He believes that companies need to minimise risk and maximise audiences (profit) to be successful. He believes that in order to do this, the company needs to be vertically or horizontally integrated, horizontal integration: when a company buys out or takes over another company that does the same thing as them, this can be to expand their business or to take out competition. Vertical integration is when a company buys out or takes over another company that does a different part of that production process. these processes are: development, pre-production, production, post-production, marketing,distribution. when a specific company does one of those processes, they may want to take over another company who specialise in another process in that list. He also thinks in order to minimise risk and maximise profit, the company must work across a variety of media platfoms and technologies. He also thinks that they must focus on popular genres/formats/celebrity. Another one of his ideas is that companies should have a controlled release schedule of products. for example, a film company could release their film in every country which minimises the risk of pirating. Companies could also hold back on releasing something to gain excitement for it, for example a video game company could release a game on only one console which would incentivise the player to buy that console to play, and then releasing the game on every console later.