Troy Norcross is an experienced Strategy Director specialising in defining how Blockchain can be used to create incremental business value. Troy is Co-Founder of Blockchain Rookies and Owner of digital strategy agency SER Team. By focusing on the business opportunities created by Blockchain, Troy separates the value from the technical delivery of Blockchain projects.

Troy’s background ranges from software development for flight simulators to running his own start-up focused on permission marketing and advising numerous startups in the area of e-commerce and digital strategy.

Hailing originally from 4,000 acres of farmland in Missouri, Troy has lived in Amsterdam, Munich, Helsinki and currently resides in London. Troy’s breadth of experience across multiple industries gives him a unique perspective when looking at how Blockchain can be applied to a business opportunity or to an industry at large.