With Spotify, people don't get it until they try it. Then they tell their friends.

Put your consumers in focus, and listen to what they're actually saying, not what they tell you.

With Twitter and other social networking tools, you can get a lot of advice from great people. I learn more from Twitter than any survey or discussion with a big company.

People just want to have access to all of the world's music.

In order for a service to be social, you've really got to start from the ground up. The fact that almost a third of the U.S. population have even heard of Spotify is really because they've seen it on Facebook and friends have been sharing.

The main reason people want to pay for Spotify is really portability. People are saying, 'I want to have my music with me.'