We led with our conviction rather than rational, because rational said it was impossible.

I had two passions growing up - one was music, one was technology. I tried to play in a band for a while, but I was never talented enough to make it. And I started companies. One day came along and I decided to combine the two - and there was Spotify.

It disturbed me that the music industry had gone down the drain, even though people were listening to more music than ever and from a greater diversity of artists.

I was deeply uncertain of who I was and who I wanted to be. I really thought I wanted to be a much cooler guy than what I was.

At the end of the day, I want the music industry to be larger than what it is today.

With Spotify, people don't get it until they try it. Then they tell their friends.

But right now we have an advantage of being the number one in music.