{"version":"1.0.0","segments":[{"speaker":"Stephen Hinch","startTime":1.02,"endTime":4.38,"body":"If that"},{"speaker":"Stephen Hinch","startTime":1.02,"endTime":4.38,"body":"innovative idea doesn't pan out"},{"speaker":"Stephen Hinch","startTime":4.38,"endTime":7.5,"body":"and you lose some money on it,"},{"speaker":"Stephen Hinch","startTime":4.38,"endTime":7.5,"body":"your career is permanently"},{"speaker":"Stephen Hinch","startTime":7.5,"endTime":11.88,"body":"damaged, and a lot of managers"},{"speaker":"Stephen Hinch","startTime":7.5,"endTime":11.88,"body":"in the corporate world don't"},{"speaker":"Stephen Hinch","startTime":11.88,"endTime":15.6,"body":"feel like they want to take that"},{"speaker":"Stephen Hinch","startTime":11.88,"endTime":15.6,"body":"risk, particularly since"},{"speaker":"Stephen Hinch","startTime":15.6,"endTime":22.92,"body":"typically there's no penalty for"},{"speaker":"Stephen Hinch","startTime":15.6,"endTime":22.92,"body":"not taking it. You"},{"speaker":"Aaron Moncur","startTime":31.88,"endTime":34.4,"body":"Hello and welcome"},{"speaker":"Aaron Moncur","startTime":31.88,"endTime":34.4,"body":"to the being an engineer"},{"speaker":"Aaron Moncur","startTime":34.4,"endTime":39.5,"body":"podcast. I am so excited today"},{"speaker":"Aaron Moncur","startTime":34.4,"endTime":39.5,"body":"to be speaking with Steve Hinch,"},{"speaker":"Aaron Moncur","startTime":39.86,"endTime":44.26,"body":"a seasoned high tech executive,"},{"speaker":"Aaron Moncur","startTime":39.86,"endTime":44.26,"body":"award winning author and"},{"speaker":"Aaron Moncur","startTime":44.26,"endTime":48.64,"body":"innovation consultant with"},{"speaker":"Aaron Moncur","startTime":44.26,"endTime":48.64,"body":"senior leadership roles at"},{"speaker":"Aaron Moncur","startTime":48.64,"endTime":53.2,"body":"Hewlett Packard, Agilent"},{"speaker":"Aaron Moncur","startTime":48.64,"endTime":53.2,"body":"Technologies and team logic it."},{"speaker":"Aaron Moncur","startTime":53.2,"endTime":56.14,"body":"Steve brings decades of"},{"speaker":"Aaron Moncur","startTime":53.2,"endTime":56.14,"body":"experience driving both"},{"speaker":"Aaron Moncur","startTime":56.14,"endTime":59.98,"body":"incremental and disruptive"},{"speaker":"Aaron Moncur","startTime":56.14,"endTime":59.98,"body":"innovation. His latest book,"},{"speaker":"Aaron Moncur","startTime":59.98,"endTime":63.06,"body":"winning through innovation"},{"speaker":"Aaron Moncur","startTime":59.98,"endTime":63.06,"body":"distills lessons from a career"},{"speaker":"Aaron Moncur","startTime":63.24,"endTime":67.02,"body":"spent on the front lines of R"},{"speaker":"Aaron Moncur","startTime":63.24,"endTime":67.02,"body":"and D, marketing and general"},{"speaker":"Aaron Moncur","startTime":67.2,"endTime":70.08,"body":"management. Thank you so much"},{"speaker":"Aaron Moncur","startTime":67.2,"endTime":70.08,"body":"for being with us today. Steve,"},{"speaker":"Stephen Hinch","startTime":71.02,"endTime":72.34,"body":"thanks, Aaron, I"},{"speaker":"Stephen Hinch","startTime":71.02,"endTime":72.34,"body":"appreciate it."},{"speaker":"Aaron Moncur","startTime":72.84,"endTime":77.04,"body":"So what made you"},{"speaker":"Aaron Moncur","startTime":72.84,"endTime":77.04,"body":"decide to get into the field of"},{"speaker":"Aaron Moncur","startTime":77.04,"endTime":80.22,"body":"technology and engineering and"},{"speaker":"Aaron Moncur","startTime":77.04,"endTime":80.22,"body":"innovation?"},{"speaker":"Stephen Hinch","startTime":81.48,"endTime":84.86,"body":"Actually probably"},{"speaker":"Stephen Hinch","startTime":81.48,"endTime":84.86,"body":"one of the few people I know"},{"speaker":"Stephen Hinch","startTime":84.86,"endTime":89.66,"body":"that figured out early on I"},{"speaker":"Stephen Hinch","startTime":84.86,"endTime":89.66,"body":"wanted to be an engineer, and up"},{"speaker":"Stephen Hinch","startTime":89.66,"endTime":92.36,"body":"until I went into high school, I"},{"speaker":"Stephen Hinch","startTime":89.66,"endTime":92.36,"body":"had always thought I was going"},{"speaker":"Stephen Hinch","startTime":92.36,"endTime":98.42,"body":"to be a paleontologist. Oh,"},{"speaker":"Stephen Hinch","startTime":92.36,"endTime":98.42,"body":"interesting. But when I went"},{"speaker":"Stephen Hinch","startTime":98.42,"endTime":102.94,"body":"into high school, the counselor"},{"speaker":"Stephen Hinch","startTime":98.42,"endTime":102.94,"body":"said, you know, we don't have a"},{"speaker":"Stephen Hinch","startTime":103.3,"endTime":108.28,"body":"course on paleontology for you,"},{"speaker":"Stephen Hinch","startTime":103.3,"endTime":108.28,"body":"but we do have a course on"},{"speaker":"Stephen Hinch","startTime":108.34,"endTime":113.08,"body":"electronics that's open to"},{"speaker":"Stephen Hinch","startTime":108.34,"endTime":113.08,"body":"freshmen, and so let's sign you"},{"speaker":"Stephen Hinch","startTime":113.08,"endTime":118.9,"body":"up for that. And I took that. I"},{"speaker":"Stephen Hinch","startTime":113.08,"endTime":118.9,"body":"loved it. I loved it so much"},{"speaker":"Stephen Hinch","startTime":118.9,"endTime":122.7,"body":"that they allowed me to take"},{"speaker":"Stephen Hinch","startTime":118.9,"endTime":122.7,"body":"that course for four years. All"},{"speaker":"Stephen Hinch","startTime":122.7,"endTime":127.02,"body":"four years, Oh, wow. And after"},{"speaker":"Stephen Hinch","startTime":122.7,"endTime":127.02,"body":"the first year, I probably knew"},{"speaker":"Stephen Hinch","startTime":127.02,"endTime":132.84,"body":"more than the teacher, and so I"},{"speaker":"Stephen Hinch","startTime":127.02,"endTime":132.84,"body":"helped being basically a"},{"speaker":"Stephen Hinch","startTime":132.84,"endTime":136.56,"body":"teacher's assistant for all of"},{"speaker":"Stephen Hinch","startTime":132.84,"endTime":136.56,"body":"the younger students that were"},{"speaker":"Stephen Hinch","startTime":136.56,"endTime":139.92,"body":"coming in just learning about"},{"speaker":"Stephen Hinch","startTime":136.56,"endTime":139.92,"body":"electronics. So I knew I wanted"},{"speaker":"Stephen Hinch","startTime":139.92,"endTime":142.88,"body":"to be in electronics"},{"speaker":"Stephen Hinch","startTime":139.92,"endTime":142.88,"body":"engineering, pretty much from"},{"speaker":"Stephen Hinch","startTime":142.88,"endTime":149.18,"body":"the first day of high school."},{"speaker":"Stephen Hinch","startTime":142.88,"endTime":149.18,"body":"And so it was fairly easy to"},{"speaker":"Stephen Hinch","startTime":149.18,"endTime":155.24,"body":"pick a college that was"},{"speaker":"Stephen Hinch","startTime":149.18,"endTime":155.24,"body":"consistent with that objective."},{"speaker":"Stephen Hinch","startTime":155.3,"endTime":159.14,"body":"And so I went to Harvey Mudd"},{"speaker":"Stephen Hinch","startTime":155.3,"endTime":159.14,"body":"College in Southern California."},{"speaker":"Stephen Hinch","startTime":159.92,"endTime":164.5,"body":"Stayed there for both bachelor's"},{"speaker":"Stephen Hinch","startTime":159.92,"endTime":164.5,"body":"and master's degrees in"},{"speaker":"Stephen Hinch","startTime":164.5,"endTime":168.28,"body":"engineering. One of the things"},{"speaker":"Stephen Hinch","startTime":164.5,"endTime":168.28,"body":"about Harvey Mudd College is"},{"speaker":"Stephen Hinch","startTime":168.4,"endTime":171.58,"body":"they offer a degree in"},{"speaker":"Stephen Hinch","startTime":168.4,"endTime":171.58,"body":"engineering. It's not a degree"},{"speaker":"Stephen Hinch","startTime":171.58,"endTime":174.52,"body":"in electrical engineering or"},{"speaker":"Stephen Hinch","startTime":171.58,"endTime":174.52,"body":"civil engineering or mechanical"},{"speaker":"Stephen Hinch","startTime":174.52,"endTime":178.6,"body":"engineering. It's electrical and"},{"speaker":"Stephen Hinch","startTime":174.52,"endTime":178.6,"body":"it's engineering. And so"},{"speaker":"Stephen Hinch","startTime":178.66,"endTime":181.38,"body":"theoretically, I could be as"},{"speaker":"Stephen Hinch","startTime":178.66,"endTime":181.38,"body":"good an engineer designing"},{"speaker":"Stephen Hinch","startTime":181.38,"endTime":186.6,"body":"bridges as I could be designing"},{"speaker":"Stephen Hinch","startTime":181.38,"endTime":186.6,"body":"circuits, but I did sort of"},{"speaker":"Stephen Hinch","startTime":186.6,"endTime":193.2,"body":"focus as best I could on courses"},{"speaker":"Stephen Hinch","startTime":186.6,"endTime":193.2,"body":"in the electronics area. And it"},{"speaker":"Stephen Hinch","startTime":193.2,"endTime":196.98,"body":"was I was fortunate enough to"},{"speaker":"Stephen Hinch","startTime":193.2,"endTime":196.98,"body":"get a job at Hewlett Packard"},{"speaker":"Stephen Hinch","startTime":197.7,"endTime":202.46,"body":"just after I graduated, and"},{"speaker":"Stephen Hinch","startTime":197.7,"endTime":202.46,"body":"stayed with hp, and then they"},{"speaker":"Stephen Hinch","startTime":202.46,"endTime":206.24,"body":"spun off into a separate company"},{"speaker":"Stephen Hinch","startTime":202.46,"endTime":206.24,"body":"called Agilent Technologies in"},{"speaker":"Stephen Hinch","startTime":206.24,"endTime":211.04,"body":"the year 1999 and so I had a 35"},{"speaker":"Stephen Hinch","startTime":206.24,"endTime":211.04,"body":"year career there, before I"},{"speaker":"Stephen Hinch","startTime":211.64,"endTime":216.74,"body":"decided to take the"},{"speaker":"Stephen Hinch","startTime":211.64,"endTime":216.74,"body":"entrepreneurial bug and started"},{"speaker":"Stephen Hinch","startTime":216.74,"endTime":218.42,"body":"a small company here in Santa"},{"speaker":"Stephen Hinch","startTime":216.74,"endTime":218.42,"body":"Rosa."},{"speaker":"Aaron Moncur","startTime":219.139,"endTime":220.899,"body":"And what's the"},{"speaker":"Aaron Moncur","startTime":219.139,"endTime":220.899,"body":"company that you're doing in"},{"speaker":"Aaron Moncur","startTime":220.899,"endTime":222.699,"body":"Santa Rosa now. So"},{"speaker":"Stephen Hinch","startTime":223.72,"endTime":226.42,"body":"the company is"},{"speaker":"Stephen Hinch","startTime":223.72,"endTime":226.42,"body":"actually a national company"},{"speaker":"Stephen Hinch","startTime":226.42,"endTime":231.94,"body":"called Team logic. It they"},{"speaker":"Stephen Hinch","startTime":226.42,"endTime":231.94,"body":"provide IT support for small"},{"speaker":"Stephen Hinch","startTime":231.94,"endTime":235.36,"body":"businesses, businesses that"},{"speaker":"Stephen Hinch","startTime":231.94,"endTime":235.36,"body":"don't have their own it"},{"speaker":"Stephen Hinch","startTime":235.36,"endTime":240.54,"body":"technicians. And so I bought the"},{"speaker":"Stephen Hinch","startTime":235.36,"endTime":240.54,"body":"franchise in Santa Rosa that was"},{"speaker":"Stephen Hinch","startTime":240.54,"endTime":244.44,"body":"not open. I opened the franchise"},{"speaker":"Stephen Hinch","startTime":240.54,"endTime":244.44,"body":"in Santa Rosa, ran that"},{"speaker":"Stephen Hinch","startTime":244.44,"endTime":249.42,"body":"franchise for about six years,"},{"speaker":"Stephen Hinch","startTime":244.44,"endTime":249.42,"body":"made it one of the top three in"},{"speaker":"Stephen Hinch","startTime":249.42,"endTime":255.54,"body":"the in the company, and then I"},{"speaker":"Stephen Hinch","startTime":249.42,"endTime":255.54,"body":"sold that And ever since, the"},{"speaker":"Stephen Hinch","startTime":256.02,"endTime":258.54,"body":"corporate offices, which are"},{"speaker":"Stephen Hinch","startTime":256.02,"endTime":258.54,"body":"located down in Southern"},{"speaker":"Stephen Hinch","startTime":258.54,"endTime":262.28,"body":"California, have been hiring me"},{"speaker":"Stephen Hinch","startTime":258.54,"endTime":262.28,"body":"as a consultant to do all sorts"},{"speaker":"Stephen Hinch","startTime":262.28,"endTime":267.8,"body":"of project related work, because"},{"speaker":"Stephen Hinch","startTime":262.28,"endTime":267.8,"body":"unlike the rest of the people"},{"speaker":"Stephen Hinch","startTime":267.92,"endTime":270.38,"body":"that are running the corporate"},{"speaker":"Stephen Hinch","startTime":267.92,"endTime":270.38,"body":"office, I actually ran a"},{"speaker":"Stephen Hinch","startTime":270.38,"endTime":274.58,"body":"franchise. I know what it's like"},{"speaker":"Stephen Hinch","startTime":270.38,"endTime":274.58,"body":"to be an owner, and they're sort"},{"speaker":"Stephen Hinch","startTime":274.58,"endTime":277.94,"body":"of the, I would say, the"},{"speaker":"Stephen Hinch","startTime":274.58,"endTime":277.94,"body":"consultants that sort of help"},{"speaker":"Stephen Hinch","startTime":277.94,"endTime":281.14,"body":"you, but they've never actually"},{"speaker":"Stephen Hinch","startTime":277.94,"endTime":281.14,"body":"run a franchise themselves, so I"},{"speaker":"Stephen Hinch","startTime":281.14,"endTime":283.9,"body":"bring a perspective to the"},{"speaker":"Stephen Hinch","startTime":281.14,"endTime":283.9,"body":"corporate offices that they"},{"speaker":"Stephen Hinch","startTime":283.9,"endTime":287.2,"body":"wouldn't otherwise have and and"},{"speaker":"Stephen Hinch","startTime":283.9,"endTime":287.2,"body":"that's kept me busy for for"},{"speaker":"Stephen Hinch","startTime":287.2,"endTime":287.98,"body":"several more years."},{"speaker":"Aaron Moncur","startTime":288.16,"endTime":290.62,"body":"Yeah, I'm sure"},{"speaker":"Aaron Moncur","startTime":288.16,"endTime":290.62,"body":"that's massively valuable to"},{"speaker":"Aaron Moncur","startTime":290.62,"endTime":295.48,"body":"them, to have someone with your"},{"speaker":"Aaron Moncur","startTime":290.62,"endTime":295.48,"body":"perspective. Well, you spend a"},{"speaker":"Aaron Moncur","startTime":295.48,"endTime":301.32,"body":"long time in in r, d, and a lot"},{"speaker":"Aaron Moncur","startTime":295.48,"endTime":301.32,"body":"of. Engineers who listen to this"},{"speaker":"Aaron Moncur","startTime":301.32,"endTime":306.84,"body":"show are in r, d or"},{"speaker":"Aaron Moncur","startTime":301.32,"endTime":306.84,"body":"manufacturing process"},{"speaker":"Aaron Moncur","startTime":306.84,"endTime":311.76,"body":"engineering, but they spent time"},{"speaker":"Aaron Moncur","startTime":306.84,"endTime":311.76,"body":"in that, in the trenches, you"},{"speaker":"Aaron Moncur","startTime":311.76,"endTime":315.54,"body":"know, coming up with the new"},{"speaker":"Aaron Moncur","startTime":311.76,"endTime":315.54,"body":"technology, figuring the things"},{"speaker":"Aaron Moncur","startTime":315.54,"endTime":320.16,"body":"out that just don't exist yet."},{"speaker":"Aaron Moncur","startTime":315.54,"endTime":320.16,"body":"What Not many of our listeners"},{"speaker":"Aaron Moncur","startTime":320.16,"endTime":325.16,"body":"have deep experience in is the"},{"speaker":"Aaron Moncur","startTime":320.16,"endTime":325.16,"body":"other side of that equation,"},{"speaker":"Aaron Moncur","startTime":325.16,"endTime":329.84,"body":"which is like the marketing and"},{"speaker":"Aaron Moncur","startTime":325.16,"endTime":329.84,"body":"the sales aspect, but you also"},{"speaker":"Aaron Moncur","startTime":329.84,"endTime":333.86,"body":"eventually moved into a"},{"speaker":"Aaron Moncur","startTime":329.84,"endTime":333.86,"body":"marketing role. Can you talk a"},{"speaker":"Aaron Moncur","startTime":333.86,"endTime":339.68,"body":"little bit about how that"},{"speaker":"Aaron Moncur","startTime":333.86,"endTime":339.68,"body":"changed your perspective or your"},{"speaker":"Aaron Moncur","startTime":339.68,"endTime":343.36,"body":"understanding of innovation and"},{"speaker":"Aaron Moncur","startTime":339.68,"endTime":343.36,"body":"the engineering process."},{"speaker":"Stephen Hinch","startTime":343.78,"endTime":347.62,"body":"Yeah, that was"},{"speaker":"Stephen Hinch","startTime":343.78,"endTime":347.62,"body":"really quite an experience for"},{"speaker":"Stephen Hinch","startTime":347.62,"endTime":351.34,"body":"me, and it really changed my"},{"speaker":"Stephen Hinch","startTime":347.62,"endTime":351.34,"body":"perspective. And I'll get more"},{"speaker":"Stephen Hinch","startTime":351.34,"endTime":354.46,"body":"into that in a minute, but"},{"speaker":"Stephen Hinch","startTime":351.34,"endTime":354.46,"body":"before I do let me just sort of"},{"speaker":"Stephen Hinch","startTime":354.46,"endTime":359.2,"body":"highlight the three or four"},{"speaker":"Stephen Hinch","startTime":354.46,"endTime":359.2,"body":"different aspects of my career."},{"speaker":"Stephen Hinch","startTime":359.5,"endTime":365.28,"body":"I started out as a production"},{"speaker":"Stephen Hinch","startTime":359.5,"endTime":365.28,"body":"engineer at Hewlett Packard in"},{"speaker":"Stephen Hinch","startTime":365.28,"endTime":370.56,"body":"their microwave test equipment"},{"speaker":"Stephen Hinch","startTime":365.28,"endTime":370.56,"body":"area. So I was not inventing the"},{"speaker":"Stephen Hinch","startTime":370.56,"endTime":373.98,"body":"new products. I was fixing"},{"speaker":"Stephen Hinch","startTime":370.56,"endTime":373.98,"body":"problems on the products that"},{"speaker":"Stephen Hinch","startTime":373.98,"endTime":376.74,"body":"had been invented by the R D"},{"speaker":"Stephen Hinch","startTime":373.98,"endTime":376.74,"body":"engineers a couple of years"},{"speaker":"Stephen Hinch","startTime":376.74,"endTime":379.5,"body":"earlier. But they were off"},{"speaker":"Stephen Hinch","startTime":376.74,"endTime":379.5,"body":"inventing new products. They"},{"speaker":"Stephen Hinch","startTime":379.5,"endTime":382.7,"body":"didn't want to fix products"},{"speaker":"Stephen Hinch","startTime":379.5,"endTime":382.7,"body":"problems on the stuff they'd"},{"speaker":"Stephen Hinch","startTime":382.7,"endTime":386.0,"body":"worked on before. So we"},{"speaker":"Stephen Hinch","startTime":382.7,"endTime":386.0,"body":"production engineers were the"},{"speaker":"Stephen Hinch","startTime":386.0,"endTime":388.88,"body":"ones that took care of that. I"},{"speaker":"Stephen Hinch","startTime":386.0,"endTime":388.88,"body":"was in production engineering"},{"speaker":"Stephen Hinch","startTime":390.02,"endTime":395.06,"body":"for about 10 years. Eventually"},{"speaker":"Stephen Hinch","startTime":390.02,"endTime":395.06,"body":"moved into R D not as an R D"},{"speaker":"Stephen Hinch","startTime":395.06,"endTime":398.42,"body":"engineer. I've never been really"},{"speaker":"Stephen Hinch","startTime":395.06,"endTime":398.42,"body":"as an R D engineer. I moved in"},{"speaker":"Stephen Hinch","startTime":398.54,"endTime":405.52,"body":"as a an R D project manager, and"},{"speaker":"Stephen Hinch","startTime":398.54,"endTime":405.52,"body":"then moved up eventually to be"},{"speaker":"Stephen Hinch","startTime":405.52,"endTime":412.78,"body":"an R and D manager of a whole"},{"speaker":"Stephen Hinch","startTime":405.52,"endTime":412.78,"body":"division. And I always wanted to"},{"speaker":"Stephen Hinch","startTime":412.78,"endTime":416.92,"body":"move even higher in management"},{"speaker":"Stephen Hinch","startTime":412.78,"endTime":416.92,"body":"to run my own business and at"},{"speaker":"Stephen Hinch","startTime":416.92,"endTime":421.8,"body":"HP, and it's spin off Agilent"},{"speaker":"Stephen Hinch","startTime":416.92,"endTime":421.8,"body":"Technologies, you know, they"},{"speaker":"Stephen Hinch","startTime":421.8,"endTime":426.18,"body":"form several different"},{"speaker":"Stephen Hinch","startTime":421.8,"endTime":426.18,"body":"divisions. A division is sort of"},{"speaker":"Stephen Hinch","startTime":426.18,"endTime":430.38,"body":"the smallest organization that's"},{"speaker":"Stephen Hinch","startTime":426.18,"endTime":430.38,"body":"completely responsible for its"},{"speaker":"Stephen Hinch","startTime":430.38,"endTime":434.22,"body":"own profit and loss. It's"},{"speaker":"Stephen Hinch","startTime":430.38,"endTime":434.22,"body":"typically between 50 and $100"},{"speaker":"Stephen Hinch","startTime":434.64,"endTime":438.72,"body":"million $300 million a year"},{"speaker":"Stephen Hinch","startTime":434.64,"endTime":438.72,"body":"business. And I wanted to do"},{"speaker":"Stephen Hinch","startTime":438.72,"endTime":445.64,"body":"that, and I got coaching from my"},{"speaker":"Stephen Hinch","startTime":438.72,"endTime":445.64,"body":"general manager at the time,"},{"speaker":"Stephen Hinch","startTime":445.64,"endTime":448.7,"body":"saying, you know, Steve, you've"},{"speaker":"Stephen Hinch","startTime":445.64,"endTime":448.7,"body":"been in manufacturing, you've"},{"speaker":"Stephen Hinch","startTime":448.7,"endTime":452.24,"body":"been in r, d, if you run, want"},{"speaker":"Stephen Hinch","startTime":448.7,"endTime":452.24,"body":"to run a business, you really"},{"speaker":"Stephen Hinch","startTime":452.24,"endTime":458.96,"body":"need to learn about marketing."},{"speaker":"Stephen Hinch","startTime":452.24,"endTime":458.96,"body":"And so he was able to get me"},{"speaker":"Stephen Hinch","startTime":459.14,"endTime":463.9,"body":"into probably the only marketing"},{"speaker":"Stephen Hinch","startTime":459.14,"endTime":463.9,"body":"division responsibility, job"},{"speaker":"Stephen Hinch","startTime":463.9,"endTime":467.68,"body":"responsibility, that I was"},{"speaker":"Stephen Hinch","startTime":463.9,"endTime":467.68,"body":"qualified for, and that was"},{"speaker":"Stephen Hinch","startTime":467.86,"endTime":471.46,"body":"being the division marketing"},{"speaker":"Stephen Hinch","startTime":467.86,"endTime":471.46,"body":"manager for a $300 million a"},{"speaker":"Stephen Hinch","startTime":471.46,"endTime":475.0,"body":"year business. I didn't have to"},{"speaker":"Stephen Hinch","startTime":471.46,"endTime":475.0,"body":"actually figure out how to go"},{"speaker":"Stephen Hinch","startTime":475.0,"endTime":479.44,"body":"sell products. I didn't have to"},{"speaker":"Stephen Hinch","startTime":475.0,"endTime":479.44,"body":"actually write the all of the"},{"speaker":"Stephen Hinch","startTime":479.44,"endTime":483.96,"body":"the collateral for selling the"},{"speaker":"Stephen Hinch","startTime":479.44,"endTime":483.96,"body":"new products, I was bringing a"},{"speaker":"Stephen Hinch","startTime":483.96,"endTime":487.8,"body":"higher perspective. And up until"},{"speaker":"Stephen Hinch","startTime":483.96,"endTime":487.8,"body":"then, you know, I'd never served"},{"speaker":"Stephen Hinch","startTime":487.8,"endTime":492.12,"body":"a day in marketing. And my only"},{"speaker":"Stephen Hinch","startTime":487.8,"endTime":492.12,"body":"experience that this is probably"},{"speaker":"Stephen Hinch","startTime":492.12,"endTime":496.44,"body":"going to date me, but you"},{"speaker":"Stephen Hinch","startTime":492.12,"endTime":496.44,"body":"remember the cartoon Dilbert,"},{"speaker":"Stephen Hinch","startTime":497.04,"endTime":502.76,"body":"and there was a one cartoon"},{"speaker":"Stephen Hinch","startTime":497.04,"endTime":502.76,"body":"showing that Dilbert was being"},{"speaker":"Stephen Hinch","startTime":502.76,"endTime":507.5,"body":"sent to marketing, and there was"},{"speaker":"Stephen Hinch","startTime":502.76,"endTime":507.5,"body":"this big arch in front of"},{"speaker":"Stephen Hinch","startTime":507.5,"endTime":511.82,"body":"marketing. It says, Welcome to"},{"speaker":"Stephen Hinch","startTime":507.5,"endTime":511.82,"body":"marketing, to drink minimum. And"},{"speaker":"Stephen Hinch","startTime":511.82,"endTime":515.42,"body":"that was my perspective of"},{"speaker":"Stephen Hinch","startTime":511.82,"endTime":515.42,"body":"marketing, until I became the"},{"speaker":"Stephen Hinch","startTime":515.42,"endTime":518.96,"body":"marketing manager. Just a big"},{"speaker":"Stephen Hinch","startTime":515.42,"endTime":518.96,"body":"party, huh? Just a big party."},{"speaker":"Stephen Hinch","startTime":519.08,"endTime":523.72,"body":"And that was not it at all these"},{"speaker":"Stephen Hinch","startTime":519.08,"endTime":523.72,"body":"people. You know, I was"},{"speaker":"Stephen Hinch","startTime":523.72,"endTime":527.02,"body":"responsible for product"},{"speaker":"Stephen Hinch","startTime":523.72,"endTime":527.02,"body":"marketing, for sales"},{"speaker":"Stephen Hinch","startTime":527.02,"endTime":531.58,"body":"development, for Marcom, for"},{"speaker":"Stephen Hinch","startTime":527.02,"endTime":531.58,"body":"product support. There were"},{"speaker":"Stephen Hinch","startTime":531.58,"endTime":534.46,"body":"really sharp engineers there"},{"speaker":"Stephen Hinch","startTime":531.58,"endTime":534.46,"body":"that I had really never given a"},{"speaker":"Stephen Hinch","startTime":534.46,"endTime":539.92,"body":"lot of credit to before. Now, in"},{"speaker":"Stephen Hinch","startTime":534.46,"endTime":539.92,"body":"my role as R and D manager, I"},{"speaker":"Stephen Hinch","startTime":539.92,"endTime":543.06,"body":"had worked very closely with my"},{"speaker":"Stephen Hinch","startTime":539.92,"endTime":543.06,"body":"counterpart in product"},{"speaker":"Stephen Hinch","startTime":543.06,"endTime":546.06,"body":"marketing, so I sort of knew"},{"speaker":"Stephen Hinch","startTime":543.06,"endTime":546.06,"body":"product marketing. They would be"},{"speaker":"Stephen Hinch","startTime":546.12,"endTime":548.88,"body":"the ones that take the new"},{"speaker":"Stephen Hinch","startTime":546.12,"endTime":548.88,"body":"product I was developing and"},{"speaker":"Stephen Hinch","startTime":548.88,"endTime":552.72,"body":"launch it out into the world. So"},{"speaker":"Stephen Hinch","startTime":548.88,"endTime":552.72,"body":"I knew that part of it, but all"},{"speaker":"Stephen Hinch","startTime":552.72,"endTime":556.5,"body":"of the you know, how do you put"},{"speaker":"Stephen Hinch","startTime":552.72,"endTime":556.5,"body":"together a marketing support"},{"speaker":"Stephen Hinch","startTime":556.5,"endTime":562.16,"body":"program, all of the you know,"},{"speaker":"Stephen Hinch","startTime":556.5,"endTime":562.16,"body":"the the Marcom collateral, I"},{"speaker":"Stephen Hinch","startTime":562.16,"endTime":565.28,"body":"thought, I thought Marcom"},{"speaker":"Stephen Hinch","startTime":562.16,"endTime":565.28,"body":"collateral was all of the stuff,"},{"speaker":"Stephen Hinch","startTime":565.4,"endTime":569.18,"body":"the little freebies that you"},{"speaker":"Stephen Hinch","startTime":565.4,"endTime":569.18,"body":"give away at a trade show and"},{"speaker":"Stephen Hinch","startTime":570.44,"endTime":573.56,"body":"the mark on manager always"},{"speaker":"Stephen Hinch","startTime":570.44,"endTime":573.56,"body":"wanted to strangle my neck,"},{"speaker":"Stephen Hinch","startTime":573.56,"endTime":577.28,"body":"because that was a very small"},{"speaker":"Stephen Hinch","startTime":573.56,"endTime":577.28,"body":"part of the job that a marketing"},{"speaker":"Stephen Hinch","startTime":577.4,"endTime":583.12,"body":"organization does. But I learned"},{"speaker":"Stephen Hinch","startTime":577.4,"endTime":583.12,"body":"a lot. And I have to say that"},{"speaker":"Stephen Hinch","startTime":583.12,"endTime":586.66,"body":"when I first came in, there"},{"speaker":"Stephen Hinch","startTime":583.12,"endTime":586.66,"body":"everybody in marketing thought,"},{"speaker":"Stephen Hinch","startTime":586.72,"endTime":590.74,"body":"Who is this guy from R and D"},{"speaker":"Stephen Hinch","startTime":586.72,"endTime":590.74,"body":"going to be running marketing?"},{"speaker":"Stephen Hinch","startTime":591.88,"endTime":596.14,"body":"And I tried not to come in"},{"speaker":"Stephen Hinch","startTime":591.88,"endTime":596.14,"body":"thinking I knew all the answers."},{"speaker":"Stephen Hinch","startTime":596.56,"endTime":600.84,"body":"I came in wanting to pull the"},{"speaker":"Stephen Hinch","startTime":596.56,"endTime":600.84,"body":"best I could. And. Out of all of"},{"speaker":"Stephen Hinch","startTime":600.84,"endTime":603.18,"body":"the people that were working for"},{"speaker":"Stephen Hinch","startTime":600.84,"endTime":603.18,"body":"me, because I knew they knew"},{"speaker":"Stephen Hinch","startTime":603.18,"endTime":606.06,"body":"their jobs better than I did,"},{"speaker":"Stephen Hinch","startTime":603.18,"endTime":606.06,"body":"but I had the higher"},{"speaker":"Stephen Hinch","startTime":606.06,"endTime":609.36,"body":"perspective, because I had"},{"speaker":"Stephen Hinch","startTime":606.06,"endTime":609.36,"body":"worked with customers before,"},{"speaker":"Stephen Hinch","startTime":609.36,"endTime":614.64,"body":"you know, selling, going out"},{"speaker":"Stephen Hinch","startTime":609.36,"endTime":614.64,"body":"with the R and the marketing guy"},{"speaker":"Stephen Hinch","startTime":614.64,"endTime":617.1,"body":"when we were launching our new"},{"speaker":"Stephen Hinch","startTime":614.64,"endTime":617.1,"body":"products, I knew that part of"},{"speaker":"Stephen Hinch","startTime":617.1,"endTime":620.16,"body":"the business, and I knew how to"},{"speaker":"Stephen Hinch","startTime":617.1,"endTime":620.16,"body":"sort of pull it all together,"},{"speaker":"Stephen Hinch","startTime":620.34,"endTime":623.24,"body":"but it was really an eye opening"},{"speaker":"Stephen Hinch","startTime":620.34,"endTime":623.24,"body":"experience, and I would strongly"},{"speaker":"Stephen Hinch","startTime":623.24,"endTime":627.8,"body":"recommend any engineer thinking"},{"speaker":"Stephen Hinch","startTime":623.24,"endTime":627.8,"body":"about eventually wanting to move"},{"speaker":"Stephen Hinch","startTime":627.8,"endTime":630.74,"body":"into higher level management, C"},{"speaker":"Stephen Hinch","startTime":627.8,"endTime":630.74,"body":"suite management, or even"},{"speaker":"Stephen Hinch","startTime":630.74,"endTime":635.36,"body":"opening their own company that"},{"speaker":"Stephen Hinch","startTime":630.74,"endTime":635.36,"body":"serving time, not only in R D,"},{"speaker":"Stephen Hinch","startTime":635.6,"endTime":639.56,"body":"but also in marketing, to learn"},{"speaker":"Stephen Hinch","startTime":635.6,"endTime":639.56,"body":"the ropes of both of those sides"},{"speaker":"Stephen Hinch","startTime":639.56,"endTime":644.14,"body":"of things is very important."},{"speaker":"Stephen Hinch","startTime":639.56,"endTime":644.14,"body":"Serving time in in manufacturing"},{"speaker":"Stephen Hinch","startTime":644.2,"endTime":646.96,"body":"might not be as important,"},{"speaker":"Stephen Hinch","startTime":644.2,"endTime":646.96,"body":"depending upon what kind of"},{"speaker":"Stephen Hinch","startTime":646.96,"endTime":649.48,"body":"business that you're going into,"},{"speaker":"Stephen Hinch","startTime":646.96,"endTime":649.48,"body":"software company, maybe not"},{"speaker":"Stephen Hinch","startTime":649.48,"endTime":653.2,"body":"quite as much, but, but you're"},{"speaker":"Stephen Hinch","startTime":649.48,"endTime":653.2,"body":"always going to want to know"},{"speaker":"Stephen Hinch","startTime":653.26,"endTime":656.2,"body":"about r, d and marketing,"},{"speaker":"Aaron Moncur","startTime":656.74,"endTime":659.8,"body":"if you had to"},{"speaker":"Aaron Moncur","startTime":656.74,"endTime":659.8,"body":"distill at a very high level the"},{"speaker":"Aaron Moncur","startTime":659.98,"endTime":663.48,"body":"essence of marketing, especially"},{"speaker":"Aaron Moncur","startTime":659.98,"endTime":663.48,"body":"within the context of an"},{"speaker":"Aaron Moncur","startTime":663.48,"endTime":667.92,"body":"engineering environment, down to"},{"speaker":"Aaron Moncur","startTime":663.48,"endTime":667.92,"body":"just a few words or maybe a"},{"speaker":"Aaron Moncur","startTime":667.92,"endTime":672.36,"body":"short sentence. How would you"},{"speaker":"Aaron Moncur","startTime":667.92,"endTime":672.36,"body":"define marketing? So"},{"speaker":"Stephen Hinch","startTime":672.78,"endTime":675.12,"body":"I'm not going to"},{"speaker":"Stephen Hinch","startTime":672.78,"endTime":675.12,"body":"be good at distilling it down to"},{"speaker":"Stephen Hinch","startTime":675.12,"endTime":678.06,"body":"a few words, but let me just say"},{"speaker":"Stephen Hinch","startTime":675.12,"endTime":678.06,"body":"two points. Okay, there's a"},{"speaker":"Stephen Hinch","startTime":678.06,"endTime":683.0,"body":"difference between marketing and"},{"speaker":"Stephen Hinch","startTime":678.06,"endTime":683.0,"body":"sales, I never manage sales."},{"speaker":"Stephen Hinch","startTime":684.14,"endTime":687.2,"body":"Sales is those are the hunter"},{"speaker":"Stephen Hinch","startTime":684.14,"endTime":687.2,"body":"killers that are going out"},{"speaker":"Stephen Hinch","startTime":687.2,"endTime":692.24,"body":"closing deals. Marketing is"},{"speaker":"Stephen Hinch","startTime":687.2,"endTime":692.24,"body":"their responsibility is to get"},{"speaker":"Stephen Hinch","startTime":692.24,"endTime":698.0,"body":"the message out to the customers"},{"speaker":"Stephen Hinch","startTime":692.24,"endTime":698.0,"body":"so the sales guys can close the"},{"speaker":"Stephen Hinch","startTime":698.0,"endTime":698.42,"body":"deals."},{"speaker":"Aaron Moncur","startTime":699.02,"endTime":700.96,"body":"That's a good way"},{"speaker":"Aaron Moncur","startTime":699.02,"endTime":700.96,"body":"of distilling it, getting the"},{"speaker":"Aaron Moncur","startTime":700.96,"endTime":705.46,"body":"message out. I like that a lot."},{"speaker":"Aaron Moncur","startTime":700.96,"endTime":705.46,"body":"In your book, winning through"},{"speaker":"Aaron Moncur","startTime":705.46,"endTime":711.22,"body":"innovation, you talk about"},{"speaker":"Aaron Moncur","startTime":705.46,"endTime":711.22,"body":"turning ideas not just into a"},{"speaker":"Aaron Moncur","startTime":711.22,"endTime":717.04,"body":"reality, but how to turn ideas"},{"speaker":"Aaron Moncur","startTime":711.22,"endTime":717.04,"body":"into a profitable reality. And"},{"speaker":"Aaron Moncur","startTime":717.1,"endTime":721.68,"body":"not everyone gets that second"},{"speaker":"Aaron Moncur","startTime":717.1,"endTime":721.68,"body":"aspect of profitable reality"},{"speaker":"Aaron Moncur","startTime":721.86,"endTime":724.8,"body":"right? Why do you think that"},{"speaker":"Aaron Moncur","startTime":721.86,"endTime":724.8,"body":"some of the organizations"},{"speaker":"Aaron Moncur","startTime":724.8,"endTime":726.24,"body":"struggle with that aspect,"},{"speaker":"Unknown","startTime":773.6300000000001,"endTime":776.99,"body":"from motors and"},{"speaker":"Unknown","startTime":773.6300000000001,"endTime":776.99,"body":"robotics to controls automation"},{"speaker":"Unknown","startTime":776.99,"endTime":780.79,"body":"and precision prototyping?"},{"speaker":"Unknown","startTime":776.99,"endTime":780.79,"body":"Simutek brings ansa simulation"},{"speaker":"Unknown","startTime":780.79,"endTime":784.51,"body":"tools and expert insight"},{"speaker":"Unknown","startTime":780.79,"endTime":784.51,"body":"directly to your team. We help"},{"speaker":"Unknown","startTime":784.51,"endTime":787.75,"body":"you accelerate design, reduce"},{"speaker":"Unknown","startTime":784.51,"endTime":787.75,"body":"risk and eliminate costly"},{"speaker":"Unknown","startTime":787.75,"endTime":788.1700000000001,"body":"rework,"},{"speaker":"Unknown","startTime":789.01,"endTime":792.6700000000001,"body":"validate before you fabricate."},{"speaker":"Unknown","startTime":789.01,"endTime":792.6700000000001,"body":"Simutech group helps you"},{"speaker":"Unknown","startTime":792.6700000000001,"endTime":796.03,"body":"simulate thermal stress,"},{"speaker":"Unknown","startTime":792.6700000000001,"endTime":796.03,"body":"vibration, fluid flow,"},{"speaker":"Unknown","startTime":796.21,"endTime":799.3499999999999,"body":"electronics, cooling,"},{"speaker":"Unknown","startTime":796.21,"endTime":799.3499999999999,"body":"electromagnetic performance, you"},{"speaker":"Unknown","startTime":799.3499999999999,"endTime":799.77,"body":"name it,"},{"speaker":"Unknown","startTime":800.31,"endTime":804.45,"body":"whether you're an automotive,"},{"speaker":"Unknown","startTime":800.31,"endTime":804.45,"body":"aerospace, energy, industrial"},{"speaker":"Unknown","startTime":804.45,"endTime":807.6300000000001,"body":"automation or the next big"},{"speaker":"Unknown","startTime":804.45,"endTime":807.6300000000001,"body":"thing. Simutek partners with"},{"speaker":"Unknown","startTime":807.6300000000001,"endTime":810.69,"body":"innovators to deliver simulation"},{"speaker":"Unknown","startTime":807.6300000000001,"endTime":810.69,"body":"driven results that move"},{"speaker":"Unknown","startTime":810.69,"endTime":814.95,"body":"products forward, build smarter"},{"speaker":"Unknown","startTime":810.69,"endTime":814.95,"body":"machines, launch stronger"},{"speaker":"Unknown","startTime":814.95,"endTime":819.23,"body":"products, scale faster with"},{"speaker":"Unknown","startTime":814.95,"endTime":819.23,"body":"simute X simulation support by"},{"speaker":"Unknown","startTime":819.23,"endTime":819.77,"body":"your side,"},{"speaker":"Unknown","startTime":820.3699999999999,"endTime":824.5699999999999,"body":"simutech group, your engineering"},{"speaker":"Unknown","startTime":820.3699999999999,"endTime":824.5699999999999,"body":"partner in motion, visit"},{"speaker":"Unknown","startTime":824.5699999999999,"endTime":827.99,"body":"simutech group.com and Let's"},{"speaker":"Unknown","startTime":824.5699999999999,"endTime":827.99,"body":"power up your next design."},{"speaker":"Stephen Hinch","startTime":832.01,"endTime":838.55,"body":"Okay, so let me"},{"speaker":"Stephen Hinch","startTime":832.01,"endTime":838.55,"body":"first say, not every innovative"},{"speaker":"Stephen Hinch","startTime":838.55,"endTime":845.1700000000001,"body":"idea that you have is going to"},{"speaker":"Stephen Hinch","startTime":838.55,"endTime":845.1700000000001,"body":"turn out profitable. And that's"},{"speaker":"Stephen Hinch","startTime":845.1700000000001,"endTime":848.71,"body":"because you know when you start"},{"speaker":"Stephen Hinch","startTime":845.1700000000001,"endTime":848.71,"body":"an innovative idea, especially a"},{"speaker":"Stephen Hinch","startTime":848.71,"endTime":851.1700000000001,"body":"disruptive, innovative idea,"},{"speaker":"Stephen Hinch","startTime":848.71,"endTime":851.1700000000001,"body":"where you're going to go off"},{"speaker":"Stephen Hinch","startTime":851.1700000000001,"endTime":855.01,"body":"into a new market that you've"},{"speaker":"Stephen Hinch","startTime":851.1700000000001,"endTime":855.01,"body":"never dealt with before, you"},{"speaker":"Stephen Hinch","startTime":855.01,"endTime":858.6700000000001,"body":"don't necessarily know that"},{"speaker":"Stephen Hinch","startTime":855.01,"endTime":858.6700000000001,"body":"market. You don't know for sure"},{"speaker":"Stephen Hinch","startTime":858.73,"endTime":860.97,"body":"the technology that you're"},{"speaker":"Stephen Hinch","startTime":858.73,"endTime":860.97,"body":"thinking of is going to work,"},{"speaker":"Stephen Hinch","startTime":861.27,"endTime":867.6300000000001,"body":"and so those kind of disruptive"},{"speaker":"Stephen Hinch","startTime":861.27,"endTime":867.6300000000001,"body":"innovations may fail over half"},{"speaker":"Stephen Hinch","startTime":867.6300000000001,"endTime":872.31,"body":"the time, and that's okay. And I"},{"speaker":"Stephen Hinch","startTime":867.6300000000001,"endTime":872.31,"body":"use the word fail carefully"},{"speaker":"Stephen Hinch","startTime":872.31,"endTime":876.21,"body":"there, because they're not"},{"speaker":"Stephen Hinch","startTime":872.31,"endTime":876.21,"body":"really failures. They are ways"},{"speaker":"Stephen Hinch","startTime":876.21,"endTime":879.5899999999999,"body":"for you to learn more about how"},{"speaker":"Stephen Hinch","startTime":876.21,"endTime":879.5899999999999,"body":"you can be successful in the"},{"speaker":"Stephen Hinch","startTime":879.5899999999999,"endTime":885.3499999999999,"body":"future. The problem with a lot"},{"speaker":"Stephen Hinch","startTime":879.5899999999999,"endTime":885.3499999999999,"body":"of companies, particularly"},{"speaker":"Stephen Hinch","startTime":885.4100000000001,"endTime":891.1700000000001,"body":"larger companies, is they don't"},{"speaker":"Stephen Hinch","startTime":885.4100000000001,"endTime":891.1700000000001,"body":"give the innovative ideas the"},{"speaker":"Stephen Hinch","startTime":891.29,"endTime":897.5899999999999,"body":"opportunity to really prove"},{"speaker":"Stephen Hinch","startTime":891.29,"endTime":897.5899999999999,"body":"themselves out. If you're not"},{"speaker":"Stephen Hinch","startTime":897.5899999999999,"endTime":902.4100000000001,"body":"delivering results immediately,"},{"speaker":"Stephen Hinch","startTime":897.5899999999999,"endTime":902.4100000000001,"body":"it's time to chop it. I just"},{"speaker":"Stephen Hinch","startTime":902.4100000000001,"endTime":909.9100000000001,"body":"read a post today from the"},{"speaker":"Stephen Hinch","startTime":902.4100000000001,"endTime":909.9100000000001,"body":"former CTO of Hewlett Packard,"},{"speaker":"Aaron Moncur","startTime":911.5899999999999,"endTime":912.31,"body":"who"},{"speaker":"Stephen Hinch","startTime":913.81,"endTime":918.3699999999999,"body":"he spent about"},{"speaker":"Stephen Hinch","startTime":913.81,"endTime":918.3699999999999,"body":"$1.2 billion buying a company."},{"speaker":"Stephen Hinch","startTime":920.05,"endTime":925.5899999999999,"body":"It was actually palm that they"},{"speaker":"Stephen Hinch","startTime":920.05,"endTime":925.5899999999999,"body":"bought, and he had a great idea"},{"speaker":"Stephen Hinch","startTime":925.5899999999999,"endTime":928.5899999999999,"body":"for how to turn that into a it"},{"speaker":"Stephen Hinch","startTime":925.5899999999999,"endTime":928.5899999999999,"body":"was a, you know, a struggling"},{"speaker":"Stephen Hinch","startTime":928.5899999999999,"endTime":933.99,"body":"company at the time, and he, he,"},{"speaker":"Stephen Hinch","startTime":928.5899999999999,"endTime":933.99,"body":"he has some ideas on how to turn"},{"speaker":"Stephen Hinch","startTime":933.99,"endTime":939.3499999999999,"body":"it into company, or to a"},{"speaker":"Stephen Hinch","startTime":933.99,"endTime":939.3499999999999,"body":"profitable company. But his. Is"},{"speaker":"Stephen Hinch","startTime":939.3499999999999,"endTime":945.5899999999999,"body":"CEO did not want to wait within"},{"speaker":"Stephen Hinch","startTime":939.3499999999999,"endTime":945.5899999999999,"body":"within I think it was like 60"},{"speaker":"Stephen Hinch","startTime":945.5899999999999,"endTime":949.79,"body":"days after they bought the"},{"speaker":"Stephen Hinch","startTime":945.5899999999999,"endTime":949.79,"body":"company, the new CEO shut it"},{"speaker":"Stephen Hinch","startTime":949.79,"endTime":954.23,"body":"down. He didn't give it a"},{"speaker":"Stephen Hinch","startTime":949.79,"endTime":954.23,"body":"chance. And that's the big"},{"speaker":"Stephen Hinch","startTime":954.23,"endTime":958.79,"body":"problem with why a lot of"},{"speaker":"Stephen Hinch","startTime":954.23,"endTime":958.79,"body":"innovative ideas don't pan out."},{"speaker":"Stephen Hinch","startTime":959.0899999999999,"endTime":962.5899999999999,"body":"Is the C suite doesn't have the"},{"speaker":"Stephen Hinch","startTime":959.0899999999999,"endTime":962.5899999999999,"body":"patience to prove it out, to"},{"speaker":"Stephen Hinch","startTime":962.77,"endTime":966.19,"body":"wait and show that it's really"},{"speaker":"Stephen Hinch","startTime":962.77,"endTime":966.19,"body":"going to work. And I had to"},{"speaker":"Stephen Hinch","startTime":966.19,"endTime":970.27,"body":"struggle with that myself. The"},{"speaker":"Stephen Hinch","startTime":966.19,"endTime":970.27,"body":"biggest innovation that I had at"},{"speaker":"Stephen Hinch","startTime":970.27,"endTime":975.0699999999999,"body":"HP that actually brought in his"},{"speaker":"Stephen Hinch","startTime":970.27,"endTime":975.0699999999999,"body":"this was like around the year"},{"speaker":"Stephen Hinch","startTime":975.0699999999999,"endTime":979.29,"body":"2000 when we launched it, and it"},{"speaker":"Stephen Hinch","startTime":975.0699999999999,"endTime":979.29,"body":"is a product line still going"},{"speaker":"Stephen Hinch","startTime":979.3499999999999,"endTime":983.0699999999999,"body":"strong today and has brought in"},{"speaker":"Stephen Hinch","startTime":979.3499999999999,"endTime":983.0699999999999,"body":"several billion dollars of"},{"speaker":"Stephen Hinch","startTime":983.55,"endTime":988.95,"body":"profit to the company. But I"},{"speaker":"Stephen Hinch","startTime":983.55,"endTime":988.95,"body":"almost wasn't allowed to do that"},{"speaker":"Stephen Hinch","startTime":988.95,"endTime":993.69,"body":"innovation, because it was a"},{"speaker":"Stephen Hinch","startTime":988.95,"endTime":993.69,"body":"disruptive innovation that they"},{"speaker":"Stephen Hinch","startTime":993.69,"endTime":996.9300000000001,"body":"didn't know how to structure the"},{"speaker":"Stephen Hinch","startTime":993.69,"endTime":996.9300000000001,"body":"organization. But fortunately,"},{"speaker":"Stephen Hinch","startTime":997.95,"endTime":1000.4300000000001,"body":"the Vice President in charge of"},{"speaker":"Stephen Hinch","startTime":997.95,"endTime":1000.4300000000001,"body":"test and measurement at the"},{"speaker":"Stephen Hinch","startTime":1000.4300000000001,"endTime":1004.5699999999999,"body":"time, said what we're going to"},{"speaker":"Stephen Hinch","startTime":1000.4300000000001,"endTime":1004.5699999999999,"body":"do, Steve, is we're going to"},{"speaker":"Stephen Hinch","startTime":1004.5699999999999,"endTime":1007.45,"body":"treat you like an in house"},{"speaker":"Stephen Hinch","startTime":1004.5699999999999,"endTime":1007.45,"body":"startup company. We're not going"},{"speaker":"Stephen Hinch","startTime":1007.45,"endTime":1011.71,"body":"to hold you responsible for"},{"speaker":"Stephen Hinch","startTime":1007.45,"endTime":1011.71,"body":"monthly profits, monthly"},{"speaker":"Stephen Hinch","startTime":1011.71,"endTime":1015.9100000000001,"body":"revenues until you launch the"},{"speaker":"Stephen Hinch","startTime":1011.71,"endTime":1015.9100000000001,"body":"product. What we're going to do"},{"speaker":"Stephen Hinch","startTime":1015.9100000000001,"endTime":1019.03,"body":"is we're going to measure you on"},{"speaker":"Stephen Hinch","startTime":1015.9100000000001,"endTime":1019.03,"body":"are you meeting the deadlines,"},{"speaker":"Stephen Hinch","startTime":1019.03,"endTime":1022.1099999999999,"body":"the commitments that you said"},{"speaker":"Stephen Hinch","startTime":1019.03,"endTime":1022.1099999999999,"body":"you were going to in order to"},{"speaker":"Stephen Hinch","startTime":1022.1099999999999,"endTime":1025.71,"body":"invent this new product. And it"},{"speaker":"Stephen Hinch","startTime":1022.1099999999999,"endTime":1025.71,"body":"took me two years to launch that"},{"speaker":"Stephen Hinch","startTime":1025.71,"endTime":1031.59,"body":"product. But if I had not had"},{"speaker":"Stephen Hinch","startTime":1025.71,"endTime":1031.59,"body":"that kind of support from the"},{"speaker":"Stephen Hinch","startTime":1031.59,"endTime":1034.65,"body":"vice president of the company,"},{"speaker":"Stephen Hinch","startTime":1031.59,"endTime":1034.65,"body":"it would have never"},{"speaker":"Aaron Moncur","startTime":1034.65,"endTime":1038.73,"body":"happened. Ideas"},{"speaker":"Aaron Moncur","startTime":1034.65,"endTime":1038.73,"body":"really just need time to find"},{"speaker":"Aaron Moncur","startTime":1038.73,"endTime":1043.25,"body":"their way and grow on their own"},{"speaker":"Aaron Moncur","startTime":1038.73,"endTime":1043.25,"body":"right. Can you talk about what"},{"speaker":"Aaron Moncur","startTime":1043.25,"endTime":1044.99,"body":"that product was, that product"},{"speaker":"Aaron Moncur","startTime":1043.25,"endTime":1044.99,"body":"line?"},{"speaker":"Stephen Hinch","startTime":1045.65,"endTime":1049.67,"body":"Yeah, so I was"},{"speaker":"Stephen Hinch","startTime":1045.65,"endTime":1049.67,"body":"responsible for rd manager for"},{"speaker":"Stephen Hinch","startTime":1050.69,"endTime":1056.63,"body":"the high performance"},{"speaker":"Stephen Hinch","startTime":1050.69,"endTime":1056.63,"body":"oscilloscope business. And you"},{"speaker":"Stephen Hinch","startTime":1056.63,"endTime":1059.23,"body":"don't need to know a lot about"},{"speaker":"Stephen Hinch","startTime":1056.63,"endTime":1059.23,"body":"an oscilloscope, but hopefully"},{"speaker":"Stephen Hinch","startTime":1059.23,"endTime":1062.29,"body":"your readers have at least used"},{"speaker":"Stephen Hinch","startTime":1059.23,"endTime":1062.29,"body":"oscilloscopes before. An"},{"speaker":"Stephen Hinch","startTime":1062.29,"endTime":1067.3899999999999,"body":"oscilloscope measures electrical"},{"speaker":"Stephen Hinch","startTime":1062.29,"endTime":1067.3899999999999,"body":"signals, and the ones that I was"},{"speaker":"Stephen Hinch","startTime":1067.3899999999999,"endTime":1071.29,"body":"responsible for had bandwidths"},{"speaker":"Stephen Hinch","startTime":1067.3899999999999,"endTime":1071.29,"body":"up to about 50 gigahertz at the"},{"speaker":"Stephen Hinch","startTime":1071.29,"endTime":1078.37,"body":"time. That was really, really"},{"speaker":"Stephen Hinch","startTime":1071.29,"endTime":1078.37,"body":"wide bandwidth. And there was"},{"speaker":"Stephen Hinch","startTime":1078.37,"endTime":1083.07,"body":"this new market called fiber"},{"speaker":"Stephen Hinch","startTime":1078.37,"endTime":1083.07,"body":"optic telecommunications that"},{"speaker":"Stephen Hinch","startTime":1083.07,"endTime":1087.81,"body":"had a need for measuring"},{"speaker":"Stephen Hinch","startTime":1083.07,"endTime":1087.81,"body":"waveforms, but they needed to"},{"speaker":"Stephen Hinch","startTime":1087.81,"endTime":1090.99,"body":"measure the waveforms of an"},{"speaker":"Stephen Hinch","startTime":1087.81,"endTime":1090.99,"body":"optical signal going down a"},{"speaker":"Stephen Hinch","startTime":1090.99,"endTime":1095.01,"body":"fiber optic cable, not an"},{"speaker":"Stephen Hinch","startTime":1090.99,"endTime":1095.01,"body":"electrical signal, but so the"},{"speaker":"Stephen Hinch","startTime":1095.01,"endTime":1097.47,"body":"oscilloscope would have been the"},{"speaker":"Stephen Hinch","startTime":1095.01,"endTime":1097.47,"body":"great way to Do it, but"},{"speaker":"Stephen Hinch","startTime":1097.59,"endTime":1102.95,"body":"oscilloscopes measure electrical"},{"speaker":"Stephen Hinch","startTime":1097.59,"endTime":1102.95,"body":"signals and so people had"},{"speaker":"Stephen Hinch","startTime":1102.95,"endTime":1105.71,"body":"already put little optical"},{"speaker":"Stephen Hinch","startTime":1102.95,"endTime":1105.71,"body":"converters on the front of"},{"speaker":"Stephen Hinch","startTime":1105.71,"endTime":1109.01,"body":"oscilloscopes, and were using"},{"speaker":"Stephen Hinch","startTime":1105.71,"endTime":1109.01,"body":"that as sort of a crude way to"},{"speaker":"Stephen Hinch","startTime":1109.01,"endTime":1114.6499999999999,"body":"make the measurements, but it"},{"speaker":"Stephen Hinch","startTime":1109.01,"endTime":1114.6499999999999,"body":"wasn't fully calibrated, and the"},{"speaker":"Stephen Hinch","startTime":1114.6499999999999,"endTime":1118.19,"body":"standards for the industry were"},{"speaker":"Stephen Hinch","startTime":1114.6499999999999,"endTime":1118.19,"body":"just starting to evolve. For"},{"speaker":"Stephen Hinch","startTime":1118.19,"endTime":1122.53,"body":"saying this is how good the"},{"speaker":"Stephen Hinch","startTime":1118.19,"endTime":1122.53,"body":"measurement needs to be. And we"},{"speaker":"Stephen Hinch","startTime":1122.53,"endTime":1127.21,"body":"had this brilliant idea of not"},{"speaker":"Stephen Hinch","startTime":1122.53,"endTime":1127.21,"body":"only putting that little optical"},{"speaker":"Stephen Hinch","startTime":1127.21,"endTime":1130.6299999999999,"body":"converter inside the"},{"speaker":"Stephen Hinch","startTime":1127.21,"endTime":1130.6299999999999,"body":"oscilloscope, which would have"},{"speaker":"Stephen Hinch","startTime":1130.6299999999999,"endTime":1133.1499999999999,"body":"not done very much different"},{"speaker":"Stephen Hinch","startTime":1130.6299999999999,"endTime":1133.1499999999999,"body":"than what they were already"},{"speaker":"Stephen Hinch","startTime":1133.1499999999999,"endTime":1138.9299999999998,"body":"doing, but to develop a"},{"speaker":"Stephen Hinch","startTime":1133.1499999999999,"endTime":1138.9299999999998,"body":"completely calibrated process to"},{"speaker":"Stephen Hinch","startTime":1138.9299999999998,"endTime":1141.69,"body":"make sure that when you're"},{"speaker":"Stephen Hinch","startTime":1138.9299999999998,"endTime":1141.69,"body":"making the measurement, you know"},{"speaker":"Stephen Hinch","startTime":1141.69,"endTime":1145.4099999999999,"body":"that it was very accurate"},{"speaker":"Stephen Hinch","startTime":1141.69,"endTime":1145.4099999999999,"body":"measurement. And that was"},{"speaker":"Stephen Hinch","startTime":1145.4099999999999,"endTime":1149.37,"body":"something that nobody had done"},{"speaker":"Stephen Hinch","startTime":1145.4099999999999,"endTime":1149.37,"body":"before. You could sort of make"},{"speaker":"Stephen Hinch","startTime":1149.37,"endTime":1152.61,"body":"the measurements, but they"},{"speaker":"Stephen Hinch","startTime":1149.37,"endTime":1152.61,"body":"weren't very accurate at the"},{"speaker":"Stephen Hinch","startTime":1152.61,"endTime":1159.95,"body":"time. HP had only 25% market"},{"speaker":"Stephen Hinch","startTime":1152.61,"endTime":1159.95,"body":"share, and our biggest"},{"speaker":"Stephen Hinch","startTime":1159.95,"endTime":1166.25,"body":"competitor was Tektronix, with"},{"speaker":"Stephen Hinch","startTime":1159.95,"endTime":1166.25,"body":"about 75% market share, and we"},{"speaker":"Stephen Hinch","startTime":1166.25,"endTime":1171.83,"body":"had to invent this new product"},{"speaker":"Stephen Hinch","startTime":1166.25,"endTime":1171.83,"body":"in a way so that Tektronix did"},{"speaker":"Stephen Hinch","startTime":1171.83,"endTime":1175.1299999999999,"body":"not find out what we were doing."},{"speaker":"Stephen Hinch","startTime":1171.83,"endTime":1175.1299999999999,"body":"Because if, if they did, they"},{"speaker":"Stephen Hinch","startTime":1175.1299999999999,"endTime":1177.6499999999999,"body":"would have gone off and invented"},{"speaker":"Stephen Hinch","startTime":1175.1299999999999,"endTime":1177.6499999999999,"body":"their own product, and since"},{"speaker":"Stephen Hinch","startTime":1177.6499999999999,"endTime":1179.71,"body":"they were already the market"},{"speaker":"Stephen Hinch","startTime":1177.6499999999999,"endTime":1179.71,"body":"leader, they would have"},{"speaker":"Stephen Hinch","startTime":1179.71,"endTime":1183.79,"body":"maintained their market"},{"speaker":"Stephen Hinch","startTime":1179.71,"endTime":1183.79,"body":"leadership. So one, one of the"},{"speaker":"Stephen Hinch","startTime":1183.79,"endTime":1189.6699999999998,"body":"things I did is we invented a,"},{"speaker":"Stephen Hinch","startTime":1183.79,"endTime":1189.6699999999998,"body":"what I'll call a phantom product"},{"speaker":"Stephen Hinch","startTime":1190.27,"endTime":1194.47,"body":"that was a, not a very good"},{"speaker":"Stephen Hinch","startTime":1190.27,"endTime":1194.47,"body":"product at all, but we leaked it"},{"speaker":"Stephen Hinch","startTime":1194.47,"endTime":1197.77,"body":"out to the world, and Tektronix"},{"speaker":"Stephen Hinch","startTime":1194.47,"endTime":1197.77,"body":"found out about it and said,"},{"speaker":"Stephen Hinch","startTime":1197.77,"endTime":1200.79,"body":"Well, that's not anything to"},{"speaker":"Stephen Hinch","startTime":1197.77,"endTime":1200.79,"body":"worry about, and they completely"},{"speaker":"Stephen Hinch","startTime":1200.79,"endTime":1205.1699999999998,"body":"ignored us until we launched our"},{"speaker":"Stephen Hinch","startTime":1200.79,"endTime":1205.1699999999998,"body":"product two years later. And it"},{"speaker":"Stephen Hinch","startTime":1205.1699999999998,"endTime":1207.57,"body":"took them several years to"},{"speaker":"Stephen Hinch","startTime":1205.1699999999998,"endTime":1207.57,"body":"respond, and by then, we had"},{"speaker":"Stephen Hinch","startTime":1207.57,"endTime":1208.83,"body":"completely swept the market"},{"speaker":"Aaron Moncur","startTime":1208.83,"endTime":1211.77,"body":"up. Oh, that's"},{"speaker":"Aaron Moncur","startTime":1208.83,"endTime":1211.77,"body":"phenomenal. Wow, what a great"},{"speaker":"Aaron Moncur","startTime":1211.77,"endTime":1212.55,"body":"strategy."},{"speaker":"Stephen Hinch","startTime":1213.27,"endTime":1215.73,"body":"It's not the kind"},{"speaker":"Stephen Hinch","startTime":1213.27,"endTime":1215.73,"body":"of thing you'll read about in"},{"speaker":"Stephen Hinch","startTime":1215.73,"endTime":1218.31,"body":"other books on innovation, but I"},{"speaker":"Stephen Hinch","startTime":1215.73,"endTime":1218.31,"body":"talk all about it, and that's"},{"speaker":"Stephen Hinch","startTime":1218.31,"endTime":1223.97,"body":"just one of the things that we"},{"speaker":"Stephen Hinch","startTime":1218.31,"endTime":1223.97,"body":"did that that made our product"},{"speaker":"Stephen Hinch","startTime":1223.97,"endTime":1225.4099999999999,"body":"successful, there talk"},{"speaker":"Aaron Moncur","startTime":1225.47,"endTime":1228.05,"body":"a little bit more"},{"speaker":"Aaron Moncur","startTime":1225.47,"endTime":1228.05,"body":"about that. What? Why was the"},{"speaker":"Aaron Moncur","startTime":1228.05,"endTime":1232.6699999999998,"body":"decision made to leak a phantom"},{"speaker":"Aaron Moncur","startTime":1228.05,"endTime":1232.6699999999998,"body":"product, the that would be seen"},{"speaker":"Aaron Moncur","startTime":1232.6699999999998,"endTime":1237.4099999999999,"body":"by your competitor as as not"},{"speaker":"Aaron Moncur","startTime":1232.6699999999998,"endTime":1237.4099999999999,"body":"dangerous to them, not a threat,"},{"speaker":"Aaron Moncur","startTime":1237.4099999999999,"endTime":1239.29,"body":"versus just not saying. Anything"},{"speaker":"Stephen Hinch","startTime":1239.95,"endTime":1244.9299999999998,"body":"good, good point."},{"speaker":"Stephen Hinch","startTime":1239.95,"endTime":1244.9299999999998,"body":"And so we did not primarily"},{"speaker":"Stephen Hinch","startTime":1245.35,"endTime":1250.33,"body":"invent this phantom product. In"},{"speaker":"Stephen Hinch","startTime":1245.35,"endTime":1250.33,"body":"order to fool Tektronix, we"},{"speaker":"Stephen Hinch","startTime":1250.33,"endTime":1253.6299999999999,"body":"needed a way to go out and talk"},{"speaker":"Stephen Hinch","startTime":1250.33,"endTime":1253.6299999999999,"body":"to customers to find out what"},{"speaker":"Stephen Hinch","startTime":1253.6299999999999,"endTime":1258.19,"body":"they really are doing and what"},{"speaker":"Stephen Hinch","startTime":1253.6299999999999,"endTime":1258.19,"body":"they really needed. Now, since"},{"speaker":"Stephen Hinch","startTime":1258.55,"endTime":1260.97,"body":"we didn't have much market"},{"speaker":"Stephen Hinch","startTime":1258.55,"endTime":1260.97,"body":"share. They were all buying"},{"speaker":"Stephen Hinch","startTime":1260.97,"endTime":1263.97,"body":"products from Tektronix. They"},{"speaker":"Stephen Hinch","startTime":1260.97,"endTime":1263.97,"body":"did not want to talk to us about"},{"speaker":"Stephen Hinch","startTime":1264.87,"endTime":1269.49,"body":"it, but by bringing out this,"},{"speaker":"Stephen Hinch","startTime":1264.87,"endTime":1269.49,"body":"this, but it's called a phantom"},{"speaker":"Stephen Hinch","startTime":1269.49,"endTime":1273.99,"body":"product, if it was actually we"},{"speaker":"Stephen Hinch","startTime":1269.49,"endTime":1273.99,"body":"sold some, it gave us an excuse"},{"speaker":"Stephen Hinch","startTime":1273.99,"endTime":1276.57,"body":"to go out and talk to customers"},{"speaker":"Stephen Hinch","startTime":1273.99,"endTime":1276.57,"body":"that otherwise would not have"},{"speaker":"Stephen Hinch","startTime":1276.57,"endTime":1281.57,"body":"talked to us, and we got to find"},{"speaker":"Stephen Hinch","startTime":1276.57,"endTime":1281.57,"body":"out what they really wanted. And"},{"speaker":"Stephen Hinch","startTime":1281.57,"endTime":1284.09,"body":"yeah, those customers said,"},{"speaker":"Stephen Hinch","startTime":1281.57,"endTime":1284.09,"body":"yeah, no, this is not really"},{"speaker":"Stephen Hinch","startTime":1284.09,"endTime":1286.31,"body":"very good, but it's maybe a"},{"speaker":"Stephen Hinch","startTime":1284.09,"endTime":1286.31,"body":"little better than you got right"},{"speaker":"Stephen Hinch","startTime":1286.31,"endTime":1292.19,"body":"now. And so we didn't"},{"speaker":"Stephen Hinch","startTime":1286.31,"endTime":1292.19,"body":"deliberately try to leak that"},{"speaker":"Stephen Hinch","startTime":1292.19,"endTime":1294.95,"body":"information out to Tektronix."},{"speaker":"Stephen Hinch","startTime":1292.19,"endTime":1294.95,"body":"That just sort of leaked out"},{"speaker":"Stephen Hinch","startTime":1294.95,"endTime":1297.95,"body":"because the customers would go"},{"speaker":"Stephen Hinch","startTime":1294.95,"endTime":1297.95,"body":"back to tech. And yeah, we just"},{"speaker":"Stephen Hinch","startTime":1297.95,"endTime":1300.79,"body":"saw this new product from HP,"},{"speaker":"Stephen Hinch","startTime":1297.95,"endTime":1300.79,"body":"you have nothing to worry about."},{"speaker":"Stephen Hinch","startTime":1303.01,"endTime":1309.4299999999998,"body":"So anyway, so that was, was, was"},{"speaker":"Stephen Hinch","startTime":1303.01,"endTime":1309.4299999999998,"body":"really why we did it is, was not"},{"speaker":"Stephen Hinch","startTime":1309.73,"endTime":1311.29,"body":"primarily to fool tectronics."},{"speaker":"Aaron Moncur","startTime":1311.35,"endTime":1315.37,"body":"That's hilarious"},{"speaker":"Aaron Moncur","startTime":1311.35,"endTime":1315.37,"body":"that it had that unintended side"},{"speaker":"Aaron Moncur","startTime":1315.37,"endTime":1321.27,"body":"effect. How funny. Okay, how"},{"speaker":"Aaron Moncur","startTime":1315.37,"endTime":1321.27,"body":"smart Do you think people need"},{"speaker":"Aaron Moncur","startTime":1321.27,"endTime":1325.11,"body":"to be to develop disruptive"},{"speaker":"Aaron Moncur","startTime":1321.27,"endTime":1325.11,"body":"innovation? Is this reserved"},{"speaker":"Aaron Moncur","startTime":1325.29,"endTime":1331.71,"body":"only for the cream of the crop,"},{"speaker":"Aaron Moncur","startTime":1325.29,"endTime":1331.71,"body":"the top 1% of intelligence out"},{"speaker":"Aaron Moncur","startTime":1331.71,"endTime":1332.07,"body":"there?"},{"speaker":"Stephen Hinch","startTime":1333.57,"endTime":1335.97,"body":"If it were, we"},{"speaker":"Stephen Hinch","startTime":1333.57,"endTime":1335.97,"body":"would have no innovations out"},{"speaker":"Stephen Hinch","startTime":1335.97,"endTime":1343.31,"body":"there. So, I mean, you have to,"},{"speaker":"Stephen Hinch","startTime":1335.97,"endTime":1343.31,"body":"there's a couple of parts to"},{"speaker":"Stephen Hinch","startTime":1343.31,"endTime":1347.3899999999999,"body":"this. One is you have to have"},{"speaker":"Stephen Hinch","startTime":1343.31,"endTime":1347.3899999999999,"body":"the innovative idea. In my book,"},{"speaker":"Stephen Hinch","startTime":1347.3899999999999,"endTime":1351.11,"body":"I only touch on how to come up"},{"speaker":"Stephen Hinch","startTime":1347.3899999999999,"endTime":1351.11,"body":"with the innovative idea, sort"},{"speaker":"Stephen Hinch","startTime":1351.11,"endTime":1357.35,"body":"of peripherally, because there's"},{"speaker":"Stephen Hinch","startTime":1351.11,"endTime":1357.35,"body":"not a process that I can really"},{"speaker":"Stephen Hinch","startTime":1357.35,"endTime":1361.75,"body":"quote for saying here's how I"},{"speaker":"Stephen Hinch","startTime":1357.35,"endTime":1361.75,"body":"came up with this idea, what I"},{"speaker":"Stephen Hinch","startTime":1361.75,"endTime":1368.83,"body":"can do is map out an environment"},{"speaker":"Stephen Hinch","startTime":1361.75,"endTime":1368.83,"body":"that allows people to nurture"},{"speaker":"Stephen Hinch","startTime":1368.83,"endTime":1372.55,"body":"those innovative ideas. But the"},{"speaker":"Stephen Hinch","startTime":1368.83,"endTime":1372.55,"body":"actual idea of, you know, the"},{"speaker":"Stephen Hinch","startTime":1372.55,"endTime":1376.69,"body":"light bulb coming on over your"},{"speaker":"Stephen Hinch","startTime":1372.55,"endTime":1376.69,"body":"head is not something that you"},{"speaker":"Stephen Hinch","startTime":1376.69,"endTime":1380.79,"body":"can really write. Might map out"},{"speaker":"Stephen Hinch","startTime":1376.69,"endTime":1380.79,"body":"a prescriptive process for how"},{"speaker":"Stephen Hinch","startTime":1380.79,"endTime":1381.45,"body":"to do that."},{"speaker":"Aaron Moncur","startTime":1383.01,"endTime":1385.05,"body":"What's the"},{"speaker":"Aaron Moncur","startTime":1383.01,"endTime":1385.05,"body":"environment look like?"},{"speaker":"Stephen Hinch","startTime":1385.47,"endTime":1388.35,"body":"So there's"},{"speaker":"Stephen Hinch","startTime":1385.47,"endTime":1388.35,"body":"different environment depending"},{"speaker":"Stephen Hinch","startTime":1388.35,"endTime":1391.6499999999999,"body":"upon whether you're doing"},{"speaker":"Stephen Hinch","startTime":1388.35,"endTime":1391.6499999999999,"body":"disruptive innovation or"},{"speaker":"Stephen Hinch","startTime":1392.37,"endTime":1396.75,"body":"incremental innovation. And let"},{"speaker":"Stephen Hinch","startTime":1392.37,"endTime":1396.75,"body":"me just quickly summarize the"},{"speaker":"Stephen Hinch","startTime":1396.75,"endTime":1399.59,"body":"difference between the two."},{"speaker":"Stephen Hinch","startTime":1396.75,"endTime":1399.59,"body":"Incremental innovation is where"},{"speaker":"Stephen Hinch","startTime":1399.59,"endTime":1405.47,"body":"you make minor improvements to"},{"speaker":"Stephen Hinch","startTime":1399.59,"endTime":1405.47,"body":"your existing product line. And"},{"speaker":"Stephen Hinch","startTime":1405.53,"endTime":1409.37,"body":"example, the automobile"},{"speaker":"Stephen Hinch","startTime":1405.53,"endTime":1409.37,"body":"industry, the gasoline powered"},{"speaker":"Stephen Hinch","startTime":1409.37,"endTime":1412.6699999999998,"body":"automobile industry, have been"},{"speaker":"Stephen Hinch","startTime":1409.37,"endTime":1412.6699999999998,"body":"doing incremental innovations"},{"speaker":"Stephen Hinch","startTime":1412.6699999999998,"endTime":1416.1499999999999,"body":"for years. You know, the cars"},{"speaker":"Stephen Hinch","startTime":1412.6699999999998,"endTime":1416.1499999999999,"body":"that they sell today sell to the"},{"speaker":"Stephen Hinch","startTime":1416.1499999999999,"endTime":1419.1699999999998,"body":"same customers as they sold 10"},{"speaker":"Stephen Hinch","startTime":1416.1499999999999,"endTime":1419.1699999999998,"body":"or 20 years ago, but they're not"},{"speaker":"Stephen Hinch","startTime":1419.1699999999998,"endTime":1423.01,"body":"exactly the same cars. They've"},{"speaker":"Stephen Hinch","startTime":1419.1699999999998,"endTime":1423.01,"body":"got anti lock brakes, they've"},{"speaker":"Stephen Hinch","startTime":1423.01,"endTime":1429.73,"body":"got crash protection, they've"},{"speaker":"Stephen Hinch","startTime":1423.01,"endTime":1429.73,"body":"got improved warranty periods,"},{"speaker":"Stephen Hinch","startTime":1430.45,"endTime":1434.71,"body":"but they're still familiar to"},{"speaker":"Stephen Hinch","startTime":1430.45,"endTime":1434.71,"body":"the people that bought cars 10"},{"speaker":"Stephen Hinch","startTime":1434.71,"endTime":1438.31,"body":"or 15 years ago, and they're"},{"speaker":"Stephen Hinch","startTime":1434.71,"endTime":1438.31,"body":"happy to trade in their old cars"},{"speaker":"Stephen Hinch","startTime":1438.31,"endTime":1441.27,"body":"for new cars that they see are"},{"speaker":"Stephen Hinch","startTime":1438.31,"endTime":1441.27,"body":"better. That's incremental"},{"speaker":"Stephen Hinch","startTime":1441.27,"endTime":1445.83,"body":"innovation, disruptive"},{"speaker":"Stephen Hinch","startTime":1441.27,"endTime":1445.83,"body":"innovation. The prime example I"},{"speaker":"Stephen Hinch","startTime":1445.83,"endTime":1449.6699999999998,"body":"use in my book is from the"},{"speaker":"Stephen Hinch","startTime":1445.83,"endTime":1449.6699999999998,"body":"middle of the 20th century, the"},{"speaker":"Stephen Hinch","startTime":1449.6699999999998,"endTime":1454.35,"body":"early part of the 20th century,"},{"speaker":"Stephen Hinch","startTime":1449.6699999999998,"endTime":1454.35,"body":"up until about 1949 almost all"},{"speaker":"Stephen Hinch","startTime":1454.35,"endTime":1458.07,"body":"the locomotives that the"},{"speaker":"Stephen Hinch","startTime":1454.35,"endTime":1458.07,"body":"railroad industry bought were"},{"speaker":"Stephen Hinch","startTime":1458.07,"endTime":1464.27,"body":"steam engines. Steam"},{"speaker":"Stephen Hinch","startTime":1458.07,"endTime":1464.27,"body":"locomotives. By the 1950s they"},{"speaker":"Stephen Hinch","startTime":1464.27,"endTime":1469.49,"body":"were all diesel powered"},{"speaker":"Stephen Hinch","startTime":1464.27,"endTime":1469.49,"body":"locomotives, and not a single"},{"speaker":"Stephen Hinch","startTime":1469.49,"endTime":1473.27,"body":"manufacturer of steam"},{"speaker":"Stephen Hinch","startTime":1469.49,"endTime":1473.27,"body":"locomotives survived that"},{"speaker":"Stephen Hinch","startTime":1473.27,"endTime":1476.75,"body":"transition, because it was such"},{"speaker":"Stephen Hinch","startTime":1473.27,"endTime":1476.75,"body":"a disruption, they were trying"},{"speaker":"Stephen Hinch","startTime":1476.75,"endTime":1481.9299999999998,"body":"to make better steam locomotives"},{"speaker":"Stephen Hinch","startTime":1476.75,"endTime":1481.9299999999998,"body":"when the the industry was"},{"speaker":"Stephen Hinch","startTime":1481.9299999999998,"endTime":1485.23,"body":"already saying steep locomotives"},{"speaker":"Stephen Hinch","startTime":1481.9299999999998,"endTime":1485.23,"body":"are passe diesels are much"},{"speaker":"Stephen Hinch","startTime":1485.23,"endTime":1490.03,"body":"better. They're more reliable,"},{"speaker":"Stephen Hinch","startTime":1485.23,"endTime":1490.03,"body":"less expensive to operate, but"},{"speaker":"Stephen Hinch","startTime":1490.81,"endTime":1495.79,"body":"so sort of a long way to get to"},{"speaker":"Stephen Hinch","startTime":1490.81,"endTime":1495.79,"body":"the question you were asking,"},{"speaker":"Stephen Hinch","startTime":1496.81,"endTime":1501.33,"body":"incremental innovation is"},{"speaker":"Stephen Hinch","startTime":1496.81,"endTime":1501.33,"body":"typically best done by the"},{"speaker":"Stephen Hinch","startTime":1501.33,"endTime":1503.9099999999999,"body":"people who are managing that"},{"speaker":"Stephen Hinch","startTime":1501.33,"endTime":1503.9099999999999,"body":"product line. So the the the"},{"speaker":"Stephen Hinch","startTime":1504.51,"endTime":1509.85,"body":"managers that are managing the"},{"speaker":"Stephen Hinch","startTime":1504.51,"endTime":1509.85,"body":"automobile manufacturing, you"},{"speaker":"Stephen Hinch","startTime":1551.7199999999998,"endTime":1555.7999999999997,"body":"know, it's time to put a better"},{"speaker":"Stephen Hinch","startTime":1551.7199999999998,"endTime":1555.7999999999997,"body":"anti lock brake in, or improve"},{"speaker":"Stephen Hinch","startTime":1555.9799999999998,"endTime":1560.2399999999998,"body":"some other aspect of it, or put"},{"speaker":"Stephen Hinch","startTime":1555.9799999999998,"endTime":1560.2399999999998,"body":"a flat panel display on the"},{"speaker":"Stephen Hinch","startTime":1560.2399999999998,"endTime":1563.4399999999998,"body":"front panel. Those are all"},{"speaker":"Stephen Hinch","startTime":1560.2399999999998,"endTime":1563.4399999999998,"body":"incremental innovations. The the"},{"speaker":"Stephen Hinch","startTime":1564.3999999999999,"endTime":1568.36,"body":"business managers leading that"},{"speaker":"Stephen Hinch","startTime":1564.3999999999999,"endTime":1568.36,"body":"business are the ones best able"},{"speaker":"Stephen Hinch","startTime":1570.3999999999999,"endTime":1573.5199999999998,"body":"to do those kind of incremental"},{"speaker":"Stephen Hinch","startTime":1570.3999999999999,"endTime":1573.5199999999998,"body":"innovations. But for disruptive"},{"speaker":"Stephen Hinch","startTime":1573.5199999999998,"endTime":1578.4399999999998,"body":"innovations, those managers are"},{"speaker":"Stephen Hinch","startTime":1573.5199999999998,"endTime":1578.4399999999998,"body":"trying to preserve the product"},{"speaker":"Stephen Hinch","startTime":1578.4399999999998,"endTime":1582.7199999999998,"body":"line they already have that. Not"},{"speaker":"Stephen Hinch","startTime":1578.4399999999998,"endTime":1582.7199999999998,"body":"going to be the ones to switch"},{"speaker":"Stephen Hinch","startTime":1582.7199999999998,"endTime":1586.3799999999999,"body":"from steam locomotives to diesel"},{"speaker":"Stephen Hinch","startTime":1582.7199999999998,"endTime":1586.3799999999999,"body":"locomotives. So you really need"},{"speaker":"Stephen Hinch","startTime":1586.3799999999999,"endTime":1591.4199999999998,"body":"to manage that disruptive"},{"speaker":"Stephen Hinch","startTime":1586.3799999999999,"endTime":1591.4199999999998,"body":"innovation under an organization"},{"speaker":"Stephen Hinch","startTime":1591.4199999999998,"endTime":1596.5199999999998,"body":"that's completely separate from"},{"speaker":"Stephen Hinch","startTime":1591.4199999999998,"endTime":1596.5199999999998,"body":"the current product line. And"},{"speaker":"Stephen Hinch","startTime":1598.0199999999998,"endTime":1600.7199999999998,"body":"that doesn't need to be a giant"},{"speaker":"Stephen Hinch","startTime":1598.0199999999998,"endTime":1600.7199999999998,"body":"organization. In fact, it"},{"speaker":"Stephen Hinch","startTime":1600.7199999999998,"endTime":1606.62,"body":"generally you staff that with"},{"speaker":"Stephen Hinch","startTime":1600.7199999999998,"endTime":1606.62,"body":"just a few key people, and then"},{"speaker":"Stephen Hinch","startTime":1606.7399999999998,"endTime":1610.1,"body":"as you prove the technology, and"},{"speaker":"Stephen Hinch","startTime":1606.7399999999998,"endTime":1610.1,"body":"as you start getting more"},{"speaker":"Stephen Hinch","startTime":1610.1,"endTime":1614.8999999999999,"body":"customers, you can add more team"},{"speaker":"Stephen Hinch","startTime":1610.1,"endTime":1614.8999999999999,"body":"members and start doing more"},{"speaker":"Stephen Hinch","startTime":1614.8999999999999,"endTime":1618.6799999999998,"body":"product development. But you"},{"speaker":"Stephen Hinch","startTime":1614.8999999999999,"endTime":1618.6799999999998,"body":"want to start that disruptive"},{"speaker":"Stephen Hinch","startTime":1618.6799999999998,"endTime":1624.82,"body":"innovation slowly and a small"},{"speaker":"Stephen Hinch","startTime":1618.6799999999998,"endTime":1624.82,"body":"part of the market first to"},{"speaker":"Stephen Hinch","startTime":1624.82,"endTime":1627.8799999999999,"body":"prove that your your technology"},{"speaker":"Stephen Hinch","startTime":1624.82,"endTime":1627.8799999999999,"body":"is working and that there's"},{"speaker":"Stephen Hinch","startTime":1627.8799999999999,"endTime":1632.6799999999998,"body":"really a market need for it. And"},{"speaker":"Stephen Hinch","startTime":1627.8799999999999,"endTime":1632.6799999999998,"body":"then as you capture that small"},{"speaker":"Stephen Hinch","startTime":1632.6799999999998,"endTime":1635.56,"body":"part of the market, you can"},{"speaker":"Stephen Hinch","startTime":1632.6799999999998,"endTime":1635.56,"body":"expand into other parts of the"},{"speaker":"Stephen Hinch","startTime":1635.56,"endTime":1638.6799999999998,"body":"market and take over from those"},{"speaker":"Stephen Hinch","startTime":1635.56,"endTime":1638.6799999999998,"body":"people are still trying to sell"},{"speaker":"Stephen Hinch","startTime":1638.6799999999998,"endTime":1640.2999999999997,"body":"steam locomotives. That's a"},{"speaker":"Stephen Hinch","startTime":1638.6799999999998,"endTime":1640.2999999999997,"body":"great"},{"speaker":"Aaron Moncur","startTime":1640.2999999999997,"endTime":1644.3999999999999,"body":"analogy the steam"},{"speaker":"Aaron Moncur","startTime":1640.2999999999997,"endTime":1644.3999999999999,"body":"to diesel locomotives. What have"},{"speaker":"Aaron Moncur","startTime":1644.3999999999999,"endTime":1649.1399999999999,"body":"you done to create a culture"},{"speaker":"Aaron Moncur","startTime":1644.3999999999999,"endTime":1649.1399999999999,"body":"where everyone feels equally"},{"speaker":"Aaron Moncur","startTime":1649.1399999999999,"endTime":1658.4999999999998,"body":"empowered to participate in the"},{"speaker":"Aaron Moncur","startTime":1649.1399999999999,"endTime":1658.4999999999998,"body":"innovation process? The Product"},{"speaker":"Aaron Moncur","startTime":1658.4999999999998,"endTime":1663.2599999999998,"body":"Development expo or PDX is your"},{"speaker":"Aaron Moncur","startTime":1658.4999999999998,"endTime":1663.2599999999998,"body":"chance to learn from subject"},{"speaker":"Aaron Moncur","startTime":1663.2599999999998,"endTime":1666.62,"body":"matter experts, providing"},{"speaker":"Aaron Moncur","startTime":1663.2599999999998,"endTime":1666.62,"body":"practical hands on training for"},{"speaker":"Aaron Moncur","startTime":1666.62,"endTime":1670.9999999999998,"body":"dozens of different engineering"},{"speaker":"Aaron Moncur","startTime":1666.62,"endTime":1670.9999999999998,"body":"topics, Gd and T advanced"},{"speaker":"Aaron Moncur","startTime":1670.9999999999998,"endTime":1674.6,"body":"surface modeling, DFM, plating"},{"speaker":"Aaron Moncur","startTime":1670.9999999999998,"endTime":1674.6,"body":"and finishing techniques,"},{"speaker":"Aaron Moncur","startTime":1674.7199999999998,"endTime":1678.32,"body":"programming robots, adhesive,"},{"speaker":"Aaron Moncur","startTime":1674.7199999999998,"endTime":1678.32,"body":"dispensing, prototyping, tips"},{"speaker":"Aaron Moncur","startTime":1678.32,"endTime":1684.1,"body":"and Tricks and lots more. PDX"},{"speaker":"Aaron Moncur","startTime":1678.32,"endTime":1684.1,"body":"happens October 21 and 22nd in"},{"speaker":"Aaron Moncur","startTime":1684.1,"endTime":1690.3999999999999,"body":"Phoenix, Arizona. Learn more at"},{"speaker":"Aaron Moncur","startTime":1684.1,"endTime":1690.3999999999999,"body":"PD Expo. Dot engineer. That's P,"},{"speaker":"Aaron Moncur","startTime":1690.4599999999998,"endTime":1694.2999999999997,"body":"D, E, x, p, O, dot engineer."},{"speaker":"Stephen Hinch","startTime":1698.2599999999998,"endTime":1702.2999999999997,"body":"So I actually"},{"speaker":"Stephen Hinch","startTime":1698.2599999999998,"endTime":1702.2999999999997,"body":"don't mind. I'm going to pull up"},{"speaker":"Stephen Hinch","startTime":1702.2999999999997,"endTime":1706.08,"body":"my book, because I've got six"},{"speaker":"Stephen Hinch","startTime":1702.2999999999997,"endTime":1706.08,"body":"things to do to encourage people"},{"speaker":"Stephen Hinch","startTime":1706.08,"endTime":1712.2599999999998,"body":"to innovate, right? The first"},{"speaker":"Stephen Hinch","startTime":1706.08,"endTime":1712.2599999999998,"body":"thing that they need to be able"},{"speaker":"Stephen Hinch","startTime":1712.2599999999998,"endTime":1715.0199999999998,"body":"to do is the employees need to"},{"speaker":"Stephen Hinch","startTime":1712.2599999999998,"endTime":1715.0199999999998,"body":"understand the company's"},{"speaker":"Stephen Hinch","startTime":1715.0199999999998,"endTime":1719.9999999999998,"body":"business strategy. That's the"},{"speaker":"Stephen Hinch","startTime":1715.0199999999998,"endTime":1719.9999999999998,"body":"responsibility of the company"},{"speaker":"Stephen Hinch","startTime":1719.9999999999998,"endTime":1724.4599999999998,"body":"leadership C suite to explain"},{"speaker":"Stephen Hinch","startTime":1719.9999999999998,"endTime":1724.4599999999998,"body":"what this company is all about,"},{"speaker":"Stephen Hinch","startTime":1725.06,"endTime":1727.6999999999998,"body":"what we're trying to do, what"},{"speaker":"Stephen Hinch","startTime":1725.06,"endTime":1727.6999999999998,"body":"markets we're trying to go"},{"speaker":"Stephen Hinch","startTime":1727.6999999999998,"endTime":1733.2799999999997,"body":"after, where we're putting our"},{"speaker":"Stephen Hinch","startTime":1727.6999999999998,"endTime":1733.2799999999997,"body":"priorities. Because if, if the"},{"speaker":"Stephen Hinch","startTime":1733.2799999999997,"endTime":1736.4599999999998,"body":"employees don't understand that"},{"speaker":"Stephen Hinch","startTime":1733.2799999999997,"endTime":1736.4599999999998,"body":"they don't know where to go off"},{"speaker":"Stephen Hinch","startTime":1736.4599999999998,"endTime":1739.58,"body":"and innovate, or they may come"},{"speaker":"Stephen Hinch","startTime":1736.4599999999998,"endTime":1739.58,"body":"up with great ideas for"},{"speaker":"Stephen Hinch","startTime":1739.58,"endTime":1744.4599999999998,"body":"something that has nothing to do"},{"speaker":"Stephen Hinch","startTime":1739.58,"endTime":1744.4599999999998,"body":"with this company now that that"},{"speaker":"Stephen Hinch","startTime":1744.4599999999998,"endTime":1746.86,"body":"maybe means those, those"},{"speaker":"Stephen Hinch","startTime":1744.4599999999998,"endTime":1746.86,"body":"employees should go off start"},{"speaker":"Stephen Hinch","startTime":1746.86,"endTime":1749.86,"body":"their own company, but, but, but"},{"speaker":"Stephen Hinch","startTime":1746.86,"endTime":1749.86,"body":"the first thing that really"},{"speaker":"Stephen Hinch","startTime":1749.86,"endTime":1752.4399999999998,"body":"needs to happen is that"},{"speaker":"Stephen Hinch","startTime":1749.86,"endTime":1752.4399999999998,"body":"employees need to understand"},{"speaker":"Stephen Hinch","startTime":1752.4399999999998,"endTime":1757.9599999999998,"body":"what this company is all about"},{"speaker":"Stephen Hinch","startTime":1752.4399999999998,"endTime":1757.9599999999998,"body":"and and what the strategy is."},{"speaker":"Stephen Hinch","startTime":1758.1399999999999,"endTime":1762.7199999999998,"body":"Number two is you got to"},{"speaker":"Stephen Hinch","startTime":1758.1399999999999,"endTime":1762.7199999999998,"body":"employees. Have got to"},{"speaker":"Stephen Hinch","startTime":1762.7199999999998,"endTime":1766.0199999999998,"body":"understand that innovation is"},{"speaker":"Stephen Hinch","startTime":1762.7199999999998,"endTime":1766.0199999999998,"body":"more than just ideas for new"},{"speaker":"Stephen Hinch","startTime":1766.0199999999998,"endTime":1770.34,"body":"products or services. I mean,"},{"speaker":"Stephen Hinch","startTime":1766.0199999999998,"endTime":1770.34,"body":"not every innovation that you"},{"speaker":"Stephen Hinch","startTime":1770.34,"endTime":1773.8799999999999,"body":"come up with is going to be the"},{"speaker":"Stephen Hinch","startTime":1770.34,"endTime":1773.8799999999999,"body":"next Tesla or SpaceX or iPhone."},{"speaker":"Stephen Hinch","startTime":1774.2999999999997,"endTime":1777.1799999999998,"body":"There are going to be lots of"},{"speaker":"Stephen Hinch","startTime":1774.2999999999997,"endTime":1777.1799999999998,"body":"smaller innovations that will be"},{"speaker":"Stephen Hinch","startTime":1777.1799999999998,"endTime":1781.5199999999998,"body":"just as valuable to the company,"},{"speaker":"Stephen Hinch","startTime":1777.1799999999998,"endTime":1781.5199999999998,"body":"and those are the kind of"},{"speaker":"Stephen Hinch","startTime":1781.5199999999998,"endTime":1785.8999999999999,"body":"innovations that people lower in"},{"speaker":"Stephen Hinch","startTime":1781.5199999999998,"endTime":1785.8999999999999,"body":"the organization are more likely"},{"speaker":"Stephen Hinch","startTime":1785.8999999999999,"endTime":1791.84,"body":"to have the ability to"},{"speaker":"Stephen Hinch","startTime":1785.8999999999999,"endTime":1791.84,"body":"contribute to the next iPhone is"},{"speaker":"Stephen Hinch","startTime":1791.84,"endTime":1797.1799999999998,"body":"not going to be invented by some"},{"speaker":"Stephen Hinch","startTime":1791.84,"endTime":1797.1799999999998,"body":"first level engineer down in the"},{"speaker":"Stephen Hinch","startTime":1797.1799999999998,"endTime":1801.4599999999998,"body":"trenches, but that first level"},{"speaker":"Stephen Hinch","startTime":1797.1799999999998,"endTime":1801.4599999999998,"body":"engineer, or even The people on"},{"speaker":"Stephen Hinch","startTime":1801.4599999999998,"endTime":1805.2999999999997,"body":"the production line that are"},{"speaker":"Stephen Hinch","startTime":1801.4599999999998,"endTime":1805.2999999999997,"body":"building products may say, you"},{"speaker":"Stephen Hinch","startTime":1805.2999999999997,"endTime":1809.9799999999998,"body":"know, this process is not the"},{"speaker":"Stephen Hinch","startTime":1805.2999999999997,"endTime":1809.9799999999998,"body":"most efficient way. If we could"},{"speaker":"Stephen Hinch","startTime":1809.9799999999998,"endTime":1813.2199999999998,"body":"just change this, I could build"},{"speaker":"Stephen Hinch","startTime":1809.9799999999998,"endTime":1813.2199999999998,"body":"10 more products an hour, and"},{"speaker":"Stephen Hinch","startTime":1814.4799999999998,"endTime":1817.7199999999998,"body":"that's the kind of insight that"},{"speaker":"Stephen Hinch","startTime":1814.4799999999998,"endTime":1817.7199999999998,"body":"the C suite is not going to"},{"speaker":"Stephen Hinch","startTime":1817.7199999999998,"endTime":1821.9399999999998,"body":"know. They're going to need to"},{"speaker":"Stephen Hinch","startTime":1817.7199999999998,"endTime":1821.9399999999998,"body":"depend on, on the people in the"},{"speaker":"Stephen Hinch","startTime":1821.9399999999998,"endTime":1825.6599999999999,"body":"trenches to bring that kind of"},{"speaker":"Stephen Hinch","startTime":1821.9399999999998,"endTime":1825.6599999999999,"body":"of insight into the"},{"speaker":"Stephen Hinch","startTime":1825.6599999999999,"endTime":1830.7599999999998,"body":"organization. Now, once the"},{"speaker":"Stephen Hinch","startTime":1825.6599999999999,"endTime":1830.7599999999998,"body":"those ideas come up, then you"},{"speaker":"Stephen Hinch","startTime":1830.7599999999998,"endTime":1835.0199999999998,"body":"got to give people time to"},{"speaker":"Stephen Hinch","startTime":1830.7599999999998,"endTime":1835.0199999999998,"body":"explore those innovative ideas"},{"speaker":"Stephen Hinch","startTime":1835.0199999999998,"endTime":1839.5199999999998,"body":"and test them out and and try"},{"speaker":"Stephen Hinch","startTime":1835.0199999999998,"endTime":1839.5199999999998,"body":"them. And you've got to provide"},{"speaker":"Stephen Hinch","startTime":1839.5199999999998,"endTime":1845.9599999999998,"body":"employees with resources to do"},{"speaker":"Stephen Hinch","startTime":1839.5199999999998,"endTime":1845.9599999999998,"body":"that. Now, when I was the"},{"speaker":"Stephen Hinch","startTime":1845.9599999999998,"endTime":1850.82,"body":"general manager of the"},{"speaker":"Stephen Hinch","startTime":1845.9599999999998,"endTime":1850.82,"body":"oscilloscope business at HP, I"},{"speaker":"Stephen Hinch","startTime":1851.36,"endTime":1855.9199999999998,"body":"tried to make sure people"},{"speaker":"Stephen Hinch","startTime":1851.36,"endTime":1855.9199999999998,"body":"understood that I felt"},{"speaker":"Stephen Hinch","startTime":1855.9199999999998,"endTime":1860.9599999999998,"body":"comfortable giving people about"},{"speaker":"Stephen Hinch","startTime":1855.9199999999998,"endTime":1860.9599999999998,"body":"5% of their work time to explore"},{"speaker":"Stephen Hinch","startTime":1860.9599999999998,"endTime":1865.7799999999997,"body":"innovation in ways, you know,"},{"speaker":"Stephen Hinch","startTime":1860.9599999999998,"endTime":1865.7799999999997,"body":"new ideas that may or may not"},{"speaker":"Stephen Hinch","startTime":1865.7799999999997,"endTime":1871.5399999999997,"body":"pan out, but, you know, take two"},{"speaker":"Stephen Hinch","startTime":1865.7799999999997,"endTime":1871.5399999999997,"body":"hours a week to test things out,"},{"speaker":"Stephen Hinch","startTime":1872.6799999999998,"endTime":1875.7999999999997,"body":"and if it looked like something"},{"speaker":"Stephen Hinch","startTime":1872.6799999999998,"endTime":1875.7999999999997,"body":"was going to work out, then I"},{"speaker":"Stephen Hinch","startTime":1875.7999999999997,"endTime":1879.3999999999999,"body":"would figure out a way to staff"},{"speaker":"Stephen Hinch","startTime":1875.7999999999997,"endTime":1879.3999999999999,"body":"a full project about it. But,"},{"speaker":"Stephen Hinch","startTime":1879.4599999999998,"endTime":1882.5399999999997,"body":"but those innovative ideas."},{"speaker":"Stephen Hinch","startTime":1879.4599999999998,"endTime":1882.5399999999997,"body":"Giving people time to explore"},{"speaker":"Stephen Hinch","startTime":1882.5399999999997,"endTime":1886.4999999999998,"body":"those innovative ideas and some"},{"speaker":"Stephen Hinch","startTime":1882.5399999999997,"endTime":1886.4999999999998,"body":"resources, space or materials to"},{"speaker":"Stephen Hinch","startTime":1886.4999999999998,"endTime":1892.0199999999998,"body":"test things out, is is really"},{"speaker":"Stephen Hinch","startTime":1886.4999999999998,"endTime":1892.0199999999998,"body":"important to encouraging that"},{"speaker":"Stephen Hinch","startTime":1892.1399999999999,"endTime":1894.12,"body":"that culture of innovation."},{"speaker":"Aaron Moncur","startTime":1894.6599999999999,"endTime":1897.6599999999999,"body":"Are you familiar"},{"speaker":"Aaron Moncur","startTime":1894.6599999999999,"endTime":1897.6599999999999,"body":"with Flaming Hot Cheetos?"},{"speaker":"Stephen Hinch","startTime":1899.2199999999998,"endTime":1901.1,"body":"Tell me about"},{"speaker":"Stephen Hinch","startTime":1899.2199999999998,"endTime":1901.1,"body":"them. This"},{"speaker":"Aaron Moncur","startTime":1901.1,"endTime":1903.3799999999999,"body":"sounds like a"},{"speaker":"Aaron Moncur","startTime":1901.1,"endTime":1903.3799999999999,"body":"complete tangent, but I promise,"},{"speaker":"Aaron Moncur","startTime":1903.4399999999998,"endTime":1907.8799999999999,"body":"promise. It's not so you know,"},{"speaker":"Aaron Moncur","startTime":1903.4399999999998,"endTime":1907.8799999999999,"body":"Cheetos, right? Like the snack"},{"speaker":"Aaron Moncur","startTime":1907.8799999999999,"endTime":1912.9799999999998,"body":"Cheetos, I can't remember"},{"speaker":"Aaron Moncur","startTime":1907.8799999999999,"endTime":1912.9799999999998,"body":"exactly when it was, but 15"},{"speaker":"Aaron Moncur","startTime":1912.9799999999998,"endTime":1917.9599999999998,"body":"years ago, whatever it was, a"},{"speaker":"Aaron Moncur","startTime":1912.9799999999998,"endTime":1917.9599999999998,"body":"factory worker who was Hispanic"},{"speaker":"Aaron Moncur","startTime":1917.9599999999998,"endTime":1924.2799999999997,"body":"and and felt like the Cheetos"},{"speaker":"Aaron Moncur","startTime":1917.9599999999998,"endTime":1924.2799999999997,"body":"didn't resonate with with his"},{"speaker":"Aaron Moncur","startTime":1924.2799999999997,"endTime":1927.6399999999999,"body":"demographic, the Hispanic"},{"speaker":"Aaron Moncur","startTime":1924.2799999999997,"endTime":1927.6399999999999,"body":"population. Thought there needs"},{"speaker":"Aaron Moncur","startTime":1927.6399999999999,"endTime":1932.9199999999998,"body":"to be a spicy version of"},{"speaker":"Aaron Moncur","startTime":1927.6399999999999,"endTime":1932.9199999999998,"body":"Cheetos. And he, he approached"},{"speaker":"Aaron Moncur","startTime":1932.9199999999998,"endTime":1938.32,"body":"manager, management about this,"},{"speaker":"Aaron Moncur","startTime":1932.9199999999998,"endTime":1938.32,"body":"and they, they kind of poo pooed"},{"speaker":"Aaron Moncur","startTime":1938.32,"endTime":1942.7799999999997,"body":"the idea. Didn't think it was"},{"speaker":"Aaron Moncur","startTime":1938.32,"endTime":1942.7799999999997,"body":"relevant, and so now we're not"},{"speaker":"Aaron Moncur","startTime":1942.7799999999997,"endTime":1945.2399999999998,"body":"going to spend anything on this."},{"speaker":"Aaron Moncur","startTime":1942.7799999999997,"endTime":1945.2399999999998,"body":"Well, this this guy who's a"},{"speaker":"Aaron Moncur","startTime":1945.2399999999998,"endTime":1949.08,"body":"factory worker, right, just like"},{"speaker":"Aaron Moncur","startTime":1945.2399999999998,"endTime":1949.08,"body":"a lowly factory worker, and he"},{"speaker":"Aaron Moncur","startTime":1949.4399999999998,"endTime":1953.34,"body":"believed strongly enough in his"},{"speaker":"Aaron Moncur","startTime":1949.4399999999998,"endTime":1953.34,"body":"idea that he spent his own time"},{"speaker":"Aaron Moncur","startTime":1953.34,"endTime":1958.4999999999998,"body":"and resources testing and doing"},{"speaker":"Aaron Moncur","startTime":1953.34,"endTime":1958.4999999999998,"body":"user groups within his community"},{"speaker":"Aaron Moncur","startTime":1958.4999999999998,"endTime":1963.0199999999998,"body":"and trying different recipes and"},{"speaker":"Aaron Moncur","startTime":1958.4999999999998,"endTime":1963.0199999999998,"body":"putting the the spicy, the"},{"speaker":"Aaron Moncur","startTime":1963.0199999999998,"endTime":1967.58,"body":"flamin hot on the Cheetos. And I"},{"speaker":"Aaron Moncur","startTime":1963.0199999999998,"endTime":1967.58,"body":"think it took him a while, a"},{"speaker":"Aaron Moncur","startTime":1967.58,"endTime":1969.9199999999998,"body":"year or two years, something"},{"speaker":"Aaron Moncur","startTime":1967.58,"endTime":1969.9199999999998,"body":"like that, but he eventually"},{"speaker":"Aaron Moncur","startTime":1969.9199999999998,"endTime":1973.1,"body":"came up with a recipe that he"},{"speaker":"Aaron Moncur","startTime":1969.9199999999998,"endTime":1973.1,"body":"really liked, and his community"},{"speaker":"Aaron Moncur","startTime":1973.1,"endTime":1977.8999999999999,"body":"really liked, and he he somehow"},{"speaker":"Aaron Moncur","startTime":1973.1,"endTime":1977.8999999999999,"body":"finagled his way into getting a"},{"speaker":"Aaron Moncur","startTime":1977.8999999999999,"endTime":1981.58,"body":"prototype run of these flamin"},{"speaker":"Aaron Moncur","startTime":1977.8999999999999,"endTime":1981.58,"body":"Hot Cheetos and and they just"},{"speaker":"Aaron Moncur","startTime":1981.6399999999999,"endTime":1985.8999999999999,"body":"crushed it. They did so well,"},{"speaker":"Aaron Moncur","startTime":1981.6399999999999,"endTime":1985.8999999999999,"body":"yeah, and now these flamin hot,"},{"speaker":"Aaron Moncur","startTime":1985.9599999999998,"endTime":1989.32,"body":"you know, Cheetos, Doritos,"},{"speaker":"Aaron Moncur","startTime":1985.9599999999998,"endTime":1989.32,"body":"Funyuns, they're they're all"},{"speaker":"Aaron Moncur","startTime":1989.32,"endTime":1991.9599999999998,"body":"over the marketplace, but it was"},{"speaker":"Aaron Moncur","startTime":1989.32,"endTime":1991.9599999999998,"body":"just like you talked about,"},{"speaker":"Aaron Moncur","startTime":1991.9599999999998,"endTime":1994.5399999999997,"body":"right? Very small group him and"},{"speaker":"Aaron Moncur","startTime":1991.9599999999998,"endTime":1994.5399999999997,"body":"a couple couple of close"},{"speaker":"Aaron Moncur","startTime":1994.5399999999997,"endTime":1998.32,"body":"friends. And in this case, his"},{"speaker":"Aaron Moncur","startTime":1994.5399999999997,"endTime":1998.32,"body":"organization did not give him"},{"speaker":"Aaron Moncur","startTime":1998.32,"endTime":2001.6999999999998,"body":"the resources, but he found them"},{"speaker":"Aaron Moncur","startTime":1998.32,"endTime":2001.6999999999998,"body":"on his own, just using personal"},{"speaker":"Aaron Moncur","startTime":2001.6999999999998,"endTime":2004.6399999999999,"body":"resources, time, a little bit of"},{"speaker":"Aaron Moncur","startTime":2001.6999999999998,"endTime":2004.6399999999999,"body":"money, a lot of testing and"},{"speaker":"Aaron Moncur","startTime":2004.6399999999999,"endTime":2008.7799999999997,"body":"experimentation, and eventually"},{"speaker":"Aaron Moncur","startTime":2004.6399999999999,"endTime":2008.7799999999997,"body":"it blossomed into this huge,"},{"speaker":"Aaron Moncur","startTime":2008.7799999999997,"endTime":2011.7799999999997,"body":"huge, multi billion dollar"},{"speaker":"Aaron Moncur","startTime":2008.7799999999997,"endTime":2011.7799999999997,"body":"success for the company."},{"speaker":"Stephen Hinch","startTime":2012.4999999999998,"endTime":2014.7199999999998,"body":"I love that"},{"speaker":"Stephen Hinch","startTime":2012.4999999999998,"endTime":2014.7199999999998,"body":"example, and it actually points"},{"speaker":"Stephen Hinch","startTime":2014.7199999999998,"endTime":2017.8999999999999,"body":"out two things that I was going"},{"speaker":"Stephen Hinch","startTime":2014.7199999999998,"endTime":2017.8999999999999,"body":"to bring up at some point in the"},{"speaker":"Stephen Hinch","startTime":2017.8999999999999,"endTime":2023.62,"body":"conversation anyway. One is it"},{"speaker":"Stephen Hinch","startTime":2017.8999999999999,"endTime":2023.62,"body":"was really poor of the C suite"},{"speaker":"Stephen Hinch","startTime":2023.9799999999998,"endTime":2027.6399999999999,"body":"to poo poo it when they should"},{"speaker":"Stephen Hinch","startTime":2023.9799999999998,"endTime":2027.6399999999999,"body":"have given him some time to"},{"speaker":"Stephen Hinch","startTime":2029.0199999999998,"endTime":2032.7999999999997,"body":"experiment. You know, not"},{"speaker":"Stephen Hinch","startTime":2029.0199999999998,"endTime":2032.7999999999997,"body":"unlimited time and not unlimited"},{"speaker":"Stephen Hinch","startTime":2032.7999999999997,"endTime":2036.2199999999998,"body":"budget. But Okay, try it out,"},{"speaker":"Stephen Hinch","startTime":2032.7999999999997,"endTime":2036.2199999999998,"body":"and let's see what happens. So"},{"speaker":"Stephen Hinch","startTime":2036.2199999999998,"endTime":2040.2399999999998,"body":"that's the first thing, is,"},{"speaker":"Stephen Hinch","startTime":2036.2199999999998,"endTime":2040.2399999999998,"body":"that's a really good example of"},{"speaker":"Stephen Hinch","startTime":2040.2399999999998,"endTime":2043.4399999999998,"body":"why a lot of large companies"},{"speaker":"Stephen Hinch","startTime":2040.2399999999998,"endTime":2043.4399999999998,"body":"aren't successful at innovation."},{"speaker":"Stephen Hinch","startTime":2043.62,"endTime":2047.1599999999999,"body":"They don't have the support that"},{"speaker":"Stephen Hinch","startTime":2043.62,"endTime":2047.1599999999999,"body":"they need. The second point is,"},{"speaker":"Stephen Hinch","startTime":2047.6399999999999,"endTime":2052.86,"body":"he didn't stop, even though they"},{"speaker":"Stephen Hinch","startTime":2047.6399999999999,"endTime":2052.86,"body":"said no. And that level of"},{"speaker":"Stephen Hinch","startTime":2052.86,"endTime":2056.52,"body":"persistence, that's impressive,"},{"speaker":"Stephen Hinch","startTime":2052.86,"endTime":2056.52,"body":"and that's exactly what it takes"},{"speaker":"Stephen Hinch","startTime":2056.52,"endTime":2060.06,"body":"at time to really drive"},{"speaker":"Stephen Hinch","startTime":2056.52,"endTime":2060.06,"body":"innovations through. And so"},{"speaker":"Stephen Hinch","startTime":2060.06,"endTime":2062.18,"body":"don't give up just because"},{"speaker":"Stephen Hinch","startTime":2060.06,"endTime":2062.18,"body":"somebody says, No,"},{"speaker":"Aaron Moncur","startTime":2062.66,"endTime":2065.12,"body":"I love the word"},{"speaker":"Aaron Moncur","startTime":2062.66,"endTime":2065.12,"body":"persistence that you used. I"},{"speaker":"Aaron Moncur","startTime":2065.12,"endTime":2069.92,"body":"think that earlier I asked, Is"},{"speaker":"Aaron Moncur","startTime":2065.12,"endTime":2069.92,"body":"innovation reserved only for the"},{"speaker":"Aaron Moncur","startTime":2070.04,"endTime":2072.56,"body":"cream of the crop, the most"},{"speaker":"Aaron Moncur","startTime":2070.04,"endTime":2072.56,"body":"intelligent people out there?"},{"speaker":"Aaron Moncur","startTime":2072.86,"endTime":2079.46,"body":"And I happen to think that"},{"speaker":"Aaron Moncur","startTime":2072.86,"endTime":2079.46,"body":"success and innovation is much"},{"speaker":"Aaron Moncur","startTime":2079.46,"endTime":2083.2,"body":"more about persistence than it"},{"speaker":"Aaron Moncur","startTime":2079.46,"endTime":2083.2,"body":"is about brilliance. I think"},{"speaker":"Aaron Moncur","startTime":2083.2,"endTime":2086.56,"body":"nine times out of 10, maybe 99"},{"speaker":"Aaron Moncur","startTime":2083.2,"endTime":2086.56,"body":"times out of 100 it's the"},{"speaker":"Aaron Moncur","startTime":2088.72,"endTime":2092.86,"body":"persistent person, not not just"},{"speaker":"Aaron Moncur","startTime":2088.72,"endTime":2092.86,"body":"the brilliant person that that"},{"speaker":"Aaron Moncur","startTime":2092.86,"endTime":2097.66,"body":"wins out there. I know I've seen"},{"speaker":"Aaron Moncur","startTime":2092.86,"endTime":2097.66,"body":"that over and over. I don't"},{"speaker":"Aaron Moncur","startTime":2097.66,"endTime":2100.86,"body":"consider myself to be the most"},{"speaker":"Aaron Moncur","startTime":2097.66,"endTime":2100.86,"body":"brilliant engineer, not by a"},{"speaker":"Aaron Moncur","startTime":2100.86,"endTime":2105.0,"body":"long shot, actually, but one"},{"speaker":"Aaron Moncur","startTime":2100.86,"endTime":2105.0,"body":"thing I do think I'm good at is"},{"speaker":"Aaron Moncur","startTime":2105.0,"endTime":2108.42,"body":"being persistent. I can continue"},{"speaker":"Aaron Moncur","startTime":2105.0,"endTime":2108.42,"body":"to attack a problem, and I've"},{"speaker":"Aaron Moncur","startTime":2108.42,"endTime":2112.08,"body":"definitely seen successes there,"},{"speaker":"Aaron Moncur","startTime":2108.42,"endTime":2112.08,"body":"where perhaps others who weren't"},{"speaker":"Aaron Moncur","startTime":2112.14,"endTime":2113.88,"body":"as persistent would have failed."},{"speaker":"Stephen Hinch","startTime":2114.42,"endTime":2116.82,"body":"I love that. I"},{"speaker":"Stephen Hinch","startTime":2114.42,"endTime":2116.82,"body":"think that's a great way to put"},{"speaker":"Stephen Hinch","startTime":2116.82,"endTime":2121.38,"body":"it, and I'll also stress that"},{"speaker":"Stephen Hinch","startTime":2116.82,"endTime":2121.38,"body":"part of that persistence is"},{"speaker":"Stephen Hinch","startTime":2121.62,"endTime":2126.2,"body":"knowing how to get help from"},{"speaker":"Stephen Hinch","startTime":2121.62,"endTime":2126.2,"body":"others, because, you know, the C"},{"speaker":"Stephen Hinch","startTime":2126.2,"endTime":2129.3799999999997,"body":"suite says no, but you know this"},{"speaker":"Stephen Hinch","startTime":2126.2,"endTime":2129.3799999999997,"body":"guy over here, and it sounds"},{"speaker":"Stephen Hinch","startTime":2129.3799999999997,"endTime":2133.1,"body":"like he did that. It was a small"},{"speaker":"Stephen Hinch","startTime":2129.3799999999997,"endTime":2133.1,"body":"group of people, and they tested"},{"speaker":"Stephen Hinch","startTime":2133.1,"endTime":2136.7,"body":"probably a variety of of"},{"speaker":"Stephen Hinch","startTime":2133.1,"endTime":2136.7,"body":"different formulas before they"},{"speaker":"Stephen Hinch","startTime":2136.7,"endTime":2141.22,"body":"found some that really resonated"},{"speaker":"Stephen Hinch","startTime":2136.7,"endTime":2141.22,"body":"with their demographic. But, but"},{"speaker":"Stephen Hinch","startTime":2141.22,"endTime":2144.58,"body":"trying to get that that, and"},{"speaker":"Stephen Hinch","startTime":2141.22,"endTime":2144.58,"body":"it's small group of people, I"},{"speaker":"Stephen Hinch","startTime":2144.7,"endTime":2149.98,"body":"another thing I really stress is"},{"speaker":"Stephen Hinch","startTime":2144.7,"endTime":2149.98,"body":"never put a person on an"},{"speaker":"Stephen Hinch","startTime":2149.98,"endTime":2153.8199999999997,"body":"innovation project that doesn't"},{"speaker":"Stephen Hinch","startTime":2149.98,"endTime":2153.8199999999997,"body":"want to be there. If you're only"},{"speaker":"Stephen Hinch","startTime":2153.8199999999997,"endTime":2157.06,"body":"putting him there because he's a"},{"speaker":"Stephen Hinch","startTime":2153.8199999999997,"endTime":2157.06,"body":"mechanical engineer, they need a"},{"speaker":"Stephen Hinch","startTime":2157.06,"endTime":2160.7799999999997,"body":"mechanical engineer go help him"},{"speaker":"Stephen Hinch","startTime":2157.06,"endTime":2160.7799999999997,"body":"out, and he doesn't want to do"},{"speaker":"Stephen Hinch","startTime":2160.8399999999997,"endTime":2165.24,"body":"it. That's a recipe for failure,"},{"speaker":"Stephen Hinch","startTime":2160.8399999999997,"endTime":2165.24,"body":"but so good. Okay,"},{"speaker":"Aaron Moncur","startTime":2165.72,"endTime":2167.52,"body":"I think that's"},{"speaker":"Aaron Moncur","startTime":2165.72,"endTime":2167.52,"body":"another really important,"},{"speaker":"Aaron Moncur","startTime":2167.52,"endTime":2173.04,"body":"important point that you make,"},{"speaker":"Aaron Moncur","startTime":2167.52,"endTime":2173.04,"body":"that innovative projects are"},{"speaker":"Aaron Moncur","startTime":2173.04,"endTime":2175.8599999999997,"body":"best staffed by people who are"},{"speaker":"Aaron Moncur","startTime":2173.04,"endTime":2175.8599999999997,"body":"passionate about them. And I"},{"speaker":"Aaron Moncur","startTime":2175.8599999999997,"endTime":2179.7599999999998,"body":"think I'd love to hear your your"},{"speaker":"Aaron Moncur","startTime":2175.8599999999997,"endTime":2179.7599999999998,"body":"feedback on this, but I think"},{"speaker":"Aaron Moncur","startTime":2179.7599999999998,"endTime":2184.8799999999997,"body":"the reason for that. Is that"},{"speaker":"Aaron Moncur","startTime":2179.7599999999998,"endTime":2184.8799999999997,"body":"innovation requires a lot of"},{"speaker":"Aaron Moncur","startTime":2184.8799999999997,"endTime":2190.3399999999997,"body":"upfront time, and often more"},{"speaker":"Aaron Moncur","startTime":2184.8799999999997,"endTime":2190.3399999999997,"body":"time than the standard 40 hour"},{"speaker":"Aaron Moncur","startTime":2190.52,"endTime":2194.12,"body":"work week can afford. And so"},{"speaker":"Aaron Moncur","startTime":2190.52,"endTime":2194.12,"body":"it's typically the teams who are"},{"speaker":"Aaron Moncur","startTime":2194.12,"endTime":2196.94,"body":"willing to put in extra time"},{"speaker":"Aaron Moncur","startTime":2194.12,"endTime":2196.94,"body":"that they're not necessarily"},{"speaker":"Aaron Moncur","startTime":2196.94,"endTime":2201.1,"body":"getting paid for, at least not"},{"speaker":"Aaron Moncur","startTime":2196.94,"endTime":2201.1,"body":"up front. It's those teams, I"},{"speaker":"Aaron Moncur","startTime":2201.1,"endTime":2206.2599999999998,"body":"think it's really required for a"},{"speaker":"Aaron Moncur","startTime":2201.1,"endTime":2206.2599999999998,"body":"lot of innovative technologies."},{"speaker":"Aaron Moncur","startTime":2206.2599999999998,"endTime":2210.22,"body":"It's just it requires more time"},{"speaker":"Aaron Moncur","startTime":2206.2599999999998,"endTime":2210.22,"body":"than than the the market at that"},{"speaker":"Aaron Moncur","startTime":2210.22,"endTime":2215.14,"body":"point can afford. So people have"},{"speaker":"Aaron Moncur","startTime":2210.22,"endTime":2215.14,"body":"to just spend extra time to get"},{"speaker":"Aaron Moncur","startTime":2215.14,"endTime":2218.2599999999998,"body":"it going, probably not 100% of"},{"speaker":"Aaron Moncur","startTime":2215.14,"endTime":2218.2599999999998,"body":"the time. For a large"},{"speaker":"Aaron Moncur","startTime":2218.2599999999998,"endTime":2221.16,"body":"organization with lots of"},{"speaker":"Aaron Moncur","startTime":2218.2599999999998,"endTime":2221.16,"body":"resources, maybe not so much,"},{"speaker":"Aaron Moncur","startTime":2221.16,"endTime":2224.52,"body":"but for smaller organizations, I"},{"speaker":"Aaron Moncur","startTime":2221.16,"endTime":2224.52,"body":"I think that's true. What? What"},{"speaker":"Aaron Moncur","startTime":2224.52,"endTime":2225.72,"body":"are your feelings on that?"},{"speaker":"Stephen Hinch","startTime":2225.72,"endTime":2227.94,"body":"I completely"},{"speaker":"Stephen Hinch","startTime":2225.72,"endTime":2227.94,"body":"agree with that, which is why,"},{"speaker":"Stephen Hinch","startTime":2227.94,"endTime":2231.8999999999996,"body":"you know, if you look at startup"},{"speaker":"Stephen Hinch","startTime":2227.94,"endTime":2231.8999999999996,"body":"companies, they don't work 40"},{"speaker":"Stephen Hinch","startTime":2231.8999999999996,"endTime":2235.2,"body":"hour weeks. Yeah, they work 80"},{"speaker":"Stephen Hinch","startTime":2231.8999999999996,"endTime":2235.2,"body":"hour weeks, and they're not"},{"speaker":"Stephen Hinch","startTime":2235.2,"endTime":2239.3999999999996,"body":"getting paid for 80 hours, but"},{"speaker":"Stephen Hinch","startTime":2235.2,"endTime":2239.3999999999996,"body":"they love what they're doing, or"},{"speaker":"Stephen Hinch","startTime":2239.3999999999996,"endTime":2242.72,"body":"they see that there's a really"},{"speaker":"Stephen Hinch","startTime":2239.3999999999996,"endTime":2242.72,"body":"good future for it. And I don't"},{"speaker":"Stephen Hinch","startTime":2242.72,"endTime":2246.7999999999997,"body":"think most of those people will"},{"speaker":"Stephen Hinch","startTime":2242.72,"endTime":2246.7999999999997,"body":"say that they're in this because"},{"speaker":"Stephen Hinch","startTime":2246.7999999999997,"endTime":2249.5,"body":"they want to be millionaires"},{"speaker":"Stephen Hinch","startTime":2246.7999999999997,"endTime":2249.5,"body":"down the road, or they're going"},{"speaker":"Stephen Hinch","startTime":2250.58,"endTime":2254.24,"body":"to get multi millionaire stock"},{"speaker":"Stephen Hinch","startTime":2250.58,"endTime":2254.24,"body":"option kind of stuff. They do it"},{"speaker":"Stephen Hinch","startTime":2254.24,"endTime":2256.94,"body":"because they're really"},{"speaker":"Stephen Hinch","startTime":2254.24,"endTime":2256.94,"body":"enthusiastic. They have this"},{"speaker":"Stephen Hinch","startTime":2256.94,"endTime":2260.3599999999997,"body":"great idea. They want to prove"},{"speaker":"Stephen Hinch","startTime":2256.94,"endTime":2260.3599999999997,"body":"that it really will work, and"},{"speaker":"Stephen Hinch","startTime":2260.48,"endTime":2263.56,"body":"they're willing to put the time"},{"speaker":"Stephen Hinch","startTime":2260.48,"endTime":2263.56,"body":"into it to make it successful."},{"speaker":"Stephen Hinch","startTime":2263.56,"endTime":2263.98,"body":"Yeah,"},{"speaker":"Aaron Moncur","startTime":2264.52,"endTime":2266.3799999999997,"body":"yeah, that comes"},{"speaker":"Aaron Moncur","startTime":2264.52,"endTime":2266.3799999999997,"body":"down to purpose, right? Do you"},{"speaker":"Aaron Moncur","startTime":2266.3799999999997,"endTime":2270.58,"body":"have a compelling purpose for"},{"speaker":"Aaron Moncur","startTime":2266.3799999999997,"endTime":2270.58,"body":"why you're doing something? And"},{"speaker":"Aaron Moncur","startTime":2270.58,"endTime":2276.46,"body":"if you do, boy, that sure is a"},{"speaker":"Aaron Moncur","startTime":2270.58,"endTime":2276.46,"body":"much greater motivator than just"},{"speaker":"Aaron Moncur","startTime":2276.46,"endTime":2281.14,"body":"a paycheck, right? That's right,"},{"speaker":"Aaron Moncur","startTime":2276.46,"endTime":2281.14,"body":"all right. Well, let's see. We"},{"speaker":"Aaron Moncur","startTime":2281.14,"endTime":2285.06,"body":"talked a little bit about how"},{"speaker":"Aaron Moncur","startTime":2281.14,"endTime":2285.06,"body":"large organizations sometimes"},{"speaker":"Aaron Moncur","startTime":2285.06,"endTime":2288.6,"body":"can struggle with innovation"},{"speaker":"Aaron Moncur","startTime":2285.06,"endTime":2288.6,"body":"because they aren't willing to"},{"speaker":"Aaron Moncur","startTime":2289.44,"endTime":2293.8199999999997,"body":"provide the time and resources"},{"speaker":"Aaron Moncur","startTime":2289.44,"endTime":2293.8199999999997,"body":"for a new, disruptive idea to"},{"speaker":"Aaron Moncur","startTime":2293.8199999999997,"endTime":2298.02,"body":"really take hold. How can a"},{"speaker":"Aaron Moncur","startTime":2293.8199999999997,"endTime":2298.02,"body":"company know if they've sort of"},{"speaker":"Aaron Moncur","startTime":2298.02,"endTime":2302.4199999999996,"body":"slipped into unknowingly The"},{"speaker":"Aaron Moncur","startTime":2298.02,"endTime":2302.4199999999996,"body":"Curse of the corporate business"},{"speaker":"Aaron Moncur","startTime":2302.4199999999996,"endTime":2304.7599999999998,"body":"model. What are some of the"},{"speaker":"Aaron Moncur","startTime":2302.4199999999996,"endTime":2304.7599999999998,"body":"warning signs?"},{"speaker":"Stephen Hinch","startTime":2305.0,"endTime":2307.16,"body":"Okay, so let's"},{"speaker":"Stephen Hinch","startTime":2305.0,"endTime":2307.16,"body":"talk about what the curse of the"},{"speaker":"Stephen Hinch","startTime":2307.16,"endTime":2311.18,"body":"corporate business model is. I"},{"speaker":"Stephen Hinch","startTime":2307.16,"endTime":2311.18,"body":"classify it as sort of three"},{"speaker":"Stephen Hinch","startTime":2311.18,"endTime":2317.54,"body":"things. And again, I'll pull up"},{"speaker":"Stephen Hinch","startTime":2311.18,"endTime":2317.54,"body":"the book somewhere. I've got it"},{"speaker":"Stephen Hinch","startTime":2317.54,"endTime":2321.16,"body":"here. So the first thing about"},{"speaker":"Stephen Hinch","startTime":2317.54,"endTime":2321.16,"body":"the curse of the corporate"},{"speaker":"Stephen Hinch","startTime":2321.22,"endTime":2325.6,"body":"business model is that in large"},{"speaker":"Stephen Hinch","startTime":2321.22,"endTime":2325.6,"body":"corporations, multinational"},{"speaker":"Stephen Hinch","startTime":2325.6,"endTime":2329.7999999999997,"body":"corporations, and we sort of"},{"speaker":"Stephen Hinch","startTime":2325.6,"endTime":2329.7999999999997,"body":"mentioned this, investors"},{"speaker":"Stephen Hinch","startTime":2330.3999999999996,"endTime":2332.7999999999997,"body":"measure the success of the"},{"speaker":"Stephen Hinch","startTime":2330.3999999999996,"endTime":2332.7999999999997,"body":"company based on how well"},{"speaker":"Stephen Hinch","startTime":2332.7999999999997,"endTime":2338.5,"body":"they're doing to deliver this"},{"speaker":"Stephen Hinch","startTime":2332.7999999999997,"endTime":2338.5,"body":"month's profits and growth and"},{"speaker":"Stephen Hinch","startTime":2339.3999999999996,"endTime":2343.9199999999996,"body":"disruptive innovations that take"},{"speaker":"Stephen Hinch","startTime":2339.3999999999996,"endTime":2343.9199999999996,"body":"a year or two or more to pan out"},{"speaker":"Stephen Hinch","startTime":2344.52,"endTime":2348.6,"body":"aren't consistent with having to"},{"speaker":"Stephen Hinch","startTime":2344.52,"endTime":2348.6,"body":"deliver results this month or"},{"speaker":"Stephen Hinch","startTime":2348.6,"endTime":2351.66,"body":"this quarter. Now there is a way"},{"speaker":"Stephen Hinch","startTime":2348.6,"endTime":2351.66,"body":"around it. I'll get to that in a"},{"speaker":"Stephen Hinch","startTime":2351.66,"endTime":2358.44,"body":"minute, but that's the first"},{"speaker":"Stephen Hinch","startTime":2351.66,"endTime":2358.44,"body":"thing. The second thing is that"},{"speaker":"Stephen Hinch","startTime":2358.68,"endTime":2365.96,"body":"the managers in a large"},{"speaker":"Stephen Hinch","startTime":2358.68,"endTime":2365.96,"body":"corporation don't see the"},{"speaker":"Stephen Hinch","startTime":2365.96,"endTime":2370.52,"body":"rewards being worth the risk."},{"speaker":"Stephen Hinch","startTime":2365.96,"endTime":2370.52,"body":"Now, what I mean there is that"},{"speaker":"Stephen Hinch","startTime":2371.24,"endTime":2377.3599999999997,"body":"in a small startup, if you"},{"speaker":"Stephen Hinch","startTime":2371.24,"endTime":2377.3599999999997,"body":"innovate successfully, and that"},{"speaker":"Stephen Hinch","startTime":2377.3599999999997,"endTime":2380.2999999999997,"body":"the startup goes IPO or gets"},{"speaker":"Stephen Hinch","startTime":2377.3599999999997,"endTime":2380.2999999999997,"body":"bought out, you can become a"},{"speaker":"Stephen Hinch","startTime":2380.2999999999997,"endTime":2385.3599999999997,"body":"multimillionaire. Doesn't happen"},{"speaker":"Stephen Hinch","startTime":2380.2999999999997,"endTime":2385.3599999999997,"body":"very often, but at least it can."},{"speaker":"Stephen Hinch","startTime":2387.04,"endTime":2394.3599999999997,"body":"But in a corporation, if you're"},{"speaker":"Stephen Hinch","startTime":2387.04,"endTime":2394.3599999999997,"body":"a leader that drives innovation"},{"speaker":"Stephen Hinch","startTime":2394.3599999999997,"endTime":2398.14,"body":"successfully, you may get a few"},{"speaker":"Stephen Hinch","startTime":2394.3599999999997,"endTime":2398.14,"body":"100 stock options. You may get a"},{"speaker":"Stephen Hinch","startTime":2398.14,"endTime":2403.7999999999997,"body":"promotion. But if that"},{"speaker":"Stephen Hinch","startTime":2398.14,"endTime":2403.7999999999997,"body":"innovative idea doesn't pan out"},{"speaker":"Stephen Hinch","startTime":2403.7999999999997,"endTime":2406.9199999999996,"body":"and you lose some money on it,"},{"speaker":"Stephen Hinch","startTime":2403.7999999999997,"endTime":2406.9199999999996,"body":"your career is permanently"},{"speaker":"Stephen Hinch","startTime":2406.9199999999996,"endTime":2411.8999999999996,"body":"damaged. And so a lot of"},{"speaker":"Stephen Hinch","startTime":2406.9199999999996,"endTime":2411.8999999999996,"body":"managers in the corporate world"},{"speaker":"Stephen Hinch","startTime":2412.14,"endTime":2416.1,"body":"don't feel like they want to"},{"speaker":"Stephen Hinch","startTime":2412.14,"endTime":2416.1,"body":"take that risk, particularly"},{"speaker":"Stephen Hinch","startTime":2416.1,"endTime":2419.04,"body":"since typically there's no"},{"speaker":"Stephen Hinch","startTime":2416.1,"endTime":2419.04,"body":"penalty for not taking it in the"},{"speaker":"Stephen Hinch","startTime":2419.04,"endTime":2422.24,"body":"corporate world, you're not"},{"speaker":"Stephen Hinch","startTime":2419.04,"endTime":2422.24,"body":"being measured by how much risk"},{"speaker":"Stephen Hinch","startTime":2422.24,"endTime":2425.72,"body":"you're taking. You're being"},{"speaker":"Stephen Hinch","startTime":2422.24,"endTime":2425.72,"body":"measured by Did you deliver this"},{"speaker":"Stephen Hinch","startTime":2425.72,"endTime":2431.06,"body":"month's results and and the"},{"speaker":"Stephen Hinch","startTime":2425.72,"endTime":2431.06,"body":"third part of the this curse of"},{"speaker":"Stephen Hinch","startTime":2431.06,"endTime":2434.3599999999997,"body":"the corporate business model is"},{"speaker":"Stephen Hinch","startTime":2431.06,"endTime":2434.3599999999997,"body":"that a lot of the managers that"},{"speaker":"Stephen Hinch","startTime":2434.3599999999997,"endTime":2439.52,"body":"are in large corporations are"},{"speaker":"Stephen Hinch","startTime":2434.3599999999997,"endTime":2439.52,"body":"less prone to take risk anyway"},{"speaker":"Stephen Hinch","startTime":2440.0,"endTime":2446.02,"body":"than the people that are in the"},{"speaker":"Stephen Hinch","startTime":2440.0,"endTime":2446.02,"body":"small startups, because, because"},{"speaker":"Stephen Hinch","startTime":2446.02,"endTime":2450.58,"body":"of all of what I said there, and"},{"speaker":"Stephen Hinch","startTime":2446.02,"endTime":2450.58,"body":"if, if you were in as large"},{"speaker":"Stephen Hinch","startTime":2450.58,"endTime":2453.8199999999997,"body":"company, and you love taking"},{"speaker":"Stephen Hinch","startTime":2450.58,"endTime":2453.8199999999997,"body":"risks, and you're not getting"},{"speaker":"Stephen Hinch","startTime":2453.8799999999997,"endTime":2456.8799999999997,"body":"the opportunity to do so, you're"},{"speaker":"Stephen Hinch","startTime":2453.8799999999997,"endTime":2456.8799999999997,"body":"going to leave that that"},{"speaker":"Stephen Hinch","startTime":2457.3599999999997,"endTime":2463.08,"body":"corporate environment and Go"},{"speaker":"Stephen Hinch","startTime":2457.3599999999997,"endTime":2463.08,"body":"start your own company. So, so"},{"speaker":"Stephen Hinch","startTime":2463.08,"endTime":2466.5,"body":"those are the curse of the"},{"speaker":"Stephen Hinch","startTime":2463.08,"endTime":2466.5,"body":"corporate business model and"},{"speaker":"Stephen Hinch","startTime":2466.5,"endTime":2472.2,"body":"why. You know, think of of"},{"speaker":"Stephen Hinch","startTime":2466.5,"endTime":2472.2,"body":"companies that are not"},{"speaker":"Stephen Hinch","startTime":2472.2,"endTime":2475.9199999999996,"body":"successful or haven't been"},{"speaker":"Stephen Hinch","startTime":2472.2,"endTime":2475.9199999999996,"body":"successful. Do you remember a"},{"speaker":"Stephen Hinch","startTime":2475.9199999999996,"endTime":2478.62,"body":"company called Smith"},{"speaker":"Stephen Hinch","startTime":2475.9199999999996,"endTime":2478.62,"body":"Coronavirus? They used to make"},{"speaker":"Stephen Hinch","startTime":2478.62,"endTime":2483.02,"body":"typewriters back in the day?"},{"speaker":"Stephen Hinch","startTime":2478.62,"endTime":2483.02,"body":"Before word processing. You"},{"speaker":"Stephen Hinch","startTime":2483.02,"endTime":2485.66,"body":"never hear about them anymore,"},{"speaker":"Stephen Hinch","startTime":2483.02,"endTime":2485.66,"body":"but they were one of the prime"},{"speaker":"Stephen Hinch","startTime":2486.08,"endTime":2493.04,"body":"manufacturers of typewriters,"},{"speaker":"Stephen Hinch","startTime":2486.08,"endTime":2493.04,"body":"palm you know, they didn't"},{"speaker":"Stephen Hinch","startTime":2493.04,"endTime":2501.16,"body":"switch to the the smartphone as"},{"speaker":"Stephen Hinch","startTime":2493.04,"endTime":2501.16,"body":"the market evolved. And so your"},{"speaker":"Stephen Hinch","startTime":2501.16,"endTime":2504.3399999999997,"body":"question about, How do I I know"},{"speaker":"Stephen Hinch","startTime":2501.16,"endTime":2504.3399999999997,"body":"when a company is victim of the"},{"speaker":"Stephen Hinch","startTime":2504.3399999999997,"endTime":2507.16,"body":"curse of the corporate business"},{"speaker":"Stephen Hinch","startTime":2504.3399999999997,"endTime":2507.16,"body":"model is because they're going"},{"speaker":"Stephen Hinch","startTime":2507.16,"endTime":2511.54,"body":"down the tube. They're not"},{"speaker":"Stephen Hinch","startTime":2507.16,"endTime":2511.54,"body":"continuing to grow. They're not"},{"speaker":"Stephen Hinch","startTime":2511.54,"endTime":2516.64,"body":"going after those new markets"},{"speaker":"Stephen Hinch","startTime":2511.54,"endTime":2516.64,"body":"and and sort of, it's sort of by"},{"speaker":"Stephen Hinch","startTime":2516.64,"endTime":2520.06,"body":"the time you discover that it's"},{"speaker":"Stephen Hinch","startTime":2516.64,"endTime":2520.06,"body":"too late, usually to fix things,"},{"speaker":"Stephen Hinch","startTime":2520.12,"endTime":2523.14,"body":"they're still trying to make a"},{"speaker":"Stephen Hinch","startTime":2520.12,"endTime":2523.14,"body":"better steam engine. They're"},{"speaker":"Stephen Hinch","startTime":2523.14,"endTime":2526.2,"body":"still trying to make a better"},{"speaker":"Stephen Hinch","startTime":2523.14,"endTime":2526.2,"body":"steam engine. Great point. Yes,"},{"speaker":"Aaron Moncur","startTime":2526.2,"endTime":2528.7799999999997,"body":"I love that"},{"speaker":"Aaron Moncur","startTime":2526.2,"endTime":2528.7799999999997,"body":"analogy that just it illustrates"},{"speaker":"Aaron Moncur","startTime":2528.7799999999997,"endTime":2533.3399999999997,"body":"so clearly for me. I'm not sure"},{"speaker":"Aaron Moncur","startTime":2528.7799999999997,"endTime":2533.3399999999997,"body":"I've heard it explained so"},{"speaker":"Aaron Moncur","startTime":2533.3399999999997,"endTime":2535.7999999999997,"body":"clearly before. So I was going"},{"speaker":"Aaron Moncur","startTime":2533.3399999999997,"endTime":2535.7999999999997,"body":"to stick with me."},{"speaker":"Stephen Hinch","startTime":2536.04,"endTime":2544.16,"body":"I actually spoke"},{"speaker":"Stephen Hinch","startTime":2536.04,"endTime":2544.16,"body":"with and there's a professor at"},{"speaker":"Stephen Hinch","startTime":2544.16,"endTime":2549.5,"body":"the University of Kennesaw that"},{"speaker":"Stephen Hinch","startTime":2544.16,"endTime":2549.5,"body":"wrote his whole master's thesis,"},{"speaker":"Stephen Hinch","startTime":2549.5,"endTime":2554.0,"body":"or PhD dissertation on the"},{"speaker":"Stephen Hinch","startTime":2549.5,"endTime":2554.0,"body":"transition from steam to diesel."},{"speaker":"Stephen Hinch","startTime":2554.2999999999997,"endTime":2557.8399999999997,"body":"And so I picked his brain, and"},{"speaker":"Stephen Hinch","startTime":2554.2999999999997,"endTime":2557.8399999999997,"body":"he helped me with the chapter I"},{"speaker":"Stephen Hinch","startTime":2557.8399999999997,"endTime":2561.7,"body":"wrote on that, because I didn't"},{"speaker":"Stephen Hinch","startTime":2557.8399999999997,"endTime":2561.7,"body":"know what I mean. I knew that"},{"speaker":"Stephen Hinch","startTime":2561.7,"endTime":2564.16,"body":"steam engines were no longer"},{"speaker":"Stephen Hinch","startTime":2561.7,"endTime":2564.16,"body":"around anymore, but I didn't"},{"speaker":"Stephen Hinch","startTime":2564.16,"endTime":2567.52,"body":"know all of the story behind it."},{"speaker":"Stephen Hinch","startTime":2564.16,"endTime":2567.52,"body":"It's really an enlightening"},{"speaker":"Stephen Hinch","startTime":2567.52,"endTime":2571.66,"body":"story. There were steps all"},{"speaker":"Stephen Hinch","startTime":2567.52,"endTime":2571.66,"body":"along the way for about 20 years"},{"speaker":"Stephen Hinch","startTime":2571.66,"endTime":2575.2599999999998,"body":"where any of those steam"},{"speaker":"Stephen Hinch","startTime":2571.66,"endTime":2575.2599999999998,"body":"locomotive manufacturers, if"},{"speaker":"Stephen Hinch","startTime":2575.2599999999998,"endTime":2580.2999999999997,"body":"they'd just taken the right"},{"speaker":"Stephen Hinch","startTime":2575.2599999999998,"endTime":2580.2999999999997,"body":"step, they could have been still"},{"speaker":"Stephen Hinch","startTime":2580.2999999999997,"endTime":2582.6,"body":"the leaders, but none of them"},{"speaker":"Stephen Hinch","startTime":2580.2999999999997,"endTime":2582.6,"body":"did that."},{"speaker":"Aaron Moncur","startTime":2583.3799999999997,"endTime":2586.44,"body":"Do you know"},{"speaker":"Aaron Moncur","startTime":2583.3799999999997,"endTime":2586.44,"body":"Clayton Christensen? Oh, yeah."},{"speaker":"Aaron Moncur","startTime":2586.44,"endTime":2590.16,"body":"Okay, so his book, and"},{"speaker":"Aaron Moncur","startTime":2586.44,"endTime":2590.16,"body":"Christensen, right? Yes, I can't"},{"speaker":"Aaron Moncur","startTime":2590.16,"endTime":2593.52,"body":"remember the exact title of the"},{"speaker":"Aaron Moncur","startTime":2590.16,"endTime":2593.52,"body":"book, The Innovators Dilemma, or"},{"speaker":"Aaron Moncur","startTime":2593.52,"endTime":2597.3599999999997,"body":"disruptors, something like that."},{"speaker":"Aaron Moncur","startTime":2593.52,"endTime":2597.3599999999997,"body":"But he talked about something"},{"speaker":"Aaron Moncur","startTime":2597.3599999999997,"endTime":2601.46,"body":"similar, where hard drive"},{"speaker":"Aaron Moncur","startTime":2597.3599999999997,"endTime":2601.46,"body":"companies, right were, were"},{"speaker":"Aaron Moncur","startTime":2601.46,"endTime":2606.2599999999998,"body":"disrupted by by solid state"},{"speaker":"Aaron Moncur","startTime":2601.46,"endTime":2606.2599999999998,"body":"drives, and yes, and how they"},{"speaker":"Aaron Moncur","startTime":2606.2599999999998,"endTime":2607.22,"body":"couldn't really catch that"},{"speaker":"Stephen Hinch","startTime":2607.22,"endTime":2609.62,"body":"was another good"},{"speaker":"Stephen Hinch","startTime":2607.22,"endTime":2609.62,"body":"example. And I I figured he'd"},{"speaker":"Stephen Hinch","startTime":2609.62,"endTime":2612.3799999999997,"body":"already did that one. He had"},{"speaker":"Stephen Hinch","startTime":2609.62,"endTime":2612.3799999999997,"body":"also used an example, I think,"},{"speaker":"Stephen Hinch","startTime":2612.3799999999997,"endTime":2617.24,"body":"in the same book about steam"},{"speaker":"Stephen Hinch","startTime":2612.3799999999997,"endTime":2617.24,"body":"shovels being replaced by diesel"},{"speaker":"Stephen Hinch","startTime":2617.24,"endTime":2621.7,"body":"shovels. So I didn't want to"},{"speaker":"Stephen Hinch","startTime":2617.24,"endTime":2621.7,"body":"rehash those examples in my"},{"speaker":"Stephen Hinch","startTime":2621.7,"endTime":2624.7599999999998,"body":"book. And I thought, Well, why"},{"speaker":"Stephen Hinch","startTime":2621.7,"endTime":2624.7599999999998,"body":"didn't he talk about steam"},{"speaker":"Stephen Hinch","startTime":2625.0,"endTime":2627.94,"body":"locomotives? That seemed like a"},{"speaker":"Stephen Hinch","startTime":2625.0,"endTime":2627.94,"body":"perfect example, but since he"},{"speaker":"Stephen Hinch","startTime":2627.94,"endTime":2630.7599999999998,"body":"hadn't talked about it, I"},{"speaker":"Stephen Hinch","startTime":2627.94,"endTime":2630.7599999999998,"body":"thought I would Terrific. Well,"},{"speaker":"Aaron Moncur","startTime":2630.7599999999998,"endTime":2634.2999999999997,"body":"I'm glad you did."},{"speaker":"Aaron Moncur","startTime":2630.7599999999998,"endTime":2634.2999999999997,"body":"Let's talk about AI a little"},{"speaker":"Aaron Moncur","startTime":2634.2999999999997,"endTime":2638.62,"body":"bit. AI is just, you know, it's,"},{"speaker":"Aaron Moncur","startTime":2634.2999999999997,"endTime":2638.62,"body":"it's the the next huge thing and"},{"speaker":"Aaron Moncur","startTime":2638.62,"endTime":2641.3999999999996,"body":"has the potential to really"},{"speaker":"Aaron Moncur","startTime":2638.62,"endTime":2641.3999999999996,"body":"revolutionize not just the way"},{"speaker":"Aaron Moncur","startTime":2641.3999999999996,"endTime":2644.58,"body":"that we work, but the way that"},{"speaker":"Aaron Moncur","startTime":2641.3999999999996,"endTime":2644.58,"body":"we we live, and in some cases"},{"speaker":"Aaron Moncur","startTime":2644.58,"endTime":2649.56,"body":"already, is how, how should"},{"speaker":"Aaron Moncur","startTime":2644.58,"endTime":2649.56,"body":"engineering manufacturing"},{"speaker":"Aaron Moncur","startTime":2649.56,"endTime":2655.9199999999996,"body":"technology companies be be"},{"speaker":"Aaron Moncur","startTime":2649.56,"endTime":2655.9199999999996,"body":"utilizing AI and and how are"},{"speaker":"Aaron Moncur","startTime":2655.9199999999996,"endTime":2658.08,"body":"some companies Maybe misusing"},{"speaker":"Aaron Moncur","startTime":2655.9199999999996,"endTime":2658.08,"body":"it?"},{"speaker":"Stephen Hinch","startTime":2659.52,"endTime":2665.8999999999996,"body":"So a couple of"},{"speaker":"Stephen Hinch","startTime":2659.52,"endTime":2665.8999999999996,"body":"points here. First is there's a"},{"speaker":"Stephen Hinch","startTime":2665.8999999999996,"endTime":2671.48,"body":"lot of hype around AI that is"},{"speaker":"Stephen Hinch","startTime":2665.8999999999996,"endTime":2671.48,"body":"probably being promoted more by"},{"speaker":"Stephen Hinch","startTime":2671.48,"endTime":2674.18,"body":"people that want to make a lot"},{"speaker":"Stephen Hinch","startTime":2671.48,"endTime":2674.18,"body":"of money off of it, as opposed"},{"speaker":"Stephen Hinch","startTime":2674.18,"endTime":2677.96,"body":"to by the fact that it's really"},{"speaker":"Stephen Hinch","startTime":2674.18,"endTime":2677.96,"body":"going to help in certain areas."},{"speaker":"Stephen Hinch","startTime":2678.2,"endTime":2684.3399999999997,"body":"So you got to be careful about"},{"speaker":"Stephen Hinch","startTime":2678.2,"endTime":2684.3399999999997,"body":"that. But I do believe it really"},{"speaker":"Stephen Hinch","startTime":2684.3399999999997,"endTime":2690.7,"body":"has a place, but you've sort of"},{"speaker":"Stephen Hinch","startTime":2684.3399999999997,"endTime":2690.7,"body":"got to learn to walk before you"},{"speaker":"Stephen Hinch","startTime":2690.7,"endTime":2696.7,"body":"can run, kind of thing you can't"},{"speaker":"Stephen Hinch","startTime":2690.7,"endTime":2696.7,"body":"use AI yet to come up with the"},{"speaker":"Stephen Hinch","startTime":2696.7,"endTime":2702.6,"body":"next disruptive innovation. AI"},{"speaker":"Stephen Hinch","startTime":2696.7,"endTime":2702.6,"body":"from what I can tell and what"},{"speaker":"Stephen Hinch","startTime":2702.6,"endTime":2708.6,"body":"I've seen and how I've talked"},{"speaker":"Stephen Hinch","startTime":2702.6,"endTime":2708.6,"body":"with people that use it, it can"},{"speaker":"Stephen Hinch","startTime":2708.6,"endTime":2714.3599999999997,"body":"be very effective at some of the"},{"speaker":"Stephen Hinch","startTime":2708.6,"endTime":2714.3599999999997,"body":"lower level kinds of analysis of"},{"speaker":"Stephen Hinch","startTime":2714.3599999999997,"endTime":2723.02,"body":"data, of being able to track"},{"speaker":"Stephen Hinch","startTime":2714.3599999999997,"endTime":2723.02,"body":"things that are going on at sort"},{"speaker":"Stephen Hinch","startTime":2723.02,"endTime":2729.2,"body":"of a regular level, and this"},{"speaker":"Stephen Hinch","startTime":2723.02,"endTime":2729.2,"body":"stuff that if it does something"},{"speaker":"Stephen Hinch","startTime":2729.2,"endTime":2735.56,"body":"wrong, it's not going to drive"},{"speaker":"Stephen Hinch","startTime":2729.2,"endTime":2735.56,"body":"your company to bankruptcy. I,"},{"speaker":"Stephen Hinch","startTime":2735.68,"endTime":2738.5,"body":"you know, I still do a lot of"},{"speaker":"Stephen Hinch","startTime":2735.68,"endTime":2738.5,"body":"work, consulting, work for Team"},{"speaker":"Stephen Hinch","startTime":2738.5,"endTime":2745.4199999999996,"body":"logic, it, and one of the key"},{"speaker":"Stephen Hinch","startTime":2738.5,"endTime":2745.4199999999996,"body":"things that that we do for our"},{"speaker":"Stephen Hinch","startTime":2745.4199999999996,"endTime":2751.0,"body":"customers is we're continually"},{"speaker":"Stephen Hinch","startTime":2745.4199999999996,"endTime":2751.0,"body":"monitoring their IT networks,"},{"speaker":"Stephen Hinch","startTime":2751.4199999999996,"endTime":2755.56,"body":"and immediately detecting if"},{"speaker":"Stephen Hinch","startTime":2751.4199999999996,"endTime":2755.56,"body":"something is wrong, if you know"},{"speaker":"Stephen Hinch","startTime":2755.56,"endTime":2761.3199999999997,"body":"if a server goes down or if"},{"speaker":"Stephen Hinch","startTime":2755.56,"endTime":2761.3199999999997,"body":"There's malware coming in. The"},{"speaker":"Stephen Hinch","startTime":2761.3199999999997,"endTime":2765.96,"body":"idea is that we're we're running"},{"speaker":"Stephen Hinch","startTime":2761.3199999999997,"endTime":2765.96,"body":"software on their network that"},{"speaker":"Stephen Hinch","startTime":2765.96,"endTime":2771.54,"body":"tracks this and and can"},{"speaker":"Stephen Hinch","startTime":2765.96,"endTime":2771.54,"body":"immediately notify us that"},{"speaker":"Stephen Hinch","startTime":2771.54,"endTime":2777.24,"body":"there's a problem. Now, five"},{"speaker":"Stephen Hinch","startTime":2771.54,"endTime":2777.24,"body":"years ago, that meant that a"},{"speaker":"Stephen Hinch","startTime":2777.2999999999997,"endTime":2780.8599999999997,"body":"technician funding in front of a"},{"speaker":"Stephen Hinch","startTime":2777.2999999999997,"endTime":2780.8599999999997,"body":"screen was getting a notice. Has"},{"speaker":"Stephen Hinch","startTime":2780.8599999999997,"endTime":2783.44,"body":"said there's something going on"},{"speaker":"Stephen Hinch","startTime":2780.8599999999997,"endTime":2783.44,"body":"with the server. You better"},{"speaker":"Stephen Hinch","startTime":2783.44,"endTime":2789.14,"body":"check into it. Now. AI can look"},{"speaker":"Stephen Hinch","startTime":2783.44,"endTime":2789.14,"body":"at these kinds of things and"},{"speaker":"Stephen Hinch","startTime":2789.14,"endTime":2792.56,"body":"immediately say, Okay, here's"},{"speaker":"Stephen Hinch","startTime":2789.14,"endTime":2792.56,"body":"what's going on. This is what I"},{"speaker":"Stephen Hinch","startTime":2792.56,"endTime":2795.68,"body":"need to do to fix it. And they"},{"speaker":"Stephen Hinch","startTime":2792.56,"endTime":2795.68,"body":"don't ever have to even involve"},{"speaker":"Stephen Hinch","startTime":2795.68,"endTime":2801.3999999999996,"body":"a technician for routine stuff."},{"speaker":"Stephen Hinch","startTime":2795.68,"endTime":2801.3999999999996,"body":"And if it's something that is"},{"speaker":"Stephen Hinch","startTime":2801.3999999999996,"endTime":2806.56,"body":"not routine, then the AI process"},{"speaker":"Stephen Hinch","startTime":2801.3999999999996,"endTime":2806.56,"body":"can escalate it so that that's"},{"speaker":"Stephen Hinch","startTime":2806.56,"endTime":2810.16,"body":"the kind of stuff that the real"},{"speaker":"Stephen Hinch","startTime":2806.56,"endTime":2810.16,"body":"technician needs to work on. But"},{"speaker":"Stephen Hinch","startTime":2810.3399999999997,"endTime":2815.62,"body":"AI can eliminate what used to be"},{"speaker":"Stephen Hinch","startTime":2810.3399999999997,"endTime":2815.62,"body":"a real time sink. I used to have"},{"speaker":"Stephen Hinch","startTime":2816.7599999999998,"endTime":2820.6,"body":"three first level technicians"},{"speaker":"Stephen Hinch","startTime":2816.7599999999998,"endTime":2820.6,"body":"sitting in front of screens all"},{"speaker":"Stephen Hinch","startTime":2820.6,"endTime":2824.58,"body":"the time just watching all of my"},{"speaker":"Stephen Hinch","startTime":2820.6,"endTime":2824.58,"body":"clients networks to figure out"},{"speaker":"Stephen Hinch","startTime":2824.64,"endTime":2828.12,"body":"what needed to be fixed or if"},{"speaker":"Stephen Hinch","startTime":2824.64,"endTime":2828.12,"body":"something was haywire was going"},{"speaker":"Stephen Hinch","startTime":2828.12,"endTime":2831.8999999999996,"body":"on, and now a lot of that can be"},{"speaker":"Stephen Hinch","startTime":2828.12,"endTime":2831.8999999999996,"body":"done automatically. So that's a"},{"speaker":"Stephen Hinch","startTime":2831.8999999999996,"endTime":2840.96,"body":"good way of using AI in a way"},{"speaker":"Stephen Hinch","startTime":2831.8999999999996,"endTime":2840.96,"body":"that is effective in now. Now I"},{"speaker":"Stephen Hinch","startTime":2840.96,"endTime":2847.2799999999997,"body":"can't say that I know how a"},{"speaker":"Stephen Hinch","startTime":2840.96,"endTime":2847.2799999999997,"body":"company like HP, in their R D"},{"speaker":"Stephen Hinch","startTime":2847.2799999999997,"endTime":2852.68,"body":"environment is using AI. I mean,"},{"speaker":"Stephen Hinch","startTime":2847.2799999999997,"endTime":2852.68,"body":"you know AI is good at writing"},{"speaker":"Stephen Hinch","startTime":2852.68,"endTime":2857.8999999999996,"body":"software, but it's not great at"},{"speaker":"Stephen Hinch","startTime":2852.68,"endTime":2857.8999999999996,"body":"writing software code without"},{"speaker":"Stephen Hinch","startTime":2857.96,"endTime":2866.08,"body":"bugs in it. So you can generally"},{"speaker":"Stephen Hinch","startTime":2857.96,"endTime":2866.08,"body":"use AI to give yourself a first"},{"speaker":"Stephen Hinch","startTime":2866.08,"endTime":2869.8599999999997,"body":"draft of code to do something,"},{"speaker":"Stephen Hinch","startTime":2866.08,"endTime":2869.8599999999997,"body":"but then you've got to have a an"},{"speaker":"Stephen Hinch","startTime":2869.8599999999997,"endTime":2873.3399999999997,"body":"engineer look through it and"},{"speaker":"Stephen Hinch","startTime":2869.8599999999997,"endTime":2873.3399999999997,"body":"make sure that it's it is really"},{"speaker":"Stephen Hinch","startTime":2873.3399999999997,"endTime":2878.5,"body":"doing everything that you think"},{"speaker":"Stephen Hinch","startTime":2873.3399999999997,"endTime":2878.5,"body":"it is, without a bunch of of"},{"speaker":"Stephen Hinch","startTime":2878.5,"endTime":2883.02,"body":"gaps or, you know, things left"},{"speaker":"Stephen Hinch","startTime":2878.5,"endTime":2883.02,"body":"open, where hackers can break"},{"speaker":"Stephen Hinch","startTime":2883.02,"endTime":2886.74,"body":"in, that kind of thing. So AI is"},{"speaker":"Stephen Hinch","startTime":2883.02,"endTime":2886.74,"body":"still good at the lower level"},{"speaker":"Stephen Hinch","startTime":2886.74,"endTime":2892.3199999999997,"body":"stuff, and maybe in future"},{"speaker":"Stephen Hinch","startTime":2886.74,"endTime":2892.3199999999997,"body":"years, it'll be better at moving"},{"speaker":"Stephen Hinch","startTime":2892.3199999999997,"endTime":2898.5,"body":"up in the food chain to hire in"},{"speaker":"Stephen Hinch","startTime":2892.3199999999997,"endTime":2898.5,"body":"the environment. But I don't"},{"speaker":"Stephen Hinch","startTime":2898.5,"endTime":2899.2799999999997,"body":"think it's there yet."},{"speaker":"Aaron Moncur","startTime":2899.2799999999997,"endTime":2902.06,"body":"Yeah, agreed. I"},{"speaker":"Aaron Moncur","startTime":2899.2799999999997,"endTime":2902.06,"body":"use it a lot, because I do a lot"},{"speaker":"Aaron Moncur","startTime":2902.06,"endTime":2904.8199999999997,"body":"of marketing and sales and"},{"speaker":"Aaron Moncur","startTime":2902.06,"endTime":2904.8199999999997,"body":"writing and communication, and"},{"speaker":"Aaron Moncur","startTime":2904.8199999999997,"endTime":2908.2999999999997,"body":"it's great for that, but it's"},{"speaker":"Aaron Moncur","startTime":2904.8199999999997,"endTime":2908.2999999999997,"body":"not going to develop a new CAD"},{"speaker":"Aaron Moncur","startTime":2908.2999999999997,"endTime":2911.66,"body":"model for the machine that we're"},{"speaker":"Aaron Moncur","startTime":2908.2999999999997,"endTime":2911.66,"body":"trying to design right now, not"},{"speaker":"Stephen Hinch","startTime":2911.66,"endTime":2916.7,"body":"yet. That's"},{"speaker":"Stephen Hinch","startTime":2911.66,"endTime":2916.7,"body":"right, yep. And my son is the"},{"speaker":"Stephen Hinch","startTime":2916.94,"endTime":2923.7999999999997,"body":"chief technology officer of a a"},{"speaker":"Stephen Hinch","startTime":2916.94,"endTime":2923.7999999999997,"body":"little bit more than a startup"},{"speaker":"Stephen Hinch","startTime":2923.7999999999997,"endTime":2929.9199999999996,"body":"now in in the AI area, they're"},{"speaker":"Stephen Hinch","startTime":2923.7999999999997,"endTime":2929.9199999999996,"body":"providing, he lives in in"},{"speaker":"Stephen Hinch","startTime":2929.9199999999996,"endTime":2935.8599999999997,"body":"England, and they're providing a"},{"speaker":"Stephen Hinch","startTime":2929.9199999999996,"endTime":2935.8599999999997,"body":"AI technology for the European"},{"speaker":"Stephen Hinch","startTime":2935.8599999999997,"endTime":2940.54,"body":"banking industry, which is, you"},{"speaker":"Stephen Hinch","startTime":2935.8599999999997,"endTime":2940.54,"body":"know, you gotta be careful there"},{"speaker":"Stephen Hinch","startTime":2940.54,"endTime":2944.1,"body":"Up in the banking industry, and"},{"speaker":"Stephen Hinch","startTime":2940.54,"endTime":2944.1,"body":"he says, we're very careful"},{"speaker":"Stephen Hinch","startTime":2944.1,"endTime":2950.64,"body":"about what we do use AI for. In"},{"speaker":"Stephen Hinch","startTime":2944.1,"endTime":2950.64,"body":"fact, the European Union refuses"},{"speaker":"Stephen Hinch","startTime":2950.8199999999997,"endTime":2957.12,"body":"to let him use any kind of AI"},{"speaker":"Stephen Hinch","startTime":2950.8199999999997,"endTime":2957.12,"body":"where the large language models"},{"speaker":"Stephen Hinch","startTime":2957.12,"endTime":2962.2999999999997,"body":"are stored in the United States."},{"speaker":"Stephen Hinch","startTime":2957.12,"endTime":2962.2999999999997,"body":"Oh, interesting, because they"},{"speaker":"Stephen Hinch","startTime":2962.2999999999997,"endTime":2966.08,"body":"don't trust that the protection,"},{"speaker":"Stephen Hinch","startTime":2962.2999999999997,"endTime":2966.08,"body":"security protection is there. So"},{"speaker":"Stephen Hinch","startTime":2966.08,"endTime":2971.6,"body":"he's had to set up his own large"},{"speaker":"Stephen Hinch","startTime":2966.08,"endTime":2971.6,"body":"language model in Amazon Web"},{"speaker":"Stephen Hinch","startTime":2971.6,"endTime":2978.5,"body":"Services that that allows him to"},{"speaker":"Stephen Hinch","startTime":2971.6,"endTime":2978.5,"body":"provide services that he would"},{"speaker":"Stephen Hinch","startTime":2978.5,"endTime":2980.06,"body":"not otherwise be able to"},{"speaker":"Stephen Hinch","startTime":2978.5,"endTime":2980.06,"body":"provide."},{"speaker":"Aaron Moncur","startTime":2981.9199999999996,"endTime":2984.46,"body":"Well, let's see,"},{"speaker":"Aaron Moncur","startTime":2981.9199999999996,"endTime":2984.46,"body":"Steve, let's let's do just a"},{"speaker":"Aaron Moncur","startTime":2984.46,"endTime":2988.72,"body":"couple more questions here, and"},{"speaker":"Aaron Moncur","startTime":2984.46,"endTime":2988.72,"body":"then we'll wrap things up for"},{"speaker":"Aaron Moncur","startTime":2989.02,"endTime":2992.2599999999998,"body":"engineers who want to move into"},{"speaker":"Aaron Moncur","startTime":2989.02,"endTime":2992.2599999999998,"body":"leadership, what are some things"},{"speaker":"Aaron Moncur","startTime":2992.2599999999998,"endTime":2996.22,"body":"that they should start doing now"},{"speaker":"Aaron Moncur","startTime":2992.2599999999998,"endTime":2996.22,"body":"to build a innovation focused"},{"speaker":"Aaron Moncur","startTime":2996.22,"endTime":2997.3599999999997,"body":"career? So"},{"speaker":"Stephen Hinch","startTime":2998.5,"endTime":3002.8399999999997,"body":"it's easy for"},{"speaker":"Stephen Hinch","startTime":2998.5,"endTime":3002.8399999999997,"body":"engineers just focus on whatever"},{"speaker":"Stephen Hinch","startTime":3002.8399999999997,"endTime":3005.48,"body":"code they're being asked to"},{"speaker":"Stephen Hinch","startTime":3002.8399999999997,"endTime":3005.48,"body":"write right now, or whatever"},{"speaker":"Stephen Hinch","startTime":3005.48,"endTime":3009.74,"body":"circuit design they're supposed"},{"speaker":"Stephen Hinch","startTime":3005.48,"endTime":3009.74,"body":"to do. And, you know, just keep"},{"speaker":"Stephen Hinch","startTime":3009.74,"endTime":3013.58,"body":"their head down and and do what"},{"speaker":"Stephen Hinch","startTime":3009.74,"endTime":3013.58,"body":"they're being asked to do. If"},{"speaker":"Stephen Hinch","startTime":3013.58,"endTime":3017.06,"body":"you want to move higher into the"},{"speaker":"Stephen Hinch","startTime":3013.58,"endTime":3017.06,"body":"organization, into leadership"},{"speaker":"Stephen Hinch","startTime":3017.06,"endTime":3020.7799999999997,"body":"roles, you've got to think"},{"speaker":"Stephen Hinch","startTime":3017.06,"endTime":3020.7799999999997,"body":"beyond that. You've got to"},{"speaker":"Stephen Hinch","startTime":3021.14,"endTime":3026.68,"body":"understand what is this business"},{"speaker":"Stephen Hinch","startTime":3021.14,"endTime":3026.68,"body":"that I'm in? Try to understand"},{"speaker":"Stephen Hinch","startTime":3026.68,"endTime":3030.58,"body":"how the leaders of that business"},{"speaker":"Stephen Hinch","startTime":3026.68,"endTime":3030.58,"body":"are thinking and where they set"},{"speaker":"Stephen Hinch","startTime":3030.58,"endTime":3037.48,"body":"their priorities and and sort of"},{"speaker":"Stephen Hinch","startTime":3030.58,"endTime":3037.48,"body":"understand why are they doing it"},{"speaker":"Stephen Hinch","startTime":3037.48,"endTime":3041.46,"body":"this way? And have discussions"},{"speaker":"Stephen Hinch","startTime":3037.48,"endTime":3041.46,"body":"with them. You got to be a"},{"speaker":"Stephen Hinch","startTime":3041.46,"endTime":3045.06,"body":"little careful about that,"},{"speaker":"Stephen Hinch","startTime":3041.46,"endTime":3045.06,"body":"because not every manager is"},{"speaker":"Stephen Hinch","startTime":3045.06,"endTime":3047.46,"body":"comfortable with that kind of"},{"speaker":"Stephen Hinch","startTime":3045.06,"endTime":3047.46,"body":"thing. He's going to feel like,"},{"speaker":"Stephen Hinch","startTime":3047.46,"endTime":3050.8199999999997,"body":"why are you questioning me about"},{"speaker":"Stephen Hinch","startTime":3047.46,"endTime":3050.8199999999997,"body":"the decision I made? But a lot"},{"speaker":"Stephen Hinch","startTime":3050.8199999999997,"endTime":3058.74,"body":"of them, they'll love to see an"},{"speaker":"Stephen Hinch","startTime":3050.8199999999997,"endTime":3058.74,"body":"engineer, first level, kind of"},{"speaker":"Stephen Hinch","startTime":3059.64,"endTime":3063.74,"body":"individual contributor who is"},{"speaker":"Stephen Hinch","startTime":3059.64,"endTime":3063.74,"body":"showing more interest in what"},{"speaker":"Stephen Hinch","startTime":3063.74,"endTime":3067.52,"body":"the business is all about,"},{"speaker":"Stephen Hinch","startTime":3063.74,"endTime":3067.52,"body":"because they know that those are"},{"speaker":"Stephen Hinch","startTime":3067.52,"endTime":3070.1,"body":"the kind of people that will"},{"speaker":"Stephen Hinch","startTime":3067.52,"endTime":3070.1,"body":"have the innovative ideas that"},{"speaker":"Stephen Hinch","startTime":3070.1,"endTime":3075.2599999999998,"body":"can drive that that that"},{"speaker":"Stephen Hinch","startTime":3070.1,"endTime":3075.2599999999998,"body":"business even further, so that"},{"speaker":"Stephen Hinch","startTime":3075.2599999999998,"endTime":3077.8399999999997,"body":"that's really important"},{"speaker":"Stephen Hinch","startTime":3075.2599999999998,"endTime":3077.8399999999997,"body":"understand the business. And"},{"speaker":"Stephen Hinch","startTime":3077.8399999999997,"endTime":3081.3999999999996,"body":"then, as I did, understand not"},{"speaker":"Stephen Hinch","startTime":3077.8399999999997,"endTime":3081.3999999999996,"body":"just R and D. Strategy, but"},{"speaker":"Stephen Hinch","startTime":3081.3999999999996,"endTime":3084.7,"body":"learn about what is it like to"},{"speaker":"Stephen Hinch","startTime":3081.3999999999996,"endTime":3084.7,"body":"be in marketing. It doesn't mean"},{"speaker":"Stephen Hinch","startTime":3084.7,"endTime":3089.7999999999997,"body":"you have to move into marketing."},{"speaker":"Stephen Hinch","startTime":3084.7,"endTime":3089.7999999999997,"body":"You can work closely with the R"},{"speaker":"Stephen Hinch","startTime":3089.7999999999997,"endTime":3093.7599999999998,"body":"and D, the marketing"},{"speaker":"Stephen Hinch","startTime":3089.7999999999997,"endTime":3093.7599999999998,"body":"counterparts that are launching"},{"speaker":"Stephen Hinch","startTime":3093.7599999999998,"endTime":3099.04,"body":"the products that you're"},{"speaker":"Stephen Hinch","startTime":3093.7599999999998,"endTime":3099.04,"body":"inventing, but But learn more"},{"speaker":"Stephen Hinch","startTime":3099.04,"endTime":3103.5,"body":"about the whole business than"},{"speaker":"Stephen Hinch","startTime":3099.04,"endTime":3103.5,"body":"just the part that you're in. I"},{"speaker":"Stephen Hinch","startTime":3103.5,"endTime":3107.46,"body":"think those are a couple of key"},{"speaker":"Stephen Hinch","startTime":3103.5,"endTime":3107.46,"body":"points that engineers just"},{"speaker":"Stephen Hinch","startTime":3107.58,"endTime":3109.68,"body":"getting into their career should"},{"speaker":"Stephen Hinch","startTime":3107.58,"endTime":3109.68,"body":"understand."},{"speaker":"Aaron Moncur","startTime":3110.04,"endTime":3112.44,"body":"I really like your"},{"speaker":"Aaron Moncur","startTime":3110.04,"endTime":3112.44,"body":"point about understanding the"},{"speaker":"Aaron Moncur","startTime":3112.44,"endTime":3118.74,"body":"business because, you know,"},{"speaker":"Aaron Moncur","startTime":3112.44,"endTime":3118.74,"body":"businesses aren't don't exist to"},{"speaker":"Aaron Moncur","startTime":3118.74,"endTime":3122.12,"body":"do engineering or to do"},{"speaker":"Aaron Moncur","startTime":3118.74,"endTime":3122.12,"body":"manufacturing or even to do"},{"speaker":"Aaron Moncur","startTime":3122.12,"endTime":3125.54,"body":"innovation, businesses exist to"},{"speaker":"Aaron Moncur","startTime":3122.12,"endTime":3125.54,"body":"make a profit, and that's the"},{"speaker":"Aaron Moncur","startTime":3125.54,"endTime":3128.72,"body":"only way the business can remain"},{"speaker":"Aaron Moncur","startTime":3125.54,"endTime":3128.72,"body":"in business and employ all the"},{"speaker":"Aaron Moncur","startTime":3128.72,"endTime":3134.8999999999996,"body":"wonderful engineers and others"},{"speaker":"Aaron Moncur","startTime":3128.72,"endTime":3134.8999999999996,"body":"who work there in and so for"},{"speaker":"Aaron Moncur","startTime":3134.96,"endTime":3140.12,"body":"engineers to understand the"},{"speaker":"Aaron Moncur","startTime":3134.96,"endTime":3140.12,"body":"business, it really just allows"},{"speaker":"Aaron Moncur","startTime":3140.12,"endTime":3143.56,"body":"them to contribute in a much"},{"speaker":"Aaron Moncur","startTime":3140.12,"endTime":3143.56,"body":"more meaningful way to the"},{"speaker":"Aaron Moncur","startTime":3143.98,"endTime":3148.12,"body":"purpose of the business. I know"},{"speaker":"Aaron Moncur","startTime":3143.98,"endTime":3148.12,"body":"that we've had engineers on our"},{"speaker":"Aaron Moncur","startTime":3148.12,"endTime":3151.18,"body":"team in the past that had been"},{"speaker":"Aaron Moncur","startTime":3148.12,"endTime":3151.18,"body":"just wonderful, wonderful human"},{"speaker":"Aaron Moncur","startTime":3151.18,"endTime":3155.62,"body":"beings. I've loved working with"},{"speaker":"Aaron Moncur","startTime":3151.18,"endTime":3155.62,"body":"them, but ultimately they they"},{"speaker":"Aaron Moncur","startTime":3155.62,"endTime":3159.46,"body":"couldn't do the work effectively"},{"speaker":"Aaron Moncur","startTime":3155.62,"endTime":3159.46,"body":"enough for the company to be"},{"speaker":"Aaron Moncur","startTime":3159.52,"endTime":3164.94,"body":"profitable on their time. And,"},{"speaker":"Aaron Moncur","startTime":3159.52,"endTime":3164.94,"body":"you know, those engineers, they"},{"speaker":"Aaron Moncur","startTime":3164.94,"endTime":3167.8199999999997,"body":"don't, they don't last long"},{"speaker":"Aaron Moncur","startTime":3164.94,"endTime":3167.8199999999997,"body":"term. That's right. So"},{"speaker":"Aaron Moncur","startTime":3168.18,"endTime":3171.12,"body":"understanding the business what,"},{"speaker":"Aaron Moncur","startTime":3168.18,"endTime":3171.12,"body":"what the business needs, and how"},{"speaker":"Aaron Moncur","startTime":3171.12,"endTime":3177.8399999999997,"body":"your your direct contributions,"},{"speaker":"Aaron Moncur","startTime":3171.12,"endTime":3177.8399999999997,"body":"can support and facilitate those"},{"speaker":"Aaron Moncur","startTime":3177.8399999999997,"endTime":3181.16,"body":"business outcomes is just it's"},{"speaker":"Aaron Moncur","startTime":3177.8399999999997,"endTime":3181.16,"body":"huge, and"},{"speaker":"Stephen Hinch","startTime":3181.16,"endTime":3184.7,"body":"that's especially"},{"speaker":"Stephen Hinch","startTime":3181.16,"endTime":3184.7,"body":"important in today's climate,"},{"speaker":"Stephen Hinch","startTime":3184.7,"endTime":3188.6,"body":"where things are changing"},{"speaker":"Stephen Hinch","startTime":3184.7,"endTime":3188.6,"body":"rapidly. And the knowledge that"},{"speaker":"Stephen Hinch","startTime":3188.6,"endTime":3190.8199999999997,"body":"you have today and the"},{"speaker":"Stephen Hinch","startTime":3188.6,"endTime":3190.8199999999997,"body":"understanding of how to do"},{"speaker":"Stephen Hinch","startTime":3190.8199999999997,"endTime":3194.06,"body":"things today may not be"},{"speaker":"Stephen Hinch","startTime":3190.8199999999997,"endTime":3194.06,"body":"sufficient for three or four or"},{"speaker":"Stephen Hinch","startTime":3194.06,"endTime":3197.48,"body":"five years down the road, you"},{"speaker":"Stephen Hinch","startTime":3194.06,"endTime":3197.48,"body":"know, the more AI comes in, or"},{"speaker":"Stephen Hinch","startTime":3197.48,"endTime":3201.52,"body":"maybe there'll be some other new"},{"speaker":"Stephen Hinch","startTime":3197.48,"endTime":3201.52,"body":"Hot Topic three years from now"},{"speaker":"Stephen Hinch","startTime":3201.52,"endTime":3210.7,"body":"that you need to stay aware of"},{"speaker":"Stephen Hinch","startTime":3201.52,"endTime":3210.7,"body":"how business is evolving and"},{"speaker":"Stephen Hinch","startTime":3211.48,"endTime":3216.58,"body":"what it takes to stay relevant"},{"speaker":"Stephen Hinch","startTime":3211.48,"endTime":3216.58,"body":"as markets are evolving as well."},{"speaker":"Stephen Hinch","startTime":3216.58,"endTime":3216.94,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":3217.8399999999997,"endTime":3220.66,"body":"Well, Steve, last"},{"speaker":"Aaron Moncur","startTime":3217.8399999999997,"endTime":3220.66,"body":"question I have for you, what is"},{"speaker":"Aaron Moncur","startTime":3220.8999999999996,"endTime":3225.0,"body":"one thing that you've done or"},{"speaker":"Aaron Moncur","startTime":3220.8999999999996,"endTime":3225.0,"body":"seen to accelerate the speed of"},{"speaker":"Aaron Moncur","startTime":3225.06,"endTime":3225.7799999999997,"body":"engineering,"},{"speaker":"Stephen Hinch","startTime":3228.12,"endTime":3231.24,"body":"the thing that"},{"speaker":"Stephen Hinch","startTime":3228.12,"endTime":3231.24,"body":"I've done is in a leadership"},{"speaker":"Stephen Hinch","startTime":3231.24,"endTime":3236.2799999999997,"body":"role, not as an engineer. In a"},{"speaker":"Stephen Hinch","startTime":3231.24,"endTime":3236.2799999999997,"body":"leadership role, my job is"},{"speaker":"Stephen Hinch","startTime":3236.3999999999996,"endTime":3241.58,"body":"creating an environment that"},{"speaker":"Stephen Hinch","startTime":3236.3999999999996,"endTime":3241.58,"body":"makes the engineers feel like"},{"speaker":"Stephen Hinch","startTime":3242.0,"endTime":3248.06,"body":"they are supported and that they"},{"speaker":"Stephen Hinch","startTime":3242.0,"endTime":3248.06,"body":"have the authority to do what"},{"speaker":"Stephen Hinch","startTime":3248.06,"endTime":3252.02,"body":"they think is right. That may"},{"speaker":"Stephen Hinch","startTime":3248.06,"endTime":3252.02,"body":"not be what I think I would have"},{"speaker":"Stephen Hinch","startTime":3252.02,"endTime":3256.16,"body":"done if I was in their shoe, but"},{"speaker":"Stephen Hinch","startTime":3252.02,"endTime":3256.16,"body":"I give them the flexibility to"},{"speaker":"Stephen Hinch","startTime":3256.16,"endTime":3259.2799999999997,"body":"do things the way they think is"},{"speaker":"Stephen Hinch","startTime":3256.16,"endTime":3259.2799999999997,"body":"right. And that doesn't mean"},{"speaker":"Stephen Hinch","startTime":3259.2799999999997,"endTime":3263.2599999999998,"body":"it'll work out all the time."},{"speaker":"Stephen Hinch","startTime":3259.2799999999997,"endTime":3263.2599999999998,"body":"Sometimes it'll it'll not work"},{"speaker":"Stephen Hinch","startTime":3263.2599999999998,"endTime":3266.02,"body":"out, but that'll be a learning"},{"speaker":"Stephen Hinch","startTime":3263.2599999999998,"endTime":3266.02,"body":"experience for both of us, and"},{"speaker":"Stephen Hinch","startTime":3266.02,"endTime":3269.62,"body":"it'll make them better engineers"},{"speaker":"Stephen Hinch","startTime":3266.02,"endTime":3269.62,"body":"in the future, if they are"},{"speaker":"Stephen Hinch","startTime":3269.62,"endTime":3273.3999999999996,"body":"feeling like they have the"},{"speaker":"Stephen Hinch","startTime":3269.62,"endTime":3273.3999999999996,"body":"flexibility to do things the way"},{"speaker":"Stephen Hinch","startTime":3273.3999999999996,"endTime":3277.54,"body":"they want to, as opposed to only"},{"speaker":"Stephen Hinch","startTime":3273.3999999999996,"endTime":3277.54,"body":"doing things the way I'm telling"},{"speaker":"Stephen Hinch","startTime":3277.54,"endTime":3279.1,"body":"them to do, any"},{"speaker":"Aaron Moncur","startTime":3279.1,"endTime":3283.02,"body":"tactical"},{"speaker":"Aaron Moncur","startTime":3279.1,"endTime":3283.02,"body":"recommendations that you can"},{"speaker":"Aaron Moncur","startTime":3283.02,"endTime":3286.9199999999996,"body":"share, or specific practices"},{"speaker":"Aaron Moncur","startTime":3283.02,"endTime":3286.9199999999996,"body":"that you've implemented to"},{"speaker":"Aaron Moncur","startTime":3286.9199999999996,"endTime":3292.68,"body":"create that environment where"},{"speaker":"Aaron Moncur","startTime":3286.9199999999996,"endTime":3292.68,"body":"engineers feel safe to safe and"},{"speaker":"Aaron Moncur","startTime":3292.68,"endTime":3295.44,"body":"empowered to do the right"},{"speaker":"Aaron Moncur","startTime":3292.68,"endTime":3295.44,"body":"things."},{"speaker":"Stephen Hinch","startTime":3295.74,"endTime":3302.24,"body":"So again, it sort"},{"speaker":"Stephen Hinch","startTime":3295.74,"endTime":3302.24,"body":"of my role as the manager is not"},{"speaker":"Stephen Hinch","startTime":3302.24,"endTime":3306.68,"body":"to be the best engineer my"},{"speaker":"Stephen Hinch","startTime":3302.24,"endTime":3306.68,"body":"manager, my job is to give them"},{"speaker":"Stephen Hinch","startTime":3306.68,"endTime":3310.94,"body":"that environment. And so a lot"},{"speaker":"Stephen Hinch","startTime":3306.68,"endTime":3310.94,"body":"of my job is to work with higher"},{"speaker":"Stephen Hinch","startTime":3310.94,"endTime":3314.66,"body":"management to keep those higher"},{"speaker":"Stephen Hinch","startTime":3310.94,"endTime":3314.66,"body":"managers out of the way so that"},{"speaker":"Stephen Hinch","startTime":3314.66,"endTime":3319.46,"body":"my engineers can do what they"},{"speaker":"Stephen Hinch","startTime":3314.66,"endTime":3319.46,"body":"need to do. And so I'll a lot i"},{"speaker":"Stephen Hinch","startTime":3319.52,"endTime":3323.9199999999996,"body":"in the book, I give an example"},{"speaker":"Stephen Hinch","startTime":3319.52,"endTime":3323.9199999999996,"body":"where I needed to give my"},{"speaker":"Stephen Hinch","startTime":3323.9199999999996,"endTime":3327.1,"body":"engineers time to invent"},{"speaker":"Stephen Hinch","startTime":3323.9199999999996,"endTime":3327.1,"body":"something new before top"},{"speaker":"Stephen Hinch","startTime":3327.1,"endTime":3333.58,"body":"management shut us down. And so"},{"speaker":"Stephen Hinch","startTime":3327.1,"endTime":3333.58,"body":"I spent close to a year where"},{"speaker":"Stephen Hinch","startTime":3333.64,"endTime":3336.94,"body":"pretty much all my job was"},{"speaker":"Stephen Hinch","startTime":3333.64,"endTime":3336.94,"body":"putting together financial"},{"speaker":"Stephen Hinch","startTime":3336.94,"endTime":3340.72,"body":"forecasts and order forecasts"},{"speaker":"Stephen Hinch","startTime":3336.94,"endTime":3340.72,"body":"that said this is what we're"},{"speaker":"Stephen Hinch","startTime":3340.72,"endTime":3344.2799999999997,"body":"going to do, and this is why you"},{"speaker":"Stephen Hinch","startTime":3340.72,"endTime":3344.2799999999997,"body":"should need to keep us open long"},{"speaker":"Stephen Hinch","startTime":3344.2799999999997,"endTime":3349.2599999999998,"body":"enough for those engineers. So"},{"speaker":"Stephen Hinch","startTime":3344.2799999999997,"endTime":3349.2599999999998,"body":"the engineers were happy I was"},{"speaker":"Stephen Hinch","startTime":3349.2599999999998,"endTime":3351.7799999999997,"body":"not telling them what to do, but"},{"speaker":"Stephen Hinch","startTime":3349.2599999999998,"endTime":3351.7799999999997,"body":"I was keeping the higher"},{"speaker":"Stephen Hinch","startTime":3351.7799999999997,"endTime":3356.52,"body":"management off of their their"},{"speaker":"Stephen Hinch","startTime":3351.7799999999997,"endTime":3356.52,"body":"necks, and so that buffer"},{"speaker":"Stephen Hinch","startTime":3356.52,"endTime":3360.24,"body":"between higher management and"},{"speaker":"Stephen Hinch","startTime":3356.52,"endTime":3360.24,"body":"the engineers doing the work is"},{"speaker":"Stephen Hinch","startTime":3360.24,"endTime":3363.2,"body":"a key thing that a good manager"},{"speaker":"Stephen Hinch","startTime":3360.24,"endTime":3363.2,"body":"should be able to"},{"speaker":"Aaron Moncur","startTime":3363.2,"endTime":3365.54,"body":"do. That's a great"},{"speaker":"Aaron Moncur","startTime":3363.2,"endTime":3365.54,"body":"example. I bet not many people"},{"speaker":"Aaron Moncur","startTime":3365.54,"endTime":3368.48,"body":"would think of something like"},{"speaker":"Aaron Moncur","startTime":3365.54,"endTime":3368.48,"body":"that, just the fact that that's"},{"speaker":"Aaron Moncur","startTime":3368.54,"endTime":3372.56,"body":"a necessary and critical part of"},{"speaker":"Aaron Moncur","startTime":3368.54,"endTime":3372.56,"body":"the business. But great example."},{"speaker":"Aaron Moncur","startTime":3372.56,"endTime":3375.9199999999996,"body":"Thank you for sharing that."},{"speaker":"Aaron Moncur","startTime":3372.56,"endTime":3375.9199999999996,"body":"Well, Steve, this has been"},{"speaker":"Aaron Moncur","startTime":3375.9199999999996,"endTime":3378.56,"body":"delightful. How can people get"},{"speaker":"Aaron Moncur","startTime":3375.9199999999996,"endTime":3378.56,"body":"in touch with you?"},{"speaker":"Stephen Hinch","startTime":3379.16,"endTime":3383.44,"body":"So I've got a"},{"speaker":"Stephen Hinch","startTime":3379.16,"endTime":3383.44,"body":"website. It's. Is www, dot"},{"speaker":"Stephen Hinch","startTime":3383.5,"endTime":3390.8199999999997,"body":"Steven, S, T, E, P, H, E N,"},{"speaker":"Stephen Hinch","startTime":3383.5,"endTime":3390.8199999999997,"body":"hyphen, W, hyphen, Hinch, h, i"},{"speaker":"Stephen Hinch","startTime":3390.8199999999997,"endTime":3397.06,"body":"n, C, h.com, and the publishing"},{"speaker":"Stephen Hinch","startTime":3390.8199999999997,"endTime":3397.06,"body":"company also has a website,"},{"speaker":"Stephen Hinch","startTime":3397.2999999999997,"endTime":3403.74,"body":"atenara.com a T, E N, E R, a.com"},{"speaker":"Stephen Hinch","startTime":3397.2999999999997,"endTime":3403.74,"body":"either of those two websites are"},{"speaker":"Stephen Hinch","startTime":3403.8599999999997,"endTime":3408.06,"body":"easy ways to get a hold of me. I"},{"speaker":"Stephen Hinch","startTime":3403.8599999999997,"endTime":3408.06,"body":"also have a a LinkedIn page. You"},{"speaker":"Stephen Hinch","startTime":3408.06,"endTime":3411.6,"body":"can search me on LinkedIn and"},{"speaker":"Stephen Hinch","startTime":3408.06,"endTime":3411.6,"body":"and communicate with me that"},{"speaker":"Stephen Hinch","startTime":3411.6,"endTime":3416.46,"body":"way. And I'm happy to have"},{"speaker":"Stephen Hinch","startTime":3411.6,"endTime":3416.46,"body":"conversations and answer any"},{"speaker":"Stephen Hinch","startTime":3416.46,"endTime":3421.16,"body":"kind of questions, give any kind"},{"speaker":"Stephen Hinch","startTime":3416.46,"endTime":3421.16,"body":"of coaching advice that people"},{"speaker":"Stephen Hinch","startTime":3421.16,"endTime":3421.64,"body":"may have"},{"speaker":"Aaron Moncur","startTime":3421.8199999999997,"endTime":3424.46,"body":"awesome, awesome."},{"speaker":"Aaron Moncur","startTime":3421.8199999999997,"endTime":3424.46,"body":"Well, we will include those"},{"speaker":"Aaron Moncur","startTime":3424.46,"endTime":3427.2799999999997,"body":"links in the show notes. And"},{"speaker":"Aaron Moncur","startTime":3424.46,"endTime":3427.2799999999997,"body":"Steve, thank you so much for"},{"speaker":"Aaron Moncur","startTime":3427.46,"endTime":3430.1,"body":"spending some time with us"},{"speaker":"Aaron Moncur","startTime":3427.46,"endTime":3430.1,"body":"today. What a fun conversation"},{"speaker":"Aaron Moncur","startTime":3430.1,"endTime":3433.52,"body":"this has been. You just have a"},{"speaker":"Aaron Moncur","startTime":3430.1,"endTime":3433.52,"body":"plethora of experience and"},{"speaker":"Aaron Moncur","startTime":3433.52,"endTime":3436.7599999999998,"body":"wisdom, and thank you for"},{"speaker":"Aaron Moncur","startTime":3433.52,"endTime":3436.7599999999998,"body":"contributing to this body of"},{"speaker":"Aaron Moncur","startTime":3436.7599999999998,"endTime":3440.12,"body":"knowledge and the being an"},{"speaker":"Aaron Moncur","startTime":3436.7599999999998,"endTime":3440.12,"body":"engineer podcast and and sharing"},{"speaker":"Aaron Moncur","startTime":3440.12,"endTime":3441.7,"body":"all of that experience wisdom"},{"speaker":"Stephen Hinch","startTime":3441.7,"endTime":3443.62,"body":"with us. Thank"},{"speaker":"Stephen Hinch","startTime":3441.7,"endTime":3443.62,"body":"you very much. I appreciate it."},{"speaker":"Aaron Moncur","startTime":3445.3599999999997,"endTime":3448.8999999999996,"body":"I'm Aaron Moncur,"},{"speaker":"Aaron Moncur","startTime":3445.3599999999997,"endTime":3448.8999999999996,"body":"founder of pipeline design and"},{"speaker":"Aaron Moncur","startTime":3448.8999999999996,"endTime":3451.7799999999997,"body":"engineering. If you liked what"},{"speaker":"Aaron Moncur","startTime":3448.8999999999996,"endTime":3451.7799999999997,"body":"you heard today, please share"},{"speaker":"Aaron Moncur","startTime":3451.8399999999997,"endTime":3455.2,"body":"the episode to learn how your"},{"speaker":"Aaron Moncur","startTime":3451.8399999999997,"endTime":3455.2,"body":"team can leverage our team with"},{"speaker":"Aaron Moncur","startTime":3455.2,"endTime":3458.68,"body":"expertise developing advanced"},{"speaker":"Aaron Moncur","startTime":3455.2,"endTime":3458.68,"body":"manufacturing processes,"},{"speaker":"Aaron Moncur","startTime":3458.7999999999997,"endTime":3462.54,"body":"automated machines and custom"},{"speaker":"Aaron Moncur","startTime":3458.7999999999997,"endTime":3462.54,"body":"fixtures, complemented with"},{"speaker":"Aaron Moncur","startTime":3462.54,"endTime":3468.8999999999996,"body":"product design and R D services."},{"speaker":"Aaron Moncur","startTime":3462.54,"endTime":3468.8999999999996,"body":"Visit us at Team pipeline.us. To"},{"speaker":"Aaron Moncur","startTime":3468.8999999999996,"endTime":3472.44,"body":"join a vibrant community of"},{"speaker":"Aaron Moncur","startTime":3468.8999999999996,"endTime":3472.44,"body":"engineers online. Visit the"},{"speaker":"Aaron Moncur","startTime":3472.44,"endTime":3480.8999999999996,"body":"wave. Dot, engineer, thank you"},{"speaker":"Aaron Moncur","startTime":3472.44,"endTime":3480.8999999999996,"body":"for listening. You."}]}