The Physical Web is a very simple idea: find URLs around you easily. However, this unassuming idea unlocks a whole new open ecosystem. As the web gets better, it makes the Physical Web look brilliant, but honestly, it's the web that's being awesome, the Physical Web is just getting a free ride. This talk will discuss some of the amazing concepts and future directions from the web community that are making the Physical Web look so promising. About the speaker: Scott Jenson has been doing user interface design and strategic planning for over 25 years. He worked at Apple on System 7, Newton, and the Apple Human Interface guidelines. He was UX director of Symbian, VP of product design for Cognima, managed mobile UX for Google and was a creative director at frog design in San Francisco. Scott returned to Google in November 2013 to lead the Physical Web project. As a battle-scarred veteran of the software industry, Scott has shipped a consumer spreadsheet, been a part of 2 Mac OS releases, 5 Newton product cycles, 4 commercial website revisions, designed 3 different mobile phone UIs, sworn at innumerable mobile browsers, and has over 20 patents. Talk given at Full Stack Fest 2016 (https://www.fullstackfest.com)