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"I've been reflecting on what it was like each time I started a new venture. For Rubicon Project, my co-founders and I were brimming with excitement, passion, and energy. We knew what we were creating was going to disrupt the media industry and make it better, faster, smarter. But maintaining that high has been difficult. Eight years later, I've found that our excitement, passion and energy at Rubicon comes in waves. It's so easy to get caught up in the day-to-day monotony and slowly drift away from the very mindset that is our company's foundation. How can we return to that attitude of innovation? So I spent some time wondering what had first motivated us: the original idea? The opportunity we recognized? The team we had assembled?  Then I realized it had been the opportunity for disruption. We all recognized an opportunity and had ideas on how to capitalize on that opportunity, but the excitement, passion, and energy was born out of the realization that a single idea could change the way an entire industry operated. My next thought jumped to other famous inventors and wondering about their disposition when they created their innovations. This step required some research, so I decided to study some of history's greatest innovators. I reflected upon the innovative people I work with and those that I most admire. Through this process, I discovered that there is a definitive mindset of innovation, and I broke it down to seven attitudes."