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Chris Sheldrick, CEO of the London-based company what3words, has taken a novel approach to the task of navigation with a new API. Sheldrick’s idea stems from the logistical difficulties he encountered while working internationally in the music business. During that period in his career, Sheldrick was faced with coordinating the rendezvous of dozens of people in remote locations. Despite his best efforts at communication, people would still find themselves calling one another on the day of a meeting, seeking clarification on the location of the meeting place.