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[MUSIC PLAYING] NEIL PERKIN: Hello, and welcome to the latest edition of Google Firestarters. Im Neil Perkin, the curator of Firestarters and also the founder of consultancy business Only Dead Fish. So for the uninitiated, if you are new here, Firestarters is a series of conversations with the interested and interesting of the advertising and marketing community, focusing, really, on the areas of challenge and opportunity. And this series of conversations builds, really, off the back of a whole series of almost 60 live events that weve run over 10 years at Google. And so we always structure the conversation around five centimeters questions. So the first question is, whats the best thing youve learned in your career? And then well talk about biggest mistakes that youve made in your career. And then its around insights, around how the industry is changing, predictions for the future, and then our final question, which is about, what question do you wish that Id asked you,