Malcolm Gladwell

The head office is Amsterdam.

When you said when you got there, you wanted to build a digital nervous system, what does that mean?

Maybe good to give an example.

You must learn something.

When you suddenly, not suddenly, but when you standardize a bunch of things that have not been standardized before, presumably you have a basis for comparisons you couldn't make before.

I'm just curious whether there was an insight that you learned from that process that comes to mind.

Yeah, it makes sense.

Sergey, at least half of what you've talked about is not about the tech itself, but about being a kind of evangelist for the tech.

Is half the right percentage?

How much of your time is spent convincing an organization and people in the organization to see the value in what you're doing as opposed to building the thing that has value?

About 85,000 to 90,000 globally.

So you have essentially a city.

Pretty much.

And if you look at that universe of 85,000, is there anyone in that universe who is not touched by what you're doing?

Presumably that's one of the things that the people you're working with at IBM can tell you.

They can give you a sense of how quickly others have adopted

some of these technologies.

Just a pragmatic approach to sort of... I'm curious about Heineken's specific question, which is, so here you have a...

legacy brewer based in the Netherlands, 160 years old.

If I were to say, I want you to take an entirely new job, I want you to do what you're doing, but I want you to do it for an American company in a completely different industry that's 30 years old, maybe a company that makes vacuum cleaners.