Simone Ross: Jack, I would love you to tell us what Esri is

and also why GIS is so important.

Jack Dangermond: So it is a company,

it builds software products that are used by millions of people.

Kind of like a platform technology,

but not literally platform.

It builds tools that help people do their work better.

And that's a very general statement,

but helps them do their work better using geography as a science

and visualization as a science and technology

to help them make better decisions,

or help them be more efficient

or help them communicate what they're doing better

It's kind of mapping.

I mean, the way normal people would think of it as map-making.

So this organization has 350,000 organizations that we support.

They're our customers, you might say.

And they range from NGOs, thousands and thousands of them,

working in conservation or humanitarian affairs,

to large corporations,

but our majority of users are in the public sector,

in cities and counties,

in national government agencies,

and they're basically running the world,

that's the way I would say it.

SR: So right now, we hear a lot about companies using tech

to improve the world,

but it sounds like that has always been baked into your DNA.

JD: I grew up as a young kid in a nursery,

my parents were servants,

and they started a little nursery to help put me through school,

that's the way I saw it.

They were immigrants and they grew plants.

They were attracted to landscaping,

which I grew up understanding,

so I went to design school,

first environmental design school

and then landscape architecture and then city planning.

And in that progression,

I came to understand very clearly the idea of problem-solving,

because that's what design really is about,

you see a problem and you come up, creatively,

with something that solves the problem.

And at Harvard,

I started to get engaged with systems and computing.

And I realized, wow, this was in the '60s,

you know, when the environmental movement was still just in its birthing,

I saw, "Wow, you could actually apply tech to environmental design."

And so this idealism that often happens when you're in school,

you know, "I can really do something!" --

well, I loved the idea of taking systems theories

and technology

and applying it to environmental design problem-solving.

SR: Do you call Esri a tech company?

JD: We started doing little projects,

you know, locating a new town,

locating a store,

locating a transmission line,

doing environmental studies as a foundation, using tech,

to be able to make decisions,

which were largely design decisions or planning decisions.

And we did that for about 10 years.

Just gradually growing as a professional services company,

all the time continuously innovating tools

that would help us do our projects better.

And this idea of continuous innovation.

I mean, we invented some of the first digitizing tools for maps,

we invented some of the first computer map-making tools.

We invented the first spacial analysis tools

that were commercial in nature.

And over that decade or so,

customers began to say,

"Gee, I'd like to do that work that you're doing, Jack."

So we started to think about the idea of a product,

that is, our technology that we applied on project by project

could actually go into a product that people could use everywhere.

And the big idea of this product, Simone,

was the integration of information using geographic principles.

Bringing all the different factors together

to not only first help us do the projects,

but then build these systems that help other people do the projects,

and then later build systems.

So we went from a project company to a product company

that built systems that helped organizations do their work better.

SR: What you're doing, I believe,

is sort of the integration of human and built systems

with natural systems.

And then helping people visualize that

and figure out then how they can design and build for that

in a better, smarter way.

Is that accurate?

JD: That's one aspect of it.

We sometimes call that geodesign.

We digitize or abstract geography, the science of our world.

You know, Simone, all of the factors that you think about,

I think of as layers.

Physical features, environmental features,

demographic features.

We bring all of those things together in a GIS

and then by overlaying those things, we can actually do better designs.

We design with all the factors holistically.

That's what actually, as a student, got me excited,

because I saw you could bring all of the "ologies,"

all the geology, the sociology, the climatology, all together,

and then make better decisions on that,

so I think of geography as the mother of all sciences,

because it's an integrative technology.

And then digital geography, what we call GIS,

allows us to be able to use that instrument

to empower the transformation of how people make decisions.

They can look at the whole, not just one factor,

not just making money, not just conserving land,

not just this or that.

It's optimizing many factors at the same time.

Yeah, so in the retail sector,

people like Starbucks or Walgreens or Walmart,

all the big retailers,

both here in the US but in the UK, all around the world,

use geographic factors to pick the right location.

They look at the demographics,

the traffic,

and then the large insurance companies and reinsurance companies

look at all the different factors that are necessary to understand risk.

And they overlay them and they model them

and they visualize high-risk areas or low-risk areas.

In disaster response,

whether it's fire, or like today, the big earthquake in Turkey,

there's a whole cycle of work that has to happen

when disasters happen.

You know, response, recovery,

all these work activities are underpinned by having good information.

And that information is geographic in nature.

So disaster response, public safety,

health and looking at issues today that are troubling all of us

in the areas of social equity.

Where is there disparity?

And when something like the pandemic happens,

or unemployment due to the economy happens,

we can look geographically and see these factors all coming together.

So it's like your mind does in many ways.

I mean, we built a tool that allows you to abstract reality

and see it,

and then look at all the relationships between these factors

in order to create understanding.

So Richard Saul Wurman, the founder of TED

often describes us as an understanding organization.

"You're all about understanding, Jack, it's not about technology.

Your users use your tools to create better understanding."

And the way he describes it is understanding precedes action.

This is essential to our work.

SR: And it is a platform that you're building,

so you're sort of connecting all these different areas of knowledge, right?

JD: Today, we have what we call Web GIS.

So GIS lives in the web

with distributed centers of information that are pulling data out,

georeferencing,

and using location as a way to do the integration.

We might call it mashing up different layers

from distributed services or distributed sources of information.

And our users are now bringing this knowledge together dynamically

in things like smart cities

or the popular vernacular these days is digital twins.

So all of that geographic reality

can now be beamed into organizations,

whether they be emergency response organizations

or utility organizations or government.

And any of the different departments,

whether they be law enforcement

or you know, science, climate change, biodiversity,

all of that series of issues that we're facing today

can be enriched by not only bringing together the information in real time,

real-time measurement seen on maps,

but also integrating those like using spatial analysis

or location analysis to look at the relationships and patterns.

You see, it's not just seeing it,

it's also explicitly understanding

the relationships between something like breast cancer and pollution

that might exist in a particular geography.

And saying, "Aha,

we can quantitatively understand these different factors

and, as a result, respond."

SR: So you can do that

because you are putting all these different layers on

and then you help visualize that.

JD: Visualize it, but also spatially relate them

with math and modeling.

So it's not just a matter of visually overlaying material,

it's a matter of connecting the geometries

or the factors or the features on these maps to each other,

like your mind does.

SR: I have to read this, because I don't want to get it wrong.

You had said at some event last year, the Geodesign Summit --

which sounds fascinating to me -- you said,

"Transformation is not just about change,

it's about leaving behind the past to focus on the future."

So can you talk a little bit about that?

JD: Historically, we have been at the effect of the environment.

I mean, this is the history of the world.

The world constrains us in what we can do as human beings

and we often adapt and adopt to various environmental situations.

This field of geodesign

is about bringing geographic systems and knowledge

into the design process

so that we can actually be guided by nature

and be more sensitive to it

so that we can be responsive to the greater forces of the environment

and do it in such a way that we can take --

it's thinking of the world as a garden.

It's like gardening,

you must pull out the weeds, you nurture your plants,

you take care of certain things,

you make sure things are watered.

And at this point,

because of the way we are organized, and the way we think

and the way our information is brought to us,

we don't think as a garden,

we don't think holistically,

we don't think of the relationships that are in our lives,

that are affecting our lives.

And as a result, we're careless,

we're polluting the environment, we're messing it up.

I mean, on steroids,

I mean, the world is really in trouble at this particular point.

I mean we have the crisis of COVID,

but my God, COVID is just a little wave.

What's coming behind us is the climate change issue,

which is not so easy to fix.

There's no vaccine that's simply applied.

And then behind that, there's the loss of biodiversity

and behind that,

it's sort of unraveling what has taken billions of years

to be able to put together.

And so, as human beings,

my sense is we've got to be more responsive to take care of our place.

SR: It's transformation with science and design

as opposed to transformation

brought on or foisted on us by rapid tech change.

It sounds very deliberate.

JD: It's very deliberate.

Again, when I was a student,

I got the vision or thought

that we could actually do environmental planning

and design and development better by thinking holistically.

Bringing all the factors together.

And when I launched Esri,

we were starting to do projects better