{"version":"1.0.0","segments":[{"speaker":"Galen Low","startTime":27.080000000000002,"endTime":30.270000000000003,"body":"Welcome to our panel"},{"speaker":"Galen Low","startTime":27.080000000000002,"endTime":30.270000000000003,"body":"discussion on using data and AI"},{"speaker":"Galen Low","startTime":30.450000000000003,"endTime":32.22,"body":"as your resourcing crystal ball."},{"speaker":"Galen Low","startTime":32.22,"endTime":33.730000000000004,"body":"And not to oversell it,"},{"speaker":"Galen Low","startTime":32.22,"endTime":33.730000000000004,"body":"we're going to debate it."},{"speaker":"Galen Low","startTime":33.749,"endTime":34.649,"body":"We're going to dig into it."},{"speaker":"Galen Low","startTime":34.649,"endTime":36.079,"body":"We're going to find out"},{"speaker":"Galen Low","startTime":34.649,"endTime":36.079,"body":"what it's all about."},{"speaker":"Galen Low","startTime":36.409,"endTime":39.22,"body":"And this is just something that"},{"speaker":"Galen Low","startTime":36.409,"endTime":39.22,"body":"we like to do every month with"},{"speaker":"Galen Low","startTime":39.22,"endTime":41.289,"body":"our members and our VIP guests."},{"speaker":"Galen Low","startTime":41.650000000000006,"endTime":44.6,"body":"Just as a way to directly"},{"speaker":"Galen Low","startTime":41.650000000000006,"endTime":44.6,"body":"engage with the experts and the"},{"speaker":"Galen Low","startTime":44.6,"endTime":46.84,"body":"folks who are contributing and"},{"speaker":"Galen Low","startTime":44.6,"endTime":46.84,"body":"collaborating with us here at"},{"speaker":"Galen Low","startTime":46.84,"endTime":47.870000000000005,"body":"the Digital Project Manager."},{"speaker":"Galen Low","startTime":48.040000000000006,"endTime":50.66,"body":"For those of you who don't"},{"speaker":"Galen Low","startTime":48.040000000000006,"endTime":50.66,"body":"know me, my name is Galen, I'm"},{"speaker":"Galen Low","startTime":50.66,"endTime":53.400000000000006,"body":"the founder, co-founder of the"},{"speaker":"Galen Low","startTime":50.66,"endTime":53.400000000000006,"body":"Digital Project Manager, and"},{"speaker":"Galen Low","startTime":53.400000000000006,"endTime":54.74,"body":"I'm also your host for today."},{"speaker":"Galen Low","startTime":54.74,"endTime":56.89,"body":"So you're stuck with me for a"},{"speaker":"Galen Low","startTime":54.74,"endTime":56.89,"body":"bit, but I've also got with me"},{"speaker":"Galen Low","startTime":56.909,"endTime":60.15,"body":"an amazing crew of some of the"},{"speaker":"Galen Low","startTime":56.909,"endTime":60.15,"body":"top agency operations experts"},{"speaker":"Galen Low","startTime":60.15,"endTime":63.879,"body":"that I know — Ann Campea, Marcel"},{"speaker":"Galen Low","startTime":60.15,"endTime":63.879,"body":"Petitpas, and Grant Hultgren."},{"speaker":"Galen Low","startTime":64.16499999999999,"endTime":67.575,"body":"Resourcing is a massively"},{"speaker":"Galen Low","startTime":64.16499999999999,"endTime":67.575,"body":"popular topic in the agency"},{"speaker":"Galen Low","startTime":67.575,"endTime":70.045,"body":"world, and honestly, for"},{"speaker":"Galen Low","startTime":67.575,"endTime":70.045,"body":"a lot of organizations."},{"speaker":"Galen Low","startTime":70.105,"endTime":72.13499999999999,"body":"And I think there's a good"},{"speaker":"Galen Low","startTime":70.105,"endTime":72.13499999999999,"body":"reason for that, it's because"},{"speaker":"Galen Low","startTime":72.375,"endTime":75.315,"body":"not having the right resources"},{"speaker":"Galen Low","startTime":72.375,"endTime":75.315,"body":"available to deliver on key"},{"speaker":"Galen Low","startTime":75.315,"endTime":77.994,"body":"programs and initiatives"},{"speaker":"Galen Low","startTime":75.315,"endTime":77.994,"body":"is a pretty big risk that"},{"speaker":"Galen Low","startTime":77.994,"endTime":80.95400000000001,"body":"could jeopardize meeting"},{"speaker":"Galen Low","startTime":77.994,"endTime":80.95400000000001,"body":"your goals, and it could even"},{"speaker":"Galen Low","startTime":80.955,"endTime":83.584,"body":"jeopardize some of the jobs"},{"speaker":"Galen Low","startTime":80.955,"endTime":83.584,"body":"for, you and your compatriots"},{"speaker":"Galen Low","startTime":83.58500000000001,"endTime":84.545,"body":"within your organization."},{"speaker":"Galen Low","startTime":84.785,"endTime":86.535,"body":"And I think that's why"},{"speaker":"Galen Low","startTime":84.785,"endTime":86.535,"body":"resourcing happens on so many"},{"speaker":"Galen Low","startTime":86.535,"endTime":88.855,"body":"different levels within an"},{"speaker":"Galen Low","startTime":86.535,"endTime":88.855,"body":"organization, from having"},{"speaker":"Galen Low","startTime":88.855,"endTime":91.535,"body":"the right team members on"},{"speaker":"Galen Low","startTime":88.855,"endTime":91.535,"body":"your projects, to having the"},{"speaker":"Galen Low","startTime":91.535,"endTime":94.595,"body":"right orb design and talent"},{"speaker":"Galen Low","startTime":91.535,"endTime":94.595,"body":"within that to make it go."},{"speaker":"Galen Low","startTime":94.885,"endTime":98.375,"body":"But when it comes to predicting"},{"speaker":"Galen Low","startTime":94.885,"endTime":98.375,"body":"the future, us humans are"},{"speaker":"Galen Low","startTime":98.615,"endTime":102.205,"body":"at best making a guess and"},{"speaker":"Galen Low","startTime":98.615,"endTime":102.205,"body":"at worst making rose colored"},{"speaker":"Galen Low","startTime":102.315,"endTime":103.755,"body":"over idealized assumptions."},{"speaker":"Galen Low","startTime":103.995,"endTime":106.565,"body":"So sometimes we're assuming"},{"speaker":"Galen Low","startTime":103.995,"endTime":106.565,"body":"that surrender will get a"},{"speaker":"Galen Low","startTime":106.565,"endTime":109.305,"body":"task done just as fast as"},{"speaker":"Galen Low","startTime":106.565,"endTime":109.305,"body":"Kathy would if they weren't"},{"speaker":"Galen Low","startTime":109.305,"endTime":110.489,"body":"on unexpected sick leave."},{"speaker":"Galen Low","startTime":110.76,"endTime":113.39,"body":"And sometimes we assume"},{"speaker":"Galen Low","startTime":110.76,"endTime":113.39,"body":"that Kelvin can work on 8"},{"speaker":"Galen Low","startTime":113.42,"endTime":115.69,"body":"different projects for 8"},{"speaker":"Galen Low","startTime":113.42,"endTime":115.69,"body":"hours a day with no time"},{"speaker":"Galen Low","startTime":115.69,"endTime":117.06,"body":"lost in context switching."},{"speaker":"Galen Low","startTime":117.29,"endTime":120.42,"body":"And sometimes we assume that"},{"speaker":"Galen Low","startTime":117.29,"endTime":120.42,"body":"Elena and Leila must have the"},{"speaker":"Galen Low","startTime":120.42,"endTime":122.62,"body":"same work preferences, knowledge"},{"speaker":"Galen Low","startTime":120.42,"endTime":122.62,"body":"scales, and understanding"},{"speaker":"Galen Low","startTime":122.62,"endTime":124.84,"body":"of the work because they've"},{"speaker":"Galen Low","startTime":122.62,"endTime":124.84,"body":"got the same job title."},{"speaker":"Galen Low","startTime":125.19500000000001,"endTime":128.305,"body":"And at the end of the day,"},{"speaker":"Galen Low","startTime":125.19500000000001,"endTime":128.305,"body":"resourcing is hard, and it's"},{"speaker":"Galen Low","startTime":128.305,"endTime":131.29500000000002,"body":"hard because typically it"},{"speaker":"Galen Low","startTime":128.305,"endTime":131.29500000000002,"body":"involves variables that we"},{"speaker":"Galen Low","startTime":131.365,"endTime":133.575,"body":"don't control, namely, people."},{"speaker":"Galen Low","startTime":133.865,"endTime":136.725,"body":"But while our approach to"},{"speaker":"Galen Low","startTime":133.865,"endTime":136.725,"body":"resourcing hasn't really evolved"},{"speaker":"Galen Low","startTime":136.725,"endTime":138.64499999999998,"body":"drastically over the past"},{"speaker":"Galen Low","startTime":136.725,"endTime":138.64499999999998,"body":"few decades, at least from my"},{"speaker":"Galen Low","startTime":138.64499999999998,"endTime":140.60500000000002,"body":"perspective, the technology has."},{"speaker":"Galen Low","startTime":140.655,"endTime":143.485,"body":"So, the question I found"},{"speaker":"Galen Low","startTime":140.655,"endTime":143.485,"body":"myself asking was, listen"},{"speaker":"Galen Low","startTime":143.485,"endTime":146.16500000000002,"body":"given all the tools we're"},{"speaker":"Galen Low","startTime":143.485,"endTime":146.16500000000002,"body":"using and all the data that"},{"speaker":"Galen Low","startTime":146.16500000000002,"endTime":149.085,"body":"we're collecting couldn't we"},{"speaker":"Galen Low","startTime":146.16500000000002,"endTime":149.085,"body":"be using it to make better"},{"speaker":"Galen Low","startTime":149.085,"endTime":153.01,"body":"guesses about our resources"},{"speaker":"Galen Low","startTime":149.085,"endTime":153.01,"body":"and what is going to happen in"},{"speaker":"Galen Low","startTime":153.01,"endTime":156.07,"body":"the future on our projects, on"},{"speaker":"Galen Low","startTime":153.01,"endTime":156.07,"body":"our initiatives with our goals."},{"speaker":"Galen Low","startTime":156.18,"endTime":159.27,"body":"So that's what we are"},{"speaker":"Galen Low","startTime":156.18,"endTime":159.27,"body":"going to explore today."},{"speaker":"Galen Low","startTime":159.58,"endTime":162.829,"body":"And honestly, I'm going to"},{"speaker":"Galen Low","startTime":159.58,"endTime":162.829,"body":"start with the biggest, broadest"},{"speaker":"Galen Low","startTime":162.83,"endTime":166.855,"body":"question for basically all my"},{"speaker":"Galen Low","startTime":162.83,"endTime":166.855,"body":"panelists, which is, with all"},{"speaker":"Galen Low","startTime":166.855,"endTime":169.965,"body":"these organizations becoming a"},{"speaker":"Galen Low","startTime":166.855,"endTime":169.965,"body":"lot more data-centric and with"},{"speaker":"Galen Low","startTime":169.965,"endTime":173.255,"body":"generative AI in the picture"},{"speaker":"Galen Low","startTime":169.965,"endTime":173.255,"body":"like why isn't resourcing"},{"speaker":"Galen Low","startTime":173.285,"endTime":175.835,"body":"and resource management just"},{"speaker":"Galen Low","startTime":173.285,"endTime":175.835,"body":"like auto magic already?"},{"speaker":"Galen Low","startTime":176.205,"endTime":177.825,"body":"Maybe I'll throw"},{"speaker":"Galen Low","startTime":176.205,"endTime":177.825,"body":"it to Marcel first."},{"speaker":"Galen Low","startTime":177.825,"endTime":178.635,"body":"I'll put you on the hot seat."},{"speaker":"Marcel Petitpas","startTime":178.945,"endTime":179.385,"body":"Sure."},{"speaker":"Marcel Petitpas","startTime":179.615,"endTime":182.08,"body":"I mean, the simple answer"},{"speaker":"Marcel Petitpas","startTime":179.615,"endTime":182.08,"body":"is data is messy and"},{"speaker":"Marcel Petitpas","startTime":182.08,"endTime":183.13,"body":"people are unpredictable."},{"speaker":"Marcel Petitpas","startTime":183.38,"endTime":187.47,"body":"And it's extremely exciting what"},{"speaker":"Marcel Petitpas","startTime":183.38,"endTime":187.47,"body":"Gen AI is going to be able to"},{"speaker":"Marcel Petitpas","startTime":187.48,"endTime":192.32,"body":"do in terms of helping us get"},{"speaker":"Marcel Petitpas","startTime":187.48,"endTime":192.32,"body":"value and interpret data, but"},{"speaker":"Marcel Petitpas","startTime":192.32,"endTime":194.62,"body":"the underlying assumption, and"},{"speaker":"Marcel Petitpas","startTime":192.32,"endTime":194.62,"body":"this is the thing that always"},{"speaker":"Marcel Petitpas","startTime":194.64000000000001,"endTime":198.67,"body":"irks me about every demo that"},{"speaker":"Marcel Petitpas","startTime":194.64000000000001,"endTime":198.67,"body":"we see of, Gen AI company saying"},{"speaker":"Marcel Petitpas","startTime":198.67,"endTime":200.89000000000001,"body":"like, Oh, look, you're just"},{"speaker":"Marcel Petitpas","startTime":198.67,"endTime":200.89000000000001,"body":"like automate your reporting."},{"speaker":"Marcel Petitpas","startTime":200.91,"endTime":203.34,"body":"And the critical assumption"},{"speaker":"Marcel Petitpas","startTime":200.91,"endTime":203.34,"body":"is you feed it perfectly"},{"speaker":"Marcel Petitpas","startTime":203.34,"endTime":206.975,"body":"clean, consistently structured"},{"speaker":"Marcel Petitpas","startTime":203.34,"endTime":206.975,"body":"data with a clear schema and"},{"speaker":"Marcel Petitpas","startTime":206.975,"endTime":210.375,"body":"consistent naming conventions"},{"speaker":"Marcel Petitpas","startTime":206.975,"endTime":210.375,"body":"and no mistakes, no outliers."},{"speaker":"Marcel Petitpas","startTime":210.415,"endTime":212.315,"body":"And then, of course, Gen AI"},{"speaker":"Marcel Petitpas","startTime":210.415,"endTime":212.315,"body":"is going to be able to answer"},{"speaker":"Marcel Petitpas","startTime":212.484,"endTime":214.894,"body":"a question about the data and"},{"speaker":"Marcel Petitpas","startTime":212.484,"endTime":214.894,"body":"crunch it faster than a human."},{"speaker":"Marcel Petitpas","startTime":215.184,"endTime":218.044,"body":"So I think that what's really"},{"speaker":"Marcel Petitpas","startTime":215.184,"endTime":218.044,"body":"exciting is that the way"},{"speaker":"Marcel Petitpas","startTime":218.044,"endTime":221.444,"body":"that we interact with data is"},{"speaker":"Marcel Petitpas","startTime":218.044,"endTime":221.444,"body":"certainly going to be disrupted."},{"speaker":"Marcel Petitpas","startTime":221.504,"endTime":223.694,"body":"And I think we're going to"},{"speaker":"Marcel Petitpas","startTime":221.504,"endTime":223.694,"body":"look back in a decade from now"},{"speaker":"Marcel Petitpas","startTime":223.694,"endTime":226.994,"body":"and say, clicking through a"},{"speaker":"Marcel Petitpas","startTime":223.694,"endTime":226.994,"body":"table and applying filters and"},{"speaker":"Marcel Petitpas","startTime":227.214,"endTime":230.524,"body":"applying sorting to get to the"},{"speaker":"Marcel Petitpas","startTime":227.214,"endTime":230.524,"body":"visualization that I want is"},{"speaker":"Marcel Petitpas","startTime":230.524,"endTime":231.834,"body":"going to feel archaic to us."},{"speaker":"Marcel Petitpas","startTime":232.024,"endTime":234.945,"body":"But the problem that isn't"},{"speaker":"Marcel Petitpas","startTime":232.024,"endTime":234.945,"body":"going away is that you need"},{"speaker":"Marcel Petitpas","startTime":234.975,"endTime":237.414,"body":"good, clean data in order"},{"speaker":"Marcel Petitpas","startTime":234.975,"endTime":237.414,"body":"for AI to be able to give"},{"speaker":"Marcel Petitpas","startTime":237.414,"endTime":238.404,"body":"you those kinds of things."},{"speaker":"Marcel Petitpas","startTime":238.624,"endTime":241.2,"body":"And the unfortunate reality"},{"speaker":"Marcel Petitpas","startTime":238.624,"endTime":241.2,"body":"is that as product and"},{"speaker":"Marcel Petitpas","startTime":241.2,"endTime":244.139,"body":"operations managers, we're"},{"speaker":"Marcel Petitpas","startTime":241.2,"endTime":244.139,"body":"dealing with sets of data that"},{"speaker":"Marcel Petitpas","startTime":244.139,"endTime":246.76,"body":"are created by human beings,"},{"speaker":"Marcel Petitpas","startTime":244.139,"endTime":246.76,"body":"and therefore it is inherent"},{"speaker":"Marcel Petitpas","startTime":246.799,"endTime":248.069,"body":"that it will be imperfect."},{"speaker":"Marcel Petitpas","startTime":248.099,"endTime":249.769,"body":"And we're going to have to"},{"speaker":"Marcel Petitpas","startTime":248.099,"endTime":249.769,"body":"plan for that in the way that"},{"speaker":"Marcel Petitpas","startTime":249.809,"endTime":251.879,"body":"we architect our processes"},{"speaker":"Marcel Petitpas","startTime":249.809,"endTime":251.879,"body":"and our data systems."},{"speaker":"Galen Low","startTime":251.999,"endTime":252.209,"body":"Boom."},{"speaker":"Galen Low","startTime":252.219,"endTime":254.549,"body":"I love that clarification"},{"speaker":"Galen Low","startTime":252.219,"endTime":254.549,"body":"on the cleanliness of data."},{"speaker":"Galen Low","startTime":254.569,"endTime":256.789,"body":"And then I think we'll get"},{"speaker":"Galen Low","startTime":254.569,"endTime":256.789,"body":"there later in terms of this"},{"speaker":"Galen Low","startTime":256.839,"endTime":259.179,"body":"data literacy, what does that"},{"speaker":"Galen Low","startTime":256.839,"endTime":259.179,"body":"mean in this day and age,"},{"speaker":"Galen Low","startTime":259.369,"endTime":260.589,"body":"and who needs to have it?"},{"speaker":"Galen Low","startTime":260.899,"endTime":262.209,"body":"Spoiler alert,"},{"speaker":"Galen Low","startTime":260.899,"endTime":262.209,"body":"probably everybody."},{"speaker":"Galen Low","startTime":262.669,"endTime":265.789,"body":"Ann, anything you want to"},{"speaker":"Galen Low","startTime":262.669,"endTime":265.789,"body":"pile on in terms of why"},{"speaker":"Galen Low","startTime":265.789,"endTime":267.889,"body":"isn't resources today with"},{"speaker":"Galen Low","startTime":265.789,"endTime":267.889,"body":"all the tech we've got?"},{"speaker":"Ann Campea","startTime":268.029,"endTime":270.919,"body":"I mean, first off,"},{"speaker":"Ann Campea","startTime":268.029,"endTime":270.919,"body":"going off of what Marcel just"},{"speaker":"Ann Campea","startTime":270.919,"endTime":273.31899999999996,"body":"said, it's getting good data."},{"speaker":"Ann Campea","startTime":273.549,"endTime":277.009,"body":"And there's that human element"},{"speaker":"Ann Campea","startTime":273.549,"endTime":277.009,"body":"behind trying to capture that."},{"speaker":"Ann Campea","startTime":277.129,"endTime":280.08900000000006,"body":"So in my experience, we"},{"speaker":"Ann Campea","startTime":277.129,"endTime":280.08900000000006,"body":"built tools, we feel like"},{"speaker":"Ann Campea","startTime":280.08900000000006,"endTime":282.179,"body":"we have the right reporting"},{"speaker":"Ann Campea","startTime":280.08900000000006,"endTime":282.179,"body":"in place, we're looking at"},{"speaker":"Ann Campea","startTime":282.179,"endTime":284.55899999999997,"body":"the right metrics, but then"},{"speaker":"Ann Campea","startTime":282.179,"endTime":284.55899999999997,"body":"you go back to the data."},{"speaker":"Ann Campea","startTime":284.55899999999997,"endTime":286.82399999999996,"body":"So getting good data"},{"speaker":"Ann Campea","startTime":284.55899999999997,"endTime":286.82399999999996,"body":"is like trying to catch"},{"speaker":"Ann Campea","startTime":286.82399999999996,"endTime":288.10400000000004,"body":"lightning in a bottle, right?"},{"speaker":"Ann Campea","startTime":288.134,"endTime":289.034,"body":"It's tricky."},{"speaker":"Ann Campea","startTime":289.144,"endTime":291.884,"body":"It's sometimes unreliable"},{"speaker":"Ann Campea","startTime":289.144,"endTime":291.884,"body":"because you have that human"},{"speaker":"Ann Campea","startTime":291.884,"endTime":293.44399999999996,"body":"factor infused into it."},{"speaker":"Ann Campea","startTime":293.664,"endTime":296.48400000000004,"body":"And humans are wonderful,"},{"speaker":"Ann Campea","startTime":293.664,"endTime":296.48400000000004,"body":"but they're also"},{"speaker":"Ann Campea","startTime":296.48400000000004,"endTime":298.394,"body":"wonderfully unpredictable."},{"speaker":"Ann Campea","startTime":298.404,"endTime":302.33399999999995,"body":"So in the example that you"},{"speaker":"Ann Campea","startTime":298.404,"endTime":302.33399999999995,"body":"gave when you opened up where"},{"speaker":"Ann Campea","startTime":302.56399999999996,"endTime":305.244,"body":"Susie might have 50 projects,"},{"speaker":"Ann Campea","startTime":302.56399999999996,"endTime":305.244,"body":"she's trying to crank out"},{"speaker":"Ann Campea","startTime":305.254,"endTime":308.10400000000004,"body":"in a week, but then you've"},{"speaker":"Ann Campea","startTime":305.254,"endTime":308.10400000000004,"body":"got Joe who had to go on"},{"speaker":"Ann Campea","startTime":308.124,"endTime":310.774,"body":"PTO for three days because"},{"speaker":"Ann Campea","startTime":308.124,"endTime":310.774,"body":"he wasn't feeling so well."},{"speaker":"Ann Campea","startTime":310.97400000000005,"endTime":313.96400000000006,"body":"He cranked out a little less"},{"speaker":"Ann Campea","startTime":310.97400000000005,"endTime":313.96400000000006,"body":"projects than Susie did."},{"speaker":"Ann Campea","startTime":314.18399999999997,"endTime":316.68399999999997,"body":"How do you really capture"},{"speaker":"Ann Campea","startTime":314.18399999999997,"endTime":316.68399999999997,"body":"that human element of what's"},{"speaker":"Ann Campea","startTime":316.68399999999997,"endTime":319.884,"body":"going on with the data when it"},{"speaker":"Ann Campea","startTime":316.68399999999997,"endTime":319.884,"body":"comes to time tracking, when"},{"speaker":"Ann Campea","startTime":319.884,"endTime":323.134,"body":"it comes to the complexity of"},{"speaker":"Ann Campea","startTime":319.884,"endTime":323.134,"body":"the projects, when it comes to"},{"speaker":"Ann Campea","startTime":323.414,"endTime":327.304,"body":"the ability of your staff to be"},{"speaker":"Ann Campea","startTime":323.414,"endTime":327.304,"body":"able to produce and, everyone"},{"speaker":"Ann Campea","startTime":327.304,"endTime":328.47400000000005,"body":"works a little bit differently."},{"speaker":"Ann Campea","startTime":328.47400000000005,"endTime":332.024,"body":"So I do think to kind of"},{"speaker":"Ann Campea","startTime":328.47400000000005,"endTime":332.024,"body":"piggyback on what Marcel"},{"speaker":"Ann Campea","startTime":332.024,"endTime":334.779,"body":"was saying is getting"},{"speaker":"Ann Campea","startTime":332.024,"endTime":334.779,"body":"that good data, and then"},{"speaker":"Ann Campea","startTime":334.789,"endTime":339.049,"body":"building the tech and the AI"},{"speaker":"Ann Campea","startTime":334.789,"endTime":339.049,"body":"around what that could be."},{"speaker":"Ann Campea","startTime":339.289,"endTime":342.299,"body":"And I would throw out one"},{"speaker":"Ann Campea","startTime":339.289,"endTime":342.299,"body":"more example of, I've been"},{"speaker":"Ann Campea","startTime":342.30899999999997,"endTime":344.659,"body":"in organizations where"},{"speaker":"Ann Campea","startTime":342.30899999999997,"endTime":344.659,"body":"you're dealing with old"},{"speaker":"Ann Campea","startTime":344.679,"endTime":345.789,"body":"tech versus new tech."},{"speaker":"Ann Campea","startTime":345.81899999999996,"endTime":347.799,"body":"Now you've got AI"},{"speaker":"Ann Campea","startTime":345.81899999999996,"endTime":347.799,"body":"layered on top of that."},{"speaker":"Ann Campea","startTime":347.799,"endTime":351.169,"body":"So how do you make sure all"},{"speaker":"Ann Campea","startTime":347.799,"endTime":351.169,"body":"those things play well together?"},{"speaker":"Ann Campea","startTime":351.43399999999997,"endTime":354.61400000000003,"body":"And then at the same time, still"},{"speaker":"Ann Campea","startTime":351.43399999999997,"endTime":354.61400000000003,"body":"have the human in the loop."},{"speaker":"Galen Low","startTime":354.894,"endTime":355.294,"body":"I love that."},{"speaker":"Galen Low","startTime":355.294,"endTime":356.624,"body":"And it comes back to Grant,"},{"speaker":"Galen Low","startTime":355.294,"endTime":356.624,"body":"what you were saying in"},{"speaker":"Galen Low","startTime":356.654,"endTime":357.44399999999996,"body":"the beginning too, right?"},{"speaker":"Galen Low","startTime":357.494,"endTime":360.414,"body":"The tool isn't the like"},{"speaker":"Galen Low","startTime":357.494,"endTime":360.414,"body":"magic bullet solution."},{"speaker":"Galen Low","startTime":360.424,"endTime":362.014,"body":"There's other variables."},{"speaker":"Galen Low","startTime":362.09400000000005,"endTime":365.644,"body":"And maybe this is a good"},{"speaker":"Galen Low","startTime":362.09400000000005,"endTime":365.644,"body":"transition out of okay,"},{"speaker":"Galen Low","startTime":365.644,"endTime":366.81399999999996,"body":"yeah, this is complicated."},{"speaker":"Galen Low","startTime":367.014,"endTime":368.034,"body":"Why isn't it easier?"},{"speaker":"Galen Low","startTime":368.06500000000005,"endTime":370.664,"body":"Well, because, data"},{"speaker":"Galen Low","startTime":368.06500000000005,"endTime":370.664,"body":"cleanliness and humans."},{"speaker":"Galen Low","startTime":371.119,"endTime":373.289,"body":"I think it begs the question"},{"speaker":"Galen Low","startTime":371.119,"endTime":373.289,"body":"okay, well, what data"},{"speaker":"Galen Low","startTime":373.289,"endTime":374.47900000000004,"body":"should we be gathering?"},{"speaker":"Galen Low","startTime":374.47900000000004,"endTime":376.769,"body":"I know there's probably a"},{"speaker":"Galen Low","startTime":374.47900000000004,"endTime":376.769,"body":"huge set, but I don't know,"},{"speaker":"Galen Low","startTime":376.769,"endTime":380.019,"body":"Grant, from your perspective,"},{"speaker":"Galen Low","startTime":376.769,"endTime":380.019,"body":"what are some of the data"},{"speaker":"Galen Low","startTime":380.019,"endTime":382.53,"body":"points that like an agency"},{"speaker":"Galen Low","startTime":380.019,"endTime":382.53,"body":"or any organization really"},{"speaker":"Galen Low","startTime":382.53,"endTime":385.389,"body":"needs to be capturing to just"},{"speaker":"Galen Low","startTime":382.53,"endTime":385.389,"body":"resource more accurately?"},{"speaker":"Galen Low","startTime":385.509,"endTime":387.85,"body":"What's something that's"},{"speaker":"Galen Low","startTime":385.509,"endTime":387.85,"body":"maybe not traditional, maybe"},{"speaker":"Galen Low","startTime":387.85,"endTime":390.44000000000005,"body":"controversial about some of"},{"speaker":"Galen Low","startTime":387.85,"endTime":390.44000000000005,"body":"this data that we'd gather?"},{"speaker":"Grant Hultgren","startTime":390.46000000000004,"endTime":394.42999999999995,"body":"Yeah, and"},{"speaker":"Grant Hultgren","startTime":390.46000000000004,"endTime":394.42999999999995,"body":"I think just to transition"},{"speaker":"Grant Hultgren","startTime":394.42999999999995,"endTime":396.83000000000004,"body":"there what it comes down to"},{"speaker":"Grant Hultgren","startTime":394.42999999999995,"endTime":396.83000000000004,"body":"is what do you trust, right?"},{"speaker":"Grant Hultgren","startTime":396.83000000000004,"endTime":401.19000000000005,"body":"And as agency owners, when"},{"speaker":"Grant Hultgren","startTime":396.83000000000004,"endTime":401.19000000000005,"body":"you start that journey, or"},{"speaker":"Grant Hultgren","startTime":401.19000000000005,"endTime":403.65999999999997,"body":"maybe you're joining the"},{"speaker":"Grant Hultgren","startTime":401.19000000000005,"endTime":403.65999999999997,"body":"agency, it's like agency"},{"speaker":"Grant Hultgren","startTime":403.65999999999997,"endTime":404.99,"body":"is self agency, right?"},{"speaker":"Grant Hultgren","startTime":405.26,"endTime":407.76,"body":"And oftentimes it's I can do"},{"speaker":"Grant Hultgren","startTime":405.26,"endTime":407.76,"body":"it better than the company"},{"speaker":"Grant Hultgren","startTime":407.76,"endTime":410.26,"body":"I came from, or the person"},{"speaker":"Grant Hultgren","startTime":407.76,"endTime":410.26,"body":"I worked with before."},{"speaker":"Grant Hultgren","startTime":410.45000000000005,"endTime":412.28,"body":"But that often means I'm"},{"speaker":"Grant Hultgren","startTime":410.45000000000005,"endTime":412.28,"body":"going to define it a little"},{"speaker":"Grant Hultgren","startTime":412.28,"endTime":413.45000000000005,"body":"bit differently, right?"},{"speaker":"Grant Hultgren","startTime":413.895,"endTime":415.69500000000005,"body":"And all of a sudden,"},{"speaker":"Grant Hultgren","startTime":413.895,"endTime":415.69500000000005,"body":"we're defining different"},{"speaker":"Grant Hultgren","startTime":415.69500000000005,"endTime":416.69500000000005,"body":"data points differently."},{"speaker":"Grant Hultgren","startTime":416.69500000000005,"endTime":418.985,"body":"And I think Marcel would"},{"speaker":"Grant Hultgren","startTime":416.69500000000005,"endTime":418.985,"body":"say, listen, we don't need"},{"speaker":"Grant Hultgren","startTime":418.985,"endTime":420.025,"body":"to define this differently."},{"speaker":"Grant Hultgren","startTime":420.145,"endTime":422.155,"body":"You can use your own"},{"speaker":"Grant Hultgren","startTime":420.145,"endTime":422.155,"body":"terminology, but we're really"},{"speaker":"Grant Hultgren","startTime":422.155,"endTime":423.374,"body":"talking about the same things."},{"speaker":"Grant Hultgren","startTime":423.41499999999996,"endTime":426.45500000000004,"body":"And when you look at core"},{"speaker":"Grant Hultgren","startTime":423.41499999999996,"endTime":426.45500000000004,"body":"KPIs, I would absolutely agree."},{"speaker":"Grant Hultgren","startTime":426.79499999999996,"endTime":429.53499999999997,"body":"From our standpoint, and the"},{"speaker":"Grant Hultgren","startTime":426.79499999999996,"endTime":429.53499999999997,"body":"SaaS company side of things,"},{"speaker":"Grant Hultgren","startTime":429.53499999999997,"endTime":432.4,"body":"like when you look at it,"},{"speaker":"Grant Hultgren","startTime":429.53499999999997,"endTime":432.4,"body":"you're looking at revenue"},{"speaker":"Grant Hultgren","startTime":432.4,"endTime":433.49,"body":"per billable employee."},{"speaker":"Grant Hultgren","startTime":433.5,"endTime":435.57000000000005,"body":"You're looking at revenue"},{"speaker":"Grant Hultgren","startTime":433.5,"endTime":435.57000000000005,"body":"per all employees."},{"speaker":"Grant Hultgren","startTime":435.57000000000005,"endTime":437.95000000000005,"body":"You're looking at what your"},{"speaker":"Grant Hultgren","startTime":435.57000000000005,"endTime":437.95000000000005,"body":"margins are at a project"},{"speaker":"Grant Hultgren","startTime":437.95000000000005,"endTime":441.24,"body":"level versus what your PNL"},{"speaker":"Grant Hultgren","startTime":437.95000000000005,"endTime":441.24,"body":"is on a quarterly and annual"},{"speaker":"Grant Hultgren","startTime":441.24,"endTime":444.23,"body":"basis, right, in terms of"},{"speaker":"Grant Hultgren","startTime":441.24,"endTime":444.23,"body":"overhead, fully baked costs."},{"speaker":"Grant Hultgren","startTime":444.48,"endTime":446.93899999999996,"body":"And there are a lot of"},{"speaker":"Grant Hultgren","startTime":444.48,"endTime":446.93899999999996,"body":"commonalities in that."},{"speaker":"Grant Hultgren","startTime":446.94000000000005,"endTime":450.05999999999995,"body":"But as we look at particular,"},{"speaker":"Grant Hultgren","startTime":446.94000000000005,"endTime":450.05999999999995,"body":"the digital project management"},{"speaker":"Grant Hultgren","startTime":450.05999999999995,"endTime":452.82500000000005,"body":"side of things, it's all"},{"speaker":"Grant Hultgren","startTime":450.05999999999995,"endTime":452.82500000000005,"body":"part of this ecosystem"},{"speaker":"Grant Hultgren","startTime":452.82500000000005,"endTime":456.07500000000005,"body":"that is playing into these"},{"speaker":"Grant Hultgren","startTime":452.82500000000005,"endTime":456.07500000000005,"body":"higher level KPIs, right?"},{"speaker":"Grant Hultgren","startTime":456.405,"endTime":458.865,"body":"And there's multiple tools,"},{"speaker":"Grant Hultgren","startTime":456.405,"endTime":458.865,"body":"as Ann was saying, some"},{"speaker":"Grant Hultgren","startTime":458.865,"endTime":462.94500000000005,"body":"could be from 1990 all the"},{"speaker":"Grant Hultgren","startTime":458.865,"endTime":462.94500000000005,"body":"way up to more modern ones."},{"speaker":"Grant Hultgren","startTime":463.275,"endTime":466.20500000000004,"body":"And that's where, it does become"},{"speaker":"Grant Hultgren","startTime":463.275,"endTime":466.20500000000004,"body":"a challenge, but I would say"},{"speaker":"Grant Hultgren","startTime":466.20500000000004,"endTime":468.885,"body":"more than anything else is,"},{"speaker":"Grant Hultgren","startTime":466.20500000000004,"endTime":468.885,"body":"do we trust those internal"},{"speaker":"Grant Hultgren","startTime":468.885,"endTime":472.975,"body":"systems to be reliable on"},{"speaker":"Grant Hultgren","startTime":468.885,"endTime":472.975,"body":"AI models to make decisions"},{"speaker":"Grant Hultgren","startTime":472.995,"endTime":474.395,"body":"and have optimal outcomes?"},{"speaker":"Grant Hultgren","startTime":474.395,"endTime":476.07500000000005,"body":"And I just don't"},{"speaker":"Grant Hultgren","startTime":474.395,"endTime":476.07500000000005,"body":"think we're there yet."},{"speaker":"Grant Hultgren","startTime":476.115,"endTime":477.605,"body":"That's why people"},{"speaker":"Grant Hultgren","startTime":476.115,"endTime":477.605,"body":"are so important."},{"speaker":"Grant Hultgren","startTime":477.615,"endTime":479.81500000000005,"body":"No one's going to hold"},{"speaker":"Grant Hultgren","startTime":477.615,"endTime":479.81500000000005,"body":"AI accountable to missing"},{"speaker":"Grant Hultgren","startTime":479.81500000000005,"endTime":480.92499999999995,"body":"a project margin, right?"},{"speaker":"Grant Hultgren","startTime":481.18499999999995,"endTime":482.855,"body":"We're all going to look at"},{"speaker":"Grant Hultgren","startTime":481.18499999999995,"endTime":482.855,"body":"that project manager and"},{"speaker":"Grant Hultgren","startTime":482.855,"endTime":483.94500000000005,"body":"say, what happened here?"},{"speaker":"Grant Hultgren","startTime":484.105,"endTime":485.615,"body":"Interpret the data for us."},{"speaker":"Grant Hultgren","startTime":485.635,"endTime":487.79499999999996,"body":"And to Ann's point,"},{"speaker":"Grant Hultgren","startTime":485.635,"endTime":487.79499999999996,"body":"well, someone was sick."},{"speaker":"Grant Hultgren","startTime":488.105,"endTime":488.67499999999995,"body":"Okay."},{"speaker":"Grant Hultgren","startTime":488.71500000000003,"endTime":489.83500000000004,"body":"Why didn't we do anything?"},{"speaker":"Grant Hultgren","startTime":489.83500000000004,"endTime":490.83500000000004,"body":"Well, AI didn't catch it."},{"speaker":"Grant Hultgren","startTime":491.015,"endTime":492.32500000000005,"body":"That's not acceptable, right?"},{"speaker":"Grant Hultgren","startTime":492.32500000000005,"endTime":496.265,"body":"So we might get there someday,"},{"speaker":"Grant Hultgren","startTime":492.32500000000005,"endTime":496.265,"body":"but I think it is more, I"},{"speaker":"Grant Hultgren","startTime":496.275,"endTime":497.93499999999995,"body":"don't think those metrics"},{"speaker":"Grant Hultgren","startTime":496.275,"endTime":497.93499999999995,"body":"are going to change all"},{"speaker":"Grant Hultgren","startTime":497.93499999999995,"endTime":500.92499999999995,"body":"that much, but it's how they"},{"speaker":"Grant Hultgren","startTime":497.93499999999995,"endTime":500.92499999999995,"body":"level up into a common theme."},{"speaker":"Grant Hultgren","startTime":501.395,"endTime":504.18499999999995,"body":"Marcel, would you like, see you"},{"speaker":"Grant Hultgren","startTime":501.395,"endTime":504.18499999999995,"body":"nodding along, would you agree?"},{"speaker":"Marcel Petitpas","startTime":504.42499999999995,"endTime":508.095,"body":"Yeah, I think,"},{"speaker":"Marcel Petitpas","startTime":504.42499999999995,"endTime":508.095,"body":"I'll just speak to what we do"},{"speaker":"Marcel Petitpas","startTime":508.125,"endTime":512.795,"body":"at Parakeeto to onboard someone"},{"speaker":"Marcel Petitpas","startTime":508.125,"endTime":512.795,"body":"into a forecasting system and"},{"speaker":"Marcel Petitpas","startTime":512.805,"endTime":515.215,"body":"think through the structure"},{"speaker":"Marcel Petitpas","startTime":512.805,"endTime":515.215,"body":"and the way that we work"},{"speaker":"Marcel Petitpas","startTime":515.215,"endTime":516.515,"body":"through this is very simple."},{"speaker":"Marcel Petitpas","startTime":516.525,"endTime":519.55,"body":"We start with understanding"},{"speaker":"Marcel Petitpas","startTime":516.525,"endTime":519.55,"body":"how they think about capacity"},{"speaker":"Marcel Petitpas","startTime":519.55,"endTime":520.48,"body":"in their organization."},{"speaker":"Marcel Petitpas","startTime":520.49,"endTime":522.84,"body":"And this is going to change from"},{"speaker":"Marcel Petitpas","startTime":520.49,"endTime":522.84,"body":"one organization to another."},{"speaker":"Marcel Petitpas","startTime":522.91,"endTime":525.55,"body":"Some organizations think of"},{"speaker":"Marcel Petitpas","startTime":522.91,"endTime":525.55,"body":"this in terms of skill sets."},{"speaker":"Marcel Petitpas","startTime":525.77,"endTime":528.26,"body":"This person has design"},{"speaker":"Marcel Petitpas","startTime":525.77,"endTime":528.26,"body":"skills, project management"},{"speaker":"Marcel Petitpas","startTime":528.26,"endTime":530.44,"body":"skills, development"},{"speaker":"Marcel Petitpas","startTime":528.26,"endTime":530.44,"body":"skills, copywriting skills."},{"speaker":"Marcel Petitpas","startTime":530.7,"endTime":533.38,"body":"Other times they're thinking"},{"speaker":"Marcel Petitpas","startTime":530.7,"endTime":533.38,"body":"about it in terms of task sets."},{"speaker":"Marcel Petitpas","startTime":533.38,"endTime":535.29,"body":"This person does this"},{"speaker":"Marcel Petitpas","startTime":533.38,"endTime":535.29,"body":"type of work, right?"},{"speaker":"Marcel Petitpas","startTime":535.29,"endTime":538.38,"body":"So whether it's task categories,"},{"speaker":"Marcel Petitpas","startTime":535.29,"endTime":538.38,"body":"role categories, job titles,"},{"speaker":"Marcel Petitpas","startTime":538.53,"endTime":541.4499999999999,"body":"what is the mental model"},{"speaker":"Marcel Petitpas","startTime":538.53,"endTime":541.4499999999999,"body":"that this firm thinks of"},{"speaker":"Marcel Petitpas","startTime":541.4499999999999,"endTime":542.97,"body":"their capacity in terms of?"},{"speaker":"Marcel Petitpas","startTime":543.295,"endTime":545.5649999999999,"body":"And thinks about making"},{"speaker":"Marcel Petitpas","startTime":543.295,"endTime":545.5649999999999,"body":"hiring decisions in terms of?"},{"speaker":"Marcel Petitpas","startTime":545.855,"endTime":550.265,"body":"And we want to try to create"},{"speaker":"Marcel Petitpas","startTime":545.855,"endTime":550.265,"body":"a simple layer of abstraction"},{"speaker":"Marcel Petitpas","startTime":550.265,"endTime":553.475,"body":"generally between individual"},{"speaker":"Marcel Petitpas","startTime":550.265,"endTime":553.475,"body":"contributors and larger buckets"},{"speaker":"Marcel Petitpas","startTime":553.485,"endTime":554.9449999999999,"body":"that we can group them up into."},{"speaker":"Marcel Petitpas","startTime":555.235,"endTime":558.005,"body":"And this is where I'll introduce"},{"speaker":"Marcel Petitpas","startTime":555.235,"endTime":558.005,"body":"an idea that I'll probably"},{"speaker":"Marcel Petitpas","startTime":558.015,"endTime":560.595,"body":"talk about a lot, which"},{"speaker":"Marcel Petitpas","startTime":558.015,"endTime":560.595,"body":"is precision and accuracy."},{"speaker":"Marcel Petitpas","startTime":560.675,"endTime":563.535,"body":"Those are different ideas, and"},{"speaker":"Marcel Petitpas","startTime":560.675,"endTime":563.535,"body":"I think that this is the curse"},{"speaker":"Marcel Petitpas","startTime":563.535,"endTime":565.925,"body":"of most project managers is"},{"speaker":"Marcel Petitpas","startTime":563.535,"endTime":565.925,"body":"they conflate those things as"},{"speaker":"Marcel Petitpas","startTime":565.925,"endTime":568.855,"body":"being not only the same, but"},{"speaker":"Marcel Petitpas","startTime":565.925,"endTime":568.855,"body":"correlated, and they're often"},{"speaker":"Marcel Petitpas","startTime":568.855,"endTime":570.025,"body":"in conflict with one another."},{"speaker":"Marcel Petitpas","startTime":570.275,"endTime":572.285,"body":"I found that a lot of project"},{"speaker":"Marcel Petitpas","startTime":570.275,"endTime":572.285,"body":"managers set themselves up"},{"speaker":"Marcel Petitpas","startTime":572.285,"endTime":574.795,"body":"for failure because they"},{"speaker":"Marcel Petitpas","startTime":572.285,"endTime":574.795,"body":"try to create very precise"},{"speaker":"Marcel Petitpas","startTime":574.805,"endTime":576.8249999999999,"body":"systems that end up being"},{"speaker":"Marcel Petitpas","startTime":574.805,"endTime":576.8249999999999,"body":"impossible to maintain."},{"speaker":"Marcel Petitpas","startTime":577.18,"endTime":579.25,"body":"And it actually ends up"},{"speaker":"Marcel Petitpas","startTime":577.18,"endTime":579.25,"body":"putting them in a situation"},{"speaker":"Marcel Petitpas","startTime":579.25,"endTime":581.52,"body":"where they just have a whole"},{"speaker":"Marcel Petitpas","startTime":579.25,"endTime":581.52,"body":"bunch of messy data all the"},{"speaker":"Marcel Petitpas","startTime":581.52,"endTime":583.61,"body":"time that they're struggling"},{"speaker":"Marcel Petitpas","startTime":581.52,"endTime":583.61,"body":"to get any value from."},{"speaker":"Marcel Petitpas","startTime":583.97,"endTime":586.03,"body":"And so that's a big part of"},{"speaker":"Marcel Petitpas","startTime":583.97,"endTime":586.03,"body":"what we're trying to do at"},{"speaker":"Marcel Petitpas","startTime":586.03,"endTime":588.05,"body":"this first step to say, how"},{"speaker":"Marcel Petitpas","startTime":586.03,"endTime":588.05,"body":"do we develop this kind of"},{"speaker":"Marcel Petitpas","startTime":588.06,"endTime":591.72,"body":"simple model five to maybe on"},{"speaker":"Marcel Petitpas","startTime":588.06,"endTime":591.72,"body":"the high end, eight buckets of"},{"speaker":"Marcel Petitpas","startTime":591.75,"endTime":595.26,"body":"capacity that we think about,"},{"speaker":"Marcel Petitpas","startTime":591.75,"endTime":595.26,"body":"then let's look at planning work"},{"speaker":"Marcel Petitpas","startTime":595.5,"endTime":597.28,"body":"in a way that looks the same."},{"speaker":"Marcel Petitpas","startTime":597.48,"endTime":600.1,"body":"So the same naming conventions,"},{"speaker":"Marcel Petitpas","startTime":597.48,"endTime":600.1,"body":"we bucket our estimated"},{"speaker":"Marcel Petitpas","startTime":600.1,"endTime":601.18,"body":"time in the same way."},{"speaker":"Marcel Petitpas","startTime":601.49,"endTime":604.22,"body":"And then we go downstream to"},{"speaker":"Marcel Petitpas","startTime":601.49,"endTime":604.22,"body":"time tracking and say, how do"},{"speaker":"Marcel Petitpas","startTime":604.22,"endTime":607.06,"body":"we make sure that every time"},{"speaker":"Marcel Petitpas","startTime":604.22,"endTime":607.06,"body":"entry has a piece of metadata"},{"speaker":"Marcel Petitpas","startTime":607.0699999999999,"endTime":609.66,"body":"on it that we can connect"},{"speaker":"Marcel Petitpas","startTime":607.0699999999999,"endTime":609.66,"body":"back to one of those buckets?"},{"speaker":"Marcel Petitpas","startTime":609.92,"endTime":613.0899999999999,"body":"And if we can build structured"},{"speaker":"Marcel Petitpas","startTime":609.92,"endTime":613.0899999999999,"body":"data in that format over"},{"speaker":"Marcel Petitpas","startTime":613.0899999999999,"endTime":616.16,"body":"time, and we layer in maybe a"},{"speaker":"Marcel Petitpas","startTime":613.0899999999999,"endTime":616.16,"body":"couple of other objects, like"},{"speaker":"Marcel Petitpas","startTime":616.28,"endTime":619.6949999999999,"body":"what type of work was this,"},{"speaker":"Marcel Petitpas","startTime":616.28,"endTime":619.6949999999999,"body":"what type of client was this?"},{"speaker":"Marcel Petitpas","startTime":619.895,"endTime":621.885,"body":"What service offering"},{"speaker":"Marcel Petitpas","startTime":619.895,"endTime":621.885,"body":"or product was this?"},{"speaker":"Marcel Petitpas","startTime":621.905,"endTime":624.025,"body":"Phases we can start to"},{"speaker":"Marcel Petitpas","startTime":621.905,"endTime":624.025,"body":"layer in as much metadata"},{"speaker":"Marcel Petitpas","startTime":624.025,"endTime":627.375,"body":"as we want, then linear"},{"speaker":"Marcel Petitpas","startTime":624.025,"endTime":627.375,"body":"algebra becomes really easy."},{"speaker":"Marcel Petitpas","startTime":627.425,"endTime":631.095,"body":"Where a question like, for every"},{"speaker":"Marcel Petitpas","startTime":627.425,"endTime":631.095,"body":"dollar of website budget, how"},{"speaker":"Marcel Petitpas","startTime":631.095,"endTime":633.525,"body":"much design time on average"},{"speaker":"Marcel Petitpas","startTime":631.095,"endTime":633.525,"body":"do we need to plan for?"},{"speaker":"Marcel Petitpas","startTime":633.8249999999999,"endTime":636.115,"body":"Well, it doesn't actually"},{"speaker":"Marcel Petitpas","startTime":633.8249999999999,"endTime":636.115,"body":"take that large of a data"},{"speaker":"Marcel Petitpas","startTime":636.115,"endTime":639.775,"body":"set to start to get a really"},{"speaker":"Marcel Petitpas","startTime":636.115,"endTime":639.775,"body":"interesting line of best fit"},{"speaker":"Marcel Petitpas","startTime":639.905,"endTime":642.875,"body":"that gives us a pretty good"},{"speaker":"Marcel Petitpas","startTime":639.905,"endTime":642.875,"body":"sense of accuracy on what that's"},{"speaker":"Marcel Petitpas","startTime":642.885,"endTime":646.345,"body":"going to look like and also"},{"speaker":"Marcel Petitpas","startTime":642.885,"endTime":646.345,"body":"start to identify what stuff is"},{"speaker":"Marcel Petitpas","startTime":646.345,"endTime":648.915,"body":"predictable and what stuff is"},{"speaker":"Marcel Petitpas","startTime":646.345,"endTime":648.915,"body":"very unpredictable, which is an"},{"speaker":"Marcel Petitpas","startTime":648.925,"endTime":651.675,"body":"interesting way to think about,"},{"speaker":"Marcel Petitpas","startTime":648.925,"endTime":651.675,"body":"okay, where might we actually"},{"speaker":"Marcel Petitpas","startTime":651.675,"endTime":654.0649999999999,"body":"have a process problem that's"},{"speaker":"Marcel Petitpas","startTime":651.675,"endTime":654.0649999999999,"body":"setting us up for failure?"},{"speaker":"Marcel Petitpas","startTime":654.0649999999999,"endTime":657.03,"body":"Because we don't actually"},{"speaker":"Marcel Petitpas","startTime":654.0649999999999,"endTime":657.03,"body":"do things very consistently"},{"speaker":"Marcel Petitpas","startTime":657.03,"endTime":659.85,"body":"and therefore predicting the"},{"speaker":"Marcel Petitpas","startTime":657.03,"endTime":659.85,"body":"future regardless of how good"},{"speaker":"Marcel Petitpas","startTime":659.85,"endTime":661.86,"body":"our data is actually going"},{"speaker":"Marcel Petitpas","startTime":659.85,"endTime":661.86,"body":"to be difficult because of"},{"speaker":"Marcel Petitpas","startTime":661.86,"endTime":663.4399999999999,"body":"how that happens in practice."},{"speaker":"Marcel Petitpas","startTime":663.4599999999999,"endTime":665.8399999999999,"body":"And so just in terms of"},{"speaker":"Marcel Petitpas","startTime":663.4599999999999,"endTime":665.8399999999999,"body":"thinking through how do we"},{"speaker":"Marcel Petitpas","startTime":665.8399999999999,"endTime":669.79,"body":"structure the information,"},{"speaker":"Marcel Petitpas","startTime":665.8399999999999,"endTime":669.79,"body":"the data points are capacity."},{"speaker":"Marcel Petitpas","startTime":669.93,"endTime":670.92,"body":"What is our model for that?"},{"speaker":"Marcel Petitpas","startTime":670.92,"endTime":673.2099999999999,"body":"And how do we think about"},{"speaker":"Marcel Petitpas","startTime":670.92,"endTime":673.2099999999999,"body":"the schema planned work?"},{"speaker":"Marcel Petitpas","startTime":673.25,"endTime":674.16,"body":"What is our model for that?"},{"speaker":"Marcel Petitpas","startTime":674.16,"endTime":675.29,"body":"And how do we think"},{"speaker":"Marcel Petitpas","startTime":674.16,"endTime":675.29,"body":"about the schema?"},{"speaker":"Marcel Petitpas","startTime":675.56,"endTime":678.8199999999999,"body":"And then just matching up"},{"speaker":"Marcel Petitpas","startTime":675.56,"endTime":678.8199999999999,"body":"actual time spent to that same"},{"speaker":"Marcel Petitpas","startTime":678.8199999999999,"endTime":681.55,"body":"schema so that we're not having"},{"speaker":"Marcel Petitpas","startTime":678.8199999999999,"endTime":681.55,"body":"to translate three different"},{"speaker":"Marcel Petitpas","startTime":681.56,"endTime":684.42,"body":"sets of data structures to"},{"speaker":"Marcel Petitpas","startTime":681.56,"endTime":684.42,"body":"try and answer that question."},{"speaker":"Marcel Petitpas","startTime":684.42,"endTime":687.53,"body":"It's unnecessary friction, and"},{"speaker":"Marcel Petitpas","startTime":684.42,"endTime":687.53,"body":"it often means that we can't"},{"speaker":"Marcel Petitpas","startTime":687.5699999999999,"endTime":689.65,"body":"actually answer questions"},{"speaker":"Marcel Petitpas","startTime":687.5699999999999,"endTime":689.65,"body":"that we set out to get when"},{"speaker":"Marcel Petitpas","startTime":689.65,"endTime":690.56,"body":"we started this process."},{"speaker":"Galen Low","startTime":690.78,"endTime":693.1,"body":"I like that idea of"},{"speaker":"Galen Low","startTime":690.78,"endTime":693.1,"body":"there's predictable stuff and"},{"speaker":"Galen Low","startTime":693.1,"endTime":694.56,"body":"there's stuff you can't predict."},{"speaker":"Galen Low","startTime":694.795,"endTime":697.6949999999999,"body":"And like even just that lens"},{"speaker":"Galen Low","startTime":694.795,"endTime":697.6949999999999,"body":"is really important because"},{"speaker":"Galen Low","startTime":697.6949999999999,"endTime":700.7149999999999,"body":"we're talking about chaos,"},{"speaker":"Galen Low","startTime":697.6949999999999,"endTime":700.7149999999999,"body":"unplannable things, right?"},{"speaker":"Galen Low","startTime":700.9449999999999,"endTime":703.385,"body":"And our desire as humans"},{"speaker":"Galen Low","startTime":700.9449999999999,"endTime":703.385,"body":"is to solve for it,"},{"speaker":"Galen Low","startTime":703.4649999999999,"endTime":704.855,"body":"but maybe you can't."},{"speaker":"Galen Low","startTime":705.2099999999999,"endTime":707.5799999999999,"body":"But the other thing that"},{"speaker":"Galen Low","startTime":705.2099999999999,"endTime":707.5799999999999,"body":"really kind of, resonated with"},{"speaker":"Galen Low","startTime":707.5799999999999,"endTime":710.06,"body":"me about what you're saying"},{"speaker":"Galen Low","startTime":707.5799999999999,"endTime":710.06,"body":"is that we need to have good"},{"speaker":"Galen Low","startTime":710.06,"endTime":712.38,"body":"clean data, but I think this"},{"speaker":"Galen Low","startTime":710.06,"endTime":712.38,"body":"is where the tech comes in"},{"speaker":"Galen Low","startTime":712.38,"endTime":715.76,"body":"because I remember building a"},{"speaker":"Galen Low","startTime":712.38,"endTime":715.76,"body":"skills matrix for the staff at"},{"speaker":"Galen Low","startTime":715.81,"endTime":717.05,"body":"the agency I was working at."},{"speaker":"Galen Low","startTime":717.24,"endTime":719.56,"body":"And it was like, Hey, like"},{"speaker":"Galen Low","startTime":717.24,"endTime":719.56,"body":"on a scale of one to 10,"},{"speaker":"Galen Low","startTime":719.5699999999999,"endTime":721.67,"body":"like, how good are you"},{"speaker":"Galen Low","startTime":719.5699999999999,"endTime":721.67,"body":"at Drupal development?"},{"speaker":"Galen Low","startTime":721.6999999999999,"endTime":724.009,"body":"They're like 10, I guess,"},{"speaker":"Galen Low","startTime":721.6999999999999,"endTime":724.009,"body":"and there was like, it was"},{"speaker":"Galen Low","startTime":724.069,"endTime":726.7289999999999,"body":"so much to collate and put"},{"speaker":"Galen Low","startTime":724.069,"endTime":726.7289999999999,"body":"together and we're doing"},{"speaker":"Galen Low","startTime":726.7289999999999,"endTime":727.8489999999999,"body":"it in like Google sheets."},{"speaker":"Galen Low","startTime":727.889,"endTime":729.209,"body":"And it was just a mess."},{"speaker":"Galen Low","startTime":729.3589999999999,"endTime":730.399,"body":"Our intention was good."},{"speaker":"Galen Low","startTime":730.409,"endTime":732.164,"body":"We were like, okay, How"},{"speaker":"Galen Low","startTime":730.409,"endTime":732.164,"body":"do you like to work?"},{"speaker":"Galen Low","startTime":732.174,"endTime":732.744,"body":"Where are you?"},{"speaker":"Galen Low","startTime":732.744,"endTime":734.7339999999999,"body":"What kind of projects are"},{"speaker":"Galen Low","startTime":732.744,"endTime":734.7339999999999,"body":"on your career roadmap"},{"speaker":"Galen Low","startTime":734.7339999999999,"endTime":735.294,"body":"and all this stuff."},{"speaker":"Galen Low","startTime":735.314,"endTime":736.9639999999999,"body":"And we're trying to sort of"},{"speaker":"Galen Low","startTime":735.314,"endTime":736.9639999999999,"body":"plan it all out, but like"},{"speaker":"Galen Low","startTime":737.184,"endTime":740.164,"body":"the volume of data for us to"},{"speaker":"Galen Low","startTime":737.184,"endTime":740.164,"body":"put into our consideration"},{"speaker":"Galen Low","startTime":740.164,"endTime":741.6139999999999,"body":"as humans was just too much."},{"speaker":"Galen Low","startTime":741.914,"endTime":743.3639999999999,"body":"So as you're saying"},{"speaker":"Galen Low","startTime":741.914,"endTime":743.3639999999999,"body":"that, I'm like, wow,"},{"speaker":"Galen Low","startTime":743.574,"endTime":744.334,"body":"that's a lot of models."},{"speaker":"Galen Low","startTime":744.3539999999999,"endTime":745.2339999999999,"body":"That's a lot of taxonomy."},{"speaker":"Galen Low","startTime":745.244,"endTime":745.9739999999999,"body":"What are we going"},{"speaker":"Galen Low","startTime":745.244,"endTime":745.9739999999999,"body":"to do about it?"},{"speaker":"Galen Low","startTime":745.994,"endTime":748.134,"body":"But I guess that kind"},{"speaker":"Galen Low","startTime":745.994,"endTime":748.134,"body":"of leads into that whole"},{"speaker":"Galen Low","startTime":748.144,"endTime":749.994,"body":"notion of yeah, this is"},{"speaker":"Galen Low","startTime":748.144,"endTime":749.994,"body":"where technology can help."},{"speaker":"Grant Hultgren","startTime":750.3639999999999,"endTime":752.174,"body":"Well, and you"},{"speaker":"Grant Hultgren","startTime":750.3639999999999,"endTime":752.174,"body":"can architect it all right."},{"speaker":"Grant Hultgren","startTime":752.2139999999999,"endTime":753.274,"body":"And you can get it all set."},{"speaker":"Grant Hultgren","startTime":753.764,"endTime":755.1039999999999,"body":"But it's going to"},{"speaker":"Grant Hultgren","startTime":753.764,"endTime":755.1039999999999,"body":"change in an hour."},{"speaker":"Grant Hultgren","startTime":755.134,"endTime":756.834,"body":"That client's going"},{"speaker":"Grant Hultgren","startTime":755.134,"endTime":756.834,"body":"to, they'll sign that"},{"speaker":"Grant Hultgren","startTime":756.834,"endTime":757.754,"body":"statement of work, right?"},{"speaker":"Grant Hultgren","startTime":757.754,"endTime":759.504,"body":"That change order,"},{"speaker":"Grant Hultgren","startTime":757.754,"endTime":759.504,"body":"they'll cut their scope."},{"speaker":"Grant Hultgren","startTime":759.754,"endTime":761.2239999999999,"body":"COVID will hit, right?"},{"speaker":"Grant Hultgren","startTime":761.2239999999999,"endTime":762.7139999999999,"body":"Now do we need an office?"},{"speaker":"Grant Hultgren","startTime":762.7339999999999,"endTime":764.294,"body":"Is that overhead"},{"speaker":"Grant Hultgren","startTime":762.7339999999999,"endTime":764.294,"body":"cost we have to have?"},{"speaker":"Grant Hultgren","startTime":764.644,"endTime":766.3639999999999,"body":"And I think exactly"},{"speaker":"Grant Hultgren","startTime":764.644,"endTime":766.3639999999999,"body":"to Marcel's point, you"},{"speaker":"Grant Hultgren","startTime":766.3639999999999,"endTime":768.904,"body":"construct it, and then you've"},{"speaker":"Grant Hultgren","startTime":766.3639999999999,"endTime":768.904,"body":"got to put the cadence."},{"speaker":"Grant Hultgren","startTime":769.314,"endTime":771.884,"body":"How do we align the individual"},{"speaker":"Grant Hultgren","startTime":769.314,"endTime":771.884,"body":"contributors who are on the"},{"speaker":"Grant Hultgren","startTime":771.884,"endTime":776.084,"body":"front line that can inform this"},{"speaker":"Grant Hultgren","startTime":771.884,"endTime":776.084,"body":"data the best possible way to"},{"speaker":"Grant Hultgren","startTime":776.084,"endTime":777.654,"body":"make those incremental changes?"},{"speaker":"Grant Hultgren","startTime":777.654,"endTime":780.334,"body":"Like everything Marcel"},{"speaker":"Grant Hultgren","startTime":777.654,"endTime":780.334,"body":"just said is frankly"},{"speaker":"Grant Hultgren","startTime":780.334,"endTime":781.684,"body":"why our company exists."},{"speaker":"Grant Hultgren","startTime":781.694,"endTime":783.244,"body":"I know he's agnostic, right?"},{"speaker":"Grant Hultgren","startTime":783.6039999999999,"endTime":787.564,"body":"But that is what we're trying"},{"speaker":"Grant Hultgren","startTime":783.6039999999999,"endTime":787.564,"body":"to codify in this data, but"},{"speaker":"Grant Hultgren","startTime":787.564,"endTime":789.4739999999999,"body":"it's the exact same mindset."},{"speaker":"Grant Hultgren","startTime":789.504,"endTime":792.874,"body":"It's the exact same means"},{"speaker":"Grant Hultgren","startTime":789.504,"endTime":792.874,"body":"of measuring these different"},{"speaker":"Grant Hultgren","startTime":792.894,"endTime":796.7189999999999,"body":"inputs that come into"},{"speaker":"Grant Hultgren","startTime":792.894,"endTime":796.7189999999999,"body":"different solutions to that."},{"speaker":"Grant Hultgren","startTime":796.7389999999999,"endTime":799.9689999999999,"body":"And you can hire consultants"},{"speaker":"Grant Hultgren","startTime":796.7389999999999,"endTime":799.9689999999999,"body":"like Marcel, who can help"},{"speaker":"Grant Hultgren","startTime":799.9689999999999,"endTime":802.309,"body":"you through that or Ann who's"},{"speaker":"Grant Hultgren","startTime":799.9689999999999,"endTime":802.309,"body":"going to say, yeah, actually,"},{"speaker":"Grant Hultgren","startTime":802.4889999999999,"endTime":805.119,"body":"here's how I go about it"},{"speaker":"Grant Hultgren","startTime":802.4889999999999,"endTime":805.119,"body":"this way with your team, or"},{"speaker":"Grant Hultgren","startTime":805.119,"endTime":806.049,"body":"you try to codify into it."},{"speaker":"Grant Hultgren","startTime":806.1089999999999,"endTime":809.2189999999999,"body":"But the problems are still all"},{"speaker":"Grant Hultgren","startTime":806.1089999999999,"endTime":809.2189999999999,"body":"there of how do we get it to"},{"speaker":"Grant Hultgren","startTime":809.259,"endTime":812.769,"body":"every layer from owner all the"},{"speaker":"Grant Hultgren","startTime":809.259,"endTime":812.769,"body":"way down and we're all line"},{"speaker":"Grant Hultgren","startTime":813.019,"endTime":815.7389999999999,"body":"and we're, yeah, we know where"},{"speaker":"Grant Hultgren","startTime":813.019,"endTime":815.7389999999999,"body":"the precision comes into play."},{"speaker":"Grant Hultgren","startTime":815.759,"endTime":818.409,"body":"We know where the accuracy"},{"speaker":"Grant Hultgren","startTime":815.759,"endTime":818.409,"body":"is, and we all understand"},{"speaker":"Grant Hultgren","startTime":818.679,"endTime":819.709,"body":"where the value is."},{"speaker":"Galen Low","startTime":820.0989999999999,"endTime":821.799,"body":"Let's go there"},{"speaker":"Galen Low","startTime":820.0989999999999,"endTime":821.799,"body":"because I think it's a really"},{"speaker":"Galen Low","startTime":821.799,"endTime":824.899,"body":"interesting question, clean"},{"speaker":"Galen Low","startTime":821.799,"endTime":824.899,"body":"data seems like a myth and"},{"speaker":"Galen Low","startTime":824.999,"endTime":827.459,"body":"probably not from a data"},{"speaker":"Galen Low","startTime":824.999,"endTime":827.459,"body":"standpoint, not from a taxonomy"},{"speaker":"Galen Low","startTime":827.459,"endTime":830.189,"body":"standpoint, but from a human"},{"speaker":"Galen Low","startTime":827.459,"endTime":830.189,"body":"standpoint, I'm wondering if"},{"speaker":"Galen Low","startTime":830.189,"endTime":832.869,"body":"I could throw this one to Ann,"},{"speaker":"Galen Low","startTime":830.189,"endTime":832.869,"body":"just like the human component,"},{"speaker":"Galen Low","startTime":832.899,"endTime":837.649,"body":"how do we get people on board"},{"speaker":"Galen Low","startTime":832.899,"endTime":837.649,"body":"with the idea that they will"},{"speaker":"Galen Low","startTime":837.659,"endTime":839.499,"body":"benefit from tracking more data?"},{"speaker":"Galen Low","startTime":839.499,"endTime":840.909,"body":"People already"},{"speaker":"Galen Low","startTime":839.499,"endTime":840.909,"body":"hate time tracking."},{"speaker":"Galen Low","startTime":841.0889999999999,"endTime":843.129,"body":"Marcel, you posted about"},{"speaker":"Galen Low","startTime":841.0889999999999,"endTime":843.129,"body":"utilization the other day on"},{"speaker":"Galen Low","startTime":843.129,"endTime":846.709,"body":"LinkedIn, like these are things"},{"speaker":"Galen Low","startTime":843.129,"endTime":846.709,"body":"that get people tied in knots."},{"speaker":"Galen Low","startTime":847.179,"endTime":848.789,"body":"And they can really"},{"speaker":"Galen Low","startTime":847.179,"endTime":848.789,"body":"damage morale."},{"speaker":"Galen Low","startTime":849.079,"endTime":851.249,"body":"And now we're going to ask them"},{"speaker":"Galen Low","startTime":849.079,"endTime":851.249,"body":"to record more stuff, right?"},{"speaker":"Galen Low","startTime":851.249,"endTime":852.919,"body":"More data, like more models."},{"speaker":"Galen Low","startTime":853.259,"endTime":857.649,"body":"And like, how would you approach"},{"speaker":"Galen Low","startTime":853.259,"endTime":857.649,"body":"that in terms of getting people"},{"speaker":"Galen Low","startTime":857.649,"endTime":860.9789999999999,"body":"bought into this idea that"},{"speaker":"Galen Low","startTime":857.649,"endTime":860.9789999999999,"body":"this is going to be helpful?"},{"speaker":"Ann Campea","startTime":861.3489999999999,"endTime":864.164,"body":"This feels like"},{"speaker":"Ann Campea","startTime":861.3489999999999,"endTime":864.164,"body":"a very loaded question,"},{"speaker":"Ann Campea","startTime":864.174,"endTime":868.064,"body":"but I think it's tough and"},{"speaker":"Ann Campea","startTime":864.174,"endTime":868.064,"body":"it really is tough to get"},{"speaker":"Ann Campea","startTime":868.074,"endTime":869.144,"body":"all the layers aligned."},{"speaker":"Ann Campea","startTime":869.144,"endTime":872.254,"body":"And what I'll say is, I think,"},{"speaker":"Ann Campea","startTime":869.144,"endTime":872.254,"body":"shout out to Marcel, you put up"},{"speaker":"Ann Campea","startTime":872.254,"endTime":875.554,"body":"a post on LinkedIn about trying"},{"speaker":"Ann Campea","startTime":872.254,"endTime":875.554,"body":"to come up with that magic"},{"speaker":"Ann Campea","startTime":875.554,"endTime":879.044,"body":"formula that your stakeholders"},{"speaker":"Ann Campea","startTime":875.554,"endTime":879.044,"body":"can buy into to say, this"},{"speaker":"Ann Campea","startTime":879.074,"endTime":883.704,"body":"is how we are aligning to"},{"speaker":"Ann Campea","startTime":879.074,"endTime":883.704,"body":"measure resources, capacity,"},{"speaker":"Ann Campea","startTime":884.1039999999999,"endTime":885.3539999999999,"body":"all of that good stuff."},{"speaker":"Ann Campea","startTime":885.374,"endTime":889.074,"body":"And Grant, you just called out"},{"speaker":"Ann Campea","startTime":885.374,"endTime":889.074,"body":"things change all the time."},{"speaker":"Ann Campea","startTime":889.074,"endTime":891.324,"body":"So how do you control"},{"speaker":"Ann Campea","startTime":889.074,"endTime":891.324,"body":"for that moving variable?"},{"speaker":"Ann Campea","startTime":891.7339999999999,"endTime":894.584,"body":"I think it's about aligning"},{"speaker":"Ann Campea","startTime":891.7339999999999,"endTime":894.584,"body":"back to what Marcel was saying."},{"speaker":"Ann Campea","startTime":894.6139999999999,"endTime":898.8439999999999,"body":"If you can at least get the"},{"speaker":"Ann Campea","startTime":894.6139999999999,"endTime":898.8439999999999,"body":"buy in to a structure, even"},{"speaker":"Ann Campea","startTime":898.8439999999999,"endTime":901.574,"body":"if it's, something vastly"},{"speaker":"Ann Campea","startTime":898.8439999999999,"endTime":901.574,"body":"different than what the other"},{"speaker":"Ann Campea","startTime":901.5939999999999,"endTime":905.434,"body":"agencies are doing, but your"},{"speaker":"Ann Campea","startTime":901.5939999999999,"endTime":905.434,"body":"leadership team, your culture"},{"speaker":"Ann Campea","startTime":905.664,"endTime":909.834,"body":"as an organization, you're all"},{"speaker":"Ann Campea","startTime":905.664,"endTime":909.834,"body":"opting to rally behind what that"},{"speaker":"Ann Campea","startTime":909.834,"endTime":912.014,"body":"formula is to capture this data."},{"speaker":"Ann Campea","startTime":912.404,"endTime":914.8539999999999,"body":"Then, at the very least, you've"},{"speaker":"Ann Campea","startTime":912.404,"endTime":914.8539999999999,"body":"got the buy in, which is one"},{"speaker":"Ann Campea","startTime":914.8539999999999,"endTime":917.254,"body":"of those biggest blockers"},{"speaker":"Ann Campea","startTime":914.8539999999999,"endTime":917.254,"body":"that you might encounter."},{"speaker":"Ann Campea","startTime":917.264,"endTime":920.1139999999999,"body":"Because we can spend all"},{"speaker":"Ann Campea","startTime":917.264,"endTime":920.1139999999999,"body":"this time building, we can"},{"speaker":"Ann Campea","startTime":920.144,"endTime":923.2339999999999,"body":"spend all this time enhancing"},{"speaker":"Ann Campea","startTime":920.144,"endTime":923.2339999999999,"body":"our tools, building out the"},{"speaker":"Ann Campea","startTime":923.2339999999999,"endTime":926.834,"body":"reports, gathering the time"},{"speaker":"Ann Campea","startTime":923.2339999999999,"endTime":926.834,"body":"tracking, squeezing the time"},{"speaker":"Ann Campea","startTime":926.834,"endTime":930.034,"body":"from our employees to say, how"},{"speaker":"Ann Campea","startTime":926.834,"endTime":930.034,"body":"long is it taking you to do"},{"speaker":"Ann Campea","startTime":930.034,"endTime":932.874,"body":"different types of projects"},{"speaker":"Ann Campea","startTime":930.034,"endTime":932.874,"body":"of different complexities?"},{"speaker":"Ann Campea","startTime":933.274,"endTime":935.7339999999999,"body":"How many can you take on"},{"speaker":"Ann Campea","startTime":933.274,"endTime":935.7339999999999,"body":"in a given day or week?"},{"speaker":"Ann Campea","startTime":936.074,"endTime":938.164,"body":"You can gather all of this"},{"speaker":"Ann Campea","startTime":936.074,"endTime":938.164,"body":"stuff, but if you don't"},{"speaker":"Ann Campea","startTime":938.164,"endTime":941.9739999999999,"body":"have that buy-in, that then"},{"speaker":"Ann Campea","startTime":938.164,"endTime":941.9739999999999,"body":"becomes your biggest blocker."},{"speaker":"Ann Campea","startTime":942.084,"endTime":944.3539999999999,"body":"It's, again, going back"},{"speaker":"Ann Campea","startTime":942.084,"endTime":944.3539999999999,"body":"to that human element."},{"speaker":"Ann Campea","startTime":944.3639999999999,"endTime":947.254,"body":"And I think what I found"},{"speaker":"Ann Campea","startTime":944.3639999999999,"endTime":947.254,"body":"in dealing with trying"},{"speaker":"Ann Campea","startTime":947.254,"endTime":950.284,"body":"to get stakeholders to"},{"speaker":"Ann Campea","startTime":947.254,"endTime":950.284,"body":"buy-in, is sometimes there's"},{"speaker":"Ann Campea","startTime":950.314,"endTime":954.744,"body":"this assumption that, you"},{"speaker":"Ann Campea","startTime":950.314,"endTime":954.744,"body":"might be promoting very"},{"speaker":"Ann Campea","startTime":954.774,"endTime":956.804,"body":"objective quantitative data."},{"speaker":"Ann Campea","startTime":957.294,"endTime":961.684,"body":"And I do think, if we're being"},{"speaker":"Ann Campea","startTime":957.294,"endTime":961.684,"body":"real and honest about the data,"},{"speaker":"Ann Campea","startTime":961.694,"endTime":965.784,"body":"going back to that good, clean"},{"speaker":"Ann Campea","startTime":961.694,"endTime":965.784,"body":"data, I think it comes down to"},{"speaker":"Ann Campea","startTime":965.784,"endTime":968.584,"body":"the stakeholders understanding"},{"speaker":"Ann Campea","startTime":965.784,"endTime":968.584,"body":"what it is you do have."},{"speaker":"Ann Campea","startTime":968.939,"endTime":971.699,"body":"I always present my data"},{"speaker":"Ann Campea","startTime":968.939,"endTime":971.699,"body":"by saying, this is the time"},{"speaker":"Ann Campea","startTime":971.699,"endTime":975.189,"body":"study, there's going to be a"},{"speaker":"Ann Campea","startTime":971.699,"endTime":975.189,"body":"variance in this time study"},{"speaker":"Ann Campea","startTime":975.189,"endTime":978.249,"body":"because you're asking humans"},{"speaker":"Ann Campea","startTime":975.189,"endTime":978.249,"body":"to enter the data, right?"},{"speaker":"Ann Campea","startTime":978.259,"endTime":981.169,"body":"So always consider that"},{"speaker":"Ann Campea","startTime":978.259,"endTime":981.169,"body":"there is going to be a"},{"speaker":"Ann Campea","startTime":981.169,"endTime":983.9889999999999,"body":"bit of subjectivity, even"},{"speaker":"Ann Campea","startTime":981.169,"endTime":983.9889999999999,"body":"in the quantitative data"},{"speaker":"Ann Campea","startTime":983.9889999999999,"endTime":984.909,"body":"that you're gathering."},{"speaker":"Ann Campea","startTime":985.3539999999999,"endTime":987.784,"body":"Which then when you present"},{"speaker":"Ann Campea","startTime":985.3539999999999,"endTime":987.784,"body":"it to your stakeholders"},{"speaker":"Ann Campea","startTime":987.784,"endTime":990.554,"body":"for buy-in, you got to just"},{"speaker":"Ann Campea","startTime":987.784,"endTime":990.554,"body":"keep it real in that way."},{"speaker":"Ann Campea","startTime":990.8439999999999,"endTime":993.644,"body":"You can't just say, this is"},{"speaker":"Ann Campea","startTime":990.8439999999999,"endTime":993.644,"body":"the data, this is clean, this"},{"speaker":"Ann Campea","startTime":993.654,"endTime":994.744,"body":"is what we're going off of."},{"speaker":"Ann Campea","startTime":994.744,"endTime":998.024,"body":"It's 100 percent accurate"},{"speaker":"Ann Campea","startTime":994.744,"endTime":998.024,"body":"because as we all have said"},{"speaker":"Ann Campea","startTime":998.024,"endTime":1003.264,"body":"already, it can't ever be that"},{"speaker":"Ann Campea","startTime":998.024,"endTime":1003.264,"body":"way, but it can get close."},{"speaker":"Ann Campea","startTime":1003.3439999999999,"endTime":1006.384,"body":"And I think that's number"},{"speaker":"Ann Campea","startTime":1003.3439999999999,"endTime":1006.384,"body":"one in terms of selling that"},{"speaker":"Ann Campea","startTime":1006.384,"endTime":1008.154,"body":"formula to your stakeholders."},{"speaker":"Galen Low","startTime":1008.4839999999999,"endTime":1009.524,"body":"I love that"},{"speaker":"Galen Low","startTime":1008.4839999999999,"endTime":1009.524,"body":"approach because it's"},{"speaker":"Galen Low","startTime":1009.524,"endTime":1010.574,"body":"collaborative, right?"},{"speaker":"Galen Low","startTime":1010.804,"endTime":1013.304,"body":"Intrinsically, what you're"},{"speaker":"Galen Low","startTime":1010.804,"endTime":1013.304,"body":"saying is don't, send it"},{"speaker":"Galen Low","startTime":1013.304,"endTime":1015.024,"body":"down from the top and cram"},{"speaker":"Galen Low","startTime":1013.304,"endTime":1015.024,"body":"it down people's throats."},{"speaker":"Galen Low","startTime":1015.504,"endTime":1018.1139999999999,"body":"But also I think it's"},{"speaker":"Galen Low","startTime":1015.504,"endTime":1018.1139999999999,"body":"like the framing of it."},{"speaker":"Galen Low","startTime":1018.254,"endTime":1020.394,"body":"And I think we do have that"},{"speaker":"Galen Low","startTime":1018.254,"endTime":1020.394,"body":"tendency, especially in resource"},{"speaker":"Galen Low","startTime":1020.394,"endTime":1022.914,"body":"management to be like, this"},{"speaker":"Galen Low","startTime":1020.394,"endTime":1022.914,"body":"is the definitive thing."},{"speaker":"Galen Low","startTime":1023.124,"endTime":1024.7740000000001,"body":"Everyone's week adds up to 40."},{"speaker":"Galen Low","startTime":1024.904,"endTime":1025.984,"body":"It's going to be perfect."},{"speaker":"Galen Low","startTime":1026.204,"endTime":1028.094,"body":"Whereas you're right,"},{"speaker":"Galen Low","startTime":1026.204,"endTime":1028.094,"body":"it's if we present it"},{"speaker":"Galen Low","startTime":1028.094,"endTime":1029.234,"body":"with that variability."},{"speaker":"Galen Low","startTime":1029.804,"endTime":1032.0140000000001,"body":"All right, Marcel, I don't know"},{"speaker":"Galen Low","startTime":1029.804,"endTime":1032.0140000000001,"body":"if that ties into the sort of"},{"speaker":"Galen Low","startTime":1032.284,"endTime":1033.614,"body":"precision and accuracy thing."},{"speaker":"Marcel Petitpas","startTime":1034.074,"endTime":1035.104,"body":"Yes, it does."},{"speaker":"Marcel Petitpas","startTime":1035.114,"endTime":1036.7540000000001,"body":"So I have two things on this."},{"speaker":"Marcel Petitpas","startTime":1037.269,"endTime":1039.6390000000001,"body":"We talk a lot in the"},{"speaker":"Marcel Petitpas","startTime":1037.269,"endTime":1039.6390000000001,"body":"industry about these tactics"},{"speaker":"Marcel Petitpas","startTime":1039.679,"endTime":1040.819,"body":"to improve compliance."},{"speaker":"Marcel Petitpas","startTime":1040.819,"endTime":1041.789,"body":"Could you gamify it?"},{"speaker":"Marcel Petitpas","startTime":1041.789,"endTime":1043.949,"body":"You get the Slack bot"},{"speaker":"Marcel Petitpas","startTime":1041.789,"endTime":1043.949,"body":"that puts people on teams"},{"speaker":"Marcel Petitpas","startTime":1043.949,"endTime":1045.079,"body":"and shows compliance."},{"speaker":"Marcel Petitpas","startTime":1045.079,"endTime":1047.879,"body":"You get the thing that tracks"},{"speaker":"Marcel Petitpas","startTime":1045.079,"endTime":1047.879,"body":"the time, based on what they're"},{"speaker":"Marcel Petitpas","startTime":1047.879,"endTime":1050.009,"body":"doing on the computer and helps"},{"speaker":"Marcel Petitpas","startTime":1047.879,"endTime":1050.009,"body":"them fill out their timesheets."},{"speaker":"Marcel Petitpas","startTime":1050.019,"endTime":1052.829,"body":"You resource plan based"},{"speaker":"Marcel Petitpas","startTime":1050.019,"endTime":1052.829,"body":"pre-filling of the timesheets."},{"speaker":"Marcel Petitpas","startTime":1052.829,"endTime":1054.649,"body":"And all of those things"},{"speaker":"Marcel Petitpas","startTime":1052.829,"endTime":1054.649,"body":"are very helpful."},{"speaker":"Marcel Petitpas","startTime":1054.649,"endTime":1057.094,"body":"But to me, the underlying"},{"speaker":"Marcel Petitpas","startTime":1054.649,"endTime":1057.094,"body":"issue is what Ann just"},{"speaker":"Marcel Petitpas","startTime":1057.094,"endTime":1058.2839999999999,"body":"mentioned, which is the buy-in."},{"speaker":"Marcel Petitpas","startTime":1058.744,"endTime":1062.164,"body":"And another big component"},{"speaker":"Marcel Petitpas","startTime":1058.744,"endTime":1062.164,"body":"that I find often happens is"},{"speaker":"Marcel Petitpas","startTime":1062.424,"endTime":1063.914,"body":"the loop isn't being closed."},{"speaker":"Marcel Petitpas","startTime":1063.944,"endTime":1066.914,"body":"And so the ICs in particular"},{"speaker":"Marcel Petitpas","startTime":1063.944,"endTime":1066.914,"body":"that are being asked to enter"},{"speaker":"Marcel Petitpas","startTime":1066.914,"endTime":1070.5339999999999,"body":"time, they're never privy to the"},{"speaker":"Marcel Petitpas","startTime":1066.914,"endTime":1070.5339999999999,"body":"actual conversations, decisions,"},{"speaker":"Marcel Petitpas","startTime":1070.5439999999999,"endTime":1073.344,"body":"or reports that are being"},{"speaker":"Marcel Petitpas","startTime":1070.5439999999999,"endTime":1073.344,"body":"created as a result of that."},{"speaker":"Marcel Petitpas","startTime":1073.344,"endTime":1075.414,"body":"And so they're left to"},{"speaker":"Marcel Petitpas","startTime":1073.344,"endTime":1075.414,"body":"create their own story"},{"speaker":"Marcel Petitpas","startTime":1075.424,"endTime":1077.064,"body":"in their mind about how"},{"speaker":"Marcel Petitpas","startTime":1075.424,"endTime":1077.064,"body":"that time is being used."},{"speaker":"Marcel Petitpas","startTime":1077.094,"endTime":1079.104,"body":"And it's rarely going"},{"speaker":"Marcel Petitpas","startTime":1077.094,"endTime":1079.104,"body":"to be a flattering one."},{"speaker":"Marcel Petitpas","startTime":1079.114,"endTime":1081.764,"body":"No matter how well intentioned"},{"speaker":"Marcel Petitpas","startTime":1079.114,"endTime":1081.764,"body":"you are about telling them"},{"speaker":"Marcel Petitpas","startTime":1081.7839999999999,"endTime":1083.714,"body":"how you're using it, they"},{"speaker":"Marcel Petitpas","startTime":1081.7839999999999,"endTime":1083.714,"body":"need to see it to believe it."},{"speaker":"Marcel Petitpas","startTime":1084.0339999999999,"endTime":1086.684,"body":"And to Ann's point, there's"},{"speaker":"Marcel Petitpas","startTime":1084.0339999999999,"endTime":1086.684,"body":"value in having them involved"},{"speaker":"Marcel Petitpas","startTime":1086.684,"endTime":1087.484,"body":"in that conversation."},{"speaker":"Marcel Petitpas","startTime":1087.484,"endTime":1090.864,"body":"And so what I found is a"},{"speaker":"Marcel Petitpas","startTime":1087.484,"endTime":1090.864,"body":"lot of management teams are"},{"speaker":"Marcel Petitpas","startTime":1090.874,"endTime":1093.944,"body":"hesitant to close that loop"},{"speaker":"Marcel Petitpas","startTime":1090.874,"endTime":1093.944,"body":"and start showing the data"},{"speaker":"Marcel Petitpas","startTime":1093.944,"endTime":1096.334,"body":"to their team because they're"},{"speaker":"Marcel Petitpas","startTime":1093.944,"endTime":1096.334,"body":"like, Oh, but it's, we know"},{"speaker":"Marcel Petitpas","startTime":1096.334,"endTime":1097.524,"body":"that the data is not good yet."},{"speaker":"Marcel Petitpas","startTime":1097.894,"endTime":1099.5339999999999,"body":"And so it becomes this"},{"speaker":"Marcel Petitpas","startTime":1097.894,"endTime":1099.5339999999999,"body":"chicken and egg game."},{"speaker":"Marcel Petitpas","startTime":1099.614,"endTime":1101.664,"body":"And what I always encourage"},{"speaker":"Marcel Petitpas","startTime":1099.614,"endTime":1101.664,"body":"them to do, and we've done"},{"speaker":"Marcel Petitpas","startTime":1101.664,"endTime":1103.774,"body":"this experiment with clients"},{"speaker":"Marcel Petitpas","startTime":1101.664,"endTime":1103.774,"body":"a number of times and say,"},{"speaker":"Marcel Petitpas","startTime":1104.124,"endTime":1107.324,"body":"have the meeting and pretend"},{"speaker":"Marcel Petitpas","startTime":1104.124,"endTime":1107.324,"body":"you don't know that it's bad."},{"speaker":"Marcel Petitpas","startTime":1107.8039999999999,"endTime":1111.259,"body":"And what you'll start to see"},{"speaker":"Marcel Petitpas","startTime":1107.8039999999999,"endTime":1111.259,"body":"is, A) the way that maybe not"},{"speaker":"Marcel Petitpas","startTime":1111.259,"endTime":1114.697,"body":"having a really deliberate"},{"speaker":"Marcel Petitpas","startTime":1111.259,"endTime":1114.697,"body":"that of KPIs that you measure"},{"speaker":"Marcel Petitpas","startTime":1114.697,"endTime":1118.157,"body":"with the team, what incentives"},{"speaker":"Marcel Petitpas","startTime":1114.697,"endTime":1118.157,"body":"that creates that are actually"},{"speaker":"Marcel Petitpas","startTime":1118.177,"endTime":1119.147,"body":"opposite of what you want."},{"speaker":"Marcel Petitpas","startTime":1119.147,"endTime":1121.047,"body":"So like hyper focusing"},{"speaker":"Marcel Petitpas","startTime":1119.147,"endTime":1121.047,"body":"on utilization, it"},{"speaker":"Marcel Petitpas","startTime":1121.047,"endTime":1123.697,"body":"creates a reaction that"},{"speaker":"Marcel Petitpas","startTime":1121.047,"endTime":1123.697,"body":"is often not desired."},{"speaker":"Marcel Petitpas","startTime":1124.147,"endTime":1126.277,"body":"And so when you go into"},{"speaker":"Marcel Petitpas","startTime":1124.147,"endTime":1126.277,"body":"that meeting, let's say,"},{"speaker":"Marcel Petitpas","startTime":1126.277,"endTime":1130.547,"body":"for example, you were really"},{"speaker":"Marcel Petitpas","startTime":1126.277,"endTime":1130.547,"body":"focused on client budget."},{"speaker":"Marcel Petitpas","startTime":1131.197,"endTime":1133.507,"body":"And so you go into the meeting"},{"speaker":"Marcel Petitpas","startTime":1131.197,"endTime":1133.507,"body":"and you're like, guys, or"},{"speaker":"Marcel Petitpas","startTime":1133.507,"endTime":1134.537,"body":"you have a compliance issue."},{"speaker":"Marcel Petitpas","startTime":1134.617,"endTime":1135.927,"body":"You're like, guys,"},{"speaker":"Marcel Petitpas","startTime":1134.617,"endTime":1135.927,"body":"this is incredible."},{"speaker":"Marcel Petitpas","startTime":1136.157,"endTime":1138.187,"body":"We were under budget on"},{"speaker":"Marcel Petitpas","startTime":1136.157,"endTime":1138.187,"body":"every single project."},{"speaker":"Marcel Petitpas","startTime":1138.357,"endTime":1139.597,"body":"Our clients are thrilled."},{"speaker":"Marcel Petitpas","startTime":1139.777,"endTime":1141.057,"body":"You guys aren't even that busy."},{"speaker":"Marcel Petitpas","startTime":1141.307,"endTime":1143.897,"body":"I could go sell twice as much"},{"speaker":"Marcel Petitpas","startTime":1141.307,"endTime":1143.897,"body":"work next month and you still"},{"speaker":"Marcel Petitpas","startTime":1143.897,"endTime":1144.9669999999999,"body":"wouldn't be at capacity."},{"speaker":"Marcel Petitpas","startTime":1144.9769999999999,"endTime":1145.9569999999999,"body":"This is incredible."},{"speaker":"Marcel Petitpas","startTime":1145.9669999999999,"endTime":1146.7069999999999,"body":"High five, everyone."},{"speaker":"Marcel Petitpas","startTime":1146.737,"endTime":1147.197,"body":"This is great."},{"speaker":"Marcel Petitpas","startTime":1147.2069999999999,"endTime":1148.667,"body":"And all of a sudden you"},{"speaker":"Marcel Petitpas","startTime":1147.2069999999999,"endTime":1148.667,"body":"might find the team goes"},{"speaker":"Marcel Petitpas","startTime":1148.687,"endTime":1149.377,"body":"wait, hold on a second."},{"speaker":"Marcel Petitpas","startTime":1149.9669999999999,"endTime":1151.857,"body":"Maybe all of our time"},{"speaker":"Marcel Petitpas","startTime":1149.9669999999999,"endTime":1151.857,"body":"wasn't in the timesheets."},{"speaker":"Marcel Petitpas","startTime":1151.917,"endTime":1154.307,"body":"Like we definitely can't handle"},{"speaker":"Marcel Petitpas","startTime":1151.917,"endTime":1154.307,"body":"twice as much work next month."},{"speaker":"Marcel Petitpas","startTime":1154.337,"endTime":1156.797,"body":"And you're like, Oh, geez,"},{"speaker":"Marcel Petitpas","startTime":1154.337,"endTime":1156.797,"body":"I'm so glad you told me that."},{"speaker":"Marcel Petitpas","startTime":1156.797,"endTime":1158.657,"body":"Cause this is the"},{"speaker":"Marcel Petitpas","startTime":1156.797,"endTime":1158.657,"body":"information that I'm using"},{"speaker":"Marcel Petitpas","startTime":1158.897,"endTime":1160.2069999999999,"body":"to plan into the future."},{"speaker":"Marcel Petitpas","startTime":1160.387,"endTime":1163.267,"body":"And I need this to be accurate"},{"speaker":"Marcel Petitpas","startTime":1160.387,"endTime":1163.267,"body":"so that I can make sure I"},{"speaker":"Marcel Petitpas","startTime":1163.287,"endTime":1165.677,"body":"don't put too much work on your"},{"speaker":"Marcel Petitpas","startTime":1163.287,"endTime":1165.677,"body":"plate and that we're resource"},{"speaker":"Marcel Petitpas","startTime":1165.677,"endTime":1166.877,"body":"planning things effectively."},{"speaker":"Marcel Petitpas","startTime":1167.112,"endTime":1168.392,"body":"And then you might"},{"speaker":"Marcel Petitpas","startTime":1167.112,"endTime":1168.392,"body":"find that the pendulum"},{"speaker":"Marcel Petitpas","startTime":1168.392,"endTime":1169.382,"body":"swings in the other way."},{"speaker":"Marcel Petitpas","startTime":1169.382,"endTime":1171.312,"body":"And then you have a different"},{"speaker":"Marcel Petitpas","startTime":1169.382,"endTime":1171.312,"body":"discussion about, Hey, we're"},{"speaker":"Marcel Petitpas","startTime":1171.312,"endTime":1172.402,"body":"going over budget a lot."},{"speaker":"Marcel Petitpas","startTime":1172.402,"endTime":1174.492,"body":"I don't know if this is"},{"speaker":"Marcel Petitpas","startTime":1172.402,"endTime":1174.492,"body":"sustainable, but over time,"},{"speaker":"Marcel Petitpas","startTime":1174.752,"endTime":1177.952,"body":"I think you'll find that as"},{"speaker":"Marcel Petitpas","startTime":1174.752,"endTime":1177.952,"body":"long as you're using the data"},{"speaker":"Marcel Petitpas","startTime":1177.952,"endTime":1180.392,"body":"correctly and having that"},{"speaker":"Marcel Petitpas","startTime":1177.952,"endTime":1180.392,"body":"conversation earnestly and"},{"speaker":"Marcel Petitpas","startTime":1180.392,"endTime":1183.002,"body":"from a place of curiosity, the"},{"speaker":"Marcel Petitpas","startTime":1180.392,"endTime":1183.002,"body":"pendulum will swing towards"},{"speaker":"Marcel Petitpas","startTime":1183.002,"endTime":1186.212,"body":"truth and the team will really"},{"speaker":"Marcel Petitpas","startTime":1183.002,"endTime":1186.212,"body":"start to understand how this"},{"speaker":"Marcel Petitpas","startTime":1186.213,"endTime":1187.742,"body":"serves them and protects them."},{"speaker":"Marcel Petitpas","startTime":1188.0819999999999,"endTime":1189.162,"body":"I think that's really important."},{"speaker":"Marcel Petitpas","startTime":1189.3419999999999,"endTime":1191.652,"body":"And the last thing that I'll"},{"speaker":"Marcel Petitpas","startTime":1189.3419999999999,"endTime":1191.652,"body":"add on precision and accuracy is"},{"speaker":"Marcel Petitpas","startTime":1192.312,"endTime":1195.242,"body":"I think that is another really"},{"speaker":"Marcel Petitpas","startTime":1192.312,"endTime":1195.242,"body":"good thing to keep in mind is if"},{"speaker":"Marcel Petitpas","startTime":1195.242,"endTime":1198.492,"body":"you're asking your team to track"},{"speaker":"Marcel Petitpas","startTime":1195.242,"endTime":1198.492,"body":"time to the subtasks within the"},{"speaker":"Marcel Petitpas","startTime":1198.492,"endTime":1201.302,"body":"task within the milestone within"},{"speaker":"Marcel Petitpas","startTime":1198.492,"endTime":1201.302,"body":"deliverable within the phase"},{"speaker":"Marcel Petitpas","startTime":1201.312,"endTime":1203.692,"body":"within the project with it,"},{"speaker":"Marcel Petitpas","startTime":1201.312,"endTime":1203.692,"body":"it's like it's too much, right?"},{"speaker":"Marcel Petitpas","startTime":1203.692,"endTime":1204.912,"body":"It's way too much friction."},{"speaker":"Marcel Petitpas","startTime":1205.262,"endTime":1208.872,"body":"Simplify it and what you'll"},{"speaker":"Marcel Petitpas","startTime":1205.262,"endTime":1208.872,"body":"find is you'll have larger"},{"speaker":"Marcel Petitpas","startTime":1208.872,"endTime":1211.012,"body":"buckets of time that are"},{"speaker":"Marcel Petitpas","startTime":1208.872,"endTime":1211.012,"body":"actually more meaningful."},{"speaker":"Marcel Petitpas","startTime":1211.012,"endTime":1213.382,"body":"You'll be quicker to get"},{"speaker":"Marcel Petitpas","startTime":1211.012,"endTime":1213.382,"body":"to statistical significance"},{"speaker":"Marcel Petitpas","startTime":1213.382,"endTime":1215.072,"body":"in terms of your insights"},{"speaker":"Marcel Petitpas","startTime":1213.382,"endTime":1215.072,"body":"and you'll have higher"},{"speaker":"Marcel Petitpas","startTime":1215.072,"endTime":1216.0819999999999,"body":"compliance generally."},{"speaker":"Marcel Petitpas","startTime":1216.0819999999999,"endTime":1217.982,"body":"And the same thing is true"},{"speaker":"Marcel Petitpas","startTime":1216.0819999999999,"endTime":1217.982,"body":"about resource planning."},{"speaker":"Marcel Petitpas","startTime":1218.327,"endTime":1221.007,"body":"Individual allocations"},{"speaker":"Marcel Petitpas","startTime":1218.327,"endTime":1221.007,"body":"are not the path to"},{"speaker":"Marcel Petitpas","startTime":1221.007,"endTime":1222.097,"body":"a six month forecast."},{"speaker":"Marcel Petitpas","startTime":1222.737,"endTime":1223.677,"body":"That does not work."},{"speaker":"Marcel Petitpas","startTime":1224.027,"endTime":1226.637,"body":"That's way too much surface"},{"speaker":"Marcel Petitpas","startTime":1224.027,"endTime":1226.637,"body":"area, and there's way too many"},{"speaker":"Marcel Petitpas","startTime":1226.647,"endTime":1227.667,"body":"things changing all the time."},{"speaker":"Marcel Petitpas","startTime":1227.667,"endTime":1230.2069999999999,"body":"So, match the methodology to"},{"speaker":"Marcel Petitpas","startTime":1227.667,"endTime":1230.2069999999999,"body":"the purpose of the question"},{"speaker":"Marcel Petitpas","startTime":1230.2169999999999,"endTime":1230.917,"body":"that's being answered."},{"speaker":"Galen Low","startTime":1231.137,"endTime":1232.587,"body":"In my head, I'm"},{"speaker":"Galen Low","startTime":1231.137,"endTime":1232.587,"body":"like, that's sneaky, but"},{"speaker":"Galen Low","startTime":1232.587,"endTime":1235.337,"body":"I get how it pulls out the"},{"speaker":"Galen Low","startTime":1232.587,"endTime":1235.337,"body":"qualitative aspect of it."},{"speaker":"Galen Low","startTime":1235.337,"endTime":1236.867,"body":"And coming back to Ann,"},{"speaker":"Galen Low","startTime":1235.337,"endTime":1236.867,"body":"what you were saying is"},{"speaker":"Galen Low","startTime":1236.867,"endTime":1239.3419999999999,"body":"that you start at the data,"},{"speaker":"Galen Low","startTime":1236.867,"endTime":1239.3419999999999,"body":"you don't end at the data."},{"speaker":"Galen Low","startTime":1239.712,"endTime":1241.8319999999999,"body":"It drives a conversation"},{"speaker":"Galen Low","startTime":1239.712,"endTime":1241.8319999999999,"body":"about some of the things that"},{"speaker":"Galen Low","startTime":1241.8319999999999,"endTime":1242.932,"body":"maybe aren't in the data."},{"speaker":"Galen Low","startTime":1243.262,"endTime":1245.362,"body":"I like that it kind of, if"},{"speaker":"Galen Low","startTime":1243.262,"endTime":1245.362,"body":"you can build that culture"},{"speaker":"Galen Low","startTime":1245.362,"endTime":1246.392,"body":"of depressurizing it."},{"speaker":"Galen Low","startTime":1246.412,"endTime":1248.862,"body":"Because of course, everyone"},{"speaker":"Galen Low","startTime":1246.412,"endTime":1248.862,"body":"it's like handing bullets"},{"speaker":"Galen Low","startTime":1248.862,"endTime":1250.502,"body":"to somebody so they can"},{"speaker":"Galen Low","startTime":1248.862,"endTime":1250.502,"body":"shoot them back at you."},{"speaker":"Galen Low","startTime":1250.512,"endTime":1251.412,"body":"It's oh, what?"},{"speaker":"Galen Low","startTime":1251.412,"endTime":1252.822,"body":"You're only 70 percent utilized?"},{"speaker":"Galen Low","startTime":1252.872,"endTime":1255.492,"body":"Oh, it took you seven hours"},{"speaker":"Galen Low","startTime":1252.872,"endTime":1255.492,"body":"to do that five hour task?"},{"speaker":"Galen Low","startTime":1255.492,"endTime":1257.232,"body":"And nobody wants to"},{"speaker":"Galen Low","startTime":1255.492,"endTime":1257.232,"body":"volunteer that data."},{"speaker":"Galen Low","startTime":1257.232,"endTime":1258.532,"body":"So they're already"},{"speaker":"Galen Low","startTime":1257.232,"endTime":1258.532,"body":"on the back foot."},{"speaker":"Galen Low","startTime":1258.762,"endTime":1259.722,"body":"But yeah, I like that."},{"speaker":"Galen Low","startTime":1260.0919999999999,"endTime":1260.992,"body":"Simple is okay."},{"speaker":"Galen Low","startTime":1261.402,"endTime":1264.862,"body":"Simple is still better than"},{"speaker":"Galen Low","startTime":1261.402,"endTime":1264.862,"body":"trying to go over complicated"},{"speaker":"Galen Low","startTime":1264.872,"endTime":1267.032,"body":"and making your data \"perfect\"."},{"speaker":"Galen Low","startTime":1267.692,"endTime":1269.752,"body":"I thought I'd maybe drive"},{"speaker":"Galen Low","startTime":1267.692,"endTime":1269.752,"body":"into some storytelling and I'm"},{"speaker":"Galen Low","startTime":1269.752,"endTime":1271.662,"body":"gonna conflate two questions"},{"speaker":"Galen Low","startTime":1269.752,"endTime":1271.662,"body":"because originally I was"},{"speaker":"Galen Low","startTime":1271.662,"endTime":1273.992,"body":"gonna be like tell me some"},{"speaker":"Galen Low","startTime":1271.662,"endTime":1273.992,"body":"horror stories and then tell"},{"speaker":"Galen Low","startTime":1273.992,"endTime":1276.042,"body":"me some success stories,"},{"speaker":"Galen Low","startTime":1273.992,"endTime":1276.042,"body":"but this is a free for all."},{"speaker":"Galen Low","startTime":1276.302,"endTime":1277.542,"body":"You know, we've been"},{"speaker":"Galen Low","startTime":1276.302,"endTime":1277.542,"body":"talking about things"},{"speaker":"Galen Low","startTime":1277.542,"endTime":1278.3519999999999,"body":"that can hold you back."},{"speaker":"Galen Low","startTime":1278.612,"endTime":1280.672,"body":"We've been talking about"},{"speaker":"Galen Low","startTime":1278.612,"endTime":1280.672,"body":"things that can really push"},{"speaker":"Galen Low","startTime":1280.672,"endTime":1281.882,"body":"an organization forward."},{"speaker":"Galen Low","startTime":1282.292,"endTime":1283.0819999999999,"body":"Let's do story time."},{"speaker":"Galen Low","startTime":1283.0819999999999,"endTime":1287.027,"body":"Does anyone have a success story"},{"speaker":"Galen Low","startTime":1283.0819999999999,"endTime":1287.027,"body":"of where they were able to sort"},{"speaker":"Galen Low","startTime":1287.027,"endTime":1290.947,"body":"of bring sort of this buy-in"},{"speaker":"Galen Low","startTime":1287.027,"endTime":1290.947,"body":"and raise the level of data"},{"speaker":"Galen Low","startTime":1290.947,"endTime":1294.037,"body":"literacy within an organization"},{"speaker":"Galen Low","startTime":1290.947,"endTime":1294.037,"body":"so that resourcing and looking"},{"speaker":"Galen Low","startTime":1294.037,"endTime":1295.047,"body":"into the future is better?"},{"speaker":"Galen Low","startTime":1295.347,"endTime":1298.157,"body":"And then the other side like"},{"speaker":"Galen Low","startTime":1295.347,"endTime":1298.157,"body":"tell me some ghost stories"},{"speaker":"Galen Low","startTime":1298.157,"endTime":1301.027,"body":"about how if only they had"},{"speaker":"Galen Low","startTime":1298.157,"endTime":1301.027,"body":"done this thing but they got"},{"speaker":"Galen Low","startTime":1301.037,"endTime":1304.3419999999999,"body":"held back because, they hit"},{"speaker":"Galen Low","startTime":1301.037,"endTime":1304.3419999999999,"body":"this blocker and that's the"},{"speaker":"Galen Low","startTime":1304.3419999999999,"endTime":1307.022,"body":"thing that was mostly holding"},{"speaker":"Galen Low","startTime":1304.3419999999999,"endTime":1307.022,"body":"them back from removing the"},{"speaker":"Galen Low","startTime":1307.022,"endTime":1308.452,"body":"headaches around resourcing."},{"speaker":"Grant Hultgren","startTime":1308.772,"endTime":1310.6019999999999,"body":"I've"},{"speaker":"Grant Hultgren","startTime":1308.772,"endTime":1310.6019999999999,"body":"got, I think a win story."},{"speaker":"Grant Hultgren","startTime":1310.962,"endTime":1313.952,"body":"I got out of my own way"},{"speaker":"Grant Hultgren","startTime":1310.962,"endTime":1313.952,"body":"with the digital agency I"},{"speaker":"Grant Hultgren","startTime":1313.952,"endTime":1317.312,"body":"was working with and got"},{"speaker":"Grant Hultgren","startTime":1313.952,"endTime":1317.312,"body":"exactly on the pep talks that"},{"speaker":"Grant Hultgren","startTime":1317.3419999999999,"endTime":1319.472,"body":"essentially Ann and Marcel"},{"speaker":"Grant Hultgren","startTime":1317.3419999999999,"endTime":1319.472,"body":"just delivered, which is you"},{"speaker":"Grant Hultgren","startTime":1319.472,"endTime":1320.762,"body":"got to trust your team, right?"},{"speaker":"Grant Hultgren","startTime":1320.812,"endTime":1322.732,"body":"Educate them and help"},{"speaker":"Grant Hultgren","startTime":1320.812,"endTime":1322.732,"body":"them understand why"},{"speaker":"Grant Hultgren","startTime":1322.732,"endTime":1323.472,"body":"this is important."},{"speaker":"Grant Hultgren","startTime":1323.812,"endTime":1327.547,"body":"So we went through why we're"},{"speaker":"Grant Hultgren","startTime":1323.812,"endTime":1327.547,"body":"calculating margin on projects."},{"speaker":"Grant Hultgren","startTime":1327.547,"endTime":1329.587,"body":"What's that actually means"},{"speaker":"Grant Hultgren","startTime":1327.547,"endTime":1329.587,"body":"cost per role, right?"},{"speaker":"Grant Hultgren","startTime":1329.607,"endTime":1331.737,"body":"Like we weren't giving out"},{"speaker":"Grant Hultgren","startTime":1329.607,"endTime":1331.737,"body":"what we're paying people, but"},{"speaker":"Grant Hultgren","startTime":1331.737,"endTime":1335.177,"body":"we started generalizing and"},{"speaker":"Grant Hultgren","startTime":1331.737,"endTime":1335.177,"body":"showing Hey, a senior developer"},{"speaker":"Grant Hultgren","startTime":1335.187,"endTime":1338.067,"body":"relative to a junior developer,"},{"speaker":"Grant Hultgren","startTime":1335.187,"endTime":1338.067,"body":"like when we're resourcing, this"},{"speaker":"Grant Hultgren","startTime":1338.077,"endTime":1339.567,"body":"is why it's important, right?"},{"speaker":"Grant Hultgren","startTime":1339.757,"endTime":1341.847,"body":"If you're going to be held"},{"speaker":"Grant Hultgren","startTime":1339.757,"endTime":1341.847,"body":"accountable to hitting a margin."},{"speaker":"Grant Hultgren","startTime":1342.247,"endTime":1345.027,"body":"And, I think a lot of times"},{"speaker":"Grant Hultgren","startTime":1342.247,"endTime":1345.027,"body":"you're like, Oh, is this"},{"speaker":"Grant Hultgren","startTime":1345.027,"endTime":1346.437,"body":"going to come back to bite me?"},{"speaker":"Grant Hultgren","startTime":1346.437,"endTime":1348.507,"body":"And there's all the reasons"},{"speaker":"Grant Hultgren","startTime":1346.437,"endTime":1348.507,"body":"why you shouldn't do that."},{"speaker":"Grant Hultgren","startTime":1348.507,"endTime":1350.9669999999999,"body":"Especially if you're in"},{"speaker":"Grant Hultgren","startTime":1348.507,"endTime":1350.9669999999999,"body":"management, we end up doing"},{"speaker":"Grant Hultgren","startTime":1350.9669999999999,"endTime":1354.492,"body":"that within a year that"},{"speaker":"Grant Hultgren","startTime":1350.9669999999999,"endTime":1354.492,"body":"the greatest success was"},{"speaker":"Grant Hultgren","startTime":1354.492,"endTime":1356.202,"body":"not a single KPI, right?"},{"speaker":"Grant Hultgren","startTime":1356.202,"endTime":1356.742,"body":"We didn't sit there."},{"speaker":"Grant Hultgren","startTime":1356.742,"endTime":1357.692,"body":"We hit our girls goals."},{"speaker":"Grant Hultgren","startTime":1357.692,"endTime":1358.3419999999999,"body":"We did all that."},{"speaker":"Grant Hultgren","startTime":1358.732,"endTime":1359.692,"body":"That's great."},{"speaker":"Grant Hultgren","startTime":1360.0919999999999,"endTime":1362.802,"body":"But we had three"},{"speaker":"Grant Hultgren","startTime":1360.0919999999999,"endTime":1362.802,"body":"people start families."},{"speaker":"Grant Hultgren","startTime":1363.242,"endTime":1365.522,"body":"We had two people buy homes."},{"speaker":"Grant Hultgren","startTime":1366.122,"endTime":1369.3319999999999,"body":"And I remember sitting down with"},{"speaker":"Grant Hultgren","startTime":1366.122,"endTime":1369.3319999999999,"body":"the owner, the CEO at the time,"},{"speaker":"Grant Hultgren","startTime":1369.722,"endTime":1372.182,"body":"and he said, this is the most"},{"speaker":"Grant Hultgren","startTime":1369.722,"endTime":1372.182,"body":"fulfilling year I've ever had."},{"speaker":"Grant Hultgren","startTime":1372.642,"endTime":1375.472,"body":"This is what I set out"},{"speaker":"Grant Hultgren","startTime":1372.642,"endTime":1375.472,"body":"to do for the team."},{"speaker":"Grant Hultgren","startTime":1375.772,"endTime":1377.992,"body":"And oftentimes we're so"},{"speaker":"Grant Hultgren","startTime":1375.772,"endTime":1377.992,"body":"worried about, do we have"},{"speaker":"Grant Hultgren","startTime":1378.002,"endTime":1379.002,"body":"work in three months?"},{"speaker":"Grant Hultgren","startTime":1379.002,"endTime":1380.812,"body":"And that worry is"},{"speaker":"Grant Hultgren","startTime":1379.002,"endTime":1380.812,"body":"never going to go away."},{"speaker":"Grant Hultgren","startTime":1380.812,"endTime":1382.322,"body":"In fact, that's kind"},{"speaker":"Grant Hultgren","startTime":1380.812,"endTime":1382.322,"body":"of stewardship of"},{"speaker":"Grant Hultgren","startTime":1382.322,"endTime":1383.392,"body":"leadership, in my opinion."},{"speaker":"Grant Hultgren","startTime":1383.692,"endTime":1384.682,"body":"I've come to learn that."},{"speaker":"Grant Hultgren","startTime":1385.047,"endTime":1388.177,"body":"But the greatest wins"},{"speaker":"Grant Hultgren","startTime":1385.047,"endTime":1388.177,"body":"that we had was those team"},{"speaker":"Grant Hultgren","startTime":1388.177,"endTime":1390.867,"body":"members sitting down and them"},{"speaker":"Grant Hultgren","startTime":1388.177,"endTime":1390.867,"body":"demonstrating with their life"},{"speaker":"Grant Hultgren","startTime":1390.867,"endTime":1393.057,"body":"choices that they had confidence"},{"speaker":"Grant Hultgren","startTime":1390.867,"endTime":1393.057,"body":"in where they were at."},{"speaker":"Grant Hultgren","startTime":1393.447,"endTime":1395.077,"body":"And you know what, they might"},{"speaker":"Grant Hultgren","startTime":1393.447,"endTime":1395.077,"body":"have moved on, they might"},{"speaker":"Grant Hultgren","startTime":1395.077,"endTime":1396.167,"body":"have taken different roles."},{"speaker":"Grant Hultgren","startTime":1396.527,"endTime":1399.077,"body":"But I think when you do this"},{"speaker":"Grant Hultgren","startTime":1396.527,"endTime":1399.077,"body":"right, there are moments"},{"speaker":"Grant Hultgren","startTime":1399.077,"endTime":1401.737,"body":"where you can sit down and"},{"speaker":"Grant Hultgren","startTime":1399.077,"endTime":1401.737,"body":"say, you know what, I got"},{"speaker":"Grant Hultgren","startTime":1401.737,"endTime":1402.657,"body":"it right for that moment."},{"speaker":"Grant Hultgren","startTime":1402.737,"endTime":1404.527,"body":"And maybe I didn't get it"},{"speaker":"Grant Hultgren","startTime":1402.737,"endTime":1404.527,"body":"right the next day, right?"},{"speaker":"Grant Hultgren","startTime":1404.527,"endTime":1406.487,"body":"Maybe I needed that data."},{"speaker":"Grant Hultgren","startTime":1406.7269999999999,"endTime":1408.9569999999999,"body":"But there's a reason why we're"},{"speaker":"Grant Hultgren","startTime":1406.7269999999999,"endTime":1408.9569999999999,"body":"talking about AI relative to"},{"speaker":"Grant Hultgren","startTime":1408.9569999999999,"endTime":1410.2169999999999,"body":"this, because it's not solved."},{"speaker":"Grant Hultgren","startTime":1410.367,"endTime":1413.412,"body":"If it were easy to solve,"},{"speaker":"Grant Hultgren","startTime":1410.367,"endTime":1413.412,"body":"any one of us would have"},{"speaker":"Grant Hultgren","startTime":1413.412,"endTime":1415.962,"body":"solved this by now, but"},{"speaker":"Grant Hultgren","startTime":1413.412,"endTime":1415.962,"body":"it takes a lot of effort."},{"speaker":"Grant Hultgren","startTime":1416.382,"endTime":1419.882,"body":"Like I said, I'm a wet blanket,"},{"speaker":"Grant Hultgren","startTime":1416.382,"endTime":1419.882,"body":"but in that moment, I could sit"},{"speaker":"Grant Hultgren","startTime":1419.892,"endTime":1422.792,"body":"back and say yeah, I'm really"},{"speaker":"Grant Hultgren","startTime":1419.892,"endTime":1422.792,"body":"proud of what we did as a team."},{"speaker":"Grant Hultgren","startTime":1422.792,"endTime":1425.302,"body":"I'm proud of the decisions"},{"speaker":"Grant Hultgren","startTime":1422.792,"endTime":1425.302,"body":"I made and the trust that,"},{"speaker":"Grant Hultgren","startTime":1425.312,"endTime":1427.022,"body":"that I was able to showcase."},{"speaker":"Grant Hultgren","startTime":1427.372,"endTime":1429.532,"body":"And I think that's the"},{"speaker":"Grant Hultgren","startTime":1427.372,"endTime":1429.532,"body":"core understanding here."},{"speaker":"Grant Hultgren","startTime":1429.5819999999999,"endTime":1431.192,"body":"We'll always need"},{"speaker":"Grant Hultgren","startTime":1429.5819999999999,"endTime":1431.192,"body":"to work on the data."},{"speaker":"Grant Hultgren","startTime":1431.212,"endTime":1432.542,"body":"We'll need to work"},{"speaker":"Grant Hultgren","startTime":1431.212,"endTime":1432.542,"body":"on the process."},{"speaker":"Grant Hultgren","startTime":1432.542,"endTime":1433.142,"body":"We'll scale."},{"speaker":"Grant Hultgren","startTime":1433.142,"endTime":1433.812,"body":"We'll contract."},{"speaker":"Grant Hultgren","startTime":1433.812,"endTime":1436.492,"body":"We'll get lean and mean"},{"speaker":"Grant Hultgren","startTime":1433.812,"endTime":1436.492,"body":"during 2024 with the hopes"},{"speaker":"Grant Hultgren","startTime":1436.492,"endTime":1439.422,"body":"that 2025 will expand on"},{"speaker":"Grant Hultgren","startTime":1436.492,"endTime":1439.422,"body":"those service offerings"},{"speaker":"Grant Hultgren","startTime":1439.422,"endTime":1440.482,"body":"that we're developing now."},{"speaker":"Grant Hultgren","startTime":1440.942,"endTime":1442.142,"body":"And that all takes effort."},{"speaker":"Grant Hultgren","startTime":1442.552,"endTime":1445.402,"body":"There's no shortcut in this"},{"speaker":"Grant Hultgren","startTime":1442.552,"endTime":1445.402,"body":"path for digital agency"},{"speaker":"Grant Hultgren","startTime":1445.402,"endTime":1447.132,"body":"owners or participants."},{"speaker":"Grant Hultgren","startTime":1447.552,"endTime":1449.742,"body":"But that's, in my opinion,"},{"speaker":"Grant Hultgren","startTime":1447.552,"endTime":1449.742,"body":"what we're signing up for."},{"speaker":"Grant Hultgren","startTime":1449.8419999999999,"endTime":1451.672,"body":"And when we can collaborate"},{"speaker":"Grant Hultgren","startTime":1449.8419999999999,"endTime":1451.672,"body":"and work together, we"},{"speaker":"Grant Hultgren","startTime":1451.672,"endTime":1455.042,"body":"can actually make it an"},{"speaker":"Grant Hultgren","startTime":1451.672,"endTime":1455.042,"body":"easier path for each other."},{"speaker":"Grant Hultgren","startTime":1455.437,"endTime":1458.167,"body":"And I think that's where"},{"speaker":"Grant Hultgren","startTime":1455.437,"endTime":1458.167,"body":"it's, why are we doing this"},{"speaker":"Grant Hultgren","startTime":1458.557,"endTime":1459.657,"body":"for our project managers?"},{"speaker":"Grant Hultgren","startTime":1460.297,"endTime":1462.017,"body":"Let's not burn out"},{"speaker":"Grant Hultgren","startTime":1460.297,"endTime":1462.017,"body":"our senior dev."},{"speaker":"Grant Hultgren","startTime":1462.177,"endTime":1465.947,"body":"Let's not be blind to where"},{"speaker":"Grant Hultgren","startTime":1462.177,"endTime":1465.947,"body":"we need to help our junior"},{"speaker":"Grant Hultgren","startTime":1465.947,"endTime":1468.077,"body":"devs or designers grow."},{"speaker":"Grant Hultgren","startTime":1468.4669999999999,"endTime":1471.777,"body":"Let's help inform the business"},{"speaker":"Grant Hultgren","startTime":1468.4669999999999,"endTime":1471.777,"body":"exactly to Marcel's point"},{"speaker":"Grant Hultgren","startTime":1471.787,"endTime":1473.497,"body":"with accuracy, not precision."},{"speaker":"Grant Hultgren","startTime":1473.497,"endTime":1476.862,"body":"Because when you look at a data"},{"speaker":"Grant Hultgren","startTime":1473.497,"endTime":1476.862,"body":"point of one, you're myopic."},{"speaker":"Grant Hultgren","startTime":1477.1019999999999,"endTime":1479.482,"body":"When you can start to aggregate"},{"speaker":"Grant Hultgren","startTime":1477.1019999999999,"endTime":1479.482,"body":"it all together, you can"},{"speaker":"Grant Hultgren","startTime":1479.482,"endTime":1482.0819999999999,"body":"start to be strategic and"},{"speaker":"Grant Hultgren","startTime":1479.482,"endTime":1482.0819999999999,"body":"inform a business roadmap"},{"speaker":"Grant Hultgren","startTime":1482.3519999999999,"endTime":1484.8419999999999,"body":"that will only benefit those"},{"speaker":"Grant Hultgren","startTime":1482.3519999999999,"endTime":1484.8419999999999,"body":"individuals and allow you to"},{"speaker":"Grant Hultgren","startTime":1484.8419999999999,"endTime":1487.722,"body":"put growth paths in front of"},{"speaker":"Grant Hultgren","startTime":1484.8419999999999,"endTime":1487.722,"body":"them that they now actually"},{"speaker":"Grant Hultgren","startTime":1487.722,"endTime":1490.172,"body":"have professional development"},{"speaker":"Grant Hultgren","startTime":1487.722,"endTime":1490.172,"body":"and fulfillment in their lives."},{"speaker":"Grant Hultgren","startTime":1490.522,"endTime":1494.6019999999999,"body":"And it sounds very aspirational,"},{"speaker":"Grant Hultgren","startTime":1490.522,"endTime":1494.6019999999999,"body":"but having lived in that moment,"},{"speaker":"Grant Hultgren","startTime":1494.942,"endTime":1497.442,"body":"for that fleeting moment, I"},{"speaker":"Grant Hultgren","startTime":1494.942,"endTime":1497.442,"body":"still look back at it and now"},{"speaker":"Grant Hultgren","startTime":1497.442,"endTime":1499.552,"body":"I can also share some horror"},{"speaker":"Grant Hultgren","startTime":1497.442,"endTime":1499.552,"body":"stories right where I got it"},{"speaker":"Grant Hultgren","startTime":1499.552,"endTime":1502.032,"body":"wrong, but that was a moment"},{"speaker":"Grant Hultgren","startTime":1499.552,"endTime":1502.032,"body":"for me that was really special."},{"speaker":"Galen Low","startTime":1502.292,"endTime":1504.432,"body":"I love that"},{"speaker":"Galen Low","startTime":1502.292,"endTime":1504.432,"body":"story because, A) I"},{"speaker":"Galen Low","startTime":1504.432,"endTime":1507.042,"body":"started with, oh, how can"},{"speaker":"Galen Low","startTime":1504.432,"endTime":1507.042,"body":"we improve data literacy?"},{"speaker":"Galen Low","startTime":1507.272,"endTime":1510.572,"body":"But where it went was the"},{"speaker":"Galen Low","startTime":1507.272,"endTime":1510.572,"body":"why is not if you understand"},{"speaker":"Galen Low","startTime":1510.572,"endTime":1512.442,"body":"data better, then you'll"},{"speaker":"Galen Low","startTime":1510.572,"endTime":1512.442,"body":"understand the reasons why"},{"speaker":"Galen Low","startTime":1512.442,"endTime":1513.632,"body":"we're gathering this data."},{"speaker":"Galen Low","startTime":1513.752,"endTime":1516.3519999999999,"body":"The why is, growth is not"},{"speaker":"Galen Low","startTime":1513.752,"endTime":1516.3519999999999,"body":"just agency growth, it's"},{"speaker":"Galen Low","startTime":1516.3519999999999,"endTime":1517.802,"body":"like personal growth,"},{"speaker":"Galen Low","startTime":1516.3519999999999,"endTime":1517.802,"body":"it's career growth, it's"},{"speaker":"Galen Low","startTime":1517.802,"endTime":1518.772,"body":"growth for your peers."},{"speaker":"Galen Low","startTime":1519.032,"endTime":1520.202,"body":"And we're all here"},{"speaker":"Galen Low","startTime":1519.032,"endTime":1520.202,"body":"to do a thing."},{"speaker":"Galen Low","startTime":1520.202,"endTime":1523.432,"body":"So we're like, our livelihood"},{"speaker":"Galen Low","startTime":1520.202,"endTime":1523.432,"body":"is okay and hopefully improving."},{"speaker":"Galen Low","startTime":1523.662,"endTime":1525.1019999999999,"body":"And that's a pretty solid 'why'."},{"speaker":"Galen Low","startTime":1525.112,"endTime":1526.552,"body":"It might not work in"},{"speaker":"Galen Low","startTime":1525.112,"endTime":1526.552,"body":"every work culture."},{"speaker":"Galen Low","startTime":1526.562,"endTime":1527.662,"body":"I know there's"},{"speaker":"Galen Low","startTime":1526.562,"endTime":1527.662,"body":"some organizations."},{"speaker":"Galen Low","startTime":1527.662,"endTime":1529.072,"body":"I know some folks in the"},{"speaker":"Galen Low","startTime":1527.662,"endTime":1529.072,"body":"audience here are like,"},{"speaker":"Galen Low","startTime":1529.072,"endTime":1530.112,"body":"yeah, that would never land."},{"speaker":"Galen Low","startTime":1530.522,"endTime":1530.932,"body":"Totally."},{"speaker":"Galen Low","startTime":1530.942,"endTime":1532.3319999999999,"body":"It's a line pockets"},{"speaker":"Galen Low","startTime":1530.942,"endTime":1532.3319999999999,"body":"of the exact."},{"speaker":"Galen Low","startTime":1532.3319999999999,"endTime":1533.322,"body":"It's totally for a yacht."},{"speaker":"Galen Low","startTime":1533.837,"endTime":1535.847,"body":"You got to be genuine,"},{"speaker":"Galen Low","startTime":1533.837,"endTime":1535.847,"body":"I guess, but I love that"},{"speaker":"Galen Low","startTime":1535.847,"endTime":1536.687,"body":"story and that framing."},{"speaker":"Grant Hultgren","startTime":1536.9669999999999,"endTime":1538.247,"body":"Gross,"},{"speaker":"Grant Hultgren","startTime":1536.9669999999999,"endTime":1538.247,"body":"not linear, right?"},{"speaker":"Grant Hultgren","startTime":1538.277,"endTime":1542.447,"body":"There is no, if you do this,"},{"speaker":"Grant Hultgren","startTime":1538.277,"endTime":1542.447,"body":"you will get this, right?"},{"speaker":"Grant Hultgren","startTime":1542.837,"endTime":1545.387,"body":"The market gets to tell you"},{"speaker":"Grant Hultgren","startTime":1542.837,"endTime":1545.387,"body":"what's successful and not."},{"speaker":"Grant Hultgren","startTime":1545.667,"endTime":1548.317,"body":"And so being adaptive and"},{"speaker":"Grant Hultgren","startTime":1545.667,"endTime":1548.317,"body":"iterative, I think that's what"},{"speaker":"Grant Hultgren","startTime":1548.317,"endTime":1551.737,"body":"that, even in terms of data"},{"speaker":"Grant Hultgren","startTime":1548.317,"endTime":1551.737,"body":"literacy or data implementation,"},{"speaker":"Grant Hultgren","startTime":1551.937,"endTime":1556.007,"body":"that's the piece that it's, are"},{"speaker":"Grant Hultgren","startTime":1551.937,"endTime":1556.007,"body":"we trying every day to inform"},{"speaker":"Grant Hultgren","startTime":1556.127,"endTime":1557.657,"body":"what we're actually working on?"},{"speaker":"Grant Hultgren","startTime":1557.817,"endTime":1560.047,"body":"Whether it's a timesheet,"},{"speaker":"Grant Hultgren","startTime":1557.817,"endTime":1560.047,"body":"whether it's a project task."},{"speaker":"Grant Hultgren","startTime":1560.4669999999999,"endTime":1562.2269999999999,"body":"And there are efficiencies"},{"speaker":"Grant Hultgren","startTime":1560.4669999999999,"endTime":1562.2269999999999,"body":"there, so we don't kill"},{"speaker":"Grant Hultgren","startTime":1562.2269999999999,"endTime":1563.287,"body":"ourselves in the process."},{"speaker":"Galen Low","startTime":1563.637,"endTime":1563.937,"body":"Love it."},{"speaker":"Galen Low","startTime":1563.937,"endTime":1564.2169999999999,"body":"Love it."},{"speaker":"Ann Campea","startTime":1564.7169999999999,"endTime":1568.027,"body":"It's very hard to"},{"speaker":"Ann Campea","startTime":1564.7169999999999,"endTime":1568.027,"body":"follow up Grant's story, but"},{"speaker":"Ann Campea","startTime":1568.027,"endTime":1571.117,"body":"I would say, and not to get"},{"speaker":"Ann Campea","startTime":1568.027,"endTime":1571.117,"body":"too specific, but I think it's"},{"speaker":"Ann Campea","startTime":1571.117,"endTime":1574.487,"body":"in those moments of you feel"},{"speaker":"Ann Campea","startTime":1571.117,"endTime":1574.487,"body":"like the hero in this role."},{"speaker":"Ann Campea","startTime":1574.9769999999999,"endTime":1579.617,"body":"Sometimes when you can take"},{"speaker":"Ann Campea","startTime":1574.9769999999999,"endTime":1579.617,"body":"the data, tell a story to"},{"speaker":"Ann Campea","startTime":1579.667,"endTime":1582.887,"body":"the audience and have them"},{"speaker":"Ann Campea","startTime":1579.667,"endTime":1582.887,"body":"buy into whatever it is that"},{"speaker":"Ann Campea","startTime":1582.887,"endTime":1585.077,"body":"you are looking to achieve."},{"speaker":"Ann Campea","startTime":1585.077,"endTime":1589.232,"body":"And in my case, oftentimes, it's"},{"speaker":"Ann Campea","startTime":1585.077,"endTime":1589.232,"body":"preventing my team from burning"},{"speaker":"Ann Campea","startTime":1589.232,"endTime":1592.482,"body":"out, talking about additional"},{"speaker":"Ann Campea","startTime":1589.232,"endTime":1592.482,"body":"resourcing and staffing."},{"speaker":"Ann Campea","startTime":1592.9569999999999,"endTime":1596.267,"body":"How do we get a better"},{"speaker":"Ann Campea","startTime":1592.9569999999999,"endTime":1596.267,"body":"understanding as an organization"},{"speaker":"Ann Campea","startTime":1596.267,"endTime":1600.257,"body":"around the complexity of the"},{"speaker":"Ann Campea","startTime":1596.267,"endTime":1600.257,"body":"work and how much of a toll it's"},{"speaker":"Ann Campea","startTime":1600.267,"endTime":1603.817,"body":"taking on our staff and what we"},{"speaker":"Ann Campea","startTime":1600.267,"endTime":1603.817,"body":"can do to better balance that."},{"speaker":"Ann Campea","startTime":1603.827,"endTime":1607.4569999999999,"body":"So it's in those little wins in"},{"speaker":"Ann Campea","startTime":1603.827,"endTime":1607.4569999999999,"body":"those conversations on a day to"},{"speaker":"Ann Campea","startTime":1607.4569999999999,"endTime":1611.847,"body":"day where you are able to use"},{"speaker":"Ann Campea","startTime":1607.4569999999999,"endTime":1611.847,"body":"the good enough data and paint"},{"speaker":"Ann Campea","startTime":1611.847,"endTime":1614.847,"body":"a picture for your leadership"},{"speaker":"Ann Campea","startTime":1611.847,"endTime":1614.847,"body":"team around what's happening"},{"speaker":"Ann Campea","startTime":1614.857,"endTime":1618.692,"body":"with the work with the employees"},{"speaker":"Ann Campea","startTime":1614.857,"endTime":1618.692,"body":"and how everyone is really in"},{"speaker":"Ann Campea","startTime":1618.692,"endTime":1620.812,"body":"it for the same goals, right?"},{"speaker":"Ann Campea","startTime":1620.812,"endTime":1622.632,"body":"We want to be profitable"},{"speaker":"Ann Campea","startTime":1620.812,"endTime":1622.632,"body":"as a business."},{"speaker":"Ann Campea","startTime":1622.632,"endTime":1624.3519999999999,"body":"We want to be able to"},{"speaker":"Ann Campea","startTime":1622.632,"endTime":1624.3519999999999,"body":"service our clients."},{"speaker":"Ann Campea","startTime":1624.3519999999999,"endTime":1626.712,"body":"We want to be able to put"},{"speaker":"Ann Campea","startTime":1624.3519999999999,"endTime":1626.712,"body":"quality work out there."},{"speaker":"Ann Campea","startTime":1627.142,"endTime":1629.512,"body":"But the data will tell you"},{"speaker":"Ann Campea","startTime":1627.142,"endTime":1629.512,"body":"that story of what's going"},{"speaker":"Ann Campea","startTime":1629.512,"endTime":1631.112,"body":"on with your resources."},{"speaker":"Galen Low","startTime":1631.442,"endTime":1632.5919999999999,"body":"Marcel,"},{"speaker":"Galen Low","startTime":1631.442,"endTime":1632.5919999999999,"body":"you got a story?"},{"speaker":"Marcel Petitpas","startTime":1632.922,"endTime":1636.7169999999999,"body":"Yeah, I'll"},{"speaker":"Marcel Petitpas","startTime":1632.922,"endTime":1636.7169999999999,"body":"share a turnaround story of a"},{"speaker":"Marcel Petitpas","startTime":1636.7169999999999,"endTime":1640.087,"body":"client that we worked with for"},{"speaker":"Marcel Petitpas","startTime":1636.7169999999999,"endTime":1640.087,"body":"a long time that on the surface,"},{"speaker":"Marcel Petitpas","startTime":1640.137,"endTime":1643.057,"body":"and this is so true, but a lot"},{"speaker":"Marcel Petitpas","startTime":1640.137,"endTime":1643.057,"body":"of agencies looked like they"},{"speaker":"Marcel Petitpas","startTime":1643.057,"endTime":1644.187,"body":"were absolutely killing it."},{"speaker":"Marcel Petitpas","startTime":1644.2069999999999,"endTime":1646.657,"body":"I mean, incredible"},{"speaker":"Marcel Petitpas","startTime":1644.2069999999999,"endTime":1646.657,"body":"logos on the website."},{"speaker":"Marcel Petitpas","startTime":1646.677,"endTime":1649.507,"body":"The work was"},{"speaker":"Marcel Petitpas","startTime":1646.677,"endTime":1649.507,"body":"unbelievable, creative."},{"speaker":"Marcel Petitpas","startTime":1649.537,"endTime":1651.287,"body":"They were winning awards, right?"},{"speaker":"Marcel Petitpas","startTime":1651.327,"endTime":1653.867,"body":"And then you look under"},{"speaker":"Marcel Petitpas","startTime":1651.327,"endTime":1653.867,"body":"the hood, and what you"},{"speaker":"Marcel Petitpas","startTime":1653.877,"endTime":1657.187,"body":"found was this culture of"},{"speaker":"Marcel Petitpas","startTime":1653.877,"endTime":1657.187,"body":"like very creative, but"},{"speaker":"Marcel Petitpas","startTime":1657.187,"endTime":1658.667,"body":"super burnt out people."},{"speaker":"Marcel Petitpas","startTime":1658.697,"endTime":1661.267,"body":"They were on this feast or"},{"speaker":"Marcel Petitpas","startTime":1658.697,"endTime":1661.267,"body":"famine rollercoaster of going"},{"speaker":"Marcel Petitpas","startTime":1661.267,"endTime":1664.537,"body":"from being like 150 percent"},{"speaker":"Marcel Petitpas","startTime":1661.267,"endTime":1664.537,"body":"utilized, everybody working"},{"speaker":"Marcel Petitpas","startTime":1664.537,"endTime":1667.037,"body":"like crazy hours through the"},{"speaker":"Marcel Petitpas","startTime":1664.537,"endTime":1667.037,"body":"weekends and on evenings to"},{"speaker":"Marcel Petitpas","startTime":1667.037,"endTime":1670.017,"body":"then going into these long"},{"speaker":"Marcel Petitpas","startTime":1667.037,"endTime":1670.017,"body":"seasons of having no work"},{"speaker":"Marcel Petitpas","startTime":1670.017,"endTime":1671.297,"body":"and having to lay people off."},{"speaker":"Marcel Petitpas","startTime":1671.937,"endTime":1674.737,"body":"And of course, all of the"},{"speaker":"Marcel Petitpas","startTime":1671.937,"endTime":1674.737,"body":"kind of common challenges"},{"speaker":"Marcel Petitpas","startTime":1674.737,"endTime":1677.237,"body":"that you hear inside the"},{"speaker":"Marcel Petitpas","startTime":1674.737,"endTime":1677.237,"body":"agency of like PMs pointing"},{"speaker":"Marcel Petitpas","startTime":1677.237,"endTime":1679.337,"body":"to sales, saying that they"},{"speaker":"Marcel Petitpas","startTime":1677.237,"endTime":1679.337,"body":"got set up for failure."},{"speaker":"Marcel Petitpas","startTime":1679.337,"endTime":1681.9569999999999,"body":"Or sales pointing to the"},{"speaker":"Marcel Petitpas","startTime":1679.337,"endTime":1681.9569999999999,"body":"creatives, saying they can't"},{"speaker":"Marcel Petitpas","startTime":1681.9569999999999,"endTime":1684.087,"body":"control their egos and they"},{"speaker":"Marcel Petitpas","startTime":1681.9569999999999,"endTime":1684.087,"body":"blow through budgets every"},{"speaker":"Marcel Petitpas","startTime":1684.087,"endTime":1685.077,"body":"time they do something."},{"speaker":"Marcel Petitpas","startTime":1685.417,"endTime":1688.517,"body":"Just a complete misalignment"},{"speaker":"Marcel Petitpas","startTime":1685.417,"endTime":1688.517,"body":"of expectations and a"},{"speaker":"Marcel Petitpas","startTime":1688.517,"endTime":1691.867,"body":"really problematic intrinsic"},{"speaker":"Marcel Petitpas","startTime":1688.517,"endTime":1691.867,"body":"relationship between time"},{"speaker":"Marcel Petitpas","startTime":1691.867,"endTime":1694.627,"body":"and money as it related to"},{"speaker":"Marcel Petitpas","startTime":1691.867,"endTime":1694.627,"body":"scoping and pricing, where it's"},{"speaker":"Marcel Petitpas","startTime":1694.627,"endTime":1697.9769999999999,"body":"like the only way to change"},{"speaker":"Marcel Petitpas","startTime":1694.627,"endTime":1697.9769999999999,"body":"one was to change the other."},{"speaker":"Marcel Petitpas","startTime":1698.027,"endTime":1699.847,"body":"So it's Oh, the client"},{"speaker":"Marcel Petitpas","startTime":1698.027,"endTime":1699.847,"body":"doesn't have a lot of budget."},{"speaker":"Marcel Petitpas","startTime":1699.997,"endTime":1702.197,"body":"Well, let's pretend that this"},{"speaker":"Marcel Petitpas","startTime":1699.997,"endTime":1702.197,"body":"is going to take less time than"},{"speaker":"Marcel Petitpas","startTime":1702.197,"endTime":1704.767,"body":"it actually will, or the client"},{"speaker":"Marcel Petitpas","startTime":1702.197,"endTime":1704.767,"body":"has more budget than let's like,"},{"speaker":"Marcel Petitpas","startTime":1705.062,"endTime":1707.992,"body":"pretend that it's going to take"},{"speaker":"Marcel Petitpas","startTime":1705.062,"endTime":1707.992,"body":"more time than it actually will."},{"speaker":"Marcel Petitpas","startTime":1708.182,"endTime":1710.482,"body":"Instead of just acknowledging"},{"speaker":"Marcel Petitpas","startTime":1708.182,"endTime":1710.482,"body":"that these two ideas are"},{"speaker":"Marcel Petitpas","startTime":1710.482,"endTime":1713.312,"body":"related, but actually"},{"speaker":"Marcel Petitpas","startTime":1710.482,"endTime":1713.312,"body":"very distinct and that a"},{"speaker":"Marcel Petitpas","startTime":1713.312,"endTime":1715.372,"body":"pricing conversation is for"},{"speaker":"Marcel Petitpas","startTime":1713.312,"endTime":1715.372,"body":"the client and a scoping"},{"speaker":"Marcel Petitpas","startTime":1715.372,"endTime":1716.392,"body":"conversation is for us."},{"speaker":"Marcel Petitpas","startTime":1716.392,"endTime":1719.3319999999999,"body":"And so we came into that"},{"speaker":"Marcel Petitpas","startTime":1716.392,"endTime":1719.3319999999999,"body":"organization and went"},{"speaker":"Marcel Petitpas","startTime":1719.3319999999999,"endTime":1721.262,"body":"through the things I"},{"speaker":"Marcel Petitpas","startTime":1719.3319999999999,"endTime":1721.262,"body":"talked about earlier."},{"speaker":"Marcel Petitpas","startTime":1721.262,"endTime":1723.122,"body":"We started by"},{"speaker":"Marcel Petitpas","startTime":1721.262,"endTime":1723.122,"body":"separating those things."},{"speaker":"Marcel Petitpas","startTime":1723.322,"endTime":1725.012,"body":"We got clear on what the"},{"speaker":"Marcel Petitpas","startTime":1723.322,"endTime":1725.012,"body":"structure of the data"},{"speaker":"Marcel Petitpas","startTime":1725.012,"endTime":1725.752,"body":"was going to look like."},{"speaker":"Marcel Petitpas","startTime":1725.762,"endTime":1727.672,"body":"We started tracking what"},{"speaker":"Marcel Petitpas","startTime":1725.762,"endTime":1727.672,"body":"was actually happening."},{"speaker":"Marcel Petitpas","startTime":1728.012,"endTime":1731.042,"body":"And over time, we're able"},{"speaker":"Marcel Petitpas","startTime":1728.012,"endTime":1731.042,"body":"to start to identify what"},{"speaker":"Marcel Petitpas","startTime":1731.062,"endTime":1733.152,"body":"work was higher risk,"},{"speaker":"Marcel Petitpas","startTime":1731.062,"endTime":1733.152,"body":"what workers lower risk."},{"speaker":"Marcel Petitpas","startTime":1733.182,"endTime":1735.432,"body":"We identified that one"},{"speaker":"Marcel Petitpas","startTime":1733.182,"endTime":1735.432,"body":"service offering in particular"},{"speaker":"Marcel Petitpas","startTime":1735.432,"endTime":1739.022,"body":"for them, which was video"},{"speaker":"Marcel Petitpas","startTime":1735.432,"endTime":1739.022,"body":"production was incredibly lumpy."},{"speaker":"Marcel Petitpas","startTime":1739.022,"endTime":1740.752,"body":"Anyone that's worked in"},{"speaker":"Marcel Petitpas","startTime":1739.022,"endTime":1740.752,"body":"video production knows"},{"speaker":"Marcel Petitpas","startTime":1740.952,"endTime":1742.512,"body":"they're super lumpy projects."},{"speaker":"Marcel Petitpas","startTime":1742.672,"endTime":1745.132,"body":"The production days"},{"speaker":"Marcel Petitpas","startTime":1742.672,"endTime":1745.132,"body":"or shoot days are just"},{"speaker":"Marcel Petitpas","startTime":1745.132,"endTime":1746.947,"body":"like absolutely insane."},{"speaker":"Marcel Petitpas","startTime":1746.9569999999999,"endTime":1750.167,"body":"People are there for 18"},{"speaker":"Marcel Petitpas","startTime":1746.9569999999999,"endTime":1750.167,"body":"hours a day burning out"},{"speaker":"Marcel Petitpas","startTime":1750.407,"endTime":1752.667,"body":"and they were the lowest"},{"speaker":"Marcel Petitpas","startTime":1750.407,"endTime":1752.667,"body":"margin thing that they were"},{"speaker":"Marcel Petitpas","startTime":1752.667,"endTime":1755.287,"body":"doing, but it was causing an"},{"speaker":"Marcel Petitpas","startTime":1752.667,"endTime":1755.287,"body":"incredible amount of stress"},{"speaker":"Marcel Petitpas","startTime":1755.287,"endTime":1758.127,"body":"and inconsistency in their"},{"speaker":"Marcel Petitpas","startTime":1755.287,"endTime":1758.127,"body":"business and a lot of risk."},{"speaker":"Marcel Petitpas","startTime":1758.157,"endTime":1760.887,"body":"And whereas they had these"},{"speaker":"Marcel Petitpas","startTime":1758.157,"endTime":1760.887,"body":"other things like brand and"},{"speaker":"Marcel Petitpas","startTime":1760.897,"endTime":1764.257,"body":"website design and strategy"},{"speaker":"Marcel Petitpas","startTime":1760.897,"endTime":1764.257,"body":"that were much more profitable."},{"speaker":"Marcel Petitpas","startTime":1764.647,"endTime":1767.117,"body":"And so with all of that"},{"speaker":"Marcel Petitpas","startTime":1764.647,"endTime":1767.117,"body":"insight, we were able to"},{"speaker":"Marcel Petitpas","startTime":1767.117,"endTime":1767.987,"body":"do a couple of things."},{"speaker":"Marcel Petitpas","startTime":1767.987,"endTime":1771.4769999999999,"body":"First, create linear algebra"},{"speaker":"Marcel Petitpas","startTime":1767.987,"endTime":1771.4769999999999,"body":"for the sales team so that there"},{"speaker":"Marcel Petitpas","startTime":1771.4769999999999,"endTime":1774.087,"body":"is no more subjectivity in the"},{"speaker":"Marcel Petitpas","startTime":1771.4769999999999,"endTime":1774.087,"body":"scoping or pricing process."},{"speaker":"Marcel Petitpas","startTime":1774.107,"endTime":1776.047,"body":"They took the inputs from the"},{"speaker":"Marcel Petitpas","startTime":1774.107,"endTime":1776.047,"body":"client, they punched them into"},{"speaker":"Marcel Petitpas","startTime":1776.047,"endTime":1778.497,"body":"a calculator and created a"},{"speaker":"Marcel Petitpas","startTime":1776.047,"endTime":1778.497,"body":"directionally accurate sense."},{"speaker":"Marcel Petitpas","startTime":1778.527,"endTime":1780.127,"body":"And then it was just a"},{"speaker":"Marcel Petitpas","startTime":1778.527,"endTime":1780.127,"body":"question of tweaking up"},{"speaker":"Marcel Petitpas","startTime":1780.127,"endTime":1781.237,"body":"or down basically on that."},{"speaker":"Marcel Petitpas","startTime":1781.267,"endTime":1783.7169999999999,"body":"A P2 tax is like all our"},{"speaker":"Marcel Petitpas","startTime":1781.267,"endTime":1783.7169999999999,"body":"pain in the ass tax for that"},{"speaker":"Marcel Petitpas","startTime":1783.7169999999999,"endTime":1786.8519999999999,"body":"particular client, which then"},{"speaker":"Marcel Petitpas","startTime":1783.7169999999999,"endTime":1786.8519999999999,"body":"set realistic expectations for"},{"speaker":"Marcel Petitpas","startTime":1786.8519999999999,"endTime":1789.042,"body":"the project management team that"},{"speaker":"Marcel Petitpas","startTime":1786.8519999999999,"endTime":1789.042,"body":"they were already bought into."},{"speaker":"Marcel Petitpas","startTime":1789.3519999999999,"endTime":1792.392,"body":"And anyway, the end result"},{"speaker":"Marcel Petitpas","startTime":1789.3519999999999,"endTime":1792.392,"body":"was we took a firm that was"},{"speaker":"Marcel Petitpas","startTime":1792.432,"endTime":1796.5819999999999,"body":"experiencing all of those"},{"speaker":"Marcel Petitpas","startTime":1792.432,"endTime":1796.5819999999999,"body":"challenges to growing 60 and"},{"speaker":"Marcel Petitpas","startTime":1796.5819999999999,"endTime":1799.242,"body":"then 90 percent year over"},{"speaker":"Marcel Petitpas","startTime":1796.5819999999999,"endTime":1799.242,"body":"year while simultaneously"},{"speaker":"Marcel Petitpas","startTime":1799.252,"endTime":1801.712,"body":"increasing their profit"},{"speaker":"Marcel Petitpas","startTime":1799.252,"endTime":1801.712,"body":"margin by over 500%."},{"speaker":"Marcel Petitpas","startTime":1801.742,"endTime":1804.802,"body":"But the thing I'm most"},{"speaker":"Marcel Petitpas","startTime":1801.742,"endTime":1804.802,"body":"proud of is that team worked"},{"speaker":"Marcel Petitpas","startTime":1804.812,"endTime":1808.952,"body":"substantially fewer evenings"},{"speaker":"Marcel Petitpas","startTime":1804.812,"endTime":1808.952,"body":"and weekends and over time in"},{"speaker":"Marcel Petitpas","startTime":1808.952,"endTime":1812.032,"body":"the process, things that people"},{"speaker":"Marcel Petitpas","startTime":1808.952,"endTime":1812.032,"body":"feel and tend to believe are"},{"speaker":"Marcel Petitpas","startTime":1812.032,"endTime":1813.232,"body":"in conflict with one another."},{"speaker":"Marcel Petitpas","startTime":1813.452,"endTime":1817.077,"body":"But I share all this to say"},{"speaker":"Marcel Petitpas","startTime":1813.452,"endTime":1817.077,"body":"this is why project managers"},{"speaker":"Marcel Petitpas","startTime":1817.077,"endTime":1819.937,"body":"and operations managers are"},{"speaker":"Marcel Petitpas","startTime":1817.077,"endTime":1819.937,"body":"so important because this"},{"speaker":"Marcel Petitpas","startTime":1819.937,"endTime":1821.2169999999999,"body":"is the power that you have."},{"speaker":"Marcel Petitpas","startTime":1821.547,"endTime":1824.777,"body":"Because agency operations"},{"speaker":"Marcel Petitpas","startTime":1821.547,"endTime":1824.777,"body":"and it's really just about"},{"speaker":"Marcel Petitpas","startTime":1824.777,"endTime":1827.377,"body":"taking our assumptions"},{"speaker":"Marcel Petitpas","startTime":1824.777,"endTime":1827.377,"body":"about reality and projecting"},{"speaker":"Marcel Petitpas","startTime":1827.377,"endTime":1828.257,"body":"them into the future."},{"speaker":"Marcel Petitpas","startTime":1828.687,"endTime":1831.797,"body":"And so it really comes down"},{"speaker":"Marcel Petitpas","startTime":1828.687,"endTime":1831.797,"body":"to those 2 things, how sound"},{"speaker":"Marcel Petitpas","startTime":1831.797,"endTime":1834.587,"body":"our assumptions about reality"},{"speaker":"Marcel Petitpas","startTime":1831.797,"endTime":1834.587,"body":"and can we use data to remove"},{"speaker":"Marcel Petitpas","startTime":1834.587,"endTime":1836.4569999999999,"body":"subjectivity to that and"},{"speaker":"Marcel Petitpas","startTime":1834.587,"endTime":1836.4569999999999,"body":"make it more consistent?"},{"speaker":"Marcel Petitpas","startTime":1836.7269999999999,"endTime":1838.757,"body":"And then how effectively"},{"speaker":"Marcel Petitpas","startTime":1836.7269999999999,"endTime":1838.757,"body":"can we project that"},{"speaker":"Marcel Petitpas","startTime":1838.777,"endTime":1839.697,"body":"out into the future?"},{"speaker":"Marcel Petitpas","startTime":1839.827,"endTime":1842.077,"body":"And to the extent that we"},{"speaker":"Marcel Petitpas","startTime":1839.827,"endTime":1842.077,"body":"can recline those two things,"},{"speaker":"Marcel Petitpas","startTime":1842.392,"endTime":1844.322,"body":"we can do a lot of good for"},{"speaker":"Marcel Petitpas","startTime":1842.392,"endTime":1844.322,"body":"all the stakeholders that"},{"speaker":"Marcel Petitpas","startTime":1844.322,"endTime":1845.612,"body":"are involved in our company."},{"speaker":"Galen Low","startTime":1846.072,"endTime":1846.392,"body":"Boom."},{"speaker":"Galen Low","startTime":1846.872,"endTime":1850.532,"body":"As my quick story, I was at"},{"speaker":"Galen Low","startTime":1846.872,"endTime":1850.532,"body":"a table a few weeks back with"},{"speaker":"Galen Low","startTime":1850.532,"endTime":1853.712,"body":"some folks in higher ed and some"},{"speaker":"Galen Low","startTime":1850.532,"endTime":1853.712,"body":"agency folks and we were talking"},{"speaker":"Galen Low","startTime":1853.712,"endTime":1856.362,"body":"about time tracking and how"},{"speaker":"Galen Low","startTime":1853.712,"endTime":1856.362,"body":"problematic it is and they were"},{"speaker":"Galen Low","startTime":1856.362,"endTime":1858.002,"body":"all like, y'all track your time?"},{"speaker":"Galen Low","startTime":1858.397,"endTime":1861.547,"body":"That sounds great because right"},{"speaker":"Galen Low","startTime":1858.397,"endTime":1861.547,"body":"now I have no way to tell my"},{"speaker":"Galen Low","startTime":1861.547,"endTime":1865.327,"body":"manager that I'm over capacity"},{"speaker":"Galen Low","startTime":1861.547,"endTime":1865.327,"body":"other than anecdotally, right?"},{"speaker":"Galen Low","startTime":1865.337,"endTime":1868.107,"body":"And you kind of start seeing"},{"speaker":"Galen Low","startTime":1865.337,"endTime":1868.107,"body":"this story of not just like how"},{"speaker":"Galen Low","startTime":1868.107,"endTime":1869.877,"body":"we're going to do this thing,"},{"speaker":"Galen Low","startTime":1868.107,"endTime":1869.877,"body":"but should we do this thing?"},{"speaker":"Galen Low","startTime":1869.877,"endTime":1872.337,"body":"Should we continue to do this"},{"speaker":"Galen Low","startTime":1869.877,"endTime":1872.337,"body":"thing where it's like burning"},{"speaker":"Galen Low","startTime":1872.337,"endTime":1873.817,"body":"people out and it's low margin?"},{"speaker":"Galen Low","startTime":1873.847,"endTime":1875.937,"body":"And, when we have that data,"},{"speaker":"Galen Low","startTime":1873.847,"endTime":1875.937,"body":"we can start that conversation."},{"speaker":"Galen Low","startTime":1876.392,"endTime":1877.442,"body":"I think that's"},{"speaker":"Galen Low","startTime":1876.392,"endTime":1877.442,"body":"really interesting."},{"speaker":"Galen Low","startTime":1878.022,"endTime":1881.202,"body":"I want to get into some of the"},{"speaker":"Galen Low","startTime":1878.022,"endTime":1881.202,"body":"questions, some of the answers,"},{"speaker":"Galen Low","startTime":1881.202,"endTime":1882.862,"body":"because I see some really"},{"speaker":"Galen Low","startTime":1881.202,"endTime":1882.862,"body":"good stuff coming through."},{"speaker":"Galen Low","startTime":1883.282,"endTime":1886.422,"body":"I thought maybe what I'd do is"},{"speaker":"Galen Low","startTime":1883.282,"endTime":1886.422,"body":"I'd cross cut one, because we"},{"speaker":"Galen Low","startTime":1886.422,"endTime":1891.712,"body":"have a question about generative"},{"speaker":"Galen Low","startTime":1886.422,"endTime":1891.712,"body":"AI, and data, and ethics, and"},{"speaker":"Galen Low","startTime":1891.772,"endTime":1893.172,"body":"the security of that data."},{"speaker":"Galen Low","startTime":1893.612,"endTime":1895.292,"body":"So I'm going to read the"},{"speaker":"Galen Low","startTime":1893.612,"endTime":1895.292,"body":"question and I'm going"},{"speaker":"Galen Low","startTime":1895.292,"endTime":1896.3419999999999,"body":"to build on top of it."},{"speaker":"Galen Low","startTime":1896.612,"endTime":1899.432,"body":"So the question is, if we're"},{"speaker":"Galen Low","startTime":1896.612,"endTime":1899.432,"body":"putting project data into"},{"speaker":"Galen Low","startTime":1899.472,"endTime":1902.872,"body":"a gen AI tool, how do we"},{"speaker":"Galen Low","startTime":1899.472,"endTime":1902.872,"body":"ensure security of that data?"},{"speaker":"Galen Low","startTime":1902.892,"endTime":1905.732,"body":"For example, do we need to use"},{"speaker":"Galen Low","startTime":1902.892,"endTime":1905.732,"body":"a tool that the company we're"},{"speaker":"Galen Low","startTime":1905.732,"endTime":1908.622,"body":"working for has paid for, or"},{"speaker":"Galen Low","startTime":1905.732,"endTime":1908.622,"body":"can we use something else?"},{"speaker":"Galen Low","startTime":1909.112,"endTime":1911.9669999999999,"body":"And then I want to intercut"},{"speaker":"Galen Low","startTime":1909.112,"endTime":1911.9669999999999,"body":"that with like, where is the"},{"speaker":"Galen Low","startTime":1911.987,"endTime":1914.797,"body":"ethical line to right where"},{"speaker":"Galen Low","startTime":1911.987,"endTime":1914.797,"body":"we start kind of gathering"},{"speaker":"Galen Low","startTime":1914.797,"endTime":1917.437,"body":"all this information about"},{"speaker":"Galen Low","startTime":1914.797,"endTime":1917.437,"body":"people maybe with the best of"},{"speaker":"Galen Low","startTime":1917.437,"endTime":1921.257,"body":"intentions like work preferences"},{"speaker":"Galen Low","startTime":1917.437,"endTime":1921.257,"body":"and skill level with a tool and"},{"speaker":"Galen Low","startTime":1921.557,"endTime":1924.027,"body":"how much time it took them to"},{"speaker":"Galen Low","startTime":1921.557,"endTime":1924.027,"body":"do something similar last time"},{"speaker":"Galen Low","startTime":1924.047,"endTime":1925.4769999999999,"body":"on a project that was similar?"},{"speaker":"Galen Low","startTime":1925.827,"endTime":1927.777,"body":"Where are we drawing a line"},{"speaker":"Galen Low","startTime":1925.827,"endTime":1927.777,"body":"that says actually, you know"},{"speaker":"Galen Low","startTime":1927.777,"endTime":1930.837,"body":"what, that's pretty invasive"},{"speaker":"Galen Low","startTime":1927.777,"endTime":1930.837,"body":"in terms of where this data"},{"speaker":"Galen Low","startTime":1930.837,"endTime":1931.792,"body":"goes and how we wield it."},{"speaker":"Galen Low","startTime":1932.142,"endTime":1935.302,"body":"I just conflated two really"},{"speaker":"Galen Low","startTime":1932.142,"endTime":1935.302,"body":"big questions, but I thought"},{"speaker":"Galen Low","startTime":1935.302,"endTime":1937.742,"body":"I'd throw it out there"},{"speaker":"Galen Low","startTime":1935.302,"endTime":1937.742,"body":"just in terms of yeah, the"},{"speaker":"Galen Low","startTime":1937.742,"endTime":1941.062,"body":"security of data in tools,"},{"speaker":"Galen Low","startTime":1937.742,"endTime":1941.062,"body":"and sort of like corporate"},{"speaker":"Galen Low","startTime":1941.062,"endTime":1942.692,"body":"policy and compliance there."},{"speaker":"Galen Low","startTime":1943.002,"endTime":1944.672,"body":"And then where does"},{"speaker":"Galen Low","startTime":1943.002,"endTime":1944.672,"body":"the rabbit hole go?"},{"speaker":"Galen Low","startTime":1945.202,"endTime":1946.012,"body":"Can I throw to Grant?"},{"speaker":"Grant Hultgren","startTime":1946.232,"endTime":1946.642,"body":"Sure."},{"speaker":"Grant Hultgren","startTime":1946.652,"endTime":1949.262,"body":"Yeah, there's a marketing"},{"speaker":"Grant Hultgren","startTime":1946.652,"endTime":1949.262,"body":"agency that I worked with."},{"speaker":"Grant Hultgren","startTime":1949.672,"endTime":1953.622,"body":"And I think even when you start"},{"speaker":"Grant Hultgren","startTime":1949.672,"endTime":1953.622,"body":"looking at how generative AI"},{"speaker":"Grant Hultgren","startTime":1953.622,"endTime":1956.672,"body":"in particular is affecting"},{"speaker":"Grant Hultgren","startTime":1953.622,"endTime":1956.672,"body":"production level marketing"},{"speaker":"Grant Hultgren","startTime":1956.672,"endTime":1959.432,"body":"input, whether it's blog"},{"speaker":"Grant Hultgren","startTime":1956.672,"endTime":1959.432,"body":"posts to social posts or"},{"speaker":"Grant Hultgren","startTime":1959.432,"endTime":1961.712,"body":"whatever it may be, I think"},{"speaker":"Grant Hultgren","startTime":1959.432,"endTime":1961.712,"body":"we're seeing it more and more."},{"speaker":"Grant Hultgren","startTime":1961.712,"endTime":1963.522,"body":"And we're seeing like,"},{"speaker":"Grant Hultgren","startTime":1961.712,"endTime":1963.522,"body":"okay, is the quality there?"},{"speaker":"Grant Hultgren","startTime":1963.522,"endTime":1965.922,"body":"Maybe not, but like the"},{"speaker":"Grant Hultgren","startTime":1963.522,"endTime":1965.922,"body":"volume is getting out there."},{"speaker":"Grant Hultgren","startTime":1966.277,"endTime":1969.087,"body":"And first thing we did"},{"speaker":"Grant Hultgren","startTime":1966.277,"endTime":1969.087,"body":"was one, are we disclosing"},{"speaker":"Grant Hultgren","startTime":1969.087,"endTime":1970.807,"body":"this that we're using it"},{"speaker":"Grant Hultgren","startTime":1969.087,"endTime":1970.807,"body":"and what does that mean?"},{"speaker":"Grant Hultgren","startTime":1970.807,"endTime":1973.427,"body":"So, internally, we had"},{"speaker":"Grant Hultgren","startTime":1970.807,"endTime":1973.427,"body":"to meet as a team to say,"},{"speaker":"Grant Hultgren","startTime":1973.767,"endTime":1974.607,"body":"are we going to use this?"},{"speaker":"Grant Hultgren","startTime":1974.607,"endTime":1975.4669999999999,"body":"Are we okay with this?"},{"speaker":"Grant Hultgren","startTime":1975.497,"endTime":1976.317,"body":"Is the quality there?"},{"speaker":"Grant Hultgren","startTime":1976.317,"endTime":1980.017,"body":"Are we, if it is great, let's"},{"speaker":"Grant Hultgren","startTime":1976.317,"endTime":1980.017,"body":"then use it to our advantage."},{"speaker":"Grant Hultgren","startTime":1980.017,"endTime":1981.437,"body":"It's another tool"},{"speaker":"Grant Hultgren","startTime":1980.017,"endTime":1981.437,"body":"in our tool belt."},{"speaker":"Grant Hultgren","startTime":1981.437,"endTime":1983.877,"body":"But I think there's got to be"},{"speaker":"Grant Hultgren","startTime":1981.437,"endTime":1983.877,"body":"that internal conversation,"},{"speaker":"Grant Hultgren","startTime":1983.887,"endTime":1986.397,"body":"especially if you're going"},{"speaker":"Grant Hultgren","startTime":1983.887,"endTime":1986.397,"body":"into the market with it"},{"speaker":"Grant Hultgren","startTime":1986.697,"endTime":1987.767,"body":"on a customer's behalf."},{"speaker":"Grant Hultgren","startTime":1988.067,"endTime":1990.927,"body":"If it's internal data, that"},{"speaker":"Grant Hultgren","startTime":1988.067,"endTime":1990.927,"body":"conversation, at least in my"},{"speaker":"Grant Hultgren","startTime":1990.927,"endTime":1993.697,"body":"opinion, gets a little bit safer"},{"speaker":"Grant Hultgren","startTime":1990.927,"endTime":1993.697,"body":"and that you can go and make"},{"speaker":"Grant Hultgren","startTime":1993.697,"endTime":1995.767,"body":"sure you're compliant for us."},{"speaker":"Grant Hultgren","startTime":1995.767,"endTime":1997.167,"body":"Like we're sock to compliant."},{"speaker":"Grant Hultgren","startTime":1997.167,"endTime":1998.947,"body":"We GDPR all that."},{"speaker":"Grant Hultgren","startTime":1998.997,"endTime":2001.387,"body":"And so, we know there"},{"speaker":"Grant Hultgren","startTime":1998.997,"endTime":2001.387,"body":"are limitations to that."},{"speaker":"Grant Hultgren","startTime":2001.757,"endTime":2006.017,"body":"We cannot do some things and"},{"speaker":"Grant Hultgren","startTime":2001.757,"endTime":2006.017,"body":"we cannot use AI on some of"},{"speaker":"Grant Hultgren","startTime":2006.017,"endTime":2008.777,"body":"that data relative to our"},{"speaker":"Grant Hultgren","startTime":2006.017,"endTime":2008.777,"body":"customer data, and that's just"},{"speaker":"Grant Hultgren","startTime":2008.777,"endTime":2010.237,"body":"what we signed up for, right?"},{"speaker":"Grant Hultgren","startTime":2010.237,"endTime":2011.107,"body":"That's all part of it."},{"speaker":"Grant Hultgren","startTime":2011.107,"endTime":2013.487,"body":"But there's components to"},{"speaker":"Grant Hultgren","startTime":2011.107,"endTime":2013.487,"body":"that, too, where we could start"},{"speaker":"Grant Hultgren","startTime":2013.487,"endTime":2016.527,"body":"looking at that, where we can"},{"speaker":"Grant Hultgren","startTime":2013.487,"endTime":2016.527,"body":"anonymize it and all sorts of"},{"speaker":"Grant Hultgren","startTime":2016.527,"endTime":2020.307,"body":"stuff and looking at it that"},{"speaker":"Grant Hultgren","startTime":2016.527,"endTime":2020.307,"body":"would help ensure that we are"},{"speaker":"Grant Hultgren","startTime":2020.327,"endTime":2023.877,"body":"not being too prescriptive"},{"speaker":"Grant Hultgren","startTime":2020.327,"endTime":2023.877,"body":"or on where that data is"},{"speaker":"Grant Hultgren","startTime":2023.877,"endTime":2026.577,"body":"coming from, naming particular"},{"speaker":"Grant Hultgren","startTime":2023.877,"endTime":2026.577,"body":"customers or anything like that."},{"speaker":"Grant Hultgren","startTime":2027.067,"endTime":2029.567,"body":"And I would just encourage"},{"speaker":"Grant Hultgren","startTime":2027.067,"endTime":2029.567,"body":"that for anybody in that"},{"speaker":"Grant Hultgren","startTime":2029.567,"endTime":2030.757,"body":"agency world, right?"},{"speaker":"Grant Hultgren","startTime":2031.152,"endTime":2034.472,"body":"Unless your customer"},{"speaker":"Grant Hultgren","startTime":2031.152,"endTime":2034.472,"body":"has explicitly said that"},{"speaker":"Grant Hultgren","startTime":2034.472,"endTime":2037.512,"body":"you can, I would just"},{"speaker":"Grant Hultgren","startTime":2034.472,"endTime":2037.512,"body":"assume you can't, right?"},{"speaker":"Grant Hultgren","startTime":2037.532,"endTime":2039.022,"body":"Because it's just"},{"speaker":"Grant Hultgren","startTime":2037.532,"endTime":2039.022,"body":"not worth risking the"},{"speaker":"Grant Hultgren","startTime":2039.022,"endTime":2040.422,"body":"relationship, in my opinion."},{"speaker":"Grant Hultgren","startTime":2040.752,"endTime":2044.512,"body":"Many deals today are based off"},{"speaker":"Grant Hultgren","startTime":2040.752,"endTime":2044.512,"body":"of that personal relationship."},{"speaker":"Grant Hultgren","startTime":2044.512,"endTime":2047.282,"body":"Even my whole background has"},{"speaker":"Grant Hultgren","startTime":2044.512,"endTime":2047.282,"body":"been if I empower the right"},{"speaker":"Grant Hultgren","startTime":2047.282,"endTime":2049.962,"body":"people, they'll find the"},{"speaker":"Grant Hultgren","startTime":2047.282,"endTime":2049.962,"body":"right people, which would be"},{"speaker":"Grant Hultgren","startTime":2049.962,"endTime":2052.612,"body":"our customers or clients who"},{"speaker":"Grant Hultgren","startTime":2049.962,"endTime":2052.612,"body":"would give us the projects"},{"speaker":"Grant Hultgren","startTime":2052.652,"endTime":2053.672,"body":"which generates revenue."},{"speaker":"Grant Hultgren","startTime":2054.047,"endTime":2057.187,"body":"And even on that basis, it's"},{"speaker":"Grant Hultgren","startTime":2054.047,"endTime":2057.187,"body":"an interpersonal relationship."},{"speaker":"Grant Hultgren","startTime":2057.187,"endTime":2060.817,"body":"And so I always err on the"},{"speaker":"Grant Hultgren","startTime":2057.187,"endTime":2060.817,"body":"side of caution when it"},{"speaker":"Grant Hultgren","startTime":2060.817,"endTime":2062.2470000000003,"body":"comes to aspects of this."},{"speaker":"Grant Hultgren","startTime":2062.317,"endTime":2066.467,"body":"And at the same time, there"},{"speaker":"Grant Hultgren","startTime":2062.317,"endTime":2066.467,"body":"are generative AI tools"},{"speaker":"Grant Hultgren","startTime":2066.477,"endTime":2068.177,"body":"used throughout chatbots."},{"speaker":"Grant Hultgren","startTime":2068.657,"endTime":2070.6070000000004,"body":"I was looking at ClickUp"},{"speaker":"Grant Hultgren","startTime":2068.657,"endTime":2070.6070000000004,"body":"more recently, and one of our"},{"speaker":"Grant Hultgren","startTime":2070.6070000000004,"endTime":2071.817,"body":"customers is coming from that."},{"speaker":"Grant Hultgren","startTime":2072.137,"endTime":2074.337,"body":"And it's well, that's pretty"},{"speaker":"Grant Hultgren","startTime":2072.137,"endTime":2074.337,"body":"powerful, but they're using"},{"speaker":"Grant Hultgren","startTime":2074.337,"endTime":2077.827,"body":"it at stages that are not"},{"speaker":"Grant Hultgren","startTime":2074.337,"endTime":2077.827,"body":"informed with details."},{"speaker":"Grant Hultgren","startTime":2078.1070000000004,"endTime":2079.987,"body":"They're using them"},{"speaker":"Grant Hultgren","startTime":2078.1070000000004,"endTime":2079.987,"body":"to inform what that"},{"speaker":"Grant Hultgren","startTime":2079.987,"endTime":2081.7070000000003,"body":"methodology could be, right?"},{"speaker":"Grant Hultgren","startTime":2081.737,"endTime":2084.067,"body":"And now I'm going to tailor"},{"speaker":"Grant Hultgren","startTime":2081.737,"endTime":2084.067,"body":"that and I'm going to use"},{"speaker":"Grant Hultgren","startTime":2084.067,"endTime":2087.317,"body":"my craft and my experience"},{"speaker":"Grant Hultgren","startTime":2084.067,"endTime":2087.317,"body":"to customize at that point."},{"speaker":"Grant Hultgren","startTime":2087.317,"endTime":2090.547,"body":"But at that point, generative"},{"speaker":"Grant Hultgren","startTime":2087.317,"endTime":2090.547,"body":"AI has only informed the path."},{"speaker":"Grant Hultgren","startTime":2090.867,"endTime":2093.8070000000002,"body":"It's not giving you the"},{"speaker":"Grant Hultgren","startTime":2090.867,"endTime":2093.8070000000002,"body":"diagnostic or giving you"},{"speaker":"Grant Hultgren","startTime":2093.8070000000002,"endTime":2096.827,"body":"the exact next steps that"},{"speaker":"Grant Hultgren","startTime":2093.8070000000002,"endTime":2096.827,"body":"you are bringing to a"},{"speaker":"Grant Hultgren","startTime":2096.827,"endTime":2098.2670000000003,"body":"customer like straight on."},{"speaker":"Grant Hultgren","startTime":2098.587,"endTime":2100.387,"body":"And I think there's"},{"speaker":"Grant Hultgren","startTime":2098.587,"endTime":2100.387,"body":"kind of clear lines of"},{"speaker":"Grant Hultgren","startTime":2100.387,"endTime":2104.5020000000004,"body":"delineation morally, at"},{"speaker":"Grant Hultgren","startTime":2100.387,"endTime":2104.5020000000004,"body":"least in my mind on that."},{"speaker":"Grant Hultgren","startTime":2105.0820000000003,"endTime":2106.222,"body":"It's a tricky area."},{"speaker":"Grant Hultgren","startTime":2106.422,"endTime":2108.2520000000004,"body":"ChatGPT they're getting sued."},{"speaker":"Grant Hultgren","startTime":2108.262,"endTime":2110.902,"body":"You know what, they're using"},{"speaker":"Grant Hultgren","startTime":2108.262,"endTime":2110.902,"body":"as source data even, right?"},{"speaker":"Grant Hultgren","startTime":2111.712,"endTime":2113.972,"body":"We're all benefiting"},{"speaker":"Grant Hultgren","startTime":2111.712,"endTime":2113.972,"body":"from that, right?"},{"speaker":"Grant Hultgren","startTime":2114.0220000000004,"endTime":2115.532,"body":"I don't think it's resolved yet."},{"speaker":"Galen Low","startTime":2115.7320000000004,"endTime":2117.242,"body":"I like that you"},{"speaker":"Galen Low","startTime":2115.7320000000004,"endTime":2117.242,"body":"call that compliance though,"},{"speaker":"Galen Low","startTime":2117.262,"endTime":2120.342,"body":"because there's a proliferation"},{"speaker":"Galen Low","startTime":2117.262,"endTime":2120.342,"body":"of tools out there, some of"},{"speaker":"Galen Low","startTime":2120.342,"endTime":2123.452,"body":"which probably have gone that"},{"speaker":"Galen Low","startTime":2120.342,"endTime":2123.452,"body":"step to be like, listen, like"},{"speaker":"Galen Low","startTime":2123.8120000000004,"endTime":2125.2520000000004,"body":"security is our priority."},{"speaker":"Galen Low","startTime":2125.492,"endTime":2127.5020000000004,"body":"And some of them are just"},{"speaker":"Galen Low","startTime":2125.492,"endTime":2127.5020000000004,"body":"MVPs out there just to"},{"speaker":"Galen Low","startTime":2127.5020000000004,"endTime":2129.472,"body":"figure out if there's a"},{"speaker":"Galen Low","startTime":2127.5020000000004,"endTime":2129.472,"body":"market, if there's demand"},{"speaker":"Galen Low","startTime":2129.472,"endTime":2130.322,"body":"for this tool, if it's a..."},{"speaker":"Grant Hultgren","startTime":2130.322,"endTime":2131.192,"body":"100%."},{"speaker":"Grant Hultgren","startTime":2131.2320000000004,"endTime":2132.3720000000003,"body":"Yeah, a hundred percent."},{"speaker":"Grant Hultgren","startTime":2132.592,"endTime":2133.422,"body":"And we've seen it."},{"speaker":"Grant Hultgren","startTime":2133.7670000000003,"endTime":2136.157,"body":"And we've been really"},{"speaker":"Grant Hultgren","startTime":2133.7670000000003,"endTime":2136.157,"body":"careful, even internally"},{"speaker":"Grant Hultgren","startTime":2136.5570000000002,"endTime":2140.387,"body":"on what we can or should"},{"speaker":"Grant Hultgren","startTime":2136.5570000000002,"endTime":2140.387,"body":"do, because just because"},{"speaker":"Grant Hultgren","startTime":2140.387,"endTime":2142.597,"body":"you have the data doesn't"},{"speaker":"Grant Hultgren","startTime":2140.387,"endTime":2142.597,"body":"mean you should be sharing"},{"speaker":"Grant Hultgren","startTime":2142.597,"endTime":2143.7470000000003,"body":"it with these tools either."},{"speaker":"Galen Low","startTime":2144.327,"endTime":2144.527,"body":"Boom."},{"speaker":"Galen Low","startTime":2144.527,"endTime":2144.827,"body":"Love that."},{"speaker":"Ann Campea","startTime":2144.827,"endTime":2147.597,"body":"I want to touch"},{"speaker":"Ann Campea","startTime":2144.827,"endTime":2147.597,"body":"on the ethical line piece"},{"speaker":"Ann Campea","startTime":2147.6070000000004,"endTime":2150.882,"body":"just a bit, just because"},{"speaker":"Ann Campea","startTime":2147.6070000000004,"endTime":2150.882,"body":"we hit on earlier that"},{"speaker":"Ann Campea","startTime":2150.8920000000003,"endTime":2154.452,"body":"Gen AI in itself carries a"},{"speaker":"Ann Campea","startTime":2150.8920000000003,"endTime":2154.452,"body":"little bit of bias, right?"},{"speaker":"Ann Campea","startTime":2154.452,"endTime":2156.862,"body":"So you have to be really"},{"speaker":"Ann Campea","startTime":2154.452,"endTime":2156.862,"body":"cautious when using it as"},{"speaker":"Ann Campea","startTime":2156.862,"endTime":2160.9820000000004,"body":"well, because as Grant pointed"},{"speaker":"Ann Campea","startTime":2156.862,"endTime":2160.9820000000004,"body":"out, ChatGPT is in a little"},{"speaker":"Ann Campea","startTime":2160.9820000000004,"endTime":2164.172,"body":"bit of hot water right now,"},{"speaker":"Ann Campea","startTime":2160.9820000000004,"endTime":2164.172,"body":"just because of their source."},{"speaker":"Ann Campea","startTime":2164.242,"endTime":2167.137,"body":"For those that are embedded"},{"speaker":"Ann Campea","startTime":2164.242,"endTime":2167.137,"body":"in project management, PMI,"},{"speaker":"Ann Campea","startTime":2167.8770000000004,"endTime":2170.2870000000003,"body":"Project Management Institute"},{"speaker":"Ann Campea","startTime":2167.8770000000004,"endTime":2170.2870000000003,"body":"has come out with their own"},{"speaker":"Ann Campea","startTime":2170.692,"endTime":2173.692,"body":"kind of AI platform as well"},{"speaker":"Ann Campea","startTime":2170.692,"endTime":2173.692,"body":"that they're promoting to say,"},{"speaker":"Ann Campea","startTime":2173.692,"endTime":2177.1420000000003,"body":"Hey, all the source information"},{"speaker":"Ann Campea","startTime":2173.692,"endTime":2177.1420000000003,"body":"is coming from vetted"},{"speaker":"Ann Campea","startTime":2177.192,"endTime":2178.922,"body":"project management sources."},{"speaker":"Ann Campea","startTime":2178.922,"endTime":2182.3520000000003,"body":"But I think the ethical line"},{"speaker":"Ann Campea","startTime":2178.922,"endTime":2182.3520000000003,"body":"needs to be drawn around how"},{"speaker":"Ann Campea","startTime":2182.362,"endTime":2184.7320000000004,"body":"you are utilizing the data."},{"speaker":"Ann Campea","startTime":2185.072,"endTime":2187.7720000000004,"body":"I don't know if everyone"},{"speaker":"Ann Campea","startTime":2185.072,"endTime":2187.7720000000004,"body":"has been in that situation"},{"speaker":"Ann Campea","startTime":2187.7720000000004,"endTime":2190.422,"body":"where you're presenting data"},{"speaker":"Ann Campea","startTime":2187.7720000000004,"endTime":2190.422,"body":"to a stakeholder and they"},{"speaker":"Ann Campea","startTime":2190.422,"endTime":2194.282,"body":"say great, but that's not"},{"speaker":"Ann Campea","startTime":2190.422,"endTime":2194.282,"body":"the data that I need to be"},{"speaker":"Ann Campea","startTime":2194.282,"endTime":2195.6820000000002,"body":"able to get what I want."},{"speaker":"Ann Campea","startTime":2196.1620000000003,"endTime":2199.492,"body":"And so you have to be ultra"},{"speaker":"Ann Campea","startTime":2196.1620000000003,"endTime":2199.492,"body":"cautious, PM or not, when"},{"speaker":"Ann Campea","startTime":2199.492,"endTime":2203.4820000000004,"body":"you're using data, especially"},{"speaker":"Ann Campea","startTime":2199.492,"endTime":2203.4820000000004,"body":"if it's coming from a Gen AI"},{"speaker":"Ann Campea","startTime":2203.902,"endTime":2207.5220000000004,"body":"source, that it's there to"},{"speaker":"Ann Campea","startTime":2203.902,"endTime":2207.5220000000004,"body":"inform you, as Grant has said."},{"speaker":"Ann Campea","startTime":2207.8120000000004,"endTime":2212.2320000000004,"body":"But also, what are you being"},{"speaker":"Ann Campea","startTime":2207.8120000000004,"endTime":2212.2320000000004,"body":"asked to produce with that data?"},{"speaker":"Ann Campea","startTime":2212.2920000000004,"endTime":2216.4820000000004,"body":"And are you crossing that"},{"speaker":"Ann Campea","startTime":2212.2920000000004,"endTime":2216.4820000000004,"body":"ethical line in terms of trying"},{"speaker":"Ann Campea","startTime":2216.4820000000004,"endTime":2220.422,"body":"to doctor the data to present"},{"speaker":"Ann Campea","startTime":2216.4820000000004,"endTime":2220.422,"body":"a certain purpose for somebody?"},{"speaker":"Ann Campea","startTime":2220.442,"endTime":2223.6220000000003,"body":"So just be very careful there,"},{"speaker":"Ann Campea","startTime":2220.442,"endTime":2223.6220000000003,"body":"because I think I've been"},{"speaker":"Ann Campea","startTime":2223.6220000000003,"endTime":2225.902,"body":"in that situation, which I"},{"speaker":"Ann Campea","startTime":2223.6220000000003,"endTime":2225.902,"body":"imagine some of you might"},{"speaker":"Ann Campea","startTime":2225.9120000000003,"endTime":2228.5820000000003,"body":"have been in that situation"},{"speaker":"Ann Campea","startTime":2225.9120000000003,"endTime":2228.5820000000003,"body":"where they're trying to take"},{"speaker":"Ann Campea","startTime":2228.5820000000003,"endTime":2231.422,"body":"that data and use it for"},{"speaker":"Ann Campea","startTime":2228.5820000000003,"endTime":2231.422,"body":"other purposes that are really"},{"speaker":"Ann Campea","startTime":2231.472,"endTime":2232.952,"body":"definitely crossing that line."},{"speaker":"Galen Low","startTime":2232.962,"endTime":2234.5220000000004,"body":"I love that"},{"speaker":"Galen Low","startTime":2232.962,"endTime":2234.5220000000004,"body":"there's the other side of"},{"speaker":"Galen Low","startTime":2234.5220000000004,"endTime":2235.7920000000004,"body":"data storytelling, right?"},{"speaker":"Galen Low","startTime":2235.802,"endTime":2238.742,"body":"Like where you're kind of a"},{"speaker":"Galen Low","startTime":2235.802,"endTime":2238.742,"body":"nail looking for a hammer?"},{"speaker":"Galen Low","startTime":2238.7520000000004,"endTime":2239.882,"body":"I don't know, is"},{"speaker":"Galen Low","startTime":2238.7520000000004,"endTime":2239.882,"body":"that how that goes?"},{"speaker":"Galen Low","startTime":2241.1220000000003,"endTime":2244.472,"body":"Anyway, it's hammer looking"},{"speaker":"Galen Low","startTime":2241.1220000000003,"endTime":2244.472,"body":"for a nail, I think it was."},{"speaker":"Galen Low","startTime":2244.672,"endTime":2246.692,"body":"I think that's actually maybe"},{"speaker":"Galen Low","startTime":2244.672,"endTime":2246.692,"body":"a good transition too, because"},{"speaker":"Galen Low","startTime":2246.702,"endTime":2249.032,"body":"I think there's another"},{"speaker":"Galen Low","startTime":2246.702,"endTime":2249.032,"body":"question here, which I think"},{"speaker":"Galen Low","startTime":2249.032,"endTime":2251.152,"body":"is a really good one that"},{"speaker":"Galen Low","startTime":2249.032,"endTime":2251.152,"body":"ties it sort of back, not just"},{"speaker":"Galen Low","startTime":2251.202,"endTime":2252.452,"body":"ethics, but the humanity of it."},{"speaker":"Galen Low","startTime":2252.802,"endTime":2256.1420000000003,"body":"The question is the thinking"},{"speaker":"Galen Low","startTime":2252.802,"endTime":2256.1420000000003,"body":"that in the future, the tools"},{"speaker":"Galen Low","startTime":2256.152,"endTime":2259.012,"body":"will be able to accommodate"},{"speaker":"Galen Low","startTime":2256.152,"endTime":2259.012,"body":"for the humanness / project"},{"speaker":"Galen Low","startTime":2259.012,"endTime":2262.6820000000002,"body":"complexity piece, or will this"},{"speaker":"Galen Low","startTime":2259.012,"endTime":2262.6820000000002,"body":"always be a manual intervention?"},{"speaker":"Marcel Petitpas","startTime":2263.442,"endTime":2264.552,"body":"I have"},{"speaker":"Marcel Petitpas","startTime":2263.442,"endTime":2264.552,"body":"an opinion on this."},{"speaker":"Marcel Petitpas","startTime":2265.6270000000004,"endTime":2268.907,"body":"I find it very hard to"},{"speaker":"Marcel Petitpas","startTime":2265.6270000000004,"endTime":2268.907,"body":"fathom that this will"},{"speaker":"Marcel Petitpas","startTime":2268.9170000000004,"endTime":2271.837,"body":"be able to be completely"},{"speaker":"Marcel Petitpas","startTime":2268.9170000000004,"endTime":2271.837,"body":"automated from end to end."},{"speaker":"Marcel Petitpas","startTime":2272.447,"endTime":2276.117,"body":"And I'd like to be proven"},{"speaker":"Marcel Petitpas","startTime":2272.447,"endTime":2276.117,"body":"wrong on that, but I think that"},{"speaker":"Marcel Petitpas","startTime":2276.117,"endTime":2279.7070000000003,"body":"we are years and years away"},{"speaker":"Marcel Petitpas","startTime":2276.117,"endTime":2279.7070000000003,"body":"from getting to that point."},{"speaker":"Marcel Petitpas","startTime":2280.1070000000004,"endTime":2282.197,"body":"And just look at self"},{"speaker":"Marcel Petitpas","startTime":2280.1070000000004,"endTime":2282.197,"body":"driving, for example."},{"speaker":"Marcel Petitpas","startTime":2282.257,"endTime":2284.1070000000004,"body":"We were talking about self"},{"speaker":"Marcel Petitpas","startTime":2282.257,"endTime":2284.1070000000004,"body":"driving cars being a real"},{"speaker":"Marcel Petitpas","startTime":2284.1070000000004,"endTime":2286.527,"body":"thing like a decade ago, and"},{"speaker":"Marcel Petitpas","startTime":2284.1070000000004,"endTime":2286.527,"body":"we're still really far away."},{"speaker":"Marcel Petitpas","startTime":2286.5570000000002,"endTime":2289.5170000000003,"body":"And the reason for that"},{"speaker":"Marcel Petitpas","startTime":2286.5570000000002,"endTime":2289.5170000000003,"body":"is, that last 2 percent"},{"speaker":"Marcel Petitpas","startTime":2289.9370000000004,"endTime":2291.3070000000002,"body":"is really hard to get to."},{"speaker":"Marcel Petitpas","startTime":2291.7870000000003,"endTime":2293.827,"body":"And it's the reason that we"},{"speaker":"Marcel Petitpas","startTime":2291.7870000000003,"endTime":2293.827,"body":"still have bookkeepers and"},{"speaker":"Marcel Petitpas","startTime":2293.827,"endTime":2296.007,"body":"accountants, even though"},{"speaker":"Marcel Petitpas","startTime":2293.827,"endTime":2296.007,"body":"finance has been a thing and"},{"speaker":"Marcel Petitpas","startTime":2296.007,"endTime":2298.8570000000004,"body":"QuickBooks has been a thing"},{"speaker":"Marcel Petitpas","startTime":2296.007,"endTime":2298.8570000000004,"body":"for decades and decades, right?"},{"speaker":"Marcel Petitpas","startTime":2299.317,"endTime":2302.1270000000004,"body":"You can get 98 percent of the"},{"speaker":"Marcel Petitpas","startTime":2299.317,"endTime":2302.1270000000004,"body":"way there, and I think there is"},{"speaker":"Marcel Petitpas","startTime":2302.137,"endTime":2306.217,"body":"a ton of leverage, especially"},{"speaker":"Marcel Petitpas","startTime":2302.137,"endTime":2306.217,"body":"if you have, a really deliberate"},{"speaker":"Marcel Petitpas","startTime":2306.257,"endTime":2309.8770000000004,"body":"data structure and data pipeline"},{"speaker":"Marcel Petitpas","startTime":2306.257,"endTime":2309.8770000000004,"body":"in your organization to make"},{"speaker":"Marcel Petitpas","startTime":2309.8770000000004,"endTime":2311.717,"body":"that a hyper efficient process."},{"speaker":"Marcel Petitpas","startTime":2312.047,"endTime":2314.697,"body":"But there is a certain amount"},{"speaker":"Marcel Petitpas","startTime":2312.047,"endTime":2314.697,"body":"of judgment that is going to be"},{"speaker":"Marcel Petitpas","startTime":2314.7270000000003,"endTime":2316.697,"body":"really hard to have AI replaced."},{"speaker":"Marcel Petitpas","startTime":2316.8970000000004,"endTime":2319.387,"body":"And I think that even if"},{"speaker":"Marcel Petitpas","startTime":2316.8970000000004,"endTime":2319.387,"body":"you do have a data pipeline"},{"speaker":"Marcel Petitpas","startTime":2319.387,"endTime":2320.5170000000003,"body":"that's fully automated."},{"speaker":"Marcel Petitpas","startTime":2320.757,"endTime":2323.7870000000003,"body":"It's going to be very important"},{"speaker":"Marcel Petitpas","startTime":2320.757,"endTime":2323.7870000000003,"body":"to have high observability"},{"speaker":"Marcel Petitpas","startTime":2324.1070000000004,"endTime":2326.2470000000003,"body":"because this is one of the"},{"speaker":"Marcel Petitpas","startTime":2324.1070000000004,"endTime":2326.2470000000003,"body":"inherent challenges that"},{"speaker":"Marcel Petitpas","startTime":2326.2470000000003,"endTime":2328.677,"body":"we've all experienced with"},{"speaker":"Marcel Petitpas","startTime":2326.2470000000003,"endTime":2328.677,"body":"ChatGPT or with any of these"},{"speaker":"Marcel Petitpas","startTime":2328.677,"endTime":2331.9170000000004,"body":"other Gen AI tools where you"},{"speaker":"Marcel Petitpas","startTime":2328.677,"endTime":2331.9170000000004,"body":"feed it a prompt, it gives"},{"speaker":"Marcel Petitpas","startTime":2331.9170000000004,"endTime":2335.0570000000002,"body":"you an answer, but how it"},{"speaker":"Marcel Petitpas","startTime":2331.9170000000004,"endTime":2335.0570000000002,"body":"arrives at that conclusion"},{"speaker":"Marcel Petitpas","startTime":2335.077,"endTime":2336.577,"body":"is a complete black box."},{"speaker":"Marcel Petitpas","startTime":2336.637,"endTime":2340.302,"body":"And that's very problematic when"},{"speaker":"Marcel Petitpas","startTime":2336.637,"endTime":2340.302,"body":"you're talking about, making"},{"speaker":"Marcel Petitpas","startTime":2340.302,"endTime":2343.6420000000003,"body":"changes and transformations"},{"speaker":"Marcel Petitpas","startTime":2340.302,"endTime":2343.6420000000003,"body":"to data or making judgment"},{"speaker":"Marcel Petitpas","startTime":2343.6420000000003,"endTime":2347.742,"body":"calls about, for example,"},{"speaker":"Marcel Petitpas","startTime":2343.6420000000003,"endTime":2347.742,"body":"this person logged a 99 hour"},{"speaker":"Marcel Petitpas","startTime":2347.7520000000004,"endTime":2349.112,"body":"time entry over the weekend."},{"speaker":"Marcel Petitpas","startTime":2349.322,"endTime":2351.5020000000004,"body":"Well, is that real or is"},{"speaker":"Marcel Petitpas","startTime":2349.322,"endTime":2351.5020000000004,"body":"it because they forgot"},{"speaker":"Marcel Petitpas","startTime":2351.5020000000004,"endTime":2352.4120000000003,"body":"their timer was running?"},{"speaker":"Marcel Petitpas","startTime":2352.782,"endTime":2355.442,"body":"A designer log some time"},{"speaker":"Marcel Petitpas","startTime":2352.782,"endTime":2355.442,"body":"to project management."},{"speaker":"Marcel Petitpas","startTime":2355.532,"endTime":2356.6220000000003,"body":"Is that a mistake?"},{"speaker":"Marcel Petitpas","startTime":2356.6620000000003,"endTime":2358.072,"body":"Did they choose the"},{"speaker":"Marcel Petitpas","startTime":2356.6620000000003,"endTime":2358.072,"body":"wrong task category?"},{"speaker":"Marcel Petitpas","startTime":2358.072,"endTime":2360.4820000000004,"body":"Or is it actually because they"},{"speaker":"Marcel Petitpas","startTime":2358.072,"endTime":2360.4820000000004,"body":"got pulled in to do project"},{"speaker":"Marcel Petitpas","startTime":2360.512,"endTime":2361.492,"body":"management work, right?"},{"speaker":"Marcel Petitpas","startTime":2361.552,"endTime":2364.5020000000004,"body":"These kinds of judgment calls"},{"speaker":"Marcel Petitpas","startTime":2361.552,"endTime":2364.5020000000004,"body":"are going to be very difficult"},{"speaker":"Marcel Petitpas","startTime":2364.722,"endTime":2369.592,"body":"for the AI tool to consistently"},{"speaker":"Marcel Petitpas","startTime":2364.722,"endTime":2369.592,"body":"and accurately be able to make"},{"speaker":"Marcel Petitpas","startTime":2369.6420000000003,"endTime":2372.2720000000004,"body":"the right assumption on and even"},{"speaker":"Marcel Petitpas","startTime":2369.6420000000003,"endTime":2372.2720000000004,"body":"if they do make assumptions,"},{"speaker":"Marcel Petitpas","startTime":2372.2720000000004,"endTime":2374.762,"body":"we're probably still going to"},{"speaker":"Marcel Petitpas","startTime":2372.2720000000004,"endTime":2374.762,"body":"want to have at least a final"},{"speaker":"Marcel Petitpas","startTime":2374.7720000000004,"endTime":2377.322,"body":"check on some of these edge"},{"speaker":"Marcel Petitpas","startTime":2374.7720000000004,"endTime":2377.322,"body":"cases for a human being to say,"},{"speaker":"Marcel Petitpas","startTime":2377.322,"endTime":2378.722,"body":"is this congruent with reality?"},{"speaker":"Grant Hultgren","startTime":2378.822,"endTime":2380.652,"body":"Yeah, I mean,"},{"speaker":"Grant Hultgren","startTime":2378.822,"endTime":2380.652,"body":"I would absolutely agree."},{"speaker":"Grant Hultgren","startTime":2380.652,"endTime":2384.192,"body":"I honestly, for me, the meme"},{"speaker":"Grant Hultgren","startTime":2380.652,"endTime":2384.192,"body":"is I thought AI would help me"},{"speaker":"Grant Hultgren","startTime":2384.192,"endTime":2386.3320000000003,"body":"like do my dishes not make art."},{"speaker":"Grant Hultgren","startTime":2386.6220000000003,"endTime":2387.922,"body":"And let's start there, right?"},{"speaker":"Grant Hultgren","startTime":2387.922,"endTime":2390.5820000000003,"body":"Let's start with automating"},{"speaker":"Grant Hultgren","startTime":2387.922,"endTime":2390.5820000000003,"body":"tasks and giving us those"},{"speaker":"Grant Hultgren","startTime":2390.6020000000003,"endTime":2393.5420000000004,"body":"prompt points to say, you know"},{"speaker":"Grant Hultgren","startTime":2390.6020000000003,"endTime":2393.5420000000004,"body":"what, you just added this task."},{"speaker":"Grant Hultgren","startTime":2393.572,"endTime":2396.0020000000004,"body":"Do you think you should"},{"speaker":"Grant Hultgren","startTime":2393.572,"endTime":2396.0020000000004,"body":"account for more time for"},{"speaker":"Grant Hultgren","startTime":2396.0020000000004,"endTime":2397.0420000000004,"body":"Marcel on this project?"},{"speaker":"Grant Hultgren","startTime":2397.0620000000004,"endTime":2397.8720000000003,"body":"Because you did that."},{"speaker":"Grant Hultgren","startTime":2398.192,"endTime":2398.9320000000002,"body":"That's a great prompt."},{"speaker":"Grant Hultgren","startTime":2398.952,"endTime":2400.552,"body":"Let's go for efficiencies first."},{"speaker":"Grant Hultgren","startTime":2400.922,"endTime":2403.0620000000004,"body":"It will naturally"},{"speaker":"Grant Hultgren","startTime":2400.922,"endTime":2403.0620000000004,"body":"learn then from that."},{"speaker":"Grant Hultgren","startTime":2403.0620000000004,"endTime":2406.1620000000003,"body":"I think to help it"},{"speaker":"Grant Hultgren","startTime":2403.0620000000004,"endTime":2406.1620000000003,"body":"build off of its models."},{"speaker":"Grant Hultgren","startTime":2406.1620000000003,"endTime":2409.9120000000003,"body":"But I don't think I would trust"},{"speaker":"Grant Hultgren","startTime":2406.1620000000003,"endTime":2409.9120000000003,"body":"AI to run a business right now."},{"speaker":"Grant Hultgren","startTime":2409.962,"endTime":2411.0220000000004,"body":"How do you predict COVID?"},{"speaker":"Grant Hultgren","startTime":2411.567,"endTime":2412.7470000000003,"body":"And the results of COVID?"},{"speaker":"Grant Hultgren","startTime":2412.9970000000003,"endTime":2415.6470000000004,"body":"There are huge events that"},{"speaker":"Grant Hultgren","startTime":2412.9970000000003,"endTime":2415.6470000000004,"body":"have occurred even in the"},{"speaker":"Grant Hultgren","startTime":2415.6470000000004,"endTime":2419.117,"body":"last 3 years that would have"},{"speaker":"Grant Hultgren","startTime":2415.6470000000004,"endTime":2419.117,"body":"to fracture a whole model"},{"speaker":"Grant Hultgren","startTime":2419.337,"endTime":2423.7270000000003,"body":"effectively and change the"},{"speaker":"Grant Hultgren","startTime":2419.337,"endTime":2423.7270000000003,"body":"course in very decisive moments."},{"speaker":"Grant Hultgren","startTime":2424.0570000000002,"endTime":2426.907,"body":"Marcel hit it right on consider"},{"speaker":"Grant Hultgren","startTime":2424.0570000000002,"endTime":2426.907,"body":"it's not going to help happen"},{"speaker":"Grant Hultgren","startTime":2426.907,"endTime":2429.1070000000004,"body":"all that often, right, in"},{"speaker":"Grant Hultgren","startTime":2426.907,"endTime":2429.1070000000004,"body":"terms of lifetime events."},{"speaker":"Grant Hultgren","startTime":2429.467,"endTime":2433.947,"body":"But there are relative events"},{"speaker":"Grant Hultgren","startTime":2429.467,"endTime":2433.947,"body":"at a per project level that"},{"speaker":"Grant Hultgren","startTime":2433.947,"endTime":2437.197,"body":"occur that will help, I mean,"},{"speaker":"Grant Hultgren","startTime":2433.947,"endTime":2437.197,"body":"just even morally, should"},{"speaker":"Grant Hultgren","startTime":2437.197,"endTime":2438.527,"body":"we write off that time?"},{"speaker":"Grant Hultgren","startTime":2438.867,"endTime":2440.7670000000003,"body":"Because we were inefficient."},{"speaker":"Grant Hultgren","startTime":2441.202,"endTime":2444.302,"body":"Or should we bill for it"},{"speaker":"Grant Hultgren","startTime":2441.202,"endTime":2444.302,"body":"because, it's actually part"},{"speaker":"Grant Hultgren","startTime":2444.302,"endTime":2446.592,"body":"of the financial agreement"},{"speaker":"Grant Hultgren","startTime":2444.302,"endTime":2446.592,"body":"and they were asking these"},{"speaker":"Grant Hultgren","startTime":2446.592,"endTime":2448.9820000000004,"body":"questions and it actually"},{"speaker":"Grant Hultgren","startTime":2446.592,"endTime":2448.9820000000004,"body":"made a better project."},{"speaker":"Grant Hultgren","startTime":2449.1420000000003,"endTime":2451.6420000000003,"body":"And so therefore,"},{"speaker":"Grant Hultgren","startTime":2449.1420000000003,"endTime":2451.6420000000003,"body":"it's it's got value."},{"speaker":"Grant Hultgren","startTime":2452.072,"endTime":2455.2920000000004,"body":"Those are really hard things"},{"speaker":"Grant Hultgren","startTime":2452.072,"endTime":2455.2920000000004,"body":"to decipher between human"},{"speaker":"Grant Hultgren","startTime":2455.2920000000004,"endTime":2457.842,"body":"relationships and what the"},{"speaker":"Grant Hultgren","startTime":2455.2920000000004,"endTime":2457.842,"body":"right judgment call is."},{"speaker":"Galen Low","startTime":2458.0220000000004,"endTime":2460.172,"body":"I like that notion"},{"speaker":"Galen Low","startTime":2458.0220000000004,"endTime":2460.172,"body":"of human in the driver's seat,"},{"speaker":"Galen Low","startTime":2460.572,"endTime":2461.8320000000003,"body":"but I want to go to a gray."},{"speaker":"Galen Low","startTime":2462.362,"endTime":2464.632,"body":"What I think is a great area,"},{"speaker":"Galen Low","startTime":2462.362,"endTime":2464.632,"body":"which is, you're getting"},{"speaker":"Galen Low","startTime":2464.632,"endTime":2467.262,"body":"advice from your Gen AI tool,"},{"speaker":"Galen Low","startTime":2464.632,"endTime":2467.262,"body":"and they're like, Do you"},{"speaker":"Galen Low","startTime":2467.262,"endTime":2468.492,"body":"really want Tony on that?"},{"speaker":"Galen Low","startTime":2468.532,"endTime":2469.652,"body":"Tony's been slow."},{"speaker":"Galen Low","startTime":2469.692,"endTime":2470.842,"body":"Tony's like really slow."},{"speaker":"Galen Low","startTime":2470.8520000000003,"endTime":2473.722,"body":"But Sergio is available,"},{"speaker":"Galen Low","startTime":2470.8520000000003,"endTime":2473.722,"body":"and Sergio is fast, and"},{"speaker":"Galen Low","startTime":2473.722,"endTime":2475.5820000000003,"body":"Tony just keeps going down"},{"speaker":"Galen Low","startTime":2473.722,"endTime":2475.5820000000003,"body":"and down, and there's no"},{"speaker":"Galen Low","startTime":2475.5820000000003,"endTime":2476.702,"body":"professional development plan."},{"speaker":"Galen Low","startTime":2476.702,"endTime":2478.492,"body":"And Tony's on the bench"},{"speaker":"Galen Low","startTime":2476.702,"endTime":2478.492,"body":"all the time, Sergio's"},{"speaker":"Galen Low","startTime":2478.6820000000002,"endTime":2479.382,"body":"getting all the work."},{"speaker":"Galen Low","startTime":2479.4320000000002,"endTime":2483.092,"body":"Is that an area where we would"},{"speaker":"Galen Low","startTime":2479.4320000000002,"endTime":2483.092,"body":"want the tool to be advising us?"},{"speaker":"Marcel Petitpas","startTime":2483.7720000000004,"endTime":2486.0620000000004,"body":"I'll comment"},{"speaker":"Marcel Petitpas","startTime":2483.7720000000004,"endTime":2486.0620000000004,"body":"on this as, and this is just"},{"speaker":"Marcel Petitpas","startTime":2486.0620000000004,"endTime":2489.6220000000003,"body":"my calculus as like a CEO,"},{"speaker":"Marcel Petitpas","startTime":2486.0620000000004,"endTime":2489.6220000000003,"body":"those are decisions that and"},{"speaker":"Marcel Petitpas","startTime":2489.782,"endTime":2492.402,"body":"conversations and thoughts"},{"speaker":"Marcel Petitpas","startTime":2489.782,"endTime":2492.402,"body":"that happen and just do"},{"speaker":"Marcel Petitpas","startTime":2492.7920000000004,"endTime":2494.7520000000004,"body":"that's our job as executives."},{"speaker":"Marcel Petitpas","startTime":2494.7520000000004,"endTime":2497.962,"body":"And so again, I think"},{"speaker":"Marcel Petitpas","startTime":2494.7520000000004,"endTime":2497.962,"body":"that the question is, what"},{"speaker":"Marcel Petitpas","startTime":2497.962,"endTime":2499.2920000000004,"body":"is the thought process?"},{"speaker":"Marcel Petitpas","startTime":2499.5220000000004,"endTime":2500.8520000000003,"body":"What is the set of values?"},{"speaker":"Marcel Petitpas","startTime":2500.8520000000003,"endTime":2502.072,"body":"What is the set of standards?"},{"speaker":"Marcel Petitpas","startTime":2502.072,"endTime":2504.0620000000004,"body":"What is the decision"},{"speaker":"Marcel Petitpas","startTime":2502.072,"endTime":2504.0620000000004,"body":"making process that goes"},{"speaker":"Marcel Petitpas","startTime":2504.092,"endTime":2506.742,"body":"into those things that are"},{"speaker":"Marcel Petitpas","startTime":2504.092,"endTime":2506.742,"body":"going to be a reality of"},{"speaker":"Marcel Petitpas","startTime":2506.742,"endTime":2507.802,"body":"running an organization?"},{"speaker":"Marcel Petitpas","startTime":2508.302,"endTime":2514.0220000000004,"body":"And if you can use data, Gen"},{"speaker":"Marcel Petitpas","startTime":2508.302,"endTime":2514.0220000000004,"body":"AI, any of these other tools"},{"speaker":"Marcel Petitpas","startTime":2514.442,"endTime":2518.242,"body":"to help enable that process,"},{"speaker":"Marcel Petitpas","startTime":2514.442,"endTime":2518.242,"body":"I think there's a lot of"},{"speaker":"Marcel Petitpas","startTime":2518.2520000000004,"endTime":2519.532,"body":"good that can come of that."},{"speaker":"Marcel Petitpas","startTime":2519.8720000000003,"endTime":2522.382,"body":"I'll say that as a person"},{"speaker":"Marcel Petitpas","startTime":2519.8720000000003,"endTime":2522.382,"body":"who's responsible for making"},{"speaker":"Marcel Petitpas","startTime":2522.382,"endTime":2524.552,"body":"those decisions, and everybody"},{"speaker":"Marcel Petitpas","startTime":2522.382,"endTime":2524.552,"body":"else on this call, I'm sure"},{"speaker":"Marcel Petitpas","startTime":2524.552,"endTime":2525.672,"body":"has been in that position."},{"speaker":"Marcel Petitpas","startTime":2526.242,"endTime":2529.052,"body":"Having more objectivity"},{"speaker":"Marcel Petitpas","startTime":2526.242,"endTime":2529.052,"body":"is a gift because it can"},{"speaker":"Marcel Petitpas","startTime":2529.052,"endTime":2531.6820000000002,"body":"be very challenging to"},{"speaker":"Marcel Petitpas","startTime":2529.052,"endTime":2531.6820000000002,"body":"go into that conversation"},{"speaker":"Marcel Petitpas","startTime":2531.6820000000002,"endTime":2532.842,"body":"clouded by your emotions."},{"speaker":"Marcel Petitpas","startTime":2532.842,"endTime":2533.842,"body":"We're all human beings."},{"speaker":"Marcel Petitpas","startTime":2533.9120000000003,"endTime":2537.0620000000004,"body":"And so I think as long as"},{"speaker":"Marcel Petitpas","startTime":2533.9120000000003,"endTime":2537.0620000000004,"body":"you set some deliberate"},{"speaker":"Marcel Petitpas","startTime":2537.0620000000004,"endTime":2539.572,"body":"guardrails down around this,"},{"speaker":"Marcel Petitpas","startTime":2537.0620000000004,"endTime":2539.572,"body":"and this is going to be like"},{"speaker":"Marcel Petitpas","startTime":2539.572,"endTime":2541.8320000000003,"body":"my recurring theme, it's"},{"speaker":"Marcel Petitpas","startTime":2539.572,"endTime":2541.8320000000003,"body":"like there's thoughtfulness"},{"speaker":"Marcel Petitpas","startTime":2541.8320000000003,"endTime":2543.962,"body":"that needs to go into the"},{"speaker":"Marcel Petitpas","startTime":2541.8320000000003,"endTime":2543.962,"body":"implementation and there's"},{"speaker":"Marcel Petitpas","startTime":2543.962,"endTime":2546.692,"body":"maintenance of that system"},{"speaker":"Marcel Petitpas","startTime":2543.962,"endTime":2546.692,"body":"that needs to go on thereafter."},{"speaker":"Marcel Petitpas","startTime":2547.197,"endTime":2550.4770000000003,"body":"I think that it can become a"},{"speaker":"Marcel Petitpas","startTime":2547.197,"endTime":2550.4770000000003,"body":"really great lever to either"},{"speaker":"Marcel Petitpas","startTime":2550.4770000000003,"endTime":2552.837,"body":"walk you off the ledge when"},{"speaker":"Marcel Petitpas","startTime":2550.4770000000003,"endTime":2552.837,"body":"you're being emotional and"},{"speaker":"Marcel Petitpas","startTime":2552.837,"endTime":2556.217,"body":"you're about to do something"},{"speaker":"Marcel Petitpas","startTime":2552.837,"endTime":2556.217,"body":"that you shouldn't, or to"},{"speaker":"Marcel Petitpas","startTime":2556.2270000000003,"endTime":2559.157,"body":"walk you towards the decision"},{"speaker":"Marcel Petitpas","startTime":2556.2270000000003,"endTime":2559.157,"body":"that might be emotional but is"},{"speaker":"Marcel Petitpas","startTime":2559.157,"endTime":2561.5370000000003,"body":"actually in the best interest of"},{"speaker":"Marcel Petitpas","startTime":2559.157,"endTime":2561.5370000000003,"body":"the organization, which is your"},{"speaker":"Marcel Petitpas","startTime":2561.5370000000003,"endTime":2564.4770000000003,"body":"produciary duty as an executive"},{"speaker":"Marcel Petitpas","startTime":2561.5370000000003,"endTime":2564.4770000000003,"body":"or as a leader on that team."},{"speaker":"Marcel Petitpas","startTime":2564.797,"endTime":2567.387,"body":"And I think that could be"},{"speaker":"Marcel Petitpas","startTime":2564.797,"endTime":2567.387,"body":"a positive thing if it's,"},{"speaker":"Marcel Petitpas","startTime":2567.407,"endTime":2568.6270000000004,"body":"thoughtfully implemented."},{"speaker":"Grant Hultgren","startTime":2568.9770000000003,"endTime":2570.8570000000004,"body":"Yeah, people"},{"speaker":"Grant Hultgren","startTime":2568.9770000000003,"endTime":2570.8570000000004,"body":"don't quit their jobs."},{"speaker":"Grant Hultgren","startTime":2570.8570000000004,"endTime":2572.317,"body":"They quit their managers, right?"},{"speaker":"Grant Hultgren","startTime":2572.3570000000004,"endTime":2577.467,"body":"And if you are a manager or an"},{"speaker":"Grant Hultgren","startTime":2572.3570000000004,"endTime":2577.467,"body":"owner or a COO who is there to"},{"speaker":"Grant Hultgren","startTime":2577.467,"endTime":2580.527,"body":"profiteer off people, I hope"},{"speaker":"Grant Hultgren","startTime":2577.467,"endTime":2580.527,"body":"your whole team quits, right?"},{"speaker":"Grant Hultgren","startTime":2580.5370000000003,"endTime":2582.217,"body":"That is not the intent here."},{"speaker":"Grant Hultgren","startTime":2582.7870000000003,"endTime":2586.2670000000003,"body":"And if we're using technology"},{"speaker":"Grant Hultgren","startTime":2582.7870000000003,"endTime":2586.2670000000003,"body":"to enhance and make that"},{"speaker":"Grant Hultgren","startTime":2586.2670000000003,"endTime":2588.777,"body":"more efficient that goes"},{"speaker":"Grant Hultgren","startTime":2586.2670000000003,"endTime":2588.777,"body":"to the exact oof, that's"},{"speaker":"Grant Hultgren","startTime":2588.777,"endTime":2590.117,"body":"a dark spot to go down."},{"speaker":"Grant Hultgren","startTime":2590.487,"endTime":2594.087,"body":"What about, conversely, I"},{"speaker":"Grant Hultgren","startTime":2590.487,"endTime":2594.087,"body":"would say, for every Tony,"},{"speaker":"Grant Hultgren","startTime":2594.097,"endTime":2598.027,"body":"hopefully there's an Ann who's"},{"speaker":"Grant Hultgren","startTime":2594.097,"endTime":2598.027,"body":"excelling and is junior and"},{"speaker":"Grant Hultgren","startTime":2598.027,"endTime":2600.657,"body":"showing such great growth"},{"speaker":"Grant Hultgren","startTime":2598.027,"endTime":2600.657,"body":"trajectory that we want to"},{"speaker":"Grant Hultgren","startTime":2600.657,"endTime":2601.927,"body":"put her on more projects."},{"speaker":"Grant Hultgren","startTime":2602.242,"endTime":2603.492,"body":"But it's got to"},{"speaker":"Grant Hultgren","startTime":2602.242,"endTime":2603.492,"body":"be the right ones."},{"speaker":"Grant Hultgren","startTime":2603.742,"endTime":2606.5220000000004,"body":"And how do we enable that"},{"speaker":"Grant Hultgren","startTime":2603.742,"endTime":2606.5220000000004,"body":"learning so that they're"},{"speaker":"Grant Hultgren","startTime":2606.5220000000004,"endTime":2607.942,"body":"finding fulfillment, right?"},{"speaker":"Grant Hultgren","startTime":2608.282,"endTime":2610.5620000000004,"body":"And I think if we can"},{"speaker":"Grant Hultgren","startTime":2608.282,"endTime":2610.5620000000004,"body":"balance, there's no doubt."},{"speaker":"Grant Hultgren","startTime":2610.572,"endTime":2613.3120000000004,"body":"I mean, there are times"},{"speaker":"Grant Hultgren","startTime":2610.572,"endTime":2613.3120000000004,"body":"when companies struggle and"},{"speaker":"Grant Hultgren","startTime":2613.3120000000004,"endTime":2616.4320000000002,"body":"it's through no fault of"},{"speaker":"Grant Hultgren","startTime":2613.3120000000004,"endTime":2616.4320000000002,"body":"the salespeople or delivery"},{"speaker":"Grant Hultgren","startTime":2616.452,"endTime":2617.422,"body":"or whatever it may be."},{"speaker":"Grant Hultgren","startTime":2617.722,"endTime":2620.972,"body":"But we've got to balance that,"},{"speaker":"Grant Hultgren","startTime":2617.722,"endTime":2620.972,"body":"I think exactly with what Marcel"},{"speaker":"Grant Hultgren","startTime":2620.972,"endTime":2623.942,"body":"is saying, what our intent"},{"speaker":"Grant Hultgren","startTime":2620.972,"endTime":2623.942,"body":"and our values actually are."},{"speaker":"Grant Hultgren","startTime":2624.302,"endTime":2626.012,"body":"Because then we'll actually"},{"speaker":"Grant Hultgren","startTime":2624.302,"endTime":2626.012,"body":"have people who want to work"},{"speaker":"Grant Hultgren","startTime":2626.012,"endTime":2629.2920000000004,"body":"for us, hopefully, because we"},{"speaker":"Grant Hultgren","startTime":2626.012,"endTime":2629.2920000000004,"body":"can be fair in our judgments."},{"speaker":"Galen Low","startTime":2629.652,"endTime":2631.492,"body":"I love that lens"},{"speaker":"Galen Low","startTime":2629.652,"endTime":2631.492,"body":"too of just these are difficult"},{"speaker":"Galen Low","startTime":2631.5020000000004,"endTime":2633.6220000000003,"body":"decisions, no matter how"},{"speaker":"Galen Low","startTime":2631.5020000000004,"endTime":2633.6220000000003,"body":"much technology you have."},{"speaker":"Galen Low","startTime":2634.012,"endTime":2634.4120000000003,"body":"Sorry, Ann."},{"speaker":"Ann Campea","startTime":2634.8120000000004,"endTime":2635.5820000000003,"body":"No, you're good."},{"speaker":"Ann Campea","startTime":2635.592,"endTime":2638.342,"body":"I was just going to tag on"},{"speaker":"Ann Campea","startTime":2635.592,"endTime":2638.342,"body":"to what Marcel and Grant have"},{"speaker":"Ann Campea","startTime":2638.342,"endTime":2641.5020000000004,"body":"been saying and that, Gen AI"},{"speaker":"Ann Campea","startTime":2638.342,"endTime":2641.5020000000004,"body":"is here to partner with us."},{"speaker":"Ann Campea","startTime":2641.512,"endTime":2642.612,"body":"It's here to inform us."},{"speaker":"Ann Campea","startTime":2642.6220000000003,"endTime":2645.452,"body":"It's not here to direct"},{"speaker":"Ann Campea","startTime":2642.6220000000003,"endTime":2645.452,"body":"us as human beings."},{"speaker":"Ann Campea","startTime":2645.887,"endTime":2649.0170000000003,"body":"I love that PMI has this"},{"speaker":"Ann Campea","startTime":2645.887,"endTime":2649.0170000000003,"body":"approach of humans in the"},{"speaker":"Ann Campea","startTime":2649.0170000000003,"endTime":2652.3570000000004,"body":"loop always, anytime you're"},{"speaker":"Ann Campea","startTime":2649.0170000000003,"endTime":2652.3570000000004,"body":"interacting with generative AI,"},{"speaker":"Ann Campea","startTime":2652.6270000000004,"endTime":2656.2670000000003,"body":"have a human in the loop just to"},{"speaker":"Ann Campea","startTime":2652.6270000000004,"endTime":2656.2670000000003,"body":"kind of have that check point."},{"speaker":"Ann Campea","startTime":2656.597,"endTime":2660.6270000000004,"body":"Interestingly enough, I fed"},{"speaker":"Ann Campea","startTime":2656.597,"endTime":2660.6270000000004,"body":"this question into a Gen AI,"},{"speaker":"Ann Campea","startTime":2661.117,"endTime":2664.077,"body":"and there's two things that I"},{"speaker":"Ann Campea","startTime":2661.117,"endTime":2664.077,"body":"would call out that it says,"},{"speaker":"Ann Campea","startTime":2664.077,"endTime":2666.467,"body":"which I think are really"},{"speaker":"Ann Campea","startTime":2664.077,"endTime":2666.467,"body":"valuable to this part of the"},{"speaker":"Ann Campea","startTime":2666.467,"endTime":2670.297,"body":"conversation, which is, Gen"},{"speaker":"Ann Campea","startTime":2666.467,"endTime":2670.297,"body":"AI can help take care of the"},{"speaker":"Ann Campea","startTime":2670.297,"endTime":2674.3970000000004,"body":"boring stuff so people can focus"},{"speaker":"Ann Campea","startTime":2670.297,"endTime":2674.3970000000004,"body":"on creative, meaningful work."},{"speaker":"Ann Campea","startTime":2674.837,"endTime":2678.867,"body":"And at the same time, if we"},{"speaker":"Ann Campea","startTime":2674.837,"endTime":2678.867,"body":"think about how leadership"},{"speaker":"Ann Campea","startTime":2678.867,"endTime":2682.5370000000003,"body":"has changed over time and the"},{"speaker":"Ann Campea","startTime":2678.867,"endTime":2682.5370000000003,"body":"qualities of a good leader"},{"speaker":"Ann Campea","startTime":2682.837,"endTime":2685.2670000000003,"body":"have changed from being"},{"speaker":"Ann Campea","startTime":2682.837,"endTime":2685.2670000000003,"body":"more of a, from a manager"},{"speaker":"Ann Campea","startTime":2685.2670000000003,"endTime":2689.217,"body":"to much more of a leader who"},{"speaker":"Ann Campea","startTime":2685.2670000000003,"endTime":2689.217,"body":"guides with empathy and that"},{"speaker":"Ann Campea","startTime":2689.217,"endTime":2691.297,"body":"sort of type of mentality."},{"speaker":"Ann Campea","startTime":2691.577,"endTime":2694.9770000000003,"body":"The other thing that Gen AI spit"},{"speaker":"Ann Campea","startTime":2691.577,"endTime":2694.9770000000003,"body":"out was, machines can't give"},{"speaker":"Ann Campea","startTime":2694.9770000000003,"endTime":2698.8970000000004,"body":"you a hug or understand your"},{"speaker":"Ann Campea","startTime":2694.9770000000003,"endTime":2698.8970000000004,"body":"bad day like a real person can."},{"speaker":"Ann Campea","startTime":2699.0370000000003,"endTime":2700.137,"body":"So I'll leave it with that."},{"speaker":"Galen Low","startTime":2700.7270000000003,"endTime":2702.512,"body":"Well trained AI."},{"speaker":"Galen Low","startTime":2702.862,"endTime":2704.5220000000004,"body":"I think I have time"},{"speaker":"Galen Low","startTime":2702.862,"endTime":2704.5220000000004,"body":"for one more question."},{"speaker":"Galen Low","startTime":2704.8720000000003,"endTime":2707.5420000000004,"body":"Let me read it out and then"},{"speaker":"Galen Low","startTime":2704.8720000000003,"endTime":2707.5420000000004,"body":"we can kind of go from there."},{"speaker":"Galen Low","startTime":2707.742,"endTime":2711.3720000000003,"body":"But the question is collecting"},{"speaker":"Galen Low","startTime":2707.742,"endTime":2711.3720000000003,"body":"and presenting data as"},{"speaker":"Galen Low","startTime":2711.3720000000003,"endTime":2714.572,"body":"a range rather than an"},{"speaker":"Galen Low","startTime":2711.3720000000003,"endTime":2714.572,"body":"absolute, a way to mitigate"},{"speaker":"Galen Low","startTime":2714.572,"endTime":2716.0220000000004,"body":"some of the human factors?"},{"speaker":"Galen Low","startTime":2716.3120000000004,"endTime":2718.652,"body":"From that question, I'm kind"},{"speaker":"Galen Low","startTime":2716.3120000000004,"endTime":2718.652,"body":"of gathering this notion of if"},{"speaker":"Galen Low","startTime":2718.652,"endTime":2722.012,"body":"we're saying, listen this is"},{"speaker":"Galen Low","startTime":2718.652,"endTime":2722.012,"body":"not, I guess precise, Marcel."},{"speaker":"Galen Low","startTime":2722.012,"endTime":2723.5220000000004,"body":"I hope I'm using that"},{"speaker":"Galen Low","startTime":2722.012,"endTime":2723.5220000000004,"body":"this is not precise."},{"speaker":"Galen Low","startTime":2723.5220000000004,"endTime":2726.052,"body":"It's a range and the end"},{"speaker":"Galen Low","startTime":2723.5220000000004,"endTime":2726.052,"body":"because the rest of it's"},{"speaker":"Galen Low","startTime":2726.052,"endTime":2729.702,"body":"human stuff rather than kind"},{"speaker":"Galen Low","startTime":2726.052,"endTime":2729.702,"body":"of can that mitigate some"},{"speaker":"Galen Low","startTime":2729.702,"endTime":2732.302,"body":"of the misunderstanding of"},{"speaker":"Galen Low","startTime":2729.702,"endTime":2732.302,"body":"the unplannable factors?"},{"speaker":"Marcel Petitpas","startTime":2732.612,"endTime":2733.922,"body":"This"},{"speaker":"Marcel Petitpas","startTime":2732.612,"endTime":2733.922,"body":"is a perfect example of"},{"speaker":"Marcel Petitpas","startTime":2733.922,"endTime":2735.2920000000004,"body":"precision versus accuracy."},{"speaker":"Marcel Petitpas","startTime":2735.532,"endTime":2737.0420000000004,"body":"And the example I use"},{"speaker":"Marcel Petitpas","startTime":2735.532,"endTime":2737.0420000000004,"body":"here is what's the"},{"speaker":"Marcel Petitpas","startTime":2737.0420000000004,"endTime":2737.992,"body":"weather going to be today?"},{"speaker":"Marcel Petitpas","startTime":2738.422,"endTime":2741.0820000000003,"body":"I could tell you it's"},{"speaker":"Marcel Petitpas","startTime":2738.422,"endTime":2741.0820000000003,"body":"going to be, 76.4 degrees,"},{"speaker":"Marcel Petitpas","startTime":2741.172,"endTime":2743.492,"body":"or I could tell you it's"},{"speaker":"Marcel Petitpas","startTime":2741.172,"endTime":2743.492,"body":"going to be between 72"},{"speaker":"Marcel Petitpas","startTime":2743.492,"endTime":2744.092,"body":"and 78 per of the day."},{"speaker":"Marcel Petitpas","startTime":2744.527,"endTime":2747.157,"body":"The last one is less precise,"},{"speaker":"Marcel Petitpas","startTime":2744.527,"endTime":2747.157,"body":"but it's a more accurate"},{"speaker":"Marcel Petitpas","startTime":2747.257,"endTime":2748.7870000000003,"body":"answer for that question."},{"speaker":"Marcel Petitpas","startTime":2748.8070000000002,"endTime":2751.4170000000004,"body":"And one way to think about"},{"speaker":"Marcel Petitpas","startTime":2748.8070000000002,"endTime":2751.4170000000004,"body":"this is generally the further"},{"speaker":"Marcel Petitpas","startTime":2751.447,"endTime":2755.2870000000003,"body":"up the organization you go,"},{"speaker":"Marcel Petitpas","startTime":2751.447,"endTime":2755.2870000000003,"body":"the more uncertainty and"},{"speaker":"Marcel Petitpas","startTime":2755.297,"endTime":2757.697,"body":"the less perfection you're"},{"speaker":"Marcel Petitpas","startTime":2755.297,"endTime":2757.697,"body":"dealing with in terms of data."},{"speaker":"Marcel Petitpas","startTime":2757.717,"endTime":2760.427,"body":"And so you're making more"},{"speaker":"Marcel Petitpas","startTime":2757.717,"endTime":2760.427,"body":"probability based decisions."},{"speaker":"Marcel Petitpas","startTime":2760.447,"endTime":2762.837,"body":"And ranges are a much"},{"speaker":"Marcel Petitpas","startTime":2760.447,"endTime":2762.837,"body":"better way to have that"},{"speaker":"Marcel Petitpas","startTime":2762.837,"endTime":2765.6070000000004,"body":"conversation, because it's"},{"speaker":"Marcel Petitpas","startTime":2762.837,"endTime":2765.6070000000004,"body":"more reflective of the reality"},{"speaker":"Marcel Petitpas","startTime":2765.942,"endTime":2767.5420000000004,"body":"of what you're dealing with."},{"speaker":"Marcel Petitpas","startTime":2767.652,"endTime":2769.842,"body":"And so, I think"},{"speaker":"Marcel Petitpas","startTime":2767.652,"endTime":2769.842,"body":"it's a great idea."},{"speaker":"Marcel Petitpas","startTime":2769.842,"endTime":2772.0620000000004,"body":"It's one that we're really"},{"speaker":"Marcel Petitpas","startTime":2769.842,"endTime":2772.0620000000004,"body":"embracing at Parakeeto in terms"},{"speaker":"Marcel Petitpas","startTime":2772.0620000000004,"endTime":2774.4120000000003,"body":"of how we talk about certain"},{"speaker":"Marcel Petitpas","startTime":2772.0620000000004,"endTime":2774.4120000000003,"body":"data points and how we help"},{"speaker":"Marcel Petitpas","startTime":2774.492,"endTime":2776.7520000000004,"body":"facilitate certain conversations"},{"speaker":"Marcel Petitpas","startTime":2774.492,"endTime":2776.7520000000004,"body":"and decision making."},{"speaker":"Marcel Petitpas","startTime":2777.0020000000004,"endTime":2781.0220000000004,"body":"So, yeah, again, it's does that"},{"speaker":"Marcel Petitpas","startTime":2777.0020000000004,"endTime":2781.0220000000004,"body":"feel like a more accurate model"},{"speaker":"Marcel Petitpas","startTime":2781.092,"endTime":2783.012,"body":"for what's being talked about?"},{"speaker":"Marcel Petitpas","startTime":2783.0820000000003,"endTime":2785.472,"body":"And if that's the case, then"},{"speaker":"Marcel Petitpas","startTime":2783.0820000000003,"endTime":2785.472,"body":"I think it's a safe bet to"},{"speaker":"Marcel Petitpas","startTime":2785.472,"endTime":2788.322,"body":"say let's give that a try and"},{"speaker":"Marcel Petitpas","startTime":2785.472,"endTime":2788.322,"body":"I think importantly, see how"},{"speaker":"Marcel Petitpas","startTime":2788.322,"endTime":2789.402,"body":"it impacts the conversation."},{"speaker":"Galen Low","startTime":2789.652,"endTime":2789.962,"body":"Boom."},{"speaker":"Galen Low","startTime":2790.092,"endTime":2790.6020000000003,"body":"I love that."},{"speaker":"Grant Hultgren","startTime":2790.9120000000003,"endTime":2794.1620000000003,"body":"Quickly,"},{"speaker":"Grant Hultgren","startTime":2790.9120000000003,"endTime":2794.1620000000003,"body":"try maintaining a precise"},{"speaker":"Grant Hultgren","startTime":2794.1620000000003,"endTime":2797.322,"body":"forecast four weeks out"},{"speaker":"Grant Hultgren","startTime":2794.1620000000003,"endTime":2797.322,"body":"of your work and see what"},{"speaker":"Grant Hultgren","startTime":2797.322,"endTime":2798.672,"body":"the difference is, right?"},{"speaker":"Grant Hultgren","startTime":2798.742,"endTime":2803.2320000000004,"body":"I mean, let alone three to six"},{"speaker":"Grant Hultgren","startTime":2798.742,"endTime":2803.2320000000004,"body":"months, you are drastically"},{"speaker":"Grant Hultgren","startTime":2803.2320000000004,"endTime":2805.0020000000004,"body":"different from what you expect."},{"speaker":"Grant Hultgren","startTime":2805.3720000000003,"endTime":2808.6620000000003,"body":"The accuracy component,"},{"speaker":"Grant Hultgren","startTime":2805.3720000000003,"endTime":2808.6620000000003,"body":"that range is critical"},{"speaker":"Grant Hultgren","startTime":2808.6620000000003,"endTime":2810.3120000000004,"body":"to understanding"},{"speaker":"Grant Hultgren","startTime":2808.6620000000003,"endTime":2810.3120000000004,"body":"the highs and lows."},{"speaker":"Grant Hultgren","startTime":2810.3120000000004,"endTime":2813.632,"body":"That's what I used as my data"},{"speaker":"Grant Hultgren","startTime":2810.3120000000004,"endTime":2813.632,"body":"point, right, to inform what"},{"speaker":"Grant Hultgren","startTime":2813.632,"endTime":2816.462,"body":"clients I want to take on, which"},{"speaker":"Grant Hultgren","startTime":2813.632,"endTime":2816.462,"body":"ones I wanted to jettison, which"},{"speaker":"Grant Hultgren","startTime":2816.462,"endTime":2818.092,"body":"work would work, which wouldn't."},{"speaker":"Grant Hultgren","startTime":2818.532,"endTime":2821.0020000000004,"body":"And I think that's critical"},{"speaker":"Grant Hultgren","startTime":2818.532,"endTime":2821.0020000000004,"body":"to informing that leadership"},{"speaker":"Grant Hultgren","startTime":2821.2720000000004,"endTime":2824.1020000000003,"body":"element of where the business"},{"speaker":"Grant Hultgren","startTime":2821.2720000000004,"endTime":2824.1020000000003,"body":"is going and how we can"},{"speaker":"Grant Hultgren","startTime":2824.1020000000003,"endTime":2825.2920000000004,"body":"help on the day to day then."},{"speaker":"Galen Low","startTime":2825.492,"endTime":2825.742,"body":"Boom."},{"speaker":"Galen Low","startTime":2825.7920000000004,"endTime":2826.402,"body":"Yeah, I love that."},{"speaker":"Galen Low","startTime":2826.692,"endTime":2827.902,"body":"Can't plan with"},{"speaker":"Galen Low","startTime":2826.692,"endTime":2827.902,"body":"too much precision."},{"speaker":"Galen Low","startTime":2828.382,"endTime":2828.7720000000004,"body":"Awesome."},{"speaker":"Galen Low","startTime":2828.882,"endTime":2830.452,"body":"Well, I think that"},{"speaker":"Galen Low","startTime":2828.882,"endTime":2830.452,"body":"takes us to the time."},{"speaker":"Galen Low","startTime":2830.802,"endTime":2833.452,"body":"I just wanted to say thank"},{"speaker":"Galen Low","startTime":2830.802,"endTime":2833.452,"body":"you again, Grant, Marcel,"},{"speaker":"Galen Low","startTime":2833.652,"endTime":2836.0820000000003,"body":"Ann — thank you so much for"},{"speaker":"Galen Low","startTime":2833.652,"endTime":2836.0820000000003,"body":"volunteering your time and"},{"speaker":"Galen Low","startTime":2836.092,"endTime":2837.4120000000003,"body":"being with us here today."},{"speaker":"Galen Low","startTime":2839.4120000000003,"endTime":2841.4820000000004,"body":"As always, if you'd like to"},{"speaker":"Galen Low","startTime":2839.4120000000003,"endTime":2841.4820000000004,"body":"join the conversation with"},{"speaker":"Galen Low","startTime":2841.4820000000004,"endTime":2844.032,"body":"over a thousand like-minded"},{"speaker":"Galen Low","startTime":2841.4820000000004,"endTime":2844.032,"body":"project management champions,"},{"speaker":"Galen Low","startTime":2844.222,"endTime":2845.202,"body":"come join our collective."},{"speaker":"Galen Low","startTime":2845.472,"endTime":2848.6620000000003,"body":"Head over to"},{"speaker":"Galen Low","startTime":2845.472,"endTime":2848.6620000000003,"body":"thedigitalprojectmanager.com/membership"},{"speaker":"Galen Low","startTime":2848.6820000000002,"endTime":2849.282,"body":"to learn more."},{"speaker":"Galen Low","startTime":2849.7920000000004,"endTime":2851.842,"body":"And if you like what you"},{"speaker":"Galen Low","startTime":2849.7920000000004,"endTime":2851.842,"body":"heard today, please subscribe"},{"speaker":"Galen Low","startTime":2851.862,"endTime":2854.842,"body":"and stay in touch on"},{"speaker":"Galen Low","startTime":2851.862,"endTime":2854.842,"body":"thedigitalprojectmanager.com."},{"speaker":"Galen Low","startTime":2854.862,"endTime":2856.5620000000004,"body":"Until next time,"},{"speaker":"Galen Low","startTime":2854.862,"endTime":2856.5620000000004,"body":"thanks for listening."}]}