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The Data Hustle transcript

The Data Hustle — Shane Gibson

Shane Gibson joins Tony and Juan to discuss data leadership, delivery discipline, and how teams can create more value without drowning in process.

Episode 4 · May 28, 2026Transcript length: 54:09Download transcript
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Episode 4
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0:06
Tony and Juan

Today I'm joined by Shane Gibson, a data consultant, author, founder, and creator of the information product campus. Shane has spent decades helping organizations rethink how they approach data strategy, data products, and data delivery. He has a focus on making data work more practical, valuable, and aligned to real business outcomes. He's also the co-founder of agiledata.io. IO and host of the Agile Data Podcast. Shane, it's an honor to have you on the show and uh welcome. Uh and for the audi

0:06
Tony and Juan

ence at home that doesn't know who Shane is, can you tell us a little bit about yourself uh what your background is and how you came here?

0:06
Shane Gibson

>> Yeah, thanks for having me on the show. I'm mega excited. So, uh I I kind of

0:50
Shane Gibson

talk about my experience uh over decades because I've been doing data for a while. Um so I started my journey off when I was much younger uh working in financial systems ERPs before they were ERPs. Uh decided I absolutely hated it. It was uh they're just they're horrible systems. I was lucky enough to be working for a software vendor at the time that had uh data capability. So I jumped over to the the light side and uh spent my first decade working for US software companies but I was based in New Zealand um in the data space. After that uh the next decade was was running a founding and running a data analyst consulting company. So your usual five to 20 people consultants going in doing

1:34
Shane Gibson

you know what we called land and expand back then. So going in at the strategy level working on the strategy then out into you know selection of tooling and technologies implementation um then bringing the team through to do all the ETL and development and uh data warehousing stuff back then. uh and then ideally you know getting the customer over to support where we worked with them on an ongoing basis. Um and as part of that I kind of found this passion I had where we were we're looking for ways of making things repeatable. So repeatable ways of working as much as repeatable technology and and techniques. So kind of stumbled across this thing called patents. Um and that was kind of my my last decade has been

2:14
Shane Gibson

working on patents um and patent templates. um and figuring out ways of you know teaching and coaching. So I spend half my time uh in our our startup although we're seven years down now so probably can't call ourselves a startup. And what we do there is we effectively co-design and then build information products with our customers and then help them take those information products to market for other organizations that have their problem and co-sell um with them. Uh and then the other half my time is coaching data and analytics teams. So where they're in an organization and they're struggling, I go in to uh kind of help them change the way they work and hopefully have a bit more fun doing that data work. So

2:55
Shane Gibson

that's me. Uh originally from New Zealand for most of my life, relocated to uh the UK late last year, which is my new home. Ah, England. Is it Europe? Did you call it Europe? I think they opted out. I think we're coming back though. I think I lost you there for a second, but it's okay. I'm really looking forward to hearing all of the things that you have to say about coaching data teams. Maybe let's start with a spicy question that is like what is the things never like to admit is a problem but according to your professional opinion is a problem for data teams. A lot of data teams are what I call in the Jira ticket factory. Um, and you

3:50
Shane Gibson

know, it's probably not fair that that I use the word Jira because it's the ticket factory, but actually they always use Jira, right? Um, and it's this idea that that their job is to get given a request, do something with data, flick it back over the fence, and close the ticket. uh and I think fundamentally when I see teams behaving that way uh there's a foundational problem with the organization uh it's not often it's not the team's fault right it's the culture of the organization it's the way the leadership works it's a whole lot of other things but that's one of the roots cause symptoms if I see that behavior then uh for me we need to change one or

4:32
Tony and Juan

many things to to to make it work differently You talk about the whole Jira thing. Are you talking about the reactiveness or just doing exactly what's written in the ticket and nothing more part of it? >> All of that, right? Like we look at the patterns. Uh the patent is I'll give you access to Jira, you write some stuffs down, I'll start working on it. We never have any collaboration or conversation. Uh the ticket is a probably a solution. You're going to tell me what you want, not what problem you want to solve. So there's no ability for me to understand the business problem. There's no ability me to ideulate with you how we might solve it to discover the best way of

5:13
Shane Gibson

solving that, design something that might fix it. I got to go straight into building. Yeah, I've got to go write some code, munch some data to answer that ticket. Uh there's no there's very rarely acceptance criteria, you know, like how do I know I've met the the brief of solving that problem? Uh there's no feedback loop. I close the ticket, you say thank you, right? How do I know that was valuable? How do I learn anything new? Like there's just the way we use it, the way we interact, what we expect to come in, what we expect to do with it, what we expect to come out of it is all kind of bound in and an antiattern around that thing called a

5:49
Shane Gibson

ticket. And we got to realize where did the ticker come from? It came from ITIL running servers. You know, my server is down, turn it back on. Why are we using that as our primary way as data people to have a conversation with our stakeholders about adding value to the business? Uh yeah, I'm passionate about that one, right? Because it's like it's the fundamental core problem I see time and time again. Sure, data is very interactive. It's a lot less structured. Problems are often not very well defined. And I do think that people adopting different project methodologies like probably scrum is the biggest one that were designed for different domains doesn't always translate that well. So I do think that

6:33
Shane Gibson

when you're talking about j creating these artificial boundaries of like this is where the problem the limitation starts and this is where your job ends. It's clearly built for another type of job. >> So let's go let's get spicy down on the scrum one right because this is a bug bear of mine. So uh agile is not scrum but scrum can help with agility right and and let's look at what scrum does. So one of the first things scrum did was it define the patterns of scrum really really well right it's why everybody adopts it because it actually explains what the patterns are what the value of those patterns are and how to implement them. It is a pattern that's based on

7:13
Shane Gibson

time boxing. Yeah, we we say two weeks, three weeks, four weeks uh is the time box of work. That has a whole lot of benefits. It's a pattern that's based on collaboration. The idea of sprint planning, daily standups, uh demos, retros, they are collaborative ceremonies that are forcing functions. Um but the key thing is most data teams work using a flow pattern. Yeah, they're they're like a karm. They're like a factory. uh and that actually is the natural way to work um with data but they do it really badly. Um so if we took any of the lean metrics and applied you know uh how long between the request and the delivery, how many work in progress limit uh things they have at

7:55
Shane Gibson

any one time, they pretty much break every rule of the pattern of flow and lean. Um so we can apply scrum or time boxing and those patterns to a data team and it will change the way they work but it's a temporary thing. we should use it as a forcing function until we can get them operating properly and then go back to flow. Um so yeah, I'm I'm everybody bags scrum and I'm like but it has its place but it's not a solution, right? It's just a tooling um that a data team could use if if it's uh useful for them. >> Interesting. I heard that interesting thought which is any type of planning is better than no type of planning.

8:36
Shane Gibson

But that doesn't mean that the way that you're choosing doesn't have any drawbacks. >> There's a cost to every patent you apply, right? So, uh, you know, people go, well, we do a daily stand up and it's 30 minutes and there's no value in it. Well, then stop doing it, right? But if you're, you know, you got to remember that a lot of times, especially when we worked in person, the only communication and collaboration across the team was a hourly team meeting on a Thursday where the manager talked at them and the team never really spoke to each other even though they were sitting next to each other about the work they're doing. So yeah, those those patterns, they're forcing functions to change behavior or

9:11
Shane Gibson

fix a problem. And we've got to realize that. Use them while they have value, get rid of them when they don't. forcing a pattern, forcing certain behavior. Um, I've been thinking a lot about this topic and and what should be the role of a data consultant or a data consultancy or a data team in general when it comes to delivering value in an organization. And I feel like sometimes a ticket factory is also some sort of defensive mechanism. You know, you use it to sort of guard the time. there's just so many little requests coming out of the business. So, you're trying to like shape it and sort of tame this giant monster, but then a lot of the work that would position the data team

9:58
Tony and Juan

more as let's say a driver of revenue never happened. So they would they wouldn't spend a lot of time like thinking about what are like the the structural problems in the business that if we solve them we would totally drive revenue or drive down cost or increase profit. And uh you would think data people have all the data they should be best informed to give an insight and opinion on this yet you kind of see more of the reactive style when it comes to like the ticketing and the ticket factory as you mentioned. What's your perspective on that? I mean on one end we're talking about of of course we have a certain implementation load and we have to make sure that we spend our time

10:41
Shane Gibson

mo most effectively if we're trying to achieve that. But then what is some other side of that like how do we do discovery and figure out what it is that would actually drive meaningful change in organization. We kind of break it down to a couple of lenses, right? Uh kind of unpack it. Uh so first thing is my standard joke with data people is uh we're pedantic semantics who never define anything, right? Uh we're kind of like a builder who never finishes their own house. So you know, we go oh the business worst term ever, right? Just call them stakeholders. Uh you know, they can't define the definition of customer. How are we meant to do that? Yeah, we can't

11:23
Tony and Juan

define the definition of data product semantic layer, right? We're as bad as everybody else. Um but if we if we take that and say okay where's one of the problems so one of the problems you mentioned is this idea of interruptions right um this idea of unplanned work so I'm a big fan of the Phoenix project right it was a great book uh it was a it wasn't about data right it was about software if you read the goal it's about a physical factory um but what they talk about is unplanned work is waste and if you look at a data team the the noise of unplanned work those cannot request those emergencies, they kill a team, right? They they flood

12:02
Tony and Juan

them. They basically force them to context switch. Yeah. So it might only be half an hour to go and grab that data and bring it back, but that is two hours of concentrated context window disappearing. Um and interestingly enough, if we look at product teams that used to build software, they were really good at at at having a window and a and a focus, right? And building something together. And that's kind of where agile and scrum was trying to take the data teams, right? Uh is that idea of focus and and more producty type behavior. Um so renewed unplanned work or at least manage it. And actually that's where data is really important. Like if you can't tell me how many new tickets you

12:43
Shane Gibson

got this week that you hadn't planned to work on, um then you're not using data to manage your own work. uh and with AI tooling now it's really simple to to capture it and get it to tell you a story of what you actually did to come back to your question around consultants uh I wrote an article years ago um and I talked about the five E which is if you're going out to become a consultant uh think about which of the E you think your business model is based on so the first E is effort yeah you're going to get paid per hour typically to do work yeah they're going to bring you in to augment the team uh fill a gap and

13:19
Shane Gibson

you're is going to be directed by the customer for the work to be done. Yeah. And and that's it, right? Your goal is do good work in those hours. Um the next one is expertise. Um so they've got a problem and they know you're the expert. You know, back when I had my consulting company, we we're one of the few SAS SAS implementation partners. So if some you know couple of us around in the in the area we were but if you wanted to implement SAS you you would come to one of the small number of people uh consulting companies right and that was our expertise you know we were experts in SAS um the next E is experience that's where actually they've got a

13:59
Tony and Juan

problem and there's no expert out there that's actually done it but you've got enough experience that they know you can solve the problem with them. Um and then the last one's efficiency. Yeah. which is they've got a problem and you can just automate it, do it cheaper, faster, better and it's a pure cost thing, right? So if you're a consultant, figure out which of those E is your primary value.

13:59
Tony and Juan

Like what do you love doing, right?

13:59
Shane Gibson

How's your business model? And then that in that actually changes the conversation around value. Yeah. So because if it's effort, you know, value is 40 hours doing what they want. Well, probably better than the internal team, right? That's what I'd always aim to do.

14:36
Tony and Juan

If it's an expert, it's solving a problem uh in a in a reasonable amount of time, right? You can't spend too long because they're expecting you know how to solve it. If it's experience, it's around code design. It's around working with the organization and bringing in those patterns and practices to help them understand how to solve that problem. And if it's efficiency, it's pure numbers game, right? It's like how can you do that work for less effort, faster, cheaper, better than anybody else because that's what they're paying for you. So yeah, that's how I think about it when when I kind of sat back and looked at consulting companies and consultants. Um, >> it's not only important that you're aware of which are your letters, but

15:15
Shane Gibson

also that whoever is on the other side of the table also understands those expectations. I think in my history as being a consultant uh a handful of misunderstandings were because both sides had a different opinion of how consultancy should work and uh hearing it as a model with letters made it immediately for me. think you're selling effort and then they're expecting uh expertise or experience and a solution, then it's not going to go well for you, right? Because you're you're going to spend more than 40 hours because you're not paying for hours, right? Uh and you won't be able to build for it. So, yeah, definitely make sure your letter of intent or letter of expectation or statement of work is aligned

15:59
Tony and Juan

that the E you're offering is the E they think they're buying. Yeah, we also started this conversation by uh what are some of the things that teams do wrong? But I think it's maybe more interesting to flip the whole premise around and that is imagine you are the sole person responsible for a data team in an organization and you don't need to even consult higher ups on how you do it. What is the way that you make them work?

15:59
Tony and Juan

What is your project management philosophy that you think works best?

15:59
Shane Gibson

look at it uh from a leadership point not a management point of view right so I I personally believe that people that lead teams are really successful people that manage teams are uh and then

16:45
Shane Gibson

there's as a leader there's a bunch of things you have to do right you have to support and encourage your team to be self-sufficient self-organizing uh depending on which level you know they're allowed to do in your organization you have to unblock them yeah when they get stuck and they can't fix the problem. You need you've got the power. You are the leader to go and remove those roadblocks and let them carry on. Um you have to be what I call a umbrella. Yeah. When when all the politics and the corporate bullshit's happening, uh you have to protect the team from some of that. Not all of it, but some of it, right? Uh especially if you're making them if you're wanting

17:23
Shane Gibson

them to change the way they work. Things will break and get worse before it gets better. So they need a safety net of time to be able to kind of break and reheal. Um and and that's really important. Um you may have been a player on the field, you may be a data person or you may not, right? And that kind of changes the way you behave. Um but you should always be standing behind the team to see what they need you to do to help them and then leading the team by giving them the idea of a mission or a vision that they should be uh aiming for. You think about that, that's hard, right? Compared to being a manager that

18:02
Shane Gibson

looks at jurro tickets and say we need to do more, right? That that's easy task, right? Uh leading to take all those different stances and lenses, that is really hard. And there are, you know, I've worked with a bunch of brilliant natural leaders out there and I've worked with a bunch of micro manager people uh and it's quite obvious the difference uh to me in terms of the people and also how the team respond. >> Very interesting. Yeah, I I I can every time you said some categories, I could think of bosses of mine that fit into some of them and the opposite. Most of the complaints that I've had about bosses of mine is because of they didn't protect us enough from external

18:43
Shane Gibson

politics, not enough vision and so on. So, it's interesting how you break it down into a model. But then we we've got to if we're the team, we've got to realize that when uh our leader is leading, like they're dealing with a whole lot of crap, right? Um and they're probably in meetings nine hours a day, which is why they're not responding to your Slack message straight away. Um and we we have to back them, right? We have to be like a team. We have to say, actually, we're going to back them and support them to be successful because otherwise, you know, we're kind of setting them up to fail. And when that happens, that leader will leave. And I

19:21
Tony and Juan

can guarantee you won't get a leader next time. You will get a manager because that's what the organization will do next. Typically, yeah, this is all typically, right? This is all typical things I often see rather than uh than a rule of law. Yeah. >> Protecting your team. And then the obvious question I think is Yeah. Once you're a consultant kind of out of your on your own when you're talking to an organization.

19:21
Tony and Juan

So how do you deal with something like that?

19:21
Shane Gibson

What should you prepare yourself for uh once you switch to a more consultant role? If if you're working with an organization that has a team, a data analytics team already and you're helping them out. So you're not working

20:08
Tony and Juan

on your own in complete isolation. Are you a consultant or are you just an employee that's paid in a different way? >> In that case, you could say the dynamics are similar. But if we're talking about someone that's hired for their expertise, you know, like let's say a value consultant, it might be that they come in as the only data consultant an organization has or maybe they're a smaller company. They don't have a whole data functioning team. Like how do you come into those rooms and have the conversation on like hey this is what data is supposed to look like and how that should uh work the capability and all the skills to solve it and you're going to come in and

20:57
Shane Gibson

solve that right you're going to sol bring a solution design a solution fix that problem um that's what you focus on right is like I'm getting paid to make that problem go away if there's a data dynamics team already there. What I would always say is leave something valuable behind. Yeah. Like just if you find somebody and you can coach them or teach them some part of what you do, do it. Yeah. If you can hand back really good documentation or now it's an AI skill, right? That helps them redo that work in the future, do it, right? Like just deliver a little bit more than the solution that your expertise was meant to deliver to the team that's there. And

21:34
Shane Gibson

you'll find that everything changes. I don't know why, right? But um it you walk away happier. They're happier to have you there. They don't sees you as a threat kind of thing. Um so that's that's that. If you're going in on your own, uh you got to think about the maturity of the organization and where you're starting and where you're expected to leave them. Because often organizations and and leaders like they're not, as you said, they're not clear about what they're buying. It's like come and put the solution in. Oh, but if you could actually leave uh a whole data modeling, physical data modeling methodology in a way we can teach the rest of the people we're going to hire in next week, that would be

22:14
Shane Gibson

good, too. It's like, well, hold on. That's that's coaching as well as delivery of expertise. And if that's what our if that's what our agreement is, good, right? But if it's not, uh there's a mismatch of expectations there again. Um and that happens a lot. So, uh, yeah, I'd be really clear on what I'm being paid to deliver to fix. Um, it doesn't need to be a big contract, right? Because the other problem is you're over your your pattern. You'll go to an anti patatterent where it's lots of bullet points. And the problem with that is you have no agility. It's like, oh, I'm going to deliver you a PowerPoint deck of 20 slides. Well, okay, I've got 19 valuable ones. I'm just going to put a

22:54
Shane Gibson

crappy 10th 20th one in there because that's what the contract says. So, it's a interesting balance, right, between intent, outcome, solution, and doing the work. Um, and that that is a balance and good consultants know how to do that. >> Yeah, Shane, I I I think I'm going to regret not asking this one, so I'm going to go for it. I think lots of people listening to this are maybe more senior contributors. They're not too worried anymore about the tech part. They know what's their value, but they're looking to how they can step up and become leaders inside of their team. Sometimes that's in the form of how I get promoted. How do I show people that I'm ready to take more responsibility or how

23:37
Tony and Juan

do I eventually become like a manager? What is your advice for people in that position?

23:37
Shane Gibson

>> Maturity of the roles, right? And so I talk about novice um which is never done never done that before. Um, a practitioner, which basically means I can do the job day in and day out and do a good job, right? I'm I'm good at it. Adept means I can do the job day in day out and when I get a gnarly problem, I can nine times out of 10 solve it. I can adapt, right? And and and fix that problem that I've never seen before. Uh expert, right, which is I am I am the man. I am the person, right, who everybody comes to uh for this thing.

24:19
Shane Gibson

And then coach. Yeah. Which is which is the top level and uh novice adept, practitioner adept and experts are about doing the work. When you come to coaching then you have to change stance because your role is no longer to do the work. It's to help other people do the work like you used to and become an expert. And so we used to have this joke right that uh you know managers got promoted to their highest level of incompetence and that was because they were technically an expert right they were the best person for doing that job and then the organization goes great you're going to lead a team we're not going to give you any training on how to

24:58
Shane Gibson

how to lead people how to manage HR how to deal with uh people who have personal crisises at home um how to deal with politics in the organization how to get budget to hire somebody how to get approval to let somebody go off on leave for a month because they want to go visit family somewhere else and we have a twoe policy. Like if you think about all the things you have to learn as a leader of a team when you move into that coaching level um most people aren't taught it. Um so so think about that right think about it it's a it's a different um a completely different job a different set of skills which comes back to the second pattern I use which

25:35
Shane Gibson

is T- skills um although you see L skills E skills and a whole lot of stuff and that is um thinking about the skills that you have that are both technology so the ability to use Snowflake DBT data bricks the skills that are kind of technology based but outside tooling so the ability to engineer write tests, documentation, do releases and then the skills that are kind of in the data space but not really what we call core data skills. So facilitation, workshop running, managing stakeholders, those kind of things. And so if you draw a picture, right, you basically draw each skill as a as a a line and then as you go down it, figure out where you sit for

26:18
Tony and Juan

each of those skills. Are you a novice? Are you a practitioner? Are you adept? Are you an expert? Are you a coach? And then for your career, figure out what you want to do. Do you want to get deeper and more expert in in a small set of those skills? And that's what we call the T, right? You're broad and then you've got depth, but a thin depth. Are you like me, you enjoy change, so you want to be broad. Yeah. And and so you're just going to keep jumping left and right and getting new skills and that's what you want to do. And once you understand that, then you can understand what you need to do next in your career.

26:50
Tony and Juan

Yeah. Like if I'm a data engineer, you know, do I want to become a analytics engineer is the buzz word this week, right? Um what does that actually mean, right? Or do I want to become a product person? So I want to jump over around, you know, requirements, facilitation, stakeholder management and get more into the product space and that idea of problem and ideation discovery like it's almost uh when I was a kid used to read these books called choose your own adventure, you know, so it's paper you go in and it goes, you know, you come to a crossroad, do you want to go left or right? Think about it that way, right? You got some choices and then map out

27:21
Tony and Juan

your career journey and then experiment and see how you get there. That's that's what I recommend people do. Need to learn skills that you may not be very comfortable with when you're in leadership positions. What are some of those skills when you're in consulting or running a data consulting company uh that in your experience are critical to making it work you and manage the stakeholders that they're reporting to uh then you've got a problem. Even if you're just doing effort, even if you're doing 40 hours a week, right? uh you have to be visible.

28:11
Shane Gibson

Your person paying you has to see that you're doing 40 hours a week. Um so and and manage is probably not the right word as I think about it. I mean it's probably more collaborate, you know, engage with uh all those kind of fluffy words. Um but yeah, if you're not doing that, uh you're in problem. Uh the next thing is make all the work you do visible. >> Yeah. Don't like engineers love to go into a dark cave, you know, and and spend two weeks just nutting out a thing. Don't do that. It doesn't matter which year you're doing, right? You don't have to overcommunicate, but you have to communicate. Um, figure out how you're going to give an update around

28:48
Shane Gibson

success. Yeah. So, as as you're progressing and ticking off the things you know you have to deliver, whether it's hours or things, um, figure out ways that you can make it visible that you're ticking those off for you and for them. Um, and and so a lot of consultants when they start out, they treat it like a job. Yeah, they're an employee. They don't have to worry about the the second part which is, you know, all the selling and managing. Uh they don't worry about pipeline. And I'm like >> because again, what typically happens is somebody who comes from an employee to be a consultant, we end up with one big customer. >> And that's great until that one big

29:24
Shane Gibson

customer leaves. It's like now I've got no customer. Um which goes back to my one of my key things. If you're going to go out in consulting uh for your first time, you need to make sure that you have six months worth of money in your bank that you can use if hits the fan. And you will need it at some stage in the first three years. Yeah. Uh and that has to be money that covers your cost, your family cost, or whatever cost you need to do for up to six months. If you don't do that, you're really putting yourself at risk. So, bank the cash. uh it can be on your mortgage or but you have to be

30:00
Tony and Juan

able to get it and spend it if you if you need to. That will make you uh sleep better at night. >> I mean you you kind of hit on it a little bit. You need to have pipeline. So uh how should a data consultant approach this? Let's say they have six to 12 months to generate a pipeline with leads. What should they do? What should they do on the marketing and on the sales side? position themselves um maybe um create certain assets to be an expert in the field. Uh how should they think about it? What are some strategic things they can do? And um yeah, what's your perspective on this as you've obviously applied this a lot in practice yourself?

30:47
Tony and Juan

>> So, I'd probably suggest you get Jody Hersh on. uh he he's uh much better at explaining uh some of the patterns than I am. But um um so so the first thing I'd do is an antiattern, right? And the anti patatterent is outsourcing your sales to somebody else at the beginning of your journey. Like expecting another consulting company to sell you uh for free or hiring a salesperson, right, who actually doesn't know what you do. You're asking for hiding. So don't do that at the beginning.

30:47
Tony and Juan

Um you need to figure out how you sell like what are you comfortable?

30:47
Shane Gibson

Uh do you like writing content and giving it away for free? Does that feel comfortable? Because what happens with data people is

31:30
Tony and Juan

that like selling is dirty. Like you don't do it right. Unless you're a data product manager, right? It's a dirty thing. It's like those been working in a software company those sales people there. Yeah. They promise us Um but you have to sell, right? It's like it's now part of your business. So think about how you do it. Do you do it through relationships? Uh do you prefer to be part of a team that somebody else is leading and selling? Right? Which means you're going to subcontract to another consulting company and that's where you're going to start out. Um do you already have a network? So when I say you shouldn't go out consulting if you don't have six months worth of

32:04
Shane Gibson

salary, you probably shouldn't go out if you don't have a network that you can identify of people that you can talk to. um that they they may not give you the work, but they'll know somebody who who needs help and they will recommend you. So that idea of a relationship. So typically you'll find that when you go out on your own, your first deals will come through some form of relationship. You know, setting up a website that says we do data Uh or you know, right data, right time, right person. uh or any of those standard, you know, uh we do data strategy and we do data platform or I'm a DBT and Snowflake expert. You need a website. It's valuable, right?

32:44
Shane Gibson

But it's not going to get your business nine times out of 10. So figure out how you're going to find the people that you can help and then how you would like to persuade them or encourage them or prove to them that you can help them. network of people you have around you is is critical for that that first few customers maybe even all of them throughout your consulting career depending on what you're exactly doing. Uh you do mention also engineers like to go into a cave and code and like not do much of that stuff. Uh, I found that a lot of people and and I've had some conversations here on this podcast before as well on this is that they

33:29
Tony and Juan

underestimate how much work they need to put into something like that and then they decide oh I want to go to consulting and then they wonder like why is this such a steep hill to climb? Ah, >> and that sorry that's a really good point, right? Is that when you start out on your own, if you're out on your own, it is 40 hours a week doing the work, 40 hours a week finding the work and 20 hours a week doing the drossy admin stuff like your taxes, your expenses, invoicing, chasing up money. Because that's the other one that people don't realize is you will find customers that will not pay you on time. uh you will find customers that expect

34:09
Shane Gibson

to not pay you for 90 days after you've done the work. You are a bank to them. Um it is not an income like an employee salary that turns up every fortnight. Um so be careful on that one. Right. The the way the money goound happens is not what happens when you're an employee. >> Okay. the corporation absorb that. But if it would have been me as a freelancer, I would have been a sad >> uh it's the same as when they ask you for a discount. You know, the conversation you should be having is okay, which part of the offering I'm I'm proposing don't you want me to do? That's really hard, right? Um that doesn't go well typically. So, you need

34:57
Shane Gibson

to find like you need to think about if you're going in to talk to a customer about an opportunity and when they ask you about a discount, you need to know what you're going to respond with before you have that conversation. So, otherwise, you're kind of like, h I suppose. And if you haven't been in work for 3 months, you're going to be more likely to take the discount because you want the money. Yeah. So, you need to be really clear about your value and what you're willing to compromise uh to to give that discount. Similar to how you sell a house and then people are like, "Yeah, but I'm not going to pay the price because there is like this little imperfection here and

35:38
Shane Gibson

there." Clients will also do that to consultants and it's not personal regardless of who you are or where as a person. They were going to do, "Oh yeah, but you're not certified in this or that." So, a lot of times it's going to be confrontative to tie your worth with you as a person and some clients because you're external are going to put you in weird situations. >> Consultants often feel like it's okay to be paid after they've done the work. They're kind of like plumbers, right? Plumber turns up, plumber fix my pipe, I pay the plumber. But why don't we get money out front? Why don't we say, you know, I want you to pay me a certain amount in the

36:25
Shane Gibson

beginning and then pay me as we go. Like why don't we ask for that? Because not many people do, right? But we're doing the work on day one. Like we got to pay our bills. Why should we bankroll the customer? And and again, it's it's just we we fill into these norms, right? And so, you know, again, go back to figure out what's important to you. you know, if you don't need the cash because, you know, you've got enough money in the bank and that's okay, right? But actually, if you are pretty tight, you haven't got your six months, um, then maybe getting the cash early is more important to you than the rate you get, right? Think about what actually is

37:02
Tony and Juan

valuable, uh, for this part of work. Maybe you're going into a customer which has, you know, technology. They're they're working on an AI harness for the data analytics team, and you're like, "Yeah, I want that. I want to play with that. I want that on my CV. I want that experience, right? So you you'll I mean I'll discount what I charge if I'm going to go and do something that is ultra cool or something I really wanted to do in anger, you know. So um yeah, the value to me is way different than going in and doing something differently. So again, it comes back to that idea of what what's value for you. Sense of how much proof and trust can you build that you are

37:46
Tony and Juan

able to deliver on what you say you're going to deliver, right? And what I've also found quite often is you'll have people transitioning to consulting and then there's like almost no public record of them, you know, except maybe a CV and like a GitHub repo that's sort of half halfass and then they expect, well, I'm going to come in, I'm going to give you a pitch and they're gonna they're going to pay me. They're totally going to trust me to do the job. And uh that's obviously a very uh hard conversation once you have that for the first time. But um what would you recommend to people to sort of put themselves out there in public and sort of create that persona and sort of that

38:26
Shane Gibson

trust that helps you have these difficult conversations and sort of tip the scales in your favor when you do get into these uh gnarly negotiations? you know, if you're leaving your organization, uh, I would expect them to support you if I asked them how you did. Now, the problem is you may be leaving that they may not want you to leave, right? And they're >> being dicks about it, but most people are good people. So, yeah, it depends where you live. You know, when I was in Wellington, it was a relationship town. you know, you if you ever wanted to work with somebody, you'd go and ask three people over coffee and they would know somebody who knew them or they knew them

39:08
Shane Gibson

and you get this kind of network effect. Um, in Oakland, it was very transactional and that didn't happen as much. So, the way you trusted somebody was different. So, first thing is network, trust, people trust people. The second thing is your personal brand and and we got to be really clear what I mean about that. Your personal brand is what somebody else says to somebody else about you. Yeah. So, you know, personal brand for Tony is what I say to one about Tony, right? That that is the perception of your brand and we should think about the brand we want to portray. Um, yeah. Um, so, you know, Tony, you and I are on practical data community, right? With great great

39:50
Shane Gibson

community, PDC, yell out there for anybody that's in the data space everyone practical community listening in. Yes. Um and and when I'm there, I I post as much as I try and help people, right? It's just where I go. That's just the thing. But from my point of view, that still aligns with my personal brand, right? You know, I come from New Zealand. I have a very deep vein of sarcasm. Um but I'm I'm kind of myself there. You know, probably not as professional as I am if I'm if I'm somewhere else, but I'm still within what I see as my personal brand window. Um, and that's what people should be doing, right? They should be figuring out how do they want to be perceived in

40:29
Tony and Juan

the market. Uh, and then they should curate everything in the right way to be that be natural, right? So, you know, if you want to be professional, then don't write AI slot. Yeah. Like if you want to be seen as a data expert, do not post a diagram from Claude that says um medallion architecture, data warehouse and data mesh and say three architectures because nobody who's an expert who knows their is going to go you know that mandallian architecture is not a freaking architecture right and you know that data me is an operating model not a layered data ar you just how can you and so if you do that on LinkedIn you're going to lose the trust of people who know what they're doing in

41:18
Shane Gibson

in my opinion right or my opinion so just think about it right um yeah just think about your personal brand how you want to be perceived and then make sure everything aligns and then if it makes you uncomfortable if writing posts make you uncomfortable if if being on a podcast being makes you uncomfortable don't do it because it'll come across that you don't like doing it you still need to push yourself though right? Like why can't you write a small article in the way you like to write? Yeah, that's valuable. Um but yeah, don't pretend to be who you're not. So I rambled a bit on that one, but uh yeah, that that's how I see it. >> Don't end up on the wall of shame,

41:54
Tony and Juan

right? >> Yeah. Don't end up on the wall of shame. Like seriously, if you drop into a community, sit there and watch it for a couple of weeks before you post, apart from hi, I'm Shane and this is my background. like how acts and what's acceptable like why would you go straight in the community and just start shilling without understanding whether it's acceptable or not me. >> Yeah. >> Also one thing that is worth mentioning for us is we do have the advantage that data work tends to be very tangible like you can put out there your code repositories you can write articles a lot of jobs don't have that privilege. So like making a personal brand is a lot

42:37
Shane Gibson

more based on vibes if you are um I don't know maybe something like a lawyer where you're not allowed to flaunt about your work too much or maybe like a coach that the work is a lot more intangible. So we do have as data people more control over our personal brand and that's one thing that >> the AI world we live in now. So, um you I was watching something where uh some founder was selling a piece of software uh that allows when you're doing an interview um for you to have on the side of your screen and it's listening to the question and giving you the answer and it's also giving you screenshots of the leak code answers for anything that you

43:21
Tony and Juan

can paste back as if you wrote it. Yeah. And it's all undetectable supposedly. Uh and now it's the same with portfolios, right? I mean I I used to say don't code can't code won't code is me right I am not an engineer I cannot code but I sure as can go into claw code now and get something working like the code's ugly but it works right um and I'm just wondering now you know that trust back to that trust question uh with the ability to cheat to a degree uh the level of expertise we have through other people's code AI slop uh those kind of

43:21
Tony and Juan

things yeah if If you're a data person now, how do you prove how good you are? Uh I'm

44:02
Tony and Juan

intrigued by that. What do you two think?

44:02
Shane Gibson

>> Personally, I mean you you mentioned you need to do something you're comfortable with and show who you really are. You know, publish a small article, go to the podcast, do all these things. I would like to say like you have you have to force yourself. If you aren't unable to do something like this, how do you expect you're going to have a good conversation with a customer, a lead, or any of these people? You're going to do a lot of written communication. You're going to do a lot of talking to them live. And and these are skills that are very very difficult to fudge even with AI. If you look at a lot of people will

44:40
Shane Gibson

tell text is AI generated right away. Why? Because it's it's incoherent in places. It's a bit uncanny. It's sort of um it it's sort of a average piece of text. It has no personality. It doesn't really show anything that you do or you think. And I I personally feel the way you counter that is by showing that your brain still works. You know, you you put out pieces that require cognition and that show it. I I think personally that is the most important way to distinguish. And I think it's quite funny that with AI it becomes actually even easier to distinguish yourself because there's so many people that have this almost gambling like addiction, pushing the claw button and pushing out all

45:27
Tony and Juan

these kinds of things and they think they're doing something. They think they're being productive. They think they're building their brand. They're build doing the opposite and and then you come in and you write one good piece and people are like, "Wow, what how refreshing is that? I want to work with this guy." That's how I look at it. >> We're in a weird transition because we're still as humanity recalibrating how much we can expect of humans. What still means being authentic or skillful. So we we're in this weird stage where like we keep on surprising each other. But I do think eventually we as humanity are going to gravitate more towards non-digital things. I expect hot take here. I expect a resurgence in things

46:06
Shane Gibson

like sculpting like painting with brushes. So for us data people that our job is so digital skills like talking talking to people in a meetup, giving a presentation training are going to become a lot more important. And if you happen to be good at any of those, then you that's an easier way to stand out because as of now as of today when we're recording this might age very poorly in a few years. still doing things like this, like a podcast, still feels human, still feels authentic. Uh, but writing an article, it's a lot harder because you're competing with the billions of people that are pushing AI stuff. So, even if your article is amazing, it's a lot harder to find. Once

46:53
Tony and Juan

they find you and they realize for example ton what Tony writes is real it's authentic it's like nothing the generates people might be more loyal but right now you're being affected by people actually finding you in the sea of LinkedIn posts that are generated with cloth >> remember very vividly when I was living in in Silicon Valley five six years ago the people that had much higher odd at getting into these companies of like crazy interview cycles for the one that got an internal referral.

46:53
Tony and Juan

How do you get an internal referral?

46:53
Shane Gibson

Well, you you know people you're like in the network, you mingle, they kind of feel confident doing that to you. And it's the same with anything you produce. I don't think

47:40
Shane Gibson

that has changed substantively. There's more content out there in aggregate, but the way that people find you and like trust you and and and are interested in reading what you have to write and listening to what you have to say and uh wanting to buy what you want to buy. It it's still a a human endeavor and you need to like connect with people to make it work. And I I don't think it's going to go away. It's just it's got to stay. And >> yeah, I don't know. >> I think yeah, to both your points, I think we're going to end up with more tribal behavior in our society and in the data space. back to that network uh

48:22
Shane Gibson

and this idea of tribes and uh tribes being smaller and and the general mass and then networks and relationships. Um the other thing about writing that's really interesting is uh so I was mentoring a masters of data science student in New Zealand last year and I had him do a portfolio um and then I had him write about it and >> it wasn't because yeah he did a website did a brilliant job of his website actually and he had somewhere he could point to but the key point to him was by writing down your experience doing that portfolio you're telling yourself a story. Yeah. you're you're crafting the words of and the steps of what you did. And so what he found when he went into

49:01
Shane Gibson

the interviews and they asked him, you know, blah blah blah blah. He had already written that story, right? Uh like he didn't read it out, but he'd already crafted it that I did this and then I did this and then I got stuck on this and he had that story arc and you know he came across in the interviews really really well because he could articulate something with clarity um because he'd already written about it. So again, if you don't like writing for for other people, write for yourself. >> Um will force you to think, right? It will force you to go, you know what, I can't actually explain that bit in the middle. I thought I knew it really well,

49:32
Tony and Juan

but I can't write it in a way that makes sense. So, actually don't understand it. Um, so yeah, yeah, write it yourself, even if it's bad, right? Because it'll force you to think about things that you don't tend to think about in detail. >> We are learning this the hard way, writing a book, me and Juan. >> Yeah. you you think I have a lot to say about this topic and I have a very good picture of how to explain this and then you start writing it and you're like wait a second actually I'm not so sure about this part and then you go over it again and again and again and then at some point you figure out the story arc in a way to

50:10
Tony and Juan

to bring it more engagingly but it is a it is a process and I I I've noticed it's interesting you mentioned writing I think like writing the book is the first time in like two or three years that I feel like my brain is like hurting from all the thinking and and thought I'm putting into it because coding at this point just feels like uh an a automated AI system. Once I know what I need, it's like well go make this, go make that and my brain doesn't do much at that point anymore. It's just waiting for results. >> Yeah. I mean it's like you writing a book or or teaching you know self flagagillation is to write the book. The

50:48
Shane Gibson

second part of self flagagillation is to give it somebody and then watch them not understand what the hell you were trying to get across. Some compliments there like a lot of the topics that we have been talking about. I've kind of mentioned some of them but I'm impressed by the way that you kind of break things down into models. For example, the which of the you are I think there is a paragraph in there that is written kind of like that but nowhere near as elegant as you're doing. So the self-reflect there it's probably three maybe four decades now and and so I've kind of thought about like where's my journey gone and and why do I do what I do now and I started

51:33
Shane Gibson

because I used to read a lot and there was this theory that I read about where when you're young it's all about speed and adaption right you know when the when the lion comes to eat you you ran faster than anybody else yeah Um and then you know as you got a bit older it came around collaboration. You were good at working with you know your local village and the tribe and and as a group you you know you were really successful. But when you get to a slightly older uh you're not fast anymore. Yeah. And you're kind of not in the group as much as everybody else. So you have to become really good at pattern recognition. You know like I can see that there was a

52:10
Tony and Juan

line here. So, you know, I can't run faster than everybody else, and my my tribe are probably going to push me out to be the first person to be eaten. So, I want to I want to kind of see the pattern uh before anybody else does. And as I thought more about that, I kind of that's where I got in my head is, you know, as you get slightly older and more experienced, you get better at seeing patterns. They're still really hard to articulate. Yeah. um like how do you like you can see them and you know they're but how do you articulate to somebody that that's a pattern it's a it's a a good solution for a common problem and then how do you

52:45
Tony and Juan

explain the anti patatterent you know the context of don't do it then yeah um because it it probably won't work um so yeah yeah patent recognition is kind of an intriguing thing >> engaging storyteller shade I could list it on forever here but We are uh nearing the end of this session.

52:45
Tony and Juan

So um if you want to tell people what's next, where can people find you?

52:45
Shane Gibson

Um anything you want to bring up here? >> Yeah. >> Um the easiest way to find me is just to search agility. Um and something will pop up that will take you to somewhere I am or somewhere I've been. Uh I still spend a bit of time on LinkedIn uh for for my sins. I don't spend time on X. Uh

53:29
Shane Gibson

there's a couple websites out there where I share what I do. So just yeah, search for for that. Um yeah, get get hold of me, you know, if you want to talk. I'm always happy to help anybody. Um have a conversation. Um do whatever I can to kind of make the data space more fun. Um happy to share. I always say sharing is caring, right? So uh you know, let's do do more of it. >> It's caring indeed. Thank you again for coming on the podcast. I had a great conversation. uh thank you for all the wisdoms you've shared with us. I hope me and Juan can also get to this point that we have four decades of experience and

54:06
Shane Gibson

then reflect back and share back to the community and uh yeah uh see you around