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. Jay Chiat
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. Jay Chiat
Eighty percent of what everyone's talking about never happens. I don't mean in terms of product development that's happening right now, I'm talking about the far-flung visions of the future. Jay Chiat
Fire has impacted every part of our lives - without fire, there would be no shopping, right? - that's how the Internet will intrude on our lives, particularly our kids' lives. Jay Chiat
First, this isn't about telecommuting, because we still have offices that people will come to regularly when they need to brainstorm together, meet with clients, or do research in the library. Jay Chiat
One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites. Jay Chiat
Our technology is very scalable. Our software can accommodate enormous numbers of clients. It's a marvelous opportunity. We'll keep developing products. Jay Chiat
Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something. Jay Chiat
Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM. Jay Chiat
Technology is the fashion of the '90s. It affects everyone, and everyone is interested in it - either from fear of being left behind or because they have a real need to use technology. Jay Chiat
