1 00:00:08,160 --> 00:00:12,600 Speaker 1: Welcome to Strictly Business Variety's weekly podcast featuring conversations with 2 00:00:12,720 --> 00:00:16,560 Speaker 1: industry leaders about the business of media and entertainment. I'm 3 00:00:16,600 --> 00:00:20,480 Speaker 1: Shirley Halbrin, Executive editor of Music, and today I'm joined 4 00:00:20,520 --> 00:00:25,440 Speaker 1: by Lilah Snyder, CEO of Bowes Corporation, the consumer audio 5 00:00:25,440 --> 00:00:29,880 Speaker 1: company which is soon to mark its sixtieth anniversary. Founded 6 00:00:29,920 --> 00:00:34,800 Speaker 1: by Massachusetts Institute of Technology professor Mr. Bows its home 7 00:00:34,840 --> 00:00:38,720 Speaker 1: has always been Massachusetts, with close proximity to Boston and 8 00:00:38,800 --> 00:00:42,600 Speaker 1: its abundance of student talent. Lilah was one of them, 9 00:00:42,640 --> 00:00:46,520 Speaker 1: earning a master's degree and PhD in mechanical engineering from 10 00:00:46,640 --> 00:00:50,920 Speaker 1: MIT following her bachelor's in mechanical engineering from the University 11 00:00:51,000 --> 00:00:54,040 Speaker 1: of Miami. She arrived at Bo's at the top of 12 00:00:54,120 --> 00:00:57,320 Speaker 1: twenty twenty, just as the COVID nineteen pandemic through the 13 00:00:57,360 --> 00:01:01,640 Speaker 1: world and supply chains into a tales. But Llila is 14 00:01:01,680 --> 00:01:06,039 Speaker 1: an expert problem solver, and like any engineering challenge, she 15 00:01:06,160 --> 00:01:11,080 Speaker 1: approached her new job overseeing all aspects of the company's consumer, electronics, 16 00:01:11,319 --> 00:01:16,319 Speaker 1: automotive and related businesses methodically and also with a guiding 17 00:01:16,400 --> 00:01:21,080 Speaker 1: principle that sound is not an accessory, it is everything 18 00:01:21,120 --> 00:01:24,120 Speaker 1: we do. It is the most important thing, and it's 19 00:01:24,200 --> 00:01:28,600 Speaker 1: in the center. Bosea's rise in becoming a top name 20 00:01:28,680 --> 00:01:32,480 Speaker 1: and sound, particularly when it comes to the car, saw 21 00:01:32,480 --> 00:01:35,520 Speaker 1: an inflection point in the nineteen eighties when the company 22 00:01:35,560 --> 00:01:39,280 Speaker 1: teamed with Cadillac to offer a premium car audio system. 23 00:01:39,760 --> 00:01:43,520 Speaker 1: Llila's own origin story also has an eighties connection. It 24 00:01:43,560 --> 00:01:45,920 Speaker 1: was then that she first discovered a love of music, 25 00:01:46,200 --> 00:01:50,560 Speaker 1: which she's carried through to her chief executive position. Like 26 00:01:50,600 --> 00:01:54,520 Speaker 1: in other tech industries where female engineers are far outnumbered 27 00:01:54,520 --> 00:01:57,760 Speaker 1: by their male counterparts, Lila is hoping to better the 28 00:01:57,800 --> 00:02:01,400 Speaker 1: statistic when it comes to music makers through an initiative 29 00:02:01,480 --> 00:02:04,960 Speaker 1: called Turn the Dial, which aims to address why fewer 30 00:02:05,000 --> 00:02:08,200 Speaker 1: than three percent of hit song producers are women or 31 00:02:08,320 --> 00:02:12,320 Speaker 1: non binary. It's also bringing awareness to the issue and 32 00:02:12,480 --> 00:02:16,400 Speaker 1: seeking new opportunities. They've partnered with a nonprofit called She 33 00:02:16,560 --> 00:02:19,079 Speaker 1: Is the Music and are working with such artists as 34 00:02:19,120 --> 00:02:22,560 Speaker 1: Her and Pink Panthers and behind the scenes stars like 35 00:02:22,720 --> 00:02:26,760 Speaker 1: Wonder Girl and Blondish to tell their stories. And then 36 00:02:26,800 --> 00:02:29,320 Speaker 1: there's the part of the Bo's business that has to 37 00:02:29,360 --> 00:02:33,600 Speaker 1: do with silence or noise cancelation. Bose has been hard 38 00:02:33,600 --> 00:02:36,760 Speaker 1: at work coming up with the perfect software algorithm to 39 00:02:36,840 --> 00:02:39,960 Speaker 1: evaluate the sounds around you and cancel out what you 40 00:02:40,040 --> 00:02:44,240 Speaker 1: don't want to hear. As Lila describes it, it's almost 41 00:02:44,560 --> 00:02:47,640 Speaker 1: tuning the dial on the volume of your life. Which 42 00:02:47,680 --> 00:02:49,760 Speaker 1: things you want to turn up, which things you want 43 00:02:49,760 --> 00:02:53,760 Speaker 1: to turn down. This constant push of new innovation has 44 00:02:53,800 --> 00:02:58,040 Speaker 1: become Bose's calling card, and Lilah Snyder is leading the choir. 45 00:02:58,639 --> 00:03:10,240 Speaker 1: Join us after the break, Welcome back to strictly business. 46 00:03:10,320 --> 00:03:16,720 Speaker 1: Here's my conversation with Bo's Corporation CEO Lilah Snyder. Lilah Snyder, 47 00:03:16,800 --> 00:03:20,760 Speaker 1: chief executive officer of Bo's, Welcome to strictly business. Thanks 48 00:03:20,760 --> 00:03:21,480 Speaker 1: for being with us. 49 00:03:21,760 --> 00:03:23,960 Speaker 2: Thank you so much for having me so Lyla. 50 00:03:24,080 --> 00:03:27,600 Speaker 1: I think it's really funny that your previous position before 51 00:03:27,600 --> 00:03:29,480 Speaker 1: you got to Bo's was a Pitney Bows. So you 52 00:03:29,520 --> 00:03:34,639 Speaker 1: went from Pitney Bow's to Bo's just getting shorter. A 53 00:03:34,680 --> 00:03:36,880 Speaker 1: lot of people probably don't know what Pitney bos is, 54 00:03:36,920 --> 00:03:41,480 Speaker 1: but me, being a person of print of paper, I 55 00:03:41,680 --> 00:03:45,120 Speaker 1: know that it is kind of an essential of starting 56 00:03:45,160 --> 00:03:47,680 Speaker 1: a business, which is the ability to mail, to reach 57 00:03:47,760 --> 00:03:52,720 Speaker 1: consumers directly, and you know many other things. So how 58 00:03:52,760 --> 00:03:57,080 Speaker 1: do you go from mail and marketing and communications to 59 00:03:58,000 --> 00:04:01,040 Speaker 1: high end audio and consumer audio? Why did you make 60 00:04:01,120 --> 00:04:02,960 Speaker 1: that change in twenty twenty. 61 00:04:03,360 --> 00:04:05,840 Speaker 2: So I'm an engineer at heart, and what I really 62 00:04:05,880 --> 00:04:08,720 Speaker 2: love is technology, and the thread that goes through everything 63 00:04:08,800 --> 00:04:13,040 Speaker 2: is technology, and particularly this idea of you know, how 64 00:04:13,040 --> 00:04:16,240 Speaker 2: do we use technology to make things better? And we've 65 00:04:16,279 --> 00:04:20,640 Speaker 2: been living in this amazing two decades where digital technologies 66 00:04:20,640 --> 00:04:24,239 Speaker 2: are just changing every business and software is changing every business, 67 00:04:24,279 --> 00:04:27,520 Speaker 2: and in some ways that's the thread between a shipping 68 00:04:27,560 --> 00:04:30,480 Speaker 2: and mailing company and then coming to bows and consumer 69 00:04:30,520 --> 00:04:33,040 Speaker 2: audio is you know, how do we use software? How 70 00:04:33,040 --> 00:04:36,520 Speaker 2: do we use digital technology to make what we're delivering 71 00:04:36,520 --> 00:04:39,839 Speaker 2: to customers even better? And so for me, I've done 72 00:04:40,200 --> 00:04:43,360 Speaker 2: consumer work, I've done business to business work, and I've 73 00:04:43,400 --> 00:04:45,800 Speaker 2: always loved the idea of getting close to the consumer 74 00:04:45,839 --> 00:04:48,719 Speaker 2: because when you know who you're talking to and you 75 00:04:48,800 --> 00:04:51,640 Speaker 2: know what they care about, it makes it really fun 76 00:04:51,680 --> 00:04:55,000 Speaker 2: to try to design and develop amazing experiences for them, 77 00:04:55,000 --> 00:04:56,440 Speaker 2: and that's what we try to do at Bo's. It's 78 00:04:56,440 --> 00:04:57,159 Speaker 2: really a lot of fun. 79 00:04:57,920 --> 00:05:01,440 Speaker 1: So you have the software element and also hardware. As 80 00:05:01,440 --> 00:05:04,560 Speaker 1: someone who's trained as a mechanical engineer, is it sort 81 00:05:04,560 --> 00:05:06,760 Speaker 1: of like a left brain right brain thing, like the 82 00:05:06,800 --> 00:05:09,120 Speaker 1: hardware is one thing, the software is something else. Do 83 00:05:09,200 --> 00:05:13,000 Speaker 1: you feel a pull towards one side over the other 84 00:05:13,320 --> 00:05:15,760 Speaker 1: or is it just sort of combined in your head? 85 00:05:16,000 --> 00:05:18,200 Speaker 2: You know, it really is combined. I don't actually think 86 00:05:18,200 --> 00:05:21,120 Speaker 2: of them as that different, because ultimately we work backwards 87 00:05:21,120 --> 00:05:24,240 Speaker 2: from the experience we're providing the customer, and the experience 88 00:05:24,279 --> 00:05:28,040 Speaker 2: that we're providing is sort of a fully integrated experience 89 00:05:28,120 --> 00:05:30,839 Speaker 2: where it's the magic of how the hardware and the 90 00:05:30,880 --> 00:05:34,600 Speaker 2: software work together. It's that sort of systems engineering component 91 00:05:34,640 --> 00:05:38,200 Speaker 2: that I think is really unique for consumer electronics companies 92 00:05:38,200 --> 00:05:42,279 Speaker 2: and bows in general. It's how you marry great software 93 00:05:42,480 --> 00:05:46,800 Speaker 2: with really well made, really well architected hardware, and it's 94 00:05:46,839 --> 00:05:49,640 Speaker 2: the two together that create the magic. So we try 95 00:05:49,680 --> 00:05:51,200 Speaker 2: not to separate them. 96 00:05:51,200 --> 00:05:54,920 Speaker 1: Interesting, I would think that they were like two different 97 00:05:54,960 --> 00:05:55,599 Speaker 1: skill sets. 98 00:05:55,920 --> 00:05:58,040 Speaker 2: There's no doubt there's different skill sets, right. So if 99 00:05:58,040 --> 00:06:00,240 Speaker 2: you think about our team, we've got lots of folks 100 00:06:00,279 --> 00:06:04,120 Speaker 2: who do predominantly hardware and lots who do predominantly software. 101 00:06:04,360 --> 00:06:07,279 Speaker 2: But really bringing it together is the key, and that's 102 00:06:07,320 --> 00:06:09,120 Speaker 2: where I think I have a lot of fun and 103 00:06:09,560 --> 00:06:11,720 Speaker 2: working with the team on how you bring those things 104 00:06:11,760 --> 00:06:15,760 Speaker 2: together is where you know truly new and different innovative 105 00:06:15,800 --> 00:06:17,480 Speaker 2: experiences happen for customers. 106 00:06:18,040 --> 00:06:21,960 Speaker 1: So when you came in in twenty twenty, what kind 107 00:06:22,000 --> 00:06:23,960 Speaker 1: of staff were you overseeing. 108 00:06:24,360 --> 00:06:27,080 Speaker 2: So we're a team of about six thousand globally. I 109 00:06:27,120 --> 00:06:29,960 Speaker 2: obviously joined in the middle of COVID, so in twenty twenty, 110 00:06:30,000 --> 00:06:33,840 Speaker 2: we we're a global team. We've got folks all over 111 00:06:33,880 --> 00:06:36,840 Speaker 2: the world, and we were doing everything over Zoom, which 112 00:06:36,839 --> 00:06:39,880 Speaker 2: was an interesting way to start. I think in many 113 00:06:39,880 --> 00:06:42,160 Speaker 2: ways a lot of us felt like it leveled the 114 00:06:42,200 --> 00:06:44,400 Speaker 2: playing field, right. We were all on the screen and 115 00:06:44,480 --> 00:06:47,680 Speaker 2: so you could have more of a global, diverse group 116 00:06:47,720 --> 00:06:50,320 Speaker 2: of people together working on problems, which was really actually 117 00:06:50,400 --> 00:06:50,919 Speaker 2: quite fun. 118 00:06:51,279 --> 00:06:54,520 Speaker 1: Has that made you rethink the whole in person thing, 119 00:06:54,720 --> 00:06:57,839 Speaker 1: like is it really necessary today? 120 00:06:58,360 --> 00:07:00,480 Speaker 2: So? I think it is for innovative and I think 121 00:07:00,480 --> 00:07:05,000 Speaker 2: if you're really going to try to create breakthrough ideas, 122 00:07:05,080 --> 00:07:07,640 Speaker 2: it's hard to do that remotely. I don't think every 123 00:07:07,640 --> 00:07:09,440 Speaker 2: piece of work needs to be done in person, and 124 00:07:09,480 --> 00:07:11,240 Speaker 2: we certainly each of us has a lot of work 125 00:07:11,280 --> 00:07:14,160 Speaker 2: that's better done in a quiet space, which is often 126 00:07:14,240 --> 00:07:16,840 Speaker 2: you know, your own home or your living room or whatever. 127 00:07:17,200 --> 00:07:19,320 Speaker 2: But we really believe in the magic of bringing people 128 00:07:19,320 --> 00:07:22,560 Speaker 2: together to innovate and create and also just to build 129 00:07:22,600 --> 00:07:25,400 Speaker 2: bonds and trust and you know, human things that are 130 00:07:25,400 --> 00:07:27,880 Speaker 2: a little bit harder to do in a remote environment. 131 00:07:28,320 --> 00:07:30,400 Speaker 2: So you know, we've settled into a hybrid model I 132 00:07:30,400 --> 00:07:33,040 Speaker 2: think like a lot of companies have, where we're getting 133 00:07:33,080 --> 00:07:35,520 Speaker 2: folks together on a regular basis, they're in the office 134 00:07:35,560 --> 00:07:37,800 Speaker 2: a couple of times a week, but providing a lot 135 00:07:37,840 --> 00:07:40,720 Speaker 2: of flexibility for people to also work the way that 136 00:07:40,800 --> 00:07:42,480 Speaker 2: they want to work and that works for them. So 137 00:07:42,520 --> 00:07:44,840 Speaker 2: we're trying to strike the right balance and I'm sure, 138 00:07:44,880 --> 00:07:47,280 Speaker 2: like most we're still feeling our way through it. But 139 00:07:47,800 --> 00:07:51,040 Speaker 2: it's great to see folks together again, and we're feeling 140 00:07:51,040 --> 00:07:53,760 Speaker 2: that energy and creativity in the work that we're doing. 141 00:07:54,240 --> 00:07:56,840 Speaker 1: And you guys were also dealing, like the rest of 142 00:07:56,880 --> 00:07:59,760 Speaker 1: the world was, with supply chain issues during COVID, and 143 00:07:59,800 --> 00:08:04,400 Speaker 1: you you really rely on the supply chain to make 144 00:08:04,440 --> 00:08:08,200 Speaker 1: your product. So when you got to BOS, did you 145 00:08:08,280 --> 00:08:11,320 Speaker 1: have immediate things that you needed to deal with. 146 00:08:11,640 --> 00:08:13,480 Speaker 2: I think when you're new, you always think about what's 147 00:08:13,480 --> 00:08:16,000 Speaker 2: the right strategy, right. You want to kind of get 148 00:08:16,040 --> 00:08:18,640 Speaker 2: the lay of the land and set your agenda. And 149 00:08:18,720 --> 00:08:21,360 Speaker 2: so I spent a fair bit of time listening and 150 00:08:21,440 --> 00:08:24,920 Speaker 2: learning right. Companies are complicated places with a lot of history, 151 00:08:24,960 --> 00:08:27,920 Speaker 2: and so before you change things, it's important to understand 152 00:08:27,960 --> 00:08:29,600 Speaker 2: why things are done the way that they are and 153 00:08:29,920 --> 00:08:33,360 Speaker 2: why decisions were made and why the strategy is what 154 00:08:33,360 --> 00:08:36,080 Speaker 2: it is. And then we started to really plot for 155 00:08:36,240 --> 00:08:38,600 Speaker 2: the future of both what's our long range vision and 156 00:08:38,920 --> 00:08:41,600 Speaker 2: we spent a lot of time thinking about, you know, 157 00:08:41,600 --> 00:08:43,960 Speaker 2: what matters to us, what matters to our customers. We 158 00:08:44,000 --> 00:08:46,120 Speaker 2: put our customer right in the center of that vision, 159 00:08:46,160 --> 00:08:49,280 Speaker 2: and that led us to some pretty exciting places around 160 00:08:49,720 --> 00:08:52,240 Speaker 2: who we are and how we want to bring our 161 00:08:52,280 --> 00:08:55,120 Speaker 2: brand and our products and experiences into the market. And 162 00:08:55,160 --> 00:08:57,760 Speaker 2: so that sort of initial period was a lot of 163 00:08:57,760 --> 00:09:01,320 Speaker 2: fun and just exploring, you know, how we want to 164 00:09:01,360 --> 00:09:04,000 Speaker 2: evolve as a company and who we are and how 165 00:09:04,040 --> 00:09:05,280 Speaker 2: we take that to the next level. 166 00:09:05,800 --> 00:09:08,800 Speaker 1: What were those challenges during those first couple of years. 167 00:09:09,120 --> 00:09:12,000 Speaker 2: I think it's always a challenge to think about really 168 00:09:12,040 --> 00:09:14,960 Speaker 2: defining who your customer is and understanding so we spend 169 00:09:14,960 --> 00:09:17,320 Speaker 2: a lot of time on that. And as you see 170 00:09:17,360 --> 00:09:19,320 Speaker 2: the Bose brand showing up in the market and you 171 00:09:19,320 --> 00:09:22,719 Speaker 2: think about our products, we've really embraced music and the 172 00:09:22,840 --> 00:09:26,199 Speaker 2: music lover We think that people who really love music, 173 00:09:27,000 --> 00:09:30,680 Speaker 2: they have a passion, they identify with certain genres. It's 174 00:09:30,760 --> 00:09:34,679 Speaker 2: part of their identity, part of their personal brand, if 175 00:09:34,720 --> 00:09:37,440 Speaker 2: you will, and that's who we really think the Bose 176 00:09:37,480 --> 00:09:41,520 Speaker 2: customer has always been. Right. We've been creating audio experiences 177 00:09:41,520 --> 00:09:46,240 Speaker 2: for almost sixty years, which is amazing, and we think 178 00:09:46,320 --> 00:09:49,559 Speaker 2: that you know, really embracing that music lover it kind 179 00:09:49,600 --> 00:09:53,079 Speaker 2: of gave us a muse to innovate around and that's 180 00:09:53,160 --> 00:09:57,360 Speaker 2: led to a lot of great forward looking innovation that 181 00:09:57,400 --> 00:09:59,959 Speaker 2: we think is going to position us well for the future. 182 00:10:00,800 --> 00:10:04,160 Speaker 1: So, I mean your sort of like origin story as 183 00:10:04,160 --> 00:10:08,360 Speaker 1: it were, Leila, is that you had dispose wave radio. 184 00:10:08,800 --> 00:10:11,559 Speaker 1: It was sort of like a like a half circle 185 00:10:11,760 --> 00:10:15,720 Speaker 1: looking thing and it had an alarm and all of 186 00:10:15,760 --> 00:10:18,480 Speaker 1: that had a CD player. So what kind of music 187 00:10:18,520 --> 00:10:20,680 Speaker 1: were you into? You know, they say that your most 188 00:10:20,720 --> 00:10:24,560 Speaker 1: formative time to love music is in your early twenties, 189 00:10:24,600 --> 00:10:27,440 Speaker 1: basically coming out of college. What was your thing? 190 00:10:28,040 --> 00:10:30,480 Speaker 2: I feel like my formative years were in the eighties, 191 00:10:30,800 --> 00:10:33,280 Speaker 2: So I do have a love of eighties pop and 192 00:10:33,360 --> 00:10:35,400 Speaker 2: a little bit of that metal rock that came from 193 00:10:35,440 --> 00:10:39,440 Speaker 2: the eighties for sure. Okay, also love classic rock, right 194 00:10:40,120 --> 00:10:42,440 Speaker 2: country music was a thing in my house, like old 195 00:10:42,480 --> 00:10:45,440 Speaker 2: country music, and so that's something that I have an 196 00:10:45,480 --> 00:10:48,760 Speaker 2: appreciation for and how that's evolved. But today I would say, 197 00:10:48,920 --> 00:10:51,400 Speaker 2: you know, at my house, we've got three teenagers, my 198 00:10:51,480 --> 00:10:54,400 Speaker 2: husband and I, and there is a diversity of music 199 00:10:54,440 --> 00:10:57,199 Speaker 2: in our household, which is pretty remarkable. Right when you 200 00:10:57,280 --> 00:10:59,800 Speaker 2: cross over what your kids are interested in, you really 201 00:10:59,800 --> 00:11:02,240 Speaker 2: get introduced to a lot of things. So on any 202 00:11:02,240 --> 00:11:06,040 Speaker 2: given day, you might hear classical music, rap music. It's 203 00:11:06,080 --> 00:11:10,280 Speaker 2: a lot of Taylor Swift that's happening. Yeah, there's there's 204 00:11:10,360 --> 00:11:11,440 Speaker 2: definitely some of that here. 205 00:11:11,960 --> 00:11:14,760 Speaker 1: I love the story that you relayed in one of 206 00:11:14,800 --> 00:11:19,360 Speaker 1: the talks that you gave about the arrival of premium audio, 207 00:11:19,480 --> 00:11:23,840 Speaker 1: because music lovers really want that elevated audio experience. Like 208 00:11:24,200 --> 00:11:26,319 Speaker 1: you know, when you and I grew up, we probably 209 00:11:26,360 --> 00:11:29,120 Speaker 1: put headphones on. You know, we listened to the CD 210 00:11:29,280 --> 00:11:32,240 Speaker 1: or the vinyl or the tape, and you know, got 211 00:11:32,280 --> 00:11:36,280 Speaker 1: to really like immerse ourselves in it. Now people are 212 00:11:36,320 --> 00:11:38,679 Speaker 1: on the go. I think you've said this a bunch 213 00:11:38,720 --> 00:11:40,880 Speaker 1: that music is sort of like the soundtrack to our lives, 214 00:11:41,200 --> 00:11:44,319 Speaker 1: but it's very much as we're moving through our lives. 215 00:11:44,840 --> 00:11:48,240 Speaker 1: So I wanted to ask you about the arrival of 216 00:11:48,320 --> 00:11:53,320 Speaker 1: premium audio, especially in the car, because that is something 217 00:11:53,400 --> 00:11:57,400 Speaker 1: that you guys have really doubled down on, not just recently, 218 00:11:57,440 --> 00:12:00,240 Speaker 1: but like going back decades. So can you tell us 219 00:12:00,360 --> 00:12:03,520 Speaker 1: when did that change happen when you no longer had 220 00:12:03,559 --> 00:12:06,360 Speaker 1: to take your car to like an audio specialist and 221 00:12:06,360 --> 00:12:09,880 Speaker 1: get it souped up, you know, because everything came with it. 222 00:12:10,240 --> 00:12:12,760 Speaker 2: Yep, So it was in the early eighties. Was the 223 00:12:12,760 --> 00:12:15,640 Speaker 2: first car was a Cadillac Seville and it was a 224 00:12:15,679 --> 00:12:20,400 Speaker 2: collaboration between Cadillac and Bows. And the idea was simple. 225 00:12:20,480 --> 00:12:22,600 Speaker 2: It was what do you do when you drive? You 226 00:12:22,679 --> 00:12:24,959 Speaker 2: listen to music, and why shouldn't we try to create 227 00:12:24,960 --> 00:12:28,040 Speaker 2: a great experience in your car. And I don't know 228 00:12:28,080 --> 00:12:31,800 Speaker 2: anyone who retrofits their car anymore because the premium audio 229 00:12:31,840 --> 00:12:34,960 Speaker 2: that comes in the car is usually just outstanding. And 230 00:12:35,280 --> 00:12:38,040 Speaker 2: the car is such a great place. It's a controlled environment. 231 00:12:38,120 --> 00:12:40,640 Speaker 2: You know where the passengers are sitting, you know the 232 00:12:40,679 --> 00:12:43,720 Speaker 2: dimensions of the car, and that gives you this really 233 00:12:43,760 --> 00:12:48,760 Speaker 2: great creative space to put the technology in a design 234 00:12:48,840 --> 00:12:52,040 Speaker 2: that allows for these optimized experiences. And we've got such 235 00:12:52,080 --> 00:12:55,760 Speaker 2: a talented team that sweats every one of those details 236 00:12:55,800 --> 00:12:59,080 Speaker 2: when they're putting together a car with our automotive partners, 237 00:12:59,120 --> 00:13:01,880 Speaker 2: to make sure that as the driver or as the 238 00:13:01,880 --> 00:13:05,400 Speaker 2: front seat passenger or as a rear seat passenger, we're 239 00:13:05,480 --> 00:13:07,920 Speaker 2: really thinking about the experience that each one of those 240 00:13:07,920 --> 00:13:10,200 Speaker 2: people in the car will have. And it makes me 241 00:13:10,240 --> 00:13:12,440 Speaker 2: always want to buy a new car because I hear 242 00:13:12,520 --> 00:13:14,840 Speaker 2: what we're doing in our labs and in our garage, 243 00:13:14,880 --> 00:13:17,280 Speaker 2: and I listen in those and then I have a 244 00:13:17,400 --> 00:13:19,880 Speaker 2: great Bose audio system in my current car, but I 245 00:13:19,960 --> 00:13:24,640 Speaker 2: know what's coming next is just truly amazing, as immersive 246 00:13:24,720 --> 00:13:28,200 Speaker 2: audio and three dimensional audio just starts to become much 247 00:13:28,240 --> 00:13:31,120 Speaker 2: more present in our lives. I think that there's a 248 00:13:31,200 --> 00:13:33,280 Speaker 2: lot of that technology that's right on the cusp of 249 00:13:34,000 --> 00:13:36,280 Speaker 2: enveloping us in great sound in our car, and I'm 250 00:13:36,320 --> 00:13:38,240 Speaker 2: excited about what's coming there. 251 00:13:38,800 --> 00:13:43,840 Speaker 1: So another thing that I find really fascinating about your work. 252 00:13:44,240 --> 00:13:47,920 Speaker 1: This is related both to headphones and quiet comfort earbud 253 00:13:48,000 --> 00:13:52,480 Speaker 1: sort of system, which is noise cancelation. It's a very 254 00:13:52,679 --> 00:13:56,960 Speaker 1: complex algorithm because on the one hand, you want to 255 00:13:57,080 --> 00:13:59,680 Speaker 1: cancel everything out so you can go to sleep on 256 00:13:59,679 --> 00:14:04,560 Speaker 1: the plane, whatever, But in a car and walking you 257 00:14:04,640 --> 00:14:08,960 Speaker 1: also need to be aware of traffic and sirens and 258 00:14:09,000 --> 00:14:12,679 Speaker 1: things like that. Can you sort of explain how that works. 259 00:14:13,200 --> 00:14:15,760 Speaker 2: Yeah, it's a great question, and you know, at Bo's 260 00:14:15,840 --> 00:14:18,600 Speaker 2: we're really innovating in three areas and you've sort of 261 00:14:18,600 --> 00:14:20,800 Speaker 2: touched on all of them in this question in a way. 262 00:14:21,920 --> 00:14:25,040 Speaker 2: You know, one is obviously immersive, lifelike audio like the 263 00:14:25,120 --> 00:14:27,400 Speaker 2: artist intended it at the end of the day, that's 264 00:14:27,480 --> 00:14:31,280 Speaker 2: really what we're after. The second one is noise cancelation. 265 00:14:31,400 --> 00:14:35,160 Speaker 2: We use noise cancelation or noise removal as a way 266 00:14:35,200 --> 00:14:37,880 Speaker 2: to create almost a clean palette, right that allows you 267 00:14:37,920 --> 00:14:42,120 Speaker 2: to enjoy that audio without the distractions of the world 268 00:14:42,160 --> 00:14:44,840 Speaker 2: around you, whether those are on a plane or on 269 00:14:44,880 --> 00:14:48,400 Speaker 2: a city street or on the subway. And then the 270 00:14:48,480 --> 00:14:50,560 Speaker 2: last one, which is newer for us, and it's something 271 00:14:50,600 --> 00:14:54,240 Speaker 2: that's really enabled by the ability to have more computing 272 00:14:54,320 --> 00:14:57,479 Speaker 2: power in the devices and also you know, the developments 273 00:14:57,520 --> 00:14:59,880 Speaker 2: in AI, we're able to do something that we call 274 00:15:00,080 --> 00:15:02,600 Speaker 2: hear what you want, which is sort of this combination 275 00:15:02,800 --> 00:15:05,560 Speaker 2: of exactly as you said. There are things that if 276 00:15:05,600 --> 00:15:07,360 Speaker 2: I'm walking on a city street, I want to be 277 00:15:07,360 --> 00:15:09,200 Speaker 2: able to hear, and there are other things that I don't. 278 00:15:09,240 --> 00:15:11,000 Speaker 2: I don't want to hear the jackhammer, but I want 279 00:15:11,040 --> 00:15:13,560 Speaker 2: to hear the ambulance or the police car or the 280 00:15:14,240 --> 00:15:18,080 Speaker 2: bus or whatever might be the dangerous thing that's happening nearby. 281 00:15:18,760 --> 00:15:21,920 Speaker 2: And so we're using a lot of technology now to 282 00:15:22,000 --> 00:15:24,840 Speaker 2: try to make that experience seamless, where you don't have 283 00:15:24,920 --> 00:15:29,040 Speaker 2: to choose between noise canceling and transparency. But how do 284 00:15:29,080 --> 00:15:32,640 Speaker 2: we help you seamlessly go through your day and allow 285 00:15:32,720 --> 00:15:35,560 Speaker 2: the sounds in that we know you likely want, And 286 00:15:35,600 --> 00:15:37,520 Speaker 2: so we're doing a lot of work on that. To me, 287 00:15:37,680 --> 00:15:40,520 Speaker 2: it's exciting to think about. It's almost tuning the dialog 288 00:15:40,680 --> 00:15:42,680 Speaker 2: the volume of your life, which things you want to 289 00:15:42,680 --> 00:15:45,000 Speaker 2: turn up, which things you want to turn down. You know, 290 00:15:45,040 --> 00:15:47,000 Speaker 2: the example that I love. If you're at a noisy 291 00:15:47,080 --> 00:15:49,880 Speaker 2: restaurant or a noisy bar, it can be really hard 292 00:15:49,920 --> 00:15:52,400 Speaker 2: to hear the person that you're actually there with and 293 00:15:52,400 --> 00:15:54,320 Speaker 2: there's a lot of shouting that happens and a lot 294 00:15:54,360 --> 00:15:57,720 Speaker 2: of leaning in. And to me, that's one great example 295 00:15:57,800 --> 00:16:01,520 Speaker 2: of where this hearing what you want AI type technology 296 00:16:01,560 --> 00:16:04,080 Speaker 2: where we can detect the voice that you want to hear, 297 00:16:04,400 --> 00:16:06,800 Speaker 2: but sort of quiet the noise around you, not take 298 00:16:06,840 --> 00:16:09,840 Speaker 2: it away. You still want the fun and the vibe 299 00:16:09,840 --> 00:16:12,240 Speaker 2: of being in the space, but maybe just with the 300 00:16:12,320 --> 00:16:13,960 Speaker 2: volume turned down a little bit. So I think there 301 00:16:13,960 --> 00:16:16,560 Speaker 2: are a lot of these use cases where we can 302 00:16:16,600 --> 00:16:19,640 Speaker 2: take the decades of what we know about noise cancelation, 303 00:16:20,040 --> 00:16:23,560 Speaker 2: combine it with this new technology that we're developing now 304 00:16:24,000 --> 00:16:29,440 Speaker 2: to create these seamless, sort of customized almost experiences going forward. 305 00:16:30,120 --> 00:16:34,480 Speaker 1: So is our future sitting across each other with buds 306 00:16:34,480 --> 00:16:38,720 Speaker 1: in our ears, then getting into a driver less car 307 00:16:38,920 --> 00:16:42,040 Speaker 1: where the audio has been you know, the soundtrack is 308 00:16:42,080 --> 00:16:45,720 Speaker 1: made for us, Like I mean, are we really like 309 00:16:45,760 --> 00:16:46,920 Speaker 1: living in the future already? 310 00:16:47,160 --> 00:16:52,080 Speaker 2: I think aspects. You know, there are technology drives so 311 00:16:52,200 --> 00:16:55,000 Speaker 2: many things, so many of the things that we use 312 00:16:55,000 --> 00:16:58,760 Speaker 2: on a daily basis, and audio experiences are no different. Right. 313 00:16:58,840 --> 00:17:04,680 Speaker 2: The speakers, the headphones your car deliver the sound. It's 314 00:17:04,720 --> 00:17:08,880 Speaker 2: software and algorithms and AI that are creating those experiences, right. 315 00:17:08,920 --> 00:17:12,399 Speaker 2: Noise cancelation is about the microphones and the way that 316 00:17:12,480 --> 00:17:14,800 Speaker 2: the sound comes in and the geometry of your ear. 317 00:17:15,160 --> 00:17:18,320 Speaker 2: But it's also about the software algorithm that is very 318 00:17:18,400 --> 00:17:22,200 Speaker 2: quickly in microseconds, evaluating the sounds and canceling them out. 319 00:17:22,280 --> 00:17:27,520 Speaker 2: And so you have this constant push of new innovation, 320 00:17:27,640 --> 00:17:31,119 Speaker 2: and as we're able to put chips into smaller and 321 00:17:31,160 --> 00:17:34,520 Speaker 2: smaller spaces that can do more computing power, your ability 322 00:17:34,560 --> 00:17:37,560 Speaker 2: to do more of the things that I just described increases. 323 00:17:37,600 --> 00:17:40,160 Speaker 2: And as it does, you know, we're excited to start 324 00:17:40,200 --> 00:17:43,080 Speaker 2: putting the things we're developing in the lab into those 325 00:17:43,480 --> 00:17:49,520 Speaker 2: whether it's your car, pair of headphones, pair of earbuds. 326 00:17:50,160 --> 00:17:52,159 Speaker 1: We need to take a quick break, but we'll be 327 00:17:52,240 --> 00:18:01,719 Speaker 1: back with more from Lila Schnyder. And we're back with 328 00:18:01,840 --> 00:18:06,960 Speaker 1: both CEO Lilah Snyder. Because problem solving is such a 329 00:18:07,000 --> 00:18:11,399 Speaker 1: tenet of engineering, and that's what you studied. I'm curious 330 00:18:11,720 --> 00:18:13,480 Speaker 1: where do your business chops come from? 331 00:18:13,760 --> 00:18:17,320 Speaker 2: If you think about what a CEO's job is. The 332 00:18:17,400 --> 00:18:21,360 Speaker 2: first and most important job that I have is assembling 333 00:18:21,720 --> 00:18:25,720 Speaker 2: an amazing team who are experts in different areas and 334 00:18:25,760 --> 00:18:28,159 Speaker 2: are diverse in the way that they solve problems and 335 00:18:28,200 --> 00:18:31,320 Speaker 2: think about things. And that alleviates my need to know 336 00:18:31,960 --> 00:18:35,000 Speaker 2: a little bit about everything or a lot about anything right, 337 00:18:35,440 --> 00:18:37,640 Speaker 2: and that I think is the most important thing. Right. 338 00:18:37,680 --> 00:18:43,040 Speaker 2: There's there's no decision that gets made where I don't 339 00:18:43,280 --> 00:18:47,639 Speaker 2: lean on the people on my team, who generally know 340 00:18:47,760 --> 00:18:51,680 Speaker 2: more than I do about any any topic and get 341 00:18:51,680 --> 00:18:55,320 Speaker 2: their counsel, their advice, their thinking. And so that diversity 342 00:18:55,320 --> 00:18:58,160 Speaker 2: of thought, I think is what's really necessary to run 343 00:18:58,160 --> 00:19:01,639 Speaker 2: a modern company because it's a complicated world. There are 344 00:19:01,680 --> 00:19:04,359 Speaker 2: so many things to think about and do, and no 345 00:19:04,480 --> 00:19:07,520 Speaker 2: one person can do that. So assembling a great team 346 00:19:07,640 --> 00:19:09,720 Speaker 2: is I think the most important piece of it. 347 00:19:10,080 --> 00:19:12,680 Speaker 1: Did you aspire to run a company? 348 00:19:12,960 --> 00:19:15,920 Speaker 2: I didn't know. I started as an engineer, as we've 349 00:19:15,920 --> 00:19:19,560 Speaker 2: talked about, and I went into consulting, So I guess 350 00:19:19,720 --> 00:19:22,040 Speaker 2: part of the answer to your last question is I 351 00:19:22,160 --> 00:19:26,800 Speaker 2: learned about business as a consultant at McKinsey and had 352 00:19:26,920 --> 00:19:30,400 Speaker 2: just an amazing opportunity to get a really diverse set 353 00:19:30,400 --> 00:19:34,720 Speaker 2: of experiences, different companies, different problems, to solve different business challenges, 354 00:19:35,640 --> 00:19:37,760 Speaker 2: which is a really great way to learn a lot 355 00:19:37,800 --> 00:19:43,320 Speaker 2: pretty quickly. And so that all developed through that experience 356 00:19:43,320 --> 00:19:46,639 Speaker 2: at McKinsey, and it wasn't until I don't know a 357 00:19:46,680 --> 00:19:49,560 Speaker 2: few years ago that I started thinking about being potentially 358 00:19:49,560 --> 00:19:54,800 Speaker 2: being a CEO. I generally just enjoyed working on interesting, 359 00:19:54,880 --> 00:19:58,360 Speaker 2: hard problems with people that I love to work with, 360 00:19:58,800 --> 00:20:02,560 Speaker 2: and somehow that led me here and I'm having a 361 00:20:02,600 --> 00:20:03,479 Speaker 2: great time doing it. 362 00:20:03,960 --> 00:20:07,920 Speaker 1: Of course, you know, men far out number female engineers, 363 00:20:07,960 --> 00:20:13,120 Speaker 1: certainly in tech and absolutely in the making of music. Yep, 364 00:20:13,359 --> 00:20:15,960 Speaker 1: there's been many studies in the last few years that 365 00:20:16,000 --> 00:20:20,000 Speaker 1: have shown very little change in the representation of women 366 00:20:20,160 --> 00:20:24,040 Speaker 1: as producers and engineers, as little as two point eight percent, 367 00:20:25,000 --> 00:20:27,360 Speaker 1: and even new findings from Bose have shown that it's 368 00:20:27,359 --> 00:20:30,959 Speaker 1: even lower. Two point three percent of top one hundred 369 00:20:31,119 --> 00:20:34,600 Speaker 1: hits in twenty twenty two were produced by women. So 370 00:20:34,680 --> 00:20:37,200 Speaker 1: this is something that you're taking on. I would love 371 00:20:37,200 --> 00:20:39,320 Speaker 1: for you to tell us about the turn the Dial 372 00:20:39,359 --> 00:20:43,480 Speaker 1: initiative and what you think can be done here. 373 00:20:43,600 --> 00:20:46,680 Speaker 2: Yeah, I mean I found this stat to be particularly shocking. 374 00:20:47,240 --> 00:20:50,440 Speaker 2: You know, we know in certain fields and certain industries 375 00:20:50,440 --> 00:20:53,840 Speaker 2: that women are underrepresented, but this feels like a space 376 00:20:54,119 --> 00:20:57,680 Speaker 2: in music production that just hasn't had much movement right 377 00:20:57,800 --> 00:21:00,480 Speaker 2: in the last several years. Whereas you know, I think 378 00:21:00,480 --> 00:21:02,399 Speaker 2: in others we're talking about it more, right, this is 379 00:21:02,440 --> 00:21:05,600 Speaker 2: one that at least I hadn't been hearing about as 380 00:21:05,680 --> 00:21:09,159 Speaker 2: much as we might be hearing about in engineering or 381 00:21:09,200 --> 00:21:11,960 Speaker 2: in technology or in the C suite right where you know, 382 00:21:12,119 --> 00:21:15,760 Speaker 2: we see articles and things about those challenges all the time. 383 00:21:16,160 --> 00:21:18,399 Speaker 2: This one felt like no one had really put a 384 00:21:18,400 --> 00:21:22,720 Speaker 2: spotlight on it. And you know, we love music at Bo's, Right. 385 00:21:22,760 --> 00:21:25,160 Speaker 2: I talked before that our customer is the music lover 386 00:21:25,280 --> 00:21:27,920 Speaker 2: and that's actually who we are too. Right, if you 387 00:21:28,080 --> 00:21:30,760 Speaker 2: kind of show up at any Bo's facility around the world, 388 00:21:31,160 --> 00:21:33,320 Speaker 2: there will be a conversation about music. There'll be someone 389 00:21:33,359 --> 00:21:35,720 Speaker 2: with a guitar, or there'll be someone playing a riff 390 00:21:35,760 --> 00:21:38,760 Speaker 2: at lunch, like, there will be something happening that has 391 00:21:38,800 --> 00:21:41,840 Speaker 2: to do with music. And as people who love music, 392 00:21:41,920 --> 00:21:45,760 Speaker 2: I think we believe that the more diverse the producers 393 00:21:45,760 --> 00:21:48,679 Speaker 2: of music are, the better the music will be. And 394 00:21:48,760 --> 00:21:50,520 Speaker 2: so this was one that we thought we could maybe 395 00:21:50,560 --> 00:21:53,080 Speaker 2: do something about and we wanted to lean into it. 396 00:21:53,440 --> 00:21:54,880 Speaker 1: Yeah, so what are you doing. 397 00:21:55,359 --> 00:21:57,199 Speaker 2: Well, it's a couple things. I mean, I think the 398 00:21:57,200 --> 00:21:59,320 Speaker 2: first thing is just talking about it, right. It's been 399 00:21:59,359 --> 00:22:02,840 Speaker 2: great to see the reaction. I've gotten so many positive 400 00:22:02,840 --> 00:22:06,160 Speaker 2: comments about our getting involved in this, and it really 401 00:22:06,200 --> 00:22:08,760 Speaker 2: is touching a chord with folks. So we partnered with 402 00:22:09,200 --> 00:22:12,800 Speaker 2: a few great producers like Her and Pink Pantherest and 403 00:22:13,440 --> 00:22:16,800 Speaker 2: Wonder Girl and Blondish to have them tell their stories. 404 00:22:16,840 --> 00:22:20,120 Speaker 2: There's nothing more powerful than hearing one of those, two 405 00:22:20,119 --> 00:22:22,880 Speaker 2: point eight or two point three percent of women tell 406 00:22:22,960 --> 00:22:25,720 Speaker 2: the story about how they got there and why they 407 00:22:25,800 --> 00:22:29,720 Speaker 2: persevered in a space that clearly has been challenging for 408 00:22:29,760 --> 00:22:31,680 Speaker 2: women in the past, and so part of it is 409 00:22:31,760 --> 00:22:34,080 Speaker 2: just raising awareness and talking about I think there's value 410 00:22:34,119 --> 00:22:37,480 Speaker 2: in that. We're also partnering with a nonprofit called She 411 00:22:37,640 --> 00:22:40,240 Speaker 2: Is the Music. They do a lot of terrific work 412 00:22:40,240 --> 00:22:42,960 Speaker 2: in this area and they've been great at helping guide 413 00:22:43,040 --> 00:22:45,640 Speaker 2: us on what more could we do to have an impact, 414 00:22:45,640 --> 00:22:49,199 Speaker 2: and so with their help, we've created something we call 415 00:22:49,240 --> 00:22:54,560 Speaker 2: the Sound Is Power Impact Board, and we've collected a 416 00:22:54,640 --> 00:22:58,399 Speaker 2: bunch of great industry A and R folks alongside some 417 00:22:58,480 --> 00:23:02,840 Speaker 2: of our music producers that we're partnering with, and they're 418 00:23:02,880 --> 00:23:06,440 Speaker 2: really getting together to help us evaluate and shine a 419 00:23:06,520 --> 00:23:09,919 Speaker 2: light on new talent. And so we've been asking for 420 00:23:10,000 --> 00:23:14,119 Speaker 2: submissions right so for female and non binary producers to 421 00:23:14,600 --> 00:23:17,800 Speaker 2: upload their work, get their sounds and their beats into 422 00:23:17,840 --> 00:23:20,760 Speaker 2: the hands of our impact Board, who are going to 423 00:23:20,760 --> 00:23:23,280 Speaker 2: review them and try to help raise up some of 424 00:23:23,320 --> 00:23:26,160 Speaker 2: these great folks who are working out there but are 425 00:23:26,160 --> 00:23:28,760 Speaker 2: having trouble having their voice be heard. And so we're 426 00:23:28,800 --> 00:23:31,520 Speaker 2: excited about that we're only a little over a month in. 427 00:23:31,640 --> 00:23:34,880 Speaker 2: We've got hundreds of submissions and our impact board will 428 00:23:34,880 --> 00:23:37,840 Speaker 2: meet quarterly to review them, and we're really excited to 429 00:23:37,840 --> 00:23:39,000 Speaker 2: see what's going to come out of that. 430 00:23:39,560 --> 00:23:43,359 Speaker 1: You mentioned before that your employees and your consumers share 431 00:23:43,520 --> 00:23:47,520 Speaker 1: a passion for audio. They share that interest in music. 432 00:23:48,200 --> 00:23:51,880 Speaker 1: Do you think that's an important business tenant to have 433 00:23:52,119 --> 00:23:52,800 Speaker 1: that connection. 434 00:23:53,160 --> 00:23:55,320 Speaker 2: I do. I think it's one of the unique things 435 00:23:55,359 --> 00:23:59,440 Speaker 2: about those You know, it's all we do right, and 436 00:24:00,000 --> 00:24:03,000 Speaker 2: a lot of our competitors do amazing things, but they're 437 00:24:03,000 --> 00:24:04,679 Speaker 2: doing a lot of different things. And I think what 438 00:24:04,800 --> 00:24:08,080 Speaker 2: makes us unique is that we joke at Bo's sound 439 00:24:08,160 --> 00:24:10,480 Speaker 2: is not an accessory. It is everything we do. It 440 00:24:10,640 --> 00:24:12,600 Speaker 2: is it is the most important thing, and it's in 441 00:24:12,640 --> 00:24:17,840 Speaker 2: the center. And so I think that comes through in 442 00:24:17,920 --> 00:24:21,119 Speaker 2: the passion with which we develop our products and the 443 00:24:21,160 --> 00:24:23,760 Speaker 2: details that we think about and how we think about 444 00:24:23,760 --> 00:24:26,720 Speaker 2: our experiences. I also think it just makes for a 445 00:24:26,760 --> 00:24:31,280 Speaker 2: more happy, engaged workforce. If you're working on something that 446 00:24:31,320 --> 00:24:34,080 Speaker 2: you're passionate about, life is so much better. And so, 447 00:24:34,640 --> 00:24:36,199 Speaker 2: you know, I always tell people it's one of my 448 00:24:36,400 --> 00:24:39,080 Speaker 2: pieces of advice, is you know, do something you're passionate 449 00:24:39,119 --> 00:24:41,040 Speaker 2: about We spend way too much time at work to 450 00:24:41,119 --> 00:24:45,119 Speaker 2: do something that feels mundane or not important or not 451 00:24:45,640 --> 00:24:48,560 Speaker 2: connected to what you care about. And so I think 452 00:24:48,600 --> 00:24:52,120 Speaker 2: we're really lucky to have to work in a space 453 00:24:52,359 --> 00:24:54,960 Speaker 2: where people are passionate about it and can be passionate 454 00:24:55,000 --> 00:24:56,720 Speaker 2: about it. So I think it's actually one of the 455 00:24:56,720 --> 00:24:59,320 Speaker 2: really cool things about working at both. 456 00:24:59,320 --> 00:25:01,160 Speaker 1: And based in Massachusetts. 457 00:25:01,200 --> 00:25:03,520 Speaker 2: Correct, Yeah, headquarters in Massachusetts. 458 00:25:03,840 --> 00:25:06,719 Speaker 1: So I mean, is there like a proliferation of like 459 00:25:06,840 --> 00:25:09,960 Speaker 1: music lovers in New England or something like, could Bose 460 00:25:10,040 --> 00:25:13,679 Speaker 1: live anywhere? Or does Massachusetts actually fit Bose? 461 00:25:14,040 --> 00:25:17,200 Speaker 2: Well, we've been here for so long, right, so our history, 462 00:25:17,240 --> 00:25:20,440 Speaker 2: our founder, doctor M. R. Bose was a professor at MIT, 463 00:25:21,320 --> 00:25:25,639 Speaker 2: and so he was a Boston guy and so naturally 464 00:25:25,720 --> 00:25:28,399 Speaker 2: he wanted this company to be headquartered here, and so 465 00:25:28,480 --> 00:25:32,080 Speaker 2: our roots run deep in Massachusetts. And we've been here 466 00:25:32,119 --> 00:25:35,639 Speaker 2: for you know, almost sixty years. So certainly that's true. 467 00:25:36,160 --> 00:25:39,280 Speaker 2: There's such amazing talent that comes young talent that comes 468 00:25:39,280 --> 00:25:43,440 Speaker 2: to Boston for college and you know, I mean everyone 469 00:25:43,520 --> 00:25:46,520 Speaker 2: knows that Boston is sort of this epicenter for college 470 00:25:46,560 --> 00:25:50,440 Speaker 2: students and graduate students and technology. And you know, we've 471 00:25:50,440 --> 00:25:52,800 Speaker 2: got the Berkeley School of Music. So there's a lot 472 00:25:52,800 --> 00:25:57,520 Speaker 2: of ingredients in Massachusetts that have created great talent for BOS. 473 00:25:57,680 --> 00:25:59,800 Speaker 2: But we also have people who moved to Massachusetts to 474 00:25:59,800 --> 00:26:01,720 Speaker 2: be a part of it. And as I said before, 475 00:26:01,760 --> 00:26:04,159 Speaker 2: we've got people all over the world, So we're not 476 00:26:04,480 --> 00:26:08,359 Speaker 2: we're certainly headquartered here, but we attract folks globally on 477 00:26:08,440 --> 00:26:10,320 Speaker 2: the basis of what we do at both. 478 00:26:10,920 --> 00:26:15,720 Speaker 1: You've described yourself jokingly as over educated because you have 479 00:26:16,720 --> 00:26:19,840 Speaker 1: a master's, you have a PhD in mechanical engineering. You 480 00:26:19,920 --> 00:26:25,040 Speaker 1: went to MIT knowing what higher education costs today and 481 00:26:25,160 --> 00:26:29,199 Speaker 1: having kids the ages that yours are. Would you do 482 00:26:29,240 --> 00:26:30,200 Speaker 1: it the same again? 483 00:26:31,000 --> 00:26:37,040 Speaker 2: I would actually, you know, I often say the process 484 00:26:37,040 --> 00:26:39,920 Speaker 2: of getting a PhD taught me more about myself than 485 00:26:39,960 --> 00:26:43,040 Speaker 2: maybe any other experience I have had in my life, 486 00:26:43,080 --> 00:26:45,720 Speaker 2: about what I'm good at and what I'm not good at, 487 00:26:45,720 --> 00:26:48,640 Speaker 2: and what I enjoy and what I'm capable of, And 488 00:26:48,680 --> 00:26:53,440 Speaker 2: so the process itself, to me was amazing. 489 00:26:53,960 --> 00:26:55,880 Speaker 1: What about it? What do they give you? 490 00:26:56,400 --> 00:27:00,320 Speaker 2: I think I talk about grit. I love the idea 491 00:27:00,400 --> 00:27:04,080 Speaker 2: of grit. You know, this idea of goes back to 492 00:27:04,160 --> 00:27:07,160 Speaker 2: passion and perseverance. It's sort of where those two things meet, 493 00:27:07,880 --> 00:27:11,439 Speaker 2: and I think that's what I learned at MIT, the 494 00:27:11,480 --> 00:27:16,479 Speaker 2: ability to persevere through an endless number of challenges that 495 00:27:16,520 --> 00:27:19,640 Speaker 2: confront you, and while you have a very supportive group 496 00:27:19,640 --> 00:27:21,960 Speaker 2: of people around you, at the end of the day, 497 00:27:22,240 --> 00:27:24,840 Speaker 2: you have to find it in you to persevere and 498 00:27:24,840 --> 00:27:27,600 Speaker 2: to get through those things. And that was valuable life 499 00:27:27,680 --> 00:27:30,040 Speaker 2: experience that I use every day. I of course, also 500 00:27:30,080 --> 00:27:32,920 Speaker 2: learned how to be a great problem solver getting my 501 00:27:33,680 --> 00:27:37,320 Speaker 2: master's degree my PhD at MIT, and so I think again, 502 00:27:37,400 --> 00:27:41,080 Speaker 2: that's something that you probably could learn with experience, but 503 00:27:41,160 --> 00:27:43,320 Speaker 2: I think I got there a lot faster with the 504 00:27:43,359 --> 00:27:49,000 Speaker 2: help of some pretty amazing professors, advisors, and peers in 505 00:27:49,080 --> 00:27:50,400 Speaker 2: my educational experience. 506 00:27:56,600 --> 00:27:59,960 Speaker 1: Thanks for tuning into Variety strictly Business. This episode was 507 00:28:00,160 --> 00:28:03,480 Speaker 1: edited by Laurence Schroeder. Please make sure you subscribe to 508 00:28:03,520 --> 00:28:07,240 Speaker 1: the podcast to hear future episodes featuring conversations with media 509 00:28:07,320 --> 00:28:11,040 Speaker 1: movers and shapers. Also leave a review on Apple Podcasts 510 00:28:11,119 --> 00:28:12,400 Speaker 1: and let us know how we're doing.