Paul Barnett "MMO’s, movies, las vegas, and golf" In one of Lift's most legendary talk, Paul Barnett - creative director at Electronic Arts - explains that the conventional thinking which goes into designing an existing product and simply make it bigger, louder, taller, and crazier doesn't work in the world of online games. There has to be room for new ideas, and it's the person with the ideas who is going to be walking away with the money.  Distributed by Tubemogul.