Q&A with Emil Brunner, CEO of Takeoff1 GmbH

MEDIA 7 | June 13, 2019

Q&A with Emil Brunner, CEO of Takeoff1 GmbH
Emil Brunner, CEO of Takeoff1 GmbH is an experienced businessman who has worked in many countries. He has dedicated more than 10 years to the intuitive method of language acquisition called the “Birkenbihl Approach” formulated by Vera F. Birkenbihl.  Emil and Vera have worked together on the digitalization of this language acquisition method which has been incorporated into Emil's language-learning platform, Brain-Friendly. 

In this interesting Q&A, Emil takes us through the Birkinbihl approach which is helping users worldwide to learn languages with ease.

MEDIA 7: Could you please tell us about your background?
EMIL BRUNNER:
 I started as a technician; then I changed to sales. In my heart, I’ve always been a salesman. I started my business as the first Xerox Partner in Austria, and then I managed a company selling office machines and equipment. It was my first time going into other countries, like Germany and Switzerland. In that business, I worked with many phone agents, so the company grew to an outbound sales call center. In the USA, I had my first technology experience and built an automated call machine. We then got the franchise partner of RTL Teleshop - it was after QVC the second largest in DACH, for Austria.  I gained knowledge in TV-Power plus Sales power and found it fascinating. The next step was to automate the call center.

In 2004, we ran a call center in a pizza box (computer) for teleshop companies. In the States, we closed orders for up to 60% of callers fully automated, the rest were connected to the classical human call center. It had a great future, but I did it with the wrong people. So the company went bankrupt, and we went back to Austria.
After that experience, back "home" - felt so small, and we went on to start a software development business.
I began working and studying TV & Film making at the same time. My master's degree was a documentary film about "Teleshop and new technologies.”

I met Vera F. Birkenbihl, and she was one of the most successful scientists for learning methods and strategies and held a lot of live seminars - long before TEDx came up. I produced about 10 of those seminars, gaining many skills in the process, and that's when I found out about the language learning method. Me and language? I had trouble all the time while I went to school. I was sure languages were not for me. However, my son was a successful young developer and was interested and started to develop an app for language learning - using the brain-friendly Birkenbihl method. Which means, you never waste time cramming vocabulary and you don't need to learn any grammar rules.

I don't know anyone who’s happy learning vocabulary. About 90+% of all people using a language (mother tongue and foreign language) are not able to describe a grammar rule — only the teachers can do it. So there must be another way without the pain. And here it was!
I tried to learn English. The goal was to speak well without thinking about what to say. I just wanted to talk.

That's it. It took me more than a year, but I had an experience I’ll never forget. I was working on my phone with many customers and collecting orders. After a while, I put the orders from my notes into the computer. Wow! I had made a request for English courses - an order from a bookstore in Birmingham. How did I do it? Yes, I did it in English, and I didn't even realize it. It was automatic. The gap, switching from German to English, was gone - forever.

In the meantime, both my sons, Herwig and Gerwin, were now professionals in software development on the international stage. I had a Swiss partner and last year, I sold my shares to set up a new company with a new app - the Birkenbihl language learning movies. The digitalization of language learning - watch a movie and get the language. Based on subscription models, we sell it now in DACH, US, and European Single markets.
Finally, it’s worth mentioning, that I am the only one, who got the okay from Vera F.Birkenbihl (she died 2011), to follow the method of the new science of language learning and take it to the next level. I got the seal of approval for the "Birkenbihl Approach" to honor products they follow with the principle of "brain-friendly" learning method.

I have put all of this experience into a new book, the follow up of Birkenbihl's bestseller "Einfach Sprachen Lernen". I completed it with Katharina Rucker, she has been on board since 2008 and is still the best blogger for language learning knowledge. The book will be published in English in Q1-2020.

"Using the brain-friendly Birkenbihl method, you never waste time cramming vocabulary and you don't need to learn any grammar rules."



M7: How far is the Birkenbihl method’s idea of ‘learning a language need not be difficult’ serving its purpose of making language acquisition effortless?
EB:
 Let me say 100%. Because the "classical" way to learn a language is totally different from the way our brain works. Our brain is trying to find new things to discover, to get new experiences and so on. What is there to discover when you use a vocabulary list? For example, table - Tisch / table - la mesa, etc. it could also be shown as table - Katze (cat). There is no sense, no meaning, no context.

If you learn it the brain-friendly way as a full sentence, and you "de-code" it, your brain has enough context, and there are new words to learn. 

So it works, and it takes a minimum amount of time because our brain is memorizing everything in connections, like synapses, and that works very well, making it fun and available to use for the rest of your life.
The newest thing we have developed is the Movie(c) courses. Birkenbihl told us all the time, "a movie is the closest experience to real life". Watching a movie is like experiencing an actual event. 

When the "de-code line" is integrated into the movie,  entertainment and learning become cohesive. The "de-code line" in the movie, works as a karaoke player. The spoken word-pair is synchronized and highlighted. So you can close your eyes or your brain will automatically follow the decode line, and you will absorb the language. Repeat it, and you become perfect. It’s the digital way to learn a foreign language.

M7: How do you develop the movies and what is the approach for making users learn new languages easily with these movies?
EB: 
The classical way to learn a language is to cram grammar rules. Understanding and speaking are two processes in our brain that we have to learn separately. The idea developed by Birkenbihl was to find out how to use the mother tongue to understand a foreign language. She had done a lot of research and observed neuroscientists and decided to call the it the decode line which means you have two decoding lines – the upper line is the foreign language that you want to learn, the lower line is the word-by-word translation where you get the information about the meaning of the words.
It’s easy to follow them if you like to follow, but it’s enough if you just watch the movie. Your brain is automatically looking at the decode line and getting the information so if you repeat that you become more familiar with the sentence and you’ll understand it.

M7: How has your working with Vera F. Birkenbihl for more than 10 years helped you to come out with an intuitive method of language acquisition called the “Birkenbihl Approach”? What was the idea behind this?
EB: 
Birkenbihl told me that she’d had an experience with teachers and children. The problem was that the children didn’t enjoy learning vocabulary. It was, and still is, a pain. After a couple of days, all of the learned words go. So she thought, if most people have this problem then the problem couldn't be the people, it must be the method. There must be a better way.

After that, she started researching, and she found old documents, detailing how the aristocrats (the European marriage expansion) learned languages. There were many connections between the European Aristocrats, and this old document described how they learned. There was a transcript, a direct translation underneath and a live speaker. So the learners followed the speaker and read the word pairs.

All of the experiments she did, worked very well. I remember, it was approximately 2008, there was a teacher in Odelzhause who gave the children private English lessons Coached by Birkenbihl, in 3 months, the whole class were able to speak English very well and had no problem with vocabulary tests. That was the point we realized we were onto something. Based on our findings, my son built the first application for Windows. However, if you think that’s it, no. It took a lot of time to optimize it and to do all the beta tests. But after a while, we saw that it worked, and my experience was. WOW! - I got it.


"Watching a movie is like experiencing an actual event.   When the "de-code line" is integrated into the movie,  entertainment and learning become cohesive."


M7: How is the “Birkenbihl Approach” assisting people around the world to learn more languages efficiently?
EB:
Thanks, that’s an excellent question. You can do it, totally without any app, with paper or music. Take the lyrics of the song you love and start to “de-code” (translate it word-by-word). Yes, with the app, it’s much easier, and if you have a device ready, you can fit, learning a language, into every spare moment you have. So you waste no time, get entertained and learn simultaneously. After a while, you begin to speak automatically like a baby, who is listening for a long time.
When it becomes a year old, it starts with some words, after the second year it begins, from one day to the next to speak full sentences, only by listening. So while you improve upon your spelling skills, in your mother tongue or foreign language, always listen (day and night) in the background. Your sub-conscience will do the rest.
It is a kind of democratization of language learning; everybody can do it, independent of age or origin.

M7: You have played a vital role in digitalization of this language acquisition method. What inspired you to take up this challenge and what was your vision behind this?
EB:
Yes, first, it was a curiosity about the possibility and a challenge for myself to learn a language up to a level to be able to sell anything. Remember, I was a weak student.
Additionally, it was the feedback from the first beta tester, later from customers that they had the same experience I had, and they are now happy and successful.  So it was sensible. Yes, a little bit also to make it easier for people. So now, I see that the end of the traditional way to learn a language is coming.

Think about it... you can watch a movie, it doesn't matter which one, and you get automatically delivered the “de-code” line. I think we'll be able to get it in the near future, we are still working on it. So you don't need any teacher, because every child is learning it like their mother tongue, additionally. For example, a Hollywood movie uses about 1000 to 1500 unique words, a daily newspaper uses about 500 to 700 unique words. So let's watch Spanish movies this weekend, and that's it. My idea is that no child should have to suffer the cramming of vocabulary.


"While you grow up your spelling skills, in your mother tongue or foreign language, always listen in the background. Your sub-conscience will do the rest. It is a kind of democratization of language learning."



M7: As a language instructor, how important is resolving the problem of language acquisition as a barrier to businesses and marketing when globalization is the trend?
EB: It is vital. In two cases, one of them is, that companies spend a lot of money, year by year and nothing is changing. The costs go up, and success is equal to or less. Especially the production industries who have many difficulties, i.e. when the company is based in Germany, and the production is in Mexico. In this case, we can help. We can produce a learning movie for the technical process and add the “de-code line”, so the employees get both, the knowledge and the language. I think this is an excellent opportunity for all instructors and trainers of language. They can supply companies to work with the Birkenbihl method, and it gives more success with less time to spend. 

M7: Do you think that the Birkenbihl method will encourage more people around the world to learn languages swiftly?
EB:
Yes, that's what I hope, and it is essential to tell everybody that with this method it is possible, yes it works. Also, my hope is that it could connect people and bring more happiness. It's okay, if you start now and only spend 10 minutes every day. After approximately 6 weeks, you will get about 400 to 600 unique words. However, you can also do it in 2 weeks if you spend 10 minutes, 10 times a day (less than 2 hours). Alternatively, if you spend only 10 minutes every 3rd day, it takes a little longer. Do it when you want with the time that suits you. Overall, you get it.

M7: Knowing what you know now, what advice would you give your younger self?
EB:
Not much, except one thing: Whatever you do, if it doesn't work, find out how it could work, there is surely another way. But, just do it.

ABOUT BRAIN FRIENDLY

The Birkenbihl Approach (BBA) means, learning as the brain loves to learn. Our brain - look to the minds of children - how they like to discover and to understand how things work. It uses neuro mechanisms like abstracting rules (grammar) and background listening (to build synapses for spelling). To know more, visit Brain-Friendly.

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More recently, the National Cybersecurity Strategy sets a new precedent for software security liability, with the government intending to hold software producers liable for damages caused by preventable security vulnerabilities and offer liability protections to organizations that can show they follow secure software development practices. Tidelift awarded three U.S. government contracts worth over $3.5 million In addition to efforts like those mentioned above, the U.S. government is increasingly investing directly in improving open source software security. Tidelift was recently awarded three separate innovation research awards as part of the U.S. government SBIR program. The SBIR program is designed to help U.S.-based businesses invest in their technical potential, while stimulating technology innovation and meeting specific research and development needs. Through these SBIR Phase II awards, Tidelift is working with the Department of the Air Force and the Defense Advanced Research Projects Agency (DARPA) to help spur innovation in the systems and processes the U.S. government uses to improve open source software security and cybersecurity supply chain risk management. This investment will help Tidelift expand its industry-leading open source software management solution, including increasing its ability to partner with even more open source maintainers to validate their components meet important security, maintenance, and licensing standards required by government and industry users, and pay these maintainers for this critical work. It will also help the U.S. government better address the requirements and deadlines emerging from Executive Order 14028, memorandum M-22-18, and the NIST Secure Software Development Framework, especially when it comes to the open source components in use in government applications. Tidelift is also helping address new requirements around software bills of materials (SBOMs) that U.S. government agencies are beginning to understand, interpret, plan for, and deploy. Along with Tidelift producing an SBOM from every application build, the company is actively working upstream with open source maintainers to validate and improve security, maintenance, and licensing metadata for their projects and capture this data using the TACOS (Trusted Attestation and Compliance for Open Source) attestation framework. "The United States Air Force, and the Government as a whole, are among the largest consumers of open source software. With the increasing requirements around Software Supply Chain Risk Management (SCRM) and Software Bills of Materials (SBOM) initiatives, we are excited to partner with Tidelift to enhance cybersecurity resilience outcomes for open source software dependencies that support our most critical work," said Robert "Devo" DeVincent, Chief Software Officer, Air Force 309th Software Engineering Group. Tidelift expands public sector organization to meet growing demand Tidelift has named Matthew Arnow, a long-time veteran of Tidelift, to lead the newly expanded public sector team. Matthew heads up the team with extensive experience working with government and public sector clients. “Tidelift looks forward to working more closely with our government and public sector customers and prospects to improve the resilience of our mission-critical open source infrastructure,” said Matthew Arnow, head of public sector for Tidelift. “Our unique approach of working directly with the maintainers behind thousands of important open source projects will help public sector customers comply with U.S. government security directives and meet necessary government and industry standards.” Tidelift partners with Carahsoft to support public sector expansion Tidelift has also partnered with Carahsoft, the leading government reseller partner, to help more quickly and effectively address the number of large public sector opportunities. “Over the past year, we’ve seen increased demand from our customers for solutions that help improve open source software security and supply chain resilience,” said Natalie Gregory, vice president, Carahsoft. “We look forward to working with Tidelift and our reseller partners to deliver open source software supply chain risk management solutions to our government customers.” About Tidelift Tidelift, a 2022 Gartner Cool Vendor, helps organizations effectively manage the open source behind modern applications. Through the Tidelift Subscription, the company delivers the tools, data, and strategies powering an inclusive and organization-wide approach to improving the health and security of the open source software supply chain. Tidelift enables organizations to move fast and stay safe when building applications with open source, so they can create more incredible software, even faster. https://tidelift.com/

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EMERGING TECHNOLOGY, GOVERNMENT BUSINESS

Maximus wins major UK government contract

Businesswire | May 29, 2023

Maximus, a leading provider of health, employment, and digital customer services globally, has been selected as the largest provider of the new Functional Assessment Services (FAS) contract, due to launch in 2024. The award maintains Maximus’ position as a leading provider of health assessments to the UK government. Since 2015 Maximus has been the only national provider of the Health Assessment Advisory Service on behalf of the Department for Work and Pensions. Maximus transformed the assessment service, with waiting times significantly reduced and record customer satisfaction. From 2024, assessments will be delivered on a regional basis. Maximus will deliver across Scotland and Northern England, and as a delivery partner to Capita across the Midlands and Wales. The combined estimated value of the contracts, including subcontracting, is £800m/$1bn over five years, with the option to extend for a further two years. Dr Paul Williams, Division President of Maximus UK, said: “We are delighted to continue our partnership with DWP to deliver the next generation of health and disability assessments. We remain committed to working with stakeholders, including disabled people and their representative groups, to improve customer experience in the assessment process, delivering a sensitive, respectful and expert service to the millions of people who rely on these services to access financial support”. Bruce Caswell, President and Chief Executive Officer of Maximus, said: “This award continues our expansion in the UK market. With our strong track record of transforming services on behalf of government, and our strategic focus on the future of health services globally, we are proud to be working with DWP on the delivery of this important new service”. About Maximus in the UK Maximus delivers services that help more than 2 million people each year in the UK move forward with their lives. Operating from more than 285 locations, Maximus is one of the largest providers of employment, health, and digital customer services in the country. Maximus employs over 5,000 specialists, including more than 1,000 employment advisors and 1,400 doctors, nurses, occupational therapists and other Healthcare Professionals. We are proud to be a Disability Confident Leader and Living Wage Employer.

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EMERGING TECHNOLOGY, GOVERNMENT BUSINESS

GovCIO Partners with VA to Expand Veterans Legacy Memorial for Memorial Day

PR Newswire | May 26, 2023

For Memorial Day 2023, GovCIO partnered with the Department of Veterans Affairs National Cemetery Administration (NCA) to add to its Veterans Legacy Memorial (VLM) website more than 300,000 service members and Veterans interred in 27 Department of Defense-managed military cemeteries, including Arlington National Cemetery. VLM, a publicly available interactive online memorialization platform, honors the service and sacrifice of millions interred at these military cemeteries; at VA National and VA funded state, tribal, and territory Veteran cemeteries; and two U.S. Park Service National Cemeteries. The digital platform allows family and friends to upload written tributes, photos, biographies, documents, and other information to Veterans' memorial pages. Since the program launched in 2019, over 4.8 million profiles have been created with nearly 60,000 memories added by family members, friends, researchers, and other users. The newly added 27 cemeteries include 18 operated by the Army, five operated by the Navy; and four by the Air Force. "We are honored to be part of this meaningful program that pays tribute to our nation's heroes in such a personal way," said Karen Durham-Aguilera, Executive Director of the Office of Army Cemeteries and Army National Military Cemeteries. "We look forward to this continued partnership so that more people can discover the extraordinary stories of service and sacrifice that make up the fabric of our country." From its inception, GovCIO has led the building, implementation and maintenance of the VLM site for the NCA, ensuring survivors and family members have access to the platform to memorialize their Veterans. "This is a big leap forward for VLM," National Cemetery Administration Digital Services Officer James LaPaglia said. "For us, to be connecting to an interment database outside of the VA is a first. And Arlington National Cemetery is something that our customers have been asking for from the beginning when VLM started in 2019." Additional newly launched VLM features GovCIO helped implement include a simpler and faster search for users to find their Veterans and a new Personal Achievements milestone to celebrate those non-military special occasions in a Veteran's life. "Having a number of my relatives interred at VA national cemeteries, including my father-in-law at Arlington National Cemetery, I am extremely proud that the VA has entrusted GovCIO with this important mission," said Jim Brabston, GovCIO CEO. "Improving the VLM customer experience was our top priority, and we hope these new features will continue to allow families and friends to honor their Veterans." About GovCIO GovCIO is a rapidly growing provider of advanced technology solutions and digital services for the federal government. Combining our extensive federal experience with the latest innovations in IT and disruptive approaches, our experts develop comprehensive solutions to meet the most pressing demands of today's government agencies. From the U.S. military to Health and Human Services, we have an impressive track record of helping our customers optimize how they operate. GovCIO is transforming government IT, empowering our federal customers to meet the challenges of today while building the government of tomorrow.

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