Clare Jones introduced PSFK 2017 to what3words, the global addressing system that is changing and saving lives around the world

There are 4 billion people in the world living without addresses. UK-based startup what3words has solved this problem by splitting up the Earth into tiny 3-meter squares and giving each one a unique 3-word address.

what3words COO Clare Jones took to the PSFK stage to discuss a far less cumbersome alternative to GPS that’s also more accurate than traditional street addresses. The result? People in countries around the world are now able to receive packages and life-saving services in a way that was previously impossible.

Here are some key takeaways:

Find a problem no one else is working on

Part of what's so amazing about what3words is how nobody thought to come up with this idea before. The company's founders were successful not because they had a radically new idea, but rather because they took on a problem that was widely overlooked and underserved in a new way.

Keep It Simple Stupid

Another thing what3words gets right is simplicity. The company took the idea of a global positioning system and thought—“right, no one can remember all these random letters and numbers, let's make this easier.” The result, of course, was simple three-word names for every 3-meter square on Earth. By making something cumbersome easy, what3words was able to make us look at the map in a whole new way.

There are 4 billion people in the world living without addresses. UK-based startup what3words has solved this problem by splitting up the Earth into tiny 3-meter squares and giving each one a unique 3-word address.

what3words COO Clare Jones took to the PSFK stage to discuss a far less cumbersome alternative to GPS that’s also more accurate than traditional street addresses. The result? People in countries around the world are now able to receive packages and life-saving services in a way that was previously impossible.