Bill Lipsin, Brocade, with Jeff Frick and Steve Kenniston, at EMC World 2014 @thecube #theCUBE #EMCWorld #EMC Last week’s EMC World 2014 event, held at The Sands Convention Center in Las Vegas, was one of two live broadcasts brought to you by SiliconANGLE’s theCUBE. In this interview, co-hosts Jeff Frick and Steve Kenniston sat down with Bill Lipsin, VP of Global Channel & Systems Integrators at Brocade, to discuss what Lipsin deems a necessity for organizations to redefine both their business and their people. The interview began with Kenniston asking Lipsin what he thinks about EMC World and what he likes about it. Setting the stage for the interview’s main topic of discussion, Lipsin first shared his thoughts on the event, approving of EMC World’s theme: “Redefine.” He spoke of common conversations he’s had with Brocade’s partners around the world, many about their own process of redefining themselves as customers push them to be a new set of solution providers. Challenge the Status Quo . So how are Brocade’s clients are redefining themselves? By new technologies, Lipsin explained. They realize that the cloud is going to be here for a long time, betting on a hybrid model to support in-house, on-premise capabilities. This forces channels to re-think how they look at investments to ensure management of both the second and third platform. “The key here is to challenge the status quo. So, what used to work in the past is not working anymore. They can’t afford to continue to scale up their networks to support storage, support data, support mobile. So, they have to find new, innovative ways to do that,” said Lipsin.