In my recent MediaVillage interview with Frenemies author Ken Auletta, he commented: "In all my books and my work with The New Yorker I've focused on two types of people. One sees new competition and says, 'Change is a problem. Woe is me.' Others say, 'Change is an opportunity and I will use it as a spur to change my business or I will die.' That's what Bob [Greenberg of R/GA] is actually saying. Change or die."