Paul works for a company called Scout and gave a talk about 8 things people want from companies. The 8 things are for companies to make people's lives simpler, fascinate them with a point of view, draw them into an awesome experience, give them a great story to tell, know the limits of people's attention spans, surprise them, enhance their personal brands, and be real and authentic. The document ends by quoting Eric Ryan saying there are no low passion categories, only low passion brands.