Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?

The first brand that can purpose-build great stories for mobile, that can target in a relevant but noncreepy way and understand that it's the individual that matters, not the algorithm, is the first brand to win mobile and, possibly, the future.

The chaos of two cultures merging is the best time to forge a new identity to unify people, because everyone is looking for answers and everybody's looking for leadership. That's when there's an opportunity to say, 'OK, this is what we stand for.' People aren't set in their ways because everything is up for grabs.

People can't pay you to care. People can't teach you to care. But when you find something that you care about, you give it everything you've got. You never settle. And you are always pushing to learn and be better and support those around you. All I've tried to do in my career is care.

Analog sounds so much better. I frankly can't listen to digital audio for more than a few hours without really starting to hate what I'm listening to. Even decent 24-bit digital resolution really irritates me after a while.

I do go back to Russia frequently, about twice a year. I hate the flight, but it's worth it. My parents have a home in a little village of 12 houses. It's not on any map, so unless you know it's there, you won't find it. Nothing works there; no Internet, no cell phone, and the land line only works sometimes. It's great!

When we look at the specific effect of the Internet on language, languages asking the question, 'Has English become a different language as a result of the Internet?' the answer has to be no.

I don't understand computers. I've been unable to construct a working mental model of how they do what they do. I can break software by looking at it. I can blow anything up. Without trying. It's sort of like being a dowser. And this extreme elaborate clumsiness on my part is actually something people will pay me for. It's quite wonderful.