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Most people don’t have a favorable view of online ads, but why shouldn’t those ads be as compelling as other content available on the Web and mobile devices? That’s the question Giles Goodwin asks. As co-founder and president of technology and products with Flite, provider of the only SaaS ad platform powering both mobile and display advertising, he’s intent on changing those perceptions. He’s doing that by listening to customers and hiring the right people – two watchwords for entrepreneurs. Goodwin says meeting customer needs requires the ability to project where the business and the market are headed and the ability to keep the company focused. When it comes to people, the best hires not only have the right skills but the personalities that fit Flite’s culture. Getting those things right is enabling Flite to make online ads the rich and interactive experiences they should be.