Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?

The first brand that can purpose-build great stories for mobile, that can target in a relevant but noncreepy way and understand that it's the individual that matters, not the algorithm, is the first brand to win mobile and, possibly, the future.

The chaos of two cultures merging is the best time to forge a new identity to unify people, because everyone is looking for answers and everybody's looking for leadership. That's when there's an opportunity to say, 'OK, this is what we stand for.' People aren't set in their ways because everything is up for grabs.

People can't pay you to care. People can't teach you to care. But when you find something that you care about, you give it everything you've got. You never settle. And you are always pushing to learn and be better and support those around you. All I've tried to do in my career is care.

We are skinny; this is our work. There are lots of overweight people working in offices, but I'm not going to say, 'This girl is fat; she can't work in an office.'

I look at my career as a body of work, not just Queens of the Stone Age records. I'm in Eagles of Death Metal, I'm in Them Crooked Vultures; I make records with other people.

Actually, I've always been kind of a leader, and it's kind of just stuck with me throughout my whole career.

The only hard-and-fast rules a Perot must operate under are getting a sound education; being honest and ethical in our business dealings; treating the people who work for us with respect and dignity; and, finally, a Perot cannot be afraid to take risks when appropriate.