The future of advertising is the Internet.

Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.

Ad campaigns are necessary for competition. But good PR educates people; that's all it is.

When Paul Allen and I started Microsoft over 30 years ago, we had big dreams about software. We had dreams about the impact it could have.

It's a nice reader, but there's nothing on the iPad I look at and say, 'Oh, I wish Microsoft had done it.'

The way to be successful in the software world is to come up with breakthrough software, and so whether it's Microsoft Office or Windows, its pushing that forward. New ideas, surprising the marketplace, so good engineering and good business are one in the same.