letters
to an unknown audience
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Brand loyalty/  /May 10, 2008

I never go in for this sort of thing, but, well, it's better than working, right? Esquire's "75 Skills Every Man Should Master" is surprisingly amusing and well-written. Some bits are tasteless, others are inspired. It occurs to me: this is where overeducated English-lit majors go.

Some gems:

 24. Know his poison, without standing there, pondering like a dope. Brand, amount, style, fast, like so: Booker's, double, neat.

 40. Speak to an eight-year-old so he will hear. Use his first name. Don't use baby talk. Don't crank up your energy to match his. Ask questions and wait for answers. Follow up. Don't pretend to be interested in Webkinz or Power Rangers or whatever. He's as bored with that shit as you are. Concentrate instead on seeing the child as a person of his own.

 58. Avoid boredom. You have enough to eat. You can move. This must be acknowledged as a kind of freedom. You don't always have to buy things, put things in your mouth, or be delighted.

 60. Be brand loyal to at least one product. It tells a lot about who you are and where you came from. Me? I like Hellman's mayonnaise and Genesee beer, which makes me the fleshy, stubbornly upstate ne'er-do-well that I will always be.

That last one is for my homies.

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Comments

U guess maple syrup is sort of a brand in and of itself....

—posted by jessamyn at May 11, 2008 9:03 PM

I guess maple syrup is sort of a brand in and of itself....

—posted by jessamyn at May 11, 2008 9:03 PM

U guess, I guess, we all guess for maple guess!

—posted by the author at May 12, 2008 6:53 AM
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