 All right, I think we'll get started. Welcome everyone, welcome to JSA TV and JSA podcasts, the newsroom for telecom and data center professionals. I'm Barb Mitchell, and on behalf of JSA, thank you so much for tuning in to our JSA virtual roundtable, Getting to Carbon Zero and the I Masons Climate Accord. Just a reminder that we're streaming live today on multiple channels, LinkedIn, Twitter and YouTube. So welcome to all our viewers who are tuning in from wherever you may be and however you're getting here. I'm happy to have you. So just before we start, I would just have a couple of housekeeping notes before we begin. So as some of you may know, I think some of you may be enjoying the benefits of this right now, but our first 100 registrants for today's roundtable will have now received lunch delivered to your door or a gift card if that was your selection. So please do enjoy, we're happy to have you. If you weren't one of the first this time, remember for next time, make sure you register early for our monthly roundtables at jsa.net. We do wanna hear from you. We wanna make this roundtable experiences interactive as possible. So please feel free to type in your questions or comments in the chat box and we'll be interacting with you there. And importantly, one of the benefits of this particular platform that we're on today is that it allows us to network. So we're going to plan to end this portion of today's session at the 45 minute mark and then move over to the networking tables. So everyone remember to do that. It's a really great opportunity to chat one-on-one with our panelists and other friends that you may see in the area. You'll move over there and you can just simply click on a chair at a table. It's just like you're there in real life. So please do please join us and we look forward to today's session. I'm so excited to introduce our panelists who we know and love here at JSA and we want you to know and love them as well. So Dean Nelson, chairman and founder of Infrastructure Masons, Craig McKesson, chief customer and marketing officer at T5 Data Centers and Adam Kramer, CEO at N-Zero. Thank you for joining us. We really appreciate having you. We're super excited about this topic today. It's close to our heart for obvious reasons which if you don't know already, you'll hear about that certainly in a few minutes. But let's start today's round table by just allowing you guys to introduce yourselves if you wouldn't mind and just let us know who you are but end your company a little bit about your background. But most importantly, tell us why today's topic is meaningful to you. Why are you passionate about this? Why does it matter? And just what impact can we have on our industry? What impact does our industry have on the environment globally? I mean, that's a big opening question but if you wouldn't mind starting Adam. Adam, why don't you take that first introduction? Well, thank you. Thanks for the opportunity to be here. Again, Adam Kramer, CEO of N-Zero. Prior to this, spent nearly a decade in the data center industry. And in doing that, first off, my passion for digital infrastructure and the data center industry continues to excite me and especially the role it plays on driving sustainability going forward because of the impact it has from this webinar to using our phones to the cars we drive. We're always interacting with the digital space. And so being leaders in sustainability and being on the panel with some fellow leaders in the sustainability space here is absolutely a fantastic opportunity to kind of promote this discussion, invite others to join and make this more accessible. Something that I think has been a bit of a challenge in bringing people into this tent. Thank you, Adam. Craig? Thanks, Barb. Good afternoon, everyone. It's a pleasure to be here. I'm Craig McKesson, Chief Customer and Marketing Officer. And I suppose at least for today, Chief Sustainability Officer for T5 Data Centers. I'll just give myself the battle for promotion there. T5 is a full lifecycle data center services provider to hyperscale and large enterprise customers. And when I say full lifecycle, I mean, we offer everything from data center development and leasing of turnkey and powered shell facilities across the US to mission critical construction services, from customized build the suits to interior fit outs, infrastructure upgrades. And then finally to the ongoing facility management and operations of those data centers, both for our own portfolio of data centers as well as for third parties, whether that's a single facility or a company's entire portfolio on both the United States and now in Europe as well. And so, given that breadth, we've really been able to get a pretty well rounded perspective on the various factors that contribute to carbon emissions and greenhouse gases within the data center space. It's something that's not only important to us as a company, but it's incredibly important to our customers as well. And so as we look to further develop how we provide services, where we go, how we do it, we really decided to take a proactive approach to partnering with companies like N-Zero and infrastructure masons and the infrastructure masons climate accord to really put the right team together to be able to make a tangible impact, collaborate as an industry to really make change. So it's an honor to be here today, especially with Adam and Dean and part of the GSA community. So thanks a lot. Thank you, Craig. Dean, last but not least. Well, first off, thanks for having me here. And Barb, last time we were together, I think we were celebrating this little book. Yeah. So, very fun. So, there you go. It's all about greener data. So I've been in industry 33 years now, which is kind of crazy because I have blonde hair, you can't quite see the gray, which works out well. But I've been on the end user side for 30 years. And now for the last three years, I've come to the other side and really tried to figure out what we could be doing. And in all of that, we created the infrastructure masons community. So in 2016 that launched, and that's probably one of the things I'm most proud of in my career is bringing the community together. And the reason for that is that what we're doing right now with the Climate Accord, we've never had more unity on a common cause. And we'll talk about that today as well, but just if you think about it, all the folks on this call are passionate about sustainability, doing the right thing we have to live on this planet. And so I think that the work we're doing in the Climate Accord will have the biggest impact of our careers. What we can actually do, not just for economics because that'll be there too, but really the sustainable aspects of what we're doing for our planet that we live on. And for the future, when it comes down to our kids and their kids, how do we make sure that future is gonna be sustainable for them? So that's a huge pass and I know it is for everybody on this call and everybody in the Climate Accord. We actually care about this stuff. And we found, I think, a solution that's gonna get both economic and ecological benefit, not at one at the cost of the other, a true benefit. Yeah, thank you, Dean. I mean, it's so important and it's been so amazing this year especially to see the amount of mobilization around this, the amount of energy and commitment that's going into this. I'm excited to talk about this more. You mentioned, Dean, the book, right, greener data. This greener data for those of you who don't know as a collaboration of 24 authors from around the world, Asia and Europe and North America, experts in our field who came together to give their thoughts, their thought leadership, their ideas on how we together can find solutions for this climate crisis, specifically from the perspective of our industry and what it is that we can do. One of the folks that had a chapter in this book who's not on the panel today, but wanted to quote anyway, was Bill Klayman, EVP at Switch. He made a comment around the pace of our digital evolution and technological breakthroughs have no historical precedent. Things are moving quickly, right? And then in bold letters, he wrote just because data runs the planet, doesn't mean it should ruin it. And so this is two big thoughts, right? And so what does this mean for companies right now who are simultaneously trying to keep up with everything they need to do, these innovations, these advancements and what that means for their business and the solutions they need to provide, but doing that while creating sustainable solutions. So how do they do these things at the same time? And what obstacles are they facing? I mean, these are all big questions, but I'm gonna throw this one to you first. Yeah, well, thanks a lot, right? But they're definitely, they're big questions, but also it provides a huge opportunity as well. So I mean, if you step back a second and just kind of think about the context of the digital infrastructure industry. And Dean, you put together some great metrics around the scale and the scope of our industry. And just to bring everybody up to speed, I think, we're talking about over 7 million data centers around the world with over 100, well over 100,000 megawatts of capacity built, and it's growing exponentially because we're just now starting to actually enter a number of emerging markets. And so everything is really growing at scale, all of the new facilities that we're planning now. I mean, when we started out, a five megawatt data center was considered a large data center. Now, I mean, the smallest we'll even kind of look at is 40, right? And going up to 100 megawatt and 500 megawatt campuses. So it's just everything that we're talking about today just keeps getting bigger and bigger to feed that insatiable demand for data and compute and storage that is going on around the world. And so when you take a look at that, right? We really, you know, the biggest hurdle really is figuring out how can you elicit change both at the micro level, at the individual company level, but then as an ecosystem, right? I mean, we're talking about a $14 trillion ecosystem across the supply chain that feeds the digital infrastructure economy. And so, you know, the beauty there, if I take a look at it at the micro level, for us, it really just started with a need. It was like, you know, and a desire to do this and a desire to do really to, you know, interact with what our customers are asking for and how do we provide our services? But then, you know, we just needed, we had to dive in and say, you can't improve what you can't measure. And so for us, it really became trying to figure out how can we create that baseline of where are we today? And that's when we partnered with N-Zero. And so, you know, Adam, as you know, I think we were one of your first, least publicly announced customers that came on board. And we were super excited to kind of build this platform in conjunction with your team because it really gave us an opportunity to understand where are we starting, right, in this? And then from there, and then we can understand how our decisions or management decisions actually impact the behaviors and the actual results. You know, some are gonna be positive, some are gonna be negative, but you have to start somewhere. And then from there, it was like, well, we can't really do this ourselves. Had some good conversations with Dean. They were starting up the climate accord. We said, hey, let's jump on board this as well. And figure out, you know, how do we combine forces and see what the industry is doing? And I mean, ended up being one of the founding members of the ICA as well. And putting all those puzzle pieces together really gave us kind of that nudge and that push to say, hey, all right, hey, we're having this problem. Wait, what are you doing? Hey, we had the same problem as well. You know, the collaboration and the communication that happens as a result of the ICA is really what has enabled us to make tangible steps. And so, you know, to directly answer your question, Barb, I think the way you tackle this problem is small chunks, bit by bit. And then ultimately you're gonna start to make some tangible progress. Yeah. Dean, I bet you have a lot to add there. I'm always excited about this because just again, it's the collaboration. When you think about the synergy that's between the different companies, you know, my day job is I run a company called Kato Digital and that's all driven for how do we go back and unlock strontic capacity and data centers because there's so much stranded based on the user behavior and the contractual limitations and all the things that historically have led us to the point where our utilizations are not where they need to be. So there's a huge opportunity in taking technology and applying it, but the way that works is when you start to partner together. So think about the source energy that Adam is actually working on to say I can give you this granularity all the way down to how many kilowatts are actually allocated and how many kilowatts are consumed in the data center. So measurement, as Craig said, I think is so critical because you can think globally but you've got to act locally. That local aspect is really aligned to the climate accord. Craig mentioned seven million data center locations. They're all unique addresses. We know exactly where they are, which means that they have unique configurations of materials, the products inside of them and the power that sources them or feeds them. So we can measure each of those. And then one metric that we're pushing from an I-Mason standpoint is called the PCE, our power capacity effectiveness. We've never measured this before. We've done PUE, which is the right side of the decimal when it comes down to one dot something. But over here, what about the one? How much have you built and how much is used? Very simple metric. That power capacity effective, this means that I'm driving utilization to where it can be. That means I'm using the resources that I've built in the most sustainable way I can. And so that measurement as Craig is tying into is so critical because once we've got the data, people know how to solve problems, but we've got to have a baseline to get started from because without that, we're just shooting in the dark and trying to figure out things. We can't do that. So that's why this community effort and aligning on these standard measurements when it comes down to carbon accounting as well as what we do in the data centers and giving people the tools to say, now you can right now in the data center, you're managing or operating or living in, you can actually start to measure and do something. That to me is so powerful. Yeah, and I think this, you've both mentioned measurement. We're going to talk more about that in a second, you know, from the why that's important from a business perspective as well, but Adam, I do want to give you a chance to weigh in here on this. Yeah, I mean, it's incredible, just taking a step back the transformation in the last 10 years in the data center industry from where it was kind of this outlier that people were looking at sustainability to not only the conversation we're having today, but listening to Craig and Dean and the sophistication, the strategic implementation of putting sustainability front and center and what you're doing and making sure there's this alignment from a business perspective through the customer and ultimately to the planet on what's going on here and how these pieces come together because that is ultimately the biggest challenge in this space is that it's not that it is, the digital infrastructure is static and we can solve for the problem today as a snapshot in time, but you know, Craig, your comment resonates so much which is five megawatts used to be a big data center, right, now you're not looking at anything less than 40, right? So like this scale and which it's growing and which is happening means that there's a lot more decision points and more importantly, that when we make sustainability decision point they're that much more impactful going forward. That is why this is to me the tip of the spear in transforming globally to hit net zero and a half leaders talking about this and to see that from the industry and looking at ICA and the names that are on there. I mean, it's bigger than an accord, right? This is a group of people that without political pressure without anything else are just doing the right thing and working together and as an industry it creates a competitive advantage for the industry as a whole by having that cooperation across the space, right? No one's trying to, you know, they're not trying to undercut we're actually trying to work together and the mind share and the thought leadership that comes from that mind share is something I hadn't seen prior to this and I think it's really what's exciting. Mm-hmm, it's interesting. I think this sort of naturally takes us to a part in this conversation, which is, well, you know, let me first say last week I had the opportunity of going to platform Congress in France, in Antibes. There was a panel that our CEO Jamie was on, Jamie Scott-O-Kutai was on the panel with Simon Allen from your team, Dean at Dimasons. And they were talking about, you know creating a roadmap for towards ROI, you know in getting the data center industry to carbon net zero and it got, you know, I mean, first of all they had a whole hour just on this question and today this is one of the many questions that we're trying to answer. But, you know, there was a little bit of a healthy debate on the panel and that was, you know, should we be doing this because it's just obviously the right thing to do for our planet, for our future, for our children and all of these things. And, you know, someone even made the comment similar to what you just said, you said it, I think maybe I want to say softer than this someone actually said on the panel, you know what we can't wait for governments to do this. We'll be waiting forever, we need to do it. And so we need to do the right thing because it's the right thing. And so then that led to, yeah but realistically from a business perspective people aren't making business decisions because it feels good, they're doing it because it makes sense economically and for the results of the business. And so, Dean, I'm gonna throw this to you, you know, just back to you on that. I think it ties in this thought of measurement and how we're painting that picture and legitimizing it on the business side of the map. Can you comment about that? Yeah, so I've been on my sustainable journey since 2007. And that's when I really got introduced to what it meant and that was the sun microsystems. And they did an amazing job. They were ahead of their time in so many different things. With that, there was a guy that the first chief sustainability officer that I'd ever heard of was that son. And he went back and said, it's very simple. It's an ecological and an economic benefit and you should not have to have a trade off between the two, not one for the other. And if you think about back then, it was. And the challenge was there weren't solutions and opportunities to go back and truly say I can have a sustainable right from the planet standpoint business that is also economically sustainable. It was, I have to invest in this because it's the right thing to do. But that just doesn't work in business. Totally agree with you, Barb. But what we are today is there is an absolute benefit. And there's a couple of reasons for that. First off, if you look at the money, private equity, venture capital, all of these massive firms are realizing that they need to invest in sustainable or ESG based companies. You must have these goals to go back and drive the right behavior because in the end of it, all of those things, right, drive outcomes for the business. So starting at the money because before it wasn't there, now the money is actually focusing. Secondly, the commitments for the companies. So if you think about the climate accord, some of literally the biggest companies in the world, right, Microsoft, Google, Meta, Amazon are in this climate accord. And they're in it because they have set public goals for sustainability, carbon, right, carbon neutral and then getting to net zero. And if you think about that, that is extremely difficult to go back and achieve the net zero side. So how do you go back and put it together? If you don't have all the answers, the only way is to collaborate. That allows everybody to come up with ideas to come back and say, we're going to work together to solve that problem because another amazing quote, I don't know who said it in the book, but was we don't compete on the planet, right? We compete in business, but we are not competing on the planet. We got to live on this planet. So there's got to be a way to do that. So when you suddenly have the investors coming in and then you have the massive corporations leading the way saying, we've set a goal. We don't know how to get there but we were going to get there with everybody's help. That means that all of the decisions all the way down the supply chain are going to happen. I'm going to go back and buy sustainable products. I'm going to go besides sustainable services. I'm going to go force those things with the measurements to be able to see it and make a business choice. So imagine the RFPs that are coming out, they're going to start to have additional things on them that says you must meet this and they will make the decisions based on that criteria. That's where business changes. And so the economics of it, I'll give you an example for this. So if you look at the data centers that Craig's built, he's at the mercy of the actual end users, contractual commitments. So that means that there's stranded capacity inside of it. If you have the ability to unlock that capacity, the data center can sell more. The end user can have a lower cost, the efficiencies increase, PUE gets better, PCE gets better, everything gets better. So you get a sustainable efficiency benefit by applying technology and a business structure in the right way that aligns to the technology used today. And I'm talking about the way people have hybrid portfolios. So that's just an example saying, today we do it one specific way, we have to think differently in how we do it. That change is happening all over the place at every layer of the stack. Why? Because people are focused in on that. So the ROI exists because people are really looking at the numbers and measuring it the right way and the money is pushing things to make sure that we're sustainable. Yeah, Dean, I can definitely, I can confirm that. From the service provider perspective, three, four years ago, sustainability was a bit of an afterthought in the RFPs or as part of the tours. And today they'll have an entire section, a large section on sustainability initiatives and commitments. When we have actual facility tours, the teams that come in oftentimes now contain people solely focused on sustainability. And so you can't just greenwash, this is what we do. That's where having that partner like N-Zero on board to say, hey, here's our platform, here's what we're doing. And oh, by the way, we're gonna be 100% transparent and provide you with all of this data as well as that's ultimately become a differentiator for us in the marketplace. And it's really a value add both in terms of how we manage as well as how we're able to communicate with our customers. And then the other topic, I just wanna kind of go back, Dean, is it's only fitting that a company called Sun was a pioneer in sustainability. Thanks for shining the light on that. Appreciate it. Yeah, good just. Okay, dad joke, that's done. We're gonna end this with a pun off. No, I mean, Craig and Dean have hit the nail on the head and I think you expand upon this which is, it's not just about, okay, great, we buy some more green energy or hey, here's what our average emissions are. What a company like what we're doing at N-Zero is we're looking at it on an hourly basis because digital infrastructure runs 8760, runs every hour of the day. We need to see those curves. We need to understand this. We need to share that with customers because it empowers not only whether it's the data center operator or end user to have a meaningful conversation about how to work together to reduce it, but it also helps to build actually on a business perspective, a better partnership, a better relationship. You're working together now, you're building this out, no different than the Accord itself builds that kind of connectivity. And what we're seeing is, is how do you use data to drive outcomes now, right? It's about being transparent, but how do you use the data to drive outcomes in that reduction? We talk about whether it's in the supply chain, whether it's in the energy usage and what are the outcomes we're looking for? And we just went through a couple of examples where customers in the RFPs, I mean, that is so true. It used to be such an actor thought, like once they put it on there at first and they say, hey, we want to know about sustainability. They'd never ask about it again. It was just so they could feel good that it was on there. Now they are beating that up. They want to drive that home. They also, it also gets down to, we have challenges in data center, building out in community sometimes are pushing back on construction. They want to know what are data centers doing to be partners in the community? How are they helping to lead the planet better than they found it? And that's an important part of the conversation. We first started to see that in Europe a bit more than we did in the States, but even in the States, that's a piece of the conversation is how we're being good stewards for the planet. Cause digital infrastructure has to, I mean, we have to build this out. We have to build data centers. We're not going to satiate the demand for digital without it. So how do we do this in a way that makes us good partners with the community and tell that story transparently? And again, engage with the community. So this again, Dean, maybe you're the one who said it right about the planet and it's like, or maybe it was Craig, we're not competing for the planet. We have to all work together. And so the opportunities to create these engagement points not only is it good for the planet, it's good for business. It's really good for business. The more conversations you have with customers, the more you're working with them to build shared goals other than just to keep the facility running but actually to help them hit their larger goals that are outside of just infrastructure with the company goals set by the CEO and chairman of that organization. That's a great opportunity to really be a partner. And that is so exciting. I keep saying exciting because it really is. Like I know I've used that word like six times here, but there's no other way to describe what this moment in time is and what it needs going forward. I totally agree with you. I'll capitalize on that too. Look, this collaboration is what's exciting. It actually drives product innovation. You're starting to talk to people that are tangential to what you do. You went normally out of these conversations and then you start to recognize opportunities either to partner or just to drive into a gap that's missing. It's like there's something here similar to what Dean just mentioned about all of this unutilized capacity. How can we take advantage of that? And who does it benefit? And then you certainly didn't get into it a little bit. It's like wow, it benefits a lot of different stakeholders along the way. And so it's beyond just an ultra-ruistic thing. It's something that you can really get your arms around this whole topic and figure out how to drive ROI, drive new business opportunities and really make it count. Yeah, and I was gonna say, I mean, I agree with all of you and Adam. I think it is exciting, right? It is exciting. It's exciting that what used to be sort of a comment that people would make, yeah, sure we're committed to sustainability. I would say I can't think of a single client that we have, for example, who doesn't have sustainability or ESG as a core pillar, strategic pillar for their business going forward. It's such a focus of conversation for everyone. And I think that's amazing. And Dean, I wanted to go back to, you were saying some of the biggest companies in the world are committed to this. We're talking about the climate accord, the I-Mason's Climate Accord. They're not just part of it. They were part of it from the beginning. They were really part of the vision, right? And so I do, because we've mentioned the I-Mason's Climate Accord a few times here, I recognize there may be people tuning in that maybe it's hard to imagine now because everyone should know about this, but maybe there's people that don't. I had the pleasure of, as you mentioned, being there in Monaco when you launched officially the I-Mason's Climate Accord at Data Cloud Congress. And then again in June, when the, I think the thought was, and I'm sure you can say this better, but the thought was, okay, now we've all agreed we wanna do something here, let's put it into action. And what does that really look like? So it's not just words anymore. There's an actual action plan here. So with that said, can you just maybe step back for a moment and tell our viewers about the inspiration behind the Climate Accord, the purpose, the mission and where you've come in these first six months? Yeah, yeah, very happy to. I would say before that this is outlined in the latest version of Interglobex Magazine. You should take a look at this. It really gives a good history of all the details that I won't be able to share today, but the punchline, the simple part of this is that, and I-Mason's, we've been focused on sustainability for a long time, and that's about how the community can come together. And so we realized last year that we're just not moving fast enough as an industry, as a planet, you know, and you think of COP26 and just the, it's like, man, we need to do something bigger, something more because we're running out of time. And that realization drove us to get together the advisory council. So I called Christian Blotty from Microsoft and said, hey, can we just come to your house? So we set up this basically advisory council session and we agreed that, okay, we're gonna come together with these 40 leaders and we're gonna find one thing, just one that we can work together on from a sustainability standpoint. That's more complicated than you think. We spent six hours in breakout rooms across this house, just basically coming up with this. And then that is where the climate accord was born because we realized we all have common carbon reduction goals. We all are targeting net zero. And so can we come together on that? Yes, well, we need standardized methodology. We need methods to be able to now say that we can do this the same way, hence the measurement, the standardizing, the baselines to be able to show progress towards it. And so then when you think of what came out primarily was a concept about a carbon label. And that carbon label, I brought an example of this. You see a nutrition label on these things. Why is the nutrition label there? It shows you what's inside of this product. So that allows you to make an informed decision. So imagine if that was a carbon label that showed the embodied carbon history of that thing. So we all agreed that we're going to go reduce carbon in materials, products, and power. That encompasses all aspects of digital infrastructure. And as Craig mentioned, there's seven million locations around the world with unique addresses. So we should be able to now make a profile of each of those locations. What's the embodied carbon? And what's the carbon energy or carbon intensity of the energy that's actually feeding that data centers is consuming it. So that allowed us to be able to say we can drive measurement down. So what happened was in February, February 22nd of this year, we got together six weeks later, we had 74 people or 74 companies signed up including Metta, Amazon, Google, Microsoft, Schneider, ABB, all these companies. And of course, N-Zero, T5, my company, we had a ton of them in there. And so six weeks after that, after the announcement, we were up to another 161. Today we're at 168 companies. And if you just think about the publicly traded companies, their total value is $6 trillion. Market cap, think $6 trillion. These are some of the biggest companies in the world uniting on a common cause. That is what we talked about before. That's gonna make change. Here's an example. One of the hyperscalers basically said after the meeting, they went to procurement and said, how do I get a carbon label requirement for all of the products we're gonna buy? Ripple, right? Billions and billions of dollars saying, I would like to have it. Then on the other side, you think of the companies that are participating, they said, we've got the EPDs. We've got a lot of that information already. We just need to expose it. Here's the embodied carbon for that product. Then you think of construction. And there's a ton of this we can go through. But the main thing is that we all came together on that common cause. There is movement. And where we are right now is the governing body has been formed. It's for the hyperscalers, myself representing I-Masons, and we just announced Schneider Electric and Digital Realty on the governing body. And so that has outcomes specifically we're gonna be launching in London. So climateacord.org is where all this information will be. And we're going to lead by example. I think that is so incredibly powerful here. We're gonna go do what we need to do ourselves and show how it's done. I'm saying as an industry. And that we believe we'll start to inspire other industries about what could be done. Yeah, and Adam and Craig, I wanna hear from you, your perspective. You've obviously with your companies decided to participate in this. You've signed up to be part of the Accord. Why did you do that? What do you think is the impact that this is gonna have on the industry? I'll jump in. Yeah, from the service provider perspective, a lot of what's been said here, right? I mean, obviously there is an altruistic this is the right thing to do side of the equation. But as we discussed as part of the ICA, this really has to be driven across the entire supply chain. And I can't stress enough the importance of having a large hyperscalers helping need this charge. Because ultimately with their buying power, those requirements like Dean said with the label or just having that requirement to kind of show us where you are and how you measure your carpet footprint is incredibly important. And so we then were kind of saying, hey, we need to do this as the right thing to do, but we also need to do it because our customers are asking for it. And so again, that's how we started to put that whole team together to answer those questions and then figure out, okay, we better put a plan together that goes with it. And then what are all the different pieces of that plan? Have a champion within the organization that really says, hey, this is something we're gonna do, plant the flag and then reach out to our team. We have so many people especially on our facility management and construction services side of our business that really care about this topic. And so then they dive in and then they start the listening change at the facility level and pushing that data up and saying, hey, Craig, here's a different way that we can collect things and here's those things that we can do which drives innovation. And so ultimately that's kind of how we're going about it right now. Yeah. Adam? Yeah. And from our perspective, as a carbon, the leading carbon accounting management company doing 24 seven work, data centers are, when I think of always on 24 seven it's the data center industry, it's digital infrastructure. And the group that Dean and the IMA since put together here to lead that accord building on Craig's point is absolutely incredible. This is a moving event, but it's even bigger than that. Think about T5 and all of the customers that are in T5 and just by virtue of T5 being part of this and the work T5 is doing, how many people they're touching and how much they're helping them on that journey. So it's again where the importance of this plays. And so it was just one of those, I think a very seminal moment when we look back in years at where the data center industry as a whole hit a pivot point that helped move this forward and it kind of created a collective because everybody's been doing something on their own or at least most people have. The idea that we can do this together and it doesn't affect the competition that we all have when we leave the room, but when we're in the room, we're focused on one thing, which is how do we help move this forward together? It just was an incredible opportunity and even the feedback we've gotten as a company from people who have paid attention to what's going on with the accord has been phenomenal and I think speaks to the impact of that announcement and more so than just the announcement because announcements are worth what they're worth. The actual action that has followed from the participants and from the signatories, I should say, of that has really started to move the need out. You know, we're all connected as well. That's kind of the beauty of it, Mark. I mean, think about it. Service providers like us sell to the large users, hyperscale and enterprise users. Conversely, we buy from the Schneider electrics of the world and then they buy from their component suppliers down that supply chain. And so the beauty of the ICA and what they've created and what we've created together is this continuity across the entire digital infrastructure supply chain all the way from the finance side to the end user. It's all connected and sharing this common goal of how we get there, nudging each other up along the way at each level. I think one of the things that, you know, I've heard come up and certainly came up, you know, when this conversation was happening at Platform Congress last week was, the question was, how long is it gonna take though? Okay, great. First people were talking about it. Now we have people coming together and there's action plans in place. How long is it gonna take? Some people said like, the question was, can we get there by 2030? And the answer was maybe 2100, which made me feel like, oh, it's too late. So it's too long, right? And so, and actually we did have a question from our viewers that came through, which I think we talked a little bit about hurdles, right? But people still want to know, what is the biggest obstacle that's slowing us down? What do we need to remove to allow us to get there faster? So we're not waiting till 2100 when the air may not... For my vantage point, the irony of being in the data center industry is it's a lack of data, right? The data needed to make the decisions to actually hit net zero. And we believe that we're playing an important part as are a lot of other players in this ecosystem to put that data front and center because yes, the intentions are there, the money is now there, the business case is there, so what, right? So now that you have the data, that's how you build plans. And what businesses do better than any other organizations of people, period, is take problems that are complex and solve them. But they have to have the data to understand what that problem is, so that they can drive to actual outcomes, whether it's emissions reductions, it's telling that story for customers, it's working in the community, it's driving new business. All of that requires actual data. And that's been the thing that, again, ironically has been missing from this for the data center industry is that data to drive those outcomes. But now that's here, right? And what's gonna continually get more and more enhanced, but that's the reason I think you're seeing so much movement is so quickly. And, you know, I don't have a crystal ball. I hope 2030, I hope 2025, right? I mean, for the sake of the planet, I hope tomorrow, but we are moving with a velocity that is almost equal to the growth of the industry itself. And that's a really great sign to see. I can 100% guarantee that if you don't start, you're never gonna get there. So, you know, ultimately that's what it comes down to. And I also 100% agree with Adam and that it all starts with the data. I think historically we've had a lot of different pilot projects or isolated projects within different industries, a significant amount of investment, but it wasn't necessarily all aligned. And so having that foundational data that we all agree on, that's kind of going back to the ICA and the label and having kind of a baseline to compare from is super important, you know? And then, you know, being able to kind of have, you know, one thing, you know, Dean, I'm sure you're gonna talk about the maturity model, right? I mean, everybody's gonna be at different levels in this as we go, but you shouldn't really necessarily be penalized because you're in the first inning and somebody else is in the third inning of this. Because it's all, you know, going towards the end game. So yes, 2030 would be great, but you know, given what's going on today, I would imagine we're gonna be in a lot better position in 2030 than we are today and hopefully a much better position in 2035 than we are today. Given the scope of growth of the industry, are we ever gonna get to zero? I don't know. But you know, it's something we should definitely put as a goal and do everything we can to achieve it. And Craig, I'm gonna throw it out there. I don't think we have a choice. So, and if you think about the companies, like we must move. And so the action we're talking about and what people are taking right now, the people on this actual panel is what will happen. Like you said, you never get anywhere if you don't take that first step. And I think that what's different today is what we talked about earlier. There's a forcing function. Forcing functions make things happen, right? Whether it's cost reduction or something else, you have to solve something. And I think we're at that point where we don't have the luxury of time. So 2030, the plan is gonna be, if we don't move and change things, the plan is gonna be in a spot where it's gonna be difficult to turn back around. We've already crossed some of those thresholds. And so what I'm excited about here is we've got the ability now to answer your question, Barb. The alignment is there. The biggest companies in the world are saying, we're in and we've made those goals, as Craig said. We don't know if we're gonna get there. We don't know how we're gonna get there, but we have to get there. So with that, that's gonna start to drive it down. And one thing I wanna make sure that it's clear is you've got the hyperscalers that have some of the biggest buying budgets in the world. But if you now take the 65 co-location companies that are in the climate accord, they buy more than the hyperscalers. Let's not lose sight of that. It is all about buying power. And so when the hyperscalers, take T5, you walk to a Schneider, a Vert, an ABB, or anybody, and say, I would like carbon labels because I'm gonna make my selection based on how sustainable you build your products. Guess what's gonna happen? Ripple, right? That has nothing to do with the hyperscalers. The hyperscalers are gonna drive that behavior. The buyers, other buyers are gonna drive that behavior. To me, that is the forcing function that's gonna make something happen faster. And I can't agree more to what Adam said. You have to know where you're starting from and you have to be able to show progress. If not, you're just kinda moving around. The sum will be greater than the parts here because everybody's coming together. That is the punchline. And I would say that an action for us this year, we've got things coming out from the outcome, specifically maturity model that Craig was saying, so people know where they are, the standardization when it comes to the actual taxonomy for carbon accounting, right? And power, materials, products, all these things are moving. And we need to profile it and show it. We've asked people to profile a data center and show how it's done. And from there, others are gonna have a guide on how they can do it for their own and that will continue the momentum. Thank you all. This is, I mean, wow, we could just keep talking, couldn't we, for hours on this? I do wanna make sure that we though, Dean, let people know just quickly before we close here how they can join the climate board. Absolutely, and by the way, I just wanna say thank you, Barb, for you and your company. You guys have been champions of this for so long, right? And this effort that Jamie did to be able to have this example for it, hugely valuable. These are the kind of things that make a huge deal. And then the second thing is that Craig and Adam, your company's signing up for the Climate Accord and all in, like that's exactly the leadership that we need, not just saying I'm putting this on a piece of paper or putting it on the web, actually doing something. So for everyone who would like to get involved, go to climateaccord.org. That's where we're gonna have all information that will start to continue to expand out. The outcomes will be there. You'll be able to see the companies that are participating. But go to climate.accord.org. If your company's not in, sign up. You also can sign up as an individual. You're taking the pledge that we're going after carbon reduction as a first step towards net zero. Yeah, amazing. And thank you, Dean. Thank you, Craig. Thank you, Adam. It is, I mean, the Climate Accord and greener data, I mean, there's been such an amazing response to these things and it's partially because the message is just right at the right time and people are ready to do something with it. And so thank you all three of you for being part of this conversation today. It's been fantastic. We'll continue it, right? It's gonna keep, we're gonna keep having this conversation. And so thank you for your time. And viewers, thank you for tuning in. Don't forget that after this, you can join and chat with Adam and Craig and Dean on the virtual roundtables in this platform in the session. So stick around and chat with these gentlemen. And if you were one of our first 100 registrants, I hope you enjoyed your lunch. Make sure that for anyone who didn't or just wants it again to sign up early for our next roundtable at jsa.net. Our next roundtable, virtual roundtable takes place on November 3rd at 1 p.m. Eastern, 10 a.m. Pacific for us on the West Coast. When leaders in our industry will talk about exploring alternative energy sources for data centers in 2023 and beyond. So that's it for today. Thank you all. Thanks everyone who's tuned in and thanks for everyone who's participated. Look out for the playback of today's roundtable coming soon on JSA TV and JSA podcast via YouTube, iTunes, iHeart, Spotify, et cetera, et cetera. Lots of places to view this. In the meantime, we'll see you over in the networking lounge. Happy networking. Thank you, Barb. Thanks, Barb.