[In 2007] People's relationship with a brand is becoming a dialog, not a monolog.

TV spots are short. If you can't hold folks' attention for 20 seconds before revealing the brand, find another line of work.

When you open an Apple product it's like a religious experience.

Most people who are deemed 'mean' are usually perfectionist who make mediocre people unhappy, cause they put more pressure on them then they can handle.

Consumers never complain about ads being too smart.

[In 2004 on being at TBWA Chiat Day for 30 years.] Different people are different in terms of the way they're made. I knew since the day I arrived at Chiat Day that I was at home, and that I was at a place where I could prove my talent and my ability... I am also married for 35 years too, so it could just be how I am.

There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.