South African Lyndsey Duff is the South Africa Country Manager at What3Words— a British startup which provides a precise physical location solution that has broken up the world into a grid of 3m x 3m squares and assigned each one a unique 3-word address.

Prior to joining What3Words, Lyndsey oversaw inward investment at the South African High Commission UK, following stints at the Palace of Westminster and the South African Chamber of Commerce.

In this brief chat with Andile Masuku - taped at Africa Tech Summit Kigali 2018 - Lyndsey outlines What3Words' African business goals and unpacks the company's ambition to better tech heavies like Google by ushering in the "next global addressing standard".