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Tim O'Reilly

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  1. Came from this particular coffee plantation in Guatemala and all the things that have to come into place to make that bring that to a particular coffee roaster and they tell that story and as a result of that story and the reality that goes with the story that this is actually a unique flavor of course if it doesn't match if it doesn't deliver then people go not much to the story but if it delivers then people yes they will pay more and so this is why I believe that you know like as we commoditize labor there's I mean or one of the reasons I should say With AI, with robots, we can find new things for people to do. I mean, there's three things. First of all, again, this is a major theme of my book, which we haven't really talked about. Well, it does.

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  2. In my forthcoming book, there's a whole chapter that's in some ways based on this, which is called Why We'll Never Run Out of Jobs. And it's because you look at what happens in rich societies and how basically commodity products get elaborated in more and more ways. So think about craft beers that are more expensive than commodity beers. Think about specialty coffees that are more expensive than commodity coffee, right? And what's added? In a lot of ways, it's a story that's added. And yes, sure, the story has physical components. This came from, this coffee is actually addressed Alexis Madrigal's containers podcast. It's fabulous on this subject. Episode four is about the history of the evolution of the coffee market. But, you know, yeah, this coffee.

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  3. Rich people used to eat out. Now everybody eats out. It's like more people eat out than cook. And so it really is a really interesting tool for thinking, a tool for seeing. And I think that's kind of like such a key concept for me is, and this kind of goes back to the structural differential and people kind of trying to judge ideas against other ideas as it's some kind of zero-sum game. And it's like, no, all of these things, reality is infinite. Reality is far more than any of the nets we weave to catch it in, right? So if you accept that, then you kind of go, these are simply tools to help us see. And so I go, does this help me see? Yes. And so, for example,

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  4. Carl had just been at the White House, and he was reacting with horror at this statement of Hales. It's like it sounds like, oh my God, this is the worst Silicon Valley libertarian kind of observation. And it's very easy for people to react that way to it. But yet if you think about it, you know, it's like, who first owned automobiles? Rich people? Who first owned cell phones? Rich people. Rich people used to fly or not fly. They would do the grand tour of Europe. Now soccer hooligans follow their, you know, their team around Europe

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  5. First off, how first came into MyCan because he was the chief economist at Google. He was the guy who figured out a bunch of things about the Google ad auction that made Google such an economic powerhouse. But it turns out he was also, he wrote the textbook on microeconomics that almost every economist learned from. But yeah, he's made that comment famously. And I remember talking with him one night. We were dinner with me and Andy McAvey and Eric Brinjolson, the authors of the second machine age and machine platform crowd. And Carl Shapiro, the guy with whom Hal had written a book called Information Rules. He'd been one of Hal's grad students when he was teaching at Berkeley.

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  6. ERWIN. And he's in, I think he left the company around 2000. And I think he's a marketing consultant still. Living in Santa Rosa.

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  7. But that's all I have, as is the case in so many of these stories, you know, there's sort of the hero story. It wasn't my idea to do that. It was this guy, Brian Irwin. We had hired Brian Irwin from the Sierra Club. And we were able to hire, we were up in Sebastopol. He was actually. And that was where really he taught me about marketing as activism, about big ideas. And he was the one who said, we're going to go do a press tour about the internet. And he also gave away copies of the internet to people who were on Usenet, really kind of pioneered a lot of influencer marketing techniques. This is 1992. And he's kind of, it's sort of sad that he has not gotten enough credit. What was his name?

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  8. So, the first ad we did was effectively a website for our law firm within GNN. It was because we didn't set up the entire website, but it was literally just here's Hillerman White and McCall, if here's what we do, here's how to reach us. And yeah, it was an ad. So we had this sort of directory. We had this sort of, hey, here are all these cool sites and now here's the commercial catalog.

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  9. And I thought that's really inefficient. We could do that on the web. So we can deliver the information directly. So that was the original vision. And it's sort of funny. So the advertising that we invented for the web was really the website, the commercial website. Because up to that point, there were no commercial websites. And so the Banner app was this much later layer. It was simply the idea that you could build a commercial website that advertised your product or service and gave you information about it.

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  10. Articles and there were ads, and there was this bingo card in the middle, which is this card with kind of like this giant matrix of numbers, like a multiple-choice exam, and you would circle 82 and the ad or the article corresponding to number 82 would send you a package in the mail.

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  11. And so our first idea was that the internet was still very early. So our first idea was we were going to build a kiosk so people could try the internet using this point-and-click interface. And so that was what we built. And then Dale wanted to build a magazine, kind of like what make magazine became for the maker movement about the early people of the web. And I said, you know, and he originally thought of it as a quarterly magazine. I said, no, actually, I think Dale, I think people are going to have the web open on there. They'll be looking at the web every day. So we have to have it constantly updated. And we kind of brainstorm back and forth. And, you know, we kind of develop. So there was the catalog component, which was part of what we were doing and then kind of articles about the people behind this new thing. And I was just kind of looking at my desk one day and, you know, kind of we followed the industry through these print magazines. And, you know, the way they worked was

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  12. Cool demo for the catalog in the back of the book. And the catalog was Was kind of this list of a couple hundred interesting sites on the internet that people could try out. And so he built this thing and it was basically a point and click catalog of the early internet. And I said, hey, that's not a demo. That's a product.

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  13. And Dale discovered this tool called Viola, which was really the first graphical web browser. And that led him to the web. And then Dale introduced me to Tim Berners-Lee, and Dale was like, we were just publishing our first book about the Internet book called The Whole Internet User's Guide Catalog, which we publish in 1993, or 1992, fall in 1992. He had a catalog in the back of interest internet sites. If you tell that to this site, you'll get earthquake information. It was Gopher, the web, we actually Dale was one of the web in here. There were only 200 websites and the editor, Mike Lukiti, actually wrote a chapter, The Last Minute Right Before Publication, so we could slip it in. But then Pei Wei, who was a student at the time, the guy had written Viola said, well, I can make.

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  14. On developing that format, which came to be called doc book, and it was really for representing technical books in a markup language. But then we realized, and one of the things that we learned from the X window system, this is Bob Scheiffler had kind of taught us this, he said, look, what we really are, the way that we use free software, this is big contrast to how Linux grew up was simply we're trying to build a reference implement, not even a reference implementation, a sample implementation that people can improve on. And so we had this idea that we needed a free book browser.

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  15. There's starting to be a lot of commercial software products for reading books. But I felt like we needed a standard of some kind for our online content because we weren't going to be a software company, but we wanted everybody to be able to read the same content. This was sort of inspired by, yeah, we were a documentation consulting company and we worked with this guy who had to maintain 200 different versions of his software. And we were like, screw this, you know, so because we had all these people who were coming to us because our Xbox had been adopted as the documentation by a bunch of Unix workstation companies. And HP had answer book and Sun had Info Explorer. So there were like five, six, seven different kind of, and we said, no, we want to have one format that everybody reads. And so Dale had started working.

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  16. And so he had been pursuing ebooks. And he started something, actually, any of the timing wrong, but I think it's right. So we had been basically trying to figure out how to, and we had these books on something called the X window system. And we started working, this is before XML existed. It was something called SGML, standard generalized markup language, which is before the web. And we were trying to figure out how to represent our books for online publishing. And there was a piece of pattern recognition that I had done, which was, oh, you know,

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  17. Well, first of all, I should be clear that I came up with the ad supported part. Dale Doherty, who was one of my key people at O'Reilly Media for many years, went on to actually start Make Magazine and Maker Fair. And we spun out that into a separate company called Maker Media. I was the one who kind of discovered the World Wide Web for us. And it was really following earlier threads in our business. Dale had been very, very interested in online publishing in 1987. He had created our first e-book, which was a hypercard version of

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  18. Let me correct you on that. Not banner. Banner ads came two years later The very first ads were much closer to Yellow Page ads, and the reason was that there were only 200 websites, right? So we basically were like, hey, we can put content for you on the web. So it was much closer to putting up a website than it was to putting up a ban. I got it. Banw didn't come until there were enough websites that you could point to people somewhere else.

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  19. Well, I think you pick up a good one. Actually, my exposure to Kabir and Rumi came through Robert Bly. I love Robert Bly's Kabir book, I like Coleman Barks a lot as well. Not as fond of the Stephen Mitchell editions. You know, there's just good collections of poetry and mortal poems of the English language or I personally maybe it's too intellectual for most people, but Wallace Stevens, go find a couple of poems of Wallace Stevens. If you can't read of mere being or aesthetic du Mal and come to some like, oh my God, that's magical, then Again, he's particularly difficult because this or actually this is where I would start. East Coker by TS Elliot Oh my god, that's one of my favorite poems. It's about death and rebirth and unbelievably good.

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  20. The thing that changed my life with regard to poetry, I'm not sure why it was, but when I was a junior in high school, I decided I wanted to get poetry and I just picked up the collected poems of William Butler Yates and I read the entire book. It's three or four hundred pages of poetry. And the two things that I learned from that, were one, how to read poetry because a lot of people just are unfamiliar with kind of the stylized form. But more than that, what I learned was, oh, Most of 20 of them do nothing for me. And then there's one that just goes bang. And so learning that so many people don't learn to love poetry because they've been force-fed 19 poems and they never got to that 20th poem

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  21. Book that I read, what was it called, Night Train to Lisbon? And this is not, I wouldn't say is in that same category, but sometimes it's just a line in a book. And this was that just changed my life in some ways. It came at a critical juncture. And the line was, given that there is so much in all of us, what happens to the rest? And that kind of moment of, because that hit this very deep part of me, like, you know, when I was a teenager, I used to have this fantasy that I could live multiple lives. But I didn't want to just kind of have a different life. I wanted to have multiple lives all at the same time. I wanted to be this multiplex person who could be multitudes. The other thing I would just highly recommend, highly recommend in addition to fiction, is poetry.

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  22. Can't do better than Jane Austen. I mean, for understanding the human soul, I still remember discovering pride and prejudice. I think I was 14, and I was a little embarrassed to be reading what I thought was as a girl book. But it was like so good. And in a similar vein, I've come to love Anthony Trollop because he's just, he's like, let's get this plot stuff out of the way. I just want to talk about the people. And you read a book like The Ward and you kind of go, Oh my God, I am reading a novel about the moral quandaries of an 1850s British cleric and it's freaking fascinating I think of another

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  23. Carved out of his writings about this imaginary world, this book Ilandia, which was published, and actually made it up to, I think, number three on the New York Times bestseller list. And that was rediscovered in the 70s, which is when I came across it. Wonderful guide to kind of the values of living a slower life because it's all about this guy who's his roommate at Harvard class of aught six was from Ilandia. And so he learns to speak Ilandian. And then when they're trying to open up the country, he gets tapped to become the consul. And he's sort of struggling with kind of like the modern way of life versus this Ilandian way of life. And a lot of people I've tried to give it to find it too slow. But what a rich cornucopia of wisdom is in that book. You know, in terms of You know, classics, I mean.

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  24. Well, there's certainly books that have sort of shaped my life. I mean, Dune, definitely one of them. I highly recommend that. There's another fantasy book, it's not really fantasy in the sense of heroic fantasy that people think is a book called Islandia, written. It was actually a personal passion project of a Boston lawyer named Austin Tappin Wright. It's just an imaginary world. It was probably the closest analog in the real world is New Zealand. It was this pastoral country somewhere in the Southern Hemisphere that had been closed off to Western civilization. The guy started writing it like 1910. And he died in a car accident in 1930 or so. And in the mid-40s, 43, I think it was, his daughter had...

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  25. Wanted to get under the surface and learn more about who he was and how he thought. But I could because he was sort of on because he was on tour, right? And then when I did the second book where I was like, I need some more of these sort of frank on fire interviews. I went through his home in Port Thousand, Washington. We hung out for a couple of days. And he was just mellow and relaxed. And I kind of learned all, I got to know him. But it wasn't all this great material. It was sort of like, I got the interviews in the wrong order. So anyway, but he was a really wonderful guy who thought very deeply about the world had very pressing ideas about the things that continue to bedevil us today. I think of many great lines from his books all the time.

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  26. Whereas the first three books were really conceived of as a whole from the beginning. And then the second book was a collection of his essays. I edited an interview. So I interviewed him on the road for the first book, be at some science fiction convention and so on. So I interviewed him two or three times, I think, in that period. And what was sort of frustrating was I wanted to get below the surface. He was sort of like, he was a brilliant conversationalist and he kind of would, you know, just very inspiring ideas about how we have to live on the edge of crisis and it's what keeps us alive. And, you know, it just, you know, it was just a fount of fascinating ideas. And so it was scintillating stuff that, you know, if you could do these interviews that, you know, you could publish them immediately.

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  27. Oh, yeah, I did. I did. And it was funny because I met with him two or three times when I was writing, I did two books. The first book was this critical biography, which is really about his books as much as about his life. And it only went up through doing Messiah. None of the later Dune books had been written at that point, which is fortunate because they were just basically he was kind of milking the...

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  28. I hadn't realized just how much his continued interest was feeding me. You know, it's like, and the love and interest we can give to other people is such a gift.

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  29. Enough mothers, you know, so like when you think about how we were meant to be raised. In these communities the sort of the nuclear family is kind of a crime against humanity. That's a strong word. But just like, how do we build stronger communities? Because I think in my life how important it was to have people who said you're special. And I know you deeply. And I see something in you. And just to expect that two adult parents are the only people who can do that for you. How do we build richer communities of adults who help model and shape our children? And so I was just super lucky because I had my own dad and then I had George Simon and then I had Frank Herbert and I had my ex-wife's father, the guy named Jack Feldman, who kind of inspired me to think about business and was just so interested as I built my business. When he died, it was almost like I had been leaning on this wind and I almost fell over, you know, because it was just like.

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  30. And so I couldn't quite bring myself when I wrote the Frank Herbert book to dedicate it to my father with that quote. But anyway, but yeah, I was really grateful to Dick because I do, I can't, I mean, I had loved Dune, but getting deeper into it and spending time with Frank, you know, it was definitely one of, you know, he was the other, you know, I've had multiple fathers in my life, which is a wonderful thing, you know, people who've kind of helped, you know, shape me, you know, and it does make me think that one of the things that is so missing in our culture is that we don't have enough fathers.

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  31. You know, again, it was complete serendipity. When my friend Dick Riley asked me, would I write this book? He had been appointed the editor of this new series of critical monographs of detective novelists and science fiction novelists. I first said, oh, I wanted to write about Samuel Delaney, who was at the time my favorite writer because I had, I loved a little book of his called Empire Star, which was, as you might expect about the nature of consciousness. And Dick was once said, no, no, I think the book on Herbert will do much better. You should really do. And I love Dune. Well, I have a very funny story about it going back to my childhood. I think I read it when I was 12. And I got it from the library. And I remember my dad picked me up from the lake Merced Library in San Francisco. I always used to get, you know, you could check out eight books and I would get eight, you know, big books. And he looks at.

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  32. There's always a great line, a poem is the cry of its occasion, a part of the thing and not about it. This dialogue between the mind and the stuff that we engage with in the world is our life.

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  33. Always remember, and it was just that moment of just listening to the silence. And when you have that ability to listen to the silence, you also have the ability to take things in in a different way and see the world fresh. So I think about Morgan's Toreau, but I also think about Wallace Stevens, one of my favorite poets, an ordinary evening in New Haven. We keep coming back and back to the rail, to the hotels and not to the hymns that fall on it out of the wind. Reality is the beginning, not the end, the naked alpha, not the higher infant omega. He's kind of talking about the way that our mind endlessly elaborates on what he calls the eyes plane, something the vulgar of experience.

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  34. It was popular in the 70s. I don't know if it's still available anywhere. But it had these fabulous cards. And my favorite card was always the one. It was basically a blank card with the caption always remember this.

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  35. I love it. Yeah, and I love that, you know, and it's just sort of for me, it's a useful, not just mental construct, but psychological construct. And it comes up for me, you know, the way I, you know, when I have an idea like this, I just see it everywhere. It used to be this, I mean, still is, I think, this mock tarot deck called Morgan's Tarot.

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  36. Well You know, I think it's different. I mean, when you say we, if you mean all of humanity, I think we're all rediscovering that process in our lives. I think societies can get further or closer. Individuals can get further or closer. But I think as a whole, We have, in fact, taken in more and more of that parabola. The circle has gotten bigger. And the useful labels have gotten bigger. Also, many of them have gotten things that get mislabeled. But if you think, and this was sort of another piece of what I learned from George Simon, and it really was this idea that that is our work. Our work is to take in more of the unknown and to bring it into our experience and to bring it into our knowledge. And there's always more. George used to have this great formulation. He referred to God, et cetera, all the rest.

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  37. I had no way of knowing that this new term had been introduced. But if I had had my meeting a month earlier, the term open source software would not have been there to be picked up at my meeting. It's a mystery. Why is it that I didn't know that, but something stopped me and I was kind of kicking myself, but like listening to that inner voice that just said, and then one day it's like, yes, he has his no and then he has his yes or she has her yes.

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  38. You may not get to the right answer. And so this receptivity to the unknown, and I actually often think of Socrates in this regard. He referred to something he called his Daimon, just like listening to this inner voice that would tell him yes or no. I also think there's this great line that recurs continually in my favorite translation of Lao Tzu, the way of life, according to Lao Tzu by Witter Binner. And the line is he has his no and he has his yes. And listening to that no and that yes. So, you know, I had this no about I'm not ready to have a child and then one day I had a yes and I had this no I'm not ready to bring all these people together And then I had a yes. And the fact that there's this

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  39. That basically people who were talking about free software were only talking about Linux. And there was this whole other world of free software over on the internet side that was left out because the dialogue was about the battle against Microsoft and the PC and so on. And so I just kind of was just sitting with it and trying to think about what to do. And that sitting that attitude of receptivity was something very similar that kind of happened in some sense. One day, you know, this thing happened. I sometimes used the analogy of you're doing a puzzle and you can't solve it and then somebody dumps new pieces on the table. And then you go, oh, there, that one fits right in. And that's exactly what happened there. But that waiting, that waiting is this.

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  40. As a name, and we voted on it and all agreed to use free software as the, I mean, open source software as this name. And I had organized a press conference at the end of the day, even though I didn't know what the outcome was going to be. And we kind of, you know, I put people up on this stage and said, look at all these guys. They all have dominant market share in these interesting categories of software. And they all have this thing in common. They give their software away for free. And we've come together and we've decided on a new name for it. We're calling it open source software. And the thing that was sort of interesting about that was, first of all, yes, I noticed that something was wrong in the map of the world.

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  41. And it was at that meeting that Eric Raymond said, Well, we were at a meeting a couple of weeks ago, and Christine Peterson came up with this new name, open source software, because free software has these problems.

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  42. Get people from the Unix community. And I started thinking about it, and I kept delaying and delaying and delaying. And it was like there was something that was not letting me do it. And then one, you know, and then Netscape announced that they were going to release what later became Mozilla as free software. And they went, damn, I'm too late. I've done this. I should have kind of moved on this sooner. It's now starting to become a story about free software and why it's important. And then I got kicked me into gear and I organized this event that I first called the Freeware Summit where I invited in people from all these different communities.

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  43. So I was sitting there and I had been part of this Unix community and this internet community. And I noticed something. And what I noticed was that the people, for the most part, the people that I knew from Unix, which is really represented by people who are around this community, this conference called Usenix. And then the people from the internet who kind of would meet over at the IETF, with relatively few exceptions, didn't overlap. And that they did overlap in my life because I was publishing books about both work coming out of both of these communities And I thought, I want to bring them together. But something was stopping me. I had this idea I wanted to.

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  44. Specific example, let me give you a very specific business example. It's not quite the same in that it wasn't kind of this explicitly inner. Process, but it was certainly an outgrowth. Actually, it was an inner process. They take it back. So, and this is my sort of my contribution to the evolution of the open source movement.

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  45. Absolutely. I mean, for me, at that particular time, you know, when I was younger and closer to that as a big part of my daily work, I think it was just sort of a natural outflow. I mean, at the time, what I was doing for a living was actually teaching these techniques. So it was sort of, you know, I lived and breathed this stuff. But it's continued to be this key part of my life. Whenever I'm confronted with a problem, you find yourself wrestling and you go, oh, wait, I'm just rearranging the labels.

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  46. And I think this is what a lot of people mean by prayer. But it's really interesting to put it in the context of perception because this same process happens in the real world. It is what happens. There's these things outside you and you don't really look at them. You don't take them in. So these sort of disc, so basically the answer is I kind of said, am I ready? I just had this attitude of openness and this internal process that goes on. And then one day it just crystallizes and the label that hangs off that moment, the first label is I'm ready. And then the next label is here are these things that I'm going to do.

    2017-11-08 · The Tim Ferriss Show · #278: Tim O'Reilly - The Trend Spotter · IDENTIFIED FROM THE TRANSCRIPT

  47. Yeah, yes, it's a tactic thing. It's just like, You can see when somebody is doing it, but it's just like letting go, letting things come in. And then actually, if you do it correctly, what starts to happen is you start feeling things and you don't really know what they are. They don't match, you know, it's not like you put your hand on a table and you feel the table, but there's kind of a spiritual energy that you feel. And you sit with it and eventually ideas form. So this actual process that was described by the structural differential, you can actually use as a spiritual practice. And you're wrestling with a problem like, am I ready to have kids? You're not sitting there down in the labels saying, you know, pros and cons. There are people who do that, right? But using this approach, you simply say, you know, let me pose this as a problem to this infinite universe and let me sit in an attitude of receptivity and listen till an answer comes.

    2017-11-08 · The Tim Ferriss Show · #278: Tim O'Reilly - The Trend Spotter · IDENTIFIED FROM THE TRANSCRIPT

  48. And the idea was the reason why it's a parabola is because reality is infinite. But we can't take in all of reality. And so hanging from the parabola was a circle. And the circle was our experience, which is our first abstraction from reality. And then hanging from the circle are a bunch of label-shaped tags, like multiple strings of them. And these are the words that we use to describe our experience. And Krzyzewski's training was for people to recognize when they were in the words, when they were in the experience, when they were open to the reality. And George kind of made... This work of Sri Arbindo, who was a Indian sage, and kind of had come up with a model that kind of integrated kind of a spiritual view of this and a practice, which was a kind of just listening, being open to the unknown.

    2017-11-08 · The Tim Ferriss Show · #278: Tim O'Reilly - The Trend Spotter · IDENTIFIED FROM THE TRANSCRIPT

  49. Me kind of go back to George Simon because a lot of what he taught was a kind of a kind of mental discipline and that was rooted in a model of how consciousness happens. And it was framed somewhat in the language of Alfred Korzewski's general semantics. Korzibsky had this wonderful diagram that he drew it was actually a tool that he used to train people he called the structural differential. And Krzyzewski's fundamental idea was that people are stuck in language, but language is about something. And so he represented the process of what he called the process of abstraction so that people could kind of ask themselves, where are you in that process? And so the structural differential, the first part was a parabola.

    2017-11-08 · The Tim Ferriss Show · #278: Tim O'Reilly - The Trend Spotter · IDENTIFIED FROM THE TRANSCRIPT

  50. And then the third thing was I had this friend who was a programmer who got asked to write a manual. And I said, I would help him. And so in some ways I made the decision and then magically all the pieces arrived on the table for me to start assembling the puzzle of my life.

    2017-11-08 · The Tim Ferriss Show · #278: Tim O'Reilly - The Trend Spotter · IDENTIFIED FROM THE TRANSCRIPT