WEBVTT 00:11.020 --> 00:14.140 OK, Merriwell, next example in the row here. 00:14.560 --> 00:18.970 So here's what I call kind ridging information, rigid information systems. 00:19.300 --> 00:24.040 And I'm not saying that even if you might have a specific service in mind when I'm taking this example, 00:24.040 --> 00:25.410 I'm not saying that they should have done this. 00:25.490 --> 00:31.030 I'm just saying that, yes, this is like a generic example that you probably can apply to multiple 00:31.030 --> 00:32.080 other situations. 00:33.190 --> 00:34.570 So here's the scenario. 00:34.580 --> 00:39.130 So you have a couple of people and they are setting up the foundations for a new idea. 00:40.240 --> 00:45.480 Let's build a social network service where you can follow other people's short sales messages. 00:46.150 --> 00:47.650 That sounds like a great thing. 00:47.660 --> 00:51.370 Let's call it accounts because it doesn't have to be a person. 00:51.460 --> 00:51.970 Right? 00:52.020 --> 00:53.020 Could be anything. 00:53.870 --> 00:55.330 Post those short messages. 00:56.030 --> 00:56.410 Yeah. 00:56.620 --> 01:01.060 And messages could mention an account and also create categories on the fly. 01:01.270 --> 01:03.350 And that sounds like a great idea. 01:04.420 --> 01:04.720 Yeah. 01:04.720 --> 01:06.040 What do you think about something like this? 01:06.310 --> 01:08.020 So we have a short message. 01:08.040 --> 01:11.200 An account is creating a sort of short message. 01:11.920 --> 01:17.950 An account could be actually followed by other accounts and a short message could mention other accounts. 01:18.340 --> 01:24.190 And you can actually create let's call it a hash tag so you can create categories on the fly when you're 01:24.190 --> 01:25.150 typing your message. 01:25.150 --> 01:28.120 And then other people can use that hashtag as well in their messages. 01:29.710 --> 01:30.300 Powerful. 01:31.060 --> 01:31.510 Great. 01:33.430 --> 01:40.390 So the model is encoded into an I.T. system and a database, of course, and the service becomes extremely 01:40.390 --> 01:43.050 popular and the lottery grows. 01:43.060 --> 01:46.200 However, the harder it becomes to actually change the structure. 01:46.210 --> 01:48.610 And that's quite common in large companies. 01:48.620 --> 01:49.210 I see. 01:50.230 --> 01:56.020 So when you're getting the complexity of actually getting real roles in getting real customers, actually 01:56.020 --> 02:00.490 using the service is becoming harder and harder to actually change the service. 02:01.570 --> 02:05.950 So let's say there are a couple of years after they start thinking about that. 02:05.950 --> 02:10.450 Wouldn't be good to have other types of relationships than just followers between accounts. 02:12.010 --> 02:12.550 Yeah. 02:12.610 --> 02:17.920 What do you say about maybe like a close network of friends so you can have, like, subgroups? 02:19.190 --> 02:20.230 Yeah, let's fix it. 02:20.240 --> 02:25.530 How can it be so something like that is what we would like to have. 02:25.540 --> 02:31.600 So an account could be involved in multiple account relationships and it could actually play different 02:31.600 --> 02:34.150 roles in that account relationship. 02:34.690 --> 02:40.930 So you could have, for example, earn first account here, who's the follower in a followership? 02:41.500 --> 02:50.230 And the account too is the following account in the same followership, an account who is also a friend 02:50.230 --> 02:52.390 in a friendship would account three. 02:52.400 --> 02:58.180 So have they both jointly have the role of a friend, whereas the in the other account relationship 02:58.180 --> 03:00.310 one was a follower on the other one was two followed. 03:01.300 --> 03:04.360 So maybe that's the addition to the conceptual model. 03:04.370 --> 03:10.450 We will need to get that flexibility to have both the follower and a follower thing that we have in 03:10.450 --> 03:14.200 the original one, but also have other types of relationships. 03:15.820 --> 03:23.260 But making this change now might result in updates of billions of roles in a database and multiple software 03:23.260 --> 03:26.770 component might need to be updated and so on, depending, of course, how we do to change. 03:26.770 --> 03:35.860 But I think you see the point and the system needs to be up and running for 24/7 and adding this model 03:35.860 --> 03:42.400 volubility modified ability from the beginning, as you've seen already, would be a very small thing. 03:42.820 --> 03:48.280 But after the complexity of actually having billions and billions and billions of short messages and 03:48.280 --> 03:55.000 customers, it gets a real pain to actually do the structurally structural changes that might be needed. 03:56.140 --> 04:03.610 And that is also kind of waste, because I said adding the addition to the conceptual model from the 04:03.610 --> 04:05.950 very beginning is a very simple thing. 04:06.220 --> 04:15.280 And using a tool for this to actually model your conceptual domains early on is a way to find those 04:15.280 --> 04:20.210 types of modify village areas where you might need to include other things in the future. 04:22.180 --> 04:22.690 Very good. 04:23.030 --> 04:24.370 That was the end of that example. 04:24.690 --> 04:27.300 So let's go into the next to the next one. 04:27.310 --> 04:28.330 I think it's the fifth one.