The Next Step in Cloud Computing - Humans

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Thomas Koulopoulos, author of Cloud Surfing: A New Way to Think About Risk, Innovation, Scale and Success (Social Century) was my guest on the podcast, The Next Step in Cloud Computing–Humans. Tom is …

Thomas Koulopoulos, author of Cloud Surfing: A New Way to Think About Risk, Innovation, Scale and Success (Social Century) was my guest on the podcast, The Next Step in Cloud Computing–Humans. Tom is the author of eight books and founder of Delphi Group, a 20-year-old Boston-based think tank, which was named one of the fastest growing private companies in the US by Inc. Magazine. Delphi provides advice on innovation practices and methods to Global 2000 organizations and government agencies.

This is a transcription of the podcast.

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  • 1. Business901 Podcast TranscriptionImplementing Lean Marketing Systems The Next Step in Cloud Computing –Humans Guest was Thomas Koulopoulos Related Podcast: The Next Step in Cloud Computing–Humans The Next Step in Cloud Computing–Humans Copyright Business901
  • 2. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Cloud Surfing is the groundbreaking book that will explain how to access the full value of the Cloud. Author, Thomas Koulopoulos is the founder and president of Delphi Group, a Boston-based think tank providing thought leadership to global organizations on the intersection of business and technology for over 20 years. The Delphi Group was founded to provide aresource for organizations that offers depth in understanding keytechnology markets, access to the largest community of buyersand suppliers of these technologies, and objectivity andcommitment to developing a knowledgeable team.Koulopoulos has provided advice to over 2,000 organizations,including Intel, Microsoft, and Cisco. He also introduced industryconcepts, frameworks, and vernacular which are widely usedtoday in describing the impact of technology on business -cloudsurfing, single point of access, touch points, corporate IQ, andsmartsourcing. The author of eight previous books, includingTHE INNOVATION ZONE and SMARTSOURCING,Koulopoulos is a recognized authority on the implications oftechnology and business trends, and has been named one ofthe industrys most influential information managementconsultants by Information Week magazine. The Next Step in Cloud Computing–Humans Copyright Business901
  • 3. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Transcription of PodcastJoe Dager: Welcome, everyone. This is Joe Dager, the host ofthe Business901 podcast. With me today is Thomas Koulopoulos.Tom is an expert on the intersection of business and technologyand is uniquely qualified to explain the cloud to us. He has justauthored a recent book, "Cloud Surfing," which is a new way tothink about risk, innovation, scale and success.Tom, I would like to start off the conversation here with maybeyou defining what the cloud is.Thomas Koulopoulos: Its a great place to start, Joe. Thanksfor having me on your podcast, first of all. Theres so much talkabout the cloud that the first thing we want to think about whenwe think about the cloud is technology. I want to shift that focusa little bit.Lets look at the cloud as a means to become connected in a waythat we never have been able to before. This goes well beyondthe connectivity that we have today on the Internet. I call it beinghyper-connected.Just to give you an idea, the analogy that I often give people isthat the cloud is to the Internet what intelligent life is to theprimordial soup of biology. We believe that through evolution weevolved from these single cell organisms. They werentconnected. They just bounced off of each other. Think ofamoebas with no real intelligence. From that primordial soup, wecreated this wonderful thing called consciousness andintelligence.That is as dramatic as the leap from the Internet to the cloud, ahyper-connected world where we will change our behaviors inways that we are just beginning today to appreciate. Thats thebest way to look at the cloud, a new form of behaviors for how The Next Step in Cloud Computing–Humans Copyright Business901
  • 4. Business901 Podcast TranscriptionImplementing Lean Marketing Systemswe live, work and play as opposed to just a bunch of applicationsand technologies that are scattered about the globe.Joe: Theres got to be some hardware. I mean, its just not ahard drive up in the sky, right?Tom: No. Thats a great way to think about it, a hard drive up inthe sky. A lot of folks, when they think of the cloud, think of whatwe call in the information technology industry, "data centers,"these large monolithic warehouses of computers and storagedevices. By the way, theyre so big, Joe, that most of these haveto be located near a power source, like a local hydroelectric plantbecause they draw so much power.Thats the infrastructure of a cloud. By infrastructure, I mean allthe computers that allow us to create these connections, to storethis data. When Apple talks about its iCloud, its taking what youwould otherwise have on your local hard disk on your laptop oryour desktop and putting it somewhere where its accessible toyou no matter where you are.You dont have to worry about, "Gee, did I bring my laptop withme? Does my iPad have the files and the contacts that I need?"All of this exists in the place where its accessible no matterwhere you happen to be.Thats a really important part of the cloud, but its just the thinveneer of what were today experiencing. As the cloud begins tomature, it wont just be this, as you put it, this large hard disk inthe sky. Itll be access to other people and to resources in amoments notice. No matter where you are, in your car, onvacation, at home, in the office...Youll have access to the sameexact resources without regard to location.That means that you can get things done just about anywhere,based on the immediacy of your need. Thats a whole different The Next Step in Cloud Computing–Humans Copyright Business901
  • 5. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsway to look at how we use computers, certainly, but also a wholedifferent way to look at how we live our lives.Joe: Most people, especially small business people, when theylook at the cloud, the big concern to them is risk and security.Tom: Of course, of course.Joe: How does the cloud address that recently? Where are wemoving with that? Has that been solved? Is it just as comfortableto have it out there somewhere as it is on your own server?Tom: Well, the first thing that we should talk about, because itsreally important, is the perception around security. Lets writethat down. One of the concerns people have is, when myinformation moves from my local hard disk, or from my localserver thats housed somewhere where I can lock it up, whetherit be in my home or in my office or in some facility, there is thissense that only I control access to it. Thats just not true. AsIf you look at whats happened recently with the alleged hackingof Iranian nuclear power facilities that are generating potentiallymaterial for nuclear weapons, those were devices that were nothooked up to the Internet, by the way. Yet, supposedly, now wedont know this for a fact. From what weve been told, the USgovernment was able to hack into those machines and createsome enormous damage to the centrifuges that actually createthe nuclear material.All this, without anyone being aware it was happening until thecentrifuges spun out of control. We have this sense that, justbecause we have locked it up, its not on the Internet, its notattached to the cloud, its safe. Thats just not the case. Anysystem can be hacked. Security is a fundamental challenge in anycomputer-based system. The Next Step in Cloud Computing–Humans Copyright Business901
  • 6. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIll give you another example. At Los Angeles InternationalAirport, which I often fly in and out of, in a single week there areover 1,000 laptops that are lost, stolen or misplaced. Thats anastronomical number. I cant get my mind around that, over1000. Its actually 1200 at last count. Wheres the security there?There is none.As we move to the cloud, we actually create a high level ofsecurity and heres why. This is the part that most folks dontoften understand. The reason the cloud has the potential to bemore secure is because the cloud is constantly on the offensive,constantly looking for patterns and trends that indicate thatsomeone is hacking it or attempting to hack it.Youve got a tremendous ability, because of the resources beingapplied to the cloud, to be much more protective and much morediligent around intruders and possible corruption of data than youever would on your personal computer or, as a small business,what you would be able to bring to bear on that problem wouldbe so small in comparison.Half of all small businesses dont even back up their local harddrives. Again, wheres the security? If the hard drive crashes or aserver crashes, wheres that information? Half of all businessesdont even back up what they have today. Weve got to be verycareful here because we cant hold the cloud to some arbitrary100 percent secure standard, because that standard does notexist.What does exist in the cloud that is a much more sophisticatedability to constantly be on the watch for security threats. That tome, is what we should be talking about. How do we invest in thatsecurity in such a way that all of us, small businesses,individuals, large businesses, and nations have the ability toprotect what needs to be protected? That only happens through a The Next Step in Cloud Computing–Humans Copyright Business901
  • 7. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsconcerted, coordinated effort, which is what you have in thecloud.Joe: One other thing that Id like to ask your advice on then,servers crash. We know that. Technology fails. Weve all beenthere. What happens about your cloud? How do you pick a cloudprovider? Companies go bankrupt. They go out of business. Theyget purchased and shared. How will I go about saying, "OK, I willbuy into this, my stuff will go on the cloud." How do I know whoto pick?Tom: Well, you talk about small businesses. Lets pick a smallbusinessperson, first of all, and look at their options. One of thethings that I think is really important to understand today, and Italk about this a lot in the book, is that there are different waysthat you can mitigate risk.One element of risk is what you just talked about. What if mycloud provider gets sold, or what if they go bankrupt, or they gounder, what happens to all of that information? The simpleanswer to that is that by and large, what happens to thosecompanies is no different than what happened with manysoftware companies as they went under.You would migrate to the next generation of software. You can dothe same with your information in the cloud. Those companiesthat cannot survive for whatever reason arent able to be aroundfor the long term, that data wont just disappear. It will move tosome other provider. Their assets will be bought. There will besome value in that company that will certainly make the pathforward possible for you, if you buy into their approach.The other thing that were missing here is that, as you invest in acloud provider, its not just capturing your data, or housing yourapplications that youre investing in. Youre also investing in theability to use best practices. A good cloud provider is going tohelp you to not just back or implement your infrastructure and The Next Step in Cloud Computing–Humans Copyright Business901
  • 8. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsmake more efficient use of it, but theyll probably provide youwith applications that you otherwise wouldnt even be able toafford to buy as a small business.All of that begins to offset the risk. Does the risk ever go awaycompletely? Of course it doesnt. There is always some risk in anytransaction that a business is going to engage in. The point ishow do you minimize that risk?I would counsel folks to go with larger cloud providers. I thinkgoing with a provider such as Amazon is a very safe bet today. Ithink Google is a very safe bet as well. Microsoft, IBM, all ofthese, Dell, are all playing in the cloud, Oracle. There are a lot oflarge providers, Salesforce.com, that you can bet on. Theyrerelatively safe bets.Its like investing in US Treasuries. Does the risk ever completelygo away? Of course not, is there a likelihood the US governmentcould go bankrupt? Of course there is. Is it a high likelihood? Therest of the world doesnt seem to think so. There are always risksin every transaction.The point is how do you minimize that risk? You do that byworking with more established players. The good news is that thecosts here dont vary widely from smaller to more establishedplayers, because the economies of scale that folks like Amazoncan realize. There are a lot of safe bets to be made.The real benefit to the small businessperson is that they can nowbegin to do things, to experiment, to use applications andtechnology that otherwise they simply would not be able toafford. As a result, they can compete with much largerorganizations but they can also innovate so much faster. Theycan put a business model in place overnight. Try it. If it works,great. If it doesnt, OK, we failed. Lets move on to the nextbusiness model. The Next Step in Cloud Computing–Humans Copyright Business901
  • 9. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsThat right there is the real essence of a growing economy. Themore we experiment, the more we can take risks, the greater theappetite for that and the lower the overall financial risk, which iswhat the cloud presents us with, is a lower overall financial risk,the more likely we are to experiment. That creates a greateconomy. That, to me, is really the value proposition of the cloud.Short answer, risk doesnt go away. Its always there. Make somesafe bets but focus on the value. With the cloud, you canexperiment more and you can innovate more.Joe: I dont really have to back up my cloud, because theyrealready doing it. If Im with a known provider, I can pretty muchassume that I will always be able to get my data.Tom: The amount of redundancy is incredible, Joe. If you gowith an Amazon, for example, as your cloud provider, or aSalesForce, the amount the amount of redundancy that they havebaked into their architecture is incredible. Your data is infinitelysafer than it is on your local infrastructure. Thats the bottom lineand thats what we have to look at.Im better off using iCloud than using my laptop because Immuch more likely to lose my laptop, to have that hard disk crash,to forget to back it up. That, to me, is really where the focusshould be, yes.Joe: Or, leave it at an airport.Tom: Or leave it at an airport. Can you imagine the 1200laptops? People just leave these things behind. They get on aplane, they get to a destination and they realize, oops, wait aminute, when they open up their backpack, what happened to mylaptop?Joe: Thats what I always do when I get off an airplane or dowhatever. I do three checks. I hit my wallet with one hand. I hit The Next Step in Cloud Computing–Humans Copyright Business901
  • 10. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsmy phone on the side to see if its still there and I stick my handin to see if my tablet or my notebooks in my briefcase. Then Istand up.Tom: Absolutely. I do the same thing. When I go through TSAsecurity, my eyes never leave that bin that my laptop is in. Iguess Im somewhat of an exception from that standpoint.Joe: Well, lets get to the fun stuff now. Lets talk about thecloud itself and what a lot of your book centered upon. Becauseyou named six components of the cloud that I dont thinkeverybody thinks about all the time. The first one you started outwith is truth in the cloud. What do you mean by truth in thecloud?Tom: Look, part of what we struggle with when we talk aboutthe cloud is this whole issue of identity. How do you know that Iam really who I say I am, whether Im a business, or whether Iman individual?Today theres not much in the way of identity verification. Thereare certainly companies like reputation.com, which I talk about inthe book, which are making great efforts to help you protect youidentity.What doesnt exist is this concept of a digital locker. Part of whatwill have to develop as the cloud evolves, and as ourunderstanding and our use of it evolves, is this notion of how dowe absolutely verify that a business or person is who they saythey are? Thats this notion of truth in the cloud, making surethat we can conduct transactions freely without friction, withoutconcern, without overwhelming fear as a result of that.If you go to Facebook, a lot of celebrities already are doing this,or if you go to Twitter. Theres verification that they are who theysay they are. But we all need that, not just celebrities. Look, Ivalue my finances and my business as much as Brad Pitt does. The Next Step in Cloud Computing–Humans Copyright Business901
  • 11. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsIm not a celebrity, but its still pretty darn important to me. Iwant to make sure that I protect that identity and that othersknow that it really is me who they transacting with.Joe: You bring up a point there that I thought was really one ofthe interesting parts of the book, is that digital locker. Youresaying that digital locker goes with you, and that reputationcontinues with you forever. The cloud makes you verytransparent, right?Tom: Right. You said something which is very interesting. Thecloud certainly has an element of transparency. That identitygoes with me everywhere.But that identity exists even after Im long gone. The results are,if I got hit by the proverbial bus today, my Facebook page wouldstill be up and alive. My Twitter handle, all my social networks, allof this would still be in place. Now, we can laugh and chuckle andthat and say, oh, thats a quirk of where we are right now.But hold on a second. This stuff has value. My heirs want toleverage that value. My children want to leverage it. Is theresome mechanism by which they can? The answer is today thereisnt. This notion of transparency goes far beyond what we todaythink of, when we think of transparency. It really has apermanence to it that goes well beyond most of whatweve...those of us whove grown up without this technologyaround us since we were very young, dont have a good sensefor.But these kids? These kids understand that permanence. Theyknow that their Facebook page will be a digital history of whothey are for many, many years to come. As a result, it allows usto understand each other in a very intimate fashion and thats adifferent way to look at the world. The Next Step in Cloud Computing–Humans Copyright Business901
  • 12. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsNow, you and I might say, "Well, thats a threat. If you go for ajob interview twenty years down the road, your boss will be ableto see your Facebook history." Well, hold on a second. Your bosswill have a Facebook history, as well. It levels the playing field,right?Were thinking about it in antiquated terms. The reality is thatthat transparency has value. It allows me to find people that havethe same kind of intellectual DNA, the same interests that I do.That might mean greater levels of innovation if I collaborate withpeople that are more like me.Theres a company called connectmyDNA.com. Theyll actually goone step further with this. Theyll actually take your DNA theyllanalyze 70 percent of it, and theyll match you up with peoplewho have similar DNAs. Now, Im not entirely sure that works.But again, Im not entirely sure it doesnt either.There will be all kinds of new ways that well collaborate in theCloud around this notion of digital identity that will maketransparency much more than just a threat. I think itll make it atremendous platform for a collaboration and innovation.Joe: I like the way you even the playing field because your bosshas a Facebook page, too. One of my questions was going to be,theres no way to expunge your record when you get throughcollege, right? Its still there.Tom: Not yet. But its interesting. I think we have to catchourselves. If you listen to what you just said, theres no way toexpunge your record. You and I think about expunging it,cleaning it, sanitizing it. These kids dont. These millenials,theyre not concerned about expunging their record. They reallywant those flaws to come out, because they believe that byshowing their true person, their true nature, there will be abenefit in that. The Next Step in Cloud Computing–Humans Copyright Business901
  • 13. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsThere will be some social benefit. Theyre not entirely sure whatthat benefit is. Ill give them that. Theyre experimenting withoutknowing the results of the experiment. But maybe were creatinga platform here that will help us solve problems that we haventyet encountered. In many ways were building a capability inmankind to deal with enormous problems that we have yet tocome across.I think thats an important part of what were doing with theCloud. Were creating an intelligence. Thats what I call it, anintelligence. An intelligence thats going to help us cope withsome very big, complex problems that can only be solved throughintense, hyper-connected collaboration.Joe: The other part of that digital locker concept is theres beena lot of talk lately that were moving to an area that were goingto have control of our own records and who we allow into "ourdigital locker." Is that possible with the Cloud?Tom: Its not possible. Ill give you some examples here. If youthink of contemporary poster children for this, whether it beFacebook, or Google, or Twitter; Im out there but I cant protectthe value thats being gained from my behavior. Google reallyowns my behaviors, and they sell it to advertisers. Facebook doesthe same thing.Boy, you know what? If my behavior is that valuable, Id like alittle piece of that. Maybe not a whole lot, but a bit of it. If ImJustin Bieber, I can get that piece back by getting paid on folkswho advertise as a result of coming to my site, or doing querieson me.Theres value in all of our behaviors. I think owning my digitalidentity allows me to capture some of that value. Thats a greatmotivator, too, because my sense is that part of what thesemillenials will end up doing is renegotiating this social contract The Next Step in Cloud Computing–Humans Copyright Business901
  • 14. Business901 Podcast TranscriptionImplementing Lean Marketing Systemswith the providers, the Googles and the Facebooks of the world,the Amazons.And say, "Hey look, if youre going to use who I am to yourbenefit, then I should have some ownership stake in that. Ishould get some value back from that."Thats not something that today weve been able to do very well.Google is ultimately selling the greatest asset in the whole world,which is you and me. If thats that big of an asset, they shouldhave to pay something for it. They shouldnt get that for free.Joe: Is that what Im giving up by going to the Cloud?Tom: Absolutely. Today were giving it all up. Theres awonderful site called realage.com. I stumbled across it somemonths ago while I was writing the book. I preach this stuff. I liveit. I try as hard as I can to maintain an open objective outlookabout what the Cloud is, and how I interact with it.With realage.com, I found myself over the course of 15 to 20minutes giving it my entire medical history. Id never been to thesite before. I was telling it the prescription drugs that I take, mybehaviors, how healthy I am. Ultimately, it finally dawned on me.This site now knows more about me than my Primary CarePhysician does.Is that a smart thing? Should I be giving up this information to asite that Ive never visited before? Of course, at that point, Istopped. It stopped me dead in my tracks. I think we all aregiving this up without even knowing that were giving it up. Itsvaluable and its also, of course, in todays Cloud a bit of a threat.Because its not clear what might happen to that.LinkedIn recently had a huge breach where many tens ofthousands of passwords were compromised. A lot of these sites The Next Step in Cloud Computing–Humans Copyright Business901
  • 15. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsthat I think are very, very secure are certainly subject in todaysmodel of the Cloud to some risk and to some threat.It just means that we have to be careful and we have to bediligent. I think we will evolve out of that. We always, when weapproach new technology, always stumble at first and take a littlebit of the anxiety away by becoming more sophisticated in howwe deploy the technology.The Cloud is no different. Its going to require some time until wefigure all this out. But again, thats just focusing on the cost andthe risk. Its not focusing on the value. It might very well be thatwhen I combine realage.com with connectmyDNA.com, it mighttell me to modify my lifestyle in ways that Id never considered.That could have huge value to me as an individual. Youve got tolook at both sides of that equation before we pass judgment.Joe: Its funny that we started talking about the sixcharacteristics of the Cloud and we just never really evenmentioned them in the last 10 - 15 minutes, because theres somuch to talk about the Cloud.Tom: There is. Thats what happened with the book. I beganwriting a book that I was convinced would not be more than10,000 to 20,000 words and I ended up with 70,000 wordsbecause I became so fascinated with the topic. Began to realizehow rich this is. Its social. Its political. Its economic. Itscommerce. Its education. All of these things are impacted by theCloud.Joe: There are six characteristics and Im going to name them.OK? Its truth, innovation, commerce, reputation, learning andcommunity.Another one of these subjects before time gets away from us thatI want to touch upon, is the learning. I think that learning in theCloud is really...I going to have access to, lets say, the greatest The Next Step in Cloud Computing–Humans Copyright Business901
  • 16. Business901 Podcast TranscriptionImplementing Lean Marketing Systemsprofessor in the world on a certain subject soon. If I dontalready.The interesting thing I find about that is that e-Learning, nowthat Harvards putting their label on it, lets say, or MIT is puttingtheir label on it, all at one theres legitimacy to e-Learning. Isthat really going to affect learning? Is something like that goingto happen? Is that going to hurt us because were not going toget such a disparity of opinion about a certain subject?Tom: Learning has always been primarily about the intent andthe sincerity of the learner, of the student. The more sincere, themore intensely that person wants to learn, the better the learningexperience will be.It has been secondarily about the place where the learningoccurs. I think you can take any institution, from a Harvard, toyour local Community College and say, look, those students aretruly motivated to want to learn, will end up learning, and willmake use of that education in the best possible way.We tend to apply that just to institutions of learning as weveknown them up until now. Weve got seven billion people on theplanet. Lets say a billion of them are too young to be in any formof learning. Yet were educating, in the true sense of the word,perhaps two billion of the remaining six.Thats four billion people that still are in some very rudimentary,primitive stage of learning, because they dont have access. Theydont have the financial resources. Its not affordable for them.They have a local school system or local opportunities foreducation that are far less enriching and sophisticated than whatmight be provided by some of the more prestigious institutions oflearning.What happens if we take that model and we blow it wide open?We say, and look we dont have to do this, its already been done. The Next Step in Cloud Computing–Humans Copyright Business901
  • 17. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsHarvard, MIT, Stanford, take your curriculum, make it availableto anyone who wants it. Dont give them a degree, just make itavailable to anyone who wants it.I can guarantee you, Joe, theres a few billion people on the faceof the planet that would be incredibly motivated to better theirposition and their stature in life financially, economically, in anyway that you want to measure it, as a result of having access tothose core courses and to those materials.Thats whats going to happen, Joe. We will find, I think, over thenext 10 to 20 years, a tremendous expansion of the number ofpeople who are able to access learning and who are able toleverage it. That creates value for us as a planet, as a globalcommunity. Im excited about that. I think that is the single,most exciting aspect of the Cloud that I can even begin tocontemplate.Joe: When we look at innovation but it seems so often that theguy that left Harvard, or the Bill Gates, the Steve Jobs, thepeople that didnt finish school, they learned what they wantedand had the idea, and moved on. We spread that across millionsnow to be able to gather that learning.Tom: Thats exactly right. I was coincidentally just talking withsomeone a few days ago. A very bright young lady was in hersecond year at Harvard and decided, "You know what? I havenothing left to learn. Im not motivated anymore." Now, herparents werent very happy about this when she first told them.But she went out and started three business. One business whichis making huge inroads in the child sex trade, and is helpingmake that a more visible problem, and helping to solve thatproblem. One business that, by the way, is meant to develop awhole new type of University for entrepreneurs. The Next Step in Cloud Computing–Humans Copyright Business901
  • 18. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsThere are people who sufficiently motivated can do incrediblethings. They need some basic access to education, K-12 as wellas higher learning. Once they have that access, you know what,the world is going to be a vastly different place, and vastlydifferent for the better.That, to me, is a future that I am very optimistic about. Andfrankly, hope I live long enough to inhabit. At the rate things aregoing, I think you and I will see the impact of that and the impactwill be profound.Joe: Who is your book meant for? I mean, whos going to pick itup and read it?Tom: Its not meant for the technologist. Its not a book abouttechnology. I think when folks see the Cloud, the first thing theythink about is, "Oh, its a technology book." Its not. Its a bookabout behavior.Its for the businessperson who wants to understand how theycan better leverage these new behaviors in the Cloud. Its for usas individuals, who will need to, in very little ways, be able to surfthis tsunami of connections.Thats why I call it cloud surfing. In many ways, whether we likeit not, weve got to grab that surfboard and learn how to ride thatwave. Otherwise, were going to be swamped by it.Its for any individual, not the technical person, any individualwho really wants to understand this new way of working, of livingand playing. How they can leverage it to their benefit to create abetter life, a better organization, and ultimately to create a betterworld.Joe: Tell me a little bit about what you do outside of authoring afew books. The Next Step in Cloud Computing–Humans Copyright Business901
  • 19. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsTom: This is my ninth book. I love to write. Its a bit of mypathology. I tell people its a sickness of sorts. But to me its agreat exercise in learning. I love to learn.I speak all the time. Much of my time, at least half, is spent onthe road doing keynotes, talking to people about these ideas. Ilove to share what I know, and I love to learn from the input ofothers. That really is my classroom.Then I run a consulting organization that does a great deal ofwork in the area of innovation. Helping organizations to navigatethis new, very uncertain, fast moving territory. Not just thetechnology, but the way that the organizations will behave. Howthey will lead. How they will build collaborative partnerships andenvironments for their employees, and also for their marketplace.Joe: What I took from it is that the book was a great bridgefrom technology to the human person, and those bridges aretough to build. I thought that was something that I really enjoyedout of the book because I had to initially force myself to read it, alittle bit. Once I got into it, it was like, yeah. Yeah.Tom: Its funny. You know what? So many people have said thatto me. A lot of folks have said to me, "When I saw the termcloud. I immediately thought well its a technology topic, atechnology discussion. “While some of it is, I like the way youcharacterize it. It is a bridge.Its a bridge from technology to, ultimately, this new behavior.We all need to know whats coming at us if were going to copewith it, right? My role is really just to man the post on top ofsome high point and be able to look out at the horizon and say,"Hey. This is whats coming. Get ready for it, and benefit from it."Joe: How can someone contact you and find the book? Is there abook website? The Next Step in Cloud Computing–Humans Copyright Business901
  • 20. Business901 Podcast TranscriptionImplementing Lean Marketing SystemsTom: There absolutely is. They can go to cloudsurfingbook.com.There is a lot about the book there. They can go to my personalsite, with my blog and all kinds of information about myspeaking. They can find me at tkspeaks.com.Joe: I would like to thank you very much. This podcast will beavailable on the Business901 blog site and the Business901iTunes store. Thanks again Tom.Tom: Awesome, thank you very much Joe. The Next Step in Cloud Computing–Humans Copyright Business901
  • 21. Business901 Podcast TranscriptionImplementing Lean Marketing Systems Joseph T. Dager Implementer of Lean Marketing Systems Ph: 260-438-0411 Fax: 260-818-2022 Email: jtdager@business901.com Web/Blog: http://www.business901.com Twitter: @business901 What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joes ability to combine his expertise with "out of the box" thinking is unsurpassed. He has alwaysdelivered quickly, cost effectively and with ingenuity. A brilliant mind that isalways a pleasure to work with." James R.Joe Dager is President of Business901, a progressive company providingdirection in areas such as Lean Marketing, Product Marketing, ProductLaunches and Re-Launches. As a Lean Six Sigma Black Belt,Business901 provides and implements marketing, project and performanceplanning methodologies in small businesses. The simplicity of a singleflexible model will create clarity for your staff and as a result betterexecution. My goal is to allow you spend your time on the need versus theplan.An example of how we may work: Business901 could start with aconsulting style utilizing an individual from your organization or a virtualassistance that is well versed in our principles. We have capabilities toplug virtually any marketing function into your process immediately. Asproficiencies develop, Business901 moves into a coach’s role supporting theprocess as needed. The goal of implementing a system is that the processeswill become a habit and not an event. Business901 Podcast Opportunity Expert Status The Next Step in Cloud Computing–Humans Copyright Business901