك كنت ستكمل مسيرتك المهنية في التمثيل؟

كوريك آشلي :لا, لقد كنت بالفعل قد بدأت أدرك أن هذا لم يعد ما أريد القيام به, وكنت قد شاركت في أكثر من 500 فيلم خلف الكاميرا لذلك كنت أعرف هذه الصناعة بشكل جيد،
لقد كانت مهنة رائعة لكن ليست المهنة التي أردت البقاء فيها لبقية حياتي.

أحمد القرملي :هل تحدث مثل هذه الحوادث دائماً أم أنه كان أول حادث مأساوي يتوفى فيه خمسة أشخاص ؟

كوريك آشلي :حسناً أنت تعلم جيداً أن هذا يحدث كل يوم في جميع الصناعات لكن في هوليوود يتم تسليط الأضواء عليها ولكنها كانت أول مرة أكون فيها بحادث حيث يموت أناس
و المرة الأولى التي يموت فيها زملاء لي لقد كان يوماً سيئاً جداً لكنه كان بالنسبة لي أمراً شخصياً جداً لذلك فقد قادني إلى حالة من الاكتئاب والانهيار و محاولة الانتحار وتعاطي المخدرات وكل هذه الأمور لمدة سنتين بعد ذلك إلى أن تمكنت من تجاوز الأمر و الوصول إلى ما أنا عليه اليوم

أحمد القرملي :ما هي خلفيتك قبل التمثيل وكيف بدأت العمل بالتمثيل وكيف انتقلت من مرحلة الاكتئاب إلى أن أصبحت متحدثاً و ملهماً ناجحاً؟

أحمد القرملي :الشيء المضحك هو أنني بدأت العمل عندما كنت بعمر 12 سنة, بدأت على مسرح في شيكاغو لقد كذبت بشأن عمري و أديت اختبار تمثيل و وصلت إلى المسرح,
لقد أردت حياة مختلفة عن الحياة في شيكاغو, لقد أردت بعض المرح لذلك عندما كنت بعمر 18 سنة لقد انتقلت الى لوس انجلوس ولم أحصل على وظيفتي الأولى لبعد ثلاث سنوات و لكن شيئاً فشيئاً حصلت على عمل, وأصبحت أنا و جون ترافولتا من أعز الأصدقاء و هو نصحني بالعمل خلف الكاميرا لقد قال بأن صناعة التمثيل تقنية جداً لذلك عندما تتمرس في الجانب التقني منها عندها تصبح قادراً على التمثيل, ولقد قال لي جيمس وودز نفس الشيء لذلك بدأت العمل خلف الكاميرا و عملت كمساعد مصور و مساعد مخرج لقد كنت مساعد مخرج لمدة 13 عام لذلك لقد تعلمت الصناعة جيداً، إنها صناعة حيث معظم الناس ليس لديهم سيطرة جيدة على مسيرتهم المهنية لأن لديك وكيل أعمالك، مديرك، فريق التمثيل,
المخرجين, المحررين، والاستوديوهات وكل هؤلاء الناس يحددون إن كنت ستعمل أم لا وأنا لم أحب ذلك الشعور لذلك بعد فترة بدأت بالقيام بالمزيد من ندوات التدريب والتحدث ولكنني لم أحصل على مال مقابل ذلك بتلك الفترة لأنني كنت هاوياًلكن ما أن تركت عملي في التمثيل ازدهرت حياتي المهنية لأنني كنت أركز على شيء واحد و الذي كنت أحبه حقاً.

أحمد القرملي :كيف تغلبت على اكتئابك وكيف يمكننا التغلب على الاكتئاب بعد خسارة شخصية كبيرة؟

كوريك آشلي :حسناً هناك استراتيجيتين مفيدتين جداً هنا واحدة تدعى اللغة الانتقالية، إذا قلنا بأن شيء ما يدمرني فإنك ستشعر بثقل كلمة "يدمرني", ولكن إذا قلت ذلك بطريقة أخف حيث تقول هذا الأمر يزعجني ستجد أن الكلمة ليست بثقل الأخرى لذلك فالطريقة التي نصف بها الأمور تصبح تجربتنا الشخصية،على سبيل المثال عندما توفي والدي وتماماً بعد أن أغلقوا التابوت قلت لأمي : "مرحباً أمي دعينا نذهب للاحتفال و نستمتع مع بعض", فقالت لي: "إن أبوك توفي للتو" فقلت لها: "أمي , إن أبي توفي للأبد ونحن ما زلنا على قيد الحياة لذلك سنستمتع اليوم و بعد ذلك يمكنني أن أحزن على والدي لاحقاً" كما تعلم, التعامل مع ذلك ببساطة لا يثقل عليك و يحطم من معنوياتك والطريقة الأخرى هي النظر للجانب الآخر من العملة وهذا ما يسمى إعادة صياغة، أسأل نفسك السؤال السحري ما هو الشيء العظيم في هذا و يمكنك أن تسأل عن أي شيء في حياتك, إن تحطم الهليكوبتر كان مثالاً ممتازاً بالنسبة لي لأنه ما أن سألت نفسي ما هو الشيء الرائع بحادث تحطم الهليكوبتر ,إنه سؤال غريب إلا عندما تتوقع جواباً إن الجواب نقطة تحويل و الجواب كان أنني على الأقل كان لدي خمسة أصدقاء لأفقدهم،بعض الناس ليس لديهم أحد. على الأقل صديقي المفضل, الذي كان بعمر 29 سنة بذلك الوقت مات على ذراعي وليس على ذراع شخص غريب.ولقد أنقذت حياة شخصين في ذلك اليوم و لكنك تنسى الأمور الجيدة عندما تكون محاصراً في مأساتك. لذلك عندما تسأل ما هو الشيء العظيم بذلك هذا لا يغير الوضع لكنه يغير طريقة رؤيتك له إنه يغير طريقة شعورك تجاه الوضع.

أحمد القرملي : إذاً كيف يمكننا أن نغير الطريقة التي نفكر بها و شعورنا؟

كوريك آشلي :بينما نوعية حياتنا محددة دائماً بحسب نوعية اتصالاتنا ، بداية بكيفية تواصلنا مع أنفسنا ثم بكيفية تواصلنا مع الأخرين لكنك لن تكون قادراً على التواصل بشكل مختلف مع الأخرين حتى تتعلم كيف تتواصل مع نفسك بشكل مختلف الشيء الثاني الذي يحدد نوعية تواصلنا هو نوعية الأسئلة التي نسألها للأشخاص الأسئلة الأفضل تعطيك الأجوبة الأفضل وهذه الأجوبة تشعرك بتحسن كمثال عن ذلك أنك في أي موقف يمكنك دائماً أن تسأل نفسك هل كان الأمر إيجابياً أم سلبياً, إذا كان سلبياً عندها أسأل نفسك كيف يمكنك النظر للأمر بطريقة إيجابية أكثر و سيأتيك الجواب و يشعرك بتحسن وعندما تفعل ذلك باستمرار، أحمد, هنا يكمن الفرق الرئيسي بين الناس العاديين و بقية الناس أننا كأشخاص ناجحين, تعلمنا كيف ندير وننظم كيف نفكر ونشعر بشكل مختلف عن الأخرين لأننا نسأل أنفسنا أسئلة مختلفة معظم الناس ينظرون إلى المشاكل في حياتهم،بينما الناس الناجحون يبحثون عن الفرص،نفس الموقف, نحن فقط نسأل أسئلة مختلفة ما الشيء الرائع هنا؟ أين الفرصة هنا؟ كيف يعزز هذا حياتي؟ عندما تفعل هذا هذا لا يعني أنك لن تعاني من المشاكل, إنه يعني أنه يمكنك أن التعامل معهم بشكل أفضل إذاً علينا أن ندرب أنفسنا لنبقى نسأل أسئلة ونكتشف قرارات جديدة

أحمد القرملي :إذاً كيف يمكننا اتخاذ المزيد من القرارات و الإجراءات لتحويل حياتنا؟

كوريك آشلي :حسناً الأمر المضحك في ذلك أننا نفعل ذلك طوال الوقت على أية حال الأمر فقط أن معظم الناس يسألون أسئلة تضعفهم، لماذا حدث هذا لي؟ و يا إلهي كيف سأنقذ نفسي؟ و جميع تلك الأسئلة، كمثال على ذلك عندما أواجه المخاوف المالية، أعتقد أن ذلك مستوى مختلف تماماً عن عندما أكون شخص بلا مأوى ثم ليس لدي أية مخاوف مالية لأنه ليس لدي مال أقلق عليه

أحمد القرملي : متى كنت شخص بلا مأوى؟

كوريك آشلي :كنت شخص بلا مأوى في شيكاغو وفي لوس أنجلوس كنت بلا مأوى وأسترالي, كنت بلا مأوى في بلدين بنفس الوقت لأني كنت بلا مأوى هنا في أستراليا أو لا أستطيع حتى العودة إلى الولايات لأكون بلا مأوى.

أحمد القرملي : بأي مرحلة من عمرك, بأي وقت بأي سنة وبأي فترة من الزمن؟ كان عمري 15 أولاً، هربت وكنت بلا مأوى، مرات عديدة في لوس انجليس في عمر العشرين كنت أعيش في سيارتي لأكثر من سنة في عام 1983 وهنا في أستراليا كنت بعمر 37 عام كنت بلا مأوى الشركة التي أحضرتني إلى هنا لم تدفع لي وتركتني فبقيت عالقاً

أحمد القرملي :ماقبل مسيرة التمثيل ومابعد مسيرة التمثيل؟
وفي منتصف مسيرة التمثيل

كوريك آشلي :لكن الشيء الذي ما زلت ممتن له على الأقل هو أنه كان لي سيارة أعيش فيها أو أنني هنا في استراليا حيث هي على الأقل دافئة، أفضل من أكون بلا مأوى في شيكاغو. بواسطة شعور جيد يمكننا من التوصل إلى إجابات للخروج من أوضاعنا ولكن إذا كنت ولكنك إذا سمحت للعالم بضربك دون التوصل إلى استراتيجية تخرجك من مشاكلك.

أحمد القرملي :كيف أنهيت حياتك في استراليا لماذا انتقلت من الولايات المتحدة إلى أستراليا؟

كوريك آشلي :لقد عملت مع انتوني روبنز لمدة خمس سنوات كنت على الطريق مع توني، أتحدث في الندوات في مجال التدريس وبقية الأمور أنني قد رأيت بعض الأشخاص في سان دييغو كانوا من استراليا وطلبوا مني أن آتي وأنقذ الشركة فخرجت و أدرت مبيعاتهم وكل شيء, والشركة لم تدفع لي وتركوني عالقاً، واختتمت بالقيام ببعض الندوات المجانية فقط لتشجيعهم مرة واحدة كان يمكنني كسب بعض المال والخروج من هنا وفي واحدة من تلك الندوات المجانية سألت من هنا يتذكر الشخص الذي حصل على المركز الثالث في دورة الألعاب الأولمبية، لم يسارع أي شخص سابقاً لشراء كتابهم التفكير الناجح ، كيفية الوصول إلى المركز الثالث؟ فتاة وقفت وقالت مرحباً شكراً لك كثيراً أنا الشخص الذي حصل على المركز الثالث في الألعاب الأولمبية

أحمد القرملي :هل هي نفس الفتاة التي ساعدتها لتحصل على الميدالية الذهبية في سيدني عام 2000؟

كوريك آشلي :نعم هذه هي ناتالي كوك، وقبل ثلاثة أو أربعة أسابيع تم إعداد الفتيات في قاعة رياضية للمشاهير، وبعد 14 عاماً نزلت لحضور الحفل لذلك فإنها ما تزال مستمرة.

أحمد القرملي :ماذا علمتهم من خلال هذا التدريب هل ركزت على عقلية التفكير، ماالذي فعلته؟

كوريك آشلي :الحالة الفكرية ولكن أيضاً الذاكرة العضلية فأنهم أشخاص ستعيد إنتاج نفس الإجراءات عليهم وتكررها بشكل تلقائي مثل كيري أسرع عداء في تاريخ الأولمبياد لكننا نعمل على ذلك فجسدها سيقوم بذلك تلقائياً فليس عليها التفكير لتقديم العمل نفسه مراراً وتكراراً فيمكنها إسقاط الأوراق الرابحة في أي مكان تريده ، كان من المدهش أنها حطمت الرقم القياسي بالسرعة خمس مرات وركضت بسرعة 85 كيلومتر في الساعة.

أحمد القرملي :بالعودة إلى القرارات كيف يمكننا تحويل حياتنا، وكيف يمكننا أن نلتزم بقراراتنا لأن معظم الناس تبدأ بمسار معين ثم تنسحب عند نقطة معينة.

كوريك آشلي : أسهل طريقة, #1 تضعها على حائطك فتراها كل يوم كمرآتك عندما تنظف أسنانك, تراها كل يوم أيضاً الإعلانات العامة، تخبر أكبر عدد من الناس ما تستطيعه عن قرارتك لأنهم سوف يتمسكون بك ، وسوف يتمسكون بك بطريقتين بعض الناس سوف يشجعونك وبعضهم لن يفعل ويقولون أوه نعم إنه لن يفعل ذلك أبداً استخدم كلاهما على حد سواء لصالحك، استخدم الناس الذين يشجعوك و يدفعوك إلى الأمام وهؤلاء الناس الذين يقولون لك أنك تستطيع استخدامه ليكون السبب الذي يدفعك لتريهم, حسناً سأريكم, وهذا ما يسمى الالتزام إذا كنت إذا ثبت على هذا الالتزام كل يوم لمدة 28 يوم على التوالي فإنها ستصبح عادة ولن تكون صعبة بعد ذلك.

أحمد القرملي : كيف يمكننا العثور على الوقت والموارد الصحيح لتغيير حياتنا مثل لو كنا بلا مأوى, وإذا كنا نملك عمل ونريد القيام بتحويل لنصبح منظمين، كيف يمكننا تنظيم واستثمار وقتنا واختيار الموارد المناسبة بحكمة؟ حسناً … كيف نبدأ بكلمات أخرى؟ عد إلى بلدك حيث تعيش هل لديهم نظام المكتبة العامة؟

كوريك آشلي :بالتأكيد. بكل بلد لديهم نظام مكتبتهم العامة وعندما كنت بلا مأوى كان مكان عظيم للتسكع لأول مرة لديهم حمام ونافورة مشروب فيمكنك الحصول على الماء وهناك مكتبة مليئة بالكتب يمكنني تغيير حياتك وكل هذا بالمجان ولكن الجزء المضحك: المكتبة لديها كل تلك الكتاب ولكن نادراً ما تشاهدها مملوئة بالأشخاص الذين يحاولون قراءة تلك الكتب بدلاً من أولئك الناس الذين يبكون على وضعهم بدلاً من القيام بشيء حول ذلك، وبالنسبة لي كانت تلك المكتبة تسمى كذلك لأنه لا يمكنني تحمل الكتب بتلك الأيام لكن كما تعلم كان بإمكاني أخذ كتاب إلى سيارتي وأجلس بسيارتي وأقرأ الكتاب عوضاً عن تعاطي المخدرات أو أياً كان, يحدث مشكلة وبدأ هذا الكتاب بتغيير حياتي وهكذا كان كتاب الإيجار هذا كتاب المكتبة ألا يمكنك كتابة هذا, لقد ألهمني لجمع المال عن طريق الكتاب فيمكنني كتابة هذا وتسليط الضوء عليه، ولا تزال هذه الكتب حتى يومنا هذا في مكتبتي أنا لا أريد أن أنشرهم حتى لأنهم كل تاريخي.

أحمد القرملي :إذاً لقد بدأت بالمكتبة عندما كنت بلا مأوى؟ ثم كيف دخلت عالم التمثيل هل درسته؟

كوريك آشلي :لقد بدأت بالتمثيل عندما كان عمري 12 عام عدت لمنزلي في شيكاغو , لكنني قمت بجميع أنواع الأعمال في لوس أنجلوس, عملت في نادي صحي وتفكيك السيارات أي شيء لدفع الفواتير ولكن كانت هناك أوقات يذهب به المال وكل ما أملكه كان مكتبة لا مال لشراء الكتاب أو الطعام من الصعب الحصول عليهم لكن يمكنني تغذية عقلي وهذا يخرجني من ظروفي أخبرك قصة مضحكة، كنت في تقريري الأخير، لم أكن بلا مأوى في هذا الوقت ولكني كنت قريباً وكنت سأنهي تقريري الأخير بـ 800 دولار وكان توني روبنز قادم إلى لوس انجليس ولدي ثلاثة خيارات، استخدم هذه 800 دولار لدفع إيجار منزلي، أو إصلاح سيارتي كانت تحتاج الى تصليح أو أذهب إلى ندوة فكرت جيداً إذا دفعت أجار 30 يوم فلاحقاً سأكون ضمن نفس القارب, إذا أصلحت سيارتي فذلك لمدة أسبوعين لأنها عبارة عن خردة والندوة الدراسية لتوني روبنز يمكن أن تغير حياتي فهو استثمار لي. إذا نظرتم إلى كلمتهم الاستثمار، استثمار الاستثمار هي الكلمة الصحيحة هنا، وأفضل استثمار لا يمكنه تكوين شخصيتك ويطورها لأن ذلك يعني أننا نتطور بأنفسنا برؤية أكثر تطوراً بالإضافة أنني أريد هذه الندوة وأساساً توني طلب مني العمل معهم لمدة خمس سنوات مقبلة وبقية التاريخ.

أحمد القرملي :كيف حدث ذلك أنت ذهبت إلى الندوة وأخبرته بالقصة وهو تأثر بكيف حدث ذلك؟

كوريك آشلي :لا , أنا فقط كنت أوقفه بعد كل كلمتين أقول طوني طوني ماهذا أنت قلت كذلك وهو يجيبني كنت لمدة أربعة أيام دليل مقاطعة الندوة كل خمس دقائق ولكن مهلاً كانت كل كلمة قد كلفتني 0،75 $ وقد حصلت على قيمة مالي لأنني كنت ذو طاقة عالية جداً وبرزت له المفتاح، والاس إي واتلز، هو الرجل الذي كتب العلوم ليصبح غني، أن تصبح غني ليست نتيجة القيام بأعمال محددة بل القيام بالأشياء بطريقة محددة وهذا هو الشغف والحماس الآن كلمة حماس أصل هذه الكلمة هي كلمة من أصل يوناني ، تعني أن الله في داخلك لذلك ترى أن لديك المزيد من الطاقة بداخلك عندما تكون عاطفي ومتحمس وتخمن ما الذي يحبه الجميع من منهم شخص عاطفي ومتحمس، وتتمسك به، طوني طلب مني التدريب في الصالة الرياضية ثم أن أكون في الندوة ثم أكون على الطريق معهم ثم أكون في الندوات والباقي كان التاريخ, لمدة خمس سنوات 5 سنوات بالتحديد تعلمت فيها كل أسرار الخطابة وكيف يفعل ذلك وحتى الآن هو المتحدث الأكثر نجاحاً ، من عدة جوانب، والتحفيز والمال

أحمد القرملي : إذاً ما السر في طوني روبنز لماذا تعتقد أنه شخص ناجح و لا يزال الأول ربما؟

كوريك آشلي :لأن طوني رهيب بالتسويق لنفسه. إنه تماماً مثل هوليوود، أو الهمبرغر هناك الكثير من المطاعم التي تصنع الهامبرغر أفضل من ماكدونالدز بشكل واضح لكنهم يعرفون كيف يسوقون أفضل من أي شخص آخر. جيسيكا سيمبسون، إنها حقاً لا تحسن التحدث أو التصرف ولكن الرجل تعرفه قام بالتسويق لها مثل باريس هيلتون، إنها لا تفعل أي شيء لكنها تعرف كيف تسوق لنفسها وطوني فهم ذلك إذا أراد توصيل رسالته للخارج عليه أن يفهم التسويق, وهذا ما تعلمته بوجودي مع طوني كيفية تسويق نفسي وتعزيزها بطريقة أساسية عندما تركت توني بدأت بحياتي المهنية والآن طوني يعتبرني في بعض النواحي منافسه وهو ما أعتقد أنه غير صحيح أنا حتى لم اقترب من فعل ماالذي يفعله لكنه يعرف أنني أترك بصمة وأنا فخور بذلك وآخر مرة رأيته فيها كان كريماً جدا وحار جداً وقال لي كوريك ليس هناك مكان في العالم اذهب إليه إلا ويذكر فيه اسمك بشكل كبير وتابع يا إلهي كتابك كان رهيب وأنا أحببته ، بارك الله بك وعانقنا بعض, إنها طريقة رائعة نرى فيها بعضنا لآخر مرة

أحمد القرملي :كم عدد الناس الذين يعملون في إمبراطوريته وكم عدد الناس الذين يعملون في خطابك العملي؟ إذا أردنا المقارنة بينهما؟

كوريك آشلي :ليس لدي أحد معي, أنا أقوم بكل شيء, اعتدت أن أقوم بتسعة أشياء, أنا فقط لا أريد أعمال مثل هذه بعد الآن إنه المساء هنا ولكن إذا حركت الكاميرا سترى أنني أتحدث إليك ولدي 14 فدان رائع وأشعة الشمس تأتي من أستراليا، أنا أعيش في مزرعة ذات إطلالة قاتلة، أنا أعيش حياة مختلفة...

أحمد القرملي :هل هذا لأنك لا تريد ذلك أحياناً وهذا يكفي لأن يشعرك أن لديك إنجاز الذي كنت تريده وأنت لا تريد تحجيمه في مستوى حديث مجنون تقريباً كل أسبوع أنت في مدينة مختلفة هل هذا بسبب نمط حياة أنت أخترته أنا فقط أريد أن يفهم الجمهور كيف يختار الناس انتمائهم, بالاستناد على وفائهم ما الطريق الذي ينبغي عليهم أن يتخذوه؟

كوريك آشلي :هناك شيء, النجاح في حياتك لا يعني احراق نفسك, عندما يحدث ذلك اذا واصلت الركض في حلقة مفرغة قد تصبح الملك في سباق الفئران لكنك ستبقى فأر, أريدك أن تتفحص ما الذي أعتمده لأعلم الناس الأخرين كيف تستطيع أمتلاك كامل قائمة مسؤوليات الحياة إذا لم أعلمهم ذلك لدي ابن بعمر 2 12 سنة, لقد أنجبت بعمر متأخر أخذ ذلك مني 50 سنة ليكون لي أطفال وأريد لابني أن يكون له خبرة والده ولكن أيضاً إنه مكان لا يمكن تصديقه ليكبر فيه، لقد نشأت في شيكاغو، ولوس انجليس، هناك يعيش الناس مثل الصراصير على رؤوس بعضهم. كنت هناك ورأيت ذلك, هذا ليس نمط حياتي أنا لا أريد هذه الطريقة بالحياة, بقيت أعمل في 17 بلد لكنني كنت أعمل في المكان الذي أريد وبالوقت الذي اريد ولقد أخترت أكثر من قائمة من العملاء، وC & D عملاء، والأشياء الصغيرة التي تسمح لي بمساعدة الناس والعمل في المدارس حيث ليس علي توجيه الاتهام لهم الآن لدي نمط حياة حيث يمكنني القيام بذلك الآن لأن لدي حياة أعيشها.

أحمد القرملي :إذاً اشرح للجمهور أن طوني روبنز يقوم بذلك لأنه متحدث مسؤول كل الوقت لأن لديه كل شيء لديه المال ونمط حياة ويشعر بالإثارة عندما يكون على خشبة المسرح بكل مرة، وأنت قريب منه ولهذا هو يقوم بذلك؟

كوريك آشلي :أولاً أستطيع الإجابة عن طوني عندما تسأله طوني عليك أن تتذكر أنني لا أتتطرق إليه, طوني هو نجم العرض هذه الأيام كأنك تذهب لمشاهدة نجم روك وشيء من هذا القبيل وهو يحب ذلك أنا لا أريد هذه الحياة, الناس, ليقابلوك ويقتربوا منك بعد الدورة لكنهم هادئون جداً لأني لا أعيش حياة نجم الروك ولقد رأيت طوني وكيف يصبح الناس مجانين يحاولون الوصول إليهم, هذا جيد بالنسبة لطوني الله يبارك له وهو يستمتع بذلك هو يعلم من خلفيتي في هوليود أنا لا أحب ذلك أبداً, أحب أن يكون لي حياة طبيعية أكثر لكنني لا أزال أمتلك صفحتي المشهورة التي تبقيني رجل أعمال لأنها طريقتي بتسويق نفسي لكن بنفس الطريقة لدي نمط حياة حيث أنني لست مضطر للاتفاق مع رجال الأمن وبقية الأشياء.

أحمد القرملي :كيف تحول الأشياء الإيجابية إلى عادات؟

كوريك آشلي :هذا سهل، رقم واحد عليك أن تقوم بذلك باستمرار وفي كل مرة تقوم بذلك احتفل بالمعنى الحرفي احتفال كل ساعة، أخبر عقلك ذلك أني سأحصل على مكافأة في كل مرة أقوم بذلك ذلك مثل كلاب بافلوف، وإطعامهم، وتحضر الجرس, تطعمهم وتقرع الجرس, وبالنهاية سيسيل لعابهم عندما يكونون جائعين ويحصلون على مكافأة، ثم تعيد الإجراء، وتعطيهم مكافأة. ما يحدث هو أنه فجأة يصبح ذلك عادتك والدماغ يقوم باتصال عصبي بين هذا الإجراء وشعور عظيم عليك أن تتذكر أن الدماغ هو الصلة التي يأخذنا باتجاه أي شيء يجعلنا نشعر بالسعادة، والسرور و المتعة المتصورة.

أحمد القرملي :ما هي صيغتك للنجاح ثابت ولنتيجة إيجابية؟

كوريك آشلي :حسناً تبدأ أولاً بالتسكع مع أناس إيجابيين سعداء لأنك ستصبح واحد منهم, إذا لم تجدهم في حياتك العملية فأبدأ مع السير الذاتية والتراجم الشخصية، والقراءة حول هؤلاء الناس لأنك بعدها ستعرف كيف يفكرون، عليك أن تبدأ بتعلم الثبات منهم، ما زلت لليوم ادرس الجميع أقصد كل شخص, كل شخص لديه شيء ما ناجح وأنت ترى هذا الثبات وعندما تقرأ في هذه الكتب وفي هذه السير الذاتية فأنك ستلاحظ أنك بدأت تجذب المزيد من هؤلاء الناس إليك وبعد ذلك سيضمونك إلى أعلى مستوى وهذا ما يسمونه بالشبكة لذلك أنا دائماً أقول إذا لم تتواصل مع الحياة فإنك لن تعمل.

أحمد القرملي :هل يمكنك أن تحدد لنا الحرية المالية الشخصية؟

كوريك آشلي :حسناً دعونا نتحدث فقط عن الحرية، اذا كنا نستطيع القيام بذلك بدون تمويل بارد، والحرية هي أولاً كمية أقل من القواعد، الناس يضعون المزيد من القواعد يجعلونها قواعد صعبة جداً للنجاح وسهلة جداً للفشل إذا أي شخص ذهب بطريقة خاطئة للسماء فإنه سيقع وكلهم يشعرون بالضيق ويمضوا لينجحوا هذا وهذا ما يحدث, لديهم كل هذه القواعد المعقدة كل الصراعات في الحياة وقواعد الصراعات تقلل قواعدك ،و تجعل النجاح أسهل، فقط عن طريق اليقظة فقط عن طريق الاستيقاظ بنجاح. تعتقد بأنه على الرغم إذا كانت هذه قاعدتك وأنت تستيقظ كل يوم تشعر بالنجاح لا تعتقد أنك ستكمل باقي يومك بنجاح لأن كيف هو شعورك فإنه ستكون حقاً ذلك الشخص أولاً لأنه لمرة واحدة سنكون ذلك الشخص ثم سنكمل مثل ذلك الشخص الذي سيعطيني النتائج. الناس يقولون أنني سأحصد النتائج ثم سأكون ذلك الشخص لكن ذلك لن يحدث أبداً عليك أولاً أن تكون ذلك الشخص.

أحمد القرملي :إذاً لماذا نريد إضافة المزيد من الأصفار لأموالنا بحياتنا؟

كوريك آشلي :حسناً نحن لا, أنا لا لأنني لا أطارد المال ولهذا يظهر لنا، إنه شبح وليس كما يفكر الناس المال هو تبادل خدمة وإضافة قيمة والأصفار تمثل الدورة الدموية القانون وهذا ما نريده، نحن نريد المزيد من التداولات وهذا يعطينا المزيد من القيمة, ونحصل غلى المزيد من الأصفار وهذا يعني الاستفادة من مقدار القيمة بالإضافة إلى الناس بكمية كبيرة وهذا هو, إذا كنت تفكر بالذهاب إلى مطعم فانسي الطعام ممتاز لكن الخدمة سيئة فأنك لن تفكر بالذهاب إلى هناك مرة أخرى لكن إذا ذهبت إلى مطعم جيد حيث الطعام جيد والخدمة ممتازة فإنه سيصبح مطعمك المفضل وهذا الشعور الذي نتجه نحوه, إذا كان لدينا القيمة وبدأنا نسأل كيف يمكننا الجمع المزيد من المال دعنا نسأل كيف نضيف المزيد من القيمة للناس والتي من شأنها أن تجلب المزيد من المال لحياتك، أيضاً السداد بشكل فوري لأنه إذا كان لديك تلك القيمة للأشخاص الآخرين فإنك ستشعر بذلك على الفور.

أحمد القرملي :ما هو صف المشي على الجمر الذي يضاف على حياتنا من خلال تجربتك مع العملاء؟

كوريك آشلي :المشي على الجمر والمشي على الزجاج هي استعارات لما تظنه مستحيل فيصبح ممكن إذا كنت أستطيع القيام بهذا فأستطيع القيام بأي شيء آخر سبعة أخبروني أن هذا مستحيل وبقي بالواقع عالقاً بظهري وهذا عميق جداً مرة عبروا المكالمات وشعروا حقاً أنه لا يمكن وقفها هذه مرجعية فيزيائية تمكنهم دائماً الارتباط بالعودة إلى التفكير أه نعم المشي على الجمر أو يمكنني القيام بهذا ويأخذون الخطوة التالية مرة أخرى.

أحمد القرملي :وأنت أتبعت هذه التقنية في سيدني عندما كنت تدرب فريق الشاطئ صحيح؟ هل ذلك أضيف لهم؟

كوريك آشلي :نعم هم مشوا معي على الجمر وعلى الزجاج لكن عليك أن تتذكر أن كلا الفتاتين لعبتا كرة القدم الشاطئية وقاموا بجرح أقدامهما بالزجاج الذي على الشاطئ فعندما أزلت الزجاج قالوا لا يمكننا القيام بهذا فقلت لهم لدينا سنتين قبل الألعاب الأولمبية لدينا متسع من الوقت ينتظرنا، والآن كلتا الفتيات بالواقع لديهما أكياس من الزجاج صنعتها لهما، وعندما يقومون بالتعاقد الشفهي يمشون على الزجاج لأن الذي لم يدركوه أنه ربما هذا الخوف قد يكلفنا الميدالية الذهبية وكوريك لكن لا تفعل أي شيء لإيذاءنا ولديهم ذلك الإيمان وعبروه, إذا دخلت موقعي سترى ذلك هناك فئة جديدة التي هي كيري وقمت بالمشي على الزجاج لأظهر شروق الشمس في سيدني تلك الفتاة لم تعتقد أبداً أنها ستقوم بذلك والآن لديها حقيبتها الخاصة من الزجاج إذاً الآن ما فهمته أنك ستضيف قيمة لتجمع المال ولتنشئ أيضاً إنتماء في حياتنا

أحمد القرملي : كيف يمكننا تحديد أصواتنا ورسائلنا ومشاركاتنا مع العالم؟

كوريك آشلي :حسناً أعتقد أن هذا ما نفكر بإنشائه لكننا نشعر بقرارنا فنشعر بجوابك أسأل نفسك ماذا يشبه هذا, ما الذي تريد القيام به حقاً إذا لم يكن لديك محدودية بدعم من عائلتك وأصدقائك كل تعاليمك وتمويلك مهما كنت تريد ماالذي تريد حقاً مواجهته بالحياة وما هي الأشياء التي ترغب في مشاركتها مع الناس والجزء المضحك, أن الناس طلبوا مني التحدث عن الإنشاءات والأشياء ولكن ليس هذا ما فعلته لقد تحدثت عن التطوير المهني الشخصي حول العمل على شخصيتي لأن بقية كان قد ظهر، أنا الآن أعلم الشركات كيفية الذهاب من خلال السقف واحد من زبائني هنا في ساحل أشعة الشمس لديه محل بقالة بالكاد أقامها لـ23 سنة بخلاف 2٪ من إجمالي الربح شهرياً الآن هم يحصدون ربح 14٪ شهرياً به 14$ مليون في الشهر لذلك نعم أنا قد علمتهم الأعمال ولكن لفترة طويلة قبل أن نصل إلى الأعمال التجارية كمية كبيرة من تنميتهم الشخصية لأنهم بعد ذلك أداروا أعمالهم بأفضل الطرق أنه دائماً يعود, إلى مركز الكون, كوننا وهذا ما الذي علينا القيام به أولاً بقية ذلك بدأ يظهر وبدأت تشعر بنفسك على سبيل المثال هذا العرض التلفزيوني كيف بدأت به بدأت بشيء داخلك قال لك مهلاً أريد التحدث عن شيء ما وأخرجته وحاولت والآن بدأ يأخذ صيغة أكثر تحديداً قمت به حقاً وقررت عما سيدور. لكن عليك أخراجه.
وتبقى ثابت.

أحمد القرملي : ما هي الخرافات الرئيسية حول النجاح؟

كوريك آشلي :الخرافات الرئيسية حول النجاح. حسناً أن المال سيرد على جميع مشاكلك لكنه بالواقع سيزيد مشاكلك ليس بطريقة سيئة لكن فقط التعامل مع الثروة يختلف عن التعامل مع الفقر والنظر إلى الفائز باليانصيب لا أعرف إذا كان لديكم ألعاب يانصيب حيث أنتم الفائز ين بالجائزة الكبرى بيانصيب حول العالم 99% قد دمرت حياتهم عندما ربحوا ليس بسبب المال, لكنها العلاقات أو العلاقات المالية المغلقة فعلينا العمل على أنفسنا مرة أخرى بهذه المرحلة ليس فقط من أجل أن ننجح لكن كي نحافظ على نجاحنا لأن هناك ضغوط مختلفة هنا وأحياناً أكبر, أنا لا أحاول تخويف الناس هذا ما الذي يجب أن نعمل عليه, على سبيل المثال المزيد من المال يعطيك حياة أفضل وامتلاك سيارة بقيمة 100,000$ تجعل المدفوعات أكثر كلفة من امتلاك سيارة بقيمة 2000$ أو بقيمة 10,000 فإذا كانت لديك مخاوف مالية فلديك مدفوعات كبيرة يمكنها أن تجعلك تخاف فنعم عليك صنع ثروة بأعلى مستوياتها لكن المال لا يحل كل مشاكلك وهذا ما أخبرك عنه, والفقر هو وسيلة مضمونة لشراء الألم فالمال لا يشتري لك السعادة لكن الفقر يشتري لك الألم, يمكنك مساعدة الناس عندما تحصد الثروة يمكنك مساعدة نفسك هو بالواقه أسهل بإيجاد المتعة, ليس بالقدر الذي يمكنك الحصول على المتعة قبل أن تتضور جوعاً, على سبيل المثال اليوم, كان من المفروض أن أقابل ابني المريض الأسبوع الماضي لكنني أصبت بالمرض كنت مصاب بالانفلونزا كل الأسبوع الماضي و أخذنا نعتني بأنفسنا فقط حين أقوم بعملي حيث أعاني من نقص مالي فلم أستطع إلا أن أذهب للعمل وأنا مريض.

أحمد القرملي :حسناً, ما هو نادي الحياة الناجح؟

كوريك آشلي :شكراً لك على سؤالي, نادي الحياة الناجح إنه يعود إلى الانترنت ونحن فقط ننهي الموقع الجديد، إنه موقع الشهري انطلق منذ عام 2003 واعتدنا أن يكون على قرص ليزري, لدينا الآلاف والآلاف من الأعضاء وكل ما في الأمر أنك كل شهر تحصل مني على مسارين آخرين ويكونان بغاية البساطة الكثير من مواقع العضوية التي تستوعبك الكثير من الأشياء إنه واحد بسيط جداً وأريد أن أحافظ عليه بنفس الطريقة فإنه ليس عبء كبير فيمكنك القيام بذلك كل شهر وما هو, هذا أحد المسارات أول مسار هو بطول 35 دقيقة وهو فقط حول أفكار وعقليات جديدة وعليك الاستماع إلى هذا المسار مرة واحدة في الأسبوع بكل أسبوع من الشهر لماذا, التفكير الثابت, أنت تذكر أنني أخبرتك أنك تحصل على مثل هؤلاء الناس تفكر مثلهم وتتصرف مثلهم وهذا هو وتزيد هذه العادة من المسار الثاني هو فقط 10 دقائق ويدعى المسار العملي, تستمع إليه كل يوم بالشهر تأخذ بعض الأعمال منه, 30 يوم وفجأة تنشئ عضلات ناجحة تدعى العادة لذلك كل النجاح المفاجئ يكون سهل بسبب العادة. ثم عليك حضور مناسبات نادي الحياة الناجح حيث نقوم بأشياء محددة كنادي, نقوم بمكالمات ونقوم بندواتنا وكل وسائل الترفيه فالأعضاء متصلين مع بعضهم حقاً ومتصلين مع بعضهم على حائط الموقع, مرة أخرى إذا لم تكن متصل فأنت لن تعمل فهذا حقيقي, أنا عضو, وأحبه, واستمع إلى مساراتي الخاصة وإلى مسارات الشباب الأخرين الرهيبة.

أحمد القرملي :كم تأخذ من الوقت وكم تكلف؟

كوريك آشلي :أعتقد أنها تكلف 37 أو 39$ بالشهر أو أعتقد يمكنك الدفع سنوياً حوالي 297 لذلك فهو غير مكلف حقاً، والسبب أنني المسؤول عن ذلك هو أنه إذا أعطيت أشياء مجانية للناس فأنت لا تعطيهم قيمة, انظر إلى المكتبة إنها مجانية وفارغة على الناس أن تستثمر في قيمة ولا أحد بوكس إلدر إنه مثل تكلفة كتاب كل شهر ستكون متوفرة في أو في, يمكن للناس الدخول إليها وفقط الدخول إلى لوحة الحياة مرة أخرى لأننا نعيد بناء الموقع في ثلاثة أو أربعة أسابيع القادمة.

أحمد القرملي :بالنسبة للمتكلمين هناك ما هي الاستراتيجيات التي تقوم بتطبيقها للحصول على دفعات عن المحاضرات؟

كوريك آشلي :أولاً عليك أن تتعلم كيف تحزم نفسك، عليك أن تخرج نفسك خارج نفسك وتمسك بها أمام نفسك كمجموعة, مثل صندوق من المنظفات وتفكر بما تبيعه, أنت لا تخبر عنه أنت تبيع هذه المجموعة لأنه بعد ذلك يمكنني تسويق هذه المجموعة وإذا كنت تتحدث عن نفسك فمن الصعب جداً إخبار أشياء عن نفسك إذا كان لديك ما تتحدث به, إذا كنت متواضع وهذا لا يبدو عليك أنت تتحدث كثيراً عن نفسك انظر ما الذي أتحدث عنه كورك المنتج إذا سوقت لمنتجاتهم هذا ما أنا عليه أنا منتج, والمنتج والإنسان شيء متصل, يمكنني أن أوصل رسالتي لكن علي أولاً تسويق نفسي وهذا ما يدعى التعبئة فبذلك يمكننا تسويق تلك المجموعة إذاً من حيث التسويق مثل ما الذي تفعله هل لديك ملعب خاص معين مثل المنظمات، لتنظم ولتحدث بمناسباتك الخاصة وكيف تسوقها فقط شاركنا بعض تقنياتك واستراتيجياتك. واحد منهم أنني أقول نعم لكل مقابلة جيدة يطلب مني القيام بها لأن ذلك يعطيني ملف شخصي هنا, والناس يقولون لا بد أنه شخص ما لأنهم تقابلوا معه فوسائل الإعلام طريقة ممتازة لبناء ملفك الشخصي وتسويق مجموعتك لقد قمت بالكثير من المقابلات على وسائل الإعلام, والإذاعة بالمناسبة هم دائماً يبحثون عن الفئات يمكنك الاتصال بالمنتجين وتقول مرحباً لدي فئة هنا, لدي أكثر من ذلك لكن, وستكون محادثة أكبر من التي نقوم بها الليلة, لكنها بالأساس أسهل بكثير فقط تدخل البرنامج وإذا نظرت إلى موقعي هناك الكثير من مقاطع وسائل الإعلام هناك وتنشئ على الفور ملف شخصي والناس تقول نحن نريد ذلك الرجل لا بد أنه مشهور

أحمد القرملي :لقد ظهر في الأخبار أو في برنامج تلفزيوني. لكن هل لديك استراتيجية بذلك مثل فريق من الأعضاء يرسلون نشرات صحفية دائماً بشكل شهري، كيف تنظم ذلك؟

كوريك آشلي :حسناً سأخبرك عن برنامجي, ليس برنامجي, هناك رجل يدعى ستيف هاريسون, ستيف وبيل هاريسون في فيلادلفيا لديهم برنامج يسمى مؤتمر القمة الدعاية الذي عقد في نيويورك مرتين في السنة، إنهم شباب ممتازون ، اعتدت على التدرب في برنامجهم بعد أن أصبحت أحد المشاركين، وقضيت خمس سنوات مع الشباب إنهم شباب رهيبين وما الذي يفعلونه أنهم يعلمون كيفية اللعب لكن بعد ذلك يضعونك أمام أفضل 100 منتج لبرامج تلفزيونية بالنسبة للدول ومعظم الناس انضموا إليهم من هناك يمكنك التعلم كيف تقوم بذلك الذي هو أكبر شيء وستحصل على كل تفاصيل الاتصالات فيمكنك متابعة هؤلاء الناس الإعلاميين وعندما تتعلم يمكنك اتخاذ نفس الاستراتيجية بأي بلد, وهذا ليس صعب, تبدأ صغير, وهذا يدعى محطات الإذاعة المحلية والصحفيين واللاعبين مع أفكار الأخبار لكن قبل هذا أسئلهم ما نوع قصص الأخبار التي يبحثون عنها سيخبرونك ثم تعود إلى ملعبك إنهم يريدون ما الذي يبحثون عنه ثم تدفعه إليهم مرة أخرى, وفجأة أنت على الهواء مع صورة ومكتوب تحتها اسمك, كورك أشلي, المؤلف العالمي الأكثر مبيعاً والآن لديك كملف الشخصي وبعد ذلك يمكنك الحفاظ على هذا المقطع ويمكنك وضعه على موقعك أو إرساله عبر الفيسبوك أو أياً كان، ويمكنك حقاً تضخيم تسويقك بتلك النقطة من الملف الشخصي. إذاً رقم واحد استخدم قوة وسائل الإعلام ثم اجمع نفسك بتفاصيل محددة على موقعك وهكذا تتصل بك الشركات لتلقي المحاضرات. كيف وجدتني؟

أحمد القرملي :كيف وجدتك, لدي فريق بحث يبحثون بدقة عن الناس لإجراء المقابلات وبعد ذلك يصفون هؤلاء الناس ويرسلونهم إلي وبعد ذلك أوافق على هؤلاء الناس بعد رؤية مواقعهم وبالتأكيد دخلت لموقعك, ورأيت مقابلاتك على وسائل الإعلام

كوريك آشلي : وشيء آخر أنك أضفت قيمة لي ولهذا كنت مؤهلاً لإجراء المقابلة بهذا البرنامج وأنا ممتن خقاً لكوني هنا بهذا البرنامج.

أحمد القرملي :أنا أيضاً لكنني أريد ان أشاركك, إننا من بلدين مختلفين ولم نتقابل من قبل ونحن الآن نقوم ببث دولي, وبناء ملف شخصي لكلينا لأنني أقوم بهذه المقابلة وأشياء من هذا القبيل وكل ذلك هو تصفية من مواقع الانترنت ومن مقاطع وسائل الإعلام الموجودة هناك واختيار ضيف لهذه المقابلات مثل هذا وسأصل إلى الأنواع الآخرى من الناس الذين لم أقابلهم من قبل أبداً من خلالكم. ماذا عن مناسباتك الخاصة كيف تسوقها هل تضع إعلان على وسائل الإعلام الاجتماعي أو كيف تسوقها، وكيف تحضر للتسويق لها غير عن طريق وسائل الإعلام؟

كوريك آشلي :هناك الكثير من الطرق الممتازة للارتباط مع الناس الآخرين الذين لديهم قوائم من قواعد البيانات الذين ليسوا من منافسيك ولكنهم لديهم نفس نوع العوامل الديمغرافية مثلك، كما يمكنك مرة أخرى عن طريق وسائل الإعلام لأن الناس يشعرون بالاهتمام, يهتمون بأنك تبيع نفسك على وسائل الإعلام لأن ذلك عبارة عن إعلان, والقيام بافتتاحية لأن عندما يبحث الناس عنك فأنا أقوم بالكثير إعلانات وسائل الإعلام حول هذه الأشياء مثل القيام مظاهرة بالألعاب النارية حتى على برامجي الإذاعية التي هي مضحكة لأنك لا تستطيع أن ترى ذلك ولكن عندما تسمع المضيفة تستضيف أناس مجانين تقوم بذلك مثل المشي على الزجاج على برامح الإذاعة بشكل جيد، والبرامج التلفزيونية، ونحن نستخدم بعض وسائل الإعلام الاجتماعي ثم أقوم بالكثير من المناظرات المشابهة لذلك أنا أقوم بفطور شبكي، أشياء الشركات, أياً كان هو وهنا يتعرض لك المزيد والمزيد من الناس لما تفعله ثم يبدأ ببناء الحوافز.

أحمد القرملي :ما هي التقنيات التي تستخدمها لكتابة كتابك كيف تكتبه بكفاءة؟

كوريك آشلي :حسناً أنا أوكل كاتب، شخص يدرس لي كيفية التنظيم لأنه أساساً أنا أحاول كتابة كتابين أخرين قبلاً وأكون بكل مكان وهادئ, أنا أضع كل جهدي على الكتاب لكني أكون بكل مكان

أحمد القرملي : ولدي كاتب يعلمك كيف تنظم إذاً أستطيع القول ما الذي أريد قوله... الرجل أسمه وردسميث؟

كوريك آشلي :لا, وردسميث هو أسم لمحترف عمله الأساسي تعليمك, هم يعرفون كيف يكتبون لكنهم أيضاً يعلمونك كيف تكتب حسناً أستمر. يمكنك البحث عن نوع وردسميث هو مثل الحداد مع حدوات الخيول, وردسميث نفس الشيء نوع من الأشياء ,وجدت امرأة في بريسبان. وكانت متفائلة جداً جداً أن تكون مدربة ناجحة تعلمت ما كانت تريد تعليمي بسرعة كبيرة وبدأت التكيف معه, وفي البداية أخذ ذلك مني وقت طويل لكن بعد ذلك كنت أكتب قسمين بالأسبوع وكانت منبهرة بالسرعة التي ألتقطت بها وكانت تقول لا بد اني مدربة ناجحة واستراتيجية ما هي النقاط الرئيسية التي تعلميني إياها لأكون ممتاز بذلك.

أحمد القرملي :هل هناك أي كتاب قادم؟

كوريك آشلي :نعم أنا أعمل على رواية الآن نحولها إلى فيلم, في الوقت الحالي لقد تحدثنا إلى أناس بهوليود حول تحويلها إلى فيلم أنا أتناقش كنت سأكتب السيناريو مباشرة أو أنني سأكتب الكتاب أولاً. إذاً أنت الآن تربط بين النقاط لتعود إلى مهنتك القديمة لأنك تعرف الصناعة وأنت تحاول الاستفادة من ذلك وهذا أمر عظيم. هناك فيلم سيعرض قريباً في كانون الأول يدعى الوصول إلي, يمكنك مشاهدته على اليوتيوب أو على الانترنت بالأحرى على ياهو ويوتيوب إنه يدعى الوصول إلي إنه بطولة سيلفستر ستالوني، توم سايزمور، توم بيهرينغر، كيرا سيدريك، كيلسي غرمير ... يبرز كل النجوم في الفيلم أنا كنت مصدر إلهام القصة لأن المخرج معلمي الذي رفعني منذ كان عمري 18 عاماً إنه الرجل الذي علمني إعادة التفكير والتوسع الغني، الفيلم يستند على حياتي إنه ليس حولي أنا كنت الإطار لذلك، والآن هو شيء أكبر من ذلك ولكن هو حول شخصية رجل إنمائي الذي كتب هذا الكتاب الذي غير حياة الناس والآن عليه أن يواجه شياطينه الداخلية ، ولدي الكثير من الاتصالات لا تزال مع هوليوود إنه فيلم عظيم لمشاهدته لا أستطيع أن أنتظر لأراه إنه يدعى الوصول إلي، إنه يعيدني مرة أخرى للوراء و لدي عملاء خاصين ومخرجين أفلام و مصورين سينمائيين ، فيلم واحد فقط كان مع نيكولاس كيج وجون كوزاك لذلك نعم أنا لا أزال أشارك في هوليود

أحمد القرملي :لماذا لا يزال نيكولاس كيج يختار الأفلام السيئة في السنوات ال 10 الماضية؟ بالمناسبة أنا ناقد أفلام، لقد أنشأت تطبيق يسمى أفضل تصنيفات الأفلام حيث أجمع التصنيفات من موقع IMDb للطماطم الفاسدة ونقاد وسائل الإعلام بالإضافة إلى تقييماتي فأنا دائماً مندهش من بعض الممثلين الذين يصلون إلى القمة في حياتهم المهنية ولديهم كل هذه الفرق للاختيار لهم ولديهم الخبرة ولكن بعد ذلك هناك تراجع كبير في خياراتهم، لماذا، هل أصبحوا مجانين؟ ما هي المشكلة.

كوريك آشلي :عليك أن تسأل نيكولاس , الموضوع أن الفيلم الذي مثله مع زبوني سكوت والكر يدعى الأرض المتجمدة، إنه فيلم عظيم.

أحمد القرملي :نعم لقد رأيته.

كوريك آشلي :هو بالواقع شكر المخرج وقال له شكراً على استضافتي, أنا ممثل ولست رجل أعمال لأنشغل بذلك أعتقد أن الناس تنشغل بشيء ناجح ومشهور وأنت لديك الكثير من الرجال الجيدين حولك, وهم يقولون لك أن هذا شيء عظيم ويبقون على الطريق, لكن أحياناً أعتقد أن الفيلم عظيم ولديك العديد من العناصر المختلفة والناس يشاركون فيه ففي بعض الأحيان من الصعب جداً معرفة من المخرج الذي ستختاره, لكن لا يزال الناس في بعض الأحيان يخاطرون مع مخرجين ومحررين جدد ومن هو كاتب سيناريو مستندا فعلى هذا الأساس فما طريقة اختيارهم ... مثل على سبيل المثال إذا كنت أتحدث عن دينزل واشنطن هو دائماً ثابت في مستواه وخياراته بينما عندما تنظر إلى دعنا نقول نيكولاس كيج كمثال

أحمد القرملي :فإنه يتراجع لماذا هذا؟ كيف يعرفون أن هذا الفيلم سيكون جيد قبل تمثيله؟

كوريك آشلي :حسناً لا يمكنك أن تعرف لأن هناك أفلام تعلم بها أن هذا المنتج يأخذ أفلام أكثر من منتج آخر وينتجها ويضعه غير مرئي وهناك أطلال أفلام, وهنا يحدث ذلك مرة أخرى من هو الممثل...هو بالواقع نيكولاس كيج هو يرتدي قميص ويقول المنتج خطف العرض، وأنا لن أقوم بأي عرض على وسائل الاعلام وذلك حدث مرتين معه لكنني أعرف أن ذلك حدث مع أشخاص آخرين وهذا ما أعنيه إنها هوليود عدة مرات إنها خارج سيطرتك هو يبدأ كفيلم ممتاز مع مخرج يبدو كرجل عظيم لكن بعد ذلك يخرج مع اتجاهات مختلفة لعدة أسباب وأنا أشاهد نيكولاس كيج هو يسير بشكل جيد على الأقل هو مايزال يعمل, إنه لا يزال يكسب المال بينما الكثير من الناس لا تفعل قد لا نتمكن من إنشاء الأفلام ولكن على الأقل ما زلنا نمثلهم.

أحمد القرملي :من هو أشهر ممثل في هوليود الذي لا تزال قريب منه كصديق؟

كوريك آشلي :حسناً ليس لدي الكثير منهم, جون ترافولتا أنا أتواصل معه من حين لحين, وأسمع عن ستالون من حين إلى حين وفي غرفتي لدي روكي بوستر الذي أرسلني, لقد انتظرت 25 سنة لمعرفة الرجل قبل أن أحصل بالنهاية على بريد منه وهذا شرف كبير لي لأنني أحب أفلام روكي وأستمتع بها, جيمس وودز لا أزال أسمع عنه من حين لآخر لكن أنا في جنوب أستراليا فأنا حتى الآن بعيد عن كل هذه الصناعة وأنا بالنسبة لكثير من الناس لقد مت أو اختفت، وهم يعرفون أنني أعيش هنا ولكنني بعيد عن كثير من الناس.

أحمد القرملي :هل تنشر كتابك بنفسك ولماذا؟

كوريك آشلي :قد نشر الكتاب من قبل شركة تدعى بن وبيلا من دالاس، وفي الأسبوع الماضي فقط لقد اشتريت حقوق كتبي لأتها أصدرت لمدة ست سنوات، وهم لا يريدون حقاً إعادة طبعها بعد الآن، فلقد فقدوا الاهتمام بها، وهذا ما حدث، لقد أصدروا كتب جديدة لذلك اشتريت الحقوق، وسأنشرها وأضعها بانتاج شركتي شركة نشر.

أحمد القرملي :إذاً الآن إذا أعدت نشرها مرة أخرى مع كتابك الجديد ما الاتجاه الذي ستأخذه هل سيكون لديك ناشر رئيسي أو تنشرها بنفسك؟

كوريك آشلي :حسناً ربما سأنشرها بنفسي فقط لأني تعلمت الكثير عن هذه اللعبة وهذه الأيام مع شبكة الإنترنت، والكتب الإلكترونية،و كيندل، كل هذه الاشياء الصناعة بأكملها قد تغيرت، حتى لو نظرت الى الحدود خارج العمل، الفصل 11 فلتقوم بذلك بنفسك كما تعلمت كيفية القيام بذلك وكفاءتك بذلك وكيفية التعامل معها على أنها أعمال تجارية أعتقد ككاتب يمكنك الحصول على المزيد من الأرباح ويمكنك أيضاً أن تكون المسيطر على ما يحدث مع ذلك الكتاب.

أحمد القرملي :ولكن ألا تظن أن المصداقية ستكون أقل وأقل تعرضاً إذا نشرته بنفسك ؟ عليك أن تتذكر، الأب الغني والأب الفقير كان ينشر الكتب بنفسه, حساء الدجاج لسول كان ينشره بنفسه لكن لاحقاً لقد علقوا في طريق النشر فإذا نظرت إلى جاك كامبفيلد أو روبرت كيوساكي بدأوا ينشرون بأنفسهم ولكن الآن كل كتبهم قد نشرت, لماذا؟

كوريك آشلي :روبرت قال أنه سيعود للنشر الذاتي لأنه يكتب الكتب ثم الناشرين يكسبون المال فلهذا عاد إلى النشر الذاتي, مرة أخرى أعتقد ان عليك التحقق من ذلك وتتعلم لتتخذ قراراتك بنفسك, عليك أن تتذكر أنني حقاً قد أصبحت مؤلف ناشر فأنني أحاول أن أنشر ذاتياً قد لا ينجح الأمر معي لا أعرف سنرى لكن كوني مدرب ناجح فأنني سأكتشف الاستراتيجية ثم أطلب المساعدة على أية حال فأنك ستحصل عليها عندما تطلبها, ستكتشف ذلك.

أحمد القرملي :أفضل وكيل ومحرر قد عملت معه سابقاً, محرر كتب؟

كوريك آشلي :حسناً بالواقع وكيلتي, قامت بأول تحرير لكتابي بنفسها أسمها كاثي هيمينجز وكاثي امرأة مذهلة تقيم في نيويورك، وهي صديقة عزيزة جداً إنها رهيبة, عندما قابلتني ووقعنا اتفاق كتابي وكل شيء وأحبت كتابي لم تكن تريد فقط كسب المال معي لقد احبت كتابي وأحبتني ونحن الآن أصدقاء, والاتفاق الذي أوقعه دائماً يكون عن طريق كاثي بطريقة أو باخرى حتى لو نشرت بنفسي فأني لا أزال أقحمها بطريقة أو بأخرى في الاتفاق لأن وجودها في فريقي ذو قيمة عالية.

أحمد القرملي : أفضل مسوقي الكتب الذين ذهبت إليهم عندما بدأت الكتابة؟

كوريك آشلي :جون كريمر, لديه 1001 طريقة لتسويق كتابك.

أحمد القرملي :هو كاتب, معنون؟

كوريك آشلي :نعم, يمكنني أحضار كتابه لك ذات مرة

أحمد القرملي :هو في الغرفة الأخرى ...

كوريك آشلي :لا لا. بالنسبة لأي شخص على استعداد الآن دخول عالم الأدب القصصي، رحلة الكاتب لكريستوفر فولغر، و هو عن تنظيم كتابة القصة وفيها أنه يجب أن تقرأ لأي أي مؤلف.

أحمد القرملي :أخبرنا المزيد عن تدريبك بطريقة واحد على واحد، أنت تشحن بقيمة 27000 $ سنوياً صحيح, ألا تعتقد أن هذا كثير وكيف يعمل؟

كوريك آشلي :لا اعتقد أن هذا كثير, هدفي بنهاية السنة لقد سألت زبائني كم يكلفكم التدريب فقالوا لا شيء لأنها تتضاءل فهي تعطينا أكثر من ذلك، إذا لم يستثمر الناس فإنهم يفقدون القيمة، أنا أضيف فقط ثمانية زبائن بالسنة, صحيح أنها27,000$ لكني أكون معك طوال السنة لدينا جلسة كل أسبوع، تستمر جلسة طالما أنها مستمرة ولكن لا يمكنني إضافة رجل بدون توجيهه إلى القائمة ولسنة ، لاعب كرة القدم من كونه لاعباً صغيراً ليصبح واحد من اللاعبين الأقوياء من نيوزيلندا، وهذا أمر لا يصدق هذا ليس مالاً كثير لأنك أولاً إذا أردت شراء امتياز ماكدونالدز فإنها بـ $ 3 مليون لكنك إذا علمت أنك ستكسب المال من هذا الامتياز فإنك ستشتريه إنه نفس الشيء مع الاستثمار والتدريب إذا كنت تريد أن تعمل برخص تشتري برخص وهذا لن يدوم طوال الحياة, فهو ليس غالي عندما يستثمره الناس بشكل جيد عليك ان ترى كم يدفعون لاهتماماتهم وكم إجراء يتخذون لأنهم جادين في ذلك وهذا هو السبب في ذلك فما هو ممكن يحتاج إلى الاستماع إلى مدرب ناجح فمن هو ليس ناجح؟ إذا شحنت بـ 5000$ فبالنسبة لي المتدربين سيكونون مثل من أين تحصل على هذا الرجل, وحتى هو لا يصدق ذلك بنفسه, هذا ليس مال كثير ولدي زبائن يمددون ويدفعون لذلك لكن واحدة منهم كان حلمها, كانت تدفع 250,000$ وعندما كانت تتدرب معي كان حلمها كسب أرباح بقيمة 100،000 $،من بعد تغطية ديونها، وقالت أنها كسبت مليون دولار وسددت ديونها لقد سألتها كم كلفك التدريب وقالت لا شيئ، فأنا ضاءلت ذلك. وهذا لا يعتبر مال, إنها حياتها كلها.

أحمد القرملي :أخبرنا المزيد عن مشروعك الذي تعمل عليه من أجل المستقبل؟

كوريك آشلي :واحد منهم, مزرعتي, عندما اشتريتها كانت ناضجة فهدمتها, إنها الآن نظيفة جداً وروحانية ومحبة إنه شيء ممتع بالنسببة لشخص من شيكاغو أن يكون بالمزرعة. إنه عالم جديد بالنسبة لي أكاد انهي نادي النجاح وأهعمل على كتابي القادم, وأحاول اكتشاف نفسي من جديد في بعض حلقات العمل الجديدة والإنشاءات ، وتربية ابني هو أكبر اهتماماتي، عمره الآن 2 12 سنة وأحرص أن أتأكد أني أقضي الكثير من الوقت معه ولديه مع والده الكثير من الذكرايات فهو مشروعي الأكبر, ذلك مثل أبي عندما كان عليه الذهاب كل صباح من الساعة السادسة والعودة للمنزل الساعة السابعة وهو متعب فأنا أقضي هذه الساعات مع ابني الجميل. شاركنا بعض الأدوات والبرامج التي تستخدمها لتكون أكثر كفاءة. حسناً واحد منهم هو Infusionsoft الذي هو حقاً كاديلاك في قواعد البيانات وقموع التسويق وعربات التسوق وجميع هذه الأشياء و هناك AWebber الذي هو أيضاً جيد جداً، إنني استخدام الصحافة المثلى لإنشاء الكثير من المواقع لأنه سهل، يستخدم القوالب، ومكلف، ماذا استخدم أيضاً، تمرير الوصول الرقمي وعضوية الموقع، مجموعة الفيديوهات السهلة لإنشاء أشرطة الفيديو جميلة ولكنها متابعة أيضاً يمكنني رؤية عدد الناس الذين يشاهدونه, وكم مرة شاهدوه أتساءل لماذا تراجعوا والتحليلات لذلك، وأنا استخدم آي موفي لتعديل الأفلام، إنها بسيطة وعلى أبل هي مجانية وسهلة،

أحمد القرملي :كيف تبدو حياتك اليومية وروتين عملك؟

كوريك آشلي :حسناً أنا استيقظ الساعة الرابعة صباحاً قبل شروق الشمس، أتأمل، وأقرأ أهدافي، وأقرأ بعض الإقرارات و بعض التصريحات ، أنا أعمل على نفسي ويصل إجمالي الصالة الرياضية هنا إلى ملكيتي ثم يستيقظ ابني، إذا كان معي، لقد افترقنا نحن وأمه فهذا بالنسبة لي يختلف تماماً لكن إذا لم يكن معي ولدي زبائني العالميين الذين ربما يتصلون بي على السكايب, خلال الأسبوع وأعمل في مزرعتي, ودائماً أقرأ التطورات الشخصية أو استمع إليها في سيارتي دائماً تتابع في رأسي, حتى عندما أقود جراري تكون تتخاطر برأسي.

أحمد القرملي :هل تستخدام الصوتيات؟

كوريك آشلي :استخدام الاثنتين، فأنا أحب أن أقرأ، فأنا أعتقد أن القراءة جيدة جداً لعقلي لكنني أيضاً استمع للكثير من التسجيلات عندما أقود,

أحمد القرملي :هل تولي لها اهتمام أو لا. ومتى تنام؟ بأي وقت؟

كوريك آشلي :أنام الساعة 11 وأستيقظ الساعة 4. تنام كي تحلم, وتستيقظ لتعيش حلمك.

أحمد القرملي :لكن ألا تعتقد أن النوم يساعدك كما تعتقد....متى تكتب, بأي وقت؟

كوريك آشلي :باكراً في الصباح هو أفضل وقت للكتابة لأن الجميع يكونون يحلمون, كل أمواج ألفا وبيتا تدور حولك فهو وقت مبدع جداً بالإضافة أن لا أحد يتصل بك أو يزعجك لأنك بالرابعة صباحاً. بالإضافة إلى أن عقلك يكون نظيف، لا رسائل بريد إلكتروني أو تفاعلات.

أحمد القرملي :ما هي هواياتك الأخرى؟

كوريك آشلي :أدرس أيكيدو، إنها فنون الدفاع عن النفس، أي تعني الوئام، كي تعني الطاقة، ودو تعني الطريق فهي تعني الوئام مع الطاقة على طريق الحياة أعتقد أنه ربما أفضل وأشهر شخص تعرفه قد يكون ستيفين سيغل

أحمد القرملي :أنا أكره أفلامه.

كوريك آشلي :حسناً أنا لا أتحدث عن أفلامه دان هو سابع أستاذ بالإيكدو, أفلامه هي أفلام, وهي الأسوء

أحمد القرملي :هذا صحيح, أفضل ثلاثة مرشدين لك؟

كوريك آشلي :أبي, علمني أبي النزاهة, وحفرها بنفسي, وهذا ما يدعوه أبي البطاقة لقد كان السيد النزيه وعلمتني أمي الأخلاق , قالت أن علي القول نعم سيدتي ولا سيدي لأي شخص أو أنك لن تفوز بالمجموعة, وقالت أنك ستكرهني الآن لكنك ستحب ذلك عندما تكبر, وهذا سيتضح لك فأنا الآن أجاوب الجميع سيدتي, شكراً لك, وأرجوك وهذا يلاحظه الجميع, وهذا يعجب الجميع, بوذا, ديباك شوبرا وأي ما درسته حول العالم وكنت للتو في الكويت أدرب كبار مسؤولي شركات النفط الكويتية، فبدأت التعلم عن القرآن, وأنا مستعد لتعلم أي شيء وكل شخص لديه شيء ليعلمك إياه كلنا على نفس السفينة التي تدور في الفضاء وتدعى الأرض, أحب توحيد المكان وأتعلم من الجميع لأن كل شخص لديه شيء ما يعلمك إياه فكلهم مرشديني.

أحمد القرملي :أكبر عوامل النجاح بثلاث كلمات؟

كوريك آشلي :الحياة والحب والضحك.

أحمد القرملي :ما هي أكثر ثلاث تطبيقات تستخدمها على هاتفك الذكي؟

كوريك آشلي :وجدت واحد ممتاز يدعى رادار الطائرة يمكنك تحميله وترى الطائرة وهي في الجو وهو يخبرك بالضبط ما هي هذه الطائرة وما هي خطوط الجو وإلى أين تذهب, من المذهل العيش في مزرعة مع هذا, وأنا قمت بالكثير من الرحلات الجوية الدولية التي أستطيع الاحتفاظ بها ومتأكد أنها تكفي سماء الليلة ستحلق هذه الطائرة, أعتقد أنها رائعة, أعتقد ان الأخرى عبارة عن غباء إنها آلة قمار, مرحباً بك بطريق فرعون وهي فقط آلة قمار عندما أكون على متن الطائرات وأشياء عندما أشعر بالفراغ في عقلي وأنا استخدم هذا ولا بأس به أنا لا أستخدم الكثير من التطبيقات، أحاول التفكير بتطبيق آخر ، لا أستطيع التفكير في تطبيق ثالث.

أحمد القرملي :لا تقلق, ماهي العادات التي تحاول تطويرها لتبقى كفوءاً؟

كوريك آشلي :واحد منهم, أن أفقد 6 أنش من خصري, 8% من جسمي دهون, لدي ابن صغير وأريد التأكد أن أمتلك جسد شاب لأبقى معهم كلما كبر لأني تأخرت بالانجاب, أريد التأكد أن لدي الطاقة والقوة لأكون هناك مع ابني وألعب كرة القدم وأركض وكل هذه الأشياء. مرة أخرى هذا عن الحياة لأن الناس تنتبه لطاقتي عندما أكون على المسرح, لدي الكثير من الناس الأقوياء يرتعبون عندما يسمعون وأنا بالـ50, هذا ليس بعض الكريمة المسلية لتبدو أصغر سناً فقط لدي طاقة. أنا دائماً ابحث عن الطرق التي تجعل طاقتي بأعلى مستوياتها, أنام بأفضل وقت بالعالم, عندما تذهب لتنام تكون خارج العالم, ولهذا لا تحتاج الكثير من النوم لأنني أحصل على نوم عميق حقاً لإعادة الشحن و كل هذه الأمور تعلمتها عن النوم بالسنة الماضية, كم هي مهمة.

أحمد القرملي :ما الروتين الذي تقوم به للنوم؟

كوريك آشلي :عندما تذهب للنوم لا تسأل أية أسئلة غبية مثل كيف سأحل هذه المشكلة غداً لأنها ستبقيك مستيقظ, فقط أغلق عينيك , تنفس بعمق, تأمل وأسأل نفسك ماالجيد اليوم فقط ضع قائمة من الأشياء التي ممتن لها وسوف تغفو على الفور هذه أفضل طاقة للنوم,

أحمد القرملي :هذا سهل. مثل كأنك تطفئ عقلك؟

كوريك آشلي :لا تستطيع. فأنت تفكر في الأشياء الإيجابية بدلاً من المشاكل. هذه هي الخدعة.

أحمد القرملي :لا أعرف إن كان الامتنان إيجابي,

كوريك آشلي :هو إيجابي لأنه ليس سلبي لكن ما هو, أنا أعتقد أنه طريقتك لتظهر حبك لكل شيء يجب أن تعطيها إياه على الكوكب إذا لم تظهر امتنانك, فالمبدعين أيضاً سيقولون لماذا سأعطيك شيء آخر عندما لا تقدر السلطة الممنوحة لك التي هي كل شيء, عندما تظهر امتنانك تحصل على المزيد, فقط قل لهم أنك ممتن لأن سيارتك قد تحطمت, على الأقل لدي سيارة لتتحطم, كما تعلم ما أقوله إذا كنت ممتن... نعم الأشياء الإيجابية, إذا حدث أي شيء لك, المشكلة أن معظم الناس بلحظة الألم يفكرون بالألم لكن لاحقاً بعد سنوات يكتشفون ذلك أدت بهم إلى شيء آخر. لماذا انتظر سنتين لأعرف ذلك، أسأل نفسك الآن ما الرائع بذلك وستصل إلى الإجابات.

أحمد القرملي :ما هي أفضل ثلاثة كتب لديك؟

كوريك آشلي : أول كتاب هو أوهام لريتشارد باخ، كتب تتمته جوناثان ليفينغستون وأعتقد صديق لي في الدولة هو الآن يحوله إلى سيناريو فيلم، إنه كاتب ولقد سمعت أنه في الواقع كان يكتب السيناريو، وأود أن أتابعه. كتاب آخر هو الحج لباولو كويلو هي رحلة في إسبانيا لآلاف السنوات وهو قام بها وكتابي المفضل الآخر هو سلسلة كتب كاملة لكارلوس كاستانيدا حول دون جوان ماتيز ، التي غيرت حياتي.

أحمد القرملي :أكثر ثلاثة أشخاص تستلهم منهم؟

كوريك آشلي :حسناً الأول هو مدربي بالأيكيدو، هذا الرجل هذا الرجل متواضع جداً، ومتمرس جداً في ذلك، هو مجرد رجل رائع ومحب وإنه حقاً المدرب الذي كنت أبحث عنه كل حياتي فهو ملهم جداً، ابني هو الأول في استلهامي لأن لديه الكثير ليعلمني إياه كنت تكون تواجه يوم صعب فعندما يبتسم ويقول أنا أحبك بابا، كل الأيام صعبة تذهب على الفور, هو معظم إلهاماتي لكل شيء. ومرة أخرى والدي كلاهما بطريقته, أنا أتحدث إليهما كل يوم وأفتقدهما كل يوم فهم مصدر إلهامي لأنهم أعطوني هذه الدفعة بالحياة وأنا حولتها إلى هذه الرحلة المذهلة فأنا ممتن لهما كثبراً على أعطائي هذه الدفعة فأنا أشكرهما كل يوم

أحمد القرملي :ما هي الأشياء التي تجعلك سعيد حقاً؟

كوريك آشلي :أنني أستيقظت اليوم, الكثير من الناس لم يستيقظوا اليوم فهذا أصعب شيء للقيام به لأي منا هو الاستيقاظ فمجرد الاستيقاظ هو سعادة لأنه يقول مرحباً لدي مرحلة أخرى سأجتازها كأنني أقول أنني أعيش قطعة جميلة على الأرض مع مناظر رائعة لذلك عندما أستيقظ من النوم فهو أمر لا يصدق إنه بلد الله وهو يجعلني أبتسم في كل مرة, لدي عادة دائمة هو النظر للوجه المشرق من العملة فبغض النظر عما يحدث تدربت أن أسأل ما هو الجيد بذلك أو هل يمكنني النظر إليها على أنها طريقة تمكين وبغض النظر عن ما هو الموقف عليك أن تتعود دائماً أن تنظر إلى الجانب الذي يجعلك تشعر بتحسن وأنا متأكد إنها عادتك لتشعر بتحسن.

أحمد القرملي :آخر سؤال كيف يمكن للناس الاتصال بك؟

كوريك آشلي :سهل ,, هذا عنوان بريدي الالكتروني, وأنا أرد عليه حقاً, أحياناً يستغرق مني وقتاً طويلاً لأنني أكون على الطريق لبعض الوقت، يمكنك دائماً الدخول لموقعي والاشتراك بالتدريب المجاني وأشرطة الفيديو ليس هناك أي حظر وستعرف أكثر عن ورش العمل والأشياء التي نبتكرها على الفيسبوك ولينكد_إن. وإذا أحد كتب لي فإنني سأرد عليه.

أحمد القرملي : شكراً جزيلاً كوريك , على هذه الرحلة الملهمة.

كوريك آشلي : من دواعي سروري, أنت رجل عظيم, لقد استلهمت الكثير مما تفعله ومن الأشخاص المختلفين المذهلين الذين تستضيفهم ببرنامجك, وإذا أردتني أن أعود مرة أخرى, سأكون ممتن وإذا أردت مساعدتي بأي شيء أرجوك أخبرني وإذا أرسلت إلي على بريدي الالكتروني وعلى عنواني سأكون مسرور بالرد عليك على كتابي.

أحمد القرملي :بالتأكيد, شكراً للجميع, كونوا كفوءين وأبقوا فعالين وأراكم قريباً مع خبير آخر.

Direct download: BeEfficientTV_Kurek-Ashley.mp3
Category:Technology -- posted at: 4:04pm +04

Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

Be Efficient Tv is a perfect fit for Entrepreneurs and Wantrepreneurs

Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

What Are the Types and Level of Experts on Be Efficient Tv?

• The world’s top visionaries, thoughtful leaders, mentors, thinkers, business experts, advisors, and consultants.
• Billionaires and millionaires.
• Founders and CEOs for different companies and startups.
• Authors/book editors/agents / publishers.
• Investors, angel investors, VCs, and private equity experts.
• Marketing strategists, technology evangelists, bloggers, developers, and Internet marketing experts.
• Efficiency and productivity experts.
• Successful entrepreneurs, so we can learn from their success stories and failures.
• High-level executives in big companies, so we can learn from their career paths and experiences in their sectors or departments.
• Top athletes, Olympians, and Paralympians.
• Health and fitness experts.
• Mindset and wellbeing experts.

For Whom Is Be Efficient Tv?

Entrepreneurs and Wantrepreneurs

• People who want to improve their life and business and make them more efficient through learning.
• Entrepreneurs who want to be more efficient and excel in their journey.
• People who want to be happy and fulfilled by finding their real purpose and acting on it to achieve their vision and add value to the world.
• Entrepreneurs who want to automate their business.
• People who want to use innovative hacks to automate their life and business and make them more efficient.
• Different types of businesses and startups.
• Employees who want to transition from the employment life to the entrepreneurial life.
• Employees who want to be entrepreneurs without creating a job with a larger time commitment.
• Employees who want to have a more efficient career path.
• People who want to add value to the world and leave this world with a great legacy.

Ahmed Al Kiremli: Hi everyone this is Ahmed Al Kiremli and welcome to Be Efficient Tv. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts. Today I have with me Nathan Allotey, he is the founder of in focus media, he is an expert in digital marketing, SEO and hosting. Nathan has worked in many companies, many hosting companies like host gator, blue host, and SEO hosting, welcome to the show Nathan. How are you doing?

Nathan Allotey: Thank you very much, thank you for having me as well I definitely appreciate it.

Ahmed Al Kiremli: It’s my pleasure. So what is your background and how did you start inter network?

Nathan Allotey: While my background is really mathematics and engineering, that is my undergrad degree, electrical engineering so I was always around technology and learning new things and I just like the creative aspect of engineering, taking an idea of something you are thinking about and making it a reality. I took an internship with Vanderbilt University, when I took the inter-chip I did research for them for engineering, they asked me to do many things that had to do with business related to Internet marketing for the research I was doing and I thought to myself I really need to learn a little bit more specifically about Internet marketing and business so I pursued an MBA at the secondary level and that’s when I dove headfirst into marketing and Internet and learning new tools as well, so I’ve always been around new technology but I started seeing certain trends pop up over and over where those skills would be needed.

Ahmed Al Kiremli: Was there like any connection between the MBA and the Internet or just with a marketing and management?

Nathan Allotey: To be 100% honest when I was pursuing my MBA I really want to do IT management, I was around technology all the time and I thought well let me further my degree in technology but whenever I took the marketing classes I would always get perfect scores without even putting in much effort so I had a couple professors say hey maybe you should look at this and it just came naturally to me, I had a couple ideas plus they already like technology and I was interested in code on my own so just coupling that together with marketing just made that decision to go ahead and pursue that with marketing, they just came natural and people side of me so I thought I would pursue it.

Ahmed Al Kiremli: Through the research I saw, I know you read lots of books, this question was not on the list of questions and I always asked the people who have done the MBA, if you came back now would you do it again and what has the MBA added to your life, to your entrepreneurship, to the entrepreneurial life, not to the employment part of your life? As an entrepreneur would you go back and do it again or not?

Nathan Allotey: I would still do it and the main reason I would still do it is due to the fact that I had a heavy background in technology, I didn’t have time to take any business classes or anything of that nature, I was technology all the way but understanding certain things from a business level that you get a wider view of what you are doing so now it becomes I’m not just working on this piece of software that needs to be efficient, you see the reasons and the audience of who may appreciate the software so it helps you think in a different mindset so if I had to do it over I would do it over, I will admit though some of the things that I did learn, the information is out there and available, most people just don’t know it so it is available, it is not structured but if you were to find it in different places on the Internet and different places in books, the same information is available but I would do it just because it helped challenge me, someone who was heavy on technology and not so much in business so it made me a better business person and a better entrepreneur.

Ahmed Al Kiremli: Why did you leave the employment life and how did you do the transition to be a freelancer or entrepreneur?

Nathan Allotey: To be honest I still dip in and out every now and then like for example right now I am working with a major retailer here in Houston Texas and I’m working with them mainly because it was a good brand, a good opportunity, they have been in business for well over 30 years and I’m doing web analytics for them, observing different trends they have and making recommendations so sometimes I work in house with them and their team but the main thing I would say is.

Ahmed Al Kiremli: Sorry to cut you off, like you work with them off-line, full-time?

Nathan Allotey: Somewhat, they have a team they are building up, relatively new to the company so they have been in business and been successful but they haven’t had an Internet team so I’ve been working with them to go but up and get into decent size so we will see where that goes but I definitely do enjoy freelancing and the whole entrepreneur track, the main reason is because when you are working certain employment jobs are working for an employer, you get the same task over and over again and you don’t necessarily have creative control of how the whole project is going to go, you have one section of the project you complete that one section and then it moves on to the next person but as a freelancer and as an entrepreneur you have control over who you are working with, the type of project you are taking on but also you have a wide variety of projects and tasks, you may work with someone who is in the oilfield industry and next off you may work with someone who is in software so it really just depends upon the type of client work you are doing but you get more variety and more control so that’s worth it.

Ahmed Al Kiremli: So you got the job and you got like what is your other focus like you do web development SEO analytics, what else do you do?

Nathan Allotey: You pretty much needed, web design, web analytics, I do some graphic design as well, but mainly came about because Photoshop some years ago I just learned how to use it and then I said hey you can use Photoshop to create web designs so naturally one from oh I created a web design in Photoshop, now I need to do the code behind it so that was a natural trend and I learned many things along the way so that mainly has to deal with SEO, web design, graphic design, I do some print design as well but also specifically dealing with branding so branding certain products for companies and then mapping everything out this is what the brand is, this is a look, this is the website and the website goes and feeds into certain SEO practices that we need to do so I tried to take them from beginning to start or redesign something that is not doing as well as I would like.

Ahmed Al Kiremli: Do you do everything yourself or do you have a team with you or do you just outsource?

Nathan Allotey: A little bit of both, I have a team that I tend to work with all the time, they also have their own freelancers as well but we do come together at projects that I work on so I have my go to people as far as working on projects, I do also try to reach out and recruit different people that I haven’t worked with, it just depends upon the work that I’ve seen them do in the past, if we already have a prior relationship online with networking.

Ahmed Al Kiremli: Would you like the most between let’s say if we divided it as web design, web development and SEO?

Nathan Allotey: I would say I like more so the design because throughout the years this is something that is not necessarily trained it’s just something that happens over time throughout the years I have begun to get an eye for certain things, observing something and saying I think it would look best if you did this based on the color theory or based upon what I know behind the mathematics and the testing of certain AB tests I think you should say this in your copy, I think we should work on this, the design should be these colors it should be laid out this way just because of the habits of people in the web so I would say web design is my favorite I would say.

Ahmed Al Kiremli: Do you like to design a website like what is your strategy when you design a website, do you like to design it from scratch or do you like let’s say themes and then modify them because they give you more options or integration with mobile which makes your job easier later?

Nathan Allotey: There are different trade-offs, if I do it from scratch I know the code it’s their and I know I can make it into whatever I wanted to be as you mentioned mobile I can do that as well so there is an advantage of doing it from scratch, as far as a good timesaver like you mentioned taking a template or theme that does cut a lot of time because there’s already a framework there and I just need to turn it into certain elements of how I would like it to be. So there are different advantages, what is my favorite? I probably would say my favorite would be working with something that already exists in making it better so it can be a redesign or even a template.

Ahmed Al Kiremli: You worked with In Vato, as well on the Internet, how does it work and what is In Vato?

Nathan Allotey: In Vato as you mentioned they are a large company that’s been in business for a long time, they are an Australian based company, they do 2 things now, at first it was just tools, providing tools to different web developers, photographers, graphic artists, different digital creative’s, they offer tools that would help make you better so if you are working on code maybe you have you need a form submission page they have the code specifically for forum submissions and you can buy from them and move on so they were targeted at developers and designers on the web, they branched out and they also have a tutorial and teaching side so you can also go to different websites and learn certain skills whether it’s web design or photography where the game development so they have grown, they either provide you with tools to be successful or you can learn from them in different tutorials.

Ahmed Al Kiremli: The learning division is it like membership or is it for free or how does it work and the design and code section, let’s say do they outsource people or developers can they post their codes of the things they can sell it there or how does it work and then they get a commission from each sale?

Nathan Allotey: You pretty much alluded to it, on one and they have different marketplaces so if you have written something whether it’s a theme or a website template or you’ve taken photos that you want other people to use on their websites as a stock photo you can upload it to their marketplace, set a certain price and as you mentioned they take a percentage and you can take him a percentage as well as far as the marketplace goes.

Ahmed Al Kiremli: How much?

Nathan Allotey: The percentage does vary based on your performance, in the past it was about 40% but it’s increase to 50 and if you are more successful they just get better as time goes along so the more successful you are the higher percentage you can bring in, it just depends on how often you use their product.

Ahmed Al Kiremli: They have 3-D graphics, music, video, they are very like they cover everything in the have great stuff and which division did you work with them, what was your focus with them?

Nathan Allotey: My focus with them was working with their tutorial and teaching side as you mentioned you asked about membership, they have membership options, it has changed quite a bit but the whole base operation was they had a pretty popular blog in certain subjects so if you want to learn Photoshop they had a blog just for Photoshop and design, if you want to learn Adobe Illustrator they had a blog just based on illustrator, a blog based on photography and they would have free tutorials online but if you wanted more detail or you wanted to see the source code or you want to see the source documents of the Photoshop document you are working in that required membership so they had a premium set up where you could see a certain level of content for free on their blog but if you want to go deeper you had to be a member and I worked on the tutorial and teaching side of things with a lot of their redesign so a lot of the redesign I worked with them on the set up of how tutorials are laid out in the flow of the certain materials that go along with those tutorials so that was the work that I did with them.

Ahmed Al Kiremli: From the US or were you based in Australia as well?

Nathan Allotey: Here in the US, I’m in the US at the moment so I worked remotely with them, they are based in Australia but they have many Roma people that work with them as well, I think they do a great job just keeping up with everyone even in different time zones, everybody still provides excellent support and does great work just to make the site run.

Ahmed Al Kiremli: But remotely you’ve been doing tutorials in these things, you don’t do in office to shoot or do these things or do they have a certain system just to control you from him? How does it work?

Nathan Allotey: They set up certain criteria for you and they say this the level of quality we would like, some people already have their own studio so they can just shoot tutorials that way, some people screen cast, there are some tutorials written out in screen capture of the different steps on their screen, as far as some of the things that I’ve done I do have all the equipment to shoot so I can shoot myself, I even have a studio in my house that I built so I can use that, either way sometimes I do go to a studio or just use a certain set up a depends on what that story was about.

Ahmed Al Kiremli: And they put you on a salary or are you commission-based based on how many episodes or tutorials that you do for them?

Nathan Allotey: What you mentioned you are pretty much paid a commission based upon the level of production you are producing or you did a course and the courses this many lessons in it and they pay that way, some of the development I did was behind the scenes of the site so mine was based upon hourly, that’s how it was set up.

Ahmed Al Kiremli: And still know if somebody wants to work with you to do some tutorials they can still do it right?

Nathan Allotey: Correct.

Ahmed Al Kiremli: Okay, what is HTML and CSS and what is the best replace online to learn them?

Nathan Allotey: HTML and CSS I would say if you are learning web design are interested in it or your job has anything to do with a website it would be beneficial to learn, HTML and CSS are the two basic code bases to run a website so every website you see on the web if you go there you right-click and you view source and you are looking at HTML, it’s connected to CSS, HTML is the framework of the site, how it looks, how does the text appear in the page, how to images show up and what are the size of the images? CSS style of how everything is laid out, certain fonts that you declare, the size of those fonts, what happens when you rollover an object so that is the difference between the two, the best places that I would say, I have many know that I’ve already learned I found out more, a couple I would name is In Vato, through their site called test plus, they have a great class, one thing that is for free they have is called learn HTML and CSS in 30 days, another place that is good is called code Academy, that’s a great place to learn as well if you are new to try to learn HTML and CSS, those are a few places on the net but those specifically is what I would say if you just want to look at the syntax itself, sites like HTML dog or DEV DOX, those are some places to learn the syntax.

Ahmed Al Kiremli: So let’s say we are using the CMS of WordPress which is a control management system, inside WordPress the code is what?

Nathan Allotey: WordPress is made out of a couple of things, the main things that make them run is you have JavaScript and you have HTML and you have CSS then you also have an object oriented code called PHP, PHP queries the database so you would also need a database if you’re running WordPress as well but those are the main frameworks that go into WordPress, there are a few other things that you can add on for functionality but the main things, HTML, CSS, PHP, Java those of the main things you are going to see when running WordPress.

Ahmed Al Kiremli: So when I want to build my website, I’m an average user and I don’t know what is like the framework to use like which one should I use?

Nathan Allotey: I would recommend WordPress just because at least in working with certain clients it seems like that is the best solution for them that is the most easy to learn, also WordPress has grown fairly popular, I know over 60 million sites are using WordPress and it has a large community you can also learn from as well so I tend to go to WordPress though I do use some other things but WordPress is the main thing I would recommend people.

Ahmed Al Kiremli: All right, which framework to I use for my website if I am building a website how to choose this framework or let’s say CMS to build a website?

Nathan Allotey: If you are building the site and you’re thinking about a framework the main questions I would have is what exactly would you like to do, would you like to blog, would you like to just have a basic website that you don’t plan on changing, do you need a landing page or perhaps are you selling something online so you need e-commerce, so they supply your needs, I would recommend a certain framework of where to start, I think there’s a certain framework that can be modified to do all of the things I just mentioned but there are certain things that make it easier so if you are blogging I would say you probably should go with WordPress, WordPress started as a blogging platform and it is very good for that and it already is set up for that but also if you want a website, WordPress can do that as well just because of the way it serves pages and certain content if you are doing e-commerce more than likely I would recommend you go with Magento but that also depends on how many products your offerings what really depends upon your vision for your website, where you see it going in the future and that would be what I would used to recommend certain frameworks and tools to start with.

Ahmed Al Kiremli: So for e-commerce, how about membership sites, and don’t you think that for example for myself I am comfortable with WordPress, I understand how it works, how to update the things, I don’t know HTML but I can change the pictures somehow and blog and do different stuff with it, so I feel more comfortable with it, whatever website I develop I try to go with it even if it’s e-commerce our membership, and even like our show website is built on WordPress however it is a membership site, so what do you think about that, I think like everything somehow with the time it is achievable by WordPress but how do I change to another one, what is the advantage or disadvantage of each framework?

Nathan Allotey: So I love WordPress, I use it all the time, I tend to try to recommend to stay within WordPress, you mentioned membership sites, I feel WordPress is great for that just because the way it is set up it already has user roles so you already have administrators, basic users, subscribers, editors, it already has that functionality so if you wanted to expand WordPress to build membership site I think it’s great, for that because it is always has the levels built into it, why not? E-commerce, WordPress is also good for that, there is certain functionality you can add on to WordPress to sell something if you would like on the web, many different plug-ins accomplish that, so WordPress is good for that as well, the only thing that I see that may cause me to recommend something else when it comes to e-commerce is the number of products that you have I mentioned a retailer I’m working with, they have thousands of SKUs and they are adding more so because there are so many SKUs, the way that Magento works in terms of servicing content it’s a little more straightforward for them because they have such a large number so in certain instance is I would recommend for example as I said Magento for e-commerce, it’s already built specifically for e-commerce and if you have a large amount of certain things it works well but I also found WordPress works well it just depends on the number products you are trying to spell.

Ahmed Al Kiremli: So if it’s like for WordPress if I’m selling less than 100 or thousand products it’s fine to stay with WordPress but if I’m selling more than that I should go with Magento?

Nathan Allotey: Correct you should go with Magento if it’s a high number in my opinion, if you don’t have that many products then you can use WordPress, I’ve use WordPress for many things like conference registrations and selling T-shirts online, so that’s what I would say, you are on the right track in my opinion either one of those options but again the best thing is work with things you are familiar with, if you don’t want to learn Magento because you have many SKUs and it’s too difficult, make WordPress work for you are find another solution like shopify, so work with things that are easier for you and if it’s easier for you to manage as a business owner and entrepreneur and person working on the site day-to-day that is where you want to stay.

Ahmed Al Kiremli: Shopify is hosted and they charge you a membership and they have all the solutions, it’s great for people to start with right?

Nathan Allotey: Definitely I think so and I always recommend people start small, whenever I work with clients, start small and then upgrade and move along, you don’t need some huge system to start out with, sometimes that’s last if you have a huge product offering in many different products that I would say start small and see what happens and tested out and then you have your answers and what your next move is.

Ahmed Al Kiremli: Have you tested or used shopify before and like is a good for let’s say sites with high traffic, they can cope with that or there is problems because they are a big company, how do you see it?

Nathan Allotey: They have gotten better, I haven’t looked at them for some time, the current version they have right now is pretty good, they do pretty good maintenance on their servers and they keep things up, they make sure updates are smooth, they notify users of any changes, I think it’s good, I normally recommend people to go with it if they don’t want their own hosted solution or they aren’t yet ready for that, also you can make templates for shopify and upload them so you can tailor the look to be how you like it to be but once again you have to learn their system. If you aren’t ready for a hosted solution they are good but if you are then you can definitely turn it however you’d like it to be.

Ahmed Al Kiremli: So 20% of sites are using let’s say WordPress, what are the other 80%, can you divide the other platforms or CMS is used? And why is each one use?

Nathan Allotey: There are quite a few other ones, WordPress I love as I mentioned, there are a few other ones like Drupal, Drupal is very similar to WordPress but the core offering is different. Joomla! is another solution, I’ve seen Joomla! get a lot better throughout the years, I remember when I first started looking at everything I thought WordPress was just easier and Drupal was second and Joomla! the way it was set up was somewhat difficult but Joomla! has improved a lot, just the way they have things set up in the backend so Joomla! is another one besides WordPress, others were popular in the past but not as popular as they used to be, Moodle is commonly used for online learning that’s another solution, I’ve seen certain people go with certain versions of ASP when they want to work on a Windows server they use the but I’ve also you seen people use WordPress on Windows servers because they dislike how it works, there’s a new platform called ghost that people are using to blog and it’s fairly simple, it’s minimal and it just makes sense so those are a few other ones that I’ve seen around online, more enterprise clients tend to use certain things like SharePoint and they use their content management with SharePoint, I don’t think it’s very straightforward at all.

Ahmed Al Kiremli: How easy is it to shift between those let’s say a started with one thing and I decided to move to another how easy is that to be done and do you recommend any services or companies for that or like your company can do it?

Nathan Allotey: We have done that before move people from different platforms to WordPress, the main thing that will determine the level of difficulty is can you export all of your data and if you can’t is it in a certain format that’s easy to be ported over to WordPress so if you have your database can we map it to the new WordPress database or at the very least can export all of your pages and content so we can work with it and upload it and if not then difficulty would be manually, many nights of copying and pasting and downloading and re-uploading just to reformat it so it really just depends, whatever you go with just in case certain needs change always try to see in the beginning whether you own your content and can take it with you if you need to because there may come a day or you do need to take it with you so you always want to make sure you on your own content and can move it where you need to go so if they make it easy then something like WordPress, WordPress is easy but I’ve seen with some online website builders some manual processes.

Ahmed Al Kiremli: So we decided about the platform and CMS, now where to find let’s say the best themes in pictures and resources online?

Nathan Allotey: But say pictures, I know a couple paid services but free is the best price so one place I like going to get free images is unsplash, it’s a good place to go, it’s curated by the people that make crew, the website where they curate graphic designers and connect them with companies to do projects so they curate that, those are some excellent images all HD from landscapes to people to technology so that’s a great place to go, pic jumbo is another place to go, for either HD or, that’s another place to go as well, another one if you are looking for technology or just starting up there is one called I believe it’s just for startups, that’s a great one if you are a startup and I think we are in the age of Internet startups, great photos for startups they show a lot of interaction and technology and people working with each other so those are some places to get photos and images.

Ahmed Al Kiremli: How about the paid ones?

Nathan Allotey: One place I like is photodune and you can go to Invato and see them lay out their websites, that one is laid out based on the level of quality you need so high reservoir lo-res or HD, based upon the quality you lead of course some other sites that determines the quality, a sister site of them is theme Forest, they had many different themes and templates available there as well so those are a few of the paid things that you can use to get a good start on what you are looking to do.

Ahmed Al Kiremli: Other sources for themes.

Nathan Allotey: Another one I like is mojo themes, they have a little green monster mascot that’s when you know you’re on the right website but mojo themes is great, they have a large offering and plug-ins for WordPress namely is the one they are pushing and there are a few others, I believe themes kingdom, they have gotten a lot better, I remember when they first started they have grown a lot and then re-done a lot of their templates and themes so they are pretty good as well so those are a few I would say.

Ahmed Al Kiremli: What are the best plug-ins to speed up WordPress websites?

Nathan Allotey: When you’re talking about speeding up a WordPress one thing I tend to use many times it is the Google pay speed application online just to see what is slowing down the website because it may not be WordPress itself it could be the images you are using not being optimized so I tend to look a little under the hood and see what are the areas that have a problem but one plug and I particularly like using is W3 total cash and when I say W3 total cash it is saving certain elements on your website so it doesn’t have to try to query the database and your system over and over again to reload everything when someone comes to the website so it saves certain elements, so W3 total cache is a great one that I tend to use also cloud flair works as a security layer but also as a CDN, a content delivery network and it works in a similar fashion with a save similar elements or on your site and when a visitor comes to your website they load the version or the elements that are closest to them so it’s faster, so cloud flare in conjunction with W3 total cash.

Ahmed Al Kiremli: What is the perfect size for the pictures to be used in a blog or website and if I have problems with the pictures do I have to go manually and change the molars are a plug-in for that?

Nathan Allotey: There are a couple plug-ins for that for example there is a gzip plug-in which will compress on the server, if your server has that enable you can use certain plug-ins that will allow WordPress to do that.

Ahmed Al Kiremli: So it will keep the picture the same size on the site but it will reduce the size in terms of the megabyte.

Nathan Allotey: Through there are certain plug-ins based upon that they can be used for compression, I know one thing I tend to use is a couple of different things but the main thing that I sent to do is when I see an image are certain things of that nature, there are websites and there are plug-ins that come along with Photoshop that help with that, websites like tiny, it’s a PNG file and you can go there or go to JPEG, you can use that and basically what that is is if you have an image of a certain size you upload it to their systems, it compresses the image for you and then keeps the same quality so it compresses it but keeps the image looks the same so you don’t lose quality there and then you upload that version.

Ahmed Al Kiremli: Yes but this process takes time like any of these plug-ins but say if I started my website for one year and I have lots of pictures there if I update this plug-in or download or install it on the site will it apply the effect of compression on all of the images or not?

Nathan Allotey: Now but going forward it will, the ones that are using gzip plug-ins those would add some compression to the images that are the there, besides that certain things like cloud flair and Mac CDN have plug-ins for WordPress those of plug-ins also because you don’t have to change much on the site itself and it handles image loading a lot faster.

Ahmed Al Kiremli: And what is the perfect size for images that I should use on the site?

Nathan Allotey: It varies from what you are using, I try to keep them around 100 kB, some images based upon what it is will be larger but I try to keep it to 150 kB or lower, try to keep it somewhere along those lines, or when you get up till like half a megabyte it’s pretty bulky for an image but it is understandable based on what it is, if it is that large that is where CDN and certain image optimization comes into play because it start sticking up a lot of your bandwidth and some hosting plans have unlimited bandwidth, in those cases you may be fine but those that have a certain allotment of bandwidth then you just eating up your bandwidth really when you don’t have to.

Ahmed Al Kiremli: Let’s go deeper into search engine optimization, what is your advice on page for SEO on page?

Nathan Allotey: I would say the different approach, because one thing people tend to forget and we easily get caught up in optimization of letting sure everything is laid out and Google can read it we make sure the file is correct that we often forget sometimes a human is also going to read this so when it comes to on page SEO I’m a big proponent for organization of content on your page so when you have organization of content on your page you should have a main title in the main header and you should organize your thoughts into different subsection so if you’re doing that make sure your H1 tag is the main title of the content you would like to deal with, when I say H 1 I mean the header tag for a blog post so make sure that is the main.

Ahmed Al Kiremli: Sorry to cut you off, the H1 is the title of a WordPress site, is it by default H 1 or do you mean the one that you use in the body of the blog post?

Nathan Allotey: Even in the body of the blog post because most of the time you create a post and you have a title, that’s a good question you brought up because certain things take the title of your post and they automatically make it H 1, certain other types of themes or architectures that are set up take the title of your post and they make it the title of the article so when Google was searching it’s the title of it that they don’t make it the H 1 so that is an important thing to look over otherwise you may have 2 H 1 tags, so look at how the pages set up, if you’re using a different architecture you want to make sure that the H1 shows up and you can use it multiple times but I would definitely recommend using it once and if you use it once let that be the main title or the main subject of what you are referring to in the whole article as best as possible and then under that you could use H2 tags for certain sub content or some thoughts of your article of your page and so forth with the H threes in the H fours is needed and if you have a quote as properly used, use block quote. I tend to recommend using certain elements for what their purpose is for, if you have paragraph text make sure it’s wrapped in a paragraph tag, if you have an image give that image of title but also give it an alt tag so Google can search that particular image and if you have an alt tag make sure you write content in the alt tag that describes what the image is. So Google can find that.

Ahmed Al Kiremli: Is it better to add a name to name the picture before uploading it?

Nathan Allotey: I would say both, when I work with clients some of the things that I work on I recommend and I use the images going to have either the title of the blog post of the image relates directly to it or the image is going to have some relation to what the actual image is in the blog post it’s tied to, I’m working on a blog posts, I’m using an image from the matrix, the movie series about Neo and, sometimes people try to do everything so I say you are not the one, in that image I say this is the matrix Neo and I also say some lines of what it’s relating to so it’s not just a random picture of the matrix, as pictures used in a blog article and I write a little more to discredit as well. That’s an example of something you can do to say this images related content.

Ahmed Al Kiremli: How about meta-tags and tags in all the different stuff like is it working now with Google or is it just a waste of time?

Nathan Allotey: I would not say it’s a waste of time, Google looks for about 200 things are more, I like to say every little bit helps, Google does not put as much weight on meta-tags and meta-descriptions as they used to but I would definitely recommend still doing that, not only because it helps but also a certain things like open graph and Facebook and other things, certain social media platforms are looking for those meta-tags and meta-descriptions to pull from when they are referencing a link to your site so they are still relevant, I would say, every little bit helps I would definitely recommend still using meta-tags and meta-descriptions, there are some platforms we don’t have to do that but for the most part I know that I still do that, it just doesn’t carry as much weight as it used to because Google recognizes people were trying to game the system.

Ahmed Al Kiremli: So is that it for home page SEO or are there some more things to be done?

Nathan Allotey: There is a lot more you can do actually I had somewhat of a little list I had, let me see if I can find that. I had a list of some things just because there is so much on page optimization, let’s see, one thing this is more so on page, many people try to get traffic and traffic alone you don’t want just traffic, because anyone can get traffic you want targeted traffic that is actually going to stay so when it comes to on page SEO you actually want them to show up in a search engine and you want them to come but more than that, after someone clicks in the search engine that is where the real importance begins because if they are clicking on a certain article yes to show up in the search engine and you got them there, make sure that content is highly targeted to your audience, and by that I mean if you are talking about a particular subject matter sure you expand upon that, that it’s quality content, I always tend to tell clients the more important thing is that you are serving good quality because if you are serving quality you will naturally go up in search engines because people like your content and they will come back so writing top quality is good and targeted content is most definitely good, when I say targeted for example let’s say you have a blog posts or something and you are going to try to reach your Facebook crowd, someone comes from Facebook, maybe they are seeing something slightly different, then somebody who is coming from Google so make sure your content is targeted because they will feel that maybe this was written just for me and I will come back again, but something easy to do and that’s your style of writing.

Ahmed Al Kiremli: How about PPC, is it helping with the traffic of Google like if you are doing more PPC will Google give you more credit or will Google not give you points for that?

Nathan Allotey: PPC as you mentioned, pay per click, I do feel that it does go into the marks you make of building your brand and making your site more popular because let’s say you have a website visitor that originally found you with a click but then they see the content may come back so now they are coming back and they are turning into an organic visitor or they see your content pay per click and they like what you have so they tend to link to you, now you just turn someone who is pay per click into organic in the sense so I feel pay per click is important, it’s not everything because you are paying for visitors but it does help with SEO if nothing else to help gain and establish links and build your brand so does help.

Ahmed Al Kiremli: How about off page SEO?

Nathan Allotey: Once again this is more so strategy of what I recommend people so it’s more of a mentality of controlling the traffic you are getting off so this is what I would say, definitely use social media whether it’s Facebook or InstaGram or Pinterest or LinkedIn, whatever social platforms you can use is definitely good, I do have a warning, if you are going to use those specific platforms make sure you are active on them, make sure you are actually using them because of someone is on twitter and you haven’t said anything for six months that doesn’t look too good so whatever social media platform you use make sure you use it on a pretty frequent basis and you interact with people on it or its making you look bad so social media, I tend to tailor certain content to different crowds so if I write a blog article for my site I may change it up somewhat for the twitter audience and I may change it a bit for the Facebook audience, sometimes I keep it the same but once again targeting specific audiences off of your website just to make sure to pull the men they say that I’ve had a good engagement with them on this platform to let me go to their site. Social media is one big thing I would recommend doing, also serving up your content to make it easier for some of these later and what I mean by that is simply something like writing some of your blog articles or rewriting them around the central topic and offering it as a PDF download so maybe not someone is going to be around with their cell phones or their computer but if I can have a PDF of whatever you’re writing about an offering and it’s nicely packaged in but altogether at something I can take with me and share with other people but make sure if you do that of course you are referencing your website in that PDF that you are having.

Ahmed Al Kiremli: So that helps for people to come back but it’s not going to help in terms of SEO but will help in terms of coming back hopefully it will create organic visitors with the time right so with any blog post you provide like a download icon for the same post you do that with all of your blog posts or only for specific materials?

Nathan Allotey: Specific material surrounding a central topic, so the good thing about a PDF is people tend to give more value to a PDF I don’t know what it is, I’ve seen some of the people that I worked with and talk to online they take the same blog post and package it as a PDF and now it’s attributed more value and I’m not particularly sure why exactly because sometimes it is exactly the same but people tend to give more value to a PDF also if you have a PDF and you are hosting of somewhere online Google will index that and someone can reference it and that still points are to your website as well if you have active links in the PDF also.

Ahmed Al Kiremli: I want to ask you like how about the keywords, how to use, what is the strategy to pick up the key words, if I am let’s say now we have here in my show we have different topics most of them let’s say about efficiency and business but most of them most of the interviews are different if you can bear them some of them are about SEL some of them are about web development some of them are about health and fitness and different topics so basically we are targeting very broad market and how should we use or pick the right keywords is it like we target interviews for business people or what do you suggest?

Nathan Allotey: When selecting keywords I think in the past I definitely tend to use the keyword plan that went along with ad words but the biggest thing is discovering and finding out what are people searching for? If you can find what people are searching for whether you go to Google trends or use the keyword planner for ad words or you have an ad words account and you can start to see certain quality scores or the price of certain terms, I tend to go with a strategy that starts with okay first what are you trying to sell or first off is the audience you are trying to connect with then secondarily it is the audience you are trying to connect with, where do they live online, where they meet online, where they talk online, one thing I love to do is if I’m trying to develop a product or a certain blog post or offering, going somewhere like Reddit, going on Reddit and asking the question and listening to people’s answers or pay what is the number one problem people are having in their businesses or what is the number one problem you are having your business and for free people are getting responses saying I have a problem with my return of investment, a problem with some of the financials going on here and getting their answers back, using that to create content specifically surrounded by the areas they talk about so instead of focusing on certain buzzwords I’m answering people’s questions and making sure those questions contained what people are looking for, another strategy that has been around for some time is thinking longtail, using longtail keywords and specifically what I mean is not just saying mountain bike in Houston Texas but a certain brand behind a mountain bike and thinking ahead of what people might type, you may not get as many visitors that the visitors you do get when you use longtail strategy will be of better quality.

Ahmed Al Kiremli: If I chose let’s say longtail keywords it means that in every post I have to put this keyword longtail or how does it work, how should I focus on these keywords?

Nathan Allotey: If you choose a keyword even if it is longtail make sure you are answering that specific question and also you are mentioning that in your blog post or your content or your page or your sales page, one thing I would say is do not overdo it on the keyword, mentioned it a couple of times and make sure you are expanding upon the ideas surrounding those keywords because if you are just randomly repeating the same keywords over and over it can be detrimental as far as Google looking at it and another search engines as well but I would say include those keywords in your post and in your content but also make sure any terms that may relate to that, those are also contained in there as well so mentioned a couple of times but have good content surrounding those as well.

Ahmed Al Kiremli: How love the competition, most of the people you find 10,000 websites doing the same thing that you are doing or having many of the keywords that you are using, is that with posting more, will you beat them and be more range on the top like how will you tackle that when you have a website that is competing with so many other websites in the same area, what do you do with that?

Nathan Allotey: Correct so if someone is just starting out and they are not as large there is a lot to be learned from some of the giants on the Internet and people in the top spots, on the first page really, there is a lot to be learned from them but the same strategies they use pay not specifically work for you so once again the thing that is going to benefit people the most when trying to compete with those that are larger is serving more specific content, I also see the larger was get somewhat lazy because they are trying to spread their net wide and get everyone and most of the time when we work with certain people on the Internet we don’t have to get everyone we just have to get people that are going to be engaged to your content so we’re trying to compete against them, I do observe their keywords, let me see the keywords they are using, let’s just say someone is trying to sell T-shirts online, there are many T-shirt vendors online and many large companies online so I do use them and observe them and say what other keywords do they have, the top firms in their area, so I do say to clients okay you should have these keywords because the larger competitors have them as well but I also use those keywords to see what they are not doing or what they are not taking advantage of and whatever they are not taking advantage of because certain companies and clients are smaller I say you need to beat them in that, you may not be able to beat them as being the largest T-shirt retailer in the Americas but you can beat them as the best T-shirt retailer in your city so you might not be able to compete with them on a national or global scale that on a local scale you can beat them out and Google does have searches that are more tailored towards where you live.

Ahmed Al Kiremli: So if I sell T-shirts in New York and I decided to use best T-shirts in New York as a keyword, should I use this keyword combination on every post on every page on my website or how should I use this keyword to mean, I selected, I picked up this keyword and I’m using it as the major keyword to focus on?

Nathan Allotey: I think a little bit of what you are referring to is the level of keyword density is site is going to have and I know Google uses that to determine some relevance as well, you could use it on every page, I tend to see people with what you just said, best T-shirts in New York they tend to use that on certain taglines, so they would say come to T-shirts are rest, the best T-shirts in New York in these it is a tagline or at least in the general description of the website it shows up on every page so that’s a smart way to do that or I have seen some people use that in the alt tag of their logo or something of that nature and then it shows up whenever stage again so that is another way you could use it and use it to your advantage, you can even break it down to the city level, when we are talking about larger versus smaller and local versus global, customer service tends to be a major thing that can beat out any of the big people any day because you are smaller yes you don’t have any resources that can compare to these large giants but you can beat them in service every time so if you can get them to come to your page with the keyword strategy that you mentioned certain terms on every page that is one way but also engaging with them and doing services another way you are going to be that the big boys all the time.

Ahmed Al Kiremli: How long does it take to rank a new website on the first page of Google?

Nathan Allotey: It depends on what it is and the reason I say that is because at least in my understanding Google is going to rank sites based upon their level of trust so there is a brand-new website it is going to say okay one factor it’s going to used to determine the ranking is what other popular trusted websites are linking to this particular site and if those other websites are trusted then you will get a bump up as being a trusted site because it’s kind of word-of-mouth these other recommended sites mentioned you so you might be of importance, it will vary based on who is linking to you, but also the content you are serving, when I work with clients I tend to tell them we can set of everything perfectly but that’s just the beginning so you are going to see anything real until at least three weeks and then you will start to see certain results and trends after that I tend to tell people in a couple of months you will start seeing if certain strategies working or not and hopefully you have an ongoing strategy you are just uploading something in living it and hoping it’s the best but if you can continually work on the popularity of your brands and putting the word out there that is only going to feed into how popular you will become in the future so what I work with clients we set certain things up and we say we are going to continue the strategy but we are going to check back at the end of the month or every six weeks just to make sure everything is going, certain things we check on daily basis but checking every day you are going to get the results you are really looking for, a month to up to three months, you’ll see if the strategy is working or not.

Ahmed Al Kiremli: What else to do off page in terms of link building if people are linking or sharing your site on a social media does that also work or only on their sites and what else to do off page?

Nathan Allotey: One thing I love doing is what you’re doing now, interviews or guest blogging, some people say guest blogging is not as popular as it used to be, that’s because it did grow so large but guest blogging for someone else or some other avenue that already has an audience if you can write some type of content for them or work with them or do some type of partnership and you can just present yourself to their audience and then at the end of it all have some type of reference back to your website that is a great way to get people to your website, we brought a PPC, any type of display ads will come into play as well, some at places like buy and sell ads where you can pay to send an email out to certain people audiences already or you can pay to treat about what’s going on in your website as well but once again I have found that if you use good quality content and reach out to people that are in that particular niche and let them be aware of it if it’s of great quality they will share to their own audiences and communities on their own and their you go they come back to your website as well so those are some things that I recommend

Ahmed Al Kiremli: how about tracking, which tools do you use to track the traffic and what do you look at in these tools to measure the real traffic or the real SEO progress of the site?

Nathan Allotey: Quite a few tools, I have my favorites so yeah here are my favorites, one thing I would say is of course Google analytics I use the daily and if you aren’t using Google analytics you should, why not, it’s free and more importantly you need to know how to read it a certain way but Google analytics is one that I use.

Ahmed Al Kiremli: What to read and Google analytics?

Nathan Allotey: And Google analytics I think, they give you those based at you’re looking for, how many people are coming to my sites, what are the pages that are most popular, where people clicking, what is the visitor flow, how long are they staying on the website, those are the base metrics of what you’re looking at, a little more advanced techniques you can look at the demographics so Google will use click data from ad words and a few other avenues to estimate it was the type of person coming to your website, what is there age based upon certain benchmarks and that is another feature in Google analytics, you can say how is my site doing when it is benchmarks with the average of people in this industry that is another thing you can look at and Google analytics, when I also mentioned you have to know how to look at it just knowing who is coming to your site is one thing but you need to use the information to make an informed decision about how to change and reform your website, if you have a nice looking website and your set up goals meeting you want the user to have a certain action on your website and though you have nice content and it looks pretty and it looks nice if people are not doing the desired actions of what you would want it is time to change of the website so that is what certain tools like visual website optimizer come into play, that is a tool you can use to AB test and when I say that I mean you have a website and then you have two different versions of the page, a certain level of people get served page a and other people get served page b and you can see what is the more popular one and you continue to do that so that’s Google analytics visual website optimizer, I like Raven tools, Raven tools is great because you can connect so many things into Raven tools, your social media, your analytics, your ad words, you can tie all of those together and see if there any correlations with anything so Raven tools is another great tool, Moz, it used to be called SEO MOZ, there’s a tool called screaming frog, have you heard of that before?

Nathan Allotey: No. But I’m interviewing the founder of Moz in November.

Nathan Allotey: Definitely well they have a great set of tools, screaming frog has a paid version and a free version and you can use that to really see if there are errors in the website and whether you are setting things up the right way so screaming frog is a great tool based out of the UK I believe so that’s another great tool, majestic SEO and probably SEM Rush is another tool I’ve never used in the past but it’s something I’m using more and more every day because it gives you good information on your competitors.

Ahmed Al Kiremli: And now you use them all or do you use auto compete or you use them all when you take over a project of SEO or you just picked some?

Nathan Allotey: It depends, one of the first things I do is if I’m working with a client I want to see where they are currently at an based upon what they asked for if it’s hey we need help on SEO, or we need help with the redesign, I still see some of those tools, the main tools that use on a day-to-day they always go to is going to be something like visual website optimizer because they have other tools like optimizely, but visual website optimizer so you can AB test, Google analytics, because it’s a great platform and Google is always improving it and there’s a lot you can pull from Google analytics and the virtual, Raven tools those of the things I tend to use so much just because they have a wide offering of what they already have, they are established and if you know how to connect all of them you can do many powerful things and make the websites better.

Ahmed Al Kiremli: Anything else you didn’t mention in terms of increasing the traffic for a site that you would do that you can share with us?

Nathan Allotey: Anything else? I know that everybody has a budget but a very wisely put together pay per click campaign can go a long way and if you are utilizing that in the right way you should gradually spend a certain amount and then if you are really paying attention to the ads you are using and the copy you’re using and what is working on is not, the quality score meaning are the keywords you are targeting, does your ad match those very well? The quality score that you have, you should continually refine that and get to a point where you are spending less and getting the same if not more traffic so maybe upfront you are spending a certain amount but as time goes by you should really start spending less and getting the same if not more traffic if you are really paying attention to it, I know not everybody has the budget for that but it’s well worth looking into because there are so many things you can do with that in conjunction with organic as well so if you have paid and organic it’s a powerful tool using this together.

Ahmed Al Kiremli: So how much does it cost, do you recommend any companies to work with, that they have a fixed or a different plan on a monthly basis, how much does your company charge for that as well? Share with that as well some detail some numbers.

Ahmed Al Kiremli: So now it would depend on the client and the industry and what they specifically want, most of the time we are working with some type of business goal so for example someone could say hey we want to improve our website, we want to make more sales then our company in focus media, we need to tie that to some type of return on investment so we tend to charge more now for the whole project so let’s just say someone said we want to increase and lift 20% so we would have to look at their sales, their yearly sales if they have them available and see what they are getting any year and based upon the work we would do it would be anywhere between 5000, 10,000 or even more, it really just depends upon the lift they want to go for and we tend to anchor that against what they are getting, hey if we can get you 10% left in your sales by converting your website and your 10% equals 300,000 more dollars than you would have no problem.

Ahmed Al Kiremli: That’s beautiful, I like that. So do you have some plans that you charge per lead or per customer based upon the agreement that you analyze the site and then you give a code based on that?

Nathan Allotey: We tend not to say, if you use us, based on per lead this is what it is going to be, we tend to have a flat price, this is the flat price based upon everything we have evaluated, and I will say we are not so hard cut and dry, if there are certain projects that don’t have a specific budget if we really like what they are doing we will try to work with them, we may not be able to do everything under the sun for a them but we try to say at the very least here’s what we can do and on your end you follow this plan you can be successful as well so if we really like the project we enjoy working with different people in different industries wouldn’t mind trying to work something out also but it really just depends on what it is, we do use per lead, per sale when it comes to the proposal that hey we know that you get this much, we are pretty sure that if you improve your site it will increase but we tend not to use that as a marginal thing to determine our price, we tend to say this is the price, if you exceed it and do way better than expectations great, keep the money, you’ve earned more, that’s why we tend to go with the flat rate and we know we’ll get you some results.

Ahmed Al Kiremli: You mean a flat rate on a monthly basis right?

Nathan Allotey: Correct, it depends upon how long the project is so some of them were just doing the work up front and then we develop a strategy and give it to their team and their team runs with the plan, other times it’s hey we need to put this in place, we don’t have anyone in-house so we will be coming back to you on a monthly basis so I know one project we worked on, it was a smaller business I believe upfront it started at about 5000 and then at an ongoing basis there were about 1500 but they were also given a plan of something they can move forward with, we do like working with businesses and we do like recurring clients but at the same time we really work to empower different businesses and we gave in train certain people and what to do.

Ahmed Al Kiremli: So if they have their own team doing certain stuff you also guide those teams as well?

Nathan Allotey: Correct, we say this is what we have found that works, maybe you didn’t have a time to develop a strategy but with but that everything in the strategy will work, you can take this plan and run with it, you can take the reins and learn how to evaluate certain things but if not, no website is ever done, is never complete, is never the best, you’re always working on it to improve it so we may revisit them and they may give us a call six months on the line hey were doing the strategy, we want to improve it and work on a stuck again, so we come back in and reevaluate some things and take the strategy and move forward so those are some of the things that we do.

Ahmed Al Kiremli: You worked in many hosting, before the hosting I want to ask you about the opt in Windows like when people use them to collect names and emails do you like them to be on the side in the sidebars or do you like them to pop up when a visitor is the website, some people use it with you cannot skip them you have to put the name and email, which one do you prefer and think that usually works with the traffic to collect more emails and names and emails?

Nathan Allotey: I’ve seen each of those methods you mention to be effective in different ways, I think from what I’ve seen if you have a pop-up people don’t have a problem with that as long as it’s not so much as an interruption to them, a lot of times when you go to a website, if I can click on anything until I put in my email that’s a great way to get emails but you will have that crowd of people that will go to 10 minute, create a fake email and move on, if that works for you there are different results with that but if you’re offering a pop-up you have to make sure you are communicating joining the mailing lists are giving my email or whatever piece of information I’m giving is really worth it, you’re not just saying hey welcome to my site thanks for your email, learn more. You really have to develop something or product alongside of it or something that’s a premium, that’s what I tend to do, hey give me your email and I will send you great content or you will get this book or this video series that I have on my website or you will get a discount in the future, something that makes it worth their time so pop-ups can be effective but you have to pair that would something, usually on a sidebar it’s great but if it’s just on the sidebar alone, when somebody scrolls down it’s gone and they aren’t thinking of it so normally when I tend to do is if I have an article surrounded by some relevant content I want to place that particular email opt in at the bottom of the article even sometimes halfway through the article and I’m tailoring that question or I’m tailoring the header before someone opts into what they are reading. So just to make sure it’s relevant, I’m not only asking for your email but if you like what you’re reading you can get more relevant content like this if you give me your email and also I recommend everyone has a newsletter page so have a newsletter page and describe the benefits of what someone is going to get if they were to join your newsletter so don’t just say hey give me your email, blog, say welcome to my newsletter page, these are some of the things that you will get an list out some bullet points for them, these are some of the benefits you will get when you give me your email so when they give you their email they know they’re going to benefit, they are not just going to have to guess whatever you’re going to send out to them and remind them, you’re not just going to sell their email, because some people are fearful that they have enough coming into their inbox that they don’t want to be cluttered.

Ahmed Al Kiremli: Let’s move to hosting, you worked with host gator, you worked with blue host, SEO hosting, what was your focus in these companies in which one did you like the most and what is the best hosting that you recommend?

Nathan Allotey: Okay well I did, people don’t believe me when I say this I really did everything for those companies when I say everything I learned a top-down approach of pretty much the whole company so I’ve done support where there has been people emailing or it’s been over the phone, people tend to say I was personable and they like putting people in front of me because people like talking with me but if that helps you understand the common problems that everyone deals with and that can be used to make your hosting better so I’ve done support, I’ve also done quality assurance, making sure everyone that is working for the hosting company is delivering the best answers to the client base, and coaching them up on the best things of what to do, what to say, training them on okay you recommend this product but really we have something way better over here or someone is trying to build a website, you don’t have to walk them through building a website, why don’t you recommend WordPress, help them install it and point them to a theme website that we discussed earlier, certain trends like that, quality assurance, I actually worked with retention, keeping customers, hosting is an industry where people can jump to anybody whenever they feel like based on the sale they are having or based upon if they’re satisfied so once again if you solve people’s problems they will stay with you and they’ll love you. Whether it’s solving a billing issue or helping them accomplish their website goals and I’ve also done some server administration and even migrating, early you mentioned is it easy to transition someone from one platform to another, I’ve done tons of that with host gator and some of the others I worked with, you mentioned all the companies, who would I recommend? Who would I say is best, depends on what you’re doing, SEO hosting was specific for the way they were set up is they give you different C class IP’s so you can have different relevant content all hosted on the same server but on different IP addresses giving you a bump in Google, that did work, that does work but with Penguin and some of the other, panda, things that Google came out with is not as strong as it used to be but it still works and it still relevant, who what I recommend? Let’s see, some of the companies I worked with have changed somewhat so I don’t think there as dependable service wise at least from what I’ve observed, maybe I need to go back to doing QA with them but some of the things I’ve seen service wise out of then it’s not as I used to be in the past so one place I would recommend were a couple I should say is site five, I’ve seen site improved throughout time and they are doing very well now, site five is a very great place to go to, flywheel is another great place, WP engine, I love them I know many people who work with them, I worked with in the past.

Ahmed Al Kiremli: They are expensive.

Nathan Allotey: They are, WP engine is expensive especially if you just have a WordPress but I will admit once again their service is out of this world if you need something.

Ahmed Al Kiremli: So is it like hosting is only about service in terms of speed, only speed, all this big companies they have like big servers and they serve and entertain so many clients, what makes this hosting faster than this hosting? Other than the service.

Nathan Allotey: Sometimes it may not be particularly faster because we could sit down and do a speed test and you can see how you are .3 faster than you, well okay but I know more things you want to look for our uptime and dependability, everyone is going to promise 99% uptime but they are going to have that, you need to pay attention to server outages, if they do have a server outage are they notifying you of that, that’s important, some people wouldn’t mind a server outage but they want to know what is going to happen? No one wants to wake up in the morning and go to the website and it doesn’t work and they have no clue on why doesn’t work in all you’re saying is working on it. People just want answers for what they are paying for and what they’ve invested in so I have noticed certain companies that have said we are going to focus on a particular niche and we’re going to do this well, they are better prepared to deal with problems so if you’re at a big box hosting company your hosting e-commerce, WordPress, you may even be hosting some large news websites, some sports websites and video websites, it’s all over the place so the different problems that arise are of the huge variety and at least from what I’ve seen that every person or every server administrator is going to be the best at dealing with that particular problem but certain places as I’ve mentioned like WP engine and a few others, they say we are going to work with WordPress, we know WordPress so if you have a WordPress problem ask about it and we can answer it and we also know certain things that trip up the server that WordPress does so we know how to solve those problems because that’s the area we have chosen so I have noticed sites that say we are going to focus on a particular niche are more well-prepared in dealing with certain problems but I have to be honest right now I’m using shared hosting so I’m not on one of those niche websites, I’m using shared hosting because I know how it is on the front end and behind the scenes a lot of problems I have logistics on my own or I know who to contact, a lot of times if I contact support.

Ahmed Al Kiremli: So the name of the service is shared hosting or you are using shared hosting?

Nathan Allotey: Know I’m under host gator right now. The main reason I’m using host gator is just because I know that I worked with them in the past that I know everything works, if I contact support if I even have to I’m telling them what to do I say hey I’ve noticed this on the website it’s more than likely right here so I’m saving them time because they say okay and they check there first and they are done but not everyone can do that.

Ahmed Al Kiremli: Of course. So what is the best hosting suggestions for let’s say small websites with not that much web traffic and the best options and best hosting for high traffic websites?

Nathan Allotey: Correct, I always recommend start where you are and then move along, if you are just starting out or just launching a product or you have something new or you’re just beginning a blog, whatever the reason may be, start small so start with shared hosting, shared hosting should be around $10 a month, not really higher unless they are offering you some type of premium support and a dedicated person to call but it really should be around $10, American dollars.

Ahmed Al Kiremli: What is shared hosting?

Nathan Allotey: I tend to explain it in layman situations so that’s how I tend to explain it if you are shared hosting you can think of it as you live in an apartment and you have roommates, because you have roommates everything costs less but at the same time you are using the same things, the same resources, the same electricity and water, you may want to go to the bathroom at someone is in the bathroom and everyone else has to wait so shared hosting is they purchase a server and they place many customers on a particular server and everyone is allotted a certain amount of space or a certain amount of resources and you have certain thresholds that you cannot pass whether it’s disk space or resources or CPU requests and things of that nature, a certain level or processes, you can only host a certain number of files, they will limit you in some type of way but the good news about that is you can get your website online for not that much money so it’s a great place to start, as you grow I tend to say you need to move towards a VPS or some type of virtual private server.

Ahmed Al Kiremli: What is VPS?

Nathan Allotey: It’s a virtual private server where they take a server and you can think of it as they slice it, certain aspects. So there’s not gonna be as many people on your server so you have more resources to pull from for your individual site and using the whole housing example you have now moved out of that crowded roommate apartment and now you’re in a condominium.

Ahmed Al Kiremli: But it’s the same it’s also shared right?

Nathan Allotey: It’s also shared.

Ahmed Al Kiremli: So what’s the difference, they give you more resources are bigger space? Bigger bandwidth? It’s the same thing but they played with it and they called it VPS or is it really something different?

Nathan Allotey: It’s really something different, it’s more like you got a section of a dedicated server, it really depends on how the architecture of the host set it up but it’s different, they are not exactly the same, most of the time you will have more control over something like a VPS, you’ll be able to install certain things, that’s one thing that shared host limits you want, they will so you can install that because it will ruin the shared environment but if you have a VPS most of the time similar to share hosting but you get the benefits of a dedicated server many more resources and I can install what I want and I can handle more traffic but if you continue to grow and which is a good thing, one day you will maybe moved to someone that’s in your particular niche or a niche for the architecture that you have like a certain host that specializes in Magento or they specialize in WordPress that we talked about so maybe you can move there or it’s time to get a dedicated server but if you get a dedicated server many times people are paying for a managed one meeting if there is a problem with that you can call and they will work to fix a problem that you have, some people get dedicated servers if it’s unmanaged a lot of times if you have a problem it’s on you.

Ahmed Al Kiremli: So just for the audience to understand and me also to clarify that, a dedicated server is the same like VPS but it’s only for you it’s also managed by the hosting company but it’s only dedicated for your company it is never shared with somebody else.

Ahmed Al Kiremli: True, the whole servers for you but then with that sometimes different companies do different things but then you would have to remember you have to do server maintenance so a lot of times with shared hosting they are maintaining the environment for you but if you go with unmanaged which is normally cheaper than a managed dedicated server you have to keep up with software updates, different architecture updates, even sometimes security of your server, you don’t have someone constantly watching your server so there are different trade-offs but.

Ahmed Al Kiremli: It will cost you more unless you are a big company and you have a big IT team working on it.

Nathan Allotey: True, as you grow you do need to move up just to make sure you can handle the traffic but if you do get a dedicated server make sure either you are aware of how to handle certain things or at least it’s managed or you have a team with your business that is managing that particular server. We can throw out any of the larger companies, Google Twitter Facebook, they all have different dedicated servers that they’ve chained together, they have server farms so they’ve moved to a point where they have many of their own servers but I remember when Facebook first started it was just on a couple like one server that was it and as a group they expanded so you would want to use the same mentality with your website and how much traffic you get.

Ahmed Al Kiremli: So for WordPress you prefer WP engine as the best unless you have huge traffic?

Nathan Allotey: One of the best, one of the best I would say.

Ahmed Al Kiremli: You know what I hate about these services, they charge you based on the visitors, the number of visitors it’s not like you know how much you are charged per month and this is what really I don’t like.

Nathan Allotey: I don’t like that either because if you have a website and you’re building traffic it depends upon what’s going on, I have many associates I speak with online when they release a new product they have many visitors but as time goes by they are working on a new product now so that same product doesn’t have as many visitors and than they really something else and it’s a story of releases, peaks and valleys so I don’t like that either to be honest I don’t like charging per visitor, I like to know this is the flat fee, this is the resources I get and if I need more than I will get more but I tend to like their pricing architecture as well, WP engine is one of the best, media Temple is very good as well because they have certain solutions and many other companies like rag space has it as well.

Ahmed Al Kiremli: Even for WordPress you’re talking?

Nathan Allotey: Even for WordPress, yes they have good architecture because they will a lot you more resources, they break it down like that so I always tend to go with the host that okay I need to know how much resources my blog is taking up if it’s disk space and now get more disk space or whatever it may be if the visitors are causing more processes to pop up and that’s fine I can pay for that so I tend to like the companies that are offering resources based because you just buy what you need and if it’s a slow month put me back down and let me move forward, I tend to like that over visitor pricing. In my opinion.

Ahmed Al Kiremli: How much do you charge for consultation per hour?

Nathan Allotey: Consultation per hour, it has ranged as I mentioned I try to work with different companies that can go anywhere from 75 to 150 at least recently. What I tend to do with clients, we go through a roadmapping session or it’s going to be what I call a discovery session where we sit down and we get to the point of what are your business goals and what does success look like in your opinion? I can get too subjective if I’m working with a client and they just want a pretty sight, they want a nice website. That’s too subjective. What are your goals? You want an eyesight to do something right so normally when I meet, that’s the initial meeting, we talk with one another and we map out the path of where to go so normally with that session it can be Skype like where doing or can be over the phone or in person if they are somewhere closer I need to fly it can be in person and we meet, basically if I’m flying out there or over here talking or what have you there’s different pricing but on average that session is going to be somewhere around $3-$500 especially if we are just talking like we are now because that’s helping you plan a roadmap, if you end up moving with the company, moving with my company then the proposal has different pricing but you can take that road map and use our company or go somewhere else if you want to but that’s just a small appetizer to get them acclimated to how we think so that this is the path we would take to reach your goals and if you like that then let’s talk about different pricing from there.

Ahmed Al Kiremli: Who is your number one mentor?

Nathan Allotey: That is a tough question, I think that’s a tough question, I’ve had seasons of people like when I was first learning everything I would definitely say Jeffrey Way, Jeffrey way get a lot of those tutorials that are on Invato’s website, I learned a lot from him and he is a good teacher, he explains things in a very good concise way that I understand so at one point I would say Jeffrey way was my mentor. At a different point when I was pursuing the MBA studies I would say one of my professors named Steve Cach. He worked for Sega and Coca-Cola and many other people, Pennzoil, that’s Shell now, he worked with many major companies and just the way he thinks is very practical and it seems like it cannot be that simple, but a lot of times he produces results so it is that simple so a lot of times in marketing we think so abstract they but sometimes the answer is right in front of you so I would say he is probably my number one but right now I’m reading a book about a strategy of increasing your rates and that is by Brendan Dunn, so it really depends what season I’m in but if I had to choose I would probably say Steve Cach if I had to choose.

Ahmed Al Kiremli: Top three apps you are using on your smart phone?

Nathan Allotey: They are pretty simple, I love the mail application for Gmail, I use that everyday, if I’m on a desktop I can type and I get the same features in the mobile app so if I need to talk back and forth with somebody I use that, he frequently and I like that, Google analytics has an app so sometimes if I’m out and about and I’m wondering about something and I don’t have the ability to login on a desktop and look then I can pull out my phone and pull up Google analytics and I see how the website is doing, great and I move on with that. Besides that I have attacked management app with teamwork I don’t know if you’ve heard of that, teamwork PM, a project management software, you use the software on your desktop and they have an app that goes along with that and you can just keep track of certain tasks that you have to do throughout the day.

Ahmed Al Kiremli: I use Asana.

Nathan Allotey: I love Asana.

Ahmed Al Kiremli: Why do you use teamwork, what is the difference?

Nathan Allotey: I’m a Samsung and android person and so I love android, yes there are benefits to using an iPhone that I dislike android because I’ve made a couple apps for the android really for certain clients and to me it was just easier, Apple tries to control everything but that is a great business so the Asana app for android I’ve noticed some bugs with it that I didn’t like so I still use Asana to this day, I use it to map out all my tasks and assignments certain people so I love Asana and plus Asana is free, they have a good free offering as well, they’re paid offering is great but there free offering is great too.

Ahmed Al Kiremli: What are the habits you are trying to develop to stay efficient?

Nathan Allotey: 2 main things, writing consistently.

Ahmed Al Kiremli: How to do that?

Nathan Allotey: I have many friends that encourage me to do that but in the past I would work on projects and I would just finish them so I would just finish the project and the only thing you are going to see maybe is a small case study or a summary of this is what I did for a client but what people have been telling me is hey you learn all the skills, write more and teach other so they can benefit so another words I learned a lot from the online community and the Internet in the WordPress community, e-commerce community, as Seo community, let me contribute back to that same community by writing articles on topics people want to learn about because there is somebody who is just like me five years ago or six years ago trying to learn all of these things and I didn’t know so I need to write for them because there is always somebody who is just now starting to learn so that’s one thing, writing more consistently about certain topics even if they’ve already been discussed, because I have my own views, my own perspectives and my own clients in which I learned thing so I need to write for my own perspective and secondarily another habit of trying to build also is capturing the creative process, I’m someone who likes to take on a project and I only want people to see it when it’s done and it’s finalized and it’s completed, I’m a little bit of a perfectionist that I need to do more of saying this is how it looks in the beginning, here it is in this stage and the stage and here’s the final project so I need to map out more of the creative process and I’ve been doing more of that but I need to also talk about that as well, have looking at something and this is what it looks like and this is where we are and I need to share that with the public as well so people can see how I handle problems and how I solve those problems.

Ahmed Al Kiremli: Your top three favorite books?

Nathan Allotey: Once again that is hard for me to answer, if I had to choose of all time that’s hard to answer, there are many books but there are three books that I’ve read recently that I absolutely love and I’ve continually read them over, the first book is called authority and that is by Nathan Barry, authority is a book about writing a book so it’s a book on if you want to quickly write a book about a particular subject and launch that book to your niche audience it maps out what to do, Nathan Barry has had some success doing that, he wants to book a couple of times and even a third time and he was able to leave his job and just write books.

Ahmed Al Kiremli: It’s not only because his name is Nathan that you like him?

Nathan Allotey: True, it’s funny whenever we are in an online community I’m like hey please say which Nathan you are talking to but now he had good success with that book and now he is writing books and marketing full-time and he was a web designer so it shows the value of expressing your thoughts and teaching others because you never know what someone is going to learn from your experiences so that’s called authority. Another book I love this book it’s called double your freelance rate that is by Brendan done, I mentioned it a little earlier but double your freelance rate just talks about really you need to change the way you do things in your business to solve problems not just be a commodity so if you are a web designer some people will come to you and say I need a website, they don’t really need a website, there is some and all that they want and that’s what you need to get them to focus on, otherwise you become a commodity, make me a graphic, make me a website, make me an e-commerce store, you don’t want to be a commodity, you want to solve business problems because if you can anchor things and solving problems you can use that to require more because you have more value, you solve problems you are just making the graphic, you’re making graphics that are going to entice people to click on something so that’s that book talks about it’s very good, very well put together.

Ahmed Al Kiremli: The third one?

Nathan Allotey: Elements of user on boarding, it is a very relaxed funny book by Samuel Kulik, the elements of user on boarding, me and Sam are pretty good Associates we talk all the time and I like that book because he discusses you are writing a webpage and you’re trying to get that person to see that they will be better or their business can be better by using your product, don’t talk about the features, talk about the benefits so a lot of times he talks about the on boarding process of getting a new sign up to your email or any participant or somebody to your community for your membership site he wants to the process of the good and bad of what you want to have when you’re signing somebody up for a new service.

Ahmed Al Kiremli: Top three people that you are inspired by?

Nathan Allotey: Top three people, I would say there’s a guy I don’t know if you’ve heard of them his name is Sean McAfee, he is a letter and a designer so he tends to draw certain lettering and custom lettering and logos and brands, he has transformed himself into an entrepreneur and I listen to his podcast pretty frequently and I pretty much like everything I see from him because he is like me, he likes working with high-quality, Sean McAfee, his website is Sean so if everyone is looking, it’s Sean Wes. So that’s a good person that inspires me to do better, I mentioned Brendan Dunn, Brendan Dunn inspires me to do better because he’s at a point in his life where he’s doing very well and consulting and any time I look at him it doesn’t look like it’s unattainable, if you have business goals he’s a good person to look at because he’s not a rarity, you can learn from some of the things he’s talking about and apply them and they work. They actually work. The last person I would say inspires me is a friend I have and it’s also a friend I have and I’ve consulted for his business and made his business better, his name is Obina Okongbu, that’s a person that inspires me because I’ve seen him when he was young, he does videography and cinematography and things of that nature so I can be a wedding or video for your business, I saw him when he first started when he was tinkering around with his Canon rebel trying to learn it and to see the things he is doing now and it’s been less than three years, the things that he’s doing now and I’m even consulting with him on certain things, he made a big jump, he made a large jump, he was able to leave his job and work full-time doing what he loves so that’s another person that inspires me as well.

Ahmed Al Kiremli: What are the things that make you really happy?

Nathan Allotey: Really happy, I just enjoy making things better, that’s one thing that I, I was trying to realize for a long time what is it that I like to do, I like making things better so for a website that’s improving people’s websites for my friends and talking to them listening to them and hanging out and doing certain things so what makes me happy is just making things better and seeing the return on it so that’s the thing I would say.

Ahmed Al Kiremli: How can people contact you, last question?

Nathan Allotey: How can people contact me? You can go to my website, that is, that’s my website right there. So that’s my website you can contact me there I’m also on twitter if you would like, Nathan Allotey on twitter, and very responsive on their I interact with the community, I’m also on dribbble and that’s dribble with three b’s, and he community I’m in, I’m very active because as I mentioned I don’t want to be a part of a social community and not engage because that only hurts your brand.

Ahmed Al Kiremli: Dribble as for what, the community?

Nathan Allotey: Okay, drivel is really for designers, different types of designers even if you do photography so they have an interesting community, you join a platform and have a certain number of people you can draft so in a sense it’s this self duration of people that are doing good work online.

Ahmed Al Kiremli: And you can sell or people by this work on the community or is it just a social media for designers?

Nathan Allotey: It social media but there are different things you can do to say this is a product available and you can buy it. Some people say hey look at my work, also you can find designers there so you can find designers and developers there also, you can hire people by searching through their index so that’s another way I look for people and I’ve connected with them and also you can say hey I made this thing, it’s a new service and you can buy it so you can also do that as well.

Ahmed Al Kiremli: Thank you so much for this great interview Nathan is the longest interview on be efficient TV so far ever, it’s the longest ever the longest ever because really I like enjoy the information and details and thank you so much for your time I really appreciate it.

Nathan Allotey: No thank you, I do appreciate it and also thank you for everybody that’s on the be efficient TV community, I was honored more than honored to be asked to be interviewed so I do appreciate it and whatever else you need or any advice or anything just let me know and I’ll keep an eye on be efficient because everything was good from what I’ve seen.

Ahmed Al Kiremli: Thank you so much.

Nathan Allotey: Thank you for what you’re doing.

Ahmed Al Kiremli: Thanks everyone, be efficient and stay efficient and see you soon with another leading expert.

Word Count: 17700!!!

Direct download: BeEfficientTV_Nathan-Allotey.mp3
Category:Technology -- posted at: 8:47pm +04

Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

Be Efficient Tv is a perfect fit for Entrepreneurs and Wantrepreneurs

Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

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• The world’s top visionaries, thoughtful leaders, mentors, thinkers, business experts, advisors, and consultants.
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Ahmed Al Kiremli: Hi everyone, this is Ahmed Al Kiremli and welcome to Be Efficient Tv. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts. Today I have with me Maria Dayton. She is the CXO, chief customer experience officer, at TransTerra media. Welcome to the show Maria.

Maria Dayton: Thanks Ahmed, good to be here.

Ahmed Al Kiremli: My pleasure, so how did you choose the media sector and what’s your background?

Maria Dayton: I think right now the media sector is going through a lot of interesting changes so this whole trend toward centralization of sourcing and also kind of general reductions in advertising revenue so it’s very in terms of business it’s a very interesting market for potential destruction so I think that for me was kind of my interest because I come from more of an activist background, working with integrated social media campaigns and things like that I was really on a personal level interested in how kind of groups on the ground and local narratives could influence global narratives so basically how local journalists and local activist groups could basically get their story told on an international level so that’s where, that’s where my interest lies.

Ahmed Al Kiremli: And is that started mainly with the start of the social media era?

Maria Dayton: Yes I was living in Egypt in 2005 so the founders of trans Terra, we all met in Egypt in 2006 so is definitely a dynamic environment, North Africa during that time. And also in Europe so there was a lot of interest between Facebook and Google and doing a lot of different things with social media so I think a lot of what we did came out of that whole process.

Ahmed Al Kiremli: And what is your background before this company?

Maria Dayton: My background for this company is I worked for a few NGOs in Egypt and then I was a documentary filmmaker producing documentary films so like I said when I was working on the ground in Egypt with different groups mostly on Facebook campaigns and then I realized well we all realize at the same time that it was very difficult to go from the online space into the actual media space and I took a lot of time to kind of figure out how that transition could take place especially from a tech perspective so, and my background is also kind of like I said in integrating media with tech so it became kind of an interest of mine and how to connect these groups on the ground with international media outlets. It’s been quite a journey.

Ahmed Al Kiremli: But you are, for media a very low profile on the Internet, why is that? Very difficult to research you.

Maria Dayton: Oh really, I don’t know I guess I tend to be more behind the scenes, I was always a producer versus a broadcast person, I don’t normally give a lot of interviews or things like that.

Ahmed Al Kiremli: Tell us more about, what is trans Terra and what is the meaning of the name, how did you come up with the idea?

Maria Dayton: Trans Terra means obviously in Latin across land so I think it was kind of, we were trying to allude to this idea of bringing people together and sort of contributing to global narratives so essentially we are an online news brokerage so what we do is we work with networks of global journalists and filmmakers and we license their content to different outlets so whether it’s CNN or BBC, basically anyone in any country so we have 280 media buyers and we connect them with our network of around 5000 level journalists and filmmakers and then we have a tech system that we, kind of a modified ERP system where we deal with this media and we basically have a marketplace will reconnect people.

Ahmed Al Kiremli: How unique is this concept, is it like writers, how unique is it?

Maria Dayton: It’s kind of like a more modern version of AP and Reuters, they work with a much smaller network of journalists that work with them or stringers that work with them and then they own the content generally speaking that those journalists produce and then they of course have a subscription model that they then work with BBC and CNN and all of these different media outlets so for us were a lot more decentralized inflexible so we don’t require subscriptions, we have a modified subscription option but we tend to be a lot more flexible, we allow the journalists all to retain their intellectual property, we have different options would licensing, were basically a lot more flexible in some ways faster, it depends.

Ahmed Al Kiremli: And you are focused more on the Middle East is it because we have more problems here or you want to be focused here?

Maria Dayton: I think it’s a combination of things because a lot of us from the original groupware based year and then also much of the interest in terms of news kind of it originates from the region so it was just the perfect storm of chance and opportunity, actually it’s a place, a real opportunity in many ways were it’s a difficult space to work but if you can figure it out, figure out the model then there’s actually a lot of demand and actually a lot of supply as well, the trick is how to connect those two together.

Ahmed Al Kiremli: Tell us more about the model, how do you train those journalists and then you sell license, how does the process work?

Maria Dayton: Generally speaking the easiest way that we operate is we have a website, people can sign on and they can upload any kind of video content that we have, video stories video packages and then we’ll distribute that content to our buyers for potential sale but then we also have a subscription model where buyers can work with us like these large news outlets and we actually commission stories from our networks on the ground so it’s a combination of things but generally speaking we work from our website and from video uploads onto our website. So the ability to upload and choose technology to kind of automate this new space is very, it actually is new because people don’t realize that technology that typically has been used in the process is quite old, it’s a very kind of qualitative, editor sitting around the setting on stories, were trying to bring more enhanced tech dimension to it and automate the process, speeded up and really give local people voices through quantities of scale so that’s really what we are trying to do.

Ahmed Al Kiremli: So when journalists shoot a video you post all these videos on your website and you put the log or watermark on it for copyright or you just post samples sometimes on the website and then they will ask you for more content?

Maria Dayton: It depends, were still in the process of kind of refining that whole system, generally speaking we watermark the video on the website sometimes if it’s a full documentary for example we do trailers, if it’s a short video than generally we will do that, sometimes a lot of our work is in story kits which in terms of the media space or like combinations of different footage types that can be added together into like a short news story so that wouldn’t really make sense to put on the website but sometimes we do it depends on the footage and what it looks like basically.

Ahmed Al Kiremli: What’s the nature of your like is it only news or like economical stuff, what is your focus?

Maria Dayton: We have pretty much everything but I would say our core is news and different types of documentary, we definitely don’t specialize yet in breaking news because we haven’t quite mastered the speed that’s needed to cover the stories in the same way that AP or Reuters what, these very established newswires so our competitive advantages really in the deeper stories, the stories that people no longer see on the news, just kind of an in-depth 5 to 7 minute piece that really gives you insight into what’s happening on the ground instead of just five protesters were shot today. That’s really what we specialized in and what our focus is on and also just to clarify in terms of the business model because you asked, the way that we offer is we generally split 70 – 30, we take a brokerage fee of 30% and then 70% goes back to the journalist filmmaker activist movement whatever.

Ahmed Al Kiremli: How about the subscription model how does that work?

Maria Dayton: The subscription model is a little bit different in that it really varies buyer to buyer and that’s one of the lessons that we learned from a business perspective really early on which is that because this space was so qualitative and editorial and focused we needed to be very flexible in how we set up our operations because at first we would kind of thought that if we built the technology in the right way the editors and outlets would just accept it and then we realized that we actually had to adopt more than we originally thought to their process of what we do know is we basically work with each buyer and adapt our technology to them and then basically whatever they want we sort of meet their needs so they want a subscription similar to AP or Reuters where they pay a certain amount of money, hundred thousand dollars for this many stories over this period of time we can do that, we can do story by story, it’s very flexible.

Ahmed Al Kiremli: And like this is what you call on demand or this is another service?

Maria Dayton: That would be on demand, that would be are modified subscription-based model.

Ahmed Al Kiremli: So they pay a monthly fee for specific amount of content that you provide, the publishers?

Maria Dayton: Basically, it’s flexible, we have an in-depth working relationship we go back and forth and we do obviously a needs analysis of each buyer in each division within a particular outlet and then we match according to their needs so sometimes they are very specific, sometimes it’s a was like breaking news like give me an interview with this person at this time and other times it’s more general like we are interested in footage about women in Nigeria and then we have a lot more flexibility about how to go about sourcing that story so it really does vary and that’s why there is a unique opportunity for technology and the role of technology in the space because there actually is so much variance between buyers and within the marketplace that technology is obviously complex and difficult place to maneuver but if you can do it right you can definitely achieve a lot more than maybe what was originally thought.

Ahmed Al Kiremli: Tell us more about the process of licensing, how does it work like do you sign a contract with the journalist and then with a publisher, how does these licensing details were?

Maria Dayton: It’s also a complex process because obviously varies from country to country and where they upload, if they upload them that is protected through different kind of licensing arrangement similar to what you would have on YouTube executive of course you give up all of your rights, with us you are not so that’s the difference but the licensing agreements are made clear when you upload, if you are dealing with Esther on demand we generally will sign contracts so it just kind of depends, some of the contracts are more in-depth than others, some are just very simple and of this would be equivalent to almost an employment contract to it really just varies based upon the buyer.

Ahmed Al Kiremli: And how can the journalists register on your side, how does it work, how can they, I most of them freelancers or other your employees, what is your model mainly focus on?

Maria Dayton: I think we are unique in that there are several people, several competitors within the space and most of them require exclusivity of the networks and we don’t so we basically will work with anyone at any time, were very flexible so basically they would go to the website and they would create a profile, basically what kind of camera do they have, where they located, what kind of genres are stories of the interested in, sample work so we vet them, we go through a process of establishing credibility and verifying them as journalists.

Ahmed Al Kiremli: So they are journalists with entrepreneurial spirit?

Maria Dayton: Sort of, in a way for them they are already doing this but I like to think that we are making the whole process easier is basically instead of, typically the way a freelancer would operate is you go out and tell a story and then you get on the phone and you call up all of your editors and try to sell the story or sell the idea and make money to cover it whether before or after or during the creation of the story so it can be very time-consuming so what we really try to do is allow a video journalist to do the work that they are great at and let us can take on the burden of selling because again we have the technology and we have the process where we match and sort of meet the needs, we connect not only journalists to buyers but we connect stories to buyers through our technology we are able to kind of speed up and create a much actually create a system where they can make a lot more money than they would traditionally.

Ahmed Al Kiremli: So you think they are making more money compared with their career in the media as employees?

Maria Dayton: Is a little bit complicated because if you take the media space and the Gulf for example it’s kind of an inflated market because of the need and because of the huge budgets of the Gulf countries so in that sense of course we are not paying the same that like Al Jazeera would pay but for our journalists that we work with regularly and they are able to produce the quality that we need in the time that we needed they absolutely can make more there is no doubt about it because again because we work on a license model we don’t have exclusivity so we are not selling things, sometimes we do but generally speaking the idea would be that we sell in English to CNN and then we would sell in German to Deutsche Welle, maybe even to Chinese television or to Russian television or to any country in the world we can sell we have connections with Telemundo in Mexico, we have 280 buyers so normally if you would get paid $500 for a video story, they would take 70% of that and then we would resell it multiple times.

Ahmed Al Kiremli: But it’s interesting like presenters make more money here than the US like example or you are talking mainly specifically on the journalists?

Maria Dayton: I would say journalists for sure, we can’t compete, we are not competing in a broadcast space because we are B2B so we aren’t interested in sort of producing media for consumer consumption right now, we really are, we manage that works for our clients which are these 280 large media buyers so that’s the space we are interested in, we don’t really deal with broadcaster things like that when it comes to paying salaries that would be broadcaster something like that.

Ahmed Al Kiremli: Can you take us deeper in terms of prices like how much each piece like you sell it so you can have an idea of how much the journalist earning?

Maria Dayton: The thing is it really varies because for example we have freelancers that may be sell one-story a month with us.

Ahmed Al Kiremli: Per story how much?

Maria Dayton: The average is 700. $700 but it can go up to literally the sky is the limit it can be 20,000, it really depends based on what the content is how rare it is the location the quality of the shooting all of these different elements, so it really varies on average I would say five – 700 and then we resell and we resell and they were get 70% of each sale and we are still working to refine that space like right now we resell 2 to 3 times I would say on average but it really depends on the quality of the content and if the quality is great we can resell it six or seven times so that’s something we are looking to do right now that is kind of the trick for us.

Ahmed Al Kiremli: How do you market for your platform?

Maria Dayton: Mostly online, we have a marketing department who we work with and like I said we are not, we are B2B so we market directly to our clients, we do different types of outreach…

Ahmed Al Kiremli: Market to find journalists so the journalists know about you?

Maria Dayton: As part of our marketing department they do a lot of online outreach like twitter, twitter is great we do a lot on Twitter, a lot of LinkedIn and a lot of Facebook and online forums that are sort of closed and specialize in journalism, I think that would be, we basically anyway we can, personal networks right now our focus is on taking the networks that we haven’t really optimizing them so we do outreach based upon needs of the buyers but not like we are not in a full original right now because we are trying to focus on the networks we have an sort of optimizing and building the capacity.

Ahmed Al Kiremli: How do you mentor your army of journalists like after they subscribe online, you have like videos online to teach them or you have one-on-one courses to train them, how does that work?

Maria Dayton: We would love to create more that like right now we have a lot of material that we send back and forth when someone creates a profile, at some point we would like to put everything on the website in some sort of integrated curriculum and we actually talked to a couple large players like MIT media Lab and Coursera, a couple of the different online curriculum specialists but we are still in the phase of doing that we would like to do that in the next six months or so but right now we disseminate resources on an individual level or through our training program so we have a youth-based training program in six different countries in the Middle East right now that we are looking to expand and in that project we obviously have specific training workshops and the young people come and then they get mentor at from I would say mid-to high-level journalists and filmmakers within their environment and then it kind of goes forward in that way, it’s called voices for change.

Ahmed Al Kiremli: What is voices for change, tell us more about it?

Maria Dayton: Voices for change was our pioneer project in online training, online in person training for youth so it takes place in six different countries and the idea was to connect young aspiring media makers, storytellers from across the region with people that have the skills and the networks in these outlets so whether it’s NBC, Al Jazeera, people that can really kind of help mentor them and get their stories told and then we provide them equipment and training and we are in the second year of the project now and we have ongoing activities in sort of hubs in Libya, Egypt, Palestine, Lebanon, Jordan and we are working a little bit in Iraq and on the Syrian border in Lebanon.

Ahmed Al Kiremli: Like your content is it including some commentary as a report or do you just shoot scenes and you sell this content so are you focused on the Arabic market more the speaking market or just English, do you just shoot pictures and sell to the publishers?

Maria Dayton: Again it really depends like when we first started we thought it would be more standardized like we thought we would have a five minute short documentary and we would sell it to five different people and now we’ve realized over the last six or seven years that it has to be more flexible and that’s the beauty of technology, technology really enables us to reimagine the space and to reimagine the way we are sourced and that’s what’s really interesting about working in this market because I think there really is like an opportunity in space and demand to push forward this kind of innovation so yes.

Ahmed Al Kiremli: Do you provide let’s say if I come to you and I say that I have a business content or lifestyle content or content different nature far from the news like do you take it do you try to sell it for the content creator?

Maria Dayton: We always try to sell it, the question is what is possible? It really varies, we got our start on hip-hop and LG BT content which is very random right? So the first sales we had was on Turkish hip-hop and more in-depth stories about different gender related issues mostly, kind of sensitive photo essay on Mongolian transgender prostitutes for example, something in-depth that unusual, that’s how it kind of started so we really run the gamut where we have quirky and unusual pieces and then we have, it really does vary it’s hard to say but we always try, and were always surprised we didn’t expect that we would, we cornered the hip-hop market, if you see any kind of video piece on hip-hop I mean generally speaking you will be from our networks, something like that we would never have expected to be popular but there are certain niche is that are sort of unexpected because again when happened when all of these large outlets started closing their bureaus it created this gap in content where people are really hungry for more content and it seems a little bit, it seems almost like a contradiction because you see all of these outlets exploding all over the Internet but it’s also reflective of the fact that people want more stories and even though there is more content coming out you in the end the stories that people want they still are getting, you see this in any of the pew studies, anything coming out about the media sector, people are consistently disappointed and upset by coverage and it spans every region from the US to Europe to the Middle East Africa no one is happy. With the stories they are getting. So it’s hard to say what will actually take off and there are a lot of surprises like the rise of vice for example who we work with very closely, the fastest-growing digital online new service, they got their niche through doing unusual programming, almost kind of like young male energy programs and things we originally couldn’t sell to anyone, vice would take.

Ahmed Al Kiremli: Usually the content on TV is a bit different from the Internet so you are bridging the gap because you are coming maybe from the Internet era or media.

Maria Dayton: Yes, and that creates other opportunity because what’s possible in an online space is different than what’s possible and broadcast like you said so, at first that might seem strange for people outside the media industry but it really presents a great opportunity for those who are interested in diversifying narratives, kind of getting the usual stories told like outside of what you traditionally see because for example something that they wouldn’t run on CNN, near the satellite channel they will show on CNN online and what gets even more interesting is when you are talking about different languages, for example what a Russian or Chinese channel would publish in English is very different than what they publish an Arabic, not just an Arabic but in their own language so it’s an interesting place, space and opportunity.

Ahmed Al Kiremli: Can you tell us more about the different types of licensing like when you sell, you said $500 for five minutes is it a one time broadcast or if you make an agreement for multiple times or is it based on do you have some models based on how many audience will see the content?

Maria Dayton: It varies it’s not really based on audience content it’s based on the buyer traditionally and the region to which the person is uploading from so it’s generally if they upload to the website it’s a pretty traditional licensing 70 to 30 split agreement so they get 70% of the profits, they click what kind of exclusivity they are interested in so they can click they only want to offer this in a nonexclusive manner, limited exclusivity, full exclusivity they can choose so based upon what they click on the upload options becomes the virtual contracts in terms of our other networks and how we deal with our larger buyers like I said before just varies based upon what they need, generally speaking there is not an audience component there is normally just a number of stories over particular timeframe.

Ahmed Al Kiremli: How do you protect your journalists like your sources, sometimes when you connect this material from a content from this journalist of the publisher you didn’t have cases that the publisher will contact directly the journalist if he is good and then you lose them?

Maria Dayton: We have this issue sometimes, but not as much as you would think and I guess from our perspective we like to think that we provide enough added value on both the buying and the selling side that it discourages that kind of behavior and that’s what we have seen, it makes more sense for a large news outlet to sustain a good relationship with us over time then to jeopardize that by stealing one or two people, some of the exceptions I would say relate to Syria, this is one exception and to the Iraq there are areas where certain journalists are very very very in demand and in these situations you have to be a bit more creative because we do a lot of video content from Syria.

Ahmed Al Kiremli: Is it because they are better negotiators and they tried to find who is buying, like it’s the opposite, the journalist is trying to contact the publisher directly? Which side is contacting the other side?

Maria Dayton: An extreme examples like in Syria it’s both sides and that’s where you see a difference in the market like basically we see, Nigerian journalists or country that’s not as important we are going to see more interest on the supply side than on the demand side and in a place like Syria they are willing to put out a lot of effort and time and money to get the story because it’s extremely difficult and that’s what people don’t often realize is they often will blame the buyer like CNN or BBC or any of these large outlets for not providing the content intentionally were in reality a lot of the old traditional ways of sourcing video are no longer in place and it’s very difficult to actually get stuff out so like I said you do have to be creative and generally speaking like I said even considering how rare and demand Syrian content is we still don’t have as many of our network stolen as you would think there is still like an interest on the part of buyers to keep us happy which is nice.

Ahmed Al Kiremli: But don’t you think that each channel has their own agenda and also they filter the type of content that they want to broadcast?

Maria Dayton: They do it again there is a lot of desire, there’s a huge demand for video content from Syria for example and from Iraq there are certain countries that are very highly in demand in certain regions now of course anything related to Isis so we actually have produced a lot of stories on Isis so we have a certain niche market and that just because we have a lot of people on the ground and a lot of international outlets don’t have people on the ground even the large air outlets don’t, you’d be surprised you would think places like Al Jazeera would have a lot of journalists on the ground but they don’t, for a variety of reasons whether it’s danger or they used to have people there but they no longer do, everyone is trying to in their own way reimagine the space and we are trying to bring our own structure and process to it.

Ahmed Al Kiremli: Is there bidding on the content sometimes like between 2 channels fight or pay more?

Maria Dayton: They can yes, we were originally thinking that this auction mechanism on our website would actually play a larger role, we haven’t seen that as much as we hope to see in the future, I think that we will try to enhance that a lot but right now we see a little bit of it we typically just go with the highest bidder for the person that we trust more, typically the highest bidder obviously.

Ahmed Al Kiremli: From your position perspective view are the CXO, customer experience officer this is a new position in the business era, what do you do exactly explain to the audience?

Maria Dayton: Yes when we were searching in restructuring our management system, trying to again away to reimagine the way that we operate internally and because of the start of everyone is doing everything we wanted to most closely align titles with what people are actually doing and for me I was in charge of the technology so basically playing a CIO role but historically I’ve always been involved in organizing our networks on the ground and basically dealing with customer service and customer experience, what you would learn to be customer experience and then also part of the marketing and all of those activities so ultimately the CXO role seem to fit well because it combined technology, marketing and customer experience which is kind of a broad umbrella term for all of that.

Ahmed Al Kiremli: Are you a partner in the company or do you have share the company?

Maria Dayton: I have shares in the company yes.

Ahmed Al Kiremli: How do you advise new journalists, from where to start like especially people in the Middle East, journalists in the Middle East, how do you advise them to start their career?

Maria Dayton: I would advise them to look very critically at the space and see where the gaps are because actually there is a lot going on in the ground that’s positive like I have outlined that but there is obviously a lot of very negative things going on in the Middle East for journalists like it’s the most dangerous region in the world for journalists even as an organization we’ve experienced a huge threat to our networks we have a lot of problems on a day-to-day basis.

Ahmed Al Kiremli: But you are focused on news because maybe there is more money in the news then let’s say business or other entertainment content maybe?

Maria Dayton: There is definitely more demand but the space is also very open that’s what I said the Middle East is a very interesting example because historically the space was so closed and the public space was so restricted across the whole region that there actually is an opportunity for like business news and all of these different types of journalism but again it’s because conflict tends to drive the narrative and drive the international news machine there is always more focus on that but what we would love to see in the future is an expansion of that type of reporting like I talked to a lot of different organizations about funding projects that would help facilitate that and I know that a lot of the large NGOs that deal with media expression work on that, a big field this oil and gas so oil and gas reporting is huge in terms of trying to get.

Ahmed Al Kiremli: Like selling to discover channels in such?

Maria Dayton: Also cultural heritage is a big one, I can speak from the Egyptian experience because I’m very familiar with Egypt, when the revolution happened off the big three, the history Channel Discovery Channel and these large documentary channels they removed all of their people from Egypt but there was still a huge demand were talking four or 500 documentaries a year like a large industry coming out of North Africa and no one to fill it in the real desperation almost on the part of international outlets desiring any type of content and again you see this opportunity there, anytime the demand is great there is opportunity to reimagine that space and that first what you saw four people that follow cultural heritage in trouble very closely as it comes to the Middle East at first you would see reruns and reruns of old content and then you started to see an opening up, a little bit of breaking with additional norms and changing space, there’s more reality-based reporting there was more flexibility in how stories were told and again that represents an opportunity for everyone obviously not just for us for people on the ground as well and for the industry, the media industry as a whole in the region but I also don’t want to diminish the risks that a young reporter, a young reporter in the Middle East is one of the most alone people and even exploited many ways, it’s definitely a space where they need protection and they need the ability to organize in a way where they can effectively champion their own interest.

Ahmed Al Kiremli: But you’re out of this area you are not, you just buying the content or you get involved in that area of production you don’t right?

Maria Dayton: We get very involved because it’s not only personal, we see ourselves as a social enterprise so we do have a social mission obviously we are a for-profit company but we also see that it’s in our interest to protect the networks that we build in the problem is again environments like Syria you have young people in particular that are very exposed in very dangerous environments where they have very little support, no insurance coverage and no ability to, there is no one they can even call if something happens so something exciting that I’ve been working on in the tech side is to try to create an ability for them to sort of organize themselves in particular sort of connect them to different advocacy groups in the US and Europe but even within their own governments and then also to provide insurance government, were working on an insurance came to try to get some kind of insurance to people on the ground because it’s really a problem, when someone gets injured it’s very difficult even to get people out of the countries, quite challenging.

Ahmed Al Kiremli: And any plans for like a safe house or you provide a place for them kind of a base for your journalists?

Maria Dayton: We love to do that, right now it’s just a question of resources, we’ve been talking to a lot of different actors, large donors who might be interested the big NGOs like I REX, IW PR, international wartime piece reporting organization, anyone that dealing with the plight of journalists, CPJ the committee for the protection of journalists, reporters without Borders any of these advocacy groups are very interested but they don’t know how to, there are definitely these gaps in culture between the hard-core media types, the activists and then even the activists that involve themselves with media so it actually can be quite challenging because I can tell you from like to C PJ perspective which is one of the largest advocacy groups they struggle to get information from the ground so everyone is struggling to get information about problems that happened like if a journalist is shot or killed there’s a lot of reliance on social media but then you also have situations where the government uses social media against the activists and the journalists so it can be, definitely a complex space that I think a lot could be done and to support and protect these young journalists and it has to, we are definitely experimenting with it, it’s something that we feel very strongly about.

Ahmed Al Kiremli: So you protect mainly the most active journalists who work with you not everybody who signs up on the website you give them insurance like it’s a process that you kind of qualify some of your journalists to be qualified for insurance or other benefits, bonuses are extra stuff?

Maria Dayton: It’s what we are working on right now, right now it looks like it’s going to be the most elite of our networks because we assign a star ranking to people that work with us so people that like you said work with us more often would have a higher priority or people in conflict regions but ultimately if we can cover it with different resources then if we can cover the expense than I would like for it to be everyone, ideally, my vision would be to have a network of companies like ours and then also large media outlets, NGOs, kind of helping to create an organization that would really really protect reporters on the ground and in particular the Arab reporters which are, they don’t get the same kind of news coverage when they are kidnapped or even killed for example, there’s a lot of focus on the foreign reporters and very little coverage on the sacrifices that are being made every day by hundreds of Arab journalists, risking their lives, their family lives, it’s really impressive, very humbling I think for all of us.

Ahmed Al Kiremli: Is it because like what is the passport that he’s carrying that’s why his or her government cares more than the governments right?

Maria Dayton: Yes absolutely and also who will ransom, basically the Arab governments will not ransom for Arab journalists were in the US and Europe there is a certain amount of activity and interest in renting different individuals that are kidnapped so I think that’s part of it, it’s also like I think it’s a lot of things I mean for me it’s I think it’s also who kind of can penetrate international narratives, if you have a Danish journalist that travels to Iraq for example and gets kidnapped just because he’s Danish and moving across territory from Europe to the Middle East even regardless of the fact that he’s European he just has more connections, he has more access to international narratives, people will just care more internationally because he has more networks than someone who’s a pure Arabic speaker Iraqi, doesn’t have a lot of external connection so when something happens it’s hard for that person to kind of generate the same story that you would generate if you are you know an American or European so it’s something that we care really strong about and we are working with a network of well-known Arab journalists like famous ones to try to create this organization hopefully soon that will work to bring attention to some of these issues and to the sacrifices that are made of Arab journalists every day.

Ahmed Al Kiremli: In the industry from your experience, which nationalities risk more?

Maria Dayton: The Arabic ones for sure in the Middle East of course.

Ahmed Al Kiremli: We are very humbled to work with the people that we do, our Arab networks are the most, we are Lebanese company, I’m American but most of our staff is Lebanese or Palestinian.

Ahmed Al Kiremli: How many founders do you have and when did you start this company?

Maria Dayton: There have been a couple different manifestations because we started originally in Cairo and the transition to New York and then to Lebanon so there have been different faces as we go along and now we are incorporating again, we have one reincorporation Ireland, one of the UAE so it’s a little bit complicated in terms of who was on the original board versus now, right now our board is predominantly Lebanese so we definitely are an Arab organization incorporated in the Arab world but again we draw from global networks so we really are a global company and that’s what we aspire to be but again most of our work because we focus on conflict happens to be in the region so we are really trying to on that space and that’s why again the people we work with tend to be the most threatened because they are Arab journalists on the ground.

Ahmed Al Kiremli: Where are your offices?

Maria Dayton: Our offices are in Beirut, we have our headquarters in Beirut and we have an office in Cairo that we closed during kind of a few years ago when the instability in downtown increased and then we were opening an office here in Dubai which is what I’m doing here so our main offices are in Dubai and Beirut and then we have sort of a temporary office in Ireland if we want to use it but we haven’t pursued that.

Ahmed Al Kiremli: Do you take any news from Dubai or is it too stable for you?

Maria Dayton: We haven’t done very much from here because we don’t produce stories, and this is a really important point, we really try to stay neutral and be a neutral broker because we don’t, we are not sitting there producing content we do sometimes help edit or things like that in terms of the vast majority of our operations, they are not production so we don’t drive a narrative so if people came to us with lots of stories about to buy we would try to sell them but we don’t have a lot of people coming to us about stories from the Gulf which is sad because the space is still closed so again that’s something where if we can get more resources moving forward then we can try to open up some areas like the Gulf is definitely one where there’s a lot of interest obviously Asia, China, the central caucuses these are really difficult spaces to sort of access and we are interested in doing all that it just requires a large amount of resources.

Ahmed Al Kiremli: Where did you study and what do you advise a new journalists study?

Maria Dayton: I studied at the American University in Cairo actually.

Ahmed Al Kiremli: And before that you did some other certifications?

Maria Dayton: Yes my undergrad was at a Jesuit University in the United States and then a little bit in France I did a Masters in France and then more graduate work in Cairo.

Ahmed Al Kiremli: How did you move to Cairo?

Maria Dayton: Actually I moved originally with UNDP, working on a civil society projects, I said in terms of mobilizing civil society ends groups using technology that’s always been an interest of mine so I was there working with UNDP on an online volunteering program so kind of organizing NGOs around online databases and kind of helping people share resources like web design, that kind of thing so if you are a little NGO and Alexandria Egypt and you want a web site created, a German web developer who is an online volunteer for the United Nations can help you. That’s what I originally went to Egypt for and then I got a fellowship at the American University…

Ahmed Al Kiremli: That’s a bit far from the media somehow.

Maria Dayton: It is but it’s ultimately about voices right it’s about networks coming together to tell a story and I think what a lot of us who were on the ground and working in online space maybe not with CNN or BBC but we were working with Facebook and the Internet bloggers, that kind of thing to realize that you have a lot more impact if you can tell your story using traditional media and I think for me on a personal level it was just my interest, definitely other people a trans Terra had different interests, not like a post of mine but I come from more of an activist tradition so that’s for me it was very important that we work together to really give voices to, essentially it’s disrupting the marketplace right it’s about real market disruption and changing paradigm instead of having 1000 elite journalists telling the story for the world you have 100,000 and that’s really what we want.

Ahmed Al Kiremli: You don’t require any certification like anybody can sell content not necessarily like you certify journalists?

Maria Dayton: Anyone can sell content but definitely we do have a pretty rigorous credibility process. We have for example journalists that would be published in like a large international outlet would of course have priority and would get paid more money but again we are open, if someone has amazing footage from the ground in Somalia and they have no experience then amen, that is the future of news, it’s really a question of training like right now what we try to do is really bring people together and try to bridge these gaps between the cultures of different groups so like the culture of a freelance journalist, the culture of a large editor at large outlet, there’s just light years between them so how do you use technology to bring them together and then even like for example social movements are networks of activists on the ground how do you bring them together with local journalists to tell their story? So that story is actually, has some airtime within global narratives instead of having it dictated solely by European or American channels.

Ahmed Al Kiremli: Do you use any software that helps in the credibility like I hear that some people use GP S, a special GPS for the camera to find the location do you use some of these technologies to enhance the credibility of your publishers?

Maria Dayton: Yes we do all of that, we have a lot of different metadata extraction, GPS, lots of different ways you can do that we also have as I said a large profile that we require the journals to fill out, we do a vetting process, we that our journalists sometimes three or four times, we can be quite rigorous depending on the buyers and depending on the locations, it’s very important that the information is credible so that’s something we care a lot about, there are always issues of course it is you’re talking about decentralized networks and places that are very hard access so it’s something that we are still trying to master but we care a lot about it.

Ahmed Al Kiremli: Tell us more about your other projects or future plans, or are you just focused on the current company?

Maria Dayton: For me personally or the company?

Ahmed Al Kiremli: You personally.

Maria Dayton: I’m very interested in alternative sourcing, basically trans Terra is about alternative sourcing of media, I’m very interested in how different types of sourcing can be decentralized outside of the media space, I’m also, that’s definitely one I’m also interested in global technology, different types of app creation, anything that’s about bringing networks of people together I’m very interested in.

Ahmed Al Kiremli: So thinking about like some start up some new ideas to implement them?

Maria Dayton: Definitely things that would use Beacon technology, Bluetooth, anything that can kind of allow basically people to know more about who is around them at any particular moment and then also help people move through space so it’s really about mobilization, so if you mobilize journalists to create alternative sourcing of media that’s one and I think it’s also an interesting space for these new technologies like the different types of GPS location, Beacon, how do you create a production team for example using all these technologies, it’s quite interesting because right now but you have as a cameraman and historically you would have five or six people with that cameraman, maybe multiple cameras and then it kind get shrunk down to you have one or two people doing all the jobs but they still can’t do it on the same quality that you can if you have a decentralized team so it’s all about how do you solve these problems within the space and how do you get the best quality content and the best, in the fastest period of time.

Ahmed Al Kiremli: In the most efficient way.

Maria Dayton: Exactly and on the activist side how do you protect, I’m very passionate about figuring out how technology can help protect these networks on the ground because like I said our office has experienced a certain amount of threat but it’s nothing compared to what our networks deal with every day and the Arab journalists in particular, it’s very sad from our perspective.

Ahmed Al Kiremli: Because you know them personally and it’s, you feel about it in a different way.

Maria Dayton: We know them personally and we know they basically risk their lives for very little, it’s very sad when.

Ahmed Al Kiremli: You cannot help as you want to help.

Maria Dayton: Yes but I think it’s also a critical way of mobilizing, we’re talking about market disruption right so how do you go from 500 to 100,000 journalists right this process is actually very important because you have to create a network of that’s cohesive than that can protect itself and right now because there’s all these different actors that are at times even exploiting different freelancers on the ground you basically have this situation where everyone’s kind of getting run off into different little enclaves of 100 journalists or 20 journalists and there really needs to be an avenue for them to come together.

Ahmed Al Kiremli: Maybe you have to focus on security in terms of your new startup security for those people that certain device that helps in identifying the location or certain things that you insert in the body or something like that.

Maria Dayton: I don’t know about that but there are definitely things that could be done in terms of security and I think it’s a very interesting space and it’s really important.

Ahmed Al Kiremli: Our show is about efficiency so we moved to the efficiency questions, what is the most important working tools that you use?

Maria Dayton: You means in terms of my company or myself personally?

Ahmed Al Kiremli: Yourself.

Maria Dayton: I love Asana on a personal level, I also like solve 360.

Ahmed Al Kiremli: What is solve 360?

Maria Dayton: It’s a CRN, one of the CRM’s, I also like excitely, there are different elements in each one that I find quite interesting and based upon the company that we are forming we sort of use a different tool, we use salesforce at trans Terra which is a great tool, the UI can be a little bit difficult but it obviously has a very robust functionality when it comes to sales. I use Google a lot, Google calendar.

Ahmed Al Kiremli: What are the top three apps the use on your smart phone?

Maria Dayton: Asana, Google drive and Gmail.

Ahmed Al Kiremli: Asana’s new update is amazing.

Maria Dayton: It’s great, I love Asana, they do a great job and what I love about it, I prefer a little bit more complexity in the project management, I like Gantt integration and things like this, but what I love about Asana is that you can add people to it and they actually use it.

Ahmed Al Kiremli: It’s very simple for newbies yes very simple.

Maria Dayton: It’s the only one I’ve been able to find that newbies will actually use where I put together these really complex beautiful project management tools in the past and it’s only me and a few other people, especially like generational divides, older people struggle with it so Asana is great for everyone.

Ahmed Al Kiremli: What is your life and work daily routine look like?

Maria Dayton: Daily routine, I like to block off as much time, very structured days this is what works the best for me so even things that appear silly like I block off preparation time for things like even for this interview I blocked off 20 minutes just to review my notes, I like to have my whole day schedule.

Ahmed Al Kiremli: And different days, different schedules each day or like the same procedure applied on every day?

Maria Dayton: I’ve done something new recently that I really like where I keep all of my meetings to one day so I find that really helpful because I don’t have to, I do a lot of intellectual work that relates to technology and they struggle between going from that till like a meeting where it’s almost a marketing angle so I noticed that I do much better if I have my social day and then I have more of my intellectual day with my tech day and then I have like if I’m charting a system or whatever and then the other would be more of a writing day because I do a lot of writing like right reports and things like that, project reports so I usually divide between those three and I usually keep them separate, it works best with my brain type I think.

Ahmed Al Kiremli: Are you offering a book or something or like blogging?

Maria Dayton: I don’t blog, mostly when I write I mostly register work, I write a lot of grant proposals and marketing materials and things like that, because we are trying to expand a lot of different ways so a lot of it has to be written up and described, and in-depth marketing and business plan.

Ahmed Al Kiremli: What are your other hobbies?

Maria Dayton: I actually do I’m very interested in theater so I do some writing for theater as a hobby, I like playwriting with groups like collaborative teams of sort of experimental theater and that’s probably my most specific hobby, obviously friends and family as well.

Ahmed Al Kiremli: Most important three things for success in three words.

Maria Dayton: Success in business?

Ahmed Al Kiremli: Life and business.

Maria Dayton: Perseverance is very important, I can say for trans Terra we had so many people say that our model could not, was not possible that literally was not possible, basically everyone told us that and I think actually almost all of the things that I worked on my license I’ve been an adult everyone has said it’s impossible so I think you have to persevere beyond that initial pushback or if you just example people tell you you will never achieve anything. I would say persistence and humor and keeping a light heart because they can be especially and are working media can be very dark so if you can’t find a way to enjoy yourself or sort of understand your experience it would be difficult. Trying to think what else, persistence, joy and I think finding the right people, you have to find the right people, that’s one thing I’ve learned is like HR, I become obsessed with HR, I read every book related to HR probably for the last two years

Ahmed Al Kiremli: yes team is the most important asset.

Maria Dayton: Something I would never thought, I thought if we had our technology in place and if we had the right editor and if we had the right, all these other things that we had to have and it turns out it’s all about HR, it’s something that was very important.

Ahmed Al Kiremli: What are the things that you are trying to develop or habits that you are trying to develop to be more efficient?

Maria Dayton: I would like to I have this thing where I sort of have to give myself up for a particular activity and currently I like schedule that, there’s kind of a 15 minute entry into every activity and I would love to find out how to kind of produce that where I think I could save maybe an hour or two a day and to start something right away and not have to sort of sit there and think about it and prepare myself and get my coffee and that whole process, I would like to shake it down.

Ahmed Al Kiremli: Who is your number one mentor?

Maria Dayton: Do have to say the name?

Ahmed Al Kiremli: As you like.

Maria Dayton: Probably a professor I had in college and grad school he was in Egypt he was very instrumental he’s a very well known activist and he was very important in the way I perceive my life and my future.

Ahmed Al Kiremli: Your top three favorite books?

Maria Dayton: Not business?

Ahmed Al Kiremli: Business, fiction, as you like.

Maria Dayton: In terms of business I really like riches within reach, I find it very interesting, I like I think it’s a customized nation, it’s about, in terms of the unbearable lightness of being is I’m a fan of that book so that’s 2 business books and one artistic book.

Ahmed Al Kiremli: 3 people you are inspired by the most?

Maria Dayton: Honestly right now in my life I think it’s changed a lot but I would say it’s these young, I would just lump them together it’s these young Arab activists in Syria and Iraq, I find them infinitely inspiring because they go out every day.

Ahmed Al Kiremli: Even with the lack of professionalism that they have but they are very authentic.

Maria Dayton: There’s this passion, it’s an amazing courage in a way that it’s almost irrational in a strange way like irrational courage but when you get to be around it on daily basis it’s quite humbling and inspiring, people that really will risk their lives every day for something they believe in, because they believe the story needs to be told and they are tired of being shut out of international narratives, they want their story to be told and they are absolutely willing to sacrifice themselves, so I would say that.

Ahmed Al Kiremli: Do you follow any routine to sleep?

Maria Dayton: I’ve been doing a thing the last like year where I tried to sleep like probably early, I don’t so much for the time like a bedtime but I have a particular wake up time, I wake up at six, sometimes at 530 so I try to wake up very early.

Ahmed Al Kiremli: Do you listen to any music when you are?

Maria Dayton: No but I do listen to music when I wake up, like a wake-up routine but definitely distracts me.

Ahmed Al Kiremli: The things that make you really happy?

Maria Dayton: I love working in collaborative projects on any projects, if it’s something that I care about it just gives me energy and makes me happy so I guess it would be that whether it’s like a play or projects or work or an app or technology, anything that sort of brings people together in an interesting way that I like it.

Ahmed Al Kiremli: Last question, how can people contact you?

Maria Dayton: I think him on LinkedIn if they want to add me on LinkedIn it’s pretty easy for my email address is just my name Maria@transTerramedia but LinkedIn is probably the easiest I would say.

Ahmed Al Kiremli: Thank you so much for the great information Maria.

Maria Dayton: Thank you it was fun.

Ahmed Al Kiremli: My pleasure, thanks everyone, be efficient and stay efficient and see you soon with another leading expert.

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أحمد القرملي: مرحباً جميعاً ,معكم أحمد القرملي في برنامج كن كفوءاً. الهدف من هذا البرنامج الإلكتروني هو رفع كفاءتكم على الصعيد الشخصي والعملي من خلال نصائح من كبار الخبراء والمرشدين وضيفي اليوم ماريا دايتون. كبيرة الموظفين الإداريين لخدمة الزبائن في وسيلة الاتصال الاجتماعي ترانز-تيرا مرحباً بك في برنامجنا ماريا

ماريا دايتون: شكراً لك أحمد, مسرورة بكوني معكم اليوم.

أحمد القرملي: من دواعي سروري، إذاً كيف أخترت هذا القسم من وسائل الإعلام وما هي خلفيتك ؟

ماريا دايتون: أعتقد أن هذا القسم من وسائل الإعلام سيكون لديه الكثير من الخيارات المثيرة من أجل تركيز المصادر وأيضاً نوع من خفض إيرادات الإعلانات العامة فمن حيث الأعمال إنها سوق مثيرة للاهتمام جداً لاحتمالية التدمير فلقد كانت أحد اهتماماتي لأنني أتيت من خلفية ناشطة، وكنت أعمل مع حملات وسائل الإعلام الاجتماعية المتكاملة وأشياء من هذا القبيل
لقد كنت حقاً مهتمة شخصياً في أنواع المجموعات على أرض الواقع والمجتمعات المحلية
التي يمكن أن تؤثر على الروايات العالميةوبشكل أساسي كيف يمكن للصحفيين المحليين
والمجموعات الناشطة المحلية الحصول على قصتهم بشكل أساسي على المستوى الدولي وهنا تكمن اهتماماتي

أحمد القرملي: وهل بدأ ذلك بشكل أساسي مع بداية عصر وسائل الاعلام الاجتماعي؟

ماريا دايتون: نعم لقد عشت في مصر عام 2005 فلقد تقابلت مع مؤسس ترانز-تيرا في مصر عام 2006 فكانت بذلك بالتأكيد بيئة ديناميكية ,شمال أفريقيا خلال تلك الفترة. وأيضاً في أوروبا فكان هناك الكثير من الاهتمامات بين الفيسبوك وجوجل والكثير من الأشياء المختلفة التي يمكن القيام بها بواسطة وسائل الأعلام الاجتماعية فأعتقد أن الكثير مما نقوم به يأتي من هذه العملية

أحمد القرملي: وما هي خلفيتك قبل هذه الشركة؟

ماريا دايتون: قبل هذه الشركة لقد عملت مع القليل من المنظمات غير الحكومية في مصر ثم كنت مخرجة أفلام وثائقية أنتج أفلام وثائقية فما أقوله أنني عملت على الأراضي المصرية مع مجموعات مختلفة معظمهم من حملات على الفيسبوك ثم أدركت جيداً أننا جميعاً أدركنا في نفس الوقت أنه من الصعب الانتقال من مجال الاتصال بالانترنت لمجال وسائل الإعلام الفعلية وأخذت الكثير من الوقت لمعرفة كيف يتم هذا الانتقال من الناحية التقنية إذاً خلفيتي جاءت أيضاً عبر ذلك كما قلت في دمج وسائل الأعلام الاجتماعية فأصبح ذلك نوع من اهتمامي باكتشاف كيف يتم اتصال هذه المجموعات مع منافذ وسائل الإعلام الاجتماعية وكانت هذه بداية رحلتي.

أحمد القرملي: لكنك. من وسيلة إعلام قليلة الشعبية جداً على الانترنت لماذا هذا؟ فمن الصعب الوصول إليك.

ماريا دايتون: حقاً. لا أعرف أعتقد أنني أميل لأكون أكثر وراء الكواليس, وكنت دائماً
منتجة خلف شخص أعلامي, لا أقوم عادةبالكثير من المقابلات وأشياء من هذا القبيل.

أحمد القرملي: أخبرينا أكثر عن ذلك, ما هي ترانس تيرا وما يعنيه هذا الاسم
وكيف جاءت هذه الفكرة؟.

ماريا دايتون: ترانز-تيرا تعني بوضوح في اللاتينية جميع أنحاء الأرض فأعتقد أن هذا ما تعنيه، كنا نحاول أن نشير إلى فكرة جمع الناس معاً، ونوع من المساهمة في الروايات العالمية فأساساً كنا وسطاء أخبار انترنت وما كنا نقوم به هو العمل مع شبكات من الصحفيين والسينمائيين العالميين ونرخص محتوى قصصهم إلى مختلف المنافذ مثل CNN h, BBC, بشكل أساسي أي شخص في أي مكان فلدينا 280 تجار في وسائل الإعلام ونحن نوصلهم مع شبكتنا مع حوالي 5000 مستوى من الصحفيين والسينمائيين
ثم لدينا نظام تقني، كنوع من نظام تخطيط موارد المؤسسات المعدلة التي تتعامل مع وسيلة الإعلام هذه و لدينا سوق لتوصيل الناس من جديد.

أحمد القرملي: كيف هي فريدة من نوعها, هل هي مثل الأدباء كيف هي فريدة من نوعها؟

ماريا دايتون: إنها نوع من رؤية أكثر حداثة من" أبي ورويترز"إنها تعمل مع شبكات أصغر من الصحفيين الذين يعملون معهم أو المراسلين الذين يعملون معهم ومن ثم محتوياتهم الخاصة و ما ينتجه هؤلاء الصحفيين ثم لديهم بالطبع نموذج اشتراكهم لمن يعمل معهم ثم عملهم مع BBC , CNN وكل تلك منافذ وسائل الأعلام المختلفة فبالنسبة لنا هي أكثر مرونة لذلك نحن لا نطلب اشتراكات، لدينا خيار تعديل المساهمة والاكتتاب لكننا نميل إلى أن نكون أكثر أكثر مرونة، نسمح للصحفيين بالاحتفاظ بالملكية الفكرية،فلدينا خيارات مختلفة للترخيص فأساساً نكون أكثر مرونة وفي بعض الأماكن أسرع , هذايعتمدعلى...

أحمد القرملي: وأنت تركزين على الشرق الأوسط هل هذا لأنه لدينا مشاكل هنافعليك أن تكوني أكثر تركيز هنا؟

ماريا دايتون: أعتقد إنها مزيج من الأشياء لأن الكثير منا يستند على المجموعات الأصلية لسنوات ثم أيضاً على الأمور الأكثر اهتماماً من حيث نوع الأخبارالتي تنشأ من هذاالبلد, لذلك كانت مجرد عاصفة من الفرص والمناسبات بالواقع إنه مكان فيه فرصة حقيقية من نواح عديدة أنه مساحة صعبة للعمل ولكن إذا كنت تستطيع اكتشافها واكتشاف الأحدث سيكون هناك الكثير من الطلبات والكثير من العروض أيضاً, والحل يكمن في كيفيةوصلهما معاً

أحمد القرملي: أخبرينا المزيد عن هذا النموذج، كيف يمكنك تدريب هؤلاء الصحفيين ثم بيع الترخيص،كيف تتم هذه العملية؟

ماريا دايتون: عموماً الطريقة الأسهل التي نعمل عليها هو أن لدينا موقع على شبكة الانترنت، يمكن للناس تسجيل دخولهم ويمكنهم تحميل أي فيديو لدينافيديو قصص فيديو مجموعات ثم نقوم بتوزيع هذا المحتوى على مشتركينا لبيعه لدينا أيضاً نموذج اشتراك حيث المشتركين يمكنهم أن يعملوا معنا عن طريق هذه المنافذ الإخبارية الكبرى نحن بالواقع نضع تكاليف القصص على موقعناعلى الأرض, فهي مزيج من الأشياء لكن بشكل عام نحن نعمل عن طريقةموقعنا ومن تحميل الفيديو على موقعناولذلك فإن القدرة على التحميل واختيار التكنولوجيا هو نوع من الأتمتة وهذا مجال جديد تماماًهو في الواقع جديد لأن الناس لم يدركوا أن التكنولوجيا بشكل اعتيادي أصبحت تستخدم في العمليات القديمة تماماً إنها نوع من النوعية وتوضع المحررين حول إعداد القصص، وهم يحاولون إحضار المزيد من تعزيز البعد التكنولوجي إليهاوأتمتة العملية، تسريعها و إعطاء السكان المحليين الأصوات من خلال الكميات وهذا ما نحاول القيام به حقاً

أحمد القرملي: إذاً عندما يطلق الصحفيين الفيديو تلصقين كل هذه الفيديوهات على موقعك وتضعين السجل أو العلامة المائية عليها لحقوق الطبع والنشر أوفقط تلصقين نماذج على الموقع ثم يسألونك عن باقي المحتويات؟

ماريا دايتون: هذا يعتمد, عندما تكون العملية نوعاً من تحسين النظام كله, وبصفة عامة
نحن نضع علامة مائية على الموقع أحياناً إذا كان المجلد ممتلئ على سبيل المثال ثم نقسمه, حتى إذا كان الفيديو قصير عن المعتاد نقوم بذلك معظم أعمالنا هو عبارة عن مجموعة من القصص بمجال وسائل الإعلام أو مزيج من لقطات مختلفةالتي يمكن أن تضاف معاً لتشكل قصة قصيرة للأخبار فنحن حقاً لا نجعل الأمر واقعي لنضعه على موقعنا لكن أحياناً نقوم بذلك هذا يعتمد على اللقطات وما تبدو عليه بشكل أساسي

أحمد القرملي: ما هي طبيعة عملك هل هي فقط عن الأخبار أو الأشياء الأقتصادية على ماذا تركزين؟

ماريا دايتون: لدينا كل شيء تقريباً ولكن ما أود أن أقوله أن أعمالنا الأساسية هي الأخبار وأنواع مختلفة من الأفلام الوثائقيةونحن بالتأكيد لم نتخصص بعد في الأخبار العاجلة لأننا لم نتقن السرعة المطلوبة لتغطيةالقصص التي يمتلكها كل من AP أو رويترز وهذا يحتاج تأسيس أخباري, لذلك مزايانا التنافسية تكمن في أعماق القصص القصص التي لم يعد الناس يرونها على الأخبار، مجرد نوع من التعمق من 5 إلى 7 دقيقة تعطيك حقاً نظرة ثاقبة عما يحدث على أرض الواقع عوضاً عن الاحتجاج خمس مرات باليوم
وهذا ما نتخصص به حقاً وهذا ما نركز عليه فقط وأيضاً لتوضيح نماذج الأعمال التي تتطلبها الطريقة التي نقدمها أننا عموماً نقسمهم إلى 30-70, ونأخذ رسوم السمسرة 30% و70% تعود للصحفيين والسينمائيين النشطون أياً كانوا

أحمد القرملي: ماذا عن نموذج الاشتراك كيف يعمل؟

ماريا دايتون: نموذج الاشتراك مختلف قليلاً إنه يختلف بين مشتري وآخر وهذا واحد من الدروس التي تعلمناهامن الحياة التجارية في وقت مبكر حقاً لأن هذا المجال له نوعيته وتحريره ونحن بحاجة لأن نكون مرنين في كيفية أنشأنا عملياتنا لأنه في البداية نريد أن نكون نوع من الفكر فإذا بنينا التكنولوجيا بالطريقة الصحيحة المحررون والمحلات ستقبل على الفور ثم أدركنا في الواقع أن علينا أن نعتمد أكثر على ما نعرفه عن عملياتهم ما نعرفه هو أننا بشكل أساسي نعمل مع كل مشتر و تكنولوجيتنا تتكيف معهم ثم بشكل أساسي نحن نلبي أحتياجاتهم مهما كانت لذلك هم يريدون اشتراك مماثل لAP أو لرويترز حيث كانوا يدفعون مبلغاً معيناً من المال، مائة ألف دولار للعديد من القصص و لفترة من الوقت ونحن يمكننا أن نفعل ذلك، ويمكننا إقامة قصة بقصة, هذا ممكن حقاً.وهذا ما تسمونه حسب الطلب, أو كخدمة أخرى؟ وذلك بتعديل نموذج الاشتراك حسب الطلب.

أحمد القرملي: إذاً فهم يدفعون رسوم شهرية لكمية محددة من المحتويات التي تقدمينها، والناشرين؟

ماريا دايتون: بشكل أساسي, إنهم مرنين, لدينا علاقات عمل متعمقة معهم ذهاباً وإياباً
ونقوم بشكل واضح بتحليل احتياجات كل مشتري في كل قسم داخل منفذ خاص ثم نطابق مع أحتياجاتهم فأحياناً تكون محددة تماماً, وفي بعض الأحيان إنها مثل الأخبار العاجلة كأنك تعطيني مقابلة مع هذا الشخص في هذا الوقت وفي وقت لاحق إنه أكثر عمومية مثل أننا نستمتع بلقطات عن أمرأة في نيجيريا ثم لدينا مرونة كبيرة حول كيفية التوجه نحو مصادر تلك القصة فهي تختلف حقاً وهذا هو السبب في وجود فرصة فريدة للتكنولوجيا ودور التكنولوجيا في هذا المجال لأن هناك في الواقع الكثير من الفروق بين المشترين ومع العلامات المائية من الواضح أن التكنولوجيا مكان صعب ومعقد للمناورة ولكن إذا كنت تستطيع ان تفعل ذلك بشكل صحيح يمكنك بالتأكيد تحقيق أكثر بكثير مما ربما كنت تظن.

أحمد القرملي: أخبرينا أكثر عن عملية الترخيص، كيف تعمل هل هي مثل توقيع عقد
مع الصحفيين ثم مع الناشرين كيف هي عملية الترخيص بالتحديد؟

ماريا دايتون: إنها عملية معقدة لأنها تختلف بشكل واضح من بلد إلى آخر،و أين يتم التحميل إذا كان تحميلها يتم بشكل محمي من خلال أنواع من الترتيبات الخاصة للترخيص
على غرار ما عملتم على موقع يوتيوب التنفيذي فأنت بالطبع تتخلى عن ملكيتك الخاصة
معنا لم يكن هذا هو الفرق لكن اتفاقيات الترخيص تلغى عند التحميل إذا تقدمت بطلب لإستر نحن عموماً من يوقع العقود مجرد نوع من الإعتماد وبعض العقود تتعمق أكثر من غيرها وبعضها بسيط جداً وهذا يكون مشابهاً لعقد العمل تقريباً إنه يتفاوت بناء على المشتري

أحمد القرملي: وكيف يمكن للصحفيين التسجيل على صفحتك كيف يعمل, وكيف يستطيعون,
الدخول على حسابهم الخاص أو إلى موظفيك ما هو نموذجك الذي تركزين عليه؟

ماريا دايتون: أعتقد أننا فريدون من نوعنا في ذلك هناك العديد من الناس، والعديد من المنافسين داخل هذا المجال ومعظمهم يحاولون التفرد بالشبكات أما نحن فلا, فنحن أساساً
نعمل مع أي شخص في أي مكان وهذا مرن جداً هم أساساً يدخلون الموقع وينشؤن صفحتهم على
أساس الكاميرا التي لديهم وعلى أساس موقعهم وما نوع القصص التي يهتمون بها فنحن نعلمهم وندربهم من خلال تأسيس المصداقية والتحقق منهم كصحفيين

أحمد القرملي: فهم صحفيين مع روح المبادرة؟

ماريا دايتون: نوعاً ما, بطريقة ما إنهم يقومون بذلك لكن أحب أن أعتقد ذلك إننا نقوم بكل العملية بشكل أسهل بشكل أساسي عوضاً عن, الطريقة العادية للمراسلين المستقلين أن تخرج وتحكي القصة ثم يأتيك هاتف ثم تستدعي محررينك وتحاول بيع قصة أو بيع فكرة وكسب المال لتغطية ذلك سواء قبل أو بعد أو أثناء إنشاء القصة وذلك ربما يأخذ الكثير من الوقت فما نحاول القيام به حقاً هو السماح لفيديو الصحفيين القيام بالعمل بشكل جيد ويدعوننا نتحمل أعباء البيع لأنه لدينا التكنولوجيا ولدينا العملية حيث نطابق الاحتياجات ونربطهم ليس فقط الصحفيين مع المشترين لكننا نربط القصص مع المشترين من خلال تكنولوجيتنا, لدينا القدرة على تسريع وإنشاء الكثير بالواقع عبر نظامنا حيث يمكنهم الحصول على الكثير من المال أكثر من المعتاد

أحمد القرملي: إذاً انت تعتقدين أنهم يجنون الكثير من المال مقارنة مع مهنتهم في وسائل الإعلام كموظفين؟

ماريا دايتون: الأمر معقد قليلاً لأنك إذا كنت تأخذ مجال وسائل الأعلام ومنطقة الخليج على سبيل المثال إنها نوع من الأسواق الضخمة لأن الاحتياجات والميزانيات ضخمة دول الخليج ضمن ذلك المجال فبالطبع لا نبيعهم نفس ما نبيع منطقة الجزيرة لكن بالنسبة للصحفيين النظاميين الذين نعمل معهم والقادرين على إنتاج النوعية التي نريدها في الوقت الذي نريده يمكنهم حقاً القيام بالمزيد هناك لا يوجد شك في ذلك لأنه مرة أخرى إننا نعمل على نموذج الترخيص بدون حصرية فنحن لا نبيع الأشياء التي نبيعها بالعادة لكن بشكل عام الفكرة تكون أننا نبيع باللغة الإنجليزية لCNN ثم نبيع باللغة الألمانية لدويتشه فيله، ربما حتى للتلفاز الصيني أو التلفاز الروسي أو أي بلد في العالم يمكننا البيع له لدينا إتصالاتنا مع تليمودو في المكسيك لدينا 280 مشتري بشكل طبيعي إذا أردت دفع 500$ لقصة فيديو سيأخذون 70% من ذلك ثم نبيعه من جديد عدة مرات لكن من المثير للاهتمام أن المذيعين يمكنهم جمع المال هنا أكثر من الولايات المتحدة على سبيل المثال

أحمد القرملي: أنت تتحدثين بشكل أساسي عن الصحفيين؟

ماريا دايتون: أتحدث عن الصحفيين بالتأكيد, لا يمكننا المنافسة ونحن لا نتنافس في مجال البث لأننا B2B لذلك نحن لسنا مهتمين في إنتاج وسائل الاعلام لاستهلاك المستهلك الآن نحن حقاً, ندير الأعمال لعملائنا الذين أصبحوا 280 مشتري وهذا هو المجال الذي نهتم به نحن لا نتعامل مع أشياء المذيع عندما يأتي وقت دفع الرواتب على سبيل المثال

أحمد القرملي: هل يمكنك أخذنا بشكل أعمق في الأسعار, مثل كم سعر كل قطعة تبيعينها. فتعطينا فكرة عن مقدار كم يكسب كل صحفي؟

ماريا دايتون: الأشياء تختلف حقاً لأنه على سبيل المثال لدينا حسابنا الخاص الذي يمكننا بيع قصة واحدة بالشهر

أحمد القرملي: كم لكل قصة؟

ماريا دايتون: المتوسط هو 700, 700$ لكن يمكننا أن نرفعه ليصل حد السماء, يمكن أن يكون20,000 ذلك يعتمد بشكل أساسي على ما يحتويه إذا كان فريد من نوعه على الموقع ونوعية إطلاق كل هذه العناصر المختلفة فإنها حقاً تختلف في المتوسط ما أود قوله 5 - 700 ثم نبيعه من جديد ونبيعه ثم يأخذون 70% عن كل مبيع وهكذا ونحن ما زلنا نعمل لتحسين ذلك المجال مثل الآن نحن نعيد البيع من 2 إلى 3 مرات ما أود قوله المتوسط يعتمد على نوعية الاتصال فإذا كانت النوعية ممتازة يمكننا إعادة البيع من
6 - 7 مرات وهذا ما نتطلع للقيام به الآن حقاً وهذه حيلتنا

أحمد القرملي: كيف تسوقين نظام تشغيلك؟

ماريا دايتون: غالباً على الانترنت، لدينا قسم للتسويق الذين نتعامل معهم وكما قلت نحن لا نسوق، نحن B2B فنحن نسوق مباشرة لعملائنا، نقوم بأنواع مختلفة من التواصل … تسويق لإيجاد الصحفيين إذاً الصحفيين يعرفونكم؟ كجزء من قسم تسويقنا نقوم بالكثير من التواصل عبر الانترنت مثل التويتر التويتر ممتاز. نقوم بالكثير من التويتر, الكثير من لينك دين والكثير عبر الفيسبوك ومنتديات على الانترنت المتخصصة بالصحافة أعتقد إنها ناجحة, نحن أساساً على أية حال نحن نركز على المواقع الشخصية في الوقت الراهن ينصب تركيزنا على اتخاذ المواقع التي لم نتحسن بها بعد فنحن نتواصل بناء على احتياجات المشترين ليس لدينا نسخة أصلية كاملة في الوقت الراهن لأننا نحاول أن نركز على المواقع نحاول تحسين وبناء القدرات.

أحمد القرملي: كيف توجهين جيشك من الصحفيين بعد الاشتراك عبر الانترنت لديكم أشرطة فيديو على الانترنت لتعليمهم أو لديكم
واحد لواحد ودورات لتدريبهم، كيف يتم ذلك؟

ماريا دايتون: نحن نحب إنشاء أكثر من ذلك الآن لدينا الكثير من المواد لإرسالها ذهابا وإيابا عندما يقوم شخص ما بإنشاء ملف شخصي، في مرحلة ما نود أن نضع كل شيء على الموقع في نوع من المناهج المتكاملة ولقد تحدثنا في الواقع للاعبين كبيرين مثل مختبر وسائل الأعلام MIT وكورسيرا، زوجين متخصصين بالمناهج الدراسية المختلفة عبر الإنترنت ولكن ما زلنا في مرحلة القيام بذلك نحاول أن نفعل ذلك في الأشهر الستة المقبلة أو نحو ذلك ولكن الآن نحن نوزع الموارد على المستوى الفردي
أو من خلال برنامج تدريبنا لذلك لدينا برنامج تدريبي قائم على الشباب في ست بلدان مختلفة في الشرق الأوسط الآن ونحن نتطلع إلى التوسع في هذا المشروع ولدينا حلقات عمل تدريبية محددة والشباب يأتون ويحصلون على التوجيه وماأود قوله بالمتوس الصحفيين والسينمائيين هم داخل بيئتهم وحن نتقدم في هذا الطريق هذا ما يدعى أصوات من أجل التغيير

أحمد القرملي: ما هي أصوات من أجل التغيير, أخبرينا المزيد عن ذلك؟

ماريا دايتون: الأصوات من أجل التغيير هو مشروعنا الرائد في التدريب على الانترنت، في تدريب شخص على الانترنت هو للشباب ويتم ذلك في ست بلدان مختلفة , والفكرة من ذلك ربط الشباب الطامحين بصناعة وسائل الإعلام ، رواة القصص من مختلف أنحاء البلاد مع الناس الذين لديهم المهارات ومع المواقع في هذه الوسائل وذلك سواء كانت NBC،أو قناة الجزيرة، والناس الذين يمكنهم حقاً المساعدة في توجيههم والحصول على قصصهم وأخبارهم ثم نقدم لهم المعدات وندربهم ونحن الآن في السنة الثانية من المشروع و لدينا الأنشطة الجارية في مراكز في ليبيا، ومصر، وفلسطين، لبنان والأردن ونعمل قليلاً في العراق وعلى الحدود السورية مع لبنان.

أحمد القرملي: هل محتوياتك وما هي عليه بما في ذلك بعض التعليقات كتقرير أو مجرد تصوير مشاهد وأنت تبيعين هذا المحتوى وكأن تركزين على السوق العربية أكثر من السوق الناطقة أو فقط باللغة الانجليزية, هل تركزين فقط على الصور وتبيعهم للناشرين؟

ماريا دايتون: مرة أخرى هو حقاً يعتمد على ما بدأنا بالتفكير به سيكون قياسياً أكثر مثل أننا كنا نفكر أن لدينا فيلم وثائقي قصير لخمس دقائق وسنبيعه لخمس أشخاص مختلفين والآن أدركنا في السنوات الست والسبع الماضية أننا سنكون أكثر مرونة وهذا جمال التكنولوجيا التكنولوجيا سمحت لنا حقاً بالدخول لمجال الذكاء والطريقة الذكية التي هي مصدرنا وهذا حقاً مثير للاهتمام العمل في هذه السوق وأعتقد أن هناك حقاً فرصة في هذا المجال والطلب لدفع هذا النوع للأمام من أجل الإبداع لذلك نعم.

أحمد القرملي: هل تقدمون, دعينا نقول إذا جئت إليكم وأنا أقول أن لدي عمل محتوى أو نمط حياة أو طبيعة مختلفة بعيداً عن الأخبار مثل ما تعتبرينها هل تحاولين بيع منشأ المحتويات هذا؟

ماريا دايتون: نحن دائماً نحاول بيع ذلك, لكن السؤال ما هو ممكن؟ الأمر يختلف, لقد بدأنا العمل على الهيب هوب ومحتويات LG BT التي هي حقاً عشوائية جداً؟ ولذلك فإن المبيعات الأولى وكان لدينا عن الهيب هوب التركي وقصصاً أكثر تعمقاً حول مختلف القضايا المتعلقة بالمساواة بين الجنسين غالباً نوع من الحساسية على المنغولية والمومسات والمتحولين جنسياً على سبيل المثال، شيء متعمق غير عادي، وهذا هو كيف بدأنا لذلك نحن حقاً ندير السلسلة ولدينا قطع ملتوية وغير عادية، وغير ذلك ، إن الحقيقة تختلف فإنه من الصعب القول ولكننا نحاول دائماً، وكنا دائماً مندهشين لم نكن نتوقع ذلك، نحن حاصرنا سوق الهيب هوب, إذا شاهدت أي نوع من قطع الفيديو على الهيب هوب أقصد بصفة عامة سوف تكون من واقعنا، شيء من هذا القبيل أننا لم نكن نتوقع أن نحظى بهذه الشعبية ولكن هناك مكانة معينة هي التي تفرز الغير متوقعة عندما يحدث عندما بدأت كل هذه منافذ البيع الكبيرة بإغلاق مكاتبها خلق هذا فجوة في المحتوى عندما كان الناس جياع لمزيد من المحتويات وبدا ذلك قليلاً, بدت تقريباً وكأنه تناقض لأنك ترى كل هذه المنافذ تنفجر في جميع أنحاء شبكة الإنترنت لكنه أيضاً يعكس حقيقة أن الناس يريدون المزيد من القصص، وحتى وإن كان هناك إخراج المزيد من المحتويات فبالنهاية القصص التي يريدها الناس ما تزال تخرج وترى هذا في دراسات بيو، أي شيء يخرج عن قطاع الإعلام، يشعر الناس بخيبة أمل باستمرار ومستاءين من التغطية و كل منطقة تمتد من من الولايات المتحدة لأوروبا للشرق الأوسط لأفريقيا لا أحد سعيد مع هذه القصص التي تخرج لذلك من الصعب القول ما سيقلع في الواقع وهناك الكثير من المفاجآت مثل صعود نائب على سبيل المثال الذي نعمل معه بشكل وثيق جداً، والرقمية الأسرع نمواً على الانترنت بخدمات جديدة, لأنهم وصلوا مكانهم المناسب من خلال القيام ببرمجة غير عادية، وكانوا تقريباً شباب برامج الطاقة وأشياء نحن أصلاً لا يمكننا أن نبيعها لأحد، عكس ما كنا نقول

أحمد القرملي: عادة ما يكون المحتوى على شاشة التلفزيون هو مختلف قليلاً عن الإنترنت حتى أنك سددت الفجوة لأنك قادمة ربما من عصر الإنترنت أو وسائل الإعلام.

ماريا دايتون: نعم، وهذا يخلق فرصة أخرى لأن ما هو ممكن في مجال الانترنت مختلف عن ما هو ممكن على شاشة التلفاز ، في البداية قد يبدو الأمر غريباً بالنسبة للأشخاص خارج صناعة الإعلام ولكن إنه يقدم حقاً فرصة عظيمة لأولئك الذين يرغبون في تنويع الروايات، كنوع من الحصول على قصص معتادة خارج ما نراه تقليدياً لأنه على سبيل المثال شيء لا يعمل في ال CNN بالقرب من قناة CNN الفضائية سيشاهدونه على موقع CNN ويحصلون حتى على أهتمام أكبر عندما يتحدثون بلغات مختلفة, على سبيل المثال , ما ستنشره القنوات الروسية أو القنوات الصينية باللغة الأنجليزية يختلف تماماً عما سينشروه باللغة العربية, ليس فقط باللغة العربية لكن بلغتهم أيضاً فهو مكان مثير للاهتمام حقاً كمجال وكمخزن

أحمد القرملي: هل يمكنك أن تخبرنا المزيد عن أنواع التراخيص المختلفة مثل عندما تبيعين، لقد قلت 500 $ لمدة خمس دقائق هو إذاعة لوقت واحد أما إذا قمت بإجراء اتفاقاً لعدة مرات هل لديك بعض النماذج على أساس عدد الجمهور الذين سيرون هذا المحتوى؟

ماريا دايتون: ذلك يختلف حقاً فهو لا يستند على عدد الجمهور أنه يقوم على المشتري التقليدي والمنطقة التي يحمل منها الشخص فعادة إذا كانوا يحملون من الموقع فإنه ترخيص تقليدي جداً الاتفاق ينقسم إلى 70-30 بحيث يحصلون على 70٪ من الأرباح ينقرون على النوع الحصري الذي يهتمون به ويمكنهم النقر على ما يريدون تقديمه بطريقة غير حصرية فقط, حصرية محدودة, أو حصرية متكاملة يمكنهم أختيار ذلك عبر خيارات التحميل لتصبح عقود افتراضية تتعلق بشبكاتنا الأخرى وكيفية التعامل مع أكبر مشترينا مثل ما قلت من قبل مجرد اختلاف بناء على ما يحتاجون إليه، وبصفة عامة لم يكن هناك جمهور هناك عادة مجرد رقم من القصص على إطار زمني معين.

أحمد القرملي: كيف يمكنك حماية مصادرك من الصحفيين، فأحياناً عند ربط هذه الموارد مع المحتويات مع الصحفيين الناشرين أنت لا تملكين سبب يمنع الناشرين بالاتصال مباشرة مع الصحفيين إذا كانوا جيدين ثم تفقدينهم؟

ماريا دايتون: لدينا هذه القضية في بعض الأحيان، ولكن ليس للدرجة التي تتصورها وأعتقد من وجهة نظرنا نحب أن نعتقد أننا نوفر ما يكفي من القيم الأضافية على حد سواء للجانبين الشاري و البائع الذي لا يشجع هذا النوع من السلوك وهذا ما رأيناه، وهذا يجعله أكثر منطقية لوسيلة إعلامية واسعة للحفاظ على علاقة جيدة معنا على مر الزمن ثم يعرضها لخطر سرقة ما كتبه من شخص أو شخصين، هناك بعض الاستثناءات , مثل سورية ، وهذا هو استثناء وحيد، وفي العراق هناك مجالات حيث صحفيين معينيين متطلبيين جداً جداً جداً وفي هذه الحالات عليك أن تكون أكثر إبداعاً قليلاً لأننا ننتج الكثير من الفيديوهات من محتوياتنا بسورية

أحمد القرملي: هل لأنهم أفضل المفاوضون ويحاولون أن يجدون من يشتري مباشرة، فهي بالعكس، الصحفي يحاول الاتصال بالناشر مباشرة؟ أي جانب يتصل بالجانب الآخر؟

ماريا دايتون: كمثال مثالي سورية هناك الجانبين وهناك حيث يمكنك رؤية اختلاف في السوق مثل ما نرى بالأساس, صحفيي نيجيريا أو أي بلد ليس مهم جداً نرى المزيد من الفوائد على جانب العروض من التركيز على جانب الطلب في مكان مثل سورية الذين هم على استعداد لإخماد الكثير من الجهد والوقت والمال للحصول على القصة لأن هذا صعب للغاية، وهذا ما لم يدركه الناس في كثير من الأحيان هو أنهم في كثير من الأحيان يلقون اللوم على المشتري مثل CNN أو بي بي سي أو أي من هذه المنافذ الكبيرة لعدم توفير محتويات في الحقيقة الكثير من الطرق التقليدية القديمة من مصادر الفيديو لم يعودوا موجودين، وأنه من الصعب جداً في الواقع الحصول على أشياء كما قلت يجب عليك أن تكون خلاقاً وعموماً كما قلت عليك النظر في الأشياء النادرة ومحتويات الطلب في سورية لأننا ما زال ليس لدينا العديد من الشبكات المسروقة كما تعتقد لم يزال هناك جزء مهم من المشترين الذين يجعلونا سعداء, وهذا جميل

أحمد القرملي: ولكن ألا تظنين أن كل قناة لديها برنامجهم الخاص وأنهم يحددون نوع المحتوى الذي يريدون بثه؟

ماريا دايتون: هم يفعلون ذلك مرة أخرى هناك الكثير من الرغبة، هناك طلب كبير على محتويات الفيديو في سوريةعلى سبيل المثال وفي العراق هناك بلدان محددة نسبة الطلب فيها عالية في مناطق معينة الآن بالطبع أي شيء ذات الصلة بإيزيس لذلك نحن في الواقع قد أنتجنا الكثير من القصص على إيزيس لذلك لدينا بعض الأسواق المتخصصة و لأن لدينا الكثير من الأشخاص على الأرض والكثير من المنافذ العالمية لا تملك أشخاص على الأرض حتى أكبر المنافذ, ستشعر بالدهشة عندما تفكر بأماكن مثل الجزيرة الذين لديهم الكثير من الصحفيين على الأرض لكنهم لا يملكون, مجموعة متنوعة من الأسباب سواء من الأخطار أو استخدام الناس هناك لكنهم لا يفعلون الكثير كل شخص يحاول إيجاد طريقته الخاصة في هذا المجال ونحن نحاول هيكلة وإنجاح العملية

أحمد القرملي: هل هناك مزايدة على المحتوى أحياناً مثل ما بين قناتين متنافستين لمن يدفع أكثر ؟

ماريا دايتون: يمكنهم نعم، كنا نفكر أصلاً أن مزادات البيع على موقعنا على الانترنت سيلعب دوراً كبيراً في ذلك, لكننا لم نرى ذلك بالقدر الذي كنا نأمل به في المستقبل أعتقد أننا سنحاول تعزيز ذلك كثيراً ولكننا الآن نرى القليل من ذلك نحن عادة نذهب وفقاً لأعلى شخص مزايد نثق به أكثر، وعادة من يدفع أعلى سعر واضح.

أحمد القرملي: من وجهة نظرك هل CXO مسؤول خدمة الزبائن هو منصب جديد في عصر الأعمال، فكيف تشرحينه بالضبط للجمهور؟

ماريا دايتون: نعم عندما نبحث في إعادة هيكلة نظام إدارتنا، نحاول لمرة أخرى بعيداً عن الطريقة التي نعمل بها لأن كل شخص يبدأ بكل شيء نريد محاذاة الألقاب بشكل وثيق مع ما يقوم به الناس فعلاً وبالنسبة لي كنت المسؤولة عن التكنولوجيا فاستلمت منصب مدير تقنية المعلومات لكن تاريخياً لقد كنت دائماً أشارك في تنظيم مواقعنا على الأرض وأتعامل أساساً مع خدمة العملاء وخدمة زبائن، وما الذي تعلمته من خدمة زبائن ثم كنت جزء من التسويق وجميع هذه الأنشطة حتى نهاية المطاف CXO يجب أن يتناسب بشكل جيد لأنه مجتمع التكنولوجيا والتسويق وخدمة زبائن الذي هو مصطلح واسع لكل ذلك.

أحمد القرملي: هل تمتلكين الشركة أم أنك تتشاركين بها؟

ماريا دايتون: أنا شريكة في الشركة نعم

أحمد القرملي: ما هي المشورة التي تقدمينها للصحفيين الجدد في البداية وخصوصاً في الشرق؟ الصحفيين في الشرق الأوسط, كيف تنصحينهم للبدء بحملتهم؟

ماريا دايتون: أنصحهم بإلقاء نظرة نقدية جدية على هذا المجال ويروا أين هي الثغرات لأن في الواقع هناك الكثير مما يحدث في أرض الواقع وهذا إيجابي مثل الذي أشرت إليه لكن هناك الكثير من السلبية الواضحة في الشرق الأوسط بالنسبة للصحفيين مثل إنها المنطقة الأكثر خطورة في العالم بالنسبة للصحفيين حتى كمنظمة شهدنا تهديداً كبيراً لشبكاتنا لدينا الكثير من المشاكل يوماً بعد يوم

أحمد القرملي: ولكنك ركزت أكثر على الأخبار لأنه ربما هناك المزيد من المال في الأخبار ثم دعينا نقول الأخبار التجارية أو المحتويات الترفيهية ربما؟

ماريا دايتون: هناك طلبات أكثر تحديداً لكن المجال منفتح جداً وهذا ما أقوله الشرق الأوسط هو مثال مهم جداً لأنه تاريخياً كان منغلق جداً كان مقتصراً على المجال العام حتى عبر المنطقة كلها لأنه لا يوجد في الواقع فرصة لأخبار الأعمال وجميع أنواع الصحافة مختلفة ولكن مرة أخرى هذا لأنه كان يميل للصراع بقيادة القصص وقيادة آلية الأخبار العالمية هناك هناك تركيز أكثر على ذلك لكن ما نحب أن نراه في المستقبل هو التوسع بذلك النمط من التقارير مثل ما تحدثت عنه الكثير من المنظمات المختلفة الممولة للمشاريع التي من شأنها أن تساعد على تسهيل ذلك وأنا أعلم أن الكثير من المنظمات غير الحكومية الكبيرة التي تتعامل مع وسائل الأعلام تعمل على ذلك, حقل كبير من النفط والغاز والتقرير عن النفط والغاز كبير من أجل الحصول عليه

أحمد القرملي: مثل البيع لاكتشاف قنوات كهذا؟

ماريا دايتون: أيضاً التراث الثقافي هو أمر مهم, لا يمكنني إلا أن أتحدث عن التجربة المصرية لأنني مطلعة جداً على مصر, عندما حدثت الثورة الثالثة الكبرى, بتاريخ القناة اكتشفوا القناة والقنوات الثقافية فلقد نقلوا أشخاصهم من مصر لكن ما زال هناك طلب كبير أتحدث عن 400 أو 500 فيلم ثقافي بالسنة مثل صناعة كبيرة قادمة من شمال أفريقيا وليس لأحد تعزيز ذلك باليأس الحقيقي تقريباً جزء من رغبة الأسواق العالمية بأي نوع من المحتويات مرة أخرى ترى هذه الفرصة هناك, بأي وقت الطلب فيه ممتاز هناك فرصة للتفوق بهذا المجال وأول ما رأيت هو أربع أشخاص يتتبعون التراث الثقافي في مشكلة قريبة على ما جاء إلى الشرق الأوسط في البداية ستشاهده وتعيد وتعيد المحتويات القديمة ثم تبدأ برؤية الانفتاح والقليل من كسر للقواعد الإضافية وتغيير للمجال، هناك المزيد من التقارير المستندة على الواقع وكانت أكثر مرونة في كيفية أخبار القصص ومرة أخرى كانت تمثل فرصة للجميع من الواضح ليس فقط بالنسبة لنا لكن للناس على الأرض كذلك وللصناعة ولصناعة وسائل الإعلام كما هو الحال في المنطقة ولكنني أيضاً لا أريد الحد من المخاطر لأن شباب التقارير المراسلين الشباب في الشرق الأوسط هم أكثر الناس وحدة، بل وحتى يتم استغلالهم بعدة طرق ، إنهم بالتأكيد بهذا المجال يحتاجون إلى الحماية وأنهم بحاجة إلى القدرة على التنظيم بطريقة بحيث يمكنهم على نحو فعال الدفاع عن مصلحتهم.

أحمد القرملي: ولكنك خارج هذه المنطقة أليس كذلك، أنت فقط مجرد شراء المحتوى أو تحصلين على المشاركة في المنطقة بالانتاج لست كذلك ؟

ماريا دايتون: نحن ننخرط بذلك بشكل كبير, لأن الأمور ليست شخصية، ونحن نرى أنفسنا كمؤسسة اجتماعية فنحن لدينا رسالة اجتماعية واضحة إننا شركة للربح ولكننا نرى أيضاً أن من مصلحتنا حماية شبكاتنا التي بنيناها المشكلة مرة أخرى بالبيئات مثل سورية لديك الشباب الذين يتعرضون لبيئات خطرة جداً حيث لديهم القليل من الدعم بدون أية تأمين للتغطية أو أية أمكانيات, ليس هناك أحد يمكنه الاتصال إذا ما حدث شيء ما فهناك شيء مثير على القيام به من الجانب التكنولوجي لمحاولة تعزيز قدرتهم على تنظيم أنفسهم بترتيبات معينة لربطهم مع جماعات مناصرة مختلفة في الولايات المتحدة وأوروبا حتى حكوماتهم و أيضاً لتوفير التأمين الحكومي لهم، التي تعمل على تأمينهم, في محاولة للحصول على تأمين للناس على الأرض لأنها مشكلة حقيقية, عندما يصاب شخص ما فمن الصب أخراجه حتى من البلد, تحدي حقيقي

أحمد القرملي: وهل هناك أي خطة لتأمين لهم منزل آمن أو تقديم مكان لهم ليكون قاعدة لصحفينك؟

ماريا دايتون: نحب القيام بذلك، إنها مجرد مسألة توفير الموارد اللازمة، لقد تحدثنا إلى الكثير من الجهات الفاعلة المختلفة والجهات المانحة الكبيرة الذين قد يكونون مهتمين بالمنظمات غير الحكومية الكبرى مثل مثل I REX، IW PR، وقسم من زمن الحرب الدولية إبلاغ المنظمة، أي شخص قد يتعامل مع مأساة الصحفيين، لجنة حماية الصحفيين ولجنة حماية الصحفيين ومراسلين بلا حدود أي من هذه المجموعات المناصرة المهتمون جداً لكنهم لا يعرفون كيف يقوموا بذلك هناك بالتأكيد ثغرات في الثقافة بين أنواع وسائل الإعلام الثابتة الأساسية، والنشطاء وحتى النشطاء الذين انضموا أنفسهم إلى وسائل الإعلام لذلك في الواقع يمكن أن يكون تحدياً كبيراً لأنني أستطيع أن أقول لكم من منظور C PJ التي تعد واحدة من أكبر المجموعات المناصرة أنهم يكافحون من أجل الحصول على معلومات من الأرض فالجميع يكافح للحصول على المعلومات حول المشكلات التي تحدث مثل إذا ما أصيب صحفي أو قتل هناك الكثير من الاعتمادات على وسائل الإعلام الاجتماعية ولكن بعد ذلك لديك أيضاً حالات حيث تستخدم وسائل الإعلام الاجتماعية الحكومية ضد النشطاء والصحفيين الذي يمكن أن يحدث بالطبع هذا مجال معقد بالتأكيد على ما اعتقد هناك الكثير مما يمكن القيام به لدعم وحماية هؤلاء الصحفيين الشباب نحن نجرب ذلك بالتأكيد, هذا شيء نشعر به بقوة

أحمد القرملي: إذاً يمكنك حماية الصحفيين الأكثر نشاطاً الذين يعملون معك ليس الجميع الذين يسجلون دخولهم على موقعك تمنحهم التأمين إنها عملية تأهيلية بعض الصحفيين المؤهلين للتأمين أو غيرها من الفوائد، والمكافآت هي أشياء أضافية؟

ماريا دايتون: هذا ما نعمل عليه الآن, الأمر يتجه الآن ليكون أكثر تصفية على شبكاتنا لأننا نتجه لتصنيف الناس الذين يعملون معنا على النجوم فالناس الذين يعملون معنا كما قلت لهم الأولوية أو الناس في مناطق الصراع ولكن في النهاية إذا ما كان في وسعنا تغطية ذلك مع موارد مختلفة ثم اذا ما كنا نستطيع تغطية النفقات من أجل أن يكون الجميع، مثاليين، رؤيتي رؤيتي أنه سيكون لدينا شبكة من الشركات مثل شبكتنا وأيضاً سوق لوسائل الإعلام كبيرة, والمنظمات الغير حكومية نوع من المساعدة على إنشاء منظمة التي من شأنها أن تكون حقاً حماية للصحفيين على الأرض وعلى وجه الخصوص للصحفيين العرب، فإنهم لا يحصلون على نفس النوع من من التغطية عند اختطافهم أو حتى قتلهم على سبيل المثال، هناك الكثير من التركيز على الصحفيين الأجانب وتغطية ضئيلة جدا على التضحيات التي تبذل كل يوم من قبل مئات من الصحفيين العرب، ويخاطرون بحياتهم، وحياة أسرهم، إنها حقاً انها مثيرة للإعجاب حقاً، وتواضع كبير على ما أعتقد منا جميعاً.

أحمد القرملي: هل ذلك بسبب ما هو جواز السفر الذي يحمله أو تحمله حكومته تهم الحكومات أكثر أليس كذلك؟

ماريا دايتون: نعم تماماً وأيضا بسبب الفدية، في الأساس الحكومات العربية لا تفدي الصحفيين العرب في الولايات المتحدة وأوروبا هناك هو كمية معينة من النشاط والاهتمام باستئجار مختلف الأفراد المختطفين فأعتقد أن هذا جزء من ذلك هي أيضاً تشبه على ما أعتقد الكثير من الأشياء أقصد بالنسبة لي هي على ما أظن أيضاً أي نوع من الذي يمكنه ان يخترق الروايات الدولية، إذا لديك الصحافي الدنماركي الذي يسافر إلى العراق على سبيل المثال ويختطف فقط لأنه الدنماركي ويتحرك عبر الأراضي من أوروبا إلى الشرق الأوسط حتى بغض النظر عن كونه أوروبي لديه فقط لديه فقط مزيد من الاتصالات، للوصول إلى الروايات الدولية ، والناس سيهتمون أكثر دولياً لأن لديه المزيد من المواقع من شخص يتحدث اللغة العربية العراقية النقية ليس لديه الكثير من الاتصالات الخارجية وذلك عندما يحدث شيء من الصعب لذلك الشخص من توليد نفس القصة التي من شأنها أن يولدها الأمريكي أو أوروبي فهو شيء نهتم به حقاً وإننا نعمل مع شبكة من الصحفيين العرب المعروفة مثل تلك الشهيرة في محاولة لخلق هذه المنظمة نأمل قريباً أنها ستجذب الانتباه لبعض من هذه القضايا والتضحيات التي يقدمها الصحفيين العرب كل يوم.

أحمد القرملي: في الصناعة من تجربتك,من هي الجنسية التي تخاطر؟

ماريا دايتون: العرب في الشرق الأوسط بالطبع نحن قليلون جداً مع الناس الذين نعمل معهم شبكاتنا العربية هم الأكثر ، نحن شركة لبنانية، أنا أميركية ولكن معظم موظفينا لبناني أو فلسطيني.

أحمد القرملي: كم عدد المؤسسين ومتى بدأت هذه الشركة؟

ماريا دايتون: كان هناك عدة مظاهر مختلفة لأننا بدأنا أصلا في القاهرة وانتقلنا إلى نيويورك ثم إلى لبنان لذلك كان هناك وجوه مختلفة ونحن نتطور والآن نحن نندمج مرة أخرى لدينا اندماج في إيرلندا واندماج في الإمارات العربية المتحدة فالأمر معقد قليلاً من ناحية من هو المجلس الأصلي الآن إدارتنا هي لبنانية بالغالب لذلك نحن بالتأكيد منظمة عربية في العالم العربي ولكن مرة أخرى نحن نستفيد من الشبكات العالمية لذلك نحن حقاً شركة عالمية وهذا ما نطمح أن نكون عليه ولكن مرة أخرى معظم عملنا لأننا نركزعلى الصراع الذي يحدث في المنطقة لذلك نحن نحاول حقا أن نكون في ذلك المكان لذلك يكون الناس الذين نعمل معهم أكثر عرضة للتهديد لأنهم صحفيين عرب على الأرض

أحمد القرملي: أين مكاتبك؟

ماريا دايتون: مكاتبنا في بيروت، لدينا مقرنا في بيروت، ولدينا مكتب في القاهرة الذي أغلقناه منذ بضع سنوات مضت عندما زاد عدم الاستقرار في وسط المدينة ثم فتحنا مكتب في دبي لذلك أنا هنا الآن, إذاً مكاتبنا الرئيسية في دبي وبيروت ثم لدينا نوع من المكاتب المؤقتة في أيرلندا إذا كنا نريد استخدامهم لكننا لم نتابع ذلك.

أحمد القرملي: هل تأخذين أي أخبار من دبي أم أنها منطقة مستقرة جداً بالنسبة لك؟

ماريا دايتون: لم يكن لدينا الكثير من القصص هنا لأننا لا ننتج القصص هنا, وهذه نقطة مهمة حقاً، وإننا نحاول البقاء على الحياد ونكون وسيط محايد لأننا لسنا كذلك، نحن لا نجلس هناك لإنتاج المحتوى نحن نساعد أحياناً بالتحرير أو أشياء من هذا القبيل الغالبية العظمى من عملياتنا، هي ليست إنتاج لذلك نحن لا ندفع القصة حتى إذا جاء لنا الكثير من الناس لنا لشراء القصص فنحن نحاول بيعهم ولكن لا يأتينا الكثير من الناس من الخليج يسألوننا عن قصص حزينة لأنها منطقة ما تزال قريبة فمرة أخرى هذا شيء حيث إذا أستطعنا الحصول على المزيد من الموارد ثم يمكننا محاولة لفتح بعض المناطق مثل منطقة الخليج هو بالتأكيد حيث هناك الكثير من الاهتمام الواضح آسيا والصين والمؤتمرات الحزبية المركزية وهذه أماكن صعبة حقاً لترتيب الوصول إليها ونحن مهتمون في القيام بذلك ويتطلب ذلك كمية كبيرة من الموارد

أحمد القرملي: أين درست وماذا تنصحين الصحفيين الجدد أن يدرسوا؟

ماريا دايتون: لقد درست في الجامعة الأمريكية في القاهرة بالطبع.

أحمد القرملي: وهل حصلت قبل ذلك على أية شهادات؟

ماريا دايتون: نعم درست أولاً في الجامعة اليسوعية في الولايات المتحدة قبل فرنسا أخذت الماجستير في فرنسا ثم أتممت الدراسات العليا في القاهرة

أحمد القرملي: كيف انتقلت إلى القاهرة؟

ماريا دايتون: في الواقع انتقلت أصلاً مع برنامج الأمم المتحدة الإنمائي، وعملت على مشاريع المجتمع المدني عملت على تعبئة المجتمع المدني في مجموعات باستخدام التكنولوجيا وهذا ما كان دائماً من اهتماماتي لذلك عملت مع برنامج الأمم المتحدة الإنمائي في برنامج تطوعي عن طريق الإنترنت وذلك نوع من تنظيم المنظمات غير الحكومية حول قواعد البيانات على الانترنت و كنوع من مساعدة الناس لتقاسم الموارد مثل تصميم مواقع على الإنترنت، وشيء من هذا القبيل فإذا كنت من المنظمات غير الحكومية والإسكندرية المصرية وتريد إنشاء على شبكة الإنترنت، على شبكة الإنترنت الألمانية المتطورة من هو متطوع الأمم المتحدةعلى الانترنت الذي يمكن أن يساعدك. هذا ما ذهبت أصلاً إلى مصر لأجله ثم حصلت على الزمالة من الجامعة الأمريكية

أحمد القرملي: هذا بعيد قليلاً عن وسائل الإعلام بطريقة أو بأخرى.

ماريا دايتون: لكنها في نهاية المطاف صوت الحق إنها مواقع تتصل مع بعضها لتخبر قصة وأظن أن الكثير منا على الأرض ويعمل في مجال الانترنت ربما ليس مع CNN أو BBC لكننا نعمل مع الفيسبوك ومدونين الانترنت، هذا الشيء تدركه عندما يكون لديك الكثير من التأثير إذا كنت تخبر قصتك باستخدام وسائل الإعلام التقليدية وأعتقد بالنسبة لي هذا من ضمن اهتماماتي، بالتأكيد أشخاص أخرون في ترانس تيرا لديهم اهتمامات مختلفة لا تشبه اهتماماتي لكنني أتيت من من تقليد ناشط ولهذا بالنسبة لي من المهم جداً أن نعمل معاً لإعط أصوات حقيقية، بالأساس انها لعرقلة السوق الآن كل ذلك اضطراب السوق الحقيقي وتغيير النموذج بدلاً من وجود 1000 من نخبة الصحفيين يخبرون قصص للعالم يكون لدي100,000 وهذا ما نره حقاً.

أحمد القرملي: أنت لا تحتاج إلى أية شهادة, أقصد هل يمكن لأي شخص أن يبيع المحتوى ليس بالضرورة مثلك صحفيين مصداقيين؟

ماريا دايتون: يمكن لأي شخص أن يبيع المحتوى ولكن بالتأكيد عملتنا تكون عملية مصداقية ودقيقة جداً. لدينا على سبيل المثال صحفيين ينشرون في أسواق عالمية كبيرة بالطبع لهم الأولوية وسيتقاضون رواتبهم والمزيد من المال ولكن مرة أخرى نحن منفتحون، إذا شخص ما لديه لقطات مذهلة من الأرض في الصومال وليس لديهم خبرة وهذا هو مستقبل الأخبار، انها حقاً مسألة تدريب مثل الآن ما نحاول القيام به هو دمج الناس معاً ومحاولة سد هذه الفجوات بين ثقافات مجموعات مختلفة مثل ثقافة الصحافة المستقلة، وثقافة المحرر الكبير في السوق الكبيرة, وبينهم القليل من السنوات إذاً كيف تستخدم التكنولوجيا لضمهم مع بعض على سبيل المثال الحركات الاجتماعية والشبكات من الناشطين على الارض كيف تتدمجينهم مع الصحفيين المحليين ليخبروا قصتهم؟ فتلك القصة لديها في الواقع، بعض الدقائق ضمن الروايات العالمية من غير أن يوجد من يمليها من القنوات الأوروبية والأمريكية فقط

أحمد القرملي: هل تستخدمين أية برامج تساعدك في مصداقية مثلاً أسمع أن بعض الناس يستخدمون GP S، نظام تحديد المواقع خاص للكاميرا لإيجاد الموقع هل تستخدمين بعض هذه التقنيات لتعزيز مصداقية ناشريك ؟

ماريا دايتون: نعم نحن نستخدم كل ذلك, لدينا الكثير من البرامج المختلفة لاستخراج بيانات التعريف، GPS، والكثير من الطرق المختلفة تمكنك من القيام بذلك ولدينا أيضاً ملف تعريف كبير نطلب من المجلات ملأه ثم نقوم بتدقيقها, عبر صحفيينا ثلاث أو أربع مرات يمكننا أن نكون دقيقين جداً مع المشترين بالاعتماد على المواقع، من المهم جداً أن تكون المعلومات موثوقة وهذا أمر نهتم به كثيراً، هناك بالطبع دائماً قضايا بالطبع تتحدث عنها عن الشبكات اللامركزية والأماكن التي من الصعب جداً الوصول إليها فما زلنا نحاول إيجاد طريقة لذلك لكننا نهتم كثيراً بذلك.

أحمد القرملي: أخبرينا المزيد عن مشاريعك أو خططك المستقبلية, أو أنك تركزين فقط على شركتك الحالية؟

ماريا دايتون: بالنسبة لي شخصياً أو بالنسبة للشركة؟

أحمد القرملي: بالنسبة لك شخصياً.

ماريا دايتون: أنا مهتمة جداً بإيجاد مصادر بديلة، وأساساً ترانز-تيرا هي لإيجاد مصادر بديلة من وسائل الإعلام، وأنا مهتمة جداً في إيجاد أنواع مختلفة من المصادر خارج مجال وسائل الإعلام، وأنا أيضاً، أحد الأمور التي أهتم بها بالتأكيد التكنولوجيا العالمية ومختلف الأنواع من التطبيقات المنشأة، أي شيء عن طرق ربط شبكات من الناس مع بعضهم أنا مهتمة بهذا حقاً.

أحمد القرملي: إذاً هل تفكرين في بعض الأفكار الجديدة لتنفيذها؟

ماريا دايتون: بالتأكيد الأمور تستخدم تكنولوجيا بيكون، بلوتوث، أي شيء يسمح للناس لمعرفة المزيد عمن حولهم في أي لحظة معينة وأيضاً تساعد الناس على التحرك ضمن المكان فأي شيء يساعد على التحرك, فإذا حركت الصحفيين لإنشاء مصادر بديلة من وسائل الإعلام فهذا واحد وأعتقد إنه أيضاً مجال مهم لهذه التكنولوجيات الجديدة مثل أنواع مختلفة من مواقع GPS، وبيكون كيف تقومين بإنشاء فريق الإنتاج على سبيل المثال باستخدام كل هذه التقنيات، هذا مهم حقاً لأن في الوقت الحالي لكن لديك مصور صحفي وتاريخ ولديك خمسة أو ستة أشخاص مع مصور، ربما وكاميرات متعددة ثم انكمش ذلك إلى شخص أو شخصين للقيام بجميع الوظائف لكنها ما زالت لا تستطيع أن تفعل لكنهم ما زالوا لا يستطيعون الحصول على نفس الجودة التي تحصل عليها إذا كان لديك فريق لامركزي كيف تحلين هذه المشاكل بهذا المجال وكيف تحصلين على أفضل نوعية؟ من المحتويات والأفضل, في أسرع وقت

أحمد القرملي: في أفضل الطرق

ماريا دايتون: بالضبط ومن الجانب النشط كيف تحمينه، أنا متحمسة جداً للكشف كيف التكنولوجيا يمكنها المساعدة بحماية هذه المواقع على الأرض لأنه كما قلت لقد شهد مكتبنا كمية كبيرة من التهديد ولكن لا شيء مقارنة مع صفقات شبكاتنا كل يوم والصحفيين العرب على وجه الخصوص، هذا محزن جداً من وجهة نظرنا.

أحمد القرملي: لأنك تعرفينهم شخصياً و هذا يجعلك تشعرين بشيء مختلف.

ماريا دايتون: نحن نعرفهم شخصياً ونعرف أنهم في الأساس يخاطرون بحياتهم قليلاً جداً، هذا محزن جداً.

أحمد القرملي: أنت غير قادرة على المساعدة بالطريقة التي تريدينها.

ماريا دايتون: نعم ولكن أعتقد أنها أيضاً وسيلة هامة للترتيب، نحن نتحدث عن اضطراب السوق

أحمد القرملي: كيف يمكنك أن تنتقل من 500 إلى 100،000 صحفيين

ماريا دايتون: نعم, إن هذه العملية مهمة جداً لأن عليك تشكيل شبكة من الارتباط التي بإمكانها أن تحمي نفسها في الوقت الحالي بوجد كل هذه الجهات الفعالة المختلفة التي قد تكون في بعض الأحيان تستغل الاحتفالات والمناسبات المختلفة على الأرض
لديك أساساً هذه الحالة حيث الجميع يحاولون الدخول في مستوطنات صغيرة من 100 صحفي أو 20 صحفي هناك الكثير من الاحتياجات لضمهم مع بعض

أحمد القرملي: ربما عليك التركيز على الأمن في بدايتك الجديدة بالنسبة لهؤلاء الأشخاص هذا جهاز مؤكد يساعدك في تحديد موقع أو بعض الأشياء التي قمت بإدراجها في الجسم أو أي شيء من هذا القبيل

ماريا دايتون: لا أعلم عن ذلك لكم من المؤكد هناك أشياء يمكن أن تتم لإتمام الأمن وأظن أنه مجال مثير جداً ومهم جداً.

أحمد القرملي: برنامجنا هو عن الكفاءة, لذلك سننتقل إلى الأسئلة الكفوءة, ما هي أهم أداة عمل تستخدمينها؟

ماريا دايتون: تقصد في شركتي أو من استخداماتي الشخصية؟

أحمد القرملي: من استخداماتك الشخصية

ماريا دايتون: أنا أحب أسانا على المستوى الشخصي وأحب أيضاً سولف 360

أحمد القرملي: ما هو سولف 360؟

ماريا دايتون: إنها CRN، واحدة من ال CRM، وأحب أيضاً بالتحديد، عناصر مختلفة من كل شيء أجده مهم جداً بالاستناد إلى الشركة التي نحن شكلناها نحن نستخدم أدوات مختلفة, نستخدم قوة المبيعات في ترانس تيرا التي تعتبر أداة عظيمة UI يمكن أن يكون صعبا قليلا ولكن من الواضح أنه يحتوي على وظائف قوية للغاية عندما يتعلق الأمر بالمبيعات. استخدام جوجل كثيراً، وتقويم جوجل.

أحمد القرملي: ما هي أكثر ثلاث تطبيقات تستخدمينها على هاتفك الذكي؟

ماريا دايتون: أسانا و جوجل درايف وجي ميل

أحمد القرملي: الإصدار الجديد من أسانا مذهل حقاً

ماريا دايتون: إنه ممتاز, أنا أحب أسانا, إنهم يقومون بعمل عظيم وعن ما أحب, أنا أفضل التعقيد أكثر بقليل في إدارة المشاريع، أنا أحب خدمة جانت وأشياء من هذا القبيل، لكن ما أحبه في أسانا أنه يمكنك إضافة أناس وهم بالطبع يستخدمونه. انه بسيط جداً للمبتدئين نعم في غاية البساطة. إنه الوحيد الذي أكون قادراً به على إيجاد المبتدئين الذين يستخدموه عندما أجمعهم مع بعض إنها أدوات إدارة مشاريع معقدة وجميلة حقاً في الماضي هي لي ولعدد قليل من الناس وخاصة للأجيال المنقسمة، وكبار السن المكافحين معها أسانا ممتازة لأي شخص.

أحمد القرملي: كيف يبدو يوم عملك الروتيني؟

ماريا دايتون: الروتين اليومي، أنا أحب أن يكون وقتي ممتلئ، أيامي منظمة جداً هذا هو ما يعمل هذا أفضل عمل بالنسبة لي فحتى الأشياء التي تبدو سخيفة مثل ملء الوقت استعداداً لأشياء فبالنسبة لهذه المقابلة خصصت 20 دقيقة فقط لمراجعة ملاحظاتي، فأنا أحب أن يكون لي جدول يوم متكامل.

أحمد القرملي: وأيام مختلفة, جداول أعمال مختلفة لكل يوم أو تطبيق نفس الإجراءات كل يوم؟

ماريا دايتون: لقد فعلت شيئا جديداً مؤخراً أحببته حقاً حيث جمعت كل لقاءاتي في يوم واحد وهذا ساعدني حقاً لأنه لم يكن علي، القيام بالكثير من الأعمال الفكرية التي تتعلق بالتكنولوجيا وهم يكافحون بين الذهاب إلى ذلك اجتماع حيث يشبه زاوية التسويق لدرجة ما وقد لا حظت ذلك فأنا أقوم بعمل أفضل إذا كان لدي يوم اجتماعي وثم لدي يومي الفكري و يومي الفني إذا انتهجت نظاماً أو أياً كان وباقي اليوم يكون للكتابة أكثر. أنا أكتب كثيراً مثل كتابة تقرير وأشياء مثل ذلك , مشروع التقرير فأنا عادة أقسم يومي بين هؤلاء الثلاثة وأبقيهم منفصلين هذا ينجح مع ذهني أكثر على ما أعتقد.

أحمد القرملي: هل قدمت كتاب أو شيء يشبه المدونات؟

ماريا دايتون: أنا لا أدون، ومعظم ما أكتب هو في الغالب تسجيل للعمل، وأنا أكتب الكثير من طلبات المنح والمواد التسويقية وأشياء من هذا القبيل، لأننا نحاول التوسيع بالكثير من الطرق المختلفة لذلك الكثير منها يجب أن تكون مكتوبة وموصوفة، ومتعمقة بالتسويق وبخطة العمل.

أحمد القرملي: ما هي هواياتك الأخرى؟

ماريا دايتون: أنا فعلاً مهتمة جداً في المسرح لذلك أقوم ببعض الكتابة للمسرح كهواية، أحب الكتابة المسرحية مع جماعات مثل الفرق التعاونية كنوع من المسرح التجريبي وربما هذه هوايتي الأفضل، ومن الواضح أهلي وأصدقائي أيضاً.

أحمد القرملي: أهم ثلاثة أشياء مهمة للنجاح بثلاث كلمات.

ماريا دايتون: النجاح في العمل؟

أحمد القرملي: الحياة و العمل.

ماريا دايتون: أظن أن المثابرة مهمة جداً، ويمكنني القول أنه بالنسبة لترانز-تيرا فقد كان هناك الكثير من الناس يقولون أن نموذجنا لن ينجح, أنه غير ممكن, تقريباً الجميع قال لنا ذلك وأعتقد في الواقع أكثر الأشياء التي عملت عليها في حياتي كانت أمور قال عنها الأخرين أنها مستحيلة لذلك أعتقد أن عليك المثابرة في وجه الصعوبات و إن قبلت أن يقول لك الناس أن الأمر مستحيل فإنك لن تحقق شيئاً. وأود أن أقول المثابرة, الروح المرحة و القلب الطيب لأن العمل في وسائل الإعلام يمكن أن يكون مظلماً جداً , لذلك إن لم تتمكن من العثور على طريقة لتستمتع بنفسك أو تفهم تجربتك فسيكون ذلك صعب حاول أن تفكر ماذا بعد، وثابر، وأفرح، وأعتقد عليك العثور على أشخاص مناسبين، عليك أن تجد الأشخاص المناسبين، وهذا شيء تعلمته هو مثل الموارد البشرية، أصبح هاجسي الموارد البشرية، ولقد قرأت كل كتاب يتحدث عن الموارد البشرية ربما للسنتين الماضيتين نعم الفريق هو أهم رصيد. شيء واحد لم أفكر به, فكرت إذا كان لدينا تقنيتنا الخاصة في مكان ما وإذا كان لدينا محرر مناسب, وإذا كان لدينا المناسب من كل هذه الأشياء التي علينا أمتلاكها واتضح أن كل شيء متعلق بالموارد البشرية، فهو شيء مهم للغاية.

أحمد القرملي: ما هي الأشياء التي تحاولين تطويرها أو العادات التي تحاولين تطويرها لتكوني أكثر كفاءة؟

ماريا دايتون: أحب أن يكون لدي هذا الشيء الذي ينظم لأقوم بنشاط معين وحالياً أحب جدولة يومي بادخال 15 دقيقة لكل نشاط وأحب إيجاد كيف ينتج ذلك حيث أعتقد أنني بأمان ربما لساعة أو يومين ولأبدأ شيء بطريقة صحيحة عوضاً عن الجلوس هناك والتفكير في الأمر وإعداد نفسي والحصول على قهوتي وأتمام العملية برمتها، أحب التخلص من ذلك.

أحمد القرملي: من هو مرشدك الأول؟

ماريا دايتون: هل علي ذكر أسم؟

أحمد القرملي: كما تحبين

ماريا دايتون: ربما أستاذي في الكلية هو في مصر كان له دور فعال جداً هو ناشط معروف جداً ومهم جداً أنا أرى به نفسي ومستقبلي

أحمد القرملي: ما هي كتبك الثلاثة المفضلة؟

ماريا دايتون: غير كتب في إدارة الأعمال؟

أحمد القرملي: كتب إدارة الأعمال، الخيالي منها، كما تحبين.

ماريا دايتون: من ناحية الأعمال أحب حقاً ثروات في متناول اليد، وأجد أنه مثير جداً، وأحب على ما أعتقد دولة حسب الطلب إنه يتناول, الخفة التي لا تطاق أنا من محبي هذا الكتاب فهذان كتابان أعمال وكتاب فني واحد.
أحمد القرملي: 3 أشخاص تستلهمين منهم كثيراً؟

ماريا دايتون: بصراحة الآن أعتقد ان حياتي تغيرت كثيراً ولكن أود أن أقول أني أستلهم من هؤلاء الشباب،
أود فقط تجميعهم معاً انهم النشطاء الشباب العرب في سوريا والعراق، أجدهم ملهمين جداً لأنهم
يخرجون كل يوم.

أحمد القرملي: حتى مع عدم وجود كفاءة مهنية لديهم لكنهم حقيقيون جداً.

ماريا دايتون: هذا هو شغفي، إنها شجاعة مذهلة بطريقة غير منطقية تقريباً شجاعة غير منطقية لكن عندما تكون حولهم بشكل يومي إنهم متواضعون جداً وملهمين، والناس الذين يخاطرون بحياتهم حقاً كل يوم في سبيل شيء يؤمنون به، لأنهم يعتقدون أن القصة تحتاج إلى من يخبرها وأنهم سئموا من استبعادهم من الروايات الدولية، إنهم يريدون إخبار قصتهم و هم مستعدون تماماً للتضحية بأنفسهم، وهذا ما أود أن أقوله .

أحمد القرملي: هل تتبعين أي روتين للنوم؟

ماريا دايتون: لقد فعلت شيئاً في العام الماضي حين حاولت النوم ربما في وقت مبكر, ليس لدي وقت معين للنوم, لكن لدي وقت استيقاظ معين. أنا أستيقظ في 6:00, وأحياناً في 5:30, فأنا أحاول الاستيقاظ باكراً جداً

أحمد القرملي: هل تستمعين لأي نوع من الموسيقى عندما تعملين؟

ماريا دايتون: لا ولكني استمع إلى الموسيقى عندما استيقظ، مثل روتين للإستيقاظ لكنها تشتت انتباهي بالتأكيد لذلك.

أحمد القرملي: ما هي الأشياء التي تجعلك سعيدة؟

ماريا دايتون: أنا أحب العمل في المشاريع التعاونية أي مشروع، إذا كان شيئاً أهتم به أي شيء يعطيني طاقة ويجعلني سعيدة فأعتقد أنه سيكون إما لعب أو مشاريع أو أعمال أو تطبيق أو تكنولوجيا، أي شيء يجمع الناس مع بعضهم بطريقة مثيرة أحبها

أحمد القرملي: آخر سؤال, كيف يمكن للناس الاتصال بك؟

ماريا دايتون: أعتقد على لينكد-إن. إذا أرادوا إضافتي على لينكد-إن فمن السهل التواصل معي عبره, و بريدي الإلكتروني في ترانز-تيرا هو فقط اسمي Maria@transTerramedia, لكن اللينكد-إن قد يكون الأسهل كما قلت.

أحمد القرملي: شكراً لك كثيراً على معلوماتك ماريا.

ماريا دايتون: شكراً لك كان هذا ممتع

أحمد القرملي: من دواعي سروري, شكراً للجميع, كونوا كفوءين, وابقوا كفوءين أراكم قريباًمع خبير رائد آخر.

عدد الكلمات 7848

Direct download: BeEfficientTV_Maria20Dayton.mp3
Category:Technology -- posted at: 8:42pm +04

Be Efficient Tv offers tips and tricks from leading experts to help you make your life and business more efficient through an in depth interviews with different thoughtful leaders, business experts, authors, founders and millionaires. You will discover strategies that you can implement easily into your everyday life to help you save time and make the most of the time that you have. Experts from a variety of backgrounds and industries are interviewed regularly to reveal their personal secrets for being more productive.
Whether you are interested in learning more about what it takes to start your own business or you simply want to be more productive in your daily affairs, the experts interviewed on Be Efficient Tv can help you to be more effective, well-organized, and efficient to boost your daily life and business experience and achieve bigger outcome and results with less time, effort, and cost.

Be Efficient Tv is a perfect fit for Entrepreneurs and Wantrepreneurs

Be Efficient Tv is hosted by Ahmed Al Kiremli a Serial Entrepreneur, Business Advisor, Learning Junky and Efficiency Expert. He has founded many different Offline & Online Businesses, such as (IRAQI TOUCH) the first Iraqi food franchise in the world, (GAMES CORNER) an inventive gaming brand leveraging “dead space” within malls and subsequently franchised the concept, (CLIMB AND SLIDE) a kids playground franchise concept, (BEST MOVIE RATINGS) the world’s best movie ratings app, ( a consultancy business & blog, and (BeEfficient.Tv)

What Are the Types and Level of Experts on Be Efficient Tv?

• The world’s top visionaries, thoughtful leaders, mentors, thinkers, business experts, advisors, and consultants.
• Billionaires and millionaires.
• Founders and CEOs for different companies and startups.
• Authors/book editors/agents / publishers.
• Investors, angel investors, VCs, and private equity experts.
• Marketing strategists, technology evangelists, bloggers, developers, and Internet marketing experts.
• Efficiency and productivity experts.
• Successful entrepreneurs, so we can learn from their success stories and failures.
• High-level executives in big companies, so we can learn from their career paths and experiences in their sectors or departments.
• Top athletes, Olympians, and Paralympians.
• Health and fitness experts.
• Mindset and wellbeing experts.

For Whom Is Be Efficient Tv?

Entrepreneurs and Wantrepreneurs

• People who want to improve their life and business and make them more efficient through learning.
• Entrepreneurs who want to be more efficient and excel in their journey.
• People who want to be happy and fulfilled by finding their real purpose and acting on it to achieve their vision and add value to the world.
• Entrepreneurs who want to automate their business.
• People who want to use innovative hacks to automate their life and business and make them more efficient.
• Different types of businesses and startups.
• Employees who want to transition from the employment life to the entrepreneurial life.
• Employees who want to be entrepreneurs without creating a job with a larger time commitment.
• Employees who want to have a more efficient career path.
• People who want to add value to the world and leave this world with a great legacy.

Ahmed Al Kiremli: Hi everyone this is Ahmed Al Kiremli and welcome to Be Efficient Tv. The mission of this web TV show is to boost the efficiency of your business and life through tips and tricks from leading experts. Today I have with me Dr. Lynn Phillips, he is an award-winning scholar, an executive educator and customer value delivery and he is the founder and managing director of reinventures. Welcome to the show Dr. Phillips.

Lynn Philipps: Hi, it’s great to be here Ahmed.

Ahmed Al Kiremli: My pleasure. You never planned to be a professor, can you take us through this interesting journey in your background?

Lynn Philipps: Sure, I just recently wrote a commencement speech at my alma mater for my twin brother Wayne Phillips who is a famous former federal judge and United states attorney appointed by Ronald Reagan and George Bush and in the commencement speech I started out with the introduction of both of us from an article that was written about us when we were thirteen years old in Oklahoma City times and we were interviewed just after playing in a table tennis tournament, believe it or not, and it was the second or third table tennis tournament where we both made it to the finals in the article was asking us both what we want to be when we grew up and my twin brother said you want to be a commercial artist and I said I wanted to be a construction worker and I’m sort of reminded now thinking back to the movies and Star Trek or Capt. Kirk and Mr. Spock go back in time and try to change history and I think had the crew from the enterprise gone back in time and spoke to us when we were thirteen years old and told us both what we were going to be we would’ve left our hearts out and said that could never happen, he could never be a judge and later go on to be a famous mediator and I would never go on to be a Stanford professor, what actually happened was we went to school in the University of Tulsa and we were both on scholarships, my twin brother was on a tennis scholarship and I was on an academic scholarship and we both came from modest families, our only way to go to school was through scholarship, when we graduated from undergraduate my twin brother got a scholarship to go to law school, I also want to go to law school but I applied to several schools and although I got in I didn’t get a scholarship, interestingly enough my professors in business school at the time said one of you apply for a PhD in business? So at their urging I did and not only did I get into business school but I got into a PhD in business school and I got into one of the best ones in Northwestern, Kellogg’s graduate school of managing so I followed that career path because it was the only career path available to me, the only scholarship that I got to go to graduate school. Interestingly enough I was not admitted in the first round, I was admitted as an alternate after five other people had been accepted, one of them didn’t accept and I later got into it was unusual that I got in but when I when I did great and made like fifty-two straight A’s in all of the classes that I took I graduated at the top of my class and graduated in Stanford afterwards as a professor so it was sort of an unusual journey to become a leading professor at a leading university, I later went on to teach at Northwestern where I was there for my last two years at the PhD program I also was a visiting professor at Harvard I was on the faculty at University of California Berkeley and also at Rice but my longest and was at Stanford so that is the journey by which I ended up being a business school professor and now of course I’m no longer full-time faculty but I do executive education and consulting for companies worldwide.

Ahmed Al Kiremli: So is it a PhD from the beginning how does it work, do you have to finish a bachelor degree and then go to the PhD because I understood that it was a PhD from the beginning?

Lynn Philipps: It’s very interesting asked that question first of all those people who get a PhD usually get a master or Masters degree first and then going to a PhD, I entered directly into the PhD program directly out of undergrad, I was fortunate that I had also finished number one in my class and my twin brother finish number two by the way it’s feeling time I’ve ever been him in my life that anything, when I entered they allowed me to enter directly into a PhD program at Northwestern and what they told me was that in the event that I didn’t graduate with a PhD they would grant me the Masters degree but if I went straight through and got me the PhD they would grant me the terminal degree the PhD and I finished in five years and could a finish sooner if I wanted to, I completed all my coursework in three years and passed my written exam but I wanted to stay on longer I was young at the time, one of the youngest people to graduate and apply for a job at Stanford, by the time I was hired there I was the age of the average student, twenty-six years old so I want to stay a little bit longer to practice teaching and really make a run at getting a job in one the best business schools and fortunately I was able to.

Ahmed Al Kiremli: So it’s five years Masters and then three years PhD?

Lynn Philipps: Now it’s five years total for the PhD and I never got granted a Masters degree they only granted me the terminal degree. Many people would probably spend two years getting the Masters and then five years with the PhD but I went straight through in five from undergrad all the way to PhD and I could’ve even done it sooner if I wanted to but I want to stick around Northwestern and hone my skills as a teacher before I went out looking for a job.

Ahmed Al Kiremli: Tell us more about your Indian heritage.

Ahmed Al Kiremli: Well I am Indian but with quotes on it is the best way to put it. First of all my wife Anjali Lakhwar is Indian, her parents are from Delhi and also from Kashmir and consequently my son and daughter Kole and Anya are also half Indian but I am also Indian of a different type, I’m from Oklahoma and my dad James Arthur Cole Phillips is some percentage Cherokee Indian, we are not sure how much because we never got to meet his mom and dad they died when he was very young, he was raised by his grandmother, but he was in the Oklahoma National Guard and the Oklahoma forty-fifth infantry division, also the hundred and seventy-ninth Battalion of the forty-fifth division, all of that was composed principally of Native Americans and he was proud of his heritage, exactly how much Native American I am I don’t actually know so I am a combination of both Oklahoma Indian and Delhi Indian.

Ahmed Al Kiremli: In 2006 you had a problem of leukemia cancer, tell us more about this experience.

Lynn Philipps: Yes it was unusual I had just finished going on Safari in Numidia with my children, at the time interestingly enough I was in spectacular health, I’ve been training a lot for squash and other sports, I was may be in the best physical condition I had been in since I was twenty-five or twenty-six years old and had really been working out hard and my doctor shortly after coming back from Safari noticed an unusual blood chemistry result in my blood chemistry test, I was getting ready to play in the squash tournament and it was required to have a blood chemistry test before I went into it as well as a cardio exam etc. and when I took it I immediately got on a plane to go to Australia and by the time I get to Australia I doctor called me and said hey you have to come back, there is something really strange in your blood chemistry you have a really low white cell count, I actually blew it off because it’s not unusual for endurance athletes to have low white cell counts and I had been working out a lot and just thought it was a fluke. I didn’t go back to see a doctor for almost 2 months and when I returned to California after several business trips he called me and urged me to go in again, again I had no symptoms and didn’t feel bad at all but I went in and had the test and sure enough the doctor came back and told me that I shouldn’t even be walking around, I had no white cell count, it was like five hundred where the normal male white count is between four thousand and ten thousand, he basically said you have no immune system and did a bone marrow biopsy on me that day and the next day I was diagnosed with acute myelogenous leukemia which is a very deadly cancer of the blood at the time it was killing about eighty-five out of one hundred people inside of three years, but the good news is I have an identical twin so I had spare parts, I had spare cells basically I was able to go through bone marrow transplant and get my own cells back and as a result I had one of the fastest recoveries ever in the history of the hospital, I was in and out of the bone marrow transplant in about three weeks and I’m now pronounced cured and I’m fine and I will be able to complete this interview.

Ahmed Al Kiremli: Tell me when he told you that you have one year to survive, what did you answer him?

Lynn Philipps: It was worse than that they told me that the only way to beat leukemia is to have a bone marrow transplant and while some people can beat it without that it is very unusual because typically what happens is that while the cancer is easy to put into remission through chemotherapy and radiation it typically has a very high incidence of recurrence and thus patients relapse and the only way to beat it is new cells, a bone marrow transplant, bone marrow transplants are risky, if you are doing a transplant with a sibling if you have a sibling that’s a donor which is only one out of four chance the mortality rate is still in about the 25% range, if you get a bone marrow transplant from an unrelated donor it can be about 50% mortality. But a transplant from a twin, a syngeneic transplant is actually very safe it’s only about a 1 to 2% mortality but there is still risk, the problem was that my doctor actually told me that she thought I was a high risk patient that my odds were fifteen hundred survival she thought my odds were less than five and a thousand, she thought I was a high risk patient because she suspected I had a precondition called myodysplasia with put me in a high risk category. I remember the day she told me that she said I think your odds are five and a hundred and I said Doc I have never finished out in the top 5% of anything that I’ve ever done in my life, I think we have about a 2% cushion and she laughed out loud and said I think you’ll be an interesting kind of patient. The good news was she was wrong, I wasn’t a high risk patient I turned out to be a low risk patient with a special chromosome inversion called chromosome inversion sixteen that only a small percentage of the population has so I just sailed through and I look back on those times and I think those were some of my best times, my fight against cancer and leukemia, some of my best times I don’t regret it at all.

Ahmed Al Kiremli: You been teaching in big schools like Stanford and Harvard, did you start any entrepreneurial venture other than focusing on teaching and consulting for your company?

Lynn Philipps: First of all it’s important to remember that when you’re at a university especially at Stanford or UC Berkeley, and your first years it’s largely what’s called publish or perish, you are writing articles for journals honing your skills as a research and making important contributions on important topics that are important to important people in business whether academics are practitioners, most of your first 10 to 12 years is devoted to that. It was at that time that I decided I wanted to start my own company and do consulting full-time, I had already started and Stanford as well as other programs to teach executives and executive programs and I found it exciting and I want to do more of that as opposed to continuing on with the full-time MBA education. I enjoyed it but I had done enough of that by that point, I’ve been on the faculty for a couple of years, I finish my PhD, I’ve been on the faculty at Stanford for a while, I started my own company, I’ve had my own company since about ninety-three, but having said that, that is my only entrepreneurial venture but let me say I am constantly involved as a partner in entrepreneurial ventures. I’ve worked for equity as a business partner in five startups, I felt one of my closest colleagues with a startup, we took it public on the normal market, I aided and abetted the whole process of gaining venture capital and advising the company on its strategy and business plan, in fact I am working with that same entrepreneur right now in a new venture he has an digital locks using Deerfield communications technology. I’m constantly involved in entrepreneurial ventures were typically for equity, and not the founder per se.

Ahmed Al Kiremli: You mentioned that after the PhD you have to keep publishing, usually when you publish these papers or essays you publish it where? I just want the audience to understand.

Lynn Philipps: When you are a faculty member the real incentive at major universities is about publishing in refereed journals, that’s what brings you prestige when you are coming up for reviews from assistant professors to associate professors to full professors, they are writing a group of your peers in the field and saying how good is this person and how good are they articles are they leading articles in the field or the award-winning etc. After that once you are doing the kind of stuff that I’m doing now you are not writing for refereed journals anymore you might be writing for an important business publication or writing things on your own for clients, writing things such as I recently authored with one of my colleagues thirty e-learning modules for describing my intellectual property available in five minute briefs produced by one of my former students companies a gentleman who is the CEO of the UK media company, United business media so I am constantly writing, I’m just not writing for refereed journals.

Ahmed Al Kiremli: You have been involved in many top schools all over the world, but most of the schools lacking the entrepreneurship programs, which schools can you recommend to the audience to go to what the best entrepreneurial schools in the world.

Lynn Philipps: Needless to say I am biased in that regard I believe that today that pinnacle and top school award really goes to the school that has made the greatest contribution to that area for some time and that is Stanford, if you just look at the track record of major founders coming out from Stanford business school and Stanford engineering school and computer science, the founders of Google and Cisco and into it, the founders of capital one, it is a long list and the reason for that is, the school really has a unique relationship with Silicon Valley which is located right in the middle of venture capitals on Central Rd., University Avenue, is just an incredible environment for spurring entrepreneurial thinking and leadership, you have great mentors you can rely upon it is really an unusual laboratory environment but I would say that they face competition in the future I wouldn’t be surprised all if we see similar kinds of environments coming from China and India etc., so while there are many great schools that do focus on entrepreneurialism and innovation and new thinking, I would say Stanford ranks the highest, it is an unusual confluence of not only faculty but also entrepreneurial leaders as well as the vessels for capital for making entrepreneurial companies, very unusual environment.

Ahmed Al Kiremli: How much to their programs cost like the bachelor program or the MBA?

Lynn Philipps: Well first of all Stanford doesn’t have an undergraduate business school it only has a graduate business school and the percentage of course it is more entrepreneurial in nature I’m not exactly sure what it is now in the new curriculum but many of the projects that people do before they graduate have to do with entrepreneurial ventures and I was just writing today a recommendation for someone who is entering school as a joint program, the business school partners with other parts of the school and this particular individual is actually trying to enter the joint program in business as well as in education with the sole purpose of bringing entrepreneurial Silicon Valley new game thinking to the whole area of higher education especially university administration so it is definitely a focus of the school much more so than it is of other major business schools, Stanford has a small class relative to many other business schools there is a lot of emphasis on entrepreneurialism, you have speakers coming from the Silicon Valley environment whether it was a Steve Jobs or the CEO of Intel or what have you, just a very unusual kind of laboratory environment are entrepreneurial thinking and entrepreneurial education.

Ahmed Al Kiremli: Let’s move deeper in your area of expertise, what are the main aspects of creating a customer centric enterprise?

Lynn Philipps: I started teaching on this topic when I was at Stanford, I actually was teaching a class that was a capstone elective which had the title of building market focused organizations and I later went on under other titles, such as building market focus in customer centric enterprises etc. but having said that the real heart of this is I think best stated by Jeff Bezos, and I would urge all of your listeners to actually take a look at another great interviewer like yourself, Charlie Rose, his interview with Jeff is a fascinating interview, right at the outset he asks Jeff Bezos, the CEO of Amazon, what are the things that really characterize what is unique about Amazon? I think that his three answers probably get at what is the heart of a customer centered enterprise, it’s about mindset, it’s about DNA, the organizational culture and he said three things, he says first of all Amazon as they have been in business is trying to be unique in three areas, number one he says they are customer obsessed not competitor obsessed, he says we quote unquote start with the customer and think backwards and secondly we really value innovation, we strongly believe that while we start with the customer we simply don’t listen to the customer do it they say, we start with the customer and try to be innovative try to be pioneers try to be disruptive, try to bring solutions to customers that transcend what they can imagine and the third piece which he says is quite interesting he says long-term thinking, we are not obsessed by quarterly earnings, we are interested in innovation that delivers profitable value over the long term and I would say those three traits that characterize Amazon, those three traits that characterize most customer centric enterprises.

Ahmed Al Kiremli: What are the best practices and toolsets for any company to achieve that?

Lynn Philipps: That’s a great question, that’s the heart of my practice, I am hired to do two things, I’m hired to introduce best practices in becoming customer centric, best practices in what I call customer experience engineering and secondly to help organizations embed and institutionalize those practices and produce superior business outcomes from doing so, the concept of being customer centric and the tools relevant to that, I think about in terms of four key tools that I code off with colleagues of mine that I was working at Stanford and those four key tools have become four of the top ten business concepts both in strategy and execution used by leading enterprises today and there is almost no company that I go into that I don’t see these ideas already used and I try to take their practice and bring it to a higher level, those concepts are basically customer value proposition, it simply states this: any business offers a proposition to the customers it serves, in the market spaces and segments in which it competes for dollars and preferences. We say simply choose the value proposition, choose the combination of experience and price which if delivered to some customer segment in some market space we win, but what’s new about that concept is not that the business delivers the value proposition, what’s new is about consciously explicitly deliberately choosing it and then using it as a touchstone to drive all elements of business. That notion of all elements of businesses best captured by the second concept which we call value delivery system, that’s the execution of a business, it simply says that all aspects of the business, all products and all services and all assets and all resources and all marketing and sales communications materials, all organizational infrastructure in supporting organizational machinery have to echo and reflect the chosen value proposition, if it doesn’t we are not engaged in flawless execution so make sure every element of business system echoes and reflects the value proposition and how we bring it to market and how we convincingly communicate to customers. That’s in essence what people call the business model. The third concept is called deadlock, unusual, it is spelled DITLOC, and it stands for day in the life of customers, and harvest business review we made a film on how to spend a day in the life of the customer and was based on our concept and utilizes our concepts in the context of a case study of an organization that use them to turn around their business. They and the life of the customer really speaks to a fundamental issue in business which is where do great customer value propositions and business models, value delivery systems come from? They don’t come from asking what customers want, they come from studying customers almost like anthropologists, making a movie of their life almost like Steven Spielberg, stepping back with the expertise of a multifunctional team not just marketing and sales but all functions of a business, engineering and operations and legal and compliance and supply chain and logistics, creatively inferring an improved scenario for customers that transcends what they can imagine. When you take that approach to immersing yourself to a day in the life of a customer, with the multi functional even cross business team, you come up with ideas of the customer could never come up with, if you just ask them what they want they will ask you to do things that are on actionable and unprofitable and of course the real challenge with asking customers what they want and listening to the voice of the customer is that often they don’t know what is possible. Day in the life of customer methodology gets beyond that. The fourth concept is what we call value delivery chain, it refers to the customer value delivery chain and it speaks to organizations that compete in complex customer communities so for example as you know I was just in the UAE working Etisalat, they recently just won a big contract with Thomson Reuters for ICT solutions, and enterprise information communication technology solution. The real customers please stand up inside Thomson Reuters because Dana life we have to understand to deliver a superior value to Thomson Reuters and when their business through large-scale contract. Customers exist at multiple levels of the enterprise, there are strategic sponsors of people in procurement and people who actually use the solutions, this is about navigating the customer value delivery chain to understand which customers are most crucial to our success, even in Etisalat’s consumer business they actually deal with customers through distribution channel partners who are also customers and also candidates for a value proposition so the customer value delivery chain reflects the fact that any business typically reaches there end users through a chain of customers to deliver value and it is mapping that chain and navigating that chain, I urge business seems to be like Indiana Jones, go out and navigate the unexplored links of the customer value delivery chain to uncover new ideas for innovation. Those four concepts really are the toolsets that I think make up the four pillars of great customer experience and if you look at the Zen masters of who is done that, the apples and the Amazons of the world they have mastered all of those concepts of what I call customer experience engineering.

Ahmed Al Kiremli: But don’t you think like I have heard one time Apple saying that sometimes we offer the customers things that have never been there because they don’t know what they want, not always the customer knows what they want so we offer them things that they never expected to have.

Lynn Philipps: Yes that is the essence of what DI T LOC methodology is supposed to do, Steve Jobs was once quoted by a journalist when he was asked what consumer research did he do to guide the development of the iPod and he remarked none, is not the consumer’s job to tell us what they want. However from that comment which is sort of often taken out of context and made to give the impression that Apple engages in customer freethinking, he goes on to talk about how one of the most successful product ever in the history of the company, perhaps the most successful up until two thousand and four, Macintosh, not a single customer ever requested any of the most popular top ten features of Macintosh. He goes on to say how can customers tell you what they want when something you are designing is so far removed from their reality? That does not mean that you engage in customer free thinking, much of the commentary about the very formation of Apple was simply Apple studying videotape of the day in the life of a desktop computer user trying to access the application power of a computer using MS-DOS software on a PC and they readily concluded as did most that it was like an Italian comedy typically very hard for most people and they said as a strategic vision try to make it easier to access application power of a computer so they can accomplish their and state goals better. The customer is not supposed to tell you how to do that, that simplifying insight came from studying customers. That’s what he is getting at, he is not saying that asking customers what they want is evil and sinister, he is simply saying that they can’t tell you what to do because they don’t know what is possible.

Ahmed Al Kiremli: When you work with companies, from where do you start to design a customer centric company?

Lynn Philipps: You start with mindset, first and foremost the issues mindset, mindset depends on the historical evolution of the company for example Etisalat is a fabulous enterprise, a very much leading edge pioneer in mobile networks, received many awards for that but if you went back in time in the history of the company you would see that most of the mindset was what might be described as more inside out than outside in. It starts with being engineering driven and technology driven in part because that is actually what is required at that stage of the evolution of the enterprise, start with getting out the network, rolling out the networking making sure it is reliable and available, telling customers about the value of the network, starting with the technology and not the customer and that was appropriate at that time but as my work revealed, the world has changed, the world is changing in terms of a series of new competitors and discontinuities and technology, had a really start with what Jeff Davis talked about starting with the customer, the customer experience, what unusual great value experience can we bring to the customer? That we can uniquely brand and uniquely own and thinking backwards from that’s what we have to look like and how we have to shape ourselves to deliver it, that difference between inside out and outside in is the first and foremost challenge you have to do with in many scientific and engineering companies. So I say start with mindset first, where are we at in the evolution to becoming a truly customer centric enterprise, start there.

Ahmed Al Kiremli: How to measure the customer centric growth?

Lynn Philipps: It depends again on the company, I have done quite a bit of work in aerospace defense, national security, one of my largest engagements was with Lockheed Martin, I have later gone to work with General Dynamics and LYDOS and SAIC, with other companies that compete with large military as well as commercial contracts. Often I’m asked to simply take those four concepts I told you before, customer value proposition, value delivery system, day in the life of the customer, customer value delivery chain and incorporate them directly into what would be referred to as their capture, the business capture process and keep sold process, that’s about keeping the contracts you’ve already won. How can you keep contract when rates and improved contract execution by incorporating those concepts so when you are competing on a large contract let’s say DPS three which Lockheed Martin wrote a seventy thousand page proposal to the government, it’s really important to actually lay out and convincingly communicate your value proposition. What combination of experience and price are you offering the government versus say the competitor, Boeing and its team of partners. The rest of the seventy thousand pages is not just about elaborating on that promise although that is required, quantifying it etc., it’s about showing how we’re going to deliver the value, here is our technical volume and cost volume and management volume, when they evaluate your proposal, people at multiple levels of the enterprise look at it, people from procurement, people who are users, people who are sustainment and logistics officials, people who are responsible for regulatory oversight committees look at the proposal and then the table and say these people understand me and my role in our mission and they get it. That whole concept of putting those ideas in place should have a measurable impact on contract when rates and on contract execution and on customer satisfaction of contract execution so for those clients I actually measure what is the increasing contract when rate and in particular since many other factors can affect contract when rate besides just where we involved in introducing these concepts, we go back and interview the capture managers and ask how much it helped for the team to a line around the superior value proposition and communicate at every volume of the proposal so we do it with both quantitative data as well as qualitative data, now if it’s not about large contracts and consumer business we often look at other indicators, it might be customer satisfaction scores or net promoter scores but depending upon the company there is always a set of metrics where did this thought process, did the set of value delivery concepts and customer experience engineering, didn’t add measurable value to the enterprise and they are objective to deliver profitable value?

Ahmed Al Kiremli: What do you think creating a customer centric company is the main factor to sustain growth in the information age?

Lynn Philipps: That’s a great question, I actually teach quite a bit on that these days, I often comment that most people who went to business school fifteen years ago didn’t get exposed to what it is that I think I and my colleagues who teach these ideas really represent today, I remember when I was going through business school and even doing my dissertation the popular competitive advantage there is a time, the ones that people were most interested in studying and mastering had to do with things like competitive advantages, a function of building a fence against the five competitive forces, one of which was the customer, the customer was the enemy capable of bargaining away our rate of return, other perspectives on competitive advantage really emphasize that companies who out on the industry average tend to have things like size and scale and brand equity and brand awareness and long track records of incumbency and past performance track record and breadth of product portfolio and extent of geographic footprint and of course over the last ten years there has been a new age that has happened, had you gone into Sony in two thousand and two and told him about the future or gone to Motorola and Nokia and Best Buy and Circuit City and told them by the year two thousand and twelve they would all be disrupted by a company called Apple Computer which at the time was largely characterized by mediocre products and bloated inventories etc. I don’t think you would have been able to change history of following the logic of Mr. Kirk and Mr. Spock going back in time I think they would have had a hard time believing that their formidable measures would fall to a competitor who was armed with this mindset that I just described that was characterized in their approach to disrupting the dominant incumbents with things like speed and timing and innovation and customer experience engineering, I think that those examples I just cited are one of fifty examples I could cite to just imagine going to IBM in two thousand and two and telling them that by the year two thousand and twelve they would lose the six hundred million dollar contract to a company called Amazon to the CIA who hires Amazon instead of IBM to put in place a cloud services infrastructure not only for them but for the sixteen other federal intelligence agencies, just imagine them saying are you talking about that little company in Seattle that sells books online of a warehouse? You say yes that is the one, example after example that says the nature of competitive advantage has changed in the last 10 to 15 years and it is companies that are quickly able based upon day in the life of customer insight to choose and deliver winning value propositions that are highly innovative and go far beyond what customers can imagine, create a unique brand and experience that disrupts dominant incumbent, you see that again and again and I think we’re in a new world.

Ahmed Al Kiremli: What are the questions that any business should answer to commit a customer value proposition?

Lynn Philipps: That’s a very good question, many people think that value proposition is like a message tagline such as Etisalat, their tagline is that we extend people’s region we power and extend the ability of small to medium enterprises in the UAE, all of that is great but it’s really more advertising, when I talk about value proposition I am talking about the upfront strategic architecture of a business plan, business plan for any company where there is an entrepreneurial company or large scale enterprise competes in multiple segments and spaces, that always has to start with what is the market space we are targeting with growth? What segments are we targeting the growth? Within the segments, what is the value proposition and value delivery system we are going to implement to win? And a good value proposition as an upfront strategic architecture is not a messaging or tagline, it is not twenty words we’re going to put to music or going to rhyme and sing and hold hands about, it’s an answer to six tough questions: what is the intended timeframe for this value proposition, are we writing the three-year plan of the five-year plan? If it’s the three-year plan that we can do more in three years than the cut in five-year, if it’s the one year plan that constrains us, we can only articulate what is the value we are going to deliver over the next year. Of course I’m an advocate of writing a three to five-year plan that says it has subcomponents and here’s what we’re going to do in year one and two and three and four, the second question beyond intended timeframe, are we working on a short-term or long-term plan is who is the intended target customer segment and here we have to describe the target customer segment not just in the usual demographics we have to describe their day in the life customer profile, what set of problems and frustrations and unmet needs does the segment have that is unique and by the way what is their size and growth potential that makes them a lucrative target to go after? The third piece that actually says what are we proposing? What do we want the segment to do, it’s not to buy product and service, isn’t there a piece here that says first of all they need to become aware of what we offer, maybe they try some of our stuff at the outset if you want to get and value proposition that could lead to a sustaining growth, what are we proposing? Are we proposing they just buy a product or a combination of products that they engage in a relationship with us that perhaps develops over twelve months, what are we proposing is an important element of the customer value proposition, then the fourth pieces, what are the best received alternatives, who are we up against, if the customer doesn’t do we propose will they do? The best received alternative is not necessarily a direct competitor it could be that they won’t do anything and will persist in their status quo, the fifth component of value propositions is what unique customer experiences are we going to deliver to the customer community? What specific measurable events will be make happen in their lives with what consequences of value in comparison to the best competing alternatives? Both benefits as well as equal experiences and trade-offs. The final pieces about price, what is the price that customers have to pay to get that set of experiences from us versus the competing alternatives. Of course the idea about this is that if you answer all six of those questions you have a complete value proposition, if you register message tagline you cant assess whether that will really be superior. So consider Southwest Airlines original value proposition. Offering frequent business travels in the state of Texas the following: it has to them to fly Southwest that of driving between Dallas and Houston, the experiences are you will save about an hour and you will get a 30% lower price close to the cost of driving but you’ll have to trade up full-service, assigned seats and meals and ticketing and baggage handling in order to get that set of experiences. Of course this is the classic cruel to be kind business, by denying customers full service on a forty-five minute flight which they don’t need they can give customers more what they really want, saving time and cost I just ask yourself is there a segment to a trade-off assigned seats and meals and interline ticketing and baggage handling on a forty-three minute flight to save about an hour door-to-door and get a lower price 30% lower than the competing alternatives close to the cost of driving? I just described the most profitable airline business model of the last thirty years. No customer will ever suggest that, no customer would ever suggest that but there are sons and daughters and grandsons and granddaughters of Southwest on every continent on the planet Earth including by the way UAE which we see fly Dubai and air Arabia etc. so that whole notion of writing a complete value proposition addressing the six questions is really key.

Ahmed Al Kiremli: What is VDS?

Lynn Philipps: VDS is simply a value delivery system as I was trying to indicate earlier it is the execution engine of the business, it says what are the problems that we have to solve, and the processes we have to reengineer and the capabilities we have to build to deliver that value proposition and to deliver profitably so in the Southwest example one of the things they had to master was how do we turn planes at the gate and 10 to 15 minutes and still be equally as safe as the safest airline? If we could do that we can fly with fewer aircraft than our competitors, we would have much greater productivity using the key asset of the airline which is the plane which costs fifty-five million dollars for new seven thirty-seven and the idea is that if you need to be productive in using that acid you could charge a lower price and still make money, how do you solve that problem? To solve that problem by denying customers assigned seats and meals and interline ticketing and baggage handling so you can turn planes faster. You also solve it by flying only one kind of aircraft, the seven thirty-seven, etc. The whole notion of the value delivery system is about execution, I do we have to shape herself in every asset and resource and acquisition and partnership and sales and marketing and social media communications to deliver that value proposition? To get customers to store long-term memory and use it as a basis for decision-making.

Ahmed Al Kiremli: How do you engage with the clients that you serve in what is a typical engagement like and how long does it take?

Lynn Philipps: Answer to that question is that it depends on clients, there is always two components of any engagement, number one typically a component on executive education and that is about mindset, it comes back to what is the mindset of the customer centric enterprise, how does that stack up versus the mindset that is in this enterprise, and in the heads of the different people and pivotal jobs throughout the enterprise? How is it the mindset that I’m teaching by which customer centered enterprises operate fundamentally different from what is going on in the enterprise today. You have to have that as a foundation, from there you have to write the movement implementation guidance and coaching to close the gap between what is old and typical about their mindsets versus what is new and required. As an illustration for Etisalat after teaching in twelve different sessions and six different locations across the UAE I wrote up a set of recommendations about where we could take this key set of frameworks and concepts and toolsets on customer experience engineering and apply them to actually produce a superior business impact for the enterprise so I identified fifteen areas in which we could work but we were probably just pick some subset to work with as pilot projects are actually shown we can do to show what we can help them succeed and those typical engagements in working with clients on implementation coaching and guidance the length of them depends on what is their starting point, how far they away from being a truly customer centric enterprise and it also depends on the nature of the tasks that we get some of the tasks that we get coaching a very long-term engagement some are not some are very short-term engagements but a typical engagement might be in the year, I typically long-term engagement might be four years. Some clients I’ve worked with on an ongoing basis for ten years, I’ve had an ongoing engagement with Hewlett-Packard that exceeds ten years. I’ve had relationships that sometimes are a year and duration and amount, after three or four years I basically succeeded and embedding the set of ideas into the institution, Lockheed Martin for example I trained seventeen value transformation strategists as they were called to do this and they carried on that work long after I was gone from the enterprise. The real issue is embedding it into the enterprise, institutionalizing it. The question is how long does that take and it depends upon the starting point and it depends upon the actual tasks given for embedding and institutionalizing it, the rough answer is that engagements last about a year to four years.

Ahmed Al Kiremli: You worked with many small to medium-sized companies and big size companies, multinational companies, from your experience which one do you think provides the best customer experience?

Lynn Philipps: Well of companies that I have worked for and I’ve engaged with I would say that the companies that I highlight are actually companies that I use in my illustrations, I talk about Apple and their customer experience not just from devices but also from their in-store experience and I also have a large engagement a number of years ago with FedEx which I found to be also a leader in customer service and I teach not only precepts that emerge from the founding of their business but also their transition to try to attack new market spaces such as global supply chain optimization for large-scale enterprises the likes of which could be a Cisco or a Philips semi conductor, I am very impressed with the work of those organizations have done the experience of the deliver but outside of that I am also very influenced by organizations I have not worked with, my second home here in Southern California is close to Disneyland and I go to Disneyland all the time with my kids and I’m just amazed at the experience that they deliver, especially even to this day my kids are now thirteen and seventeen but I remember distinctly when I would take my kids to Disneyland when they were much younger and Disney’s experience of taking kids away to so far away exotic place that they can otherwise go and experiencing the mystery and fantasy and excitement of being in that place, they deliver that beautifully, my daughter didn’t come home from that which is five years old and say that we went to a place where a bunch of people that were adults dress up like a big mouse and a big dog and play pretend, she thought she met Mickey Mouse. I’m very impressed with how they do that, it’s a stellar example of customer service and customers for his engineering.

Ahmed Al Kiremli: You help big companies when big contracts is that by focusing only on customer experience or also on sales and marketing?

Lynn Philipps: The whole process of winning big contracts is a sales and marketing and business development exercise in some sense because you have to write a response to a request for proposal so as I was mentioning earlier if Lockheed Martin wants to win GPS three they are going to have to write a proposal to the response to the government issued RFP now of course the real challenge is you don’t wait until the RFP comes out you actually start work on the customer value proposition long before the RFP comes out to you can shape the customer communities issuance of the RFP so when you respond to an RP your basically response into a song that you helped to write. The challenge here and actually winning big contracts has to go beyond customer experience as I mentioned these proposals, these responses to winning big contracts typically have two components to them that are crucial, you have to describe the customer value proposition they are going to deliver common has to be very clearly communicated and in most RF responses you have to quantify the value proposition because the customer community gets lots of pre-RFP help on what it wants, what they have a hard time doing is measuring the value of what you and the competition is going to deliver, if you focus there you are going to win, but the promise is not on the government and the large-scale enterprises, they want credibility that you can actually deliver that value proposition they want to see your past performance track record they also want to see what solutions you are going to bring them and how many times you brought the solutions before and if you bring innovative solutions that really are game changers for the organization they want some trust level that you can actually do it because landscape is full of companies that overpromise and under deliver so they want to avoid that, their major concern is not just getting to their and state goals and the acquisition but getting the journey to the Zen state goals reduced in time and cost and complexity and risk in both the CVP, the customer value proposition and the value delivery system have to reflect that and then of course as I was saying the major thing they have to include is that the CBP and the PDS were based upon imaginative insight spending a day in their life, you know them and you know their mission and you know their goals and you know their challenges and all of that has gone in. I say if you do that, if you actually choose and commit to a value proposition and a line of value delivery system around that and convince the customer community you are intimate with them and understand the challenges, even if you are up against other great company that is just as good as you than you are going to win, because you are going to communicate better and more convincingly even if they are just as good from an engineering and technical standpoint you’re going to win, my experience is that you win about 85% of the time.

Ahmed Al Kiremli: In plain English can you tell us what is enterprise 2.0.

Lynn Philipps: Enterprise 2.0 is simply a term coined by a Harvard business school professor to reflect the challenge that enterprises face and incorporating social software platforms or social technologies into the enterprise and there is really a purpose in doing this that is about collaboration, so there’s two forms of that, one is collaboration between employees and executives between the enterprise and a typical application in our work is that it’s not enough to just choose a value proposition, I recently worked with an aerospace and defense client where we had to figure out what value proposition are uniquely going to bring to the customer community that actually wasn’t integrated value proposition that cut across four or five businesses where if we combined and collaborated as business units we can deliver a unique value proposition versus competition. We did lots of interviews with customers and lots of interviews with executives and we put something on an internal wiki which basically internal social technology social networking website and there are many platforms of this particular one I’m talking about was jive and we are talking about strategic dialogue across the enterprise of whether this is the right value proposition and what we should stand for. What’s good about that value proposition and dangerous and risky and now you start to get people to ideate around that so one element of enterprise 2.0 is basically collaboration within the enterprise and another area where we use it quite a bit is where we bring day in the life of customer research back to the enterprise and we post it on an internal website and now we get ideation or multiple functions inside the enterprise to actually say here is how I make that better. There is another enterprise of 2.0 and that is between the enterprise and its customers, between the enterprise and its supply chain trading partners. In our business and our practice we are often using that to do things like okay we have come up with a new value proposition concept by spending a day in the life of the customer, no customer could’ve come up with this but let’s go validate that and test that, let’s go present that in the description form by web-based scenario, to customers directly to get their feedback on and see what they think about it so we use social technology for collaboration between the enterprise and its product development groups and customer communities they want to serve. Often we use it as a basis for trying to really understand better the day in the life of the customer communities that we serve, in fact one of my clients United business media designed what was considered about a year ago one of the highest-rated websites in the world on a number of dimensions but especially value to the customer community called ONC, and it is basically a website for oncology nurses and oncology practitioners and it is an amazing website, oncology nurses globally go on the website and blog about the best practices and what they’ve learned because cancer as you know with cancer becoming increasingly an individualized medicine, that whole area of medicine is moving away from chemotherapy and radiation to individualized medicine the equivalent of a particular form of leukemia now you can just take a pill and you are in remission for ten years, much of medicine is living that way, that presents new challenges for oncology nurses are now have to face different patients who need different kinds of help in using these new oral oncolytics. That whole community is an amazing community which is sponsored by pharmaceutical clients they can actually study the data from the customers just through those blogs so it’s those kinds of ideas, enterprise 2.0 that’s really about webbifying the enterprise, leveraging the best of web-based technologies in particular, technologies of the social media nature to deliver a more profitable value so that is what people are doing.

Ahmed Al Kiremli: Can you take us through the reinventure seven phase engagement model?

Lynn Philipps: We start with executive education and then we move into a set of training modules on how to actually go engage with customers through they in the life of customer methodology, there’s an upfront piece that says we are actually going to teach this mindset and get people to buy into this mindset, this mindset that we teach is not the dominant logic in the enterprise, then we moved to implementation mode, we prepared teams to go out and do day in the life of customer research with a multifunctional team guided by best practices andDITLOC methodology and then there’s a third stage where we go do research and ideate on it and then the fourth stage is what we call customer value proposition and value delivery system initial hypothesis, stake in the ground. What we mean by what we think is we have to implement to deliver profitable value to drive profitable growth, maybe it’s not one but several strategic options that emerge, that is the fourth Bronze Age, the fifth broad stage has to do with let’s go out and let’s test the strategic option some more, those are the ones that emerge, they are the vital few, which one should we pursue? What is the size and growth potential of each of those, which one looks like a winner, which ones really look like a winner, we also have a follow-up stage of course the sixth stage where we take, we winnow down and do extensive validation and feedback back and forth in a gradual process to get their feedback, we conditional choices to if we did this would be better and if we did this would be better, the final stage that involves simply rolling out the CVP and BDS that we thought had the greatest merit and then let’s go follow them through and measure and monitor and adjust the CVP and BDS as we roll out. We basically take people from the very early mindset stage although its implementation.

Ahmed Al Kiremli: At what point do you think Apple started understanding or becoming a more customer centric company then Amazon? In terms of advertisement?

Lynn Philipps: I don’t know that they are more customer center then Amazon I would say that both companies have taken a lot out of each other’s playbook I would say the real comparison there is Apple versus competitors especially Apple versus Sony or Apple versus Kodak or Apple versus Best Buy and Circuit City and Motorola, I actually think that desperation was the mother of invention for them I think that they faced a crisis, I think that they pretty much concluded that there inside out mindset which had done them pretty well gotten them ten or fifteen billion dollars was really not a mindset that was going to get them to the future as many entrepreneurial ventures come to that conclusion and I’m reminded about a very interested speech that Steve Jobs gave a developer conference where he said look the tendency that I had for many years was actually thinking inside out starting with the technology and asking what value it can deliver to customers and he said that he had learned over time through the school of hard knocks and he had more scar tissue to prove it than anybody else in the industry, you have to start with customer experience not with technology, what the really unique customer Susan we can deliver is? Start to think back to that to the technology and all aspects of the value delivery system, how we have to shaper sales and partnerships and acquisitions, what we have to look like and how we have to shape ourselves and our marketing communications, the turnaround of Apple was not something that was all of a sudden they had finally hit their stride because they were always customer centered I would say that it was an amazing turnaround in mindset, from what was great economic uncertainty. Basically starting in the early two thousand straight on the that mindset had much greater wealth generation potential than their old mindset.

Ahmed Al Kiremli: What are the other project that you are currently working on ?

Lynn Philipps: as I said I am constantly involved in a series of projects, most of the work right now that I do, 50% at least is overseas in an emerging market so I have a large project that I’m working on in Saudi Arabia, I hope to be coming back soon to the work in the UAE, not only with Mashar bank but also with Etisalat, but I have projects ongoing in Europe next month I’m in Berlin for a while, I’m also engaged here in the United States with a large oilfield services company called Baker Hughes, so my projects really vary quite dramatically I’m also involved in projects that deal with very large-scale multinational enterprises trying to move into commercial markets, I’m also involved in markets with Entre narrow companies.

Ahmed Al Kiremli: How usually most of your customers find you, is it by referrals or how do you market for yourself as a speaker and expert?

Lynn Philipps: A great question, I’ve been very fortunate, I do very little marketing, I have clients come to me and ask for me for help, clients who move from one company to another often asked me to come back and work with them, I get very little business just coming over the web from people who are unfamiliar with me. Most of my work comes from past work and past performance and password, sometimes I will be referred to or I will have a client who is referred to me by another client but most of the work I think is just based upon past work that I’ve done for clients and clients moving on and moving on to other jobs and asking me to come help them.

Ahmed Al Kiremli: Who is your number one mentor?

Lynn Philipps: That’s a good question, I think the answer to the question really of course varies in any stage of your life, today I would say my number one mentor is my identical twin brother and he is a trusted advisor and a trusted counsel and we have enclosed for of course many years, I really do value his advice and counseling, but he would not have been my number one mentor at other stages of my life, when I was growing up my dad was my mentor and was a great coach and a great coach of support, when I went to graduate school my mentor is worth to keep mentors in grad school, a professor named Lou Stern, and a professor and Brian Stannenthal who really influenced me in my thinking, after grad school when I was at Stanford I would say I had another number of great mentors the best of which was actually a former business partner of mine named Mike Lanning really influenced my thinking and my teaching and many aspects of my business more so than the other Stanford faculty. After I left Stanford I would say that my mentors have been my clients, I learned so much from the strategic sponsors who hired me at Lockheed Martin, a general named Stan Sloan really taught me the ropes about what is unique about aerospace defense and military contracting and government spending I learned a tremendous amount from Stan so the mentors change based upon who you are working with, my greatest mentor the last four years or so was my colleague in Reinventures, Billy Mills a former West Point graduate and IT system architect who really helped me understand enterprise 2.0 and how it influences the concept I teach, incredibly valuable but long-term mentor is definitely my twin brother Mike.

Ahmed Al Kiremli: In three words, the most important factors for success?

Lynn Philipps: I believe always think backwards is a good motto, it carries the right connotation and surprises people a little bit but always think backwards, first of all with business start with the customer and always think backwards, think backwards from them to what you have to look like and how you have to shape yourself to deliver value but I think that is transcendent, it is not just in business but in relationships, if you want to have a relationship with someone you always have to think backwards, if you want to love somebody and want them to love you, you have to start with them and their circumstances and their unmet needs and occasions and you have to think backwards, always think backwards to what you would have to look like and how you have to shape yourself to meet their needs and I really like that notion of always think backwards, that would be my contribution to the three words.

Ahmed Al Kiremli: What are the habits that you are trying to develop to stay efficient ?

Lynn Philipps: 2 things, I think actually you teach in some of your other interviews that I’ve looked at, some of my readings of some of the things that are key that you talk about I would say in my business the two things that are key are outsourcing in partnership so again there are things that I can outsource, I need to be spending more time on developing client work and spend more time on actually making sure that client work is of a high quality, what I don’t need to be spending a lot of time on his actually writing a proposal to when that work, I have team members that I can outsource that to and many of them have been with me for seventeen years so they can complete any sentence that I start and they are really terrific, one guy that I worked with for a long time is just my right hand person and really fabulous, outsourcing is really key for doing work like writing proposals, graphics for classes etc. it takes me out of that and allows me to focus more time on core activities, the second piece is partnering, my friend Billy Mills that I mentioned is a great illustration of for me to be successful in the evolving world of aerospace defense and national security which is increasingly net centric and an IT game, and also being valuable in helping enterprises transition to enterprise 2.0 you need somebody to really understand that an entire spectrum technically very well and he is outstanding, he is probably taught me more than anybody has taught me in the last five years, he is a young man to his about thirty-four or thirty-five years old and you can never stop learning at least if you do what I do.

Ahmed Al Kiremli: What are the top three, your top three favorite books?

Lynn Philipps: My top three favorite books are first of all I am a lover of biographies so William Manchester’s books on Winston Churchill are fantastic and very inspirational and I keep them front and center I also love Edmund Morris’s books on Teddy Roosevelt, and very inspired by both of those historical figures and I guess I would have to say the Bible think the Bible is an amazing story, I read it all covered a cover when I was in the hospital recovering from leukemia really is an amazing story so I would be remiss if I did not that to the list.

Ahmed Al Kiremli: Top three people that you are inspired by?

Lynn Philipps: Well if I was going to go beyond Churchill and Roosevelt both of whom inspire me I would say first and foremost one of the people that I definitely remember being inspired by his John McCain because I remember when I first went in for leukemia therapy I knew that it was going to be pretty much a solitary existence basically when you go in for leukemia therapy you have to make sure that anybody who comes to see you wears a mask, my kids actually cannot come in the hospital for prolonged periods of time they had to wait with me outside the window because if you have anybody come in when you are white counts are down and a sneeze on you and they have an infectious disease you can die in fact most leukemia patients don’t die of leukemia they die of infection that they pick up when they are outside the hospital or even in the hospital. So I knew it was going to be a solitary existence, and it was going to go on for about eighteen months and I was wondering how is going to cope with it and then I read just out of the blue I read John McCain’s book on his incarceration in Vietnam and when I was reading it I actually went to the bookstore thinking I was going to buy some books and CDs before I entered the hospital and I just picked it up on a lark and I got into the hospital and I started reading it and I guess I was sort of feeling sorry for myself when I was reading it and I started to read it and I said wait a minute this guy got shot down over North Vietnam and he then went on to be in solitary confinement for almost 5 years, what am I doing here complaining that I’m sitting in the hospital with CNN and DVDs and computer and the Internet, the only way you could even talk to anybody for the first three years was by Morse code and tapping and he had a broken leg and I thought I think I should quit complaining and just take his experience and say if you can do it I can do it because I am a lot better off than he was. I found that really inspirational, another guy that I find inspirational is really one of my best friends if not my best friend his name is Matt Thomas, he was an orphan in Japan, he was orphaned the son of a Japanese woman and an American servicemen and he was orphaned in Japan early on and had to go up in an orphanage he was small he got beat up a lot he actually learned to fight their try to escape several times he was finally adopted by another American servicemen and his wife and he moved to California and he grew up in California is a half Japanese half American but he was incredibly resilient, he studied on his own and got into Stanford on a scholarship and didn’t have any money to live on the actually built the treehouse in the woods behind Stanford and lives in the treehouse for his first 3 ½ years until the president of the university discovered the treehouse and had a knockdown, he then graduated from Stanford and went on to Harvard Medical School, he didn’t like medicine and went on to government service, both in clandestine services as well as military service for many years, was a patriot that served his country in many missions, when I met him he was my twin brother’s bodyguard and when my brother was a federal judge. He also is my kids martial artist instructors, he developed a class called model mugging that has now trained literally a hundred thousand women on self-defense, how to win a street fight, not strict martial arts but if you are attacked on the street, either by someone who is armed or unarmed, all of his tools and techniques are about how to win that street fight and it has an amazing track record I’ve actually taken the class III or four times along with my seventeen-year-old daughter and it is an amazing class, I find him really inspirational and all the things he has done, I often think that people who are inspirational it is more about what they’ve overcome than what they’ve done and both McCain and my friend Matt Thomas have overcome a lot and I would also say the same thing about my twin brother he is a major source of inspiration, both he and I grew up from a modest background and I remember when he was a federal judge making something like ninety thousand dollars a year in Oklahoma I remember him being in debt and wondering if you ever get out of debt and I felt sorry for him because he devoted his life to civil service but when he finally got out of civil service and went into private practice he was rewarded with an incredible career, he has been amazingly successful, he has done fantastic knowledge from a money standpoint, being a great father to his two sons and his daughter, he really overcame an incredibly modest background to go on to become really one of the nations if not the world’s best mediators of complex lawsuits so those of the three people that inspire me a lot.

Ahmed Al Kiremli: You listen to any music when you were?

Lynn Philipps: Well remember my work has two components, one part of it is that I’m actually involved in speaking, platform speaking so I can listen to music then although I do play music when I do platform speaking, I have a bunch of really cool songs that support the content that I teach, you’ll have to see it sometime, cruel to be kind is one of them. The times when I’m writing, I do listen to music and I listen to music that constantly when I’m writing or on planes or on home office, it’s a great soothing way to sort of stay relaxed as you work.

Ahmed Al Kiremli: Do you follow any routine to sleep ?

Lynn Philipps: I sort of fell into a habit when I was in the hospital in 2006 and 2007 of taking an allergy medication called Benadryl, it’s over-the-counter and makes you drowsy and you go to sleep and I find that really helps me so I still take Benadryl, I carry that tradition on ever since 2006.

Ahmed Al Kiremli: What are the things that make you really happy?

Lynn Philipps: Well-being with my children first of all Anya and Cole, the context in which I’m with them, we are fans of Africa, lovers Africa I have personally been to Africa on Safari maybe 15 or 20 times, my kids have been with me four or five times, we love trekking through the hills of Africa, being together and being alone, we also let’s work together, we love being on the squash court with a great squash player like yourself, or alternatively my friend Rod Iles who is a former world champion, also my friends locally here, Rocky Carson who is not a squash player per se he is actually the world’s number one racquetball player but he is a heck of a squash player as well as you can imagine, we love doing sports together and being together with great athletes, we love all kinds of sports in the same thing applies to golf as well, so being with my kids and playing sports and walking around Africa and being with great people like one of the reasons that I so enjoy my time with you is that you are a fantastic squash player but you are also an intellect and you are an entrepreneur and I like spending time with great people so that is really what makes me happy.

Ahmed Al Kiremli: Thank you so much. Last question how can people contact you?

Lynn Philipps: My website is, you can just go directly to it or you can contact me directly via, that is my email address and that is actually post on the website as well so we name the company reinventures, as we found that much of the work we were doing actually had to do with reinventing and enterprise so sometimes it was a very large-scale enterprise and we had to bring an entrepreneurial mindset, a venture mindset to that reinvention task, thus the name reinventures, so check me out there or send me your comments or thoughts on our interview today.

Ahmed Al Kiremli: Thank you so much for the amazing time and interview and information Dr. Lynn, I really appreciate it.

Lynn Philipps: Hey it’s great, I look forward to seeing you in the UAE again my friend.

Ahmed Al Kiremli: Sure, thank you so much, thanks everyone, be efficient stay efficient and see you soon with another leading expert.

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Category:Technology -- posted at: 8:36pm +04