Tina Brown

Perhaps the most damaging aspect of the Obamacare tech nightmare is how wholly predictable it all was. Anyone who has been involved in building the most rudimentary of web operations knows nothing ever works as it's supposed to. Even awesome Apple, mighty Microsoft, and gargantuan Google miss deadlines.

Who was Amanda Knox? Was she a fresh-faced honor student from Seattle who met anyone's definition of an all-American girl - attractive, athletic, smart, hard-working, adventuresome, in love with languages and travel? Or was her pretty face a mask, a duplicitous cover for a depraved soul?

The no-secrets era of social media makes one consider the built-in risk factor of nominating high-testosterone men to positions of power at all. Everyone is under too much scrutiny now to take a chance on candidates who suddenly blow up into a comic meme, a punchline, a ribald hashtag.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.