Con Way Ling: No, it was more mathematics, like decision theory, optimization, operations, research and statistics, as well as math.

CL: Not as much as it might seem. TeknoSurf's core focus is its targeting technology, which blends optimization and mathematics with experience and human judgement. So really it's a great mix of my education and work experience.

CL: TeknoSurf takes Web surfer, Web site and advertising data and combines it all to optimize what messages get shown to which people. This is the same principle used in other targeted advertising, but using far more sophisticated algorithms, thereby utilizing the interactive potential of the Web.

CL: Constantly switching gears while trying to figure out how to play in a continually changing industry. In addition to opening our New York office, I help develop and implement our general corporate strategy. So one minute I'm trying to figure out our sales strategy and the next I'm ordering telephones while interviewing potential business development analysts.

CL: For sales positions we're looking for people with either traditional agency experience or strong Internet advertising experience. For the business development positions we are looking for people with strong analytical and problem-solving skills. In both cases we are looking for people able to work in a constantly changing, exciting pre-IPO environment. So far we've found people through referrals, executive search firms and through Monster.com.

CL: The fundamental business principles are still in place -- or at least starting to get there as the market begins to demand this -- but it's a totally new environment. In some fields, you can leave for a month and nothing has changed materially when you get back. To be honest, you could probably leave for a year in some cases. In new media, you can't be out for a day without feeling left out of the loop.

CL: One needs to be really flexible and constantly searching for new ideas. Any player could be a partner, could have merger potential, could be a competitor -- or could be all three. Those kinds of opportunities keep things interesting.

CL: A higher level of accountability is becoming evident. It used to be that dotcom was enough. Now investors are legitimately demanding more. A lot of companies appear differentiated on the surface but in reality are just packaging the same idea differently. Now there is clearly value in packaging, but what gives TeknoSurf an edge is that is that we have both a cool product and a sound business model.

CL: I like the merit-based nature of it. As the industry is new and changing, there is very little traditional infrastructure in place. In general, good ideas can stand on their own with limited politics, etc.

CL: To develop solid analytical skills -- and the ability to get things done.