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And welcome everyone to another 
Smart Money Circle episode. 

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I'm Adam Sarhan. 
With me today is Peter Evans, 

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who's the CEO and President of 
Extract Want Technologies, 

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ticker symbols, XTRAF and IT 
trades in Toronto. 

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Peter, thank you so much for 
taking the time and welcome to 

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the Smart Money Circle. 
Well, thank you very much, Adam 

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for having me. 
It's I've been looking forward 

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to this this call all week long.
Excellent. 

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So Peter, I would like to begin.
Can you please tell us your 

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story and how you got to where 
you are today? 

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Wow, that's a long story. 
I've been in high tech all my 

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life and I was very fortunate to
have a couple of opportunities 

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with some small startups along 
my journey. 

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Very much ran digital 
transformation of industries, 

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you know, and moving from old 
analog type approaches to 

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digital. 
And whether that was telecom or 

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cybersecurity or you know, AI, 
SAS type models, you know, these

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are all sort of the things that 
I've done in my career. 

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And I was approached to to look 
at Extract 1 and what struck me 

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as a very, very interesting 
opportunity, the physical 

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security industry, we're all 
familiar with guards and guns 

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and walk through metal detectors
was probably the only 

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marketplace that hadn't been 
digitally transformed. 

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And with this really interesting
technology, we thought we can 

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make a difference and create an 
unbelievable guest experience 

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when increasing security. 
And what struck me about the 

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company was really excellent 
technology, but it been 

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stumbling for direction and 
execution. 

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So what better way to join a 
company at that stage and and 

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see what we can do about, you 
know, getting it on to the right

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path and getting it on rocket 
ride, which we've done. 

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Well, I love that. 
OK, so let's talk about the 

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company. 
Please let us know what you do 

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and some of your competitive 
advantages. 

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Yeah, Well, simplest way of 
putting it. 

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You know, Adam, you and I go to 
go see our favorite sports team.

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We go to see a show at Radio 
City Music Hall or something 

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like that. 
These venues are all protecting 

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against the threat of weapons. 
And in this day and age, there's

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more and more weapons. 
We read about these these 

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stories in the news every single
day about yet another shooting. 

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It's a tragedy. 
In fact, it's happening so much 

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that we're think we as a South 
Side are becoming a little bit 

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numb to it. 
But you see something that 

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happened last week in New York 
at the NFL headquarters and, you

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know, causes us all to wake up. 
What we're all used to those 

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screening methods, which were 
actually developed 50-60 years 

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ago with a walk through metal 
detector. 

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And at that time, we walked 
around with a leather wallet, 

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maybe the keys to our car. 
And so metal was a proxy for a 

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weapon. 
In this day and age, society is 

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looking for something different.
We've got a higher experience 

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expectation. 
We spent thousands of dollars to

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go see Coldplayer T Swift. 
And you know, we don't want to 

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be standing in line for 90 
minutes having to take 

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everything out of our pocket to 
go through a walk through metal 

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detector. 
And you know, in our case, we've

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got purpose built sensors, AI 
software that correlates the 

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data that comes out of those 
purpose built center sensors. 

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And you or I, Adam, we just walk
through or school, children 

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going to school or people going 
to the favorite hospital, just 

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walk in as if there was nothing 
there. 

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Just keep on walking. 
No taking things out of your 

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pocket. 
But if you have a gun or a 

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knife, it will detect an alert 
on that. 

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So the average person walks 
through transparently and 

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frictionlessly, not even knowing
they've been screened. 

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I get from a security 
perspective, we know who's in 

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the building with a gun, with a 
knife or bomb. 

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I'm making parts of things like 
that. 

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So in a world where more and 
more people are looking to be 

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protected in those places, we 
all gather, we can provide that 

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value without negatively 
impacting the guest experience. 

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And so competitive 
differentiators, we're known as 

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an and not an or most 
technologies. 

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You have a choice. 
I'm either going to detect all 

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the weapons, but I can have a 
very negative impact. 

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You're going to have to take 
everything out of your pocket. 

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It's going to be slow. 
You're going to be in a long 

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line. 
Or I get to turn the sensitivity

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down on those systems. 
So maybe they don't learn your 

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cell phone. 
But now knives and calms guns 

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like a Glock 19 go through. 
We're an Ant. 

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I can catch the firearms, we can
catch the edge weapons. 

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You can walk right in 3000 
people per hour through a 

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doorway, right with very few 
alerts. 

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And so most people like our 
customers like Madison Square 

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Garden, Radio City Music, all in
the sphere and hospitals and 

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things like that. 
They love them and more 

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importantly, their customers 
love it. 

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Yeah, for sure, because you 
create a safe environment. 

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So let's talk about that in just
a little bit more detail. 

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So I understand when the 
customer walks to the venue, you

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don't have to stop waiting a 
long line because everybody in 

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front of us and behind us will 
be taking out everything and 

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then putting it back in again 
and some security random person 

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standing there. 
Well. 

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You're your technology allows us
to do is just walk right through

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the person gets screamed with 
their consent, I'm assuming to 

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enter the property and I'm 
assuming you have facial 

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recognition. 
You're using AI, so clearly you 

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can use a lot more analysis or 
data to screen the person than 

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just a metal detector that has 
no idea who's walking through it

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to see what threat or criminal 
background, whatever the case 

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may be, and then adjust 
accordingly and let security 

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know. 
I mean, if you flag it right 

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there, hey, there's a gun in the
pocket like a security metal 

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detector would go Bing, Bing, 
Bing, Bing. 

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Or how does that work? 
Well, what sorry, let me do 

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this. 
What the system is doing is the 

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sensors are looking for the 
characteristics of the metals 

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that walk through. 
So we don't necessarily have to 

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use spatial recognition, but 
we'll talk about that in a 

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moment. 
The primary thing is you're 

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looking at the characteristics 
of metals, the density of the 

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reflective properties of 
magnetism, magnetic signals. 

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And with our latest iteration of
the product, we're looking at 

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all the combinations of metals 
and the amounts. 

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And so think of it this way. 
An object goes through our 

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system that goes little bit of 
aluminum, a little bit of gold, 

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a little bit of platinum, a 
little bit of lithium. 

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That's a smartphone. 
Oh, this thing here has got a 

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little bit of gold, a little bit
of platinum, a little bit a lot 

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more lithium, a little more 
aluminum. 

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That's a laptop. 
So I'm essentially doing object 

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identification because of all 
the combinations of the metals. 

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Now the next thing, the object 
that goes through, that's 10 

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ounces of steel, 4 ounces of 
brass, and 2 ounces of lead. 

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That's a gun. 
So we can identify those objects

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and basically whitelist the 
things that are fine, laptops, 

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tablets, cell phones, things 
like that, but then highlight 

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that's a gun, that's a knife. 
And then because of that data, 

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we can actually say that's a gun
in the backpack, that's a knife 

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in the pocket. 
From a security guard's point of

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view, I'm no longer getting some
walking through metal detector 

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going beep. 
Oh, it's their belt buckle or 

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it's their eyeglasses or 
whatever. 

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I'm now just letting people flow
on through, flow on through, 

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flow on through. 
And it just, it just looks like 

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there's nothing there. 
And everyone's streaming right 

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through into the building. 
And then the security guard, 

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they've got a tablet and it 
shows a picture of you because 

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we have a camera taking a 
picture of the individual. 

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And it shows you exactly where 
and what type of weapon is 

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available or on that person. 
So now from a security point of 

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view, I can walk up and say, Sir
Adam, do you have a gun in your 

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pocket? 
And you now know that I know 

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that. 
So you better not lie to me. 

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Now, the interesting thing is 
you mentioned facial 

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recognition. 
We're not stopping there. 

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The primary driver for our 
company is the weapons threat 

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and it's growing around the 
world. 

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Look at a country like the UK. 
They just invoked Martin's Law, 

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which is now mandating mandating
that any venue more than 800 

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people must screen for weapons, 
otherwise they have a 

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significant penalty to play or 
to pay. 

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That's get some real teeth to 
it. 

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And also in these countries 
around the world, Singapore, 

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Australia, New Zealand, the UK, 
all of Europe, where they have 

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all these problems, particularly
knives are becoming markets for 

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us that we haven't yet fully 
served yet. 

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So there's huge upside in terms 
of the tan. 

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Now, coming back to your 
question, when you think about 

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this, now you're going to 
Madison Square Garden to see the

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Knicks poll, right? 
Right. 

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Or where you live out and down 
in Orlando, you're going to go 

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see the Magic plate. 
Not only can I screen for 

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weapons, but if I've got cameras
in there, there's a potential 

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for us to do more and start 
thinking about this is Adam. 

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Adam hasn't been banned from the
venue. 

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Adam has a valid ticket. 
Adam doesn't have weapons. 

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And you haven't broken stride 
walking from the sidewalk to 

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your seat. 
And we've done all those checks 

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all along the way. 
And then if you really want, you

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can take it a little bit further
and say, let's go scan social 

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media and notice that Adam has 
said next time LeBron James is 

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in town, I got to mess him up. 
Well, now we've got your picture

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of social media. 
We feed into our systems and 

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they recognize you on approach 
to the building. 

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So while we're not doing all of 
those things today, the platform

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has the extensibility to the 
capability to do that. 

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And from an investor point of 
view, not only is the weapons 

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market a significant market, a 
huge market for us, but we're 

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starting to lay on more and more
value added software that we're 

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just stacking on top of the 
incumbency that we've already 

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created with our customers, 
which creates an incredible 

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recurring revenue model for for 
our business. 

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Yeah, I love that. 
And then also I'm assuming you 

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can upsell them want fries with 
that so you can give them 

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additional services as well. 
Is that right? 

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Absolutely. 
We're doing those kinds of 

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things today. 
We have some customers because 

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we're doing this object 
recognition in the in the 

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distribution center is one of 
the biggest problems is employee

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theft. 
You know, employees stealing 

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earbuds, Apple watches and 
selling them on eBay. 1 big 

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retailer told us they lose about
5 to 10 million dollars per 

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distribution center sort of 
tuning for them and up sell 

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value is well, not only are we 
screening for weapons coming 

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into your facility, which is a 
big problem in the blue collar 

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worker environment, right? 
So I think every place we've got

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blue collar workers, auto 
manufacturers, distribution 

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centers, places like that. 
But I can now also steal for 

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electronic theft on the way out 
the door. 

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And so I'm a data center and I'm
worried about someone stealing 

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intellectual property on a, a 
thumb drive. 

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We can learn on that. 
I'm worried about someone 

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stealing an Apple Watch and 
putting it in their pants pocket

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and leaving the building. 
We can do that too. 

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So there's more and more 
opportunities. 

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But right now, the demand, 
unfortunately, because of the 

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state of the world, the demand 
for weapons detection is 

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unbelievable. 
I've got a lot of Gray hair. 

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I've never seen anything like 
this in my career before. 

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Yeah, you definitely have. 
You. 

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You got your finger on the 
pulse, there's no question about

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that. 
Plus demand for AI and that's 

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only going to the roof as well. 
So you're into two. 

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I guess the Venn diagram would 
become the mind 2 overlapping 

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circles and you're right in that
sweet spot. 

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Exactly. 
Exactly. 

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And the AI has been purpose 
built to solve this problem 

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specifically. 
It's very unique. 

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So there's a lot of intellectual
property that's been built 

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around that. 
And we're doing some things 

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very, very uniquely that allows 
us to be that and not the OR. 

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And we're pleased. 
You know, we just announced this

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week a major contract with one 
of the school systems in the 

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United States, the 7th largest 
one in in Florida. 

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That was a head to head test of 
all the different technologies. 

231
00:09:53,640 --> 00:09:55,440
And hands down they said, let's 
go. 

232
00:09:56,480 --> 00:09:59,480
And you start to think about, 
OK, K through 12, nobody wants 

233
00:09:59,480 --> 00:10:03,400
guns in schools. 
There's 130,000 K through 12 

234
00:10:03,400 --> 00:10:06,040
schools in North America. 
And that's just one small 

235
00:10:06,040 --> 00:10:08,160
district that that we announced 
this week. 

236
00:10:08,880 --> 00:10:11,160
It's about a $13 billion 
opportunity. 

237
00:10:11,360 --> 00:10:14,520
And we uniquely can allow all 
those kids to walk in with their

238
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backpacks, their laptops, their 
binders, their chargers, their 

239
00:10:17,080 --> 00:10:20,680
headsets and all that and not 
alert unless they have a gun or 

240
00:10:20,680 --> 00:10:23,160
a knife. 
So we're playing to a $13 

241
00:10:23,160 --> 00:10:26,280
billion market, just without one
single market application. 

242
00:10:26,960 --> 00:10:28,400
Yeah, no, it's really, really 
powerful. 

243
00:10:28,400 --> 00:10:30,520
And then all the other schools 
as well and all the way up. 

244
00:10:30,520 --> 00:10:32,040
I mean, it just goes. 
It doesn't end. 

245
00:10:32,040 --> 00:10:34,680
I mean not even even after 
school, they go into the 

246
00:10:34,680 --> 00:10:36,920
workforce every job too. 
Nobody wants to be sitting next 

247
00:10:36,920 --> 00:10:38,920
to some guy with a gun or 
whatever crazy nonsense could 

248
00:10:38,920 --> 00:10:40,880
happen. 
Yeah, exactly, exactly right. 

249
00:10:40,880 --> 00:10:42,200
Like we saw in New York last 
week. 

250
00:10:42,200 --> 00:10:45,400
Unfortunately, since then we've 
seen an uptick in, you know, 

251
00:10:45,400 --> 00:10:47,360
office buildings. 
And again, the average office 

252
00:10:47,360 --> 00:10:50,240
workers walking with a backpack 
with a laptop, which is going to

253
00:10:50,240 --> 00:10:53,200
alert, it's going to light up 
more than a Christmas tree with 

254
00:10:53,200 --> 00:10:54,880
the amount of metals that's in 
there, going through a metal 

255
00:10:54,880 --> 00:10:57,960
detector or any other solution. 
The fact that they can walk in 

256
00:10:58,160 --> 00:11:01,720
straight to their meeting 
without being detained, but we 

257
00:11:01,720 --> 00:11:03,560
can keep the weapons out, that's
huge. 

258
00:11:03,800 --> 00:11:06,000
The other market that's very big
for us right now is healthcare. 

259
00:11:06,000 --> 00:11:09,000
Unfortunately, 76% of workplace 
violence happens in the 

260
00:11:09,000 --> 00:11:11,600
healthcare environment, you 
know, due to, you know, mental 

261
00:11:11,600 --> 00:11:14,320
issues, psychological issues, 
drug related issues, pain 

262
00:11:14,320 --> 00:11:17,160
related issues. 
There's lots and lots of 

263
00:11:17,160 --> 00:11:18,920
stories. 
In fact, in New York two years 

264
00:11:18,920 --> 00:11:21,840
ago, the number one grievance of
the healthcare workers when they

265
00:11:21,840 --> 00:11:25,320
went on strike was keep me safe 
at work, right? 

266
00:11:25,320 --> 00:11:28,880
And so we're finding out our 
business is doing extremely well

267
00:11:28,880 --> 00:11:31,200
in the healthcare marketplace 
these days because we can 

268
00:11:31,200 --> 00:11:33,400
uniquely catch the small little 
blades if we have to. 

269
00:11:33,960 --> 00:11:37,000
Yeah, that makes perfect sense. 
So let's shift the conversation 

270
00:11:37,000 --> 00:11:39,320
a little bit now to some 
timeless lessons. 

271
00:11:39,560 --> 00:11:42,400
How do you handle? 
Risk and what are some mistakes 

272
00:11:42,400 --> 00:11:44,560
you see people make with respect
to risk management? 

273
00:11:45,320 --> 00:11:47,480
Yeah, it's a great question 
because if you're dealing with 

274
00:11:47,480 --> 00:11:50,000
weapons, the last thing you want
to do is have a failure. 

275
00:11:50,320 --> 00:11:53,120
So we spend a lot of time, in 
fact, I'm today with a customer 

276
00:11:53,120 --> 00:11:55,640
as we're going through, you 
know, kind of an annual 

277
00:11:55,640 --> 00:11:58,280
preventative maintenance 
activity where we not only look 

278
00:11:58,280 --> 00:12:01,560
at the technologies themselves, 
but we actually look at their 

279
00:12:01,560 --> 00:12:04,600
whole operations. 
So we train extensively the 

280
00:12:04,600 --> 00:12:07,840
customers and we certify them. 
We have to train and certify our

281
00:12:07,840 --> 00:12:09,760
partners also. 
If they're not certified, then 

282
00:12:09,800 --> 00:12:11,720
they can't represent our 
technologies because of the 

283
00:12:11,720 --> 00:12:13,960
liability and the risk. 
And then we go back with the 

284
00:12:13,960 --> 00:12:16,840
customers and, you know, we've 
delivered programs where they 

285
00:12:16,840 --> 00:12:19,360
can continuously test their 
employees to make sure the 

286
00:12:19,360 --> 00:12:22,200
systems are being set up 
correctly, operated correctly, 

287
00:12:22,400 --> 00:12:25,560
managed correctly. 
You know, a failure to do so 

288
00:12:25,560 --> 00:12:27,880
means that something could 
terrible could happen. 

289
00:12:27,880 --> 00:12:31,760
And you know, to manage that 
risk, we proactively invest in 

290
00:12:31,760 --> 00:12:33,800
making sure our customers are 
set up for success. 

291
00:12:34,720 --> 00:12:37,120
Yeah, makes perfect sense. 
OK, so let's talk about some 

292
00:12:37,120 --> 00:12:39,200
timeless lessons that you've 
learned along the way that you'd

293
00:12:39,200 --> 00:12:41,440
like to share with the audience.
Place in business and life 

294
00:12:41,440 --> 00:12:45,360
anywhere you want to go. 
During my career, wow. 

295
00:12:45,400 --> 00:12:48,520
The first one is luck comes from
grit and hard work. 

296
00:12:49,680 --> 00:12:51,400
You know, that a lot of people, 
you look at somebody say that 

297
00:12:51,400 --> 00:12:54,240
guy's very, very lucky. 
That's a guy who put in the 

298
00:12:54,240 --> 00:12:56,840
sweat equity for years and years
and years and years. 

299
00:12:56,840 --> 00:12:58,360
I mean, you look at this one 
like a Jeff Bezos. 

300
00:12:58,360 --> 00:13:00,440
So I remember seeing the black 
and white photos of him in a 

301
00:13:00,440 --> 00:13:03,080
little tiny office where he's 
sitting on a cardboard box for 

302
00:13:03,080 --> 00:13:05,680
his chair. 
And the guy put the time in. 

303
00:13:05,680 --> 00:13:10,360
He put the hours in, you know, 
And so you know, grit, there is 

304
00:13:10,360 --> 00:13:13,760
no Glock, there's only grip and 
staying very, very focused. 

305
00:13:14,000 --> 00:13:17,160
The second thing to me is 
surprisingly, it's a very, very 

306
00:13:17,160 --> 00:13:19,040
small industry. 
No matter what industry you're 

307
00:13:19,040 --> 00:13:23,120
in, it never ceases to amaze me 
how, you know, I'll run into 

308
00:13:23,120 --> 00:13:27,360
someone that I met 10 years ago 
and you know, you always want to

309
00:13:27,360 --> 00:13:30,840
make sure that you treat people 
really, really well. 

310
00:13:30,880 --> 00:13:33,680
I think one of the things that 
we do very well is over rotate 

311
00:13:33,680 --> 00:13:36,960
on taking care of customers. 
As you said, it's a liability. 

312
00:13:37,160 --> 00:13:39,760
I had a great lunch the other 
day with a gentleman at one of 

313
00:13:39,760 --> 00:13:42,720
the major sports teams and he 
said to me, hey, on Thursday, 

314
00:13:42,720 --> 00:13:44,200
make sure you say hi to Tim for 
me. 

315
00:13:45,160 --> 00:13:47,720
How did this guy know I was 
flying to the other side of the 

316
00:13:47,720 --> 00:13:50,400
country to have Tim with one of 
his counter or lunch with one of

317
00:13:50,400 --> 00:13:52,920
his counterparts? 
It's a small industry. 

318
00:13:53,000 --> 00:13:56,360
Everyone talks and they'll speak
favorably about you or they'll 

319
00:13:56,360 --> 00:13:59,120
speak unfavorably about you. 
So always make sure you're going

320
00:13:59,120 --> 00:14:01,120
that extra mile. 
Those are a couple that come to 

321
00:14:01,120 --> 00:14:02,920
mind, you know. 
And then the other thing is 

322
00:14:02,920 --> 00:14:04,440
don't forget to stop and spill 
the roses. 

323
00:14:04,440 --> 00:14:06,800
I mean, it's easy to say my 
lovely daughter went off to 

324
00:14:06,800 --> 00:14:09,560
college yesterday and it's 
breaking my heart, all right. 

325
00:14:09,560 --> 00:14:12,000
And so we try to spend as much 
time as we can and those things 

326
00:14:12,000 --> 00:14:14,800
are very important to me. 
Yeah, no, I absolutely, 

327
00:14:14,840 --> 00:14:16,160
absolutely. 
It's brilliant. 

328
00:14:16,160 --> 00:14:17,520
And your point about luck and 
grit. 

329
00:14:17,520 --> 00:14:21,360
So my daughter, she just got me 
into Hamilton, the the Broadway 

330
00:14:21,360 --> 00:14:24,560
show and we saw it up in the 
snip a stop and one of the songs

331
00:14:24,560 --> 00:14:27,080
that says non-stop and there's 
thinking about Hamilton and 

332
00:14:27,080 --> 00:14:30,040
like, how's the guy so good? 
I mean, he's done so much and 

333
00:14:30,120 --> 00:14:33,040
the guy's just non-stop. 
So to your point about, you 

334
00:14:33,040 --> 00:14:35,480
know, grit and just be non-stop 
and you put the work and you get

335
00:14:35,480 --> 00:14:37,520
the results and it's just 
fantastic. 

336
00:14:37,880 --> 00:14:39,480
All right, let's talk about the 
other side of that coin. 

337
00:14:39,480 --> 00:14:42,000
Timeless mistakes you've either 
you've made, you've seen other 

338
00:14:42,000 --> 00:14:43,200
people make, and how do you 
avoid them? 

339
00:14:43,960 --> 00:14:45,760
Wow, that's a really great 
question. 

340
00:14:45,760 --> 00:14:49,840
Timeless mistakes, boy, who's 
been a bunch of the long way. 

341
00:14:50,120 --> 00:14:53,400
I think sometimes things like 
following up don't just, you 

342
00:14:53,400 --> 00:14:55,760
know, you're on a journey for 
the customer, you're on a 

343
00:14:55,760 --> 00:14:57,720
journey as a business. 
You're on a journey with all 

344
00:14:57,720 --> 00:14:59,360
your employees, you're on a 
journey with all your 

345
00:14:59,360 --> 00:15:01,840
stakeholders. 
And so, you know, make sure you 

346
00:15:01,840 --> 00:15:08,440
stay connected when you start, 
when you stop remembering your 

347
00:15:08,440 --> 00:15:14,600
why as a business, right, you 
move as a company from having a 

348
00:15:14,600 --> 00:15:19,040
company of, of people acting 
like owners to people acting 

349
00:15:19,040 --> 00:15:21,960
like employees. 
I was with a great company. 

350
00:15:21,960 --> 00:15:25,280
And you know, we started with 37
credit cards that were maxed out

351
00:15:25,280 --> 00:15:26,760
to try and keep the company 
afloat. 

352
00:15:27,200 --> 00:15:31,160
You know, our, our furniture was
like a $2.00 inflatable green 

353
00:15:31,160 --> 00:15:33,480
sofa that we got from the dollar
store. 

354
00:15:33,960 --> 00:15:38,840
You know, Fast forward 14 years,
we, we were a $250 million 

355
00:15:38,840 --> 00:15:40,680
publicly traded company on 
NASDAQ. 

356
00:15:41,160 --> 00:15:42,960
And then we got bought, we got 
bought by IBM. 

357
00:15:43,680 --> 00:15:47,160
And it was fascinating to me, no
disrespect to IBM, but how 

358
00:15:47,160 --> 00:15:50,320
quickly, like we were 1300 
people, but it still felt like 

359
00:15:50,320 --> 00:15:53,880
that twelve person startup where
everyone was passionate about 

360
00:15:53,880 --> 00:15:56,320
what we're doing, even though 
we've grown to that level. 

361
00:15:57,040 --> 00:16:01,080
And that passion creates this 
exponential kind of flywheel 

362
00:16:01,080 --> 00:16:03,400
effect for the business. 
When everyone feels like an 

363
00:16:03,400 --> 00:16:08,080
owner, whether they're sweeping 
the floors of the CEO, everyone 

364
00:16:08,680 --> 00:16:10,320
feels like they're, it's 
important to them. 

365
00:16:10,320 --> 00:16:13,040
They're an owner in the business
and unfortunately, through the 

366
00:16:13,040 --> 00:16:15,720
acquisition, it was only six 
months before everyone felt like

367
00:16:15,720 --> 00:16:19,040
an employee. 
And that and that the, the, the 

368
00:16:19,280 --> 00:16:22,880
vibe, if you will, was gone. 
You've got to keep that vibe. 

369
00:16:22,880 --> 00:16:26,560
If you lose it, then the company
is just going to die eventually.

370
00:16:26,560 --> 00:16:29,160
And so, you know, we work very, 
very hard at that here. 

371
00:16:29,440 --> 00:16:31,360
We're working very, very hard 
with our customers, with our 

372
00:16:31,360 --> 00:16:32,880
employees. 
Anything we could do to keep 

373
00:16:32,880 --> 00:16:35,040
that that that passion, you 
know? 

374
00:16:35,640 --> 00:16:37,480
Yeah, that is so, so extremely 
powerful. 

375
00:16:37,480 --> 00:16:39,080
That's a great lesson. 
Thank you for sharing. 

376
00:16:39,440 --> 00:16:42,560
OK, next topic is leadership. 
You be your leader here. 

377
00:16:42,560 --> 00:16:44,840
You've been leaders before. 
Let's talk about leadership. 

378
00:16:44,840 --> 00:16:47,680
What makes a great leader? 
And what are some lessons you've

379
00:16:47,680 --> 00:16:49,200
learned about leadership that 
you'd like to share? 

380
00:16:50,480 --> 00:16:53,680
You know, there's a great quote 
I read once from the book of 

381
00:16:53,680 --> 00:16:57,040
Tao, and it was something like 
the leader kind of leads with a 

382
00:16:57,040 --> 00:17:00,040
kind of an invisible hand to the
point when employees said, look,

383
00:17:00,040 --> 00:17:03,600
we did it ourselves. 
And you know, that idea that you

384
00:17:03,600 --> 00:17:06,800
know, they're all in the same 
journey we are. 

385
00:17:06,800 --> 00:17:08,400
I've had some great mentors in 
my career. 

386
00:17:08,400 --> 00:17:09,760
People have helped me along the 
way. 

387
00:17:09,760 --> 00:17:11,560
People have taken a, a chance on
me. 

388
00:17:11,800 --> 00:17:14,480
People have kind of promoted me 
two levels beyond what I thought

389
00:17:14,480 --> 00:17:17,480
I should be because they said, 
look, we believe in you go get 

390
00:17:17,480 --> 00:17:20,359
it done. 
And we give people that that 

391
00:17:20,359 --> 00:17:22,640
bandwidth. 
You give them the your trust. 

392
00:17:22,960 --> 00:17:25,359
It's amazing what people can 
actually do if you give them 

393
00:17:25,359 --> 00:17:27,960
that, that opportunity. 
So, you know, from a leadership 

394
00:17:27,960 --> 00:17:29,960
point of view, I'm very, very 
involved. 

395
00:17:29,960 --> 00:17:31,680
I just, it's the nature of how 
I'm wired. 

396
00:17:31,680 --> 00:17:33,560
You know, I like to get into the
details. 

397
00:17:33,560 --> 00:17:36,200
I'll crawl around the floor 
pulling the Ethernet cables 

398
00:17:36,200 --> 00:17:38,840
there because, you know, I'm not
better than anyone else. 

399
00:17:38,840 --> 00:17:41,280
You know, I want to show the 
customers we care about you at 

400
00:17:41,280 --> 00:17:44,520
all levels of the company. 
But where I can, trying to kind 

401
00:17:44,520 --> 00:17:47,080
of impart the wisdom on the 
team, then let them go, let them

402
00:17:47,080 --> 00:17:49,880
run. 
Yeah, that is really, really 

403
00:17:49,880 --> 00:17:50,720
powerful. 
I love that. 

404
00:17:51,040 --> 00:17:54,160
OK, let's talk about adversity. 
Getting to where you are and 

405
00:17:54,160 --> 00:17:57,320
overcoming adversity is is 
almost part of parcel with what 

406
00:17:57,320 --> 00:18:00,880
needs to get done to succeed. 
How do you handle adversity, and

407
00:18:01,280 --> 00:18:03,160
what are some obstacles you've 
had to overcome along the way? 

408
00:18:04,120 --> 00:18:07,680
I have this wonderful dog and 
he's amazing and he loves to 

409
00:18:07,680 --> 00:18:09,600
catch the Frisbee. 
He's very, very smart, very 

410
00:18:09,600 --> 00:18:12,640
sharp and whatever, you know, I 
run into sort of a challenge in 

411
00:18:12,640 --> 00:18:14,320
life or challenge in the 
business. 

412
00:18:14,880 --> 00:18:17,320
You and I go for a walk on the 
beach and we throw the Frisbee 

413
00:18:17,320 --> 00:18:19,000
for a long time. 
And it just gets you to clear 

414
00:18:19,000 --> 00:18:22,160
your head a little bit. 
Take a step back, all right, and

415
00:18:22,160 --> 00:18:23,720
understand like what's really 
important. 

416
00:18:23,720 --> 00:18:26,240
It's like that old 24 hour. 
We'll never send the e-mail when

417
00:18:26,240 --> 00:18:28,840
you're angry, pause for 20 hours
and breathe. 

418
00:18:29,240 --> 00:18:31,160
And if you could do that, just 
take a step back. 

419
00:18:31,160 --> 00:18:34,000
Sometimes context comes around. 
It's easy to say this person 

420
00:18:34,000 --> 00:18:36,920
made this pretty mistake that 
that customer ticked me off 

421
00:18:36,920 --> 00:18:41,680
about X or Y, but sometimes you 
have to understand and walk 

422
00:18:41,680 --> 00:18:43,640
another a mile in that person's 
shoes. 

423
00:18:43,640 --> 00:18:45,840
There probably wasn't malicious 
intent. 

424
00:18:46,280 --> 00:18:48,520
What was their day like that 
they were going through that 

425
00:18:48,520 --> 00:18:51,800
they they had that negative 
reaction and step back a little 

426
00:18:51,800 --> 00:18:53,640
bit. 
You know, as a society, it's 

427
00:18:53,640 --> 00:18:55,640
easy to to default to the 
negative. 

428
00:18:56,040 --> 00:18:58,280
The way our brains are wired 
goes back to when we were 

429
00:18:58,280 --> 00:19:01,520
Cavemen, right? 
If we didn't assume the worst, 

430
00:19:01,720 --> 00:19:05,240
then you know, the Saber toothed
tiger was good to eat at The 

431
00:19:05,240 --> 00:19:06,800
Cave one day. 
So you had to prepare for the 

432
00:19:06,800 --> 00:19:08,560
worst. 
But then it means that we create

433
00:19:08,560 --> 00:19:10,760
this bias around the people 
we're working with and things 

434
00:19:10,760 --> 00:19:12,560
like that. 
There's no problem that can't be

435
00:19:12,560 --> 00:19:13,920
solved. 
Like this customer I'm at today,

436
00:19:13,920 --> 00:19:16,480
they were having some challenges
and we're at the point of one. 

437
00:19:16,600 --> 00:19:21,080
Maybe we just need to walk away.
So we came on out, spent some 

438
00:19:21,080 --> 00:19:24,880
time, had the conversation, just
realized people are people and 

439
00:19:24,880 --> 00:19:26,200
how do I solve their problem for
them? 

440
00:19:26,520 --> 00:19:29,640
So for me, take a step back and 
breathe whenever I can, clear 

441
00:19:29,640 --> 00:19:31,880
the air. 
And then trying to understand, 

442
00:19:31,920 --> 00:19:34,560
OK, what's really going on with 
this other person? 

443
00:19:34,560 --> 00:19:37,120
How can we help them to get 
where they've got to get to be? 

444
00:19:37,920 --> 00:19:39,640
Yeah, and I love that. 
That's that's really, really 

445
00:19:39,640 --> 00:19:41,160
brilliant. 
Instead of making that emotional

446
00:19:41,160 --> 00:19:44,160
decision and why you're all 
ramped up and worked up, it's. 

447
00:19:45,920 --> 00:19:52,280
Yeah, it's now having said that,
Adam, a pig, a picture was once 

448
00:19:52,280 --> 00:19:54,640
painted about me. 
That said, Peter is monumentally

449
00:19:54,640 --> 00:19:59,040
impatient about outcomes. 
And it's true, you know, if 

450
00:19:59,040 --> 00:20:01,720
we're not, if you're not focused
on the outcomes, if you're not 

451
00:20:01,720 --> 00:20:04,880
focused on delivering the value 
to the customer, you know, 

452
00:20:04,880 --> 00:20:07,160
delivering the value to 
shareholders, these sorts of 

453
00:20:07,160 --> 00:20:09,720
things, you're just practicing 
business. 

454
00:20:10,480 --> 00:20:13,080
You know, you can put up all the
beautiful websites you want and 

455
00:20:13,080 --> 00:20:15,520
all the beautiful, you know, 
PowerPoint presentations. 

456
00:20:15,600 --> 00:20:18,320
You're practicing business, the 
business of business. 

457
00:20:18,320 --> 00:20:21,440
I had a great mentor wants. 
Actually, he was an advisor to 

458
00:20:21,440 --> 00:20:23,680
the Prime Minister of Canada on 
strategy. 

459
00:20:24,680 --> 00:20:28,240
And he used to say as a take out
an MBA classroom, he used to say

460
00:20:28,640 --> 00:20:31,080
the business of business is 
making money. 

461
00:20:32,200 --> 00:20:35,840
Yeah, you can, you can kind of 
take some some variations around

462
00:20:35,840 --> 00:20:37,520
that. 
But he used to use that as our 

463
00:20:37,520 --> 00:20:39,880
guiding principle. 
Everything else is just 

464
00:20:40,320 --> 00:20:43,200
conversation. 
You've got to focus on the 

465
00:20:43,200 --> 00:20:45,680
outcomes, right? 
And that's what we're really 

466
00:20:45,680 --> 00:20:47,240
trying to deliver as a small 
company here. 

467
00:20:47,240 --> 00:20:49,160
And then fortunately, we've been
able to build a very 

468
00:20:49,160 --> 00:20:52,040
interesting, very dynamic 
company that's got unbelievable 

469
00:20:52,040 --> 00:20:56,520
operational scale. 
It's all been built in a manner 

470
00:20:56,520 --> 00:20:59,880
to deliver the outcomes. 
Yeah, I love that. 

471
00:20:59,880 --> 00:21:03,360
So here's a great line. 
It's not mine given to me by 

472
00:21:03,360 --> 00:21:04,960
someone else. 
He goes it don't. 

473
00:21:04,960 --> 00:21:08,000
In business it don't mean a 
thing unless it goes catching. 

474
00:21:09,760 --> 00:21:11,680
Yeah, same idea, right? 
Exactly. 

475
00:21:11,680 --> 00:21:14,360
Other than that, you're just 
practicing business. 

476
00:21:14,800 --> 00:21:15,480
Yeah, I know. 
I love. 

477
00:21:16,320 --> 00:21:19,440
OK, final question for you 
Peters, what is the best piece 

478
00:21:19,440 --> 00:21:22,200
of advice you'd like to give the
audience or your 30 year old 

479
00:21:22,200 --> 00:21:24,040
self? 
Wow. 

480
00:21:29,640 --> 00:21:31,280
Gosh, I can't remember what the 
quote was. 

481
00:21:31,280 --> 00:21:34,920
It just escaped me. 
But the idea is like this too 

482
00:21:34,920 --> 00:21:40,680
shall pass, right? 
You know the idea like things 

483
00:21:40,680 --> 00:21:43,200
happen very, very quickly. 
You know, when I joined this 

484
00:21:43,200 --> 00:21:45,400
company, it feels like a week 
ago, but it was actually a lot 

485
00:21:45,400 --> 00:21:48,200
longer. 
Time flies, you know, you've got

486
00:21:48,200 --> 00:21:50,320
to stop, you've got to spend 
time on things that are 

487
00:21:50,320 --> 00:21:53,200
important, not get caught in the
weeds, right? 

488
00:21:53,600 --> 00:21:55,960
You know, it's, it's the time 
ticks and it moves really, 

489
00:21:55,960 --> 00:21:58,000
really quickly. 
And so, you know, again, back to

490
00:21:58,000 --> 00:22:00,240
outcomes, focus on those 
outcomes and, and the delivery 

491
00:22:00,240 --> 00:22:02,800
of those as fast as you can, but
make sure you're having fun 

492
00:22:02,800 --> 00:22:04,920
along the journey. 
You know, I had, you know, 

493
00:22:05,120 --> 00:22:07,600
thought about what was my 
priorities and business once. 

494
00:22:08,080 --> 00:22:12,480
And for me, you know, make sure 
that what you're doing is making

495
00:22:12,480 --> 00:22:15,560
a difference, whether it's a new
product that you're innovating, 

496
00:22:15,560 --> 00:22:18,800
where it says impact on society,
you know, whatever it is, it's 

497
00:22:18,800 --> 00:22:21,800
something new, it's innovative, 
it's making a difference to make

498
00:22:21,800 --> 00:22:23,760
sure you have a whole lot of fun
along the way. 

499
00:22:24,480 --> 00:22:26,160
And if you do that well, and 
that's, you know, treating 

500
00:22:26,160 --> 00:22:29,240
people with dignity, respect, 
these sorts of things, not, you 

501
00:22:29,240 --> 00:22:31,840
know, not betraying your, your, 
your morals. 

502
00:22:32,800 --> 00:22:37,920
If you do #1 and #2 well #3 
objective make a lot of money 

503
00:22:38,240 --> 00:22:41,560
always happens. 
It's almost inevitable. 

504
00:22:41,560 --> 00:22:43,600
It's like if you do the sit ups 
and you eat right, what's going 

505
00:22:43,600 --> 00:22:45,120
to happen? 
You can have a flatter stomach 

506
00:22:45,120 --> 00:22:47,800
than if you don't do that stuff.
Yeah, exactly, exactly. 

507
00:22:47,800 --> 00:22:52,680
So make a difference, have a lot
of fun, make a lot of money, do 

508
00:22:52,680 --> 00:22:56,080
#1 and #2 right, you'll get #3. 
I absolutely love it. 

509
00:22:56,080 --> 00:22:57,720
Peter, thank you so much for 
coming on the show. 

510
00:22:57,720 --> 00:23:00,040
Congrats on all your success, 
all your future success. 

511
00:23:00,040 --> 00:23:01,760
I love what you're doing. 
You're definitely making a big 

512
00:23:01,760 --> 00:23:03,760
impact and hopefully we'll have 
you on again soon. 

513
00:23:03,760 --> 00:23:05,800
This is absolutely fantastic. 
I love it, Adam. 

514
00:23:05,800 --> 00:23:07,280
Let's do this more often.