Technically, no

Agencies like to put copywriters in silos. There are the car writers. Fast food writers. Pharma writers. Fashion writers. Packaged-goods writers.

Then there are tech writers, which as you might imagine are a hot commodity these days what with agencies and clients drinking the digital Kool-Aid in big, sloppy gulps.

The good news no two definitions of a tech writer are the same.

Every single time in my career (sorry, taking a time out to laugh hysterically for using the word career) when I’ve been asked if I’m a tech writer I’ve always said no. Then when they ask the inevitable follow up question, which makes zero sense given my answer to the first question – can you write tech? – I always say yes.

And I’ve always gotten the gig.

Here’s my approach to tech: someone else will fill in the blanks. I do what I always do - write consumer facing copy that’ll be conversational and fun to read, and explains the technology of whatever it is I’m writing about in an everyman kind of way.

Kind of like the Apple website, except with better headlines (there goes that gig).

Then, when it comes to the actual tech part, the hardcore specs and stats, I let someone else fill in the blanks. I know they can do it better. They know they can do it better. The American people know they can do it better.

I’ve worked on Pioneer Electronics and Western Digital. Sony VAIO and Motorola. Verizon Wireless and Sharp Electronics. I’ve written web content for a zillion clients. The list goes on and on. And judging by how many digital agencies are popping up like weeds, and how many new tech companies are appearing daily, the list is no doubt going to get even longer.

Which means technically there should be plenty to keep me busy.

One for Father's Day

They don't look like this anymore. I don't know about the dog. He might if he's still around.

The thing about being a parent is that, as time goes on, I begin to realize all the clichés come true. How fast it goes. How fleeting it is. How one day they're riding tricycles, and the next they' re driving my car (with the same lead foot they must've inherited from their mother). One minute I'm driving them to kindergarten, the next they're off to college.

Father's Day isn't the only time I ponder these thoughts, but it hits a little harder today for some reason.

Here's the thing: I won the kid lottery. I look around at some of our friends' kids - who shall go nameless - and all I can think about is how fast I would've left them on the steps at the firehouse. Don't look so surprised. Think about some of your friends' kids and tell me I'm wrong.

I have two beautiful, smart, funny kids who still kiss their parents goodnight no matter what time they get home. We tell each other how much we love each other all the time. Their pain is my pain, and their joy is my joy. Their successes are my pride, and their failures are my heartache. There's nothing in the world I wouldn't do for them, with the possible exception of loaning them my American Express card.

Bill Murray put it best in Lost In Translation: "It's the most terrifying day of your life the day the first one is born. Your life, as you know it, is gone, never to return. But they learn how to walk and they learn how to talk, and you want to be with them. And they turn out to be the most delightful people you'll ever meet in your life."

Anyway, the days' activities will be getting under way any minute. I know they'll be giving me cards and a few gifts today (new Stephen King book, hello?), and I have a sneaking suspicion the family's going to hijack me to my favorite breakfast place (it's the Coffee Cup Cafe in case you get the urge to treat me sometime).

Whatever they have in store for me this Father's Day, I want them to know the very best gift they can give me, the one I'll never get tired of, the one I want most, the one I'll always want, is more time with them.

So maybe take the tie back.

Drinking it all in

I don't think I have to tell you that over five years ago, I wrote a post about the many, many branch offices I work out of.

And by branch offices I mean Starbucks.

You may be a little cynical and think I'm bringing this up because it's a Saturday night, and I'm too lazy to think of anything new to write about. Well, no. Not entirely.

The reason I bring it up is because today I found myself working on a freelance gig at the Sunset Beach Starbucks for a few hours. And I noticed the customers who came in and out were very, how you say, beachy.

I've never worked at that office before. But I decided to widen my horizons a bit. I was tired of seeing the same people at the ones I usually work at. Plus it was a hot, sunny day and being near the water sounded like a good idea.

It made me realize even when I'm doing the same thing, there's a way to change it up. It's a lesson I could probably apply to a few other areas of my life.

I know, I should write fortune cookies or Hallmark cards - what can I say, that's what I thought.

I think I'm going to institute a new policy: every time I go work at a Starbucks, it's going to be a different one. God knows there isn't a shortage of them. I think seeing different kinds of people - how you say, clientele - helps the creative process along. That alone is reason enough to work there.

Well, that and a half-caf venti Carmel Macchiato.

Secret identity

I'm just going to say it: Bruce Jenner's story and struggle resonated with me. And in light of Rachel Dolezal’s revelation she’s always identified as black, I feel inspired and moved to come out, and reveal the truth about who I feel I really am in my heart and soul since I was born.

I can now say this with pride: I identify as rich.

I relate to the rich experience. As long as I can remember, I’ve spent money when, where and as much as I’ve wanted, never concerned about running out or if more will come to replace it. I've gone to great lengths to change my appearance and behavior to look rich.

For example, I enjoy sushi immensely. And really, do people who aren’t rich drop a c-note on raw fish and sticky rice for dinner nearly as often as I do? Of course they don't. No sane person does.

Would a non-rich person take their car to the dealer to be repaired, knowing full well they'll pay at least twice what they'd pay at an authorized independent mechanic? I have my car serviced exclusively at the dealer. I have for years. My rich inner self wouldn't have it any other way.

I’ve operated for years on the philosophy that “if I spend it it will come.” This approach been particularly evident on my visits to Las Vegas. Speaking of which, there are dozens of low-price hotels there, but instead, I choose to stay at the Venetian or Bellagio. I realize what one night costs at these establishments is probably three nights at a significantly lesser hotel like the Tropicana or Flamingo. But I feel like need a shower for even mentioning those other hotels.

It's a reaction the rich often have.

Identifying as rich hasn’t been an easy road. Sometimes the bank, credit card companies and my kids’ piggy bank try to convince me I’m really not rich by birth. Well sure, not on the outside.

On the inside, I'm all champagne dreams and caviar wishes.

Someday I hope society will accept me for who I am and not judge. But until then, I’m willing to suffer the indignities that come with identifying as rich: waiting for the valet. Trying to get change for a hundred. Wearing socks more than once.

Thank you for your understanding and support as I introduce my rich personality to the world.

If you need me, I’ll be at the sushi bar.

The take rate

Stunning picture of the earthrise as seen from the surface of the moon. I thought I'd go with this picture because when I googled the subject I'm actually going to write about, the pictures were, shall we say, less than savory.

So just gaze at the picture and enjoy while I talk about my perforated septum. As I've mentioned before here, I basically have a hole in my nose between airways that needs to get repaired.

When dealing with medical issues of any kind, especially those involving a potential surgery - major or minor - I always make it a point to find "the guy." In this case, "the guy" is the Chief of Surgery at the world-renown, major metropolitan hospital where I live. He's responsible for all the surgeries in all the specialties. And, come to find out, his specialty is Ear Nose and Throat. He was also Chief of Surgery for that particular department for six years.

Let's say confidence is high he can get the job done,

I met with him last Friday, and we discussed how he might go about performing the surgery. One way, and the way I prefer by far, is closed surgery where he just works through the nasal passages with really small instruments and precision to repair the perforation. The other far less preferable way is open surgery, where he makes a small incision in the center of my nose, then pulls it back revealing the septum more fully. It gives him a better view, and more room to move. And it only leaves a small incision when he's done that eventually heals to be unnoticeable.

See why I went with the picture of the earthrise?

Basically he has to graft a material over the hole in my septum. As we spoke about it, he told me he was going to talk to reps about which materials had the best take rate, that is the percentage of times the material is successfully grafted and holds. There's always the chance it won't take, which would just put me back where I started.

Afterwards, I started thinking about different take rates in advertising. Like the take rate of creative directors who don't want to get their fingerprints all over every idea presented to them (low). The take rate of clients buying the work unchanged (low). The take rate of planners not giving some asinine insight they think is brilliant, like "the consumer wants a better experience to engage with and advocate for."

Yeah. That's just what they want (lower than low).

I was also thinking about the take rate for people remembering this post after they read it. My take was I probably shouldn't think about that.

Pomp you up

Tonight was my son's high school graduation. And I don't mind telling you, I took it just fine. I was a pillar of strength, unmoved by hearing Pomp & Circumstance as all these fine young adults marched down the aisles, reaching the end of their four-year journey and celebrating what they've accomplished these last few busy years of their lives.

Who're we kidding. From the minute I sat down you could've wiped the floor with me.

There's something so poignant and wonderful about seeing all these kids - many whom I've known since they were in first grade - getting ready to go out in to the world to make their marks, take their chances, learn their lessons and celebrate their successes.

The secret they don't know, can't know, is that this is the best part. Right now, when it's all ahead of them.

His graduating class is about a hundred and twenty. The entire high school is around six hundred. They all know each other. They've built relationships that will last a lifetime. It's easy to see this class is close and intends to stay that way.

I envy them. My high school memories aren't nearly the caliber theirs will be. I'm in touch with friends I want to be in touch with from that time, but it's nowhere near a hundred twenty people. As I think about it, that's probably a good thing.

My graduating class alone was the size of his entire high school. That's what I get for going to a primarily Jewish public school in the Fairfax district instead of a private Christian school in Cerritos. Not to put too fine a point on it, but Jesus was one of our boys - amIright?

Anyway, besides bursting with tears I was bursting with pride for my boy. I love him something fierce, and I can only dream of one day becoming the quality human being he already is. He's compassionate, intelligent, funny, inventive, resourceful, determined, imaginative, brutally handsome. And now, he's on his way to his next important stage in life..

One of the pastors who spoke tonight said tomorrow they're freshmen all over when they start college. Then they're freshman again when they get married. And freshman yet again when they have kids of their own. I know exactly what he meant.

I'm a freshman when it comes to letting my boy go.

Floored

The kitchen, as we know it, cannot continue.

I’ve written here before about the small dip not so gradually turning into a large canyon in our kitchen floor. The time for action has arrived.

And by action, I mean spending money.

We spoke with one contractor my fabulous art director and supermodel friend Imke recommended. We discussed the floor, as well as what a minor kitchen remodel (if there is such a thing) might look like.

SPOILER ALERT: It looks like about thirty grand.

We liked him, but he was slow in getting back to us, although he eventually did.

One problem is our house is 65 years old, and the original plans don’t exist anymore. So we have to pony up about five g’s to an engineer to come draw up new plans to work off of.

Meanwhile, while I’ve been busy trying to figure out how many days I have to work to make this happen, I’ve also been on Yelp looking up contractors. And asking friends for referrals (got any? You know my email).

I’ve never done any kind of remodel on the house, and frankly, I’m terrified at the prospect. Although the idea of taking a sledgehammer to the walls is appealing. Especially if I can draw a picture of one of my former bosses on it before I do it.

Naturally the necessity of the floor repair coincides perfectly with sending my son off to a major university with a check for tuition. I could fix a lot of kitchens for the education he damn well better be getting.

Anyway, I’ll be making calls and setting up contractor appointments in the next couple weeks. Like job interviews, we’ll talk to everyone. Then we’ll make a decision. Then we’ll panic. But at the end of it all, even though we’ll be poorer for the experience, we’ll have a great looking kitchen without a floor that doubles as a skate park.

We’re already tight on the budget. Fortunately, I know the three words you never say to any contractor.

While you’re here…