Fire has impacted every part of our lives - without fire, there would be no shopping, right? - that's how the Internet will intrude on our lives, particularly our kids' lives.

Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM.

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.

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.

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.

I can't say the advertising model is obsolete yet but it doesn't make a lot of sense in the long range.

Taking risks gives me energy.