Hire the best people you can find. This was kind of easy in the early days of foursquare - we hired our friends who were really passionate about the stuff they were building. We have a superstar team not just because their resumes are so strong, but because they've been passionate, thinking about and tinkering in this space forever. Those are the people you want to surround yourself with.
'Upstairs Downstairs' and 'Downton Abbey' appeal to people because they're about our history, they look so beautiful, are written by amazing writers and have high production values.