Dr. Flagg: When you embark on the SRE transformation and want to establish SRE in an organization, then you need somebody who would be driving the transformation. And this is their own SRE coach. So maybe tell us more about this important role of Sre coach. How do you actually recruit them? Is this coming from external or is it internal? I wouldn't think that somebody external would be able to do this because you need to know too much inner workings of an organization in order to make it happen.

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