When a new direction is being formed in the market, it’s possible to recognize the hype, create the rules yourself, and get rich on your own creativity. In the latest edition of Success Builder, the director of media product development at Russian social networking site VKontakte, Arseniy Ashomko, discusses what the advertising industry looks like from the inside, how the law is useful in any field, and what makes the company VKontakte special besides the juice bar and gym.