Giles Rhys Jones is the CMO of what3words: a tech company that converts complicated and difficult-to-remember GPS coordinates into three simple words.
This means that the entire planet has been broken into 3 x 3 metre squares, each of which with a unique and memorable name. This is highly useful in a number of applications, including for emergency services.
But what Giles spoke about in his session specifically, was the brand journey of the company.
In his session, Giles broke down the key values and features of the company’s unique approach. This included the mantra of ready, fire, aim.
Giles also spoke about the 80/20 rule. “The 80/20 is you do 80% of stuff that works well, and you know it works well, and then you spend 20% of your time on measurable innovation,” Giles said.