Dangerous words

According to some estimates, there are over 1,025,029 words in the English language.

But to anyone who works in an agency creative department, you know there are four extremely dangerous ones that should be avoided at all costs.

"What do you think?"

Those four little wolves-in-sheeps'-clothing words have caused more unnecessary frustration, anger and heartache, not to mention destroyed more great advertising, than the other 1,025,025 words combined.

Well, maybe not. But go with me here.

Here’s the thing: the vampire at your doorway at midnight, hungry with fangs bared, can’t come in. He can’t simply cross the threshold and suck the life out of you, even though that’s what he wants to do more than anything. You're safe inside and he's stuck outside.

Unless you invite him in. “What do you think?” is that invitation.

It gives people without jurisdiction, judgment or experience the opening they’re waiting for to – as Albert Brooks said in Broadcast News – lower our standards bit by bit.

Now, not all opinions are unwanted. But you can be sure the people who need to chime in, who have a dog in the race, will do it without being asked. They’re the ones that'll see what you’re trying to do, offer ways to keep it on track and true to your vision and, more often than not, make it better in the process.

Next time you're in an internal review, in the big conference room, and the chairs are filled by people who don't have more than a glancing relationship with the work being presented, do yourself and your career a favor.

Instead of asking "What do you think?", ask something that'll do a lot less damage and might actually put you in everyones' good graces right from the get-go.

Something like, "Are those bagels for everyone?"

Are you the gatekeeper?

Once upon a time, when it came to getting into an agency, whether for a full time position or freelance, hopeful creative people sent their books (portfolio of their work in layman's terms) or promo piece (remember promo pieces?) to the creative director. That's because in a kindler, gentler industry, creative directors usually carved out some time - an hour or so a week - to go through books that'd been submitted.

They returned the ones they didn't want with a nice, brief thanks-but-no-thanks note. They called in the owners of the ones they liked for an interview or a meet-and-greet.

They were obviously the most qualified people to do this for a few reasons. For starters, they were creative people themselves. They understood what goes into coming up with an ad, the obstacles encountered in shaping and crafting it to make it great and the hurdles involved in getting it presented and produced. They spoke the language.

They were the first stop on the job tour.

Fast forward to today, where they're the last.

In today's fully-integrated agencies, with their manifestos on their websites, granola in the kitchen next to the Starbucks Via envelopes and planners offering their "insights," there's a position called Creative Resources Director. Or Creative Services Coordinator. Or Talent Relations Supervisor. Or Creative Concierge. However, that's not what they're called by the actual talent.

They're called gatekeepers.

These are the people who make or break you by getting you - or not - into the agency, and getting your work in front of the creative director.

Gatekeepers usually have the full trust and endorsement of the creative directors, even though most of them have never actually worked as a creative in a creative department. Yet there they are, judging on some criteria only they know which books get through and which don't. I imagine it's a carefully worked out formula of quality of work, reputation, freelance budget and have I had my coffee yet.

Gatekeepers, like creative directors (and freelancers), come in all flavors. There are absolutely great ones out there (like the ones at all the agencies where I work - you know who you are, and thank you). These are the ones that return your email, maintain a friendly attitude, negotiate a rate you're both happy with when they bring you in and let you down easy when they don't.

They keep the lines of communication open, and make it clear it's alright to check in every now and then to see what's going on.

Then there are the other kind of gatekeepers. They're what I like to call the meter maids of gatekeeping. They have a uniform so they think they're real policemen. But they're not.

Every creative person has or will run into one of these. They almost go out of their way not to have a relationship with the very people they will at some point want to work for them. They will never answer any emails, yet they will fully expect you to negotiate your day rate to the basement for them when they call you in two hours before they need you. They'll make sure you know how lucky you are they even considered you.

They'll check your availability, and then they'll never check back with you.

In the same way creative people establish reputations around town, so do the gatekeepers. It's well known in the freelance community who the great ones are, just like it's known who the um, less-than-great ones are. Like the French resistance, there actually is a freelance underground where the community has its ways of sharing their gatekeeper experiences with each other. It's a way of looking out for each other even if everyone's competing for the same jobs.

At the end of the day, gatekeepers are something you accept and work with. If they're the good ones - and I can't say this enough, like all the ones I work with - it's always a pleasure dealing with them. If they're the bad ones, you find the grace to muddle through while holding your ground.

By the way, if you happen to be a gatekeeper and you're reading this, you know the meter maid crack wasn't about you, right?

God: On the record

Here at Rotation and Balance, we were lucky enough to catch God while he was in town taking meetings with studio executives about a remake of the story of his life - The Greatest Story Ever Told.

We sat down with lattes, a good attitude and more than a few questions.

RNB: First of all, thanks for taking time out of your busy schedule to talk with us.

GOD: I'm pretty good at multi-tasking. And it's my pleasure.

RNB: So do you visit Earth often?

GOD: I'm actually here more than people think, but not in my true form. That'd be a lot for people to handle, bright heavenly light and all. So I wear a disguise when I'm walking around in my earthly form - kind of like Hugh Jackman when he's on the exhibit floor at Comic Con.

RNB: Hugh Jackman walked the floor at Comic Con dressed as Wolverine.

GOD: Brilliant wasn't it? I really got a kick out of that.

RNB: When you look around at the world, what are the first thoughts that come to mind?

GOD: What the heck have you done with the place? Really, I hardly recognize it. I mean, I gave you the knowledge to build factories, cities and cars - that Audi R8 is pretty sweet, right? - but I thought you might take care of the place a little better. I think I may have been a little too generous with that "free will" experiment.

RNB: You couldn't have put that much work into it. I mean it only took you seven days.

GOD: True, but my days aren't the same as your days. They're a lot longer. That reminds me of a joke...

RNB: Go ahead, let's hear it.

GOD: This kid is in church praying to me, and he says, 'God, what's a million dollars like to you?' And I say, 'It's like a penny to you.' Then he says, 'Well, what's a million years like to you?' And I say, 'It's like a second.' So the kid thinks a minute, then says to me, 'God, can I have a penny?' And I say, 'Sure. Just a second.'

RNB: Good one.

GOD: Gets me every time.

RNB: Getting back on track, I'm sure you know about the recent controversies concerning religion and gay marriage.

GOD: All knowing, hello?

RNB: So what do you think about gay marriage?

GOD: You know, it's a good question. Let's start here - you're all my children. I created you all in my image.

RNB: You're not saying...

GOD: What I'm saying is I'm a part of everyone on Earth. My spirit is in all of you. And because you're all my children, like any parent I love you all and want you to be happy. The world's too short on love, why would I want to take it away from anyone?

RNB: A lot of people say you wouldn't approve, and use your name to justify their position.

GOD: I'm more about acceptance than judgement. I sleep better at night that way.

RNB: You actually sleep?

GOD: Well, no. But you get where I'm going.

RNB: Do you resent fringe groups and haters using your name to justify their actions?

GOD: Brother, if I had a dollar for every time someone took my name in vain or used it as an excuse to hurt people, I could afford that new throne I've had my eye on.

RNB: Why do so many people get that wrong?

GOD: I only knows. See what I did there?

RNB: What about the situation in the Middle East?

GOD: I'm not going to lie to you, it's pretty bad. It's like that mess in the corner of your room you keep saying you're going to clean up, and you never do. It's just too overwhelming.

RNB: All due respect, but why don't you just wave your hand and solve the problem?

GOD: All due respect, because then you wouldn't learn the lessons you need to learn.

RNB: And what are those?

GOD: That's for me to know and you to find out. You have to understand, I'm looking at the big picture. Things happen for what looks like no reason. But there always is one. I'm a very careful planner, and I'm not reckless. A lot of what happens, especially the unpleasant things, are designed to make you stronger of character, more compassionate and more vigilant.

RNB: But some truly horrible things have happened.

GOD: Agreed. The sad truth is I'm not the only one at work here. I have some pretty powerful enemies, well, enemy. He can't win, but he makes things tougher for me.

RNB: Is there life after death?

GOD: Is there ever. And the good news is, and I really shouldn't tell you this, but everyone gets past the gates.

RNB: Everyone?

GOD: Yep. Doesn't matter if you believe in me or not, doesn't matter what you've done. I'm big on forgiveness.

RNB: Every heard the phrase "Rock N' Roll Heaven?"

GOD: I dare you to find a better band than the one we've got. Every seat is a good one, AND there are no Ticketmaster fees - if that isn't heaven, I don't know what is.

RNB: There's a lot more to talk about, but I know you have to run. Thanks for spending a little time with us.

GOD: Thank you for having me. And just so you know, even when you see me leave, I'm not really gone.

RNB: How do I know that's true?

GOD: See that guy over there who looks like Hugh Jackman?

In the zone

Time zones. They're either for you or against you.

Living on the west coast, and traveling to the east coast, I'm used to the three-hour shuffle. Losing the time going, getting it back on the way home. Somehow, in my disoriented mind, it all evens out and I can talk myself out of the lag.

But for the past four days I've been in the central time zone - two hours ahead of where I normally am. It's very confusing to me, which isn't good because I'm confused enough to start with.

I don't let the clock on my iPhone reset. Instead, I keep it set to my home time zone, and just apply a 'plus two' to whatever time it displays. I do this because I take a pill for cholesterol, and I want to be taking it the same time as I do every day - the time my body's used to.

Even if the same time is a different time. See what I'm saying?

The other thing about central time is all the TV shows are on an hour earlier than where I live. So I wind up missing a lot of them by at least a half hour or more. This might be at the top of the first-world problem list.

Anyway, I just wanted to get this posted tonight before I went to bed two hours ago.

Or is it two hours from now?

Sticking the landing

When I freelanced in San Francisco for nine months, I was living in Santa Monica. I'd fly up every Monday morning, and back every Friday night. Occasionally, I'd have to come back a time or two mid-week. What I'm saying is lots of take-offs and landings.

Landings, with all they imply, are a welcome part of any flight. It means the screaming baby in 11B will soon be a thing of the past, you'll be able to take your iPhone off airplane mode and, provided you don't clobber someone taking your carry-on out of the overhead, you'll never have to see, make small talk or apologize to any of these people again.

What I've noticed a lot, especially in the age of discount airlines, is that when landing, a lot of times pilots simply come in hot. They have schedules to make, flight attendants to diddle (make sure they're fastened low and tight across your waist) or another plane to pilot. They're in a hurry to touchdown.

We've all been on that flight where you feel your bones rattle when the plane slams onto the runway, and then a flight attendant blows the dust off some old joke over the P.A. like, "As you may have noticed, we've just dropped into Kennedy."

Rare is a pilot who manages to stick the landing. I was fortunate enough to have one on my flight this morning.

It's family weekend at young Mr. Spielberg's university. So the wife and I hopped JetBlue to the red state to see our boy. When we touched down, it was barely noticeable if you weren't looking out the window and watching the ground come up. The wheels hit the asphalt with a gentle, feather touch. Both of them in sync, making contact at the same time. No loud screech of the rubber hitting the road. No one gear down and then the other. There wasn't a person within earshot who could stop talking about how perfect it was.

So kudos and many thanks to the JetBlue pilot(s) this morning. You gave a cabin full of sleepy, weary travelers a gentle reminder how the talents of a skilled pilot can make getting where you're going much more pleasant.

To everyone who flies, I wish for you what I had today. Happy landings.

Are you available the 25th?

Here's what you need to know about Santa Geoff. His dreams have come true. It says so right there in the small print.

"Since he was a boy, Santa Geoff has dreamed of delivering presents to all the good boys and girls around the world."

I'm a big believer in dreams coming true. Good for Santa Geoff. Because it's something he's always wanted to do, I'm sure he makes an extra effort to do the job as well as he can. No threadbare spots on the red velvet. No matting in the beard. No twinkle only in one eye. This is a man who's literally living the dream.

"Santa Geoff is accredited by the Professional Santa School..."

It's the difference between a handyman and a licensed contractor. An amateur and a professional. A Santa who's been to the professional Santa school (apparently there is one) and all the others. I imagine it's a rigorous curriculum of HoHo'ing 101, Chimney Diving, Reindeer Veterinary Care and Advanced Gift Wrapping. They also offer Beginning Sleigh Repair & Maintenance, but I think that's an elective. Anyway, somewhere at the North Pole there's a degree with his name on it, and that's good enough for me.

"...and has undergone a full background check so you can feel confident that Santa Geoff is the best Santa for the job."

Background checks are a good thing - especially when it comes to fat strangers in red suits who may at some point have your child on his lap. Besides things like drug abuse and a prison record, I wonder what else comes up in a Santa background check. Hosting back room reindeer fighting with Michael Vick? Loitering at Christmas tree lots? Listing Bad Santa as his favorite movie? By the way, the last one would be enough for me to hire him.

"Always cheerful and jolly, Santa Geoff loves being Santa and is dedicated to being the best Santa Claus possible and making every event memorable for both children and adults! Just ask Santa Geoff how to make your experience even more unique."

Clearly, Santa Geoff is going to do his gosh darn best to make your holiday event merry. The part that concerns me is asking him how to make it even more unique. Frankly, it conjures up some fairly un-Christmas-y naughty and not-so-nice images. It also brings a whole new meaning to "decking the halls."

Anyway, if you need a Santa - and really, who among us doesn't - it seems like you could do a lot worse than Santa Geoff. Plus as you can see by the area code, he works in Orange County.

Although I think we all know that's not the home office.

Don't ask: Working the weekend

I know what you're thinking: why haven't I posted a new installment of my ever popular Don't Ask series - the one that brought you such widely read and revered gems like Don't Ask: Moving, Don't Ask: Picking Up At The Airport, Don't Ask: Loaning You Money, Don't Ask: Sharing A Hotel Room, Don't Ask: Writing A Letter For You and the perennial Don't Ask: Sharing My Food.

Well, tonight's your lucky night. I'm posting my latest in the series, and it's about a particular nuisance that effects every creative person in the business: working the weekend.

Jay Chiat of Chiat/Day fame had a quote that's been misquoted and bounced around ad agencies ever since he said it. If you're in advertising, you're already saying it to yourself: "If you're not here on Saturday, don't bother coming in on Sunday."

Looks like I won't be seeing you Sunday.

Agencies are notorious for their outsized and aggressive disregard for both working smart and your life. If they did the first one, working weekends wouldn't happen nearly as often as it does. Which would mean you'd get some of your life back.

Since I believe agencies will start working smart and utilizing their time more efficiently about the same time I ride my unicorn to Xanadu while drinking from the Holy Grail, I've chosen not to wait. I'm taking it back. Weekends are personal time. They're days of rest by definition. They are non-work days. Here's what I do on weekends. I spend time with my kids. I go out with the wife. I get things done around the house. I veg and binge Breaking Bad again.

Know what I don't do? Work.

Maybe if there were fewer 12-person meetings to kick-off the latest banner ad, not as many mandatory attendance pep talks to rally the troops, and less presentations to the staff from the Executive Group Specialist In Experimental Branding Strategy & Innovative Demographic Search Engine Optimization Solutions, there'd be enough time during the week to get the actual, bill-paying, income producing work done.

Not to brag, but because I have this policy of no weekends, I get my work done during the week. When I pack up Friday night, everything that needed to be done is done. Monday will bring a whole new set of challenges, and I'll get those done during the next five days too.

I know this is a radical position for a freelancer with a kid in college to take. Especially since weekends are usually double time. At a nice day rate, that can add up pretty quick. I know freelancers that hope for weekend work - something about gettin' while the gettin's good. Whatever. When your relationship with your kids turns into a Harry Chapin song, don't come crying to me.

Don't get me wrong. This is not to say I haven't worked weekends and won't again on those very few occasions it's necessary. But it usually isn't, despite the desperation, authoritative tone, insinuations about reputations and false logic that since they have to be there you have to be there. Almost as weak an argument as "If I do it for you, I have to do it for everyone else."

So go ahead, talk about how I'm too good to come in on Saturday. How I don't want to be a team player. How pissed everyone's going to be that they're at work and I'm not.

And if you want to tell me to my face, fine.

Call me. I'll be at home.