Kevin Kelly is Senior Maverick at Wired magazine. He co-founded Wired in 1993, and served as its Executive Editor from its inception until 1999. He has just finished a book for Viking/Penguin called What Technology Wants, published October 18, 2010. He is also editor and publisher of the Cool Tools website, which gets half a million unique visitors per month. From 1984-1990 Kelly was publisher and editor of the Whole Earth Review, a journal of unorthodox technical news. He co-founded the ongoing Hackers’ Conference, and was involved with the launch of the WELL, a pioneering online service started in 1985. He authored the best-selling New Rules for the New Economy and the classic book on decentralized emergent systems, Out of Control.