Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something.

One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.

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.

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.

Technology is the fashion of the '90s. It affects everyone, and everyone is interested in it - either from fear of being left behind or because they have a real need to use technology.

It's very fascinating, it's very addictive, and it's incredibly challenging. You're never satisfied. It's kind of like advertising. You're never satisfied

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.