 Okay, so thank you. Good morning So I'm going to tell you today a tale about heroes about real-world heroes in fact It's not the Avengers but it also has a very nice twist at the end So I suggest to stay sharp and pay attention. Okay, and the tale starts right here today in this room In which as Carmen and Oscar told us at the beginning of the session. We are here together Celebrating technology. We are here Basking rejoicing in the light of the next big thing that technology is going to amaze us with But we are here also because some maybe 25 years ago several extraordinary people Used technology to change the world. So let's try to get back all those years and Take a trip down memory lane to try to see the world with their eyes back then at that time so Our first stop is 1994 so how many of you recognize this guy and raised So this is team Bernsley and the years I said is 1994 This is before of course Google before Netscape this before mosaic and Maybe not even all of you know all of those names many of you would be playing with diapers back at this time or saying it in another way Many of you were not old enough to know this guy, but his team Bernsley This is 1994 and he's smiling right by his computer because he has just invented something great He has just created the worldwide web So it is all started very innocent if he was a scientist back at CERN the Swiss laboratory laboratory and he needed technology to exchange information to share documentation With fellow scientists all over the world the internet had just happened had just been invented But email was not enough was not efficient enough because he needed to transfer huge amounts of data and The only solution back then was to take a physical device Download the information and transport it physically to another location so hence he invented the worldwide web and he Emissioned it as a place where everybody all people would be able to access the best information at any given time In fact, he used to say this he used to say that the goal of the web is to serve humanity We we build it now so that those who come to it later We'll be able to create things that we cannot ourselves imagine that that was his vision That was what he knew from the very beginning when he created the web and speaking of visions Let's move forward fast forward one year. We are now in 1995 and we are seeing here one of the greatest visionaries of all time So who recognizes this guy? I mean, this is back when he was movie star handsome, but it's a steep jobs and This is 1995 we are going to dedicate three minutes to listen to what he had to say about the web and about technology and Before starting making assumptions about how obvious Everything that he's going to say is and if you will have been there You would have guessed the same thing this place just say yourself at a time Where you had to access the internet through a fixed step level line There were no mobiles and you had to endure and excruciatingly painful minute of sounds coming for a modem before hopefully being connected to a place Where there were no search engines no web portals and no web industry whatsoever and from that place from that time Steve jobs tell us this It's not here That can dramatically Amplify our innate human ability and I believe that with every bone in my body that that of all the inventions of humans The computer is going to rank near if not at the top as history unfolds and we look back and it is the most Awesome tool that we have ever invented and and I feel incredibly lucky to be at Exactly the right place in Silicon Valley at exactly the right time Historically where this invention has has taken form and and as you know when you set a vector off in space If you can change its direction a little bit at the beginning and it's dramatic when it gets a few miles out in space I feel we've been we are still really at the beginning of that vector and if we can nudge it in the right directions It will be a much better thing as it as it progresses on and I look you know, I Think we've had a chance to do that a few times and And it brings I think all of us associated with it tremendous satisfaction, but how do you know what's the right direction? You know Ultimately it comes down to taste It comes down to taste it's it comes down to trying to expose yourself To the best things that humans have done and then try to bring those things in to what you're doing and So what's your vision of you know, ten years from now? With this technology that you're that you're developing well You know, I think the internet and the web The web is incredibly exciting because it is the the fulfillment of a lot of our dreams That the computer would ultimately not be primarily a device for computation, but Metamorphosize into a device for communication and the with the web. That's finally happening So I think that the web is going to be profound in what it does to our society As you know about 15% of the goods and services in the US are sold via catalogs over the television All that's going to go on the web and more billions and billions soon tens of billions of dollars worth of goods and services You're going to be sold on the web if you could a way to think about it Is it is the ultimate direct to customer distribution channel? Another way to think about it is the smallest company in the world can look as large as the largest company in the world on the web so I Guess I think the web as we look back ten years from now the web is going to be the defining technology the defining social The defining social moment for computing and I think it's going to be huge I think it's briefed a whole new generation of life in the personal computing and I think it's gonna be huge As an industry the web is gonna open a whole new door to this industry It's another one of those things that it's obvious once it happens, but five years ago. Who would he gets right? That's right Business a wonderful place. We do So you have to admire his clarity his clarity both to see what was going to happen with the internet with the web And also to already see at the beginning of the whole Technological disruption that it was very very important to point it in the right direction because it could affect Dramatically what would happen many many years later? He said that he was trying to move it in the right direction So that was his vision that was his hope and in fact These guys really use technology to create magic or at least the seeds of magic at least Kind of like eggs that good later produced. They thought they could produce Wondrous technological creatures that good change the world making it global making it connected Making it as Steve Jobs sets a wonderful place to live in So fast forward 25 years later. We are back in this room back today How did they do I mean the vision that they had has come true in a way? Absolutely, yes, I mean today their technology has fundamentally changed everything in our world has changed the economy I mean if you see the interview Steve Just was mentioning like soon There will be dozens of billions of doses of dollars moving via e-commerce and for him that was like an Unimaginable number today e-commerce is generating 3.3 million dollars every 30 seconds Just think about it. So in one day the whole vision of Steve Jobs is realized every day So it's it goes beyond what what he ambitions same thing at the business level I mean, we are all here coming from business. We know how business in the last decade or so have changed Absolutely have taken on a dramatic process of digital transformation Transformation changing everything about them from business products services Operation procedures even their culture the the the offices themselves It has been a huge change that has been at the core of all their Strategic plans for the last decade or so. So yes, it has been Tremendously transformative from a business point of view same thing socially and finna I mean, I don't have to tell you about this But just take a step back and try to look from a cold perspective These two numbers that I'm going to to give you first of all There are more mobile subscriptions that people in the world more subscriptions that people And from all the people that are using these one point something subscriptions to connect to the internet The average time that the user suspense connected to the internet is six and a half hours a day So I don't know about you, but the first time that I read this number I thought it must be run it's missing a zero or something I cannot be contributing to this huge amount of time Which is the average of everybody who is using the internet. I thought that until I Took my mobile phone and saw the report about the usage time you can't do it yourselves It all your phones bring it to you now You will be first amazed and then scared of how much time you are spending Only with your phone and then you have to add on top of that best of time lot of time everything So yes six and a half hours are spent online by every internet user every day So surely it has changed the world So fundamentally we can accept that technology has changed everything in our world has changed work communication Shopping banking travel Education even relationships we meet people now over the internet families are created over the internet. It has radically profoundly Transform our lives that has been the effect of those In is in those eggs that we saw that produce technological magic and The power that the technology has seems to be boundless seems to be Limitless is we are talking about rich power. You see here some numbers out of the whole population I already have told you that more subscriptions than population But 57th of the world population has is active internet connections during the whole world I mean if you take the civilized parts the US Europe, etc It goes almost to 100% saying with active social media users mobile social media users I mean the power that it has over people is undeniable, but it also has Power in terms of business in terms of financials if we take a look at the figures in terms of market Capitalization of the tops 100 companies and we group them by sector We will see you see there that technological companies lead the way by a huge margin And that's without counting that many retail companies financial companies, etc Can be considered now more or less a technological company But even without that only considering the apples Microsoft's etc. Etc. Technology leads the way by far so in terms of financial and business power all So technology has power. Technology has power. In fact, it's probably the strongest power in the world right now The strongest lever that we can move to achieve whatever we want to achieve So their vision came true the DX produce dragons magical creatures Technological creatures that change the world. They made possible what seemed impossible. So Mission complete their vision ended in happy ending, right? Well, not so fast First thing let's see is that we're really at the service of humanity We can't really say this because on top of all the good things technology has also brought us a Dark side that has also created a huge load of problems for humanity For examples just reviewing some of them There is a whole new generation with a new very serious problem of internet addiction This is very serious. For example in China that they have like 20 something million people diagnosed with internet addition and parents take them to Some treatment centers like bootcamps where they try to cure them from this illness so that they take back their lives This is a very serious problem right now Then we have the infamous thing about the appropriation of our data We are all familiar with the Cambridge Analytica scandal 87 million users had their data Improperly accessed and we know now that this was only the tip of the iceberg and there are many more Scandals because we simply didn't care about what we weren't to do with the data of our users Or the fake news things This is just a report from only last year in which Twitter has posted more than 10 million Tweets by accounts from Russia Iran, etc. And this has all produced a Phenomenon of its own that the dark phenomenon of the fake news which for sure has changed our political Ecosystems, I mean we don't know if it really changed the results of the elections of the US in 2016 or or the Brexit thing But what we do know is that it had a profound influence in those processes For example, this is data from the election of the US in which in a sample of tweets Taken from the days of the election half of them came from credible sources But the other half came from what we know now that were fake news sites So yes, it's a problem and it's a global problem But it gets worse because at least here in the Western world It's only and I quote only a political problem But if you go to Kenya if you go to Sudan These people here have no access to culture or have less access to culture that we have But they do have access to mobile phones Everybody hit there has a mobile phone and they are listening all times to their Exposed to this fake news and in some places is creating like in this case tribal genocide fuel fueling this this hate with fake news So in these cases, this is costing people their lives So this is a serious problem We cannot really say that the web is as the service of the humanity right now But at least can we say at least that technology has been used for good and has Solved some of the problems of the world. So let's take a look around us to the world that we live in Are the main problem souls? Well We cannot really say that also we have 20 have 28,000 species which are on the verge on of extinction We have marine life, which is barely sustainable each day that passes. We have Global material footprint that is growing Faster than the population rate of growth. So we are reaching 10 billion tons of material footprint And we have the drama the dramatic thing about the climate change the average the earth temperature keeps rising and the average CO2 levels of emissions are Way over the ones that we had before the industry area And then we have very basic problems that have not been touched by technology For example, this half of the world has no access to basic health services So we cannot really say and and and if you look at this as as a whole It's difficult to say why technology being as powerful at this as it is has not been able to change this So at least to improve it, but the thing is that if you will look at the vision that inversely that the Steve Jobs had at the beginning We can't really say that the digital revolution the technology revolution was not created for this I mean in fact either to say that the digital transformation revolution has been a failure for Humankind has not been what we all hope it would be at the beginning. That's our reality So why I? Mean what went wrong if we acknowledge that technology has such a transformative power if we acknowledge that it's probably the Stronger tool the strong words the strongest lever that we have today to change things What went wrong so that we could not have the vision that the the creators had and at that time? Well, I think it's very easy the answer is very easy Even if we don't like to see it or we don't want to see it it's easy because we have been warned from all of our lives from Dozens of dozens of stories and legends Engrained in our culture about the danger that we have felt right on and you are Sure, surely familiar with most of these tales for example We must not go farther that came of thrones. You can already see that I am a fan of the series I'm not going to spoil the ending for any of you that has not watched the final season although you deserve it But just I will just say that this show goes around a character The last of the Targaryens that has at her reach an enormous power the power of the dramas And the whole show is to see if she is going to use it for good If she is going to turn into a hero or at the end he will she will succumb to his Ancestors and become evil, but the thing is clear There is a huge power that can be used for good or for bad very clear very crystal clear Same thing that in a Star Wars. I don't have to tell you about the Star Wars Everything revolves about the force that enormous power the heroes use is for good and the villains of the story Use it from the dark side to do their own evil things Same with Matthew and said you will not all know these references big But it was like the Bible for many of us in our childhood And there is a very famous quote by professor Kabuto saying that massinger could be used for good or for bad It could be a God or a devil you have to choose what you use it for and probably the quote that Sumerized it all comes from spider-man with great power comes great responsibility. I mean We knew that in all these stories We have perfectly clear in our minds that we have to cheer for the heroes And we have to criticize the villains, but the thing is that in real life. We have chosen the easy path We have chosen the wrong path. We've had chosen the path of all the villains in this story. That's the that's the explanation and many you I Know that many of you. I are right now thinking okay. This is all very Nice, but I don't have anything to do about this. You are talking about World huge problems, and I cannot do anything about them. So Let me be very very clear about this I'm going to ask you every one of you in this room a single question And I don't want you to raise hands or to answer it aloud I just want you to honest to answer to yourself Honestly, the question is deep is this Are you personally proud of what your company is doing or you within your company are doing with this enormous power that is technology Are you using it to make the world a better place or are you using it for your own personal? Advantage to advance in your company to produce more profit for your own investors to Reach one year more salary than the previous year or in summary in other words Do you consider yourself the hero or the villain in your particular story? So just think about it, but think about it very very hard because now comes the time for heroes Now it's the time to step up to step up because the digital revolution the digital transformation as we knew it Is dying is living its last days and is giving way to another revolution, which is the impact revolution So digital transformation as we knew it. I mean as a as a headless race to conquest and space and be the first or be the second And and and I solidize space for you at any cost without any fear for consequences that is living its last days and The next revolution that has already started is the impact revolution Which we believe that will dominate the business landscape during the next decade or so and in this new scenario the companies that will prevail the companies that will Differentiates are those who use technology to make a positive impact in the planet There will be those that assume that success is no longer tolerable tolerable at any rate okay and This revolution is already starting has already started and has been driven by people as every revolution in the world The first one who united it were people people a new generation of people that really thinks that That the company should be responsible their provider should be responsible as one for what they are doing and Have in mind that people are consumers But are also workers are also investors and company are paying attention on how these people Think that companies should fight for social goods goals and would be more willing to buy their products and services if they were responsible So ignition by people then institutions are supporting it we were told at the beginning of the session about the the Sustainable development goals of the United Nations which is drawing the path for every one of us for companies for Governance for relations for for regulations in order to achieve positive impact in the world You have to get familiar with these Numbers because these are the 17 goals that you will see more and more and more over the next Months and years in every company every project that you take on so this support from the institution is Also important and although comes to companies that are following this path These are only some examples. There are many more of very big companies in Spain that have already Integrated these objectives in their core strategic plans because it's it's no longer enough to have an obscured department on the side kind of like a Corporate responsible department which has no budget no impact whatsoever on the organization Just taking care of this it should be in the the strategic core of the company of course The impact revolution must be grounded on purpose I mean, it's it's what we have been explaining the whole talk and nobody's playing it better than Maximus in gladiator saying that what you do in life echoes in eternity This should be the heart the reason the purpose of what you are doing but Moving to impact projects should not be seen as a burden or some cost that you have to pay to be good It because it will be a very big opportunity to grow to create value to be more profitable Actually, so where there are people there are companies and there are institutions pursuing something Money and profit will follow and we are seeing it here how the investment in impact activities is growing more and more During the years and how companies that shift their strategic business Toward impact driven goals and projects Not only will profit but will be in the next years The only one to survive the only ones that will differentiate from the rest because the rest will no longer be able to compete with them That's the thing about impact revolution so Hopefully if you are more or less intrigued by this and you want to give the first step in your company in your area yourself To do things and start re-joining the revolution you will have already think thought okay I would like to but I don't know even how to start. So how do you start? Here comes? Let me introduce a little bit about Paradima because we we can't help I mean Paradima is a company that was created with a purpose This purpose is written in our reception in our hall so that everybody sees when he comes into the company It says the company doesn't matter the company is the means to get extremely talented people working together To create exceptional things that make a better world This has been our purpose from the very beginning and and we have been there from the very beginning We shared the excitement of Steve Jobs and Tim Bernsley about a hopeful future We have been first line witnesses of the rise and fall of the digital revolution And we have felt the sadness the frustration and even the guilt or of not being able to be consequent with this purpose In in the effect that the digital transformation is having in the world So when the impact revolution started we jumped with our both our feet in Knowing of course that we cannot save the world on our own But we can and that's the challenge that we have set for ourselves Help to the break companies that joined the revolution to achieve their goals. Why? First because I repeat technology technology is the power is the strongest power the lever that can change everything And we are very good in technology and second because we have been witnesses of the whole digital revolution And the problems the challenges that the companies are having to move to the impact the revolution are similar For example, we can generalize and we do we generalize them in four steps Probably you will be familiar with some of them first There are no dedicating teams in business units and they today needs make it impossible to devote time to these prayers Hence solution to create a framework to work to create the correct environment the correct teams the correct framework so that Impact Projects are generated are the seeds of their prayers are created Second even with the seeds is not easy to integrate these projects into the company's strategy and truly transform business They can go in parallel tracks and not really be related with the heart of the company Solution to bring a third P in the bottom line is what's called the triple bottom line Do not think only on profit and people which is good thing at a third company at planning We can help you to ideate to conceptualize your project so that they compromise with this third once the project is ideas is conceptualize is difficult to establish Impact and business KPIs that allow me to know if I'm being successful or not solution Drive those KPIs into your process. I mean there are already studied the unit in the studies United Nations Have done a very good work about it But there are others that objectivize that we are very precise in terms of KPIs that I should achieve if I want to do Impact project so bring them on into your process. I'm finally. I'm probably the last barrier of the chain This is a hard data From interviews by and San down 88 of lots company percent of large companies say that they have social or environmental purpose But only six percent declare that these purposes will execute within the company What is the same to us that we are past the stage of? Presentations power points strategy. I mean the purpose is very good, but we are already there We need to move from purpose to reality. We need to make that happen. The technology is there There are companies like us that are experts there are groups experts in everywhere. We know where we have to go We just have to go and in the execution is where many companies are being stopped right now So we want to help to achieve these objectives We want to bring Experience of what other companies are doing what is being done outside Spain in international arena We want to help you prioritize your projects your goals so that we can achieve together a shift of the business From to towards the impact driven In impact driven periods, that's what we want to do And for that we have like a path a framework in which we help our clients to go through all these Three-estates many are or some of them are mature enough to jump into the second states Straightly, but normally we have to go through the three stages first an impact half to help them to create the team and structure then an impact lab to help them to ideate to To create the use cases that are going to generate impact and finally to create when I have once I have the ideas I have to create those produce the impact guided a check and at the end of the change We will be able to actually really generate So some examples, I mean I'm perfectly aware that many of you still are thinking okay Yes, yes, but I'm not exactly sure that in my sector in my company in my In my case, I'm not sure what could I do in terms of my autonomy that could really have an impact on the world So let me just show show you five six seven examples of things that Ideas that we are already moving in actual clients here in Spain So that maybe some of them inspire you in terms of what really can be done For example several sectors different sectors and retail We are pushing using digital technology to give consumers the opportunity to have Information about the impact of the products they buy the produce the consume so you can use technology to know about everything that you are using the Social impact environmental impact economic impact and play with that in order to force the consumer to Compensate for the harm they are doing if they are doing any this is a whole group of ideas Also in retail you can use Artificial intelligence to reduce the carbon emission in transportation This is something that is common to almost every company in retail thanks to efficiency in logistics space optimization Etc. Etc. This is going to reduce emissions. Okay Banking we can use digital technology in banks. I mean here the opportunities are huge But specifically you can because you have the information about what the consumers are buying and you can Calculate the carbon footprint that they are living with those produce and play with them and make them possible to compensate for that Carbon footprint More examples health, you know that here in Spain We have a serious problems with elderly people more than two million people are living alone and are over 65 years old so we can use internet of things as much the speakers to protect them to connect them with their Families this would achieve a very good thing and it's a pure technological initiative or insurance Insurance has to move in the impact revolution from just compensating The catastrophes that happen to prevent in them And this is an example the micro insurance of very poor people people that are exposed to Catastrophes created by climate changes. You can just Offer them a low-cost insurance and Work especially to prevent that from happening. Why because or how because they all have I already told you their mobile phone If you alert them or things of catastrophes of prevention measure before that happens You would help them to compare to to avoid the catastrophe and you would not even have to compensate them same idea in health reducing the cost of insurance by Rewarding somehow to the people who are promoting health habits. So again, you are not only compensating if something happens But preventing that that bad thing happens or energy. It's easy to think on Using technology to calculate the environmental impact of my energy plants of everything at the beginning of a manufacturing process and Use for that artificial intelligence. Of course, even satellite imagery to try to make a better world So I hope you got some ideas Which are general ideas still but if some of you still think that this is not possible Just dedicate a couple of minutes to see what other people with names and surnames are doing around the world So I promise you a tale of real-world heroes with a twist at the end and here comes the twist as Albert Einstein said those who have the privilege to know have the duty to act and every one of you sitting here Has the privilege to know and has the duty to act so It is the time that this is that you are the real-world hero. So please join the impact revolution Please make a steep jobs seamlessly and so many many people that place their faith in technology Make them proud. Please go out there and save their world. Thank you Everybody we have and thank you very much Jose. We have a few minutes for questions So I can't see anything out there because of the lights. So if you have a question For Jose about his talk, can you raise your hand please and Fatima is out there somewhere with the microphone We have a I could I just cover the light. Look artificial intelligence Here's a question here Here the microphone is coming A question about one of the initiatives that appears in several of the slides that is the one of drawing the carbon footprint of the products I have entered a little because of consumer products like food, right? That there was an initiative that was called Provenas I liked to see it and it is a field that I have also been investigating a little seeing the different issues and regulation about it, but I have seen a lot Barrier for part of the companies like they do not put it easy They did not align with this initiative to try to be aware of the impact If you have worked with respect You have advanced you have been able to skip that barrier and get the collaboration of the producers The issue about the Provenas use case if you Study it a little more for example, you can go over to our booth and we will tell you more about this is that it's a very Deep connected project because it now it has to go to the source of the Supply chain so of course it has to to make a lot of people in agreement about getting the product done If you notice when I I talked about ideas for practical ideas to start now I I wasn't as ambitious as this I also I only talked about informing the user about the carbon footprint, but not about really checking that the origin of these products is in Biological ecolog, I mean ecological phish ram or or not I mean not from poor areas in the world that are not Treated correctly. I mean that's what provenance tries to do, but you're right It requires to have a lot of people in agreement because blockchain is like that and Right now are at the very beginning of the impact revolution and not everybody is easy to come on board So that that I mean is a very good idea and in in midterm it will be feasible But right now it's it's not the easiest place to start. I agree Out there raise your hand. I have a question Jose Have you had a resistance from clients that you've been working with about? Having a more you know putting impact into the products that you're building with them And if you have how have you managed that resistance will help them see the benefits Actually, I mean We are a little Not surprises, but but encouraged for by the response of our our clients. I mean most Many of them if not most are already aware of this shift in society that it's moving them into the new impact Revolution so they are willing to do that the problem that they have is what I try to outline is how to do that So that's where we come in to try to to move them from an initiative that it's at the PowerPoint level that CEO level to try to get that down to a real impact to real digital products that help them to be Consequent to that initiative that many of them if not most are already interrediting Thank you. We have a question over here Fatima Just in the middle if you raise your hand again there it is Very good presentation Jose. Thank you This is an easy question in a war where Economy and business rewards growth and profit how you make Social environmental etc impact compatible with this economy So the the thing is that it naturally is compatible in fact It's what I try to to transmit because there are many companies that think that they have to choose Either I am profitable I grow or are good for my investors or I am responsible I do good in the world that the thing is that in the impact revolution that is no longer true I mean there are two movements that are on par if you are responsible with the world You will have more profit You will have more revenue because your clients your investors your workers are going to choose you over the Competition so in fact is the other way around in a few years The ones that do not do this who are not socially responsible are the ones to who will start to go into trouble in terms of Profitability and revenues. That's the thing Thank you. We have time for a few more questions if anybody has them Because our next speaker Paco Nathan is running a couple of minutes late. So raise your hand. I will try I will cover all the lights I think we have one down here Keep your hand up. So Fatima can see and she'll bring the microphone over for those who are arriving now We're just running a few minutes late our next speaker Paco who's gonna be speaking about data governance is Due to due to arrive in about seven minutes So we'll start in about seven minutes the next talk But we're gonna take that time to answer questions if there are some so take it away Hi More than a question is to say thank you because for the most of us that we have Some knowledge about the technologies about the new processes that we are improving the world Sometimes we don't have access to the information about the companies who are Trying to change the world actually we don't have access to sometimes talent program to reach those companies to reach those human resources department or There's there's a it's getting difficult to recognize which company is actually doing Something good and it is not just marketing So I just want to say thank you Okay, so you are very welcome and if you want to join the revolution You can stop by our booth outside and get more information about us and about Everybody else that that it's also sharing this view about the impact any more questions for Jose Because I have another one Well, while we have time here if somebody in their company would like you know is feeling like they want to make an impact But they need to convince their boss How might they go about that? I mean the thing is that in Paradima We don't really have the classical hierarchical structure with bosses that stop things from happening I mean if you have an idea being it an impact driven idea or whatever Thing that you want to propose you have a lot of channels in Paradima to transmit it to convey to show that it Reaches the people that that could make it happen which can start by yourself But it do need help that in Paradima is going to happen for sure But especially in Paradima we have no problem at all accepting and and even Driving those kind of ideas because as I tried to explain it's our purpose I mean we have probably more problems with other initiatives that can be good But we don't have the time or the focus to approach but in impact driven initiatives I mean our whole focus is right out there and anybody who has an idea in Paradima about this is going to be listened Perfect. Thank you. Well, unless there's other questions and I don't see any I'll take one last check. Well, let's thank you again. Thank you to Jose Ruiz