**The realisation of Artificial General Intelligence may never be achieved, but narrow machine learning is already here and proves to be making significant inroads into our daily lives. It is present when we ask Siri or "Ok Google" a question which returns an eerily correct answer, or the social media feedback loops suggesting content to read, to both the detriment and benefit of society.**
 
At 33Bondi, we believe the last bastion of human superiority to machines will be in the creative pursuits. The instantiation of an idea from left field or, based on years of study, significantly changing outcomes. We believe creativity should have the hallmarks of being new, good and useful.
 
Creativity is not bound to single pursuits, like art or film. It is diverse,  present in the interactions we have with people, the software we write, that flash of brilliance when a sports person triumphs over the opposition.
 
Five years ago, the partners at 33Bondi realised the opportunity presented to our business and began the journey of forming a place where talented people work together to help realise both our future and those of our clients. We creatively apply our significant specialisations of branding, technology, and marketing to design, build and run the products and services which transforms our clients. This combination, we believe, makes us unique and conveys a significant advantage.
 
It doesn't just make us unique; we have formed a place and culture which we enjoy. Operating outside the construct of our client's businesses, we can bring ideas and insights that are new and can challenge. From Sundays Insurance to Blooms the Chemist and Afterpay, we have creatively applied our skills to change their future significantly, with recent examples being:
 - Sundays Insurance, launching in multiple countries, creating brand identity and the technology platform, enabling a partnership with Strava.
- Blooms the Chemist, where we designed and built their first eCommerce platform with a new "store as a warehouse" approach, simultaneously introducing click and collect. 
- Afterpays logo and branding were iterated and improved, contributing to its success and recognition globally.
 
At 33Bondi, we will continue to augment machines, and use software and design in creative ways. As the machines automate more significant tasks and moves closer to AGI, we will continue to exercise creativity in everything we do. It is where we are most useful for our clients, and it is where we thrive.


The future is creative

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What do we think our collective future holds

The realisation of Artificial General Intelligence may never be achieved, but narrow machine learning is already here...

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My marketing career kicked off as a graduate trainee working for a leading FMCG company. It was a customer-centric organisation whose portfolio enjoyed over 40% in the detergent and personal care categories. 

While household detergents are not exciting, working in "low involvement" customer categories demanded a level of research and customer listening that is as relevant today as it was twenty years ago. While it is critical to be a thought leader looking for new opportunities and ideas, my opinion as a brand manager was only as reasonable as the validation earned with customers. 

The capacity to inject and reject personal bias from a business case is a balancing act. Success increases when we accept that our opinion is not as important as that of our customers. The ability to understand and empathise with customers is what differentiates great brands (and managers) from the rest. Those who can genuinely identify a person's needs are more likely to achieve the goal of sustainably marketing a product because it meets the long-term requirements of both buyer and seller.

In the experience from those early years, the marketing team demonstrated the lengths one can go to, to objectively understand customers when we became the first to use psychographic research. Psychographics is about identifying and mapping a person's psychological framework against a brand's offer. Or in other words, understanding what a person's needs and motivations are in life, and how the product and brand can, or can't, meet those needs. 

One key learning was the importance of being objective as humanly possible in our pursuit of understanding our customers. The goal is to not muddy that understanding with our own opinions and preferences. In this instance, psychographic research reduced bias and built insight into customers' real needs and wants.

In today's environment, we can access an incredible amount of data that enables decision-makers to develop insights. Some will argue that with the rise of Artificial Intelligence (AI) and Machine Learning (ML), we are even more enabled to remove human bias in our analysis of this data. Affordable, scalable data warehousing like BigQuery or low-code/ no-code tools like Google's AI Platform (which I'm still studying) can be used to capture, translate and predict behaviours. It helps identify people's needs (perhaps less than their motivations) with more quantitative objectivity than ever.

The idea of being an objective observer is rooted in 'the scientific method' (which is another topic entirely). The main point is that product/service or brand management is better when we ideate (hypothesis) and validate (test and control) and not assume that our opinion is right. The use of data and evidence over opinion to support a creative vision increases the likelihood of success. 

Beware of your opinion

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The objectivity of data and evidence.

The belief in an idea (opinion) needs to be balanced by data and evidence to reduce bias and minimise failure.

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**33Bondi are fanatical users of Google's BigQuery. We find the ability to query large datasets, using a SQL UX compelling as the structured query language is well understood and ubiquitous in implementation.**
 
Non engineering teams can connect via Google Sheets allowing for an abstraction from SQL, to gain insights. Dashboards created within Google Data Studio means immediate and detailed insights can be garnered via a quick glance.
 
Whilst this pattern is successful at 33Bondi, when attempting to externalise to clients, a number of barriers are present, being:

- The difficulty in presenting to client as a product or service, due to the absence of white labelling.
- Its requirement on engineering teams to write SQL within BigQuery, when exposing datasets to Google Sheets.
- The SQL can become fragmented across different access layers, prompting an over reliance on views and again engineering teams.
- It is hard to connect with data sources outside of the Google Cloud Platform.
 
To summarise it slows our clients due to an over reliance on 33Bondi engineering.
 
In an effort to enable people (both ourselves and clients), to quickly make data driven decisions, we looked to Looker.
 
Google recently acquired Looker, a SaaS based BI tool, with the strategy to provide a tool to integrate datasets across multiple clouds and provide rich end user visualization, competing directly with Tableau, Microsoft PowerBI and AWS Quicksight.
 
33Bondi reached out to Looker, to trial and investigate the potential of using this product for ourselves and our clients.
 
The first thing which struck us was the professionalism and domain expertise of the Googlers. Easy to work with, and dedicated to success , this gave 33Bondi confidence in Looker. People determine the success of projects, people determine the success of ideas. As always, Google impressed us with their talent.
 
Lookers can white label, allowing for a client authentication schemes to be used, with appropriate branding, to ensure an awesome UX. 
 
The modelling language (LookerML) automatically describes definitions of table schemas and creates SQL based on the dimensions, aggregates, calculations and data relationships. By using a Git repository, code is versioned prompting reuse by engineering teams. With single methods used to gain insights, reducing fragmentation.
 
Non engineering teams find LookerML an easier way to ‘talk’ to SQL databases, our engineers find it increases velocity when asked to contribute to insight generation.
 
LookerML federates data allowing connection to SQL data sources in multiple cloud providers and traditional data centre deployments. Complex ETL (extract transform and load) into Google Clouds BigQuery can be avoided, reducing implementation time and cost.
 
We also discovered that Looker is better described as ELT (extract, load and transform). Data exploration is encouraged on full datasets, without the need to remove information prior to loading into the BI tool. This once again removes complexity and reliance on engineering teams, and empowers the end-user.
 
Looker is set to become pivotal for 33Bondi and our clients, as we look to onboard our first products using this platform early Q1 2021.
 
Please feel free to contact us, if you feel 33Bondi and Looker could help with the transformation of your people and business, we are always excited to talk about the future.



A look at Looker

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How we use Looker to gain insights from large datasets to delivery value to our clients.

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**As part of a clients multi-cloud strategy, 33Bondi was required to configure Google Cloud Functions to connect to Amazon Web Services RDS, over a private address range inside a private VPC.**

Without any formal documentation available on the internet for this configuration, we have decided to share our experience with a particular focus on the viability and stability of this configuration once used in a live context. TL:DR it works extremely well.

**What was done**

- To enable communication, a VPN was set between the two cloud environments, connecting the Google Cloud VPC to AWS VPC. A route based VPN was selected on the Google side, due to reduced complexity.
- *It is important to select IKEv2, as rekeying between AWS and GCP using IKEv1 can often lead to tunnel downtime.*
- With the VPN established, firewall rules and security groups were opened, with routes placed on the AWS side to allow for communication to GCP net blocks via the AWS Customer Gateway.
- Cloud Functions were then deployed into GCP, with Serverless VPC access provided by the Serverless VPC Access connector. Allowing for Google Cloud Functions to communicate to private IP addresses, including net blocks within AWS.
- The Google Cloud Functions were configured on deploy, to only send private IP addresses via the Serverless VPC access connector, ensuring the public's ability to call the Cloud Function via a public IP, and not sending packets down unnecessary routes, contributing significantly to speed.
- Prior to launching as a live service, each function was monitored via DataDog (our favourite monitoring solution) calling a simple SQL statement, every two minutes. For 7 days, we counted zero network stability issues, with 100% uptime.

This configuration has been running in production, without any fragility for over 6 months. 33Bondi can endorse this as a valid solution, to teams when presented with a similar requirement.

For those people who need more details, we intend to publish a step by step guide, including diagrams and commands used in the coming weeks.


Connecting Google Cloud Functions to AWS RDS

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As part of a clients multi-cloud strategy, 33Bondi was required to configure Google Cloud Functions..

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Wikipedia the online Encyclopedia, is maintained by volunteers writing and editing content, Reddit has anonymous users posting content, with comments posing questions, suggestions or simply adding to the narrative.

The rendering of these websites is a complex system of network, compute and storage with computation at every step. The packets traversing routers, on path to destination, the web server requesting information from a database, the assembly of html, css and javascript into a document for display on a mobile device.

In silicon logic gates, a binary output is returned via a logical operation on binary inputs. This is the computation performed by machines.

The internet however, also relies on people to compute to generate content and ideas. In fact, the original term computer was used to refer to people.

“The term "computer", in use from the early 17th century (the first known written reference dates from 1613),[1] meant "one who computes": a person performing mathematical calculations, before electronic computers became commercially available”

Wikipedia

Computation is abstracted from the substrate, as long as logic gates are present computation can occur, in silicon, in neurons and perhaps other materials yet to be discovered.

> “The internet is the computer”
###### Jim Watts 33Bondi

At 33Bondi we believe the internet is the computer, this is why all our technology implementations are human centric. We need to create an awesome User Experience in everything we do, prompting use by people, driving adoption to capitalise on human and compute computation working in conjunction.

The future is creative, the future is computation.

Please contact us if you believe we can help realise your ideas and drive your products, through drawing humans and computers together.


The internet is the computer

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The merge of people and computers. The rendering of these websites is a complex system of network, compute and storage with computation at every step.

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**At 33Bondi, we manage multiple code bases across multiple clients. With a small team, it is critical that we are able to ship error free code often. This concept is known internally as quality at velocity.**

The git branching strategy is key to us achieving continuous deployment, and it underpins our entire process. 

We start with branches based on our environments, and features.

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**Run - the production branch**

The run branch represents the code base currently in production. When an engineer needs to create a feature, it is branched from run.

**Build - the development branch**

When the feature is completed, it is merged into the build. A trigger within Google Cloud initiates and iterates over a cloudbuild.yaml, describing build steps and tests.

The environmental variable ${PROJECT_ID) is inherited, matching the Google Cloud Project. Logic is performed in the build_steps, to tailor a deployment based on environment. For example:

```${PROJECT_ID} = ${CLIENT_ID}-${ENVIRONMENT}```
```acme-run```

The above is the fictional Google Cloud project for the company Acmes production environment.

If tests pass, a green build is created and is a candidate for production.

**Merge to run**

Bitbucket permissions are set, so a merge is only allowed via a pull request. Code review is enforced with at least 1 approval required.

The trigger at this point is manual, a final check with the team prior to release. Once triggered, the same cloudbuild.yaml is iterated on to deploy and run tests based on the ${PROJECT_ID}. This ensures a consistent testing and deployment gateway into production, minimising differences and drift.

This process is right sized for our team, and reduces complexity to allow for quality at velocity.

**Areas for improvement**

At 33Bondi we are always seeking to improve. The main areas of focus currently are:

- Assisted code reviews via automation with a concentration on security. Codacy is currently being trialled.
- Dark features, to avoid feature backlog by abstracting deployments from feature release. LaunchDarkly is currently being trialled.

Please contact us directly, if you believe 33Bondi can help you business achieve quality at velocity with secure and safe CI/CD.


How we branch git for release quality and velocity

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Achieving quality and velocity with Git and CI/CD. The git branching strategy is key to us achieving continuous deployment, and it underpins our entire process. 

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**At 33Bondi, people are our focus. The customer, the client and those we work with. Talent is our secret to success, we find great people, give them autonomy and the mastery to produce their best work.**
 
Our focus is people, process and tools (in that order), and offer the ability to work from home, from the office, or a combination of both.

Teams are critical, as is the individual, we place an emphasis on both, and understand that the right state is task and situation dependant, with the most important criteria for success being the easy flow between two.

**How do we achieve the balance between the individual and the team?**
 
When a new opportunity arises, we assemble as a team and quickly discuss specifics whilst setting constraints. Measures of success are defined, as far as they are known, and a date set to re-assemble.
 
With clear purpose. the team is disbanded. This allows for ideas to form and thoughts to circulate. People can work as an individual, or in short lived ephemeral teams, to help in framing the opportunity and determine potential solution or courses of action in the form of a concept.
 
Re-assembling the team, concepts are presented by individuals, and steel-manned by peers to produce its best articulation and iteration. The strongest concepts are agreed upon, and form a scaffold to build the project.
 
The project is defined, as is the team required to complete the work. Due dates are entered into JIRA, with Advanced Roadmaps collating a program of work. This ensures constraints are understood, giving confidence in timeframes and impacts on current and future work within 33Bondi.
  
Teams are cross functional and last for project duration. We avoid context switching, planning for large blocks of contiguous time (days / weeks) aiding in focus. In our experience engineering and design teams particularly like to work in this fashion, due to complexity.

We keep all project tools open. Clients can view JIRA, Confluence, Miro, Bitbucket or any myriad of products to gauge and comment on work. Clients can decide on the level of interaction. Many prefer to integrate with us, creating a virtual team within their business, our preferred method. We also understand, that this may not be optimal for every business and will work to adjust accordingly.

Standups are conducted twice a day, with discussions of work in-flight, work done or blockers where help is needed. Rather than sprinting, we use Kanban boards, with a concept of epics and releases. This enables us to work quickly, understand flow and not be burdened by overly lengthy and complex sprint planning.

Finally, and perhaps most importantly, each project has an owner (or in the case of a product, a product manager). This ensures that decisions can be quickly made, and the client has a single person to speak to. The owner has an overall view of progress, is a key decision maker / innovator and is the custodian whilst a solution is being built, or a service run.


A collection of talent. How we get things done.

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At 33Bondi, people are our focus. The customer, the client and those we work with...

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**Prior to selecting the technology stack for our site, we agreed on a number of requirements which needed to be fulfilled. These were:**

- Speed: when viewed, releasing code and publishing content.
- Simple: easily managed, with the code pushed to cloud providers via git.
- Decoupled: allowing engineering to choose technology, and authors to easily create content across multiple channels.
- Happiness: we have to enjoy using the stack.

Next.js with its server side rendering, provides a framework for React with speed at is core. With the site precompiled into static pages, minimal compute is required by the client. Page render **speeds** are faster, resulting in a great user experience. The engineering team is **happy**, because we love using react (and consider it a core skill).

Vercel hosts the static pages, which are built from a git commit. Branches can be created and viewed independently of the production site, offering a **simple** developer experience. Vercel being a SaaS provider, manages the platform, so we can focus on shipping content and code.

Strapi, running inside Google App Engine, presents content via an API. This **decouples** content from display logic, and allows sharing across multiple channels. The authoring team enjoys a **simple** publishing process, and engineering a **simple(( setup, management and integration with the frontend (collection types, single types etc).

The technology platform to date has proven to be robust and great to use.  This is a simple design pattern, but has delivered benefit to 33Bondi, and exceeded all our requirements. We are excited to see how this technology stack will continue to grow with us, as we iterated and add to our site.

What does our site run, and why?

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Vercel, Next.Js and Strapi. The technology platform to date has proven to be robust and great to use.

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**My career started with a decision to pursue either Windows NT or Unix administration. The Unix shell, or the UX to access the kernel, seemed to be the most natural. Windows always felt like looking through a closed window, without access to the outside. The shell on the other hand, was an open door, the abstraction from compute, storage and network didn’t hinder, it enabled possibility.**

Free and OpenBSD became the next interest, then Linux, where my role became centred on externalising the power of computation for people. Quickly. these units of computation started to become interconnected, increasing power but also increasing complexity. Orchestration was soon to become a necessity.

> “The Network is the Computer” 
###### John Cage, Sun Microsystems.

With public access to compute, scale became a challenge. Web servers had to exist on multiple machines, and work in unison to deliver a service. Management planes, like puppet would declare a configuration, and ensure compliance. Although we still treated our systems like Pets, rather than cattle (a term coined by Adrian Cockcroft, Netflix). Meaning, bespoke configurations or organisations of software and systems dominated, creating fragile and brittle platforms. Despite the network, services often could not scale outside the atomic unit of compute.

**The internet operating system**

Google cloud launched on April 7, 2008 starting with Google App Engine (GAE), a platform as a service, offering the **consistent** management of code, removing fragility and brittleness. There was a problem however, software had to be specifically written and designed for this service. Constraints were present, and companies could not make the business case to refactor existing applications. As a result, adoption of GAE faltered.

Despite this setback, this philosophy of a management framework, across distributed networked services stuck, within Google Cloud. As additional services were externalised to the public, allowing for greater customisation and less refactoring of code (IaaS), they were managed in a consistent manner, using the Google Cloud CLI, or gcloud.

Slowly, I realised that the concept of computation was no longer bound to a single or fragile collection of servers, rather, I could control multiple instances of compute, storage and network. The constraints to computation were now due to cost. Computation could be global, and managed with a UX, like the UNIX shell used at the beginning of my career. A barrier was removed, complexity reduced, once again there was the open door.

This is why, at 33Bondi we think of GCP as an internet operating system. It allows us to rapidly innovate, at scale, whilst providing a robust and scalable platform for ourselves and our clients. We are experts in green fields, multi-cloud and migration to Google Cloud. Contact us to discover how we can help transform your business.


Google Cloud. An internet operating system

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###### “Blooms The Chemist places store partners, our people and communities at the core of how we deliver better health outcomes to Australians. Technology is a powerful tool in communication and as a business, we must constantly innovate to be effective and competitive, the work from 33Bondi enables this to happen,”
Martin Olds, CIO, Blooms The Chemist 

Quotes from

**What we did**
- Launch a greenfield eCommerce platform from business plan, to first sale.
- Redesign of branding and assets for digital, non digital and in-store use.
- Creation of a product called Engage, the intranet solution for staff.
- Migration of customers and staff to a single identity store, enabling single sign on to products and services
- Extending on the Rewards platform, enabling local area marketing, new promotions and other features.
- ELT of online and offline in BigQuery for reporting and analytics.
- Rewrite of code, for migration to Google Cloud and serverless technologies.
-  Brand strategy and design for in-store and online.
- Unified login and ID across technology services for staff and customers
- Manager marketing automation.
- Optimised SEO/SEM, improving conversions whilst reducing costs.

Real metrics



**What we are doing**
- Running the eCommerce, Rewards and Engage platforms at the product level and down
- SEO/SEM
- Design, Technology and Marketing leadership.
- Customer success management
-  Service operations

**Outcomes**
- Generation of new online revenue stream, 
- Increased rewards activation and spend by members.
- Intranet engagement, via improved UX and launch of learning development platform
-  Segment based marketing

Insights and learnings

- Online and offline support each other, with the right strategy.
- 
-
- Knowing your customer and brand is critical. Reaching high value customers with the right message grows businesses.
- Scalable and seamless systems designed for people is transformational.
-  Being open and transparent doesn't just generate trust, it enables opportunities.
-  Building teams, comprising of us and clients works.
-  The union of design, technology and marketing builds lasting partnerships.


### Great products, great technology is people centric
### Pivot for customers, change for clients

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Blooms the Chemist, the community centric pharmacy network servicing over 100 communities across Australia.

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### THE PROJECT

Sundays Insurance is the leading provider of cyclist and bicycle insurance, and Strava’s official insurance partner. A small and driven organisation, Sundays Insurance utilises technology and data to seek opportunity and improve connection to their customers.

For Sundays Insurance, the opportunity to partner with Strava, offering bicycle insurance and perks to their customers, proved transformational. Partnering with a tier-one online business brought it owns challenges, namely scale, expertise and time. Sundays Insurance contracted 33Bondi to deliver the project in full, design, technology and marketing.

33Bondi started the project delivering the brand, identity and logos with the name Sundays Insurance created as it evokes freedom, performance and the pure pleasure of riding a bicycle. A passionate name, reflecting the modern rider.

The Google Cloud Platform was selected as the Cloud provider, providing 33Bondi with the competitive edge. With rapid development, deployment and data capability, fostering innovation.

The dataset captured from athletes in BigQuery, is extensive and details. Sundays Insurance is able to draw conclusions about our customers, in order for us to develop better products, and market to efficiently market to segments, increasing
conversions and increase marketing ROI.

[Read the case study](https://cloud.google.com/customers/33bondi/?hl=zh-TW)

######  "33Bondi allowed our business to quickly develop and launch innovative insurance products onto the world market. The advanced data platform forms the foundation for insight-driven innovation and marketing."

Theo Grobler, Founder & CEO, Sundays Insurance  & Two Three Bird

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Sunday, the worlds largest cycling insurance brand and global insurance partner of Strava 

Aligning technology, design and data to compete at scale.

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33Bondi Google Cloud Case Study

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