Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life.
And if nothing else, bless Sutherland’s heart for lending credence to the basic tenets of psychology, thereby validating the otherwise useless degrees in psychology collecting dust as its proprietors start from scratch to elbow their way into unrelated entry-level jobs in the real world as they have no face value in the world of business lest they are cleverly integrated into the advertising game.
Also, it’s funny hearing Brits rip on other European countries. So there’s that too.
“STAY POSI.” That advice came a time when I needed to hear it most. He has also been known to say “When in doubt, chill the fuck out”. That is a pretty good one. He’s a smart dude. Thanks Michael.
He made a rad compilation a few weeks ago; check it out in his super-secret public diary.
So I was sitting in a receptionist’s area this afternoon and killing time reading a Wall Street Journal article (don’t laugh) about how people are neurologically wired to feel good when they brag. It apparently triggers the same sensation in your brain as when you talk about food or sex or money.
I know self-deprecation and false modesty is an acceptable strategy to manipulate conversations and social situations, but I am putting this one to rest, because
- I am tired of that shit! and
- If you don’t like to stress your flex at least a little bit, then - to draw a rude correlation - you don’t like food or sex or money and that means your fundamental priorities are completely misaligned.
Not really though. I discuss my business at length. And sometimes I don’t like hearing people talk about themselves a lot of the time. This scientific finding does not and should not by any means warrant every ding-dong out there to orate their personal journal to anyone who will listen (this definitely includes me). But, and even if sometimes I repress the urge to give them dead eyes through the inside of my beer glass, at least I can rest assured knowing we have the basic tenets of life in common. Besides, some people are really fascinating with interesting things to say, and I know I’d much rather take the opportunity to hear them talk instead.
Anyway. Did I tell you once I competed in a Halloween costume contest as Yo-Landi Vi$$ser from Die Antwoord and I learned to rap the entire song plus that one entire part in Afrikaans in less than one week but we didn’t win which was okay because there is a photo of me from that party where I was breakdancing the bejeezus out of the dance floor and my biceps look totally ripped?
Oof, I just gave myself a phantom boner.
1. When I first saw that photo of the waterfall in Big Sur, I had no idea where it was in the world but I always wanted to experience it. When I traversed down the highway over ten years later on a bike last year and stumbled upon it by chance during a break, I was gleeful and humbled to discover that I was standing right in front of something I never really thought I’d ever see.
2. I always wanted to organize a road trip/tour to Big Sur called Big Sur Yes Sir. It sounds stupid now but it is a turn of phrase that has been inextricably intertwined with the impression of Big Sur since I was seventeen and thought I could market anything through alliteration.
3. You know I rode down the coast almost exactly one year ago on VCR’s SF to LA Mancation. It was really special revisiting the route again, this time at a more leisurely pace, with the one person who wasn’t there then that I most wished had been.
Sometimes the things you want are actualized; it’s just a matter of time and patience.
The Best of California Forever
Some days I enjoy making art and other days I don’t like looking back on things I’ve made
Job perks. A true privilege and a pleasure, as I have been known to say.
I got to sit inside the fire engine and get the other little kids to come with me, even the ones who were freaked out and crying from being so stoked but simultaneously overwhelmed. It was pretty cool seeing them mellow out and have the most fun of their three- to five-year old lives.
For the record, the inside of a fire engine looks like the inside of a sketchy dive bar with most of the lights turned off: Some Flex Fit LAFD hats, axes, poles, random discarded cans and clothes on the floor. It was fun but also demystifying to witness. Who knew.
We got to check out their kitchen, too. It is fancy as hell. Huge. Viking range. Two refrigerators. Enormous dining table. Nice chairs. Dry erase board on the wall of supplies needed - Splenda, napkins, basic amenities one never really infers from such a formidable institution. They work in 24-hour shifts. They eat, sleep, train and of course respond to calls from their station.
Firefighters generally have a career life span of about twenty years (after which they supposedly get to retire) and relatively speaking, that sounds great and all, but you have to consider the gnarly shit they see and have to deal with fighting fires within those two decades… those twenty years are a lot longer than the typical twenty. Who runs into a blazing fire? That is counter-intuitive as a human being. And we’re not even getting into what they experience arriving at car crashes, crime scenes, etc. Who cuts down the dude who hung himself and shit his pants? Who’s going to be the one to break down the door to assist in reaching an insane pediatric homicide? Shit is crazy. They didn’t mention any of this during their presentation, but they have imparted that reality with me under-the-table in the past and the gravitas of their situation has always made a profound and humbling impression on me. Heroism always comes at a price, often personal.
I feel the utmost respect for firefighters and other people who serve the community (except for fucking cops), particularly ones who serve in the face of danger and adversity. It was great to see the fire station and know that its members are being provided with the most adequate facilities possible so that they can do their job well and serve their community the best that they can.
