Apostolis Apostolidis (Toli) is Head of Engineering Practice at Cinch, arguably one of the most successful startups in UK startup history. Having been at cinch since the early days of their startup and scale up journey, Toli has helped establish DevOps, observability, and event-driven socio-technical practices across teams as they built on an entirely serverless platform on AWS. At cinch, Toli really "saw" Mr Conway in action. Toli draws from his experience as a Software Engineer across many software paradigms, stacks, and industries for over a decade. Viewing software engineering as a socio-technical practice has been influenced by his academic background in Mathematics and playing basketball semi-professionally for a number of years.