Code Institute Founder & Director
Digital Marketing Institute Postgraduate in Digital Marketing, Digital Marketing
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How did you get to where you are today? What incidents and experiences shaped your career path? What inspired you to start your training institute?

Summarized By: Jeff Musk on Mon Nov 09 2020
Okay. Um, interesting question. Which probably has to be impact. You know, I'm 60 years old. How did I get here today? So there's a lot of a lot of different paths you can take along the way. Um, you know, I worked in Microsoft. I worked for small companies, but I suppose that the round about the age of 30 35 I found out that I wanted I wanted to try things myself. So I started a couple of companies. Um, I suppose I e started in education in Microsoft, and I was in charge of theme Arkoff Certified Professional program, which is the education program for For for encouraging people thio learn about Microsoft products that was already on in Microsoft, Um, in the development of Microsoft. But I got a, I suppose, a book for education. I started a company called Digital Marketing Institute in 2000 and eight. Um, I exited that in 2017. I started this code institute in 2000 and 15, so there was an overlap. I've already started another company this year, even though code institute is still going. So I have a number of different ones, and you know what? What inspired me to start my training institute? Actually a whole range of training institute. I think education lives leaves a positive footprint. I like the idea of education. I like the idea of changing people's lives. I like the idea of changing what they do, how they interact with society. So I like I like giving people something that they want to progress with in their in their lives. I'm not sure whether that's specifically answers your question, but it's, you know, security is rude to get you to get where you are. Certainly when I was in college, I didn't think I'd end up here. I studied physics and maths in college, so I have a degree in applied physics and applied mathematics. So So it's a long way from their thio what I do now, which is I found cos I'm an entrepreneur

What training programs and courses do you offer? How much time is spent on in-person and online classes in a week? How many weeks do students typically take to complete?

Summarized By: Jeff Musk on Mon Nov 09 2020
Okay, that's an interesting one. Because, you know, education comes in all shapes and forms and length of time and so on. So Code Institute is a very specific career changing. Of course. Um, we have a number of different courses, but the main one is we. We take people who are not coders on. They become a coder. We teach them how to become a coder software developer on. Then we get them a job. So it's very career changing. So the typical person might be in a working in restaurant or as tech support, they probably in most cases, they got a degree. They've got a primary university degree. They're on their 1st, 2nd or third job, but they just don't like it on. They look over at coding and software development and say, I want a piece of that action, and so we take them on a journey. So, uh, that takes a year that takes a year part time, but we allow them to do well. We encourage part time, and it's a 100% online, 100% outline. And whereas with Digital Marketing Institute, it was a 30 hour course. Primarily we had some longer courses, but primarily a 30 hour course to teach people who are already marketers how to become digital marketers on Now this, the new company is his corporate in the corporate governance space. So we have a company called the Corporate Governance Institute. Andi, and what we do is we teach people about being a better director on the board so you could see that there's there's actually a different flavors off. Uh, the types, of course, is the length of time it takes to to to learn and even the audience. You know, The audience for the Corporate Governance Institute is 45 plus years old. People who are onSo as you can see, there's a whole bunch of different types of people coming on courses, so it's not a one size fits all on. What we try and do is help people, uh, in all the different courses, decide what they want to do. And we only do very small number of courses. We, you know, we do, you x design, we do coding. We dio digital marketing and so on.

What process do you follow for creating and updating courses? How do you ensure the relevance of topics and material covered?

Summarized By: Jeff Musk on Mon Nov 09 2020
okay. And so one is a technical question. And the other sect, the other part of it is more of a content question, you know, how do we what process do we follow in creating and updating? We we use a whole bunch of tools, whether they are adobe tools, simple, straight up recording. We have things called learning management systems with the current one that we're using is, uh, we use learn upon, which is an Irish company and another company we use north past. We use one called medics from M I T. So we use different ones, depending on what we're delivering and Howard delivering it on. How do we ensure that the relevance of the topics is an interesting one? Because it's easy to produce one one product and then sell it. But you do have to keep it up to date on things like digital marketing changes rapidly. Coding changes rapidly, so what we do is we have what's called an industry advisory council. So it's very much industry and sector focused so rather than you know, and I'll beat up the universities for a bit, which is universities higher professors who are tenured and stay there forever, so they build a course. But they don't get industry knowledge, if especially if the sector that they're working in is constantly changing. So digital marketing changes constantly coding changes constantly, so the tech products and tech sectors change constantly. So what we have is what we call it Industry Advisory Council. So we have people who work in the industry and feed into us on ensuring that our courses air up to date and relevant on, for instance, encoding what's coming down the line. So react is a product that is being used and that Z taken over from a different product. So we have toe unbundle or change the modules in our courses to fit what's coming down. So we use this advisory council off industry people.

What criteria do you use to admit students and what are the various student profiles in your programs? What kind of career growth and jobs could students get afterward?

Summarized By: Jeff Musk on Mon Nov 09 2020
okay again. It really You know, if I was just if I just had one company. So if I only had code institute, I'd say the criteria for code Institute would be They have ambition. They have drive, they have the technical know how, So we have to check them on the way in. So with code institute, we have a number of criteria to allow them to get in and one of them being they have to complete something called a five day coding challenge. So they have to actually build a Web page and understand how to get through technical. It's not hugely difficult, but the technical aspects of building a website and if they're able for that on they have the ambition on, they can convince us, then then we can accept them. Whereas with corporate governance institute, this is people who have bean through their education. In the main, there are over 45 there, sometimes 55 even 60 on. They want to understand how aboard, how have the board of a business works, So we have to teach them. So So how do we admit them? And quite often, you know, if they're coming onto this course. They're paying for it, by the way. So therefore, they're not going to pay for it if it's not something that they want to do. So whereas coding, you know, you could get a mommy and daddy paying for a course on. We try on, make sure that we don't have that because we don't want people failing. We don't want people just with money, who can, Who can go in the course because that won't meet our goals off, ensuring people get through the course and onto a job. We want to make sure people get change their career. They really do. They change their career, whereas with corporate Governance Institute, the audience is much older on. We're not in the business of changing their career. We're in the business of helping them understand what, what, their career, how they can improve their career at the moment. Yes, yeah, so So we have very few dropouts now on on its drop outs happen when there is no engagement, there's no desire. So what we try and do is make sure that at the beginning on this is what I was talking about, the five day coding challenge at the beginning that we ensure we check their desire, check out much. They want to get to the other end on. A lot of people join our course because there's a high, UM, conversion rate or success rate, which is getting a job. So what we do is we measure, and we measure whether somebody gets a job within six months. That's our measure. We could have taken two weeks or two years, but we decided on six months. It seems to be a new industry standard on way. Probably heard about 90 to 95%. Well, maybe 92% I think most recently, certainly 90% anyway. Um, so the question is, how do we get how do we increase that Andi Quite often it's just ensuring they get to the end, because it's very hard to go part time. Think about this, which is your two were evenings a week and maybe Saturday or Sunday. You're studying for a whole year. That's a hell of a lot off games of baseball to miss or football or whatever your favorite sport is, and you know, you're you're not involved with your family. You're giving that up, So it's a big, huge commitment. So so way have a lot of people who simply our engagement people on what I mean by that is their shooters, their support staff there people who are who are ensuring that our students remain on track and on target. So we we use a lot of internal knowledge, machine learning and so on to ensure we know where somebody should be on. We bring them with us. So by the way, the students decide how long they're going to take. If they say we're going to do it in nine months, we'll track that. If they say they want to do it in 11 months, we'll track that too. So we manage their time with them. Um, you know, it's it's very much a mix off off. They've said the criteria. We help them meet those criteria. So the but the conversion rate for jobs is very high, very high

How do you enable collaboration, social interaction, and comradery among students? Do you use any software, host online or offline events, or follow any processes for this?

Summarized By: Jeff Musk on Mon Nov 09 2020
so we use slack extensively. Eso In fact, we use We use slack on a couple of other tools and we host a lot of events. So we've we've gone last year. I think maybe we did. I do not 30 or 40 altogether. That would be open evenings. That would be webinars that will be hangouts and so on to something like four times that this year. Now, obviously the pandemic has has affected that. Andi bolstered that number and but we use slack quite extensively. And there's a lot of collaboration and way have a community manager and a whole team of community people who encouraged that discussion on slack. So you get in the In the software development world, people love to support each other on DSO We encourage that and we bring them onto slack Onda. Actually, that gives us a lot of information as well, because you get you. You find out what people are talking about on again back to this machine learning. We have a product called Amos, which is analytics measurement off online students Andi on DWI measure how they're doing. But we also use something called sentiment analysis, so we know that some students prepare from the end, as in design aspect of software development. Others preferred the back end, which is the real hardcore coding databases and so on. On we and I'm just using those a simple examples because they're two extremes. We then know that are a software can start matching them to the correct employed her. So we know, for instance, that Rod is on the course. Rohit has said that he's going to spend 10 months on the course he started in January. He's gonna finish in October. Let's give it a bit of leeway, so he's gonna finish in November. We know Arrowhead has has been very active on the community ons, uses it, loves design, loves the aspects of U X and user experience on DWI. Also know that Rohit is based in Utah on We know that the company and it's our job to find this company who is looking for a front end designer in the Salt Lake City region. So we start that matching process some of its automated, but most of it is we have a team of people who, actually who actually place people

How do you support your students for internships or jobs? How do you prepare them for job interviews? How do you provide networking and mentoring opportunities?

Summarized By: Jeff Musk on Mon Nov 09 2020
Okay, So what we do is we actually have that team, uh, internships. Very rarely. We, you know, in our marketing, and you go onto our website and you'll see this. We actually state that the jobs are between 30 and €40,000 which is 40 to 45 $1000 starting salary. It may be a little bit mawr. Certainly. If you go to the Silicon Valley's, you could go much higher where I am in Dublin. It's a little bit higher because all of the tech companies have as their European officers in Dublin. So where I am, by the way, in Dublin, in Ireland, we have Google, Amazon, Lincoln, Netflix have a space here. Microsoft, Um, they're all here. Slack is here. Floral side, you name it. They're all here. Um, Facebook have have, like, google have 7000 people here Facebook of about 5000. So it's big, big tech space, so the demand is a little bit higher here. Or in fact, it's quite considerably higher. Eso we do have We do have lots of positions here. Um, So what we do is we talk to people about the jobs is supposed to internships. Very few people go up from our course encoding. Go onto internships. And how do we for them for job interviews? We actually work with them. 1 to 1 way to to them. We train them, we go through a job interview techniques. Um, there are some. There are some products online that you can find that help with technical interviews. Um, so we provide all that along with, you know, the networking mentoring opportunities that I mentioned which you're through slack on DWI also have have our community on our community outreach people. So we're very active on were very active primarily because the success for the company is based on success for the students. So we're very much, you know, driven by. Can we get these people a job?

How do you assist students in paying for your program? What kind of scholarships and financial aid are available for students and how can they avail those?

Summarized By: Jeff Musk on Mon Nov 09 2020
Okay, that's a That's an interesting one coming, you know, coming from the U. S. Where you are in Europe, where we are because in the US I think it's more acceptable to pay for your education in the certainly in Europe. It's mawr expected that you will, you will be You will get it for close to close to free, not always free. We're close to three. So, for example, in Dublin, um, my two sons are in university on the they Their fees are about €3000 but 3.5 $1000 per year. So it's not. It's not huge now. The The whole process is different in universities in the UK and Ireland as well. And across Europe people you know, students often stay at home as opposed to travel. You know, in the States they travel. So how do we assist? So there are independent companies in the States. There's climb, climb. It's called climb. Finance, uh, is set up to assist students on their private finance company. So it's like a leasing company. They have a they have officers in Europe, but we're not dealing with them. We deal with a company called. Uh, I can't remember the name of them, but there's a few individual companies who are like they're like bankers, but they arm or banks are more risk averse. Um, so they will loan to the students the money t to take this course. Um, it's less accepted in Europe than it is in the States, that's for sure. Eso the financial aids are are less. Um now the price of the course is actually not prohibitive. Um, well, how can I? How can I rephrase that? To say it's not as expensive as I hear Courses in the States are so the equivalent courses in the States from the likes of Hack Reactor. Are you familiar with Hack reactor or General Assembly or any of these big ones? The big guys will be anything from 10 to $20,000. Where at? I think it's $7000.7000 euros. So 6.5 6.5 €1,007,000 which is about 7 to $8000. So it's less expensive than in the States. Um, whereas by the way, the course in the in the Corporate Governance Institute is about 3000 but 3.5 $1000. But the audience are people who have money. They're older, you know, more mature. There, they've got, they've they've had a career there. Being through that on DSO the cost is relatively not an issue, whereas with coding its's more of an issue. But you know what? By the time students get to where they are, they seem to be ableto have have saved up Onda also, you know, being in a position to borrow, if necessary, defunding. But we also, by the way, have a payment plan. You can you can, uh, do a six monthly payment plan or a yearly payment plan with us, which is a, you know, a monthly, um, recurring revenue. Um, but then what happens is from a business perspective, that's a risk for us. So we have to bear that in mind. So it's what we what we're doing actively is working with external at third party finance providers

What marketing software and channels do you use to find and engage prospective students? Which are less effective? Which one do you recommend to students to learn?

Summarized By: Jeff Musk on Mon Nov 09 2020
Yeah. Okay. Number one. Google AdWords. That's it. Number one. That's it. So we use extensively. AdWords so encoding. It's definitely AdWords on Facebook on in in corporate Governance Institute, it's less Facebook more AdWords and Mawr CEO on in, uh, in digital marketing. It's about a 3rd, 3rd, 3rd Cosco Google AdWords paid paid Edwards and Facebook. We try so those if you're gonna do anything, actually, if you wonder if you want. If you want a job in marketing, go and take the Digital Marketing Institute course. It's, you know, covers all the bases and tools, so we use extensively help spot host blood drives, everything we use. As I said So Google AdWords will drive people through into hubs, thought where we picked them up on. We nurture them, um, Facebook. So without going into the detail. And I'm sure a lot of your listeners will know this that Google. If somebody is looking for something on, they type it into Google. You wanna be there? That's it because they've made a conscious decision to say I want to do a course in corporate governance or whatever on Facebook. What you're doing is more. It's called disruptive advertising or, um, you know, you're you're you're going, you're you know, you're going through your feet on Facebook and there's a not pops up if they've done their marketing correctly, and if they don't, they're they're targeting correctly. The ad will be relevant, but quite often they're not. So I might get ads for I don't know for stuff I'm not interested in, because the agency whose place in the ads is lazy. So Google Facebook, now linked in less. So you would think. Actually, we're trying linked in with the Corporate Governance Institute because the audience is very much business. Whereas if that doesn't work for Code Institute, because the audience is people who are certainly trying to change their job. But they don't feel confident that Lincoln is the space. Twitter doesn't work for us for, um, it's too interruptive. It's not focused enough. What else have we got? We use obviously, analytics extensively. Hope spotters have said extensively, slack extensively. In terms of marketing, we we use email extensively. By the way, they you know, that's a that's a given standard. We use lots and lots of email. We use it in every in every business so far we try and develop a sales funnel on. I don't know whether your students are studying what sales funnels our episodes. Finalist A funnel. Imagine the funnel. So what we do is we figure out, How do we pour stuff in the top of the funnel on How many people can we pull through to pop out the end with a dollar sign beside them on? That's a really basic view of what a sales funnel is. So in Code Institute, we have the five day coding challenge. We have another couple of things like the webinars and the events that we talked about in the Corporate Governance Institute. We have a director challenge. We have webinars lots and lots of webinars. So we teach people for free about corporate governance with a view to them coming in, coming in, coming in and then buying the course. So we use different, uh, methods, but always through the same process off a sales funnel. So you have to find that sales phone on on. It takes a few goes, you know where we spent quite a bit of money on trying things on you. Find one that works on you double down. Um so Webinars air working for us in the corporate governance institute, Google AdWords is working Facebook less so. But, you know, we haven't We probably haven't switched that on properly. We're only young.Okay, so So the the good news is corporate governance Institute is opened running. The bad news is we're only just finishing our first cohort, so we haven't got those testimonials yet, but we will definitely, definitely be would be using them on. We will be recording People in Code Institute were 5.5 5 years old. We have tons of references. Testimonials from existing or or or past students on day are huge representatives for us, huge representatives for us, the same in digital Marketing Institute. So So absolutely those air those air hugely important to have those. And in fact, our industry advisory council In all three companies on other companies are very, very important as well because they're industry people, and they're talking about us as well. So it's so it's that reference. That personal reference is really, really important. Yeah, thanks for pointing that out. The other thing that we do use a bit of his PR, but PR, if you're going to start a company, you know, why would you use PR and how would you use it? Well, quite often. You use it to employ people because what you do is you you. You get, Let's say you do a PR and we've We've raised some money and Corporate Governance Institute. We've recently raised about half a million euros, which is about five or $600,000. So it's seed money, but we'll put that in the paper. You know, what are we using seed money for? We're using it for sales and marketing on a little bit of product development. So sales and marketing means we have to hire people, marketers and salespeople. So we'll get that in the paper or the news or online social media and people to talk about. And they'll say, Oh, look, Corporate Governance Institute is just raise some money. They're looking to hire some people. It might be a good place to look. Thio get hired, so I go and talk to them. So it's a It's a PR exercise in terms of, um, company hiring, among other things because, especially in in Dublin, where, as I said, very, very technical space uh, city eso the demand is huge, so the competition is huge, so we have to try and beat those competitors. You know, we're trying to compete with Hub Spot Hope Spot have employed 3000 people in Dublin, you know? So we're competing with Hope Spot on Facebook, and we don't have fancy. Well, actually, they don't have fancy kitchens anymore, because that's everybody's working from home. So s So what can we offer them, you know?

How has the demand for certain skills and technologies changed? What kind of jobs would see big growth in the upcoming years?

Summarized By: Jeff Musk on Mon Nov 09 2020
Wow. Okay. And yeah, sure, the the skills have changed dramatically. You know, when When did I start digital marketing? Digital mark in 2000 and 8, 2009. So that was 11, 12 years ago, and the digital marketing has matured, but it's also fragmented. So they so So when I started Digital Marketing Institute and the demand was for a general or generalist, um, marketing person, somebody who knew bits and pieces off all channels. In fact, we often got it was the intern or the rial Jr who was sent on our course because the rial Jr was involved, you know, was doing the Facebook and they gave Facebook to a junior and Twitter to a junior. Now, hopefully a lot of companies have learned that actually doesn't get you very far. And so what's happened with digital marketing is that specific areas air becoming becoming mawr important? So So, rather than do a 30 or 40 hour course on digital marketing, you do a 30 40 hour course on Google AdWords or on Twitter advertising or on social media marketing. In fact, you you do a lot more than 30 or 40 hours on 30 on social media marketing, Um, eso in terms of coding. So So we just use those. But in terms of coding and the we're probably bang on the money with full stock coding, we're also launching Dev ups. So Dev Ops is very rapidly evolving as a as a job in demand on Dev ops. Essentially, is, uh, the simple way to describe it is all these host companies. So the big ones are Amazon, Google, Microsoft, um, have to Somebody has to configure the online websites e commerce sites. So and so we have to configure all those APS, uh, that Za Dev ops space. And the other one is, of course, Data Analytics on data is huge on getting and growing bigger. So in the in general, tech space is getting more and more in demand. So there's definitely an increase in demand for tech jobs. You can't go wrong in cyber in data in full stack in dev ups in database management, all of those big areas in in tech, um, on that front end, by the way, is very important. You ex us very important. And the other one So I would see outside of those are health care. Health care over the coming years will be, you know, it's huge. It's gonna be full of disruption, But still, tech is going to in tech is going to affect those. So So I would I would, um you know, certain skills and technologies. So if you have, if you have experience in tech in general, you know, using hope Spot is difficult. It's not. It's not easy. But if you had a tech experience tech knowledge, a tech expert knowledge behind you, if you built a website or to, um then that will never be lost in in jobs as they change.

What were the major exciting and memorable moments? Were there also any moments that almost got you to quit? How did you get past them?

Summarized By: Jeff Musk on Mon Nov 09 2020
Wow. I don't think I've ever thought about quitting thing. Wow. The exciting parts are the exciting parts of the first three years. They're the exciting part. You get something from zero to a few million euro turnover on That's just exciting to see people come in to the company to bring with them their their their own quirks and experiences. What's exciting is when you hire somebody who you thought was too good for you. You know, a year ago they were just, you know, you couldn't afford them, you know, knew their experience was really amazing. You would love to be able to hire somebody like that, but you couldn't afford them on you Just thought it was gonna be too difficult on. I always strive for that. Which is higher people. Not that you can't afford with the best people, the absolute best people. I hire people, by the way, who are much smarter than me. That's the That's my trick. Always hire people who are much smarter than me because I learned from them. But they'll go off and do their job really, really well. But I don't think I ever thought I'm going to quit this? No, I don't know. No, I actually haven't had that in in Digital Marketing Institute or code Institute or the current one. Um, you know, you always have. Have you always have days where you think Oh, my God, what are we doing? And you have knock backs, because somebody you know, that order didn't come through. But you know, you you set your expectations appropriately. You don't you know? Listen, I mice. Expectations are we grow the company, we double the decides the company every year. Now, I don't think I've actually met those quiet, but we're close, you know, 70 80% growth per annum is not bad. It's It's very envious, you know, from other companies to be in that position, which is great. Um, so there's lots of, uh, you know, the lovely thing about being in the startup is it's all excitement. It's all mad. It's It's crazy. It's it's stati. Itt's all over the place. You don't know what you're doing. And you know Andi, still people give you money on that's you know what's actually really interesting actually here. I'll give you an exciting moment that I had about a month ago we started Corporate Governance Institute. We had a really poor website. It's not particularly brilliant at the moment. It's not a great brand. We have to spend money on the branding blood, you know, all of that kind of, you know, But you get it going, you get it going to many people. And this is one thing I will say to anybody who who who you're sharing this with is don't wait until it's 100%. Just get going in about 50% if you can just get going and start selling. So we started selling immediately. We didn't have a course, we, but we knew we'd have won by the time we got there. In fact, we had about 70 or 80% of it complete by the time we started. Um, but what happened? Waas Somebody from Canada purchased the course without us knowing just purchased online. We would talk to everyone because this course is €3000 right? So it's about 3.5 1000 U. S. Dollars. Or maybe 4000. You know, the exchange rates about that, Um, but somebody came in and just paid online using a credit card on they purchased the course. That is amazing. Now we'll look back and five years time. You think, Wow, such a small thing. But that was amazing. What's amazing is that when I started well, I've seen the development of e commerce and growth on the Internet and so on. So I I launched Windows 95 what with Bill Gates on MSN and so on in with Bill Gates in Dublin during during that mad 1995 time. So I've seen a huge amount of change, and it's only recently that people are increasingly accepting of spending more money online. So somebody in Canada went online, searched for something they found us on. They said, Well, whatever they said, whatever they read on the Internet on our website allowed them to make a decision to spend some money. And then they spent €3000 or $4000 or whatever it waas without talking to us. That is amazingly exciting assed far as I'm concerned, because it means that people believe in us on, they believe that what they're going to get is worth it on. They believe that they're not going to be scammed by €3000 You know, because it's it's very hard eso you have to put in all the all the mechanisms to allow them to do that. But that was that was a red letter day. What we call a red letter day. An exciting day. Yeah, that was good. Mhm.

Who were your competitors when you started and how did the competition evolve? How did you create a competitive advantage and a unique selling proposition?

Summarized By: Jeff Musk on Mon Nov 09 2020
That's an easy one. So when we started Code Institute so I go back to Code Institute. It was 2000 and 15. On it was a company called Dev Boot Camp was the original of this boot camp thing. So what they did was there was a whole bunch of guys came out of Google in San San Francisco. Google, Facebook on they thought, Well, we set up this training course. We teach people how to become coders. Within about 12 weeks on, we'll sell them back into Google, which they did. It was called deaf boot camp. They were bought by another big education company. Who then they went bust. Then, you know, sometime after that, so they were our competitors. Hack reactor. Um, thankful. So there was I mentioned before a general assembly. Um, there's one in in Europe called Career Foundry, So these were all competitors. What we did, though, is because I had the knowledge of being online 100% online. We went 100% online from the start. So what we did was we actually delivered the course in the classroom three or four times, but we were learning from the students in the classroom as opposed to the other. Well, yes, they were learning from us, but we were learning about the flow and the dynamic and which tech worked in which tech didn't work. And when you're uploading, what should we use Hadoop, or should we use something else? And so we should we use Amazon, or should we use Microsoft Azure? So we were learning from them just as much as we they were learning for most that allowed us to develop our online offering eso that put us in a huge, huge position of strength. So interestingly, when the cove it pandemic kicked in last January, February March, it had no effect whatsoever on us. None whatsoever. Whereas all of our competitors were scrambling to put their products online on to figure out How do I do this? And I'm sure you're finding this exactly the same road in in the university is all the All the professors and lecturers are thinking. How am I going to put this online? I don't want to stand in front of a camera. I've not recorded anything before. We've done that for five years. In fact, I've done it for 15 years, so I have no problem with that whatsoever. So we were way, way ahead on I was getting calls from my competitors and my peers, saying, Can you help us? How do we do this? All of that kind of stuff? So So we were We were way, way ahead, which was, which was that put us in a really strong position at the beginning of the year. Now it didn't mean that we suddenly ourselves shot up because people in lock down, they don't make a decision to change their career just because of lock down. What? What it meant, though, was we were very solid on. We've continued our growth throughout the year without a without a blip, really.

What college programs did you attend and what were their best parts? How did each of your college programs prepare you for your career?

Summarized By: Jeff Musk on Mon Nov 09 2020
Oh, wow. Eso I want to go. I finished college 38 years ago. In fact, possibly more. And so what was the best part? I I enjoyed the It was the best parts. Well, I I enjoyed the best parts which were supposed to be the best parts, which is the social life, you know, They I never put my my degree thio use in any way. Really well, I did a bit of teaching, and I did a bit. I sold biomedical systems, but I didn't really become a scientist or mathematician. Um, I enjoy the social life, you know, if you're going to university, enjoy the social life, do as best as you can get out with a least 2 to 1. Uh, if you get out with first, by the way, you've made it because Accenture will come looking and PwC will come looking. And Google will come looking, and Facebook will come looking. So if you can manage your first on, I'd really strive for the first. Then there's no hole, no holding back holding you back. Um but enjoy it. Just enjoy. You know, the people, the people, though, that I teach our their interest in their vocation. It's not part of their education per se. You know, they haven't gone from, you know, junior school to high school Thio College. There, there, they've come back. So they're all professionals. So even with with coding, it's professional digital marketing professionals uncertainly with Corporate Governance Institute is professionals you Extra design institute I'm involved with. That's professionals A, C, C A and design. I'm involved with professionals, so they're all they've left college there in a career. They there sometimes at the end of their career. So it's a different mindset. It's a different mindset when you're when you're much later in life because you're making a conscious decision. I need to learn something either either I want to learn something or I need quite often with me. It's e I go after the I need to learn something cohort on their more engaged So what? College programs due to attend. So I I attended degree in maths, mathematics and physics. I'm sure hasn't changed dramatically. We did fantastic things like linear algebra and holography and all those wonderful things, but I don't use them at all now

What three life lessons have you learned over your career? If any, please also discuss your experiences facing adversity, or trying something unusual.

Summarized By: Jeff Musk on Mon Nov 09 2020
Whoa! And and so if you're in business, I'm gonna have to have to think about these right now. If you're in business, I would say, find people who are better than you on delegate as much as you can. So there's no point in, uh, learning and relearning everything when other people have done it. So, for instance, way have on accounts package to manage the accounts we have hot spot to and, you know, to manage the marketing. Um, currently, you wouldn't believe it like this happens at the beginning of a startup. So somebody comes in, Robot decided. Rohit decides he's going to join the course. So Row has charged €2950. So we're going to send him an email. But you know what? The sales guys put it into hope spots. So I have to go into Hub Spot and copy Rohit's name. Make sure the spelling is correct in the accounts package copied the email from from Hope Spot over. Copy the phone number from host, but over. Send it off to Rohit. Rohit then says I don't know what the department is gonna pay for that. So therefore, will you re send it to somebody else. So I have to go back in and change this and change that. Get somebody thio, get rid of all that noise. That's just noise. That's just process. So find somebody who's really good at whatever tools you use to build a process. So right now I'm looking for somebody who knows about zero No. 00 accounts package, uh, knows about zero on how it integrates with hot spot so that I can say to the sales guy, Here's a little form on the website. Put in the first name last name email, phone price buying. The email is already sent the You know, we don't have to worry about and allow them, then toe automatically, uh, connect to a credit card on pay. So that's, you know, why do we spend so much time issuing invoices and doing all that minor stuff? It's all about the for me. It's the bigger stuff, and we're looking at Hope Spot so that we can figure out how many people in the finance sector are buying our course or interested. How many people in the tech sector is this an area that we should be looking at how many women versus men and that will allow us to market better. So and was that three life lessons? One is actually sorry. One is is delegates. Is that what I said? This delegate. But surround yourself with amazing people. Do what? Try and do. I know you hear this from everyone who's relatively success. I've only become relatively successful. And in fact I'm not. I don't think I'm relatively successful. What I am is happier about my job, very accepting of my job because I enjoy it. So find something that you enjoy doing that if you could If you could do that, you're made, you're made and by the way, is an entrepreneur. I'm a great believer in, in in doing, trying stuff, just trying new stuff. I'm not sure I could ever be employed. And again, I don't think anybody would have me, but I'm not sure I would be able to work for somebody else. And so if you're interested in that life, you have a think about the value of your value, your own personal value, so I don't mean that in financial terms, just in all terms. What? How do you value your life on and is your life going to be, Ah, swapping your time for somebody else's money? Now, as an employer, that's what I do. I employ people to spend time on my business on. In exchange, I give them money. That's the basic premise is off premise of employment, right? And I couldn't I'm not sure I could do that now. I could do it 40 40 years ago or 30 years ago. That's what I did. Um, so if you think about that and if you have that in your mind well, as your as your going into work and you're thinking okay, I'm going to get paid for today's work on this week's work on this month's work. How do I break out of that? And how do I How Doe I generate a revenue for myself doing something that I really enjoy that doesn't involve me swapping time for money and most people, by the way, that's it. That's a luxury, because most people in the world do that. We all do that I do it all the time, by the way. But now I like to think of myself as actually I employ people Thio to do a lot of this for me. But that's just a That's just a you know, I've got to that point. Most people won't get to that point. Most people won't get to that point full stop, but many, most most people won't get to that point till later in life. It's very few people who early on in life say I want to start something and I want to own my own time and my and control my life and so on. Was that three, By the way, enjoy your family. That's the third one and be, you know, be with your family. Be with friends and businesses is only it's it's it's secondary businesses is, you know, make sure you enjoy it. I really enjoy it. I get on, go to work every day because I enjoy it. I really, really enjoyed. But I enjoy being at home with my family and so on.

What starting job (after internship) would you recommend to students who hope to grow professionally like you? What other parting advice, dos, and don'ts would you give?

Summarized By: Jeff Musk on Mon Nov 09 2020
what's starting job? Well, it's Yeah. You want to grow up like me. And I went through a very securities route. Very very. You know, I went to college, I dropped out and went back to college. I did rock and roll. I went on there. I went on the road with rock bands. Um, I, you know, worked in entertainment places that had pool tables and I sold stuff. I sold X ray machines. I sold nuclear medicine. You know, I did. I'd sold software along the way, and it was only later, you know. Then I went to work for Microsoft's. Only later that I found out what I wanted to do. And it was probably I was probably about Dan 35 to 40 before I even found out on it was only late forties that I really got into their stride so I wouldn't wouldn't be too hung up if you didn't get, you know, didn't get going really quickly. But if you wanted to do a startup going work for startup, you'll find out how Scotty it is and whether if that's if that's what you like doing, um then continue. But you find out very quickly. Certainly, I would the on Dino This sounds complete opposite If I was starting out and I say this to my I have two sons. Uh, go and get a job in Accenture, PricewaterhouseCoopers, Google, Facebook, any of the big, big companies. Because you know what they have a great training program on. There are great career accelerant, so they'll help you in your career. And they know that people stay for three or four or five years on. They know that they're they're stepping stone, but they're going to use you, Justus. Muchas you use them. So there's two routes to take one is definitely, you know, work in one of the huge companies, because if you could get in, perks are great. The money's great. The learnings greatly educations. Great. The networking is good and then maybe go into a startup. But if you can't get into the one of the big companies, go work and start up and find out what it's like to, you know, we have a We have a kid in ours. Um, and I said to him, Here going run all the webinars. There's one every week. You better make sure you know how to automate the emails on and, you know, and that has to be done through hub spot forms on. They have to be live on the website, so make sure you know how the automation works on. He had no idea. But you know what? He was dropped in and he figured it out. So he he'll he'll now in six months time, know whether he wants to do this kind of stuff or not. Or, you know, what he might do is come along to me and two months time and say, Anthony, I got a job in Accenture. When I say good for you, I find somebody else no problem whatsoever. But that's that's okay, too. That's okay, too, because he then he'll have made a better decision about his own growth in his own life in his own development on his own career. So I I'm not I'm not going to say Try this or try that or do this or this is a good company. This is a you know, I'd say having worked in Microsoft and spoken Thio people who worked in other large companies. It's a great stepping stone. It's a great way of learning on their career accelerants. But if startups is what you like, give it a go. No problem. People would hire you in startups. No problem. You just go a bit of gumption on. Startups have no money. So they'll take you on. They'll give you, you know, a few biscuits and a kind of coke Every once in a while on you might even get paid. Um, but it's a great place. Thio, find out. Is this the life for you?