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Iain Tait, Wieden & Kennedy
Iain Tait, Wieden & Kennedy
40 under 40 rank: 40

I've no idea. And perhaps a state of uncertainty is the outlook? One trend that I foresee is people becoming far more "micro" in the way that they manage company money. I often look at the way that businesses spend their money and wonder why people don't apply the same values to spending company cash as they would their own.

When digitization and globalization have flattened a lot of traditional competitive advantage, and you're competing against small hungry startups, you have to start thinking smart, nimble and thrifty.

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Last updated October 14 2010: 6:17 AM ET
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