We don't do everything the same way we always did it. We just don't.

I think Apple is a wonderful example of spectacular marketing and I love having my iPod. There are the naysayers who say that "nyah, nyah, it breaks" and I think "well, I don't like what Microsoft made..."

Technology is something that grows and changes, and what I need to do is find out what it can do so it can do what I want it to do. And I want it to do whatever I want it to do really fast. And it's fantastic.

What happens is people - especially, I think, audiences in the United States - people confront new things a little bit afraid. It's like when you're a kid and your mother puts something on your plate you never ate before. I think that American audiences are very much like that, and when they can accept something new they can accept the next new thing, it's incredible. And what happens is that their expectation of what things should be is elevated, and that's really terrific for us.

All maps are distorted, they are not literal fact.

I find that I'm at my least creative point when I am doing something that I've done in repetition and I know all the rules - I never break the rules because I know them.

Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?