Unsubscribed!: Recent Episodes
Pierce Ujjainwalla
Unconventional wisdom on marketing and technology, and disruptive ideas that go against the grain. Hosted by entrepreneur, CEO, marketer, and stereotypically friendly Canadian, Pierce Ujjainwalla. Every week, we feature provocative guests who will challenge what you thought you knew about marketing, technology, your career, and life in general.
Tune in as I sit down with Don Le, Marketing Automation Lead at Meta. Don shares his story from starting as a telemarketer to now leading innovation at one of the world’s most influential tech companies. We cover a lot of ground:
- The first principles Don uses to evaluate new marketing technology
- How he empowers his team of enterprise marketers to be creative while making sure they remain on brand
- What it takes to successfully roll out new tools at an enterprise scale.
Teaser: documentation and strong first impressions will go a long way!
Listen in as I talk to AJ Bruno, the Founder & CEO of QuotaPath, a sales commission platform that helps companies streamline and manage their sales compensation. AJ shares how he started and sold his first company, TrendKite, for $225M to Cision and then how he started QuotaPath immediately afterwards. He reveals his secrets on growing ARR from $0-$25M in less than 4 years and the biggest challenges he learned from running his first company. We also discuss sales compensation plans, building remote work culture and he shares some killer advice he got from his dad.
Meghan Mayday is the head of Marketing Infrastructure and Automation at Google Cloud where she manages the production of thousands of global Marketing programs a year.
Listen to her story of moving to San Francisco to find a job in technology, and how she moved up the corporate ladder to be a leader at one of the largest marketing operations teams in the world.
In this episode, Meghan shares her secrets on creating emails and landing pages in the enterprise, tips on how to be a great leader and how she is using AI.
This week I had Cody Ruberto, CEO & Founder of U-Ride on the show. He’s got an amazing story about being a professional soccer player and then starting U-Ride, which is a ridesharing company that operates in underserved communities.
He talks about what it took to be a professional soccer player, and then getting injured in his first month of playing. He visited 19 different doctors around the world, many of whom said he would never play again, and got 6 surgeries and finally made it back. From there he started U-Ride in Thunder Bay to help people get home safely at the end of the night.
It is an amazing story to hear how someone started a company with $3,000 that would compete against Uber & Lyft (who have raised $30B, collectively). U-Ride now does 1 million rides per year across 15 different cities in Canada.
In this episode of Unsubscribed! hear from Rod Cherkas, Founder and CEO of HelloCCO and Author of the Chief Customer Officer Playbook. Learn about:
- What exactly Customer Success is and why it's so vital right now
- How to put yourself into your customer's shoes
- Variable compensation for Customer Success Managers
- Hot tips from his book
In this episode of Unsubscribed! hear from Jay Schwedelson, Founder of SubjectLine.com, Founder of GURU Events and President and CEO of Outcome Media. Learn about:
- How to create educating and entertaining viral content
- How Jay managed to get over 10K people to register for his first-ever GURU conference
- What Jay's learned from analyzing over 15M subject lines
Paul has been in the Marketing Operations since day 1. He’s seen it all from his experience working at Marketo, Adobe, Salesforce and Slack.
Fun fact: Paul led the team that built Adobe’s Marketo instance! Paul discusses how he views Marketing Operations role in the creation of emails and landing pages and how they tackled this at Onetrust.
He dives into what he sees as the future of building digital assets with AI and how Marketers should be preparing.
Paul gives advice to Marketing Operations professionals looking to advance their career and build a personal brand around marketing technology.
Join Pierce Ujjainwalla as he welcomes Mark Organ to the Unsubscribed! Podcast. Mark is an entrepreneur who has founded 6 companies including Eloqua, Influitive, and — most recently — Categorynauts. As early as high school Mark knew he was set out to be an entrepreneur when a substitute teacher taught him the ins and outs of building a business. He then started his own company selling software with a classmate, which is where he got the idea for Eloqua. He quickly learned that to be an entrepreneur you must be adaptable, able to take risks, and willing to learn from your mistakes.
Now, as a coach and consultant to many in the business and marketing world, he helps them set up their company for success. Mark has grown his many organizations over the years and has gained valuable insight on entrepreneurship, aligning your team, and focusing on what’s most important in all things business.
In this episode, you’ll learn:
1) How to set your business up for success
2) When to take the right risks
3) How to get your team in alignment
Join Pierce Ujjainwalla as he welcomes Hilary Headlee to the Unsubscribed! Podcast. With over 20 years of Go to Market Operating experience in both B2B and B2C sales, Hilary is truly an expert in versatility. She is currently the EVP of Sales and Customer Success at Insight Partners and has held many executive positions across a variety of industries. She is passionate about her team's success and has many insights on all things leadership and sales. Want to see how she’s learned to thrive in sales operations and how she leads her teams to reach their full potential? Check out the full conversation here.
In this episode, you’ll learn:
1) The ways Hilary has seen sales operations shift and expand over the past 20 years.
2) How to hone great leadership skills and push your team to be their best.
3) Making the most of your tech stack.
Join Pierce Ujjainwalla as he welcomes Mychelle Mollot to the Unsubscribed! Podcast. With over 25 years marketing experience, Mychelle is a true master of her craft, someone who’s ascended to the highest levels in marketing. Right now, she’s Chief Marketing Officer (CMO) at Solace – a position she’s previously held in both large established companies and small, exciting startups. At Solace, a real-time event streaming company, Mychelle is responsible for every aspect of marketing strategy and operations. So what are some of the secrets behind her success? Listen to the full podcast to uncover Mychelle’s sage advice for becoming a CMO.
In this episode, you’ll learn:
1) About Mychelle’s career path from gold mining to marketing.
2) How lateral moves are important for advancing your marketing career.
3) What a typical day looks like for a CMO and what the role is really about.
In this episode of the Unsubscribed! Podcast, Knak number-cruncher Christopher Chan talks about his passion for hiking and rock climbing, and a recent expedition to Baffin Island. Before joining Knak as Controller in 2019, Chris looked after the company accounts at Ottawa-based accounting firm Logan Katz. With a Commerce Degree in Accounting from the University of Ottawa, and a Certified Public Accountant (CPA) licence, Chris quickly proved he had a head for numbers. He was instrumental in improving Knak’s financial maturity and central in efforts to secure Series A funding. Catch Chris in conversation with Pierce Ujjainwalla.
In this episode, you’ll learn:
1) About Chris’s passion for hiking and rock climbing.
2) How Chris spent 40 days in a frozen and remote part of Canada.
3) Why the Baffin Island trip came about and how Chris ended up there.
Highway Education is a public benefit corporation that offers aspiring digital marketers a faster and more affordable career pathway. Right now, there’s probably no one in the industry doing more to boost the marketing operations talent pool than Highway Education founder, serial Internet entrepreneur, and author of the State Of Marketing Operations 2022 – Toby Murdock. Whether you’re hiring or looking to get hired, listen to this edition of the Unsubscribed! Podcast, to hear Toby talking to Pierce Ujjainwalla about the current talent crisis, some of the challenges that lay ahead, and ideas for moving forward.
In this episode, you’ll learn:
1) About the current state of play in marketing operations.
2) Why the industry needs to build a job-ready talent pipeline.
3) How no-code martech like Knak can help bridge the skills gap.
In this episode of the Unsubscribed! Podcast, Pierce Ujjainwalla welcomes Randy Frisch, Chief Evangelist of Content Experience, Co-founder and President at Uberflip — a martech company that’s a leader in content experiences. As well as being an entrepreneur, investor, and a best-selling author, Randy is also a fellow marketing podcaster with his show ‘The Marketer’s Journey’. With Uberflip recently passing the 10-year milestone, Randy reflects on how perceptions around content have changed and its increased importance at every step of the customer journey. He also shares his insights into how to make the most of your existing content, and how to create a more personalized customer experience at scale.
In this episode, you’ll learn:
1) About the key inflection points in the evolution of Uberflip.
2) How attitudes towards the role of content have changed.
3) What it takes to create a great personalized content experience.
If you’re in marketing ops, and you’re on LinkedIn, you’ve almost certainly heard of Chris Willis. His thought leadership pieces are fabled. Chris is a Marketo Champion and Senior Marketing Operations Manager at Trimble, a company that specializes in connecting data, people, and processes across a range of industries, from construction to agriculture. One of his goals is to help marketers leverage tools and processes that drive return on investment. In this episode of Unsubscribed! Podcast, Chris chats to Pierce about his experiences, experimentations, and how he makes the most of Marketo email using Knak.
In this episode, you’ll learn:
1) About the experiences and experimentation that have shaped Chris’s career so far.
2) How Chris uses Knak to exercise creative control and creative flexibility over email.
3) Why experimenting with different messaging, layouts, and graphics is so important.
Very few people can claim to have had the same impact on software — in this case, marketing automation platforms — as Jill Rowley. A social selling evangelist, Jill was one of the first hundred employees at Salesforce and then spent 10 years at Eloqua creating the marketing automation category. After short stints at both HubSpot and Oracle, Jill became Marketo’s Chief Growth Officer. Not just a part of marketing movements — like social selling — Jill is the movement. We’re thrilled to have her on this edition of the Unsubscribed! Podcast alongside Knak’s very own Pierce Ujjainwalla.
In this episode, you’ll learn:
- About Jill’s pioneering use of email and templates for lead nurturing.
- How marketing automation has evolved over the past 20 years.
- Why being customer-centric, centred, and obsessed is so important.
In this episode of the Unsubscribed! Podcast, Pierce sits down with award-winning marketing operations leader, mom, coffee connoisseur and Olympic weightlifter, Kimi Corrigan. We’ll let you digest that for a second.
In her role as VP of Marketing Operations & Strategy at Expel, Kimi is pumped to be building her marketing dream team. Join Kimi as she shares her marketing ops journey and how she loves blending people, process, and technology to make magic happen.
In this episode, you’ll learn:
1) How Kimi’s career grew out of her passion for marketing automation.
2) About the challenges of building a successful marketing ops team.
3) Whyownership and integration are important for a MarTech software stack.
In the mid-nineties, Insight Partners had a hunch that software was going to be a game changer. And they were right. For 25 years, they’ve provided investment, guidance, and an expansive support network to software ScaleUps including Calm, Shopify, Trivago — and Knak. Philine Huizing has been with the company since 2016, first on their Insight Onsite consultancy team, and currently as Principal. In this edition of the Unsubscribed! Podcast, Philine sits down with Pierce to discuss her journey into venture capital, and her passion for growth-stage tech, sharing sage advice for both aspiring venture capitalists and founders of software ScaleUps.
In this episode, you’ll learn:
1) About Philine’s journey into venture capital for growth-stage software companies
2) How venture capitalists (VCs) evaluate the founder’s pitch
3) What makes an effective investor-founder relationship
People who do business in Ottawa know the Ottawa Business Journal (OBJ). With its insightful coverage and coveted awards, the OBJ covers everything from the latest happenings to the infamous 40 Under 40 list. President of Great River Media Inc., Michael Curran is a respected leader in print, digital, and events — and the person that’s been behind the OBJ for the last 23 years. In this episode of Unsubscribed! Podcast, Michael takes a look back at his career to date, exploring how creating and distributing business news has changed, and the value that local business brings to our communities.
In this episode, you’ll learn:
1) What content marketers and journalists have in common (quite a lot, as it turns out).
2) About the value of regular short form pieces alongside less frequent long form content.
3) How technology has impacted business news and reporting since the late nineties.
When it comes to Ottawa’s business community, Pascal St-Jean is practically a household name. As a serial entrepreneur — and a serial mentor — he’s been a key contributor to Canada’s business landscape, helping to bring new ideas to life and guiding other business owners to do the same. During this episode of the Unsubscribed! Podcast, Pascal joins Pierce to talk about his journey as an entrepreneur, the value of entrepreneurial mentorship, and how “tracking the numbers” has changed his life.
In this episode, you’ll learn:
- Why it’s so important to step out of your bubble to find new peers and mentors
- About the vision that Pascal has for the mentorship journey entrepreneurs go through
- How Pascal has used his ability to track macro trends to make key decisions
For Robert Baldwin, VP of Business Development at Knaxis, the real driver behind sales is a passion for helping people. If your goal isn’t to help people solve their issues (ideally with the product you’re trying to sell), then you’re in it for the wrong reasons. The thing is, people can tell if you’re trying to just push a product on them so that you can cash out on the transaction. They can also tell if you’re clearly invested in enabling them to do what they already do, but better.
In this latest episode of the Unsubscribed! Podcast, Rob walks Pierce through what it means to run a leading business development team, how BD and marketing can work together and why it’s so important not to default to the obvious messaging. Check it out.
In this episode, you’ll learn:
1) What effective business development is
2) Why it’s so important to surprise your prospects with new information
3) What it looks like when business development reports into your CMO
As a commercial interior designer, Tzoofit leads her team at 4té in creating office spaces that are equal parts functional and well-designed. To her, good design and functionality go hand in hand. By choosing the right materials, lighting, and features, you can encourage people to focus or collaborate, depending on what your business needs to thrive.
On the latest episode of the Unsubscribed! Podcast, she and Pierce talk about how offices are changing to meet the needs of a hybrid workforce. The biggest secret to success? Flexibility. We’re all still figuring out what “hybrid” means to our businesses, and that definition is continually subject to change. That means the offices we create now need to be adaptable, so that they can easily change to meet new needs and expectations.
In this episode, you’ll learn:
1) What it means to be a commercial interior designer
2) Why design is so important in office spaces
3) How Tzoofit is working with her clients to redefine the office
Like many product marketers, Jess Petrella had an unusual journey to her current role. As a young professional, having spent a few years working in in-house marketing teams, she embarked on a freelance journey as a graphic designer and marketer. It was during this time, working with different teams on various projects, that she uncovered which parts of marketing she really enjoyed. Turns out, those things were the bits and pieces that make up a product marketing role.
This winding path is something that’s not uncommon for most product marketers. As a relatively new function, it’s not like you can go to school for product marketing, so a lot of the people in these roles have taken very intentional steps to follow the type of work they’re passionate about.
Listen in on Jess’s chat with Pierce to hear more about what it means to be a product marketer and how you can get there.
In this episode, you’ll also learn:
1) All about product marketing
2) How Jess found her way to product marketing
3) Where and how marketing and product marketing come together
Toby Murdock is a serial entrepreneur who has done everything from running a flower business in Ecuador to launching an educational platform that puts students on the path towards a career in digital marketing. He’s built companies – and sold them – and is now dedicated to giving back to the industry that he gave 10 years to with one of his ventures.
Tune in as he joins Pierce to talk about the talent gap in marketing operations and his vision for solving it. As a bonus, you’ll get a little insight into how Pierce became a Marketo specialist.
In this episode, you’ll learn:
1) About the various businesses that Toby has been a part of
2) Why there is such a big resourcing problem in marketing operations
3) How he proposes to close that talent gap
Courtney Brand is the Founder and CEO of thelighthouse, a personalized career platform built for people’s ever-changing careers. In this episode of the Unsubscribed! Podcast, she joins Pierce to talk about her entrepreneurial journey, how she envisions helping professionals at critical points in their careers, and how companies can do the same for their employees.
You don’t want to miss this episode. It’s filled with practical advice regardless of where you are in your career. Take a listen.
In this episode, you’ll learn:
1) What led Courtney to build her company, thelighthouse
2) How the traditional career path is changing, and what resources are out there for people
3) The value of building a personal brand
Christina Deex is the Senior Director of Demand Generation at Checkr, a company using artificial intelligence and machine learning to automate background checks in a way that’s fairer and more equitable. She joins Pierce to talk about what the company’s mission means to her, how valuable her early marketing ops experience was in shaping her leadership capabilities, and the mindset she’s developed for exploring and choosing new opportunities along the way.
Listen to the episode for an engaging conversation around these three topics and so much more. The bonus? You’ll get Christina’s secret for how to balance a demanding job with being a mom to six kids. Spoiler alert: you need to be comfortable with failing.
In this episode, you’ll learn:
1) How Christina used a marketing ops foundation to become a demand generation leader
2) What it’s been like for Christina to work for a company that is as purpose-driven as Checkr
3) What it looks like to balance a high-paced career with a big family of six kids
Tiffany Ricks, founder and CEO of HacWare, joins Pierce to talk about how her company is helping small businesses protect themselves from hackers. Their AI-first platform sends automated hacking tests to users, and shares educational materials with them if they fail.
During their conversation, Pierce and Tiffany talk about her experience as a serial entrepreneur, her love for travel, and the role that marketing and communications play in building a successful brand. Join to learn more!
Gary Verster is the Director of Marketing Operations at Trend Micro, a multinational cyber security software company. He joins Pierce to talk about how the Trend Micro team rolled out a marketing automation platform globally across over 60 offices, and the steps that were required to do it properly. Six years on from the initial rollout, he feels like they’re still finding more ways to leverage their stack – but that doesn’t take away from the value they’ve seen over those years.
In this episode of the Unsubscribed! Podcast, Gary and Pierce talk about what it means to deploy software at a global level across different teams, as well as the value of other marketing practices, including account-based marketing. According to Gary, it helps to make friends with your Sales team if you want them to change the way they’re doing things. Listen on for more useful insights
Pierce is joined by Adam New-Waterson, who was once his Marketo mentor. Today, Adam is a fractional CMO and has launched his own lifestyle brand, Frank & Fan. During this episode, Adam and Pierce talk about what it meant to launch a new brand on his own, the transition from B2B to B2C, and the path that he took to get into marketing ops.
Like many other guests on the Unsubscribed! Podcast, Adam shows why it’s important to have a creative mindset as you grow your marketing ops expertise. He sheds light on how to leverage your technical expertise to then move into a more executive role. One secret? Framing your thoughts in a strategic way instead of a technical way to gain a seat at the executive table. Join him and Pierce as they cover these topics and more.
Pierce is joined by Taylor Davis, serial entrepreneur and CEO of PurePave, the company that brought permeable pavement to Canada. In this fascinating conversation, Taylor talks about the steps he took to build his own company, how he makes the most of his downtime during the winter, and why he thinks it’s so important to make himself uncomfortable in order to seek growth.
The bonus element to this episode? Taylor shares his insights on Bitcoin and offers a tangible vision for why engineered currencies are a safer, more fruitful alternative for individuals looking to make it in the world. Listen to the episode to learn more.
Debbie Ng runs global customer references at Trend Micro, a global leader in cybersecurity. She joins Pierce to talk about customer marketing, how to get it right, and the importance of building value for the customers she engages with. While customer marketing should never feel like a tit-for-tat relationship, there should be a value exchange where the customer sees the benefits of sharing their authentic perspective of your products with others.
The biggest learning in this episode? There are three foundational elements that need to be in place before you approach a customer about being a reference. Listen to the episode to learn what those are.
Pierce is joined by Daniel Drolet, a previous journalist for national news agencies and major daily newspapers. Today, he’s a communications consultant, where he writes speeches and communications materials for business leaders. During their conversation, Pierce and Daniel talk about writing, finding the right writer for your team, and the value of this undervalued skill. They also discuss how the journalism space has changed and how it’s more important than ever for people to be critical about the sources they’re getting information from.
One of the questions at the heart of this conversation: what makes for good writing? Daniel explores the different elements that marketers can evaluate as they’re choosing the right writer for their team and shares his views on why good writing is so hard to spot.
Mike Rizzo, founder of the 2,000-member MO Pros community, joins Pierce to talk about how important it's been for him to engage with other marketing ops professionals at various stages of their careers. Together, they talk about how isolating it can be to work in marketing ops, especially when no one else at your organization speaks your language.
The thing that inspires Mike to keep growing MO Pros? The people that make the community. They’re the ones that make the spaces he’s created what they are: a valuable resource for marketing ops professionals that are just getting started or expanding their knowledge after years in the industry. Join them as they talk about this and so much more.
In his 30 years in the business, Jay Baer has seen it all, and he loves sharing his stories with others. In our latest episode, he joins Pierce to talk about the value of building great customer experiences, personal branding, and his love for good tequila.
The biggest learning from this episode? A talk trigger can be an instrumental and inexpensive piece of your marketing toolkit. Join Jay and Pierce to learn more about what this is and why you should consider implementing it.
Pierce is joined by 2XMarketo Champion and Kniva Ltd. founder Warren Stokes. Join them as they discuss what Warren has learned over the course of his career, how email marketers can find the balance between quantity and quality, and the future outlook for email.
The big question in this episode: is creativity in marketing dying? Warren shares his perspectives on how automation is impacting creative processes, and how marketers will need to adjust.
In this episode, Pierce is joined by consultant, executive, entrepreneur, and volunteer Alex Dorward. What makes Alex so fascinating is that over the past year, he’s been completing a different challenging physical and/or mental feat every month to help raise awareness and money for charities. Alex has collected his lessons learned from his own business and his feats to give you incredibly unique marketing insights, tips and trends. You don’t want to miss this one.
Pierce is joined by Amazon Web Services’ global marketing operations manager, Darrell Alfonso. Listen in as they discuss productivity at Amazon, scaling marketing ops teams, customer-centric campaigns, and building your personal brand on social media.
The big question in this episode: is email marketing dead? Darrell shares with us his analysis on certain parts of email marketing that are evolving to better serve customers.
Capgemini’s Jomar Ebalida stops by the Unsubscribed! podcast to talk with Pierce about centralized and decentralized marketing. As a Revenue Technology Architect, Jomar has vast experience in the marketing operations world and isn’t afraid to experiment with new technology that could help him and his team be more efficient. Which platform do you think Jomar prefers, Pardot or Marketo? Check out today’s episode to find out which is his favourite platform and what its advantages are.
Scott Thorburn, senior director at Qlik, joins Pierce to chat about marketing attribution, the advantages of online events, and the pros and cons of working at startups as opposed to big enterprises. Throughout this episode, Scott shares which marketing trends will never go out of style, as well as the ones he’d unsubscribe from.
From coding to outbound strategies, here’s the story of how one marketer has navigated email marketing from its beginnings through the pandemic. Check out today’s episode with Nathan Fehler.
On this episode of the Unsubscribed! podcast Pierce sits down with Ann Handley, a Wall Street Journal bestselling author and Chief Content Officer at MarketingProfs. Ann shares how she makes time to create great content and breaks down key ingredients to keeping an audience engaged during a virtual event.
Bonus: Ann tells us more about her journey as a public speaker and shares key things to think about before writing a book!
This episode of the Unsubscribed! podcast is jam packed with tons of great advice from Ann. You’re not going to want to miss this one!
Pierce is joined by Jacqueline Davis, Head of North American Marketing at Solera. With two decades of experience in digital marketing at companies like Kivuto and Adobe, she knows the space, and she’s bringing her signature insight and candor to Unsubscribed!
Ian Hutchinson is a fellow Canadian working in Silicon Valley as the Director of Sales at DuploCloud. In this episode, he shares what he’s learned from years in the B2B sales trenches at companies like IBM and Salesforce and breaks down the ins and outs of selling to marketers.
Pierce is joined by Justin Bartels, Alliances Manager at Drift, for a chat about the future of conversational marketing, why the divide between sales and marketing is shrinking, and why it’s great to be a MarTech unicorn.
Pierce sits down with Ricky Luo, senior manager of global email marketing at Palo Alto Networks, to chat about joining a start-up, launching a start-up, and coming to Palo Alto Networks when he thought he was done with email marketing.
Verizon’s Rosemarie Diehl stops by Unsubscribed! to chat with Pierce about her journey into Marketing Ops, how technology has evolved in recent years, and how the pandemic impacted their marketing strategy.
In this episode, we’re joined by Cory Riley. Cory is currently a Digital Campaign Producer at Citrix where he develops, organizes and deploys marketing automation strategies. He has experience in graphic design, creative and has also worked as a consultant so has lots of well rounded experience in MarTech.
Pierce chats with Steven Moody about what it takes to break into marketing and making the move to become an entrepreneur.
Greg and Pierce chat about everything from competing in snowboarding to maintaining work-life balance while running a successful business. This is one episode you won’t want to miss!
On this episode, Pierce and Anish chat about his new book “Marketing Data Lake” - a guide on how to do Marketing reporting and analytics in this wild time of MarTech that we’re all currently living in. Don’t miss this great episode!
Grant is a B2B marketing guru who strongly believes in giving back to the industry. He has spent time both on the client and consulting side, and has successfully built and sold a company. We’re really excited to have him on the podcast today, so don’t miss it!
Pierces chats with Jep about the early years of marketing automation and why he decided to become a consultant. After relocating from the Netherlands to Silicon Valley, Jep saw the need for marketing automation and pursued this passion with his own consulting company to see what he could really do for marketing ops. Let’s dive in!
Pierce Ujjainwalla sits down with Silicon Valley Entrepreneur, Evan Liang. They dive into what it takes to be a good marketer, and the drive and skills needed to be a successful entrepreneur.
On this first episode, Pierce chats with Melissa about being on both the client and consulting side, and how she recently became President of the Growth Ops Community, formerly MOCCA, based out of Silicon Valley. Check it out!