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

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.

With Twitter and other social networking tools, you can get a lot of advice from great people. I learn more from Twitter than any survey or discussion with a big company.

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

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.

At Spotify, we really want you to democratically win as a musician. We want you to win because your music is the best music.

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