Podcasts about Black hat

(Presented by TLPBLACK: A cybersecurity intelligence platform focused on sharing curated, high-sensitivity threat insights and research with trusted security professionals.) Three Buddy Problem - Episode 100: We cover AI eating reverse engineering, the death of the malware report, running local models on the DGX Spark, where Google DeepMind stands, and whether the frontier labs will stay in cybersecurity. Plus, more on Anthropic's Mythos rollout and the thinly sourced Anthropic-NSA reports, the Fast16 sabotage of physics calculations, what researchers choose not to publish, Microsoft's bad Black Hat email, and Costin's Friday UFO files. Cast: Juan Andres Guerrero-Saade, Ryan Naraine and Costin Raiu. Timestamps: 0:00 - JAGS at InfoSecurity Europe 3:40 - Sponsor: TLPBLACK 5:54 - A roadmap for security after the AI revolution 11:01 - Stripe Atlas and how easy it is to start a company 15:00 - If anyone could reverse engineer anything for $5 19:49 - Layoffs at Google's Threat Intelligence Group 21:06 - The death of reading the report 27:53 - Pitting the AI models against each other 32:07 - Grok, local models, and the DGX Spark 39:27 - Where is Google DeepMind? 45:29 - Will the frontier labs stay in cybersecurity? 52:41 - Mythos, Project Glasswing, and the NSA deal 1:16:33 - FAST16, Stuxnet, and sabotaging Iran's bomb 1:57:52 - Microsoft, Black Hat, and the chilling effect 2:14:14 - Shout-outs, UFO files, and 100 episodes

It's the last one in this series!

Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD Episode Summary Rob breaks down why the most durable loyalty has almost nothing to do with points, contrasting a typical airline miles program with a neighborhood barber who keeps a customer for ten years with no app, no tiers, and no expiring rewards. He shows how the same Core Drive can run in opposite directions: airline programs fake Core Drive 4 (Ownership and Possession) with a points balance they control and devalue, while the barber builds real ownership through a relationship the customer actually owns. Along the way he names the over-justification effect, the moment a relationship becomes a calculation, and how Black Hat motivation can win in the short term while quietly corroding loyalty. Listeners come away with a clear diagnostic and a way to tell a real loyalty program apart from a price promotion on a delayed schedule. About the Host Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia. Key Takeaways Most loyalty programs build a transactional dependency rather than loyalty: the customer ends up loyal to the points, not the brand, so the moment a competitor offers more points they defect. Airline miles run on a Black Hat stack of Core Drive 4 (Ownership and Possession), Core Drive 6 (Scarcity and Impatience) through tier status, and Core Drive 8 (Loss and Avoidance) through expiring miles, which shifts the flyer from chasing something they want to avoiding a loss. The over-justification effect is the damage mechanism: a flyer who genuinely liked an airline starts booking the worse flight (longer, worse time, sometimes pricier) purely because it earns miles, the moment the relationship becomes a calculation. A relationship turned into a calculation is trivially beatable. A competitor with a slightly better offer doesn't just win one trip, it reveals there was never loyalty to begin with. A ten-year barber relationship survives real inconvenience (further away, closer cheaper options nearby) using the calm side of the same Core Drives: Core Drive 5 (Social Influence and Relatedness) plus genuinely owned personalization the customer cannot port to a competitor. The diagnostic: strip the points, discounts, and digital rewards entirely. If the honest answer to "why would anyone stay" is nothing, it isn't a loyalty program, it's a price promotion with a delayed payment schedule. Topics Covered 0:00 — Loyalty to the points, not the brand 1:16 — The Black Hat machinery of airline miles 2:25 — The over-justification effect in action 4:13 — The ten-year barber with no points 5:11 — Same Core Drive, opposite direction 6:12 — Inverting Core Drive 8 into a safe choice 7:36 — Run the strip-the-points diagnostic Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD Mentioned in This Episode Core Drives in the Wild (Professor Game free guide) The Octalysis Framework and its Core Drives (Yu-kai Chou) Black Hat and White Hat motivation The over-justification effect Free Resources and Get in Touch Core Drives in the Wild: Professor Game Free Guide Get Daily Value on Your Email Let's chat about your gamification project YouTube LinkedIn Instagram Facebook Start Your Community on Skool for Free Ask a question

#Lockboss Show: Red Team Tools Explained with Deviant Ollam — Tubular Picks, Decoders, Safety Straps and MoreIf you want to understand physical security at the highest level, you go straight to the source.In this episode of the #Lockboss Show & Giveaway, PJ sits down with Deviant Ollam, penetration tester, DEF CON and Black Hat presenter, and author of Practical Lock Picking, one of the most referenced books in the physical security world. CLK Supplies is now carrying his line of Red Team Tools and this conversation goes deep into the products, the purpose behind them, and how professionals actually use them in the field.We break down:Deviant Ollam's background and his work in physical security and penetration testingWhat Red Team Tools are designed for and who uses themRTT Quick-Connect Tubular Lockpick and Impressioning HeadTubular Bitting Decoder and its real world applicationsDeadbolt Safety Strap and what vulnerabilities it addressesLever Door Handle Shroud Guard and how it works in the fieldAdditional tools from the Red Team Tools lineupThe philosophy behind building tools for real security work versus recreational useWhat locksmiths and security professionals can learn from the penetration testing worldWhether you are a locksmith, a security professional, or just deeply curious about how physical security actually works at the highest level, this episode is packed with insight you won't find anywhere else.

One of the pillars of the cursed "Everything is Connected" trend of the 2000s, Alejandro González Iñárritu's BABEL (2006) offers a de-politicized look at our global village. Josh Lewis (of Sleazoids podcast fame) fills in for Luke to discuss one very heavy exampe of White Elephant Art. Join us on Patreon for an extra episode every week - https://www.patreon.com/michaelandus Check out Sleazoids - https://www.sleazoidspodcast.com/ If you're in Toronto on June 8, 2026, come see Josh present Michael Mann's Blackhat at the Paradise - https://paradiseonbloor.com/movies/blackhat-directors-cut/

In a new Cybercrime Magazine 3-minute video, President Suzy Pallett explained why everyone in the cybersecurity community belongs at Black Hat USA 2026. In this episode, host Paul John Spaulding talks to Cybercrime Magazine Deputy Editor Amanda Glassner about the production, other exciting projects lined up with Black Hat, and more. The Cybercrime Magazine Update covers the latest projects and developments at Cybercrime Magazine. For more on cybersecurity, visit us at https://cybersecurityventures.com

Un monólogo de Villalobos respecto a un libro que se topó armando la bibliografía de un nuevo taller: I wear the black hat (Uso el sombrero negro), de Chuck Klosterman. Un ensayo sobre lo que significa ser una figura villanesca, ya sea en la literatura, el cine, la televisión o la vida real. Desde los Eagles a Hitler, pasando por Bill Clinton y Joe Paterno, acá el viaje es accidentado pero fascinante. 

Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD Episode Summary Tetiana Kobzar, product designer with 18 years of experience and creator of the Comportance Framework, joins Rob to share how behavioral design turns clinical and educational software into products people actually want to use. She walks through the seven steps of Comportance (goal, baseline, emotion, hypothesis, minimum validation, cadence, and iteration) and shows how it shaped a gamified speech therapy app for Alder Hey Children's Hospital and a mini-game replacement for 27 cognitive assessment tests. The conversation covers why founders overload products with functionality, why Duolingo's Black Hat motivation works for some users and burns out others, and how Octalysis fits inside a wider behavioral design practice. Listeners leave with a practical structure for designing engagement and a sharper read on when game-based beats gamified. About the Host Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia. Key Takeaways The Comportance Framework runs seven steps in order: define the goal, set the baseline metrics, design the emotion (motivation and positioning), state one hypothesis, build the minimum validation, set the measurement cadence, and iterate. Most founders skip the goal and emotion steps and jump straight to functionality. Tetiana's team at Alder Hey Children's Hospital replaced weekly-only speech therapy with a gamified app where clinicians set tasks as mini games, letting kids practice pronunciation between sessions while the therapist tracks progress. A separate Tetiana project replaced 27 pen-and-paper cognitive assessment tests with mini games on tablets, capturing extra signal (timestamps, finger tremor, voice recordings) that paper tests cannot measure. Most products fail not because users are irrational but because founders treat them as rational agents. Behavioral biases and cognitive overload kill engagement faster than missing features. The Pareto trap in client work: founders spend 80% of their attention on the 20% of clients who complain, while the 80% of healthy clients who quietly bring most of the revenue get under-served. Reverse the ratio to protect recurring revenue. Duolingo's streak mechanic is heavy Black Hat motivation. It drives high retention but creates rage-quit risk: a user who loses a 4,000-day streak rarely returns. The near-miss has to threaten loss without delivering it. Game-based design (where the experience itself feels like a game) opens more creative options than gamification (points, badges, leaderboards bolted onto a non-game product), but both belong inside a wider behavioral design practice. Topics Covered 0:00 — Why Duolingo's Black Hat motivation backfires 0:24 — Rob's intro and the Core Drives in the Wild guide 2:47 — Daily life after the acquisition 4:14 — Favorite fail: design for the end game 8:16 — Alder Hey speech therapy app and 27 cognitive tests as games 11:26 — Game-based versus gamified, and where the line blurs 15:44 — Where Octalysis fits inside the Comportance Framework 17:11 — The seven steps of Comportance, walked end to end 23:50 — Cognitive overload and treating users as humans 27:24 — Duolingo streaks, near-miss design, and rage-quit risk 31:42 — Book picks: Cialdini, Yu-kai Chou, Don Norman 33:29 — Civilization, board games with the kids, final advice Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD About Tetiana Kobzar Tetiana Kobzar is a product strategist and behavioral designer with 18 years of experience building software for healthcare, wellness, and education. She is the creator of the Comportance Framework, a seven-step methodology that brings behavioral science structure to product design. Her recent work includes a gamified speech therapy app for Alder Hey Children's Hospital and a tablet-based replacement for 27 cognitive assessment tests, and she shares behavioral design ideas through her #BehaviouralDesignThursday LinkedIn series and industry talks. Find the Guest Online LinkedIn Tetiana-kobzar.com Instagram TikTok Mentioned in This Episode Proposed guest: someone from Duolingo Recommended book: Actionable Gamification by Yu-kai Chou Recommended book: Influence by Robert B. Cialdini Recommended book: The Design of Everyday Things by Don Norman Favorite game: Civilization series Duolingo Is Not A Free Language Learning App, It Is... (The Octalysis Group) Alder Hey Children's Hospital speech therapy app (Tetiana's project) Comportance Framework (Tetiana's seven-step methodology) Octalysis Framework by Yu-kai Chou Free Resources and Get in Touch Core Drives in the Wild: Professor Game Free Guide Get Daily Value on Your Email Let's chat about your gamification project YouTube LinkedIn Instagram Facebook Start Your Community on Skool for Free Ask a question

The Microsoft offices in downtown Houston initialized something in 2010 that its founders never intended to scale. Michael Farnum and his team triggered a regional conference with 120 attendees, built for the Texas cyber community. No grand ambitions. No national aspirations. Just a gathering for people who knew each other, wanted to learn together, and could afford to show up without corporate sponsorship covering a $2,700 entry fee.Meanwhile, Philip Wylie was running monthly meetups in Denton, traveling constantly, and discovering that building community meant something different than building an audience. The former professional wrestler turned pentester had launched DC940, authored bestselling books, and established himself as a global keynote speaker. But by fall 2024, the logistics became unsustainable. He stepped down from his DefCon group leadership role.That same night, walking away from the venue, an idea crystallized. The Dallas-Fort Worth area housed one of the world's largest cybersecurity communities, yet lacked a proper hacker conference. So Wylie sent a text message to Farnum. No expectations beyond advice. Within weeks, they had formalized a partnership that would bring CyberHackCon to the Plano Event Center, the same venue that hosted DalHackCon two decades earlier.What started as Houston's 15-year regional experiment had evolved into a national conference ecosystem. Companies were bypassing Black Hat and RSA entirely, sending whole teams to what was becoming CyberSecCon instead. The infrastructure now includes youth programs, executive events, OT-focused conferences, media arms, venture advisory, and nonprofit partnerships. Five full-time employees orchestrate an operation that refuses to gate its primary educational content behind paywalls, maintains community as the entry point for everything, and somehow preserves the feel of a high school reunion even as it approaches 400 attendees.TIMESTAMPS00:00 Building Community in Cybersecurity05:15 The Evolution of HusekCon to CyberSecCon12:00 The CyberSec Community Ecosystem20:14 Introducing Cyber Hack Con29:04 Call for Papers: Seeking Deep Tech Talks32:20 Engagement and Community Involvement33:44 Conference Experiences: Big vs. Small39:03 Post-Conference Content and Accessibility40:48 Creative Concepts: Cybersecurity-Themed Bar IdeasSYMLINKS[CyberSecCon] - https://www.cybrseccon.com/ Official website of CyberSecCon, a community-driven cybersecurity conference focused on accessibility, education, and bringing together professionals across all experience levels.[CyberSec Media] - https://www.cybrsecmedia.com/ Media platform that publishes cybersecurity talks, videos, and educational content from CyberSecCon and related community initiatives, available for free access.[DEF CON] - https://defcon.org/ One of the world's largest and most well-known hacker conferences, recognized for its deep technical content, hands-on learning, and strong hacker culture.[Michael Farnum – LinkedIn] - https://www.linkedin.com/in/mfarnum Professional profile of Michael Farnum, cybersecurity leader and co-founder of CyberSecCon, where he shares insights on community building and industry initiatives.[Phillip Wylie – LinkedIn] - https://www.linkedin.com/in/phillipwylie Professional profile of Phillip Wylie, penetration tester, instructor, and keynote speaker with extensive experience in cybersecurity and community mentorship.

Welcome back to Hidden In The Shadows Podcast.In this episode, we explore one of the most unsettling and mysterious phenomena in paranormal history: the Men in Black. Often described as silent enforcers, these figures appear without warning after UFO encounters, issuing threats, demanding silence, and leaving witnesses shaken.We trace the origins back to one of the earliest recorded encounters in 1947 and follow the pattern through decades of chilling reports. But the deeper we go, the more the question shifts from who they are… to what they are.Are they government agents working to suppress the truth about extraterrestrials, or something far more unnatural attempting to control human awareness?As the episode unfolds, we begin connecting the Men in Black to other phenomena, including shadow entities and the Hat Man, opening the door to a theory that these encounters may not be entirely physical at all.Because sometimes, they don't just observe.Chapters In This EpisodeIntroduction and Personal AnecdotesExploring the Men in Black PhenomenonFamous Encounters with the Men in BlackTheories and Speculations on Men in BlackExploring the Astral Realm and Its EntitiesPersonal Experiences with Alien EncountersThe Hat Man and Its Connection to the Men in BlackThe Gateway Program and Psychic AbilitiesMen in Black: Origins and Cultural ImpactGovernment Agencies and the ParanormalLocal Sightings and Personal AnecdotesMusic CreditsIntro and Outro Music: “Swamp Witch”Additional Intro Music: “Stacy Dahl” by MaudlinFollow Maudlin on TikTok and Instagram: @maudlinListen to Hidden in The Shadows Podcast on Spotify and YouTubeShare Your Paranormal ExperiencesSend us a message on social media, fill out our contact form, or email us:

On this week's show, Patrick Gray, Adam Boileau and James Wilson discuss the week's cybersecurity news. They cover: Everyone has an opinion about Claude Mythos… even though almost nobody has used it yet CISA adds a 2009 Excel bug to the KEV list, u wot? Adobe also parties like it's the 2000s, and fixes an Acrobat Reader bug Disgraced former Trenchant exec Peter Williams' sob story fails to resonate with … anyone Remember those crosswalk buttons hacked to play audio mocking Trump and Zuck? They were “secured” by the password: 1234. This week's episode is sponsored by mobile network operator, Cape. Ajit Gokhale talks with James about the ways to get being a telco right when you're starting from scratch and solving the security problems of 2026. This episode is also available on Youtube. Show notes Lab Space The “AI Vulnerability Storm”: Building a “Mythosready” Security Program Polymarket on X: "JUST IN: Goldman Sachs is reportedly ramping up its cyber defenses in preparation for Claude Mythos." Ananay on X: "Marcus Hutchins probably has the best take on Mythos doing vulnerability research" solst/ICE of Astarte on X: "Th vast majority of CISOs do not work at Google-sized companies, and will not have to worry about 0days" Charlie Miller on X: "we've gone through this before with early fuzzers, afl, etc" James Kettle on X: "'Can AI Do Novel Security Research? Meet the HTTP Terminator' will premiere at Blackhat" jeffrey lee funk on X: "We've been tricked, again. Many of the thousands of bugs and vulnerabilities Mythos found are in older software are impossible to exploit." Claude is getting worse, according to Claude • The Register Your Agent Is Mine: Measuring Malicious Intermediary Attacks on the LLM Supply Chain OpenAI's Mac apps need updates thanks to the Axios hack | CyberScoop Hack at Anodot leaves over a dozen breached companies facing extortion | TechCrunch Snowflake customers hit in data theft attacks after SaaS integrator breach Booking.com confirms hackers accessed customers' data CPUID hijacked to serve malware as HWMonitor downloads • The Register Known Exploited Vulnerabilities Catalog | CISA Adobe fixes PDF zero-day security bug that hackers have exploited for months | TechCrunch The Sad Decline of Trenchant Exec Who Had Everything, Before Deciding to Steal and Sell Zero Days to Russian Buyer FBI Extracts Suspect's Deleted Signal Messages Saved in iPhone Notification Database US operation evicts Russia from hacked SOHO routers used to breach critical infrastructure | Cybersecurity Dive Telegram Is Still Hosting a Sanctioned $21 Billion Crypto Scammer Black Market | WIRED The Dumbest Hack of the Year Exposed a Very Real Problem | WIRED

Andrew ditched Cursor for Claude Max and the economics made it an easy call. In this episode they get into the Meta Monster pivot toward content optimization, why Claude hallucinated an entire Wix API, and what the switch to Conductor actually looks like day to day. Links:Andrew's Twitter: @AndrewAskinsAndrew's website: https://www.andrewaskins.com/MetaMonster: https://metamonster.ai/Slackletter: https://slackletter.com/Sean's Twitter: @seanqsunMiscreants: http://miscreants.com/Margins: http://margins.so/Sean's website: https://seanqsun.com/For more information about the podcast, check out https://www.smalleffortspod.com/.Transcript: 00:00.47SeanCool. Thanks. What's up?00:03.03AndrewNot much. I haven't seen you in like three fucking months.00:06.58SeanYeah.00:06.74AndrewHow are you?00:08.06Seanah I'm good. Q1 is finally over. RSA is finally over. So now it's time to worry about Black Hat.00:15.45AndrewJesus.00:17.14Seanum But.00:19.03AndrewQ1 being finally over means we're like even closer to the death day for Metamonster.00:19.26Seanah00:25.67SeanOh, yeah. Yeah, yeah.00:27.03AndrewHave I told you this, that like Austin and I were like, if if it's not working by the middle of the summer, we're gonna, we need to like pull the plug.00:34.90SeanYou have. You have. yeah What would you do if you pulled the plug? Would you start a new thing, or can I finally hire you again?00:43.25AndrewDude, i I have, I don't know, is the short answer, but I have lots of thoughts. Like part of me wants to to buy a trad business, which is what I've been calling brick and mortar businesses lately.00:53.78AndrewAnd every time I say it, it makes people cringe, which is why I continue to say it.00:56.04SeanThat's horrible. du't That's disgusting. Mexico City is changing you. i can't believe you'd say that.01:02.13AndrewWhoa, whoa, whoa, whoa, whoa.01:03.16Seanforpin01:05.14AndrewNo, that's just me having a stupid sense of humor. You can't blame Mexico City for that.01:07.90SeanNo, no, it's good.01:09.10AndrewMexico City way too beautiful a place to blame for that.01:09.88SeanIt's good. Speaking, speaking of trad related things, have you seen the documentary?01:14.26AndrewOh God, where is this going?01:18.45SeanHave you been, ah have you been, ah did you watch the Manosphere documentary on Netflix with Louis Thoreau?01:24.79AndrewNo, but my little sister did and she was like, you have to watch it.01:28.22SeanIt's so good.01:28.28AndrewAnd i I haven't watched it yet. Yeah.01:30.15SeanIt's so good. It's all Ben and I could talk about at RSA.01:34.26AndrewNice.01:34.32SeanSorry.01:35.00AndrewHave you seen Project Hail Mary yet?01:37.11SeanNo, I hear it's good, but i don't know what it's about.01:38.71AndrewI hear it's really good. Yeah. Oh, you didn't read the book?01:42.21SeanNo, I don't read.01:43.86AndrewI forgot.01:44.73Seanyeah i think I think if all books were in AI chat bubbles, I would read all of it, but they're not. so that's01:52.77AndrewThat's the lamest thing you've ever said to me. It's almost as bad as trad businesses.01:59.32Seanit's It's probably worse.02:02.68Seanum How you been?02:03.89AndrewDude, I've been good.02:04.43SeanHow's life?02:06.32Andrewum We are working on a pivot for Metamonster. i am becoming, I'm embracing the fully AI-pilled by boy life.02:10.74SeanOK.02:18.71SeanOK.02:18.81Andrewum i still love Mexico. Yeah.02:23.66SeanGood.02:26.68Andrewyeah02:28.11SeanOK, can you tell me, can you just tell me what you're pivoting to before I like rip my hair out? Because I really need you to build some features at the moment.02:35.48AndrewSo it's I call it a pivot part somewhat facetiously. um02:39.31SeanOK.02:40.45Andrewwe're We're not really pivoting, like the tool is still going to work the same way it does now, um but we're going deep on content optimization.02:46.03SeanCool.02:51.03AndrewSo we're building we're building a single page view where you can still update metadata, but we also do SERP analysis and content recommendations for you and help you auto apply them.03:04.79Andrewum And so we're we're going to be adjusting our positioning to more directly take on ClearScope and Surfer. um03:15.96Seanand air ops.03:16.09AndrewSo the Yeah, air ops a little bit. I think of air ops as a little bit different. I think of air ops more as content orchestration, um like generate content at scale, whereas we're more content optimization.03:30.78AndrewSo like take your existing content or like new pieces of content and help you optimize it. Yeah.03:38.01SeanSick.03:39.39AndrewYep.03:40.43SeanCool.03:40.44Andrewum03:41.18Seanis Is this like a like like an editor that I'm writing in? And then, OK, cool. And then you can publish the web flow.03:49.05Andrewah Yeah, yeah, yeah, yeah.03:50.40SeanOh, good, good, good, good.03:50.74AndrewTotally, totally.03:52.44SeanYou should do it. You should do it so I can use it. i don't I don't care.03:55.22AndrewYeah.03:56.00SeanNo. What?03:56.73AndrewSo, the um I, did you see my LinkedIn post by chance? Dude, I spent like half of last week vibing with Claude on a Wix integration, and then I finally go to test it.04:13.21Andrewit It shouldn't have taken me a a whole week to test it. I just got distracted by like three other things. um And I finally go to test it, and I'm like, huh, it's not working. Why isn't it working?04:23.70AndrewAnd Claude goes, oh yeah, the Wix API I was using was purely speculative. Like, I just made it up. I was like, motherfucker Are you fucking kidding me? um And it turns out like Wix, like Squarespace does not support us updating SEO metadata for anything except blog posts. So I just scrapped the whole thing and was like, fuck this.04:48.31Andrewum04:49.72SeanWell, but you could do like cloud code browser use types of things to like manually.04:55.80AndrewI could and I did and it took for fucking ever. It took like two hours to update 30 pages. It was painfully slow and eventually ran out of context.05:04.43SeanGotcha.05:07.72SeanGotcha.05:07.77Andrewum05:08.57SeanDamn.05:08.92AndrewAnd I was just like, this is horrible. um So ah yeah, my hope is that like Wix and Squarespace wake the fuck up and realize what century they're living in and build a decent hal...

Mike tells us about his upcoming and soon to be recapped visit to Fontana Sushi then gives us the breakdown on The Black Hat Cattle Co's change in ownership and really good frozen Meals!!! We serve it all up!!! Stay Informed!!! www.mikeboyle.comSee omnystudio.com/listener for privacy information.

Greg Heilers recounts spending nearly seven years on organic farms and conservation projects worldwide before abandoning a planned culinary internship in Rome to move to Beijing after meeting his now-wife in Guatemala, shifting from “voluntourist” nomad life to building a home and transitioning into digital work.He describes adapting to China as a foreigner, starting with English and cultural localization editing, then moving into writing and realizing he had entered the SEO content ecosystem, later specializing in offsite SEO and journalist outreach.Greg contrasts “black hat” ROI-driven tactics with sustainable brand-focused strategies, discusses the costs of manipulating consumers, and explains how AI and platform deals (Google-Reddit, Reddit-OpenAI) reshaped SEO, pushing toward “SEO plus AI search.”He shares how he manages learning and building time as a business owner, the realities of running an agency, contingency plans if the business failed, misconceptions about living in China, and practical earned-media steps, maintaining consistent brand identity and EEAT signals.

Master the science of motivation and see how top experts do it right. Get the free 9-day "Core Drives in the Wild" email sequence here: professorgame.com/WildCD We break down three massive gamification disasters from 3 huge companies to reveal exactly what happens when we ignore behavioral science. We explain how well-intentioned features like leaderboards and point systems can accidentally create toxic work environments or destroy thriving communities. By applying the Octalysis framework, we highlight the dangers of relying too heavily on Black Hat motivation and extrinsic rewards without balancing them correctly. You will learn how to design systems that drive genuine engagement rather than building expensive burnout traps. Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia.   Lets's do stuff together! Core Drives in the Wild: Professor Game Guide Let's chat about your gamification project YouTube LinkedIn Instagram Facebook Start Your Community on Skool for Free Ask a question

In this special documentary episode, Patrick Gray and Amberleigh Jack take a look back at hacking throughout the 1990s, from the feel-good vibes of the early hacking communities to the antics of young hackers who wound up on the run from the FBI. Part one features recollections from: Jeff Moss (The Dark Tangent), DefCon and Black Hat founder Chris Wysopal (Weld Pond), L0pht member, co-founder, @Stake Kevin Poulsen (Dark Dante), 1990s hacker turned journalist Elias Levy (Aleph One), author of Smashing the Stack for Fun and Profit, Phrack, 1996 How the World Got Owned is produced in partnership with SentinelOne. Show notes Elias Levy (Aleph1), Former Principle Engineer, Google Kevin Poulsen, Journalist Jeff Moss, DefCon founder Chris Wysopal, @Stake founder, L0pht member Hackers testifying at the United States Senate, May 19, 1998 Hackers May ‘Net' Good PR for Studio DefCon Archives | DefCon 1 A Not So Terribly Brief History of the Electronic Frontier Foundation Innocent Hackers Want Their Computers Back Breakdowns in Computer Security Unsolved Mysteries, Season 3, Episode 4 The Last Hacker: He Called Himself Dark Dante. His Compulsion Led Him to Secret Files and, Eventually, The Bar of Justice Justia appeal summary, Kevin Poulsen, 1994 Smashing the Stack for Fun and Profit, Phrack Magazine, November 1996 From subversives to CEOs: How radical hackers built today's cybersecurity industry

#SecurityConfidential #DarkRhiinoSecurityDiyar Saadi Ali is a cybersecurity professional specializing in cybercrime investigations, SOC operations, and malware analysis. A contributor to the MITRE ATT&CK framework, Diyar has helped strengthen global threat intelligence efforts and defensive strategies. Diyar regularly speaks at international cybersecurity conferences including Arab Cyber Security, DeepSec, GISEC, BlackHat, and SulyCon, contributing to the advancement of the global cyber community.00:00 Intro02:26 Our Guest03:42 Learning Cybersecurity in Iraq07:40 The MITRE attack Framework: Is that all the knowledge we know? 11:30 There are still tons of unknown vulnerabilities13:30 You can't fake motivation17:00 Defenders are to blame19:16 Who is coming up with Malware?22:10 Every crime leaves a trace24:12 AI is making malware easy29:00 Governance and Trust38:02 Presentations and News from Diyar----------------------------------------------------------------------To learn more about Diyar visit https://www.linkedin.com/in/diyarsaadi/To learn more about Dark Rhiino Security visit https://www.darkrhiinosecurity.com

Diyar Saadi Ali is a cybersecurity professional specializing in cybercrime investigations, SOC operations, and malware analysis. A contributor to the MITRE ATT&CK framework, Diyar has helped strengthen global threat intelligence efforts and defensive strategies. Diyar regularly speaks at international cybersecurity conferences, including Arab Cyber Security, DeepSec, GISEC, BlackHat, and SulyCon, contributing to the advancement of the global cyber community.00:00 Intro02:26 Our Guest03:42 Learning Cybersecurity in Iraq07:40 The MITRE attack Framework: Is that all the knowledge we know? 11:30 There are still tons of unknown vulnerabilities13:30 You can't fake motivation17:00 Defenders are to blame19:16 Who is coming up with Malware?22:10 Every crime leaves a trace24:12 AI is making malware easy29:00 Governance and Trust38:02 Presentations and News from Diyar

Most cybersecurity conferences have become echo chambers filled with repetitive buzzwords and the same problems dressed up in new clothes—until now. At RSA 2023, Chase Cunningham and industry insiders peel back the hype, revealing why much of what's marketed as revolutionary is just a rehash of old issues with a shiny AI layer. They expose the industry's broken system, the deluge of vendors pushing features over real solutions, and the absurdity of AI washing across booths.You'll discover how the cybersecurity industry is fundamentally broken—sold and purchased like healthcare, with vendors cashing in on the chaos. Chase highlights what's really valuable on the show floor, distinguishing between blind VC pump-and-dump tactics and genuine game-changing innovations. He breaks down why AI, despite the hype, is exposing long-standing vulnerabilities rather than creating new solutions, and how the race to be the loudest often masks the lack of substance.We break down the political landscape of cybersecurity conferences: RSA vs. Black Hat vs. DEF CON—what they reveal about the industry's focus, and why the most meaningful conversations happen in smaller, more intimate settings. Chase warns of the coming AI hype backlash and warns CISOs to resist being lured into buying solutions that won't deliver. Instead, he advocates returning to fundamentals—doing the basics well with clarity and focus—while leveraging AI to enhance, not replace, core security practices.Why does this matter? Because the current cycle is setting organizations up for disappointment and missed opportunities. Yet, amid the noise, there's genuine innovation, a shift in community dynamics, and a growing recognition that cybersecurity's true future depends on embracing the basics again. This episode is essential listening for leaders tired of the hype and hungry for real strategy, honest conversations, and practical solutions in a rapidly evolving landscape.Want to understand what's really happening behind the corporate curtain at RSA? Curious about why the AI frenzy might do more harm than good? Or looking for how to cut through the noise and get back to what works? Tap in now—this episode is your strategic reset.

Justin Searle, Director of ICS Security at InGuardians, joins us today to talk about the challenges facing industrial control system security. With increased attack surface areas and maintaining and updating decades-old systems, Justin's dedication to informing and educating newcomers and experts alike is more important now than ever before.As the Director of ICS Security at InGuardians, Justin specializes in ICS security architecture design and penetration testing. He led the Smart Grid Security Architecture group in creating the NIST Interagency Report 7628 and has played key roles in the Advanced Security Acceleration Project for the Smart Grid (ASAP-SG), National Electric Sector Cybersecurity Organization Resources (NESCOR), and Smart Grid Interoperability Panel (SGIP). Justin is the owner of ControlThings LLC, a member of the SANS faculty, and an instructor at BlackHat. He has authored and taught numerous courses such as ICS410: ICS/SCADA Security Essentials, Assessing and Exploiting Control Systems and IIoT, Assessing and Exploiting Web Applications with SamuraiWTF, and SEC542: Web App Penetration Testing and Ethical Hacking. Justin also presents on a range of cybersecurity topics at leading security conferences across the globe.Learn more at: controlthings.ioSupport our show by sharing your favorite episodes with a friend, subscribe, give us a rating or leave a comment on your podcast platform. This podcast is brought to you by LimaCharlie, maker of the SecOps Cloud Platform, infrastructure for SecOps where everything is built API first. Scale with confidence as your business grows. Start today for free at limacharlie.io

Don't experiment on your own revenue with broken game mechanics. Get our guide "Core Drives in the Wild" to learn how to apply real behavioral science to your product: professorgame.com/WildCD We dismantle the myth that simply adding points, badges, and leaderboards will fix a broken product. We explore why superficial rewards often lead to a 90% failure rate in corporate gamification and cause dangerous spikes followed by massive engagement crashes. By contrasting Google News's failed badge system with Wikipedia's intrinsic motivation model, we highlight the critical shift from transactional features to human-focused behavioral science. You can learn how to balance White Hat techniques like Epic Meaning with Black Hat mechanics like Scarcity to build long-term retention without burning out your user base. Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia. Links and resources Google News: https://news.google.com Wikipedia: https://www.wikipedia.org Duolingo: https://www.duolingo.com The Octalysis Group: https://octalysisgroup.com Lets's do stuff together! Core Drives in the Wild: Professor Game Guide Let's chat about your gamification project YouTube LinkedIn Instagram Facebook Start Your Community on Skool for Free Ask a question

Nir is an experienced information security leader, executive, expert and a public speaker at leading conferences globally, including Black Hat, Defcon, BSides, and RSA. Before founding Arnica, Nir lead the product and data security across Finastra, established security at Kabbage (acquired by Amex) as CISO, and headed application security across NCR. Innovation is a key driver for Nir, as reflected by his contribution to open source projects and invention of 7 patents in software security.You can find Nir on the following sites:BlogLinkedInXYouTubeHere are some links provided by Nir:Arnica PLEASE SUBSCRIBE TO THE PODCASTSpotifyApple PodcastsYouTube MusicAmazon MusicRSS FeedYou can check out more episodes of Coffee and Open Source on https://www.coffeeandopensource.comCoffee and Open Source is hosted by Isaac Levin

The Layer 8 Conference is excited to announce the first of its keynote speakers for 2026, Christina Lekati!Christina is a social engineering specialist who works with Cyber Risk, GmbH in Munich, Germany. She got her undergraduate degree in Psychology and has a Masters in International Business Studies. She has been a part of the OSINT Curious team and has taught her classes at Black Hat in Las Vegas but will also be offering her two-day social engineering class at the Layer 8 Conference this year. Come join us at the Layer 8 Conference, meet Christina and all of our other incredible speakers in Boston, MA on June 5-6.

Nobody decided to build a human-optional workflow — they just kept making reasonable procurement decisions, task by task, until the human became optional across hiring, contracting, finance, and security operations. Sean Martin traces what organizations have actually assembled, where accountability lives when it goes wrong, and why the regulatory window for getting ahead of it is closing faster than most leaders realize. In this edition of Lens Four, Sean Martin looks at the agentic AI landscape through three lenses — programs, innovation, and messaging — to connect the signals that matter.

Nobody decided to build a human-optional workflow — they just kept making reasonable procurement decisions, task by task, until the human became optional across hiring, contracting, finance, and security operations. Sean Martin traces what organizations have actually assembled, where accountability lives when it goes wrong, and why the regulatory window for getting ahead of it is closing faster than most leaders realize. In this edition of Lens Four, Sean Martin looks at the agentic AI landscape through three lenses — programs, innovation, and messaging — to connect the signals that matter.

If you're implementing AI and want to realize that promised ROI, let's see if Octalysis fits → professorgame.com/chat Breaking down why most AI projects fail despite being technically flawless. The problem isn't the code; it's the lack of behavioral design. By applying the Octalysis Framework, we see how to move away from "Black Hat" implementations that trigger resistance and identity threats. Instead, we shares how to design AI as an individual contributor's superpower. It is a deep dive into balancing short-term Black Hat-driven data bumps with long-term White Hat engagement to ensure your team feels like masters of their craft rather than data entry clerks for an algorithm. Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia.   Links to episode mentions: Let's implement AI successfully leveraging Octalysis Behavioral Design professorgame.com/chat How gamifying AI shapes customer motivation, engagement, and purchase behavior Harmonizing human-AI synergy: behavioral science in AI-integrated design Digital tracking, gamification, social media, and AI: How technology influences motivation AI-Driven Gamification Approaches: Enhancing Engagement Through Intelligent  Systems Some of The Octalysis Group's resources: Why Your Sales Leaderboard is Killing Performance (And What AI-Driven Motivation Actually Looks Like) How AI Loyalty Programs are Rewriting Loyalty Why Corporate Learning Platforms Fail (AI Corporate Learning) AI-Powered Behavioral Design for Customer Loyalty The Fintech Engagement Crisis: Why AI Without Behavioral Design Creates Apps Nobody Uses AI Powered FMCG Loyalty: Escaping the Points Trap with Behavioral Design   Lets's do stuff together! Let's chat about your gamification project YouTube LinkedIn Instagram Facebook Start Your Community on Skool for Free Ask a question

Mike continues with the myriad reasons behind the decline in Denver dining but closes out with the return of The Black Hat Cattle Co. Stay Informed!!! www.mikeboyle.com See omnystudio.com/listener for privacy information.

AI is getting dangerously good at smart contract security. Faster than crypto is ready for. Alpin Yukseloglu joins Bankless to break down EVMBench (built with OpenAI), a benchmark testing whether AI agents can detect, patch, and exploit real fund-draining bugs and why the jump from ~12–13% exploit-finding to 70%+ could rewrite today's security assumptions. We unpack what that “70%” really means, why crypto's verifiability is an ideal training ground, why AI labs haven't prioritized crypto data yet, and what a 24/7 blackhat vs whitehat AI arms race means for DeFi. ---

Episode 164: In this episode of Critical Thinking - Bug Bounty Podcast Justin sits down with Tommy DeVoss to talk about his origin story, Yahoo bugs, and how Tommy first got Justin into Bug BountyFollow us on twitter at: https://x.com/ctbbpodcastGot any ideas and suggestions? Feel free to send us any feedback here: info@criticalthinkingpodcast.ioShoutout to YTCracker for the awesome intro music!====== Links ======Follow your hosts Rhynorater, rez0 and gr3pme on X: https://x.com/Rhynoraterhttps://x.com/rez0__https://x.com/gr3pmeCritical Research Lab:https://lab.ctbb.show/ ====== Ways to Support CTBBPodcast ======Hop on the CTBB Discord at https://ctbb.show/discord!We also do Discord subs at $25, $10, and $5 - premium subscribers get access to private masterclasses, exploits, tools, scripts, un-redacted bug reports, etc.You can also find some hacker swag at https://ctbb.show/merch!Today's Guest: https://x.com/thedawgyg====== This Week in Bug Bounty ======Python pitfalls: Turning developer mistakes into vulnerabilitieshttps://www.yeswehack.com/learn-bug-bounty/python-pitfalls-turning-developer-mistakes?utm_source=critical-thinking&utm_medium=sponsored&utm_campaign=article-research-python-pitfalls====== Timestamps ======(00:00:00) Introduction(00:06:22) Yahoo SSRF(00:14:56) Tommy's Origin(00:44:10) Bug Bounty(00:51:47) SSRF Attraction, AI implementation, & Browser Hacking

An Uber ride. A stranger in the backseat. A conversation that changes everything. What if the person who redirects your entire life is someone you've walked past a thousand times and never noticed? This is the story of a kid from West Philly who didn't know what a server was, what the cloud meant, or why Windows OS mattered and then turned that into a cybersecurity career built on hustle, community, and an obsession with doing the work. 00:00 Moo's Journey into Cybersecurity09:14 Navigating Distractions in Tech13:26 Finding Passion and Purpose17:11 The Reality of Rapid Industry Changes23:11 Supporting Newcomers in Cybersecurity25:53 Starting Over: Lessons Learned29:41 Experiencing Hacker Summer Camp35:07 The Culture of Networking and Community38:39 Unique Bar Experiences and Networking44:10 Creative Drink Ideas and Closing ThoughtsSYMLINKSMoo Muhammad – LinkedInhttps://www.linkedin.com/in/munirmuhammad/Cybersecurity professional specializing in application security, incident response, and hands-on technical projects. Connect to follow his work, insights, and career journey in tech.National Society of Black Engineers (NSBE) – https://www.nsbe.orgA professional organization supporting Black engineering students and professionals through mentorship, scholarships, and career development.IEEE (Institute of Electrical and Electronics Engineers) – https://www.ieee.orgA global professional organization advancing technology, offering resources, publications, and networking for engineers and technologists.Women in Cybersecurity (WiCyS) – https://www.wicys.orgA nonprofit organization dedicated to recruiting, retaining, and advancing women in cybersecurity through mentorship, conferences, and career opportunities.DEF CON – https://defcon.orgOne of the world's largest and most well-known hacker conferences, held annually in Las Vegas as part of “Hacker Summer Camp.”Black Hat – https://www.blackhat.comA premier cybersecurity conference series featuring technical training, research briefings, and industry networking events.

This week on the BBC Introducing in Oxfordshire & Berkshire podcast, Black Hats are back! Dave catches up with the band to hear about their new single 'Witness to Everything'. Plus, Alex chats to Reading's Split The Dealer about the town bidding for UK City of Culture 2029, and how this could affect the local music scene. And, Connections continues - our series where bands recommend bands - last time we had The Autumn Saints, but who did they recommend? Lauren gets to know Barricane.Here's this week's track list: • V.I.C - She Said Dolly Mavies - Truman Emily Francis Trio - After The Rain Josephine Illingworth - Old Holy Feeling Felix Green - Rolling Of The Dice IZCO - Strike A Pose Bang Mary - Willowman pecq - no more trouble (instrumental) Grace Pounds - The Way The Water Moves Tiger Mendoza - Reeeees Juliana - Touch Me Black Hats - Witness to Everything Meli Foster-Turner - Change AMARA ctk100 - HITS THE SPOT 6Nova - Wifey Barricane - Moon Santa Carla - Don't Let Me Drown Lisa Kahn - Is it Real Split the Dealer - Thieves & Liars (feat. Reepa) The Rattlebacks - Lady In Wait Joe Truby - Colours redlane - Funny Man • If you're making music in Oxfordshire and Berkshire, send us your tunes with the BBC Introducing Uploader: https://www.bbc.co.uk/introducing/uploader

¿Qué tanto puede hacer un hacker? ¿Y si te digo que este hacker no es nada más ni nada menos que Thor? En este capítulo de Maula, Ignacia y Pato se juntan en persona a discutir una película de la cual esperaban mucho y no obtuvieron nada. Aprovechan de pelar a Thor, a Michael Mann, a los hackers y hablar sobre la belleza de la programación, tiroteos maestros, y el reino de las ideas para arreglar el guión. Recuerden que seguimos en campaña! https://buymeacoffee.com/maulapodcast 

Documents released by the U.S. Justice Department show that convicted sex offender Jeffrey Epstein spent years corresponding with figures in the cybersecurity community and repeatedly tried to involve himself with two of the world's biggest hacker conventions, DEF CON and Black Hat, in Las Vegas. According to emails reviewed by Politico, Epstein's interest in cryptography and cybersecurity extended back to at least 2010, and he discussed topics ranging from network security to ways of pushing negative information about himself down in internet search results. Though he expressed a desire to attend these major events — even at times proposing to bring high-profile guests — there's no clear evidence he ever actually got into either conference, and organizers like Jeff Moss have said there's no proof he followed through on plans to attend.The documents also reveal Epstein's broader tech network, including contacts with researchers and entrepreneurs introduced through academic and startup circles. Among those mentioned was Italian security researcher Vincenzo Iozzo, who communicated with Epstein about potential business opportunities and emerging technologies but has denied doing any technical work for him. An FBI file included in the release also alleges Epstein may have had an unidentified “personal hacker” who developed offensive cyber tools sold to governments, though the name was redacted and some of the claims remain unverified.to contact me:bobbycapucci@protonmail.comsource:Jeffrey Epstein spent years building ties to well-known hackers - POLITICO

Documents released by the U.S. Justice Department show that convicted sex offender Jeffrey Epstein spent years corresponding with figures in the cybersecurity community and repeatedly tried to involve himself with two of the world's biggest hacker conventions, DEF CON and Black Hat, in Las Vegas. According to emails reviewed by Politico, Epstein's interest in cryptography and cybersecurity extended back to at least 2010, and he discussed topics ranging from network security to ways of pushing negative information about himself down in internet search results. Though he expressed a desire to attend these major events — even at times proposing to bring high-profile guests — there's no clear evidence he ever actually got into either conference, and organizers like Jeff Moss have said there's no proof he followed through on plans to attend.The documents also reveal Epstein's broader tech network, including contacts with researchers and entrepreneurs introduced through academic and startup circles. Among those mentioned was Italian security researcher Vincenzo Iozzo, who communicated with Epstein about potential business opportunities and emerging technologies but has denied doing any technical work for him. An FBI file included in the release also alleges Epstein may have had an unidentified “personal hacker” who developed offensive cyber tools sold to governments, though the name was redacted and some of the claims remain unverified.to contact me:bobbycapucci@protonmail.comsource:Jeffrey Epstein spent years building ties to well-known hackers - POLITICOBecome a supporter of this podcast: https://www.spreaker.com/podcast/the-epstein-chronicles--5003294/support.

The Cybercrime Magazine Podcast brings you daily cybercrime news on WCYB Digital Radio, the first and only 7x24x365 internet radio station devoted to cybersecurity. Stay updated on the latest cyberattacks, hacks, data breaches, and more with our host. Don't miss an episode, airing every half-hour on WCYB Digital Radio and daily on our podcast. Listen to today's news at https://soundcloud.com/cybercrimemagazine/sets/cybercrime-daily-news. Brought to you by our Partner, Evolution Equity Partners, an international venture capital investor partnering with exceptional entrepreneurs to develop market leading cyber-security and enterprise software companies. Learn more at https://evolutionequity.com

Documents released by the U.S. Justice Department show that convicted sex offender Jeffrey Epstein spent years corresponding with figures in the cybersecurity community and repeatedly tried to involve himself with two of the world's biggest hacker conventions, DEF CON and Black Hat, in Las Vegas. According to emails reviewed by Politico, Epstein's interest in cryptography and cybersecurity extended back to at least 2010, and he discussed topics ranging from network security to ways of pushing negative information about himself down in internet search results. Though he expressed a desire to attend these major events — even at times proposing to bring high-profile guests — there's no clear evidence he ever actually got into either conference, and organizers like Jeff Moss have said there's no proof he followed through on plans to attend.The documents also reveal Epstein's broader tech network, including contacts with researchers and entrepreneurs introduced through academic and startup circles. Among those mentioned was Italian security researcher Vincenzo Iozzo, who communicated with Epstein about potential business opportunities and emerging technologies but has denied doing any technical work for him. An FBI file included in the release also alleges Epstein may have had an unidentified “personal hacker” who developed offensive cyber tools sold to governments, though the name was redacted and some of the claims remain unverified.to contact me:bobbycapucci@protonmail.comsource:Jeffrey Epstein spent years building ties to well-known hackers - POLITICOBecome a supporter of this podcast: https://www.spreaker.com/podcast/the-moscow-murders-and-more--5852883/support.

The Deal You Never Knew Existed. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this deep dive, Jay McBain reveals the harsh reality of the “28 Moments” in a modern B2B buying journey, using a multi-million dollar SAP deal at AstraZeneca as a wake-up call for vendors. He explains how traditional marketing leads are failing in the “decade of the ecosystem,” where trusted partners like NTT and SoftwareOne are winning deals in “light blue” partnership moments months before a customer ever downloads an ebook. If you aren’t visible in the seven-layer stack or collaborating with the partners who hold the customer’s trust, you aren’t just losing the deal—you're losing the entire market. https://youtu.be/NO-P6X2dTAo?si=8e_sVesqvwaC0M-E Key Takeaways Most vendors lose major deals without ever knowing a transaction was even taking place. The average considered purchase involves 28 distinct moments of research and influence before a sale. Trusted partners often close the deal in the “middle moments” months before the money is actually spent. Traditional marketing leads (MQLs) are often too “flimsy” compared to deep partner-led relationships. Winning in the ecosystem requires being part of a “seven-layer stack” of integrated technology and services. Data-sharing platforms like Crossbeam and Workspan are now essential to seeing the “invisible” pipeline. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags: 28 Moments, Jay McBain, Ecosystem Strategy, AstraZeneca SAP Deal, Seven Layer Stack, B2B Buying Journey, Partner Ecosystem, NTT, SoftwareOne, Channel Strategy, Buyer Intent, Informa TechTarget, Collaborative Selling, Crossbeam, Partner Tap, Workspan, Marketplace Tracking, Co-selling, Tech Integration, Revenue Architecture, Pipeline Growth, Trusted Advisor, Digital Transformation, SAP Optimization, Microsoft AWS Competition. Transcript: [00:00:00] Jay McBain: So if you’re a vendor trying to get into that seven layer stack and you don’t have that relationship, or you don’t have the knowledge that NTT or software one is going in, this will have been a deal that would’ve never hit your pipeline and you’ll have no knowledge. So you will have lost this deal without knowing there was a deal. [00:00:19] Vince Menzione: We’ve been talking 28 moments, but you have a slide. I thought we’d spend some time here because, you know, every conversation with you is about 28 moments, but you finally took the time to analyze one of your deals or one of the deals that was going on with one of your clients and come up with the 28 moments. [00:00:36] Vince Menzione: I thought we’d spend a little time here because this journey slide is a wake up call. Uh, it’s, it’s, it’s all around. Why, why we need to think about all of those. Points we need to think about communities and analysts and marketplaces and proof of concepts and architecture and everything else. I thought maybe you’d take us through this a little bit. [00:00:53] Vince Menzione: ’cause this was for a client, AstraZeneca, by the way. This was, uh, if you don’t know this, ICI Americas was the precursor of mm-hmm. AstraZeneca. It was the first SAP customer in North America. [00:01:03] Jay McBain: Nice. I did [00:01:04] Vince Menzione: not know that. That’s why Microsoft and SAP both headquartered. In that area, near nearby, that client. [00:01:10] Vince Menzione: That’s, uh, news, new news. [00:01:11] Jay McBain: And by the way, this is an SAP deal we’re looking at. Yeah. Uh, so two things here. One is that, um, while I was declaring the decade of the ecosystem, you know, spending time with you and Boca, in between that time we got acquired. Canals, which was Latin for channel, got acquired by oia, part of Informa TechTarget, part of this bigger informa company, which is a Fortune 100 company outta the uk. [00:01:32] Jay McBain: Fantastic. You know, we’re part of this massive organization that is really around buyer intent. How, you know, a tech target and, uh, running hundreds of magazines like Information Week and Computer Week that customers and partners read running hundreds of events, the biggest events on the planet. [00:01:49] Vince Menzione: Crazy [00:01:49] Jay McBain: in B2B, like Black Hat and all these things are run by [00:01:52] Vince Menzione: Yeah, [00:01:53] Jay McBain: informa. [00:01:53] Jay McBain: So it’s got this massive mountain of data. About the 28 moments. So when you start to think if you’re a CMO and you start to think about the early moments, you, you think about somebody reading an ebook or, um, going to a, a webinar or going onto a LinkedIn live just like this one. Yeah, going to a major event and getting a pair of socks from you. [00:02:13] Jay McBain: Um, but anything early in the journey. These are the m qls. These are the things that I need enough of them to be credible before I hand them over to my sales team. ’cause I don’t wanna be laughed out of the room. Hey, they read an ebook. They must, AstraZeneca must be buying millions of dollars of stuff. [00:02:27] Vince Menzione: Traditional marketing lead. [00:02:29] Jay McBain: Traditional marketing lead. So they’re a bit nervous about sharing that. And then later on, the sales motions, the demos and all the progression of the sales. This was the two decades before us, the decade of sales, decade of marketing. But the 28 moments, just to take a step back, if you haven’t heard, it is just a considered purchase. [00:02:46] Jay McBain: It’s about psychology, human psychology. When you go and buy a car, second most expensive thing that you will purchase you on average will go through 28 moments getting ready for that purchase. Some people go through two moments and they just drive to the Cadillac dealership to see Larry, who’s been selling Cadillacs to the family for 80 years. [00:03:04] Jay McBain: Yep. Some people spend 58 moments. That’s probably me. [00:03:07] Vince Menzione: That’s you, a, [00:03:08] Jay McBain: you know, going through all the depreciation, watching every YouTube video, you know, going to the end of the earth. But the average is 28. So you start to think about this, this is the same buying a car considered purchase, that you would buy a million dollars in software. [00:03:21] Jay McBain: From Microsoft or SAP. So when you look at these moments, you start to think, you know, how is you before you buy that car, downloading the invoice price, downloading this month’s backend rebates. Should I buy it in January? Should I buy it in February? All these decisions you make before you get to that dealership, you’re smarter than the salesperson, smarter than the sales manager. [00:03:39] Jay McBain: You know what 5,000 people bought the car for within 50 miles of you? I mean, you’re just so smart. You actually don’t need the dealership anymore. Just Carvana to me, hand me the keys. Exactly. But now in buying technology, hardware, software services, customers are getting this smart. And here’s all the moments they take to get this smart. [00:03:57] Jay McBain: But the thing we always had in mind in this decade of the ecosystem was the 96% there are trusted people. Yeah. Spending decades building that trust that come in in critical moments. They’re not marketing moments, they’re not sales moments. They are fully partnership moments. Yeah. And they’re on this slide in light blue. [00:04:15] Jay McBain: So if you were to look at this deal and, and somebody in marketing is finding these eBooks and webinars and they think there might be something, AWS got a direct hit on their website. So there’s something brewing at AstraZeneca. It, it might be in, it’s a big pharmaceutical company, so you’re probably spending millions of dollars if something’s brewing. [00:04:31] Jay McBain: Yep. But guess what? At the same time, in December on this six month journey. Partners come in with five different paid projects, consulting, advisory design projects, and in this case it was NTT software one, Yash and uh, ISV was there. Yep. But NTT won three different. Deals right at that critical stage. It wasn’t Accenture, it wasn’t Deloitte, NTT at this particular department of AstraZeneca had spent the decades building those relationships. [00:04:58] Jay McBain: So they were the one, and they won critical part of this. And so that’s when the deal is won. And it’s not at April when the money’s being spent. Yeah, it’s, it’s not in March when a couple more ISVs joined the mix, that seven layer stack that solves this particular problem, it was right there. So if you’re a vendor trying to get into that seven layer stack and you don’t have that relationship, or you don’t have the knowledge that NTT or software one is going in, this will have been a deal that would’ve never hit your pipeline and you’ll have no knowledge. [00:05:30] Jay McBain: So you will have lost this deal without knowing there was a deal, which makes up again, the majority of your tam. [00:05:34] Vince Menzione: Yeah. [00:05:35] Jay McBain: But what if I did have this agentic ability to see this deal coming, and I’m a cybersecurity company, I’m just competing for layer five of the deal, but I know that it’s all happening in December. [00:05:46] Jay McBain: So the two things that jump out on this particular slide is one, they don’t just show up in December. [00:05:51] Vince Menzione: Yeah, [00:05:51] Jay McBain: this went closed one in their Salesforce CRM in August, September, well, before the customer ever read an ebook. So now you’re not dealing with a flimsy MQL. You’re dealing with a couple of great, you know, top partner 1000 sized firms. [00:06:09] Jay McBain: One of them is a partner, 30 firm. [00:06:11] Vince Menzione: Exactly. [00:06:12] Jay McBain: That is absolutely going into and earning hundreds of thousands of dollars in services to guide the customer to a millions of dollars in purchase. And, and you can imagine in that boardroom. With A CMO saying, Hey, I got this stuff here. And the head of channels or partnerships saying, no, no, this is real. [00:06:32] Jay McBain: Here’s the names, faces, and places. Yeah. And here’s how it’s happening. And this is exactly, this is the Gantt chart, this is the show up, this is the project, this is the outcome. This is exactly how it’s playing out. Now if I could go back and the board and the C-suite should be asking us, well, how many more deals like this can you see? [00:06:50] Vince Menzione: Yeah. [00:06:51] Jay McBain: If our TAM is, you know, how many billions of dollars? Could you double our pipeline by seeing more of these middle moments? And if we got a couple of months to spend with these partners before they get in front of the customer, could they build more of our portfolio into the deal so we’re not just layer five, maybe we’re layer three and layer five. [00:07:10] Vince Menzione: This slide screams at me. Integr Tech integration Cha. A partner channel integration of tech, uh, whether it’s Crossbeam, whether it’s Partner Tap, whether it’s work span, or any of these other technologies, tackle any of these technologies that are tracking marketplace, that are tracking partner to partner, co-selling. [00:07:30] Vince Menzione: Getting the integration points. The only way to really understand the situation here, because this is a multinational company. Yeah. It’s being touched at all PO points around the globe. And to understand who’s calling who, who’s influencing who, and getting a real view, you know, a uber view of what that looks like is super important. [00:07:47] Jay McBain: It is. And you know, if I’m trying to sell like a cross beam or partner tab or work span or something into my executive team, I’m just showing them this slide. [00:07:54] Vince Menzione: Exactly. [00:07:54] Jay McBain: Would you like to know about this deal? Like you see, October is the start of the timeline here. Would you like to know about this deal in August, September? [00:08:00] Vince Menzione: Yep. [00:08:01] Jay McBain: Would you like to know about it automatically? Again, we’re not waiting for somebody, a human in a cubicle to go fill out a form. We’re not waiting for them to call somebody at our in, in a cubicle at our company. Yeah. We’re literally age genically sharing platforms, and so when this triggers that AstraZeneca and now triggers in our CRM system as well, our team on AstraZeneca gets notified and it gets notified in September before the 28 moments even starts. [00:08:27] Jay McBain: This, the power of this, of doubling, tripling your pipeline and then winning a bigger yield, a bigger percentage of that pipeline. This is the holy grail of our industry, and no one’s gonna get to a hundred percent. You’re not gonna have a hundred percent of your tam covered by your pipeline. No one’s gonna win a hundred percent of that. [00:08:43] Jay McBain: But again, we only have to be 10 or 20% better than our competitors and we need to start moving on this now. [00:08:50] Vince Menzione: So your imperative for the partners here, well everyone watching here today, I mean, this screams to me build your ecosystem strategy in such a strong and succinct way. What else would you say to them? [00:09:00] Jay McBain: I mean, the second thing that jumps out, you see two AWS direct touches here. This is something that this would be inbound. This AWS would see this deal in their pipeline. [00:09:09] Vince Menzione: Yeah. [00:09:10] Jay McBain: Because the customer came to them. AWS lost this deal. Crazy. So Microsoft won this deal. I, I mentioned Microsoft outgrowing AWS Yeah. [00:09:19] Jay McBain: ’cause in this particular case, NTT and Software One and Yash came in with Microsoft. Yeah. To solve an SAP optimization, Microsoft, and, you know, seven layer deal. So whether you’re in AWS, whether you’re in Microsoft, whether you’re anywhere else in this industry, you’re thinking like, you’re not gonna probably overtake what happens in December. [00:09:39] Jay McBain: These are the most trusted, smartest people in the room. And whatever happens in those projects is the seven layer stack the customer’s gonna buy in March, April. So I, I start to think about this and go, I need to win. ’cause NTT has a wonderful relationship with AWS. [00:09:55] Vince Menzione: They do, [00:09:56] Jay McBain: I mean, partner of the year level. [00:09:57] Jay McBain: I mean, they’ve got 10,000 people certified. I mean, there’s just a, you know, there’s no one at AWS that, um, you know, would take a, a loss here because it’s a wonderful relationship. And Software One, they [00:10:09] Vince Menzione: go back to Microsoft actually 30, 40 years though they do. They were Dimension data before that. Yeah. [00:10:14] Vince Menzione: And they have the long hit Legacy And Software One. Software one as well. You, [00:10:19] Jay McBain: you know, well Software one is Microsoft’s biggest reseller, uh, in Europe. And now with Crayon, you know, one of the biggest in the world. So I would be nervous if I was looking at this and saw Software one coming in with NTT and watching these things take place if I were able to see this back in September, October and work with these companies. [00:10:38] Jay McBain: That’s where kind of Microsoft came into the picture. And this never hit Microsoft’s pipeline. No Microsoft salesperson ever worked on it, but millions of dollars came to Microsoft. Yeah. Uh, out of this deal. So there are examples of where Microsoft gets touched and AWS wins the deal. So this isn’t meant to say that it happens in every case, but it’s meant to say data rules the future, and agent ai, the ability to plumb in these boxes. [00:11:00] Jay McBain: Working with Informa tech, target people that can plumb in the boxes for you with third party data, helping you with the light blue boxes. We gotta be obsessed over these light blue boxes. [00:11:11] Vince Menzione: It’s incredible. The Ultimate Partner Winter Retreat is gonna be here in the Boca Studio. This is the third year that we’re gonna be here in Boca. [00:11:21] Vince Menzione: This is always a favorite of our community members, our executive members, our sponsors and speakers. We’ll all be here in the studio, which is a really intimate setting. We can see upwards of 40, 50 people. Uh, we’ll be hosting an incredible dinner at the Boca Resort overlooking the golf course. That’s an incredible property and, uh, we’d love to have you join us. [00:11:45] Vince Menzione: Thank you for being part of the ultimate Partner community, and I hope to see you this year at one of our events. Thank you.

The Decade Project is an ongoing One Heat Minute Productions Patreon exclusive podcast looking back at the films released ten years ago to reflect on what continues to resonate and what's ripe for rediscovery. The third year being released on the main podcast feed is the films of 2015. To hear a fantastic chorus of guests and I unpack the films of 2016 in 2026, subscribe to our Patreon here for as little as $1 a month. In the latest episode, the beautiful film mind and MIAMI VICE champion Brandon Streussnig, and I discuss the initially misunderstood and now frothily reclaimed BLACKHAT. Viva la SOY BOYZ.Brandon StreussnigBylines with Vulture, Fangoria, GQ UK, Inverse, Polygon, The Playlist, Secret Handshake Cinema, Film Combat SyndicateLinks: Twitter, ClippingsOne Heat Minute ProductionsWEBSITE: oneheatminute.comTWITTER: @OneBlakeMinute & @OHMPodsMERCH: https://www.teepublic.com/en-au/stores/one-heat-minute-productionsSupport this podcast at — https://redcircle.com/one-heat-minute-productions/exclusive-contentAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

This show has been flagged as Clean by the host. Warning, this episode containers some spoilers for movies. The following movies are in my cybersecurity movie library. The ones marked * are included in review in this episode. 2001: A Space Odyssey (1968) * AntiTrust (2001) Blackhat (2015) Blade Runner (1982) Catch Me If You Can (2002) Citizenfour (2015) CSI: Cyber (2015) Enemy of the State (1998) Firewall (2006) Gattaca (1997) * Ghost in the Shell (1995) Hackers (1995) * Heartbreakers (2001) The Imitation Game (2014) I, Robot (2004) Johnny Mnemonic (1995) Jurassic Park (1993) * The KGB, the Computer and Me (1990) * - Youtube link The Lives of Others (2006) * Lo and Behold, Reveries of the Connected World (2016) The Matrix (1999) The Matrix Reloaded (2003) * The Matrix Revolutions (2003) Minority Report (2002) Mission: Impossible (1996) * Mr. Robot (2015) The Net (1995) * The Net 2.0 (2006) Ocean's Eleven (2001) Office Space (1999) * Person of Interest (2011) * Revolution OS (2001) The Social Network (2010) Sneakers (1992) * Superman III (1983) * Surrogates (2009) Swordfish (2001) Takedown (2000) Tron (1982) * WarGames (1983) * Slashdot "Best Hacker movie" poll (August 2001): https://slashdot.org/poll/683/best-hacker-flick This episode contains short except clips from some of these movies used under free use for demonstration. Provide feedback on this episode.

The discussion highlights the limitations of traditional cybersecurity training methods, emphasizing that a psychology-informed approach with positive reinforcement is crucial for developing genuine cyber literacy within organizations. Traditional "gotcha" tactics, such as fake phishing tests, are shown to be ineffective and can even lead to increased clicks, according to research from the University of Zurich and Black Hat. This approach risks creating a false sense of security without genuinely improving user behavior.Craig Taylor, CEO of Cyberhoot, advocates for a positive reinforcement model rooted in operant conditioning principles, where rewarded behaviors are repeated and internalized. This strategy is implemented through gamified modules, such as interactive "Hootfish" exercises that guide users in identifying threats with in-moment assistance. Progress is tracked via avatars that mature with learning, and an anonymous company leaderboard encourages engagement, particularly motivating management to complete assignments. These elements aim to foster intrinsic motivation for security best practices rather than relying on external pressure or punishment.The conversation also delves into the challenges of measuring security progress, noting that traditional phishing tests often fail to capture a complete picture of an organization's security posture, particularly with C-suite employees who may not engage with such tests. The episode touches upon the complexities of evolving cybersecurity threats, including AI-powered personalized attacks, and the inherent difficulties in relying solely on human training against sophisticated adversaries. Furthermore, the discussion addresses the lack of accountability for cybersecurity vendors with faulty software, contrasting it with product liability in other industries, and the debate around the absence of consistent federal regulations for AI and data privacy in the US compared to Europe's GDPR.For MSPs and IT service leaders, this episode underscores the need to adopt more effective, psychology-driven security awareness programs that focus on positive reinforcement and intrinsic motivation. It highlights the limitations of purely technical or punitive cybersecurity measures and emphasizes the importance of a comprehensive strategy that combines user education with robust technical defenses. The discussion also serves as a reminder for MSPs to critically evaluate vendor security practices and to advocate for stronger accountability and clearer regulatory frameworks to protect client data and services.

Welcome to Season 6, Episode 01! Happy New Year! Our guest today is Peter Jae, a multi-hyphenate performer in Hollywood. Peter Jae is an actor, stunt performer, producer, and multidisciplinary creative with over two decades of experience working across film, television, and independent projects. Born in Brooklyn and raised primarily in the Bronx—with time spent in Queens as well—Peter grew up navigating identity as a Korean American in predominantly Black and Latinx neighborhoods. Those early experiences deeply shaped his worldview and continue to inform the stories he chooses to tell and the characters he brings to life. Before entering Hollywood, Peter pursued a wide range of creative paths. He attended a performing arts high school, studied menswear design at the Fashion Institute of Technology, and even launched his own urban greeting-card business. That early blend of art, entrepreneurship, and storytelling set the tone for a career defined by versatility rather than a single lane. Although his first opportunities in Hollywood were focused on stunt work and action, he has expanded into more substantial acting roles, appearing in projects such as Blackhat, Olympus Has Fallen, and numerous television productions. He is especially recognized for his work in Ktown Cowboys, an Asian American–led project that allowed him to portray a multidimensional Korean American character—something he has long advocated for in an industry that often limits Asian men to narrow stereotypes. Most recently, Peter stars in The Workout, an independent action-driven film that blends physical intensity with psychological tension. The story centers on discipline, survival, and the personal battles that unfold when routine, control, and identity collide—both inside and outside the gym. The film highlights Peter's ability to merge his background in stunts with grounded dramatic performance, reinforcing his reputation as an actor who brings authenticity and depth to physically demanding roles. You can follow Peter Jae and his latest work on Instagram at @peterjaenyla. If you like what we do, please share, follow, and like us in your podcast directory of choice or on Instagram @AAHistory101. For previous episodes and resources, please visit our site at https://asianamericanhistory101.libsyn.com or our links at http://castpie.com/AAHistory101. If you have any questions, comments or suggestions, email us at info@aahistory101.com.

Yaniv Rokah is an Israeli-Portuguese-American filmmaker best known for his award-winning documentary “Queen Mimi”, featuring Zach Galifianakis and Renée Zellweger. The film won Best Documentary at multiple festivals and was shown on Netflix. He also directed the award winning short film called “Black Hat” and a full-length documentary called “Follow Me”, with an original score by cellist Inbal Segev, which follows the journey of Holocaust survivor and TikTok star Gidon Lev. His latest work is a short film called “When Robert Met Judith”, starring Renee Taylor and Austin Pendleton, which shows how love and connection can take place at any stage of life.My featured song is “The Queen's Carnival”, the title tune of the album of the same name by my band Project Grand Slam. Spotify link.—-----------------------------------------------------------The Follow Your Dream Podcast:Top 1% of all podcasts with Listeners in 200 countries!Click here for All Episodes Click here for Guest List Click here for Guest Groupings Click here for Guest TestimonialsClick here to Subscribe Click here to receive our Email UpdatesClick here to Rate and Review the podcast—----------------------------------------CONNECT WITH YANIV:www.MasMasProductions.com—----------------------------------------ROBERT'S LATEST RELEASE:“MA PETITE FLEUR STRING QUARTET” is Robert's latest release. It transforms his jazz ballad into a lush classical string quartet piece. Praised by a host of classical music stars.CLICK HERE FOR YOUTUBE LINKCLICK HERE FOR ALL LINKS—---------------------------------------ROBERT'S RECENT SINGLE“MI CACHIMBER” is Robert's recent single. It's Robert's tribute to his father who played the trumpet and loved Latin music.. Featuring world class guest artists Benny Benack III and Dave Smith on flugelhornCLICK HERE FOR YOUTUBE LINKCLICK HERE FOR ALL LINKS—--------------------------------------ROBERT'S LATEST ALBUM:“WHAT'S UP!” is Robert's latest compilation album. Featuring 10 of his recent singles including all the ones listed below. Instrumentals and vocals. Jazz, Rock, Pop and Fusion. “My best work so far. (Robert)”CLICK HERE FOR THE OFFICIAL VIDEOCLICK HERE FOR ALL LINKS—----------------------------------------Audio production:Jimmy RavenscroftKymera Films Connect with the Follow Your Dream Podcast:Website - www.followyourdreampodcast.comEmail Robert - robert@followyourdreampodcast.com Follow Robert's band, Project Grand Slam, and his music:Website - www.projectgrandslam.comYouTubeSpotify MusicApple MusicEmail - pgs@projectgrandslam.com  

While our team is out on winter break, please enjoy this episode of Word Notes. A security awareness training technique in which authorized, but fake phishing emails are sent to employees in order to measure and improve their resistance to real phishing attacks.  CyberWire Glossary link: ⁠https://thecyberwire.com/glossary/simulated-phishing⁠ Audio reference link: ⁠“Blackhat (2014) - Hacking the NSA Scene (4/10) | Movieclips.”⁠ YouTube, YouTube, 19 Apr. 2017.

While our team is out on winter break, please enjoy this episode of Word Notes. A security awareness training technique in which authorized, but fake phishing emails are sent to employees in order to measure and improve their resistance to real phishing attacks.  CyberWire Glossary link: ⁠https://thecyberwire.com/glossary/simulated-phishing⁠ Audio reference link: ⁠“Blackhat (2014) - Hacking the NSA Scene (4/10) | Movieclips.”⁠ YouTube, YouTube, 19 Apr. 2017. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to the Ultimate Guide to Partnering® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ https://youtu.be/vEdq8rpBM3I In this data-rich keynote, Jay McBain deconstructs the tectonic shifts reshaping the $5.3 trillion global technology industry, arguing that we are entering a new 20-year cycle where traditional direct sales models are obsolete. McBain explains why 96% of the industry is now surrounded by partners and how successful companies must pivot from “flywheels and theory” to a granular strategy focused on the seven specific partners present in every deal. From the explosion of agentic AI and the $163 billion marketplace revolution to the specific mechanics of multiplier economics, this discussion provides a roadmap for navigating the “decade of the ecosystem” where influence, trust, and integration—not just product—determine winners and losers. Key Takeaways Half of today's Fortune 500 companies will likely vanish in the next 20 years due to the shift toward AI and ecosystem-led models. Every B2B deal now involves an average of seven trusted partners who influence the decision before a vendor even knows a deal exists. Microsoft has outpaced AWS growth for 26 consecutive quarters largely because of a superior partner-led geographic strategy. Marketplaces are projected to grow to $163 billion by 2030, with nearly 60% of deals involving partner funding or private offers. The “Multiplier Effect” is the new ROI, where partners can make up to $8.45 for every dollar of vendor product sold. Future dominance relies on five key pillars: Platform, Service Partnerships, Channel Partnerships, Alliances, and Go-to-Market orchestration. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Keywords: Jay McBain, Canalys, partner ecosystem, channel chief, agentic AI, marketplace growth, multiplier economics, B2B sales trends, tech industry forecast, service partnerships, strategic alliances, Microsoft vs AWS, distribution transformation, managed services growth, SaaS platforms, customer journey mapping, 28 moments of truth, future of reselling, technology spending 2025, ecosystem orchestration, partner multipliers. T Transcript: Jay McBain WORKFILE FOR TRANSCRIPT [00:00:00] Vince Menzione: Just up from, did you Puerto Rico last night? Puerto Rico, yes. Puerto Rico. He dodged the hurricane. Um, you all know him. Uh, let him introduce himself for those of you who don’t, but just thrilled to have on the stage, again, somebody who knows more about what’s going on in, in the, and has the pulse on this industry probably than just about anybody I know personally. [00:00:21] Vince Menzione: J Jay McBain. Jay, great to see you my friend. Alright, thank you. We have to come all the way. We live, we live uh, about 20 minutes from each other. We have to come all the way to Reston, Virginia to see each other, right? That’s right. Very good. Well, uh, that’s all over to you, sir. Thank you. [00:00:35] Jay McBain: Alright, well thank you so much. [00:00:36] Jay McBain: I went from 85 degrees yesterday to 45 today, but I was able to dodge that, uh, that hurricane, uh, that we kind of had to fly through the northern edge of, uh, wanna talk today about our industry, about the ultimate partner. I’m gonna try to frame up the ultimate partner as I walk through the data and the latest research that, uh, that we’ve been doing in the market. [00:00:56] Jay McBain: But I wanted to start here ’cause our industry moves in 20 year cycles, and if you look at the Fortune 500 and dial back 20 years from today, 52% of them no longer exist. As we step into the next 20 year AI era, half of the companies that we know and love today are not gonna exist. So we look at this, and by the way, if you’re not in the Fortune 500 and you don’t have deep pockets to buy your way outta problems, 71% of tech companies fail over the course of 10 years. [00:01:30] Jay McBain: Those are statistics from the US government. So I start to look at our industry and you know, you may look at the, you know, mainframe era from the sixties and seventies, mini computers, August the 12th, 1981, that first IBM, PC with Microsoft dos, version one, you know, triggered. A new 20 year era of client server. [00:01:51] Jay McBain: It was the time and I worked at IBM for 17 years, but there was a time where Bill Gates flew into Boca Raton, Florida and met with the IBM team and did that, you know, fancy licensing agreement. But after, you know, 20 years of being the most valuable company in the world and 13 years of antitrust and getting broken up, almost like at and TIBM almost didn’t make payroll. [00:02:14] Jay McBain: 13 years after meeting Bill Gates. Yeah, that’s how quickly things change in these eras. In 1999, a small company outta San Francisco called salesforce.com got its start. About 10 years later, Jeff Bezos asked a question in a boardroom, could we rent out our excess capacity and would other companies buy it? [00:02:35] Jay McBain: Which, you know, most people in the room laughed at ’em at the time. But it created a 20 year cloud era when our friends, our neighbors, our family. Saw Chachi PT for the first time in March of 2023. They saw the deep fakes, they saw the poetry, they saw the music. They came to us as tech people and said, did we just light up Skynet? [00:02:58] Jay McBain: And that consumer trend has triggered this next 20 years. I could walk through the richest people in the world through those trends. I could walk through the most valuable companies. It all aligns. ’cause by the way, Apple’s no longer at the top. Nvidia is at the top, Microsoft. Second, things change really quickly. [00:03:17] Jay McBain: So in that course of time, you start to look at our industry and as people are talking about a six and a half or $7 trillion build out of ai, that’s open AI and Microsoft numbers, that is bigger than our industry that’s taken over 50 years to build. This year, we’re gonna finish the year at $5.3 trillion. [00:03:36] Jay McBain: That’s from the smallest flower shop to the biggest bank. Biggest governments that Caresoft would, uh, serve biggest customer in the world is actually the federal government of the us. But you look at this pie chart and you look at the changes that we’re gonna go through over the next 20 years, there’s about a trillion dollars in hardware. [00:03:54] Jay McBain: There’s about a trillion dollars in software. If you look forward through all of the merging trends, quantum computing, humanoid robots, all the things that are coming that dollar to dollar software to hardware will continue to exist all the way through. We see services making up almost two thirds of this pie. [00:04:13] Jay McBain: Yesterday I was in a telco conference with at and t and Verizon and T-Mobile and some of the biggest wireless players and IT services, which happen to be growing faster than products. At the moment, there is more work to be done wrapping around the deal than the actual products that the customer is buying. [00:04:32] Jay McBain: So in an industry that’s growing at 7%. On top of the world economy that’s grown at 2.2. This is the fastest growing industry, and it will be at least for the next 10 years, if not 2070 0.1% of this entire $5 trillion gets transacted through partners. While what we’re talking to today about the ultimate partner, 96% of this industry is surrounded by partners in one way or another. [00:05:01] Jay McBain: They’re there before the deal. They’re there at the deal. They’re there after the deal. Two thirds of our industry is now subscription consumption based. So every 30 days forever, and a customer for life becomes everything. So if every deal in medium, mid-market, and higher has seven partners, according to McKinsey, who are those seven people trying to get into the deal? [00:05:25] Jay McBain: While there’s millions of companies that have come into tech over the last 10 to 20 years. Digital agencies, accountants, legal firms, everybody’s come in. The 250,000 SaaS companies, a million emerging tech companies, there’s a big fight to be one of those seven trusted people at the table. So millions of companies and tens of millions of people our competing for these slots. [00:05:49] Jay McBain: So one of the pieces of research I’m most proud of, uh, in my analyst career is this. And this took over two years to build. It’s a lot of logos. Not this PowerPoint slide, but the actual data. Thousands of people hours. Because guess what? When you look at partners from the top down, the top 1000 partners, by capability and capacity, not by resale. [00:06:15] Jay McBain: It’s not a ranking of CDW and insight and resale numbers. It is the surrounding. Consulting, design, architecture, implementations, integrations, managed services, all the pieces that’s gonna make the next 20 years run. So when you start to look at this, 98% of these companies are private, so very difficult to get to those numbers and, uh, a ton of research and help from AI and other things to get this. [00:06:41] Jay McBain: But this is it. And if you look at this list, there’s a thousand logos out of the million companies. There’s a thousand logos that drive two thirds of all tech services in the world. $1.07 trillion gets delivered by a thousand companies, but here’s where it gets fun. Those companies in the middle, in blue, the 30 of them deliver more tech services than the next 970. [00:07:08] Jay McBain: Combined the 970 combined in white deliver more tech services. Then the next million combined. So if you think we live in an 80 20 rule or maybe a 99, a 95 5 rule, or a 99 1 rule, we actually live in a 99.9 0.1 parallel principle. These companies spread around the world evenly split across the uh, different regions. [00:07:35] Jay McBain: South Africa, Latin America, they’re all over. They split. They split among types. All of the Venn diagram I just showed from GSIs to VARs to MSPs, to agencies and other types of companies. But this is a really rich list and it’s public. So every company in the world now, if you’re looking at Transactable data, if you’re looking at quantifiable data that you can go put your revenue numbers against, it represents 70 to 80% of every company in this room’s Tam. [00:08:08] Jay McBain: In one piece of research. So what do you do below that? How do you cover a million companies that you can’t afford to put a channel account manager? You can’t afford to write programs directly for well after the top down analysis and all the wallet share and you know exactly where the lowest hanging fruit is for most of your tam. [00:08:28] Jay McBain: The available markets. The obtainable markets. You gotta start from the community level grassroots up. So you need to ask the question for the million companies and the maybe a hundred thousand companies out there, partner companies that are surrounding your customer. These are the seven partners that surround your customer. [00:08:48] Jay McBain: What do they read, where do they go, and who do they follow? Interestingly enough, our industry globally equates to only a thousand watering holes, a thousand companies at the top, a thousand places at the bottom. 35% of this audience we’re talking. Millions of people here love events and there’s 352 of them like this one that they love to go to. [00:09:13] Jay McBain: They love the hallway chats, they love the hotel lobby bar, you know, in a time reminded by the pandemic. They love to be in person. It’s the number one way they’re influenced. So if you don’t have a solid event strategy and you don’t have a community team out giving out socks every week, your competitors might beat you. [00:09:31] Jay McBain: 12% of this audience loves podcasts. It’s the Joe Rogan effect of our industry. And while you know, you may not think the 121 podcasts out there are important, well, you’re missing 12% of your audience. It’s over a million people. If you’re not on a weekly podcast in one of these podcasts in the world, there’s still people that read one of the 106 magazines in the world. [00:09:55] Jay McBain: There are people that love peer groups, associations, they wanna be part of this. There’s 15 different ways people are influenced. And a solid grassroots strategy is how you make this happen. In the last 10 years, we’ve created a number of billionaires. Bottom up. They never had to go talk to la large enterprise. [00:10:15] Jay McBain: They never had to go build out a mid-market strategy. They just went and give away socks and new community marketing. And this has created, I could rip through a bunch of names that became unicorns just in the last couple of years, bottoms up. You go back to your board walking into next year, top down, bottom up. [00:10:34] Jay McBain: You’ve covered a hundred percent of your tam, and now you’ve covered it with names, faces, and places. You haven’t covered it with a flywheel or a theory. And for 44 years, we have gone to our board every fourth quarter with flywheels and theory. Trust me, partners are important. The channel is key to us. [00:10:57] Jay McBain: Well, let’s talk at the point of this granularity, and now we’re getting supported by technology 261 entrepreneurs. Many of them in the room actually here that are driving this ability to succeed with seven partners in every deal to exchange data to be able to exchange telemetry of these prospects to be able to see twice or three times in terms of pipeline of your target addressable market. [00:11:26] Jay McBain: All these ai, um, technologies, agentic technologies are coming into this. It’s all about data. It’s all about quantifiable names, faces, and places. Now none of us should be walking around with flywheels, so let’s flip the flywheels. No. Uh, so we also look at, and I sold PCs for 17 years and that was in the high times of 40% margins for partners. [00:11:55] Jay McBain: But one interesting thing when you study the p and l for broad base of partners around the world, it’s changed pretty significantly in this last 20 year era. What the cloud era did is dropped hardware from what used to be 84% plus the break fix and things that wrap around it of the p and l to now 16% of every partner in the world. [00:12:16] Jay McBain: 84% of their p and l is now software and services. And if you look at profitability, it’s worse. It’s actually 87% is profitability wise. They’ve completely shifted in terms of where they go. Now we look at other parts of our market. I could go through every part of the pie of the slide, but we’re watching each of the companies, and if you can see here, this is what we want to talk about in terms of ultimate partner. [00:12:43] Jay McBain: Microsoft has outgrown AWS for 26 straight quarters. They don’t have a better product. They don’t have a better price, they don’t have better promotion. It’s all place. And I’ll explain why you guess here in the light green line. Exactly. The day that Google went a hundred percent all in partner, every deal, even if a deal didn’t have a partner, one of the 4% of deals that didn’t have a partner, they injected a partner. [00:13:09] Jay McBain: You can see on the left side exactly where they did it. They got to the point of a hundred percent partner driven. Rebuilt their programs, rebuilt their marketplace. Their marketplace is actually larger than Microsoft’s, and they grew faster than Microsoft. A couple of those quarters. It is a partner driven future, and now I have Oracle, which I just walked by as I walked from the hotel. [00:13:31] Jay McBain: Oracle with their RPOs will start to join. Maybe the list of three hyperscalers becomes the list of four in future slides, but that’s a growth slide. Market share is different. AWS early and commanding lead. And it plays out, uh, plays out this way. But we’re at an interesting moment and I stood up six years ago talking about the decade of the ecosystem after we went through a decade of sales starting in 1999 when we all thought we were born to be salespeople. [00:14:02] Jay McBain: We managed territories with our gut. The sales tech stack would have it different, that sales was a science, and we ended the decade 2009, looking at sales very differently in 2009. I remember being at cocktail parties where CMOs would be joking around that 50% of their marketing dollars were wasted. They just didn’t know which 50%. [00:14:23] Jay McBain: And I’ll tell you, that was really funny. In 2009 till every 58-year-old CMO got replaced by a 38-year-old growth hacker who walked in with 15,348 SaaS companies in their MarTech and ad tech stack to solve the problem, every nickel of marketing by 2019 was tracked. Marketo, Eloqua, Pardot, HubSpot, driving this industry. [00:14:50] Jay McBain: Now, we stood up and said the 28 moments that come before a sale are pretty much all partner driven. In the best case scenario, a vendor might see four of the moments. They might come to your website, maybe they read an ebook, maybe they have a salesperson or a demo that comes in. That’s four outta 28 moments. [00:15:10] Jay McBain: The other 24 are done by partners. Yeah, in the worst case scenario and the majority scenario, you don’t see any of the moments. All 28 happen and you lose a deal without knowing there ever was a deal. So this is it. We need to partner in these moments and we need to inject partners into sales and marketing, like no time before, and this was the time to do it. [00:15:33] Jay McBain: And we got some feedback in the Salesforce state of sales report, which doesn’t involve any partnerships or, or. Channel Chiefs or anything else. This is 5,500 of the biggest CROs in the world that obviously use Salesforce. 89% of salespeople today use partners every day. For the 11% who don’t, 58% plan two within a year. [00:15:57] Jay McBain: If you add those two numbers together, that’s magically the 96% number. They recognize that every deal has partners in it. In 2024, last year, half of the salespeople in the world, every industry, every country. Miss their numbers. For the minority who made their numbers, 84 point percent pointed to partners as the reason why they made their numbers. [00:16:21] Jay McBain: It was the cheat code for sales, so that modern salesperson that knows how to orchestrate a deal, orchestrate the 28 moments with the seven partners and get to that final spot is the winning formula. HubSpot’s number in separate research was 84% in marketing. So we’re starting to see partners in here. We don’t have to shout from the mountaintops. [00:16:44] Jay McBain: These communities like ultimate Partner are working and we’re getting this to the highest levels in the board. And I’ll say that, you know, when 20 years from now half of the companies we know and love fail after we’re done writing the book and blaming the CEO for inventing the thing that ended up killing them, blaming the board for fiduciary responsibility and letting it happen. [00:17:06] Jay McBain: What are the other chapters of the book? And I think it’s all in one slide. We are in this platform economy and the. [00:17:31] Jay McBain: So your battery’s fine. Check, check, check, check. Alright, I’ll, I’ll just hold this in case, but the companies that execute on all five of these areas, well. Not only today become the trillion dollar valued companies, but they become the companies of tomorrow. These will be the fastest growing companies at every level. [00:17:50] Jay McBain: Not only running a platform business, but participating in other platforms. So this is how it breaks out, and there are people at very senior levels, at very big companies that have this now posted in the office of the CEO winning on integrations is everything. We just went through a demographic shift this year where 51% of our buyers are born after 1982. [00:18:15] Jay McBain: Millennials are the number one buyer of the $5 trillion. Their number one buying criteria is not service. Support your price, your brand reputation, it’s integrations. The buy a product, 80% is good as the next one if it works better in their environment. 79% of us won’t buy a car unless it has CarPlay or Android Auto. [00:18:34] Jay McBain: This is an integration world. The company with the most integrations win. Second, there are seven partners that surround the customer. Highly trusted partners. We’re talking, coaching the customer’s, kids soccer team, having a cottage together up at the lake. You know, best men, bate of honors at weddings type of relationships. [00:18:57] Jay McBain: You can’t maybe have all seven, but how does Microsoft beat AWS? They might have had two, three, or four of them saying nice things about them instead of the competition. Winning in service partnerships and channel partnerships changes by category. If you’re selling MarTech, only 10% of it today is resold, so you build more on service partnerships. [00:19:18] Jay McBain: If you’re in cybersecurity today, 91.6% of it is resold. Transacted through partners. So you build a lot of channel partnerships, plus the service partnerships, whatever the mix is in your category, you have to have two or three of those seven people. Saying nice things about you at every stage of the customer journey. [00:19:38] Jay McBain: Now move over to alliances. We have already built the platforms at the hyperscale level. We’ve built the platforms within SaaS, Salesforce, ServiceNow, Workday, Marketo, NetSuite, HubSpot. Every buyer has a set of platforms that they buy. We’ve now built them in cybersecurity this year out of 6,500 as high as cyber companies, the top five are starting to separate. [00:20:02] Jay McBain: We built it in distribution, which I’ll show in a minute. We’re building it in Telco. This is a platform economy and alliances win and you have alliances with your competitors ’cause you compete in the morning, but you’re best friends by the afternoon. Winning in other platforms is just as important as driving your own. [00:20:20] Jay McBain: And probably the most important part of this is go to market. That sales, that marketing, the 28 moments, the every 30 days forever become all a partner strategy. So there’s still CEOs out there that believe platform is a UI or UX on a bunch of disparate products and things you’ve acquired. There’s still CFOs out there that Think platform is a pricing model, a bundle model of just getting everything under one, you know, subscription price or consumption price. [00:20:51] Jay McBain: And it’s not, platforms are synonymous with partnerships. This is the way forward and there’s no conversation around ai. That doesn’t involve Nvidia over there, an open AI over here and a hyperscaler over there and a SaaS company over here. The seven layer stack wins every single time, and the companies that get this will be the ones that survive this cycle. [00:21:16] Jay McBain: Now, flipping over to marketplaces. So we had written research that, um, about five years ago that marketplaces were going to grow at 82% compounded. Yeah, probably one of the most accurate predictions we ever made, because it happened, we, we predicted that, uh, we were gonna get up to about $85 billion. Well, now we’ve extended that to 2030, so we’re gonna get up to $163 billion, and the thing that we’re watching is in green. [00:21:46] Jay McBain: If 96% of these deals are partner assisted in some way, how is the economics of partnering going to work? We predicted that 50% of deals by 2027. Would be partner funded in some way. Private offers multi-partner offers distributor sellers of record, and now that extends to 59% by 2030, the most senior leader of the biggest marketplace AWS, just said to us they’re gonna probably make these numbers on their own. [00:22:14] Jay McBain: And he asked what their two competitors are doing. So he’s telling us that we under called this. Now when you look at each of the press releases, and this is the AWS Billion Dollar Club. Every one of the companies on the left have issued a press release that they’re in the billion dollar club. Some of them are in the multi-billions, but I want you to double click on this press release. [00:22:35] Jay McBain: I’m quoted in here somewhere, but as CrowdStrike is building the marketplace at 91% compounded, they’re almost doubling their revenue every single year. They’re growing the partner funding, in this case, distributor funding by 3548%. Almost triple digit growth in marketplace is translating into almost quadruple digit growth in funding. [00:23:01] Jay McBain: And you see that over and over again as, as Splunk hit three, uh, billion dollars. The same. Salesforce hit $2 billion on AWS in Ulti, 18 months. They joined in October 20, 23, and 18 months later, they’re already at $2 billion. But now you’re seeing at Salesforce, which by the way. Grew up to $40 billion in revenue direct, almost not a nickel in resell. [00:23:28] Jay McBain: Made it really difficult for VARs and managed service providers to work with Salesforce because they couldn’t understand how to add services to something they didn’t book the revenue for. While $40 billion companies now seeing 70% of their deals come through partners. So this is just the world that we’re in. [00:23:44] Jay McBain: It doesn’t matter who you are and what industry you’re in, this takes place. But now we’re starting to see for the first time. Partners join the billion dollar club. So you wonder about partnering and all this funding and everything that’s working through Now you’re seeing press releases and companies that are redoing their LinkedIn branding about joining this illustrious club without a product to sell and all the services that wrap around it. [00:24:10] Jay McBain: So the opening session on Microsoft was interesting because there’s been a number of changes that Microsoft has done just in the last 30 days. One is they cut distribution by two thirds going from 180 distributors to 62. They cut out any small partner lower than a thousand dollars, and that doesn’t sound like a lot, but that’s over a hundred thousand partners that get deed tightening the long tail. [00:24:38] Jay McBain: They we’re the first to really put a global point system in place three years ago. They went to the new commerce experience. If you remember, all kinds of changes being led by. The biggest company for the channel. And so when we’re studying marketplaces, we’re not just studying the three hyperscalers, we’re studying what TD Cynic is doing with Stream One Ingram’s doing with Advant Advantage Aerosphere. [00:25:01] Jay McBain: Also, we’re watching what PAX eight, who by the way, is the 365 bestseller for Microsoft in the world. They are the cybersecurity leader for Microsoft in the world and the copilot. Leader in the world for Microsoft and Partner of the Year for Microsoft. So we’re watching what the cloud platforms are doing, watching what the Telco are doing, which is 25 cents out of every dollar, if you remember that pie chart, watching what the biggest resellers are converting themselves into. [00:25:30] Jay McBain: Vince just mentioned, you know, SHI in the changes there watching the managed services market and the leaders there, what they’re doing in terms of how this industry’s moving forward. By the way, managed services at $608 billion this year. Is one and a half times larger than the SaaS industry overall. [00:25:48] Jay McBain: It’s also one and a half times larger than all the hyperscalers combined. Oracle, Alibaba, IBM, all the way down. This is a massive market and it makes up 15 to 20 cents of every dollar the customer spend. We’re watching that industry hit a trillion dollars by the end of the decade, and we’re watching 150 different marketplace development platforms, the distribution of our industry, which today is 70.1% indirect. [00:26:13] Jay McBain: We’re starting to see that number, uh, solidify in terms of marketplaces as well. Watching distributors go from that linear warehouse in a bank to this orchestration model, watching some of the biggest players as the world comes around, platforms, it tightens around the place. So Caresoft, uh, from from here is the sixth biggest distributor in the world. [00:26:40] Jay McBain: Just shows you how big the. You know, biggest client in the world is that they serve. But understand that we’re publishing the distributor 500 list, but it’ll be the same thing. That little group in blue in the middle today, you know, drives almost two thirds of the market. So what happens in all this next stage in terms of where the dollars change hands. [00:27:07] Jay McBain: And the economics of partnering themselves are going through the most radical shift that we’ve seen ever. So back to the nineties, and, and for those of you that have been channel chiefs and running programs, we went to work every day. You know, everything’s on fire. We’re trying to check hundred boxes, trying to make our program 10% better than our competitors. [00:27:30] Jay McBain: Hey, we gotta fix our deal registration program today, and our incentives are outta whack or training programs or. You know, not where they need to be. Our certification, you know, this was the life of, uh, of a channel chief. Everybody thought we were just out drinking in the Caribbean with our best partners, but we were under the weight of this. [00:27:49] Jay McBain: But something interesting has happened is that we turned around and put the customer at the middle of our programs to say that those 28 moments in green before the sale are really, really important. And the seven partners who participate are really important. Understanding. The customer’s gonna buy a seven layer stack. [00:28:09] Jay McBain: They’re gonna buy it With these seven partners, the procurement stage is much different. The growth of marketplaces, the growth of direct in some of these areas, and then long term every 30 days forever in a managed service, implementations, integrations, how you upsell, cross-sell, enrich a deal changes. So how would you build a program that’s wrapped around the customer instead of the vendor? [00:28:35] Jay McBain: And we’re starting to hear our partners shout back to us. These are global surveys, big numbers, but over half of our partners, regardless of type, are selling consulting to their customer. Over half are designing architecting deals. A third of them are trying to be system integrators showing up at those implementation integration moments. [00:28:55] Jay McBain: Two thirds of them are doing managed services, but the shocking one here is 44% of our partners, regardless of type, are coding. They’re building agents and they’re out helping their customer at that level. So this is the modern partner that says, don’t typecast me. You may have thought of me in your program. [00:29:14] Jay McBain: You might have me slotted as a var. Well, I do 3.2 things, and if I don’t get access to those resources, if you don’t walk me to that room, I’m not gonna do them with you. You may have me as a managed service provider that’s only in the morning. By the afternoon I’m coding, and by the next morning I’m implementing and consulting. [00:29:33] Jay McBain: So again, a partner’s not a partner. That Venn diagram is a very loose one now, as every partner on there is doing 3.2 different business models. And again, they’re telling us for 43 years, they said, I want more leads this year it changed. For the first time, I want to be recognized and incentivized as more than just a cash register for you. [00:29:57] Jay McBain: I want you to recognize when I’m consulting, when I’m designing, when you’re winning deals, because of my wonderful services, by the way, we asked the follow up question, well, where should we spend our money with you? And they overwhelmingly say, in the consulting stage, you win and lose deals. Not at moment 28. [00:30:18] Jay McBain: We’re not buying a pack of gum at the gas station. This is a considered purchase. You win deals from moment 12 through 16 and I’m gonna show you a picture of that later, and they say, you better be spending your money there, or you’re not gonna win your fair share or more than your fair share of deals. [00:30:36] Jay McBain: The shocking thing about this is that Microsoft, when they went to the point system, lifted two thirds of all the money, tens of billions of dollars, and put it post-sale, and we were all scratching our heads going. Well, if the partners are asking for it there, and it seems like to beat your biggest competitors, you want to win there. [00:30:54] Jay McBain: Why would you spend the money on renewal? Well, they went to Wall Street and Goldman Sachs and the people who lift trillions of dollars of pension funds and said, if we renew deals at 108%, we become a cash machine for you. And we think that’s more valuable than a company coming out with a new cell phone in September and selling a lot of them by Christmas every year. [00:31:18] Jay McBain: The industry. And by the way, wall Street responded, Microsoft has been more valuable than Apple since. So we talk in this now multiplier language, and these are reports that we write, uh, at AMIA at canals. But talking about the partner opportunity in that customer cycle, the $6 and 40 cents you can make for every dollar of consumption, or the $7 and 5 cents you can make the $8 and 45 cents you can make. [00:31:46] Jay McBain: There’s over 24 companies speaking at this level now, and guess what? It’s not just cloud or software companies. Hardware companies are starting to speak in this language, and on January 25th, Cisco, you know, probably second to Microsoft in terms of trust built with the channel globally is moving to a full point system. [00:32:09] Jay McBain: So these are the changes that happen fast. But your QBR with your partners now less about drinking beers at the hotel lobby bar and talking dollar by dollar where these opportunities are. So if you’re doing 3.2 of these things, let’s build out a, uh, a play where you can make $3 for every dollar that we make. [00:32:28] Jay McBain: And you make that profitably. You make it in sticky, highly retained business, and that’s the model. ’cause if you make $3 for every dollar. We make, you’re gonna win Partner of the year, and if you win partner of the year, that piece of glass that you win on stage, by the time you get back to your table, you’re gonna have three offers to buy your business. [00:32:51] Jay McBain: CDW just bought a w. S’s Partner of the Year. Insight bought Google’s eight time partner of the year. Presidio bought ServiceNow’s, partner of the year over and over and over again. So I’m at Octane, I’m at CrowdStrike, I’m at all these events in Vegas every week. I’m watching these partners of the year. [00:33:05] Jay McBain: And I’m watching as the big resellers. I’m watching as the GSIs and the m and a folks are surrounding their table after, and they’re selling their businesses for SaaS level valuations. Not the one-to-one service valuation. They’re getting multiples because this is the new future of our industry. This is platform economics. [00:33:25] Jay McBain: This is winning and platforms for partners. Now, like Vince, I spent 20 minutes without talking about ai, but we have to talk about ai. So the next 20 years as it plays out is gonna play out in phases. And the first thing you know to get it out of the way. The first two years since that March of 23, has been underwhelming, to say the least. [00:33:47] Jay McBain: It’s been disappointing. All the companies that should have won the biggest in AI have been the most disappointing. It’s underperformed the s and p by a considerable amount in terms of where we are. And it goes back to this. We always overestimate the first two years, but we underestimate the first 10. [00:34:07] Jay McBain: If you wanna be the point in time person and go look at that 1983 PC or the 1995 internet or that 2007 iPhone or that whatever point in time you wanna look at, or if you want to talk about hallucinations or where chat chip ET version five is version, as opposed to where it’s going to be as it improves every six months here on in. [00:34:30] Jay McBain: But the fact of the matter is, it’s been a consumer trend. Nvidia got to be the most valuable company in the world. OpenAI was the first company to 2 billion users, uh, in that amount of speed. It’s the fastest growing product ever in history, and it’s been a consumer win this trillions of dollars to get it thrown around in the press releases. [00:34:49] Jay McBain: They’re going out every day, you know, open ai, signing up somebody new or Nvidia, investing in somebody new almost every single day in hundreds of billions of dollars. It is all happening really on the consumer side. So we got a little bit worried and said, is that 96% of surround gonna work in ag agentic ai? [00:35:10] Jay McBain: So we went and asked, and the good news is 88% of end customers are using partners to work through their ag agentic strategy. Even though they’re moving slow, they’re actually using partners. But what’s interesting from a partner perspective, and this is new research that out till 2030. This is the number one services opportunity in the entire tech or telco industry. [00:35:34] Jay McBain: 35.3% compounded growth ending at $267 billion in services. Companies are rebuilding themselves, building out practices, and getting on this train and figuring out which vendors they should hook their caboose to as those trains leave the station. But it kind of plays out like this. So in the next three to five years, we’re in this generative, moving into agentic phase. [00:36:01] Jay McBain: Every partner thinks internally first, the sales and marketing. They’re thinking about their invoicing and billing. They’re thinking about their service tickets. They’re thinking about creating a business that’s 10% better than their competitors, taking that knowledge into their customers and drive in business. [00:36:17] Jay McBain: But we understand that ag agentic AI, as it’s going to play out is not a product. A couple of years ago, we thought maybe a copilot or an agent force or something was going to be the product that everybody needed to buy, and it’s not a product, it’s gonna show up as a feature. So you go back in the history of feature ads and it’s gonna show up in software. [00:36:38] Jay McBain: So if you’re calling in SMB, maybe you’re calling on a restaurant. The restaurant isn’t gonna call OpenAI or call Microsoft or call Nvidia directly. They’re running their restaurant. And they may have chosen a platform like Toast Square, Clover, whatever iPads people are running around with, runs on a platform that does everything in their business, does staffing, does food ordering, works with Uber Eats, does everything end to end? [00:37:08] Jay McBain: They’re gonna wait to one of those platforms, dries out agent AI for them, and can run the restaurant more effectively, less human capital and more consistently, but they wait for the SaaS platform as you get larger. A hundred, 150 people. You have vice presidents. Each of those vice presidents already have a SaaS stack. [00:37:28] Jay McBain: I talked about Salesforce, ServiceNow, Workday, et cetera. They’ve already built that seven layer model and in some cases it’s 70 layers. But the fact is, is they’re gonna wait for those SaaS layers to deliver ag agentic to them. So this is how it’s gonna play out for the next three and a half, three to five years. [00:37:45] Jay McBain: And partners are realizing that many of them were slow to pick up SaaS ’cause they didn’t resell it. Well now to win in this next three to half, three to five years, you’re gonna have to play in this environment. When you start looking out from here, the next generation, you know, kind of five through 15 years gets interesting in more of a physical sense. [00:38:06] Jay McBain: Where I was yesterday talking about every IOT device that now is internet access, starts to get access to large language models. Every little sensor, every camera, everything that’s out there starts to get smart. But there’s a point. The first trillionaire, I believe, will be created here. Elon’s already halfway there. [00:38:24] Jay McBain: Um, but when Bill Gates thought there was gonna be a PC in every home, and IBM thought they were gonna sell 10,000 to hobbyists, that created the richest person in the world for 20 years, there will be a humanoid in every home. There’s gonna be a point in time that you’re out having drinks with your friends, and somebody’s gonna say, the early adopter of your friends is gonna say. [00:38:46] Jay McBain: I haven’t done the dishes in six weeks. I haven’t done the laundry. I haven’t made my bed. I haven’t mowed the lawn. When they say that, you’re gonna say, well, how? And they’re gonna say, well, this year I didn’t buy a new car, but I went to the car dealership and I bought this. So we’re very close to the dexterity needed. [00:39:05] Jay McBain: We’ve got the large language models. Now. The chat, GPT version 10 by then is going to make an insane, and every house is gonna have one of the. [00:39:17] Jay McBain: This is the promise of ai. It’s not humanoid robots, it’s not agents. It’s this. 99% of the world’s business data has not been trained or tuned into models yet. Again, this is the slow moving business. If you want to think about the 99% of business data, every flight we’ve all taken in this room sits on a saber system that was put in place in 1964. [00:39:43] Jay McBain: Every banking transaction, we’ve all made, every withdrawal, every deposit sits on an IBM mainframe put in place in the sixties or seventies. 83% of this data sits in cold storage at the edge. It’s not ready to be moved. It’s not cleansed, it’s not, um, indexed. It’s not in any format or sitting on any infrastructure that a large language model will be able to gobble up the data. [00:40:10] Jay McBain: None of the workflows, none of the programming on top of that data is yet ready. So this is your 10 to 20 year arc of this era that chat bot today when they cancel your flight is cute. It’s empathetic, it feels bad for you, or at least it seems to, but it can’t do anything. It can’t book you the Marriott and get you an Uber and then a 5:00 AM flight the next morning. [00:40:34] Jay McBain: It can’t do any of that. But more importantly, it doesn’t know who you are. I’ve got 53 years of flights under my belt and they, I’m the person that get me within six hours of my kids and get me a one-way Hertz rental. You know, if there’s bad weather in Miami, get me to Tampa, get me a Hertz, I’m driving home, I’m gonna make it home. [00:40:56] Jay McBain: I’m not the 5:00 AM get me a hotel person. They would know that if they picked up the flights that I’ve taken in the past. Each of us are different. When you get access to the business data and you become ag agentic, everything changes. Every industry changes because of this around the customers. When you ask about this 35% growth, working on that data, working in traditional consulting and design and implementation, working in the $7 trillion of infrastructure, storage, compute, networking, that’s gonna be around, this is a massive opportunity. [00:41:30] Jay McBain: Services are gonna continue to outgrow products. Probably for the next five to 10 years because of this, and I’m gonna finish here. So we talked a lot about quantifying names, faces, places, and I think where we failed the most as ultimate partners is underneath the tam, which every one of our CEOs knows to the decimal point underneath the TAM that our board thinks they’re chasing. [00:41:59] Jay McBain: We’ve done a very poor job. Of talking about the available markets and obtainable markets underneath it, we, we’ve shown them theory. We’ve shown them a bunch of, you know, really smart stuff, and PowerPoint slides up the wazoo, but we’ve never quantified it for them. If they wanna win, if they want to get access, if they want to double their pipeline, triple their pipeline, if they wanna start winning more deals, if they wanna win deals that are three times larger, they close two times faster. [00:42:31] Jay McBain: And they renew 15% larger. They have to get into the available and obtainable markets. So just in the last couple weeks I spoke at Cribble, I spoke at Octane, I spoke at CrowdStrike Falcon. All three of those companies at the CEO level, main stage use those exact three numbers, three x, two x, 15%. That’s the language of platforms, and they’re investing millions and millions and millions of dollars on teams. [00:42:59] Jay McBain: To go build out the Sam Andal in name spaces and places. So you’ve heard me talk about these 28 moments a lot. They’re the ones that you spend when you buy a car. Some people spend one moment and they drive to the Cadillac dealership. ’cause Larry’s been, you know, taking care of the family for 50 years. [00:43:18] Jay McBain: Some people spend 50 moments like I do, watching every YouTube video and every, you know, thing on the internet. I clear the internet cover to cover. But the fact is, is every deal averages around these 28 moments. Your customer, there’s 13 members of the buying committee today. There’s seven partners and they’re buying seven things. [00:43:37] Jay McBain: There’s 27 things orchestrating inside these 28 moments. And where and how they all take place is a story of partnering. So a couple of years ago, canals. Latin for channel was acquired by amia, which is a part of Informa Tech Target, which is majority owned by Informa. All that being said, there’s hundreds of magazines that we have. [00:44:00] Jay McBain: There’s hundreds of events that we run. If somebody’s buying cybersecurity, they probably went to Black Hat or they probably went to GI Tech. One of these events we run, or one of the magazines. So we pick up these signals, these buyer intent signals as a company. Why did they wanna, um, buy a, uh, a Canals, which was a, you know, a small analyst firm around channels? [00:44:22] Jay McBain: They understood this as well. The 28 moments look a lot like this when marketers and salespeople are busy filling in the spots of every deal. And by the way, this is a real deal. AstraZeneca came in to spend millions of dollars on ASAP transformation, and you can start to see as the customer got smart. [00:44:45] Jay McBain: The eBooks, they read the podcasts, they listened to the events they went to. You start to see how this played out over the long term. But the thing we’ve never had in our industry is the light blue boxes. This deal was won and lost in December. In this particular case, NTT software won and Yash came in and sold the customer five projects. [00:45:07] Jay McBain: The millions of dollars that were going to be spent were solved here. The design and architecture work was all done here. A couple of ISVs You see in light blue came in right at the end, deal was closed in April. You see the six month cycle. But what if you could fill in every one of the 28 boxes in every single customer prospect that your sales and marketing team have? [00:45:30] Jay McBain: But here’s the brilliance of this. Those light blue boxes didn’t win the deals there. They won the deals months before that. So when NTT and Software one walked into this deal. They probably won the deal back in October and they had to go through the redlining. They had to go through the contracting, they had to go through all the stuff and the Gantt chart to get started. [00:45:54] Jay McBain: But while your CMO is getting all excited about somebody reading an ebook and triggering an MQL that the sales team doesn’t want, ’cause it’s not qualified, it’s not sales qualified, you walk in and say, no, no. This is a multimillion deal, dollar deal. It’s AstraZeneca. I know the five partners that are coming in in December to solidify the seven layers, and you’re walking in at the same time as the CMOs bragging about an ebook. [00:46:21] Jay McBain: This changes everything. If we could get to this level of data about every dollar of our tam, we not only outgrow our competitors, we become the platforms of the next generation. Partnering and ultimate partnering is all here. And this is what we’re doing in this room. This is what we’re doing over these couple of days, and this is what, uh, the mission that Vince is leading. [00:46:43] Jay McBain: Thank you so much. [00:46:47] Vince Menzione: Woo. Day in the house. Good to see you my friend. Good to see you. Oh, we’re gonna spend a couple minutes. Um, I’m put you in the second seat. We’re gonna put, we’re gonna make it sit fireside for a minute. Uh, that was intense. It was pretty incredible actually, Jay. And so I’m, I think I wanna open it up ’cause we only have a few minutes just to, any questions? [00:47:06] Vince Menzione: I’m sure people are just digesting. We already have one up here. See, [00:47:09] Question: Jay knows I’m [00:47:10] Vince Menzione: a question. I love it. We, I don’t think we have any I can grab a mic, a roving mic. I could be a roving mic person. Hold on. We can do this. This is not on. [00:47:25] Vince Menzione: Test, test. Yes it is. Yeah. [00:47:26] Question: Theresa Carriol dared me to ask a question and I say, you don’t have to dare me. You know, I’m going to Anyway. Um, so Jay, of the point of view that with all of the new AI players that strategic alliances is again having a moment, and I was curious your point of view on what you’re seeing around this emergence and trend of strategic alliances and strategic alliance management. [00:47:52] Question: As compared to channel management. And what are you seeing in terms of large vendors like AWS investing in that strategic alliance role versus that channel role training, enablement, measurement, all that good stuff? [00:48:06] Jay McBain: Yeah, it’s, it’s a great question. So when I told the story about toast at the restaurant or Square or Clover, they’re not call, they’re not gonna call open AI or Nvidia themselves either. [00:48:17] Jay McBain: When you look out at the 250,000 ISVs. That make up this AI stack, there is the layers that happen there. So the Alliance with AWS, the alliance they have with Microsoft or Google is going to be how they generate agent AI in their platforms. So when I talk about a seven layer stack, the average deal being seven layers, AI is gonna drive this to nine, and then 11, then probably 13. [00:48:44] Jay McBain: So in terms of how alliances work, I had it up there as one of the five core strategies, and I think it’s pretty even. You can have the best alliances in the world, but if the seven partners trusted by the customer don’t know what that alliance is and the benefits to the customer and never mention it, it’s all for Naugh. [00:49:00] Jay McBain: If you’re go-to market, you’re co-selling, your co-marketing strategies are not built around that alliance. It’s all for naught. If the integration and the co-innovation, the co-development, the all the co-creation work that’s done inside these alliances isn’t translated to customer outcomes, it’s all for naugh. [00:49:17] Jay McBain: These are all five parallel swim lanes. All five are absolutely critically needed. And I think they’re all five pretty equally weighted in terms of needing each other. Yes. To be successful in the era of platforms. Yeah. [00:49:32] Vince Menzione: And the problem is they’re all stove pipe today. If, if at all. Yeah. Maintained, right. [00:49:36] Vince Menzione: Alliances is an example. Channels and other example. They don’t talk to one another. Judge any, we’ve got a mic up here if anybody else has. Yep. We have some questions here, Jacqueline. [00:49:51] Question: So when we’re developing our channel programs, any advice on, you know, what’s the shift that we should make six months from now, a year from now? The historical has been bronze, silver, gold, right? And you’ve got your deal registration, but what’s the future look like? [00:50:05] Jay McBain: Yeah, so I mean, the programs are, are changing to, to the point where the customer should be in the middle and realizing the seven partners you need to win the deal. [00:50:15] Jay McBain: And depending on what category of product you’re in, security, how much you rely on resell, 91.6%. You know, the channel partners are gonna be critical where the customer spends the money. And if you’re adding friction to that process, you’re adding friction in terms of your growth. So you know, if you’re in cybersecurity, you have to have a pretty wide open reseller model. [00:50:39] Jay McBain: You have to have a wide open distribution model, and you have to make sure you’re there at that point of sale. While at the same time, considering the other six partners at moment 12 who are in either saying nice things about you or not, the customer might even be starting with you. ’cause there is actually one thing that I didn’t mention when I showed the 28 moments filled in. [00:51:00] Jay McBain: You’ll notice that the customer went to AWS twice direct. AWS lost the deal. Microsoft won the deal software. One is Microsoft’s biggest reseller in the world. They just acquired crayon. NTT who, who loves both had their Microsoft team go in. [00:51:18] Question: Mm. [00:51:19] Jay McBain: So I think that they went to AWS thinking it was A-W-S-S-A-P, you know, kind of starting this seven layer stack. [00:51:25] Jay McBain: I think they finished those, you know, critical moments in the middle looking at it. And then they went back to AWS kind of going probably WWTF. Yeah. What we thought was happening isn’t actually the outcome that was painted by our most trusted people. So, you know, to answer your question, listen to your partners. [00:51:43] Jay McBain: They want to be recognized for the other things they’re doing. You can’t be spending a hundred percent of the dollars at the point of sale. You gotta have a point of system that recognizes the point of sale, maybe even gold, silver, bronze, but recognizing that you’re paying for these other moments as well. [00:51:57] Jay McBain: Paying for alliances, paying for integrations and everything else, uh, in the cyber stack. And, um, you know, recognizing also the top 1000. So if I took your tam. And I overlaid those thousand logos. I would be walking into 2026 the best I could of showing my company logo by logo, where 80% of our TAM sits as wallet share, not by revenue. [00:52:25] Jay McBain: Remember, a million dollar partner is not a million dollar partner. One of them sells 1.2 million in our category. We should buy them a baseball cap and have ’em sit in the front row of our event. One of them sells $10 million and only sells our stuff if the customer asks. So my company should be looking at that $9 million opportunity and making sure my programs are writing the checks and my coverage. [00:52:48] Jay McBain: My capacity and capability planning is getting obsessed over that $9 million. My farmers can go over there, my hunters can go over here, and I should be submitting a list of a thousand sorted in descending order of opportunity. Of where my company can write program dollars into. [00:53:07] Vince Menzione: Great answer. All right. I, I do wanna be cognizant of time and the, all the other sessions we have. [00:53:14] Vince Menzione: So we’ll just take one other question if there are any here and if not, we’ll let I know. Jay, you’re gonna be mingling around for a little while before your flight. I’m [00:53:21] Jay McBain: here the whole day. [00:53:22] Vince Menzione: You, you’re the whole day. I see that Jay’s here the whole day. So if you have any other questions and, and, uh, sharing the deck is that. [00:53:29] Vince Menzione: Yep. Alright. We have permission to share the deck with the each of you as well. [00:53:34] Jay McBain: Alright, well thank you very much everyone. Jay. Great to have you.

____________Guests:Suzy PallettPresident, Black Hat. Cybersecurity.On LinkedIn: https://www.linkedin.com/in/suzy-pallett-60710132/The Cybersecurity Community Finds Its Footing in Uncertain TimesThere is something almost paradoxical about the cybersecurity industry. It exists because of threats, yet it thrives on trust. It deals in technical complexity, yet its beating heart is fundamentally human: people gathering, sharing knowledge, and collectively deciding that defending each other matters more than protecting proprietary advantage.This tension—and this hope—was on full display at Black Hat Europe 2025 in London, which just wrapped up at the ExCel Centre with attendance growing more than 25 percent over last year. For Suzy Pallett, the newly appointed President of Black Hat, the numbers tell only part of the story."What I've found from this week is the knowledge sharing, the insights, the open source tools that we've shared, the demonstrations that have happened—they've been so instrumental," Pallett shared in a conversation with ITSPmagazine. "Cybersecurity is unlike any other industry I've ever been close to in the strength of that collaboration."Pallett took the helm in September after Steve Wylie stepped down following eleven years leading the brand through significant growth. Her background spans over two decades in global events, most recently with Money20/20, the fintech conference series. But she speaks of Black Hat not as a business to be managed but as a community to be served.The event itself reflected the year's dominant concerns. AI agents and supply chain vulnerabilities emerged as central themes, continuing conversations that dominated Black Hat USA in Las Vegas just months earlier. But Europe brought its own character. Keynotes ranged from Max Meets examining whether ransomware can actually be stopped, to Linus Neumann questioning whether compliance checklists might actually expose organizations to greater risk rather than protecting them."He was saying that the compliance checklists that we're all being stressed with are actually where the vulnerabilities lie," Pallett explained. "How can we work more collaboratively together so that it's not just a compliance checklist that we get?"This is the kind of question that sits at the intersection of technology and policy, technical reality and bureaucratic aspiration. It is also the kind of question that rarely gets asked in vendor halls but deserves space in our collective thinking.Joe Tidy, the BBC journalist behind the EvilCorp podcast, delivered a record-breaking keynote attendance on day two, signaling the growing appetite for cybersecurity stories that reach beyond the practitioner community into broader public consciousness. Louise Marie Harrell spoke on technical capacity and international accountability—a reminder that cyber threats respect no borders and neither can our responses.What makes Black Hat distinct, Pallett noted, is that the conversations happening on the business hall floor are not typical expo fare. "You have the product teams, you have the engineers, you have the developers on those stands, and it's still product conversations and technical conversations."Looking ahead, Pallett's priorities center on listening. Review boards, advisory boards, pastoral programs, scholarships—these are the mechanisms through which she intends to ensure Black Hat remains, in her words, "a platform for them and by them."The cybersecurity industry faces a peculiar burden. What used to happen in twelve years now happens in two days, as Pallett put it. The pace is exhausting. The threats keep evolving. The cat-and-mouse game shows no signs of ending.But perhaps that is precisely why events like this matter. Not because they offer solutions to every problem, but because they remind an industry under constant pressure that it is not alone in the fight. That collaboration is not weakness. That sharing knowledge freely is not naïve—it is strategic.Black Hat Europe 2025 may have ended, but the conversations it sparked will carry forward into 2026 and beyond.____________HOSTS:Sean Martin, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.marcociappelli.comCatch all of our event coverage: https://www.itspmagazine.com/technology-and-cybersecurity-conference-coverageWant to share an Event Briefing as part of our event coverage? Learn More

Mark, Lawrence, Sarahlyn, and Al watched Spinal Tap and its new sequel, and we throw these into a mix with K-Pop Demon Hunters and other films and shows involving made-for-TV (and film) bands, including We Are Lady Parts, That Thing You Do, Fear of a Black Hat, CB4, Atlanta, The Blues Brothers, The Commitments, Almost Famous, The Rutles, and The Monkees. Get an ad-free experience, plus bonus talking for this and nearly every episode at patreon.com/prettymuchpop for only the tiniest per-month financial pledge, or you can sign up directly with Apple Podcasts for a subscription for ad-free and bonus material for three of Mark's podcasts together on the Mark Lintertainment Podcasts Channel. Sponsors: Get 50% off Claude AI Pro at Claude.ai/pmp. Get 15% off an annual membership at MasterClass.com/PRETTY.

This week, Ron Steslow and Hagar Chemali (Fmr. spokesperson for the U.S. Mission to the UN) discuss information warfare and the biased reporting about Israel ahead of their ground offensive in Gaza City.    Then, the backlash against parties in power in Europe and why Americans need to care about it. In Politicology+ they discuss China's military parade, the meetings between the leaders of China, Russia, and India and why it matters so much right now. Not yet a Politicology+ member? Don't miss all the extra episodes on the private, ad-free version of this podcast. Upgrade now at politicology.com/plus. Contribute to Politicology at politicology.com/donate Find our sponsor links and promo codes here: https://bit.ly/44uAGZ8 Get 15% off OneSkin with the code RON at  https://www.oneskin.co/ #oneskinpod Send your questions and ideas to podcast@politicology.com or leave a voicemail at ‪(703) 239-3068‬ Follow this week's panel on X (formerly Twitter): https:/x.com/RonSteslow https://x.com/HagarChemali Related Reading:  TOI - Tens of thousands of reservists drafted ahead of Gaza City takeover, but turnout down | The Times of Israel TOI - At stormy cabinet meet, IDF chief said to warn Gaza op will lead to full-fledged occupation | The Times of Israel FP - WATCH: Gazan Journalists Say Al Jazeera Works Hand in Glove with Hamas FP - They Became Symbols for Gazan Starvation. But All 12 Suffer from Other Health Problems. The Dispatch - White Hats and Black Hats in the Middle East WSJ - Populist Right-Wing Parties Lead Polls in Europe's Biggest Economies The Spectator - Migrant protests and the twilight of luxury beliefs Learn more about your ad choices. Visit megaphone.fm/adchoices