Houston CEO talks augmented reality, diversity, how it will all play a role in the energy transition

Q&A

Stephanie Hertzog, CEO of Houston-based Sodexo, shares how she's embracing diversity and innovation within the energy industry. Photo courtesy of Sodexo

When Stephanie Hertzog first started her role as CEO of Houston-based Sodexo Energy & Resources North America in the fall of 2019, she was on the road every week visiting some of the facility management company's 100 million customers.

"I actually had a conversation with my assistant in early March, and said, 'Okay, our goal is that by April, I not be on the road every week. Let's try to get this to at least every other week,'" she recalls. Shortly after, the world changed, and by March 10 she halted all travel and was forced to lead her company to innovate in more ways than one.

"When we think about innovation, we often think about technology, but we've had to innovate so much in the last 12 months, in how we do everything," she says. "We've really asked a lot of our teams over the last year in regard to having to rethink how they do things and be innovative and adapt."

To Hertzog, it's this adaptation and innovation she's seen in the last year that will allow her industry to support an energy transition and, as she says, "preserve" beyond the pandemic and inevitable future downturns.

InnovationMap talked with Hertzog about the importance of adaptation in the energy industry, new technologies that Sodexo has implemented in that effort, and how a diverse workforce plays a role in all of it.

InnovationMap: Why is it important for the energy industry to continue to adapt and be innovative?

Stephanie Hertzog: Oftentimes, the energy industry gets viewed a bit as being old school. We, as an industry, have really embraced technology for decades now. And I really think that it's what's allowed us to continue to survive during all of the down cycles.

In today's age, where we have renewables growing their percentage of the market, and there's a lot of enhanced enthusiasm around carbon reduction efforts. And technology will be at the forefront of that energy transition. Technology is going to be a big part of how we continue to provide affordable energy for the foreseeable future.

IM: You're originally from the Houston area. How has it changed and what makes you excited for Houston's future?

SH: I'm most excited about Houston and most proud of Houston in that we've always been a very diverse and international city. I think a lot of that has been driven over the years by energy business, bringing in people from all over, but we also have a high immigrant population. And I think that diversity has really led us to be entrepreneurial. Thinking about innovation and technology, having that diversity of thought and opinion has helped us to continue to be a leader in that space over time. We've always been a large city ever since I was young, but we're continuing to grow. And we're seeing more and more people transplanting here from other parts of the country. And I think that's exciting to see us getting more diversity in our economy as well.

IM: Why is it important — from a business perspective — to have a diverse workforce?

SH: There's a lot of research on this topic. It's very clear that businesses that have more diverse leadership teams outperform those that don't, and so having diversity in the room leads people to ask different questions, to have more discussion and to have more questioning of the status quo.

IM: What has been the most impactful adaptation in your industry in recent years?

SH: It's really been embracing software technology. The mobile aspects of being able to get data on your phone has really allowed us to put in a lot of systems that have allowed us to, for example, better track tasks and make sure that things get done to optimize janitorial cleaning schedule. There's a lot of stuff that we used to do on paper at a site that we now do electronically, which allows us to compare site versus site and see not just how well can that site do, but how well is that site doing versus other sites. It's all about doing what we do really well and as efficiently as possible.

We have a recent innovation that we've been working on: augmented reality glasses that allow someone on an offshore platform, for example, to wear the glasses and someone back in Houston in an office tower to see what that person is seeing almost through their own eyes. That is an example being able to get things done faster. I don't have to physically travel someone to the platform, I can just be able to get them in real time. And so there are a lot of things like that. It opens up all new worlds.

IM: Why is augmented reality an especially useful tool in the energy industry? 

SH: We already discussed from an efficiency standpoint of being able to get the expertise on site without physically having to get out there. But another aspect of that is the safety element. We always try to keep as few people on site as possible, just because these environments inherently have some amount of safety precautions that we have to take. Some of the things are as simple as to be able to actually get out to an offshore platform, you have to have been helicopter trained. But also, Heaven forbid, something should happen on that platform you want the least amount of people out there as possible.

IM: Did the pandemic play any role in terms of expediting the adaptation of these technologies?

SH: Yes. We were looking for better ways to do anything remotely that we could. That was everything from these glasses to just straight up video conferencing. We normally do a safety walk in-person, but how can you do a safety walk remotely? So I think any opportunity, we had to try to enhance the experience of being there, but not being there — everything got escalated.

IM: In light of Women's History month, why is it important for the energy industry to focus on inclusion of women as it moves forward?

SH: I think the business case is the same as we discussed earlier: better outcomes, more success if we have diversity at all levels in the energy space. And it's really important in energy, because we've been bad at this. Particularly around the gender dynamic, if we look at the highest levels in the energy space, there's just not historically been a lot of representation of women there. We're starting to make some inroads, but we still have a long way to go. Part of it's been a pipeline issue. A lot of the leaders of energy businesses are engineers. Women are now coming out of undergraduate around 40 percent of chemical engineers, so we're getting we're getting close to having parity there – but overall engineering is still only 20 percent female. And from that first manager position and on up, there are big gaps where we lose women along the way.

We're not keeping up with the pace that we've been putting women into the business for a long time. Companies have got to make some real effort here. Certainly the year that the United States had around some of the racial divide, I think that's an important topic for us to be talking about. And we need to all be focusing on getting more of not only diversity, but inclusion as well. It's not just about hiring a diverse group, it's about making those people feel included when they get here and having them want to stay and be a part of our industry. From a Houston perspective, we continue to be a big part of the economy here. And so if we're not getting it right, then Houston's going to struggle.

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This conversation has been edited for brevity and clarity.
Now is the time to invest and embrace new technology or else you run the risk of being left behind. Photo via Getty Images

Expert: This is the difference AR can make in your business

guest column

In our most recent article, we spoke to how you can strategize your company's technology adoption. One of the methods mentioned was augmented reality, which is the overlaying of digitally created content on top of the real world. This allows the user to interact with both the real world and digital elements or augmentations.

Currently, the market is saturated with digital content and everyday businesses are trying to decipher new ways to stand out. Now, connecting with an audience must go above and beyond passive digital content and take an innovative, interactive approach.

That said, engaging technology and content should not be used solely to grab attention, but rather be implemented in a strategic way. Glitzy technology such as AR is an excellent way to pique an audience's initial interest, but the real challenge is not getting them to come, it's getting them to stay.

User tendencies

Augmented reality affords brands the opportunity to utilize unique technology in a way that attracts users and immerses them in an experience from start to finish that passive digital content cannot accomplish. To create this enticing experience, the first step is to understand user tendencies.

For example, some users prefer to watch content but not listen. With that in mind, it's important that your content is created and designed in a way that can be enjoyed without audio. Thinking through what type of user you are targeting will inspire efforts that resonate with them most.

The next key tendency to keep in mind is user patience. Consumers are constantly fed new content daily and are becoming desensitized to digital mediums, and in order to make a lasting impression a producer is tasked with creating an impactful moment within the first five seconds of the user's interaction. From there, this will most likely prompt the user to click, listen to the audio and experience the full content.

Lastly, having a clear explanation of what app is needed and how they can operate the technology is key to AR success.

Identifying the right audience

As mentioned, AR is a great tool that checks many boxes for companies. However, before you can begin checking those boxes, you must address what your needs are first. These goals will vary dependent upon the type of company — B2C or B2B.

B2B companies must keep in mind that their purchaser is most likely not the end technology user. For these strategies, technology will most likely be implemented by a sales team or another internal position. The process then begins by identifying their sales team's needs. From there, it's important to determine how much the sales group wants to drive the experience as opposed to their potential customer. Finally, a custom experience is created that the team can deploy. One example is developing AR technology for trade shows. In some instances, the product being sold is too large or complicated to physically bring to the event, and the inner workings might be too difficult to dismantle. This is where the power of AR can truly shine.

Through the use of innovative augmented reality technology, VISION was able to help Emerson, a valve manufacturing company, create a memorable and immersive exhibit experience that stood out amongst the many other vendors on the expo floor competing for the attention of Valve World attendees.

Augmented reality proved to be a powerful tool in garnering interest at the trade show, driving traffic to their booth and granting the sales team more time to make connections and less time explaining, what can be, a complex product.

B2C businesses who want to incorporate AR technology have different challenges that need to be considered. That challenge is the numerous variables that are presented outside of a controlled environment. For instance, B2B AR will most likely consist of a handful of trained sales team members driving the experience on one type of device. For B2C, the consumer is the end user and many factors can play a role into the quality of their experience. Some dynamics the team has to consider is lighting, type of device, and current mobile software updates.

Additionally, it's important to recognize age as a factor. Some generations are more tech literate than others, so the challenge becomes creating an experience that is not only intriguing but has inherent usability. For this reason, testing is a vital part of our process due to the B2C margin for error being much smaller as patience levels thinner. If the production procedure is rushed the likelihood that an AR experience is glitchy rises. Having a production team with the ability to strike the balance of strategy, creativity and functionality is key to making a memorable consumer impression.

The future of AR

With the cancelation of live events, many companies are utilizing this time as an opportunity to prepare for the digital transformation. Brands are turning their marketing dollars towards the development of new technology such as AR and thinking long term about the approach they want to utilize moving forward.

By investing their budget into technology now, these organizations have the ability to advance and progress into what will be the future of marketing in the digital age.

COVID-19 has propelled AR technology and has forced companies to think outside of their typical efforts and adopt new ways of connecting. A few years ago, AR was a slow-moving technology, and now, the advancements are happening rapidly. Now is the time to invest and embrace new technology or else you run the risk of being left behind.

As AR continues to grow in popularity, we look forward to pushing the boundaries and creating immersive ideas that not only shape a user's experience with technology but encourage companies to utilize new ways of connecting.

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Dan Pratt is the creative director at Houston-based Vision Production Group.
The majority of McCarthy Building Companies' projects now include some sort of virtual or augmented reality technology. Courtesy of McCarthy Building Companies

Houston-area construction team utilizes technology to solve problems

Reality real estate

In recent years, the construction industry has begun embraced advancements in reality technology like virtual reality and augmented reality. While it has yet to reach critical mass in the industry, several contracting companies in the Houston region like McCarthy Building Companies are embracing the technology and blazing the trail for the construction industry.

Chris Patton, virtual design and construction manager for McCarthy's southern region, says many construction companies are consistently looking for ways to improve processes and procedures through reality technology.

"We really saw the potential and use cases for [VR] really early on, and it was really just a matter of the hardware and the software catching up to being something usable, consumable, deployable and cost effective on our projects," Patton says. "We were sitting there waiting for it and ready to go when it was."

Patton says these visualization tools have changed the way contractors display projects and have helped the partners on these projects — such as the design team, building owner and subcontractors — make better informed decisions earlier, more quickly and sometimes at a cheaper price point.

Before AR and VR technology entered the construction industry, companies either had to work with two-dimensional construction drawings or build very expensive, three-dimensional models, or mock ups, of construction sites that allowed clients to physically walk through a building space to interact with its features. Patton says the entire mock-up building process used to cost roughly $1 million — depending on the project size.

However, now this costly and time-consuming process is a thing of the past, as construction companies have found a way to utilize AR and VR technology to bring clients into a computer-generated environment. By putting on an AR or VR helmet, clients can immerse themselves and engage in a virtual environment that shows them all of the project's details and allows them to move about a virtual construction site the same way they would in a 3D model.

McCarthy's Houston division began utilizing reality technology in early 2015, with some of its other markets integrating the technology into their practices in late 2014. Since then, the company's use of AR and VR technology has grown exponentially, Patton says.

"When we first started evaluating and looking at virtual reality and augmented reality, [we] might have [used it on] one or two projects a year, and that was probably three years ago," Patton says. "Today, I'd say almost 60-75 percent of our projects—at some point in design or construction — utilize virtual reality or augmented reality or a combination of both."

Although McCarthy has been around since 1864, the general contracting company made its Texas debut in Dallas in 1981. Since then McCarthy expanded to create a Houston office in 2011, building a portfolio of renowned Houston clients such as the Museum of Fine Arts, Houston, the Holocaust Museum Houston, Texas Children's Hospital as well as the recent completion of Houston ISD's Kinder High School for the Performing and Visual Arts.

A notable project McCarthy's Houston Division took on was phase one the MFAH's master plan that included building The Glassell School of Art. The company also continues its work on phase two, which includes new developments for the MFAH for which McCarthy's virtual design and construction group created VR and AR models for the museum.

By using software like HoloLive and Fuzor for AR technology and Fuzor for VR technology, McCarthy's VDC group can visualize and combine digital creations with the real world, Patton says. With the growing number of projects utilizing the technology, Patton says McCarthy has invested greatly in personnel who will help grow the VDC group and continue to look for advancements in the construction industry.

"Some of the folks that we have those [VDC] positions in our company, some of them come from construction technology backgrounds and construction management backgrounds but others come from graphical design and have like a gaming background, some come from architectural backgrounds," Patton says. "[Reality technology] really kind of opened the door to a new opportunity for people to get engaged with the construction industry that we hadn't seen in the past."

Lori-Lee Emshey's Future Sight AR is revolutionizing antiquated construction tools using augmented reality. Courtesy of Future Sight AR

Houston company has sight set on AR solutions for industrial construction

Visual aid

When Lori-Lee Emshey got her first oil and gas construction job in Australia, she was carrying around a backpack full of papers.

"I was really shocked at how much work they were doing with such little technology," Emshey says. "I thought, 'there's so much room for innovation here.'"

She realized that it wasn't just that site or the company she was working for — this was a problem across the industry. So, she came up with a solution. Houston-based Future Sight AR is an augmented reality technology to more efficient work on industrial construction sites. Workers can use a smart device in the field, point it at a problem on site, log the issue, and see the steps needed to fix it.

Constructing a company
Emshey realized the potential for a company in January 2016. Since then, she's partnered up with her co-founders, Sofia Lazaro and Veena Somareddy, attended accelerators and conferences across the country, completed a proof of concept, until finally incorporated this year.

It was a well-paced start for the company because they got to prove time and time again there was a need for the company. Emshey says she never wanted to start a company just to start a company. They worked tirelessly at the beginning to ensure there was no one out there already doing this in the way they were doing it.

"I feel like a lot of entrepreneurs now become an entrepreneur because it's trendy and cool, and you want to put it in your Instagram bio," she says. "The three of us aren't like that. We did this because we had to. It wasn't going to get done another way, and we couldn't let this giant opportunity float on by."

Once they got a firm footing, one of the challenges they faced was communicating the company's market need and how the technology works to individuals outside the industry. For Emshey, this was particularly annoying.

"I came from a journalism background, and it's storytelling," she says. "I thought, 'I should be able to do this.'"

Something eventually just clicked, and Emshey stopped seeing confused faces in response to her presentation, and she started seeing more head nodding. However, another challenge she says she occasionally faces is how she looks.

"It is tough. I'm pitching this industrial construction startup, and I show up and I'm a 5-foot-5 blond woman," she says. "And some people don't care, and some people would prefer I looked a different way."

Foreseeing the company's future
Raising capital has been the latest focus for Future Sight AR. Aside from some grants and accelerator money, the company hasn't raised much. They've only just started meeting with investors and have a plan to launch a round of fundraising next year. Emshey also says they are looking to partner with three companies to conduct a few pilots early next year.

It's a great time in technology for Future Sight AR as more and more people are using AR and virtual reality. People use AR or VR often — in SnapChat filters or through Pokemon Go!

Emshey says she thinks VR will grow first in gaming, while AR will take off through enterprise.

"Unlike VR when you're completely immersed, in AR, you're seeing your actual environment and one of the places you have to do that is at work," Emshey says.

Whether it's through being acquired or growing the company on its own, Emshey says she wants Future Sight AR to evolve the industry as a whole.

"If we could permanently change the way that we build projects — oil and gas or another industry — and move it toward something more efficient, safer, more productive, and a better experience for workers, and accomplish that in a permanent way in a permanent way, then we're successful," she says. "We really built this for me — I was the worker out in the field trying to do things, and it was unnecessarily difficult."
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2 Houston suburbs roll onto top-15 spots on U-Haul’s list of growing cities

on the move

More movers hauled their belongings to Texas than any other state last year. And those headed to the Greater Houston area were mostly pointed toward Missouri City and Conroe, according to a new study.

In its recently released annual growth report, U-Haul ranks Missouri City and Conroe at No. 13 and No. 19, respectively among U.S. cities with the most inbound moves via U-Haul trucks in 2022. Richardson was the only other Texas cities to make the list coming in at No. 15.

Texas ranks No. 1 overall as the state with the most in-bound moves using U-Haul trucks. This is the second year in a row and the fifth year since 2016 that Texas has earned the distinction.

“The 2022 trends in migration followed very similar patterns to 2021 with Texas, Florida, the Carolinas and the Southwest continuing to see solid growth,” U-Haul international president John Taylor says in a news release. “We still have areas with strong demand for one-way rentals. While overall migration in 2021 was record-breaking, we continue to experience significant customer demand to move out of some geographic areas to destinations at the top of our growth list.”

U-Haul determines the top 25 cities by analyzing more than 2 million one-way U-Haul transactions over the calendar year. Then the company calculated the net gain of one-way U-Haul trucks entering a specific area versus departing from that area. The top U-Haul growth states are determined the same way.

The studies note that U-Haul migration trends do not directly correlate to population or economic growth — but they are an “effective gauge” of how well cities and states are attracting and maintaining residents.

Missouri City is known for its convenient location only minutes from downtown Houston. The city’s proximity to major freeways, rail lines, the Port of Houston, and Bush and Hobby Airports links its businesses with customers “around the nation and the world,” per its website.

The No. 19-ranked city of Conroe is “the perfect blend of starry nights and city lights,” according to the Visit Conroe website. Conroe offers plenty of outdoor activities, as it is bordered by Lake Conroe, Sam Houston National Forest and W. Goodrich Jones State Forest. But it also has a busy downtown area with breweries, theaters, shopping and live music.

To view U-Haul’s full growth cities report, click here.

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This article originally ran on CultureMap.

Houston-based creator economy platform goes live nationally

so clutch

An app that originally launched on Houston college campuses has announced it's now live nationwide.

Clutch founders Madison Long and Simone May set out to make it easier for the younger generation to earn money with their skill sets. After launching a beta at local universities last fall, Clutch's digital marketplace is now live for others to join in.

The platform connects brands to its network of creators for reliable and authentic work — everything from social media management, video creation, video editing, content creation, graphic design projects, and more. With weekly payments to creators and an inclusive platform for users on both sides of the equation, Clutch aims to make digital collaboration easier and more reliable for everyone.

“We’re thrilled to bring our product to market to make sustainable, authentic lifestyles available to everyone through the creator economy," says May, CTO and co-founder of Clutch. "We’re honored to be part of the thriving innovation community here in Houston and get to bring more on-your-own-terms work opportunities to all creators and businesses through our platform.”

In its beta, Clutch facilitated collaborations for over 200 student creators and 50 brands — such as DIGITS and nama. The company is founded with a mission of "democratizing access to information and technology and elevating the next generation for all people," according to a news release from Clutch. In the beta, 75 percent of the creators were people of color and around half of the businesses were owned by women and people of color.

“As a Clutch Creator, I set my own pricing, schedule and services when collaborating on projects for brands,” says Cathy Syfert, a creator through Clutch. “Clutch Creators embrace the benefits of being a brand ambassador as we create content about the products we love, but do it on behalf of the brands to help the brands grow authentically."

The newly launched product has the following features:

  • Creator profile, where users can share their services, pricing, and skills and review inquiries from brands.
  • Curated matching from the Clutch admin team.
  • Collab initiation, where users can accept or reject incoming collab requests with brands.
  • Collab management — communication, timing, review cycles — all within the platform.
  • In-app payments with a weekly amount selected by the creators themselves.
  • Seamless cancellation for both brands and creators.
Clutch raised $1.2 million in seed funding from Precursor Ventures, Capital Factory, HearstLab, and more. Clutch was originally founded as Campus Concierge in 2021 and has gone through the DivInc Houston program at the Ion.

Madison Long, left, and Simone May co-founded Clutch. Photo courtesy of Clutch

Houston expert: Space tourism is the future — do we have the workforce to run it?

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Throughout history, humans have always been fascinated in exploring and traveling around the world, taking them to many exotic places far and away. On the same token, ever since the dimension of space travel has been inaugurated with multiple private companies launching rockets into space, it has become an agenda to make space travel public and accessible to all. We believe that space travel is the next frontier for tourism just like for our forefathers world travel to faraway places was the next frontier, for recreational and adventure purposes.

In a world racing on technology, we can picture flying cars, invisible doors, and international cuisine in space. With this rapid expansion of the land, the idea of space tourism has stirred the space industry to think about running businesses, start trade, and set up universalization beyond the ring of the earth. It is no longer science fiction but our immediate future. However, the true question remains. Who will be responsible for all of it? Are we training the right workforce that is needed to build and run all of this?

Space tourism is an exciting idea in theory, traveling to extra-terrestrial destinations, exploring new planets, all by being in an anti-gravitational environment. Through these diminishing borders and rapid advancements soon we'll be living the space life, all the virtual, metaverse gigs coming to reality. But before that let's explore space tourism and how the solar system will welcome humans.

What is Space tourism?

Ever since 1967, Apollo opened the getaway of space travel and the technological intervention spun to rise. Just like nomad tourism, space tourism is human space travel for commercializing interstellar for leisure or pleasurable adventures of the unknown. Space has different levels of horizons, according to research, orbital space has high speeds of 17,400 mph to allow the rocket to orbit around the Earth without falling onto the land. While lunar space tourism goes into subcortical flights and brings people back at a slower speed.

Studies have shown that in the upcoming years, commercial space exploration will hike up the economical database, by generating more than expected revenue. On these grounds, space tourism won't be limited to suborbital flights but rather take onto orbital flights, this revolutionary expenditure will change the future.

Everything aligns when the right team works together endlessly to reach the stars. The space exploration will only take place with enthusiastic and empowered individuals catering towards their roles.

Astronomers, space scientists, meteorologists, plasma physicists, aerospace engineers, avionics technicians, technical writers, space producers, and more will work in the field to make this space dream come true.

The attraction of Space exploration

Curiosity is the gateway to the seven wonders of the world. Humans are born with novelty-seeking, the drive to explore the unknown and push boundaries. This exploration has benefited society in a million ways, from making bulbs to jets.

The attraction towards exploring the space stems from the same desire for novelty seeking. We want to answer the most difficult questions about the universe, is there only darkness beyond that sky? Can we live on another planet if ours die? To address the challenges of space and the world, we have created new technologies, industries, and a union worldwide. This shows how vital space exploration is to humans. Many astronauts dwell on the idea of seeing the iconic thin blue outline of our planet, the quintessential experience makes the astronaut go back and back. However, are we entering this dimension with the right skills? Is our future workforce ready to take need the best

Who will lead the path?

The main question that still goes unanswered is who will run space tourism. When it comes to the future, there are infinite options. One decision and you will fly into an endless sky.

This expenditure has opened multiple career opportunities for the future workforce to take on for diversification and exploration of space. Currently, we cannot predict how people will find meaning and improve their lives through space tourism, but it will be a soul-awakening experience. According to experts, travelers would prefer a livelihood in space for which companies are working day and night to figure out accommodation and properties. The ideas include having space hotels, offices, research labs, and tents for operations.

Lastly, space tourism is just a start, we are moving into a dimensional field of physics and astronomy to create new opportunities and ground-breaking inventions to explore the untouchable. The new era of more refined and thoroughly accessed careers are on the rise, let's see how the world evolves in the next 10 years.

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Ghazal Qureshi is the founder and CEO of UpBrainery, a Houston-based immersive educational technology platform that taps into neuroscience research-based programs to provide adaptive learning and individualized pathways for students at home or in the classroom.

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