Brian Felsen of CD Baby interviewed me at SXSW 2010. I am attempting to explain the difference between strategy and tactics and considering I’d been out long into the night I think I manage to be lucid. This is part 1, 8 minutes, of what was clearly a long interview. It’s followed by Parts 2, 3 and 4. Thanks are due to Brian for asking some good questions. Just to clarify – at the time I was a partner at Fight, I am now Director, Interactive Strategy at NORTH.