Everyone is trying to say, 'This is Gen Y; we're not an old company. We're not doing old content.'

Advertisers realize that Gen Y is the largest purchasing cohort. Also, that you're going to have to accept some different modes of thinking if you're going to get to them.

When citizens are trying to participate in the process, it's tough going up against a company that is ruthlessly pulling out all the stops.

Online is a revolution. The Internet is a revolution. And we should be revolutionary in the content that we put on it rather than derivative.

Gen Y consume most of their media online and mobile. Gen Y, as the Baby Boomers drop off, are the largest cohort with the largest amount of money - despite the fact that half of them are unemployed.

You have a lot of companies developing stuff that's just derivative. If 'The Voice' is the No. 1 show on TV, they say, 'Let's do 100 different versions of 'The Voice.' The problem is, by the time you get to market, it's already saturated, and everybody hates the format.