We don't have titles on our business cards. No one really gets any special treatment. No one gets a corner office to put pictures of their family and their dog in.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

My real talent was for losing clients.

Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop.

I'm uncomfortable when I'm comfortable. I have to start something new-in the agency or in my personal life-every two years or so. Taking risks gives me energy. I can't help it, it's my personality. I'd like to think it's not really a compulsion toward high risks, but the spirit of an entrepreneur.

You come to work because the office is a resource: The office is a place where you can meet with other people, and the office has libraries of books and information on CD-ROM that might help you with your work.

I can't say the advertising model is obsolete yet but it doesn't make a lot of sense in the long range.