If you really think about it, when watching television, you have product placement all the time.

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.

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.