Sometimes the most important job advertising can do, is to clarify the obvious.

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.

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 hard to build a brand, competitively, and tell people what you do as well.

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.

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.

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.