I don't care about new technology

I don't care about new inventions and new websites and apps and social media platforms, either.

I tried. I subscribed to Mashable, I followed industry gurus on Twitter. I read articles about nanotechnology and robots and Pinterest and clouds.

And in the end, I just gave up. But with good reason.

First of all, there's always going to be someone who knows more about it than you. Just like however big your record collection is, John Peel's was bigger. And in an ad agency, I'll probably be surrounded by sharp young and not-so-young things who embrace every new fad 6 months before anyone else.

But that's the point. I'm not interested in technology, I'm interested in people. I'll get curious about something 6 months down the line when my brother and my friends and the guy in Accounts show some sign of understanding it. I got into advertising to communicate with people; to better understand what drives them to choose one thing over another.

People get paid a lot of money to spot trends and predict the future. That's fine. But it's not what I want to do. I want to make adverts and tell stories that millions of people can relate to and actually enjoy. That's all.