WYSIWYG

There's a great line in John Prine's song Dear Abby that goes "You are what you are and you ain't what you ain't..." Nowhere is there a more crystal clear embodiment of that sentiment than the unstable genius himself.

From the second he descended on the escalator in Trump tower with Malaria at his side, we knew Donald Trump was a festering, racist piece of shit. He didn't tell us we were mistaken. He didn't try to hide it. He based his campaign on it. And he's basing his presidency on it.

So I guess the question I have is why is everyone still waiting for him to change? Talking heads, pundits, commentators and journalists all make it a point to mention when he's not acting presidential. SPOILER ALERT: he's never going to.

It's like asking an old man to walk faster. Even if he wanted to he can't do it.

And of course the shithole president doesn't want to.

For some reason there's this rating scale where every time he accidentally stumbles into doing or saying something that remotely resembles anything presidential (which does not include boarding Air Force One with toilet paper on your shoe), it gets mentioned and he gets points for it. It's the equivalent of giving a potty-mouthed child a cookie as a reward for good behavior. A participation trophy at a kids' soccer game.

The other thing I hear a lot coming out of cable commentators is how history is going to judge him harshly, along with his GOP henchmen. Like they give a shit. They'll have robbed the piggy bank, cashed out and stolen history's Rolex long before it has a chance to judge anything. Besides, I hear from many people that history is just fake news.

The more I have to listen to that awful, eight-grade vocabulary, mobster wannabe droning on, the more I realize the problem with the traitor-in-chief isn't that he's hiding something.

It's that he isn't hiding anything.

The razor's edge

I realize there are a lot of important things going on in the world. The shithole president is dismantling our democracy piece by piece. There are shootings virtually every day in the news. Hurricane Florence just wreaked havoc on the Carolinas. The deficit has swelled to an unheard of $898 billion. It's a stressful time, and sometimes it feels like all it's going to take is one more thing to break us.

Well, I hate for you to find out this way, but we as a nation have reached a tipping point—a pivotal moment in time where history will judge our actions on yet one more decision that will effect all of us in one way or another.

Should Alex Trebek keep his newly grown beard, or shave it off? I know. No one said it was going to be easy.

About a week ago, Trebek bounded out onto the Jeopardy stage with a newly grown, white beard. Contrasted against his expertly tailored and extremely pricey suit, it lent him a more rugged, worldly look that was not so much that of a well-known, long-running game show host as the third runner-up in the Kern County regional Ernest Hemingway lookalike competition.

Rugged in the way he could look in the mirror now, and grip the one true thought that he was truly alone. Not wanting to, but knowing that despite the stillness of the dark, he could do nothing to prevent morning from making its appointed rounds. And it was a fine morning.

So anyway, you can go online to the Jeopardy website and cast your vote. I don't feel strongly one way or the other, but I am going to let my opinion be known.

Because if we've learned anything over the last year and a half, it's that very bad things can happen when you don't vote. This I can tell you.

Revisionist history

With the number of revisions almost every project seems to go through now, it seems like clients are less interested in making the work better, and more interested in securing their place in the Guinness Book Of World Records.

To my colleagues in the creative department, this isn’t exactly breaking news. But what has changed is the sheer volume of revisions.

Where it once was a middle-management client trying to show how he made an invaluable contribution to the process by changing the copy from sometimes to always, it’s now evolved into a cage match to see who can initiate the most changes.

The other thing is there are now more layers than ever. There's lower-middle management. Middle-middle management. Upper-middle management. Lower-upper management, and so on. Everyone who comes in contact with the copy feels like it's in their job description to have an opinion. And of course we all know what opinions are like.

My friend Rich Siegel even paid homage to the practice of client revisions by naming his book and well-written blog Round Seventeen. Every time I see that name, all I do is wish seventeen was where the revisions stopped.

There's an old adage about clients getting the work they deserve. Or maybe it's just karma. Either way, never is that more true than when the project manager brings the deck back for revision 68 (yes, actual number).

I think I’ve posted this story before, but it’s worth posting again. One time Paul Keye, a Creative Director/Copywriter and President of his now legendary creative agency, the long gone Keye Donna Perlstein, was in a client meeting. As the client was carefully scrutinizing the copy, at one point he turned to Paul and said, “I think it would read better if we changed an to the." Seeing the reaction on Keye’s face, the client followed up with, “What can I say? I’m a frustrated copywriter.”

To which Paul Keye said, “No. I’m the frustrated copywriter. You’re an asshole."

It would all run a lot smoother if the people who had the final say had the final say the first time around. Sure, it'd mean the middle-management types would have to actually find other ways to justify their almost six-figure salaries, and titles like Assistant Vice President Of Enterprise Integrated Product Analytics & Corporate Audience Targeting.

But if they really wanted to look smart, they could do it by focusing more on their jobs and less on ours. Their job is to make sure the work is on strategy. It'd be a far better use of their time if they stuck to that. It'd also go a long way towards making their corporate overlords and the bottom line more successful.

And the agency less resentful.