How big can we get before we get bad?

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.

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.

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.

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'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.

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