PDN: Turning to Web sites, do you think that listing easily recognizable categories on one’s Web site is important? I’ve noticed you don’t do that on your site.
JR: [ …] the war of actually establishing who you are out there as an agency personality maybe requires that you don’t just obey all the rules that every art buyer would suggest [ …] I put up some gallery and it’s called “Flying by my elbows” or something, and who the hell is supposed to know what that means and who’s going to look at it? It’s a constant struggle: how to direct people to the place that they think they want to be, how to allow them access to the places they think they want to go (so they don’t get frustrated and leave) […] The truth is, the people with a voice and the people with a vision do what their instinct says, and it’s right because it’s true and they’re good and if they go with it, that stuff just bleeds out. When people are being true and honest, even if they don’t obey the rules, people respond to it. There’s no replacing A, talent, and B, fully inhabiting that talent and doing what you think is a fucking good idea. There’s no replacing that."