# Crossing the Chasm: How to bring Enterprise to Web3 - Aleksandar Bjelic | Attic42

- Channel: [ETH Belgrade Community](https://streameth.org/eth-belgrade-community)
- Date: 2023-10-07
- Duration: 24:44
- Watch: https://streameth.org/watch/yt-dqpLjDKuH3M
- YouTube: https://www.youtube.com/watch?v=dqpLjDKuH3M

## Transcript

[Applause] hi guys the last time when I was in a bus the bus driver did this joke he was sitting in the bus behind and said well if nobody wants to drive I'm going to drive so he sit up behind the wheel and started and half of us left when we realized he's a driver he already left so yeah I hope half of you would leave if not I'm giving 50 euros whoever wants to leave the session let's go for a coffee and let's stop this session it's even better no no okay so I'm not going to talk too much about us I think a lot of guys you already know we are we're specialized in doing strategy technology and everything connected to Auto economics and as you know one of our largest projects that we built from ground up in the technology of Celsius networks a lot of guys tells us not to talk about it because of the issues which started and stuff like that but I always joke about it when I talk to some of our clients that we build technology so good that even our own money is still there so my personal money is there company money is there so even we couldn't get the money out so I believe that whoever buys it will at least you know buy the good technology and we can continue to develop it further and as you know some of our teams have been developing on polygon Edge so we do know how to bring the big businesses 30 billion businesses and above so what is my personal role I used to be a chief digital officer of the largest Serbian private Equity company with more than 800 million euros turnover 80 million Evita and more than 107 companies across the Europe from banking from hotels from all the others so I think I know to think or two about how the Enterprise thinks and this is the biggest issue I faced when joined with my business development team joined the MVP to see how we can Encompass further to work with the Enterprises so what is a typical traditional offer that the web3 offers to our Enterprise it's something like this right do you love this slide it's everything there how do you think that the c-level executive feels when he sees this slide Scared Stupid I can say even more words so what is the traditional offer the traditional offer is talking about technology and traditional offer to Enterprises and we worked with few of the Enterprises is oh we can tell you about you know CSR token or we can tell you about how to do service dials and everything else and he doesn't understand half of the words we are saying what we need to do is think about how the Enterprise look at technology right so what they first do is they go to Gartner how many of you are tracking down Gartner how many of you are using Gartner reports nobody have you heard about Gartner one two three four how many of you are using Masari reports half of the audience right well a typical sea level Enterprise and I'm talking about big Enterprise executive pays minimum 80 000 Euros per person per license to track down Gartner in his own vertical and you can bet for sure that what he is going to do that he is going to go and call The Gardener Executives to ask him what do you think about this blockchain what do you think about this technology should I invest should I not and if you look at this this report from Gartner for 2023 the only thing that talks about anything related to us is metaverse on the 0.9 and even that if you look at it I will show you later the Gartner hype life cycle it's not positive about matters this is the most important part for us to understand is not to sell the technology but to sell the solutions because this is what are the typical questions that the c-level executives asks it's not about technology he doesn't care about the MPC he doesn't care about you know through output and everything else in the same manner that he doesn't really asks how much Visa has transactions what he asked is will this make me money so you will it increase revenues or will it reduce cost these are the only two questions that any c-level Executives ask themselves on a day-to-day basis and anybody who thinks differently is in a shock of a surprise and I'm just going to because I'm pretty much sure you read it I'm going to mention two questions how is this web 3 Solutions going to help me that my current systems are not fulfilling because a lot of executives are afraid that you know by implementing new technology they're going to break the old one and they're going to make a disruption to the business and this is not going to happen they have to be very very secure this is not going to happen because for them this is a live surgery and the last but not the least even when all of these other without disrupting versus the current system is what can I avoid while waiting to become more mature so is there a real need for any Enterprise to move to blockchain or this is just a hype right and when you look at this you come to a position which says can this lead to a lot of extra work for my IIT stuff because they're already understaffed so it's very very important to ask yourself these questions how to answer before you go there otherwise the meeting is going to be pretty challenging and this is why I talk to you so they always go to either Gartner or to McKinsey or BCG or Deloitte one of these big companies to ask them about technology and if you look at the gardener this is from July 2022 for 2023 the new one will come in months or so so I have to use this one if you look at it remember my talk about metaverse what the gardener says is that metaverse will not even come to the plot of productivity in 10 years and it will become obsolete before before it comes to real Plateau productivity so I just want to show you this you know what you're facing when you're going there to sell or when you're trying to empower them to you know because you need to be their advisor you need to help them come to our side the last but not the least if you look at this uh two years or two to five years the only thing that they believe it's already reaching plateau of productivity in less than two years is cryptocurrencies blockchain wallets and stable coins so these are the three things they believe will reach it for everything else they believe there is more than two to five years to be there and most important for majority of them if you look they are not through disillusion still right and if you look what they get from the McKinsey the light blue color here if you see the light blue means it's still not relevant and the dark blue is relevant look at the AI versus web3 AI is full in dark blue because it's easy to see everybody knows now about GPT they don't understand half of it but they do understand that they can go there and for twenty dollars they can type in create me a PowerPoint presentation on this topic without planning 15 slides and you know he can get a PowerPoint presentation less than 20 minutes and this is the real value for him personally plus all the other implementations chatbots and everything else but this is what you are facing and the most important thing for the people who never worked in the Enterprise is that normal standard large com type Enterprise they have minimum Five-Year Plan three to five year plan for all the it technology they're implementing so for them it's not about accepting your solution for them it's more important what they have to take off the plan that is already adopted in order to implement Your solution so it's not the price that you say they are paying besides the price they're paying to you and for technology is the loss they are paying of something else that they're taking out and this is what I think the people in entry Community needs to understand because it's not about me selling the biggest solution I have created it's what they're going to take out and how to show them it's for them valuable to take something already out and to put something new in which is maybe not mature which Gardener says it's not good so look what obstacles are we pushing in order to become you know major adoption but it's not that bad so let's see how to help them so we figure out what is the challenge right the easiest thing would be for me to live and I say oh I told you what is bad now let's go you know let me let me share some examples that we do in order to help you maybe some of you would be inspired so the first thing is to focus on the business outcomes not on the technology we of course have to tell them about technology we need to implement technology and Technology needs to work but this is taken without saying I'm not mentioning anything about layers I'm not mentioning anything about bridges oracles I'm not meshing anything about them because it's like expected to work or if it's not expected to work you have to be you know trustworthy and tell them this is experimental we are going to try together with you and CC but the most important thing is what is the outcome and as I said is it bringing the revenue in or is it decreasing the cost there is nothing else that is interesting for them even if you do any CSR project or whatever we do branding it's again connected to reducing the cost or increasing the revenue because they will invest in branding today to receive money in three years from now but it has to be somehow connected and you need to show the relevance second one is discuss the change to business models a lot of them don't understand the change of business models that the vector is bringing the last but not the least here is support the story to references because you know like I was sitting in the audience and everybody was laughing who is this guy getting out wants to talk you don't believe me who am I if you are going to some sea level Enterprise you need to establish the pattern why you are the person who can talk to them about it right even that one hour that he needs to give it to you he needs to understand it when I was working in Deloitte and other Consulting companies what they taught me is to make sure that every slide I show is a minimum worth of the time of all the participants times their salary times those three minutes that I'm showing so this is the minimum you need to calculate right or what we say in a startup World calculate the salaries of everybody present at the meeting and then the value of the meeting was really necessary or not it's the same with them even more because they have offers constantly start with a big Vision but have a small enough step to step in because a lot of them don't have a budget make sure you know where this is their budget cycle and share the risks because you know if you're coming in September and their budget starts from January it's very unlikely they will invest unless you're solving a huge issue but if you are coming in August and saying we want to do some project with you in January and you know that you're starting in January and the planning is in October there is a big chance that you at least come to work with them in this experimental budget because any c-level executive has at least few hundred K's as experimental budget right so it's not they don't have the money maybe it's the timing maybe you didn't show the value this is something you need to understand and last but not least be their trusted advisor and not just a partner be there for them so some of my business guys are always telling me how much did you spend this weekend with this guy because with some with some large Enterprise that we're working how much I think at least 20 weekends I was there like either Saturday or Sunday talking about something else or discussing why the web 3 is good or reviewing his presentation about web3 and stuff like that you have to be there for them so they can start trusting you and then everything else is easier so what is a focus on business outcomes first thing that I always tell them that the web3 is a Community First approach is totally shifting mindset from I'm selling to you it's about company building a community around the project itself you don't need a blockchain if you are the only one who is controlling it right so it has to be a community effort second parties show them all these different Revenue models and when we talk about these different Revenue models especially talk about direct to Consumer model which I think web3 is really useful and this is how it looks like when you show them and when you show them some references then they start understanding that it's not just a few kids playing around it's a really really important technology and then you start explaining the difference in the in the different models so let's say where to earn do you know that the companies are paying people to wear their clothes not to the Instagram influencers so we are not talking about those guys who are anyhow paid the company would come into this room and say who would wear our skirt for next hundred days and for this we will pay you yes I'll send your message there is one person who wants to um and look these companies if you show them princely strange are not a web 3 company it's a traditional business who understood the community building principle or if you look at this Atlas Navy drive to earn how many of you heard about Drive turn model you drive and you get money huh one person the others no well it's very simple and across the world the ESG credits are very important right sustainability and everything else if you're a car producer and you produce electric cars what you can start doing is paying your customers to drive cars so they bought a car from you but as much time they drive you give them some money because you can take those credits off them and you can use them for your own production so you don't have to buy it from somebody else or Atlas Navy is doing something totally different they are paying you to drive and use their application if you are in U.S you know some will launch it it's really good why you remember the social experiment that happened in the Scandinavian countries few months back when the guy put 100 phones with the Google Maps turned on on the trolley and walked around the city and block the whole city because Google Maps sent that there is hundreds of cars there and it's a red and blah blah blah what they did in the end they sent all the cards to our alternative route and what happened is he blocked the whole city because the other streets couldn't accept so many cars so now they shift this you cannot do this anymore they're checking but the point with the atlas Navy is that because you're driving and you get money you are not going to do this you're incentivized not to do this because if you do it they slash the money you earn why they pay you because they use your real-time data to sell it to the cold storage transport companies so if you're driving uh ice cream if you're drying a meat if you're driving pharmaceutical products any minute that you spend less on a road means less fuel less cost and everything else so you're more than Keen to pay for a real-time incentivized data and this is how the whole Community earns right this is why I say it's a community approach and this is the example I told you about the wear turns so it's not about influencer it's about the regular people getting money and this is connected to direct to customer models you're skipping all the advertisement you're skipping all the things you're paying your customers directly so how do we do this you need to support sorry to references you cannot just come and say believe me you will save money or believe me this product is good you need to show some references from companies that are bigger and better than you use their own Gardener use the I don't know Wall Street Journal similar or what we do for every company or industry that we go we have a list of 250 projects which are successful or less successful that we show to them so we show them let's say in Pharmacy and Automotive player who are the players so my story to them is do not trust me trust Toyota don't trust me trust America Trust Pfizer or if you talk about finances JP Morgan is the largest Tolkien asset company in the world they have the largest platform for tokenizing the real world asset and helping companies launch collecting money how many of you know about the KKR fund the one the one that in Serbia has SBB and across telecoms and blah blah the last fund that they raised was 500 million out of those 400 in Fiat 100 through blockchain Siemens raised 60 million Bond through a blockchain Germany is one of the best countries for launching a blockchain raising bonds very simplified way and the thing is when you talk to about CFO and you show them this he wants to listen to you because every single CFO when they hear Siemens raised 60 million dollar Bond on blockchain in less than two weeks it goes to his City and says how can we do this I first need to move to Germany but still there are a lot of other things that we can help additionally we start with a big vision and have a small steps into it so for the large Enterprise to get into a blockchain it's not that easy what we normally do with the sea levels we organize a two-day workshop where in this two-day workshop what we do we show them you know what are the list of hundred projects we joined with them create ideas about their own industry so this is why the previous examples are very important and then we work with them to select 10 of those out of those 10 of those we do Roy so you have to show them Roy how much they will earn how much they will lose what they need to do and from there we choose two projects to do for them as you know MVP is end-to-end development companies so we do the projects for them and at the same time if they're interesting we can start building their own internal theme so they can take it from there and this is something we do as you see in less than 24 months or you know depends second part is as I said we create uh decisions making space where we show them how to do it so we build the space for them to easily select web3 project because the most important thing is I truly believe that even now eighty percent of the projects proposed in web 3 shouldn't be built in web 3. yeah and this is what we need to be very open you know a lot of things shouldn't be built in web3 if you are a company and you want your own blockchain and you are the only owner of the nodes and it's your own app chain and nothing else is it a blockchain really I mean you can have a decentralized database the structured without without the need for this so make sure that we need to do it because it's still expensive to develop we create for them strategic initiative cards and similar things what we do this is how we do it so we first start with you know gold then we go with the business objective is it fixing basing catching up competitive Advantage Innovative disrupt then we create a business impact as I said investment customer experience or usefulness and then means to realize do they do it by themselves or somebody else and last but not the least we do the rapid experiments with them so when you define 100 list of hundred of these ideas what we do we take hakkas which are 30 minutes only to go through ideas quickly if some idea is worth of it we go with one day to the effort in hackathon and those ideas that are really great we deploy a team for seven days to really do a Sprint and then we decide but why is this important fail fast so if you're going to fail let's do it quickly but let's do it with some you know data not without anything and then be there as their trusted advisor make sure that you show them that some of the things that you are showing them are not successful I don't know how many of you know about trade lens trade lens is one of the largest project that IBM and Merck created in the supply chain industry and shipping industry since 2018 this project gathered more than 10 000 companies this year in January they decided to shut it down why it's not because of the technology didn't work everything worked as they expected the reason why they shut you down is very simple they didn't survive the commercial conditions so commercially it wasn't shown to be viable so America decided after my marks sorry decided after more than five years to shut it down because they haven't seen how they can commercialize it and this is what you need to discuss with them about Distributing Ledger tokenization of asset blockchain reality what are the challenges why it's not easy you know just go and say I want to transfer everything on a chain or maybe not everything is for the chain but those projects are let's do it together this is why we create a list of hundred and something projects when we're doing really big employment and then reduce it to only two that we develop because this shows them that we really go through it and the last but not the least help them join the community make sure as I said be their trusted advisor give them if you have business model canvases if you have something give them some materials they can learn and do it by yourselves and for everybody who wants to take a picture of this business model canvas and everything else you don't have to go to MVP Workshop you can get it in paper without the problem it's on our website you can download it for yourself you can even take out economics incentive canvas for tokenomic design so this is how we do it really so it's not about talking in the presentation but really doing it and I invite you all to do the same because if you jointly do this the same and we show them I truly believe the next five to seven years the Enterprise are going to be the major power of adoption of the web3 it's not going to be some small startups somewhere in the garage and for all of those who think is it true or not just think about how the web to enter right so the biggest companies web 2 are not a small company in garage they used to be in that school idea starts in a garage but now all the big companies are corporations so it will happen the same in the web 3 it's nothing to think about it that's about it for me join us at the stand grab your copy and you know talk to our guys for whatever you need thank you [Applause] we're open for questions so yes I can run away or I can answer the questions no problem shoot hello uh thank you for a nice presentation uh I have questions for these hacks you said like 30 minute hack today and one week uh are you developing like full app uh like uh MVP or you're just developing an idea and concept let me show you very simply I think some slides are missing from this presentation doesn't matter but the thing is what you're asking is this right yeah uh the most important thing is you look at the resources so in qatars you only have two guys you cannot develop anything then more than anything in 30 minutes you're just exploring right yeah in in two days effort we put idea owner two Engineers one designer researcher and one domain expert consultant it's really very important that you have a domain expert consultant it's very hard in any idea to develop something that the people don't need it right and here in a Sprint this is just one Sprint right we deploy almost the full team and we do everything that is possible with this team in one week yeah so the end product is like seriously proof of concept or proof of Technology yeah yeah okay thank you I mean unless the problem is so easy that you can trivially solve it but then you don't need all of this yeah yeah uh do you think this is maybe uh also good for some other ideas that are not in that tree fully agree fully agree yeah yeah very nice thing I don't believe that web 3 should invent everything from the scratch right we should use the technology in web 3 but everything else let's use the best practices from Innovations and ideation from all over thank you hi uh once again thank you for the presentation uh just a quick question are there any companies that implemented the paid to research model yet uh not so I mean Samar some are but the thing is in this depending on the industry and depending on your brand so I we went against our delivery opening events last time against the McKinsey so we had one partner from McKinsey us and one part and from McKinsey Singapore when we're doing this for uh Automotive client and we won the level of research they can bring on table is enormous and the difference between them and us is that they get paid for it so if you are a McKinsey or if you're a big brand you get paid for it the difference is do you get paid on the first day or do you get paid at the end so if you can do it go for it uh we we always say that certain parts have to be paid let's say when we do a discovery during a project we require this to be paid so we don't do Discovery for free okay thank you we can come for two hours you know just Chit Chat that's free but anything that requires 10 of us to be like two days it has to be paid thanks let's go for lunch yeah the best okay thanks thank you [Applause]