From TEDx Black Rock City, Burning Man. This lines up with how I’ve approached things for years. Rather than think of things in a dichotomous view (is good vs is bad, will happen vs won’t happen), I like to think of things in terms of the probability.
"In my years at Google I’ve provided consulting for hundreds of large advertisers, and I have never met another individual as comfortable with complexity as Matthew. Not only did he drive much of the work behind one of the most complicated campaign I’ve seen, he remained humble and open to ideas throughout. Matthew is a true SEM professional."
-- Michael Anuzis, Strategist, Google
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