Transcript of Andreas Weigend'S Course at Uc Berkeley'S Ischool The Consumer Data Revolution (Fall 2008) Info-Session 2 - November 3, 2008

Transcript of Andreas Weigends course at UC Berkeleys iSchool The Consumer Data Revolution (Fall 2008) Info-session 2 November 3, 2008
Andreas Weigend (www.weigend.com) The Consumer Data Revolution, INFO 290A-3 (http://weigend.com/teaching/ischool/) UC Berkeley, School of Information, Fall 2008 November 3, 2008 Info-Session 2 (Part 2 of 2) This transcript: http://weigend.com/files/tmp/to %20transcribe/weigend_ischool2008_0infosession-2_2008.11.03.doc Corresponding audio file: http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.mp3 Previous file (Part 1 of 2): http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession1_2008.11.03.doc
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Male: it allows you to keep tabs on what people are doing in a very casual way. It doesn't take a lot of your It's a tool that we haven't seen yet, very often an exact similar tool to Facebook Andreas: Facebook is different, quite different. Can I subscribe? In some ways, there are always similarities and differences. Male: I guess the only thing similarity on the network is that. I didn't necessarily mean technically they're the same. I guess what I meant is they allow for a kind of communication that we haven't seen yet, which is this what I'm saying is it's probably (audio cut out) a communication tool that we haven't had yet. Andreas: Weak tie is actually a good word. It's Mark ____ term from Stanford, from twenty years ago. It says innovation basically happens in those areas where people are weakly coupled as opposed to strongly coupled. If you all breathe exactly the same air, chances are you're not coming up with super creative ideas. Here's how works. You subscribe to our data. You go to and that is our data. We have four followers. Here are the four followers, me and three people, who are. What will happen on this page is it's super lightweight communication. You would @ourdata in a short message you sent to Twitter. It will just appear and you set your preferences. You can have it ring on your mobile phone or just have to appear on your Twitter page. That is the way we talk about stuff, about small things, no essays written, 140 characters, quick question, quick idea, quick link somebody saw. You read it at your leisure. For you who haven't used Twitter, it's probably weird what I'm talking about right now. For those of us who actually live in that world, I wouldn't know how else to do it. If anything, in this class you will learn how these different communication ways of generating data are actually playing out in the real world. Are there any comments on that? Page 2 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
It's data, it's information we create that is publically available. Everything you say here, anybody else can subscribe to. Don't do things that you will regret down the road. Anybody can send stuff to it. Anybody can subscribe to it. That's what it is. I just made it yesterday for the class. For instance, when I said that with the rain we would be starting a few minutes late today, that is what I posted. Here you see my post, for instance. That's what I would send. Male: Is it going to echo it back? Andreas: It's not going to echo things back. What you need to do is you need to go to of course I haven't here's our data. I don't have devise updates. I can say I will have an SMS when somebody puts something out there. Male: I'm sorry, is that true? I thought I would only receive messages if our data posted something? Andreas: I can receive devise updates if our data appears. What are you not sure about? Male: When I follow a user on Twitter, I only get updates when they post, not when someone posts a reply to them. Andreas: I believe the way I wanted to have it set up, and I might have made a mistake. The point is you can subscribe to @ourdata. If somebody posts something to @ourdata, you should be able to get it, if you're following them and say I want to see it on the mobile phone. Male: I feel like I'm more of BSpace. I feel like BSpace has the same functionality instead of a chat room. We can look at Andreas: Which one? Which is it?
Male: BSpace Andreas: I don't know BSpace
Male: Many classes at the university use this to put out syllabi, or put assignments up or something like that. Andreas: How do I, from my mobile phone, send a quick message so you can get it on your mobile? Male: I'm not sure if it has that function or not. Male: I think that's what email distribution Andreas: For instance, I don't have a Berkeley email, so for some of these things you need to have an email account at Berkeley. So, I'm open. If you think the same functionality or something, I want lightweight stuff. I don't want people to have to log in, authenticate themselves three times, lightweight stuff. If you have an idea, post it here. That's the idea. If you have a mobile phone, I can give you a shortcut for Twitter. You put @ourdata and it appears there. If you subscribe to it, you can either get your mobile or you can get it on the webpage for sure, or potentially as an email. Try it out, and then we'll talk next week and will see where BSpace would be better. That was what I wanted to show. The second point, here is Greg, who is a student of mine at Stanford. He said that 1:15 today, "I have a great first class," so people read this stuff and can't wait for the mp3. It's a different communication and why we use Twitter is partly because I want to show you the relevance of relevant functions. Right now, it's pretty random what we see. Tim O'Reilly talks about and stuff like this here, but we can do better than that. Make yourself an account if you don't have one yet. You should put posts from your own account, put the @ sign in. If you want to make sure you reach me, then you send me an email or short message, but email is the better way. Don't assume Page 4 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
that everybody reads everything you sent to Twitter. That's the difference in communication. Whoever has time looks at it. It's a very different way, this lightweight way of communication, compared to sending a heavy email that has header information and all of that stuff, and I feel that I have to read it. Any thoughts about those who use Twitter? It's about experiencing it. You know, technologies always invent things. You put something out and see how people are using it. That's part of the reason. I don't think many classes use Twitter, but I thinks it's a good experiment. The third point is . I should show you this Stanford example from last semester, which worked extremely well. We want to have, in this small class, and I didn't know until this morning how many people would be in class, we want to have a way we can express, for others in class, to actually know what we're interested in. If you want to see here, what my Stanford class did, there are a few pages of students there. I made the same thing for our class here. The URL is ischool2008.crowdvine .com. I've got this Twitter; good, people are passing it, great. I'm impressed just in the two hours. Who of you has done it already and we want to quickly comment on the experience. You are? Male: I didn't really interact with the content. Andreas: This is a good start. It gets low weight. You just click on it. I invite you, the same thing as the other one. You have to remember to post what's Word readable. There are a few questions. I basically ask you what you like to do and stuff like this. It will also be useful . Next point when and where do we meet. Relatively straightforward, I think. This room, 3:30 on Mondays. Monday, December 8th, we don't have class. Instead, it will Page 5 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
be on Friday, December 12th, also at 3:30 here, our last class. In a couple of weeks, I will have a feeling about whether we will do projects or not. At that stage, we'll decide on whether we do class project presentations or Office hours I don't have an office here. I'm in Berkeley on Mondays, so if people want to meet up beforehand for coffee or afterwards for drinks, we just need to set it up beforehand. Homework I made this Gmail account ischoolhomework@gmail.com. Dont expect that I read it regularly. I don't want to get homework on my BlackBerry. It's a small class so it's probably overkill here. Steph: I've got to go. Andreas: No problem that's where the homework goes. I think none of these things are big deals, I just want to make sure we understand what I have. Are there any questions about anything you have seen on the wiki here? Is there anything missing, anything you have a question about something you don't see on the wiki? Do you want to say your name, and one sentence as you run out? Steph: I'm Stephanie. I'm a master's student. My background is in IT management. I'm interested in the whole Black Swan thing is kind of cool, and to quantify self, personal data mining, social efficiency, home automation, complete transparency of identity, and a lot of things like that. Andreas: Stephanie, you said?
Steph: Stephanie, yeah Andreas: What should we write down about her?
Male: Quantify self Page 6 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Andreas: Quantify self? Selfmetrics are a very important driver for people to participate in. People love to learn about themselves. If you give them metrics about themselves instead of the company, there are very different distinctions. Male: My name is Ryan Rieber. I'm a first year master's student. I don't have a lot of background in this material, but I'm interested in a couple of relation to data, analyzing people's decisions and behaviors. One book that has my interest is Barry Schwartz' The Paradox of Choice, where he talks about the number of choices we have to make in everyday life is paralyzing. One thing I'm interested in is how can we use people's data to simplify and streamline their life. Andreas: Are you on this list here?
Ryan: I'm not on that list. I'm on the handwritten one. One thing I was interested in was simplifying people's decision-making processes based on data you gathered from them. One of the things I've been looking at that is interesting is also another book, Nudge. It talks less about incentives and more about intelligent ways of tricking people into .. Andreas: Who wrote it?
Ryan: I could look it up, but I can't remember. Andreas: Was it the same guy who wrote Plink?
Ryan: It's written by Richard Thaler. Andreas: Okay, Dick, he was an advisor in one of the companies. They're all sort of similar. I haven't read it. I know Dick. I like Danny Ariely much better. That doesn't matter. Nudge is one book and the other was The ___ Choice. There are also a bunch of books similar to The ____ Choice. To simplify life, what I would like to add here is not only based on implicit data that you are collecting, but also based on explicit data as well. The situation is very Page 7 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
interesting with personalization. The matrix I wrote on the board is actually a very good framework of thinking about personalization. When do you need the projector? Male: I'm supposed to lock it up. Andreas: Officially, class time is until 6:30, but if you need it, now then we can do without it.
Male: They said you were ending at 5:30. Andreas: I planned on ending at 5:30, but people still want to stay here.
Male: Will you lock it up then? Do you have an office? Andreas: I don't have an office here. Do any of the grad students here have a way to lock it up? Male: Let me get you the key. Andreas: We also need to find a solution for the next few weeks.
Personalization this is the right framework to establish it. People's of matrixes are not symmetrical. If I make a recommendation, it could be that it really pisses you off. That way you should be more careful. Or, it could be that you have no negative feelings about false negatives and false positives, but you really worry . Understanding that is an important element when we're talking about simplifying life. Nick: I'm Nick Doty. I was signed up for. Nicholas Patrick Doty, okay
Andreas: Nick:
Yeah, Nick is fine. I'm also a first year master's student here. My background is in philosophy and programming for Microsoft. I got interested in this at Microsoft where we had a huge amount of data. I was doing testing for this huge amount Page 8 of 18
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of data over quality of products and test results that we didn't really use particularly well, I thought. I've sort of seen the same thing with my personal data, with Twitter and email and all these things. I have a lot of data but I don't do a very good job of seeing the overview, what it tells about me. Andreas: So, you would like to get better self-understanding out of it. We have some tools that recently came out that tells you how much time you spent. Nick: Yeah, been to as well. That certainly applies for personal but also for business. You mentioned all those small pieces of data we aggregated. Andreas: Again, what's really new is not that we aggregate data but that people are willing to give us data. I really want you to think more that maybe in that tool you may be using to track your activity, you might add a field of saying how you feel about it. Let me give you an example. One of these people in this gang is called Noah Schwartz. He did an experiment in asking people to keep diaries every ten minutes, to write down how they're feeling. It turned out that when people think about cars, BMW they have very different associations that come from the media. But when it comes to actually sitting in the car, it makes no difference anymore whether you pay ten thousand or a hundred thousand dollars for your car. Some of these things are quite interesting. Nick: Just the around that, it seems something we certainly saw at Microsoft and I think we see this in lots of places, is in some ways the implicit data is more powerful because we don't have to rely on people keeping it up to date. We did try to keep who's responsible for what at Microsoft. If you try to do that, if it's your job to keep the wiki up dated, that's a way to guarantee failure. Out of date data and dirty data. Andreas: Okay, there are actually three kinds. There's implicit data and as I said before making implicit things explicit. Implicity is actually a super interesting thing. I Page 9 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
agree with that. The second one is explicit data, where people don't see the benefit for themselves, for example, "Please tell us how many people work in your stupid company," and I think the most powerful of all of them is to invent ways so people will give you explicit data and they see the benefit within thirty seconds. That is an order of magnitude more useful than having this very noisy data. For instance, in computer science, there's a distinction between short clicks and long clicks. A short click is you go to Google; after two seconds you're back at Google. A long click takes thirty seconds, so you actually found something. But, it's super noisy because you might have done something else on the computer during those thirty seconds, or five minutes you might have gone to the bathroom. Attention data, intention data, explicit data, if done right is the key ingredient here. If done wrong, just filling out ten percent of the people are born on November 11, 1911, because it's the quickest thing to enter if you ask. Ben: My name's Ben Chaney. I'm on the handwritten portion of the list. I am an undergraduate here. I don't really have professional experience, but I am a philosophy and civil engineering double major; that's my interests. I'm particularly interested in emerging technical nature of our infrastructure, like intelligent infrastructure, internet, information about them, responses, and just based on the things you guys were talking about here, I think it would be really interesting to get an aspect. There's a big movement in civil engineering now, a lot of sensor-based data. I think it would be interesting to see what kind of networks they make for people sensor-based data, looking at voluntary information in terms of analyzing systems. Andreas: Berkeley has some very interesting projects on sensors, all over the city. One of the examples I always use is parking. Thirty percent, according to a study out of UCLA, of all traffic in Los Angeles is people looking for parking spots. If you have smart dust lying around, or if you have sensors, you know whether there is Page 10 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
a parking spot or not. Some cities are more advanced than we are, for instance, Shanghai. I can reserve my parking spot in the street, on the Web. They know what's available. I put down a few and the parking spot is mine. If you allow people to annotate their data, to tag or whatever word you want to use, you have probably much richer data. If they can say how they're feeling, for instance, in personalized medicine there is a big Intel research project; I think Berkeley is also of that, where you measure a lot of data about people. If you don't know how they feel at that moment, it's so poor. You can see that maybe their heart rate is going down or up, but it's much better if you actually get pipes to people to communicate. That's why I started talking about the cost of communication being low. These are the avenues that we didn't have before. I would be super interested to know what the pathons are. Maybe if you eat certain things, you might just be tired. These are very personal things because of your metabolism. Finding those out are not bad, no lunch anymore. I did philosophy as an undergrad minor as well. So, what do I write down? I'll write down sensor networks? Nick: infrastructure Okay
Andreas:
Male: My name is I'm also an undergrad student in studies major, so I'm focusing on technology in society, our digital culture and how they affect our behavior. Andreas: Like, what are you interested in there? I'm very interested in that stuff.
Male: interactive, mostly like interactive installations and how people participate with them and how it affects their behavior. Andreas: Installations Page 11 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Male: Yes, like new media called digital culture also a seminar. At every lecture we have a guest speaker and there is some sort of audio-visual interesting interactive work or or whatever, will come in interact with whatever art, whether it's text-based or you add to it, subtract from it, all that kind of stuff, different kinds of emotional responses. Andreas: If people have readings or ideas from their perspectives, do share them on the wiki. I'm sure that in the other classes you are taking there might be relevant stuff. There is no static academics, but people have many good ideas. Nobody knows them all. Sharing them is great. Male: I'm Shedan. I'm a second year master's student. My background is a double science . The last one I learned was looking at how can you all the data they have can start and that way we can start looking something that can help people improve their business based on their own data. We have data from thousands of big companies. How to make . Andreas: I talked with Scott earlier this year on how Intuit, which is a very good company by the way, can take some of these ideas we talk about here, of getting people to contribute data. I think they're really working very hard in trying to redefine themselves. The two companies, Mint and Wasabi? I forgot to invite the Wasabi guy to come to class. That's interesting stuff. But, visualization is only step one. The question is what do you guys do with it? One of the messages I really want to get across is that you start with potential actions; I could do this, or I could that or I could do the other. That way, it's a much more efficient channel than to just be overwhelmed with all the data you have. Male: (couldn't hear) Andreas: What actions not only what kind of questions but what actions can you take? When I talked about Amazon and the experimental culture, A/B testing earlier Page 12 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
today, it really is that you start with primacy of the action. Try this, try that, and measure it. Doug: My name is Doug . I'm a first year at the iSchool. I'm one of the classic iSchool students who has switched careers seventeen times and didn't have anywhere else to go. I am actually interested in this kind of class because of the possibilities for social justice issues, and that could be a lot of things. I'm basically interested in applying some of the ideas from this class to other spaces that are not necessarily business spaces. That's why I was asking you about small data sets. Andreas: Yes, the HIV example I gave you is actually a very good example for that. I have a whole bunch of examples. Doug: It could be a lot of different things, and I think that space hasn't been explored very well. The first places where you see these things are in for good reason. I'm also interested in more journalistic things, maybe just more information gathering, and expression, visualization . Andreas: If you think about Facebook, I think the majority of data being created in this world these days, explicitly, is not for business purposes. Hal Varian, if you haven't seen that, about ten years ago had a wonderful PowerPoint presentation on the amount of data we live in. It would be worth thinking about how the world has changed there. It's no longer - Brewster ___ ,who runs the internet archive, made it clear that books are really negligible compared to what's being produced now. I'm actually interested in that as well. Let's find some time to work some of this in. This is not in the Business School here. The examples I gave out are in business, but I don't want to have it that focused. Doug: Also, to throw in one other thing, it's not just the data itself, but it's finding ways to access data that people . I just find data sets and emerging data sets; that's another. Page 13 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Andreas: Super interesting academic work by Cynthia Dwork, actually scary. It's about how intelligent people, by combining data sources, if you're on the bottom right corner on the extreme corner, that's what I worry about. I said I worry about two things, wrong data and if somebody is out to make a case about you. I think all of us could be in prison. Cynthia Dwork at Microsoft Can we avoid that, or can we not? It really forms our personal data strategy. So, what do I write down? Doug: That's one thing, access, and manipulation. When I said emerging Andreas: Are people interested in a little bit more technical discussion on this auxiliary data? There are some very interesting papers out there. Cynthia Dwork wrote an overview paper that I am happy to assign to class or . I don't have a good feeling yet, how technical people are. I thought there would be some computer science-engineering people in here. We are very thin on that. We'll get a feeling by the end of class today. Aaron: My name is Aaron Tucker. I'm a fourth year over at the market design. I feel like I shouldn't be here. I'm actually I feel like I'm here as a result of a scheduling mishap, where like three weeks into the semester I was mining the data set of the schedule of classes, to find room where . The class description sounded pretty interesting for this class. Andreas: So, where is the mismatch I try to be as clear as I can, but it's hard to be clear. Where is the mismatch between the interesting class description and now you feel you shouldn't be here? Aaron: I think I'm the most cavemanish here. I don't have a cell phone. My computer is like a desktop tower; it's fourteen years old. I don't feel like I'm very connected to the internet and a lot of the things that are going on. Page 14 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Andreas: It would be great to have you in class. I think it's good to have one person who is not twenty-four seven. Aaron: As you were saying earlier, I don't breathe the same air as the rest of you so hopefully I'll bring some fresh perspective on but, I don't really feel very qualified. Andreas: You know, when people ask me what the requirements are, I didn't put anything down. You don't have to have any specific class taken beforehand. What I do feel, however, is you have to be curious and really willing to experience new things. That's not really, what the school expects you to put down as a requirement. I think don't feel uncomfortable. I didn't make you feel uncomfortable before when I talked about Twitter and you didn't know what it was. You can also access Twitter from your fourteen-year-old computer at home. Aaron: Yeah, I'm able to get online and access BSpace and stuff like that. I know how to type in URL's. Andreas: I think it would be great if you stayed, just for having that perspective. We tend t forget that. What do I write down? Caveman? Aaron: Pretty much, I'm just here to learn, take it all in. I don't have a study objective in mind. Andreas: What does environmental design do?
Aaron: Architecture Andreas: We can actually learn from architecture. There is a book from Alexander, the Principle Design Pathons in Architecture, do you know what I'm talking about? It's one of these books that is quite popular in the Web 2.0 community, how you design for communities. Do you do that stuff? No, you just do how big the pipes should be so the building doesn't break down.
Aaron: To be honest, I really don't know what it's all about at this point. I'm still trying to find myself in the architecture field even though I'm fourth year at this point. Part of the story is I tried to take , which is the semester. That was the whole schedule mishap. In general, architecture students take that at the very front of their studies because it helps you get a trajectory on where you go as a designer. Instead, I'm taking that at the very end. Andreas: So, you shouldn't feel you have to take the class because of scheduling issues. But, if you're interested in the stuff and willing to share your perspective with us, I think it would be great. You've introduced yourself before. Ashkon: Andreas: Ashkon: Ashkon on the handwritten list. Ashkon, here we are. You're in the iSchool? Yes, I'm a second year iSchool student. My background is science recommendation type stuff. My interests are around the value of personal data, the passive data , and the value of that data personal visualizing your personal data. Andreas: Ashkon: I would always push why people find this interesting. Mainly, I'm interested in the value of personal data is one method to demonstrate the value of this personal data or to show that this data has value. For another class that's scheduled at this time, I'm to try to come up with frameworks for identifying the value of personal data. Anything from what these databases are worth when a company goes bankrupt to what the value of the goods you receive in exchange for your personal data, or even the discount you get from being frequent member. Andreas: The gut reaction I have is don't just think of value as monetary. Page 16 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Ashkon: Andreas: Absolutely, so For instance, if you think about frequent flyer programs, for the stupid peanuts in the lounge, people spend hours taking another flight at the end of the year and hundreds of dollars so they reach the next level of this program. Something in us, where we want to achieve something, that gets seriously exploited by the airlines. The general answer to value of data is that it depends on the decisions you make. Every decision, maybe except religion, is based on data. That is the right framework decision for us is framework, which I would apply, given what you just said. You must be Sonny. Sonny: Yes Andreas: Thank you for the email. I didn't read it. It came after I left home already, but I know you sent me an email. Sonny: My background is that I actually worked in the entertainment industry for many years. I worked for ABC Family, which is part of the cable network for Disney. There I did television programming and scheduling. It's different from my peers, but I got interested in the iSchool because I started working with digital media department of our group. I don't have anything specifically I don't know what I'm specifically interested in, but I decided to check out this class because I heard about your distinguished lecture and a lot of the stuff you mentioned, like passive data, that Ashkon just mentioned, like why are we paying these services when we're providing them with all this information. Information is currency. I thought those were really interesting points. Andreas: Great. By the way, I'm sorry that you're the only woman in the room. Why is this such a male-dominated thing here? Sonny: I actually need to go too. Page 17 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc
Andreas: Let's listen to him and then we'll wrap up. Male: My name is ----. I come from China. Here, at Berkeley computer science, I'm a research. My research field is migrating computing, means mobile computing, network computing and artificial intelligence, as well as robotics. I come here. My professor told me when I come to America, to understand collect some information about . My interest is in the user better engineering is better. Andreas: It's actually very interesting. I've been in China since 1994 and I teach at . The cultural differences are huge when it comes to peoples' data. I think we won't probably do all that much about data mining here because it's not CS class. It would be interesting to have your perspective on this. Guys, we went longer than I wanted to today. I will see you at 3:30 on time, next Monday. Should we ask whether everybody could do Tuesday? Who of you could also do Tuesday, from 3:30 to 6:30? Who cannot do Tuesday? I'm a man of democracy here. I think it's not fair towards the ones who stand up. I'm the easiest guy to deal with. I would be more than happy, but normally it never works out. I want to show you, however, a very disturbing I saw when I just looked at my wiki this morning. The "yes" on Prop Eight showed up there as an ad. Whoever, I'm not a U.S. citizen here, but whoever is going to be a good citizen, do go and vote tomorrow. Vote no on it.

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Transcript of Andreas Weigend'S Course at Uc Berkeley'S Ischool The Consumer Data Revolution (Fall 2008) Info-Session 2 - November 3, 2008

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Transcript of Andreas Weigends course at UC Berkeleys iSchool The Consumer Data Revolution (Fall 2008) Info-session 2 November 3, 2008

Male: Quantify self Page 6 of 18 http://weigend.com/files/tmp/to%20transcribe/weigend_ischool2008_0infosession2_2008.11.03.doc

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