(2004-09-29) Peters Interviews Roberts

Tom Peters interviews Kevin Roberts (Love Mark). We started off with a dream, which is to be revered as the hothouse of the world-changing idea. We changed our name from "ad agency" to "ideas company." Our focus is to create and perpetuate lovemarks. Our spirit is, "Nothing is impossible." We hire anthropologists, sociologists, misfits, authors, writers, creative people. And we've changed our compensation structure so we don't get paid fees or commissions; we get paid as a percent of sales... We also have a group called Fahrenheit 212. These guys are an accelerator, and what they tell anybody is, "If you're currently taking one or two years to get a product to market, we'll get you there every time in three months. And by the way, we don't want payment for that, we just want 3 percent of everything you sell for the next three years."