The last Cisco Live I attended was in Barcelona in January 2020. As I was in the airport heading home, I was reading news of a new virus emerging from China. I looked with bemusement at a troop of high-school-age girls who all had surgical masks on. Various authorities told us not to wear masks, saying they don’t do much to prevent viral spread at a large scale. The girls kept pulling the masks on and off. I thought back on my performance at Cisco Live, and looked forward to Cisco Live in Las Vegas in the summer. Who knew that, a few months hence, everyone would be wearing masks and Cisco Live, physically, would be indefinitely postponed.
For Technical Marketing Engineers (TMEs), Cisco Live (technically Cisco Live!) measures the seasons of our year like the crop cycle measures the seasons of a farmer’s year. Four times annually a large portion of our team would hop on an airplane and depart for Europe, Cancun, Melbourne, or a US city. Cancun and Melbourne were constant, but the European and US cities would change every couple of years. In my time with Cisco, I have traveled to Cancun and Melbourne, Berlin, Barcelona, Las Vegas, Orlando, and San Diego to present and staff Cisco Live.
A trade show may just be a corporate event, but for those of us who devoted our career to that corporation’s products, it’s far more than a chance for a company to hawk its products. The breakout sessions and labs are critical for staying up-to-date on a fast-moving industry, the keynotes are always too high-level but with entertaining productions, and the parties are a great chance to connect with other network engineers. CL was fun for participants, exhausting for those of us staffing it, but still my favorite part of the job.
Cisco Live was originally called Networkers, and started in 1990. For many years I badly wanted to go to this temporary Mecca of networking technology, but I worked for companies that would not pay the cost of a badge and the travel fees, a total of thousands of dollars. Even when I first worked at Cisco, from 2005-2007, as a lowly TAC engineer I never had the opportunity to attend. My first trip to CL came in 2007, when I was working for a Gold partner. They sent several of us to the Anaheim show, and I remember well the thrill of walking into a CL for the first time. I walked the show floor, talked to the booth staffers, and attended a lot of breakout sessions of varying quality. I was quite excited to go to the CCIE party, but I’m not sure why I thought a party full of CCIEs would really be all that exciting. I remember hanging out by myself for an hour or so before I gave up because I didn’t know anyone there.
The same partner sent me to Orlando in 2008 as well, just barely. The recession was starting and we were short on cash. My boss wanted me to share a badge with a colleague, and I didn’t like the idea of having to juggle time slots nor or trying to explain to security how my name could be “Nguyen”. Thankfully, they ponied up the cash for a second badge. I’m not a fan of loud music, so I generally don’t go to the CL party, but for Orlando they opened up Universal Studios for us and the aforementioned Nguyen and I, along with a couple others, had a great time on the rides and attending the Blue Man Group. (OK, some loud music there, but it is an entertaining show.)
I attended CL once more before I came back to Cisco–in 2014, ironically, as an employee of Juniper. Somehow I convinced my boss to give me a pass on the grounds of researching what Cisco IT was doing. (They do present at Cisco Live.) I remember sitting in just a few rows back at the keynote as John Chambers presented, amused I’d be bringing a report back to Juniper about what I’d heard.
It was actually at Cisco Live when I first got the idea to be a technical marketing engineer. It’s a bit embarrassing, but I sat in a presentation given by a TME and thought, “I could do better than this guy.” It took a few years, but I finally managed to get into tech marketing.
I became a Principal TME at Cisco in late 2015 and was told I’d be presenting at Cisco Live in Berlin in January, 2016! Needless to say, I was thrilled to be given the opportunity, humbled, and more than a little nervous about standing up in front of an audience at the fabled event.
It’s been a sad year in so many ways. After I came home from Barcelona in January 2020, I received another Distinguished Speaker award and knew I would be inducted into the Hall of Fame. This was a dream of mine for years, but instead of standing up in front of my peers at Cisco Live Vegas to receive the award, it was mailed to me. There would be no show floor, no breakouts, no CCIE parties. The event would go virtual. I must say, I am impressed with the CL team’s ability to pivot to a virtual format in so short a time. Still, it was a sad year for those of us who organize the event, and those who were hoping to attend.
In the next couple posts, I thought I would offer a little behind-the-scenes look at how we put on CL, and look at a few events from the past.