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SPaMCAST 318 features our interview with Rob Cross.\xa0 Rob and I discussed his InfoQ article \u201c.\u201d\xa0 Rob provides ideas on how the theory of big data can be incorporated in to big action that provides \u201cah-ha\u201d moments for executives and developers alike.\nRob Cross has been in the software development industry for over 15 years in various capacities.\xa0 He has worked for several start-up businesses including his current company, PSC.\xa0 These companies have been focused on providing software quality, security and performance data to organizations leveraging state of the art technologies.\xa0 Rob's current company has analyzed over 8 billion lines of code as an independent software assessment company on products ranging from military systems, medical devices, satellite systems, video games to Wall Street exchanges.\xa0\n\xa0Rob's email:\xa0rc@proservicescorp.com\nCall to action!\nWe are in the middle of a re-read of John Kotter\u2019s classic\xa0\xa0of\xa0on the Software Process and Measurement Blog.\xa0 Are you participating in the re-read? Please feel free to jump in and add your thoughts and comments!\nAfter we finish the current re-read will need to decide which book will be next.\xa0 We are building a list of the books that have had the most influence on readers of the blog and listeners to the podcast.\xa0 Can you answer the question?\nWhat are the two books that have most influenced you career (business, technical or philosophical)?\xa0 Send the titles to\xa0.\xa0\nFirst, we will compile a list and publish it on the blog.\xa0 Second, we will use the list to drive future \xa0\u201cRe-read\u201d Saturdays. Re-read Saturday is an exciting new feature that began on the Software Process and Measurement blog on November 8th. \xa0Feel free to choose you platform; send an email, leave a message on the blog, Facebook or just tweet the list (use hashtag #SPaMCAST)!\nNext\nWhy Are Requirements So Hard To Get Right? IT projects have been around in one form or another since the 1940\u2019s. Looking back in the literature describing the history of IT, the topic of requirements in general and identification of requirements specifically have been top of mind since day one.\xa0\nUpcoming Events\nDCG Webinars:\nDate: December 18th, 2014Time: 11:30am EST\nThe Software Process and Measurement Cast has a sponsor.\nAs many you know I do at least one webinar for the\xa0\xa0(ITMPI) every year. The ITMPI provides a great service to the IT profession. ITMPI\u2019s mission is to pull together the expertise and educational efforts of the world\u2019s leading IT thought leaders and to create a single online destination where IT practitioners and executives can meet all of their educational and professional development needs. The ITMPI offers a premium membership that gives members unlimited free access to 400 PDU accredited webinar recordings, and waives the PDU processing fees on all live and recorded webinars. The Software Process and Measurement Cast some support if you sign up\xa0. All the revenue our sponsorship generates goes for bandwidth, hosting and new cool equipment to create more and better content for you. Support the SPaMCAST and learn from the ITMPI.\nShameless Ad for my book!\n\xa0co-authored by Murali Chematuri and myself and published by J. Ross Publishing. We have received unsolicited reviews like the following: \u201cThis book will prove that software projects should not be a tedious process, neither for you or your team.\u201d Support SPaMCAST by buying the book\xa0.\nAvailable in English and Chinese.