Davos has always lived in contradiction. Exclusive yet open. Secluded yet hyper-visible. A mountain retreat where global power quite literally bumps into itself on the promenade. In this conversation with Matthias Lüfkens, one of the architects behind bringing the World Economic Forum onto social media nearly two decades ago, we unpack how Davos transformed from a closed-door summit into a globally streamed spectacle — and why that shift still matters today. From the early resistance to YouTube (“our audience isn’t watching videos in dorm rooms”) to today’s reality where heads of state, CEOs, Olympians, activists, and central bankers collide over hot soup and unscheduled conversations, this is a rare look at Davos beyond the headlines. We talk relevance. We talk access. We talk why the mountains matter. And why, despite the criticism, dialogue remains the real currency of Davos. Because love it or loathe it — when the world needs coordination, it still shows up here. #WEF #Davos #WorldEconomicForum #GlobalLeadership #FutureOfGlobalization #InternationalDialogue #Leadership #Geopolitics #GlobalEconomy #HubCulture #Davos2025 #IdeasThatMatter #PowerAndPolicy