This Company Has a Radical Idea to Give Every Place on Earth a New Address

what3words is a London-based startup that wants to change the way we look at global addressing. The premise is simple enough: CEO Chris Sheldrick and his team spent six months building an algorithm that gives every three square meters (or ~10 square feet) on Earth an address made up of three random words: desk.mug.box, for example. The company then spent a year tweaking the algorithm--they hired a team of linguists to cull profanity and similarly spelled words from the 25,000-word database. The ...