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Date:
November 5, 2021

Silicon Valley Business Journal

Discipline, integrity, motivation: What values can military veterans bring to your company?

Editor's note: This is an excerpt from an article honoring veteran business founders in Silicon Valley. It was originally published in the Silicon Valley Business Journal on 5 November 2021.

Veterans can bring a multitude of technical skills to businesses that hire them, depending on their specialization and training in the armed forces.

But military experience also instills attitudes and mindsets that are valuable to the business world in general, including discipline, adaptability and the idea that no one will be left behind.

As personal values grow as a success factor in the workplace, veterans offer companies the benefit of their experiences, taking them from the field and the base to the office and the meeting room.

We spoke to two military veterans who founded and lead Silicon Valley companies to see how their service has benefited them in the business world, and how businesses can better serve veterans. U.S. Army veteran Socrates Rosenfeld leads Santa Cruz-based Jane Technologies, which operates an online store for cannabis products, and Teresa Phillips — who also served in the Army — is the head of Spherex, a Santa Clara-based data and technology company that helps adapt media content for global audiences.

Socrates Rosenfeld, co-founder and CEO, Jane Technologies

U.S. Army, 2004-2011

Socrates Rosenfeld co-founded Jane Technologies, an online marijuana and cannabis products store, after his stint in the Army.

How has your experience in the military has prepared you for your career today?

Serving in the military is a very unique, difficult and challenging experience. From training to combat, you are guaranteed to face some adversity. When you're in the thick of those challenging times, you have to dig deep and find the courage to move forward, as scary and as hard as that may be — that’s how real values and character are formed.

Why should local companies specifically seek out military veterans to hire?

We’re extremely mission- and results-driven individuals, accustomed to fulfilling our duties and succeeding in the face of adversity. We had to be adaptable and persevere despite limitations, unclear instructions, and shifting priorities. We’re excellent at following a chain of command and adhering to protocol, which bolsters a company’s structure and organization, and yet we’ve also all had to make tough decisions in real time. Perhaps most importantly, we’re dedicated to taking care of our people, building effective teams, and offering the support and guidance to collectively accomplish goals.

What can local companies do to support employees who are military veterans, or encourage more veterans to join their ranks?

Employers should look beyond the technical skills a veteran possesses. As veterans, we’re adaptive and resourceful by nature, having lived life outside of our comfort zone, and we operate on an accelerated learning curve. During my time in service, I saw people with no college degrees or prior experience successfully fixing turbine engines and flying Apache helicopters in their early 20s.

Try not pigeonhole your veteran employees. With the natural soft skills that veterans possess, we can truly succeed in any facet of business. It’s a good idea for employers to offer training programs. Veterans take initiative and have gumption and can easily acquire technical skills, so if we have the opportunity, we’ll take it.

To encourage more veterans to join your ranks, I think specific outreach and initiatives that demonstrate a company's genuine interest are really effective. In the cannabis industry, we see internship or incubator programs for social equity applicants that include veterans in that pool - and it is very successful in attracting talent.

Teresa Phillips, co-founder and CEO, Spherex

U.S. Army, 1986-1993
Teresa Philips co-founded Spherex after her own military service.

How has your experience in the military prepared you for your career today?

My entire military service prepared me for my career today. I gained valuable experience and expertise every single day alongside fellow servicemembers, allied forces and foreign dignitaries.

My military service taught me how to pay attention to detail; act with pride, purpose, and integrity; soldier through adversity; execute with precision; and lead by example. Serving under the direct command of general officers prepared me well for executive life in the high-tech industry, as managing large-scale initiatives and leading teams came natural to me.

Why should local companies specifically seek to hire veterans?

Companies should extend opportunities to veterans not only because it’s the right thing to do, but also because it’s the smart thing to do.
Veterans are motivated, disciplined, professional and trained. We are loyal, persistent and focused on achieving the mission. Most importantly, we know that a team is only as strong as its weakest link, and we leave no one behind.

What can local companies do to support employees who are military veterans, or encourage more veterans to join their ranks?

Local companies can host open houses or other events specifically for veterans. Leaders in human resources can educate themselves about military positions and create “cross-walks” to illustrate how military education and skills are transferable to civilian positions. And hiring managers can learn how to interview veterans by expressing an interest in their military careers and drawing out their strengths and expertise.
The best way to honor veterans for their service is offering them employment opportunities when they come home.

Related Insights

NAB 2025 – Recognizing a Changed Industry

Another National Association of Broadcasters (NAB) conference is in the books, and if anything has changed in the media and entertainment industry, the conference and attendees were there to discuss it. From content evolution to changes in audience preferences to AI being everywhere, to trade uncertainty, it was a topic of conversation at NAB 2025. Official categories included: Artificial Intelligence, Cloud Virtualization, Creator Economy, Sports, and Streaming. If a general conclusion could be drawn, it’s that the legacy media business no longer cuts in today’s market, and to survive these new realities, businesses must rethink how they fit in.

Everything Is Changing

One of the biggest takeaways from NAB is the impact the creator economy is having on the industry. Dozens of panels focused on how individuals and small-team productions have upended traditional business models and economics, attracting large audiences from traditional producers while also siphoning away ad revenues and production contracts. Recognizing this trend, hundreds of exhibitors demonstrated how their products or services support all types of creators while also providing benefits to traditional media companies. The NAB also introduced two new initiatives to support this growing sector: the Creator Council and the Creator Lab.

In a keynote session, media cartographer Evan Shapiro highlighted the extent of the shift, pointing out that by 2027, the creator economy is expected to grow to half a trillion dollars, nearly doubling its value from last year ($250 million). Shapiro, recognizing the difference between the creator economy and influencers, cites their effectiveness in attracting and engaging large audiences without having to deal with “gatekeeper-led content.” His final point was that this new reality presents the M&E industry with two options: embrace it or get left behind.

Market and Regulatory Uncertainty

The current uncertainty in global trade markets and the impact of tariffs on product purchases has cast a significant chill on many exhibitors at NAB. This was especially true for those companies whose products were manufactured or included parts from impacted countries or markets (services are not yet subject to tariffs). Many companies encouraged customers to expedite purchases to take advantage of existing inventories and avoid significant cost increases as tariffs are implemented. Attendees and speakers also expressed concerns about how regulatory changes from the FCC and regulators in other countries might impact  children's television programming, the news distortion policy, technical rules (e.g., ATSC 3.0), and TV carriage rules (e.g., non-duplication, and syndicated exclusivity).

Monetization Evolves as Markets Evolve

The continued growth of OTT/FAST and the rapidly expanding creator economy means competition for eyeballs and ads will only become more intense. Evidence of this was on clear display during NAB 2025:

  • Traditional Broadcast Disruption: The rise of streaming services and changing viewer habits are challenging traditional broadcast models, necessitating a reimagining of revenue strategies.
  • Fragmented Audiences: The audience is increasingly fragmented across linear streaming, on-demand platforms, and traditional broadcast, making it more difficult for advertisers to reach consumers effectively.
  • Hybrid Models: Streaming services are increasingly adopting hybrid monetization models, such as AVOD or FAST, to supplement their subscription revenues.

A key component of all of these strategies is high-fidelity metadata. Without it, content marketing, search, and discovery, as well as contextual advertising, are much more difficult to achieve. With it, compliance, brand safety, and audience acceptance increase significantly.

AI Everywhere

Artificial Intelligence (AI) and its increasing impact on content creation, marketing, and virtual production were everywhere at NAB 2025. Nearly 300 exhibiting companies from around the world demonstrated products that included or were enhanced by AI across every phase of content production, marketing, advertising, and distribution. Among them, Spherex highlighted its flagship product, SpherexAI, and demonstrated how it is transforming global video compliance and contextual advertising through scene-level intelligence and cultural insight. It also facilitates ad placement where they will resonate and yield better audience results.

The takeaways from NAB 2025 paint a clear picture: the media and entertainment landscape is in constant flux, demanding adaptability and innovation for survival. The undeniable surge of the creator economy, coupled with market and regulatory uncertainties and the evolving monetization models driven by streaming, presents both challenges and opportunities for traditional and new players. Overlaying all of this is the pervasive influence of artificial intelligence, poised to reshape every facet of the industry.

Ultimately, NAB 2025 underscored a fundamental truth: standing still is no longer an option. The future of media and entertainment belongs to those who embrace change, leverage new technologies, and understand the shifting dynamics of both content creation and audience engagement.

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Experience SpherexAI at NAB 2025

Spherex is headed to Las Vegas for NAB 2025, and we’re bringing a bold new expansion of our flagship product, SpherexAI. Join us at Booth W1456 in the West Hall of the Las Vegas Convention Center from April 6-9 to see how we’re transforming contextual advertising with cultural and emotional intelligence.

As the media and advertising industries look to AI for smarter targeting and better brand alignment, SpherexAI offers a groundbreaking solution. By analyzing the cultural and emotional context of streaming video at the scene level, SpherexAI helps advertisers engage audiences more meaningfully while reducing the risk of misaligned or unsafe ad placements.

The Power of Scene-Level Intelligence

At the heart of our advertising innovation is SpherexAI’s multimodal platform, which processes thousands of signals from every frame—visuals, audio, dialogue, and on-screen text—to create rich metadata that understands the tone, mood, and narrative context of video content.

This deep, scene-level intelligence powers a range of capabilities that can dramatically improve campaign effectiveness:

  • Smarter Ad Targeting – Ads are delivered when viewers are most emotionally receptive, based on the precise tone and content of each scene.
  • Seamless Integration – Ads align with the story arc instead of disrupting it, increasing both engagement and recall.
  • Cultural Sensitivity at Scale – Our patented Cultural Knowledge Graph ensures ad messaging aligns with local customs, values, and regulations in over 200 countries and territories.
  • Enhanced Brand Safety – SpherexAI actively prevents ad placements in scenes that could be offensive, inappropriate, or reputationally risky.

Whether you're building a global campaign or fine-tuning messaging for a specific region, SpherexAI ensures your ads resonate with cultural nuance and emotional precision. Best of all, this isn’t vaporware; SpherexAI can be added to your workflows today!

See It In Action

At NAB 2025, we’ll be demoing how SpherexAI empowers advertisers to connect with audiences in powerful new ways—by aligning their campaigns with the content people are already emotionally invested in.

Book a Demo

Ready to experience the future of contextual advertising? Book a meeting with the Spherex team or drop by Booth W1456 during NAB 2025. We’re excited to show you how scene-level cultural intelligence can elevate your strategy and unlock deeper audience engagement.

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Teresa Phillips Joins OTT.X Buzz Panel to Celebrate Women’s History Month

On March 19, 2025, Spherex CEO Teresa Phillips joined a distinguished panel of female executives for the OTT.X BUZZ session—Women’s History Month Edition. This engaging discussion covered the latest trends in OTT and digital video while shedding light on women's unique experiences navigating the media and technology industries.

Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

  • Work-Life Balance and Corporate Support: The panel explored how companies can better support caregivers, highlighting policies that enable a more inclusive and sustainable work environment.
  • The Rapid Evolution of AI in Media: With AI and automation playing an increasingly central role in content distribution, Phillips emphasized Spherex’s role in leveraging AI-powered tools to help studios navigate cultural and regulatory landscapes worldwide.
  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
  • Balancing Authenticity and Career Growth: Panelists shared insights on maintaining personal authenticity while adapting to workplace expectations in male-dominated spaces.

Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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