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








December 2017
          1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30


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 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.

Word Count 9461

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.

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, 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.
Word count: 11109

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)

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 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.

Word Count: 10267

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.

Word Count: 12760

Direct download: BeEfficientTV_Lynn-Phillips.mp3
Category:Technology -- posted at: 8:36pm +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 lifestyle with tips and tricks from leading experts and today I have with me Chaibia Sarhrou, she is an Internet marketing strategist and expert in social media, lead generations and selling, follow-up and tracking systems for leads and customers. Welcome to the show Chaibia.

Chaibia Sarhrou: Thank you for having me.

Ahmed Al Kiremli: It's my pleasure to have you. How did you start in the Internet marketing world?

Chaibia Sarhrou: I did not expect to do that like when I went to school it was a completely different industry, I went for actor, after university I went to the school for tourism and hospitality so this is a completely different industry for me but I actually came to the United States in 2008 and was working for Disney World, the Epcot Center in Orlando and after my contract ended I was doing nothing just sitting at home and I was using social media a lot because that was the only way I could cheaply and freely communicate with my family so I was on Facebook all day long and then I started, I believe it was in 2010 I started seeing those ads on Facebook talking about how you can make money being a social media manager so here I am on Facebook doing what I'm doing but making money I thought that was very intriguing to me and I looked at it and I got to my first product on social media management in 2010 and then by the end of the year I got myself a couple products and Internet marketing I was intrigued by the industry and how you can do it from the comforts of your home, helping small businesses that normally don't have experts to work with them and make money that way so that is how I started.

Ahmed Al Kiremli: And then you made like a web development company in social media?

Chaibia Sarhrou: Yeah well I saw the need for web design because I was talking to local businesses, I'm from Las Vegas so local businesses, there is a problem in the area for design because you can hire a web designer that will design a website but it doesn't have a way to capture leads for example so it's not like, you hire a web designer that doesn't have the Internet and marketing expertise or an eye for Internet marketing so you just give them a beautifully looking website that isn't ready to capture leads or convert them, so I saw the need for that and I was like okay why don't I bring somebody in that could do that for my clients and I started outsourcing that to one of my web designers and added that as one of the services that I offer and of course I started learning that, of course I like to learn everything in my industry so I can design websites as well but…

Ahmed Al Kiremli: You didn't face challenges that you are just like moving to the US in a totally new environment, did you have a mentor who like to argue how to, about Internet marketing or did you buy courses, what did you do?

Chaibia Sarhrou: I bought a lot of courses in 2011, and that my mentor who is mentoring me right now and I thank them for that, his name is Rex Whiteheart, he is not known for a consultant or coach, he has been doing business for more than 40 years and he has different businesses, a lot of expertise starting and growing businesses, I met him at an Internet marketing seminar and we just clicked, I loved him and his wife so they are like family to me right now. They learned that I was by myself in the United States and asking me the same questions, how are you doing? Do you have a mentor? And I said I just read a lot and do online courses and for me, the people that I read their books and watch their videos, they are mentoring me even though it is not one-on-one but I still learn a lot from them.

Ahmed Al Kiremli: For the audience, how can you describe the difference between learning from books and learning from a mentor from your standpoint?

Chaibia Sarhrou: For me if I have a one-on-one coaching course for example with Rex, we don't call it that I just text him if I have a question or call him or his wife she is an amazing, she teaches me a lot about sales because she is great at it so if I have a question I will call them, it's more personable because I can speak directly to them and it's better than just reading from books but if you don't have any other choice or option for you cannot afford a mentor or don't have anyone that is a good point to start reading books.

Ahmed Al Kiremli: How many employees do you have now or do you just outsource?

Chaibia Sarhrou: I have zero employees, I outsource everything with contractors and I have contractors with that I've been working with since 2010 when I just started and we have a good relationship and they are loyal to me, just like a family working in a business but no employees.

Ahmed Al Kiremli: Which platform do you use like elance, oDesk, which platform do you use to higher outsource?

Chaibia Sarhrou: I found my outsource people on oDesk but now I don't use it anymore, I just use PayPal to pay.

Ahmed Al Kiremli: All right, you do lots of things in terms of follow-up and selling systems for leads and then converting them into customers, how do you do that?

Chaibia Sarhrou: For my business or for my clients?

Ahmed Al Kiremli: For both.

Chaibia Sarhrou: It depends, for me I capture leads online and off-line, for example I have… I also drive traffic from off-line to online so if I'm writing an article for a magazine for example I always, each article I have something at the end of it where okay if you want to learn more here is a checklist or something that elaborates what I've already talked about in that article and I have a landing page designed specifically for that article to capture those readers so that would capture the lead and I use AWebber as an auto responding system so it will capture the lead, I put in a list and then they automatically get my auto responding sequence and then after that they get involved in my newsletter. And then in my newsletter I am sending articles and that's the way I do it…

Ahmed Al Kiremli: So let's start from the beginning like you write for magazines, they pay you for that or do you just volunteered to have publicity in those magazines and they invite you because you are an expert in Internet marketing to write in these magazines?

Chaibia Sarhrou: I've never gotten paid for any article that I wrote, I write it for free but for me it's not free for me it's gaining exposure.

Ahmed Al Kiremli: How much traffic are you getting from each one likely to?

Chaibia Sarhrou: I haven't…

Ahmed Al Kiremli: When you write an article for a magazine like how much…

Chaibia Sarhrou: When I write an article the thing is, the magazines or physical magazines so when you write the article you don't know like a few months later yeah someone opted in them the next day someone else did but it depends when people read the magazine.

Ahmed Al Kiremli: And the opt in is usually like a window on the sidebar of your website or do you specifically for each article…

Chaibia Sarhrou: For each article I have a landing page.

Ahmed Al Kiremli: All right by itself?

Chaibia Sarhrou: Yes, on itself, and for that article for example I wrote about LinkedIn, how to use LinkedIn and I use LinkedIn myself to network and get business and it's a great tool to get leads from and I explained about that and then I have a checklist so if you want to learn more about that you go to my social media and then back to the landing page and then you put in your information and get the cheat sheet and the checklist and then you are enrolled in my newsletter.

Ahmed Al Kiremli: But you use a landing page for each article because it works more to motivate the people to subscribe, why don't you just send them to your website and you already have an opt in there?

Chaibia Sarhrou: It's because like what intrigued them to go to my landing page to opt in was that article, that specific subject about LinkedIn so it's a way to convert or get more people to opt in, better conversion than just sending them to my website where I have a different gift that doesn't speak specifically to what they have in that single moment when they are reading that article.

Ahmed Al Kiremli: You didn't try like on your website to use an opt in which is forcing them to often without like allowing them to close it or it do you think that will not work it is better to use a landing page? And when you use a landing page which system do you use?

Chaibia Sarhrou: I just design them because my website is on HTML so I just design each landing page myself and that way I know exactly what I wanted to be.

Ahmed Al Kiremli: What worked the most for you in terms of Internet marketing to get leads and what didn't work for you?

Chaibia Sarhrou: As far as marketing, I love networking myself and people that work with me on LinkedIn, I'm always active, every time someone sends the invitation I will reply back with a message that starts the conversation about how we can help each other, I also have a couple groups on Facebook, I have a couple groups, I have one group of local professionals on LinkedIn and other groups about local professionals as well on Facebook and those groups allow me to network and generate some leads that way, what did not work for me, I'm talking back about what works, articles I think are a great way to position yourself as an expert and generate leads that way as well.

Ahmed Al Kiremli: Where do you post these articles?

Chaibia Sarhrou: The ones that I post for the magazines and the ones that I post on my own on my own blog and I also post on LinkedIn, publish there. He gets a lot of exposure that way. What did not work for me was one thing that I'm not going to be doing again was are you familiar with Groupon?

Ahmed Al Kiremli: Yes.

Chaibia Sarhrou: They did something similar but it's B2B.

Ahmed Al Kiremli: Okay.

Chaibia Sarhrou: I'm not going to say the name of the company but 2 companies that I tried, they give kind of coupons to other businesses to entice them to buy the services, that did not work for me, I got some customers but it did not convert, it did not transition into a long-term client which I was hoping for and it was just…

Ahmed Al Kiremli: Is it maybe because it sends to a web development and Internet marketing and it's not a restaurant or something that's what didn't work?

Chaibia Sarhrou: No, it's B2B, it's not business to consumer so the audience in that platform are companies so they need my services and I did get finds that way our customers that way but it did not stay because what entice them to buy my service was the price and back then I didn't think of that so I got them because I gave them a cheap price but…

Ahmed Al Kiremli: What else didn't work, only that?

Chaibia Sarhrou: I believe only that.

Ahmed Al Kiremli: All right.

Chaibia Sarhrou: I'm sure there are other things that did not work but that's the only one I can think of.

Ahmed Al Kiremli: And now your main strategy is just to write an article and it's something about Internet marketing and then you lead them into a leading page and you take the emails and you have different mailing lists or you email on the autoresponder based on that is a different emails?

Chaibia Sarhrou: Exactly and because also there is different audiences like people who read my magazine...

Ahmed Al Kiremli: How often do you send email marketing campaigns because like usually the email marketers have ruined the reputation of email marketing and people like just opt out from the emails, how often do you send that and like let's say on the autoresponder of that mailing list you send let's say 4 emails, then you are selling a product or you are just directing them to a general web development service that you provide?

Chaibia Sarhrou: So when they just opt in, they get whatever they opted in for and then a couple of days later they receive another autoresponder and another email and then after that then they would just receive periodic broadcasts or emails from me about new articles or something, I don't send them every single day.

Ahmed Al Kiremli: So like on a weekly basis you send?

Chaibia Sarhrou: Weekly and sometimes if there is something going on and then I will send them more often.

Ahmed Al Kiremli: Do you manage email marketing campaigns for other companies?

Chaibia Sarhrou: Yes.

Ahmed Al Kiremli: All right, how much does it cost like on average if you must like a rough estimation? Email per month or how do you structure it?

Chaibia Sarhrou: I don't offer that as a standalone service so it is part of other services that I offer.

Ahmed Al Kiremli: Like what?

Chaibia Sarhrou: Like social media management and marketing for example. Local directories, set up and management.

Ahmed Al Kiremli: Just explained to the audience what is local directories?

Chaibia Sarhrou: For local businesses, businesses with a local location, we put them on different directories like Google my business right now is a new one, then there is another local directory like yelp, etc. There are a lot of local directories that local businesses need to have citations in in order to have their business cited so that people can find them.

Ahmed Al Kiremli: But like if somebody wants only email marketing which is not related maybe to social media you don't do that and how much does all this package cost that you do?

Chaibia Sarhrou: I just haven't found someone who came to me just wanting email marketing it's mostly local businesses who need to do it, most local businesses don't see the importance of it for some reason, most of them that I have experience talking to don't see the importance of having a social media marketing campaign or having local directories or SEO, stuff like that but then I introduced the importance of having an email list and following up with them, that's how it's been for me so it's always added something that we wanted.

Ahmed Al Kiremli: So you provide email marketing, social media marketing and local directories listing, what else? And for how much?

Chaibia Sarhrou: It depends again on what's, I don't have a set price like if you go to my website you don't see packages because every business is different, for example I'm doing social media marketing on a monthly basis for this company but they are going to give me the content and I'm not going to have to create it myself so that's going to make the price differently than someone that I have to do research and create content and do the blogs and based on that… Some companies just want me to do the strategy planning with them and others want to do it themselves, it's different because anywhere from $600-$2500 if you want to price range.

Ahmed Al Kiremli: You are an Internet like you are a social media expert, social media marketing expert, for the small businesses from where should they start in terms of social media?

Chaibia Sarhrou: First of all knowing who they are going to be talking to, who is their audience, most small businesses don't know that, if I want to be on social media, who are you going to talk to so we need to talk about that first, we have our consultant section to where we find the target audience and then from there we know who we are talking to right now, now let's see where we can find them, are they hanging on Facebook or Pinterest or twitter and then based on that we come up with okay so now we know who we are talking to, we know where they are so what is the plan, do we want them to buy the product or opt in, so based on that goal we create a strategic strategy and create a plan and go from there.

Ahmed Al Kiremli: What are your top three social media management tools?

Chaibia Sarhrou: I love Root Suites and that's the only one that I use.

Ahmed Al Kiremli: What's the name of it?

Chaibia Sarhrou: Root Suites. I tried a lot of them but the one that I've been using for a long time and I love it and I recommend it to all of my clients who are going to do the management themselves is Root Suites.

Ahmed Al Kiremli: Did you try…

Ahmed Al Kiremli: And they have a free I'm sorry they have a free version if you have five or less social media platforms to manage and if you have more for a company like mine they have a paid version.

Ahmed Al Kiremli: How much does it cost?

Chaibia Sarhrou: 5 dollars, six dollars per month.

Ahmed Al Kiremli: Did you try buffer before or not?

Chaibia Sarhrou: I haven't.

Ahmed Al Kiremli: All right so we cannot ask you about the differences between that, tell us more about the local directories that you start listing, it works only for the existing off-line businesses or we can use it for an online business if I have a client which is an online business also does it work to list in some local directories or is it only for off-line businesses?

Chaibia Sarhrou: You do have the option if you don't have the location, you have the option to show your location to consumers but for me I think it's more important to look online to a hair salon… Because they are called local directories.

Ahmed Al Kiremli: What is the difference between shopping cart and payment gateway?

Chaibia Sarhrou: The shopping cart is a piece of software that you place on your website and what it does is it allows the consumer to update or add products to their cart and also keeps up with inventory, the payment gateway is kind of, it acts as the medium between the shopping cart and the merchant account, it shows the credit card information and transfers it to the merchant account. So a lot of people have a misunderstanding, what is the difference between this and that and why do I need both?

Ahmed Al Kiremli: You recommend joint ventures for online marketers, can you share with us some thoughts about this subject?

Chaibia Sarhrou: If you want to jump start your business instead of going to look for one customer, one by one, find in that same amount of time try to find a joint venture partner who is going to give you exposure to a lot more customers it just multiplies your time and efforts. I use them a lot and I'm always looking for JV partners, I'll give you an example one of my JV partners is a magazine here, a local magazine and what you do is they have my perfect kind they have local businesses, they had restaurants, not the kind I want to talk to… So I reach out to the owner and offered to manage their social media or their magazine because I saw that they need that and he said shirt so we started working together, I'm managing his social media account and he is very happy with my work so one day I got, it's very important before you ask someone to give you access make sure that they are sure of the quality of your service or product because nobody wants to jeopardize a relationship if they are not 100% sure you are going to be delivering a good service so after he sampled my work I told him that I saw a lot of his customers did not have an active social media presence and he was like yeah that's true so I was like well how about together since I offer these services, together we find some package where we can deliver to your existing, your existing clients without you having to do work and bring in new clients that I have to go and pay otherwise to acquire them. So we were working on that right now and I've done this before as well so it was a great way to get new clients.

Ahmed Al Kiremli: So you do webinars and you sell a product at the end, how do you use the joint ventures?

Chaibia Sarhrou: No, I've done webinars before but this is not involving webinars this is a local magazine, this example is a local magazine with a list of clients and we have their email list and we go to their local networking events where these 2 business owners go and connect and meet each other… And we have an email list so what we do is locally right now we have media kits and we create… One of those pages will be a cobranded page between my business and theirs.

Ahmed Al Kiremli: What are the other services that you provide in your company?

Chaibia Sarhrou: We do web design, you we do social media marketing, management, reputation management, it's very important to local businesses. We do local directories as well.

Ahmed Al Kiremli: No ad development?

Chaibia Sarhrou: I don't do that.

Ahmed Al Kiremli: How much do you charge for one-on-one coaching or training, consulting?

Chaibia Sarhrou: I don't charge per hour or a charge per project so it depends what the project is about, for example I'm starting on a social media marketing campaign… So it's different because we are now just spending one hour, I'll give you another example… Company that has never been on social media. It was about like let's say four hours.

Ahmed Al Kiremli: Consultation.

Chaibia Sarhrou: Consultation between everything because we have to develop everything together, we have to find the customer avatar, what are their goals to get out of that social media campaign. We had to figure out all of this with their help, do you want me to tell you how much?

Ahmed Al Kiremli: As you like.

Chaibia Sarhrou: It was about $2000. And that was about four hours of work so it's like $500 an hour.

Ahmed Al Kiremli: When you start like social media campaigns for new companies you start with PPC to attract some likes or fans and then you start making the content that you post?

Ahmed Al Kiremli: Yes, I start with the Facebook ads to get them some likes because I definitely want those likes to be highly targeted, then a lot of businesses that go and buy likes and fans…

Ahmed Al Kiremli: From Fiver or some site?

Chaibia Sarhrou: The worst thing you can do to your business is attract fake fans because they are going to hurt you more than they're going to help you so the best way to do it is to start a Facebook campaign, ad campaign to attract likes for example if you are local in Las Vegas you want local business unless you are someone who attracts tourists, that's different but if you are a salon you want Las Vegas ladies, so basically really hardly target the people you want.

Ahmed Al Kiremli: How did you get access to the magazines like you call them you tell them that you want to read an article for them how do you do it?

Chaibia Sarhrou: That's the beauty of social media, I never ever have done any cold calling in my life. First of all I don't know how to do it, I'm not a good salesperson, that's something when I just started…

Ahmed Al Kiremli: You are a good salesperson on social media.

Chaibia Sarhrou: That's because it's so natural, but I'm not a season salesperson. I've never done any cold calling, I reach out to people on LinkedIn a lot so that's why I love LinkedIn.

Ahmed Al Kiremli: How do you do that? Like you send them a message or how do you do it?

Chaibia Sarhrou: I do have a LinkedIn group so that's going all the time, in my group I can message anyone or I can add them as a connection, I don't need their email, that's the great thing about starting a group or joining a group. So my book is targeted to local professionals, entrepreneurs. So when someone tries to join the group I make sure they are local professionals and then I update them automatically and they will receive an email from me as a group owner and I welcome them to the group and give them a link to my website, that's a small way to give them some traffic to your website and then if they are someone that would want to work with eventually then I send a different message to that person.

Ahmed Al Kiremli: Share with us some of the software that you use to make you more efficient?

Chaibia Sarhrou: I use my iPad or paper, even though I work in technology, I do social media so people think I have all kinds of gadgets and stuff but I tried to be more efficient by the old way of having a paper and pen I write down exactly what I want to do, what I'm going to do first and I put the timeline that I want that to be done by and I think that works for me better because I tried different software, I try software that shows you how long you been on Facebook, how long you've been on each website and I found that it did not help me as much, it showed me where I was but it wasn't making that big of a difference and I find myself always going to my pen and paper.

Ahmed Al Kiremli: How is your daily life and work routine look like? Take us from like when you wake up in the morning until you sleep what do you do?

Chaibia Sarhrou: I wake up the first thing I do is I drink a lot of water and eat, I take care of myself first when I wake up I believe that we can't have a successful business if we are not taking care of ourselves, if you are not healthy, if you're not physically and mentally ready. So I drink a lot of water, hydrate myself and eat breakfast and then I have a puppy seven months old, but even before I had him I would go for either a walk or run or I meditate and then I start my work, my business, I work from home I have a home office so I have to be very disciplined with what I do so the night before and make sure that I have a list of what I'm going to do. And I used to have this huge list but now I have only three main things that I'm doing and that's if I did nothing I will finish those three things, before I used to fill out my to do list with a lot of things that are easy or comfortable to do and I found myself doing is naturally anyways so I don't need to put them down on the to do list, so I finished those three things first thing in the morning and then they start going to manage my social media for my clients and do most of that myself and then I talked to my outsourced people and see where the projects are and talk to clients and then take phone calls or call back… And after everything that's very important to be done.

Ahmed Al Kiremli: You manage the campaigns in 2 languages, English and Arabic?

Chaibia Sarhrou: No. Only English. I worked with a couple Arabic people from Dubai and from Saudi Arabia but they did their campaigns in English, their social media in English so I didn't have to do it in Arabic.

Ahmed Al Kiremli: What is the most challenges that you face when you opened your web development company?

Chaibia Sarhrou: Lack of knowledge is my first business so I didn't know, I thought it was a cool thing to do but I didn't know that there was a lot more to that than just knowing social media, it doesn't matter if you're an expert in something if you don't know, of course it's very important but if you don't know the ins and outs of business, you don't know about creating a business then you end up having a stressful job. So learning the business was the most challenging and of course I made a lot of mistakes that I wouldn't make now and it is an ongoing thing I'm not saying I want it all.

Ahmed Al Kiremli: Back to social media, how many posts do you recommend on say twitter or Facebook or LinkedIn, Google plus per day?

Chaibia Sarhrou: It depends on the audience, that's what I recommend my clients to do, do one a day, that's the bare minimum for me and then if you have more interaction then at the top you start doing 2 of them because you don't want to bore people, some people just post all day long every hour they have a new post but nobody's interacting with that post so that means that people don't want to hear from you but if they are interacting more than means they want to hear more so test your audience, test your market.

Ahmed Al Kiremli: What are your other hobbies?

Chaibia Sarhrou: Cooking, I love to cook and bake, I went to school, I'm a trained chef so, I never worked as a chef but I do love to cook and bake at my home for my friends, I love to hike and do exciting things like jumping out of the stratosphere or jumping out of a plane or something exciting, just going to a roller coaster and finding the most difficult roller coasters.

Ahmed Al Kiremli: Have you worked with some clients based on commission per lead or per customer?

Chaibia Sarhrou: No, I haven't.

Ahmed Al Kiremli: Who are your top three mentors?

Chaibia Sarhrou: Dan Kennedy, I love him have you heard of him? He's a marketer, he's a genius marketer, his name is Dan Kennedy, look them up, he has a lot of books. No BS books.

Ahmed Al Kiremli: Yes I've heard of him.

Chaibia Sarhrou: I have most of his books and a lot of his products, I've never met him in person but I was told to buy his bestseller… Coaching group and another person, he became a client of mine and we have a good relationship right now on Facebook… I of course, Rex Whiteheart is my friend and mentor and the first person I met in the United States.

Ahmed Al Kiremli: If you're just starting today, starting over again what would you change?

Chaibia Sarhrou: Big mistake I made was that I did not mind just started I did not focus on taking clients that would pay on a monthly basis, it was always on projects to clients. I created a website and that's it, with my proposal for the website, I did not think, now I look back and I'm like how did you not think about it? I guess that's how we learn though. Monthly management updates to the websites, I charge 250 a month for that, for each client for the basic package, I was losing all this money, I have done tons of websites but I never charge for those monthly posting things so that was a big mistake, another one is I worked with a niche just because it was my first client in that niche, okay I love this client so I probably should just go in this niche, that was a decision that was not really, I did not study my decision before I made it. However I did not think that there is no more growth with that niche, all they need are these couple of products or services and that's it so then I get stuck and did not have a monthly income from these clients.

Ahmed Al Kiremli: Top three apps that use the new smartphone?

Chaibia Sarhrou: I love Root Suite, I have pages, Internet pages because I use that to manage, one thing I don't do in Root Suite is I don't schedule the messages that go to Facebook, I schedule everything except for Facebook because they have their own scheduling tool and they don't favor the content from the third-party programs.

Ahmed Al Kiremli: So what does that mean when they don't favor?

Chaibia Sarhrou: As far as the reach, when you post something on Facebook page it is like what you call the edge rank and it is their way of calculating how many people, how much exposure so I really don't like that so to just make sure that I'm in a safe place I go and I use Facebook, everything for Facebook I schedule and Facebook. The other tool I have is podcasts I love to listen to podcasts on him driving or something.

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

Chaibia Sarhrou: Something that most entrepreneurs, some people won't think it has to do with efficiency but it does, big-time and that's meditation. I'm very new to meditation in general so I'm on and off, I'm not doing it every single day but I'm trying to make that a daily habit just like exercising. So that's taking care of myself, the meditation I would like that to be habit for me once a day. What else?

Ahmed Al Kiremli: You do it in the morning or in the evening when you meditate?

Chaibia Sarhrou: In the morning.

Ahmed Al Kiremli: Okay.

Chaibia Sarhrou: Top three books, favorite books?

Chaibia Sarhrou: Think and grow Rich, working on myself first, I love Dan Kennedy's books, I have most of them I reread them again because every time I do I learn something else, there is another book called the 10 time rule, that's a very very good book recommended by Rex my mentor. I thank them for giving that to me, I love reading so there are a lot of other books that I read again, there's another book for personal development and that's called the Master Key system.

Ahmed Al Kiremli: Master Key system.

Chaibia Sarhrou: Yes that's an amazing book if you want to read and develop yourself.

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

Chaibia Sarhrou: There are a lot of them.

Ahmed Al Kiremli: 3.

Chaibia Sarhrou: Muriel Tier, I told you about her she was a coach of mine and she is a beautiful woman inside and out, she has a very successful business and I love the fact that she achieve that much success by helping others, she loves to see her products and services make a difference in people's lives and that's something that I really love about her. There is this young girl her name is [inaudible]. I wish her a lot of success and I love her videos, I watch her YouTube channel all the time and again she is all about helping women change their lives and fulfill their purpose in life, I really like her stuff. The third person, I love Dan Kennedy a lot so I guess he would be another person I would love to be like one day with all of his influence and knowledge and success.

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

Chaibia Sarhrou: I read.

Ahmed Al Kiremli: For how long like usually 15 minutes or 20 minutes and then you fall asleep?

Chaibia Sarhrou: More than that I refer like an hour at least.

Ahmed Al Kiremli: So mainly you read before you sleep. Okay.

Chaibia Sarhrou: But I don't need reading to sleep, I sleep a lot and I love to sleep, like one thing about me is I believe I have to rest a lot, at least eight hours of sleep and I have no problem falling asleep, especially if I'm writing something the next day then I would read about that subject that night and then the next day I would get up and start writing about it but I think it's a very good habit but I don't need it.

Ahmed Al Kiremli: How do you write constantly? It's difficult and do you write in the morning mainly, how can you keep up always with new fresh content, do you keep motivating yourself to write?

Chaibia Sarhrou: Deadlines.

Ahmed Al Kiremli: Okay and how that motivating yourself as like you work from home and you don't have a boss, you don't struggle with that, what is the system that sometimes you do shift or like you watch that same movie in the middle of the work to change your mindset and then come back to work or take a shower or what do you do?

Chaibia Sarhrou: First of all I start with working out and eating and drinking tons of water that gives me energy in the morning so I have my burst of energy in the morning, I meditate in the morning and that you frequently, I always snack like a couple hours later I'm going to go and have another snack and that will be like 10 minutes of me away from my computer snacking and then coming back, after I have lunch I don't do it every single day but sometimes I need to do it, I take a nap. For 30 minutes or so. Then after I wake up I start working again and then I tried to make sure that the most difficult tasks that I have to do that drain my energy and brain, I do them in the morning so by the end of the day I have easier tasks to do so it doesn't require a lot of energy, a lot of thinking so even if I'm tired a little bit I can still do them.

Ahmed Al Kiremli: Is SEO working for your site or do you not post very frequently and focus on social media to get clients?

Chaibia Sarhrou: I do focus on social media to get clients, I am however [inaudible] on my city and I do get sometimes that way as well so it's not, I'm not going to say it's not working but I focus more on getting relationships building my own relationships with my clients I have a big network on Facebook and LinkedIn and I believe those are my main sources.

Ahmed Al Kiremli: Do you set like daily targets for how many words you want to write or do you just set deadlines?

Chaibia Sarhrou: Adjusted lines. Because I am more motivated by deadlines if I say I'm going to have the article done by this time then I'm going to have it done by this time, deadlines motivate me when it comes to that.

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

Chaibia Sarhrou: Making someone else happy and making a difference in someone else's life, and my business I love when I hear good feedback from my clients, that makes my day all the time so I strive for that they give me more energy to keep going and another thing, I feel like I'm doing something good and is just a good motivation for me in personal life I always like to make other people happy.

Ahmed Al Kiremli: How can people contact you?

Chaibia Sarhrou: My website, and if you googled my first and last name, I don't know if you have my first name or last name… But if you google my first and last name I'm probably the only one with that name so you can find me with Google, you'll find my LinkedIn and Facebook and twitter and all my accounts and you can message me that way and I love connecting with people online.

Ahmed Al Kiremli: Thank you so much Chaibia for this interview I really appreciate it.

Chaibia Sarhrou: Thank you, I really appreciate you having me here think you so much.

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

Word Count: 7020

Direct download: BeEfficientTV_Chaibia-Sarhrou.mp3
Category:Technology -- posted at: 9:06pm +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 and today I have with me Miguel Hernandez, he is an expert in making awesome demo videos, he is also the founder of Grumo Media. Welcome to the show Miguel.
Miguel Hernandez: Thanks, it’s a pleasure to be interviewed by you.
Ahmed Al Kiremli: It’s my pleasure. So how did you start in the space and when did you start like going
online and making videos, can you tell us about that and your background as well?
Miguel Hernandez: Okay so I started Grumo Media in 2010 but before that I already had a bit of experience shooting music videos and I was a freelance camera guy for like fashion shows and corporate videos but it was not my full-time job, I also combine that with some web development and animation on the side and also I worked for a TV studio but back way in the day just before 2000 I graduated from a local school and mechanical design so I’ve been doing a lot of different things in the last 15 years but eventually in 2010 is when I started this company specifically doing product demo videos or explainer videos for companies all around the world.
Ahmed Al Kiremli: So how did you discover this talent and realize that you could create awesome demo videos?
Miguel Hernandez: I originally didn’t know my biggest work was going to be any good so before I actually started this company I decided to do one video for a local startup because they were just, they had just pivoted to launch a new product and they knew I have the ability to animate and they told me Miguel, could you do these little videos that you see webpages and I said I don’t know if I can do something like that let me research it so that’s what I did, I did a little bit of research and then I sat down and I did this video for them and they were very happy and that I thought well maybe if these guys are happy I can make other people happy so that’s when I started to do more and more videos.
Ahmed Al Kiremli: So by now most of the video makers online especially focused on the cartoon videos not the real promotional ones or like the demo ones? Even yours, most of your videos are like cartoon demonstrations.
Miguel Hernandez: All of my videos on Grumo Media are full animation, right, people use both live-action you see a lot of companies doing live-action videos and some other animation, there are certain advantages for each but the beauty of animation is that it’s great for concepts, you can explain anything, you can travel to the moon and back, because you can animate whatever you want, with live-action you actually have to get real actors and locations and lighting equipment and camera equipment, it gets a little bit more complex and a little bit more expensive, so animation is a great alternative to explain things probably at a more affordable level but it’s still very effective.
Ahmed Al Kiremli: But you are focused on that, if somebody asks you for a real shooting with actors were certain slides you will do it or are you just focused on this you brand yourself this way?
Miguel Hernandez: Yes we are just focus and animation, we been asked to do live-action videos before and we just referred them to other studios locally, the other thing is you also have to be there at the location so that really cuts the amount of clients you can have as you travel to the location so right now Grumo Media has clients from all around the world and if you just concentrate on live-action video it’s harder, you have to be there and travel and hire local actors and stuff like that.
Ahmed Al Kiremli: Question on a personal level, how many people told you that you look like Robert Downey Junior? Or like Javier Bardem or Jeffrey Dean Morgan? All these three actors look kind of alike and
you look like them.
Miguel Hernandez: Well I never got Javier Bardem, he has like a big head he looks like a boxer type but he does have the round big eyes too, but I do get for sure Robert Downey Junior, I would say since I turned 25 years old I get it almost every other day, it’s crazy. Because he’s maybe more famous but the other two also look like you.
Miguel Hernandez: It’s funny because Robert Downey Junior had this huge come back after all his drug problems and stuff like that and then he’s in all these big movies and the more famous he becomes the more people mention that for sure.
Ahmed Al Kiremli: So what are the tools that you use to create those also videos, what are the major tools?
Miguel Hernandez: Well we use the most standard animation software that you can find in the industry at a professional level which is either Adobe aftereffects or flash, Adobe flash. And also illustrator to create the drawings which then we import into either of those two pieces of software and that’s very standard and animation.
Ahmed Al Kiremli: So let’s start from the beginning and the process of making a video, let’s start with a storyboard, how do you make that?
Miguel Hernandez: All right so actually the very first step is to understand what you’re trying to animate so we have a conversation with the client, once we understand that we write a script which lasts anywhere from 60 to 90 seconds typically and that’s anywhere from 160 to 250 words of actual written narration and then we start coming up with ideas for the visuals. Once we have those ideas for the visuals we put them on a piece of paper in the form of storyboard and then you try to be creative for every single sentence you have to figure out what would be the most efficient and fun and engaging way of visualizing that piece of the script, once we have that, the plaintiff proves it and then we go into actual animation, we bring all those ideas to life and then at the end we add sound design and we put some sound effects and all of that, it takes anywhere from 4 to 6 weeks on the average.
Ahmed Al Kiremli: So you put the storyboard on paper or on keynotes or PowerPoint?
Miguel Hernandez: It really depends on the animator I used to do them on paper and then I scanned them and then I put them onto a PDF file that I would send to the animator, some animators prefer to do it all from a tablet using illustrator so it really depends, on the animator.
Ahmed Al Kiremli: And how many animators or staff are you working with, are they off-line or online do you outsource them?
Miguel Hernandez: Grumo Media Is 100% remote working place so everybody works from home or wherever they want and everyone is a contractor so we worked with close to almost 40 different animators over the last two years and any time we get really busy we just try to find the right animator for the style that the client is looking for because we always ask the client what kind of video would you like, something simple, something complex, something 3-D? And then we try to match that style with the right animator.
Ahmed Al Kiremli: And what is the next up, before that I want to ask you how many of those 40 are fixed like all the time you are working with because I have lots of people that I outsource to and the most difficult part is to find the right people and put them on your team to work consistently long-term and reaching that point is the most difficult thing so do you have a fixed at say five or 10 people from those 40 you are working with all the time or based on the client do you have to go look all the time and this is very time-consuming.
Miguel Hernandez: At the beginning it was hard because I didn’t know anybody, creating that court people of people that you trust that they are going to deliver on time in a really good at what they do and have the right attitude, that always takes a long time, hiring the right people is always a very tedious and time- consuming process but it’s something that you have to invest on in order to create a team that you can rely on that is going to create awesome demo videos and also worked at the end. We had lots of hit and miss where you hire somebody that has a really good reel but they don’t put a lot of effort on the video or you have to give them a lot of feedback or they have the wrong attitude or they are asking for money from day one, so it can be very frustrating but after sometime hiring people you start developing a good eye and sense of who is going to work or not and now that we have this big pool of people that we hired we have I say a quarter of 10 to 15 guys that we know are reliable and really good.
Ahmed Al Kiremli: Where are the illustrators, do you get them from elance or oh desk, or is there a special place online for them and how do you communicate with them like do you use Asana or emails, what is the best tool to use to communicate with them?
Miguel Hernandez: Originally I found most of them through craigslist and websites that were specifically targeted to motion designers or animators so I went through those websites and posted on them, if they had a job board I post on their and then immediately started getting resumes and reels from all around the world so the problem was what do I do with all of these applications so one thing I can share with the audience is, everybody is different but what I did is every time I got an application I opened an Excel sheet and I put them there, their name their contact a link to their reel, anything that drew my attention I would write maybe a little description for that and then I rate them from 1 to 5 for every single skill that I thought was important to me so like in their animation did they show that they care about it like transitions, where they get it to do your 3-D, everything that matters for an animator I rate them and then the ones that have the highest score those are the ones that I contact and eventually out of those I know I’m going to get, however I get is going to be at least really good skill wise and then obviously you have to talk to them and figure out if they have the right personality.
Ahmed Al Kiremli: All right so first you prepare the scripts and then you draw the storyboard and then you give it to the illustrator, then how does the animation get done? The next up is the animation or the voiceover? Animation right?
Miguel Hernandez: The voiceover and the storyboard can happen simultaneously so we have the scripts and now we send that to a voiceover artist and while we are selecting the voiceover artist the animator can start working on the storyboard then once we have that storyboard we send it for approval, and every single stage by the way we consult with the client to make sure that they are happy and once they are happy and we are happy then we moved to the next age, so after a storyboard and after we have the animation finished that’s when we moved to animation.
Ahmed Al Kiremli: So you do the voiceover before the animation?
Miguel Hernandez: Yes we always do the voiceover before animation and then the animator times the animation to the voiceover, sometimes we have to display changes not to the actual voiceover but to the gaps between sentences because maybe there is not enough time between two sentences to create a smooth transition so then we create a bigger gap or a shorter gap between those words or sentences to make sure that the animation flows nicely.
Ahmed Al Kiremli: So like in terms of process, it’s may be easier if like some people try to hack the process by creating presentations, they talk the presentation and then the designers do the presentation based on their talk, it’s faster right? Then just doing the shots and then putting the voiceover on it. Then what’s the next up?
Miguel Hernandez: After the animation is completed we send that to a sound designer and then they add
music and sound effects so the music can be either custom produced by them or they basically go to a stock music website and then they preselect a bunch of songs, we send the sense of the client and then the ones they are happy with, the music or whatever then they put everything together the voiceover the music and the sound effects and then they render that into a file and then you have a video completed.
Ahmed Al Kiremli: And do you use Nvo for that, to buy the music?
Miguel Hernandez: We use pond5, which one is the other one? Envato, one of their websites.
Ahmed Al Kiremli: All right and then how long does the delivery take and if there is a next up be for the delivery what is it?
Miguel Hernandez: So the whole process is anywhere from 4 to 6 weeks so once everything is animated delivery is very easy we just send them a file, before we send the actual file we upload it to our video hosting server and we let them see it and make sure they are happy with it and once they are happy with it we do a final high-definition render and then send them the actual file.
Ahmed Al Kiremli: Which formats are the best when you deliver the video to the customers, which resolution, format, size do you recommend?
Miguel Hernandez: We use pretty standard settings like pretty much the standard settings that YouTube or Vimeo would recommend in order to get the best quality but not a super large file so obviously our videos are compressed but they are all still high-definition, they are either 720 P or 1080 P and they are encoded using H264 at 5000 or 6000 kb per second, they are not really big files, the typical video is anywhere from 40 to 60 MB in size when we send them.
Ahmed Al Kiremli: Which one of these steps is the most important and the one that you are getting involved the most in like for example the scripts because the beginning, which one do you think is the most?
Miguel Hernandez: Definitely the scripts, that is the soul of the whole video, it’s like the foundation of a building, if it’s wrong than the building is going to collapse so I found that early on that it was not so much about the detail of the animation or how complex the backgrounds and characters were it’s more about the story so you can have a very very simple video like some of the ones I did when I started the company and I actually animated them myself but then because I was just starting out and my animation skills were very basic but the videos were still very popular because it was all about the scripts so then that is the most important part for sure and it takes a while to develop that skill, to grab any concept and make something that people are going to watch from the beginning to the end so definitely the script is the most important.
Ahmed Al Kiremli: How about the tutorials like you create tutorials and courses and it’s not like illustration and animation you have to be there and I saw some of your videos very professional and very nicely done so do you do that like if somebody comes to you and says I want you to help me with my tutorials or do you just focus on the demo videos?
Miguel Hernandez: While my business has two sides, one is the service-based side where we produce custom demo videos for people around the world and the other one is where I sell courses teaching people how to create these videos because early on I found that a lot of people who come just started a company and they are running a startup and they’re really short on cash, most people who just started a business are looking for money to be able to pay for everything so I thought what if I made a tutorial to teach people how to create their own videos because that is more affordable than to hire studio so that’s what I did, I created my first course, a course called how to create awesome demo videos and I did very well, I sold it through my website and through Udemy and now more than 5000 people have taken it from all around the world so that was really good.
Ahmed Al Kiremli: And is Udemy the best place to sell the courses or something else you recommend?
Miguel Hernandez: Udemy was kind of like one of the first companies doing this, now there is a clone of Udemy every day so there are many many different options, to me to this day, because I was one of the first instructors it’s still the best platform, they have grown a lot and race a lot of money and I actually went to their headquarters in San Francisco a couple months ago, I met them, they are an amazing team that works really hard to promote your courses so to me to this day for English-speaking courses Udemy is the best place to publish your courses unless you really have a huge following where you don’t need any help marketing, then you can sell it through your website or just twitter your followers and say hey I’m selling this course but the reality is that most people don’t have that so you don’t have those followers are that marketing savvy then I think you need to use a platform and Udemy is definitely one of the best.
Ahmed Al Kiremli: Is it like all videos, the courses or is there a video and a script with it?
Miguel Hernandez: Most of the courses as far as I know, they are 100% video-based so you pay for the
course, you have lifetime access to it and then you get to see a bunch of video lectures on all kinds of topics. Ahmed Al Kiremli: And it’s hosted on their platform?
Miguel Hernandez: It’s hosted on their platform and your flow the lectures there and they have a really nice interface for you to arrange the lectures to a descriptions, you can also add quizzes, at the end they get a completion certificate, it’s really well done.
Ahmed Al Kiremli: So you advise people who want to do courses there is to go first discover how it works on Udemy and then create a course based on that and is it like you just write the title and then you put the video, you don’t need a transcript for it?
Miguel Hernandez: No they depend on the course they do the transcript themselves, they have all kinds of tools I mean I did a course where I taught people how to create courses and that is also been a very successful course, you dummy actually lose that course to promote how to create courses within the platform for a long time.
Ahmed Al Kiremli: How much percentage of they take from each sale?
Miguel Hernandez: Originally it was they took 30% but in November of last year they changed their revenue model and now it depends on where the student came from so let’s say the student came through your website or through your social media efforts then you keep I think it’s almost 100%, I think 97% so they keep 3% commission in that case but if the student came through their efforts then it’s 50-50 split, most students come through their efforts and this is another thing interesting to know, if they come through you but they were already part of the platform they still keep 50% because they figured out they did the original marketing effort to bring them to the platform.
Ahmed Al Kiremli: Who else other than Udemy do you recommend or do you only recommend people stick with them?
Miguel Hernandez: Well I have a huge list of platforms, I published in a couple of platforms in Spain, but I mean you could also try, there are so many it’s insane.
Ahmed Al Kiremli: Send it later to us and we will put it under the interview. Miguel Hernandez: Okay, but there are a lot.
Ahmed Al Kiremli: How about video hosting, which platform do you like the most and why?
Miguel Hernandez: Besides YouTube obviously which is free and amazing, if you want more control of your videos on who can see your videos and stuff like that there are two main options out there that I’ve been using for years now, one is Vimeo definitely if you go for the paid subscription and on the other one is called Wistia which allows you a lot of control on how you display your videos and analytics second by second, it’s really amazing.
Ahmed Al Kiremli: Which would you like the most?
Miguel Hernandez: Personally I like Wistia the most.
Ahmed Al Kiremli: How about the cost?
Miguel Hernandez: It’s like a startup and I got to meet the founder when they were starting out so... Ahmed Al Kiremli: I interviewed him on the show, Chris, great guy.
Miguel Hernandez: Actually yes, Chris Savage he is an awesome guy. I really liked him and that’s when I recommend it and the truth is they have created an amazing video hosting platform.
Ahmed Al Kiremli: Any other tips and tricks that you can recommend for shooting and effects for videos creating process?
Miguel Hernandez: Well there is, the most important thing you can do is start doing them if you want to or watching lots of them that you like, when I started this company what I did, I looked at what are the best videos out there that I think there like the role models of demo videos and I watched them and study them second by second, I tried to figure out why is this video so fun are so cool to watch and I tried to distill that, and I said are there some of these things I could grab and put my own videos so do your research and then really learn how to write a script and condensed that information into 90 seconds and then just go from there.
Ahmed Al Kiremli: How about the lighting, lighting is not an issue with illustrations but mainly with tutorials maybe?
Miguel Hernandez: Lighting and animation you can do whatever you want because it’s all computer-based, when you are doing your courses definitely it’s nice to be let properly and make sure they see your face like right now I have a couple of lights here and the background light, just make sure that your face can be seen.
Ahmed Al Kiremli: Why do you think your videos are very different from others and beauty? What is the thing that gives you this edge?
Miguel Hernandez: I think it’s probably the effort that we put in them right, my company hasn’t really grown that big, it’s still me and a bunch of really talented animators that I hired a couple of writers, project managers but I think the core of Grumo Media really relies on putting a lot of effort and love and attention to what the client wants so there’s many studios they do this today but not all of them, they just try to publish them and get them as fast as they can through the process so what happens is that you have like not such a good product at the end because you didn’t pay all the attention that a video like this requires so I think the main difference in our videos is that we really listen to the client and we try to understand what their pay point is and what their target audience does and then we have animators that can bring that to life so I would say it’s the customer service that we care really, otherwise if I wanted I could’ve hired like sales guys and just got like tons of leads and lots of videos but I would think that the quality of the videos would decrease
because we are paying more attention to how many clients we can get as opposed to how happy can we make these clients?
Miguel Hernandez: What platform brought you the most customers other than referrals?
Miguel Hernandez: The number one way I would say is word-of-mouth because now we have very big portfolios with some big companies so I would say that three out of four leads that come in are from word- of-mouth and then the rest are just organic searches on Google so they type product demo video and then they see an article or an interview like this and they’re like oh yeah these guys do videos and they then check us out on Google media and eventually they hire us.
Ahmed Al Kiremli: Based on the feedback of your clients how much do you think your demo videos have increased the conversion rate?
Miguel Hernandez: It really depends, that’s a big question for all clients because it’s a big investment and they want to make sure it’s going to convert, do something for them right so it depends on a set of variables, first the type of products and the quality of the videos and what they do with that video so there’s a lot of variables but let’s just say you have a consumer product that is easy to understand and easy to animate and you can do a really awesome demo video for it and you put it on your homepage and all you are trying to do is get people to click your subscribe button, the difference between having the video and not having the video is huge it could be up to like a 40% increase on conversions within a couple of days with a company called Indenero, I think they got like a 30% increase, dropbox originally all they had was a humongous video and then the subscribe button because it was converting really well for them for people at the beginning they didn’t get the concept of storing files on the cloud and now everybody knows what dropbox is but if you remember back in the day there was just a video and the subscribe button, why? Because that was what converted the best and since then many many companies have realized that if they want to increase conversions especially in a day and age where people don’t have a lot of patience to read stuff then video is still one of the most effective ways of doing so.
Ahmed Al Kiremli: You said you spend one to two weeks for a 1 to 2 minute video? Miguel Hernandez: 4 to 6 weeks.
Ahmed Al Kiremli: If you divide let’s say the research, in terms of percentage like how much from these 4 to 6 weeks, and the other details, the script and the sound can you divide it for us?
Miguel Hernandez: There is a huge factor on the amount of time it takes to produce the videos that is not dependent on us, it’s on the client approving so if everything got approved immediately you could do a video almost in just two weeks or even less, which we have done, actually we did a video for Udemy back in the day in 11 days, that was kind of like a record because they needed a video right away for a press release and they contacted me, that means we had to get the script approved right away, I wrote the scripts within 20 minutes and got approval within the hour, that’s unheard of, so obviously in that space you can move fast but when you move really fast you may compromise quality because you didn’t have enough time to pay attention to detail so that’s one thing, we discovered in order to have a really good video the minimum we have to spend this four weeks because there are many stages and also at every single stage we are waiting for the approval feedback of the client, so let’s say I send the script today but it takes a week to hear back from the client which happens very often especially in big companies where there’s many layers of management and I’ll have to approve it and you’re just waiting and waiting and you cannot move forward so it’s a week where you’re just waiting, so it really depends, everything could be very smooth but maybe they get hung up at the storyboard stage and now you’re waiting two weeks for the storyboard to get approved but to give you an idea, if everything goes smooth you can get the script approved within four days, it will take about two days, the storyboard anywhere from 2 to 4 days and then the animation is the longest one that’s anywhere from
one week to two weeks and then finally the finished product can be approved within four days as well. So when you add all that up it’s about a month to a month and a half.
Ahmed Al Kiremli: How about your cost structure, the figures, share with us some figures, how much do you charge for a one minute video?
Miguel Hernandez: We have great animation rates, we call one the startup rate and the other one is the enterprise rate so the startup rate is $7000 per minute and the enterprise rate is $10,000 per minute, the main difference that you get is it’s a little bit of more detail and more complexity of the enterprise one because companies with very strong corporate identities really care about how things look, sometimes they want more detail and want to make sure the colors are perfect and want smoother animation, they also need more attention from our end because we have to sometimes wait for their feedback and meet with them many times on Skype so when we had meetings with like six people and it takes a lot more of our resources.
Ahmed Al Kiremli: And they have more money.
Miguel Hernandez: And that’s true they have more money.
Ahmed Al Kiremli: But don’t you think that’s too expensive especially for startups?
Miguel Hernandez: For startups it really depends, if it’s a startup it’s not funded yet they have an reasoning capital, they are just putting their own money, the family money and friends money or their savings or they are very early stage then it’s a lot of money but also sometimes I tell them maybe it’s too early to get a demo video and the reason why, when you’re at a very early stage your core idea usually changes a lot within the first few months so if you get a video and you spend a lot of money on a video.
Ahmed Al Kiremli: And then you change your concepts.
Miguel Hernandez: Then you have to redo the video, so many times we turn down startups even if they have the money, we say you know what maybe you should wait a little bit, spend that money instead of in marketing or a video, spend it on developing further and improving your concept and once you are sure this is what you want to do and you want to do a big marketing campaign that’s a great time to get your video done.
Ahmed Al Kiremli: I noticed that you use your voice over some of the videos, do you think this is an advantage or disadvantage or like especially the client chose that to make it sweet or different or some of them they want different voices?
Miguel Hernandez: Originally I use my voice when I started the company because it was the most cost- effective way to do it and then it turned out people liked it, that was a big surprise to me, I remember when I did the first video with my voice which was Hipmunk, I send this to them and they are like by the way you have a weird accent, we can change it no problem don’t worry and then the marketing manager at that time was Alexi Sovanian, he said no I wouldn’t change that 1 million years. Are you sure? Yeah we love it and I’m like okay well great. And since then many people actually have watched some of the original videos and they specifically request that I do the voice but then we get other people that say no we don’t want an accent or we want an Australian accent or of course we want a female then I cannot do a female voice obviously so then we go and we try to hire the perfect voiceover for them.
Ahmed Al Kiremli: Tell us the story of Ashton Kutcher, did he find you or did you find him, you’ve done videos for his companies. Tells more about that.
Miguel Hernandez: That was also very, I had a lot of luck when I started Grumo Media to be honest,
because I did a video for a company called Padmapper, it still around it’s really useful if you are looking for apartments to rent and this guys like okay I need this video and then two days after I published this video this client tells me by the way Ashton Kutcher has tweeted this video and he says this is one of the best instructional videos he has ever seen and he had 6 million followers so I was like.
Ahmed Al Kiremli: So he sought somewhere he didn’t like do it for them?
Miguel Hernandez: No I didn’t do for him, it took me years to find this out but he, if people who know Ashton Kutcher, they know him because he is an actor but in the startup community is also a guy that invests in startups a lot so he was associated with Padmapper or at least he was friends with the founder, because he told me that he sent after the video to see what he thought and that’s why he tweeted it so later on, obviously I got a lot more attention than clients from that but eventually about six months later I ended up doing a video for him personally because I met him at SXSW in Austin Texas and he had a nonprofit foundation together with his ex-wife Demi Moore called the Demi and Ashton foundation and they wanted a video, they were already doing a campaign called real men don’t buy girls to stop child slavery and then they are like maybe if you could do something with animation for this and I said sure of course. So that’s what I did, I did a video for them too.
Ahmed Al Kiremli: Best techniques that you can advise the video makers out there to market for their skills or to market for the companies?
Miguel Hernandez: To market their techniques to market their companies?
Ahmed Al Kiremli: To market their companies if they are doing what you are doing.
Miguel Hernandez: Okay you do exactly what I’ve done I don’t mind if you copy it because I have copied other people and you can apply this to techniques to almost any kind of online business, and then there is a third one that I have and use that much because I didn’t need to or want to but the first one you can do is what I did, I started this company by choosing somebody on the industry, on my target industry that I thought had a lot of influence, a lot of power you could say on the industry but didn’t have a video so I did a video for free without telling them and hoping that if they really liked it they would use their leverage on their network to promote that video and at the same time promote my company so that’s exactly what happened I sent this video to Hipmunk, and then they publish it on their blog which had a lot of traffic and Twitter and Facebook and boom. Suddenly I got all of these people asking for videos, that is very risky per se, I was thinking would take me at least 10 attempts before I could actually have any kind of traction.
Ahmed Al Kiremli: How much was each video costing you or were you just doing it yourself?
Miguel Hernandez: That when I did all by myself, actually I was on holiday in Hawaii, my first time in Hawaii and I took my laptop and I worked there for two weeks just doing everything myself, so the cost was zero, just my time and then I sent this to them and I was very lucky that they liked it. So that’s one strategy but again there’s a lot of luck factor there. The other one is inbound marketing or content marketing which is you start a blog and do your research and create really good content that gets both indexed by search engines like Google or Bing so you appear in results when people are looking for whatever it is you’re selling and also that will help you to create some credibility so if you’re really good at writing and put a lot of effort and create really interesting and valuable articles and then you do everything to promote through your social media eventually people are going to find out and they’re going to be like well this guy knows what he is talking about so that gives you some credibility, it increases your position in search engines and then obviously what you are trying to get is traffic to your website and the more traffic you get the more people you can convert into actual pain clients so that’s the second strategy and the third one obviously is you can pay for traffic, Facebook ads, Google ads, twitter ads whatever and that is tricky you have to do your research, you can hire a company to do that for you but that means you have to spend money, the first two are free, if you do them
yourself, the third one could be extremely effective and very scalable if you know what you’re doing right, I haven’t done paid advertising yet.
Ahmed Al Kiremli: Best programs to use to create tutorials or record them online, tutorials of course is...
Miguel Hernandez: My courses I use, I’m always using Macintosh so I use to program specifically one to record my screen and WebCam which is called screen flow and then another one is keynote which is like PowerPoint for Mac which is where basically I create the slides which later on I record and then I put that together into video and that’s how I create the lecture. It’s very straightforward.
Ahmed Al Kiremli: If you are having an interview online with somebody you can use screen flow to record the presentation which is on your computer or his computer plus both of the cams?
Miguel Hernandez: I don’t think what we’re doing right now you need a different kind of software like I have a recorder that allows you to record both screens on Skype and then you can bring that into an editing video editing software like premier or iMovie or screen flow or camtasia and then do whatever you want with it so if you are interviewing you probably need a different type of software.
Ahmed Al Kiremli: Now we are using like eCam, but still like if I want to view a presentation on your computer you have to share your screen with me but still I will lose your picture, our video so do you know any software that records both videos plus the presentation or just like go to webinars maybe it works with it?
Miguel Hernandez: Well it depends if you are doing it live then you could use Google hangouts because Google hangouts allows you to switch from one to the other, I don’t know if it still keeps the video stream of your WebCam so that’s one of the easy free solutions and then if you want to get more professional obviously you can pay for some webinar software, if you are not doing it live in the solution that I use for all my courses, use screen flow or camtasia to record both your WebCam and your screen and then you have them in two different layers so you can turn the WebCam on, you can move it you can do anything with that and then you can bring the screen to the forefront whenever you want to focus on that.
Ahmed Al Kiremli: Best tools or plug-ins for blocking or controlling the videos on your site, which would you like the most in terms of plug-ins or softwares?
Miguel Hernandez: To control the videos like on WordPress, I don’t use any plug-ins except the Wistia plug-in, most of the videos I post on my website or unlike YouTube but I have a couple for example, the first video on my home page where introduce the company and what we do, that is hosted on Wistia and they have a plug-in for WordPress that allows you to embed Wistia videos with just a line of code so that is the only one I use for video.
Ahmed Al Kiremli: Can you share with us some tips about video SEO?
Miguel Hernandez: So I’m not an expert on video Seo but what I’ve read is that it’s very important, search engines find things depending on what you write in the text so it’s really about the keywords that you put on your title and description that really matter in order to be found and obviously the video has to be great some people share it so in terms of SEO, if you are using you to make sure that the title of the description contains at least one or two of them keywords that you are targeting and the same for the description and tags so I always make sure that the titles are complete and make sense and there’s a description an important and you to is to have a link to whatever you want to go because the beautiful thing about YouTube descriptions is that the arrows become links that you can click which is great to drive traffic from YouTube to your website and then also post the videos on your website as well and then you can use tools on Google that allow you to create like video site maps and stuff like that which make it easier for Google to find video content within your website, there’s a lot of stuff you can do but so far it’s been really easy for me.
Ahmed Al Kiremli: Can you share with us some of the future projects you are working on or are you just focused on this company?
Miguel Hernandez: Well I’m working on more courses, one of the courses that I am working on is how to run an online business like the one I’m doing because a lot of people ask me, Miguel this is great your home and you can travel and do whatever and you are still running a profitable business, how do you do that? There are a lot of moving parts and people ask me, that would probably be one of my next courses, the other thing that we worked on is an iPhone app called Books, films, and Bands, and it allows you to save lists of those three things and we are continually improving that. Anytime somebody mentions, but in our experience there’s nothing scientific but if you go with your friends and your family and you are having a casual conversation we noticed that almost every other conversation somebody mentions one of those three things, heavy seen this movie or read this book, be check out this band and people usually use their notes or they read it on paper, they just forget so we create this app that is specifically for those three items and the user experience is fantastic because it connects directly to IMDb and iTunes and you can download the information written to the list and then you can actually buy the song or the book right from the app so it makes it very easy.
Ahmed Al Kiremli: From where are you pulling the APIs, from IMDb or from where?
Miguel Hernandez: The movies come directly from IMDb, it’s a different API, I could send to you by email, I don’t remember the name but there are several movie APIs, I think we are using a combination of two because one only had movies and one only had TV shows so recently we just an update where you can actually find TV shows and movies together.
Ahmed Al Kiremli: Can you take us through your daily life and work routine?
Miguel Hernandez: Well it’s very, I found a routine that works for me, I don’t wake up early because I don’t like to wake up early but I go to sleep very late, today I went to sleep at five in the morning because I was researching and coming up with ideas but basically I wake up anywhere from 9 to 10 and then I eat a cliff bar, you see this? A box of cliff bars, they are really nice like organic power bars and then I check my email and try to figure out everything for the day and then the next thing I usually play four times a week soccer at lunchtime so I go and I drive to North Vancouver and I play for an hour and a half soccer just to stay in shape because I spent many hours in front of the computer and then I read a lot also, right behind me actually that’s not a wall that is actually a bad, a two level bed a bunk bed and inside there I have my iPad and I read lots of books and I try to come up with ideas all the time and stuff like that and I always do stuff with my wife she likes to go for walks or runs and stuff like that, it’s a very laid-back life and then we travel a lot, we have been to many countries like South America and Spain and Europe, many times and also China we’ve been there a couple of years ago so that’s pretty much it.
Ahmed Al Kiremli: So you work from the afternoon until the evening or after soccer you start working?
Miguel Hernandez: So when I wake up most of the work really happens before I go play soccer because after I play soccer I have lunch and then I take a siesta where I sleep for anywhere from half an hour to one hour and after that is when I either read or I keep working, really my work is split into two parts, most of the important stuff is in the morning and then stuff that is not as important as in the afternoon, mostly in the afternoon is when I take a lot of sales calls and also when I have meetings with my animators or my project manager, that is when I have a lot of that meeting type of thing as opposed to working type of thing.
Ahmed Al Kiremli: Who is your number one mentor?
Miguel Hernandez: I read a book, I was going to say my main mentor is actually books because I read a lot
of books on entrepreneurship and subscribe to a lot of feeds the talk about technology companies and entrepreneurship but in terms of a mentor, they have changed over time right now I don’t have a specific one mentor, if I have a specific question about business or whatever, then what I do is I go to clarity.FM I don’t know if you’ve heard that, the company started here by a Canadian entrepreneur and I just look for whoever, there’s going to be an expert for whatever question I have and you pay by the minute anywhere from $.50 to five dollars a minute and whatever question you have somebody is going to have a really good insight for you so I wouldn’t say it’s just one person, I would say it’s a combination of books and then very specific successful people on the topics that I would be interested in.
Ahmed Al Kiremli: If you are starting your company now what would you change?
Miguel Hernandez: What would I change? I don’t think I would change anything, I’ve asked myself that question a few times and I was thinking should I make this into a huge creative studio where you have like 50 employees and a humongous client list the bring in billions of dollars and I’ve had experience working for big companies and I don’t think I would be happier with that, I think I would have more headaches, I like things easy and my life so I think what I’ve done so far is exactly, it’s ideal, it’s never become too complex it’s profitable and fun and gives me a lot of freedom, if you’re going to do a checklist of the ideal type of job or situation, this really hits all of those things so in hindsight at this moment I don’t have any regrets, maybe when I learn more stuff will be like manner should of done something else but at this moment I think I’m pretty lucky at what I’m doing right now.
Ahmed Al Kiremli: Most important factors for success in three words?
Miguel Hernandez: I would say focus is one of them, because if you don’t know where you’re heading are what you want then forget it, you’re not going to get anywhere with that doesn’t mean you’re going to be happy whether you know it or not, so focus, sit down and figure out what you want to do with your life first and then work hard, number two, is not going to happen if you don’t do anything and third, network, everything that you do in your life all the opportunities that you have the people that you hire is people and the greatest opportunities are going to come through your network so learn how to connect with the people that matter to you, if you are going to events then go find out the events, I don’t like to events a lot but do your research, the beautiful thing about the Internet is that if you are not shy you can almost connect with anybody through twitter you can just follow somebody on Twitter and so you know what I really like your work, is there a chance we could meet for lunch or give me 10 minutes of your time or whatever and also tried to provide value in every interaction it’s not just about taking it’s about is there something I can do for you and the more you give the more you get back, the equation is very simple and life so those three things, focus, network and hard work.
Ahmed Al Kiremli: What are the things you are trying to develop to stay efficient?
Miguel Hernandez: To stay efficient, I would say develop, I’m not doing personally any of this, any change to become more efficient I think I am pretty efficient but one of the things I do to not forget things is I use reminders a lot, I use Google calendar and Google calendar is connected both to my iPhone and to my email so I get a reminder all the time, 50 minutes before whatever is going to happen on those two platforms which is great because throughout the week what I try to do this plan in advance all the meetings and everything like that and I unloaded all information, I know I don’t have to keep it in my memory, I’m going to be reminded by it which is really good for efficiency because it frees your mind to concentrate on other things instead of trying to remember things so I would say that’s one of the things I use a lot continuously every day, like this interview as well, I had it on the calendar and I got reminded but I was thinking about something else and then I didn’t forget.
Ahmed Al Kiremli: Top three apps that use on your smart phone?
Miguel Hernandez: The number one app I use in my iPhone let me just look at it right now really quickly, I would say it’s weather to check out the weather, did you mean productivity apps?
Ahmed Al Kiremli: No, just any apps.
Miguel Hernandez: Sorry sorry the most used app for sure is WhatsApp and the reason why is because I keep in contact with my friends in Spain through WhatsApp, it’s a much more popular in Europe than it is in North America so definitely WhatsApp all the time and then I would say Google maps and weather in that order.
Ahmed Al Kiremli: All right, top three books?
Miguel Hernandez: Of course, books films and bands. Ahmed Al Kiremli: How about your favorite three books?
Miguel Hernandez: They are right here, look, I think my favorite book so far that I read recently is called social intelligence, it’s the sequel to emotional intelligence which is an amazing book and social intelligence is like a continuation of how to deal and how to understand other people not just yourself, I think the biggest take away from there is that the people that surround us affect us at a physical level not just an intellectual level they have actually been able to measure that negative people around you will actually release that hormones or whatever you want to call it and actually affect you at a physical level which is pretty interesting so they actually call that toxic people because they really affect you, so that’s why it’s so important to surround yourself with people that are positive, so that’s the latest book I’ve read but I also was reading another book, I read one by Daniel Goldman called focus, that was a really good one and.
Ahmed Al Kiremli: You prefer to read on iPad or you buy actual books or do you use audiobooks?
Miguel Hernandez: I read on the iPad and I buy them from Amazon Kindle.
Ahmed Al Kiremli: All right it’s not hurting your eyes?
Miguel Hernandez: No because I use, I don’t know how most people read but I use, I change the colors of the background is black and the letters are white so I don’t get a lot of light.
Ahmed Al Kiremli: Do you think the black background is better for reading because most of the sites online use white backgrounds with black letters or words however all my websites are black and I always like ask myself 99% of the people use white and black text.
Miguel Hernandez: It depends obviously if you are trying to sell something or promote something white is a cleaner thing, cleaner color like a more positive color when you see white, black is like a more serious and it’s elegant but it has different connotations right, for reading a black background is to me soothing, it’s not too bright in my eyes and it’s very easy to read the letters they just pop up because they are white, I turned the brightness also pretty low so I just can see the letters without... I find I can read for hours that way.
Ahmed Al Kiremli: How about the top three people you are inspired by?
Miguel Hernandez: I would say Elon musk, it is just mind blowing, I followed him a lot, pretty amazing he has created a three billion-dollar company so for any entrepreneur he is just an amazing role model and he is still alive and doing amazing things very young, it’s very exciting what he’s going to do in the next 10 or 20 years. Other role models, actually here, I have a list of them but I would say Richard Branson I read his book is pretty amazing, those two guys definitely stand out and then a lot of people in the startup community, there
is this guy called Ryan Allis who just started a company called which is pretty amazing he is only 29 years old and he’s done so much in not just terms of successful entrepreneur but he is also done a lot of philanthropy efforts and stuff like that there are a lot of people that are really inspiring out there and also every other person that talks on Ted, but Ted talks are like wow, pretty impressive.
Ahmed Al Kiremli: I have a Ted talk. Do you listen to any music when you work?
Miguel Hernandez: Usually no I don’t listen to music, it depends what I’m doing but sometimes I put music, the problem is it’s hard for me to find a stream of like one or two hours of continuous music where all the songs I like and are not distracting so sometimes there is this website called hypemachine, and they aggregate music from all the blogs around the world and what I do is I follow my brother-in-law, he has really good taste in music so I just click on his profile and then he has probably like two hours of straight songs, he has a taste that I agree with so he is basically acting as my curator for music but maybe once a week I put music while I’m on the computer.
Ahmed Al Kiremli: What are the things that make you really happy?
Miguel Hernandez: There is a bunch of things, besides the obvious ones I think the things that make me happy is when I feel that I’ve done has had a positive impact on somebody so usually my normal work happens either by creating a video where I see the client is extremely happy or is getting a great reception, people are commenting are saying this is an amazing video that is very rewarding and makes me really happy, it’s like all this effort is paying off, and also my courses when I get student saying Miguel this course has change my life for now I start to do my own courses thanks to you or whatever that is really rewarding so I think seeing that the effort I put there is actually helping other people, that is something that makes me very happy. I think happiness is a very tricky thing though it is a balance, it’s not just about one thing, you have to be nourished and properly exercise, socialize, create, once you find a good balance we do all of those things I think you can find happiness but it is not just you cannot just concentrate on one thing.
Ahmed Al Kiremli: Last question how can people contact you?
Miguel Hernandez: They can go to Grumo Media .com and just contact me through there or they can write
directly to me at Miguel@Grumo
Ahmed Al Kiremli: Thank you so much for this interview Miguel, I really appreciate it.
Miguel Hernandez: Thank you.
Ahmed Al Kiremli: My pleasure, thanks everyone, be efficient and stay efficient and see you soon with another leading expert.
Word Count: 10185

أحمد القرملي: أهلا جميعا، معكم أحمد القرملي وأهلا بكم في برنامج كن كفوءا، مهمة هذا البرنامج هو تحسين أعمالكم وحياتكم من خلال نصائح من خبراء، واليوم أستضيف ميغيل هيرنانديز وهو خبير في صنع فيديوهات تقديمية رائعة، وهو أيضا مؤسس Grumo Media أهلا بك في البرنامج ميغيل.

ميغيل هيرنانديز: شكرا، من الممتع أن تقوم باجراء مقابلة معي.

أحمد القرملي: الشرف لي، اذا كيف بدأت في هذا المجال، ومتى بدأت في التوجه الى العمل عبر الانترنت وعمل الفيديوهات، هلا أخبرتنا عم ذلك وعن خلفيتك أيضا؟

ميغيل هيرنانديز: حسنا لقد بدأت Grumo Media سنة 2010 لكن قبل ذلك كان لدي بعض الخبرة في تصوير الفيدوهات الغنائية وكنت عامل كاميرا حراً لعروض الموضة والفيديوهات، لكن ذلك لم يكن عملا بدوام كامل. وأضفت لذلك مع مهارات تطوير النت والانيمايشن وعملت أيضا لأستديو تلفزيوني ولكن قبل ذلك قبل 2000 كنت تخرجت من مدرسة محلية تخصص تصميم ميكانيكي، لذلك لقد كنت أقوم بالعديد من الأشياء المختلفة في السنوات الـ15 الأخيرة، ولكن في الأخير في 2010 عندما بدأت هذه الشركة، كنت أقوم حصريا بالفيديوهات التقديمية والشروحات لشركات من مختلف بقاع العالم.

أحمد القرملي: اذا كيف اكتشفت هذه الموهبة، حيث تقوم بفيديوهات تقديمية مذهلة؟

ميغيل هيرنانديز: في البداية لم أعلم أن عملي الأكبر سيكون جيدا، لذلك قبل أن أبدأ هذه الشركة قررت أن أقوم بعمل فيديو لشركة محلية في بدايتها، حيث قامو بانشاء هذا المنتج وعلموا أن لدي القدرة على صنع فيديو متحرك، حيث قالوا لي هل يمكنك أن تقوم بصنع فيديو مثل التي نراها على صفحات النت لم أكن متأكدا من قدرتي على القيام بشيء مثل ذلك، لذلك قمت ببعض البحث وجلست وقمت بصنع فيديو لهم، وقد أسعدهم ذلك، فكرت في نفسي ان استطعت أن أجعل هؤلاء الناس سعداء ربما أستطيع جعل أناس آخرين سعداء، وهكذا بدأت في صنع المزيد من الفيديوهات.

أحمد القرملي: لماذا صانعي الفيديوهات في الانترنت يركزون على الفيديوهات الكرتونية وليس الحقيقية التسويقية، مثل فديوهاتك معضمها كرتونية

ميغيل هيرنانديز: كل فيديوهاتي كرتونية بالكامل الناس يستعملونهما كليهما، ترى العديد من الشركات تقوم بالعروض الحية والأخرى تقوم بالكرتونية، هناك ايجابيات لكل نوع، الفديو الكرتوني جيد للأفكار، تستطيع شرح أي شيء كأن تسافر للقمر وتعود لأنك تستطيع رسم ما تشاء، أما العروض الحية فعليك أن توفر الممثلين والأماكن ,أدوات الاضاءة والكاميرا الأمر أكثر تعقيدًا ومكلف أكثر، لذلك الكرتون هو بديل جيد لشرح الأشياء بتكلفة أقل، ولا تفقد التأثير.

أحمد القرملي: وهل تركز على ذلك، أعني لو طلب منك شخص تصوير عرض حي مع الممثلين وكل شيء، هل تقوم بذلك أو أنت مركز فقط مع...

ميغيل هيرنانديز: نحن نركز فقط على الكرتون، لقد تم سؤالنا للقيام بعروض حية من قبل، لكننا حولناها الى استديوهات محلية أخرى، الشيء الآخر هو وجوب تواجدك في الموقع وهذا سيقوم بتخفيض عدد الزبائن الذي يمكن أن نتحصل عليه، لذلك الآن لدينا زبائن من كل أنحاء العالم، واذا قمنا بالعروض الحية سيكون ذلك صعبا، عليك أن تكون هناك وتسافر وتوضف ممثلين محليين وما شابه.

أحمد القرملي: سؤال مضحك، كم من الناس أخبرك بأتك تشبه روبرت داوني، أو خافيير بيردم أو جيفري دين مورغن، كل هؤلاء الممثلين متشابهين، وأنت تبدو مثلهم

ميغيل هيرنانديز: لم يشبهوني بخافيير من قبل، لديه رأس كبير يبدو كملاكم وبعينين مستديرتين، وما أشبه به دائما هو روبرت داوني جونيور، منذ بلغت ال25 سنة أصبحت أسمع ذلك يوميا تقريبا، هذا جنون

ميغيل هيرنانديز: ربما لأنه مشهور أكثر، لكن الآخرين الآخرين أيضا يشبهونك

ميغيل هيرنانديز: أجل أجل، هذا مضحك لأن روبرت داوني جونيور عاد بقوة بعد مشاكله مع المخدرات ومثل هذه الأفلام الكبيرة وكلما اشتهر كلما ذكره الناس بالتأكيد

أحمد القرملي: اذا ماهي الأدوات التي تستعملها في انشاء الفيديوهات الرائعة، الأدوات الرئيسية.

ميغيل هيرنانديز: نستعمل أكثر البرامج المعروفة والتي قد تجدها في هذا المجال على المستوى الاحترافي، وهي اما Adobe aftereffects أو Adobe flash أيضا illustrator لعمل الرسومات ثم نستوردها الى أحد البرنامجين السابق ذكرهما، وهذا أمر معروف.

أحمد القرملي: لنبدأ بالأساسيات لعمل فيديو كرتوني، ولنبدأ بسير القصة، كيف تصنع ذلك

ميغيل هيرنانديز: حسنا في الحقيقة الخطوة الأولى هي الخوض في محادثة مع الزبون، وما ان نفهم ما يريد نقوم بكتابه حوار، والذي يستغرق من 60 الى 90 ثانية، وحوالي 160 أو250 كلمة، أي حوار مكتوب، ثم نفكر في المرئيات وبمجرد الحصول عليها نضعهم على ورقة على شكل قصة، وتحاول أن تبدع بحيث كل جملة تحاول أن ترسم التعبير الأفضل والأكثر فعالية لتمثيل ذلك الجزء من النص وما ان نقوم بذلك ويوافق عليها العميل، نقوم بالعمل على الكرتون ونجلب كل تلك الأفكار للحياة، ونضيف التأثيرات الصوتية، ويستغرق في مجله من 4 الى 6 أسابيع

أحمد القرملي: اذا تضع الأفكار على الورق، أو مذكرات أو باو بوينت؟

ميغيل هيرنانديز: الأمر يعتمد على الشخص، اعتدت أن أرسمهم على الورق ثم القيام بمسحهم وتحويلهم لملف بي دي اف ثم أرسلهم للمحرك، البعض الآخر يفضل القيام بالأمر على التابلت باستعمال Ulustrator الأمر يتعلق بالشخص

ميغيل هيرنانديز: وكم عدد الأشخاص العاملين معك، هل هم عبر الانترنت أو خارج الانترنت أو هل تطلب خدماتهم...

ميغيل هيرنانديز: العمل هو 100% متحرك، الجميع يعمل من منزله أو من أي مكان يريده، والجميع لهم عقد جانبي، لذلك لقد عملنا مع 40-50 رساما خلال السنوات الأربعة الماضية، فعندما نصبح مشغولين حقا نحاول الحصول على الرسام المناسب الذي يبحث عنه الزيون، لأننا دائما ما نسأل الزبون ما النوع الذي تريده، شيء بسيط، شيء معقد، شيء ثلاثي الأبعاد، ثنائي الأبعاد ونحاول أن نوفر لذلك الطلب الرجل المناسب

أحمد القرملي: ماهي الخطوة التالية... دعني أسألك، كم من أولئك الـ40 ثابتون في العمل معكم، لأن لدي العديد من الأشخاص الذين يعملون لدي، وأصعب ما في الأمر هو ايجاد الشخص المناسب لتضيفه لفريقك ليعمل معك باستمرار، الوصول لتلك النقطة هو أصعب شيء، لنقل مثلا أن لديك 4 أو 5 مثبتون أو أنك تبحث عن أشخاص جدد كل مرة لكل زبون لأن ذلك يأخذ وقتا كبيرا

ميغيل هيرنانديز: أجل، في البداية كان الأمر صعبا لأنني لم أعرف العديد من الأشخاص، لذلك الوصول الى النقطة التي تجد فيها أناس تثق بهم، والذين يسلمون العمل مع الوقت، ولديهم التصرف المناسب ذلك يأخذ دائما وقتا طويلا، توظيف الشخص المناسب عملية متعبة وتستغرق وقتا، ولكنه شيء عليك أن تستثمر به لكي تنشأ فريقا تستطيع الاعتماد عليه، ويوفر عملا مذهلا في الأخير، لقد واجهنا أخطاءا كأن توظف شخصا ليس جيدا حقا، أو لا يضع جهدا في العمل، أو عليك أن تشرح لهم باستمرار أو ليس لديه التصرف الملائم أو يستمر بطلب المال من اليوم الأول، هذا قد يكون محبطا، لكن بعد مرور بعض الوقت تتمتع بمعرفة أكبر في التعرف على الناس ومن سيعمل أو لا، والآن من مجموع الأشخاص الذين نعمل معهم أستطيع القول حوالي 10 أو 15 شخص نعلم أنه يعتمد عليهم وأنهم جيدون.

أحمد القرملي: من أين تأتي بالفنانين، هل من Elance مثلا أو Odesk أو أن هناك موقع خاص بهم وتتواصل معهم كأن تستعمل أسانا، الايميل ماهي أفضل أداة للتواصل معهم؟

ميغيل هيرنانديز: وجدت معظمهم عبر موقع Craigslist و مواقع موجهة خصيصا لمصممي الحركيات، فأذهب لتك المواقع وأضع العمل المطلوب وفورا تبدأ بتلقي العروض من مختلف أنحاء العالم والمشكلة كانت ما الذي سأفعله بكل هاته الطلبات، دعني أشارك متابعيك في هذا ما أفعله هو أنني أفتح صفحة اكسل وأضع أسمائهم وطرق التواصل معهم والرابط، أي شيء يجلب نظري، ,اكتب وصفا ثم أقوم بتقييمهم من 5 لكل مهارة أرى أنها مهمة لي مثلا هل يهتمون بالعمل هل هم جيدون في الثنائي الأبعاد أو الثلاثي الأبعاد، كل ما يهم لمصصم الحركة، أقوم بتقييمهم وما ان أحصل على النقاط العالية أولئك هم من أتصل بهم، وأيا كان من أختاره منهم فلابد أن يكون جيدا كفاية من ناحية المهارات لكن عليك أن تتكلم معهم وتتيقن أن لديهم الشخصية المناسبة

أحمد القرملي: اذا أولا تقوم بتحضير النص ثم سير الأحداث ثم الفنان، كيف يتم التحريك؟ الخطوة التالية هي التحريك أو اضافة الأصوات، التحريك أليس كذلك؟

ميغيل هيرنانديز: أجل سير الأحداث وتسجيل الصوت يمكن أن يتم بالتوازي، أذا لدينا النص فنرسله الى فنان الصوت، وبينما نحن بصدد اختيار فنان الصوتيات يبدأ المحرك بالعمل، وبعد اتمام ذلك نرسله للموافقة، في كل مرحلة من العملية نستشير العميل لنحرص على سعادتهم بالعمل، وعندما نكون راضين جميعنا بالعمل، نتوجه للمراحل التالية، اذا بعد سير القصة والرسم، عندها نتوجه للتحريك

أحمد القرملي: اذا تقومون بتسجيل الصوت قبل التحريك؟

ميغيل هيرنانديز: أجل دائما ما نقوم بذلك، وما يحدث هو أن على المحرك أن يطابق العمل على الصوت وأحيانا نقوم بتعديلات بسيطة، ليس على التسجيل الصوتي ولكن على الفراغات التي تتواجد بين الجمل، كأن لا يتواجد وقت مناسب بين الجمل ليسمح بانتقال ناعم لذلك نضيف فجوات كبر أو أقل لنحرص على السير الحسن للعمل،

أحمد القرملي: بخصوص سير العملية أفكر أنه من الأسهل كأن يحاول بعض الناس اختصار العملية بانشاء عروض تقديمية ثم قرائتها بأصواتهم ثم يقوم المصممين ببناء عروضهم بناءًا على ما قالوه هذا أسرع أليس كذلك، أسهل من العمل على العرض ثم ارساله لاضافة الصوت، ماهي المرحلة التالية

ميغيل هيرنانديز: بعد الانتهاء من التحريك نرسل ذلك لمصمم الصوتيات ويضيفون الموسيقى والتأثيرات الصوتية. قد تكون الموسيقى منتجه من طرفهم، أو يختاروها من مواقع الانترنت ويختاروا مجموعة أغاني ونرسلهم للعميل وما ان يوافقوا على الموسيقى وما شابه، نضع كل شيء معا، التسجيل الصوتي والموسيقى والمؤثرات ثم نقوم بالانتاج ونحصل على فيديو مكتمل.

أحمد القرملي: هل تستعمل Nvo لشراء الموسيقى؟

ميغيل هيرنانديز: نستعمل pond5 وماذا أيضا؟ وأيضا Envato

أحمد القرملي: كم تأخذ مدة التسليم وماهي الخطوة التالية بعد التسليم؟

ميغيل هيرنانديز: العملية كلها تستغرق من 4-6 أسابيع بمجرد أن ننتهي من التحريك، هذا الجزء السهل نقوم بارسال الملف، قبل أن نرسل الملف نقوم بعرضه عليهم على استضافتنا، وبمجرد أن يعجبهم نقوم بالانتاج ذو الجودة العالية ونرسل لهم الملف الفعلي.

أحمد القرملي: ماهي الصيغة الأفضل عند التسليم أقصد الأبعاد والصيغة والأحجام التي تنصح بها؟

ميغيل هيرنانديز: نستخدم الأبعاد القياسية، معظم الاعدادات التي استعملناها هي الخاصة بيوتيوب وفيميو من أجل الحصول على أفضل جودة وبحجم ليس كبيرا جدا، فعلى الرغم من أنه يتم ضغطها الا أنها تبقى ذات جودة عالية، 720p أو 1080p وترميزه X264 بحوالي 5000 او 6000 كيلو بت في الثانية أو ما شابه، لذا هي ليست ملفات كبيرة حقا، تتراوح ما بين 40 الى 60 ميجابايت في الحجم عند الارسال.

أحمد القرملي: ما هي المرحلة الأكثر أهمية والتي تعطيها اهتماما أكبر، هل هو النص لأنه يعتبر حجر الأساس أيها تعتقد أنها الأكثر أهمية؟

ميغيل هيرنانديز: من المؤكد أنه النص، فهو روح الفديو وأساسه، اذا كان هناك عيب فيه كل شيء سينهار، لقد وجدت في السابق أن تفاصيل الرسم أو تعقيد الخلفيات والشخصيات الأمر يدور حول القصة، تستطيع الحصول على فديو بسيط للغاية والتي بدأت معها كانت ناجحة للغاية وقد قمت بالعمل لوحدي في ذلك الوقت، لأني كنت قد بدأت للتو وقد كانت مهاراتي في التحريك بسيطة، لكنها كانت معروفة لأن المهم هو النص، وهذا هو أهم جزء بالتأكيد، ويحتاج المرء لوقت من أجل تطوير تلك المهارات وامتلاك حس لانتاج شيء يشاهده الناس من البداية للنهاية، اذا هو النص بالتأكيد.

أحمد القرملي: ماذا عن الدروس والدورات، أنت تقدم دروسا ودورات وليس مثل الرسم والتحريك حيث عليك أن تكون حاضرا، لقد رأيت بعضا من فيديوهاتك وقد كانت احترافية ومصنوعة بعناية، اذا هل تقوم بذلك اذا أتى اليك شخص وقال أريد منك أن تساعدني في اعداد دروس أو تركز فقد على الفيدهات التقديمية

ميغيل هيرنانديز: عملي لديه وجهان، الوجه الأول الخدماتي الخاص بالموقع حيث نقدم فيه الفديوهات التقديمية للناس من كل أنحاء العالم، والوجه الثاني هو القيام بدورات أعلم فيها الناس كيف يقومون بعمل مثل هذه الفيديوهات، لأنني وجدت أن العديد من الناس الذين يأتون لبدأ شركة لديهم ضيق في الميزانية، معظم الناس في بدايات شركاتهم لا يستطيعون الدفع مقابل كل شيء، لذلك فكرت لما لا أقوم بدروس أعلم فيها الناس كيف يقومون فيها بالفيديوهات الخاصة بهم، لأن ذلك أقل تكلفة من توظيف استديو، وهذا ما فعلته أنشأت دورة تدريبية باسم كيف تصنع فيدوهات تقديمية رائعة، وقد أبليت جيدا فقد بعتها للموقع ول Udemy حوالي 5000 شخص اطلعوا عليها من مختلف أنحاء العالم، كان هذا شيئ جيد

أحمد القرملي: هل أفضل مكان لبيع الدروس هو Udemy أو هل تنصح بشيء آخر؟

ميغيل هيرنانديز: Udemy كانت أولى الشركات التي بدأت هذه الفكرة لكن الآن يوجد أعتقد نسخة من الموقع كل يوم لذلك يوجد العديد من الخيارات، لكن بالنسبة لي ولأني بدأت معهم ما زالت تعتبر أفضل منصة، لقد نمو وجمعوا الكثير من المال، ذهبت الى اجتماعهم في سان فرانسيسكو، قبل حوالي الشهر والتقيت بفريقهم الرائع وهم يعملون بجد لنشر دوراتك، لذلك بالنسبة لي ولهذا اليوم بالنسبة للدورات باللغة الانجليزية Udemy هي أفضل منصة، لنشر دوراتك، الا اذا كانت لديك متتبعون كثيرون بحيث لا تحتاج الى تسويق، فتنشر أنك تبيع الدورة عبر الموقع أو التويتر لكن في الحقيقة معظم الناس لا يملكون هذا، فتفتقر الى المتابعين والتسويق عندها عليك أن تستخدم منصة وأرشح Udemy

أحمد القرملي: هل يجب توفر الفديو في كل الدورات أو يمكن اضافة النصوص

ميغيل هيرنانديز: معظم الدورات، حسب علمي مبنية على الفديو كليا، اذ تدفع مقابل الدورة وتحصل على وصول مدى الحياة، وتتمكن من الحصول أيضا على محاضرات بالفديو لمختلف المواضيع

أحمد القرملي: يستضيفونها على منصتهم

ميغيل هيرنانديز: أجل يستضيفونها على منصتهم، ترفع المحاضرات هناك ولديهم واجهة جميلة للغاية لترتيب المحاضرات واضافة النصوص، تستطيع أيضا أن تضيف أسئلة وفي النهاية يحصلون على شهادة انهاء، لقد قاموا بها بشكل جيد

أحمد القرملي: اذا أنت تنصح الناس الذين يريدون القيام بدورات هناك، بالبحث أولا عن كيفية عمل المنصة ثم بعد ذلك انشاء الدورات، ثم هل تقوم فقط بكتابة العنوان ورفع الفديو أم تحتاج الى كتابة الحوار.

ميغيل هيرنانديز: لا، فحسب الدورة قد يقومون بكتابة الحوار بأنفسهم، لديهم مختلف الأدوات في الحقيقة لقد قاموا بدورة ليعلموا الناس كيف يقوموا بالدورات وقد كانت دورة ناجحة، لقد قاموا بالدورة لاشهار كيفية القيام بالدورات على منصتهم

أحمد القرملي: ماهي النسبة التي يأخذونها من كل بيع؟

ميغيل هيرنانديز: في البداية كانوا يأخذون 30% لكن في نوفمبر من العام الماضي غيروا نسبة أرباحهم ,اصبحت تعتمد على مكان الطلبة، فالنقل مثلا أن الطالب أتى عبر موقعك أو شبكتك الاجتماعية، عندها تأخذ أظن حوالي 100% أعتقد 97% ويأخذون عمالة 3% الباقية، لكن اذا أتى الطالب عبر مجهوداتهم، فعندها تتقاسمون الأرباح بالنصف، لكن معظم الطلبة يأتون عبر مجهوداتهم، ثمة شيء آخر من المثير معرفته، إذا أتوا عبرك لكن سبق ولديهم حساب على المنصة فسيأخذون النصف لأنهم سبق وقاموا بجلب الطالب للمنصة.

أحمد القرملي: هل من مواقع أخرى تنصح بها أو تنصح البقاء مع Udemy ؟

ميغيل هيرنانديز: لدي قائمة كبيرة من المنصات، لقد قمت بالنشر في بعضها في اسبانيا لكن حاول أيضا... هناك الكثير منها هذا جنوني.

أحمد القرملي: أبقي الأمر لوقت لاحقا وسننشرهم مع المقابلة

ميغيل هيرنانديز: حسنا، هناك الكثير، الكثير

أحمد القرملي: ماذا عن استضافة الفديو أي منصة تفضلها أكثر ولماذا؟

ميغيل هيرنانديز: على غرار يوتيوب طبعا الذي هو مجاني، اذا كان لديك سيطرة أكثر على من يرى فيديوهاتك ثمة خيارين أستخدمهما منذ سنوات أحدها هو فيميو وعليك أن تدفع و تشترك والآخر هو ويستيا، والذي يمنحك قدرة أكبر على التحكم في عرض فيديوهاتك والتحليلات انه مذهل حقا.

أحمد القرملي: أيهما تفضل؟

ميغيل هيرنانديز: أنا أستعمل ويستيا أكثر لأنه كان في بدايته وقد التقيت بالمؤسس

أحمد القرملي: لقد استضفته في البرنامج، رجل رائع

ميغيل هيرنانديز: أجل كريس سافاج، انه رائع أنا حقا معجب به لهذا أنصح به، وقد قام ببناء منصة استضافة فيدوهات رائعة

أحمد القرملي: هل من نصائح أخرى تنصح بها للتصوير والتأثيرات في انشاء الفيدوهات.

ميغيل هيرنانديز: في الحقيقة.... أهم شيء لفعله هو البدأ بالقيام بها ان كنت تحب ذلك، أو مشاهدة العديد منها، عندما بدأت هذه الشركة قلت في نفسي ما هي أفضل الفيديوهات الموجودة، لقد شاهدتهم وقمت بتحليلهم ثانية بثانية، وأتسائل لما هذا الفيدو رائع ومن الممتع مشاهدته، وكنت أبحث عن أشياء لأستعملها في الفيديو الخاص بي، قم بالبحث وتعلم كيف تكتب نصا وأضغط تلك المعلومات في مدة 90 ثانية، وابدأ من هناك

أحمد القرملي: ماذا عن الاضاءة، قد لا تكون مشكلة مع الرسومات لكنها مشكلة مع الدروس

ميغيل هيرنانديز: أجل، الاضاءة في الكرتون تستطيع القيام بما تريد، لأنها مبنية على الحاسوب، ما أنصحك القيام به هو توفير اضاءة لازمة لكي يستطيع مشاهدوك رؤية وجهك مثل ما أقوم به الآن، لدي بعض الأضواء هنا وضوء في الخلفية، فقط احرص على أن يتم رؤية وجهك

أحمد القرملي: ماهو الشيء الذي ... مالذي يجعل الفيديوهات الخاصة بك مميزة، ما هو الشيء الذي يعطيك هذا التميز؟

ميغيل هيرنانديز: أعتقد أنها المعلومات التي نضعها فيها، شركتي ليست كبيرة تتكون مني أنا وبعض الفنانين الذين قمت بتوضيفهم، بعض الكتاب ومديري الأعمال، لكن أعتقد أن ما يميزنا هو كوننا نضع الكثير من الجهد، الحب والانتباه في ما يريده الزبون هناك العديد من الاستديوهات في هذه الأيام يحاولون الانتهاء من العمل في أقرب وقت وما ييحصل هو أنك لا تحصل على منتوج جيد في النهاية، لأنك لم تمنحه الاهتمام الذي يحتاجه مثل هذا العمل لذلك أعتقد أن العامل المغاير في عملنا هو أننا دائما ما نستمع للزبون ونحاول أن نفهم ما يحاولون ايصاله ومن يكون جمهورهم المستهدف، ثم لدينا الفنانين الذين يستطيعون جلب ذلك للحياة ، لذلك سأقول خدمة الزبون، نحن نهتم حقا، غير ذلك كنت لأقوم بتوظيف رجل ليضيف العديد من التأثيرات ولكن حينها ستقل جودة الفديو، فبدل أن نركز على عدد الزبائن لدينا نركز على سعادتهم

أحمد القرملي: ماهي المنصة التي جلبت لك أكبر عدد من الزبائن خلافا للتحويلات ؟

ميغيل هيرنانديز: رقم واحد أقول التوصيات لأنه الآن لدينا عينات كثيرة لشركات متعددة حوالي 3 من كل 4 زبائن يأتون عن طريق التوصيات ثم يأتي محرك بحث جوجل يبحث الناس عن انشاء فيديوهات تقديمية فيجدون مقالة أو مقابلة مثل هذه، فيقولون: آه جيد يبدو أن هذا الشخص يقوم بصنع الفيديو فلنتفقده وفي الأخير يقومون بتوظيفنا

أحمد القرملي: بناءًا على آراء زبائنك ماهي النسبة التي تعطيها لتأثير فيديوهاتك في تحسين نسبة الربح؟

ميغيل هيرنانديز: الأمر يعتمد، هذا سؤال مهم لكل الزبائن فمقابل هذا الاستثمار عليهم أن يتأكدوا من أن يعود عليهم بفائدة فالأمر يتعلق بعدة متغيرات، نوع المنتج، جودة الفديو، ومالذي تفعله بذلك الفديو هناك العديد من المتغيرات، لنقل مثلا أنك وجدت منتوجا استهلاكيا من السهل فهمه، ومن السهل تحويله لكرتون وتصنعه، تضع رابط صفحتك وزر اشتراك ليضغط عليه الناس والفرق بين وجود فيديو وعدمه كبير قد يصل الفرق الى 40% من الدخل في التحويلات، في احدى تجاربنا مع شركة تدعى اندينيرو لاحظنا أن النسبة وصلت ل 30 – 40 % مثلا دروب بوكس كانت واجهته فيديو وزر اشتراك، وقد نجح الأمر بشكل جيد معهم، فالناس في البداية لم يستوعبوا فكرة تخزين بياناتهم في السحابة لكن الآن الجميع يعرف ماهو دروب بوكس فكما أتذكر كان مجرد فيديو وزر اشتراك، ولهذا نجح معهم الأمر للأفضل، ومنذ ذلك الوقت العديد من الشركات أدركت أنها اذا كانت تريد زيادة التحويلات خاصة في الأماكن التي يملك الناس فيها وقتا لمشاهدة الأشياء فالفديو طريقة رائعة لعمل ذلك.

أحمد القرملي: قلت أنك تستغرق من أسبوع الى اثنين لفديو مدته 1 الى 2 دقيقة

ميغيل هيرنانديز: بل من 4 الى 6 أسابيع

أحمد القرملي: من 4 الى 6 أسابيع، اذا قسمت النسب على الوقت الذي تستغرقه في كل مرة كم تقدر نسبة عمل النص والصوت هل يمكنك تقسيمة لنا؟

ميغيل هيرنانديز: هناك عامل مهم في عمل الفيديو، والذي لا يرجع لنا بل على موافقة الزبون فمثلا اذا كانت الموافقة فورية يمكننا حينها القيام لفديو في مدة أسبوعين، أو حتى أقل في الحقيقة لقد قمنا بعمل فيديو لـ Udemy في مدة 11 يوم، كان هذا رقما قياسيا، حيث كان لديهم فيديو لندوة صحفية واتصلوا بي وطلبو مني أن أقوم بفيديو، كتبت النص في حوالي 20 دقيقة، وتمت الموافقة عليه في ساعة واحدة، هذا ما سمعت به من المعروف أنك بتلك الطريقة تستطيع التحرك بسرعة، المشكلة أنك عندما تتحرك بسرعة تقوم بالتغاضي عن الجودة لأنك لا تنتبه لكل التفاصيل، هذا من ناحية، اكتشفنا أنه للقيام بفديو الوقت المتوسط هو 4 أسابيع، لأنه يوجد العديد من المراحل وأيضا، وخلال كل مرحلة ننتظر الموافقة من الزبون لنقل مثلا أنني أرسلت النص اليوم لكن يستغرق أسبوعا للموافقة، وهذا يحدث غالبا في الشركات الكبيرة التي لديها طبقات ادارية وعليهم أن يوافقوا جميعا، وعليك الانتظار والانتظار فلا تستطيع التقدم للأمام وتنتهي بالانتظار لأسبوع الأمر يعتمد حقا، قد يمر الأمر بسلاسة ويمكن أن يعلقوا مرحلة سير القصة، وتنتظر لأسبوعين لقبول سير القصة، لأعطيك فكرة اذا سار كل شي بسلاسة يتم الموافقة على سير القصة خلال أربعة أيام، تسجيل الصوت في يومين، وعمل القصة من 3-4 أيام، التحريك هو الذي يستغرق أطول وقت حوالي الأسبوع أو اثنين ولو أضفنا المؤثرات الصوتية تستغرق 4 أيام أيضا، اذا جمعنا كل ذلك نجدها ما بين الشهر والشهر ونصف.

أحمد القرملي: ماذا عن التكاليف شارك معنا كيفية حساب التكاليف لفديو مدته دقيقة أو اثنين

ميغيل هيرنانديز: لدينا تسعيرتين لصناعة الكرتون، الأولى تسمى تسعيرة الشركات الناشئة والأخرى تسعيرة الشركات الكبيرة، تسعيرة الناشئة هي 7000 دولار للدقيقة أما الشركات الكبيرة فـ 10000 دولار للدقيقة، الفرق الذي تحصل عليه هو تفاصيل أكثر وتعقيد أكثر لأن الشركات التي لديها هوية قوية تهتم حقا بكيف تبدو الأشياء، لذلك يطلبون التفاصيل والجمال في دوراتهم والسلاسة، وأيضا يحتاجون لاهتمام أكبر من جهتنا لأنه علينا انتظار آرائهم والالتقاء معهم عبر السكايب أحيانا تلتقي بستة أشخاص وكل منهم يقدم قرارا، لذلك نحتاج الى مصادر أكثر من جهتنا

أحمد القرملي: لديهم مال أكثر...

ميغيل هيرنانديز: أجل صحيح

أحمد القرملي: لكن ألا تعتقد أن التكاليف عالية خاصة بالنسبة للشركات الناشئة؟

ميغيل هيرنانديز: للناشئين، في الحقيقة الأمر يعتمد اذا كانت شركة ناشئة لم تمول بعد ولم تجمع أي رأس مال، أي أنهم يستعملون أموال المؤسسين، أموال الأصدقاء والعائلة كما يقولون، مدخراتهم، في مرحلة متقدمة هنا يعتبر المبلغ كبيرا، لذلك أنصحهم أنه من المبكر القيام بفديو تقديمي، والسبب هو أنك عندما تكون في مرحلة مبكرة الفكرة الأساسية تتغير كثيرا في الأشهر الأولى لذلك اذا قمت بعمل فديو وأنفقت الكثير من المال عليه،

أحمد القرملي: ستغير مفاهيمك مع الوقت

ميغيل هيرنانديز: ستغير المفاهيم نعم، وعندها يجب أن تقوم بالفديو مجددا، العديد من المرات نرفض خدمة الناشئين لأنهم حتى وان امتلكوا المال في البداية ننصحهم بتأجيل الأمر لبعض الوقت، أنفقوا ذلك المال بدل استثماره في فديو تسويقي، في التطور للأمام، لاثبات مفاهيمكم، وما ان تكون متأكدا من أن هذا هو ما يجب القيام به، وتريد أن تقوم بحملة تسويقية كبيرة، ذلك هو الوقت المناسب لعمل الفيديو

أحمد القرملي: لقد لاحظت أنك تقوم بتقديم بعض الفيدوهات بصوتك، هل تظن أن هذا شيئ ايجابي، ام سلبي خاصة اذا اختار ذلك الزبون لجعل الأمر مسلي أو مختلفـ بعضهم يريد أصوات مختلفة

ميغيل هيرنانديز: في البداية استخدمت صوتي بسبب كانت الطريقة الأكثر تأثيرا لذلك واتضح أن الناس أعجبوا به وكانت تلك مفاجئة بالنسبة لي أتذكر عندما قمت بأول فديو بصوتي والذي كان Hipmunk وقد أرسلته لهم وقلت لهم لدي لكنة غريبة ولا تقلقوا بشأنها سنقوم بتغييرها، ومدير التسويق في ذلك الوقت كان ألكسيس زوهانين قال لي: لا لن تغير ذلك ولو بعد مليون سنة، قلت له: هل أنت متأكد؟ قال نعم. ومنذ ذلك الوقت بعض الناس شاهدوا الفديو الاصلي الخاص بهم وطلبوا مني خصيصا أقوم بتسجيله بصوتي، ومن جانب آخر هناك الناس الذين يقولون لا نريد لكنة أو نريد لكنة أسترالية أو يريدون أنثى لذلك علينا القيام بذلك أيضا عندها نبحث ونقوم بتوظيف صاحب الصوت المناسب لهم

أحمد القرملي: أخبرني عن آشتون كوتشر هل وجدتموه أم وجدكم، هل قمتم بفديوهات له أو لشركاته؟

ميغيل هيرنانديز: لقد حالفني الحظ عندما بدأت لأكون صريحا معك، لقد قمت بفديو لشركة تدعى Padmapper وهي مفيدة عندما تبحث عن شقة وعن تأجير، وطلبوا مني القيام بالفديو وبعد يومين من القيام بنشر هذا الفديو قام آشتن كوتشر بنشر تغريدة على تويتر يقول أن هذا أفضل فديو توضيحي قد رآه، في ذلك الوقت كان لدينا 6 مليون متتبع

أحمد القرملي: اذا لقد رآه في مكان ما، وأنت لم تقم به له

ميغيل هيرنانديز: لا لم أقم به له، لقد استغرقني الأمر سنوات لأدرك .... الناس الذين يعرفون آشتن كوتشر يعرفونه كممثل، لكن في مجال الاستثمار هو شخص يقوم بالانخراط في المشاريع الناشئة بقوة، لذلك هو كا على علاقة بـالشركة أو على الأقل صديق للمؤسس، لأنه أخبرني بأنه أرسل له الفيديو ليرى ماذا يظن؟، لهذا السبب قام بنشره، لاحقا حصلت على متتبعين أكثر وزبائن أكثر، وبعد 6 أشهر من ذلك قمت بفديو له شخصيا، لأني التقيت به في تكساس، حيث كان لديه مؤسسة لا ربحية مع زوجته السابقة دومي مور تسمى مؤسسة دومي و آشتون، وأرادوا القيام بفديو، لحملة يقومون بها تسمى "الرجال الحقيقيون لا يشترون النساء" لوقف رق الأطفال، وفكروا في القيام بشيء كرتوني، وقلت لهم بالطبع، وهذا ما قمت به.

أحمد القرملي: أفضل التقنيات التي تنصح بها صانعي الفيديوهات لتسويق مهاراتهم وشركاتهم

ميغيل هيرنانديز: تقنيات لتسويق شركاتهم

أحمد القرملي: لتسويق شركاتهم والقيام بما تقوم به

ميغيل هيرنانديز: يمكنك أن تقوم بما قمت به تماما، ولا أمانع أن تقلدني لأنني قلدت أشخاصا آخرين، يمكنك تطبيق هاتين التقنيتين على أي عمل على الانترنت، وهناك ثالثة لكني لم أحتجها للآن. الأولى هي القيام بما قمت به، وهي اخيار شخص في الصناعة التي أستهدفها والذي اعتقدت أن لديه تأثير كبير، وقوة كبيرة في الصناعة وقم بفديو لهم، لقد قمت بفديو مجاني لهم دون محاسبتهم، على أمل أن يعجبهم ويقوموا باستخدام نفوذهم لتسويق الفيديو لي وبذلك أختصر وقتا على شركتي، وهذا ما فعلته لقد أرسلت الفيديو لـ Hipmunk وقاموا بنشر تدوينة والتي كان لديها عدد كبير من الزوار، وعبر التويتر والفيسبوك، وفجأة صار لدي عدد كبير من الناس يريدون مني القيام بفديوهات لهم، وهذا أمر خطر في الحقيقة ظننت أنهم سيجعلووني أحاول عشرة مرات على الأقل قبل أن...

أحمد القرملي: كم كان يكلفك الفديو الواحد في ذلك الوقت، أو هل كنت تقوم به بمفردك؟

ميغيل هيرنانديز: ذلك الوقت لقد قمت بالعمل كاملا، كنت في اجازة في هاواي أول مرة أذهب الى هناك، ,اخذت حاسوبي المحمول وقمت بالعمل هناك مدة أسبوعين أقوم بكل شيء بمفردي، لذلك التكلفة كانت صفرا، فقط وقتي الخاص، وبعدها أرسلت الفيديو لهم وكنت محظوظا للغاية كونه أعجبهم، وهذه أحد الاستراتيجيات ولكن هناك عامل الحظ هنا، الأخرى هي التسويق المتضمن أو تسويق المحتوى، وهي أن تقوم بانشاء مدونة وتقوم بأبحاثك وتنشر محتوى جيد والذي يتم فهرسته من طرف جوجل وبينج، لذلك تضهر في النتائج كلما كان الناس يبحثون عن الشيء الذي تبيعه، وسيساعدك أيضا على بناء مصداقية، اذا كنت تكتب بشكل جيد وتضع الكثير من الجهد في ذلك، وتكتب مقالات مثيرة وتقوم بكل شيء لنشرها على المواقع الاجتماعية، في النهاية سيجدك الناس وسيقولون: هذا الشخص يعلم عن ماذا يتحدث، هذا سيزيد من مصداقيتك ويمنحك ترتيبا أفضل على محركات البحث، وطبعا ما تحاول الحصول عليه هو الزيارات لموقعك، وكلما زادت الزيارات كلما زاد الزبائن المحتملين، وهذه هي الاستراتيجية الثانية، ثالثا بالطبع ما عليك هو الدفع مقابل الزيارات، اعلانات فيسبوك وجوجل، وتويتر، وهذا صعب قليلا لأن عليك القيام ببعض البحث ويمكنك توضيف شركة لتقوم بهذا الأمر لك، ولكن هذا يعني أن عليك أن تدفع المال مقابل ذلك، الطريقتين الأولتين مجانيتان اذا قمت بهما بنفسك، الثالثة يمكن أن تكون مؤثرة حقا على سلم معين، اذا كنت تعرف ما تقوم به، أنا لم بالاعلانات بعد

أحمد القرملي: ما هي البرامج التي تستعملها لتسجيل ونشر الدروس على الانترنت، الدروس أو الدورات؟

ميغيل هيرنانديز: حسنا، بالنسبة للدورات أنا دائما ما أستخدم الماكنتوش الخاص بي، وأستعمل برنامجين حصريا، أحدهما لتسجيل الشاشة والكاميرا، والذي يسمى ScreenFlow والآخر يسمى Keynote والذي يقابل الباوربوينت للماك، والذي يستعمل لصنع الشرائح والتي أسجلها لاحقا ,ادمجهما في فيديو واحد وهكذا أصور المحاضرة، طريقة مباشرة.

أحمد القرملي: لكن ان كنت تقوم بمقابلة مع أحد عبر الانترنت تستخدم ScreenFlow لتسجيل المحادثة والذي يكون على حاسوبك أو حاسوبه بالاضافة للكاميرتين؟

ميغيل هيرنانديز: لا أظن أنك تستطيع... لما نقوم به الآن أنت تحتاج الى نوع آخر من البرامج، أنا أستعمل Callrecorder والذي يسمح لك بتسجيل كلا الشاشتين عبر سكايب، ومن ثمة تستورد ذلك لبرنامج تعديل على الفديو مثل Camtasia, Imovie, screenflow, Premiere ثم تقوم بما تشاء به، عندما تقوم بمقابلة تستخدم نوع آخر من البرامج

أحمد القرملي: الآن لا يوجد برنامج حيث نستطيع تصويرهما كليهما، لكن اذا أردت أن أرى عرضا على حاسوبك، عليك أن تشارك شاشتك معي لكن لن أستطيع تسجيل صورتك أقصد الفيديو، هل تعرف أي برنامج يصور كلا الشاشتين بالاضافة الى العرض، أو ربما يعمل مع Gotowebinar فقط

ميغيل هيرنانديز: الأمر يعتمد، اذا كنت تقوم بعرض مباشر، تستطيع استعمال جوجل هانجاوت، انه يسمح لك بالتحويل من شخص لآخر، لا أعلم ان كان يبقي البث من الكاميرا الخاصة بك، وهذا حل سهل ومجاني، واذا أردت حلولا أكثر احترافية تستطيع الدفع لـ Gotomeeting أو برنامج خاص بالويبينار، أما اذا كنت لا تقوم ببث مباشر فأنا أستعمل Screenflow مع camtasia لتسجيل كاميرتك وشاشتك معا، وعندها احصل على طبقتين لتستطيع اغلاق الكاميرا عندما تريد أو تحريكها او تفعل ما تريد بذلك، وتجلب الشاشة للمقدمة، عندما تريد التركيز على ذلك

أحمد القرملي: أفضل البرامج والأدوات للتحكم وقفل الفيديو على موقعك؟ أيها تفضل من ناحية الاضافات أو البرامج

ميغيل هيرنانديز: للتحكم في الفيديو... حسنا مثل الووردبريس، في الحقيقة أنا لا أستعمل أي اضافة على غرار الخاصة بويستيا، لكن معظم الفيديوهات التي اظمنها على موقعي هي من يوتيوب، في الفيديو الأول في موقعي الذي أقوم فيه بتعريف شركتنا وما نقوم به ذلك أستظيفه على ويستيا، ولديهم اضافة خاصة للووردبريس تسمح لك بتظميين الفيديوهات التي تستظيفها بمجرد نسخ سطر أوامر، وهذا ما أستعمله للفيدوهات

أحمد القرملي: هل يمكنك أن تشاركنا خدع كيفية تحسين الموقع لمحركات البحث الخاصة بالفديو

ميغيل هيرنانديز: أنا لست خبيرا في هذا الأمر لكن مما قرأته، بخصوص جوجل هو أن محركات البحث تعتمد في بحثها على ما تضعه في النص، لذلك الأمر يتعلق بالكلمات المفتاحية التي تضعها على العنوان، والوصف وهذا مهم جدا من أجل أن يتم ايجادك، ومن المنطقي أن تكون جيدا لكي يقوم الناس بمشاركة ذلك، للقيام بالسيو احرص على أن تقوم بارفاق العنوان بكلمة مفتاحية أو اثنتين من الموضوع المستهدف، ونفس الأمر بخصوص الوصف والاشارات، لذلك احرص على ان تكون العناوين كاملة ولها معنى وارفق وصفا، والمهم بشأن يوتيوب هو أن تحصل على رابط للمكان الذي تريدهم أن يتوجهوا اليه، الأمر الجميل بخصوص وصف يوتيوب هو أنك تستطيع ارفاق روابط لموقعك وهذا جيد لجلب الزيارات، وأيضا أنشر تلك الفديوهات على موقعك أيضا. يمكنك استعمال أدوات مثل خريطة جوجل للمواقع والتي تجعل الأمر أسهل على جوجل ليجد الفديوهات على موقعك هناك العديد من الأشياء التي تستطيع القيام بها، للآن أنا أحاول استعمال الأمور الأسهل .

أحمد القرملي: هل يمكنك أن تشاركنا بعض المشاريع المستقبلية التي تعمل عليها، أو هل أنت مركز على هذه الشركة فقط؟

ميغيل هيرنانديز: أنا أقوم بالدورات، وأحد الدورات التي أقوم بها تتحدث عن كيفية ادارة عمل عبر الانترنت مثل الذي أقوم به الآن، لأن العديد من الناس يسألونني هذا يبدو رائعا حيث تستطيع السفر أو أي شيء آخر وما زلت تدير عملا يدر عليك الأرباح، كيف تقوم بهذا؟ وفي الحقيقة هناك العديد من الأجزاء المتحركة وهذا ما يسألني اياه الناس وهذا على الأغلب سيكون في أحد الدورات التي أقدمها، الأمر الآخر الذي نعمل عليه هو تطبيق للآيفون، يسمى Books, films, and Bands حيث يسمح لك بحفظ قوائم بتلك الأشياء الثلاثة، ونعمل على تحسينها مع الوقت...

أحمد القرملي: ما اسمه مجددا...

ميغيل هيرنانديز: Books, films, and Bands ، انه سهل للغاية Books, films, Bands في كل مرة يذكر أحد... أنا لست خبيرا وهذا ليس شيئا علميا ولكن كلما ذهبت مع عائلتك أو أصدقائك وتحظى بمحادثة عادية، عموما في كل محادثة يذكر شخص ما احد تلك الأشياء، هل رأيت هذا الفلم، هل قرأت هذا الكتاب، هل استمعت لهذه الفرقة؟ الناس عادة يستخدمون مذكراتهم أو يكتبونها على الأوراق، وينسون لذلك أنشأنا هذا التطبيق حصريا لتك الأشياء الثلاثة، وشاشة البحث رائعة فهي مرتبطة بـ IMDB أو آيتونز، يمكنك تحميل المعلومات مباشرة للقائمة يمكنك حتى أن تشتري الكتاب أو الأغنية مباشرة من التطبيق، اذا هو يجعل الأمر بسيط للغاية

أحمد القرملي: من أين تحصل على ال API؟ IMDB ؟

ميغيل هيرنانديز: الأفلام تأتي مباشرة منه، انه API مختلف أستطيع أن أرسله لك لكني لا أذكر الاسم، هناك العديد من مواقع الأفلام، في الحقيقة نستخدم تجميعة لاثنين من الـ API لأن أحدهما يحتوي على الأفلام اوالمسلسلات لذلك قمنا بتحديث لتستطيع ايجاد الأفلام والمسلسلات معا

أحمد القرملي: هل يمكنك أن تأخذنا خلال يوم عملك

ميغيل هيرنانديز: لقد وجدت الروتين الذي يعمل معي، أنا لا أستيقض باكرا لأني لا أحب أن أستيقض باكرا، لكني أنام في وقت متأخر جدا، في الحقيقة اليوم ذهبت للنوم حوالي الساعة الخامسة صباحا لأني كنت أقوم بالأبحاث وآتي بالأفكار لكني عموما أستيقض ما بين 9 – 10 وأتناول Clifbar أترى هذا؟ علبة كليف بار، انها أعمدة عضوية للطاقة ، ثم أتفقد الايميل الخاص بي، وأحاول أن اخطط لما اقوم به، عادة ما العب 4 مرات في الاسبوع كرة القدم، فترة الغداء أسافر الى شمال فانكوفر والعب مدة ساعة ونصف، وهذا للحفاظ على اللياقة لأني أمضي وقتا طويلا أمام الحاسوب وأقرأ كثيرا أيضا، الموجود خلفي هو سرير في الحقيقة بطبقتين، في داخله يوجد الايباد الخاص بي وأقرا بواسطته العديد من الكتب، ,احاول أن آتي بأفكار جديدة طول الوقت وما شابه، وأقوم بالعديد من الأشياء مع زوجتي فهي تحب الذهاب للتمشية وماشابه، انها حياة بسيطة ونسافر كثيرا لقد ذهبنا للعديد من البلدان، أمريكا الجنوبية، اسبانيا، أوروبا، عدة مرات، والصين أيضا منذ حوالي العامين، هذا كل مافي الأمر

أحمد القرملي: اذا أنت تعمل من المساء الى الليل أو بعد أن تلعب كرة القدم

ميغيل هيرنانديز: معظم العمل أقوم به قبل أن أذهب للعب، لأني بعد أن أنتهي من اللعب يكون وقت الغداء، حيث آخذ قيلولة ما بين نصف ساعة الى ساعة، وبعدها اما أن أقرا أو أقوم بالعمل، لذلك أقسم عملي لجزئين أكثر الاشياء أهمية في الصباح والتي تقل عنها أهمية في المساء، وفي المساء أيضا هو الوقت الذي أقوم به بدورات المبيعات وأيضا حيث أقوم بالاجتماعات مع الفنانين الخاصين بي أو مديري المشاريع ذلك الوقت هو حيث أقوم بمثل تلك الأمور وأعمل عليها

أحمد القرملي: من هو مرشدك رقم واحد؟

ميغيل هيرنانديز: لقد قرأت كتابا... أولا أريد أن أقوم مرشدي الرئيسي هو في الحقيقة الكتب، لأني أقرا الكثير من كتب ريادة الأعمال، أنا أيضا مشارك في العديد من التغذيات التي تتحدث عن الشركات التكنلوجيا وريادة الأعمال، أما من ناحية المرشدين فقد تغير الأمر مع الوقت لذلك ليس لدي مرشد واحد معين، اذا كان لدي سؤال محدد حول الأعمال...

أحمد القرملي: مجال معين

ميغيل هيرنانديز: أجل عندها ما أقوم به، هو التوجه الى clarity.FM لا أعلم ان كنت قد سمعت بها، شركة بدأت هنا من قبل رجل أعمال كندي، وهو يبحث عن جميع الانواع من الأشخاص، ولكل سؤال ستجد خبيرا هناك، وتدفع مقابل الدقيقة من 50 سنت الى 5 دولار للدقيقة، ومهما كان السؤال الذي لديك سيعطونك العديد من النصائح الجيدة لن أقول مجرد شخص واحد، بل مجموعة كتب وأشخاص متخصصين ناجحين، في مواضيع مختلفة

أحمد القرملي: اذا كنت تبدأ شركتك الآن ما الذي ستغيره؟

ميغيل هيرنانديز: ما الذي سأغيره، في الحقيقة لا أظن أنني سأغير أي شيء، والسبب هو أنني سألت نفسي هذا السؤال عدة مرات، لثد كنت أفكر في أنه هل يجب علي أن أجعل هذا استديو كبير حيث لدي 50 موظفا، والعديد من الزبائن الذين يملكون ملايين الدولارات، وقد كانت لدي خبرة في العمل مع شركات كبيرة، ولا أظن أنني سأكون أسعد بتلك الطريقة، سيكون لدي صداع أكثر، أحب أن تكون الأشياء سهلة في حياتي، لذلك أعتقد أن ما قمت به للآن هو الأمثل، لم يصبح الأمر معقدا، ما زلت أحقق الأرباح ومازال ممتعا ويوجد الكثير من الحرية، حقا اذا كنت تقوم بمقارنة الأعمال أو الحالات الأمثل فسيحقق كل تلك الأشياء لذلك لم أصل للنقطة التي أندم فيها على شيء، ربما عندما أتعلم أشياء أخرى أفكر أنه كان علي القيام لشيء آخر، لكن الآن أظنن أنني محظوظ للغاية حيثما أنا

أحمد القرملي: أكثر عوامل النجاح في ثلاث كلمات

ميغيل هيرنانديز: أريد أن أقول أن التركيز هو أحدها، لأنك ان لم تكن تعلم الى أين أنت متوجه أو ما تريده فعندها انسى الأمر لأنك لن تصل لأي مكان، لكن هذا لا يعني أنك لن تكون سعيدا عندما لا تعرف الى أين أنت متوجه، لذلك اجلس وقرر ما ستفعله بحياتك وثم اعمل بجد ثانيا فلا شيء سيحدث ان لم تفعل شيئا، ثم الشبكة كل ما تفعله في حياتك وكل الأشياء التي تقوم بها والناس الذين توظفهم يبقون أناسا وأعظم الفرص ستأتيك عبر شبكة معارفك لذلك اعرف كيف تتواصل مع الناس المهمين لك، اذهب الى الاحداث، أنا لا أذهب اليها كثيرا لكن قم بالبحث لخاص بك، الأمر الجيد بخصوص الانترنت هو انك اذا لم تكن خجولا، يمكنك تقريبا التواصل مع أي شخص عبر تويتر، يمكنك تتبع شخص ما وتقول له أنا معجب حقا بعملك هل يمكنك لقائي على الغداء أو تعطيني عشرة دقائق من وقتك، وحاول وضع قيمة لكل تفاعل الأمر ليس فقط أخذ، بل عطاء أيضا وكلما أعطيت أكثر كلما عادت الفائدة اليك، هذه معادلة حياة بسيطة، تلك هي التركيز والشبكة والعمل الجاد

أحمد القرملي: ما هي الأشياء التي تسعى لتطويرها لتبقى كفوءا

ميغيل هيرنانديز: لأبقى كفوءا، أقول أن تطور... في الحقيقة أنا لا أغير أي شيء لأصبح أكثر كفاءة لأني أعتقد أني كفوء كما أنا، لكن من الاشياء التي أقوم بها لكي لا انسى هي أنني أستعمل التذكيرات كثيرا، أستعمل يوميات جوجل وهو مرتبط بالايفون الخاص بي والايميل الخاص بي، لذلك أحصل على تنبيه مسبق ب 50 دقيقة لكل ما سيحدث، في كلا المنصتين، لأني خلال الأسبوع ما أحاول القيام به هو ألاعداد المسبق لكل الأحداث والاجتماعات وبما أنني أعددتها كلها ليس علي أن أبقيها في ذاكرتي وسيتم تذكيري بها، وهذا امر جيد للكفاءة لأنك ستستعمل عقلك للتركيز على أشياء أخرى بدل محاولة التذكر كل مرة، لذلك هي أحد الأشياء التي أستخدمها بكثرة باستمرار، هذه المقابلة أيضا وضعتها على جوجل وحصلت على تذكير وعندها كنت أفكر في شيء آخر، وهكذا لم أنسى

أحمد القرملي: أكثر 3 تطبيقات تستخدمها على هاتفك

ميغيل هيرنانديز: التطبيق الأكثر استعمالا على هاتفي هو دعني أتفقده بسرعة، سأقول تطبيق الأحوال الجوية، لتفقد الجو لا أدري ان كنت تقصد تطبيقات الانتاج

أحمد القرملي: التطبيقات الأكثر استعمالا

ميغيل هيرنانديز: آسف آسف، التطبيق الأكثر استعمالا هو الواتساب، والسبب هو لأني أبقى على تواصل مع أصدقائي وهو مشهور في أوروبا أكثر مما هو مشهور في أمريكا الشمالية، لذلك بالتأكيد الواتساب، ثم يأتي جوجل للخرائط،و الجو بهذا الترتيب وطبعا books, films and bands

أحمد القرملي: ماذا عن كتبك الثلاثة المفضلة

ميغيل هيرنانديز: انها لدي هنا أنظر، أعتقد أن كتابي المفضل الذي قرأته مؤخرا يسمى Social intelligence وهو تتمة لكتاب Emotionnelle intelligence والذي هو كتاب مذهل، وهو يعتبر تتمة له لكيفية فهم الناس الآخرين وليس نفسك فقط ... اعتقد أن أفضل ما تأخذه من ذلك هو أن الناس الذين يحيطون بنا يؤثرون علينا عبر المستوى الجسدي وليس الحسي فقط والقدرة على قياس الناس السلبيين حولك سيحرر الهرمونات السيئة أو مهما أردت تسميتها، والذي يؤثر على الجانب الجسدي، والذي يعتبر أمرا مثيرا يسمونها الناس المسمومون لأنهم يستطيعون التأثير عليك، ولهذا من المهم أن تحيط نفسك بالناس الذين يؤثرون ايجابا، وهذا آخر كتاب قرأته، كنت أيضا أقرأ كتابا آخر دعني أرى ما أسمه، كتاب Daniel Goldman يسمى focus ذلك كان جيدا

أحمد القرملي: هل تفضل القراءة على ايباد أو تشتري الكتب أم تستعمل الكتب الصوتية؟

ميغيل هيرنانديز: أقرأهم على الايباد وأشتريهم من أمازون كيندل

أحمد القرملي: حسنا ألا يؤذي هذا عينيك؟

ميغيل هيرنانديز: لا لأني أستعمل... لا أدري كيف يقرأ معظم الناس لكني أغير الخلفية للون الأسود والكتابة بيضاء فلا أتعرض للكثير من الضوء

أحمد القرملي: هل تظن أن الخلفيات السوداء أفضل للقراءة، لأن معظم المواقع على الانترنت تستخدم خلفيات بيضاء، وكتابة سوداء، لكن جميع مواقعي لها خلفية سوداء ودائما ما اسأل نفسي بما أن 99% من الناس تستخدم الخلفية البيضاء

ميغيل هيرنانديز: أعتقد أنك عندما تكون تبيع شيئا ما او تعرض شيئا ما فالأبيض أنقى وهو يبدو لونا ايجابيا، الأسود يبدو لونا جادا لكن لديهما تفسيران مختلفان، الخلفية السوداء بالنسبة لي لا تعطي الكثير من الضوء لعيني، ومن الأسهل قراءة الحروف فيه تظهر، أخفض الضوء فأستطيع أن أرى الحروف بدون أن تكون الاضاءة كبيرة، استطيع القراءة لساعات بذلك الشكل

أحمد القرملي: من هم أكثر ثلاث أشخاص يلهمونك؟

ميغيل هيرنانديز: سأقول Elon Muskانه شخص يفاجئني، فأتابعه بشدة، وهو شخص مذهل وقد قام ببناء شركة تقدر ب3 مليارات دولار لذلك هو قدوة لكل رجل أعمال وهو مازال حيا ويقوم بأشياء مدهشة، ومازال يافعا، انه ما سيقوم به خلال ال 10 – 20 سنة القادمة أمر مشوق، قدوات أخرى، هناك أيضا لدي قائمة بأسمائهم لكن سأقول ريتشارد برانسونـ لقد قرأت كتابه وهو مذهل، ذينك الشخصين يتربعان على رأس القائمة للأشخاص في الشركات الناشئة، هناك أيضا شخص يدعى ريان أليس والذي بدأ شركة للتو تسمى والذي هو أمر مذهل لأنه بعمر 29 فقط وقد قام بالعديد من الاشياء ليس فقط من ناحية النجاح كرجل أعمال، لكن من ناحية المجهودات الملحوظة، هناك العديد من الأشخاص المؤثرين وأيضا كل شخص يتحدث على TED talks فهو مذهل

أحمد القرملي: هل تستمع لأي موسيقى عندما تعمل؟

ميغيل هيرنانديز: عادة لا أستمع الى الموسيقى أثناء عملي، الأمر يتعلق بما أقوم به، الأمر صعب أن أجد نمطا يستمر لساعتين من الموسيقى المستمرة حيث أجد الموسيقى التي أحبها ولا تقوم بالتشويش علي في نفس الوقت، ثمة موقع يسمى hypemachine ويقومون يتجميع الموسيقى من المدونات من كل أنحاء العالم وما أفعله هو أني أتابع شقيقي في القانون حيث لديه ذوق رائع في الموسيقى لذلك أضغط على البروفابل الخاص به ومن المرجح أنه قد أعد قائمة تفوق الساعتين من الموسيقى المستمرة، لديه ذوق مشابه لي لذلك انه بمثابة مصدري للموسيقى لكن ربما مرة في الأسبوع أستمع للموسيقى من خلال الحاسوب.

أحمد القرملي: ما هي الاشياء التي تجعلك سعيدا؟

ميغيل هيرنانديز: ثمة العديد من الأشياء، غير الواضح منها أظن أن الأشياء التي تجعلني سعيدا هي عندما أحس أن ما قمت به كان له تأثير جيد على شخص ما لذلك عملي العادي يحدث عادة بصنع فيديو وأرى عميلي سعيدا به أو يحصل على رد فعل جميل منه، كأن يعلق الناس ويقولون أن هذا الفيديو رائع هذا مغني جدا ويجعلني سعيدا حقا، الأمر يعني أن كل المجهود قد أدى نتيجة، وأيضا في دوراتي حيث يقول أحد الطلاب ميغيل هذه الدورة غيرت حياتي أستطيع الآن أن أقوم بدورات بنفسي وما شابه وهذا مغني حقا، لذلك رؤية أن ما أقوم به لديه تأثير على الناس الآخرين هذا شيء يجعلني سعيدا للغاية، أظن أن السعادة هنا شيء دقيق لكن متوازن، انها لا تتعلق بشيء واحد عليك أن تكون مهيئا بشكل جيد، اجتماعي، وبناء وعندما تجد التوازن في فعل كل ذلك عندها أعتقد أنك ستجد السعادة ولكن لا تستطيع أن لا تركز تركز على شيء واحد فقط

أحمد القرملي: آخر سؤال، كيف يستطيع الناس التواصل معك؟

ميغيل هيرنانديز: يستطيعون التوجه الى ويتصلوا بي من هناك أو مراسلتي مباشرة عبر

أحمد القرملي: شكرا لك على هذه المقابلة ميغيل، أقدر لك هذا

ميغيل هيرنانديز: شكرا لك

أحمد القرملي: الشرف لي، شكرا جميعا، كونوا كفوئين وأبقوا كذلك وأراكم مع خبير آخر.

6535 كلمة.

Direct download: BeEfficientTV_Miguel-Hernandez.mp3
Category:Technology -- posted at: 10:48pm +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 lifestyle with tips and tricks from leading experts and today I have with me TJ Walker, he is an expert in communication, presentations, public speaking and media. Welcome to the show TJ. How are you doing today?

TJ Walker: Great, good to be with you.

Ahmed Al Kiremli: It’s my pleasure, so how did you start in the public speaking and media area?

TJ Walker: I was bribed. When I was 12 years old I was about to graduate from elementary school and my teacher was in charge of the elementary school graduation, she had to find a student to give the welcoming speech the parents teachers and students and she came up to me one day and said TJ I have a deal for you, right now I’m going to give you a C, a very average grade in handwriting. I will give you in A, the top grade in handwriting if you just give a welcoming speech on graduation day. And I was a very shy quiet kid, never said much of anything but I thought while it would be nice to have an A, all right, so I did it, it wasn’t a great speech but I learned at an early age if you are just willing to stand up and speak, people will give you things. After that I got involved in student government so I had to give speeches for the student council elections, things like that, developed an interest in politics and from there worked in politics and as a talk radio host, TV host and as a trainer. I started my first training 30 years ago in college.

Ahmed Al Kiremli: So you worked with any media channels or just started right away in media, did you study like media, use that philosophy right?

TJ Walker: I was a philosophy major in college but I did work in media as a student and wrote columns for the student newspaper, did commentaries for the student radio station and TV station so I always had an interest in really all media not just writing, not just TV but really the interplay of all media.

Ahmed Al Kiremli: So you started coaching people how to like act in front of the camera, you worked with a big like high-level people, can you mentioned for us some of the most famous people that you worked with?

TJ Walker: Most of my clients prefer confidentiality but I have worked with presidents of countries, Prime Minister’s, Nobel Peace Prize winners, members of Parliament, Miss universes, you name it, at some point I’ve worked in a tremendous number of countries on six continents all over the world, people at every skill level when it comes to speaking and speaking to the media, I can tell you nobody is a natural at this, it’s all learned behavior, there’s no such thing as a natural born speaker or a natural born communicator, it is a skill that people can learn.

Ahmed Al Kiremli: How did you get into the Guinness book world records?

TJ Walker: A number of years ago I wrote a book called the secret to foolproof presentations and I wanted to figure out how can I promote the book to make it sell a lot and get the word out and sort of demonstrate what I do and practice what I preach so I thought why not come up with a gimmick essentially where I am trying to get in the Guinness Book of World Records for some record that deals with speaking. And also combines my interest, my professional interest in media so I put the two together and said why not try to be on more talk shows in a 24-hour period than anyone else in the history of the world and we did that, I was on 112 talk shows in 24 hours, they were talk radio show so it could be done by phone plus the whole thing was simultaneously cast on a Fox Internet TV station as well so it was a show within a show, it was a lot of talking and a lot of fun. And it helped build my brand and the book went on to be a number one USA Today, Wall Street journal and BusinessWeek bestseller.

Ahmed Al Kiremli: Can you define vindication for us?

TJ Walker: Communication is when you have an idea in your head, spoken communication, it comes out of your mouth, someone in the audience, one person or thousand people can hear you, understand you and remember the idea so that they can take some action. That’s how I define communication, that’s why 99% of most business speeches where someone sort of stands up at a PowerPoint, bullet point bullet point blah blah blah, that’s not communication. Because it even if people understand it it’s instantly forgotten, if people forget it how can they act on it? It’s a complete utter waste of time so when I’m working with clients and I work with a lot of people in the Middle East, I work with top attorneys in Dubai, oil and gas executives throughout the Middle East, the goal I have for them is really the same goal I have with people all over the world, that is how do you take the ideas that are most important to you and make them more memorable because everybody makes the same mistake, every executive, every politician I work with, they get greedy, they try to throughout way too many ideas in a speech or a media interview and it doesn’t work. So I always start off with let’s narrow your messages down to five, the reason I picked five is I asked audiences all over the world to tell me who the best acre was that they’ve heard in the last year, the last five years and how many messages they remember, sometimes it’s nothing, sometimes it’s one or two were occasionally three, every six months I’ll have someone in an audience tell me they remember five ideas from the best speaker they’ve ever seen. I’ve never had anyone tell me they remember more than five ideas so that’s why as a starting point with all of my clients, doesn’t matter if they are in the oil and gas industry or financial services or they are running for local office, I tell them let’s focus on just five ideas and let’s spend the rest of my time, I don’t care if we have to hours, let’s spend the rest of our time illustrating those ideas, giving examples and giving case studies and ideally stories. A story involving a conversation you had with a real person about a real problem, how it was resolved. That’s the number one way to get people to actually remember your ideas.

Ahmed Al Kiremli: Who is your top three favorite communicators or speakers of all time?

TJ Walker: I would say in the English-speaking world today Bill Clinton, Tony Blair as far as people who are alive that I do get to see on TV on the Internet, occasionally in person, those 2 stand out to me as really good speakers but someone who cares about speaking, there are so many genres it’s like asking a wine expert what is your favorite wine they would say well if you are talking about the board does it is this, if it’s champagne it’s this, they have so many different subcategories, if you asked me who is the best talk radio host I might give you a completely different answer, if you want to talk about just politicians of the 20th century I might say Winston Churchill, so it really depends on the genre. Here’s the thing that I think people get hung up on: they think that speaking is something you’re born with and oh my gosh nobody can ever be John F. Kennedy or Winston Churchill, they don’t realize that both of those speakers were very good when they started. John F. Kennedy the former US president was considered a horrible public speaker even as a member of Congress, even as president people who stood behind him will tell you they can see his hands shaking, his knees shaking, Barack Obama is considered by most to be a good speaker but it was only a couple of years before his breakout speech at the Democratic convention in 2004 when he was considered sort of a boring hack like droning legal professor who wasn’t interesting at all. When he was in the state legislature. So these are learned skills and that’s what I’m about, that’s why people hire me for workshops, seminars, keynote speeches and now online training is how to teach them how to be interesting, compelling speakers because I do believe if you’ve ever had one interesting conversation in your entire life you already have all the skills you need to be a great public speaker.

Ahmed Al Kiremli: So from where to start and how to start planning and structuring your life, presentation?

TJ Walker: Simple get a blank piece of paper or get your iPhone or notes, brainstorm on every idea you could possibly want to communicate to that audience, and an idea is not a paragraph it’s something with one verb, one object, one subject, one sentence. Brainstorm on all of those ideas, you may have 50 or 100, then put them on priority, anything that isn’t in the top five there in the trashcan. Now you have everything you need for your structure of your speech. Most people don’t do that, most people think of the speech as let me gather more data and they go around and get all the bullet points and PowerPoint slides from Smithers or Mohammed from last month and put that into the speech because more is more, more is not more in a presentation. It’s typically a prescription for failure. So how much text should we have in each slide?

TJ Walker: 0.

Ahmed Al Kiremli: 0. So you just use pictures in your slides usually when you have a presentation?

TJ Walker: Here’s the thing I love PowerPoint is it all the time, I test audiences all over the world and I can tell you it is a complete utter waste of time to put text up on a slide while you are speaking. I realize that sounds crazy to some people or they think I’m someone who is anti-PowerPoint, I’m not anti-PowerPoint, I’m in favor of affected PowerPoint. When I test audiences all over the world and ask them what slides do they remember they only remember pictures and images, media graph, if it’s simple and focuses on one variable or one relationship, people do not remember text because text those are just letters and obstructions, they don’t put pictures in the brain, the mind is very much visual in nature, our minds are more image processor wars than word processors and if you doubt me, think of this if you go to some communications conference or any kind of business conference and, in Dubai or anyplace else, Abu Dhabi and you meet someone and you exchange business cards and now a month goes by and you bump into that person the airport do you remember the full spelling of their name on a business card or do you remember their face?

Ahmed Al Kiremli: But how about like some speakers…

TJ Walker: Let me finish the point…

Ahmed Al Kiremli: Of course the face of course the face.

TJ Walker: The face, not the text because your brain is an image processor not a word processor. Now most people in businesses do use PowerPoint with words so you are not going to get fired for using text, but I simply do not have any evidence that it’s helping you, but if everyone else does it you are not going to get fired for it but the reason to come to me is, I try to help people make stand out as superior speakers, better than average, as great, not to be like everyone else. If you want to be like everyone else and stand there like a zombie and read bullet points, it’s not about 10 bullet points is better than 20 or three words per bullet point is better than six, complete waste of time. Frankly. Here’s what I do recommend: if you want to give people a lot of text, do it. But email it to them in advance, give it as a handout afterwards, in fact as a bonus to your viewers, anyone who sends me an email request I’m going to give them an entire copy of the book we just talked about my secret to foolproof presentations, all they have to do is email me, But I’m not going to sit here and in fact I actually have one right here, I’m not going to sit here during our interview and read page after page well as you can see here… That would be an awful interview. That’s what I recommend is you actually have 2 power points one that you email people in advance and handout lots and lots of text, lots of bullet points, columns and charts but another PowerPoint that follows the specific rules and going to outline for you. Picture an image, something visual that has no text on a slide, one idea per slide, one image per slide. That is the most effective way to use PowerPoint. Now if you think that’s crazy, fine, I want you to be skeptical of what I say, I want you to doubt me but I also want you to doubt the we’ve done in your whole life because most of us if we are giving a so-called serious important presentation, PowerPoint presentation what we do? We gather lots and lots of data we arrange and bullet points, we kind of scary up to the lectern, we put it down, we sort of have read bullet points, I would submit to you that you do not have a single shred of evidence that that is an effective way to communicate.

Ahmed Al Kiremli: I agree with you. It’s all about the audience, you are talking from an audience standpoint…

TJ Walker: And here’s a way to test, here’s a way to test. It’s fine to say that doesn’t work but what does work? Here’s the test if you have to give a PowerPoint presentation to 30 colleagues or 30 new business executive prospects on Thursday, find three colleagues from down the hall on Tuesday, give them your PowerPoint presentation. When you are done, ask them every slide they remember. If they can’t remember your slide you now have empirical evidence it didn’t work. I want you to take that slide

Ahmed Al Kiremli: up and throw it in the trashcan. It’s not about my opinion, not about aesthetics, the whole purpose of the slide is to get your audience to understand and remember the message. If they are not remembering your slide it didn’t work.

Ahmed Al Kiremli: How about the busy speakers who have let’s say a speech, a new speech every two or three weeks and they don’t really memorize it 100% so they put some bullet points just remember the ideas to start?

TJ Walker: Well I’m not a fan of memorizing, I’ve never memorize anything I have a horrible memory, I do not ever recommend that anyone memorize a speech. I’m also a huge huge fan of notes. I love notes, in fact I never give a speech without notes but the notes are just for you, why would you want to project that to the whole audience? That’s crazy, imagine going to your favorite Tom Cruise movie, mission impossible which was shot in Dubai and all the sudden every 2 seconds you see the camera pulled back and you see the director shouting action and you see the craft services person, that would really destroy the mood of the movie wouldn’t it? It’s showing all the mechanics of it, if you want to have notes that’s fine, I have a very sophisticated high-tech solution for speakers so that they always know what to say, they never have to remember anything and they don’t have to project their notes on the screen. It’s very expensive and I’m sure all of your viewers are very affluent and they can afford it, here is my high tech solution for speakers, it’s called a piece of paper. Anytime I speak I put all of my notes so that it fits on a half sheet of paper and make it a large font on a single sheet of paper because it’s large font, I don’t have to stop and call attention to the fact that I’m reading it.

Ahmed Al Kiremli: But how about a live speech when you are doing it live, it’s not nice to have a paper.

TJ Walker: If I am giving an hour speech this is what I have. An hour speech, you should be able to fit it on a single sheet of paper with large font. If you can’t fit it on a single sheet of paper the problem is not your notes, the problem is you are greedy and you are trying to communicate way too many data points, way too many messages and you are not going to be successful. Here’s the other trick with notes, because I have it on a single sheet of paper I don’t have to turn pages. It just sits right on a table next to a glass of water so I can every so often while speaking put the glass down and glance at my notes and no one has any idea. Here’s another trick, very advanced and yet costs virtually nothing, anyone can do it. If I’m speaking in a larger room and there is a stage or room to move around, I’ll have three or four copies of my notes and all have been placed around different parts, maybe even the back of the room that way I can be walking around and not stand right next to the lectern or what people call a podium, I can be moving around the whole time and when people see a speaker moving, it sends a message that this person is supremely confident, authoritative, really knowledgeable and the speakers just talking to us, that’s what audiences want. They can’t stand people who get behind a lectern blah blah blah, even if they are not reading the whole time it seems like a reading experience. So that’s something I teach my clients to do, how to use notes in a way where nobody has any idea you are using notes, I always use notes, I reveal at the end of some of my speeches what I was doing and people’s jaws go drop, they always say we had no idea you are using notes.

Ahmed Al Kiremli: How to overcome the fear of public speaking?

TJ Walker: Well if you fear public speaking is probably with good reason, chances are you are awful and you’re going to bore people to death, I don’t mean to be mean but think of all the business conferences you’ve been to, speaker after speaker, they are boring. What do we do, especially if we are not on the front row? We check our email, because the speaker was awful so if you feel like you are boring, if you feel like you’re awful, chances are you actually are. So the solution is not to feel better about your speaking, the solution is not to meditate and visualize a standing ovation or to visualize your audience in their underwear, complete waste of time. The solution is not to take a beta blocker drug which some people do, the solution is actually to have a great speech, and to have watched yourself deliver it so that you know you’re giving great speech. Here’s the first thing I do with every one of my clients: for they of public speaking training, I don’t say anything I just say get up, give your speech and we video record it and I asked him to watch it. And then they will ask me what I think and I’ll say well I’m happy to tell you but you tell me what you think. And the first thing they say, I remember a prime minister I worked with in Eastern Europe, the first thing he said was good God TJ I’m incredibly boring, I wouldn’t want to watch me, what do you think? And I said well Mr. Prime Minister you seem like a smart guy if you think you are really really boring guess what, you are. So what do we do? We took his speech, we tore it up into little pieces because it was the standard data dump, very abstract, lots of bullet points, we got a clean sheet of paper, we brainstormed on message points we came up with five, we brainstormed on stories for each one, now we had notes, now he got up and gave a speech and we videotaped it and he liked it so much better. Here is the ultimate secret that anyone of your viewers can use to completely eliminate their fear public speaking. People don’t talk about this but it’s not as glamorous as hypnosis but this actually works, here’s the secret, if you want to completely get over your nerves speaking, practice on video, watch it, critique it, do more of the stuff you like, less of the stuff you don’t like, do it again, critique, keep doing it until you can look at that video and say well, that’s a great speech. If I can speak that well, I’ll be better than anyone else at this conference. If that weren’t me I would want to watch that speech. If you just practice until you get to that point, I guarantee you are not going to be nervous, it becomes incredibly difficult to be nervous about something when you already had seen yourself do a great job. Most people never practice on video so the reason they are nervous is they think oh no I might be really boring and I might be awful. Well guess what that’s a very rational thought process, if you haven’t practice on video you might be awful and you might be boring but the solution is to fix the problem, not to fix the problem, not to feel better about it, that’s how I differ from a lot of my colleagues in the public speaking business because there is so much emphasis on visualizing success, imagine if I told you or your audience members because I used to live right down the street from Times Square in Manhattan in New York City, if I said to you gosh, I’m nervous about walking naked through Times Square, I’m nervous that people are going to point at me, laugh at me and then I would get arrested. If I told you that, would you say well TJ just visualize everybody applauding. Or just imagine everyone shouting out that you are the most beautiful naked men in the world, would you tell me, imagine TJ that the police are just off that day so they are not going to arrest you. Would you tell me that or would you say TJ put some clothes on. I think you would actually tell me put some clothes on, that is what would solve the problem, me get arrested walking through Times Square naked, not that I’ve ever done that. It’s the same thing with people feeling nervous about speaking, the solution isn’t to feel better about it, the solution is to solve the underlying problem of a horrible speech and it’s very easy to do but you have to practice on video until you like it and if you really want to take it up a notch then practice in front of other people. I hate it when people say public speaking is a soft skill like it’s a little puppy, I believe you can quantify every aspect of public speaking and as specific away as any aspect of accounting, every aspect of chemical engineering, it’s very very specific, if you have to give a speech about your quarterly results, on your oil or gas exploration company, on Thursday, find 2 colleagues at lunch, give them your presentation just as you would in real life, speaking, when you are done ask them every message point they remember and ask them every slide they remember. Any message that was important to you that they remember because they are just telling you now what they remember, you now have empirical evidence that you succeeded, that you actually communicated. But if there is any point that was important to you for that audience to get and they are not throwing it back in your face you now have empirical evidence that the way you presented it was incompetent, was foolish, didn’t work. Has to be changed.

Ahmed Al Kiremli: So you survey, you distribute the survey to the audience, or like from the company that hires you, you recommend that they survey the audience.

TJ Walker: That’s a different issue, after you are already in front of the audience because here’s the problem with speaking in front of some professional group at a conference they are typically going to ask, rate the speaker from a one to a five scale which isn’t particularly meaningful. Here something that is meaningful, if you are giving a speech or presentation to more than 10 people, quite often someone will walk up and say oh good speech today, TJ good speech. Don’t just say thank you, say thanks, tell me, what did you take away, what did you remember, how would you describe the speech to someone who wasn’t here was supposed to be here? I asked that question all the time and if someone says well TJ your speech was just fantastic you have such great energy you are really professional and a great speaker, if someone tells me that then I know that my speech was a complete failure. Because this person is an throwing back any messages in my face. It’s not about your style, you want to have a good style but that’s secondary, the main thing you want to do is a speaker is communicate ideas but instead if someone says TJ the main thing I took away is no one should ever give a speech again unless they practice on video until a point where they can see it and like it, if I can hear that and I know that I was successful because that was my main point. Quite often.

Ahmed Al Kiremli: How to be understood and memorable like with the audience like you do now like you speak in a very slow way and memorable way? Is there a technique that you recommend or do you just practice?

TJ Walker: The number one way to be memorable is to tell a story, a story involves a conversation with a real person about a real problem, how you felt and how it was resolved. At the beginning you asked me how did I get into speaking, I didn’t just say I gave my first speech at 12 and I’ve been speaking ever since, I could’ve said quickly but instead I told a little story, I was 12 years old I was about to graduate from sixth grade, my teacher came to me and said TJ, you have a C in handwriting, I’ll give you a A in handwriting if you give the welcome speech. I thought about it, I was shy but you know I did it.

Ahmed Al Kiremli: But it’s not about only the story…

TJ Walker: That was a story, it only took 30 seconds.

Ahmed Al Kiremli: About the way I mean you say it, not to mention a story, it’s very essential to mention that but the way you say it in a very slow way and people understand your accent, is there a technique that you recommend for the people that you teach to practice?

TJ Walker: Most people when they are comfortable have constant variation in their voice, sometimes they are faster, sometimes lower. Sometimes louder, sometimes softer. Occasionally they pause. I have found all human beings everywhere in the world when they are relaxed and they are just talking to friends over a nice dinner or a relaxing environment, they have great variation in their voice, the problem many people have when they are giving a speech or presentation are talking to the media is that they are scared and they are stiff so all of the sudden they stop doing the things they do in normal conversation and it’s more consistent, it’s more monotone, it’s the same speed it’s the same volume and there are no pauses. That’s the problem. So if you are nervous you have to practice enough to the point where it’s coming out naturally, but one of the things I have found across the board with my clients is that when you are telling a story it naturally slows you down. Because you are becoming the other person, so Leia Katt said to me TJ do you want to go on a desert safari and I said well what’s that? The next thing I know I’m out on the desert and these mountains are 200 feet high and I’m on this jeep scared. That’s how people actually talk and that’s one of the stories I remember from the last time I was in Qatar, going on a desert safari. For most people it’s not hard to do, the hard part is if you’ve written out a speech and it’s fact, fact, bullet point, stripped away from any stories and examples that’s what’s hard to be conversational about but the issue is not to become more conversational talking about a data dump, the issue is that you have to get rid of the data dump and focus on one idea at a time to make it memorable.

Ahmed Al Kiremli: How to eliminate the um and ahh and this stuff?

TJ Walker: What I do with clients is I have these stickers with “uh” with the international red no sign, no left-hand turn, no parking, no hazardous chemicals and I put that sticker on their watch, on their cell phone, occasionally on their iPad or computer screen and it reprograms the brain after a day you still say uh or um, after three or four days you almost say it, after a week the image will come up in your head, you can simply pause, by pausing you will come across more comfortable, more confident, more authoritative, anyone can make this, go to your computer and type up the word uh or umm in small font, a point typically, printed out, cut it out with scissors, draw a red line and a slash through it and then take it to your watch her computer screen for at least a week, I put that on presidents of countries watches, I put it on billionaire fund managers, it’s wildly effective.

Ahmed Al Kiremli: How to get the action that you want from the audience?

TJ Walker: You have to ask them and you can’t just assume so for example I want your audience to write to me and ask for a free copy of my book, secret to foolproof presentations, all they have to do is right, they also may want to see some online training courses and they can just search my and its on other places as well but you have to just ask like that you can’t just wait for if you are on a talk show, the host to do all the work, you can’t assume that everyone is going to figure out what you want, you have to be explicit and you can’t be embarrassed about it, it can’t be of my book is in very good I wonder if I should ask someone to buy it or read it, I know my book is good, I know my book will help all of your viewers become better speakers and I’m happy to give than this value at no cost but they have to write to me first.

Ahmed Al Kiremli: Number of speakers is just increasing on a daily basis, what are the techniques or strategies that you suggest to get paid speaking engagements?

TJ Walker: The speaking environment for professional speaking is constantly changing, there was a time one of my mentors was a guy named Bill Gove, one of the founders of the national speaking Association more than 40 years ago and he started speaking 50 years ago and that was a time when he got a speech and that’s all he did, he just went around the country to conventions and gave a speech even though he didn’t have a book or anything else, these days there’s no such thing as a professional speaker like that. If you want to get paid as a speaker you have to have genuine expertise and a tribe of people who really care about and respect you so you can’t simply hire a production crew, hire someone to write a speech and sort of acted out and send the video to a speaker of yours and get hired, it’s just not done that way. What I would recommend is speak every day on your area of expertise, I speak every day for money on my area of expertise, I’m not making a lot of money but I do speak every day on YouTube and I have at least 2000 people every day watch me speak on some aspect of media training, public speaking, crisis communications and I do get some money from advertising revenue but those videos also serve as ads for me as a speaker and in the description of every video, it tells you how to get a hold of me and how you can get me as a keynote speaker or a trainer, I think the big decision for people is not how do I get to be a professional speaker, it’s how do I be a true true expert known throughout the world for my area of expertise, once you are an expert you can make money off of that by writing books, by having ad revenue from your YouTube channel, by consulting if you are a lawyer, by billable hours with your legal practice, by training which is where I get most of my income as a trainer, not a keynote speaker although I do get paid as a keynote speaker and it also, getting money as a speaker so the first thing is really make sure you have true, true expertise in something, you need to be writing about it every day, not necessarily books but blog posts, videos, you can be creating online courses, I think if you are not already a wildly successful keynote speaker one great place to start is on any of the numerous online training platforms including places like where you can start giving your speeches in the form of many lectures and create a whole course around it and start attracting students that way, I have more than 15,000, more than 20,000 students at this point on just one training platform so focus on the expertise, speak everywhere you can, let people know you speak and improve your speaking skills by rehearsing every speech on video and watching every speech you do on video. Do you recommend any tools to read text while looking at the camera?

TJ Walker: Yes don’t do it.

Ahmed Al Kiremli: How do they do a professionally and like TV channels, I think they read from something?

TJ Walker: Yes they read from a Teleprompter, if you are a full-time newscaster employed by Al Jazeera or the BBC then sure you need to learn how to use a Teleprompter. If you are the president of a major country in the news a lot you need to use a Teleprompter but for 99.99% of the rest of the world, a Teleprompter is the worst thing you could ever do because here’s how most people come across when the arena Teleprompter. Hi Ahmed it is great to be here with you today it is a pleasure to speak to your audience on this fine fall… Do you hear how awful that sounds? Did you see how awful I looked? Here’s the problem with teleprompters: people start reading at the same speed, the same volume, the same tone, they freeze their head, they freeze their eyes, their eyebrows and they look like robots. Now I certainly have trained some of my clients, prime ministers of major countries or presidents, I certainly have trained people in how to use a Teleprompter and have teleprompters, I’ve used teleprompters, I do not recommend people use them. It’s so much harder than just speaking from, there’s nothing wrong with occasionally glancing down at a note and continuing.

Ahmed Al Kiremli: You get featured in the media a lot, how do you do that, how to be featured in the media?

TJ Walker: Create content every single day so that people find you. I’ve been on the daily show with Jon Stewart, I’ve been on BBC, CNN, Al Jazeera, I’ve been on almost every major English-speaking network, numerous times because journalists are lazy, they don’t know who to call so they go to Google and they type in media training and 15 million websites, and I’m often number one or always in the top five or they go to YouTube and they type in media training and I’m number one and that’s how they find me. They send a quick email, they call, sometimes if I see an issue that really really is in my niche and I know I want to comment on it I won’t wait for the reporter to call, I will do a quick video analysis of the issue and send to producers or my PR team will send it to producers or reporters knowing they are going to be covering this issue, they need someone and here’s an expert, that’s another great use of Internet video in fact I have an entire course on Udemy on DIY, do-it-yourself PR through YouTube videos so let’s say you are an attorney who specializes in employment practices and employment hiring and the supreme court of your country at 10 AM announces a major decision that affects employment hiring. If you are smart you should be doing a video just 90, 60 to 90 seconds on YouTube or whatever online video services most used in your country, getting your analysis of that decision with a sharp opinion and then email that to every journalist you know.

Ahmed Al Kiremli: Tell us about this process of your PR team emailing or contacting the producers, how does this process work and whom should I contact, how should I do that, who are the responsible people in the media to get you through and like tell us more about this process.

TJ Walker: Well I have a public relations team that does that for me so that’s all they do and they do it for other clients so they are constantly maintaining databases, reporters and editors, they are talking to them every day, they are taking them to dinner and creating relationships with them so that it’s a warm relationship and it’s not something I have the time to do but I do have the time to do interviews so at some point people may decide it makes sense to hire a public relations team but you can also do-it-yourself. And let’s say it’s just a local TV station newscast, you watch them all the time, they have guests, they have experts, now there’s something in the news that relates to your area of expertise, shoot a video on it, just call the newsroom and say who is covering the story on X, I have something that will help them put the story together I just need an email and email to them. It can be as simple as that sometimes.

Ahmed Al Kiremli: Can you recommend some companies, PR companies that can be used by the audience to send information to the media?

TJ Walker: I worked with hundreds of PR firms all over the world, there are thousands if not tens of thousands of PR firms it really depends on what their goals are, what media they are trying to reach, there’s no such thing as the perfect PR team for everyone but if any of your viewers have questions about PR, believe it or not I actually have a course it’s not on yet but within the next month it will be on Udemy on how to select a public relations firm so if you write to me, I can then send you information and a free pass to that course once it’s out.

Ahmed Al Kiremli: What is a press release?

TJ Walker: Well a press release, there are really 2 types of press releases, one is something that you are sending, trying to generate interest from the news media, you are trying to wet their appetite so they call you with an interview. These days with search engine optimization, Google, your own website, a lot of times people just want that is to get out there so that there is a digital footprint and people can find it so that’s why they do a press release announcing something new that has happened in their organization that they want to promote, putting in all the keywords of people know exactly what it’s about. So the main thing is to say something interesting, if you are generally trying to get mainstream TV reporters, radio reporters to cover you, you need to have some great quotes, some great soundbites in that press release to generate their attention. A soundbite is different from a message, a message is just your idea, a soundbite is how that idea is packaged. If you want to know how to create a soundbite, all soundbites come from 10 different speech patterns, things like emotion, clichés, attacks and if you want to know all 10, I have a book called media training A-Z and if you write to me in the next two weeks of this video being posted I will send you that book free of charge and that book is media training A-Z.

Ahmed Al Kiremli: Thank you for that. So what are the main things to mention in a press release?

TJ Walker: You have to summarize what the topic is, why should anyone care, you got to get a reporters attention, that is first and foremost and then you have to get your opinion, what are the facts about the issue, your name, a contact and how people can get a hold of you, that’s really what is most important so again for example if you are an attorney and the Supreme Court in your country has just overturned the major employment law that has been in place for years and it’s going to change how people hire and fire than the headline for that press release it be a quick summary, Supreme Court, American, Emirates Supreme Court has overturned a decision on, name the name of the log, here’s what it means to businesses. That’s the headline something that really sums it up, and then a very brief byline on you, TJ Walker, corporate labor law attorney for such and such firm and that’s the following. This is an outrageous decision by the Supreme Court, it’s going to completely create chaos for major employers, they are not going to know who to hire or fire and I think it’s going to create an economic slowdown.”

Ahmed Al Kiremli: Then you put your contact details?

TJ Walker: Then I put my contact details and then not my bio with every single class I ever took and where I went to junior high school but my video via so if I was on Al Jazeera the week before and the BBC, a month ago I’m going to say TJ Walker has been seen in the following media outlets so those producers can see this person has been in other media because there is a pack mentality in the media, they all say they want some new fresh face but they want a proven commodity so if you’ve already been in other media it suggests you are credible for their outlet. So I list my media background, that is what I find is the most effective way of putting out a press release and the big problem most people want to write a whole op-ed piece 850 words and read it and reread it now it’s two days later and they want to put it out, too late. You’re much better off getting out 50 words within an hour of a breaking story versus 850 words six hours or a day later.

Ahmed Al Kiremli: And what is the most efficient way to distribute it?

TJ Walker: The most efficient way is to have a mass social media following, to have a whole lot of people who like you, care about you, respect you, read your ideas and have a whole lot of people on Facebook a respected like you and to have millions of people on YouTube who watch your stuff. That’s far more effective than just putting something on business wire or PR newswire, those are 2 services in the US to have worldwide distribution, your country and the country of your viewers may have some that are okay also that far and away the most effective way is your own network of people who already know you, already trust you, already assume you have a level of expertise within that niche.

Ahmed Al Kiremli: You struggle a little bit online selling your services and mainly you succeeded to do it like off-line, tell us more about that and what was like the tipping point for you online?

TJ Walker: I started doing training off-line in 1984 when I was still in college so 99% of my revenue still is off-line traditional training is where people come to me and my TV studio or I go to them, I bring my video camera and it’s in person. In the late 1990s I started an online training course and I had mostly audio files, it went nowhere. About seven years ago I said okay it’s been a while since 1999 so the time must be right so I invested hundreds of thousands of dollars in programmers from India and other staff building interactive online media training and presentation training courses and I sold maybe five copies. It was not a success at all other than one course I did sell to the second-largest online training company for kids in America where that was successful but for the most part my schools that I created to market to the public, it was just too early, you can’t force things like this and then about a year ago I noticed that the whole online training space was really heating up, there are now dozens of companies all over the world that have received venture capital in excess of $10 million so there is a tremendous amount of promotion going on into online training. So that’s why I’m once again spending lots of time, I’m making some money but it’s really about long-term because long-term it’s a way to reach the world and to be scalable and to reach a much larger audience so that’s why currently I have more than 50 online courses that are finished and I have within the next couple of months 100, more than 100 courses on dealing with public speaking and media training and then I can fulfill my mission of having the largest library of online media presentation training courses in the world.

Ahmed Al Kiremli: Which platform work for you the best like Udemy?

TJ Walker: Udemy is where I spend most of my time, they just make it easy, they’ve been very good to work with, quite professional, it’s an easy experience for the creator of course and for users too, it’s great to send people there and they bring in students, as I mentioned they brought me more than 15, close to 20,000 students now.

Ahmed Al Kiremli: So how they market for that, like you don’t just automatically publish it on their platform and based on their traffic they find you or do they just do something else to promote you? To promote your course?

TJ Walker: You have to promote yourself but you are also in their system and they have millions of people coming in all the time so if some people type in a keyword for media training they might never have heard of me that they are going to see a lot of my media training courses. If someone goes to their website and types in media training so some of it is keyword-based. So any of your audience if you are thinking of being an online trainer I would recommend rather than trying to create everything from scratch on your own site for starters, do a simpler easier way, start on a place like Udemy or you can sort of test the water, see if you like it, see if it’s worth your time, you can always upgrade and have everything on your own site. If any of your viewers would like access I’ll give you free access to any one of my courses on Udemy so they would like to write to me, all they have to do is say I would like one free pass to one of your Udemy courses and I’ll send them to them at no charge,

Ahmed Al Kiremli: Thank you so much.

TJ Walker: Ahmed I really enjoyed our time together and I really appreciate your time and expertise.

Ahmed Al Kiremli: It’s my pleasure. How much do you charge for one-on-one training sessions?

TJ Walker: The one-on-one training is $7500 per day, the online training, some of them are as little as $39 so that’s yet another reason to do the online training is it’s a way to reach a much broader part of the market but speaking of the people who pay the $7500 I have to talk to one right now so I’m going to have to sign off but thank you again.

Ahmed Al Kiremli: Thank you so much for your time today I really appreciate it.

TJ Walker: I’ve enjoyed it very much thanks a lot.

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

Word Count: 8598

Direct download: BeEfficientTV_TJ-Walker.mp3
Category:Technology -- posted at: 11:09pm +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 Mark Lassoff, he is a computer programming expert and is the founder of learn to program TV, welcome to the show Mark.

Mark Lassoff: Thank you so much.

Ahmed Al Kiremli: My pleasure. So why and when did you start coding and programming?

Mark Lassoff: I started coding going back about 1983 or 1984, I was 11 or 12 years old and my parents were very encouraging as far as getting me into the field of computers so my parents bought me a Commodore 64 and I taught myself basic programming at the age of 11 or 12 because I wanted to make games and actually made a couple of games that became hits in the neighborhood my friends enjoyed playing them and everything kind of started from there, I can’t programming through high school and college.

Ahmed Al Kiremli: So you didn’t sell any game to a big gaming company, you didn’t have that access or you do not to do it at that time?

Mark Lassoff: I didn’t know how to do and I’m not sure at that point my games were quite good enough for anybody to buy but we traded them among friends in the neighborhood and they really seem to enjoy the games that I produce.

Ahmed Al Kiremli: What is your current focus in terms of business ventures?

Mark Lassoff: Currently my primary focus is on learning to program, our company is three years old and we’ve grown significantly in those three years, we’ve grown just about 250 300% each year and my full focus is on growing that to become the leading publisher of materials content and courses for people who are learning programming.

Ahmed Al Kiremli: So it’s just focus on programming and coding?

Mark Lassoff: Right were just focusing on programming and coding we do have some courses and information related to that, some design stuff, but it’s all focused on being able to create web mobile and game applications.

Ahmed Al Kiremli: So how does it work, do you have a membership or do you just so each course individually?

Mark Lassoff: We actually offer our students a number of options, the first is a $39 month membership and that’s a recurring membership which they can cancel at any time but that gives them access to anything that we do for $39 a month which includes our book some of which are bestsellers, our video courses we have about 40 of those all geared towards learning development skills, live hangouts with the instructors but also you can buy courses are books individually through Amazon, through Udemy, our courses are on Safari technical library and a number of other places. We try to make our courses available where we think people would benefit from them so we are in a number of different course libraries.

Ahmed Al Kiremli: So you publish only the material that you produce or do you have some other experts that put their books or materials there as well?

Mark Lassoff: Write a number of courses are my own as a computer programmer and structure over the years I developed a lot of material for the classroom that’s been adopted for online classes but we do have a number of other experts who have developed courses that we’ve published who are leading experts in the fields that they are in, we’ve had a lot of fun with those as well, we’re always trying to get good experts from a number of different fields within programming to do courses with us, our limitations are just the size our studios right now, and time in the week but we are looking to increase our library very rapidly.

Ahmed Al Kiremli: How often you publish new content?

Mark Lassoff: We publish premium content, new courses once or twice a month so we have a project management course that’s just about done, we have a course on the famous JavaScript library and then closely behind that new HTML 5 for mobile development course all in various stages of completion and then after that we are going to be tackling the new android Al so we come up with about two of those a month and then we come out with free content that goes on our Roku channel on YouTube, just about every day.

Ahmed Al Kiremli: So you give this for free the other content just you use it for SEO to attract traffic and then you have the premium courses which are how long each course? How many models or?

Mark Lassoff: Generally it’s about 10 modules anywhere between four hours and eight hours for an individual course we also have some course packages that can be up to 20 hours long or a number of courses put together to help deliver a real specific skill set like advanced JavaScript or something along those lines. And the free content is done partially for SEO and partially to get our name out there and build our YouTube channel but also our mission is about teaching people to program and we realize that everybody worldwide has the means to spend $39 a month or $99 and of course so we want to do some content that’s going to be available in places where people are impoverished and it’s still going to benefit them.

Ahmed Al Kiremli: Which one is working more for you like selling the courses individually or the membership concept?

Mark Lassoff: Overwhelming majority of our income is from selling courses individually and part of that is time, we’ve only had the membership for about six months and also we have really taken a publishing model and tweaked it whereas our goal is to distribute through Udemy and open sesame and all these places that could sell our courses and not do a whole lot of direct sales so it’s kind of by design that it has ended up that way.

Ahmed Al Kiremli: You founded this company in 2011, why did you do that, why do you decide to do TV and published sources and what is your background for that?

Mark Lassoff: I’m not sure I made a distinct decision to start this company, I had been doing technical training on the road, had very very good enterprise-level clients, I had been doing training at companies like Symantec and AFLAC, ADP, the big payroll company for the federal government here in the US and also internationally for Motorola, I had done courses for the government in Nigeria so I was traveling constantly doing courses, it was very lucrative and I enjoyed a whole lot and sadly I contracted colon cancer, and that limited my travel, I did travel while I was under treatment but as you go through chemotherapy anyone who has been through it knows that the effects are cumulative and as you get towards the end of treatments the effects are more magnified than at the beginning of the treatment so as I had to kind of slow down which is not in my nature I was really bored at home while I was recovering so I decided I would put a course online on Udemy. And to my surprise, it was an intro to JavaScript course and it sold several thousand dollars the first month without me really knowing how to promote it or to market it, from there I made another course and then the beast I had created became too big for me to handle by myself so I hired who is now our VP of production, Kevin Hernandes to help me and we started growing our company from there, we incorporated three years ago so that was our official starting point but the antecedents of learning to program go back a couple of years before that.

Ahmed Al Kiremli: How are you doing now, are you cure?

Mark Lassoff: I’m on the right side of the dirt as they say, there is no such thing as cured but there is no evidence of disease in my body at this point so chances are I will live about a normal lifespan.

Ahmed Al Kiremli: Hopefully, I wish you a life full of health and happiness.

Mark Lassoff: Thank you, fortunately becoming a much more treatable disease but it is something that needs to be caught early so wherever you are I would encourage anyone over the age of 35 to get a colonoSEOpy, it’s not about procedure it takes just a couple of hours and it can save your life.

Ahmed Al Kiremli: And you think now this incident has changed your life completely to the positive things because it made you diSEOver your maybe purpose are things that you enjoy more and it’s more leverage embolden the courses that you are doing, is that right?

Mark Lassoff: I’ll tell you this, there have been changes most of which were around I don’t waste my time on projects, people or efforts that are fruitless, frustrating, aren’t helpful to me or someone else, time is precious so I don’t want to waste any of it and that is probably the biggest lesson is that it’s okay to quit something if it’s not working and work on the things that really matter and impacts you and your family, me and myself, your community and the world at large and if you are not impacting others positively you really need to look at what you’re doing.

Ahmed Al Kiremli: You don’t take like any external projects like web development or add development, you don’t, like your team is not focused on that it all?

Mark Lassoff: No and that’s not to say that any entrepreneur should take that tack because projects can be a great source of funding as you’re getting started but for us I didn’t want to distract my team with projects that didn’t bring us closer to our core goals and the way we want to grow, yes we have the skill set to develop websites and software and we get asked frequently but there are good clients and then there are clients that probably believe it or not in the end cost you more than you make from them so we been trying real carefully to stick to our focus wishes on creating materials that once created have a unit cost of a sale of zero have good shelflife and are needed by people who are learning web mobile and game development. Just doing a one off website for a client even if it’s lucrative doesn’t fit into our larger set of goals.

Ahmed Al Kiremli: In terms of marketing, which method works for you the best in terms of marketing for your courses is it like on your website or selling it on the other platforms and can you just name a few for us?

Mark Lassoff: It’s hard to tell because one of the weaknesses of the analytics movement is that it fails to see the synergy of multiple marketing efforts done across different channels so our YouTube channel drives our growth on Facebook which drives our growth fund website membership so when you separate everything down to and AB test you lose some of that big picture of the cross channel growth that you have by being present everywhere so our first thing that we do is try to be present on all the channels where our students are so that includes maybe Pinterest, Facebook, open sesame, there are a number of channels where we tried to be present, Udemy being the biggest channel that drives our growth, second to that is our YouTube channel which is growing and we’re putting a lot of effort into remaking that into a channel that’s a real driver of membership, not just a distribution point so we’re working with the people at YouTube were nice enough to open their facilities to us another channel partners and second to that is Roku, which is an Internet, you may not be familiar with it but it’s an Internet television device which is available in the US and some countries in Europe and it’s similar to Apple TV, it gives Internet-based TV channels, we produce our own Internet-based TV channels and that is also been a source of pretty significant growth.

Ahmed Al Kiremli: For you to view do a free subscription is not paid right?

Mark Lassoff: We don’t charge for anything on YouTube and in fact we are thinking about removing our advertising from it because we think the real benefit is from getting are content out there and proving how good our content is and how easy it is to learn from versus the relatively small amount of advertising revenue stream through you too.

Ahmed Al Kiremli: Do you code now for fun for some projects just for yourself?

Mark Lassoff: I teach for fun, the projects I do are mainly geared towards education and teaching so I create for example an HTML 5 game a couple of months ago that is used as a teaching project, I do teach for fun here in our community in Connecticut, I have a group called Biteray, which offers free programming classes to anyone who wants to show up so next week we are going to start a six-week course on gaming in which we will use Python to create a page style videogame and that’s free, anyone who is a member who wants to come in Connecticut can come, that’s what I do for fun in addition to volunteering a lot the entrepreneurial community.

Ahmed Al Kiremli: You never felt bored like over the years of changing the languages and learning more and more new languages and codes, tell us more about that?

Mark Lassoff: I think I would be bored if it didn’t change, one of the exciting things about computer programming as a field is that it really is a field in which you have to keep up with the latest changes because they happen so quickly and changes are so numerous that you’re really going to limit if not and your career by not keeping up so I love learning new technologies, as soon as there’s something is new I want to take it apart and see what’s in it, like the new Apple operating system we been playing with that, now there’s a new android operating system, I was always the kid that if you give me a toy I would take it apart to see how it works so that’s why when learning a new technology it’s exciting to me but also learning with an eye of strongly grounded fundamental skills that I picked up and collagen over the years and that’s also really important because I’m able to apply those fundamentals to the new languages because what’s old is new again, there seems to be recurring themes in computer science that keep coming back and if you have strong fundamentals and makes the new stuff that much easier to learn.

Ahmed Al Kiremli: Let’s dig deeper into the programming and coding world like can you tell us the history of how did they invent like a new language or why don’t they use the same language to develop more advanced programs and they start writing different languages that’s going to work for different programs or to create different more advanced games, how does that work?

Mark Lassoff: That’s a good question, years ago programming was done directly against the computer’s processor where the processor was directly interpreting line by line each instruction that you coded and that was known as assembly language or machine language, we don’t do that anymore, what happened is that process has been abstracted by layers of code above it where C, you’ve heard of the C code language or his brother C++, it lets you kind of compiled directly to assembly language, we now have layers on top of that and what we do is we continually build layers to make programming easier and more like the way you and I are speaking right now where instructions are familiar, programming is most always done in the English language so instructions are more like spoken English so that’s one reason, number two different languages are optimized for different purposes so for example languages like Python or really good at parsing large amounts of data and extracting information out of it, that’s great.

Ahmed Al Kiremli: So that means it’s good for inventory systems?

Mark Lassoff: Inventory, big data, getting information out of databases and drawing conclusions with huge amounts of data, that type of thing or parsing a lot of information to just extract a small part of it, that’s what Python is optimized for although it has been used for everything from video games to websites, if you also look at other languages like .net, .net is optimized for a Windows environment, it might be a good choice if you’re going to be using Windows where Java might not be such a good choice so each language has strengths and weaknesses and usually they are built to take advantage of the strengths of the specific environments and often times libraries are built on top of those languages to make programming easier by taking tasks they do over and over again and using prewritten code for those and that’s why things change so often, hardware changes in requirements change, if you look at the development of video games over the last 20 years, video games that were kind of simple 8-bit games 25 years ago are now movielike and the language is needed to keep up with that in order for us to be up to produce at the highest levels.

Ahmed Al Kiremli: Why don’t they just advance the same language instead of like calling it different names because it looks like when they call it a different name it is totally different code and different language right?

Mark Lassoff: Part of that is just the nature of business, companies are introducing competitive products or languages and they don’t have the rights to the older languages so Java for example is really controlled by Oracle so if you’re not from Oracle you can build Java libraries but you can’t advance the Java core so Oracle is going to advance the Java core according to its corporate needs and its corporate goals so you can’t just go in and advanced Java and, with the next version unless you work with Oracle and Java is really good for certain things and probably not the best choice for others so part of it is just the nature of business, different images are owned or controlled by different companies but then with the open-source community some of what you’re saying can be true, the JavaScript language which I keep saying is the most important language to know has done a lot of that where it’s only operated in the browser.

Ahmed Al Kiremli: What’s the difference between open source and what we were talking about just for the audience to understand?

Mark Lassoff: Open source languages are owned more or less by the community, they might be owned by a foundation but they are not owned by a for-profit entity and programmers have access to the core of the code and are able to make changes and additions to it so changes are often advanced by the community itself.

Ahmed Al Kiremli: Examples?

Mark Lassoff: JavaScript, Python, J query, now action script because Adobe has donated it so with proprietary languages or Java they are controlled solely by the company that owns them, Microsoft or Oracle or whatever controls the language, I’m not labeling one good and one bad it’s just a different kind of philosophy that arcs across the different types of languages.

Ahmed Al Kiremli: But how are they protected like if I find a way to develop this language that’s owned by Microsoft then I have to change a little bit in the code and then call it a different language?

Mark Lassoff: You don’t have access to the core files to be able to do that. You only have access to the end result of those files which is the language which is how you communicate with the .net core, that’s all proprietary and owned by Microsoft so if you did that one you’d be breaking a number of international laws and 2, Microsoft just doesn’t allow it because this is their technology and they’ve invested hundreds of millions of dollars developing and they want the rights to it.

Ahmed Al Kiremli: So to simplify it like I understand somehow little bit of WordPress so they don’t give you access to the language to the text and you have access only to the visuals to play with it.

Mark Lassoff: Yes that’s kind of a good parallel, WordPress itself is open source so a lot of people develop for WordPress, WordPress I’m not sure how the ownership of WordPress works or how its license but that’s kind of an example of the open-source world and generally these open-source products are free, they generally don’t come with a cost associated with them but the thing about this product is because the community is contributing to the overall core you may find those advances with the needs of technology kind of like JavaScript has.

Ahmed Al Kiremli: So in the sea of different languages as an absolute new beginner, what should I learn, where should I start?

Mark Lassoff: It depends on where you want to end up, what your goal is, if you want to make websites HTML is generally the starting place, it’s the language that underlies all of the content you see on a website, JavaScript would go along with that, if you want to make games it’s a number of good places you could start, in C or in Python or even in Java, if you want to make mobile apps than it depends what you want to make if you want to work for Apple’s iOS platform or android or both, there are different starting points depending on what your goal is, regardless I usually start our students in Python, we have a course called programming for absolute beginners and that is taught in Python and gives you an exposure to the basics of programming which generally are common in all languages so if you learn them in Python you can apply that to other languages you need down the road.

Ahmed Al Kiremli: From your experience from teaching different coders or programmers how do you see the programs online comparing with the programs and the universities and which one do you recommend more and advise more like if you are just starting now as a programmer would you do?

Mark Lassoff: It depends on your goals and your time in your own situation, a lot of people get into programming us kids and then study it in college and take the university path and if you have time for that that’s great, university education with liberal arts underlying a technical education in computer programming is optimal, not everybody has 4 years and in the US $150,000 to pursue that so if you don’t, plenty of people are self-taught or learn online and do just fine, that’s generally a quicker path but you have to be more self-motivated, you have to be more disciplined, it’s a lot less expensive and it can get you into the workforce quickly but you what you lose is that whole context that a college education gives you. I won’t say that one is better than the other but the reality of the situation is if you have already gone to college once or you are working and have a family then it’s difficult to go back to college and get a four year degree so we have people that are ranging from moms who work during the day and after the kids go to sleep they take the courses online to gentlemen who have been in tech whose skills are behind and need to catch up and children who want to get ahead of the courses they can take in school by taking our courses so it really ranges where university courses tend to be more kind of that younger demographic before starting their career so I won’t say one is better than the other but it just depends on where you are and what stage in life and what your needs are and how you can best learn get your situation and resources.

Ahmed Al Kiremli: Do you think that companies still value more than the certification from the University or do they just test the programmers and hire people who have never been in the University how do you see that?

Mark Lassoff: Both philosophies exist, some of the best programmers I know about are self-taught, some companies want to see a degree regardless but there are so many opportunities now in science and engineering and mathematical professions that really we need everybody and not all programming requires a computer scientist to develop a basic webpage and code that is a less complex affair than for example coding drivers for peripherals that requires knowledge of the processor and microcode and very small amounts of memory that is a lot more specialized requires a lot more skill, so there’s an array of jobs for an array of skill sets and where companies look down, some companies might look down on someone who self-taught it is not a degree or learned an online, a lot of the opportunities are and short-term contracts and in freelance work because we need those people also and all of the times that I’ve freelance, no one is ever us were my degree was from it was much more important to see whether I had the skills and when I was hiring programs myself back in Austin Texas most recently for a company called network logistics in the mid to thousands, I didn’t look at where someone is going to school, we provided a basic skills assessment and if you had the skills and experience you are in and if you have the skills and were qualified we were going to are you whether you had a degree or not.

Ahmed Al Kiremli: How to become a certified web developer?

Mark Lassoff: In our program there is two levels at the basic level there are three courses and then you study for an exam administered online and if you pass the exam you become certified at the level one, at level II there are four courses, you study those in go through the exercises and do all the labs and again study for a second exam and at that point you’re at the entry level for web development job you know PHP and service-oriented architecture and you know how to make an HTML skeleton and JavaScript, it’s a good program and it can take people several months to get through everything and get certified but we have had a number of students who been certified and gone on freelance or have gone into actual jobs as web developers, somewhat small companies.

Ahmed Al Kiremli: Is there a way or method to make your company accredited like a university you have that?

Mark Lassoff: We aren’t looking for that, certifications are really just that.

Ahmed Al Kiremli: Employers like to see the paper but they don’t look at the skills that much.

Mark Lassoff: Right when we certify someone we also armed them with material about what the certification included, what they learned etc. so an employer has some idea what the certification is, there is no nationally recognized certification in web development, certifications tend to be proprietary and sponsored by a company like Microsoft series of certifications that frankly can be quite lucrative but they aren’t really web development certifications and they keep you within the Microsoft ecosystem which is fine if that’s what you want to do but they also limit you in some ways, CiSEO has a series of certifications on its hardware for example. When it comes to certifications I don’t tell anyone but our certification is world recognized and will kick open doors for you but what it does do is it proves that you know what you’ve learned, you pass an exam and you’ve taken a couple of courses that provide information about the languages, you completed lab exercises and the exam is your proof that hey I took this and I understand it and now ready to work.

Ahmed Al Kiremli: Let’s go deeper into languages, what is HTML and CSS and for what is it used?

Mark Lassoff: Sure, HTML stands for hypertext markup language, it is the skeleton of anything that’s delivered through any web browser so it provides for denoting the purpose of individual items of content so if you have a picture that surrounded by an image tag, if you have text we have paragraph tags, article tags, section tags which are part of the HTML language and the idea is you can take content, denote the purpose of the individual content elements and then CSS, cascading style sheets style those elements for the particular screen environment in which your code is going to be displayed. So you might have a set of CSS for mobile, a set of CSS for laptop or desktop content and a set of CSS for printing out a book.

Ahmed Al Kiremli: So the CSS is like the structure or concept and then you fill in the HTML in different places based on the design of the structure that you have?

Mark Lassoff: The HTML provides the structure and the CSS decides the design and layout.

Ahmed Al Kiremli: Okay what’s the difference between HTML and HTML 4 or HTML 5?

Mark Lassoff: Not as much as people think, HTML 5 is the next version of HTML but most of HTML 4 is completely valid in the HTML 5 environment, HTML 5 adds several things including audio and video access so you can directly put audio and video on a webpage, it also includes a number of APIs to access through JavaScript programming different aspects of the browser such as geolocation so the browser can tell where it is, so HTML 5 is an advancement of HTML that allows for more powerful websites and mobile applications that are written in that language.

Ahmed Al Kiremli: How about PHP and MySQL?

Mark Lassoff: PHP is server language so you have the browser in which the user is using to view a website web application or possibly mobile app but then you have the server that sending the information through the Internet to that user so sometimes we have to write server-side code in PHP for more heavy lifting for example interacting in an e-commerce site with the inventory or on a travel site looking up the availability of different flights, MySQL works with PHP as a database to store information in an organized way, if you aren’t familiar with databases think about it as a file drawer organized into different files and folders and then information into rows and columns that you can look up so you might use for example a user fill in a form on a website and that form was designed in HTML with CSS and then when they click send that information is processed on the server with PHP and then MySQL is used to store the data in a database.

Ahmed Al Kiremli: So PHP is like the connection between the hosting and the server and your website and your website will include HTML and CSS and also PHP is like the method to translate the language into the server to talk to the server?

Mark Lassoff: It’s a good way to think about it and actually PHP when it processes actually produces often times HTML of displayed in the browser. So PHP might send you HTML back in order for that to be displayed in the browser.

Ahmed Al Kiremli: And MySQL is like CMS for the PHP?

Mark Lassoff: MySQL is first of all it’s a database product so it is a type of database just like Microsoft needs a database product and Oracle makes a database product, MySQL is a database product owned by Oracle that is used to store data in an organized fashion so it’s basically allows you to store rows and columns of data but also allows you to create relationships between that data that can make the data a little more organized and easier to search and index.

Ahmed Al Kiremli: So those languages are used with WordPress and what else or with everything and you explain to us? Those languages are used with commercial sites like Facebook, behind the scenes, you don’t see those as a user because you just operating on their server but Facebook and Amazon all of them have some PHP and use a number of different types of databases. There are other options besides PHP but that’s a really common one and that’s why we teach it, there are loads of sites written in PHP and we want our students to have the most opportunities and right now that’s with PHP there are other languages but it’s a learn as well.

Ahmed Al Kiremli: What is the Swift language?

Mark Lassoff: Swift is a new language from Apple and it is designed to gradually replace Objective-C which is the language the iOS apps are written, the iPad and the iPhone. So swift as a little bit of an easier language.

Ahmed Al Kiremli: Since the beginning when they watch the first iPhone or Apple Store or iPad they have been using this the Swift?

Mark Lassoff: No they have been using Objective-C, Swift is a new language just came out in recent days that is used for this so swift as a replacement for Objective-C so new developers will want to learn Swift because that’s the language of the future for iOS, Objective-C is what is done in the past, Objective-C is a little more complicated and verbose than Swift.

Ahmed Al Kiremli: So swift came with I was eight?

Mark Lassoff: Correct.

Ahmed Al Kiremli: Okay and how difficult is it is a easier than the previous one to make the job easier for the developers you think like with the years the languages are becoming easier for developers?

Mark Lassoff: Yes I think Swift is easier, Swift has a number of features that make it both powerful for experienced developers and easier for new developers, I really like the actually we finished our first course with Swift here just a couple of weeks ago and right now the top Swift book on Amazon called Swift language fundamentals the language of iOS development so that’s number one on Amazon in this category for mobile app development and we of been really excited about the response but it’s pretty easy to learn the book is only about 250 pages to compare that to our PHP book are PHP book is on the 600 pages so we were able to explain everything a lot less space with Swift and get people started more quickly.

Ahmed Al Kiremli: How different is with from the previous ones in terms of percentage, 20 or 30% advanced and different?

Mark Lassoff: That’s a good question maybe 30% or 40%, it’s a different type of language that requires less code, it’s a little cleaner and I think it’s going to be more familiar to people who use other languages like JavaScript or C++, it just looks and feels more familiar to most developers who haven’t had any exposure to Objective-C or having to do a lot of individual memory management where they have to manage the memory that’s assigned to their program, Swift eliminates that, that’s all abstracted away and that’s one of the major reasons it’s easier to work with you don’t have to do with the computer’s memory it’s all automatic.

Ahmed Al Kiremli: How about Ajax?

Mark Lassoff: Ajax isn’t a language it’s a technique that is used to communicate with the server from a web browser without the user seeing a change to the page so a good example probably everyone at some point who is listening to this has priced out airplane tickets or train tickets online or something like that so when you do you choose a date and a time will it used to be every time you change one of those parameters that for your search you would have to go back and relive the whole page and display a whole new set of results but now with Ajax that communication is happening behind the scenes so you can for example change, I don’t want to fly in the morning I want to fly in the afternoon and make that change and get a new result set without the whole entire page having to be refreshed and redrawn so Ajax is the enabler of that technology and it’s something that’s important for users and developers to understand.

Ahmed Al Kiremli: And it’s also involved with the design and connected with the server as well as the same time so how different is it from PHP and MySQL? In plain English.

Mark Lassoff: It’s all JavaScript code so it serves a different purpose than PHP and MySQL although it may communicate with PHP and MySQL it’s really an intermediate layer of code that’s used for communication where PHP and MySQL stay behind the scenes on the server.

Ahmed Al Kiremli: How about C++ and other C programming languages?

Mark Lassoff: Those are older languages that are still commonly used, C++ is a superset of C in that all of C is included in C++ and the place where C++ is most used is where speed is really important, earlier I talked about how the older languages were closer to the processor there was less abstraction and do that they are faster so C++ is where you see things like console video games or financial applications, trading applications where speed is required so wherever you see C++ now is in a more specialized area where speed is really critical.

Ahmed Al Kiremli: So it’s good for speed.

Mark Lassoff: Very good for speed.

Ahmed Al Kiremli: And you don’t think it’s going to be vanishing with another one?

Mark Lassoff: I don’t think it’s going to be completely vanishing, I think as time marches on naturally there is going to be a tendency to move towards newer languages but due to the amount of code that’s already written in C++ that’s out there I think C++ programmers are going to be busy for a long time to come because all of that code needs to be maintained in the process of replacing it is often too expensive to do so it’s going to be around for a while.

Ahmed Al Kiremli: How about Ruby?

Mark Lassoff: Ruby is one of the newer languages and with the rails framework it’s been lauded as game changing for web development so I don’t know Ruby myself that what I observe about Ruby is that everyone who learns it and uses it really likes it.

Ahmed Al Kiremli: What is it used for?

Mark Lassoff: Web development. Developing web applications. Everyone who uses it really likes it but its use I think is not as pervasive as people think it is so if you do a Ruby apps you may have difficulty finding developers to maintain it and if you learn Ruby you may find you actually have fewer opportunities than you thought you would because there are many systems written in it.

Ahmed Al Kiremli: So is it replacing HTML?

Mark Lassoff: It’s not going to replace HTML, it works with it.

Ahmed Al Kiremli: Yes I mean is the equivalent of it?

Mark Lassoff: Actually.

Ahmed Al Kiremli: Whatever you can build with HTML you can build with Ruby?

Mark Lassoff: The browser only understands HTML and JavaScript so those are going away anytime soon, what really does like PHP is it provides a framework for producing HTML and JavaScript so it doesn’t really replace it but it uses it and this is getting kind of in the weeds here but they work together, where Ruby would kind of replace a language it would replace something like PHP

Ahmed Al Kiremli: How about do.js?

Mark Lassoff: Do.js is interesting, it’s another language I’m not that familiar with but basically what it does is it takes JavaScript and expands its utility to the server-side and even to the desktop where you can run JavaScript programs in other environments in the browser.

Ahmed Al Kiremli: What is GitHub?

Mark Lassoff: Github is a code repository that allows you to store and share your code socially so if you are writing code and you want to share it even just among a team or you want to share with the world at large can go to Github and store your code there, also version your code if you want to roll back if you make a mistake and it’s a safe place to keep your code if your computer crashes you still have all of your code on Github, you can share with your friends, so others can modify the code if they need to and create what’s called a fork, kind of the new version of the code moving in a new direction, it’s also a good way to organize projects that have a lot of developers working on it to make sure that two people are not working on the same thing at once inadvertently creating two versions of the same code block.

Ahmed Al Kiremli: Is Mac’s code like the programs program for Mac do the user before?

Mark Lassoff: Mac programs generally right now are being done in Objective-C are swift, Mac is a close environment so you don’t have a choice as far as what you use, you have to use the tools that Apple want to to and right now the most common of those is the Objective-C and swift.

Ahmed Al Kiremli: And the IOS is done by Ruby and android by JavaScript?

Mark Lassoff: Java is used for android, Java and JavaScript are different, JavaScript runs in the browser, Java is a full programming language and those are for android.

Ahmed Al Kiremli: Just hold on a sec, JavaScript is for web development and Java is for the apps for android?

Mark Lassoff: Java is used for apps for android and JavaScript runs within a web browser. So there are different applications for the different languages.

Ahmed Al Kiremli: Is learning Photoshop a must for any coder?

Mark Lassoff: No I’m about as artistic as a piece of what so a lot of teams have a designer who can handle the Photoshop duties, it’s good to understand the basics of Photoshop, I recommend it for everyone because you are going to have to understand how pixels work on a screen, so it’s a good exercise and also being able to do some basic Photoshop is always beneficial, it’s not an absolute requirement for programmers but it’s one of the many skills that’s really good to know and handy to have as you become the developer.

Ahmed Al Kiremli: Can you take us through the timeline of the languages since the 80s till now, which one is the important ones and can you take us through?

Mark Lassoff: Yes, if you go back to the 80s, C and C++ were dominant.

Ahmed Al Kiremli: And they still exist now.

Mark Lassoff: Yes, C was created in the 70s and the still use. C and C++ as time went on you saw some basic programming which is beginners all-purpose symbolic instruction code, that was common on a lot of the home computers and then as the 90s developed Pascal became a language that was used frequently, Pascal has all but disappeared at this point and replaced by Java and in about 1996 or 1997 with the web coming to be all sorts of web-based languages were instituted like HTML and PHP and JavaScript so during that period you saw a lot of new languages as people were trying to figure out how to best harness this technology so Perl was a language from that era that was very common but is now falling into disfavor. As the 2000s started Microsoft get its act together with the .net family of languages which are geared specifically towards Windows and those became very popular in business environments alongside Java and now you are starting to see a move towards Ruby, Ruby on rails, swift etc. and language is becoming optimized for the environments in which they work, some linkages or use more with mobile over the web so you start to see specialization of languages more than ever before and there are always new languages coming out like Google’s go language which is coming out now always new ones as well some of which will be adopted and some of which will be failures as time marches on I expect much of the same. Some languages will stay with us for a long time, some will become very popular very quickly and then disappear and then we will have new ones that will stay with us for long. As systems are written in them. It’s important to know about the growth of different languages it’s not necessarily the best language that grows and six around it’s often the best marketed language which unfortunately doesn’t mean that it’s the best solution.

Ahmed Al Kiremli: What is ASP?

Mark Lassoff: ASP is a Microsoft technology designed to similarly to PHP to communicate between the server and webpages.

Ahmed Al Kiremli: What is the difference between joomla and WordPress?

Mark Lassoff: Both are content management systems, WordPress started as a blogging platform and has now developed into a full-fledged content management system while Joomla! has always been a content management system, not quite as popular as WordPress but still popular, both are modularized where you can get different modules to do different things for example if you want a contact us page there are modules that do that for you and the idea is they let you create a basic web application and change the content easily without being a programmer. Both are very good choices.

Ahmed Al Kiremli: Any other good choices in which one you prefer the most?

Mark Lassoff: Drupal is another one, that would be the main competitor of Joomla!, they are very similar, they have many of the same functions, I don’t necessarily think one is better than the other, I’ll tell you that we use WordPress, we really enjoy it and we really like the number of modules that are written for it, that can be really powerful for marketing or for user management or also some other functions so we really enjoy using WordPress of the last three years.

Ahmed Al Kiremli: Which language you prefer of all the ones that you mentioned?

Mark Lassoff: I like Python. Python’s my favorite.

Ahmed Al Kiremli: Which is used for what?

Mark Lassoff: Python is a general-purpose language, they can be used with websites to create games but it’s just very clear and easy for beginners to read their mind around which is what I like to use it, it’s a real specialty working with data and being able to parse data quickly because it’s a fast language aniline language but right now that’s my favorite, if you ask me again in six months of my be under something else.

Ahmed Al Kiremli: How difficult is it to shift the code of an iOS app to make it work on Mac?

Mark Lassoff: I’ve never done it I don’t know, I’ve actually never done my programming but because the environment is common between iOS and Mac it’s probably somewhat difficult but not as difficult as going from iOS to android where the language is totally different.

Ahmed Al Kiremli: What entrepreneurs do you think should learn to be able to control their developers now that everything is going digital and all of them have developers that speak different languages in terms of coding languages so what should they learn to be able at least to control those developers push Mark

Mark Lassoff: now you’re getting into where my views are little controversial, I don’t think a non-technical person is capable of doing a technical start up or a technical entrepreneurship without a technical cofounder. It just so rarely works because you have to understand the software development process and the programming process, one of the reasons I think the failure rate for new entrepreneurs is so high is people go into something they are not qualified to do, I was a programmer so I started to start up that involve programming and teaching and I have that background, we had startup weekend in Hartford, I was a mentor and coach for startup weekend where people start a business and 54 hours and one of the things that was nice was we had teachers starting educational startup so they understood that space, just because you have a dream and you think it could be a good idea doesn’t mean you have the background to do that or do it well, she’s a startup in your area of expertise, if you know food spending food startup, if you know software do a software startup or find a partner who knows the technical space, working with programmers is difficult because they speak their own language and have their own literally they have their own languages, their own techniques and my personality they tend not to be the easiest people to work with so partner with someone who understands that world who can get the ideas implanted well.

Ahmed Al Kiremli: Let’s talk about the outsourcing world, I have never been a coder and I don’t know code but I have developed many apps and websites through experimenting of course with the time you can tell that this is a good developer or not maybe from their previous work or ratings are projects but still not necessarily they will be to develop your own project so you have to test with different ones but of course it’s a struggle sometimes.

Mark Lassoff: It is, outsourcing is common all over the world in the US people commonly outsourced to Eastern Europe and India and now South America, there’s nothing wrong with it and there are good programmers all over the world and there are bad programmers all over the world, the problem is determining which one you have, and many people go through one that programmer or they outsource it and they say outsourcing doesn’t work well that’s not true but outsourcing unlike having someone with you who is developing the software requires a lot more management and a lot more care, a lot more description to get what you want because not only a communication barrier but also a cultural barrier that you’re trying to overcome because you’re often working with someone from a different culture, that being said a lot of people make it work really well and it’s a good option for entrepreneurs who are getting started who don’t have a lot of funds but you have to be careful, lots of people get burned and I think you said it best, you have to experiment before committing and make sure you have a relationship with someone who you trust and I think also people who you like working with, this is going to be a close long-term relationship and if you don’t like the person you’re working with it’s going to be difficult and I’ve worked with programmers from here in the United States from India and Pakistan, South Africa, the Philippines and there’s good and bad programmers everywhere. What you want to find is someone who understands the problem you’re trying to solve who is patient about gathering requirements, who asked really good questions about what they don’t know and doesn’t make assumptions as far as what you’re thinking and asks the questions instead of going ahead of doing something correct. It’s tough to find the right person but it’s also tough to find the right person if you’re in sourcing to.

Ahmed Al Kiremli: Sometimes you need to learn some stuff to learn if you are developing an app for iOS you need to learn something about the source code and US the developer in each stage to keep it with you in case he runs away, you have to protect yourself so you can at least shift to another one along the way.

Ahmed Al Kiremli: Github is actually great for working with outsource programming teams, we talk about it earlier, this way you always have access to the latest version of the code they are developing.

Ahmed Al Kiremli: But how about these platforms that sometimes you code, there is a platform called platinum or something that you put on the code and it’s going to work for android and iOS at the same time.

Ahmed Al Kiremli: There are number of libraries like that, I happen to actually be an expert in one called Phonegap, and what it is, it basically takes the process of web development and and takes your web applications and make them into mobile apps, the way it works is you create a generic HTML 5 based application and then what Phonegap does or platinum or some of the other applications, it wraps that application in a wrapper so works on individual phones so essentially running your application inside of a wrapper, the great part of it is it’s not detectable to the user, the user doesn’t know that the application wasn’t built natively and more and more the app stores are becoming more favorable towards these types of applications, it’s actually the method I prefer of development because you can write your application wants and then distribute to android, Amazon Kindle, to iOS, both iPhone and iPad and even some lesser known and lesser used environments like Google Chrome or blackberry or something like that so it’s really a great way, how those limitations, you can do everything with it but for most apps it’s fine.

Ahmed Al Kiremli: They say that you are limited, you cannot develop the code more and you have problems and then you have to develop it again something like that, is that right?

Mark Lassoff: Right and there’s limitations as far some of the hardware so if you heard about Apple’s announcement one of the things they talked about was near field communication for payments on Bluetooth, those things are not accessible through these libraries so if you’re doing something with near field communication or Bluetooth or a number of other hardware elements you have to write native applications.

Ahmed Al Kiremli: All right, how was your experience with Amazon and how is the process of content creation for your company works like do you create the books first and then the tutorials or the tutorials and then do the books and transcribe it, how does it work?

Mark Lassoff: Without giving away too much of our secret sauce we have a great partnership with Amazon, very good friends of that company and we have a process in which we create our content for maximum flexibility, we create content with the fact in mind that it’s going to be distributed to multiple platforms and we optimize both our processes and the content itself for that. Our swift book came out the same day as our swift course and ultimately that’s how we like to do it, it doesn’t always work out that way because books require multiple rounds of editing of things like that but we certainly try for it because that gives us the maximum splash in the market when new things come out. But our processes have been developed over three years of very hard work with a very dedicated team, we have now I think eight full-time employees and about four or five part-time employees in the team and the growth has been stupendous and one thing I can say about the learn to program team is every one of them is dedicated to the goals of this company and they work really really hard and we spend developing the processes to optimize that work environment so probably today we are shooting too much content and we don’t have the studio space so were looking at how to juggle studio space we have issued all of these different lessons and courses that we want to shoot over the next couple of weeks.

Ahmed Al Kiremli: Do you use like audible or ACX to post sometimes?

Mark Lassoff: I’m not actually familiar with it.

Ahmed Al Kiremli: Okay you think that code was easily written or like a video for the people to understand it more than just going audio?

Mark Lassoff: Oh yes, audio only would be very very difficult because coding is a process of not just watching it be done, but you also want the students to be following along and coding along as you develop the code, that’s a visual process so yes I think video is optimal, the only thing we do audio is we have a newscast that we do a couple of times a week called dev.

Ahmed Al Kiremli: Like a podcast?

Mark Lassoff: It’s called dev.

Ahmed Al Kiremli: With the podcast? It’s a podcast?

Mark Lassoff: We don’t use the word podcast because they don’t like the word but that is what it is, also it appears in our TV channel,, it appears on YouTube, since we cast to a number of different venues, not just for example iTunes, podcast is kind of a limiting term, it is available as a podcast but it is not strictly a podcast. It’s a newscast available on video across a number of different platforms including stitcher.

Ahmed Al Kiremli: What are the other projects or future products you are working on?

Mark Lassoff: We are trying to expand our library of courses as always, always trying to get more courses that are relevant, but they courses we haven’t produce new books for our user audience which is always growing, so just a hint of the future project we are going to be looking at creating a parallel source of courses in information that reaches outside programming and into more digital media.

Ahmed Al Kiremli: Can you take us through your typical life and work day?

Mark Lassoff: There’s nothing typical about my life, I do 30 to 40 speaking appearances each year, I’m going to be speaking this week at Tech week New York which is a huge conference, I’m also going to be at Tech week LA so if I’m traveling it’s whatever’s on the agenda for the conference that I’m appearing at or the company that I’m visiting so the last few months I’ve been to San FranciSEO and Las Vegas and Los Angeles and London all for conference appearances are meetings with companies are partners, if I’m here a typical day, I’m up about 6 o’clock in the office at seven, spend a couple of hours going through email and communicate with partners and friends and our staff, we spend a number of hours each week doing actual content development and then all of the things that come to running a business, marketing finance accounting staff supervision really account for the balance of my time at the office. Spent a lot of time working with our employees doing training so they better and more efficient, meeting with our vice president Kevin who runs the day-to-day operations, making sure things run smoothly and then at night and either teaching for free, volunteering with the entrepreneurial community, hosting events, I’m not married and don’t have kids so I spend a lot of my free time dedicated to the community and helping new entrepreneurs develop their companies so I volunteer as a mentor and things like that so my life is really rich but all focused around business and developing new businesses and having fun and it’s very satisfying to me.

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

Mark Lassoff: One of them is to develop a schedule for myself, on a daily basis I have numerous things to do to accomplish on a daily basis and I find if I schedule the time ahead of time I get more done and I more productive so that’s the first thing is having a daily schedule, 2 my personal fitness habits which are my weakness, exercise more and eat less, I’m working with a great trainer and dietitian who actually is in our same office building who is teaching me to eat better and is giving you more energy, and I lose that while in the afternoon where people get tired and it’s hard to work so fitness and energy are really importance, the third area I’m working at his personal organization skills, I’m not known for the neatest office and having everything in an organized manner so I’m trying to become more organized which I think results in higher productivity.

Ahmed Al Kiremli: Who is your number one mentor?

Mark Lassoff: My number one, can I mentioned 2?

Mark Lassoff: No problem, mention three.

Mark Lassoff: So I worked for a great entrepreneur and a great founder in Austin named Pierre Crabbage, Pierre founded a company called total systems in Kansas City and network logistic in Austin and sold both of those and went on to become a VP for one of the big manufacturers of TVs and networking systems, LG so working for have I learned a lot about how to run a business, how to use your own personal energy and magnetism, how to make good decisions and also how to sell. The foundational level of every business and sales and he is the best salesman I’ve ever seen and just so intelligent and so caring, one of the things I loved about him and still love about him is he knows the name of every employee who is everywhere friend and whether that employee was the vice president of his company like I was or pulling cable through ceiling tiles making nine dollars an hour Pierre treated in the same and he was just as likely to go to lunch with the VPs as he was with the kid who just graduated college and is in his first programming job. So it’s just a very egalitarian and smart way of building companies, he has built and sold 2 and is quite well off because of it. The second mentors Michael Martino, Michael is an older guy in his 70s now and he’s a professor at Austin community college and I took one of Mike’s programming courses years and years ago and he really, we became friends and he had a career previously at IBM working with microcode in the years when computers had 6K memory or something like that and worked on mainframes. The historical perspective from him the idea of requirement gathering are all things that I learned from him in a way that’s really really been momentous Lee impactful in my life so both Mike and Pierre, I hope they see this, they been great mentors to me and continue to act as such.

Ahmed Al Kiremli: From your perspective success, the most important factors for success in three words?

Mark Lassoff: Work work work. It’s about the work, ideas everyone has ideas, some are good and some are bad, most are somewhere in between, it’s about the execution. I’m not the smartest guy out there, I’m definitely not the best looking but I will outwork anybody and it’s in that work and working smartly productively and efficiently that success happens, you make your own luck, you make your own success and that comes from hard work, the harder you work the more likely you are to succeed no one is going to do it for you.

Ahmed Al Kiremli: Top three apps that use on your smart phone?

Mark Lassoff: Evernote is definitely number one, we are in the Google ecosystem so the Google Drive that would be number two, to look up documents from the office and Skype for communication with partners staff and friends.

Ahmed Al Kiremli: Top three favorite books?

Mark Lassoff: Lean startup is one I really like, there’s one I forget the other called traction which is a great business book talks about getting traction it’s fairly new, and number three is the art of war.

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

Mark Lassoff: Wow, top three people and inspired by that stuff I’m inspired by a lot of different people so from the business world I really enjoy Steve Blank I find what he writes to be inspiring and it drives me to move forward, I’m going to say from a personal motivation world I’m a great admirer of Martin Luther King the civil rights pioneer here in the United States who did incredible work in race relations and also from that same world Buffy Sainte Marie who fought for and continues to fight for the role of indigenous people in the United States to become an important part of politics in the world and she does that and continues to do that through music.

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

Mark Lassoff: I do, it varies, most of the time on listening to classic rock although I different times I can listen to European pop or new age, the cure definitely a favorite, Buffy Sainte Marie who I mentioned involved, Irish Celtic music sometimes it just depends what the work I’m doing calls for but definitely some favorites like the cure, speed wagon, journey if I need to get pumped up and then sometimes quieter folk music from some of the folk greats from the American folk movement like Bob Dylan.

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

Mark Lassoff: I lay down and fall asleep.

Ahmed Al Kiremli: That’s great, I want to learn them.

Mark Lassoff: Generally by the end of the day I put in probably 12 hours at work, maybe have dinner with friends or other entrepreneurs and then got on to some other entrepreneurial event or meeting, I’m done, I’m ready to go to sleep until the next morning.

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

Mark Lassoff: My family, spending time with my mother and her husband Rick, my brother and his wife and his kids and the great group of friends I’ve developed around entrepreneurship and business here in Connecticut, I spent all weekend working at a startup weekends with great friends and inspirational people who are starting businesses and that’s what really gets me going, I was on my feet for 16 hours on Saturday and just happy as I could be and I think also just travel and the opportunity to meet really interesting people all over the country and all over the world.

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

Mark Lassoff:, I check my email pretty constantly and I try to respond to absolutely everybody so is the best way, on Twitter it’s @mlassoff.

Ahmed Al Kiremli: Thank you so much for this interview Mark I really appreciate it.

Mark Lassoff: Thank you it has been a lot of fun.

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

Word Count: 11450

أحمد القرملي:
أهلا بكم جميعاً، معكم أحمد القرملي من برنامج كن كفؤاً، و مهمة هذا البرنامج هو زيادة كفاءة حياتك و عملك من خلال بعض النصائح و الإرشادات من خبراء قياديين. معي اليوم مارك لا سوف، مبرمج متخصص وهو مؤسس لتعلم البرامج التليفزيونية , مرحبا بكم في المعرض كافة .

مارك لاسوف:
شكرا جزيلا لك .

أحمد القلاملي:
من دواعي سروري , اذا لماذا ومتى بدأتم الترميز والبرمجة ؟

مارك لاسوف:
بدأت العودة الى الترميز عام 1983 او 1984 كان عمرى 11 او 12 سنه , والدى كانوا يشجعوني جدا بقدر ما يحصل لي في مجال اجهزة الكمبيوتر حتى والدى اشترى لي جهاز " Commodore 64" وانا علمت نفسى البرمجة الاساسية في سن 11 او 12 لأنني اردت ان اصنع العاب , وبالفعل صنعت زوجا من الالعاب التي احدثت ضجة في الجوار أصدقائي يتمتعون باللعب بها , وكل شيء نوع من البداية من هناك وانا لا يمكنني البرمجة من خلال المدارس الثانوية والكليات

أحمد القرملي:
لذلك انت لا تبيع أي لعبة لشركة العاب كبيرة ، ليس لديك الطريقة في الوصول ام انت لا يمكنك القيام بها في ذلك الوقت ؟

مارك لاسوف:
لم اكن اعرف كيفية القيام به , وانا لست متأكد في هذه المرحلة ان كانت العابي جيدة بما يكفى لأى شخص لشرائها , ولكننا نقوم بتداولهم بين اصدقائنا في الحى , وهم حقا يبدون مستمتعين بالألعاب التي انتجتها

احمد القرملي:
ما هو التركيز الحالي من حيث الاعمال والمشاريع ؟

مارك لاسوف:
حاليا , تركيزي الاساسي على تعلم البرامج , وشركتنا هى منذ ثلاثة سنوات ونحن ننمو بشكل كبير في هؤلاء الثلاثة سنوات , لقد نمت فقط حوالى 250 او 300% لكل عام , وتركيزى الكامل على نموها ليصبح الناشر الرئيسي لمحتوى المواد والدورات بالنسبة للأشخاص الذين يتعلمون البرمجة

أحمد القرملي:
لذلك تركز فقط على البرمجة والترميز ؟

مارك لاسوف:
حقا , نحن فقط نركز على البرمجة والترميز ,لدينا بعض الدورات والمعلومات المتعلقه بذلك , وبعض المواد الخام المصممة , ولكنها تركز على ان تكون قادره على خلق شبكة المحمول وتطبيقات اللعبة .

أحمد القرملي:
كيف يعمل , هل لديك عضوية او هل كل دورة على حدى ؟

مارك لاسوف:
نحن بالفعل نقدم لطلابنا عدداً من الخيارات الاول هو عضوية 39 دولار في الشهر وهذه هي العضوية المتكررة التي يمكن الغائها في أي وقت ولكن هذا يعطيهم ، طريقة الوصول الى أي شيء نقوم به ب 39 دولارا شهريا التي تشمل كتابنا التي تعد الاكثر مبيعا , ودورات الفيديو خاصتنا لدينا حوالى 40 من كل تلك المواجهات نحو تعلم مهارات التنمية ودردشات الفيديو الحية مع المدربين , ولكن ايضا يمكنك شراء الدورات على هيئة كتب بشكل فردى من خلال امازون او من خلال " Udemy" دوراتنا هي على مكتبة تقنية سفاري وعدد من الاماكن الاخرى, نحن نحاول ان نجعل دوراتنا متوفرة حيث يمكن ان يستفيد الناس منها , لذلك نحن متواجدون في عدد من مختلف مكتبات الدورات

أحمد القرملي:
لذلك قمت فقط بنشر المادة التي انتجتها , او هل لديك بعض الخبراء الاخرين الذين يضعون كتبهم والمواد الخاصة بهم هناك ايضا ؟

مارك لاسوف:
كتابة عدد من الدورات هي مهمتي باعتباري مبرمج كمبيوتر و الهيكلة على مدار سنوات , انا طورت الكثير من المواد للفصول الدراسية التي تم اعتمادها لفصول عبر الانترنت ولكن لدينا بعض الخبراء الاخرين الذين طوروا الدورات التي قمنا بنشرها من هم كبار الخبراء في مجالاتهم , فقد كان لدينا الكثير من المرح مع تلك ايضا , نحن نحاول الحصول على خبراء جيدين في عدد من المجالات المختلفة داخل البرمجة لعمل دورات معنا , وحدودنا فقط هي حجم استوديو هاتنا في الوقت الحالي والتوقيت في خلال الاسبوع , ولكن نحن نتطلع الى زيادة مكتباتنا بسرعة كبيرة

أحمد القرملي:
كم مرة قمت بنشر محتوى جديد ؟

مارك لاسوف:
نقوم بنشر محتوى متميز ودورات جديدة مرة او مرتان في الشهر لذلك لدينا دورة ادارة مشاريع فقط للقيام به , ونحن لدينا دورة على مكتبة جافا سكريبت الشهيرة ومن ثم الى جانب ذلك دورة تطوير الــHTML5 الجديدة للمحمول كلها فى مراحل مختلفة من الاكتمال ثم بعد ذلك نحن ذاهبون لمعالجة نظام " android Al" الجديد , لذلك نحن نأتي مع حوالى اثنين منهم كل شهر و من ثم نخرج بالمحتوى المجاني الذى يستمرعلى قناتنا على اليوتيوب " Roku", فقط على مدار اليوم

أحمد القرملي:
إذاً انت تعطى هذا المحتوى الاخر مجانا ليستخدمه فقط كبار المسؤولين الاقتصادين لجذب حركة المرور ومن ثم لديك دورات متميزة كم من الوقت تستغرق كل دورة ؟ ما عدد نماذج ؟

مارك لاسوف:
عموما انها حوالي 10 وحدات في أي مكان من اربع الى ثماني ساعات للدورة الفردية87 لدينا بعض مجموعات الدورات التي يمكن ان تصل مدتها الي 20 ساعة او عدد من الدورات توضع معا التي تساعد في تقديم مهارة محددة حقيقية مثل مجموعة JavaScript المتقدمة او شيء من هذا القبيل , و عمل المحتوى المجاني جزئيا لكبار المسئولين الاقتصادين , وجزئيا للحصول على اسمنا من هناك و نبنى قناتنا على اليوتيوب , ولكن ايضا مهمتنا هي تعليم الناس على البرنامج ونحن ندرك ان الجميع في جميع انحاء العالم لديه طريقة لانفاق ال39 دولار في الشهر .او 99 دولارا وبالطبع نحن نريد عمل بعض المحتوى التي سوف تكون متاحة في الاماكن حيث يتواجد الناس الفقراء وانها لاتزال مستمرة للاستفادة منها

أحمد القمرلي:
أي واحد يعمل اكثر بالنسبة لك مثل بيع الدورات بشكل فردى ام بمفهوم
العضوية ؟

مارك لاسوف:
الغالبية العظمى من الدخل هي من بيع الدورات الفردية وجزء من ذلك هو الوقت , لقد كان لدينا عضوية لمدة سته اشهر و ايضا نحن حقا اتخذنا نموذج النشر وتأنيبه في حين ان هدفنا هو التوزيع من خلال منظمة " Udemy " و " open sesame"وجميع هذه الاماكن التي يمكن ان تبيع دوراتنا ولا تقوم بالكثير من البيع المباشر , لذلك هذا نوع من التصميم الذى قد انتهى بهذه الطريقة

أحمد القرملي:
انت اسست هذه الشركة في عام 2011, لماذا قمت بذلك ؟ لماذا قررت عمل تليفزيون و مصادر نشر وما هي خلفيتك في ذلك ؟

مارك لاسوف:
انا لست متأكدا من إنني اتخذت قرارا واضح ببداء عمل شركة , لقد كنت امارس التدريب التقني على الطريق , وكان جيد جدا جدا على مستوى عملاء المؤسسة , وكنت قد قمت بالتدريب في الشركات مثل " Symantec" و " AFLAC" و" ADP" وشركات الرواتب الكبيرة من الحكومة الفيدرالية هنا في الولايات المتحدة وعلى الصعيد الدولي ايضا لشركة" Motorola" , كنت قد قمت بدورات للحكومة في نيجيريا لذلك انا كنت مسافرا للقيام بدورات باستمرار , كانت مربحة للغاية واستمتعت بكل شيء كثيرا وللأسف اصبت بسرطان القولون , وهذا حدد سفري , وسافرت حينما كنت تحت العلاج ولكن اثناء الانتقال من خلال العلاج الكيميائي يمكن لأى شخص من خلال ذلك يعرف ان له اثار تراكمية , كما يمكنك الحصول على الاثار في نهاية العلاج اثار اكبر مما كانت عليه في بداية العلاج لذلك اضطررت الى نوع من البطء وهذه ليست في طبيعتي انني كنت حقا اشعر بالملل في المنزل بينما كنت اتعافى لذلك
قررت وضع الدورات عبر الانترنت على Udemy" " ولدهشتي كانت تلك مقدمه لدورات JavaScriptالتي حققت مبيعات بعدة الاف من الدولارات في الشهر الاول دون ان اعلم حقا الترويج او التسويق لذلك , ومن هنا قمت بعمل دورة اخرى ثم افضل ما قمت باختراعه قد اصبح كبير جدا بالنسبة لي للتعامل معه بنفسي , لذلك قمت بتعيين الذى هو الان نائبا لرئيس الانتاج Kevin Hernandes لمساعدتي وبدانا تنمية شركتنا من هنا ، اتحدنا منذ ثلاثة سنوات , بحيث كان لدينا نقطة الانطلاق الرسمية ولكن سوابق تعلم البرمجة تعود بنا سنتين قبل ذلك

أحمد القرملي:
كيف حالك الان .. هل تم شفاءك ؟

مارك لاسوف:
انا على وشك الشفاء الكامل من المرض , لا يوجد شيء مثل المعافاة ولكن لا يوجد اثر للمرض في جسدي في هذه الحالة لذلك هناك احتمالات ان اعيش عمرى العادي

أحمد القرملي:
نأمل ونتمنى ان تعيش حياة مليئة بالصحة والسعادة

مارك لاسوف:
شكرا لك , لحسن الحظ انه اصبح مرض قابل للعلاج اكثر من ذلك بكثير ولكن الامر يحتاج الي الاكتشاف في وقت مبكر لذا اينما كنت اود ان اشجع اى شخص فوق سن ال35 للحصول على تنظير القولون , انها ليس لها اجراءات , فانها تستغرق فقط بضع ساعات ويمكنها انقاذ حياتك

احمد القرملي:
وكنت تعتقد ان هذه الواقعة قد تغيير حياتك تماما الى تلك الاشياء الايجابية لأنها جعلت غرضك هو اكتشاف الاشياء التي تستمتع بها اكثر وانها ستشجع المزيد من النفوذ في الدورات التي تقومون بها , هل هذا صحيح ؟

مارك لاسوف:
سأخبرك بذلك , كانت هناك تغييرات حول ان لا اضيع وقتي على المشاريع او الناس او الجهود العقيمة والمحبطة والغير مفيدة لي او لأي شخص اخر, والوقت ثمين لذلك انا لا اريد ان اضيع أي منه وهذا هو ربما كان اكبر درس هو انه بخير لأنهاء شيء لا يعمل والعمل على الامور التي تهم حقا , والتي تأثر عليك وعلى عائلتك وعلىً و علي نفسى وعلى مجتمعك والعالم باسره , واذ كنت لا تؤثر لم تكن تقبل مثل المشاريع الخارجية مثل تطوير الشبكة او اضافة التنمية

أحمد القرملي:
لم تكن تفعل , مثل فريقك ألم تركز على كل ذلك ؟

مارك لاسوف:
لا وهذا ما لا يعنى القول بان أي رجل اعمال يجب ان يأخذ هذا الجانب لان المشاريع يمكنها ان تكون مصدر كبير للتمويل كما كانت في البداية , لكن بالنسبة لنا لم اكن اريد ان اصرف انتباه فريقي في المشاريع التي لم تجلب الاهداف الاساسية القريبة والطريقة التي نريدان ينمو بها , نعم لدينا مجموعة من المهارات لتطوير المواقع والبرمجيات و نحن حصلنا على الطلبات المتداولة ولكن هناك عملاءجيدين وايضا هناك عملاء ربما تصدقوا او لا تصدقوا التكلفة النهائية لك اكثر مما تعمل منها لذلك نحن نحاول حقيقة بعناية للتمسك بتركيز على انشاء المواد التي بمجرد ان تم انشاؤها لد تكلفة الوحدة فى البيع من الصفر , لدينا الصلاحية جيدة وهناك حاجة من قبل الناس الذين يتعاملون عبر شبكة المحمول و تطوير اللعبة .

أحمد القرملي:
فقط القيام بواحدة من الشبكات للعميل حتى لو كان ربحه لا يتناسب مع الاهداف الكبرى للمجموعة من حيث التسويق , واي اسلوب عمل هو الافضل بالنسبة لك من حيث التسويق لــالدورات الخاصة بك هى تشبه الموجودة على موقعك او بيعه على منصات اخرى و هل يمكنك ان تعطينا اسم على سبيل المثال لا الحصر ؟

مارك لاسوف:
من الصعب ان اقول لان واحدا من نقاط الضعف في حركة التحليلات هو انه فشل في رؤية تضافر القيام بالجهود التسويقية المتعددة عبر القنوات المختلفة لذلك لدينا يوتيوب تقود القناة نمو شركاتنا في الفيس بوك الذى يدفع لنا عضوية الموقع وذلك عند فصل كل شيء عن بعضه و اختبار AB يفقدك بعض من تلك الصورة الكبيرة من النمو عبر القناة التي تمتلكها من خلال التواجد في مكان لذلك اول شيء لدينا ان نقوم بمحاولة لتقدم على كل القنوات حيث يراها طلابنا بحيث تشمل على ربما " Pinterest" و "Face book " و " open sesame" وهناك العديد من القنوات التي حاولنا ان تكون موجوده مثل Udemy كونها اكبر قناة تدفع نمونا , و الثانية هي قناتنا على يوتيوب والتى تنمو ونحن نضع بها الكثير من الجهد في اعادة صنع هذا في القناة هذا هو الدافع الحقيقي للعضوية , وان لا تكون مجرد نقطة توزيع لذلك نحن نعمل مع الناس في يوتيوب كانت لطيفة بما يكفي لعمل تسهيلات لجعل شركاء اخرين لنا في القناة ثانيا لأنه هو " Roku" المتواجد على الانترنت , قد لا يكون على دراية بها ولكن لديه جهاز انترنت التليفزيون والذى يتوفر في الولايات المتحدة وفى بعض الدول في اوروبا وانها مماثلة لتليفزيونات APPLE , فانه يتيح القنوات التليفزيونية على شبكة الانترنت, ونحن ننتج قنواتنا التليفزيونية الخاصة والتي كانت مصدرا كبير جدا للنمو

أحمد القرملي:
بالنسبة لك لكي تعرض عمل اشتراك مجاني لم يتم سداد التكاليف , اليس كذلك ؟

مارك لاسوف:
نحن لا نفرض أي رسوم علي موقع يوتيوب و في الواقع نحن نفكر في ازالةاعلاناتنا منها لأننا نعتقد ان الصالح الحقيقي هو الحصول على المحتوى من هناك اثبات كيفية اجادة المحتوى لدينا , وكيف يكون سهل التعلم في مقابل كمية صغيرة نسبيا من الاعلان لتدفق الايرادات من خلالكم ايضا

أحمد القرملي:
هل ترمز الان للتمتع ببعض المشاريع فقط لنفسك ؟

مارك لاسوف:
انا ادرس للإستمتاع , والمشاريع التي اقوم بها هي اساسا موجهة للتعليم والتدريس لذلك انا انشأت على سبيل المثال في HTML5 لعبة ظلت عدة الاشهر قبل ان يتم استخدامها كمشروع تدريس انا اقوم بالتعليم من اجل المتعة هنا في مجتمعنا في " Connecticut" , لدي مجموعة تسمي " Biteray" التي تقدم دروس برمجة مجانية لأي شخص يريد ان يظهر حتى الاسبوع المقبل نحن ذاهبون لبدء دورة لمدة ستة اسابيع علي الالعاب التي سوف نستخدم فيها ثعبان لأنشاء نمط لصفحة العاب الفيديو وهذا يكون مجاني فان اي عضو يريد ان يأتي في ولاية Connecticut يستطيع ان يأتي وهذا ما اقوم به من اجل المتعة بالإضافة الي التطوع في الكثير من المبادرات المجتمعية لا اشعر ابدا بالملل مثل السنوات التي تم فيها تغيير اللغة والتعليم اكثر واكثر

أحمد القرملي:
اللغات الجديدة والرموز , اخبرنا اكثر عن ذلك ؟

مارك لاسوف:
اعتقد بأنني سأكون ممل اذا لم تتغير , فهي واحدة من الاشياء المثيرة حول برمجة الكمبيوتركمجال فهو حقا مجال الذي يضطرك لمواكبة التغيرات الحديثة لان ذلك يحدث بسرعة والتغيرات عديدة بحيث تكون انت حقا تسعى للحد ان لم يكن وحياتك المهنية من خلال عدم مواكبة ذلك لذا انا تعلم التكنولوجيات الحديثة في اقرب وقت هناك شيء جديد يجب ان تأخذه بعيدا ونرى ما هو عليه مثل نظام التشغيل الجديد من apple قد نلعب نحن مع ذلك, والان هناك نظام التشغيل الجديد android كنت دائما ذلك الطفل الذي اذا اعطيتني لعبه اخذتها بعيدا لأرى كيف تعمل ولهذا السبب عندما اتعلم تكنولوجيا حديثة فهذا شيء مثير جدا بالنسبة لي , ولكني ايضا اتعلم مع اخذ المهارات الاساسية القوية بعين الاعتبار التي التقطها والتي تنتج الكولاجين على مدار السنوات وهذا ايضا مهم جدا لأنني قادر علي تطبيق تلك الاساسيات للغات الجديدة لان ما هو قديم هو جديد مرة اخرى , يبدو ان يكون هناك مواضيع متكررة في علوم الحاسب التي تبقي العودة , واذا كان لديك اساسيات قوية وجعل الموظفين الجدد يتعلمون اسهل بكثير

أحدم القرملي:
دعنا نتعمق في البرمجة والترميز العالمية مثل انه يمكنك ان تخبرنا تاريخ كيفية اختراع مثل هذه اللغة الجديدة او لماذا لا يستخدمون نفس اللغة لــتطوير برامج اكثر تقدما وانها بداية كتابة لغات مختلفة التي ستعمل في البرامج المختلفة او لأنشاء المزيد من الالعاب المختلفة المتقدمة , كيف يتم ذلك ؟

مارك لاسوف:
هذا سؤال جيد منذ سنوات والبرمجة تقوم بأعمال مباشرة ضد معالج الكمبيوتر حيث ان المعالج يفسر مباشرة سطرا سطرا كل التعليمات التي تم تشفيرها والتي كانت تعرف باسم لغة التجميع او لغة الألة , فأننا لا نفعل ذلك بعد الان ما حدث هو ان العملية قد تم استخراجها من خلال طبقات الترميز فوقه حيث C , وكنت قد اسمع عن لغة التعليمات البرمجية C او شقيه C++ فانه يتيح لك نوعا من جمعها مباشرة الي لغة التجميع لدينا الان علي الطبقات , علاوة علي ذلك ما نقوم به هو اننا باستمرار نبنى طبقات لجعل البرمجة اسهل وتشبه اكثر الطريقة التي نتحدث بها انا وانت الان حيث توجد تعليمات مالوفة والبرمجة تتم غالبا باللغة الانجليزية لذلك فان المحاضرين يحبون دائما التحدث باللغة الانجليزية هذا هو السبب الاول , رقم اثنين اللغات المختلفة هي الامثل للأغراض المختلفة ذلك على سبيل المثال لغات مثل Python هى حقا جيدة في تحليل كميات كبيرة من البيانات واستخراج المعلومات للخروج من ذلك و هذا عظيم

أحدم القرملي:
هل هذا يعنى انه جيد لأنظمة التخزين ؟
مارك لاسوف:
الجرد، والبيانات الكبيرة، والحصول على المعلومات منقواعد البيانات واستخلاص النتائج مع كميات هائلة من البيانات، هذا النوع من الشيء أو تحليل الكثير من المعلومات لاستخراج فقط جزء صغير منه، وهذا ما هو Pythonالأمثل لهم على الرغم من أنها قد استخدمت لكل شيء من ألعاب الفيديو إلى مواقع، إذا كنت ننظر أيضا في لغات أخرى مثل الشبكة ، الشبكة هي الامثل لبيئة نظام الWINDOS قد يكون خيارا جيدا إذا كنت تريد الذهاب لاستخدام نظام Windows حيث لا يوجد هناك Java فقد تكون اختيار جيد لذلك كل لغة لها نقاط القوة والضعف كالعادة يتم بناءها للاستفادة من نقاط القوة في بيئات محددة والمكتبات يتم بناءها في كثير من الاحيان علي راس تلك اللغات لجعل البرمجة اسهل من خلال اتخاذ تلك المهام التي يقمون بها مرارا وتكرار واستخدام كود مكتوب مسبقا بالنسبة لهم وهذا هو السبب في تغير تلك الاشياء في كثير من الاحيان تغيرات الأجهزة تكون هي التغيرات المطلوبة اذا نظرتم الى تطوير ألعاب الفيديوعلى مدى السنوات ال 20 الماضية، التي كانت ألعاب الفيديونوع من ألعاب بسيطة 8 بت منذ 25 عاما هيالآن هي تشبه الافلام و اللغات فهي تحتاج الي مواكبة ذلك حتى يتاح لنا ان نصل لإنتاج عالي المستوى

أحمد القرملي:
لماذا لا يقومون بتعزيز اللغة نفسها بدلا من اصفاءها اسماء مختلفة لأنه يبدو وكأنه عندما نسميها اسم مختلف كانه رمز مختلف تماما ويختلف حق اللغة؟

مارك لاسوف:
جزء من ذلك هو مجرد طبيعة الأعمال،طرحت الشركات منتجات تنافسية أو لغات وليس لديهم حقوق إلى اللغات القديمة حتى Java على سبيل المثال يتم التحكم فيها من خلال " Oracle" لذلك اذا لم تكن من Oracle " يمكنك بناء مكتبات Java ولكن لا يمك ان تقدم Java الأساسية , لذلك تسعى Oracle لتعزيز Java الاساسية وفقاً لاحتياجات الشركات واهداف الشركات, لذلك لا يمكن ان تستمر فقط و في Java المتقدمة ومع الاصدار القادم الا اذا كنت تعمل مع Oracle و Java هو جيد حقا لبعض الاشياء وربما لا يكون هو الاختيار الافضل للأخرين , لذلك هو جزء منه هو طبيعة العمل والصور المختلفة المملوكة والتي يتحكم فيها بعض الشركات المختلفة , ولكن بعد ذلك مع مصادر المجتمع المفتوح بعض مما تقول يمكن ان يكون حقيقي , لغة JavaScript التي اظل اقول انها اللغة الاكثر اهمية لمعرفة فعل الكثير من ذلك حيث انها تعمل فقط في المتصفح .

أحمد القرملي:
ما الفرق بين المصدر المفتوح وما كنا نتحدث عنه فقط ليفهم الجمهور ؟

مارك لاسوف:
لغة المصادر المفتوحة مملوكة اكثر او اقل من قبل المجتمع , لانهم قد يكونوا ملكوها من الاساس ولكنها ليست مملوكة لكيان للربح والمبرمجين لديهم نقطة وصول الي جوهر الرمز وهم قادرين على اجراء تغيرات وعمل اضافات لها لذلك التغيرات غالبا ما تكون متقدمة من قبل المجتمع نفسه .

أحمد القرملي:
امثله ؟

مارك لاسوف:
JavaScript و Python و J query و الان العمل النصي لان Adobe قد تبرعت به حتى مع الملكية اللغة مثل net او java يتم التحكم بهم فقط من قبل الشركة التي تملكهم , Microsoft او Oracle او أيا كان يتحكم في اللغة , انا لا اصنفها واحدة جيدة وواحدة سيئة انها مجرد نوع مختلف من الفلسفة التي تعبر الاقواس في أنواع مختلفة من اللغات.

أحمد القرملي:
ولكن كيف يتم حمايتهم مثل اذا وجدت طريقة لتطوير اللغة التي يمتلكها شركة Microsoft ثم اضطررت لتغيير قليلا في رمز هل نسميها بعد ذلك لغة مختلفة ؟

مارك لاسوف:
لم يكن لديك القدرة للوصول للملفات الاساسية لتكون قادرا علي القيام بذلك , لديك فقط حق الوصول الي النتيجة النهائية لتلك الملفات التي هي لغة طريقة التواصل مع الجوهر الصافي , هذه هي حقوق الملكية والمملوكة لشركة Microsoft لذلك حتي لو فعلت ذلك مرة واحدة ستكون اخترقت القوانين الدولية و2 Microsoft فقك لا تسمح بذلك لان هذه هي تقنياتهم , وانهم استثمروا مئات الملايين من الدولارات النامية ويريدون الحق في ذلك ولتبسيط ذلك هذا يشبه انا افهم قليل من WordPress انها لا تعطيك الوصول الي لغة النص وكان لديك فقط القدرة على الوصول للمرئيات للعب معها .

أحمد القرملي:
نعم , هذا نوع من التوازي الجيد , و WordPress نفسه هو المصدر المفتوح لذلك يقوم الكثير من الناس بتطوير من اجل WordPress و WordPress انا لست متأكد من كيفية عمل ملكية WordPress او كيف يتم ترخيصه ولكن هذا من المصادر المفتوحة العالمي وعموما هذه منتجات هذه المصادر المفتوحة مجانية , وهى عموما لا تاتي بتكلفة مرتبطة بها ولكن الشيء عن هذا المنتج يكون بسبب ان المجتمع يساهم في الصميم العام ويمكن ان تجد هذه التطورات مع نوع من الاحتياجات التكنولوجيا مثل JavaScript تمتلكه .لذلك في بحر اللغات المختلفة باعتبارها مبتدئ جديد , ما ينبغي ان تعلم , اين يجب ان تبدأ ؟

مارك لاسوف:
ذلك يعتمد على المكان الذي تريد في نهاية المطاف، ما هدفك هو، إذا كنت تريد أن تجعل المواقع HTMLمواقع عامة ، هي مكان البدء، انها اللغة التي ترتكز عليها كل من المحتوى الذي تراه علي موقع علي شبكة الانترنت , من شانه ان JavaScript تاخذ جانبا , اذا كنت تريد أن تجعل الألعاب لها عدد من الأماكن الجيدة التي يمكن أن تبدأ, في C او في Python او في Java اذا كنت تريد ان تجعل تطبيقات الجوال اكثر من الاعتماد عليه إذا كنت ترغب في العمل من أجل منصة دائرة الرقابة الداخلية لشركة Apple او بنظام android او كلاهما , هناك نقاط انطلاق مختلفة اعتمادا على ما هو هدفك , بغض النظر أنا عادة ما تبدأ لدينا الطلاب في Python اقاموا دورة تسمى البرمجة للمبدئين الجدد والتي تدرس في Python وتعطيك التعرض اساسيات البرمجة الشائعة في العامة في جميع اللغات حتى إذا كنت تعلم هذا في Python ويمكنك تطبيق ذلك علي بعض اللغات التي تحتاج الي طريق

أحمد القرملي:
من تجربتك من التدريس الرمزين أو المبرمجين كيف تنظرون إلى البرامج عبر الانترنت مقارنة بالبرامج والجامعات واي منهم نوصي به اكثر وتنصح به اكثر مثل اذا كنت مبتدئ الان كمبرمج ماذا كنت ستفعل ؟

مارك لاسوف:
هذا يعتمد علي اهدافك ووقتك في الوضع الخاص بك , الكثير من الناس تبدأ البرمجة مثل الاطفال ثم يدرسونها في الكلية ثم يأخذون مسار الجامعة واذا كان لديك وقت لهذا فهذا امر عظيم , و التعليم الجامعي مع الفنون الليبرالية الأساسية والتعليم التقني في جهاز الكمبيوتر البرمجة هي الأمثل، ليس الجميع لديه 4 سنوات وفي 150000دولار أمريكي لمتابعة أن حتى إذا لم يقم بذلك، الكثير من الناس أو تعلم ذاتي على الانترنت والقيام على ما يرام هذا عموما مسار أسرع ولكن لتكون لديك دافع ذاتي اكبر ، عليك أن تكون أكثر انضباطا، هو قل تكلفة ويمكن أن تحصل في القوى العاملة بسرعة ولكنك ما تخسر هو السياق كله فأن التعليم الجامعي يعطي لك. ل يمكننى ان اقول ان احد هو أفضل من الآخر ولكن واقع الحال هو إذا كان لديك ذهبت بالفعل إلى الكلية مرة واحدة أو كنت تعمل ولدي عائلة ثم فإنه من الصعب للذهاب نسخ إلى الكلية والحصول على درجة لمدة أربع سنوات لذلك لدينا الناس التي هي تتراوح بين الامهات الذين يعملون خلال النهار وبعد الاطفال الذهاب الى النوم أنها تأخذ الدورات على الانترنت للسادة الذين كانوا لديهم مهارات تقنية يضعوها خلفهم ويحتاجون للحاق بالركب والاطفال الذين يريدون المضي قدما من الدورات التي يمكن أن تتخذ في المدرسة من خلال اتخاذ دوراتنا ذلك يتراوح حقا حيث الدراسات الجامعية تميل إلى أن تكون أكثر لطفا من أن جيل الشباب قبل بدء حياتهم المهنية بحيث لن أقول واحد هو أفضل من الآخر ولكن ذلك يعتمد فقط على مكان تواجدك و في اي مرحلة من مراحل الحياة وما هي احتياجاتك وكيف يمكنك ان تتعلم افضل للحصول على موضع و مصادر .

احمد القرملي:
هل تعتقد أن الشركات لا تزال تعطي قيمة أكثر للشهادة الجامعية ام أنها تقوم باختبار المبرمجين فقط و توظيف الناس الذين لم تكن أبدا في جامعة كيف ترى ذلك؟

مارك لاسوف:
كلا من الفلسفتين موجودتين ، وبعض من أفضل المبرمجين هم من المتعلمين ذاتيا ، بعض الشركات تريد أن ترى درجة بغض النظر ولكن هناك الكثير من الفرص الآن في العلوم والهندسة والمهن الرياضية هذا حقا ما يحتاجه الجميع وليس كل البرامج تتطلب عالم الكمبيوتر لتطوير صفحة ويب الأساسية والتعليمات البرمجية التي علاقة أقل تعقيدا على سبيل المثال الترميز يقود تشغيل الأجهزة الطرفية التي تتطلب المعرفة من المعالج والترميز الصغير والكميات الصغيرة جدا من الذاكرة والتي تطلب اكثر تخصصا والكثير من المهارة لذلك هناك مجموعة وظائف لمجموعة من المهارات ويحدد فيها الشركات ننظر إلى أسفل، ربما بعض الشركات تحتقر الشخص الذي علم نفسه بنفسه، هذا ليس شهادة او تعلمت علي الانترنت , هذه هي الكثير من الفرص و عقود قصيرة الاجل وفي العمل الحر لأننا في حاجة إلى هؤلاء الناس أيضا و في اغلب الاحيان التي لدي عمل حر لا أحد من أي وقت مضى منا كان شهادتي كان من كان أكثر أهمية بكثير لرؤية سواء كان لي المهارات وعندما وظفت البرامج بنفسي مرة اخري في Austin Texas معظم في الآونة الأخيرة لشركة تدعى شبكةlogistics في منتصف إلى الآلاف، وأنا لم انظر الي اين يذهب احدهم الي المدرسة, وفرنا تقييم المهارات الأساسية، وإذا كان لديك مهارات وخبرات التي هي في , وإذا كنت لديهم المهارات ومن تم التأهيل كنا سعينا لتوظيفك سواء لديك شهادة جامعية ام لا

أحمد القرملي:
كيف تصبح مطور web معتمد ؟

مارك لاسوف:
في برنامجنا هناك مستويين في المستوى الأساسي هناك ثلاث دورات ثم تذاكر للامتحان الذي يدار على الانترنت وإذا اجتازت الامتحان اصبحت معتمد في المستوي رقم واحد , في المستوي الثاني هناك اربعة دورات , تذاكرهم من خلال التدريبات والقيام بكل التجارب و المذاكرة مرة اخرى للاختبار الثاني وفي تلك المرحلة تكون في مستوى الدخول لوظيفة مطور web انت تعرف PHP وخدمة منحني الهندسة المعمارية وأنت تعلم كيفية عمل الهيكل العظمي HTML وJavaScript انها برامج جيده وانها يمكن ان يستغرق الناس عدة اشهر للحصول علي كل شيء والحصول علي شهادة ولكننا قد حققنا عدد من الطلاب الذين حصلوا علي شهادتها واستمروا في العمل الحر او في العمل الحقيقي كمطورين WEB والشركات الصغيرة الي حد ما

أحمد القرملي:
هل هناك طريقة لجعل شركتك منتدبة كجامعة, هل لديك شيئ كهذا؟

ماك لاسوف:
نحن لا نبحث عن ذلك، الشهادات ما هي إلا ذلك الموظِفين يحبون أن يروا الأوراق لكنهم لا ينظرون إلى المهارات بنفس اللإهتمام صحيح، عندما نمنح الشهادة لشخص ما، فإننا نعطيه كل ما يتعلق بالشهادة و ما تعلموه و إلخ..و بذلك يحصل الموظِف على فكرة عما تحمله هذا الشهادة ليس هناك جهة معينة تتعرف على تطوير الويب، فالشهادات توجه لمن يتملكها و يرعاها من الشركات كميكروسوفت، عدد كبير من الشهادات بصراحة من الممكن أن تكون مربحة لكنها ليست شهادات تطوير الويب و يقبلونك في نظام مايكروسوفت، و هو جيد إن كان هذا هو ما تريده أنت لكنهم يقيدونك نوعاً ما، CISEO لديها عدة شهادات على الهاردوير على سبيل المثال. عندما يتعلق الأمر بالشهادات،أنا لا أخبر أحداً بهذا لكن شهاداتنا معروفة على مستوى العالم و ستفتح أمامك العديد من الأبواب، لكن ما تثبته هو أنك تعلمت، و نجحت في إمتحان و حضرت عدة دورات تدريبية تمنحك معلومات عن اللغات، أنك أكملت التدريبات و الإمتحان هو الدليل على أنك أخذت هذا و فهمته و أنك مستعد للعمل الآن

أحمد القرملي:
دعنا نتعمق أكثر في اللغات، ما هو الـHTML و CSS و فيم تستخدم؟

مارك لاسوف:
بالتأكيد، HTML هي إختصار للغة رقم النص الفائق، و هذا هو هيكل أي شيئ يرسل عبر مشغل الويب للوصول إلى ما يريده الفرد من محتوى، فإذا كان لديك صورة محاطة بوسم الصورة، إذا كان لديك نص فلدينا وسم لقطعة، و سم لمقال، و وسم لمقطع و هو جزء من لغة HTML و الفكرة هي أنك تستطيع أن تأخذ المحتوى، توفر ما يريده الفرد من محتوى، و الـCSS هي إختصار صفحات الطرز المتراصة، فسيتم عرض الشفرة الخاصة بك لذا عليك أن تحتفظ بشفرة الـCSS للموبايل و نسخة من الـCSS على اللاب-توب أو الشاشة الرئيسية و جهاز CSS لطباعة كتاب

أحمد القرملي:
إذا الـCSS كنظام او تركيب ثم تملأ الـHTML في اماكن مختلفة بناءاً على تصميم التركيب لديك؟

مارك لاسوف:
الـHTML يمنحك التركيب و الـCSS يقرر التصميم و التخطيط

أحمد القرملي:
حسنا، فما الفرق بين الـHTML و HTML 4 أو HTML 5؟

مارك لاسوف:
ليس فرقاً كبيراً كما يعتقد الناس، HTML 5 هو الإصدار التالي من HTML لكن معظم HTML 4 متاح بالكامل في بيئة HTML 5، HTML 5 يضيف العديد من الأشياء شاملاً وسائل الصوتيات و الفيديوز لهذا يمكنك رفع الصوتيات و الفيديوز على صفحة الويب، و تشمل كذلك عدد من الـAIP لتحصل عليها من خلال JavaScript لبرمجة عدة جوانب من مشغل الويب مثل تحديد الموقع الجغرافي و بهذا يمكن لمشغل الويب أن يخبرك بمكانه فالـHTML 5 هو HTML المطور يمنحك مواقع إلكترونية و تطبيقات للموبايل أقوى مكتوبة بهذه اللغة

أحمد القرملي:
و ماذا عن الـPHP و MySQL?

مارك لاسوف:
الـPHP هو لغة الخادم، فلديك مشغل الويب الذي يتمكن المستخدم من عرض الموقع الإلكتروني أو تطبيقات الويب أو ربما تطبيقات الموبايل أيضاً ثم يكون لديك الخادم الذي يرسل المعلومات من خلال الإنترنت لهذا المستخدم، فأحيانا علينا أن نكتب الكود الجانبي للخادم في الـPHP لعمل أكثر صعوبة، مثلاً التفاعل على موقع التجارة الإلكتروني مع قائمة البضاعة أو موقع للسفر بحثاً عما إن كان هناك رحلات أخرى متاحة، فـMySQL تعمل مع PHP كقاعدة خدمات لتخزين المعلومات بطريقة منظمة، إن لم تكن معتاداً على قاعدة الخدمات، إعتبرها كملف مرتب في ملفات و مجلدات مختلفة و المعلومات في صفوف و أعمدة التي تريد البحث فيها و بالتالي ستتمكن من إستخدام مثلاً ستستخدمها في مجال الموقع الإلكتروني و هذا الأمر قد صمم في HTML مع CSS و و عندما ينقرون على إرسال سيتم تفعيل هذه المعلومات على الخادم مع PHP ثم بعد ذلك سيستخدم MySQL لتخزن هذه البيانات في قاعدة البيانات

أحمد القرملي:
إذا PHP تعمل كوصلة بين الإستضافة الخادم و موقعك الإلكتروني و موقعك الإلكتروني سيشمل HTML و CSS و أيضاً PHP يعتبر طريقة لترجمة اللغة للخادم، ليتواصل مع الخادم؟

مارك لاسوف:
هذه طريقة جيدة للتفكير بها، في الحقيقة PHP عندما يعمل فإنه ينتج عادة HTML معروضة في المشغل، فـPHP ربما يعيد لك HTML بالترتيب حتى يتم عرضه في المشغل

أحدم القرملي:
و هل الـMySQL مثل CMS بالنسبة لـPHP?

مارك لاسوف:
الـMySQL في البداية عبارة عن منتج قاعدة تخزين، فهي نوع من قاعدة التخزين تماماً كما تصنعه مايكروسوفت من منتجات قاعدة التخزين، أوراكل تنتج منتجات قاعدة تخزين، MySQL هو منتج قاعدة بيانات تملكه أوراكل و يستخدم في تخزين البيانات بطريقة منظمة، لذا فهي بالأساس تسمح لك بتخزين صفوف و أعمدة من البيانات لكنها تسمح لك كذلك بإنشاء علاقات بين هذه البيانات التي تجعل البيانات أكثر إنتظاماً و أسهل في البحث الجدولة
أحمد القرملي:
هل تستخدم هذه اللغات على ووردبريس و ماذا أيضاً، أم أنها تستخدم مع كل شيئ هل يمكنك أن تشرح

مارك لاسوف:
هذه اللغات تستخدم في المواقع التجارية كفيس بوك، خلف الكواليس، أنت لا ترى ذلك كمستخدم لأنك تعمل فقط على الخادم لكن الفيسبوك و أمازون، كلهم لديهم بعضاً من الـPHP و يستخدم عدداً من مختلف أنواع قواعد التخزيت هناك خيار آخر بجانب الـPHP لكن هذا شائع جداً و لهذا نعلمها هناك العديد من المواقع مكتوبة بالـPHP و نحن نريد من طلابنا أن يحصلوا على معظم الفرص، و حالياً هذا ما يتعلق بالـPHP هناك لغات أخرى لكن يمكنك تعلمه كذلك

أحدم القرملي:
ما هي لغة الـSwift?

مارك لاسوف:
الـSwift هي لغة جديدة من أبل، مصممة بحيث تحل بالتدريج محل
Objective-cو هي اللغة المكتوب بها تطبيقات IOS و iPad و iPhone. فـSwift تعتبر لغة أسهل قليلاً

أحمد القرملي/
منذ بداية رؤيتهم لأول متجر iPhone أو Apple أو iPad، هل كانوايستخدمون هذا الـSwift?

مارك لاسوف:
لا بل كانوا يستخدمون الـObjective-C، Swift لغة جديدة جاءت مؤخراً تستخدم لذلك،فـSwift تعتبر عوضاً عن Objective-C، فالمطور الجديد سيحتاج لتعلم الـSwift لأن هذه هي لغة المستقبل بالنسبة للـIOS،أما Objective-C فقد كانت تستخدم في الماضي، فهي معقدة قليلاً و مستفيضة أكثر من Swift، هذا ما في الأمر

أحدم القرملي:
إذا Swift ظهرت مع IOS 8?

مارك لاسوف:

أحدم القرملي:
حسناً و ما مدى صعوبتها، هل هي أسهل من سابقتها لتسهيل العمل للمطورين، هل تعتقد مع مرور السنين أن اللغة تصبح أسهل بالنسبة للمطورين؟

مارك لاسوف:
نعم أعتقد أن Swift أسهل، Swift لديها مميزات تجعلها أقوى للمطورين المحترفين و أسهل للمطورين الجدد، أنا أحبه بالفعل حتى أني أنهيت اول دورة تدريبية مع Swift هنا منذ عدة أسابيع و حالياً أفضل كتاب Swift في أمازون يسمى
Swift language fundamentals the language of iOS development هذه هو رقم واحد على امازون في هذا التصنيف لتطوير تطبيقات الموبايل، وقد كنا متحمسين جداً بشأن هذه الإستجابة لكن من السهل جداً تعلم هذا الكتاب فهو 250 صفحة فقط مقارنة بكتابنا PHP الذي يباغ 600 صفحة، لهذا إستطعنا أن نشرح كل شيئ في مساحة أقل بكثير مع Swift و نجعل الناس يبدأون في ذلك أسرع

أحدم القرملي:
و ما الفرق بين هذا و سابقه بالنسبة، هل وصل لـ20 أو 30% أكثر و أكثر إختلافاً؟

مارك لاسوف:
هذا سؤال جيد، ربما 30% أو 40%، هذا نوع مختلف من اللغات التي تتطلب رموز أقل، أكثر نظافة و أعتقد أن الناس ستعتاد عليها أكثر بالنسبة لمن يستخدم لغة أخرى كـJacaScript أو ++C، هي فقط تبدو و تشعرك أنها أكثر ألفة لمعظم المطورين الذين لم يكن لديهم أي تعرض لـObjective-C أو أو من عليهم أن يقوموا بالعديد من الإدارة العقلية الفردية التي عليهم أن يديروا الذاكرة الملحقة لبرنامجهم و Swift أزالت ذلك، لقد أوجزنا كل ذلك و هذه أحد الأسباب الرئيسية و من الأسهل العمل معها فليس عليك أن تتعامل مع ذاكرة الحاسب فكلها أوتوماتيكية

أحمد القرملي:
و ماذا عن Ajax?

مارك لاسوف:
حسناً Ajax ليست لغة و لكنها تقنية تستخدم في التواصل مع الخادم من مشغل الويب بدون أن ييرى المستخدم أي تغيير في الصفحة أعتقد ان كل من يستمع لنا قد إشترى تذكرة طيران أو تذكرة قطار عبر الإنترنت أو ما شابه، فعندما تختار تاريخ و وقت، هل عليك أن تغير أحد هذه البيانات في كل مرة تريد أن تبحث فيها و عليك أن ترجع و تعيد تعبئة الصفحة مرة أخرى و تعبئة البيانات الجديدة لكن الآن مع Ajax فهذا التواصل يجري خلف الكواليس فيمكنك مثلاً أن تغير، أنا لا أريد أن أسافر هذا الصباح و أريد أن أسافر في الظهيرة، ثم تغير و تحصل على النتيجة الجديدة بدون الحاجة لتغيير الصفحة بالكامل و إعادة سحبها لذا Ajax تمكننا من إستخدام هذه التكنولوجيا و هذا أمر مهم جداً على المستخدمين المطورين أن يعرفونه كما أنها تتعلق بالتصميم و متصلة بالخادم في نفس الوقت

أحدم القرملي:
فما مدى إختلافها عن PHP و MySQL؟ بالإنجليزي البسيط

مارك لاسوف:
كل هذا كود لـJavaScript، فتعمل في مجالات مختلفة عن PHP و MySQL مع أنها قد تتواصل مع PHP و MySQL إلا أنها شفرة متوسطة تستخدم في التواصل حيث يعمل PHP و MySQL خلف الكواليس على الخادم

أحمد القرملي:
و ماذا عن ++C و لغات برمجة الـC الإخرى?

مارك لاسوف:
هذه لغات أكثر قدماً لازال إستخدامها شائعاً، ++C هي النسخة الفائقة من الـC مما يعني أن كل أنواع الـC تشمل الـ++C و المكان الذي يستخدم فيه ++C كثيراً هو المكان الذي تكون السرعة فيها مهمة جداً لقد تحدثت مؤخراً عن اللغات القديمة التي كانت قريبة أكثر من المعالج، لقد كان هناك عوائق أقل و كانوا أسرع، فـيمكنك أن ترى من خلال++C أشياء كألعاب الفيديو أو التطبيقات المالية أو التطبيقات التي تتطلب سرعة، لذا أينما تنظر ترى ++C الآن في أكثر المناطق تخصصية التي تكون السرعة مهمة جداً إذاً هو جيد جداً للسرعة جيد جداً للسرعة

أحمد القرملي:
و ألا تعتقد أنها ستختفي بظهور أخرى؟

مارك لاسوف:
لا أعتقد أنها ستختفي تماماً، اعتقد أنه مع مرور الوقت فمن الطبيعي أن يكون هناك سهولة في التحديث للغات جديدة لكن بسبب كمية الشفرات التي تكتب بصيغة ++C المتاحة، أعتقد أن مبرمجي ++C سيكونون مشغولين لمدة طويلة ليأتوا بشكل جديد لأنكل هذه الشفرات تحتاج لأن يتم الحفاظ عليها في عملية إستبدالها عادة ما يكون غالياً جداً للقيام بها لذا سيكون هذا متاحاً بعد مدة

أحدم القرملي:
و ماذا عن Ruby?

مارك لاسوف:
حسناً Ruby هي واحدة من اللغات الأجدد في إطار العمل التي تمكنت من تغيير الألعاب لتطوير الويب، لذا أنا لا أعلم Ruby لكن ما أعرفه عنه هو أن كل من يتعلمه و يستخدمه يحبه كثيراً

أحمد القرملي:
فيم تستخدم؟

مارك لاسوف:
في تطوير الويب، تطوير تطبيقات الويب، كل من يستخدمها يحبها بالفعل لكن لكن إستخدامها ليس منتشراً كما يعتقد الناس لذا إن أنشأت تطبيقات Ruby فيمكن أن تقابلك مشاكل في إيجاد المطورين للحفاظ عليها و إذا تعلمت Ruby فستجد بصراحة فرص أقل مما توقعت لأن هناك العديد من الإنظمة مكتوبة بها

أحمد القرملي:
إذا هل تحل محل HTML?

مارك لاسوف:
لأن تحل أبداً محل HTML بل تعمل معها

أحمد القرملي:
نعم، أعني هل تساويها؟

مارك لاسوف:

أحمد القرملي:
هل كل ما يمكنك إنشاؤه من الـHTML يمكنك إنشاؤه بواسطة Ruby?

مارك لاسوف:
مشغل الويب يفهم HTML و JavaScript فقط، لذا سوف يختفى هؤلاء في أي وقت قريب، ما لكن Ruby يفعل كـPHP حيث أنها تمد إطار عمل معين لإنتاج HTML و JavaScript لذا فإنها لا تحل محلها لكنها تستخدمها و بهذا هي كنوع من الإستغلال الكامل لها لكنهما يعملان سوياً، حيث يعمل الـRuby كنوع من حل محل اللغة و يمكن ان تحل محل PHP أو net.

أحمد القرملي:
و ماذا عن Do.js?

مارك لاسوف:
نعم Do.js ممتع جداً، هي لغة مختلفة و أنا لست محيطاً علما ً بها لكن في الحقيقة ما تفعله هو أنها تأخذ JavaScript و توسع المنفعة لجانب الخادم و حتى للشاشة الرئيسية حيث يمكنك تشغيل برامج JavaScript في بيئة اخرة في مشغل الويب

أحمد القرملي:
ما هي GitiHub?

مارك لاسوف:
هو شفرة تخزين تمكنك من تخزين و مشاركة شفرتك مع الآخرين، فإذا كنت تكتب شفرة و أردت مشاركتها حتى و إن كون مع فريقك أو أردت ان تشاركها مع العالم أجمع يمكنك أن تذهب إلى GitHub و تخزين شفرتك هناك، أيضاً نسخ شفرتك إن أردت تستعيده إن إرتكبت خطأ و كان مكاناً آمناً لتحتفظ بشفرتك إذا إن كان حاسبك الآلي يتوقف عن العمل فجأة فيمكنك أن تستعيد شفرتك من GitHubK يمكن مشاركته مع أصدقاؤك، و بالتالي يمكن للآخرين أن يعدلوا الشفرة إن إحتاجوا لذلك و ينشئوا ما يسمى بالشوكة نوع من إصدار جديد من شفرة تتحرك في إتجاه جديد، هذه أيضاً طريقة جديدة لتنظيم المشروعات التي تحتاج لعدد كبير من المطورين ليعملوا عليها لتتأكد من أن شخصان لن يعملوا على نفس العمل في نفس الوقت و ينشئوا إصدارين من نفس اللشفرة

أحمد القرملي:
هل شفرة ماك و برامج ماك تستخدم من خلال من قبل؟

مارك لاسوف:
برامج ماك عامة تصنع في Objective-C أو Swift، ماك تعتبر بيئة قريبة لذا فليس لديك خيار فيما تستخدمه، عليك أن تستخدم الأداة التي يريدها أبل نفسها، و حالياً الأكثر شيوعاً من ذلك هو Objective-C أو Swift فقط

أحمد القرملي:
و هل يصنع IOS بواسطة Ruby و أندرويد بواسطة JavaScript؟

مارك لاسوف:
الـjava يستخدم للـأندرويد، JAva و JAvaScript مختلفان، JavaScript يعمل على مشغل الويب الـJava هي لغة برمجة كاملة و كلهم للأندرويد

أحمد القرملي:
ثانية واحدة، JavaScript لتطوير الويب و Java لتطبيقات الأندرويد؟

مارك لاسوف:
الـJava تستخدم لتطبيقات الأندرويد و JavaScript تعمل بواسطة مشغل الويب، فهناك تطبيقات مختلفة للغات مختلفة

أحمد القرملي:
هل تعلم الفوتوشوب أساسي لأي مدون كود؟

مارك لاسوف
لا، فمهاراتي في التصميم معدومة، فعدة فرق لديها مصمم يمكنهم التكفل بأعمال الفوتوشوب، من المهم فهم أساسيات الفوتوشوب، و أوصي بذلك الجميع لأن عليك أن تفهم كيف تعمل البيكسل على الشاشة لذا فهي تدريب جيد و أيضاً لأن القدرة على القيام ببعض أعمال الفوتوشوب الأساسية مفيدة دوماً هو ليس متطلباً أساسياً للمبرمجين لكنها واحدة من عدة مهارات جيدة بالفعل لتعرفها و من السهل تعلمها عندما تكون مبرمجاً

أحمد القرملي:
هل يمكن أن تخبرنا بالإطار الزمني للغات منذ الثمانينات حتى الآن، أيها كانت المهمة، هل يمكنك أن تخبرنا بذلك

مارك لاسوف:
نعم إن رجعت إلى الثمانينات فالـC و ++C كانا مسيطران في ذلك الوقت و لازالا موجودات حتى الآن نعم، C أنشئ في السيعينات ولازالت تستخدم، فالـ C و ++C كلما مر الوقت رأيت بعض البرمجة الأساسية و هي الشفرة الرمزية التوجيهية لكل الأغراض، كان هذا شائعاً في الحاسب الآلي المنزلي و عندما وصلوا للتسعينات أصبحت باسكال هي اللغة التي كانت تستخدم، باسكال كانت موجودة في ذلك الوقت ثم إختفت و إستبدلت بـJava وفي 1996 أو 1997 عندما بلغ الويب ذروته إنشئت كل أنواع اللغات الأساسية للويب لمثل HTML و PHP و JavaScript لذا خلال تلك الفترة كان يمكنك أن ترى العديد من اللغات الجديدة حيث كان الناس يحاولون معرفة كيفية الإمساك بزمام هذه التكنولوجيا فـPerl كانت لغه من ذلك العصر و كانت شائعة جداً لكن الآن لا أحد يستخدمها عندما بدأت الألفينات بدأت مايكروسوفت بالتعامل مع عائلة لغات net. التي تعمل بواسطة ويندوز و قد صاروا شائعين جداً في مجال العمل مع الـJava و الآن يمكنك ان ترى تقدم نحو Ruby on rails و Swift و اللغة تصبح محسنة للبيئة التي يعملون بها، بعض الروابط تستخدم أكثر مع الموبايل أكثر من الويب، فتبدأ برؤية تخصصات في اللغات اكثر من ذي قبل و هناك دائما لغات جديدة مثل لغة جوجلز جو و التي تنتشر حالياً و دائماً ما يظهر الجديد، كما يوجد بعضاً تحتاج للدعم و بعضها سيفشل عندما يمر الوقت و أتوقع المزيد من ذلك، بعض اللغات ستبقى معنا لفترة طويلة و بعضها سيصبح شائعاً بسرعة كبيرة ثم تختفي ثم سنجد الجديد منها الذي سيبقى معنا مدة طويلة و الأنظمة مكتوبة فيها، من المهم ان نعرف تطور هذه اللغات المختلفة، لا يهم أفضل لغة تتطور و ست اخر و لكن عادة أفضل لغة في السوق التي، لسوء الحظ، لا تعني بالأهمية أن تكون أفضل حل

أحمد القرملي:
ما هو ASP؟

مارك لاسوف:
الـASP هي تكنولوجيا لمايكروسوفت صممت لتشابه PHP للتواصل بين الخادم و صفحات الويب

أحمد القرملي:
ما الفرق بين جوملا و وورد-بريس؟

مارك لاسوف:
كلاهما نظام لإدارة المحتوى، ووردبريس بدأ كمنصة لكتابة المدونات و الآن تم تم تطويرها لنظام متكامل لإدارة المحتوى، بينما جووملا فدايماً ما كان نظام لإدارة المحتوى، ليس بشهرة ووردبريس لكنه لازال مشهوراً، كلاهما مجزأ بحيث يمكنك الحصول على نماذج مختلفة للقيام بمهام مختلفة، فمثلاً أذا أردت أن توصل لنا صفحة فهناك نماذج يمكنها فعل ذلك لك و الفكرة هي انهم يجعلوك تصنع تطبيق ويب أساسي و يغيروا المحتوى بسهولة بدون الحاجة لأن تكون مبرمجاً كلاهما خيار رائع

أحمدد القرملي:
هل هناك خيار آخر تفضله بنفسك أكثر من غيره؟

مارك لاسوف:
دروبل، هو ما يمكن أن يكون منافساً لجووملا، هما متشابهان كثيراً لديهما خصائص كثيرة متشابهة، لا يمكنني ان أخبرك بأيهما أفضل من الآخر لكن يمكنني إخبارك أننا نستخدم ووردبريس، و نستمتع حقاً به و نحب عدد النماذج المكتوبة بها التي يمكن أن تكون رائعة للتسويق أو لإدارة المستخدم أو لإستخدامات أخرى فقد إستمتعنا جداً بإستخدام ووردبريس منذ ثلاثة سنوات

أحمد القرملي:
ما هي اللغة التي تفضلها من كل اللي ذكرتها؟

مارك لاسوف:
أحب بايثون، بايثون هي المفضلة لدي

أحمد القرملي:
فيم تستخدم؟

مارك لاسوف:
بايثون هي لغة للأغراض العامة، يمكن أن تستخدم مع المواقع الإلكترونية لإنشاء ألعاب لكنها فعلاً واضحة جداً و سهلة بالنسبة للمبتدئين لقراءة أفكارهم ماذا عن أي شيئ و هكذا، فهي فعلاً للعمل المتخصص مع البيانات و يمكنها أن تحلل البيانات سريعاً لأنها لغة سريعة بالفعل لكنها حالياً هي المفضلة لدي، إن سألتني عد ستة أشهر فربما أخبرك بلغة أخرى غيرها

أحدم القرملي:
ما مدى صعوبة نقل شفرة لتطبيق IOS حتى تعمل على ماك؟

مارك لاسوف:
أنا لم أفعل ذلك من قبل، أنا لا أعرف، أنا لم أقم بالبرمجة على ماك من قبل لأن البيئة شائعة بين IOS و ماك، فهي تقريباً صعبة قليلة لكن ليست بصعوبة تحويل IOS لأندرويد حيث تختلف اللغة تماماً

أحمد القرملي:
ما الذي يجب أن يتعلمه رواد الأعمال حتى يتمكنوا من التحكم في المطورين لديهم لأن كل شيئ الآن أصبح رقمياً و كلهم لديهم مطورين يستخدمون لغات مختلفة في أمور لغات الشفرات فما الذي يجب أن يتعلموه ليتمكنوا ، على الأقل، من التحكم في المطورين؟

مارك لاسوف:
أنت تسألني الآن فيما تتعارض فيه وجهة نظري، أنا لا أعتقد أن شخص غير متخصص يمكنه أن يبدأ شركة تقنية أو ريادة أعمال تقنية بدون مؤسس مشارك تقني، هناك فقط أعمال قليلة جداً لأن عليك أن تفهم تطوير عملية تطوير البرمجيات و عملية البرمجة، أحد أسباب أعتقد أنها وراء خسارة نسبة كبيرة من رواد الأعمال الجدد هو أن الناس يدخلون في مجال هم ليسوا مؤهلين للقيام به، لقد كنت مبرمجاً فبدأت بمشروع تدخل فيه البرمجة و التدريس و كانت لدي خلفية عنهما، بدأت شركة عطلة الشركات المبتدئة في هارتفورد، كنت مدرباً هناك حيث كان الناس يبدأون عملهم في 54 ساعة و أحد الأشياء الظريفة التي قابلناها هو أنه كان لدينا معلمين يبدأون شركة تعليمية و هناك فهموا المجال فقط لأنك لديك حلم و تعتقد أنها فكرة جيدة لا يعني بالأساس أن لديك الخلفية لتفعلها أو لتنفذها جيداً، إختر مشروعاً في مجال خبرتك، إذا كنت تعرف مجال بيع الطعام إعمل في ذلك، إذا كنت تعرف البرمجيات إبدأ فيه، أو إبحث عن شريك يعرف مجال التقنيات، العمل مع المبرمجين صعباً لأنهم يتحدثون بلغتهم الخاصة و مصطلحاتهم الخاصة و أسلوبهم الخاص و من واقع خبرتي هو انهم لا يحبون أن يكونوا أسهل أشخاص للعمل معهم، لذا يمكنك أن تجد لك شريكاً يفهم هذا العالم و يأتيك بالأفكار الجيدة كذلك

أحمد القرملي:
دعنا نتحدث عن عالم التمويل الخارجي، انا لم أكون في يوم مدون شفرات و لا أعرف الشفرات لكني قمت بتطوير عدة تطبيقات و مواقع إلكترونية من خلال التجربة بالتأكيد و مع الوقت يمكنك أن تعرف المطور الجيد من غيره من خلال عمله السابق او التقييم على مشاريعهم، لكن لا يمكنهم بالضروري تطوير مشروعك فعليك ان تختبر غيرهم لكن بالتأكيد ستعاني لبعض الوقت

مارك لاسوف:
حسناً، التمويل الخارجي في العادة حول العالم، عادة ما يمول أصحاب الولايات المتحدة خارجياً لشرق أوروبا و العند و أمريكا الجنوبية، ليس هناك أي مشكلة في ذلك و هناك مبرمجين رائعين حول العالم و هناك أيضا مبرمجين سيئين حول العالم، الفكرة هي ايهم من تقرر إختياره و كثير من الناس يعملون مع مبرمج واحد أو يمولونه ثم بقولون أن التمويل الخارجي لا يفيد و هذا ليس صحيحاً لكن التمويل الخارجي، ليس كأن يكون أحد معك يطور البرمجيات، فإنه يتطلب إدارة أكثر و عناية اكثر و وصف أكثر لتحصل على ما تريد ليس لوجود عقبة في التواصل فقط و لكن أيضاً في الثقافة التي تحاول أن تتعداها لأنك غالباً ما تعمل مع أحد ما من ثقافة مختلف، هذا ما قيل من العديد من الناس و فعلاً نجح الأمر معهم و هو خيار جيد لرواد الأعمال الذين يبدأون و ليس لديهم ميزانية عالية و لكن عليك ان تحترس، الكثير من الناس يخسرون و أعتقد أنك قلتها بطريقة جيدة، عليك ان تجربها قبل أن تبدأ فيها و أن تتاكد من أن لديك علاقة مع الشخص التي تثق فيه و كذلك الناس التي تحب العمل معها، هذه ستكون علاقة قوية على المدى الطويل و إذا لم تكن تحب الشخص الذي تعمل معه فسيكون الأمر صعباً و قد عملت مع مبرمجين من هنا في الولايات المتحدة و من الهند و باكستان و جنوب أفريقيا و الفلبين و هناك مبرمجين جيدين و سيئين في كل مكان، ما تريد إيجاده هو شخص يفهم المشكلة التي تحاول حلها، شخص صبور قادر على جمع كل ما هو مطلوب يسأل أسئلة جيدة بالفعل عما لا يعرفه و لا تخلق إفتراضات و الأفضل أن يسأل عما تفكر فيه ثم يشرع في عمل ما هو صحيح، من الصعب إيجاد الشخص الصحيح، لكن الأصعب هو إيجاد إيجاد الشخص الصحيح إن لم تبالي بذلك أحياناً تحتاج لأن تتعلم أشياءاً لتعرف مثلاً إن كنت تطور تطبيق لـIOS فستحتاج لتتعلم شيئاً ما عن مصدر الشفرات في كل مرحلة و تحافظ عليها في حالة ما إذا فقدتها و عليك ان تحمي نفسك و بذلك يمكنك على الأقل أن تنتقل لآخر بعدها بصراحة GitHub رائع جداً في العمل مع فريق المبرمجين الخارجيين، لقد تحدثنا عنها سابقاً، بهذه الطريقة يمكنك ان تعرف الإصدارات الأخيرة للشفرات التي يطورونها

أحمد القرملي:
لكن ماذا عن هذه المنصات التي تدون شفراتها أحيانا، هناك منصة إسمها بلاتينيم أو شيئ تضعه على كود و ستعمل على أندرويد و IOS في نفس الوقت هناك عدد من المكتبات كهذه، لقد حدثت مرة عندما كنت خبيراً في واحدة تسمى Phonegap، و ما هي، ما تفعله بالأساس هو انها تأخذ عملية تطوير الويب و تأخذ تطبيقات الويب الخاصة بك و تضعهم في تطبيق الموبايل، طريقة عملها هو أنك تنشئ تطبيقات لـHTML 5 ث ما يفعله Phonegap أو براتينيم أو التطبيقات الأخرى هو أنها تغلف هذا التطبيق في مغلف و تعمل على هواتف الأفراد و تجعل تطبيقاتك تعمل بداخل المغلف ببراعة، الجزء الأروع لا يمكن للمستخدم معرفته، المستخدم لا يعرف أن التطبيقات لم تنشأ في هذه المنطقة و العديد العديد من متاجر التطبيقات أصبحت أكثر رغبة في هذ النوع من المتاجر بصراحة هذه هي الطريقة التي أحبها في التطوير لأنك تستطيع أن تطكتب تطبيقك ثم توزعه على الانرويد و امازون كيندل و IOS و كلا من iPhone و iPad و حتى للأقل و البيئةالأقل إستخداماً مثل جوجل كروم أو بلاك بيري أو شيئ كهذا،فهذا فعلاً أسلوب رائع، يمكنك أن تفعل كل شيئ بها لكنها جيدة مع معظم التطبيقات

أحمد القرملي:
يقولون أنك محدود، لا يمكنك تطوير الكود أكثر و لديك مشاكل ثم عليك أن تطورها مرة أخرى و أشياء كهذه، هل هذا صحيح؟

مارك لاسوف:
صحيح، و هناك فعلاً معوقات و كذلك الهاردوير، فإذا كنت سمعت عن إعلان أبل و هي أحد الأشياء التي تحدثوا عنها عن اnear field communication للدفع على البلوتوث، هذه الأشياء غير قابلة للتفعيل من خلال هذه المكتبات، فإذا كنت تقوم بشي ما مع near field communication أو البلوتوث او رقم من أي عناصر الهاردوير فعليك أن تكتب تطبيقات محلية

أحمد القرملي:
حسناً، ما هي خبرتك مع امازون و كيف تمت عملية إنشاء المحتوى لشركتك مثلاً هل أنشأت الكتاب أولاً ثم الإعلان أم الإعلان ثم الكتاب ثم فرغته، كيف قمت بذلك؟

مارك لاسوف:
بدون الإفصاح عن سرنا، فلدينا شراكة كبيرة مع أمازون أصدقاء رائعين من الشركة و لدينا عملية قمنا فيها بإنشاء محتوانا للمرونة القصوى، أنشأنا المحتوى مع إعتبار أننا سنوزعها لزيادة المنصات و قمنا بزيادة عمنل و المحتوى نفسه لذلك كتابنا Swift أصدر في نفس اليوم الذي أصدر فيه دورة Swift التدريبية و هذه الطريقة التي قمنا بها،نحن لا نقم بذلك دائماً بهذا الطريقة لأن الكتب تتطلب عدة دورات من التحرير و أشياء كهذه لكننا نحاول لأن هذا يعطينا أقوى دفعة في السوق عندما تصدر الإصدارات الجديدة، لكن عمليتنا قد تم تطويرها في الثلاث سنوات الأخيرة التي بذلنا فيها جهد كبير مع فريق متخصص و لدينا الآن نحة ثمانية موظفين بدوام كامل و نحو 4 او 5 بدوام جزئي في الفريق و التطور الهائل الذي قمنا به، و شيئ واحد يمكنني قوله عن معرفة فريق للبرامج هو ان كل فرد فيهم قد كرس جهده لتحقيق أهداف الشركة و يعملون فعلاً بجهد كبير جداً و يقضون وقتاً طويلاً في تطوير العمليات و إبراز عملهم و تقريباً اليوم سنصدر العديد من المحتويات و ليس لدينا أستوديو فكنا نبحث عن كيفية التلاعب بأستوديو، و قد تدبرنا أمر كل هذه الأمور و الدورات
التي سنصدرها في الأسابيع القادمة

أحمد القرملي:
هل تستخدم اوديبيل أ ACX لتصدر أحيانا؟

مارك لاسوف:
لا انا لست على علم بهذا

احمد القرملي:
حسناً هل تعتقد انه من الأفضل أن تكتب الشفرات ليسهل فهمها في فيديو مثلاً أكثر من أن يكون صوتياً؟

مارك لاسوف:
نعم، الصوتي فقط سيكون صعباً جداً لأن تدوين الشفرة عملية ليست للمشاهدة فقط و لكن للتطبيق، لكنك تريد للطلاب أيضاً أن يتبعوا ما تقوله و أن يدونوا الشفرات بينما يطوروا الشفرة، هذه عملية يجب رؤيتها و مشاهدتها، الشيئ الوحيد الذي نقوم به صوتيا هو نشرة أنباء نصدرها مرتين في الأسبوع تسمى ديف

أحمد القرملي:
مثل نشرة صوتية

مارك لاسوف:
نعم، تسمى ديف

أحمد القرملي:
مع النشرة الصوتيه؟، هل هي نشرة صوتية؟

مارك لاسوف:
نحن لا نستخدم لفظ نشرة صوتية لأنهم لا يحبون هذا اللفظ لكن هي فعلاً كذلك كما أنها تظهر على قناة التلفزيون و تعرض على يوتيوب، منذ أن نشرنا في عدد من الأماكن المختلفة، ليس فقط في iTunes فحسب، نشرة صوتية هي مصطلح تقييدي، لكنها متاحة كنشرة صوتية لكنها ليست نشرة صوتية، إنها نشرة أخبار متاحة على فيديو في عدد من المنصات المختلفة منها ستيتشر

أحمد القرملي:
ما هي المشروعات الأخرى أو المنتجات المستقبلية التي تعمل عليها؟

مارك لاسوف:
نحن نحاول أن نوسع مكتبة دوراتنا التدريبية كالعادة، دايما ما نحاول أن اتي بالمزيد من الدورات التنافسية، لكن غير ذلك لم ننتج كتب جديدة للجمهور الذي يكبر دائماً، فلمحة عن المشروع المستقبلي هو اننا سنبحث عن مصدر مصدر للدورات التدريبية و معلومات تصل للبرمجة خارجاً و داخل الإعلام الرقمي اكثر

أحمد القرملي:
هل يمكن ان تخبرنا عن يومك الإعتيادي؟

مارك لاسوف:
ليس هناك شيئاً إعتيادياً في حياتي، انا ألقي 30-40 محاضرة سنوياً و سأتحدث هذا الأسبوع في أسبوع التكنولوجيا في نيويورك و هو مؤتمر ضخم جداً، سأذهب أيضاً لأسبوع التكنولوجيا في لوس أنجلوس فإذا كنت سأسافر أو أيا ما كان في جدول اعمالي للمؤتمرات التي سألفي محاضرة فيها او الشركة التي سأزورها، لذا في الأشهر القليلة الماضية ذهبت الى سان فرانسيسكو و لاس فيجاس و لوس انجلوس و لندن، كل هذا للمؤتمرات و مقابلة الشركات و الشركاء، فإذا كنت هنا سيكون يومي الإعتيادي أن أستيقظ في السادسة و أكون في المكتب في السابعة أقضي فيها عدة ساعات أتفقد فيها الرسائل الإلكترونية و أتواصل مع الشركاء و الأصدقاء و فريقي و أقضي عدة ساعات كل أسبوع أعمل على تطوير المحتوى و كل الأشياء المتعلقة بالعمل، التسويق و التمويل و محاسبة الموظفين و أحسب الميزانية الخاصة في الوقت الذي أقضيه في المكتب و أقضي وقت طويل في العمل مع الموظفين و أدربهم حتى يكونوا أفضل و أكثر كفاءة، و أفابل نائبي كيفين الذي يدير أعمالي اليومية و يتأكد من أن كل شيئ يسير على ما يرام و في المساء إما أدرس مجاناً، أتطوع مع مجتمع ريادة الأعمال و أستضيف الفعاليات، أنا لست متزوجاً و ليس لدي أولاد لذا أقضي وقت فراغ طويل مكرساً كل جهدي للمجتمع و أساعد رواد الأعمال الجدد أطور شركاتهم فأنا متطوع كمرشد و أشياء كهذا، فحياتي ليست مليئة جداً لكنها تركز على العنل و تطوير الأعمال الجديدة و الإستمتاع و هذا يرضيني جداً

أحمد القرملي:
ما هي العادات التي تحاول ان تطورها في نفسك لتبقى فعالاً؟

مارك لاسوف:
أحدها هو أن أضع جدول يومي لنفسي لتنظيم يومي، في اليوم الواحد يكون لدي أشياء كثيرة علي إنجازها يومياً و أجد أني إن نظمتها في جدول سأنجز المزيد و سأكون أكثر إنتاجية، فأول شيئ هو أن أضع جدول لنفسي ثانيا عاداتي الخاصة بالرشاقة و هي نقطة ضعفي، أريد أن أتدرب أكثر و آكل أقل، أنا أعمل مع مدرب رائع و متخصص في التغذية يعمل في نفس مبنى مكتبي و يعلمني كيف آكل بطريقة صحية أكثر و ما يعطيني طاقة اكبر و لكني أخسر هذا في المساء عندما يكون الجميع متعباً و لكن العمل على رشاقتك و طاقتك مهم جداً، ثالثاً في المجال الذي أعمل فيه و هو مهارات التنظيم الشخصية، أنا لست معروفاً لأقرب مكتب و من السلوك التنظيمي هو أن يكون لدي كل شيئ لذا فانا أحاول أن أصبح أكثر تنظيما مما أعتقد أنه نتيجة للإنتاج العالي

أحمد القرملي:
من هو مرشدك الأول؟

مارك لاسوف:
الأول؟ هل يمكن أن أذكر إثنين؟

أحمد القرملي:
لا مشكلة، أذكر ثلاثة؟

مارك لاسوف:
لقد عملت عند رائد أعمال رائع و مؤسس رائع في اوستن إسمه بيير كروباج بيير أسس شركة إسمها توتال سيستمز في مدينة كنساس و نيتوورك لوجيتيك في أوستين و قد باعهما و أصبح ممول إستثماري لأحد أكبر منتجي أنظمة التلفيزيون و الشبكات الإلكترونية و LG، فعندما عملت لديه تعلت الكثير عن كيفية إدارة العمل و كيف أستخدم طاقتي و كيف أتخذ قرارات صائبة و كذلك كيف أبيع، و المستوى التأسيسي لكل عمل و مبيعات و كان فعلاً أفضل رجل مبيعات رأيته في حياتي، ذكياً جداً و حريصاً جداً، من أكثر الأشياء التي أحببتها فيه هو انه يعرف إسم كل موضف في كل مكان و يعتبرهم أصدقاؤه سواء كان هذا الموظف هو نائب شركته كما كنت انا أو كيف كان يجني 9 دولارات في الساعة، بيير يعامل الجميع بطريقة واحدة و يحب أن يخرج ليتناول الغذاء مع نائبيه كما كان خريجاً حديث التخرج من الكلية و يعمل في أول عمل برمجة، لذا فقد كان هذا أسلوب ذكي و منصف جداً لبناء الشركات، لقد بنى و باع 2 و خرج منهما فائزاً، أما المرشد الثاني هو مايكل مارتينو،مايكل اكبر قليلا في السبعينات و هو بروفيسور في جامعة أوستن و قد حضرت واحدة من دوراته التدريبية منذ عدة سنوات و هو فعلا..لقد أصبحنا صديقين و كان لديه عمل في السابق في IBM يعمل في الشفرات الميكرو في سنوات عندما كانت الكمبيوترز مساحتة ذاكرتها 6K أو شيئ كهذا و كان يعمل في هذا المجال ما إستفدته منه هي فكرة تجميع المتطلبات هي كل ما تعلمته منه بطريقة كانت فعلاً مذهلة و مؤثرة جداً في حياتي لذا كان مايك و بيير هما مرشديني، أتمنى أن يريا ذلك، لقد كانا مرشدان رائعان لي و لازالا كذلك

أحمد القرملي:
من خلال خبرتك، ما هي العوامل الرئيسية للنجاح في 3 كلمات؟

مارك لاسوف:
عمل..عمل..عمل..المر كله يعتمد على العمل، كل الناس لديها أفكار، بعضها جيد بعضها سيئ، بعضها في المنتصف، لكن كله يعتمد على التنفيذ، أنا لست أذكى شخص في العالم، و بالتأكيد لست الأجمل لكني سأحفز أي شخص للعمل و العمل بذكاء و بإنتاجية و بكفاءة، هكذا يصنع النجاح، أنت تصنع حظك، تصنع نجاحك الذي يأتي من العمل الجاد،كلما عملت أكثر كلما نجحت و أنت موجود لتنجح و لن يفعل أحد ذلك عنك أكثر 3 تطبيقات تستخدمها على هاتفك الذي إيفرنوت بالتأكيد هو رقم واحد، نحن في نظام جوجل، جوجل درايف رقم إثنان، للبحث عن المستندات من المكتب و سكايب للتواصل مع الشركاء و الأصدقاء

أحمد القرملي:
أكثر 3 كتب مفضلة لديك؟

مارك لاسوف:
حسناً Lean startup أحد ما أحبه فعلاً، هناك واحد نسيته إسمه traction و هو واحد من كتب الأعمال العظيمة تتحدث عن الحصول على الجذب و هذا جديد جداً، و رقم ثلاثة هو
the art of the year

أحمد القرملي:
أكثر 3 أشخاص ملهمين لك؟

مارك لاسوف:
رائع، انا فعلا ملهم بالعديد من الأشخاص المختلفين فمن عالم البيزني احب ستيف بلانك، أرى أن ما يكتبه ملهم جداً و يدفعني للمضي قدماً، يمكنني أن أقول، من عالم التحفيز الشخصي أنا معجب جداً بمارتن لوثر كينج صاحب حقوق الفرد عنا في الولايات المتحدة الذي قام بعمل خارق في سباق العلاقات و كذلك من نفس هذا المجال بافي سينت ماري التي حاربت و إستمرت في المحاربة لمصلحة الشعب في الولايات المتحدة حتى أصبحت جزء مهم في عالم السياسة و فعلت ذلك و إستمرت في ذلك من خلال الموسيقى

أحمد القرملي:
هل تستمع للموسيقى عندما تعمل؟

مارك لاسوف:
بالتأكيد لكنها تتنوع، في معظم الوقت أستمع للروك الكلاسيكي مع أني في فترات أخرى أستمع للبوب الأوروبي أو الجديد، أحب أن أستمع لبافي سينت ماري التي ذكرتها سابقاً، الموسيقى الأيرلندية الكيلتية، أحياناً يعتمد الأمر على نوع العمل الذي أقوم به، إذا كنت أقوم بإتصالات او ما شابه لكن هناك ما هو مفضل كـ
cure, speed wagon, journey إن أردت أن أحفز نفسي أما إن أردت شيئاً هادئاً فأختار الموسيقى التقليدية من بعض المغنيين الأمريكيين التقليديين مثل بوب ديلان

أحمد القرملي:
هل تتبع نظاماً للنوم؟

مارك لاسوف:
أستلقي على السرير ثن أستغرق في النوم

أحمد القرملي:
هذا رائع، أريد أن أتعلم هذا

مارك لاسوف:
عادة بنهاية اليوم أكون قد قضيت 12 ساعة في العمل و أتعشى مع أصدقائي أو مع رواد أعمال آخرين ثم أذهب لفعالية أو إجتماع لريادة الأعمال ثم أكون قد إنتهيت، أنا جاهز للذهاب للنوم حتى الصباح

أحمد القرملي:
ما هي الأشياء التي تجعلك سعيداً بحق؟

مارك لاسوف:
عائلتي، أن أمضي وقتي مع أسرتي و زوجهت ريك، أخي و زوجته و أولاده و مجوعة أصدقائي الذي تعرفت عليهم من ريادة الأعمال و العمل هنا في كونيكتيكت، أقضي كل يوم العطلة في العمل في startup weekends مع أصدقاء رائعين و ملهمين بدأوا في عملهم و هذا ما يدفعني دفعاً للأمام، لقد كنت أعمل لمدة 16 ساعة يوم السبت و كنت سعيداً لأني يمكنني أن.. أعتقد أنني أسعد عندما أسافر و أجد الفرصة لمقابلة أشخاص ممتعين من كل مكان من البلد و من كل مكان بالعالم

أحمد القرملي:
آخر سؤال، كيف يمكن للناس التواصل معك؟

مارك لاسوف:,
أنا أتفقد بريدي الإلكتروني دائماً و أحاول انا أرد على الجميع فهذا العنوان هو أفضل طريقة للتواصل معي و عنواني على تويتر هو

أحمد القرملي:
شكراً جزيلاً جداً على هذه لمقابلة مارك، انا سعيد جداً بذلك

مارك لاسوف:
شكراً جزيلاً لقد إستمتعت جداً معك

أحمد القرملي:
شكراً لكم جميعاً، كونوا أكفاء، و ظلوا كذلك، و أراكم قريباً مع خبير قيادي آخر

Direct download: BeEfficientTV_Mark-Lassoff.mp3
Category:Technology -- posted at: 7:04pm +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 and today I have with me Deborah Robinson, she is an award-winning journalist and she is an author and television personality, welcome to the show Deborah.

Deborah Robinson: Thank you so very much for having me, great to be here.

Ahmed Al Kiremli: My pleasure, how did you start your career in the media?

Deborah Robinson: I started by actually going to college for psychology and then I switched communications and then I switch to journalism and that’s where I fell in love, coming out of college with a degree in broadcast journalism I got my first job in radio as a news director at a radio station doing the morning news and after that I decided a little bit after that I decided to go back to college and get my Masters degree in journalism and I didn’t finish that because I was literally working in the industry and didn’t feel the need to complete it but I left the radio station and went into management at a TV station there in Little Rock and that is where it all really started to flourish.

Ahmed Al Kiremli: All right what is your focus currently in the media world?

Deborah Robinson: My focus currently is where it has always been for me, I believe my job, my assignment, when I’m here on this earth to do is to seek, reveal and communicate truth through the media and my assignment right now is surrounding all of the projects that I, that come to me, I don’t seek them out, it seems like every time there is a story or something that happens and I’m supposed to work on it, research it, develop it, do a story on or an interview whatever it just touches my heart and that is what I usually go for, it’s always open for stories that I’m passionate about, something on the news makes me cry and I know that’s what I’m supposed to do something about to bring some sort of like to it, to understanding, to bring it out more in the open so my focus is on working on stories and issues that I believe can change the world and start by changing my life.

Ahmed Al Kiremli: So you work for a channel or do you do it by your own within your company, how do you do that?

Deborah Robinson: I’m independent and that has always been important to me, I worked for a station for the first seven years of my career and I realized that if I wanted to continue to tell the stories that were important to me without having someone decide the stories for me that I need to be on my own, at that time I was interviewing some major people who are pushing me to get out on my own because they knew the kind of stories that I wanted to tell and it wouldn’t be possible to tell those stories from the station’s point of view because they weren’t the mainstream stories that were important to them.

Ahmed Al Kiremli: So you started working in radio and then TV and then you quit working for the channels and you made your own company to create your own content?

Deborah Robinson: That’s right, I started my company Robinson Omni media studios to create my own content because I knew it was important and once I started, you go through the things that businesses go through, it was amazing that when I left the station I didn’t realize that I never really had to worry about who was paying the photographer and it was paying all of the bills and then it came to the point of while you’re on your own enough you want to do the story you have to consider do you have the staff to put on it, who is paying the photographer, who is pay for the story? So things change, I started not only doing my own projects but doing projects for others and now I have come full circle and now I am thank God doing my own stories again.

Ahmed Al Kiremli: So you do like a documentary story, videos, interviews, what is your focus in terms of story, or do you do everything?

Deborah Robinson: I do everything, it really depends on, what I decide, for example in doing a series in Little Rock, I’m from Little Rock and I’m doing a series called conversations with Arkansas governors where I’m interviewing all of the Arkansas governors, there are six of them and an upcoming seventh at the Robinson theater there, that’s a theater piece that we put together and we will be interviewing all the governors for that and then on other projects I’m doing a book project as well so it all just depends on what’s going on what I feel is the best way to handle that project, I’m doing research right now on 9/11 that will eventually become a documentary so that is documentary work, I’m also doing research on juvenile spending life in prison without parole that as well will become a documentary but along the way they will be pieces that I use on the Internet to help bring the awareness to the story into the issues.

Ahmed Al Kiremli: I see like a very nice setup in terms of live interviews, all of these you paid by your own you don’t have like a contract with a channel that pays for it and then you give them the content?

Deborah Robinson: No I don’t, my company, we are from conception to distribution, and once we can see the idea we have to find a way to pay for it so we either go after investors or we go after sponsors however we find a way to pay for that project and then once we pay for that we paid for it and we do it and the whole focus is that I’m still independent and I’m still deciding the projects that I work on and that’s really important for me.

Ahmed Al Kiremli: What change in this, what did independency give you?

Deborah Robinson: Freedom, rhythm of my time and that is very important, the only things that you come here on this earth with that you can really control is your time and your intellect and those are the two things that this independence gives me, and gives me control of intellectual property, there is nothing in the world that you can own more than your intellectual property, the things that come out of you so it has given me total control over that meaning that when I study whatever I put it when it comes out that is my property, that is the gift that God has given me to get to the world so as I give that to the world, whatever that content might be I keep control of it and nobody else controls how it goes out when the goes out or if it goes out and then my time is very important, being able to go and spend now on months in Little Rock doing the Arkansas project or to stay here in Las Vegas to actually work on my talk show, it’s all about freedom for me, I was never very fond of going to car crashes and doing other stories that were important for me, I wanted to do something more born with my time and independence has given me that.

Ahmed Al Kiremli: Great, good for you, very few journalists go this entrepreneurial road, I see all of them working for the channels so how did you decide that and how long do you spend on the channels the radio before you made this quantum leap?

Deborah Robinson: I was with the radio station for less than a year, the day I graduated I had interviewed a guy while I was with the radio station, the television station in college I interviewed him and he said when you graduate I have a job for you and literally the day I graduated he was managing the finances at a radio station and they hired me over at the radio station’s news director and I was there a short amount of time and then I moved into television at that time I was like the youngest station manager at the TV station there and I managed the station along with I started producing television programs myself there and probably five years in I realized because I was working on stories that I felt were very important but they weren’t that important to management and so one story in particular that really started me to thinking that it is now time for me to do my own thing, if I don’t I won’t be able to continue to tell the stories that I want to tell and it just happened that everybody I was interviewing and some of the people really made a big impact on my life, Tony Brown I remember interviewing him at that time he had several shows on the public television on asked him how do you do exactly what you want to do, the stories that you want to do, you produce your own content, how do you do it? And he said because I own my own content that is the key, I own my own stuff, I find everything for my own projects and I started thinking this might be the way I want to go and then I interviewed Louis Farrakhan and that interview he asked me he said okay turn the cameras off enough to return the cameras off because it was a really in-depth interview and we know that he is very outspoken and has some not mainstream things that he talks about, he said turn the cameras off and asked me if I really thought they would let me air the interview and I said yes, I was with BET at the time and I said yes this is, they would never stop me from marrying anything and he said if you really want to speak truth and to work on stories that are important and can change lives you can have to do it on your own, you’re going to have to leave the station. So I kept hearing these major people in the media who are totally taking control of their message and what they were doing, they kept speaking to me that it was time that I left and I was on my own and it finally hit home when I was working on a story, I was working on the series on gangs in Little Rock and I happen to come across a story where two young men were killed at a liquor store and it was late at night when we get the story and I was actually working on the gang story and I told my photographer that we needed the video of the Sirens and to go back down there to get the video because that’s all I wanted, I did know was going on we just need video, he went down and he came back and he said Deborah it’s horrible done there, two young boys have been killed and it’s horrible. I was working on the story on gangs so I told him now I need you to go back in and you to shoot this time shoot, I want to see death, I need these gets to see what that looks like, shoot up close should the blood she whatever is happening and what you shoot it. He went back and he shot this and it was just amazing and the next day I said to my boss did you hear about what happened at the liquor store we were there we got this great footage and he said where’s the footage and I said I have it and he said I do you lock it up and I said what you mean lock it up? I don’t have a way to lock up footage, and he said okay well by a safe, it’s that important. And this was interesting that this footage would be so important that it turns out that it was a major story because it happened to be an officer that did the killings and it turned out to be major but the mother contacted me because she knew that I had the footage and she asked me if she could use the footage because she was considering a lawsuit against the police department and all of that and my boss told me they would have to subpoena us for it there was no way she was getting it and she worked for the company, it was amazing to see the political, how political things were and at that moment I made the decision, I said know what I will do is the stories that are important that story was important, whether was a cop involved or not, what was important was that this woman’s son was killed and I had video that would prove that it was not a legal aboveboard killing and I couldn’t share with her and eventually she subpoenaed and got the footage and went to court and the city along with the police department ended up paying her a lot of money but it all started because I had the footage and I was able to share that, I was able to tell her that something was wrong, it didn’t happen the way they said it happened and through that I was able to change lives and I saw the power of what I was doing and I realized that I didn’t want the politics on what I knew, I wanted the ability to do something right. So those things lead me and it was almost like I didn’t have a choice, I knew that I had to go and I knew there were stories that would be brought to me that were more important and I want to tell the stories.

Ahmed Al Kiremli: You started bootstrapping these ventures or did you have an investor when you just made the move?

Deborah Robinson: I didn’t have an investor in the beginning, I started with just my company and I eventually raised some finances for the venture but those were very very short-lived finances and eventually I had to figure it out so the process was defined investor and that investor takes care of some overall foundation things but every project that came long after that I still had to raise the money for that project and that meant I had to go back to the table to find an investor or I had to be creative in financing it through sponsorships and product placement and other things like that.

Ahmed Al Kiremli: So a project like let’s say if it’s an interview show is it a project that you find like a specific investor for it but if you are shooting certain news or things like you have investors who get involved in your company or do you just bring them let’s say invest for me for the stories that I’m going to cover for one month or two months, how does it work?

Deborah Robinson: It works both ways if I don’t have an overall investor sometimes it’s harder to find that than it is to find someone who might be interested in the project for example I might find someone who might be interested in 9/11 research but they are not necessarily interested in funding my entire company so that way I can bring them into just finance the 9/11 research or just finance the story on juveniles in prison, I might even find grant monies to do the juvenile spending life in prison without parole so there are different ways I go about looking at a per project but recently I raised money for a project here in Las Vegas, the reason I moved to Las Vegas was to start a talk show on the strip and we raise the finances, we had the investors and we started the show and then in the middle of our first season the investors couldn’t come up with additional money that was needed so we had to go back to the table and put the show on hiatus and go back to the table and raise the money and at that time it had taken us a year to find investors and we were talking two hundred and fifty thousand dollars investors and up so it had taken us quite a while to find those investment dollars so what we decided to do was another friend came to me with another business opportunity so what we did and what we are doing now is we are funding the talkshow through this business opportunity and not only that we are showing and sharing with other companies and other journalists like myself independent people who want to stay independent how they can also fund their projects through the same way that we are doing ours.

Ahmed Al Kiremli: In terms of statistics like what is the percentage of independent journalists compared with people who are employed?

Deborah Robinson: While I’m not sure, I don’t know if I can give you a number on that, it’s really hard though to be out here independent but it is getting easier because of how people are watching television and what is going on now the Internet has sort of like even the playing field and given us an opportunity to do more and to share more so we don’t necessarily need the big television station behind us anymore and for those of us who really take journalism seriously it’s hard to work for a station that when you are not having an opportunity to do the stories are really making a difference, if you look at news if you look at your local news station you don’t find a lot of investigative reporting and you don’t find a lot of stories that really make a difference, you find your car cashes and all of the things that are really not that important to journalists who are.

Ahmed Al Kiremli: So sorry to cut you off, how much percentage do you publish yourself and you sell to the other channels and like newspapers?

Deborah Robinson: I don’t sell my content, content is king right now if you have content that is a good thing because everybody is looking for great content but what I don’t do is I don’t sell it because it is really all that, it’s my work, all that I have, what I do is for example I do a series on the ABC affiliate here where I do a story and then I place it on that affiliate but I don’t sell the content that so that they have the copyright for, I can repurpose it, I own for example the series in Little Rock where we interviewed all the Arkansas governors, that series is a very good series, it’s history making, for once we’re going to have every Arkansas government and there are only six of them living, you are going to have them in conversations one after the other and so we have already, ATN which is the local public television there, they’ve already purchased the licensing rights, the international rights, the rights for education because they know that the series is going to be important and they want to be able to put it out so they have already acquired the rights pending us delivering the shows so that was an easy sell, I simply made a call to the public television station and told them what we were doing with the series and immediately she said we wanted, we want this areas, what we need and I wanted to make sure one that I didn’t given exclusivity because giving them exclusivity would totally me that I couldn’t Erin on another station or I can put it online and I had basically given up my content so they have not exclusivity but they are going and distributing it through all of the public television stations to all of the schools that they have access to for teaching so it’s really cool if you find a station that realizes that you have great content but the key is anybody could have done this but my company conceived it, I thought you know Arkansas is where I’m from, when is the last time we heard from Gov. David Prior or Huckabee or Bill Clinton, Mike Huckabae is going to be running for president again and I’m having interviews with them reflecting on what their life is like as an Arkansas governor, the first sponsor we went after his the one who owns the theater, the lever system, they said absolutely we will sponsor it so they were offer sponsor which allowed us to move forward with the program and then we seek additional sponsors after that but that starts next month so that’s the process of how it goes, I basically conceive a project and then I find who might be interested in this project and then we see if they could provide the finances to make it happen.

Ahmed Al Kiremli: So you create the idea of the show and contact the channel before you start the show for you start the show and then you start pitching them?

Deborah Robinson: It depends I did this before because having a station connected with the show before we start seeking sponsors helps because when you can tell a sponsor that we already have a station and we are going to get additional exposure by becoming involved.

Ahmed Al Kiremli: Yes you have someone backing you up. So the investors will be more interested.

Deborah Robinson: Yes that helps to get sponsors.

Ahmed Al Kiremli: And just I want to ask about like how does it work when you make the deal with the channels like is it always you keep the rights for yourself and you can sell it to other channels or sometimes they want to have exclusivity in terms of the deal?

Deborah Robinson: Either way, it depends how you negotiate, of course they probably wanted exclusivity but I believe that I’m creating history so why would I give it away unless they were paying really really big money? That’s another thing, if they were paying right, if the cost was right I’m sure I would consider giving them exclusivity but they know it’s history and they are not paying for exclusivity, they are paying for what they can do with it and it all depends on what the station wants, if you are trying to sell something to now when I go to the local because now in negotiations with the local affiliates, ABC and NBC affiliates to air it and possibly do it live, well that is another thing, they of course one exclusivity and that I won’t necessarily air it on their competitor, I’m not going to give ABC and then turn around and put it on CBS and CBS wouldn’t want to be there because I had already aired in the market in the couldn’t make it any money on it so it all depends, it would be now okay I have a station exclusive to that area so the area can have exclusivity or if you are thinking about a national like a cable network or something they would definitely want exclusivity on a project like this.

Ahmed Al Kiremli: And are they play a flat fee or per views or how does it work?

Deborah Robinson: They pay a flat fee, not per views, especially not a public television station, they negotiate how much they want her show if we deliver to them seven shows than they pay a certain amount for every show and we just want to make sure that when it’s all over we pay for production and all of the costs and we make some money on it as well.

Ahmed Al Kiremli: Is there like a certain average for the prices let’s say for a story for five minutes or show of one hour can you give us an idea about the prices or does it depend how popular is it? In general if it’s a new show or a new story.

Deborah Robinson: It depends, I remember when I was working for BET I was an independent correspondent some years ago I would deliver two minutes because I was independent, I was covering the Clinton election, his run for president, they knew the story on this we would edit it in Little Rock and then we would send it there and the price would very, I would make maybe $1500-$2500 on a minute and a half piece and then they would also pay the photographer and the other fees, so it all depends, now if you are delivering to a major network an hour-long show then you are in the major dollars, the hundreds of thousands of dollars if you’re at that level but if you’re on a statewide level, tens of thousands or even less than that, it depends if you’re talking a local affiliate, the price per show is definitely less.

Ahmed Al Kiremli: Is there a process to pitch let’s say the channels, is there a certain proposal that you have to submit or do you just call somebody and tell them that you have new content and ask if they are interested?

Deborah Robinson: You kind of want to know who is in charge and the people you would want to speak to you want your program director if you’re talking about local news or local programming and that’s the same way you want to is in charge of who is in charge of putting the programs on, who is buying so if you find program director you usually in the right place. If you are trying to pitch a new story you want to find the news director so those in the positions you want to go after one you are looking to pitch a story to a news channel which is different than pitching an entire program because at the network level they are buying, they buy your program in a series of thirteen of time so you are producing a series of thirteen show is and once you get to that level of producing shows at that level you are talking way more money but the interesting thing is when I did my show for five years out of Nashville one of the key things about doing that show was I was on a digital television station at that time so the fees weren’t as high, I didn’t get as much for that show when I did it on the digital affiliate but.

Ahmed Al Kiremli: So digital means they broadcast on the Internet?

Deborah Robinson: If you have cable you can tell there are some stations on cable that are digital and some are not, now most of the stages are difficult, you don’t see that much anymore, if you go through sometimes you’ll see thirteen one.

Ahmed Al Kiremli: What does that mean? 13.1 and digital? In plain English.

Deborah Robinson: That means they are broadcasting a digital signal which is usually a high-resolution higher resolution than your regular broadcasting might be doing locally but now everybody is digital, it’s hard to find a station that is not. They are very clear and the production is all done on digital cameras, now everything is digital so it’s less of an issue now but the key is.

Ahmed Al Kiremli: So you said it’s a digital Channel but they pay you less, why is that it should be more?

Deborah Robinson: It was less because the stations also when you are dealing with digital networks and cable networks you have so many networks to where it is hard for them to find their footing, if you go through your cable channels, there are channels that you never watch, some are barely on the air because the only way that they make money is by selling advertising and it’s hard to come by when you have a digital channel that nobody is watching so even the local stations are doing this, like we started syndicating the Denver interview show and at that time the only thing that we could get was a barter deal and if you look at your syndicated talk shows during the day, most of them are under barter agreements and the barter agreement simply says you have an hour show and you have thirteen minutes of advertising and that thirteen minutes of advertising we will split that advertising with you, we will give you six minutes and we keep six minutes and nobody pays any money, we won’t pay you for your show but we give you six minutes of advertising that you can sell so you can go find your sponsor and put that advertising in those shows and then we will find our sponsors and we can both make money because on a local level it is really hard for them to pay for programming like they used to and all of the syndicated talk shows are on mainly barter agreements whether it’s eighty twenty or sixty forty, there is some sort of bartering Bremen where the exchange advertising rather than dollars.

Ahmed Al Kiremli: So you still also try to get sponsors to sometimes if you have such a deal but you have 50% of the time to sell advertisement?

Deborah Robinson: Right, so a company like that that is when you get a distributor, like King world distributed the Oprah Winfrey show for all those years, King world actually Opera show was bought because it delivered the ratings and that was key so she was not on a barter system that shows like and then when she ushered in the Dr. Phil show he was also not on a barter system, the system paid for that show but shows like Montel, so the other shows that came in world barter systems to where was eighty twenty barter or whatever and the dollars didn’t exchange hands.

Ahmed Al Kiremli: Usually the eighty is for the channel or for the content owner?

Deborah Robinson: It is usually for the channel. Because usually and it depends on how you negotiate, if you know that you place the show in different places and has good ratings you can negotiate better so that key.

Ahmed Al Kiremli: And you as a content creator do you prefer to take a share from advertisement or is that a headache?

Deborah Robinson: I would prefer, it depends on how you are set up because distribution companies like King world have a lot of things in place where it is easy for them to find an advertiser because of advertiser than ghost about local station and they put them in all of the different shows, for me it is little bit harder so I would prefer that they took care of advertising and just pay the cost and bought the program straight out rather than having me go out and find advertising but in Nashville I basically did that, there is another way that you go if you don’t have your show bought by the station itself by the program director you can always go through buying time, you can actually buy time and if you buy time than you control all of your advertising you just pay the station and then you make all the money from your closing.

Ahmed Al Kiremli: How do you do that?

Deborah Robinson: That’s pretty easy because every station has, if you call the advertising department of every station and you one of I paid programming, they have thirty minutes to an hour so you call up your local station and you say can I have your avails, if you don’t you can get an agency to do it, we do it as well so you ask for the avails and that is was available, the timeslots that are available and most times it’s late night or over night or Saturday afternoon or Sunday afternoon and they have prices on those for example.

Ahmed Al Kiremli: So you don’t buy the time within your show that you’re giving them, do you buy different times?

Deborah Robinson: You buy the block of time, you buy the thirty minutes after the game, you buy that time. So for example they have thirty minutes that comes on on a Saturday afternoon they have a show on a matinee show and after the matinee there thirty minutes they can sell so they may sell that thirty minute show depending on the station anywhere from thirty or $50-$1500, they sell that thirty minute show to content producers like us who go in and say okay and a lot of times what you see are infomercials so when you see infomercials in that slot those are paid programming slots but every now and then you will find companies who are real content producers who are buying that time as well to put on legitimate projects and not just infomercials.

Ahmed Al Kiremli: So let’s say you bought this thirty minutes, how do you sell it?

Deborah Robinson: Then you go find the advertisers and one of the things that you do is I always look for people who are interested in the content so what is the show about? You go after people who are interested in reaching the people who are watching the show. So on a local level you start contacting in getting to your local people, reaching your local people who are already in advertising, look for people who are already advertising because at that point you know that they understand advertising and have a budget for it and you just need to convince them that you can deliver to them the audience that they are looking for, if they’re looking for women between 18 to 25 you might tell them that your talk show is about women and for women and we deal with the issues between 18 to 25 and this show in particular has, we are dealing with this and you share that with the sponsor so they know you can deliver the audience and they will pay for that audience at the site you get the spot.

Ahmed Al Kiremli: Is there like any international company or agency that specializes without the you can share the name with?

Deborah Robinson: I don’t know anyone who specializes in particular, most of yours, you’ll find that most of your infomercials, there are companies that do infomercials and they go around the country buying up time like this but you were just have to find an ad agency to do it, and he ad agency in any city knows how to buy avails of paid programming so any ad agency would be able to do it for you.

Ahmed Al Kiremli: How many people do you have in your company, how many full-time and how many outsourced?

Deborah Robinson: We outsource almost everybody, I have an assistant, there are three of us that are owners and the company, two attorneys, who own company with me, three of us as owners and then I have an assistant and I have an assistant in Little Rock and one in Las Vegas and everybody else we bring on for the project. And Little Rock my assistant in Little Rock is now hiring people for that project only, they work for the project they are 1099s and we use them for that project only so we don’t have to have the overhead of keeping people on board when we don’t have a project for them to work.

Ahmed Al Kiremli: So you are legally backed up with your 2 attorneys.

Deborah Robinson: Yes and they are foreign, one is from Persia and one is from Germany.

Ahmed Al Kiremli: And they are familiar with the US state law?

Deborah Robinson: Yes they are.

Ahmed Al Kiremli: Okay so you are like into selling advertisement and creating content, how do you do that only with one assistant and you just outsource, how do you organize your time, how do you do that?

Deborah Robinson: Until I have a project it doesn’t matter that I have the people so once I get a project in the project is green lit with finances, now it’s time for me to bring the people in. So until we put our sponsors in place, our foundation sponsors there is no reason to have staff waiting or working on that and because my work is very personal I am only working on the projects that really mean something to me, we are not even looking for clients, it’s just our work, we are in process for raising money and finding money and once we find money for that project with then higher on the people that we need to make it happen.

Ahmed Al Kiremli: Do you sell other people content as well if they will come to you and they will ask you to sell the content to a channel to a newspaper do you do that?

Deborah Robinson: It depends on what they want for me, if they commissioned it and they asked me to go out and get it then yes I would, I would go out and get it and deliver it to them as theirs. With my original idea I went out and got the content, if I want to station or someone to pick that up I try to keep the copyright so that I can repurpose it to do something else with it as well.

Ahmed Al Kiremli: Share with us some techniques that you use when you research and interviewee?

Deborah Robinson: The first thing I do is try to get their ED K, their electronic press kit, get that and you can have the foundation for who the person is, once I have that I just do a Google search and start to find out information about them and that leads in different directions to who they are and what they are doing and who they are connected to and that kind of lays the foundation, I try to make sure that I read everything about them, one thing I do is when I do interviews I try to know the answer to every question before I ask the question because if I know the answer I know where everything is going and that allows me to listen even more intently as well, that allows me to let them lead me into directions into the next question because I am not having to sit in the interview and take up everything I already know some things and I am leading them to where I want the conversation to go. I started the research.

Ahmed Al Kiremli: How long does the research project take?

Deborah Robinson: It could take anywhere from a couple of days, I’ve had to do research projects with a couple of days notice, now I’m working in doing the research for the six governors that are coming up next month and so I’ve already started that process I’m three weeks out from doing governor prior but I have started the research, that’s important, it depends sometimes when I’m doing the show I only have a couple of days to really go in and get what I need to share with everybody so I know who is coming up the next day and literally we may have a guest cancel and all of a sudden we have another author in and they have written another book and I may have to go over it overnight and figure out what’s what interview then the next day because that’s how fast sometimes things turn around.

Ahmed Al Kiremli: How do you make the guest talk about very sensitive personal stuff?

Deborah Robinson: I usually start with me, I make sure that they are vulnerable and that means that I am vulnerable first, that means that I begin to share and open up and make them relax by talking about myself and talking about some things that we might have in common so that they can relax in our conversation and relaxing helps them to see that while I can trust her, I can trust her with what I need to talk about and so when I ask a personal question it is not coming out of the cold that is coming out of a warm place because we have been talking either before the show or during the break I have allowed the atmosphere to be one of calm because if you are uptight and you are sitting there and quiet before the interview than they are going to be quiet so what I tried to do is I try to relax them by making small talk and allowing them to sort of get relaxed and when they get relax that is how I lead into the questions that are more revealing and one of the interesting things that I do is my interview style is a little different because I believe in imposing on the personal space of the person I’m interviewing, that can be a little uncomfortable in the beginning so especially for my show what we do is return the chairs directly toward each other because I want to sit face-to-face with the person I’m talking to rather than side-by-side where I’m having to turn my head to talk to them, face-to-face allows you to really get up close and personal and when you’re that up close and personal you start to see through people and when you start to see through people they know that you see their heart and who they are and they can also see who you are and that is uncomfortable in the beginning for people who are not used to somebody sitting close to them and looking them dead in the eye and sharing and talking but that is the strategy I use to break the ice and let them know that I am approachable and I want in on their space because the reason I brought them to the interview was because I felt they had something to offer people that could help them live their lives better. That is what I want to pull out of it and bring out and most times that is something intimate or secret or deep and to get that deep I have to allow them to feel comfortable so I get in their space.

Ahmed Al Kiremli: You start with general questions at the beginning and then you go deep personally like that?

Deborah Robinson: Yes I start general if we have the time and that’s why I like long format shows, I like taking that time to get to the place of intimacy and if we don’t have to use the information at the beginning we don’t have to but the key is that I am taking the time to really get in there and get them to trust me throughout the process and then they open up and they start sharing and then when it’s time to ask that sensitive question or that intimate question I don’t hesitate to ask it, I ask it and they realize that I really want an answer and it’s not an aside question, it’s an intimate question and we need the answer because the intention of the interview is very important when I go and I try to tell them what my intention is, my intention is to use your story to use what is happened to you to cause others to be healed delivered set free to cause others to have a better life, what has happened to you, what you’ve gone through people can learn from it and if you will be open to sharing your realize that whatever that was that happened to you that you are here to share about can really help others and it will be worth it, it will show the what you went through was worth it for a reason when they realize that is my intention they are more open to share because we are trying to help other people not to embarrass them or to shame them but no more shame it’s about helping other people so they don’t have to go through the same thing.

Ahmed Al Kiremli: What is your focus is it like politics or religion our business, what area do you like the most?

Deborah Robinson: All of that I love all of it, I love politics and I think the key.

Ahmed Al Kiremli: Because it sells better or because you love it?

Deborah Robinson: I love politics but what I realized is that everything is spiritual and that is the key to me for me and that is where my interviews always end up because you can sit with a politician and you can talk surface and you will never get deep but the only way to get deep is to go personal integral spiritual and when you go into that space that is when people begin to share and open up so I love politics and I love when I can take a politician or political interview to a deeper place because all of us, I interviewed Neil Donald Walsh are you familiar with them? He has a trilogy of books called conversations with God and he made a point that was so perfect, he said we don’t have a political problem or an economic problem, we have a spiritual problem and we can get to the issues of the spirit and we can take care of everything else so if we can get to the issues of why we treat each other the way we do, the humanity of us all, if we can deal with those issues we can stop wars, we can s stop all of the political infighting because we all realize that we all want the same thing. We all want what is good for humanity and for our families and we can deal at that level that is when everything will become better but everybody is not level to deal on the spiritual level that we have a spiritual problem not an economic problem or political problem.

Ahmed Al Kiremli: And do you like more to record interviews or do you do like certain videos or reports for the news?

Deborah Robinson: I do a lot of stuff here where there are conventions that go on so I go and cover different conventions and then I take that and I use that on the ABC affiliate here in Las Vegas so I do a lot of lifestyle stuff because this is an entertainment type of city so that is the lifestyle stuff that I do for Las Vegas but the other interviews that I do right now I try to stay in the area of politics and religion because that is where I flourish and that is where like to be.

Ahmed Al Kiremli: No gambling?

Deborah Robinson: I don’t gamble.

Ahmed Al Kiremli: But you don’t cover the gambling stuff?

Deborah Robinson: Though I don’t, we were producing a show on addiction now that is a whole different thing if we can cover it from the addiction perspective and yes that is a story but just to cover a story about people going out to gamble that doesn’t have any significance to me unless we can get to why they are there gambling, how it has affected their lives and their families, we can get to the deeper issues of what it means when they come out here when they gamble or what you do here in Las Vegas because it stays here that is more important to me than just a gamble.

Ahmed Al Kiremli: When you create like a TV show based on interviews how many staff do you require for that and do you like to shoot it with audience over that audience?

Deborah Robinson: I like, my show was with an audience and now we are doing a live show with an audience but I like I find that when I am one-on-one with somebody and there is nobody else but the staff in their I get better interviews, I did a series in Nashville called at home with Deborah where I brought the guest to my home and those were the most intimate interviews, they were really able to talk about things that were intimate to them, that is more important than sometimes when you have an audience people place of the audience so you get a different feel, you always want to be up, when you have an audience you always want to be out you can literally go in and my interviews are always about going in so when I am able to record an interview one-on-one with someone and the only people in the room are the cameramen and us, that is a more rewarding thing to me than doing the audience because the audience you have to play to it and you just don’t go as deep as you want.

Ahmed Al Kiremli: You feel it’s less intense, so how many people, how many cameramen?

Deborah Robinson: Usually if we do a one-on-one like that we would have three cameras but you don’t have to have three camera people, that’s the interesting thing about shooting like that you can have two camera operators and three cameras, you want to make sure someone who is doing guest relations was literally just taking care of the guest because you want to feel the guests catered to and taken care of, it is always important that you have somebody and that is all they do, not someone who’s doing something else, the moment the guest is on the way this person is in contact with them, there on the phone with them and meet them at the door, they provide for them whatever they need, taking care of that person so you always want to make sure you have someone doing guest relations for you and that helps the guests to relax and feel good so you have two camera people at least and an overall production manager who is overseeing all of the production your camera people can also be in charge of helping the production, setting up the lights and doing all that because when you’re on a small shoot you don’t need that many people, two camera people and a production manager and then you always want to have producer, producer there and then the interviewer and you have somebody handling guest relations so it could be a very small staff.

Ahmed Al Kiremli: So 5 to 6?

Deborah Robinson: yes.

Ahmed Al Kiremli: How much does it cost per interview with the staff a much does it cost?

Deborah Robinson: If you break it down per interview we are probably at about five thousand dollars and interview and that is not if we are taking care of the guests, usually we don’t pay guests but there are things that you do for guests that increase your budget where you put them up and all that stuff if you have to put them up forget them a limo, things like that but increase your budget but overall you could do it at about five thousand dollars.

Ahmed Al Kiremli: Do you only focus off-line because it has more value however and less flexibility in terms of contacting the guest, have you tried doing some things online like what we’re doing now?

Deborah Robinson: That is my next frontier actually that is what I’m doing now, when I was with I like TV, we were in millions of households internationally, we had a central viewership of about forty million, that was quite a lot and then when I started doing local television in Nashville it went down to 1.5 to 3,000,000 people, that is not a lot but what is happening with today’s time is is changing, people don’t watch television the way they used to watch television, you will have a television show like the Oprah Winfrey show when it was in its prime it was only heading 5.6 or seven ratings Max, that is only seven million people, if you go online now you have people who barely know what they are doing and they getting seven million viewers so now everything is changing so television is not necessarily the place where it is best to be, it is about being in the space where you have international global possibilities and that is Internet access and that is where I am building the local show for Internet rather than television, television becomes much more expensive than Internet now and it works, Internet works better, everybody is watching television, watching their smart phones and you have individuals, people are doing who want the content that you have and that is how you get out to millions of viewers and that is how you capture them and eventually start to charge them and they begin to pay for it because you provided value they can get anywhere else, the key is that the Internet is catching up to television the way that it is financed, the Internet is the platform to be right now.

Ahmed Al Kiremli: But don’t you think like the Internet usually takes time and is not like when you have a show on the TV people wait for it and watch it at certain point one of his live or certain time while the Internet may be they get ten million but it takes time, so that will reduce maybe the profit that you make from the advertisers of the sponsors because usually they need a certain number of people at the same time and this is where you can make more money from the ads?

Deborah Robinson: It is a different platform, what’s happening is advertisers don’t know how to operate in the space just yet of the Internet because you have to wait a long time for you to actually get the viewers but you get so many more viewers and over time it works out so I think they are going to get it, it’s just going to be a matter of how to charge for it and having space, even the space like you to that is now paying producers that is a good space to be in as well.

Ahmed Al Kiremli: How to get featured in the media? What is the strategy that you recommend for the people who want to be featured in the media?

Deborah Robinson: The strategy is to have some relevant content, what is it that you want to be featured for and so say if you have a business, it doesn’t matter what the business does, you are now going to get a free feature by just having a business, what you need to do is connect your business with what is going on, what is trending right now, check and see what people are talking about online, check your news channel to see what are the stories, what are they doing stories on right now, if something big happens in the news see if you can find a way to connect to it, for example if you have, if something happens to somebody, say a new story covers this really cute story of a child losing their cat, as a company why don’t you go into that story by doing something for that child or by giving them another cat that you get news coverage from, something that connects you to the story so you can send out a press release and say that this is what we are doing and this is who we are, we are doing this because this was tragic and we want to make this person feel better, so do it from a genuine place but find a place for yourself within the story with things that are happening that are being covered in the news because that is what the news is covering right now, that means they already have a reporter on it, sometimes it’s really hard to take a reporter and put them on a new story but you are not covering because you are like okay well you have to pay for it, so the news director on the assignment desk is like well I’m going to put them on a story that we have been working on now for days because that story is already developing and it allows us to keep it going, for example it depends on what happens and this is how I’ve used the media to get coverage on the things that I’m working on, I was recently in Memphis where I was using my camera to record the police arresting somebody for drugs and when they saw me pull out my camera it looks like a professional camera but that didn’t matter, the police officer immediately told me to put my camera up but I know my First Amendment rights so I immediately told him Sir I’m site but I have the right to record you conducting business on public property and he didn’t like that but it’s not just as a journalist that I have that right, we have the First Amendment right of citizens so I continued to record and it escalated to the point of where they told me that if I continued that they were going to arrest me and I knew that they were violating my first and rights but at that moment I didn’t really want to go to jail so what I did was after I left there I started doing the research on the Memphis Police Department to see why, what is in their culture that they would think that it’s okay to treat people the way they treated me for no reason so in doing that research I found that it was a problem in that area and not only that, the police chief had already given out a memo to the police to say they have no right to stop people from recording so knowing that what I did was I released a press release into the Memphis media and share the experience, I gave them the video and literally my story led the news for three days, every station, I did Skype interviews and all of that, I didn’t have anything to sell the whole thing was trying to get people to understand that they are First Amendment rights, I simply knew my right to present to them the story, here is a story the police are at it again, we have rights and people need to understand their rights and here is a video to show that they were violating my First Amendment rights and we stayed in the news for three weeks, I was invited back to Memphis to work with an organization that is on the ground there trying to get better relations with the police department so it is about finding and realizing what is the story here, how can I put myself in the story to get the exposure that we need?

Ahmed Al Kiremli: You worked for Obama for America two thousand and twelve, what did you learn from that campaign?

Deborah Robinson: That was an interesting thing, I worked with the media office and I did press releases and wrote for the website and I handled the national press and Obama came to town but it was when we all had to get out on the street and see what running the campaign was really about, it was on the street that I realized that it was such a machine and organize machine, I learned lessons on how to organize, they were so organize were every neighborhood, whenever they put their precinct, that neighborhood that they canvassed, it was very strategic, one neighborhood did not go up on another neighborhood and I knew people from certain neighborhoods and I said I could go and help in the neighborhood and they said no you have to say in your neighborhood because we are counting and making sure that we can reach our goals here and let the people in that neighborhood reach that neighborhood, everything was so organized so I can definitely see how they were able to do how we were able to do what we did, of course we won Nevada and that was the key there and they were able to do it because the organization and it was very good organization.

Ahmed Al Kiremli: Do you have a service that you help your clients get featured in the media?

Deborah Robinson: No I don’t not at this time, I used to do more client work but right now I have quite a few projects that we are working on that don’t involve the client work but no I don’t, I don’t have a service I’m sorry.

Ahmed Al Kiremli: What are the steps that like so many now people on the Internet are having their Internet shows, how can they take those shows to the TV? What should they do? Do you see just that they keep it on the Internet?

Deborah Robinson: I do see just they keep it on the Internet, it’s the future of television, I go to conferences, broadcasting conferences and we used to call the Internet the computer a second screen but that is so changing, the computer is no longer second screen it is the first screen and it is that individual attention so television is changing, the big boys are really struggling to figure out how to save themselves because people are not watching the tube the way they used to, of course you have televisions that with the Internet on them because they are trying to keep that relevant but that still means they are not watching cable and television the way they used to so I suggest if you stay where you are, build your brand and build your following and build your people and get yourself into the millions and millions of hits in likes and followers and then if you choose to go into television that is how you will be able to make the transition because what televisions don’t want to do is they don’t want to make you, they are not going to make you as a brand, they are picking up people who already have followings, that is the same we get your book published, you have to have your own following, already so when you build that, build that online, get people loving what you do, they like your brand, they are there with you, they are watching you and then you can go to a television station and you can say listen, I have twelve million hits on my YouTube channel a month, that means something to them, that means that you can bring those people with you on a national level so that is the key, stay where you are, grow it where you are, because the television channels are only looking for people who are proven, while ready have a message, it is hard for them to make you, they are not going to make an brand you they are going to pick you up or you are and they are looking for people who already have a following bring that following with them.

Ahmed Al Kiremli: Do you think that TV is going to be all on demand like people just selects, there is nothing like all the time and broadcasting you just select like what you want on YouTube or video?

Deborah Robinson: It is probably going to go that way, I’m not sure how long it is going to take but it is really hard, people are not sitting down at 8 o’clock to watch a show anymore, they are watching an online and the networks see that because they are now offering their programs only to their subscribers, only if you have certain cable providers, you can watch their content online, they are offering an online now because they realize that people are not watching television the same way anymore, it is an industry that is trying to save itself and it is going to be hard to do that because things are changing rapidly.

Ahmed Al Kiremli: Are you with the free model of providing the content for free and then finding sponsors to make money from it or are you with the membership model which is like you are charging with no advertisement like a monthly fee?

Deborah Robinson: I am with sponsors, I would love to the on the other side but it is hard because there is so much content out there that people can get for free so it is hard to make them pay for your content because they can get it free, even everybody that you interview, they can go online, Google that person and find a lot of free information on that person so it is really hard to get people to pay individually for content especially online so there was a transition that was made that I’m really impressed with, so gosh what is his name? I just forgot his name [editor’s note: she is talking about Glenn Beck], he went from cable television and now he has the blaze, he went from cable television to a subscription television channel, she launched with millions of subscriptions, subscribers at twenty dollars a month, that was major what he did, and I’ve been watching him and seeing how is progressing, he literally built a full studio and everything when he was fired from Fox that he was with, he then went and created police TV and with blaze TV now it’s a subscription and he has his own studio and he is making it work because what he talks about, people aren’t getting anywhere else because he is very out there, very right wing, he has content that they can’t get anywhere else and they are willing to pay to listen to so he is creating not just his own content, he is creating other people that he also brings forward but he managed to do it and that was a good thing.

Ahmed Al Kiremli: You authored a certain number of books, tell us more about it and are you self-publishing or publishing and you are also in the process of writing two books tell us about it?

Deborah Robinson: Yes, there are so many people who want to write and they are like I want to read a book and can I find an agent and how do I find an agent and they’ve written a book and they can’t find an agent so the book is just sitting there, times have so changed, it is amazing how times have changed, you do not need, you do not have to have an agent anymore, you don’t have to have an major publisher, the key is to get your stuff out there because major publishers are looking for proven people and proven work so if you do self published, that means that you can now begin to sell your book and make money and show a larger publisher that you can do it, of course there is a benefit to having a larger publisher, that publisher put some money behind your project and they put money behind it and that can mean the difference between New York Times bestseller and sitting on your desk so that is important but you also have to realize what comes with the major publisher, a major publisher all they are really doing is giving you a loan, they are giving you a loan for your book, they give you in advance of fifty thousand dollars or hundred thousand dollars and then they spend the rest of the money on marketing and all of that and they spend that money so that when money starts to be made from your book the first people paid back is your publishing company, they recoup all of those benefits so you may never see any more money because they may never make a million dollars from your book but you got your upfront advance and that was good so basically it is really all of your money because the only money being made is what you’re using but they are advancing it to you so that is good there is value in that and large publishing companies also know the game a publishing they can get your book in major bookstores so there are definitely benefits.

Ahmed Al Kiremli: For credibility, yes.

Deborah Robinson: Lots of benefits but if you are just sitting waiting on an agent, I suggest that you self publish, there are so many programs out here that will allow you to do it and do it with ease, all of my books, I call them self published but I own the publishing company and we also publish additional things as well, it started with me doing my own book and remember I am in the media so media is what I do and I just realized that I wanted to write a book and it wasn’t necessary for me to find to sit and wait and sit on the book and wait on the publisher to pick it up, I self publish the book and I remember even to this day I remember what it felt like to have that first-person online buy my book, it was amazing to have that feeling, so just get out here and self publish, my first book was called journey to purpose, I published it since then, I have a second edition out now, you can get them, and then from there I started ghostwriting, I ghost wrote another book and we also publish that book, so from there I have five books that I’ve done and I currently ghostwrite another book and I’m still working on to others that are in the making and both of them actually started out as ghostwriting projects but now I am slowly writing the myself.

Ahmed Al Kiremli: How much do you charge for ghostwriting?

Deborah Robinson: It depends on what I have to do, if the person comes to the table and they really are a writer and they know what they are doing and all I’m doing is taking their information and putting it in story form and giving it and then publishing it or giving it to them that is a lesser price, we might be at about ten thousand dollars for that price and then I also share in the copyright because that is still my intellectual property so I share copyright but if the author really doesn’t know how to write a book and all they are doing is I’m doing the interview and telling their story and I’m really pulling the story together at that process it is up to fifty or sixty thousand it depends on how much involvement I need to give to the project and how much that person’s bring to the table.

Ahmed Al Kiremli: How do you rate efficiently ?

Deborah Robinson: well, I start with research, I found that if I have enough information on topic that I can write, when I get writer’s block it’s when I don’t have enough information, if I get enough information I can write and make it flow and make it we from one place to another, you just make sure that you have your points and then you segue them and we’ve been together, it’s actually pretty easy for me to write but I also know that for me to write I totally have to totally do nothing but that so that is why I have books that I’m working on because until I am able to sit and spend the time with that project that is the key, I have to keep rolling in really right effectively and tell the story correctly I have to fully be working on that.

Ahmed Al Kiremli: How is your daily routine in terms of work and life?

Deborah Robinson: Because I am single with no children I literally work when I’m not asleep that is all I do and I actually love it, it is not something, it’s not work to me, it’s my calling and what I’m feeling like I’m put on this earth to do, I don’t find lots of pleasure or passion or excitement doing anything else, outside of the media right now I am working with different companies to do raise money for their project the way we raise money for the show so I have one of those projects where we do morning calls, we are on the twenty-seventh day-to-day out of forty days, two calls a day at 5 AM and 4 PM, for the last twenty-eight days I do that call at 5 AM and then I’m on it again at four so I am doing that sort of schedule, that means that I need to get to sleep early, usually I’m a night person, I’m creative overnight, my days are usually spent dealing with finances and then at night I get creative, I write, I plan, I do all of that but every night, never fail I make a list of the things I need to do the next day, that is my thing that keeps me on track is the night before while I am creative, while I am thinking of all the things I need to do, I make that list and the next day I don’t really have to think about I just need to do it.

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

Deborah Robinson: If I could work out more, I used to be a cheerleader and a gymnast, I also taught as an instructor, and so I was used to being active because it was what I did but now being that I am not doing any of those things it is really hard for me to stay active so I really need to be disciplined and create the habit of working out and being more active physically everyday.

Ahmed Al Kiremli: Who is your number one mentor?

Deborah Robinson: My number one mentor is a guy that is unknown, he actually was my first investor for my show in Nashville and since then he has, he is a quiet soul who doesn’t say much but every day he reminds me of what is important, the scramble that I’m in is important for me to take care of myself and relax and enjoy the journey so he gives me the spiritual grounding to keep going so that is personal to me and he is definitely a mentor on my every day, the things that I do every day, I have to slow down sometimes and just listen and it is not always pleasant to listen because he lives his life the way he is telling me to live it and that is with no worries and no stress, he literally has mastered that and to see somebody with that much come I’m like will that is not my life and he is saying it doesn’t matter that is not your life what matters is that it matters that you come yourself, that you take care of the spiritual things of life so he is my mentor.

Ahmed Al Kiremli: But investors in the media, do people specialize, is there a special group that invests in the media?

Deborah Robinson: You would probably need to find somebody who knows and who is into entertainment, it is hard for the traditional investor to understand what media does what is all about how we make money how we can make money, it is hard for them to see that because most traditional investors are used to investing in the brick and mortar, here is the building, we know that when we sell 10 cups of coffee we know how much we make, we know our profit margin which is quite different from media work, it is a little bit harder for them to see so you need to find people who are open and can understand and know media and entertainment is good, those people who invest entertainment a really good for media.

Ahmed Al Kiremli: Top three apps that use on your phone?

Deborah Robinson: The top three apps on my phone – I tried to remember that, of course you have Gmail, did I make some notes on that? Gosh, the absent my phone, I don’t even remember what I use on my phone every day, I don’t know, I just use email, I don’t use a whole lot of the stuff on my phone every day.

Ahmed Al Kiremli: I just asked to see maybe from a media perspective if you have absent you prefer.

Deborah Robinson: Let me see what do I have my phone? That is interesting, I’m looking here, I don’t know, that is interesting.

Ahmed Al Kiremli: Top three favorite books?

Deborah Robinson: I will have to go with the trilogy I talked about earlier from Neil Donald Walsh, conversations with God changed my life and the way I look at everything around me basically I would say those are my top three books.

Ahmed Al Kiremli: All right, what makes you really happy?

Deborah Robinson: Doing what I do, the media work, when I started researching it and really digging into something to find out what really happened what is truly behind it I am in bliss, I could do a twenty-four hours a day without even eating, that is what I love and that is when I know that is part of my DNA what I’m here to do so that really makes me happy and there is literally nothing else that makes me as happy as just doing my media work, being able to do the research and to find out things and discover things and share those things with the world.

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

Deborah Robinson: Top three, Bill Clinton, Celine Dion, I know these are probably not typical and Michael Jordan. As a my top three, Michael Jordan because every time it matters when he is up against the wall and has to score point he does, he brings it forward, he performs every time and that is what is so inspiring to me to see somebody who never fails who has so much discipline that they have worked their way to a place of perfection that when there is one second left on the clock he knows and everybody knows if you get Michael Jordan the ball that he is going to hit it, that is the kind of confidence that I admire and I know he worked to get there so that is why he inspires me.

Ahmed Al Kiremli: Why Bill Clinton and not Obama?

Deborah Robinson: Bill Clinton of course I’m inspired by Obama but Bill Clinton because he has such stick to-itness, is that a word? When Bill Clinton said I did not have sexual relationships with that woman, and then the next day he had the common face the public, he had to realize that he lied, for somebody to every day, this is why I am inspired by him, because it doesn’t matter, he stands in front of you every day he shows up, and there are so many times when things happen to us that we are embarrassed by or ashamed of we want to go and hide in the closet and never come out again, but Bill Clinton stands strong the matter what he has gone through, he continues to simply stand in himself and not be ashamed of it, that is admirable to be, I want to grow that kind of skin that no matter what people say about me I can stand and face everybody the next day, that is what impresses me about him.

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

Deborah Robinson: People can contact me, through and see, my media management company and our number is 800-949-7935, 800-949-7935.

Ahmed Al Kiremli: Thank you so much Deborah, this is I think the longest interview or the second-longest interview that I have ever done on the show.

Deborah Robinson: I’m so sorry am pretty talkative.

Ahmed Al Kiremli: Because the information is very interesting that is why, like I really that is why we were on that time. Thank you so much.

Deborah Robinson: Thank you so very much for having me.

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

Word Count: 13699

Direct download: BeEfficientTV_Deborah-Robinson.mp3
Category:Technology -- posted at: 6:13pm +04