Malcolm Gladwell

Is there a 2.0?

Tell me, you've had this partnership at Heineken with IBM for, since I think 2013?

2013, yeah.

So you came in and there was already a strong working relationship.

Tell me about how that relationship started and what does it mean on a practical basis?

You're building all these tools.

How does the interaction with IBM work?

Yeah.

Heineken Space just outside of Amsterdam.

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.