Companies need connections to their markets to create long-term loyalty.

If the ad is bad people get turned off. That's 125 million potential viewers, so you just killed reach. But there's also a big potential payoff. I think it does pay off because you get a lot of traffic, a lot of free public relations(in media stories). It helps position themselves for the next round of financing.

People often say to me, "How come you don't want to be CEO of a company?" And I tell them, "I don't want to." I know I can do it, but I don't enjoy it. Why does that have to be the definition of success?

It's the same reason why someone has a Web page or why people feel comfortable going on reality TV.

Companies need connections to their markets to create long-term loyalty.

Leadership is defined not by the position you hold but by the people who follow you.

Twitter is not a technology. It's a conversation and it's happening with or without you.