 So, my name is Enrico Talina and for the last 25 years I've been basically doing one thing. It's trying to convince companies to adopt different technologies. 25 years is a long time and so the technologies actually change over the time but there's always like my focus in my business life is always try to improve companies and try to make them adopt something that will change fundamentally the way of doing business. So basically today I'm going to talk to you about two things. Try to explain a CEO, CFO, CIO which is like the top management of a company. Okay, what's blockchain and the second thing I'm trying to do is also explain these same kind of people what they can do with the blockchain within the company. Now, why this actually matters? Why this is important? Okay, let's think about our ecosystem, the blockchain ecosystem. On the height of our Ethereum world was like for example CryptoKitties. CryptoKitties in the top 10 was like they had like in the high days they had like 14,000 daily users. Okay, so this is like we're talking about the project that made so much impact on Ethereum. They actually blocked Ethereum for a little while for a week or so and there was like 4,000 daily users. Okay, companies usually have like millions of daily users. So it's essential for us to think about that companies can be like not only one customer but they represent millions of millions of users. So when we focus about blockchain adoption, we of course we can all talk with each other and try to do a project that goes directly to users but if you think about like going to the intermediates so you go to companies then you can like really be rich, the adoption of blockchain adoption in a very, very fast way and more easier way. But this now sounds good because you know I talk with a company, this company has 2 million users so let's boom, we have like 2 more million users to the Ethereum ecosystem or any other blockchain ecosystem. Yeah, now that's not easy. Okay, that's not easy because I've been doing this for the 25 years and honestly this is like talking with the top management, it's very, very difficult. Okay, so now I wrote a book because I couldn't, I tried to really repeat many times the same things so at the end I said okay I'll wrote a book so it's gonna be easier. And okay, so let's say like this presentation I want to, like the way I usually present to CEO and the main thing to think about like the main consideration you have to take in account when you're talking to CEO, it's just they're like 5 years old, baby. Exactly, because they have super short attention span, they absolutely do not understand anything you tell them and even if they pretend to listen they do not listen. So you really need to use the same tricks with a 5 years old and being a father, okay, I exactly use the same techniques and then starting things going on. So first of all you have to make them excited because if you like start like telling the story and you just like, it's like a story about business, you say okay, yeah, yeah, sure and they're like thinking about other things. Okay, so you have to put this into context, so you have to make it really excited for them and what is the best thing, it's called like exclusion. Okay, so I know it sounds bad but it's actually the best way to make them interested. They're like, okay, now, why are you talking about the blockchain? Why? Because the blockchain is something that happens once every 10 years. Now, just like that, you get the meta-tection, you say, what do you mean? Yeah, you know, in the 70s we had the mainframes that completely changed the way accounting was done and then we had the PC that completely disrupted the way the mainframe was used and then we have the internet that completely disrupted the way that PC and then the social and then we have the mobile. And you know what? What's going to be next for the next 10 years? It's going to be the blockchain. So, you know what? You absolutely need to take account of the blockchain. Why not? Because, you know, when this new technology comes along, you can be either the street runner or you're like going to be part of the road because other companies will going to like roll you down and make you like really flat. So, now we got the CEO's attention because they say, wow, I don't want to be like part of the road. I want to be the steamroller. I want to be the one in charge. We're talking about people that are like leaders. Okay, I want to do this. Now, once we set the correct, like just position of what the blockchain is, then we can talk what is a blockchain? So, that's probably a lot of people who knows what's a blockchain but here that's not like for a CEO it's not easy. So, we're talking about the centralized trust and we use a lot of images because the only way to explain to them is not like the words that don't make any sense to CEO. So, the thing is you have to show them absolutely a lot of pictures. So, we talk about the centralization immutable and distributed. We talk about we give them like a little bit of background so it's like this guy named Satoshi and David Bitcoin. Then there's another guy called Vitalik. It is like this 2.0 kind of like thing. Okay, and then like the blockchain 3.0 is going to be all about the interoperability. There's going to be Cosmos, Polkadot and of course Ethereum next-grade. And we don't use the 2... You see here it's blockchain 3.0. We don't put Ethereum 2.0 because it's going to confuse them. So, next generation, things like that. And we talk about like environment friendly, things like that. So, things that you don't really go never go technical, never use technical terms. If you ever use a technical term, always put a picture. Because never, never, never. So, we talk about reaching consensus. We tell like it's public, never use permission less and permission it. That's going to like scare people because like permission. So, you say public, you say private, which is basically not a blockchain. Always trying to reinforce the fact. Okay, and then like a hybrid. You know, you can have like a consortium, things like that. And then like we go to what can a company do blockchain. Now they really get excited. This is a cool technology. Let's see what's going on. And then we say, okay, let's start with the needs. Because everywhere I see in this room, in another room, a lot of people are trying to make solutions in search of a problem. That's not the way you should build things. First find a problem first and then build a solution. That's the other way around. Otherwise, you're going to be so difficult. The best thing in marketing is not like to try to create something and try to sell it. The best rule in marketing, 25 years of experience, do something that people want. And they will just buy it. You don't have even to market because the essence of marketing is not doing marketing. It's just like doing people want and give it to them. That's it. They will buy it. They want it. It's so easy. Please, do it. Please. So let's start with the needs. I'm going to be super fast. Okay? And that's it. So, super fast means that it's over.