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You know of China so that's a great name follow one when I heard that yes

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This is what we need. Yeah, this is something people might want and it's a national symbol as well the dragon exactly

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Yeah, 100% renewables. That's really a way to say zero percent nuclear

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And 100% right 100% new renewables is not an energy policy. That's a campaign position

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Welcome to this episode of afternoon forecast. I am today joined with Jeremy Gordon. He's a long-term

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Friend and very close associates. I have been

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I'm collaborating with for a very long time. He's one of the founders of the world nuclear news and world nuclear association

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He's a very key partner in nuclear issues globally been in touch with him and he has been working on

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Communications he has a company called fluent in energy. He has been using to

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Communicate pressing issues on nuclear energy globally. Jeremy grew up and was educated in London and in a bachelor's degree in

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artificial intelligence from University of Westminster and graduating with honors in year 2000

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You are sure going to get inspired by the great camaraderie

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He exudes while he takes us to his journey in the nuclear industry bringing us great highlights and how

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Technology should be closer to human rather than appealing to the technical challenge. So today we are going to be having a very interesting

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Episode with him. So Jeremy, can you tell us a little bit about you?

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And what you do, I know I've explained a little about your company, but you can tell us a bit more about it

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Thank you so much. Yeah sure. Thank you so much for having me on the show, Jeremy

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It is great to be with you and to link up again

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So you've already said quite a lot about me, but I would sort of summarize myself as

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you know communicator in the nuclear industry and the thing that kind of really motivates me is

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Enabling people of the industry to communicate better

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So my kind of logic there is that nuclear industry is actually very small

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It has a very small sort of industrial footprint

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Doesn't have all that many workers and it doesn't have plants in every neighborhood

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So it really needs every single person that's involved in the technology to be able to

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Talk about what they do and why they do it in like a relatable way

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And help to build up general trust in the community and with more and more sort of communities around

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Spread that kind of trust in understanding. That's the kind of thing that I work on and as he said

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My background is basically as a journalist

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I worked on nuclear engineering international magazine for a couple of years and then I joined the world nuclear association and

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I did more journalism for them within the industry

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So I was kind of the founding editor of world nuclear news and I was writing stories for WNM

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every single day

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Sounds like a very deep source of information like how are you turning out those contents every day?

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It was like it was really like a factory. We had a well-oiled machine

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Wow

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We were very good at listening what was going on. We're getting all the press releases

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We were looking at what was covered in the newspapers and you know

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Listings of what people are saying on social media and then we would pick what we would write that day

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There were usually two or three of us working on the news on any given day

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So we would assign ourselves

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One or two stories each and then we have to go out and get the original information from the companies the organizations involved

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Do whatever background research or whatever calls are required to make sure we actually understand what we're talking about

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And then write it up so it could normally do you know at least one a day each

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But if they were short or kind of easy we could even do two Wow

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So we were just smashing that out every single day and getting

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Irready by about 4 p.m. Took about half an hour to assemble the email and fire that out to like 25,000 people or something

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Oh my god

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That was that's my life for quite a long time. That's great. That looks like a very great task. Anyway, I wanted to like

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you talked about the small food sprints of people involved in nuclear and

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And in a gablee nuclear also provides small carbon footprint

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So like a very good and complimentary word if I may say so, but I

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Recently be following your activities on the social media and you tend to be advocating for

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Designs better designs like not just designs, but what we name

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Nuclear power plants, maybe or maybe the ways that people think to like

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Accept the name or what it is called now it is designed

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Yeah, the nuclear industry is a bit more traditional and like very technical

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They just go straight to the point and just turn it out that way the way it looks like they don't want to like

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Paint it any better or any like in any way like a pill in general public, you know

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I remember like in Nigeria, you know

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There's this so-called sunlight soap when it came out newly it used to come in a very beautiful yellow pack

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You know and it's a it's a unilever product and at that time when I was very young

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I used to think it's biscuits like cookie, you know

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I

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Get attracted to it because of the color of the packets and when I get close to my parents and say no leaving it's cook

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It's it's it's so it's a soap. It's not a cookie, you know

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But I am attracted because of the color and the appealing design like the way it is packaged you get so

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Recently you'll be talking about this issue on nuclear do it the SMRs are coming up as a good alternative

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And I should be more appealing to the public

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But I think it's very important since you started talking about it for the people that are making this new designs to take it

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cognizance of the importance of

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of

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Having to I don't name them or so. Can you just tell us a bit about like the

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The things surrounding the new designs the designs and how to communicate or how to actually brand if I may say

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Nuclear nuclear technology or nuclear power in general. Yeah. Well, you've you've really touched on something that gets me excited actually

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Something that's a bit of a problem for the nuclear industry is that it's always talking to itself

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Wow, it's always talking to itself about its own its own issues

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Hmm, and you know, it's right that there should be a lot of exchange of experience and so on between different countries and all

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The different parts of the industry, but that's all good. I wouldn't try to take away from that

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But another factor of the nuclear industry is that you know, there is a public interest in it

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It's not going to stop so everything the nuclear industry does really sort of has a has a public interest

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And the public do look at what we're doing and but we don't really recognize that

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We don't build that into the way we the way we communicate in the way we

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This is the real issue the way we name things sometimes the issue you're talking about

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So we come out with them, you know, you can have a new reactor design

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It could be the greatest thing ever like really amazing advantages and

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You know, it has an acronym for a name. It's going to be called the like

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You know the MPR

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1200 or something like that. Yeah, I wonder does that mean it doesn't it doesn't mean anything

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It might mean like more

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1400 yeah

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How is that good? It's not a good name. It's not a good name at all

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And so you but at the same time we're asking communities to host this thing and

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to you know cherish it to want to work there and

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You know to invest in it for a hundred years

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Can we come up with a slightly better name than an MPR?

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You know 1200 I mean what a good example is, you know some years ago in the 60s and the 70s

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The UK and France collaborated to design a

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Supersonic plane, right? Yeah, and you know this thing. It's called Concorde

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Yeah, it was just a beautiful and amazing piece of engineering, right?

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It was just it was just absolutely magic, but you know, if the nuclear industry designed that it would have been called like the

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Supersonic plane

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2000 it would have called the SP 2000

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Oh, it'd have been alright. It still would have been an amazing plane, but you know the name Concorde

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Yeah, and actually, you know, it's a it has a lot of benefits to it

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It's a word that makes sense in English and in French and it means you know a collaboration and an agreement

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Which the two countries are done and it even has it sounds like kind of regal. Yeah

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First class, you know, yeah, it's got that quality about it. Yeah, and it even has like a double

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Consonant it's like Concorde, right? Yeah, yeah, and Concorde needs so well

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It used to make a double sonic boom

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If you're in the ocean and it went over

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It's even got that building

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So, you know, what why can the nuclear industry not do that? Why can we not do that?

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And so they nearly did it in China where they they had the they kind of bought their designs together for their

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Hualong one reactor. Yeah, and Hualong means dragon right in China, which is you know, very kind of prideful

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Powerful symbol, you know of China. So that's a great name. Hualong one when I heard that yes

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This is what we need. Yeah, this is something people might want and it's a national symbol as well the dragon

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Exactly. Yeah

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But now I see they don't refer to it as that anymore. They call it HPR

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1000

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So we've gone backwards again, so that's something that kind of agitates me

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But I'm you know, it's in a way. It's trivial nuclear has

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You know more serious things to be doing than working on these names

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But yeah at the same time when we spend hundreds and hundreds and hundreds of millions

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Designing these things and they're gonna last for a hundred years

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It it's a symbol of our kind of laziness of our social license that we don't invest

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You know, just a little bit of a tiny little marketing project that come up with a good name

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Yeah, but we we can see though that the the smaller reactor vendors are much more tuned into this

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True and they have yeah much better names like, you know, orc low and

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Musca and so on. Yeah, yeah super super cool names. By the way, I wonder like what's the next although

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Egypt is already licensing. Yeah, they are their new build

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I wonder what the next iterations in other countries in Africa and perhaps in Europe and other parts of the world will like

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Adopt to to name their reactors to make it more appealing to the public

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So this brings me like although we've touched a little bit about it

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And on how the the public will take this technology and own it as their own make it more welcoming

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This kind of takes me to the next point. I wanted to ask you about

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The the fate of nuclear technology like every other energy sources

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I believe like the solar the wind and other renewable sources and other more traditional like for seal and thermal plants

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kind of have an oscillating way of

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Remaining involved kind of so what?

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the nuclear industry as well is subject to fluctuations and

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The current state is not too favorable for the industry

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So I wonder what do you think is is the future is there any hope and like because I was listening to one YouTube video

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About the career prospect of a nuclear engineer. It's like negative other other engineering like like mechanical

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Chemical engineering data science and they're like in the next 10 years

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It has a kind of positive index of the prospect

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But the one for nuclear is like negative like what do you think? Wow?

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disappointing I just hope that's that's not gonna be true. I doubt

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His reality is disappointing to hear people talk like that. I mean, well, it's difficult. I kind of count

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Nuclear technology as a huge missed opportunity so far. It's only supplying 5% of energy globally

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It really should be doing a lot more than that. So I hope that kind of our generation can

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you know can seize that the opportunity that it represents and

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Make the best use of this amazing tool that we've that we've kind of inherited

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Because the need for it is is enormous now

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We have to change the entire energy system and there's there's room for every technology

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This is not to say the renewables can't do a lot. They're gonna do a huge amount because they're getting so cheap

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And it's a quick to install

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That's there's a huge opportunity for nuclear to do a lot as well

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I would say there's big opportunities for people studying nuclear energy

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You know particularly in Africa where there will be, you know in a small minority

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They have huge opportunity to become a leader in their country. That's that's so hopeful. Thank you

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Yeah, and I'd say even if they get if they get that

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They get that qualification

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Even if they don't end up working in nuclear because whatever happens in life or in the industry

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You know an engineering degree and physics means, you know, technical

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Problem solving and it means, you know being able to analyze a problem and solve them from sort of first principles

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It probably means computer programming stuff like that, which is all applicable to other

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technical areas as well. So I

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Would absolutely recommend to them is a great thing to be doing. All right. That's great

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I sincerely appreciate the answer. You know, I just wish I was clever enough to do it

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Come on, I mean being able to communicate is it's high. I mean, it's it's already

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It's a great treasure to

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Let people know what it means to to have this and you know many African countries are sending a lot of their cities into different

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Develop parts of the world to to lend the science and the different aspects of nuclear engineering and technology

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So that's a that's kind of a sign of a good future if I may say I think what I think what we need is

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Well, you know, we need lots and lots of engineers of different kinds solve all the all the problems in the world, right?

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Yeah, but I think the people who can be super super powerful have that kind of engineering

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base perhaps but they also

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Have maybe built into their studies or in their life experience

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They also have a kind of a social or kind of creative view as well

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Yeah, so if that's possible in

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your engineering courses to take a bit of sociology a bit of

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communication now, so business

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Like a better business. Yeah

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Innovation, you know so that we can really take it forward as well as just doing engineering engineering engineering, which we're already good at

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Yeah, yeah, you know, I kind of feel very

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Privileged to be talking with you because you live in a country where they are constructing

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the nuclear power plants

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That should be the there's a size well and then there's the Hinkley point C, right?

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The Hinkley point C is the one under construction and the size well is still under deliberation, right?

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Exactly. Yeah Hinkley point C is doing really well

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Okay, and we really want the government to make a move to help size well have that's great

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So it brings me to the question like some African countries are embarking on their first builds and

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Coming from a nuclear country where you have the Magnus technology and those very wonderful amazing

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Technology that has been proven and is well established in the UK

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I wonder like what kind of lesson and what kind of points do you think the newcomer countries should?

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To actually hope all that hold up their sleeves like when they are coming up on board like when the decision makers are making their decision

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Or during the construction at different stages like maybe from your experience or what you've learned

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Yeah, I would say

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From you know as an English guy sitting here in London to share what I've seen happen

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I would say that African countries, you know, they do really need to be realistic about how difficult this is so

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To look at to look at the UK you could say, you know, we've been using

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Researching nuclear since you know the 1950s

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We're able to design two generations of our own reactor, you know from scratch and using them all this time

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but still when our government in

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2006 I think decided, okay, let's get serious about nuclear

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It's still taken all this time to get to the point of

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Building new reactors

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So it's and it was a serious challenge to get all the skills and manufacturing ready and

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get the regulation kind of upgraded and

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Maintain the kind of levels of skills. It wasn't a challenge so much of getting the skills in

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It was a challenge that people with the skills were retiring. So we had to kind of pass them on

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But that was a big challenge. So to think, you know, even kind of an experienced nuclear country takes that long to do it

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It's not an easy thing

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But that brings me to my second observation, which is the key thing that helps

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Nuclear sector to thrive is solid government support. You need this like ongoing clear policy

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and not always like lots and lots of money needs to be

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Provided but this clear policy where the country is going in a certain direction and the rules are set up to create a

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Market for nuclear so that it can work and that's kind of one reason why the UK ended up taking so long

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Is that the market we wanted where the government did not want to own anything in, okay?

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So yeah, so if you had because yeah, so if you thought of the door for private investors earlier

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It would have been a bit more quickly achievable. Is that what you're saying?

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It's kind of well the private investors that the interest wasn't quite there because there's a lot of risk in in the construction

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In the construction phase

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Because it could get could go on too long could get quite expensive

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So you need a kind of a team effort where the government is going to do what it can to

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Mitigate that risk or even take a share of that risk and that we hope is what's going to happen the size

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Well, you will have a kind of a financial deal of its own

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And it's quite likely that the other government will support the construction

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And then once it's built and running sell its stake to the private sector

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Okay. Okay. That sounds interesting because

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Recently I read over the news. There's a company in Nigeria transcop energy that is trying to

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like

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Make a very strong move to get in a reactor

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a nuclear power plant for Nigeria, so it's it's came as a surprise to me and

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You saying that having private investors like because government don't want to like take the financial

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responsibility that's like

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And like making a very strong

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Position like in support of the move by that private company because even right now in Nigeria some oil companies

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multinational companies like Shell Chevron already moving out of the country perhaps because of the new energy in the in the in the future

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so they are like giving over their assets and them and

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And whatever they have they've owned in Nigeria to some local companies. So perhaps if these companies have been in the business like

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Since the outset it have been an easy transition

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If I may say and the government will not have so much trouble managing managing these assets when these

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multinational sleeve. So yeah, yeah, yeah, right

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I mean if any source of energy is such an important thing to a country

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It's part of like, you know, you can't have much economy without energy, right? Yeah, and

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You know, you know right now security of energy is super important

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So really the government has to government of any country needs to you know to have an ongoing involvement in anything of

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National strategic value

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Yeah, you could need to hear is no different if the government says oh, you know

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Private industry have to do on your own. It's not really going to happen

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You need the sort of investors the government and the vendors of the reactors to yeah, yeah

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That's like a tripod on which it's possible to build. Yeah, that's yeah. Yeah the tripod. That's a very great one

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Yeah, yeah, so I hope for hopefully the smaller reactors the sums of money come down and it gets it gets more

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You know, just easier all around to do this. Yeah. Yeah, I

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I wanted to like talk to you about the the new the the cop26 that is coming up and the low-carbon

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Advocacy that is going around and the climate

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Issues going around and how it's connected nuclear

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nuclear seems to be very versatile and it lends itself very very in a very robust way to any low-carbon requirements

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for energy or for anything it supplies

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But it is always not considered especially by the international body

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I don't know like do you think this is sheer bad luck or kind of like a happenstance

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What do you think should be done to actually because this recognition is needed for countries and and

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People to begin to actually make conscious

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Active steps to adopting this energy resource. I know it's not just a normal thing

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You should you can just go and pick up in the market. I know it's a long thing especially from experience countries

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But I think they need to be an international recognition of this energy resource or people are just like looking for a quick fix

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I don't know. So what do you think can be done to break this to the fore?

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You know being a being an expert in communications. I know you must have them had cost to defend this

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It's it's been a big problem for years really that nuclear has been ignored on these stages

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but

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But I there's so much change going on now

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and

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What I think what I think we need to do is actually what I see that we are doing which is actually turning up

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these events actually turning up with some with some resources and

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making nuclear

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known in these areas and the door is being opened by some of the international

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Organizations like the International Energy Agency

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Has changed its wordings and the way it talks about nuclear to be more inclusive. You started talking about nuclear more

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with with

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With the new head of the International Atomic Energy Agency mr. Grossi he is

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Speaking more strongly in favor of nuclear as well

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and

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This is current COP meeting the one that's going to take place in the UK at the end of the year is a great opportunity

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Because the UK is a pro nuclear

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Organized a pro nuclear country. Yeah, and the government has a strong kind of pro nuclear stance at the moment

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So it provides a great

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Platform to just represent nuclear in a positive way and that has been denied to nuclear

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for many years at these events and the the kind of effort by industry to turn up has always been

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Disappointing so we need to be basically taking advantage of every chance we get to represent nuclear on these

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International and inter interstakeholder global

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Stages as they arise. Yeah, I think it takes a lot of investment the industry hasn't really been doing

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But gradually it's changing. It's gradually changing. I mean the people promoting renewables have basically had the ball for a long time

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Yeah

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And that is nothing against renewables, which you know generate electricity that is clean and that we need

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But a lot of the people supporting them some of them campaigning for

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100% renewables that's really a way to say zero percent nuclear

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And 100% right 100% renewables is not an energy policy. That's a campaign position

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in favor of renewables and

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Implicit in it is zero percent nuclear

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So, you know some of those people have had the mic for a little bit too long

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And we're sort of getting our chance now. So I see things moving in the right direction

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But we just need it to accelerate and accelerate because you know if you believe what they say about climate change

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Climate change trying to get to zero. We really need um, you know a flood of

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Interest and investment and commitments towards nuclear in the next decade or so

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That's super cool. Like what a great insight you've given us, you know, I hope that maybe in Glasgow you have some

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group of people like with their

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With their great, um, uh, in their great number saying hey, we need nuclear kind of and thanks to the ygn and the work they are doing to

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Yeah, I think we will the yeah the watchy had this has been doing really really well. Yeah. Yeah. Yeah. That's super nice

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okay, so um, I was kind of winding down in this session and um

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I kind of admire how your career have gone and I wonder like people are

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Interested and some people are not just interested, but they are just wondering what is a nuclear engineering or nuclear energy related degree

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Like like what are the prospects for me, you know, so do you have any kind of word like advice?

315
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You want to give someone that is like on the on the fence about nuclear degree? Yeah, I mean, I'm not a

316
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I'm not a nuclear engineer, but from what I from what I see

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There are very few industries which are more committed to

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Excellence than nuclear so if you want to be the best and work on the best stuff and

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Take things to the highest level of precision. Yeah, nuclear has got that right and if you're interested in working internationally

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And collaborating with people all different sort of cultures and backgrounds

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Um nuclear has that too. So it has enormous

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Um opportunities beyond just what you are doing, you know with your computer on your desk

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so I think it has a

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It what it sort of gives to to good young engineers is it's kind of a world of opportunities

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And very secure jobs that will last a lot of time

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Now I hope the industry is going to get bigger and bigger and contribute more and more

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And so we'll bring in more and more young people and just actually have a bigger and bigger role in fixing up planet earth, you know

328
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Yeah, that's great

329
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Jeremy, uh

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You at the start of the uh of this episode you talked about how you worked with the world nuclear news and the world nuclear association

331
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like that tells me and kind of informs

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our great depth of knowledge and

333
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Uh, like a high level of grit and ability to gather information on the nuclear

334
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world in general like you had to like

335
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Meet people and read news and try to connect the dots and also being an editor you you are like

336
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You have a knife like you you need to cut some things and you also have to attach some things

337
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I remember talking with a journalist. He said that every story is called is subject to the editor's knife

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Or is it the right? Is it a knife or the the hammer? I don't know

339
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I don't know he tends to cut whatever works to get it done in time. Yeah. Yeah

340
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It tries to filter out the the necessary and the things so can you like

341
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Growing in this career and like coming up and having the influence in energy and a company of your own

342
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You are running like what has helped you to grow like in your career and what you are doing currently loving what you are doing and

343
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Having prospects and futures like what has helped you to get to this level?

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Some people might want to know I think I'm I'm I'm pretty lucky. I think and

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Because I'm not I'm not the world's best writer and I'm not an engineer, but I'm somebody who

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I can understand enough of the technical issues to explain to other people what's going on

347
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And I just so happen to be better at that most of the engineers

348
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Thank you

349
00:31:00,460 --> 00:31:02,460
That's kind of does it. Yeah

350
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That's basically it. So I'm kind of always an intermediary between the engineers and the the other people who are interested in what's happening

351
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Yeah, yeah, yeah, sometimes you get the people who explains the engineering doing a better job than engineers themselves, you know

352
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Because if the people don't understand what you are saying, it's like it's just for you alone, you know

353
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Engine engineers are like right. They're right into the detail

354
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You know for them to do their work they think about certain things

355
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But that's not what it represents in the wider world always

356
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so sometimes I come along and I'm able to see that but in different terms and

357
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I've been really lucky that when I worked on the on the magazine

358
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nuclear engineering international and

359
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Had the wna as well. I was always meeting different people from every different company you could imagine

360
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And seeing all the different technologies and just kind of inter relating all those ideas until seeing how they fit it together

361
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That was that was my sort of special skill. I found that I could do that pretty well and people kind of liked my ideas

362
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So

363
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Yeah, that's really great like like okay, so going forward

364
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Do you think like um, there are better new ways that you will be doing it?

365
00:32:14,460 --> 00:32:19,660
And maybe in the next 50 years if someone is coming up on on the same path that's yours like

366
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Do you think the person should do it differently from the way you did it or maybe?

367
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Yeah

368
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You signed it. Ah

369
00:32:28,060 --> 00:32:30,060
Okay, well, I mean so now I

370
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I've got my own company now fluid in energy and it's me as a as a consultant and I'm really just trading

371
00:32:37,740 --> 00:32:44,300
Mainly on the network that I built up in those other roles the network and the knowledge

372
00:32:44,780 --> 00:32:52,300
um, so I'm in a kind of a fortunate position that I have a kind of a global network that that's like, you know, I know people like you

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right

374
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So I'm able to get my bills paid by helping different people out

375
00:32:59,660 --> 00:33:00,620
um

376
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What to do differently? Perhaps I've got a kind of a unique

377
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position, but I I just really hope that the industry will keep increasing its diversity

378
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And so different kinds of people from different backgrounds as well as different kind of mindsets and different approaches

379
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and different

380
00:33:20,300 --> 00:33:25,820
kind of alternative and additional skills around the core engineering will keep coming in

381
00:33:26,220 --> 00:33:31,900
So perhaps my message is, you know, if you're you might be different from a classic engineering

382
00:33:31,900 --> 00:33:35,820
personality, you might be different from the sort of a scientific background

383
00:33:36,220 --> 00:33:39,820
That doesn't mean there's not a role for you in nuclear

384
00:33:40,460 --> 00:33:45,580
You can look around and you can probably compliment this industry and in doing that you might

385
00:33:46,220 --> 00:33:50,940
Really find that you are the one to catalyze it to achieve more

386
00:33:51,740 --> 00:33:56,940
Wow, thank you so so much for this great insight and um lastly Jeremy

387
00:33:56,940 --> 00:34:06,380
You have come on this episode with great strength and sagacity which um unassuming voice and nature and also very very much tacit and

388
00:34:06,620 --> 00:34:08,140
straight to the point

389
00:34:08,140 --> 00:34:14,300
You've made you that great depth of knowledge on this field of nuclear and you've been a consultant especially

390
00:34:14,860 --> 00:34:21,420
To some companies. I know you've communicated and um, you've made people understand what nuclear is

391
00:34:21,420 --> 00:34:28,620
You've also told us about how we should brand nuclear and make it more acceptable to the public although some technical things

392
00:34:28,780 --> 00:34:35,180
Behind it may be running not too pleasant to the eyes, but we need to make it more beautiful and more appealing

393
00:34:35,260 --> 00:34:38,140
Thank you so much for this great insight Jeremy

394
00:34:38,620 --> 00:34:42,460
And um, this brings me to the last point like like trying to ask you

395
00:34:42,540 --> 00:34:47,500
Do you have any last words for our audience because you've really touched on a lot of points and aspects?

396
00:34:47,500 --> 00:34:56,300
Anyone like one line of sentence to like give it a cap for this episode hoping that we'll have more time with you in the future, sir

397
00:34:57,420 --> 00:35:00,780
We talked about a lot of things. I just think the prospects

398
00:35:01,420 --> 00:35:02,940
for nuclear are

399
00:35:02,940 --> 00:35:09,420
Absolutely immense that the promise of the technology is remains humongous and we haven't

400
00:35:10,220 --> 00:35:15,420
Haven't really even explored a tiny fraction of what it can do yet

401
00:35:15,420 --> 00:35:21,020
Um, will it achieve all its possibilities like I mean, I don't know

402
00:35:21,500 --> 00:35:24,620
um, but it's going to be exciting to find out and with

403
00:35:25,260 --> 00:35:27,260
Good young people coming into the industry

404
00:35:27,500 --> 00:35:33,420
There is a chance that it will play a huge role just creating the clean energy system

405
00:35:33,900 --> 00:35:35,900
and the kind of social conditions

406
00:35:36,380 --> 00:35:39,820
All the environmental conditions that we want to see in this century

407
00:35:39,820 --> 00:35:45,020
So, you know, I just encourage everybody like keep trying. It's worth it. Thank you so so much

408
00:35:45,020 --> 00:35:49,180
Jeremy Gordon for the time with you. It has been an exciting episode with you

409
00:35:49,660 --> 00:35:57,020
And I'm hoping to have you on again on this podcast. Thank you immensely for the time with you. I sincerely appreciate

410
00:35:57,020 --> 00:36:15,020
Thank you, Jeremiah. It's a total pleasure. Thank you so much

