Monthly Archives: January 2006

Manly Shopping (and the Perfect Nipple)

One of the few traits I seem to have inherited from my late and much-lamented father is a decided lack of patience when it comes to shopping. Now, send me into a store to rummage through books, office supplies, electronics or tools, and I could be content, if not outright gleeful, for hours on end; indeed, I could easily get lost for days in large bookstores, sifting through the titles while I forget to eat or drink. But send me forth into the teeming hordes of a department store or mall, especially on a quest for some ill-labelled and confusing feminine product, and I’ll soon be quivering in paroxysms of frustration, anger, loathing for fellow humans, and even the fear of God.

And so it was with no lack of trepidation that I sallied forth recently into the seething swarms of bargain-hungry shoppers all brought to the brink of outright violence in their efforts to exchange well-meaning Christmas presents for the last dregs upon the shelves, and I in search of a seemingly rare skin lotion for my pregnant wife.

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And the Community Reaches Back

D*I*Y PlannerWell, I’m hard at work on the release candidate of the D*I*Y Planner, version 3.0, and I decided to ask for volunteers to help proof the templates, edit the handbook, and write new sections for the (already fairly copious) documentation. Seeing that DIYPlanner.com was set up essentially as a community-driven project to focus on paper-based productivity and creativity, centred somewhat on the ‘Planner, I thought it only right to invite those interested to participate in its development.

So, was that a smart thing? After all, the ‘Planner has been my little baby since its inception, and I’ve guided every line, checkbox and uneven margin via my “benevolent dictatorship.”

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The e-VeryThing Syndrome

About six years ago during the height of the dot-com madness, I was flown across the continent on very little notice for an e-learning consultation, and promptly placed in a high-end hotel (the type that feels no need to include “quality” in its title). Each morning the hotel would sponsor a special e-networking breakfast room for select guests, and it was here one morning that I stood, overlooking San Diego while indulging in aromatic coffees, decadent pastries and exotic fruits. There I made the acquaintance of the CEO of a newly-public company (e-something- or-other, of course), a man in his mid-twenties, just a few years younger than I, but far better-groomed and clad in clothes costing more than a luxury sedan.

The first ten minutes of the conversation was decidedly one-sided, and he went on at length about how he outsmarted his stock advisors and “stuck it to the vulture capitalists” to attain the nearly $40 million he needed to pursue his super-secret business idea (which, true be told, once he explained it to me, sounded like a flaky advertising project to create and sell ads to run within a company’s own intranet). R&D money, for him, meant wining and dining celebrities and high-powered executives in epicurean and orgiastic parties held in rented designer mansions. To determine what people actually wanted, of course.

He asked what I did, and I told him why I was there, and a little bit about my jack-of-all-trades background. He didn’t seem interesting in anything besides himself, so I kept it short. The conversation then went something like this….

“Listen, guy,” he said, mouth half-full with baklava no doubt flown in from Greece –he called everyone guy, even the women in the room– “there are two types of people in the world: the generalists and the specialists.”

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Three Seconds

There’s a well-known maxim in advertising circles that you have approximately three seconds to hook your viewing audience with an ad. Within that time, a lot has to happen. Your viewer has to see the ad, assess the overall image, be influenced by the colours, drift to the area of main importance (the “heat”), zero in on the central visual or text message, absorb that, identify the significance of that with one’s own experience in some way, and then make a decision to carry on investigating the message or text. Now, no one tells you how to do this. The human mind is an astonishing contraption, capable of incredibly complex procedures and analysis within milliseconds, and it does all this automatically. The patience so advocated just a half-century ago is a rare commodity, and our little grey cells have been trained, as by a crack military drill, to disregard those advertisements that require more than three seconds’ investment.

Harken back to novels written in Victorian times and compare them to those today, and you’ll get a similar appreciation of how our minds are beginning to change when faced with a rapid-fire deluge of information. Way back when snuff was fashionable and the glimpse of a woman’s ankles was grounds for marriage, novels and stories often began with long and arduous descriptions of setting, delving into the intricacies of weather, tree branches, rock formations, the collapsing of a farmer’s wall down the road, and the progressive deterioration of several generations of day lilies. Today, we tend to favour in media res, beginning in the middle of things. The first paragraph of the first chapter, and we are already on the roller-coaster, holding tight. (Yes, literary pundits will think of a million exceptions here — I’m speaking in generalities.)

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