Ask yourself: given everything you have to do, is there a way that we can make this better?

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.

The value of a company is the sum of the problems you solve.

There are half a billion people that listen to music online and the vast majority are doing so illegally. But if we bring those people over to the legal side and Spotify, what is going to happen is we are going to double the music industry and that will lead to more artists creating great new music.

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.

Put your consumers in focus, and listen to what they're actually saying, not what they tell you.

Ask yourself: given everything you have to do, is there a way that we can make this better?