We don't have to do advertising You can just do things A ‘just do it' culture of entrepreneurialism – “The great thing about the web is you can fail fast and you can fail cheap” Egos are marginally smaller – we know what we don't know and look to collaborate when we need Online audiences are great – rude, opinionated, stupid, fickle, smart, informed, inspirational, loyal… Instant feedback… They know way more than we do… I want to be an inventor … “I can create something new every day” There's less to lose You don't have to work somewhere with some old blokes' surnames on the door… Working with people who properly LIVE in the digital world – “The internet is not a specimen jar” Rules are changing every day

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