In an age of hyper-connectivity, where the world is mapped down to the inch, getting lost might seem like an anachronism. Words by Jamie Crocker
Yet, for all our GPS sophistication, vast swathes of the British landscape remain difficult to navigate – especially in Cornwall and Devon, where winding coastal paths, moorland expanses and remote coves confound even the most diligent traveller. Enter what3words: a system so deceptively simple yet staggeringly effective that it is quietly revolutionising the way we find places, give directions and summon help in an emergency.
What3words was founded by schoolboy friends Chris Sheldrick and Mohan Ganesalingam with an elegantly practical solution to a universal problem. Chris, who practised his craft as both musician and organiser within the music industry, grew frustrated with unreliable addresses and the inevitable chaos of getting artists and equipment to the right locations. He recounts, “I even had a group of musicians turn up at the wrong wedding once!”
The epiphany? The world needed a more precise way of defining places. Chris approached Mohan, a mathematician, with his idea. The two friends sat down and sketched out the mathematics on a napkin: to create an addressing system precise enough to pinpoint a specific entrance or parking spot, they needed accuracy down to a 3-metre square. This would require 57 trillion addresses to cover the world. Their solution of using three words would allow for 64 trillion combinations (40,000 x 40,000 x 40,000) – more than enough to cover the entire planet with some to spare. The result: a system that divides the planet into a grid of 3m x 3m squares, each assigned a unique three-word identifier.
The brilliance of what3words lies in its simplicity. While Mohan’s mathematical expertise helped create the sophisticated algorithm underlying the system, the user experience is refreshingly straightforward. Download the free app, and suddenly, you can identify any location on Earth with three ordinary words.
Unlike postcode systems, which can be imprecise, or GPS coordinates, which are unwieldy, what3words provides a user-friendly alternative. A remote Cornish beach might be pinpointed as ‘rank.tabs.blaze’, a hidden moorland tor as ‘blush.encourage.numeral’. The beauty of the system lies in its simplicity and accessibility – no special equipment is needed, just a smartphone, or smartwatch or a map with the corresponding words.
The South West’s labyrinthine lanes, rugged cliffs, and expansive moors make it a perfect testing ground for the real-world utility of what3words. In cities, it ensures pinpoint accuracy in food deliveries and taxi pickups, but in Cornwall and Devon, it takes on a more elemental role: guiding hikers across Bodmin Moor or Dartmoor, helping wild swimmers reach secluded coves, and enabling rural businesses to be found without the ambiguity of an unmarked lane.
It has also become a vital tool in tourism. Hotels and restaurants, keen to ensure guests find them effortlessly, now include what3words locations in their booking confirmations. Outdoor adventure companies use it to direct visitors to surf spots, kayak launch points, and climbing crags. It is, in essence, the modern compass for the free-roaming explorer.
Beyond convenience, what3words has had profound implications for emergency services. By its very nature, Cornwall and Devon’s isolated moorland and South West Coast Path can quickly turn from the picturesque to the perilous. Each year, the Cornwall Air Ambulance, the Devon Air Ambulance, RNLI and Coastguard respond to hundreds of calls from walkers, swimmers, and boaters in distress. In the past, pinpointing an exact location could take critical minutes – especially when a caller is panicked or unfamiliar with their surroundings. Now, a quick relay of three words to a 999 operator can mean the difference between a swift rescue and a desperate search.
For the South West’s emergency services, this technology has become an invaluable tool. Take the case of George Bladon, whose day of hiking on Dartmoor took a frightening turn when he fell into a deep gully near Great Links Tor. With multiple open fractures and in a precarious position, the precision of his location was crucial. Thanks to what3words, which his group had fortuitously downloaded just the day before, Devon Air Ambulance was able to locate him swiftly and transport him to Derriford Major Trauma Centre.
Or consider Sara Glazebrook’s story, which unfolded during a training walk for a charity event. When she experienced a severe thunderclap headache in a remote location, what3words proved crucial in guiding emergency services to her precise location. The land was inaccessible to standard ambulances, but thanks to the exact coordinates provided by the app, Devon Air Ambulance could land nearby and transport her swiftly to the hospital.
The system’s effectiveness lies in its careful design. Each three-word combination is unique, and similar combinations are deliberately placed far apart to minimise errors. The technology works offline once downloaded, crucial in areas of poor connectivity – a common challenge in Devon and Cornwall’s more remote locations.
LEFT: Chris Sheldrick CENTRE: Sara Glazebrook RIGHT: George Bladon (second from left) and friends on Dartmoor prior to his accident
For delivery companies like Yodel, DPD, and DHL, who navigate this region’s complex network of rural addresses daily, what3words has transformed their operations. No longer must drivers rely on vague directions or postcodes that cover vast rural areas. Each delivery point can be identified with pinpoint accuracy.
The impact of what3words extends far beyond our shores, too. The system works in over 60 languages, including Welsh, making it invaluable for international visitors to the region. Major automotive manufacturers, including Jaguar Land Rover and Lotus, have integrated the technology into their navigation systems, recognising its value in precisely locating destinations.
Slowly but surely, what3words is beginning to embed itself into the fabric of the South West’s outdoor culture, and its reach is expanding. Estate agents use it to pinpoint property viewings. Wedding venues ensure guests arrive at the right barn, not one half a mile away. Even local councils are adopting it for public safety signage.
In a region where precise location can be a matter of life and death, what3words has become more than just a clever innovation – it’s an essential tool for anyone exploring or living in the southwest. Whether you’re walking the coastal paths, tramping the moors, or simply trying to find that secluded beach, three simple words might be all you need to find your way.