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.

We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.

Eighty percent of what everyone's talking about never happens. I don't mean in terms of product development that's happening right now, I'm talking about the far-flung visions of the future.

The intellectual architecture means focusing on doing great work instead of focusing on agency politics.

The team architecture means setting up an organization that helps people produce that great work in teams.

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.

Taking risks gives me energy.